Career Development

PRSA New Pros + PRSSA Twitter Chat Recap

Ashleigh Mavros Leave a comment

We’d like to thank everyone who participated in our collaborative Twitter Chat with PRSSA as new professionals answered questions submitted from PRSSA students about entering the PR work field and about PRSA. Thank you to PRSSA Liaisons Lauren Gray and Henry Cervera for planning and to PRSSA National President Heather Harder and PRSSA vice president of public relations Ethan Parry for their support and planning as well.

Join us again on April 15 for our next #NPPRSA chat and stay up-to-date with PRSA New Professionals on Facebook, Twitter, LinkedIn andGoogle+.

Review highlights of the chat below and send any questions you may have about working in the PR workforce or about PRSA to #npprsa.

What skills do young PR pros need?

Stephanie Vermillion 1 Comment

What skills do young PR pros need-If you want to excel in the PR world, it’s time to think beyond the classroom.

(Uh oh. I can already hear some angry rumblings from my former professors…)

I’ll admit, the skills you learn in your PR classes are vital. They’ve helped me understand strategy, ROI, media relations and much more.

(Phew. Now my next campus visit won’t be so awkward.)

But today’s PR pros need more than the basics. Even if you have a progressive professor teaching integrated PR, there’s still no way you can learn every single new marketing skill in one semester, or even four years.

With the way this PR world is changing, it’s just not humanly possible. To stay competitive in the job market you need to be:

  • Constantly learning.
  • Subscribing to podcasts.
  • Reading blogs daily.
  • Heck, even starting your own blog.

But don’t just take my word for it. To help answer the “What skills do young PR pros need” question, I’ve aggregated tips from some leading industry experts. 

Understand the data – @johnsonhui 

As a new PR pro, you’ll be heavily involved in reporting and measurement. But Johnson Hui of Edelman notes the most impressive employees can infer actionable insights from data – instead of just regurgitating numbers.

“PR professionals no longer simply grind data from press clips and media audits,” he says in Edelman’s blog post. “They need to be able to identify valuable data and tell evidence-based stories that can impact business decisions.”

Learn content marketing – @GiniDietrich

In her August 2014 post, Gini suggests doing content marketing for yourself to really understand how to use it on the job. Get started with a personal blog on Tumblr, WordPress or Blogger.

I started my own PR blog last year, and the insights I’ve gleaned have been tremendous. I researched and uncovered entirely new social and syndication tools to help my content get found, which, in turn, is used to help my clients amplify their own content.

Bonus tip: If you’re thinking to yourself “I have nothing to write about!” check out another Gini post on generating blog post ideas.

Speak publicly – confidently – @RachelAMiller

Sure, digital is an integral part of PR, but that doesn’t mean face-to-face communication is obsolete. Not by a long shot.

Rachel Miller of PR 20|20 notes that public speaking is the number one fear in the U.S. (Yes, number *one* above disgusting spiders or 50-legged silverfish bugs – my arch enemies). But, whether you’re sharing ideas during internal meetings or presenting a Q2 or annual plan to clients, public speaking is a necessity.

To beef up your public speaking skills – and calm those jitters – Rachel suggests finding local speech classes, clubs or even making toasts at family functions like weddings. (Look no further than Michael Scott for this inspiration.)

Look for trends, not just hits – @Julia_Sahin 

In her post “10 things young PR pros need to STOP doing to get ahead,” Julia tells young PR pros to look for trends hidden within clients’ stories and industries. It’s easy to find client coverage and call it a day, but the PR pros who find the underlying trends are the PR pros who excel.

“Picking up the patterns and interests of reporters, publications and blogs and identifying opportunities is one of the most valuable skills in the industry,” she says in the post on Muckrack. “Start this practice early and you’ll be a real pro before you know it.”

Understand the media landscape – @allenmireles

Despite the ongoing PR changes, one traditional tactic remains integral to the industry: media relations. The third-party credibility is irreplaceable, says Allen.

But today’s media relations looks quite different than media relations 10 years ago. We now have blogger and influencer relations under that media umbrella. To stay updated on the media landscape, you must read, watch and listen to the news. And better yet, get your news from a variety of outlets.

This knowledge will get you far in the interview process and on the job.

PR is a constantly evolving industry.  To get ahead of the pack, you’ll need to make sure these skills (plus those described in the subhead hyperlinks, which I strongly suggest reading) are part of your PR repertoire.

And now, it’s your turn: What must-have PR skills would you add to this list?

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Stephanie VermillionStephanie Vermillion is a senior account executive at Wordsworth Communications, a public relations agency in Cincinnati. She is the PRSA National New Professionals blog co-chair, and is on the PRSA Cincinnati Leadership Team. Connect with Stephanie on LinkedIn and Twitter (@SMVermillion).

PR lessons from your first year on the job

Stephanie Vermillion Leave a comment

PR Lessons from your first year on the jobI’m quickly approaching my two-year anniversary of being a PR Pro. These past two years have been filled with new faces, places and challenges. I’ve had the opportunity to do things I’d never thought I’d do and build connections with people I would have never run into on my own. While it’s been an exciting two years, and there have been many lessons learned.

A bachelor’s degree is just the beginning.

While I value and appreciate my degree, it was only a stepping stone into the professional world. Many of the things I’ve learned have been on the job. A degree provides you with the foundation, but creating a pitch letter for a class assignment isn’t the same as actually pitching a journalist.

Lesson Learned: Take feedback and critiques positively, things function differently in the real world for a real client.

Social media is important, but it’s only part of the package.

Click to tweet: “Social media is important, but it’s only part of the package.” bit.ly/1yyB4Sm #NPPRSA #PRSA @PRSANewPros

When I first started my career, I assumed I would be working with social media on a regular basis. Depending on the how a company is structured, the marketing department may handle  social media or your role may not be as hands-on with social media.

Lesson Learned: Knowing how to use social media definitely comes in handy, but remember that there are also other skills to focus on in our profession.

Don’t forget about writing.

If you haven’t already guessed, writing is a major part of the job. As a PR professionals, it’s our job to get the message across to our client’s audience in the clearest, most concise way possible. And that takes practice. If you have the time at work ask for an extra writing assignment. Or start your own blog. Either way, write as much as you can to sharpen your skills.

Lesson Learned: Practice makes perfect, write as much you can.

It’s normal to feel like everything you do is wrong.

Over the past two years, there’s always been a day or an entire week where I feel like everything I do is wrong. As a newbie, there’s no way that everything you do will turn out amazing the first time or even the fifth time you do it. Don’t worry, your manager already knows this, they were once a newbie too. They don’t expect you to produce perfect work, they expect you to put in the work.

Lesson Learned: Be open to criticism and direction. Don’t be afraid to mess up and don’t be too proud to ask for help.

My first year as a PR professional was a whirlwind. It was amazing, it was exciting, it was frustrating, it was challenging, it was everything I didn’t expect it to be. Through all the ups and downs, make sure to enjoy the ride!

Cheers to your first years!

 

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Victoria LightfootVictoria Lightfoot graduated from Georgia State University in 2012 with a Bachelor of Arts in journalism, concentrating in public relations. She is currently the PR coordinator at the Atlanta Convention & Visitors Bureau and volunteers on PRSA Georgia’s College Relations Committee and co-chairs the Travel & Tourism Special Interest Group. Connect with Victoria on LinkedIn and Twitter (@Victoria_Lenese)

Transitioning Beyond Being a “New PR Professional”

Lauren Gray Leave a comment

The years I’ve spent on the New Professionals Section Executive Committee have been some of the most valuable to me as a budding PR pro fresh out of college. I find it hard to believe that more than five years have passed since I graduated and even harder to believe that I can no longer call myself a new professional.

“Fake it until you make it” has been my personal and professional motto for quite some time, but after experiencing quite a few PR agencies and finding a niche industry I really enjoy, I no longer feel like I’m faking it. I feel ready to move on from the “new professional” label and onto the next chapter.

What is that new chapter, though? Mid-level positions can feel like limbo – maybe you’re managing a few junior staffers at an agency and leading client accounts or acting as a one-person communications team in-house. You’re still absorbing knowledge from those above you, but you have enough expertise to coach and guide both team members and clients alike. Mid-level positions come in all different shapes and sizes, which often makes it difficult to arrange a formal group for folks passing the five-year mark in PRSA.

However, you are not alone as you transition out of the New Professionals Section. PRSA offers many other opportunities to stay involved:

  • If you’ve found a specialty within PR that you enjoy, consider joining another PRSA Section. Finding professionals with the same interests as you helps you exchange ideas and discuss current trends, with professional development opportunities directed specifically for your industry.
  • One of the biggest requests we get in the New Pros Section is the opportunity to connect on a local level. PRSA Chapters are an excellent way to network within the city you live or would like to live, recruit talent or find a new position and meet industry influencers in the area.
  • Free online training and professional development is one of the most valuable benefits of PRSA membership. If you aren’t taking advantage of the library of on-demand and live webinars/teleseminars on PRSA.org, you’re missing out. Browse the site when you have free time and you’ll discover a wealth of topics to dig into deeper and continue your personal growth.
  • If you have the chance, PRSA International Conference is the annual event to learn, network and grow in the PR profession. Sessions range from nitty-gritty tactics to bigger picture strategy advice for mid-level professionals who may straddle both sides of the practice. PRSA International Conference visits Atlanta this year and will surely be an event to remember!

Of course, don’t forget about your New Pros roots! Feel free to keep enjoying our monthly Twitter chats at #NPPRSA, blog posts here and conversations on Facebook and LinkedIn. All of us were new professionals at one point in our careers, and our members learn from your experiences and advice. Please continue to share it.

Are you passing the five-year mark and wondering how to stay involved? Feel free to reach out on Twitter (@hsliwinski) or LinkedIn. Wishing you the best of luck in the next stage of your career!

 

Heather Sliwinski

Immediate Past Chair, New Professionals Section

Tis the Season: Give Your Talents in Lieu of Cash

Lauren Gray Leave a comment

The holidays are a very special, neigh, magical time that transform colored lights on a wire to a symbol of family, joy and camaraderie. Like the ending to The Grinch, December often comes hand-in-hand with a swelling heart and the passing out of free ear-to-ear smiles. But who says this spirit of giving has to end with the New Year? There are countless ways you can help those in need year-round, with a meaningful approach that will simultaneously strengthen your personal and professional character.

According to the National Center of Charitable Statistics, there are over 1.5 million non-profit organizations in the United States, all of which have strict budgets and manpower to make the impact their causes deserve. Only a lucky few get national notoriety like the ASL Ice Bucket Challenge or can convince professional athletes to wear pink for a month.

With that in mind, I can say with 99% certainty (because let’s face it, nothing in life is guaranteed) that if you were to propose volunteer freelancing to a not-for-profit, they would embrace you with open arms. And unlike the demands of an internship, you’ll likely be able to conduct your work from home and on your own schedule. (Can I get a Hallelujah?!) Through this kind of volunteerism, you’ll have the ability to develop your professional skillsets in a low-risk and high intrinsically rewarding environment.

The first step lies in selecting an organization that supports a cause you are passionate about. Maybe you love animals. Or perhaps your aunt has lymphoma, and you’d like to volunteer for the Leukemia & Lymphoma Society in her honor.

Whatever you decide, pick a non-profit that you have a personal connection to; your creative process will be more inspired and your work will reflect that. It is widely agreed in the science community that “energy cannot be created or destroyed, but can only be changed from one form or another.” I argue that true organic passion is not produced, but manifested; and it is often contagious.

Now, once you’ve found your calling and contacted the organization, take some time to be honest with all parties involved on how much time you’d like (and can realistically give) to donate in their honor. As in dating, there is no shame in admitting you’re not looking for a full-time relationship, so long as you haven’t promised them the moon already. A simple conversation about what you’re both looking for upfront will save a lot of frustration and time wasted. Nevertheless, if Goldilocks could find herself the perfect porridge, there IS a winning combination to be found for everyone.

Here are some ideas:

For the commitment-adverse:

  • Offer a free, one-time evaluation of their online presence. Look at their website, social media outlets, customer reviews etc. and provide professional suggestions on ways to improve and the best places to advertise for various budgets. You could even take it a step further and write fact sheets for their top five competitors for comparative purposes.

For the casual daters:

  • Create a content calendar and tactical plan for the next 3-6 months of their social and/or public relations campaign(s).
  • Guest write for their newsletter or emails once a month.

For the long-term relationship:

  • Become a volunteer consultant/team member: Write press releases, create story pitches, targeted media lists, execute their social media channels, etc. The possibilities are endless.

In the end, the relationship will be what you make of it; the more work and effort you put in, the greater value and rewards will be waiting for you. We may not all have time or skills to build a home for orphans in Tijuana, but we can certainly offer more than our signature on a check. And in our line of work, procuring the eyeballs and attention of the masses might just be what makes their organization (and yourself) great-full this holiday season.

 

Megan Nicole O'Neal headshot

Megan O’Neal graduated from UCLA in 2011 with a Bachelor of Arts in Communication Studies, emphasizing in mass communications. She is currently the PR Coordinator at Marketing Design Group and volunteers with the National Multiple Sclerosis Society, freelancing for the public relations department. Connect with her on Twitter @megannenicole.