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Intro to series…Small Business PR by Janet Krenn

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Odds are, as a new PR professional you may find yourself working for a small business. What makes me say so? For starters, half of all private sector employees work for small businesses and small businesses generated 60 to 80 percent of new jobs, so says the U.S. Small Business Administration (SBA). Many of these businesses need PR help. A small business might higher young talent to keep expenses down, and you, as the young talent, might be interested in the additional responsibility that comes with working for a small business.

When working for a small business, your employer is your client. Small businesses offer a lot of opportunity for new PR pros like you, who might gain access to projects and responsibilities you might not get at larger companies. On the other hand, the smaller the business, the more non-PR work you might be expected to do, anywhere from admin to marketing to taking out the trash.

The term “small business” is allusive. The U.S. SBA tailors its definition of “small business” based on industry, but typically small businesses have fewer than 500 employees and make fewer than $14 million. This covers a huge spectrum, and it has a bearing on what you can expect from working in at a particular small business.

For an idea of what it will be like to work for a small business, pay attention to the number of employees a company has.

What PR activities could you expect to do?

The smaller the company, the more likely that you’ll be asked to take on multiple PR tasks. For example, if you’re the only PR professional at a small business, you may be required to write press releases, conduct media relations, and work on internal communications. On the other hand, the larger the company, the more likely that you will have a well-defined role and might have specialized work.

What are industry-specific challenges?

The major challenge to small businesses is limited resources. This might mean you have to get creative with your project budget. It also means you may have to learn to go without something that you previously thought was non-negotiable.

Working for a small business can also pose a professional challenge. You will probably be challenged to develop a skill set that you lacked. You will probably be challenged to multitask several various projects and tasks on a regular basis.

What kind of non-PR coursework/skills/interests could be helpful?

Not only should be well-trained in writing and PR, it would be helpful for you to have some coursework in
(1) the specific industry in which the small business belongs. You may not know exactly what you want to do; you probably couldn’t predict exactly where you will end up working; so dabble in anything that seems interesting to you. If you’re still in school, don’t be afraid to use those elective credits to explore the world beyond PR.
(2) marketing and business. Working for a small business may mean that you will have to take on business and marketing functions as well as PR ones.
(3) design. Again, the smaller the business, the more odds and ends you’ll have to take on. Having an understanding of web and print design could go a long way in a company with no designer or one who is out sick in the middle of a pressing deadline.

How can I find a PR job in a small business?

In one word: Networking. The smaller the business the less likely they will (1) know how or where to advertise a position or (2) be willing to pay fees to advertise a position only to receive a grab bag of candidates. Aside from networking, check publications and websites that offer localized listings, as small businesses might be unable to pay relocation fees and instead hope to draw a pool of candidates that are already living in their area. Local small business associations and bureaus might be another good place to start.

Janet Krenn is a Sea Grant Communicator at Virginia Sea Grant.


career advice…Do’s and Don’ts of Social Media by Adrienne Bailey

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Social Media; a treasure to many and a monster to a few. I think it is safe to say most everyone in our industry has engaged in social media via one form or another. Without much direction, everyone began posting, linking and tweeting away. Both excellent conversation and even large controversy have been the result of a platform with little-to-no rules.

Here are just a few do’s and don’ts on social media etiquette. I’m sure we each have our own unique experience so feel free to share your rules — I’d love to hear what you have to say.

  • Do personalize your messages, especially when making connections on LinkedIn and Facebook.
  • Don’t flood all outlets with the same content, be sure to provide new content or alter messaging to fit the specific audience. In other words, don’t link all platforms together, Twitter to LinkedIn, Facebook to Twitter, etc.
  • Do mix personal with professional, but be smart about it. Have a personality but be ready to take responsibility for your actions.
  • Don’t be a robot.
  • Do respond to people trying to engage in conversation with you.
  • Don’t try and connect with people on Facebook or LinkedIn you don’t know. Those are more personal platforms and you are better off beginning with the ‘follow’ button on Twitter.
  • Do offer to help people when possible. But don’t always expect something in return.
  • Don’t tell me everything; it adds noise instead of value.
  • Do contribute something more. As contradictory as it sounds, Twitter is a great place to lead and not always follow.
  • And finally, don’t ever auto DM or spam.

What social media etiquette rules do you live by?

Adrienne Bailey is an account executive in the public relations division Young & Laramore.

your pr career…Becoming the PR Pro Journalists Want You to Be by Andi Wilmes

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I recently watched a Ragan Communications video interview entitled “How to Pitch David Pogue of The New York Times.” Nothing in the interview was new to me. I have read and attended countless “How to pitch…” articles, blog posts and seminars and they basically all say the same thing. But after I watched this particular interview I found myself asking “Why in the world if we know all the DOs and DON’Ts of interacting with journalists do we find ourselves often doing the DON’Ts?”

I know that to pitch correctly it takes time (and time means money) which is why it is much easier to mass email canned pitches that reuse already approved marketing copy. But you don’t have to be a genius to know these pitches don’t work and are the reason thousands of articles and seminars are devoted to eradicating this common practice.

Here are some examples of the DON’Ts many of us are guilty of:

  • Making the awkward “Have you had a chance to read my news release…” follow-up call to journalists you don’t have a relationship with or have never worked with
  • Writing news releases and pitches filled with industry jargon and corporate gobbledygook
  • Developing distribution lists that are not well targeted
  • Crafting email pitches that have several paragraphs and long subject lines
  • Not bothering to research or read what the journalist covers prior to pitching
  • And the list goes on and on

It’s no wonder PR pros have a bad rap amongst journalist. Many of us are blatantly ignoring their complaints, advice and tips on how best to work with them and achieve a placement. What’s worse yet, seasoned pros are often guilty of teaching or allowing new pros to perpetuate this negative stereotype. It’s no secret that many of the above tasks are given to the new pro.

So as the next generation of PR pros let’s make a pledge! We all solemnly swear to end this nonsense and start becoming the PR pros journalists want and need us to be.

Andi Wilmes is the director of marketing and communications at Beringea, Michigan’s largest venture capital firm. She can be reached at andrea.wilmes@gmail.com.

your pr career…What your College Coursework Doesn’t Teach you about Succeeding in the Workplace by Andi Wilmes

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Moving up the ranks as an entry level employee and new pro can be a long and tough process. And if your university was anything like mine, it didn’t spend any time teaching the really – in my opinion – important stuff for surviving and flourishing in the workplace.  Sure I received a top notch Marketing degree, but I was not taught any real world business skills.

In the workplace, being smart and capable only gets you so far. And this fact is extremely apparent when it’s the first few months of a new entry-level job or internship. The tasks you are given frequently seem like busy work, and your level of responsibility can be minimal or non-existent.

The following basic business tips were passed on to me when I first started my career and they really helped me move up the ranks as a new pro:

Be Where the Action Is:

Ask to sit in on meetings, important phone calls, etc. You may think it is presumptuous, but your employer will appreciate your initiative and motivation. How are you supposed to become part of a team or know what’s going on in the company when you’re not where the important decisions are being discussed and made?  In most work environments you can be clueless as to what the person in the next cubical is working on. Stupid I know, but office communication no matter where you work can always be better. As the manager of your career, you must be where the action is. By being in meetings, you are much more likely to be given tasks and responsibilities, which are key to your advancement.

Read Voraciously about your Industry:

The more knowledgeable you are about your industry – and current events in general – the more prepared you will be to engage in conversations with your colleagues, boss, industry professionals, media and customers. From day one ask your boss and colleagues what newspapers, magazines, e-newsletters, etc. you should be reading every day. You can look really ridiculous if someone asks you about a current event that directly affects your industry and you know nothing about it.

Don’t Avoid the Jerks:

In every office there is a jerk. Someone you would prefer to avoid at all costs. So often though you have to interact with this person in order to move things forward in a project. Everyone’s first instinct is to avoid the person, however if you do, you can run the risk of missing deadlines, ultimately jeopardizing your career. Don’t let the jerk play the starring role in whether or not you get your work done.

Ask, Ask, Ask:

There is always downtime in an entry-level job. Unfortunately no matter how much experience you have from your internships, extracurricular activities, etc., you still can only be trusted with a certain amount of responsibility. So if your boss runs out of tasks for you, what do you do? Ask around. There are always colleagues and departments that can use an extra hand. Volunteer and you will look like a motivated team player. Don’t fall into the trap so many do, and sit by idly waiting for an assignment to drop into your lap. Your boss will expect you to be proactive and keep busy.

Interject Yourself in Everything Possible:

The more you are involved in multiple projects, departments and teams, the more job security you will have. You want to be everywhere. The person who appears to be adding value in the company is the person that won’t get fired. Make yourself irreplaceable.

Document Your Achievements:

You can’t rely on your boss to know all the great things you are doing, especially if you don’t interact with your boss on a day-to-day basis. It is up to you to make them aware of your achievements. I recommend keeping a log of achievements from day one. This will be really useful during review time when you are trying to justify a raise or promotion. Keep your boss in the loop constantly about your achievements – don’t just wait until review day. If you score a great placement, tell your boss. If you sign a new customer, tell your boss. Don’t brag, but keeping them in the loop on all the value you are adding makes them more apt to consider you for new assignments, responsibilities – and more money.

Ask for Forgiveness and Not Permission:

As a new pro, you will have the tendency to ask your boss permission all the time. Even on things that you can easily decide on your own. A lot of time is wasted on waiting for approval. If the question you have is nominal, your boss will admire the fact that you are able to use good judgment and make decisions without a lot of hand holding. In this economy, your boss is likely doing the job of 2-3 people, so they will appreciate making less decisions each day.

You are the only person you can count on to manage your career. Those who understand how to play the game are ultimately rewarded. If you look around at the people who are superstars at your company, they are likely doing most of the above things. So go join them!

Andi Wilmes is the director of marketing and communications at Beringea, Michigan’s largest venture capital firm. She can be reached at andrea.wilmes@gmail.com.

intro to series…Higher Education PR, by Brian Camen

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Prior to joining Weber Shandwick this month, I worked in higher education PR for two years. I would often get questions from outsiders about what I did. Since some people don’t understand, I thought I would provide an overview of what a higher Ed PR practitioner does. Please remember, this is a general overview and everyone’s position is different. So here’s a run down:

  • Media Relations: Higher education institutions often provide faculty expert sources for the media. Students have newsworthy initiatives going on. How does your institution compare with the latest enrollment trends? Whether it’s fulfilling a request or pitching, Media relations can be a large part of a pros job. Developing relationships with higher Ed reporters is key.
  • Monitoring: Monitor articles that were published and monitor breaking news. Monitoring breaking news falls under media relations, one thing leads to another. As a PR pro, you need to be in front of the news so you can leverage your professor or school’s expertise and provide sources for the media. Have multiple experts available that can talk about different angles on the same topic, why not create a media tip sheet?
  • Crisis Communication: Swine Flu? Death on campus? Shooting? The PR pro should play a large part in your institutions emergency response management team. You hope none of the above ever happens, but you must be prepared.
  • Media Training: Sure your professor can speak academic, but can they (or you) translate their work and apply it to current events?
  • Internal and external writing: Writing is a part of a PR pros job. Press releases, internal newsletters, magazines, editorials, HR communications, web articles, rankings communications and byline articles are samples of the type of writing. You may also have to write fundraising letters and grants depending on your position.
  • Social Media: You may be asked to create and maintain a strategic social media plan for your institution.

Depending on the institution and budget, you may have marketing or event responsibilities as well. Every day brings on a new task. Higher Ed PR is rewarding. Higher Ed pros don’t put out fluff or spam (most don’t). They help promote thought leadership. And that is one of my favorite things about higher Ed PR.