Sunday, April 29, 2007

Experati* Arrive!

Do you have what it takes to be an Experati? Are you an expert in your chosen field or an exuberant professional who craves experience? Do you thrive on excitement and covet exposure for your company, customers or clients? If so, then congratulations—you’re among an elite group of communicators poised for success!

Nearly 200 newly-minted Experati descended upon Manhattan’s Metropolitan Pavilion to take part in a career, internship & continuing education forum hosted by the Public Relations Society of America - New York Chapter Young Professionals ( According to planning team members Claudia Russo and Courtney J. Moore, attendees quadrupled original projections and included recent grads, newbies to the profession and those in transition.

A self-anointed “Extreme Experati,” (MarComm pro with 20+ years’ experience) it was certainly a refreshing way to spend a Saturday morning. Buoyed by the youthful exuberance, ECA (otherwise known as enthusiastic career energy) permeated throughout the expansive venue, provided courtesy of Pavilion owners.

Among those attending were “go-getter” students from my City College of New York (CCNY) “You, Inc.” Corporate Communications class, including Maquita Peters and Faith Osemwenkhae. I am proud to serve as their PDA (professional development advisor/mentor); they are prepared and on point as the work the room in search of opportunities!

I remember when keys to the elite PR club were accessed by a chosen few; thankfully, times have changed in the spirit of capitalism, global commerce, partnerships and progress. Let’s hope Experati will continue to serve as beacons, enriching the global dialogue as society evolves.

Leading Experati in attendance included Barbara M. Burns, APR, President, PRSA-NY and President, BBA Communications, Inc.; Doug S. Simon, President, DS Simon Productions, Inc.; Akousa Albritton, New Media Editor, Our Time Press and Member, Black Public Relations Society-NY; Nancy R. Tag, Professor, CCNY; Scott Isebrand, Chief Operating Officer, Metropolitan Pavilion and recruiters from long time BPRSNY supporters Burson-Marsteller and Hill and Knowlton (a former employer—thanks for the valuable lessons), among others!

Derek "DJ" Gordon, Chief Marketing Officer for, flew in from San Francisco to offer an inspirational keynote. Technorati is the leading authority on social marketing and internet trends. Since Experati are leaders who love to share what they know, here’s a summary of his MarComm career planning value statements. Note to baby boomers: talking points are out; value statements are in!

What Recent Grads Should Know

> When you’re hired, agency managers assume social marketing is in your DNA; take on that leadership role, share your unique thoughts and perspective

> Always think about how you can enter into and sustain dialogues with key audiences … through pod casts … blogs … other media?

> Be authentic and real

> Operate in a “first person voice”

> Communication is not one way; it’s about listening as much as you talk

> Beware of the call list and media tour (dated publicity tools, part of a vast and ever-changing marketing mix)

> Determine how to make audiences hear you and decide “I’m going to love you and refer your products/services to others in my social network”

Seasoned Execs Should Understand

> The rules have changed

> Embrace change in exciting new ways—or be left behind

> The era of talking points is over

> Consumers no longer blindly trust the President, General Mills or General Motors

> People trust their peers

> Mainstream media is one part of a complex communications mix

> Understand the impact of Technorati, My Space, Facebook, Twitter, You Tube, Dodgeball, Second Life, Blast and online dating

> Anyone with a computer or tech tool can be a “citizen journalist”

> To date, there are approximately 75 million blogs worldwide

> These blogs include 230 million tag objects (photos, pod cases, videos, music)

> Many “under 30-somethings” operate in a world of “continuous partial attention,” multitasking and communicating on up to 7 media platforms at the same time (TV, iPod, cell phone, streaming video, instant messaging, pod casts, etc.); therefore you must develop unique ways to deliver messages

Millynneum Insight :: Era of the Experati
How We Can Work Together

> We live in a world of plugged-in, multitasked professionals who need to comprehend and consolidate a barrage of info

> Global commerce forces managers of all ages and ethnicities to join the Experati class—working to shrink generation, compensation and education gaps, thereby strengthening US business

> Americans, in particular, must stay open to new ideas

> Always work to expand your impact and influence

> Play tag: If you’re a late boomer, let newbies show you how to use cool tech tools to link your messages—expanding your reach and influence

> Smart MarComm firms are hiring seasoned professionals (over 50) to work in tandem with young professionals—thus evolution of a powerful Experati class

> Marketers have “morphed” consumers into a new 35-55 segment, a broad sphere that includes “late boomers”

> Goal: 60 is the new 50; 40 is the new 30 … you get the point

> Experati frequently tout tech expertise by staying “plugged in”

> Beware: 40 somethings and 20 somethings who THINK they can simultaneously multitask on 7 media platforms often miss the boat

> The rules may have changed, but basic business etiquette is the same: give speakers your attention and eye contact during meetings instead of being transfixed to your Blackberry

> Experati (all ages) can enhance their value and maintain long-term business success with a vital business tool—FOCUS

> Remember: whatever your age and experience, details still count

> Late boomers are resistant to use write, hear or entertain the “o” word—I’ll say it—old! (Word of advice to those who have lived nearly half a century like me; learn to face facts, you are NOT young, you can age gracefully, you have important knowledge to share, you are an Experati—embrace the role!)

> That said, those under 35 should opt-in to dialogue with late boomers with phrases such as:

- As an industry leader …

- Can you share a bit of wisdom?

- What a wealth of experience!

- I’d appreciate your insight/advice …

> Understand traditional “power brokers” (those who sign the checks) are still trying to protect their turf, jobs, position and status

> Experati understand they don’t know everything (no one does); always refine your ability to question and challenge those in command

> Develop your ability and willingness to take risks

> As early adopters of tech tools, Experati embrace fresh thinking and work to deploy new perspectives

> Push-button publishing provides volume for individual voices

> Explosive opportunities exist to creatively leverage new media in mind-boggling proportions!

> Online dating has virtually replaced traditional methods for busy working professionals (one of my NYU students found her husband online)

> Experati enjoy the journey and appreciate distance walking, rock climbing and rock-solid financial tips—they even delve into the BRIC (Brazil, Russia, India and China) investment arena; to learn more, visit

*Experati ( is a new MarComm consumer segment, brilliantly poised to experience a tipping point. The network includes experienced marketers and those who wish to expand their knowledge, all united and motivated to do business in powerful new ways. The phrase “Experati” was coined by Lynne Scott Jackson during Multicultural Communication Month (April 2007) to kick-off MX—a year-long celebration of Millynneum’s 10 Year Anniversary.

Thanks Experati, for contributing to the collective success of our client companies, constituent audiences and fast-growing consultancy.

>> MI