They Are Not Gray Hairs…They Are Experience Highlights

March 20, 2016March 21, 2016PRSA New Pros Leave a comment

As a 40-something with no career direction and an imminent layoff, I was at a crossroads in life. A friend recommended a life coach where I discovered an important aspect of my personality. The personal motivator for my feeling happy and successful was a need to elicit reactions from people. It was not about needing positive reinforcement or pats on the back from bosses, but simply having people react to something I wrote, designed, organized, or created. Unfortunately, acting was not an option, so I chose the closest field…public relations.

Twenty years in higher education presented opportunities to dabble in parts of PR. Plan an event here, make a presentation there, learn how to update a website, establish a social media presence, craft a new message to alumni. Rejection reasons for not getting PR jobs was due to not possessing the “right” writing skills or a degree in the field. Job offers actually received were entry-level and half the salary. There were moments of feeling I made the jump to this career too late in life. Possessing the skills but not the job titles appeared to be holding me back and prohibiting any chance for becoming a PR professional.

Not having aspirations of staying unemployed for 26 weeks led to applying for and getting a position with a non-profit organization via LinkedIn. The job title is far from glamorous (Executive Assistant); however, the salary is competitive and matches the duties. Job tasks land in all facets of social media, branding, media relations, strategic planning, and marketing of the organization.

If you are debating making the transition or feel you have made a mistake with your mid-life change over to public relations, understand that it is not too late! Do not limit yourself to looking at corporate positions or competitive firms. As a more seasoned employee, you are what non-profits and small businesses are looking for. They appreciate broad experience and need individuals who are ready to hit the ground running.

A recent article by Jenny Blake in Real Simple magazine provided strategies to keep in mind when contemplating a new career:

Never obsess about what happened in the last job. Those who are over the age of 30 remember the parental lectures of staying loyal to a company. It is not the norm any longer. Take the best parts of your previous positions and move along.
Self-Assess. Do the life/career coach thing. Even if you do not want to work with a professional, ask a friend. Take a stab at the StrengthsFinder 2.0 to look at your experience and get some direction.
Break up your job search: People, Skills, Opportunities. Jump on that LinkedIn page and schedule some Starbucks time. Register for a class on Coursera. Let Monster do the searching for you with job alerts.
Never stop looking. Always look at what else is out there, how you can improve your skills, and who can benefit in the long term. I am always scanning the job sites for the newest titles/duties to develop ideas for skills I may need or want down the road.

Do not lose sight of who you are and the years you have under your belt. Those articles for the company newsletter, Christmas parties planned, and posts on Twitter can transition nicely into a successful public relations career.

Figuring she will never have her dream job of writing jokes for Jimmy Fallon, Carrie Mihalko decided to pursue a new career in Public Relations. With over 20 years in higher education and non-profits, she feels like she has seen it all in event planning, fundraising/development, social media, website design, and marketing. Residing in Pittsburgh, Pennsylvania, Carrie works for the Steel Valley Authority as their in-house communications writer/graphic designer/jack-of-all trades. She also does freelance-work creating publications, websites, and social media plans with small businesses and non-profits. Connect with Carrie on Twitter and LinkedIn.

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.

The Edge

New Voices of the Public Relations Industry

Career Advice