Career Advice

Tips for Alcohol Industry PR… and Basically Everyone Else

Jess Noonan Leave a comment

lMust be 21+

Tweeting to a minor is as bad as serving a minor. You don’t want to be that brand that is associated with underage drinking. Unless your account has an age verification prompt, be prepared to dig into the backgrounds of customers who interact with you. Yes, it takes cyber stalking to a new level, but it’ll enhance your engagement with the customer. Knowing a little about about more about the customer allows you to change your tone or tailor your response. Best rule of thumb? If you think they’re under 21, don’t respond.

Lesson to be learned: Know your audience.

It’s science

Understanding the distillation and brewing process will help you tremendously. It will come in handy when writing a press release about a new beer on your shelf or a wine you’re tweeting about with a customer. Not only will it save you time gathering information on the product, but you’ll understand how it’s created. Your vocabulary will be filled with keywords or phrases typically used to explain the products, making your job that much easier. It’ll eventually flow from you quicker than whiskey out of a barrel.

Lesson to be learned: Understand the product.

Do your homework

Think back to when you started applying for jobs. (I know, I know. I try to block it out, too.) You probably spent endless hours researching the agency’s clients, their award winning case studies and even memorizing their mission statement. The liquor industry requires that kind of attention, but in a few different ways. Each state has their own set of rules and regulations when it comes to selling, distributing and shipping wine, beer, liquor, tobacco, etc. Whether you work for a national brand or a small liquor chain, understand these rules. Questions like, “Can you ship to ___?” or “Why don’t you carry ___ beer?” pop up a lot.

Lesson to be learned: Listen. (And ask a ton of questions.)

It’s good to have options

Not into corporate or retail PR? Not a problem. Tons of PR agencies represent major beer, wine and spirit brands. Heck, GolinHarris just landed Diageo. You could even work for a distributor, a supplier, a bar or event planning team all under the umbrella of public relations within the beverage industry. If you’re serious about getting into the industry, spend time networking at beer events, talk to your neighborhood wine guy or even chat up the bartender at the whiskey bar. Remember: Just like in PR, it’s a small world. Everyone knows everyone.

Lesson to be learned: There are many paths for you to enter the industry.

What do you like to drink? Everything. 

From barrel aged beer to jammy cabernet to… well… Malort. Being open to tasting everything will not only build your palate but expand your knowledge across the field. It’s key to be well rounded in the beverage industry. Brewers, distillers and winemakers take their time to execute the perfect product that will eventually be poured into your glass. It’s an art meant to be enjoyed… and occasionally cause a hangover, but that’s beside the point. Swirl, smell, sample, taste, indulge. Enjoy the craft, but don’t forget to…

Lesson to be learned: Enjoy the product you sell.

R-E-S-P-E-C-T

Sure, brands like Budweiser or Yellow Tail always don’t have the best rep, but they are still enjoyed by many. Before you snub them, understand that craft beer and high end wines only make up a fraction of industry sales. The beer and liquor you find piled high in stacks to the ceiling are the brands that support a majority of your business. It’s easy to want to side with the little guys but don’t forget about the big boys, too.

Lesson to be learned: Believe in what you promote.

 

151f848Hilary Jurinak is a Communications Coordinator at Binny’s Beverage Depot in Illinois. She is programming co-chair on the PRSA new professionals committee and a former member of the PRSSA national committee. She can be reached on Twitter at @HilaryJurinak.

Tips for Professional Spring Cleaning!

Lauren Gray Leave a comment

The first day of Spring is here! The birds are chirping, and the sun is shining for an extra hour now! Everyone suddenly remembers all of the New Year’s Resolutions they’ve neglected and are back on the fast track to success. However, in your feverish pursuit to self improve, don’t forget to dust off areas of your professional life as well!

spring-clean

Here’s a list of habits to break this season:

1)   Always working overtime

This one is my kryptonite. I am one of those overly-caffeinated people who prefer to be busy (which is probably why PR was so appealing), and I often volunteer for extra projects around the office. Yet, if you are like me, be conscious of how much time you spend working after hours. Showing initiative and passion for your work is admirable, but a rested state of mind is more important. Burnout is a very real thing, which like jetlag, won’t materialize until it is too late to stop it. Preserve your free time.

2)   Ignoring the “age issue”

Many of us new pros are ambitious twenty-something grads who have only recently suited up for the big leagues. While most of the people we work for admit they hire new pros to stay current and add a fresh perspective to the company dialog, they generally shy away from giving our opinions equal weight because we lack years of experience. The problem occurs when new pros try to ignore or overcompensate for their greener resumes… I say, embrace this stage in your career! Be a sponge. Ask questions. Get advice from more “enlightened” colleagues and learn from their mistakes. There is a lot of knowledge and wisdom to be gained when you can admit that you don’t know everything.

3)   Clinging to a routine

A routine is defined as: a regular, unvarying, habitual or unimaginative procedure.

Unimaginative?! Yikes!

Our daily routines are great for saving time and adding stability to our busy schedules, but make sure to spice things up every so often. New ideas generally grow on trees found just off of the beaten path.

4)   Accepting digital pollution

I don’t know about you, but on a daily (sometimes hourly) basis, my email is cluttered with unwanted advertisements, company newsletters, seminar invites and those spammers who think they’re sly by adding “Re:” in the subject line (we ALL see through your antics, buddy). Take a stand and don’t let yourself be annoyed unnecessarily! Depending on how long it has been since your last “unsubscribe” purge this may take a while; just trust the clean inbox WILL be worth it. And this digital spring-cleaning includes social media as well. A recent study by UCSD found that feelings shared on Facebook (both negative and positive) are contagious among online friends. (You can find the study findings here: Detecting Emotional Contagion in Massive Social Networks.) Keep in touch with people who encourage and inspire you, and maybe consider hiding those Debbie Downers from your newsfeed.

Good luck in your spring-cleaning endeavors; and remember, it only takes 21 days to break a habit!

megan linkedinMegan O’Neal graduated from UCLA in 2011 with a Bachelor of Arts in Communication Studies, emphasizing in mass communications. She currently works as  the Marketing and Communications Coordinator for SDA and volunteers with the National MS Society, freelancing for the PR Department. Connect with her on Twitter @megannenicole.

Honoring National Woman’s History Month

Jess Noonan Leave a comment

In honor of March being National Woman’s History Month and the public Blog Photorelations industry being dominated by woman, we celebrate educational and professional freedom for woman by applying the words of some of the most powerful and influential woman in history to our own career paths.

“We need to do a better job of putting ourselves higher on our own ‘to do’ list.”
– Michelle Obama

Most millennials wear their workaholism with honor. We tend to lose sight of how stressful a career in public relations can be. We need to remember the importance of keeping a balanced life, free from havoc on our health, happiness and job performance. Whether you take up a certain hobby, read a book, take a bike ride or visit friends, truly think about what you do to relax and designate time for it.

“You won’t change things unless you are prepared to fight, even if you don’t win. But I do hate losing.”
-Wendy Davis

In today’s crowded media space, creative public relations planning is a huge part of any public undertaking. Never be afraid to introduce new ideas to your team. Having new ideas to introduce means staying abreast of industry trends and continuously developing your creative potential. To boost your creativity, step outside of your own comfort zone. Open up your mind to new perspectives and take time to learn skills that you would not normally be interested in.

“Take criticism seriously, but not personally. If there is truth or merit in the criticism, try to learn from it. Otherwise, let it roll right off you. “
-Hillary Clinton

Constructive criticism is a key part of any position. Be sure to pay attention to critical comments from supervisors and co-workers. Always being prepared to take notes during meetings and conversations will help avoid making the same mistakes twice.

“Real integrity is doing the right thing, knowing nobody’s going to know whether you did it or not.”
-Oprah Winfrey

Ethics plays a huge role in public relations as a profession. By always promoting the flow of accurate and truthful information, young professionals can continue to build a better reputation for public relations as an industry. Help educate your clients by letting them know what rules you are governed by and what values should be followed when communicating with the public.

“The future belongs to those who believe in the beauty of their dreams.”
-Eleanor Roosevelt

Believing in your capabilities and planning for your success are ultimate keys to achieving your dreams. Pave your career path by setting long and short-term goals to reach throughout the year. Remember to always take advantage of mentoring and networking opportunities. Cultivating relationships with co-workers and supervisors is a likely way to gain valuable insight and advice on how to navigate through the early stages of your own career.

 

Bio PhotoMagan Felitto is currently a freelance public relations professional, working with a major entertainment company in New York City. She graduated from the Fashion Institute of Technology’s, Advertising & Marketing Communications program in Summer 2013 with four years of experience as Vice President of Chapter Development of her former PRSSA chapter and a plethora of internships under her belt. She is also a proud member of PRSA National, PRSA-New York, and PRSA New Professionals Section. Ms. Felitto can be reached at MaganFelitto@gmail.com.

Creative Tech Skills You’ll Need for Entry-Level Jobs

Lauren Gray Leave a comment

Landing your dream job or even an entry level position in public relations requires more than being a crafty wordsmith, talented strategist and a social media wiz.

SinhVienIT.Net---adobe-photoshop-cs6

While most of us already have blogs and understand how to use WordPress, most job postings I see now list a slew of additional visual storytelling skills that those of us new to the profession have to at least have some experience with before being called in for an interview.

Additional skills to consider developing:

  • Adobe publishing including InDesign, Photoshop and other software to create digital documents and iPad apps
  • Adobe Systems Acrobat
  • Video shooting and editing skills
  • Website creation software – Joomla! , WordPress and Drupal are examples of ones I often see on job posting. If you have created a blog or a website using WordPress, extend your knowledge and skills by learning and implementing the latest upgrades
  • Software to create mobile apps to leverage for campaigns
  • Analytics – although being a data analyst is not expected, understanding the basics and being comfortable with numbers and with an analyst is expected
  • Microsoft Office software including SharePoint Server and Excel. Formulas are a must know!
  • Some knowledge HTML coding
  • Cascading Style Sheets
  • Podcasting software

Deirdre-Breakenridge “Public Relations is becoming more intergraded with marketing and advertising,” said Deirdre Breakenridge, an experienced public relations professional and author of several books on the intersection of technology and public relations. “It’s important to embrace new technology to do justice to the brand. All areas such be working together.”

And although these skills may not be taught in university classes, it’s important to invest some time in learning them before you graduate, she said.

Check out classes online or professional development classes at a local community college as they’re both budget-friendly options. Some of those classes even offer certificates that can be earned with just three or four shorter classes.

While technology is becoming almost a basic requirement for entry level jobs, good, strong writing skills still rule.

“You need a balance of the two,” Breakenridge said. “Always strive for the balance.”

A healthy balance of skills can set you apart from the crowd of applicants.

How many of you are making the effort to go beyond your college classes or to upgrade your personal talents in these areas?

 

Kris Antonelli,  is a freelance writer and communications professional based in the Baltimore-Washington, D.C. metro area. As a former newspaper journalist, her work has appeared in the Washington Post, Baltimore Magazine, Baltimore Sun and other publications. Connect with her on LinkedIn and Twitter or via email at Kris.antonelli@yahoo.com.

Networking: Keeping Contacts as a New Professional

Jess Noonan 4 Comments

YBusiness Meetingou studied hard, joined PRSSA, did multiple internships, networked, graduated, networked some more and got a job. Phew! Now, you no longer have to worry about your LinkedIn activity, participate in that Twitter chat or attend local industry events, right? Wrong!

In case you haven’t already figured it out, the PR industry is like a big small-town. There aren’t six degrees of separation, in many cases there are barely three. It seems everyone knows everyone (or knows someone who knows someone). This tight-knittedness is capable of swinging the pendulum in your favor–or not. The choice, really, is yours.

How do you hold on to that network you’ve worked so hard to build? How do you continue to build that network, and make it work for you?

  1.  My first suggestion is to not just attend your PRSA chapter meetings, but volunteer and get involved. As current president of the PRSA-St. Louis Chapter, I can tell you that having new pros on our committees are just as important as having senior pros. You provide a different perspective, and we need all viewpoints represented. In addition, You will work side-by-side with seasoned pros, who will get to know your solid work ethic first-hand and meet people you may have not have had access to otherwise. Volunteering is work, and creates work experience.
  2.  Participate in Twitter chats. Not just #NPPRSA, but other industry-related chats, such as #PRprochat started by Carrie Morgan, or the #SoloPR chat spearheaded by Kellye Crane. Not only may you meet your next recruit, but many senior pros participate in those chats as well. Doing this keeps you in front of your network, expands your network, and may even provide informational content you can later expand into a blog post!
  3.  Join applicable LinkedIn groups and participate in the discussions. Don’t feel like you can’t contribute if you don’t know the answers–ask questions, there may be others with the same question.
  4.  I’m sure you have certain industry-leading blogs to which you subscribe. Don’t just read those posts, comment and reply to other comments. Add value to the community. Warning: be careful to not over-do it; you don’t want to comes across as a stalker.
  5. Finally, swinging back to #1 – involvement in your local PR organization. You should at least set a goal of attending one event per quarter (4 per year).  And, don’t just attend make a point of introducing yourself to at least three new people at each event. Then, within a couple days of the event, connect with them on LinkedIn—reminding them where you met and thanking them for the conversation, then follow-up. The follow-up doesn’t have to be often but does need to be pertinent and professional.

A case in point: a while back I wrote a post on mentoring for BurrellesLuce Fresh Ideas blog. In it, I mentioned that Lori George Billingsley, director of issues communications at The Coca-Cola Company and past PRSA Multicultural Communications Section chair, claims her mentor has been instrumental in helping her secure all of the PR jobs she’s held.  That’s a pretty powerful testament to her networking, diligence and professionalism!

There’s no doubt that social media makes it much easier to keep in touch with people. However, no matter how much you keep in touch electronically, nothing beats face-to-face conversations to build your network!

Share what you’re doing to build and strengthen your network in the comments below.

Tressa RobbinsTressa Robbins is Implementation Vice President at BurrellesLuce, to ensure successful onboarding of major accounts with traditional and social media monitoring, media contacts and press release distribution, as well as reporting and analytics. She is the president of the PRSA St. Louis chapter, a PRSSA mentor, professional advisor to the Southeast Missouri State PRSSA chapter, and serves on Southeast’s Mass Media Department Professional Advisory Council as well as teaches a special topics course this semester. You may follow and connect with her on Twitter.