My Tips for a Dramatic Career Change: A Three-Part Series

What did you want to be when you were in grade school?

As a high schooler, I knew I wanted to be a writer. I was a timid student, but my teachers took notice of my voice and tone in my assignments. I read music blogs voraciously. I thought I would become a music journalist after college. Long story short, I didn’t become one. I joined the military. An officer in my squadron persuaded me to go back to school and finish my degree. There were a lot of ups and downs in my working life. Then the pandemic left me at a crossroads. I had to figure out fast what my next move would be. At the end of 2021, I scored the opportunity of a lifetime, a paid position at one of the top public relations firms in the country, working in their advocacy department.

Now that I’m a PR professional, I am excited to share the first three tips I’ve learned during my journey.

Pick Your Target Before anything else, this must be done. If you want to be somewhere else, this is the beacon to guide you there. Knowing precisely what you want and where you’re going will keep you focused and motivated to persevere. Find some free time and create a list of your hobbies, anything you enjoy. Think about what you’re good at. Have you always been excellent at providing customer service or managing money? This is the time to acknowledge it—research what job titles or industries would likely fit the items on your list. For example, if you like gardening, you could be a copywriter at a company that produces plants and seeds or write for a gardening magazine. When I created my list, something that stuck out to me was that I enjoyed helping others. So working for a nonprofit was a no-brainer for me.  

Know Your Story I picked up an excellent tip from the book U-Turn by Ashley Stahl. In a networking chapter, she talked about an encounter where a guest speaker at her college asked her peers who came up to him after class, “What’s your story?” One by one, she noticed how other students stumbled with this question until another student quickly gave her motivations for pursuing a particular career and why. She realized how vital it is to have a story or even a personal mission statement. Find a way to mention your strengths. 

I usually state this:

I was in the Air Force reserves for six years; although I worked as a maintainer, I grew an interest in the work of public affairs personnel on my base. While in school, I worked as a technical writer for two companies. I learned how to deal with fast deadlines but found out the field wasn’t a good fit. The pandemic happened, and I had to reassess what I wanted with my life. I knew I had an interest in helping others, which led me to work for an agency on their public affairs advocacy team. 

How would you introduce yourself at a networking event or to a potential employer? You never know who could help you along the way, so be prepared. 

Become a Volunteer Now that you know what you want to be, you need the opportunities to emulate it. The best way to gain familiarity in your chosen field is to make yourself available. You’d be surprised at the amount of organizations and entrepreneurs out there needing creative or administrative help. I was lucky enough to find an internship with a respected national nonprofit. It did not pay, but it confirmed the industry was for me, and I secured recommendations from my coworkers. Of course, bills come first, but if you can set aside some time for something like that or even a short-term project, It’s well worth it.

Now that we’ve finished talking about where to start, come back next month, when I’ll share with you the meat of the process, gaining the knowledge, and revamping your resume.

About: Mikayla Pryor was born and bred in Charleston, SC. She currently lives in Atlanta, Georgia working for Berlin Rosen on the New York Public Affairs Advocacy team. She is also the Blog Chair for the PRSA National New Pros Committee. Her hobbies include studying aerial hoop, watching anime, and feeding her beagle mix too many treats.

Roche Communications Specialist Kelsey Jones Talks Ball State University, Healthcare PR & Internal Communications

Kelsey Jones is a communications specialist for Roche’s Diabetes Care division and a Ball State University alumna. She graduated in 2011 with her bachelor’s in hospitality and food management and once again in 2017 with her master’s in public relations.

Today, she shares advice for new communications professionals.

Q: What are your job responsibilities as a communications specialist in the healthcare and medical device industry?

A: At Roche, I drive integrated strategies based on best practices for employee communications, internal events, and programs. I draft content for various internal communications channels such as email, video, digital signage, newsletters, and social media. What I do ultimately impacts business results, as I help decide what employees need to know and when they need to know it to drive engagement and productivity.

I also facilitate Diabetes Care collaborations with patient advocacy organizations like the American Diabetes Association, College Diabetes Network, and Juvenile Diabetes Research Foundation to reduce health and racial disparities in our communities. Through this work, I build meaningful, mutually beneficial nonprofit partnerships.

Additionally, I manage Roche Gives Back, our internal employee giving program, as a portal administrator. The company matches employee donations and volunteer time in the community, and I review all match requests. I also plan and execute engaging volunteer events for more than 4,500 Indianapolis-based employees. Our most notable event is our annual Day of Service with Keep Indianapolis Beautiful, where we identify an Indianapolis neighborhood or park to beautify.

“Storytelling is a large part of my role when communicating what Roche and our employees are doing in the local community, how we give back, and how we contribute to important causes.”

Q: What advice do you have for students wanting to pursue a communications career in the medical industry?

A: Initially, I had no desire to work in the healthcare and medical device industry — I generally perceived healthcare and large corporations as very stuffy and uninviting. Roche completely changed my perception. Roche is very welcoming and inclusive and provides fantastic benefits for employees. Plus, some of my closest friends are my colleagues.

If a student is interested in pursuing a communications career in healthcare or another large corporate environment, I highly recommend job shadowing. Spending a day with a current corporate communications professional will provide insights into their role and help students see if it aligns with their interests.

I also recommend taking a business course or two. Having basic business knowledge is extremely important in the corporate setting.

Q: What valuable lessons about the communication field have you learned throughout the pandemic?

A: I would definitely say to meet employees where they are. The pandemic has created so many additional challenges for our employees: at-home schooling, childcare, illnesses, and even the death of loved ones due to COVID-19. It is crucial with internal communications that you convey empathy and meet employees where they are.

Q: In what ways did Ball State’s master’s in public relations prepare you for the role you currently have?

A: Ball State’s master’s in public relations prepared me to be a critical thinker in a corporate environment. It equipped me with the issues management skills needed to succeed in a large, matrix organization. The program provided strong relationship-building lessons that are critical to any industry’s communications or public relations role. It challenged us to work in new ways while utilizing strategic communications and encouraging collaboration.

Q: Why would you recommend Ball State’s public relations program to new professionals?

A: Ball State provides a personal, hands-on approach to public relations. Graduate students receive regular one-on-one sessions with their graduate advisor and esteemed professors. In addition, on-campus graduate students have the opportunity to work at the student-run strategic communications and public relations agency. Coming from a non-public relations background to graduate school, this experience was invaluable to my learning experience.

The public relations graduate program is continually ranked as one of the best in the nation and one of the only programs accredited by the Public Relations Society of America. The individualized, entrepreneurial learning and award-winning curriculum made Ball State’s program my number one choice.

The program is also available entirely online for working professionals who can’t come to campus. The online courses are asynchronous, meaning you can complete them whenever they fit into your daily schedule. The same faculty who teach on-campus also teach online, so there is no difference in curriculum or course quality.

Q: Any final words of advice about your experience or for new communication/PR professionals?

A: Keep an open mind regarding career opportunities and always take the initial interview. You never know; you may end up being surprised about the company or role like I was with Roche!

Lastly, always keep learning. Your education doesn’t stop when you are handed your diploma. Continue to network with industry professionals and like-minded individuals. Consider attending relevant conferences, taking additional classes, or completing a certificate program once you identify your communications and public relations interests.

If you’re interested in pursuing a master’s in public relations from Ball State, visit our website for more information or contact the program director Dr. YoungAh Lee.

Kelsey Jones is a communications and corporate social responsibility professional who enjoys keeping up with giving trends and connecting employees to causes important to them.

Not only is philanthropy part of her day job, but it’s also a part of who she is. Whether she’s planning events for the Indianapolis Cultural Trail or raising funds for various causes important to me, giving back is in her DNA.

LinkedIn: Kelsey Jones, M.A.

Asian American and Pacific Islander Heritage Month: How to Help Your Employer Be More Inclusive

As employees demand more inclusive work environments, many businesses are moving into 2021 with a focus on diversity, equity and inclusion (DEI). And while DEI shouldn’t be anything new, it may be for your workplace.

If that’s the case, you’re probably the one leading the DEI conversation. After all, working in PR means it’s your job to represent and protect your business’s reputation and help your employers bridge the gaps they simply haven’t made yet. That includes working with human resources or the larger marketing team to ensure your company priorities and values align with staff concerns to create a safe, welcoming environment that’ll continue attracting top talent.

If your business is taking a little longer to get the DEI ball rolling, here are three ways to begin the conversation during Asian American and Pacific Island (AAPI) Heritage Month.

1. Share the Bigger Picture

Even as the world gets smaller and smaller with live social media updates and 24/7 access to national news, some people simply won’t know where to look to gain an outside perspective. And if their personal bubble is unaffected by larger conflicts taking place out in the world, they may think it’s not worth addressing — to their shareholders, their staff or their customers.

That’s where you (and other PR pros) come in.

It’s your job to give them perspective. You can share a number of resources to support action, including:

  • Mainstream news relevant to this event that will get their attention (local coverage, opinion pieces, responses by other businesses)
  • Any key performance indicators (KPIs) or metrics that may support a spike in interest by your customers (a related product you sell that’s out of stock, an uptick of pageviews on related articles/press releases on your newsroom site, comments made on recent social media posts)
  • PR-specific responses suggested for businesses (helpful webinars, recorded town hall videos or even crisis communications examples of what not to do)

Using AAPI Heritage Month as an example, you’ll want to make sure leadership is aware of the recent shootings in Atlanta. Lead them into a larger conversation about the rise of anti-Asian violence and hate. Bring up the fact that Asian Americans are the fastest-growing ethnic group in the U.S. If you have any Asian Americans on staff, remind your employer. How could this be affecting them, or the larger staff?

Once you’ve got their attention, it’s time to suggest a plan.

2. Introduce an Action Plan

Strategy is key here, mostly because it’s a language your employer will understand. Make sure you pluck the low-hanging fruit:

  • Are there any pre-existing company values you can relate a response to?
  • What goals do you have that stakeholders are interested in? (This will help get higher leadership on board.)
  • Look back at a recent employee survey. Is there any dissatisfaction that DEI could solve and further bolster the argument you’re making?

Talk through any next steps with them. Make sure they’re a part of the process to grow their own involvement and investment.

Using AAPI Heritage Month as the example, this celebration of heritage concerns a lot of different people. Those of Chinese, Indian, Filipino, Vietnamese, Korean, Japanese, Micronesian, Melanesian and Polynesian descent are included in AAPI. Make sure your workplace gets the “inclusion” part of DEI right by considering all involved.

3. Involve Your Employees

Public relations can be a very secretive and tight-knit profession by nature, but DEI is the time to reach out and include the larger staff. Whether you’re holding a company-wide business meeting, sending out a specific survey or conducting one-on-one interviews, their insight is invaluable.

Here’s some DEI-specific information you’ll want to cover in your meetings:

  • What does DEI mean for your company? (If you celebrate one month’s ethnicity, will you celebrate the next?)
  • How will strategic planning with DEI in mind change your company? (What actual differences can employees, customers and shareholders look for to back up your business’ DEI claims?)
  • How else can the company make positive changes in the DEI space? (Ask everyone you can. The most important insight can come from an unlikely place.)

With a few open, honest conversations, these three areas can help your employer properly include DEI in future strategic planning for your workplace. Just remember that this is only the beginning of the conversation; follow-through is imperative to make real change. Luckily, they have you on their PR team.

Has your company recently added DEI to the conversation? Let us know the role you played in the comments below!

PRospects for New Pros: Finding Your Footing During COVID-19 and Beyond

On Wednesday, April 7, 2021, public relations professionals came together virtually to discuss current hiring trends and how to move forward during COVID-19 and beyond. The webinar, sponsored by the New Professionals Section of the Public Relations Society of America (PRSA), brought together four experienced PR professionals who shared their experiences and tips with new professionals.

Webinar panelists included Taylor Bryant, an assistant professor (clinical track) in the mass communications department at the University of West Georgia; Kirk Hazlett, APR, adjunct professor of communication at the University of Tampa; Christina Stokes, Vice President and Director of Talent Acquisition at Rubenstein; and Mike Neumeier, APR, CEO of Arketi Group.

With the current COVID-19 pandemic, many new professionals have struggled to find their footing, whether as new graduates looking for employment or employed new professionals looking for ways to hone relevant skills and advance their careers. Stokes said that, despite the challenges over the past year, “things are looking up.”

Bryant reminded recent graduates that the virtual workplace forced onto companies by the pandemic has created an environment where new professionals in particular can excel. “The virtual environment for us is new, but for students, they are tech savvy…you have what it takes in terms of the technical aspects.” And that’s a huge advantage.

Seek Out Professional Development Opportunities

Hazlett said that, while companies may not be hiring as much because of the pandemic, there are still ways to get ahead in your professional careers. For example, while internships are not jobs, Hazlett said, “it doesn’t hurt to add more experience to your resume.” Every panelist encouraged new professionals to find ways to use this time to take advantage of the unique opportunities provided by the pandemic, such as online conferences and certificate programs.

New professionals should specifically focus on ways to develop professionally that will help get you where you want to be in your careers. “It’s important to know your why and what. What you want to do next and why you want to do it,” said Bryant. She recommended finding a few desirable jobs and looking at their roles, responsibilities, and required skills, and then taking a look at where you can improve and get professional development in those areas. “It’s like mapping your career,” said Bryant.

Make Networking Part of Your Plans

As part of your professional growth, new professionals should focus on networking and making connections. “I believe in authentic connections,” said Bryant. “Focus on building genuine relationships. People are more likely to recommend you when they know you and have a real relationship with you.”

Stokes emphasized the benefit of using LinkedIn to stay connected once you’ve established those relationships. “Stay connected to them…it takes work, but opportunities will come to you that will help elevate you in your career.” Neumeier added that networking “is a numbers game, like the lottery. If you don’t play, you can’t win.”

Neumeier also said that being part of groups like the PRSA New Professionals Section is key because “these are your peers. These are the people you’re going to grow up in the industry with…take advantage of that and use your network,” said Neumeier.

Aside from insights into professional growth and networking, panelists also provided advice for landing jobs early in your new professionals’ careers.

Interviewing Insights for New Pros

When it comes to interviewing, Bryant says to practice. She recommended writing down a list of essential things you want your potential employer to know about you, and then compare that to common interview questions so you can practice making sure those essential points come up during the interview.

Hazlett said that potential candidates make an impression when they come prepared to ask their own questions.

Stokes added, “Interviewing is a conversation with a potential colleague. So look at it that way and it might make you feel more comfortable.” She also recommended doing research about the interviewer and the company. “What’s interesting about them to you and why? I love having a conversation with a candidate and learning what they’re interested in about the company,” said Stokes.

Virtual interviews can present its own set of challenges, but the panelists encouraged new professionals to make the most of it. Make sure your room is clean and that what the camera captures is professional. Virtual interviews can be problematic, but panelists say that’s just part of how things are. “We’re at a weird time where home is work and work is home and the lines are blurred. The reality is that you can’t avoid crying kids or the dog barking in the background…so I like to see how they navigate that…Use your unique environment to your advantage,” said Stokes.

Even with the challenges created by the pandemic, there are ways for new professionals to find their footing and progress in their professional careers. Find a way to get started and move forward. “Get a job, even if it’s not your dream job. Perform well, learn what you like, and your career will develop,” said Neumeier.

What You Should Know As a PRSA New Professional

Becoming a member of PRSA is more than just skimming the daily emails. To truly benefit from being a part of PRSA, we have three tips to help you thrive as a new professional in the nation’s leading professional organization serving the communications community.

Understand the Purpose of PRSA

PRSA has about 30,000 members in all 50 states. With over 110 Chapters and 14 Professional Interest Sections, PRSA is focused on connecting, supporting, and serving the needs of PR professionals nationwide. Through an emphasis on advocating for industry excellence and ethical conduct, PRSA provides members with professional development opportunities, the latest news and research, and resources to help PRSA members become leaders and mentors in their fields.

Know Your Member Benefits

As a member of PRSA, you will receive the latest news and information from PR professionals across the nation through PRSA publications, including regular newsletters, the monthly newspaper, and the blog. Utilize these resources to stay connected on the latest trends and happenings within PR and communications.

Your PRSA membership also comes with a wealth of professional development opportunities. Check out upcoming webinars (many of them are free to members) as well as on-demand online training opportunities and workshops. If you’re looking to enhance your skill set, check out the PRSA’s certificate programs, or consider pursuing the professionally-recognized APR designation.

Don’t forget that, aside from what PRSA offers, individual chapters and professional interest sections also offer their own webinars and value-added opportunities. Keep an eye out for those through forum posts and newsletters.

Get Involved

Anyone who says that their PRSA membership wasn’t worth the cost failed to take advantage of one of the most important aspects of PRSA: the opportunity to get involved and network with a wide range of PR professionals. As a new member, take advantage of the PRSA forums by introducing yourself, asking for advice or resources, connecting to local or speciality-interest mentors, and putting yourself out there.D

If you’re looking for further service and involvement opportunities, many of the chapters and professional interest sections have need for board members and collaborators. Volunteer to serve on a board, write a blog, or contribute to a project.

PRSA also hosts its annual conference, and various chapters and professional interest sections host regular conferences and trainings as well. While those typically have registration costs in addition to your PRSA membership, they provide unique opportunities to learn and network in a PR-focused environment.

Becoming a member of PRSA shouldn’t stop with paying your membership dues and skimming the daily emails. To truly benefit from being a part of PRSA, understand what PRSA stands for, know your member benefits, and get involved.