You make your own luck, veteran PR strategist John F. Budd, Jr is fond of saying and as if
to prove his e-book* on transforming a deadened PR job into a career, written in 2001, is
just the right medicine, at the right time, for PRSSA’ers soon to face their first PR job.
Three simple rules: be curious; take nothing for granted especially conventional wisdom;
use your whole brain, notably the right side which fosters creativity and swee the
connectivity between isolated events. Fifty plus years in PR, agency and corporate, rising
from a staff writer to vice chairman of the once prestigious Carl Byoir & Assoc.
(now extinct)
Budd garned 8 Silver Anvils, one Gold Anvil and PRSA’s national award for public
service. He’s written 8 books (* not counting How To Turn Your PR Job Into a Career via
Xlibris.com/bookstore) He currently writes a PR newsletter (Plain Talk) and a PR management
letter (Observations) notes that when he entered the field there was no PRSSA to help
indoctrinate him into PR’s mysteries; in fact, many of what are today’s PR standards were
spawned spontaneously by the first generation of PR practitioners, of which he was
arguable, one.
A font of wisdom but wisdom gained, as the Chinese proverb goes, from experience.
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