I had a most instructive conversation this past Saturday night over dinner. I want to share what I learned with current and former students as good career information.
One of my dearest friends, Phillip Raskin, was here briefly from Seoul, Korea. Phillip is Director of the Burson-Marsteller office in Seoul. He mentioned that he had an opening for a junior account service person. I asked what credentials and experience he was looking for. He said he was seeking someone with at least five years of experience. As for skills, the first thing he mentioned was the ability to write.
“I need a person who can make a news release capture the attention of the media,” Phillip said. “I am looking for a skilled writer who can take any work and improve it, and who can start from scratch and write copy that sings.”
On par with writing skill, Phillip said he needed problem-solving ability. He related a situation with one of his clients, a top international firm, in which the ability of the account staff to anticipate PR issues that would affect the client, then to act quickly and proactively in the client’s best interest, was of paramount importance.
Writing and problem-solving ability. Enough said.