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The Brand of America: Guest Public Relations Blog From “The Most Influential PR Student in Scotland”

January 25, 2012

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I am a student of Public Relations and Marketing in Scotland, day in and day out I work with Scottish issues and I am heavily involved in the political scene in Scotland – however something I can’t escape is the brand of America.

Now I’ll be clear, when I say “the brand of America” I’m not referring to Jersey Shore and Big Macs. What I refer to is the pull America has as a nation. A nation built on immigration and integration – eventually. Around this time last year I visited one of the top Public Relations firms in America with my Scottish college that firm was 5WPR. Now to say I was impressed is an understatement; I was overwhelmed.

I had never experienced America really in person and only had TV shows to go on, but the design of the offices, the friendly nature of the staff and the knowledge of the impressive character who showed us around. Juda Engelmayer was clearly one of the best in the Public Relations industry and he in the matter of minutes had us all open jawed at his prowess and the popularity of 5WPR as a firm.

Now whilst studying in Scotland it seems we cannot escape PR cases from the states. It seems clear to many of us, that the most exciting PR industry is present in America – now of course our home country has many different clients – but what really gets our blood pumping is America. America has such an array of sectors within PR and is at the frontier, yet again in the Public Relations industry. The key advances are being made in America, the biggest cases develop there and of course – the biggest array of skilled PR professionals is there.

I am now in my 3^rd year of study and it is clear to me, I want to work in America – to pursue that American dream, the “dream” that was surely one of the biggest PR scores for a country, ever. Why though? Besides the fact that every day in university we are given case studies of American firms, we are told to look at firms like 5WPR and Weber Shandwick for the right way of doing things? Well to put it quite simply – it’s the brand.

Every PR expert knows about branding and attempts not to be pulled in – but America, you have pulled many of us in. In fact I can assure you almost every PR student I have spoken to looks at America in awe and aspires to make it there.

Sure there would be differences, sure it would be a challenge and sure it would be galling; but surely as someone who works in PR that is qualities that should be there anyway? The willingness to overcome challenges, that sheer passion for your industry – and of course networking and taking advice from professionals like Ronn, buying his book (which is better than most textbooks I’ve read recently) and subscribing to his videos.

Dear America, you have one student here – the most influential PR student in Scotland according to the Behind the Spin blog, run by the Chartered institute of Public Relations in the UK and he has fallen for you.

How have you fallen for the brand of America? How do you think it could be improved?

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Thanks, Kenneth Murray – @Kenny_murray