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Alumni Spotlight: Dawn Brun @ Porter Novelli

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Dawn Brun has always thought that the best part of new media “is that it’s constantly changing, so you’re always challenged to learn new things and make new channels relevant to your business (or your clients’ business).” Rather than preparing her to simply use new media tools, the New Media Institute challenged her to think about things in new ways and to consistently push the limits of what is possible.

She says the biggest challenge in new media is helping clients understand why new media channels may or may not be relevant to them. “For example, everyone thinks they should be on Facebook, but 95% of brands have no business being there. On the flipside, a lot of companies are overlooking B2B channels like LinkedIn because they don’t understand how to use these to engage with customers and prospects.”

Dawn says that it’s important for new professionals to have not only a working knowledge of the major social channels and new media tools, but also an understanding of how these channels are relevant to various brands. Also, don’t base a program on your desire to use a particular channel. “For example, don’t approach a project saying ‘What can we do on Facebook?’ Rather, ask yourself what you’re trying to achieve. Are you trying to rally consumers around your brand? Perhaps, Facebook would work for that. Are you trying to further executive thought leadership? Then, you should look into blogging or LinkedIn Answers.”

At Porter Novelli, Dawn has learned to take risks and eliminate fear of failure. “The best lessons that I’ve learned have come from those new media initiatives that bombed. For example, we launched a video contest for the Consumer Electronics Association and only received three entries. We conducted a similar contest for another client and got more than 100 entries. The difference was that CEA was trying to engage a totally new audience, while the other brand was interacting with an established customer base. We quickly learned that contests don’t work in driving new customer engagement even when you have a great prize.”

When asked about her capstone project, this is what Dawn had to say. “I don’t remember all of the details, but we created a walking podcast tour of UGA. I actually used the content for my out-of-town wedding guests when I got married in 2007!”

Dawn says to soak in time in college. “It’s such a cliché, but college really is one of the best times of your life. Enjoy this time that you have and get excited about the amazing things in store for you after graduation!”

Connect with Dawn on LinkedIn.

Interview conducted by Katie Strasberg.


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