Ask Ogilvy PR's Social Media Marketing Expert

Public relations is transforming, and Johnson and Wales University alum Dirk Shaw is spearheading the revolution at one of the world's top firms, Ogilvy PR.

JWU Alum Dirk ShawAmerican Idol, Microsoft, Ford, American Express, ADIDAS, Louis Vuitton and Mattel are just a few of the clients Ogilvy has worked with.

Now, top clients are embracing digital marketing and brand-building, especially with social media.

It’s up to Dirk and his team at Ogilvy's 360° Digital Influence Practice to create new “digital word of mouth programs” that engage publics online.

Essential career skill for 2012?
Creativity. Answering questions in new ways requires creative thinking (the kind of thinking that can’t be found via Google).

Advice to students?
Build your personal brand online. First step is to clean up your social profile; having compromising photos can cost you a job. Second, establish a point of view in an area you want to pursue.

Your vision for PR’s future?
It’s going from mass media to social media to relevant media. Brands are competing for a scarce resource: attention. People can only process so much. What sticks are things that matter and are relevant.

Want this career? Explore our marketing and advertising majors.