Career Advice

Be a Rockstar PR Pro in 2016

Stephanie Vermillion Leave a comment

Everyone wants to be great at what they do and the new year is a great time to reevaluate everything we’ve been doing and how we can make ourselves the best PR pros we can be, new or otherwise.

Rockstar PR ProNow’s the time of year when everyone comes up with resolutions for things they’d like to change or be better at. For 2016, why not make it a resolution to focus on professional development and becoming an extraordinary PR professional. Here are 10 things all New Pros can focus on to stand out from the crowd.

Be flexible.

PR isn’t one of those jobs where you can count on a strict 9-to-5 schedule. Not everything will fit into eight hours in the office and, more often than not, you’ll have early mornings, late nights and work that needs to come home with you. We can’t change these facts, so the best thing we can do is be flexible. Living by your to-do list will only add even more stress to your life. Instead, look at the list as a set of guidelines and accept that things will change, more pressing things will come up and, sometime, things are completely out of your hands.

Know how to prioritize.

So maybe your to-do list has some non-negotiable, must-be-done things that can’t be postponed. It’s important to know how to prioritize your tasks and your time. As new professionals, we sometimes struggle with doing what we need to when it means saying no to others or admitting that we just can’t take on anything else. There’s nothing wrong with declining an additional project if you know that you won’t be able to commit to it or provide a quality product, blocking off time on your calendar to work on pressing things on your list or taking your work to a quiet space – be it an empty conference room or a nearby coffee shop – to get things done.

Make a commitment to continued learning & growth.

Continuing to learn after you’ve earned your degree is a huge component of professional development. Knowing the latest trends and best practices, as well as having a few extra skills in your back pocket, can really give you an edge over your peers. Committing to reading one new professional or career related book or mastering one new skill a month will put you on a path to success and instill good habits through the length of your career and beyond.

Be a sponge.

A great way to commit to learning is to soak up everything you can. Whether it’s an insight or tip your boss shares, a book your colleagues are raving about or an article or piece of news a college friend posts, take it all in and file it away because you never know when those tidbits will come in handy. As a new professional, you can learn so much just by soaking in what the seasoned pros you know, work with or meet have to share.

Always be prepared.

Being prepared should be kind of a “no duh,” but not everyone is always on the ball. Making sure you’re prepared for meetings, projects and, really, every day of work will really go a long way. Take the time to properly prepare for everything that needs your attention, whether that means making notes, keeping a running list of questions or important items, or just doing your research, and you’ll stand out to your supervisors when you have all the answers at the ready.

Think big picture.

It’s easy to be caught up in the day-to-day in your career, but the important thing is to think big picture – both for your career long-term and for your current position. Think about where you ultimately want your career to go, what you need to do to get there and begin making your plan. Thinking about your job tasks on a bigger scale than just what you have to do each day or week will help you to create overall strategies and plans that will make your day-to-day work easier and turn out better results.

Dive into the news.

As PR professionals, keeping up with the news is something we should all do, but sometimes just get a little lackadaisical about. Sure, there’s a lot of news to be aware of and some of it isn’t really that interesting, but it is important for us as professionals to keep up on what’s going on in the world around us, beyond our own interests. Knowing the basics of current events, including pop culture, world events, business news, etc., can help you as a PR pro to make sense of how things fit together and be aware of opportunities you might have missed out on otherwise.

Sharpen your networking skills.

Networking is a huge part of having a successful career. You may be great at what you do, but if no one knows about it or has a reason to sing your praises, they won’t. Make an effort to connect with new people and grow your network this year by doing something you wouldn’t normally do. Join a Twitter chat, ask someone you admire to coffee or lunch, attend that after-work happy hour or stop by that event your PRSA chapter is hosting. You can learn so much just by talking with new people and listening to what they have to say.

Be relationship oriented.

One of the big misconceptions of networking is that it’s all about how many people you can meet. Too often people look at it as a way to grow a large network of people you know pretty much just in passing, but those connections aren’t worthwhile and won’t do anything to further your career or help you grow. Instead, we should focus on creating relationships through networking, not just gathering as many business cards as we can. If we look at networking as an opportunity to grow through lasting, meaningful relationships we’ll all get more out of it than just a large contact list.

Develop a thick skin.

Unfortunately, no matter how fantastic a PR pro you are or how great your work is, not everyone is going to like you. Sometimes your work will be picked apart, you’ll be criticized or told that what you’re doing is just not good enough. It’s going to happen, but it doesn’t have to leave a negative impression. Those people who have developed a thick skin are able to take constructive input out of the criticism and make themselves better. Focus on not taking negative comments personally and instead find the areas that maybe you could improve upon a bit by looking at your work objectively and reevaluating any critiques you received. No one grows by staying the same.  

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Robyn Rudish-Laning (1)Robyn Rudish-Laning is a member of PRSA SC and communications coordinator for the South Carolina Council on Competitiveness. 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.

#PRTips from the Pros: Networking, Measuring & More

Stephanie Vermillion Leave a comment

Throughout 2015, we’ve shared tips and insights from some of the most well-known PR pros in the business such as Deirdre Breakenridge and Heather Whaling. To close out the year, we’ll be sharing advice from PR pros who spent time with us during last month’s New Pros event at PRSA ICON. So, whether you missed the sessions, need some motivation for 2016, or all of the above, we have some great tips for you in our expanded #TBT series, #PRTips from the Pros!

In this post, we’ll be sharing tips from PRSA Fellow Anthony D’Angelo. D'Angelo

 

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

Establishing an understanding of public relations with my employer, who had a limited view of the field’s scope and purpose. Over time, I was able to demonstrate the breadth and effectiveness of public relations by applying our profession’s strategies to the work at hand. When employers or clients see public relations research, strategy, tactical creativity and evaluation methodologies advance relevant metrics, they have an “ah-ha!” moment.

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

I’ve found that asking colleagues about their interests and their about their opinions relative to professional topics is an engaging way to network and to gain knowledge simultaneously. Networking starts with careful listening.  

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

Integrity, professional writing skills, inquisitiveness, helpfulness, a strategic perspective and a strong work ethic.

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

I was a PRSSA member as an undergraduate student, but I didn’t contribute enough effort to the chapter and count it as a lost opportunity in my early development. When I got my first agency job I joined PRSA and immediately volunteered to be the chapter newsletter editor. Mindful of how I underachieved with PRSSA, I gave it my best effort and it led to wonderfully rewarding relationships with local board members and additional volunteer assignments that were both enjoyable and career-enhancing. My tip to young pros is to raise your hand for an assignment and commit yourself to making it something you’re proud of. Then, “rinse and repeat” several times. You will be rewarded.

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? “Tony, don’t focus so much on the work that’s right in front of you today, look to the horizon and reflect on all the ways you can help the organization advance its mission, goals and objectives. Commit to that bigger picture, and focus on it each day.”

About Anthony:  

Anthony D’Angelo, APR, Fellow PRSA, joined Syracuse University’s S.I. Newhouse School of Public Communications as a professor of practice in public relations in August 2015 after serving in public relations leadership roles in the corporate and agency sectors for more than 25 years, most recently with ITT Corporation. Prior to that he worked for the St. Joseph’s Hospital Foundation, Magna International, United Technologies and Sage Marketing Communications. D’Angelo’s practice areas include change management, reputation management, branding and marketing communications.

He is national secretary-elect of the Public Relations Society of America (PRSA), past chair of its College of Fellows, and a founder of PRSA’s MBA program to bring strategic communications content to MBA curricula nationwide. D’Angelo’s pieces on the importance of strategic communications to organizational leadership have appeared in BusinessWeek, the Financial Times and The Public Relations Strategist, and he is a regular contributor to The Wall Street Journal’s “Crisis of the Week” column. He has presented seminars on change management at several conferences and universities over the last 15 years. 

 

How to Know When to Leave (or Stay) at a Job

Stephanie Vermillion Leave a comment

Should I leave or should I stay? When do you really know it’s the right time to move on from a job for something new? A difficult question to answer, but one that many people face in today’s working world. Gone are the days that you are expected to, or want to stay in the same job, in the same workplace, for the rest of your life, but when do you know it’s time to move on and start looking for a new job? Here’s what you should consider.

Is there room for improvement?

The first thing to look at is if there is room for improvement in your current role. Figure out what it is that you like and dislike about your role, and how you could potentially address the dislikes. Often time’s employees are so hesitant to speak up to their managers about their dislikes on the job, when in reality, their managers may be able to help you see a way to make it more enjoyable.

What are your long-term goals?

Next, think through what your long-term goals are. Think about where you would like to be in the next 5-10 years, and what you are going to need to do or learn in order to get you to that point. A good employer will want you to grow with them as oppose to leave for a different opportunity, so by expressing the things you’d like to work on, you could end up with new opportunities that will help you reach your long-term goals. If you don’t see your employer assisting you in reaching these goals, it may be a sign that you should look for one that will.

Can you grow in your current workplace?

Take a look at if there is room to grow within your own organization. Is there a position you can see yourself moving up into if the opportunity presented itself? Is there a chance that you could be promoted within your organization to something you’d enjoy better? In larger organizations this is often a plus, but in smaller organizations, where a higher and better position may not exist, that may be a sign you’ll have to move out of the company in order to move up and forward in your career.

Are you happy?

Last but definitely not least, ask yourself if you are happy in your current workplace. Sometimes it can just be the role you are currently in that’s making you unhappy but the actual workplace is a place you genuinely enjoy working at. Other times you may just be completely over the place that you work, and know that even if you had a different role, you still wouldn’t be satisfied. If there isn’t a chance that you think you could work with your current workplace to improve your role, or move to a position you’d like better—then that’s a sign that it’s time to move on.

Moving on from a workplace that you’ve grown in and are comfortable at can be a tough decision, but in terms of your happiness and your employment, it’s okay to be selfish. If you have grown out of your current career, and don’t see a chance for you to develop professionally anymore, your employers will understand your want to move on to something that is better for you.

Lauren Marinigh is a PR and marketing professional based out of Toronto. You can learn more about Lauren at www.laurenmarinigh.com or on Twitter at @marinighPR.

President-Worthy PR Advice

Ashleigh Mavros Leave a comment

When it comes to marketing your brand and yourself, maintaining strong public relations is the key to finding success. Those that are able to nail their PR strategies and handle mishaps with grace are typically able to overcome challenges and move forward in their careers. Today’s consumers are quick to react to negative PR; therefore, doing PR right the first time is essential.  


Perhaps the best examples of professional public relations strategies leading to success come from this season’s presidential candidates. With the amount of media attention given to those running for political office, it is easy to examine and understand the broad impact of PR successes and failures. Here are just a few tips on personal branding to be taken from the individuals running for the oval office.

Shock and Awe

In an age of internet and short attention spans, it doesn’t bode well to forget that your target audience doesn’t want to see the same branding ploys over and over again. They want to be surprised and entertained. Furthermore, they want to learn something new and share the information with friends. Using a shock and awe approach to branding is a great way to break into a new market and achieve notice.

Donald Trump is the obvious voice of success for the shock and awe method whether or not you agree with his politics. Trump entered the Republican race with little political experience and even fewer political allies, yet he has skyrocketed to the top of the polls and has remained there ever since. His personal marketing strategy has worked out well in garnering attention; people cannot wait to hear and share his next bombastic comment and the media can’t get enough of him.  

Use the Internet Wisely

The internet can be a fickle place where potentially great PR strategies turn into living nightmares. It can also be a massive boon to your personal brand if a post goes viral. Either way, a strong understanding of trends and a close eye on changes is imperative to internet branding success. Before posting anything, be sure to think of all the possible implications of sharing it with the world.

A number of presidential candidates have struggled with internet related PR nightmares. For instance, numerous Tweets and website based mishaps have prompted multiple inquiries as to whether or not many candidates even understand the internet or if they are too disconnected. Backlash for many of these mishaps can be swift and harsh, as well as spell the end to running for an election.   

Try Something New

A number of presidential candidates are finding new avenues for connecting with a younger audience. One of the primary targets has been appearances on late night television with hosts that are just as likely to poke fun at the establishment as ask about any policies. One notable example is Jeb Bush’s appearance on the Late Show, which is now hosted by traditionally mock-conservative politico, Stephen Colbert.

Creating a successful personal brand involves a lot of innovation and the ability to put yourself out there and attract new audiences. Much like presidential candidates appearing on comedy tv to build relations among both the young and those that don’t regularly follow politics, it involves entering a realm of relative discomfort and making the most of it. Triumphing in this arena opens numerous doors and provides countless opportunities for your brand.  

Be Responsive

Another aspect to a successful PR strategy during a presidential campaign is responsiveness. For candidates especially, something negative will eventually happen and how he or she responds in the aftermath can make or break a political career. Often times voters demand a public apology or acknowledgement of the situation, they want to remain informed and see that something is being done to rectify it. Take Hillary Clinton’s email fiasco as an example.

Whether your PR campaign goes really well or poorly, perhaps the most important aspect in retaining appreciation in your audience is to follow through. Be as responsive and transparent as possible to both good and bad comments. Your audience appreciates a response and feeling as though their voices are heard.

The 2016 presidential candidates provide an excellent ground for observing and learning about the costs and benefits of specific public relation strategies. Because of their high level of media attention it is easy to discover the flaws in plans and the quick adjustments that can be made to boost personal branding. Taking the time to learn from the candidates and adapt your personal branding strategy can be a significant benefit.

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HeadshotBrittni Brown is a current Masters candidate at The University of Idaho. In her free time she enjoys a variety of outdoor activities including hiking, biking, and camping.

How to Get Your First Promotion

Stephanie Vermillion Leave a comment

You’ve made it through your first full-time position, congratulations! Getting the first position is the hardest part, but you’ve managed to break into the industry. You’ve got the experience and some new skills, but how do you take it to the next level?

Getting a promotionBelow are five ways to get to the next level in your career.

Act like you are already in the next position.

Once you’ve mastered the requirements of your current position, start learning about what’s required at the next level.

Let’s say you are the assistant account executive for your team. You are charged with maintaining media lists, keeping the department clip report updated and assisting the team as needed. What does an account executive do? They might take your efforts further and build relationships with contacts on the media lists, they might create custom media lists, they use the clips in the report to share results with clients, etc. Start emulating those actions.

Take inventory of your job responsibilities and see how you can take them a step further.

Become a resource for your department

Is your boss having trouble getting a client invoice approved through accounting? Having trouble getting timely numbers and results from your research department?

It pays to network, even inside of your organization. Get to know the different parts of your organization and make yourself a resource for getting important but tedious tasks done quickly.

Continue your education

Become involved in your local PRSA chapter. Attend monthly luncheon or happy hours. Join a committee or participate in a Twitter chat or webinar. There are so many ways to get involved with PRSA and it shows that you are invested in becoming a better PR professional.

A positive attitude goes a long way

We’ve all had days when you are just not feeling up to it, whatever it maybe. Or things may be stressful in your personal life. But remember, work is not the place to take out your frustrations.

Maintaining a positive attitude may seem insignificant, but your coworkers and most importantly your boss will notice if you have a negative attitude. Shooting down others’ ideas, not participating in team activities, showing disgust for tasks that you believe are beneath you will not get you promoted, but they can get you fired.

Learn to take constructive criticism

No one likes to be criticized. However, constructive criticism is crucial to advancing your career. Learn how to effectively take criticism and apply it to future situations and assignments. Incorporating feedback shows that you are a good listener and are mature enough to learn for criticism.

Most importantly, advancing and excelling in your career is a process. Learn from mistakes, apply criticism and feedback accordingly and cultivate your skills. You never know when the next opportunity will appear.

Victoria Lightfoot (1)Victoria Lightfoot graduated from Georgia State University in 2012 with a Bachelor of Arts in journalism, concentrating in public relations. She is currently the PR coordinator at the Atlanta Convention & Visitors Bureau and volunteers on PRSA Georgia’s College Relations Committee and co-chairs the Travel & Tourism Special Interest Group. Connect with Victoria on LinkedIn and Twitter (@Victoria_Lenese)