I had the pleasure of being on the host and organizing committee for the 2011 PRSA Travel & Tourism Section’s conference, “Navigating the Currents of Change: Proactive PR in Challenging Times,” last week in San Antonio. Since I work at the San Antonio Convention & Visitors Bureau, I received some firsthand experience in what planning a PR conference is actually like. It was crazy and exciting, but most of all it was very energizing! Continue reading
Author: Diahnn Henderson
Intro to Small Business PR
In 2009, the U.S. Small Business Administration’s Office of Advocacy estimated that there were 29.6 million small businesses in the United States. Not only do they represent 99 percent of employer firms, they also employ over half the U.S. private sector workforce. Small businesses are a growing force even as we recover from the recession. With those numbers, it is no wonder that the small business industry can provide great opportunities for new PR professionals.
So what is a small business anyway? And why I would I want to work for one?
In general terms, the U.S. Small Business Administration (SBA) defines a small business as an independent business that has fewer than 500 employees. For new professionals or those transitioning to the small business PR industry, small business can be exciting path to expand your knowledge base of the PR function. Within a small business, you have the flexibility and ability to work on a variety of projects. There is greater access to key personnel, clients and decision-makers, which can ultimately allow you to shine and show your best. Overall, a small business is a great place to learn the intricacies of a business and its operations that would otherwise take years to learn in a large company.
Small Business PR sounds interesting. What is a typical day like in this field?
A typical day for a small business PR practitioner is the same as that of a large company. Activities can include client meetings, monitoring local and national media, making calls to clients and journalists, writing press releases, brainstorming or doing research. No two days are ever alike; there are always circumstances that can change the course of the day. Your activities and focus can vary from client to client. You could be consulting on PR strategies, creating communication plans, managing promotional events or just generating WOM (Word of Mouth) for a client.
Are there any special skills I need to be a small business PR practitioner?
Developing relationships, listening and having the ability to write and communicate effectively are key skills of a small business PR professional. These skills can carry a lot of weight when dealing with stakeholders and managing day-to-day activities. Establishing and managing positive relationships can take you far in and out of business. As a matter of fact, fostering relationships outside of business can actually lead to new business, so it is always wise to be courteous and respectful regardless of where you are because you never know who you will be working with on a project.
Ok, no profession is perfect. Are there any challenges I can expect?
Working in the small business industry is exciting, but there are some challenges that you may face in your new career as a professional in this field. Many of these challenges have to do with misconceptions of PR. The main misconception is that PR is expensive and out of reach for a small business. Yes, small businesses may have difficulty competing with larger business when it comes to expensive marketing and advertising campaigns, but a carefully planned public relations campaign can level the playing field since both entities use the same principles of PR. Convincing your client to spend money on a project may entail you investing time and your creative resources to show the benefits of public relations. If you can meander through this roadblock working with small businesses can be an exciting adventure allowing for creativity and “out of the box” thinking.
As a result of limited resources, another challenge new PR professionals face in small businesses is a lack of mentorship. Having less than 500 employees, a small business may only have room for one PR specialist. Being the lone PR specialist on a company’s team as a new professional can be overwhelming without a seasoned mentor to show you the ropes. However, most businesses will reward initiative and a can-do attitude. What you lack in experience, you can make up for in enthusiasm and the willingness to learn and try new tactics. Use your contacts in the PRSA or your professional network to ask for help, and take advantage of the resources the association provides, like seminars and industry-specific section membership.
What kind of non-PR coursework/skills/interests could be helpful?
There are three areas a new PR pro should consider when they move forward in their careers, regardless of which industry they choose–including small business PR. They are:
- Know the business – General knowledge of how your client’s business operates will be useful. Spend some time researching your client and its industry. This will help you in targeting specific audiences within their industry.
- Learn technology – Since the world is becoming more technology-focused and technology businesses are increasing significantly, taking a few courses in Information Technology could prove to be very valuable when you are establishing an online presence for your client.
- Problem Solving Skills– These skills will prove to be beneficial as you tackle the unexpected details that come your way.
Small business PR can offer you an opportunity to be flexible and creative if you are willing to put in the effort. So roll up your sleeves and jump in. We would love to welcome you to the industry.
Diahnn Henderson is the owner of Collaborative Communications, a communications and PR boutique firm, located in Ann Arbor, Michigan.
Intro to Sports PR: Professional Sports Not the Only Game in Town
When you think of the Sports PR industry, do you think of professional sports teams, red carpet events, and flashing bulbs from cameras? Maybe you think of representing high profile athletes. While this may represent one segment of Sports PR, there are other opportunities within the industry that are equally as valuable. Our New Pros Section Chair, Sarah Siewert, interviewed her KemperLesnik colleague Alex Prosperi on life in the sports PR industry. KemperLesnik is a full service sports marketing, event planning and PR agency in Chicago.
Sarah: Describe a typical week in this industry.
Alex: A normal day at KemperLesnik always involves a lot of work, brainstorming of new ideas and reaching out to clients. The EA SPORTS Maui Invitational, which KemperLesnik has managed since 1990, is the premier early-season college basketball tournament in the country that is annually played during Thanksgiving week, and it is my primary account. When the tournament is in full swing, my typical week includes monitoring stories about the Tournament, pitching college basketball writers, building the media list, updating the Tournament website and managing our social media outlets (Twitter, Facebook, YouTube and Flickr). The other challenge is preparing for our on-site needs, like outlining where media will sit on press row, figuring out our needs for the media room and of course, how many Hawaiian shirts to bring for the trip
Sarah: What is the work environment like?
Alex: The work environment depends on the day. When we have a big announcement (i.e., announcing the bracket, the future fields or a new sponsorship) it can get pretty chaotic. There is a lot of work that goes into drafting, editing and sending out press releases as well as contacting key media to pitch our story. During a typical work week, I always try to keep the environment lively by throwing around new ideas and talking about current events.
Sarah: Who are your clients?
Alex: KemperLesnik has a wide variety of clients, but I personally work on the EA SPORTS Maui Invitational. I’m also working on the McDonald’s All American High School Basketball Games, but I am more involved in the operations side for that event.
Sarah: Are there specific PR activities you do not typically do in this industry?
Alex: Not really. For the EA SPORTS Maui Invitational, I’m pitching, monitoring, managing social media, promoting the tournament at schools through our Surfboard Delivery Program, and then managing the media on-site.
Sarah: Are there specific PR activities you do often in this industry?
Alex: Out of all my roles, my biggest responsibility comes down to managing the media on-site and helping to produce great coverage of the EA SPORTS Maui Invitational. To me, the bottom line is that I’m working to help promote the Tournament and make sure everyone knows that it’s the premier early-season college basketball tournament in the country.
Sarah: What other activities are important in this industry?
Alex: In any industry, I think the main thing to remember is that everything comes down to personal relationships. So whether it’s through email, phone calls or face-to-face, I’m always working to develop close personal relationships. Once you have those, it’s much easier to work, especially in PR.
Sarah: What are industry-specific challenges?
Alex: One of the biggest challenges in PR is getting that initial first step in the door. You may have a great pitch but sometimes it’s challenging to get past that first stage. This idea reinforces the importance of first impressions and to not get discouraged when something doesn’t go your way.
Sarah: What might surprise you about this industry?
Alex: It’s a lot more work than you would think. Growing up with a Dad that did PR, I had no idea the legwork involved with doing something as simple as getting a placement in a local magazine. It truly opens your mind to the hard work that goes into any industry, whether it be PR, marketing operations, you name it.
Sarah: What kind of non-PR courses are beneficial?
Alex: With any field, but especially in PR, it’s critical that you see the entire picture. You can’t be short-sighted or not understand multiple perspectives. My favorite class in college was Sports Law because it taught me to think things through all the way and really examine situations in detail. In PR, it’s crucial to think like your audiences thinks. Will the pitch letter you write resonate well with a certain writer? Just because you’re pitching 10 writers on one topic doesn’t mean you send all 10 the same pitch letter. Think like your audience.
Sarah: What kind of non-PR skills/interests are important?
Alex: It’s important to educate yourself in the field you’re working. I love basketball so knowing information about the EA SPORTS Maui Invitational comes naturally. But if you are a sports nut who finds a job in PR for a technology firm, you have to learn about your field. It sounds simple enough, but I can say with confidence that part of the reason I enjoy my job and can do it well is that I know my field.
Sarah: What specific tips can help new pros find a job in this niche field?
Alex: Right off the bat I’d say to read and surround yourself with social media! Learn as much as you can about it. Although it’s mainstream, lots of firms are still in the infant stages of using it. If you can demonstrate a sound knowledge and ability to run a social media outlet for your company, you become a key asset.
Alex Prosperi graduated in 2010 with a degree in Sports Management from the University of Michigan. Through his internships with KemperLesnik and ESPN he gained valuable experiences that led him to his current full-time role with KemperLesnik where he supports the EA SPORTS Maui Invitational.