Chapter 2: The Discovery Process

PR Pro Advice: Marty McDonald, President, Fahlgren Mortine

Advice for Students

Stay curious. Have your eyes up. I like to use an analogy from race car driving. Today in communication and marketing we’re going so fast. And if you’re going that fast and you’re looking right at the road in front of you, you’re going to crash. But if you have your eyes up and farther down the road, you’ll make better decisions and more thoughtful decisions about where you need to go.  Pay attention to what’s going on in the world around you: What brands do you think are doing well? What are headlines in news and what do you think about them? Show curiosity and a point of view. And look for variety in internships and coursework. Bring an integrated perspective and think differently.


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