Career Advice

How to Learn Social Media Protocol at a New Job

Stephanie Vermillion Leave a comment

There are basic ground rules for what is appropriate for social media. Nothing obscene, offensive, downright false – the obvious stuff.

But when you start a new job, there are always more nuanced guidelines to adapt to.

How to Learn Social Media Protocol at a New JobThe best way to ensure you’re on the right track is to be as informed about your new company’s social media protocol as possible. Here’s how:

Do your research.

Take a look at your organization or company’s Twitter feed. Browse their Instagram profile. What has been popular on their Facebook page?

Don’t forget to look at what other brands are doing as well. See what hashtags are used by the accounts your company follows and peruse the posts attached to them.

Doing your research will help you learn what content is appropriate and relevant, and will ensure you understand your organization’s social media tone.

Ask questions.

The only way to make sure you are 100 percent certain about what is appropriate is to enlist the help of your colleagues.

When you’re the newbie, your coworkers are all experts. In an agency, you may have the advantage of working with a host of social media gurus. If you work in-house, you may not have as many PR pros to lean on, but I guarantee all of your coworkers know way more about their department or field than you do.

I work for a nonprofit dedicated to the great outdoors, and I thought that curating content for social media would be pretty easy.

Just tweet things about hiking and post scenic pictures on Instagram. Right?

Wrong.

Have we tweeted enough about cyclists and hikers?

How much do we want to talk about hunting?

It’s a polarizing topic, but it’s also one of the main funding streams of Colorado Parks and Wildlife, an organization we give half of our funds to. And don’t even get me started on sage grouse. I was woefully unaware that listing an animal as an endangered species was anything but something to be celebrated. Fortunately, I had super knowledgeable coworkers to set me straight.

If you see room for improvement, speak up.

Adapting to your employer or organization’s social media practices is important, but you were presumably hired because you have good ideas. If you think you have an idea to improve engagement, gain followers, or simply provide better content, than say so.

Do so in a professional and thoughtful manner. Don’t tell your boss that you simply can do a better job with Twitter, show them how you can improve your organization’s Twitter account with a well thought out content plan.

Continue to seek out knowledge.

There are only two of us that make up the communications department where I work. This is great because I was given nearly immediate autonomy over social media, but the lack of oversight when I first started was as daunting as it was exciting.

Knowledge is power. Seek it out. (Click to tweet!)

You’re already facing a steep learning curve when you start a new job, and you have the responsibility to continue to expand your skillset to make sure you do the best job possible. A new position is certainly cause for celebration, but don’t rest on your laurels.

Make an effort to try out new tools and platforms, continue to update yourself on best practices, and never think you know everything about social media. It is constantly evolving, and you owe it to yourself and your new employer to continue to the best the best you can be.

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Laura Cardon 

Laura Cardon is a public relations professional living in Denver, CO. Originally from Maryland, Laura enjoys riding horses, hiking, and volunteering at the Denver Animal Shelter. In her spare time, Laura also shares her passion for the great outdoors with fellow beginner outdoors enthusiasts on her blog, Outdoors Beginner. Find her on Twitter @LauraCardon23.

#ThrowbackThursday with Deirdre Breakenridge

Stephanie Vermillion 1 Comment

Editor’s note: This is the first post in 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 to Deirdre for helping us kick this off!

For those who don’t know her, Deirdre Breakenridge is the chief executive officer at Pure Performance Communications. But, like most successful PR pros, that’s only the beginning of her portfolio.

Deirdre K. Breakenridge is Chief Executive Officer at Pure Performance CommunicationsShe’s the author of five Financial Times books, including her latest “Social Media and Public Relations: Eight New Practices for the PR Professional,” an adjunct professor at New York University, a member of PRSA (woohoo!), and co-founder of #PRStudChat, a dynamic Twitter discussion scheduled monthly for PR students, educators and PR pros.

Honestly, we could fill this post with all of her work and achievements, but we know what you’re all here for: Deirdre’s life lessons! So, without further ado, let’s dive in.

Question 1: What were three of the biggest challenges you faced as a new professional in the PR industry and how did you overcome them?

  1. Thinking you’re prepared when you’re not. No matter how junior the team member, you must come into a meeting fully prepared. However, this goes far beyond having a pad and pen to take notes. Being prepared involves challenging yourself to think about and answer the questions that a supervisor / boss may ask you during the meeting. Still to this day, I coach professionals to think ahead. And, if they are in a meeting with executives it’s important to identify what they would ask, or need long before the meeting begins.
  2. Rejection from the media. Rejection is a part of public relations, especially when it comes to media pitches. Even in the face of rejection, you must continue to perfect your pitching efforts by spending more time doing homework about the journalists / bloggers you’re pitching, and the communities they serve. Relationships develop over time, so if you are persistent and consistently offer good information, then you are more likely to land a really good story and be recognized as a reliable source.
  3. Networking more often at association meeting and special events. Not everyone is a natural born networker and making good connections requires you to get out there to meet people. When you’re a young professional it can be difficult to walk into a room not knowing anyone and strike up a conversation. However, the more opportunities you take to network, the more you realize that people are at these events for the very same reason. What is the worst that can happen? Perhaps, you introduce yourself and shake hands. Then, you exchange business cards and move on to meet someone else. However, there will be those instances when you meet someone and there is a great connection. What may come out of a simple introduction can be a number of opportunities. I learned early on that not every person you meet will lead to a next step connection, but you will never know unless you try.

Question 2: What type of time management tools did you use to stay on track as a new professional? 

In the past, time management for me was a big black planning book that I carried everywhere and a large calendar sheet on my desk that was marked up daily. Then, about 10 years into my PR career, time management software was integrated into our agency, and we no longer had to fill out manual time sheets. I think I just dated myself!

However, what I would recommend to young professionals today are several apps to make them more organized. I’m a big fan of Evernote, which is the note taking software that allows me to capture notes, ideas and images, and then syncs on all of my devices. I also use Circa, which is a news app that curates the important news headlines. There is a scanner app that I find very helpful. It allows me to scan documents into PDF form and then share them. Of course, my Google calendar keeps me organized and on track, with alerts so I can properly prepare for my meetings. Lastly, Spreeder is free online speed-reading software designed to improve not only your reading speed but also your comprehension.

There are many great apps and tools. This article from Lifehack has several really good time saving resources that you can check out here.

Question 3: What were some of your most important career goals as a new professional? 

Building relationships was at the top of the list. It is your network of connections that will allow you to excel in business and to help others (Click to tweet!). There is so much that goes into relationship building, but it all starts with getting to know people, learning more about them and listening, rather than immediately sharing information about yourself. To be known as someone who is connected, or that you’re a great connector, is very valuable, and often sought out by companies large and small.

Focusing on your integrity as you pursue new opportunities. There will be times that your values and integrity may be challenged, and you will have to make an important decision. Always choose the ethical side of the situation and your integrity will remain in tact for the duration of your career. If you need a refresher on ethics, you can check out the PRSA Code of Ethics.  At the end of the day, you have to be sure that your communication is transparent and in the best interest of all parties involved. Always let your values and ethical standards guide you.

Perfecting your writing skills. If you’re in PR today, then writing for all different types of media is important. We have moved from earned media to owned, paid and shared. Companies are looking for professionals who are not only able to write byline articles, editorial opinion pieces and news releases, but also blog posts, video scripts, tweets and Facebook updates, ebooks, etc. Perfecting your writing skills takes a lot of practice and also requires you to read in your spare time. The more you read the better your writing will become. I’ve been writing for 25+ years. Practice makes perfect, and for me, led to some incredible writing opportunities, including several books published by Financial Times Press.

Question 4: How can today’s new professionals find time to focus on personal career goals without getting sidetracked by work?

Careers can get very busy and you will always find yourself sidetracked. You have to make a date with yourself to find time to focus on your personal goals.  If you’re a morning person then you should set aside the time then, or if you like to stay up late at night, then this may be your best time plan out the steps to reach your personal career goals.  You should also incorporate regular telephone, Skype and in-person meetings into you weekly routine, so that you can meet people, get different perspectives and learn about new career directions. In addition, finding a mentor will help you to grow in your career and to have a seasoned professional guide you as you strive to reach your personal career goals.

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?

My first year of work was an incredible experience, so I’m not sure what I would have changed or where I would have given myself advice. But, I do remember my second job, wishing I had given myself some advice early on.

I was doing PR for a cosmetology school that was affiliated with a popular hair and skin care company. I remember, within my first couple of weeks of working there, I was asked to model for one of their hair fashion shows. It was an honor and then quite a shock when I was on stage and they cut my hair above my ears and colored it bright red. After the show, I had to keep my hair short and colored. They also gave me a lot of makeup that I was supposed to wear as a representative of their company and advised me on my wardrobe. But, It just wasn’t me.

Although I had fun and stayed with the company for a few years, I eventually realized that I wasn’t being true to myself. Almost like a “Devil Wears Prada” movie scenario. After I left, I grew out my hair, went back to my natural color and found my own style of fashion.  If I could go back in time, I would say to myself, “Be true to who you are from the work that you do to how you present yourself (including your appearance) in any role that you play.

If you can learn this early on you’ll be a lot happier!

To learn more about Deirdre, visit deirdrebreakenridge.com or follow her on Twitter at @dbreakenridge. 

Five PR Tips From Taylor Swift

Stephanie Vermillion 2 Comments
Five PR tips from Taylor Swift

Image from Canva.com

A pop princess may be the last person you’d expect to look up to as a public relations professional, but Taylor Swift is definitely doing something right. Between buzzing up constant media attention, building a loyal fan base, and staying true to her strengths, there’s a lot we can learn from Taylor about being a successful communicator.

She knows her brand. Crossing over to full-fledged pop could have spelled career disaster, but Taylor stayed true to herself by making the switch.

Be like Taylor: Spend time learning the voice of each of your clients and you’ll be able to decide the best ways and places to tell their stories.

She’s a conversationalist. Taylor has crazy follower counts across the board, but she’s not just broadcasting on social. She’s truly interacting with her fans! With so many people talking, it’s hard to actually hear anything these days.

Be like Taylor: Running a brand’s social media? Pull a page from Taylor’s playbook and reply to fans posts, seek out conversations via hashtag searches, and be proactive in your interactions. Use your personal Twitter to build relationships with media. In other words, be social! (Click to Tweet)

She offers the exclusive. Before her latest album dropped last fall, Taylor held secret listening parties across the world with 89 of her biggest fans at each event. Fans were invited to get a first listen to 1989 in Taylor’s very own homes. Hearing the album ahead of time didn’t dull the excitement around the release: these select fans were even more thrilled to see her music finally debut weeks later.

Be like Taylor:  Have a great story brewing? Reach out to one of those contacts you’ve built a relationship with and offer it as an exclusive. Between the 24-hour news cycle and a saturated media market, breaking a story has become just as rare as a Taylor Swift listening party. Working together on an exclusive can benefit both you and your contact. You’ll secure a great coverage hit while your contact gets to lead the media frenzy.

She knows what’s trending and how it aligns with her brand. She uses news angles to her advantage to ensure she’s being talked about. When Tumblr went crazy over the Becky meme, Taylor was spotted the very next week in a “no it’s becky” tee.

Be like Taylor: Consume a variety of media every day so you know what’s hot and how you can be a part of the story.

She shakes it off. At the end of the day, not every relationship, song lyric, or pitch is going to work. Taylor doesn’t stress about the things that don’t fit – she’s able to kick back and poke fun at herself for every faux pas.

Be like Taylor: Take what you learn from every experience and use it to be better the very next day.

We all know Taylor’s talents are countless! What other PR lessons have you learned from Taylor Swift? Share below!

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 IMG_0011.JPGChristine Perez is an Account Executive at The S3 Agency, a boutique advertising, social media, and public relations agency in Northern New Jersey. She has a wide array of experience with CPG products on both the agency and client sides. In her free time, she volunteers with a local animal rescue as a communication strategist and pet foster. Tweet with her @ICtine or connect with her on LinkedIn.

 

PR lessons from your first year on the job

Stephanie Vermillion Leave a comment

PR Lessons from your first year on the jobI’m quickly approaching my two-year anniversary of being a PR Pro. These past two years have been filled with new faces, places and challenges. I’ve had the opportunity to do things I’d never thought I’d do and build connections with people I would have never run into on my own. While it’s been an exciting two years, and there have been many lessons learned.

A bachelor’s degree is just the beginning.

While I value and appreciate my degree, it was only a stepping stone into the professional world. Many of the things I’ve learned have been on the job. A degree provides you with the foundation, but creating a pitch letter for a class assignment isn’t the same as actually pitching a journalist.

Lesson Learned: Take feedback and critiques positively, things function differently in the real world for a real client.

Social media is important, but it’s only part of the package.

Click to tweet: “Social media is important, but it’s only part of the package.” bit.ly/1yyB4Sm #NPPRSA #PRSA @PRSANewPros

When I first started my career, I assumed I would be working with social media on a regular basis. Depending on the how a company is structured, the marketing department may handle  social media or your role may not be as hands-on with social media.

Lesson Learned: Knowing how to use social media definitely comes in handy, but remember that there are also other skills to focus on in our profession.

Don’t forget about writing.

If you haven’t already guessed, writing is a major part of the job. As a PR professionals, it’s our job to get the message across to our client’s audience in the clearest, most concise way possible. And that takes practice. If you have the time at work ask for an extra writing assignment. Or start your own blog. Either way, write as much as you can to sharpen your skills.

Lesson Learned: Practice makes perfect, write as much you can.

It’s normal to feel like everything you do is wrong.

Over the past two years, there’s always been a day or an entire week where I feel like everything I do is wrong. As a newbie, there’s no way that everything you do will turn out amazing the first time or even the fifth time you do it. Don’t worry, your manager already knows this, they were once a newbie too. They don’t expect you to produce perfect work, they expect you to put in the work.

Lesson Learned: Be open to criticism and direction. Don’t be afraid to mess up and don’t be too proud to ask for help.

My first year as a PR professional was a whirlwind. It was amazing, it was exciting, it was frustrating, it was challenging, it was everything I didn’t expect it to be. Through all the ups and downs, make sure to enjoy the ride!

Cheers to your first years!

 

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Victoria LightfootVictoria 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)

Changing Jobs: Life On The Competitive Horse Show Circuit and My Need For Normalcy

Stephanie Vermillion Leave a comment

Shortly after graduating from college with a degree in public relations, I was at the beach with my parents and revealed to them I wasn’t sure if I actually wanted to pursue a career that related to my degree. Thanks to a less than enlightening experience meeting with a PR executive and an internship that made me intimately familiar with the walls of my cubicle and not much else, I became a bit disenchanted with the field. So while I figured out what to do, I went back to work in my home away from home – the barn.

FTI Consulting Winter Equestrian Festival

“My office view for four months each year. Ringside at the FTI Consulting Winter Equestrian Festival.” Photo by Laura Cardon.

I’d ridden horses since childhood and had worked in the barn at least part-time since obtaining my first work permit in high school. Horses have been my passion and a huge part of my life, so when I was looking for work again a few months later, I thought, “Maybe I’ll reconsider working in PR.” A company I had followed closely for years posted on their Facebook page that they were looking for an intern for one of the most prestigious equestrian competitions in the world – The FTI Consulting Winter Equestrian Festival.

I still vividly remember reading the email that asked me to pack my bags and leave for Florida. I couldn’t have been more thrilled; the internship seemed like the perfect opportunity for me to continue working in an industry I loved, and I dove in head first. In a matter of days, I was headed south for the winter.

My internship turned into a part-time job, which turned into a full-time job that allowed me to meet some of the sport’s greatest athletes and work behind the scenes of the country’s most renowned competitions. My incredibly generous boss recommended me to her network of well-known equestrian journalist colleagues, and within a year of starting with her, my articles were published in multiple magazines. I even got the opportunity to be a freelance writer for the most prominent and respected publication in the industry.

I learned and experienced more than I could ever put into words during the last 18 months, but for all the incredible opportunities I was afforded, there was something eating at me. A need for normalcy. This job, on the outside, was very glamorous, but once you look closer, it also requires substantial sacrifice.

The horse show circuit follows good weather, and I spent my time traveling up and down the East Coast to various venues. I spent nearly four months of my year in Wellington, a small town in Florida that revolves around a horse show, far away from my friends and family. When I wasn’t in Florida, I was traveling elsewhere for a week or a month at a time.

I had just moved to Denver, and I realized I was barely able to enjoy actually living there. I have a wonderful boyfriend that I wanted to spend time with, and as my busy fall travel schedule rapidly approached, I made the decision to start looking elsewhere. I wanted an office…or even a cubicle! I wanted a place to work from in an actual building (not a tent, or a single-wide trailer) that I didn’t have to pack up every night and take home with me in a backpack.

I wanted to actually be able to collaborate with my colleagues on a regular basis, instead of having to look forward to seeing them two times a year at a horse show. It was time to move on, so I started reflecting on what else I loved and if I could find something I was equally passionate about.

Thankfully, working in PR allowed me to cast a wide net. I could work for an agency or for an individual company, and I eventually decided on a non-profit dedicated to preserving Colorado’s great outdoors. In a few weeks, I’ll go into an office at the same time each morning, dressed in clothes that are not my pajamas (bad things happen to good people that work from home too much), and sit down at my computer that stays at the office each night when I leave.

As I tell more of my co-workers that I’ll be leaving the horse show life soon, they often ask me whether I’ll miss it – or assure me that I will. The experience I have gained from a career in the equestrian industry is irreplaceable – it is difficult to find a set of harder working people. I will miss some parts of my horse show life, but I’m even more excited to have my only horse show days be the ones I will be attending as a spectator or competitor. But for now, I just can’t wait to start decorating my desk.

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Laura CardonLaura Cardon is a public relations professional living in Denver, CO. Originally from Maryland, Laura enjoys riding horses, hiking, and volunteering at the Denver Animal Shelter. In her spare time, Laura also shares her passion for the great outdoors with fellow beginner outdoors enthusiasts on her blog, Outdoors Beginner
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