Go Big or Go Unknown | Networking w/Ketchum Using a Pokeball

Gotta Ketchum All

Before traveling to PRSSANC in Philadelphia, I was studying for the conference, and came across these articles about how Nicole Spears got the attention of Ketchum's CEO through Twitter and by carrying a legal pad that read, "Ketchum?"

I wanted to follow Nicole's advice for reaching out with networking - Go Bold or Go Unknown.

Devising a Plan

I wanted to come up with a unique idea to meet a representative from Ketchum and leave a lasting impression.

Pokemon was an amazing phenomenon that swept us off of our feet in the 2000's. The main characters name is Ash Ketchum. What are the odds.. I then thought of networking, ... Gotta Ketch'um All. My mind was shooting ideas back and forth like lit up roman candles in a sardines can. I then decided to order one of my favorite memorabilia from Pokemon, the Burger King Pokeballs. 

I didn't tell anyone about my idea because I didn't want people to.. 

a) change my mind

b) tell me I'm an idiot and it would never work 

c) steal it the idea 

d) make fun of me if it failed

The plan was to find someone from Ketchum, introduce myself, chat about themselves, the internal culture of the company, and then give the pokeball to them as a peculiar gift.

Designing Perfection

Upon arriving at the Marriott Hotel for PRSSANC, I approached the lobby desk and felt like I was in elementary school all over again as the employee brought out a medium size package with the Pokeball.

I was so excited! The plan was to perfectly fit my business card inside of the Pokeball with the gold plated Pikachu card.. unfortunately, my card did not fit.

PLAN B: I immediately devised a plan to design a custom fit business card to fit perfectly into the pokeball. I met with John, an amazing Kinko employee who was working graveyard and saved my life. John said if I got him a design he could help me out. I ran up to my hotel room and designed a custom made card that fit the Pokemon branding, but had my contact information. John was able to work with it and this was our final product. 

Emailing & Tweeting

Nicole was lucky, when she tweeted Ketchum in her attempts to network she got a response.. I got nothing. I then decided I would email the employees at Ketchum to find out who would be at the conference for me to meet with and give the "gift" to.

What I emailed to the leadership board at Ketchum:
"I wanted to know if you were in Philadelphia right now? I'm at the PRSSA National Conference and have a small fun gift that I wanted to give to you to share with Ketchum's agency leadership. Please get in touch with me.

Within sending these personalized emails, I received two responses. 

One from Rob Flaherty, Chief Executive Officer and a Senior Partner of Ketchum responded to me within a matter of minutes. I was flabbergasted. 

"I'm sorry that I'm not there. Thanks for thinking of us and have a great conference."

The other, Barri Rafferty, Senior Partner, Chief Executive Officer North America responded within two hours of my email.

"I am not there but several Ketchum representatives will be in and out. All the best."

Back to the drawing board to find another way to find someone from Ketchum at the conference.

Feeling Like a Journalist

I used my resilient journalism abilities and worked for four hours straight to find someone from Ketchum.

My professor advised I find someone from Ketchum by going to the career & exhibits at PRSAIC. Upon arriving at PRSAIC, I searched and they were not there. I was also told by various people that they were not going to be there that day and to come back tomorrow. Instead of giving up, I pushed forward.

While hoping to run into someone from Ketchum, I used the opportunity at the career & exhibits to walk around and talk to other PRSA professionals. I actually LOVED IT--it was great practice for gearing me up to talk to Ketchum. Upon making friends and contacts, I started talking to and making friends with the officials of PRSA conducting the conference, manning the exhibits, and ultimately the registration tables.

Within several hours I was able to get the following:

1. The name of the representative for Ketchum 

2. Confirmation they had not been to the registration table

Thank Heavens for Linkedin

I looked up the name that was given to me, low and behold I was able to pull up Linkedin Profile--I was able to read, study, learn about the representative, I knew what she looked like, and I was able to send her a message.

My heart was beating out of my chest! I couldn't believe it that she was on her way. By the time my phone had updated and I read her message, I heard someone say at the registration table, "Are you Emily?" I approached the representative for Ketchum and told her I was Emily.

Talking with Ketchum

The representative's name was Devon Conley, Sr. HR Manager at Ketchum. I introduced myself and told her I wanted to hear her thoughts on Ketchum and the internal culture of the firm. She asked me some questions, we spoke briefly about their office in D.C., how I had liked the work they had done in the past, and I discussed my views on them in comparison to other competing firms. 

I felt really good about our conversation, I knew she didn't have much time. I told her I had a small gift for her and she gave me a confused look. I explained briefly about the success of Pokemon and the characters name being Ash Ketchum. I pulled the Pokeball out of my purse and explained it was a limited edition, over a decade old item. 

She opened it and saw my card inside and smiled. "Our branding team is going to LOVE this," she said. "You want me to keep this? I can just take the card.." "No, I got it for you. Keep it, please I insist. Maybe someone will want to keep it and put it on their desk or something."She thanked me, and put the Pokeball into her purse. 

Gotta Ketchum All

All in all, I think my strange idea went over well. I wasn't looking for a job, I just wanted to meet her and make an impression. I have no idea what will come of it, however the whole experience was well worth the ride.

Update

Mission accomplished. This morning I received this email from Rob Flaherty, Senior Partner, Chief Executive Officer of Ketchum.

Rob Flaherty & Ray Kotcher of Ketchum

Wow, Rob is such an early bird! It's in our PR Blood. #mindblown #reallyhappy #respect #kudostoketchum

Emily Nicoline is a Junior Public Relations Utah Valley University. She is 22 years old and has lived in Wichita, KS, Albuquerque, New Mexico, and currently resides in Provo, Utah. Emily has been working in the communications industry since she was 17 and has proven capable to do whatever it takes to continue to learn, grow, and experience new opportunities. Her blog is not perfect, it's human. If you would like her portfolio or have further questions, please email her at Emilynicoline@gmail.com