Newhouse Speaks: Maggie Schermin
This past week my public relations class had the pleasure of speaking with Maggie Schermin about her career and the public relations industry as a whole. Ms. Schermin currently serves as the head of advertising and social media at United Airlines. She provided great insight into what strategies she uses to continue her growth as a communications professional.
Ms. Schermin emphasized the importance of studying the individuals and organizations that are successful in your industry as a means to improve your own performance.
This could mean reading PRWeek on a regular basis, following the blog posts of a competitor’s CEO, or watching 60 Minutes every week. Whichever method you use to become more knowledgeable about your industry, it is crucial that you are constantly aware of the most recent trends and tactics employed by your competitors.
“It’s really important to study individuals and companies who are doing well in your industry,” Ms. Schermin said.
Earlier in the fall semester, our class spoke with Aarti Shahani, an award-winning journalist and author. One of her main pieces of advice to us public relations students was to become an expert in the field that your organization operates within. Ms. Shahani recommended staying up-to-date on the news cycle and being well-read in regards to your industry. This, she said, will allow you to connect with journalists covering your industry on a more genuine and intellectual level.
It is no coincidence that two individuals who are at the top of their respective industries both gave the same advice: learning and intellectual growth do not stop once you finish school.
This point is directly related to the next piece of advice Ms. Schermin gave my class.
You must be passionate about your work.
It may sound like a cliche, but it’s true. Working in an industry that you’re passionate about has immeasurable value. It makes everything easier, including immersing yourself in your industry and learning more about it. She added that it helps to surround yourself with a great team and colleagues with whom you can build positive relationships.
Ms. Schermin told us that she needs to be passionate about what she’s working on, and advised all of us to, “Be curious, be well-read, and ask yourself ‘what really excites me?”
Personally, I plan to apply these insights to my own life by pursuing a career in either sports or political communications. I know I am passionate about both of these industries, which will make it easier to fully immerse myself in them in the future.
