Career Advice

Intro to Employee Communications PR

Heather Sliwinski Leave a comment

A growing specialty in the world of public relations is employee communication. Positions with this area as the primary focus are found most often in large organizations, where the employee base is large and diverse. More importantly, these positions exist when leadership fully understands how employee engagement correlates with an organization’s success or failure. In a sense, employees are the organization, so it is hard to imagine a more critical stakeholder group.

Describing a day in the life of an employee communications specialist doesn’t sound difficult until you sit down and start to write. Why? Because every day is so different from the next. Let me begin by telling you, briefly, about our organization.

DuPont Pioneer is in the production agriculture industry—specifically, crop seed genetics. Headquartered in Des Moines, Iowa, where the business began in 1926, Pioneer now has more than 12,500 full-time employees working in more than 90 countries around the world. Acquired by DuPont in 1999, Pioneer is part of a science company that is more than 200 years old and focused on using science to help solve global challenges related to food, energy and protection.

Since joining Pioneer five years ago, I have enjoyed being part of a very exciting and rapidly growing business. One of the biggest “plusses” had been the value placed on employee communication by our president.

I lead a terrific team of four professionals, each of whom has a full plate of specific responsibilities related to our global employee audience.

So what is my typical day like?

Because each day is so different, I am going to take some liberty with my assignment and tell you instead what a typical week includes. And since it is Friday morning, I am simply going to look back at the week that is now coming to a close. Keep in mind that my role involves more managerial duties than others on the team. (Read: Lots of meetings!)

Monday: 

  • Global teleconference to review the Pioneer Communications planning calendar
  • Met with Pioneer intranet manager to review process to secure outsourced help with online publishing
  • Consulting appointment with Web Services staff to set up Team Site for Global DuPont Public Affairs task team that I am leading
  • Attended Lunch-and-Learn meeting to hear two renowned journalists/authors discuss looming global crisis: hunger
  • Attended final presentation by our summer intern
  • Met with two staff members to develop draft presentation for meeting next week with executive sponsors of the next-generation intranet steering team
  • Attended evening event related to work

Tuesday:

  • Met with Communications Leadership Team to discuss planning process and budgets for 2013
  • Web meeting with DuPont colleagues about intranet platform capabilities
  • Slogged through overflowing email inbox
  • Proofed documents as requested
  • Followed up on PRSA Employee Communications Section responsibilities; also on local PRSA Chapter responsibilities.

Wednesday:

  • Participated in web conference with DuPont colleagues to view demo of intranet site set up on SharePoint 2010 platform by another DuPont businesses
  • Summarized highlights of web conference and sent follow-up memo to appropriate Information Management staff at Pioneer
  • Met with new manager for employee online communities about metrics and dashboard options
  • Met with staff members to refine draft presentation for meeting next week with sponsors of the next-generation intranet steering team

Thursday:

  • Early meeting with next-generation intranet steering team
  • Left that meeting early to get to the first of two half-day training sessions with senior leaders, led by David Grossman of The Grossman Group (focus was internal communication of Pioneer strategy)
  • Talked with David over lunch about other work he is doing with Pioneer
  • Second training session with senior leaders

Friday:

  • Three goals today: write this blog post, follow up with members of task team I am leading for DuPont, and get out of the office in time to go to the Iowa State Fair. One down, two to go.

Young professionals who want to work in employee communications should:

  1. Polish their writing and presentation skills. You must be strong in both of these core skills.
  2. Get very familiar with intranet best practices, which are evolving even as I write this post.
  3. Take some business classes, and develop a basic understanding of today’s global economy. This knowledge will help you understand and converse more intelligently with your senior leaders, whose support is critical to your success.

 

Chris JensenChristine Jensen, APR, MBA, is the employee communications manager of DuPont Pioneer. Prior experience includes a position as an adjunct lecturer in public relations at the University of North Carolina-Charlotte and public relations/marketing management positions for a private college and several healthcare organizations, including Mayo Clinic, where she managed internal communication. She earned her bachelor’s degree from Grinnell College in Iowa and her Master of Business Administration from the University of St. Thomas in St. Paul, Minn. Jensen served for three years as a board member of the PRSA Charlotte Chapter and currently serves as accreditation chair for the PRSA Central Iowa Chapter and the chair of the PRSA Employee Communications Section. She was a charter member of the executive committee of the Section and chaired its first national conference in Chicago in 1996. The thoughts expressed in this blog post are entirely her own and do not reflect those of her employer.

Self-Branding: Creating Your Professional Identity

Zaneta Chuniq Inpower Leave a comment

Defining yourself as a public relations professional will be one of the most important tasks you will begin while starting your career. As we’ve evolved into the age of digital and social media, these networks have forced enabled individuals to create their own personal brands by creating the opportunity for us to share specific content to audiences that ultimately shape who we are, or striving to be.

With so many social networks, it may be difficult to decide which networks to use and if you should have a separate identity on each one. The best rule of thumb is to be consistent. Don’t be conservative on Facebook and rowdy on Twitter. Ask yourself, are you a Beyonce or Rihanna when it comes to social media expression? Personally, I share random thoughts and happenings via Twitter, yet I am always posting about business, news, PR and other professional, mature interests that let my followers remember what I am truly about.

Here are 7 things PR Pros should consider when branding themselves:

  • Connect LinkedIN to Facebook or Twitter. Let people see that you are a professional with an opinion and expertise in your said field of study or work. This helps build a rapport with your personal friends who may not have previously been aware of your business savvy.
  • Remove all undergrad party pictures or set them to private. What happens in college stays in college (so it should). Keep it classy with the pictures you have uploaded and the ones you share. Once something is on Facebook online, it’s there forever.
  • Take a professional headshot for your LinkedIN page. Potential employers, colleagues and networking connections will take you more seriously when your picture is formal.
  • Not sure what you want your “brand” to say? Think of 5 of your best qualities or skills and use them as foundations for content and engagement. Build from your original skill set as you gain more experience.
  • Work in your field! This should be a no brainer; however you can’t be an entertainment PR guru if you don’t have any experience with record labels, management teams, venues, artists or music in general. If you’re looking for a career in any area, start with an internship, get a mentor in that area, start making mock news releases to build your writing skills and dive in.
  • Have strong, meaningful business card. Sure you can send someone your contact file on your iPhone or Blackberry, but business cards are still imperative. Enlist a graphic designer to design a custom card with your contact info, social media links and professional headline.
  • Dress for the job you want to have in the future. Invest in a nice suit, shoe(s) and accessories. Always have this on-hand for impromptu appearances at business events.

Talk back:

  1. What are some other things new PR pros can do to build a solid brand?
  2. How have you used the digital atmosphere to build your professional identity?

Zaneta Chuniq Inpower is owner and president of Chuniq PR, an independent media and marketing management firm. Additionally, she is the digital communications coordinator for Douglas J Aveda Institutes and Salons, editor  for Supreme Design Publishing and social media manager for COIN Handlers Management. Her personal interests include reading, international travel and culture and community revitalization. Inpower received her B.A. in advertising from Michigan State University. Zaneta Chuniq Inpower is a member of the Central Michigan PRSA chapter and is the PRSA New Professionals Section Executive Committee Blog Co-Chair.

 

Three Tips for Breaking into Your PR Career by Richard Spector

Heather Sliwinski Leave a comment

As the PRSA Jobcenter manager, I frequently present to groups of graduating seniors on tips for entering the public relations workforce. Most recently, I had the opportunity to speak at West Virginia University’s INTEGRATE Conference, and I found myself searching for the right career advice to give them. What can I say to a graduating class that’s going to be facing a tough economy? I found three tips that could give them an edge in this competitive job market:

Stay optimistic and determined. It’s never easy hearing the word “no”, especially after interviewing for a job you thought fit you perfectly. What’s more bewildering is not even getting an interview. Sometimes you’ll know the reason, but other times you won’t. Take that rejection and let it make you that much more determined to get the job. The passion you will have as a new professional is your strongest ally. Employers will see and recognize it. If this was your dream job, stay in touch with the employer even if they didn’t hire you. Career experts say that 25 percent of employers that initially turn down a candidate will eventually end up hiring them.

If you keep your skill sets strong and continue to form relationships, you’ll always have opportunities. If you want to get connected with a particular company, try volunteering, which may not put money in the bank, but gets you in their door.

Do what you love while you are job hunting. You can’t look for a job 24/7 — although you should be looking most of the time. However, everyone needs a break from the exhaustion of rejection. Rest and recharge with activities you enjoy doing. Take a break from tweaking your resume. You’ll view it with a fresh eye and spot things you never would have seen before.

Most of all, remember that there are some things you can control and other things you can’t. The economy will always go in cycles. If times are tough now, have faith that it will get better.

Prepare for your interview to the point of exhaustion. In the past, doing some research on a company’s website and being somewhat acquainted with the company was enough. Now, you have to be better and more prepared than the next person. Consider these resources when researching a company and how your own skills fit in:

  • Annual report —What is the company’s mission and tagline? How does this fit in with your career goals and qualifications?
  • Strategic plan — How can you help the employer achieve the goals in their strategic plan? What skills and tactics could you bring to the table? Are there new goals you can identify and help them reach?
  • Social media plan — How can you integrate all the different social media venues to help the company grow and succeed? A friend of mine was competing with several others for the same job. How did he stand above the rest? He put together a presentation of the different types of social media he would use to give the company a great social, digital and media presence.
  • Funding companies— How can you use social media such as LinkedIn, Google+ and others to develop and cultivate new leads for the company?
  • Company awards — What standards of excellence do you aspire to reach? Has the company won awards for their website or writing? Are there new skills you need to obtain to help them maintain these standards?
  • Company challenges — Where does the company fall short and how can you help them? Is their branding weak? Does their communications plan need updating?
  • Current employees on Facebook, LinkedIn — Who are the names and faces of the company employees? What do you know about the people that will be interviewing you? Doing your research on current employees helps you identify the corporate culture. You may even learn whether this job truly is a dream job or whether there’s not as much as a fit as you thought. Doing this groundwork will also create some wonderful networking opportunities down the road.

Change with the field. Sooner or later you’re going to have to update your skills. Who thought that Pinterest and Klout would be as important in the social media world as they have become? If you are a public relations expert, you may be asked to create a marketing plan. If you’re a strategic communications consultant, you may be asked to create new webpages for the company’s website that will increase traffic, coincide with their branding and be keyword optimized and content relevant. Peter Weddle, employment and workplace author and columnist, calls this “career fitness“. You always need to keep your skills in good shape. The PRSA Jobcenter has abundant resources for building and exercising your career.

If I could give new professionals the best lesson, it’s to always keep that youthful exuberance. Each time I present at a university, I’m always impressed by the graduating students’ enthusiasm. Enter a field because it’s something you love. Don’t go into a field because you think you’ll make money. Having a passion for your career ranks as high as having a passion for living. Hold onto that.

Richard Spector is the manager of client services at Public Relations Society of America.

Trust Your Gut: and Other Advice for Graduating Seniors

Heather Sliwinski Leave a comment

It’s that time of year again! The class of 2012 is graduating college and entering the PR workforce. Most new professionals have spent a few years in the industry and have learned more than a few lessons from both our successes and mistakes, on the job and during the job search.

We asked our Twitter followers and Facebook fans what they wish they had known when they graduated–the bits of advice they would bestow on seniors so their professional careers can start off on a great note. Here’s what they had to say:

“@PRSANewPros You already bring a unique and generational perspective to the table. Be confident in your skills and in yourself #PRadvice” Door24Agency2 via Twitter

“@PRSANewPros Don’t be afraid to pick up the phone and make the call!” Justin Lax via Twitter

“Finally updated #LinkedIn and am cleaning up my resume. It’s always a good idea to keep fresh on the #professional profile. #PRadvice #HAPPO” Amanda B. Nguyen via Twitter

“Make the most of any job opportunity. You never know where it can lead!” Jeanne Cardin Kurasz via Facebook

“Have a detailed, public LinkedIn account. I was found through a recruiter for my current employer. Also, a strong, versatile portfolio showcasing STRONG writing. Best pieces of advice I could ever offer anyone looking to get into PR.” Marysa Falk via Facebook

‎”1. Trust your gut. Don’t take the first job offer you receive if it doesn’t feel right. 2. Your first job probably will not be your dream position, and that’s okay. You still have 40+ years left to find it. Instead of focusing on finding your dream job, pursue an opportunity that aligns with your career goals and helps you learn and grow as a professional.” Rebecca Odell via Facebook

“@PRSANewPros Brand yourself online, and make sure your #socialmedia presence aligns with your professional profile. #PRadvice #HAPPO” Amanda B. Nguyen via Twitter‏

“@PRSANewPros Be prepared to start at the bottom. Don’t be afraid of #networking your way up! #PRadvice” Nicole White via Twitter

“@prsanewpros Make sure to evaluate the environment/culture before you accept a job. It’s just as important as the actual position. #PRadvice” Jenn Cartmille via Twitter

“Ask a ton of questions, save successful campaign examples & practice writing RT @PRSANewPros PR for graduating seniors? #PRadvice” Bethany Rae Cramer via Twitter

 

Good luck to the Class of 2012!

Three Reasons to Get a Graduate Degree in PR

PRSA New Pros 5 Comments

When I entered the field of public relations at the ripe old age of 22, I felt like a latecomer. I had just moved to Washington, D.C., for an internship in PR at a theater (as I thought I wanted to work at a theater, but did not know in what capacity) and quickly realized how exciting and creative PR could be. With no formal PR-focused education, I decided to take an introduction to PR class in a strategic public relations graduate program at The George Washington University, which turned out to be a great career decision.

PR is a field that doesn’t require post-graduate degrees, and professionals in the field have a variety of undergraduate majors and minors. A lot of schools do have PR undergraduate degrees, such as the Newhouse School at Syracuse, as well as PRSSA chapters. Many people, though, come to PR with a strong background in writing, speaking or community outreach and may be looking for more formalized training, which was exactly what I needed. Benefits from obtaining a master’s degree include:

Learning from classmates

Much of the knowledge I gained from attaining my master’s degree in PR came from speaking with my fellow classmates. In my introduction to PR class, filled mostly with part-time students with full-time jobs, I met people working as press secretaries for senators, account executives at PR firms, graduate interns in formal government postings, sole PR practitioners at non-profits and in a host of other positions. The class also included some less experienced people such as myself, but class conversations were more often carried by people with experience, and it was interesting to hear their thoughts. Though my classmates’ collective experience intimidated me, I appreciated being able to learn from the stories and ideas they shared.

Connecting to internship and networking opportunities

Experience is key in PR. Internships can help a new professional determine what kind of place at which he or she would like to work. (Agency? Non-profit? Government?) They can help a new pro get his or her foot in the door. Networking is also a good way to gain knowledge about the PR field in a specific area and meet people who can connect you to a job. Combining networking and the experience of obtaining a graduate degree is sure way to achieve success, and, in fact, networking and getting experience can be much easier to do through enrolling in a graduate program. Many companies may require internship candidates to be enrolled in a graduate program, such as government Student Career Experience Programs (SCEP), and university career centers often help connect students to internships or full-time positions. Graduate programs or university career centers often host helpful networking events as well, free to students. Take advantage of these if you enroll in a program.

Getting an edge on your resume

Toward the end of my graduate program, I began to look for a full-time PR position through the career center at which I worked. I found a position that required applicants to have either a certain number of years of experience (which I didn’t have) OR less years of experience and a master’s degree. Since I would had the degree, I was qualified…and got the job! In other situations, when your resume may look nearly the same as another candidate’s, but you have a master’s and the other candidate does not, you’ll come out on top.

The decision to get a master’s is a big one to make. Aside from assessing whether it will help you improve your job prospects, you’ll have to consider the cost–what program to choose (PR, communications, perhaps even an MBA), which schools to apply to, whether to go full-time or part-time and if you’ll be able to handle the work load. Try applying for a job at the school you decide to go to. After I started working full-time at GWU, my tuition costs were almost completely covered by the school. Whatever you end up deciding to do, make sure it’s something that will add to your career, that you’ll be learning new information that you didn’t know before and that you’ll enjoy the program. If you apply and get in, make sure to go out and have fun with your classmates—they’ll be your future colleagues!

Whitney GrayWhitney E. Gray, communications coordinator for CropLife America, an international trade association of agrobusiness companies. Hailing from the snowy state of New Hampshire, Gray has been working in Washington, D.C., since 2008. She graduated with a Bachelor of Arts in theater arts and American studies from Brandeis University and has a master’s degree in strategic public relations from The George Washington University Graduate School of Political Management. Gray once served as the PRSA New Professionals Section membership co-chair.