Integrate 2012 presentation (freberg)

FROM THE MA TO PHD: HOW TO MARKET YOURSELF

FOR PHD PROGRAMS

KAREN FREBERG, PH.D.Integrate 2012 Conference

West Virginia UniversityMorgantown, WV

June 1-2, 2012

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Overview• The role of the IMC professional continues to be an essential and

changing discipline in society.• The expectations for higher education degrees and skills is becoming

the norm, and there are some businesses that are looking for those who have a PhD to lead their research teams.

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First, a question for you all….3

Overview of Presentation• Discuss of the current landscape in the academic field within IMC

disciplines;• Expectations on the level of skills and knowledge to be competitive in the

PhD program;• Understand the differences between the various doctoral programs within

IMC disciplines and what to look for (ex. Research opportunities, grants, courses, teaching opportunities, conference presentations and publications);

• Best practices on how to market yourself to PhD programs.

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What does a PhD do for you?• Represents credibility and an asset for PR

firms and agencies for research purposes.• A hybrid between practice and theory –

emerging trend in IMC and other business/communication professions.

• Provides an opportunity to teach at the university level in the discipline of their choice.

• The IMC professional is not only a practitioner, but they also have to be skilled in research and being able to bridge the theory and applied perspectives of IMC together in a coherent manner.

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Personal Experience

• Went from MA in Strategic Communications to PhD program at the University of Tennessee

• Graduated 2011• Professional program v.

Theoretical Program• Perceptions and stereotypes• Adjusting to learning about

“lifeworlds.”• Felt a little like Elle Woods

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Perceptions of PhD Programs• Some stereotypes of PhDs

– PhDs are overqualified. – PhDs are unrealistic and impractical. They are

abstract rather than pragmatic thinkers.– PhDs are just waiting for a job to open up in the

academy.– PhDs are asocial and don’t know how to work with

people. They are either elitist know-it-alls or dull, introverted bookworms.

– PhDs are set in their ways and not easily mentored.– Academics can’t function in the real world

workplace, which requires management skills, taking risks, and paying attention to market forces.

– PhDs value complexity over completion.

PhDs in the IMC World8

Leslie Gaines-Ross, Ph.D.

Chief Reputation Strategist at Weber-Shandwick

USC Annenberg Adjunct Instructor

Barbara Reynolds, Ph.D.

Crisis and Risk Communication Professional Specialist at CDC

Charles Fombrun, Ph.D.Chairman and Founder of Reputation

InstituteNYU Professor

What PhD programs are really like

• PhD programs– Require persistence – Test your patience– Push you mentally and

emotionally– Make you write, write, and

write some more– Transforms coffee from a drink

to a major food group

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Understanding the PhD / Academic Language

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Structure of a PhD Program• Usually four year programs (some are three years however)• First two years are course work

– Communication Theory (Quantitative)– Communication Theory (Qualitative)– Research Methods

(Qual/Quant/Experimental/Survey/Ethnography/etc)– Primary areas of study (Ex. PR)– Secondary areas of study (Ex. Marketing)

• Comprehensive Exams– Different from program to program

• Dissertation– A really big paper– Five chapters (Introduction, Literature Review, Method, Results,

and Discussion / Limitations)– Occasionally are named by PhD students (ex. “Bruce Lee”)

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Transitioning from MA to PhD

Challenges• Smaller number of PhD spots in cohort• Budget cuts and assistantships available• Politics within Academia (ex. Professor connections)• Most PhD students have either 1) gone straight through school or 2) focused

primarily on theory, not practice – students and faculty

Opportunities• Fresh perspective of IMC• Balance between theory and practice• Provides many choices to teach or go back to practice• Can learn theoretical foundations – bring in the creativity• Chance to present internationally

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Presenting at International Conferences13

Deciding on a PhD Program• Go to a program of study you want to be in

– Lots of Communication and Marketing Programs

– Review the criteria for applying (GRE, Thesis, Recommendations, personal letter of statement)

• Research, research, and research:– Courses offered– Focus for graduates (ex. teaching only,

research only, or teaching/ research balance)– Faculty (teaching, research– Structure of comprehensive exams– Dissertation process

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How long does the average PhD student take to complete the

program?

What is the culture like? What are the

positives?What are the

negatives?

What are some of the opportunities PhD

students get while in the program?

What made you want to be part of this PhD

program?

Which IMC camp do I put myself in with a

MA and a PhD?

What are the current trends right now in

the academic field?

Finding a Mentor

• #1 Key to Success is finding a mentor– Research their articles, projects, and book(s)

they have written on the subject– Review their teaching style and approaches –

is it along the same lines of what you were thinking about?

– Ask other graduate students about who is a good professor for mentoring

– Are they still active in the field – both academically and in practice?

– Provides opportunities for their grad students?

– Personalities / Work Ethic / Focus

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What do I do next?Research PhD programs online (courses, length of time it takes to complete program, where graduates have been placed, etc)

Talk with PhD students and professors about program

Become active in research projects with professors

Attend and present at academic conferences

Review top academic journals in the field – who are the major researchers in the areas you are interested in?

Take an unofficial visit to the PhD program

Start looking at what you would be interested in exploring

Becoming a student of the subject you want to pursue.

Translate resume to CV

Reach out to IMC faculty for insights into PhD programs

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How to market yourself

• Establish online presence• Form online networking

opportunities• Build and maintain network of

professionals and professors / graduate students

Online

• Join academic associations• Review conference papers • Collaborate on research• Present at Conferences• Time management & hard work

ethic is necessary

Academic • Programs• Professors• Universities• Academic Literature• International Conferences• Job prospects and

opportunities

Research

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Summary• PhD programs are hard and take

persistence to complete, but they are worthwhile.

• Numerous opportunities for IMC professionals in teaching, research, and practice.

• IMC is an evolving field, and having a PhD will make a professional marketable in being able to balance both theory and practice.

Reach out to the IMC Faculty– we have been there & have gotten the t-

shirt!

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QUESTIONS OR COMMENTS?THANK YOU.

KAREN FREBERG, Ph.D.EMAIL: KAREN.FREBERG@GMAIL.COMTWITTER: @KFREBERG