Career Advice

Summer Book Club–July:Be Your Own Best Publicist

Heather Sliwinski 2 Comments

The PRSA New Pros Blog Summer Book Club continues with its selection for July—“Be Your Own Best Publicist: How to Use PR Techniques to Get Noticed, Hired, and Rewarded at Work” by Jessica Kleiman and Meryl Weinsaft Cooper.

As PR professionals (or PR hopefuls), we are used to promoting our companies or clients.  However, it is just as important to leverage our PR skills to cultivate our careers as well.  By creating a brand for ourselves, Kleiman and Cooper say we can develop our careers and create a professional image for successful advancement.  Their website summarizes topics covered in their book:

In one of the toughest job markets in more than 20 years, with the unemployment rate hovering around 10 percent, as well as dwindling job openings and promotion opportunities, standing out and making a good impression is more vital than ever.  This helpful, easy-to-follow guide shows anyone looking to land a new job, attract freelance assignments, stay essential in a current position or get that coveted promotion how they can use PR skills to achieve their goals.

Written by two seasoned public relations professionals, Jessica Kleiman and Meryl Weinsaft Cooper, Be Your Own Best Publicist: How To Use PR Techniques To Get Noticed, Get Hired & Get Rewarded At Work breaks down the fundamentals of PR and how they can be implemented to promote oneself.  Through humorous but informative anecdotes, tips and exercises, this book will arm people with the confidence, knowledge and tactics to help them market themselves in the workplace.

Grab your copy today!  Discussion for “Be Your Own Best Publicist” starts the first week of August.  Check with PRSA New Pros blog, like us on Facebook or follow us on Twitter to join in the conversation.

If you missed the June discussion, it is not too late to join in!  Share your thoughts on “UnMarketing” here.

New Pros: What topics are you hoping Kleiman and Cooper cover?  Are there specific questions you hope are answered?

Intro to Travel and Tourism PR: Part Two by Kelly Ryan

Heather Sliwinski Leave a comment

This week, the PR New Pros blog is excited to delve deeper into the world of travel and tourism with the second part of our “Intro to Travel and Tourism PR” series.  We already discovered the day-to-day life of a seasoned PR professional in the travel industry with Diane Centeno, APR, the director of marketing for SeaWorld Parks and Entertainment in part one. Now we continue with a specific look at the role of the Convention and Visitors Bureau with Kelly Ryan, communications and tourism coordinator at the Albuquerque Convention and Visitors Bureau.

As young PR professionals, I think it is safe to say that a great majority of us enjoy talking, writing and traveling – though not necessarily in that order.  For me, it’s actually the reverse order. 

When I was trying to figure out what I wanted to do with my life (a big question, indeed), my parents advised me to think about the things that made me the most happy, and then build a career around those things.   Interspersed between family and friends, the Green Bay Packers, a well-executed cookout and hammock naps, I came to realize that the time that I was truly happiest was when I was traveling.  I came to find out there are jobs that combine travel with writing (and some talking).  Enter my role at the Albuquerque Convention & Visitors Bureau (CVB).

If you aren’t sure what a CVB is, you’re not alone.  The mission at my office is similar to many CVBs throughout the country—to stimulate economic growth by marketing a destination as a convention and visitor destination.  Essentially, my bureau promotes tourism from both the leisure side (you and I) and the convention side (PRSA Travel & Tourism Conference).  Today, many CVBs are becoming referred to as Destination Marketing Organizations (DMOs), a term that perhaps better describes our function.

While many CVBs/DMOs have a similar mission, all operate in a unique capacity.  Some are contracted by the city, some are supported by lodgers tax, some have members or partners (businesses that pay or trade membership to be promoted), some have gigantic budgets, some have a one-person staff, etc. As you can imagine, a CVB operating in a city like Las Vegas would have many more resources available to it than a smaller destination like Eau Claire, Wisconsin (hometown shout out – go Blugolds!).

From a PR capacity, depending on the type of bureau you are at, you will have a unique role.  In Albuquerque, I work on a seven-person communications and marketing team that essentially acts as an in-house agency supporting over 900 partner businesses.   This team handles everything from social media for the destination to PR, marketing, advertising, group tour relations, communications and design.  We serve as an extension of our partner businesses’ marketing arm, not a substitution for it. To simplify explaining how PR works in my office, I will highlight the three things that take up most of our time: 

General PR Efforts

In my role, I support our communications and tourism manager in day-to-day PR and media relations efforts.  I pitch stories, write press releases, keep current on local and national news, work with partner businesses and local conventions on PR efforts, monitor our clipping service, work with writers, update website content, etc.  One thing I don’t do?  Bill my hours.  Maybe you like doing that.  I appreciate not having to.

One thing I really like about working at a CVB is that most of the news that we deal with is positive.  A new restaurant opening, a baby seal born at the zoo or a convention coming to town.  Other than in disaster circumstances, most of the news that we deal with is not necessarily breaking news.  This is not to say that things are slow at the office.  We have 900 partners to keep in mind. 

Imagine trying to keep track of 900 clients.  Exactly. 

Press Tours

Our bureau contracts with a public relations firm that specializes in media marketing for travel and tourism industry clients.  While we host journalists and media outside of these press tours, a lot of time and effort goes into planning several major press tours each year.  Albuquerque is unique in that it really offers something for many different audiences.  We have great food, many outdoor recreation opportunities, wonderful weather, an infusion of Hispanic and Native American culture and many more offerings that attract travel and lifestyle media to the area.  There is still a lot left to be discovered by the mainstream media about New Mexico as a whole, so we feel lucky to be promoting this area.   

Social Media

Follow us! Fan us! Love us!  We will reciprocate.  Social media ends up taking a good portion of the day. 

Of course there are other responsibilities that we have from a PR standpoint, but just like everyone else, those responsibilities change on a day-to-day basis.  I feel it fitting to end this post with a quote by Caskie Stinnett that nicely ties tourism with public relations: “I travel a lot; I hate having my life disrupted by routine.” 

Isn’t that the truth?

Kelly RyanKelly Ryan, communications and tourism coordinator at the Albuquerque Convention and Visitors Bureau, is a graduate of the University of Wisconsin-Madison and an avid Badger and Packer fan, serving as the president of the Wisconsin Alumni Association for New Mexico.  She is an active member of SouthWest Writers and is involved in her local PRSA chapter.  In her free time, she enjoys traveling, playing sports and spending time with her Little Sister (Big Brothers, Big Sisters Program).  Kelly was recently recognized as one of Destination Marketing Association International’s “30 Under 30.”  Follow her on Twitter.

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.