Tips for Mentoring a PR Newbie on the Art and Science of Media Relations

March 3, 2016March 2, 2016PRSA New Pros Leave a comment

So you’ve been asked to train, mentor, or manage a PR newbie on all things media relations. Congrats! Now what? Media relations is an art and a science. Mastering the balance takes practice, and can be challenging to new PR pros starting out in the workplace as an intern or account coordinator. While some colleges teach media relations, many do not, and those that do often only skim the surface.

That being said, those starting out in the PR world could use media relations guidance – a task that often falls on more senior account coordinators, or account executives and account supervisors. Often the shift from new pro to “less new” pro, responsible for helping out the greenest team members, can be tricky. Here are some helpful hints that I’ve found to be helpful, both as I’ve been mentored and have mentored others.

1. Remember that patience is a virtue, and encourage questions.

Be patient with newbies – while you might be an ace at media relations, this is totally new to your mentee, and they will need some time to become an expert. Being patient with them will both encourage and motivate them, and create a more positive experience for both parties. As a manager or mentor, you are responsible for helping newbies build their skillset and confidence. As The Power Group’s account supervisor shared with me when I asked for her advice for this blog post,

“Always have an open door policy for questions. If your new account team member is afraid to ask questions, chances are they’ll come up with their own answers, which can be risky and potentially damage your outreach campaign.”

2. Show and tell – employ a “face-to-face” edits model.

If you receive a less-than-stellar media list from a new pro, don’t be afraid to call him or her over to your desk and go through the list, talking through your thought process. It’s easy to hide not-so-nice feedback behind an email chain, but I’ve found that sharing insight into your own process can be really helpful for new pros. If you’re making a personal connection and talking through your own media relations lessons learned, even better. Don’t hesitate to talk through mistakes made by the intern or account coordinator. It can be tough to deliver that feedback, but it’s crucial for the mentee to hear in order to improve.

3. Give your mentees plenty of opportunities to watch and learn.

I learned so much from my first media relations manager simply by watching how she composed an email to a journalist, coordinated an editorial, or approached booking trade show press appointments. A great (and risk-free) way to learn is simply to soak up everything like a sponge. As a mentor, that means including your mentee in every media relations activity you possibly can. Sitting in on client interviews, tagging along to broadcast segments, and observing media training are all great learning opportunities. Leveraging industry publications and organizations, such as PRSA and Cision, is also a great way for mentees to learn. Mandatory webinars and lunch and learns are a great way for an intern or account coordinator to “familiarize faster,” according to my account supervisor Jordan Liberty.

What are some of the more helpful things your direct supervisors have done to guide you in your media relations learning? What are some tips that you would add to this list?

As digital account executive at The Power Group, Lauren creates custom digital strategies, crafts tailored social media content, and manages social media accounts on behalf of clients. She also leads Power’s inbound marketing efforts, and is certified by HubSpot Academy in Inbound Methodology. Lauren’s expertise is in B2B and technology. She started at Power in the fall of 2014 as an account executive, and manages select PR accounts. (Connect with Lauren on LinkedIn and Twitter)

Finding a Company Culture That Fits

February 10, 2016February 10, 2016PRSA New Pros Leave a comment

“You’re a catalyst to your own happiness, you know.”

That’s what NONONO says in its song “Pumpin Blood,” and that phrase has stuck with me.

With so many factors in the world that we have control of, we have the ability and responsibility to make our happiness a priority.

So how do you stay happy in the hectic and exhausting field of public relations? Think of what you need in a company culture that will make you happy and successful. Yes, you. Not what your parents want for you, what your friends want or what society says you want because you’re a millennial. What’s going to make you enjoy going to work most days? (Let’s be real, nobody wants to go to work all the time.) What will be an environment you can be successful in?

Are you a cubicle-loving, in-house PR person who wants to work in the automotive industry or maybe someone who likes the fast-paced, open-concept agency that works with consumer products?

It’s all up to you.

There are so many factors that contribute to company culture, so think about what motivates you, makes you feel comfortable and helps you thrive. Come up with a list and write it out, though it may seem tedious, so you have something to refer to.

Once you have built out a list of what you’re looking for, rank the items from top to bottom according to the importance of each. It’s likely you’ll have to make compromises when it comes to your list of ideals, which is why you need to determine what matters most. Then, you’ll be able to match that list against employers you’re interested in working for.

At Piper & Gold Public Relations where I work in Lansing, Michigan, we openly communicate about our company culture and what we call our #Truths that shape it. From our familial office relationships to our persistent mentality of always improving, our twelve #Truths lay out how, what and why we do what we do, as well as why it’s enjoyable at the same time. We created them during a team brainstorming session based on what already existed and have lived by them ever since.

I understand not all businesses have #Truths but most have a distinct culture that they’re willing to discuss with you – so do your research and ask questions about company culture before starting a new gig, your happiness and success may rely on it. After all, new professionals aren’t all about happy hours and foosball tables – we want much more than that.

Hannah Leibinger is an account strategist at Piper & Gold Public Relations, a boutique agency in Lansing, Michigan, that specializes in government, nonprofit and small business public relations. In the Lansing community, she serves as the chair of communications for Grand River Connection, new professionals co-chair and a director at large for the Central Michigan Chapter of PRSA, social media coordinator for Giving Tuesday Lansing and a member of the Old Town Commercial Association business development committee. Connect with her on Twitter (@hleibinger) and LinkedIn.

3 Questions to Ask Yourself Before Accepting a Job Offer

February 4, 2016February 4, 2016PRSA New Pros Leave a comment

The internet is full of great advice about how to find a job – where to look, how to approach a hiring manager, what to say in a perfect cover letter – but I’ve noticed that advice on how to identify the right job for you isn’t as abundant.

When you graduate from college, the goal is to find a job in your chosen field with decent compensation, benefits, and an enjoyable work environment. New PR pros often go the agency route to get their foot in the door and soak up as much experience as humanly possible.

After that first job or two, choosing a job gets a bit more sophisticated – at that point you’re at a critical turning point in your career that shapes your professional future. I’m currently happily employed in my second job, after happy employment at my first job, and have been lucky to land two fulfilling opportunities. With that said, I know the questions I would ask myself before accepting my next opportunity would be entirely different than those I asked in the past. Here are three things I would ask myself the third time around.

1. How does this role fit into my long-term vision for my career and life?

At a certain point, the ultimate goal of a job isn’t about getting you to the next job – it’s about getting you closer to your ultimate vision. A job should support your long-term professional AND personal development. It shouldn’t be shortsighted. Does this job offer the work-life balance you will need to fulfill personal goals? What about flexibility and the compensation or benefits needed to save for retirement or buy a house? Time off to support a side hustle? This is the time to understand what is most important to you, and find a job that supports you in that quest.

2. Do my values align with the values of management and my peers?

So important. The more your values and goals align with those of your team, the more motivated you will be to progress together. Carefully notice those who speak with you throughout the interview process. What kinds of questions are they asking? How do they treat you? What’s their body language? All of these things can provide insight into their values and work style. If you don’t feel like it’s a fit, it’s probably not, and you’ll likely run into roadblocks in the job as a result. Go with your gut impression of people and be sure to consider how it will affect your day to day at work. If you don’t consider values in the job search, you may find yourself working with people who are not likeminded, facing an uphill battle every day at work – not fun!

3. Is there an opportunity to contribute something big and make a real impact on the company?

If you’re like me, you quickly get bored doing your actual job as described in your job description. At this point, I’m looking for positions that give me flexibility to explore different areas of marketing, communication and business. This is something I didn’t realize I needed or liked, until I started at my current company. Although I was hired as a PR account executive, I started to become interested in social media and inbound marketing. I talked to our president and CEO about inbound, and she got super excited about it – so excited that she asked me to run with it, so we could offer it to our clients. I also ended up taking over social media work from our then manager of digital services. It turns out she was trying to move into a business development position, and was psyched that someone on our team had the passion and skill to take over for her.

Lesson learned – share your passions and just speak up and ask! Now my role is multifaceted, which can be hectic, but I wouldn’t trade it. I’ve learned so much in the past year, and more than anything, learned something about myself – I need to be constantly learning and challenging myself, and working hard to make a big impact on whatever company I’m a part of.

Managing your own career is a long-term process, but by asking yourself the right questions at the right stages of your career journey, you can ensure you’re setting yourself up for professional success and happiness at work.

#ThrowbackThursday: Jo Ann LeSage Nelson, APR

January 21, 2016January 20, 2016Ashleigh Mavros Leave a comment

Editor’s note: This is part of our monthly #ThrowbackThursday series, which features a prominent, successful PR pro taking a look back and sharing tips from his/her days as a new pro. Thanks for helping us out, Jo Ann!

This #ThrowbackThursday, we get to know Jo Ann LeSage Nelson, APR

Question 1: What was your biggest challenge as young professional, and how did you overcome it?

I had the good fortune to have had a first boss who had been in the business for a long time and who was willing to teach me by example. He didn’t offer feedback often, however, and I came to understand that if I didn’t hear from him then I had to assume he approved of what I was doing. As a young professional that was difficult for me for the first couple of years, but after having a conversation with him about his managerial style, it made more sense to me. I should have had the conversation sooner.

Question 2: How did you learn to network comfortably at large events like PRSA ICON?

I learned early on that showing an interest in what others are doing or thinking is a surefire way to get people to open up. Ask questions, be curious and listen actively.

If you’re nervous about meeting new people, go into a networking event with two or three topics that you can talk about. Did you read an interesting news story today? Is there a community organization you are involved with that you want to tell others about? Did you learn something new and interesting about a client that you can share? If you go into an event armed with some ideas it will help put you at ease.

As for large PRSA events… honestly, I think networking with other public relations professionals is easy! Most of us like to talk a lot.

Question 3: When looking for potential employees, what young professional traits are most valuable to you?

I want to work with young professionals who are curious, creative and smart. I firmly believe that a smart person can learn anything, even if at first the concept seems foreign or hard to grasp. Having an intellectual curiosity goes a long way towards being successful in nearly any field, and that includes being curious about the world around you and what is happening in it. Another trait that impresses me is a willingness to work hard, and long if necessary, to make sure something is done right. And having personal and professional integrity is a must! (But don’t ignore the basics like strong writing skills. You can’t be a successful public relations professional without them.)

Question 4: When did you get involved with PRSA, and what tips do you have on young professionals just joining for the first time?

In 1995 I joined a small group of professionals who were working to revitalize a dormant PRSA chapter here in New York’s Capital Region, and I’ve been involved ever since. If you’re new to PRSA, volunteer for a committee or help out with an event. Getting involved locally at the chapter board or committee level is the best way to get hooked on PRSA. You’ll grow professionally through all the terrific resources and programs PRSA has to offer, meet some outstanding colleagues and make some lifetime friends.

Question 5: If you could go back in time and give advice to yourself during your first year on the job, what would you say?

I’d tell that 24 year-old starting her first public relations job that she shouldn’t doubt herself, that her instincts were often right on target. As I said above, my boss didn’t offer a lot of feedback and so that sometimes led me to wonder if I was on the right track. With more experience I gained more confidence and realized that I could handle any situation presented to me, as long as I did the appropriate research, asked the right questions and enlisted the help of people who had a stake in the matter.

More about Jo Ann:

Jo Ann LeSage Nelson, APR, vice president of client services for Pierce Communications, an Albany-based public relations/public affairs/crisis management firm, is responsible for strategic public relations and communications counseling for Pierce Communications clients.

Jo Ann is a member of the National Board of Directors of the Public Relations Society of America, serving a two-year term beginning January 2015. She is also a past Northeast District Chair of the PRSA, serving as the national association’s liaison to seven chapters in New York, Massachusetts, Rhode Island and Maine. In 2010, she served as the co-chair of the Northeast District’s annual conference. Jo Ann is also a past president, Assembly delegate and accreditation chair of PRSA’s Capital Region chapter.

In November 2008, PRSA’s local chapter presented Jo Ann with the first Outstanding Public Relations Practitioner Award, given to a Capital Region public relations professional who has achieved exceptional success, displayed the highest ethics and is dedicated to serving the community and the profession.

Connect with Jo Ann on LinkedIn.

Playing the PR Field: Keeping Your Career Options Open

January 11, 2016January 10, 2016Ashleigh Mavros 1 Comment

Many of us approach looking for new opportunities as a necessity of job searching. We find a job, start off enthusiastically, become disappointed when it’s not everything we thought it would be, continue doing the job until we can’t anymore, and then desperately search for a new job. We repeat this vicious, frustrating cycle either because we only look for a new opportunity when we’re desperate for one, we don’t take the time to think about what we need or want in a career, or we don’t feel that turning down a job is an option.

This is absolutely the wrong way to approach finding a fulfilling career. Instead of pursuing opportunities only when we think we desperately need them, new pros should keep an open mind and eyes peeled for any new opportunities, no matter how satisfying their current position may be.

Actively looking around for what else is out there can help new pros decide what they want and don’t want in a career. Maybe there’s a great opportunity for a position with a well-known company that sounds like a dream available. If you ignore it just because you’re pretty happy with the job you have, you could be left wondering for the rest of your career if it was the one that got away. If you seek out an informational interview, you could find that it’s an opportunity you can’t pass up, that it’s not right for you—but is a great company—or that it’s just not a good fit at all. Early on in your career, learning more about a company or type of position is a great way to figure out what exactly you’re interested in and what you might like to explore more in-depth.

Keeping your options open also keeps you in control of your career. If you’re keeping an eye out for what else you could be doing, you can be the one to decide how long you’ll stay at a particular job—as long as your ‘looking’ is not negatively affecting performance in your current position. If you can juggle the job search while keeping up daily responsibilities, you can then decide if you want to keep learning and growing where you are or if you want to take a chance on another opportunity to grow your career. Being in the driver’s seat of your career is always a good place to be!

New opportunities often mean meeting new people, too. As you’re looking around at what else is available, you’re bound to make new connections with people you may not have met otherwise. Use informational meetings and events through professional organizations as a way to not only learn about new opportunities but to also build your network and strengthen your relationships. Actively reaching out to your network, new and old, will keep you the the front of their minds for any opportunities that might come end up in their emails.

While you’re at the top of new connections’ minds, you should also be keeping your skills fresh. Look at what skills open positions are looking for and make sure that you’re keeping up with the latest trends and skills. Making sure that you’ve brushed up on the skills employers are looking for can go a long way in helping you land the perfect position.

What else can you do to stay open to opportunities and land your dream job?

Write a call-to-action into your LinkedIn summary.

It can be as simple as a quick line saying that you welcome emails regarding new opportunities. Keep it short and sweet and let people know the best way to contact you.

Make a list of your dream employers & contact them.

Find connections at these companies and ask for an informational interview to learn more about the company, its culture and any relevant opportunities. Even if there’s not an opening at that time, meeting with and keeping in touch with a contact or two inside will keep you at the top of their list when positions do open.

Set up informational interviews & meetings when possible.

If there are companies you know you’d like to work for, people you admire or colleagues whose advice you value, reach out to them. Set up informational interviews with the first two to learn more about what they do and what opportunities might be available. For those whose advice you trust, an informal meeting over coffee, drinks or brunch is a great chance to catch up and talk in a relaxed setting.

Let people know when & what you’re looking for.

Even if you’re not actively looking for a new job, letting people know that you are open to new opportunities gives you new sets of eyes and ears to be on the lookout. Share your resume with those you trust and ask that they share information of new openings with you. If you are looking for a new job, let as many people as you can know, while not jeopardizing your current position. Spread the word privately to close connections, rather than publicly where your current employer may see.

Keep checking job postings.

Sometimes it can be fun to see what else is out there and what better way than checking job posting sites. If you want to make it even easier, sign up for weekly or monthly emails from PRSA Jobcenter, Indeed or any other job boards with specific keywords relating to what you’re looking for and where.

Ro Robyn Rudish-Laning (1) byn Rudish-Laning is a member of PRSA SC and communications coordinator for the South Carolina Council on Competitiveness. Robyn is also a member of the New Professionals executive committee. She is a graduate of Duquesne University and is currently located in Columbia, SC. Find her on LinkedIn or Twitter or read her PR-focused blog.

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