Career Advice

Intro to Travel and Tourism PR: Part One by Diane Centeno, APR

Heather Sliwinski 1 Comment

The U.S. Travel Association states that travel and tourism is a $759 billion industry responsible for one out of every nine jobs in the country.  PRSA offers a Travel and Tourism Section completely dedicated to PR professionals working in travel and hospitality organizations.  The industry offers an array of opportunities, from tourism offices to restaurants, cruise lines to airlines and PR agencies specializing in tourism communications.  With a projected decrease in the unemployment rate in the tourism industry in 2011, why not consider a PR career in travel and tourism?  This week, the PR New Pros blog is excited to look further into the world of travel and tourism through the eyes of two seasoned PR professionals—first a general portrayal of PR in travel and tourism with Diane Centeno, APR, the director of marketing for SeaWorld Parks and Entertainment, and then a deeper look into the role of the Convention and Visitor Bureau with Kelly Ryan, communications & tourism coordinator at the Albuquerque Convention and Visitors Bureau.  Start your summer off right with the first part of our “Intro to Travel and Tourism PR” series with Diane Centeno, APR!

Taking a line from Kenny Chesney’s song “Summertime” couldn’t be more appropriate this time of year.  “Summertime is finally here, that old ballpark, man, is back in gear.”   However, ballparks are not the only thing back in gear.  Summertime signals the peak of vacation travel for millions of individuals and families in the United States.  From transportation industries like airlines and rail travel, to hotels and resorts, amusement parks and beaches, the travel and tourism industry is back in gear, rebounding as the economic downturn finally starts to show signs of waning and consumer confidence returns.

In addition to rebounding growth, the U.S. Travel Association recently unveiled a plan to create 1.3 million jobs in the industry and add $859 billion to the U.S. economy by 2020 in an effort to solidify the appeal of the United States as a tourist destination for world travelers.  The time has never been better to explore a public relations career working in the travel and tourism industry.  It is an excellent professional path that offers opportunity, challenges and the excitement of working for and with world-class destinations and brands.

I have been employed in the travel and tourism industry for the past 11 years working for SeaWorld Parks & Entertainment.  While I started my career in healthcare marketing and public relations, which was an incredibly satisfying experience, when a job opportunity for SeaWorld opened, I could not resist the idea of working for a top-notch theme park that had an amazing brand to proactively promote and communicate to moms and families.  I have been able to build relationships with key broadcast, newsprint and magazine outlets across the United States, dive into social media strategies, work with global communication agencies to promote our brands in key markets like the United Kingdom, Brazil and South America, formed partnerships with area Convention & Visitors Bureaus in Virginia and Florida, traveled for competitive research (always fun to visit another tourist attraction in the name of work) and hosted thousands of media personnel at our parks.  While I have ridden roller coasters with reporters to show them our new attractions first hand, toured celebrities and publicized their visits to our parks and traveled with animals for in-studio TV appearances, I have also been able to develop expertise in the areas of public affairs and employee communications in my ever-expanding roles.

As a new public relations practitioner, you may be interested in what types of PR activities you would participate in while working for the travel and tourism industry.  You can expect to cover a range of marketing communications, crisis/public affairs communications and employee communications to provide you with a broad range of skills and scope of practice.  Promotion of your industry, destination and new products allows a practitioner to develop and diversify skills for integrated marketing communications through traditional media channels as well as consumer-centric social platforms.  Industry regulation, safety and legislative initiatives regarding travel allow the new public relations practitioner to become adept at proactive, and sometimes reactive, public affairs communications.  And with more than 7.3 million employed in the tourism sector in the United States, depending upon your role in the organization, you may also have employee communication opportunities that will help further diversify your capabilities as a strong, well-rounded practitioner.

 The travel and tourism industry has allowed me to expand my professional experiences, and I continue to be passionate about my career.  Maintaining membership in PRSA and becoming accredited have also allowed me to build networks that have helped me professionally, as well as create friendships personally.  PRSA membership allows new practitioners to network with seasoned professionals and uncover opportunities in all industries, including travel and tourism.  There are usually a number of internships, as well as entry-level positions available, especially at this time of year, to explore job opportunities and determine whether your career path will be one following the road of travel.

Diane CentenoDiane Centeno, APR, is the director of marketing overseeing advertising, brand development and media strategies for SeaWorld Parks & Entertainment working closely with the Busch Gardens and Sesame Place brands.  She began her career at SeaWorld a decade ago as the communications manager for Busch Gardens and Water Country USA in Williamsburg, Va., and was promoted to senior communications manager for SeaWorld, Discovery Cove and Aquatica in Orlando, Fla.

7 Crucial Job Search Tactics to Land an Entry-Level Job by Heather Huhman

Heather Sliwinski 1 Comment

Pretty soon, you’ll be donning that graduation cap, walking across the stage and taking your first step into the world of entry-level employment. Hopefully you’ve set yourself up for success throughout your college career by completing at least one internship, getting involved in on-campus groups and building a portfolio. What else is crucial to landing a job today?

Creating a job search plan. What many job seekers fail to do is create a plan consisting of multiple job search strategies in order to reach their goal. Merely combing job boards or applying to a few company openings probably won’t result in a job offer—or even an interview—in today’s tough market. You must be prepared, organized and diligent in every aspect of your job search, and creating a plan can help you stay on track. 

Spending time “company searching” as opposed to “job searching.” Part of your job search plan should be identifying 5-10 ideal companies that you’d like to work for. From there, you can work on making connections at those organizations, learning about their culture and determining your fit, and watching for openings and opportunities that are right for you.

Networking early and often. Your network is a vital resource in your job search. Friends, family, colleagues and acquaintances can help you learn about unadvertised openings, get an “in” at a specific company, or provide support while you’re job seeking. Keep in contact with important connections by adding them on professional and social networking sites, and reaching out to them to stay top of mind.

Branding yourself. You need to be your own advocate in your job search. This means having a clear idea of what makes you different from all of the other candidates vying for the same job as you (also known as your unique selling points). Communicate and share your personal brand by consistently marketing yourself across all social and professional networking platforms, as well as on your resume, cover letter and portfolio.

Harnessing the power of alumni. Don’t forget about the network you’re already a part of as a resource in your job search, which is your college or university. Consider contacting former students that are working in your field to ask for advice and job shadow opportunities. Join your college alumni network or search for groups on Facebook and LinkedIn. Because you already have something in common—your education experience—it will be easier to reach out to that individual and build a mutually beneficial relationship.

Taking things offline. While the Internet is a valuable resource for any job seeker, don’t neglect the power an in-person meeting can have. This can involve inviting another professional to lunch whom you’ve only talked with online, attending group and association meetings, and participating in conferences and meetups.

Volunteering your time. Not only can volunteering help eliminate gaps in your resume, but you can also make valuable connections with individuals at the organization. It’s also a great way to build upon your skills and add additional pieces to your professional portfolio.

Although your job search might not produce results right away, it’s important to stick with it and maintain a positive attitude throughout the process. You never know when you’ll meet someone who could lead you to your next opportunity!

What other tactics would you add to this list? Prospective graduates: What’s your plan to stand out in this job market?

Heather HuhmanHeather R. Huhman is a career expert, experienced hiring manager, and founder & president of Come Recommended, a content marketing consultancy for organizations with products that target job seekers and/or employers. She is also the author of #ENTRYLEVELtweet: Taking Your Career from Classroom to Cubicle (2010) and writes career and recruiting advice for numerous outlets.

Intro to Small Business PR

Diahnn Henderson Leave a comment

In 2009, the U.S. Small Business Administration’s Office of Advocacy estimated that there were 29.6 million small businesses in the United States. Not only do they represent 99 percent of employer firms, they also employ over half the U.S. private sector workforce. Small businesses are a growing force even as we recover from the recession. With those numbers, it is no wonder that the small business industry can provide great opportunities for new PR professionals.

So what is a small business anyway? And why I would I want to work for one?

In general terms, the U.S. Small Business Administration (SBA) defines a small business as an independent business that has fewer than 500 employees.  For new professionals or those transitioning to the small business PR industry, small business can be exciting path to expand your knowledge base of the PR function. Within a small business, you have the flexibility and ability to work on a variety of projects. There is greater access to key personnel, clients and decision-makers, which can ultimately allow you to shine and show your best. Overall, a small business is a great place to learn the intricacies of a business and its operations that would otherwise take years to learn in a large company.

Small Business PR sounds interesting. What is a typical day like in this field?

A typical day for a small business PR practitioner is the same as that of a large company.  Activities can include client meetings, monitoring local and national media, making calls to clients and journalists, writing press releases, brainstorming or doing research. No two days are ever alike; there are always circumstances that can change the course of the day. Your activities and focus can vary from client to client. You could be consulting on PR strategies, creating communication plans, managing promotional events or just generating WOM (Word of Mouth) for a client.

Are there any special skills I need to be a small business PR practitioner?

Developing relationships, listening and having the ability to write and communicate effectively are key skills of a small business PR professional. These skills can carry a lot of weight when dealing with stakeholders and managing day-to-day activities. Establishing and managing positive relationships can take you far in and out of business. As a matter of fact, fostering relationships outside of business can actually lead to new business, so it is always wise to be courteous and respectful regardless of where you are because you never know who you will be working with on a project.

Ok, no profession is perfect. Are there any challenges I can expect?

Working in the small business industry is exciting, but there are some challenges that you may face in your new career as a professional in this field. Many of these challenges have to do with misconceptions of PR.  The main misconception is that PR is expensive and out of reach for a small business. Yes, small businesses may have difficulty competing with larger business when it comes to expensive marketing and advertising campaigns, but a carefully planned public relations campaign can level the playing field since both entities use the same principles of PR. Convincing your client to spend money on a project may entail you investing time and your creative resources to show the benefits of public relations. If you can meander through this roadblock working with small businesses can be an exciting adventure allowing for creativity and “out of the box” thinking. 

As a result of limited resources, another challenge new PR professionals face in small businesses is a lack of mentorship.  Having less than 500 employees, a small business may only have room for one PR specialist.  Being the lone PR specialist on a company’s team as a new professional can be overwhelming without a seasoned mentor to show you the ropes.  However, most businesses will reward initiative and a can-do attitude.  What you lack in experience, you can make up for in enthusiasm and the willingness to learn and try new tactics.  Use your contacts in the PRSA or your professional network to ask for help, and take advantage of the resources the association provides, like seminars and industry-specific section membership.

What kind of non-PR coursework/skills/interests could be helpful?

 There are three areas a new PR pro should consider when they move forward in their careers, regardless of which industry they choose–including small business PR. They are:

  1. Know the business – General knowledge of how your client’s business operates will be useful. Spend some time researching your client and its industry. This will help you in targeting specific audiences within their industry.
  2. Learn technology – Since the world is becoming more technology-focused and technology businesses are increasing significantly, taking a few courses in Information Technology could prove to be very valuable when you are establishing an online presence for your client.
  3. Problem Solving Skills– These skills will prove to be beneficial as you tackle the unexpected details that come your way. 

Small business PR can offer you an opportunity to be flexible and creative if you are willing to put in the effort. So roll up your sleeves and jump in.  We would love to welcome you to the industry.

Diahnn Henderson is the owner of Collaborative Communications, a communications and PR boutique firm, located in Ann Arbor, Michigan.   

Intro to Sports PR: Professional Sports Not the Only Game in Town

Diahnn Henderson 1 Comment

When you think of the Sports PR industry, do you think of professional sports teams, red carpet events, and flashing bulbs from cameras? Maybe you think of representing high profile athletes.  While this may represent one segment of Sports PR, there are other opportunities within the industry that are equally as valuable. Our New Pros Section Chair, Sarah Siewert, interviewed her KemperLesnik colleague Alex Prosperi on life in the sports PR industry. KemperLesnik is a full service sports marketing, event planning and PR agency in Chicago.

Sarah: Describe a typical week in this industry.

Alex:  A normal day at KemperLesnik always involves a lot of work, brainstorming of new ideas and reaching out to clients. The EA SPORTS Maui Invitational, which KemperLesnik has managed since 1990, is the premier early-season college basketball tournament in the country that is annually played during Thanksgiving week, and it is my primary account. When the tournament is in full swing, my typical week includes monitoring stories about the Tournament, pitching college basketball writers, building the media list, updating the Tournament website and managing our social media outlets (Twitter, Facebook, YouTube and Flickr). The other challenge is preparing for our on-site needs, like outlining where media will sit on press row, figuring out our needs for the media room and of course, how many Hawaiian shirts to bring for the trip

Sarah: What is the work environment like?

Alex:  The work environment depends on the day. When we have a big announcement (i.e., announcing the bracket, the future fields or a new sponsorship) it can get pretty chaotic. There is a lot of work that goes into drafting, editing and sending out press releases as well as contacting key media to pitch our story. During a typical work week, I always try to keep the environment lively by throwing around new ideas and talking about current events.

Sarah: Who are your clients?

Alex:  KemperLesnik has a wide variety of clients, but I personally work on the EA SPORTS Maui Invitational. I’m also working on the McDonald’s All American High School Basketball Games, but I am more involved in the operations side for that event.

Sarah:  Are there specific PR activities you do not typically do in this industry?

Alex:  Not really. For the EA SPORTS Maui Invitational, I’m pitching, monitoring, managing social media, promoting the tournament at schools through our Surfboard Delivery Program, and then managing the media on-site.

Sarah:  Are there specific PR activities you do often in this industry?

Alex:  Out of all my roles, my biggest responsibility comes down to managing the media on-site and helping to produce great coverage of the EA SPORTS Maui Invitational. To me, the bottom line is that I’m working to help promote the Tournament and make sure everyone knows that it’s the premier early-season college basketball tournament in the country.

Sarah: What other activities are important in this industry?

Alex:  In any industry, I think the main thing to remember is that everything comes down to personal relationships. So whether it’s through email, phone calls or face-to-face, I’m always working to develop close personal relationships. Once you have those, it’s much easier to work, especially in PR.

Sarah: What are industry-specific challenges?

Alex:  One of the biggest challenges in PR is getting that initial first step in the door. You may have a great pitch but sometimes it’s challenging to get past that first stage. This idea reinforces the importance of first impressions and to not get discouraged when something doesn’t go your way.

Sarah: What might surprise you about this industry? 

Alex:  It’s a lot more work than you would think. Growing up with a Dad that did PR, I had no idea the legwork involved with doing something as simple as getting a placement in a local magazine. It truly opens your mind to the hard work that goes into any industry, whether it be PR, marketing operations, you name it.

Sarah: What kind of non-PR courses are beneficial?

Alex:  With any field, but especially in PR, it’s critical that you see the entire picture. You can’t be short-sighted or not understand multiple perspectives. My favorite class in college was Sports Law because it taught me to think things through all the way and really examine situations in detail. In PR, it’s crucial to think like your audiences thinks. Will the pitch letter you write resonate well with a certain writer? Just because you’re pitching 10 writers on one topic doesn’t mean you send all 10 the same pitch letter. Think like your audience.

Sarah: What kind of non-PR skills/interests are important?

Alex:  It’s important to educate yourself in the field you’re working. I love basketball so knowing information about the EA SPORTS Maui Invitational comes naturally. But if you are a sports nut who finds a job in PR for a technology firm, you have to learn about your field. It sounds simple enough, but I can say with confidence that part of the reason I enjoy my job and can do it well is that I know my field.

Sarah: What specific tips can help new pros find a job in this niche field?

Alex:  Right off the bat I’d say to read and surround yourself with social media! Learn as much as you can about it. Although it’s mainstream, lots of firms are still in the infant stages of using it. If you can demonstrate a sound knowledge and ability to run a social media outlet for your company, you become a key asset.

Alex Prosperi graduated in 2010 with a degree in Sports Management from the University of Michigan.  Through his internships with KemperLesnik and ESPN he gained valuable experiences that led him to his current full-time role with KemperLesnik where he supports the EA SPORTS Maui Invitational.

Intro to Independent PR: Part One with Robert Udowitz

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According to the 2008 PRSA Membership Value Perception and Satisfaction Study, 6 percent of PRSA’s members are “independent practitioners”. This month’s “Intro to” series features two such professionals who once worked in agency, corporate and association PR and have since joined the ranks of independents.  Robert Udowitz, Principal at RFP Associates, LLC, spoke with Mike Greenberg of the New Professionals Section about life as an “indie”.  Check back on Friday, February 25 for part two of the series with Susan Rink, Rink Strategic Communications, LLC.

 

Mike:  What was your PR experience like before you decided to practice as an independent?

Robert:  I am entering my seventh year as an independent. Immediately prior to going out on my own I was working at a trade association as its director of communications. Before that I had been in corporate communications and at a couple of PR agencies in Washington, DC, and New York City.

Mike: What do you offer clients that an agency doesn’t?

Robert: In most cases I offer my clients equal if not more experience through a more economical and efficient model.  I’ve done crisis counseling, community relations work, media relations, analyst and investor relations, writing and event planning.  I have even created an animated video—from concept, to writing the script and directing the shoot!

Mike: What is your work environment like?

Robert: My work environment is as professional as it was when I had an employer. With all the modern technology I use, the only disadvantage I have is the lack of an office tech support team at my beck and call. 

Mike: What types of non-PR abilities and interests are needed in order to succeed as an independent practitioner?

Robert: You must possess some simple financial management and business skills.  In particular, when you start out you need to determine how much to charge clients. Then you need to tabulate your monthly expenses so you know how much money has to come in to afford your lifestyle. From there it’s critical that you devote time each month toward bookkeeping and billing your clients. Your business skills are critical to building a client base, marketing yourself, and maintaining a steady income.

Mike: What are the greatest challenges an independent faces?

Robert: The work will always find you, but there’s never enough time to market yourself for those times when you need more work. As long as you stay networked and are always talking to your colleagues and meeting new people, you will find work the moment you have the time to take on something new.

Mike: What has surprised you the most about being an “indie”?

Robert: How capable I was. In the confines of office work there isn’t much time to create opportunities that go outside of your assignments. And, sometimes you observe that the decisions that are being made aren’t as productive as they should be. As an indie, you have an ability to accomplish more and there’s a degree of pride when you are able to look back and see all that you have done.

Mike: What advice would you give a new professional who wants to work as an independent?

Robert: You have to have experience, and preferably a diverse amount of experience.  The more you’ve exposed yourself to professionally before you go out on your own, the more of an asset you’ll be for your clients.

Robert UdowitzRobert Udowitz, Principal, RFP Associates, LLC

Over the course of his 25-year career, Udowitz has worked at public relations/public affairs offices, corporations, and trade associations. He recently began RFP Associates, LLC (www.rfpassociates.net), a PR agency search firm specializing in the request for proposal process for companies seeking a public relations agency. Prior to creating RFP Associates, he operated RUdowitz Consulting, a PR/PA consultancy based in Washington, DC, where his clients centered in the financial industry but included commercial real estate companies, trade associations, a magazine publisher, and government contractors.

Udowitz has been a member of the Board of the Public Relations Society of America’s National Capital Chapter for the past four years and on the Board of the Independent Public Relations Alliance for more than five.