Career Advice

your pr career… One Year Down, 60 More To Go! by Courtney Vaught

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As one of my co-workers said, 23 is not an envious age. You are trying to find your place in the workforce; you aren’t sure what you really want to do with your life; you have far too many awkward moments, and things are uncertain—especially in this economy.

Now you have at least one year of experience behind you. Whether you’re happy with your current company or thinking of moving on, take time to reflect on what you’ve accomplished. In doing so, you might get a better idea of where you want to go and how to get there.

I’d like to share some of the advice I received from a career consulting professional who’s been in the business for 25 years. His name is Jeff Vaught, but I call him Dad. (Don’t think I’m mentioning him just because he is family; he really does have some great insights into career development.)

Before you start thinking promotion or job search, first, ask yourself:

  • What are your professional goals?
  • Does your current position allow you to pursue your goals?

If you want to continue along the path you’re in currently, ask yourself:

  • What have you done to earn a promotion?
  • Can you handle the greater responsibility?
  • What added value will you bring?

If your employer is a little too comfortable with you in your current position and will not consider a promotion, then start looking elsewhere. Remember to stay stealthy during the search, and take extra precautions.

  • If posting your resume while employed, keep it confidential—don’t list the name of your current employer.
  • Don’t take calls during work unless it’s easy to do so—running out in the hall to talk on your cell phone is painfully obvious.
  • Don’t fall into the counter offer trap—if you’ve tried to negotiate a promotion with your employer and they didn’t listen to your concerns, don’t assume things will change if you stay

Do you have questions or concerns about where your career is headed? Do you have other suggestions to share? Leave comments!
We are all in the same boat and can always use the advice.

COURTNEY VAUGHT is a member-at-large of PRSA New Professionals Section. You can reach her at vaughtc20@gmail.com or @CourtV. If you have more in-depth career questions for her dad, Jeff Vaught, you can reach him at jejucoal78@msn.com.

pr strategy… Do’s and Don’ts of Crisis Communication Management by Travis K. Kircher

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It was an undercover drug bust gone bad.

In the early morning hours of January 3, 2004, Police Detective Darren Richards (not his real name) was about to arrest a suspect who had allegedly tried to sell him narcotics in a convenience store parking lot. But 19-year-old Frederick Sizzle (also not his real name) decided he wasn’t going to be taken easily. They struggled. Richards drew his weapon. Sizzle tried to take it and an errant shot struck the pavement. Somehow Sizzle managed to fight Detective Richards off and he headed toward a nearby vehicle.

He never made it.

A few minutes later, Sizzle was dead with three bullets in his back.

The facts of the case are disputed. Detective Richards claimed he shot Sizzle out of self-defense when he thought he was reaching for a pistol. Eyewitnesses claim Sizzle never reached for anything and was in full retreat. A handgun was discovered in the waistband of Sizzle’s pants.

Additional facts: Frederick Sizzle was African American. Detective Darren Richards was Caucasian.

The case ignited a powder keg of racial tension in the city. The public was already on edge over a handful of previous police shootings that some said were questionable. As a result, local civil rights leaders scheduled weekly protests at police headquarters. They held several press conferences, along with Sizzle’s family, over a period of weeks, each hammering home their belief that Detective Richards was a trigger-happy, racist cop who was just looking for an excuse to shoot an African American. Before it was over, the riot gear was out, four protestors had been arrested and the police chief’s office window had been shattered.

The police department, on the other hand, refused to comment on a pending investigation. Detective Richards and his family refused to speak to the media on the advice of his attorney. The Commonwealth Attorney’s Office soon announced that a grand jury would be convened to determine whether Richards should be tried on murder charges.

* * *

That was the state of the case one Saturday weeks after the shooting. As an assignment editor at our local television news station, I had to find a story for our nightside crew, including a reporter and photographer, to cover. The choice seemed obvious: The day before, we’d received a press release from Detective Richard’s family indicating that a rally would be held in support of him. It looked as though we might finally be able to hear from his family to get their side of the story.

I quickly picked up the phone and dialed the contact number on the release. When a family member answered, I told them our news crew planned to be there and would love to speak with Richard’s friends and supporters.

His answer? I’m paraphrasing:

“We don’t want you there. We know how you hacks are in the liberal, drive-by media. You never want to tell our side of the story! All you want to do is trash the cops!”

I told him that the reason we hadn’t been able to tell their side of the story was because no one on their side would come forward to tell it, and that this would be the perfect opportunity to do just that.

“Yeah whatever,” he said (I’m paraphrasing again.) “We don’t want you anywhere on the property. It’s a closed-door meeting. Stay away from us!”

We did, and that night we ended up covering a different story that was so insignificant I can’t remember what it was. That conversation stands out to me as one of the more startling examples of how NOT to handle the media during a crisis. It was a bit confusing because (a) they had sent us a press release about the event, (b) nowhere on that release did it say it was a closed door event, and most importantly, (c) in the process of attempting to get their side of the story, we were accused of not being interested in getting their side of the story.

Did the conversation bias us toward the case one way or another? Certainly not.

Did it affect our ability to cover the story completely? It might have appeared that way to the viewer. When one side is talking while the other is mum, the tight-lipped often find public opinion rapidly turning against them.

When it comes to PR, there is a time for silence, but this wasn’t it.

How can folks who find themselves in similar situations respond more effectively?

1. Get a spokesperson. This doesn’t necessarily mean retaining the services of PR firm, but a good spokesperson has to have a basic understanding of the art of public relations. They also have to be able to build good relationships with the media. Sending conflicting messages and firing off accusations against them does nothing to accomplish that goal.

2. If you can’t comment on the case particulars, don’t—but say why. Some departmental policies or legal situations mandate silence, but the public often doesn’t understand this. In this case, the spokesman could have made this clearer: “Detective Richards is eager to explain what happened that night, but his hands are tied by police department policies that restrict public comments during internal investigations. He looks forward to the day when he’ll be able to talk more freely.”

3. Reach out to friends. He may not have been able to comment on what happened on the night in question, but Detective Richards was former U.S. Marine and a five-year police veteran. Perhaps there are citizens who could tell how his quick-thinking and brave response protected them from crime over the years. Perhaps Richards had African American friends and colleagues who could speak out in his defense and refute charges that he was racist. Friends, family members, old schoolmates, sports league teammates, fellow church members—all of these could work together, with the supervision of the spokesman, to paint a much more balanced picture in the mind of the public.

4. Get a good picture. When a major story like this one breaks, one of the first things the media is going to be asking for are pictures. They’ll want images of the suspect and any cops involved. In some cases, a single image can define an individual throughout any follow-up coverage in the weeks and months ahead. Whenever that story is mentioned, even in passing, stations will throw that image up. That can be a major problem if the only image the media has is an unflattering one—or worse yet—a mugshot. If this is the case, it’s important to have a more flattering picture and offer it to the media as an alternative on Day One.

5. Make sure statements or press releases are clear. When the media receives a news release, the immediate assumption is that the people sending the releases are looking for coverage. If you’re announcing a closed-door event, make sure the release makes it clear that it’s private and media will not be allowed on the premises. Otherwise, don’t send the release at all. Above all be truthful. Show the positive aspects of your case, but don’t spin or make dishonest statements.

“Detective Richards” was eventually tried for murder and found Not Guilty. He has since moved on with his life and his career. Had his supporters understood public relations more fully, his time in the limelight might have been less painful.

TRAVIS K. KIRCHER is a former TV news assignment editor and founder of WriteNow Creative Services LLC. He can be reached at tkircher@writenowcs.com.

personal branding… My Personal Branding Experience by Brittney Gillison

New Professionals PR Blog 3 Comments

Unlike most PR/Communication students, I did not complete any internships while in college and as we all know, the key to obtaining an entry level position is experience. Because I didn’t have any real work practice it was very important for me to build my personal brand. I needed to demonstrate professionalism and capability that could overshadow my lack of experience, and I needed to promote myself through networking.

After graduation, I took advantage of the discounted rate for recent grads and joined PRSA and the local PRSA chapter.  I attended as many networking events as possible (most chapters offer student and recent-grad admission prices).  I researched online for free business cards and got them printed through Vista Print. I developed business cards with my contact information so that I could hand out something at these events and more so to stand out and be memorable.  Although, I didn’t have a job or own my own company, I had business cards.  Pretty impressive!

I knew I wanted to pursue a career in PR, but I didn’t know what route I wanted to take, and I knew it was important to maintain my networks and build new relationships. The summer after I graduated was filled with informational interviews, internship interviews, full-time interviews, and volunteer positions because it was important to build my resume and get my name out in my area.

As summer came to an end, my professionalism and relationship-building paid off.  I was offered an internship in the PR department of a local advertising agency.  It was a perfect match–I was more mature than your typical intern; however, they didn’t have to pay me an entry level salary, and I was treated as an extension of their team. I had accounts and projects of my own to work on. It was a great resume and portfolio builder.

One key thing I learned that summer is that it’s important to develop your own brand to show companies just a taste of what you can do for them!

BRITTNEY GILLISON (PR Coordinator, University of Pittsburgh) is a graduate of Slipper Rock University with a bachelor’s degree in communication.  Brittney currently serves as the public relations coordinator for the University of Pittsburgh’s Office of Institutional Advancement, where she supports the communications and marketing program for the University’s $2 billion fundraising campaign.

getting the pr job… The Toughest Interview Question that Shouldn’t Have Surprised Me by Janet Krenn

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After I heard my interviewer pose the question, I felt stupid at not having thought of it during my interview practice. This question might easily be called a “classic”… or was it?

The Question

I was interviewing to work with an environmental agency, and I just told the interviewing committee that I was drawn to the mission of the organization. In short, I lobbed one at them.

“Clearly, you sound like you’d make a great advocate of our organization. But as a PR person, how do you balance advocacy with nonbias?”

For the first time during the interview, I sputtered. I should have seen that one coming, right? Journalism walks the nonbias line, and so PR does as well, if only by proxy.

Bias never became a problem with my PR activities in the past, but why?

I reasoned out an answer, admitting I was an advocate and adding I suppose bias never was a problem for me in the past because I don’t try to deceive anyone.

But I went home wondering, was there something in the question that I was missing? Did this question contain some trick that I missed, being a recent convert to the PR industry? This seemed plausible, as this was my first interview for a PR-specific position.

Consulting the Professionals

I decided to seek advice from our National PRSA LinkedIN group. The members of the National PRSA Group are very active, and very eager to help new professionals sort through their questions. I’ve posted to that group before and was never disappointed with the volume and quality of helpful responses.

Several professionals were kind enough to respond, including Alice Hohl who said, “I don’t think it’s really a valid question to ask of a PR person. Someone who is totally objective is not advocating for either side. That’s not really our role. That’s the role of the reporter…”

Other professionals confirmed her view, and made me feel better about the situation.

So, What Did We Learn?

How valuable is it to remain relaxed during an interview! Sure, I was nervous–and working on 4 hours of sleep on an overnight flight–but I was in control of my anxiety, and when the question of advocacy vs. nonbias came up, I showed I could think on my feet. (In the end, I was offered the position.)

You simply cannot predict every question you will get in an interview. Sometimes, you might think you should tell your interviewers what they “want” to hear. By the way the question was phrased, I was on guard, wondering if I soiled my integrity. If I was too nervous, I might have started backtracking. But remaining calm and relaxed allowed me to respond this left field question.

What Was the Toughest Question You Ever Got in and Interview?

I’m sure I’m not alone in getting tough questions during interviews! Leave some of the toughest interview questions you’ve ever received in the comments of this article. Between us, I bet we could build quite the list of interesting questions.

JANET A. KRENN is Communication Co-Chair of the New Professionals Section of PRSA. If you’re a member of the New Professionals Section, and you’d like to contribute to the New Pros’ blog, email her at janetqs(at)gmail dot com

pr strategy… Don’t Miss Opportunities to Get into the PR Limelight by Travis K. Kircher

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Imagine: Several Louisville, Ky. gas stations receive a shipment of tainted gasoline, causing the fuel gauges in customers’ vehicles to malfunction. It’s a story that affects everyone, and you can bet local stations will be covering it like hawks during all their morning, afternoon, and evening newscasts. All sorts of questions will be asked: What’s wrong with the gas? How does a fuel gauge work? Can it be fixed? How much is it going to cost? What does a fuel gauge look like? What are the warning signs that a fuel gauge is about to give out?

These are all questions easily answered by the owner of an auto shop. It’s great PR. He can stand there in front of his shop, with the company logo clearly visible behind him and his name and title in the chyron at the bottom of the screen, and tell a Kentuckiana audience how to care for their vehicles. And it’s free.

The trouble is, most of them won’t do it.

This actually happened in May 2004 while I was assignment desk editor in a television newsroom. I learned a lot about public relations during my four years on that side of the desk. In particular, I learned (1) There are a lot of opportunities for companies to take advantage of current events and get their names in the limelight, and (2) Most of those opportunities are missed because those companies fail to recognize them.

For those unfamiliar with the news business, an assignment editor acts as a sort of gatekeeper for what does and doesn’t make it on the airwaves. They monitor police scanners, and if something breaks, will occasionally dart about the newsroom, madly shouting to anyone who will listen that the sky is falling and the station had better get a news crew to wherever the pieces land. They coordinate with government officials, as well as police, fire and EMS representatives to make sure that press conferences are covered and that no one flies the news chopper too close to that SWAT standoff. In short, assignment editors keep track of news crews and help them get where they need to be when they need to be there. And for some stories that don’t get reporters, assignment editors will set up sources and send photographers to shoot them–with cameras, I mean.

Flashback to May 2004: It’s three hours before the next newscast. I’m sitting at my desk madly thumbing through the Yellow Pages calling local auto shops and practically begging them to let us do a 5:00 live shot in their parking lot. The answer from all of them: no.

You call the big chains, the ones that have shops all over the U.S., first because they’re the “big guys.” But they give the most annoying answer of all: ‘You’ll have to leave a message with our Director of Public Relations. He’s out today, but he should get back with you tomorrow.’

They don’t understand that there’s no such thing as “tomorrow” in the TV news business. There is only the next three hours.

After several tries, I finally found the owner of an auto shop in who would let our reporter interview him in front of his business. The kind owner of a parts store in downtown Louisville let us borrow a fuel gauge and I dropped it off with our reporter on my way home, just minutes before she demonstrated it in her live shot.

The point is, a good PR director wouldn’t wait for the news media to call them. A good PR director recognizes good opportunities and pounces on them. And fast. Like in a matter of minutes.

Summer is coming up. Suppose we get a weeklong stretch of 100-degree temperatures. Ice cream franchises, that’s your opportunity to be in the spotlight. Why not make a phone call or send a press release inviting the local stations to one of your stores? That goes for all you folks at health centers too. People frolicking in the pool make a great weather live shot.

Suppose a New York City accountant is busted–Bernie Madoff-style–in a bad ponzi scheme. Local accountants, what a great opportunity to be featured as a guest on the noon show to talk about how consumers can protect themselves from scams. That viewer may become your next client.

Suppose there’s another (gasp) winter ice storm like we saw here in Louisville last February. Newsrooms all over the city will be calling home repair shops asking to talk to someone about the number of space heaters flying off the shelves. The typical answer: You need to talk to Bob. He’ll be back next week. You can chat with him then.

Don’t even get me started on all the retail store PR directors who are COMPLETELY unavailable on Black Friday. That should be the most important day of their careers!

The point is, any company looking for good PR opportunities needs to have its finger on the pulse of news. Current events can be the perfect gateway to great exposure. And it’s free. Don’t let another opportunity be wasted. This message was brought to you by a former assignment editor.

TRAVIS K. KIRCHER is an independent copywriter and founder of WriteNow Creative Services. He resides in Louisville, Ky., and still wonders why it’s called “The Bluegrass State” when the grass is green like anywhere else. He can be reached at tkircher@writenowcs.com.