Public Relations

The Real PR: Establishing a Positive Reputation by Zaneta Chuniq Inpower

Zaneta Chuniq Inpower Leave a comment

Possibly more than in any other field, establishing a positive reputation is especially true in public relations. Everyday PR practitioners are working with clients, media, vendors, service providers or other PR pros as they work to get their job done. With the responsibility of working with so many people, personalities and work ethics, the pressure is on for PR folks to be “people-pleasers” and sometimes that task can seem impossible. As daunting it may appear, it is imperative that all PR practitioners ensure that a positive reputation is maintained or risk tarnishing their credibility as a professional, ruining their brand’s image or possibly even losing their job.

The field of public relations is evolving daily. As mentioned in the new PRSA definition for public relations, “Public relations are a strategic communication process that builds mutually beneficial relationships between organizations and their publics.” Therefore, the execution of the definition of public relations encourages PR pros to become thoughtful in behavior and in word to create a firm foundation for relationships to grow upon.

Here are traits that every PR practitioner should possess to build and maintain a positive reputation:

Credibility.

PR pros work closely with the media to garner interest in their client’s brand or product. In working with the media, it is important that relationships built with the media are based upon fact and never fluff. The more a journalist can observe your authenticity and find legitimacy in your story, the more likely a PR pro is able to leverage those connections and build confidence with their media contacts.

Reliability.

Clients want to work with PR pros who are reliable, who stick to their word and is available when news happens. Whether a client has breaking news or a crisis, clients should be able to rely on their  PR pro to help get their targeted message to the public. This means that you should be accessible by phone, email or in person for your clientele. Do not go missing in action, avoiding or ignoring your clients. This is a swift way to watch your reputation sink.

Accountability.

Its easier for people to stake claim over accomplishments than mistakes. However, as a professional it is essential that accountability is taken for wins and for losses. Did you tweet incorrect client information? Did you misinform a journalist on client news? For any situation, PR pros must be willing to stand up to be applauded and humble when errors arise.

Honesty.

Honesty is always the best policy.

Teachable.

Through mentoring, “reverse mentoring” and a dedication to furthering your professional skills, remain teachable and keep learning. Consider APR certification or graduate school to advance your skills. Brush up on your social media knowledge. Attend PR conferences and participate in webinars. With more knowledge about your field and by learning new skills, your reputation as a PR pro will increase as clients and colleagues observe your professional growth.

Maturity

Often overlooked, maturity is a very critical trait PR pros require to handle the ups and downs and PR work. A level-headed PR pro can objectively assess situations and remain in charge without being guided by emotions and risk making poor work decisions. As I work in the field of entertainment PR, maturity is required for interacting with everyone from  not-so-organized venue owners to passionate artists and even pushy management teams. Maturity develops with experience and is nurtured by understanding yourself and others while remaining accountable and responsible for your work.

 

An African proverb says, “Bad news travels around the world before good news puts it shoes on.” Don’t let a bad reputation precede your true talent and skills. Building relationships with clients, organizations and publics start with a favorable, positive referral. A good name is better than gold!

 

 

Zaneta Chuniq Inpower is owner and president of Chuniq PR, an independent media and marketing management firm. Additionally, she is the digital communications coordinator for Douglas J Aveda Institutes and Salons, editor  for Supreme Design Publishing and social media manager for COIN Handlers Management. Her personal interests include reading, international travel and culture and community revitalization. Inpower received her B.A. in advertising from Michigan State University. Zaneta Chuniq Inpower is a member of the Central Michigan PRSA chapter and is the PRSA New Professionals Section Executive Committee Blog Co-Chair.

Three Reasons to Get a Graduate Degree in PR

PRSA New Pros 5 Comments

When I entered the field of public relations at the ripe old age of 22, I felt like a latecomer. I had just moved to Washington, D.C., for an internship in PR at a theater (as I thought I wanted to work at a theater, but did not know in what capacity) and quickly realized how exciting and creative PR could be. With no formal PR-focused education, I decided to take an introduction to PR class in a strategic public relations graduate program at The George Washington University, which turned out to be a great career decision.

PR is a field that doesn’t require post-graduate degrees, and professionals in the field have a variety of undergraduate majors and minors. A lot of schools do have PR undergraduate degrees, such as the Newhouse School at Syracuse, as well as PRSSA chapters. Many people, though, come to PR with a strong background in writing, speaking or community outreach and may be looking for more formalized training, which was exactly what I needed. Benefits from obtaining a master’s degree include:

Learning from classmates

Much of the knowledge I gained from attaining my master’s degree in PR came from speaking with my fellow classmates. In my introduction to PR class, filled mostly with part-time students with full-time jobs, I met people working as press secretaries for senators, account executives at PR firms, graduate interns in formal government postings, sole PR practitioners at non-profits and in a host of other positions. The class also included some less experienced people such as myself, but class conversations were more often carried by people with experience, and it was interesting to hear their thoughts. Though my classmates’ collective experience intimidated me, I appreciated being able to learn from the stories and ideas they shared.

Connecting to internship and networking opportunities

Experience is key in PR. Internships can help a new professional determine what kind of place at which he or she would like to work. (Agency? Non-profit? Government?) They can help a new pro get his or her foot in the door. Networking is also a good way to gain knowledge about the PR field in a specific area and meet people who can connect you to a job. Combining networking and the experience of obtaining a graduate degree is sure way to achieve success, and, in fact, networking and getting experience can be much easier to do through enrolling in a graduate program. Many companies may require internship candidates to be enrolled in a graduate program, such as government Student Career Experience Programs (SCEP), and university career centers often help connect students to internships or full-time positions. Graduate programs or university career centers often host helpful networking events as well, free to students. Take advantage of these if you enroll in a program.

Getting an edge on your resume

Toward the end of my graduate program, I began to look for a full-time PR position through the career center at which I worked. I found a position that required applicants to have either a certain number of years of experience (which I didn’t have) OR less years of experience and a master’s degree. Since I would had the degree, I was qualified…and got the job! In other situations, when your resume may look nearly the same as another candidate’s, but you have a master’s and the other candidate does not, you’ll come out on top.

The decision to get a master’s is a big one to make. Aside from assessing whether it will help you improve your job prospects, you’ll have to consider the cost–what program to choose (PR, communications, perhaps even an MBA), which schools to apply to, whether to go full-time or part-time and if you’ll be able to handle the work load. Try applying for a job at the school you decide to go to. After I started working full-time at GWU, my tuition costs were almost completely covered by the school. Whatever you end up deciding to do, make sure it’s something that will add to your career, that you’ll be learning new information that you didn’t know before and that you’ll enjoy the program. If you apply and get in, make sure to go out and have fun with your classmates—they’ll be your future colleagues!

Whitney GrayWhitney E. Gray, communications coordinator for CropLife America, an international trade association of agrobusiness companies. Hailing from the snowy state of New Hampshire, Gray has been working in Washington, D.C., since 2008. She graduated with a Bachelor of Arts in theater arts and American studies from Brandeis University and has a master’s degree in strategic public relations from The George Washington University Graduate School of Political Management. Gray once served as the PRSA New Professionals Section membership co-chair.

Professional Development Webinar: “Career Fitness: How to Build Lasting Success at Work” with Peter Weddle

Heather Sliwinski 1 Comment

Remember that New Year’s resolution you made a few months ago to get in shape? When’s the last time you evaluated the shape of your career? If you haven’t lately, you should. Think about it: All aspects of our jobs are constantly changing and evolving, from the technology to the customers.

What can you do to keep up and stay ahead of the crowd? Practice “career fitness.”

Career fitness can help you increase your paycheck and your happiness at work. It includes several career-building activities that can be used to not only advance your career, but also clear a path to nonstop success. Join us for our webinar on Thurs., April 12 from 3:00-4:00 p.m. EST. It’s free for New Pros Section members!

You’ll learn:

  • How employers’ expectations of workers are changing and what that means for you
  • The key principles for effective career self-management in today’s hyper-kinetic workplace
  • How to set goals that will keep your career moving forward, even in difficult economic times
  • The seven facets of a healthy career and the best activities for developing each of them
  • How to recognize and record your career accomplishments so they work for you

How can you reach peak career fitness? Register here!

 

Peter WeddlePeter Weddle, author and Wall Street Journal columnist, is CEO of WEDDLE’s Research & Publications, which specializes in employment and workforce issues. WEDDLE’s guides to Internet employment sites are the gold standard of their genre, leading the American Staffing Association to call Weddle the “Zagat of the online employment industry.” His most recent books, “The Career Activist Republic” and “Work Strong: Your Personal Career Fitness System,” offer a frank, yet positive, assessment of the challenges and opportunities available to working men and women in 21st century America.

Graduating? Your Senior Year Checklist by Nick Lucido

Heather Sliwinski Leave a comment

As a senior, you’ve probably just wrapped up your spring break, and you’re in the homestretch before graduation. On top of your classes and homework, you’re also probably looking for a first job after college. Making this transition can be one of the most exciting times of your life, but when you’re moving to a new city or apartment or starting a new job, you are probably feeling a bit stressed.

This is where PRSA can help you out.

Being a PRSA Associate Member is an easy way for you to stay ahead of the curve, continue professional development and maintain your professional growth, as you’ll have access to some key benefits before you graduate. While you might be focused on your first job and transitioning to a new lifestyle without classes and afternoon naps, maintaining a consistent focus on professional development will help you succeed in your first job and pivot you for success in your career.

Here’s a checklist to help you transition from student to professional:

  • Join PRSA. Joining PRSA as an Associate Member costs only $60 per year for the first two years after being in PRSSA. This minimal cost for membership will provide limitless return if you take advantage of its benefits, network and continue advancing your career.
  • Check out the PRSA JobCenter. By using the tools on the PRSA JobCenter, you’ll be able to prepare for interviews, learn how to develop a portfolio and scan job listings. During the process, highlighting experience and leadership in PRSSA and now PRSA can help separate you from the field.
  • Continue your professional development. It’s true that you won’t have 8 a.m. classes or history exams after college, but it’s important for new professionals to learn new skills. Taking advantage of PRSA’s members-only free webinars and local Chapter events will help keep your skills sharp as the industry continues to evolve.
  • Get active in a local Chapter. In addition to National membership, it’s a good idea to join a local Chapter, too. Be sure to check out any volunteer opportunities within the market to which you’re hoping to move for extra opportunities to network with professionals in the area.
  • Join the PRSA New Professionals Section. When you join and get active in PRSA, you are also eligible to join the New Professionals Section, which is composed of many other professionals who are in your shoes. Taking advantage of this Section is a way to make the student-to-profession transition as smooth as possible. The Section offers many ways to network with other young professionals—quarterly Tweetchats, weekly blog posts, daily activity on Twitter and Facebook, groups on LinkedIn and frequent professional development events, like webinars and brown bag seminars. Be sure to get involved with your local Chapter for New Professionals Week this November!

The days of classes, PRSSA meetings and internships are coming to a close for you, yet beginning a public relations career during one of the most exciting times for our industry is upon you. While making the transition from student to professional seems overwhelming, leveraging PRSA’s member benefits can help serve as a tour guide through the process.

What else would you add to this list?


Nick LucidoNick Lucido joined Edelman as an intern in May 2009 and is currently an account executive within Edelman Digital. Lucido is a member of the firm’s digital strategy team, providing online conversation research, measurement analysis and strategic insights for clients in a variety of industries. He is the PRSA New Professionals Section PRSSA liaison.

Intro to Education PR by Kirsten Khire, APR

Zaneta Chuniq Inpower 1 Comment

Are you ready for a PR career in higher education?

By Kirsten M. Khire, APR

This year marks my 10th anniversary working in higher education public relations, following seven years in journalism. When people ask me what I do, I can predict some of the reactions. “It must be so nice to have the summer off.” Or “What a fun laid-back job!” Oh yes, I’ve come to identify the stereotypes and misconceptions about higher ed PR. For those new PR professionals considering hoping to break into the field, I have more information about working in higher education public relations and communications.

  1. Truth: It’s a very rewarding career. I often tell new interns during orientation that we are promoting one of the best products in existence – education. It’s a universal need and it’s very fulfilling to watch students complete their degrees and succeed. It’s also a thrill to be around faculty members who are researching and teaching new ideas in the field. That energy is genuinely contagious.
  2. False: Higher ed PR pros have the summers off. In my experience, the summer season is definitely quieter in the physical sense because the students and faculty members are mostly on hiatus. But for me, it has traditionally been a heavy production period (particularly in terms of publications and web projects) and a time to plan and strategize.
  3. True and False: It’s a fun, laid-back job. Fun it is, laid back it is not. If you are working for a public university, you are dealing with a non-profit budget, probably budget cuts, and a very small staff. You learn to be creative with your time and your talents. This morning, I created a PowerPoint for the dean, ghostwrote a dean communiqué and gathered photos for 3 fundraising videos – all before noon.
  4. True: Higher education public relations provides a solid public relations foundation. Recently I successfully completed the PRSA Accreditation process. The work I was doing met all of the major PR campaign processes – research, planning, implementation and evaluation. I may not have the budget that a major soft drink company might, but the strategy involved in PR campaigns remains the same.
  5. False: Higher ed PR doesn’t have clear goals. Like any business, higher education has very tangible business metrics. These include student recruitment (tuition dollars), external research funding (grants and contracts from government, foundations and industry) and individual support (donations from alumni and “friends.”) These are extremely real financial goals, and the sooner PR pros plug into them, the better. Public relations can proactively boost the brand and lead to measurable results of objectives.
  6. False: You need specific training for a higher ed PR career. My path is a case in point. As a former journalist, I’m comfortable conducting interviews with faculty members on topics that are unfamiliar or need layperson translation. As with most humans (we are only that!), PR professionals have strengths and areas of growth. Some are wonderful at media relations; others have a background in marketing. The goods news is that universities need a good variety of communications professionals.

All of this is a long-winded introduction to say, if you are still interested in this career, read on. Breaking into higher education PR is not impossible, but you need to be strategic. Having experience in non-profit settings, writing about research and of course being an alum/alumna all help. Pursuing your master’s degree or Accreditation also can help. Above all, networking with and talking to current PR pros in higher education can provide you with insight into the field and valuable connections during the job hunt.

Kirsten Khire is an accredited communications professional with more than 17 years of experience in public relations and journalism, with a focus on strategic, digital, web and social media communications.