If I Knew Then What I Know Now

August 3, 2016August 3, 2016PRSA New Pros Leave a comment

“Every story is different; you can’t compare yourself to everyone else.”

This is a phrase I have heard more times than I can count over the past 15 months — a phrase that is 100 percent true.

When I graduated from college on May 1, 2015, I was feeling the way many of you might be feeling today. Or maybe you are one of those who graduated from college with the security of knowing what your next step was. If that’s you, congratulations! If that’s not you, trust me, every story and path to success is different. Here’s my story and advice for those new graduates looking for their first job:

The End of the Beginning

I remember my senior year like it was yesterday; the late nights and early mornings in Reese Phifer Hall, The University of Alabama’s College of Communication and Information Sciences building — my home for four years.

Perhaps you were heavily involved in extracurricular activities such as student organizations, clubs, sports, or represented your school through ambassador programs; whatever the case, you knew that you were gaining experience throughout your college years that would set you apart post-graduation.

Well, that was me. I served as vice president of PRSSA at Alabama. I had an internship at a local (Tuscaloosa, Alabama) strategic communications agency, which became a part-time job during my senior year. I was padding my resume with all of this experience, and I knew I’d have no trouble landing that first full-time job. I knew I would soon be on my way to a meaningful and successful career.

Don’t get me wrong – being involved in student organizations and having internships are two of the best ways to set yourself apart from others when searching for a job. But that’s only the first step.

Fast forward to post-graduation and what I know now: Your resume alone will not land you a job. Your resume and the impressive experience you have under your belt may only be enough to secure an interview. When you’re in the interview, you need to prove your worth and why you’re the perfect match for the job.

The Uncertainty of Post-Graduate Life

Here’s where it gets tough. Here’s where each day without a solid lead or connection for a new job induces anxiety, stress and panic.

The days started rolling by, and I still wasn’t anywhere close to landing a full-time job. I woke up each day not knowing if I’d hear good news or if I would go to bed that night with the same pessimistic mindset that I would never get out of this slump. My friends were all getting jobs, and I was batting .000, striking out with every at-bat. I’d start to doubt my abilities and worthiness and wonder why I hadn’t found a job like everyone else I graduated with. It even seemed like younger students were walking into internships with the door held open for them, and every door seemed to be shut in my face.

This is where it gets tough, but remember, every story is different.

What I know now: With every step in the right direction, you will eventually make it to your destination. My parents used to always tell me that everything would work out in the end if I stayed positive and kept working toward my goals. They were right, everything worked out. It always works out in the end.

Not Where You Want To Be

Like I said, every story is different. Fortunately, I was able to keep a post-grad, part-time job at the aforementioned strategic communications agency, but I had bigger plans. I had plans to leave the Southern comfort and hospitality that I grew up in and find my way in a city full of driven and hungry professionals. While in Tuscaloosa, I was fortunate enough to have a boss that motivated and encouraged me to chase my dreams.

The problem: I couldn’t find any opportunity that would open doors. The solution: I had to create those opportunities.

What I know now: Creating opportunities is key. For me, it meant networking and meeting professionals who were willing to share their own advice with me. However, I met so many people during my job search that it began to seem pointless… until I met someone willing to mentor me, encourage me and support me along the way. Thanks, Patrick!

What You Need to Know Now

If someone had told me that it would take over a year after graduation to find my first job, I would have been shocked, only because we’re told early on in college that if we get involved and be proactive about gaining experience then we will be fine.

My story is different. I had to fly to different cities and schedule informational interviews. I had to make networking my full-time job. I had to knock on as many doors as possible to finally have one open. For some reason, my work experience just wasn’t getting me anywhere.

After a long year of getting my hopes up, getting rejected and getting discouraged, I am proud to finally say that I am working in sports and entertainment PR with some of the industry’s brightest and most passionate people.

So, to each and every new college graduate reading this, here’s what you need to know:

Most job opportunities won’t work out — that’s fine. Don’t be discouraged with 100 rejections; it only takes one offer to outweigh all the rejections.
Get out there and meet people who will share their experience and advice with you. You just might meet someone willing to mentor you and guide you along the way like I did.
Never give up on your dreams — reaching your goals will never be a smooth, straight road, just keep moving forward. I finally landed the job I had been dreaming about – the journey to my job now is worth every up and down along the way.
Don’t compare yourself to others. Everyone’s story is different, and that’s what makes it so great. So what if your classmates already have a job? Your time will come…just keep pushing forward.
Enjoy 1 – 4. My friends can tell you I spent most of my job search stressed out and worried. Remember, it will work out in the end so enjoy the ride.

Today I find myself at Ketchum, more specifically, Ketchum Sports & Entertainment (KSE). Looking back, I can say that I wish I had known then what I know now — that it always works out in the end. Sometimes you just have to make it happen for yourself. So when it seems like everyone else around you is moving on, starting their careers and establishing themselves, just remember: every story is different; you can’t compare yourself to everyone else.

Doug is currently an account coordinator at Ketchum, specifically Ketchum Sports & Entertainment (KSE). He holds a Bachelor of Arts in Communication and Information Sciences, Public Relations from the University of Alabama. Connect with Doug on Twitter and LinkedIn.

New Pros Week Q&A with Pat Ford of Burson-Marsteller

August 2, 2016August 15, 2016PRSA New Pros Leave a comment

Editor’s note: as part of PRSA New Professionals week, The Edge sat down with Pat Ford, Vice Chair, Burson-Marsteller for inspiration and advice.

How did you get started in PR?

I got my start with a small public affairs firm in Washington, DC, for which I had already been doing freelance writing assignments as a side job when I was still a newspaper reporter. I didn’t know much about PR then – and in those days (early 1980) – I didn’t ever see the kinds of amazing resources we have today for students and young professionals, such as PRSSA and the PRSA New Professionals program. Once I joined the profession, I loved it and my enthusiasm has only grown stronger over the past 36 years!

What was your biggest challenge when you were a new professional?

The first priority was to learn all I could about how to be an effective communications professional. Because I worked in a small firm and simply didn’t know about PRSA or other organizations from which I could have received training and met with role models/mentors, I really had to drive that process myself.

I immersed myself in anything I could read about PR, and gained a lot from several books on PR. One that sticks in my mind even today is a work by Edward Bernays, one of the most important pioneers in the PR profession, called Crystallizing Public Opinion. It was written in 1923 but still resonated in the 1980s and is still worth a read today. The other key priority was to find and enlist the help of great mentors. I’m so grateful as I think back now about a number of individuals who invested time in my professional development and generously shared the benefits for their vast experience and insight on PR, on public policy, which was the focus of my early days in this business, and of journalism, so I could learn far beyond the limited experience I had.

I’ll never forget those mentors and I feel a sincere responsibility to honor their selfless dedication to me and other young professionals. That’s why I am committed to make that same kind of investment in emerging talent today – and every day of my professional life.

What makes a new professional stand out and advance in the PR industry/to senior leaders?

Your professional persona is, in essence, your brand. So how do we grow brand strength? The most important factors in growing any brand are differentiation and relevance: if someone has made it through our screening process, we expect they will have had good grades in school and be smart; we assume a certain standard of writing ability; we expect they will strive to complete a task when they get an assignment; we expect they are or should be voracious consumers of news and media content from the wide range of channels available to all of us today. Those are table stakes – everyone has to be able to demonstrate those core skills.

What differentiates you as a young professional are the ways in which you go beyond the expected to the exceptional. You do this by learning all you can about how business works and how your company’s (and client companies’) business works. You do it by being proactive and looking for ways to do even the most routine task in an exceptional way, including through flawless execution. You do it by continually enhancing and improving your writing ability and adapting it to each specific business situation. And you do it by asking smart questions that show a keen insightful thought process. And you do it by demonstrating passion for the mission – don’t just say you are passionate or dedicated; show it!

How can new professionals find a mentor?

If you ask them, most will come!

To paraphrase a lyric from one of the best songs in the musical Hamilton: “Look around, look around, at how lucky we are to be alive (in PR) right now!”

Look around in your own office – not just your bosses, but colleagues at every level.
Look around in other professional settings like the PRSA, or the Plank Center for Leadership, or The LAGRANT Foundation.
Look around and seek out people who seem exceptional at some aspects of the business (or, if you’re lucky, all aspects of the business). I can’t think of one who ever declined to be helpful. Some are better than others, but all or most really want to help. These are priceless opportunities for young professionals, but you need to make them happen.

As a whole, what areas do young professionals come in with the least amount of experience or understanding and how can they make up that ground?

Business acumen and exceptional writing ability. I can’t emphasize these points enough. I wish I could connect with every future PR professional while they are still in their early college years and convince them to build more business and economics courses into their course loads. They should also be reading the top business books/publications/sites to build a strong working knowledge of business trends. It will give you an immense advantage.

Even in our new social media world that is heavily driven by video and 140-character messages, you gain a huge, differentiated advantage if you are an exceptionally talented writer. Like any special skill, that requires a passion for excellence, a rigorous devotion to honing your skills, and practice, practice, practice.

What is your top piece of advice for new professionals?

You have NOT reached your destination: this is the beginning of a journey that will have its biggest opportunities and benefits down the road. These early years of your career are incredibly important for establishing a strong foundation for that journey, so think of them that way: soak up as much knowledge and experience; keep asking the right questions; look for ways to differentiate your personal brand; constantly broaden your horizons with the profession and in business generally.

Patrick Ford is Burson-Marsteller’s vice chairman and chief client officer. Over 27 years at B-M, he has held numerous positions including North American CEO and Asia-Pacific Chairman. Pat is a trustee of three leading PR organizations: the Institute for Public Relations; The LAGRANT Foundation; and the Plank Center for Leadership in Public Relations. He was recognized in 2014 with the Plank Center’s prestigious Milestones in Mentoring Legacy Award. Follow Pat on Twitter @fordpat.

We <3 Being New Pros

August 1, 2016August 1, 2016PRSA New Pros Leave a comment

New Pro (n) /n(y)o͞o – prō/

A public relations practitioner with five years of professional experience or less, possibly a student, aspiring PR pro or one who has recently made a career transition to public relations;
A member of PRSA’s New Professionals Section;
A cause for celebration!

Being new pro is an adventure in itself; full of new experiences, people and opportunities. Being a part of PRSA’s New Professionals Section amplifies all of those experiences by giving members a community in which to share their experiences, connect with other like-members and learn from each other. To kick off New Pros Week, we’re sharing some of our favorite things about being a new pro.

“Being a part of the PRSA New Professionals section has provided a network of like-minded professionals right out of college that not only allow me to tap into when I am seeking advice and best practices, but also allows me to share efforts from my local community that might save other new pros from having to recreate the wheel. In addition, this group has also provided friends that I would have otherwise never had the opportunity of meeting. The best of both worlds!” – Greg Rokisky

“The New Professionals Section has given me a sense of belonging within the PRSA organization. My favorite benefit is the opportunity I have to build relationships and to work with other professionals from diverse backgrounds, many of whom I can call friends.” – Henry Cervera Nique

“I love being part of PRSA New Pros Section for the networking and mentorship opportunities I receive. Two years into the working world, I’m still learning tons more about my specific work each day. I rely on several experienced mentors from my PRSA network who help me apply past experiences to new projects, set goals and understand the larger landscape around communications and marketing.” – Brian Price

“After you get past the initial excitement of not having homework, I think the best part about being a new pro is going through the journey of your young 20’s. While it can be challenging, being fully independent for the first time is also very exciting. And the post-college social life is great. Happy hour to catch up with fellow new pros after a long day of hard work is the best!” – Heather Harder

“Two things to love about being a new pro: Connecting with fellow professionals across the country to learn about how to strengthen my career and taking advantage of all sorts of resources to help achieve my professional goals.” – Simon Oh

“I love being a member of PRSA New Professionals! For me, the best benefit is the spirit of mentorship within the section. We not only have the opportunity to connect with accomplished, established mentors, but we benefit from the collaborative leadership of our fellow members. Our members bring fresh perspectives to the practice of PR and communications. We ask questions, we share our ideas, and we combine forces to advance our individual careers and the shape of PR as it evolves as a profession.” – Alyssa Stafford

“Being a part of the New Pros section has helped to make me feel like I belong within the larger PRSA organization and given me the confidence to take on a larger role in my job, in my chapter and in the section itself. Being new at something or somewhere is uncertain enough and being a part of the New Pros section helps to ease the transition from graduating, moving and changing jobs by knowing that there are other people experiencing the same things.” – Robyn Rudish-Laning

“My favorite thing about being a PRSA new pro is having a larger society full of senior, mid-level and junior professionals who are all open to connecting and giving you advice as a new professional. As I’ve progressed in my career it’s also been really rewarding to stay connected with PRSSA through the society!” – Jessica Noonan

“Getting involved in PRSA’s New Professionals section has allowed me to connect with PR pros in other industries and across the country. My favorite part about being a member is bouncing ideas off other PR pros at the same level I am (otherwise difficult if your workplace or city is small), mentorship from seasoned pros who value my involvement with PRSA, and a community that shares my passion for public relations.” – Hanna Porterfield

“I love being a new professional because I feel I have more time to truly figure out what I want to do before I settle in more. I have a lot of new opportunities with new teams and groups, and have been able to branch out more. Being a part of PRSA New Pros has allowed me to continue and strengthen the friendships and connections I made while in PRSSA.” – Lauren Gray

“When you’re just starting out in your first job, your team doesn’t know you. They don’t know your work ethic, your leadership style, etc. So naturally, they aren’t going to give you a whole lot of leadership roles until they know they can trust you. This is true no matter if you’re an intern or an entry-level employee. But for a lot of people who were active leaders in college, (shout out to PRSSA!) this can be disappointing, maybe even frustrating. You’re so ready to make your mark and show them what you’ve got! Being a member of New Pros has provided me with opportunities to lead outside of my office. I’ve been able to further my leadership development through the section so that now, when I have the trust of my co-workers, I can be a better leader in the office and take on those leadership roles I aspire to.” – Jenna Mosley

“PRSA New Pros provides a strong support system when challenges arise. I’m grateful to be a member of this group because I know I can rely on experienced professionals for guidance in tough situations.” – Seth Kingdon

“My favorite part of being a new pro is the ability to experiment, to take risks, to explore, to discover new things. As new pros—as young people—we have that ability to change what we’re doing very rapidly without much consequence. To take a new career path, to try a different industry, to try corporate and then agency, followed by you name it.” – Ben Butler

New Pros Chapter Spotlight: National Capital Chapter

July 25, 2016July 25, 2016PRSA New Pros Leave a comment

New Pros Week is right around the corner and what better way to get everyone excited about it than featuring PRSA’s National Capital Chapter’s lively New Pros group. This month, The Edge sat down with PRSA NCC’s New Professionals Committee Chairs Katelynn Wiggins and Kelsey Pospisil.

The Edge: Tell us about the National Capital Chapter’s New Pros Committee is organized?

National Capital Chapter: We have a core group of really active committee members. They help secure locations for networking happy hours, panelists for professional development events, and help with logistics and registration during events. It is helpful to have involved committee members because with everyone’s busy schedule, typically two people are able to help us with each event.

TE: What kind of programming have you put together for New Pros?

NCC: Most of our activities are networking happy hours at local bars and restaurants. We also offer a few annual events. Headshots & Happy Hour offers attendees an opportunity to get a professional headshot taken while they mingle with other new pros. Professional development events provide information specific to the new professional audience on topics affecting their careers such as personal branding, resume building and presentation skills. The annual baseball networking event is a big hit with chapter members at all stages in their careers. It gives attendees to network in a more relaxed environment and enjoy a game with their fellow chapter members.

TE: How does your group fit into the bigger picture of the chapter?

NCC: The New Professionals group works with many other groups in the chapter. We frequently partner with the Membership committee to offer networking happy hours. We also partner with the University Relations committee to help transition students from PRSSA to PRSA.

TE: What resources do you provide for New Pros?

NCC: The chapter provides new professionals with a mentor-match service operated by our Mentoring committee. We also share job openings with committee members. We encourage more seasoned members to come to New Pros events if they are looking to hire entry or mid-career professionals.

TE: How can New Pros benefit from being involved with their local chapter’s New Pros group?

NCC: The PRSA-NCC New Professionals group is a great place to meet other people in the same stage of their career. It is nice to network in a relaxed environment to exchange ideas and learn from other new professionals. Members have told us they found out about open jobs at our events, and we know of many that have turned into being hired. We facilitate opportunities for people to form, maintain or grow relationships. If you’re eager to connect with other people, we’re just giving you an outlet, and helping you grow professionally at the same time.

Your local New Professionals group is a great way to get to know other people who are going through the same challenges, excitement and career growth you are. As a new professional in the world of PR there is a lot you can learn from connecting and building relationships with other like-minded people.

TE: How do you engage and recruit New Pros?

NCC: Near the beginning of each year the chapter hosts a Membership Rally. We have a table where members can sign up to join the committee. We also have information about joining the committee at all of our events.

TE: What advice do you have for New Pros for using PRSA to their best advantage?

NCC: Definitely make time to attend networking events offered by your chapter. It is the best spot to meet other people in the field. You may even make a contact that could help you find a new job down the line. It’s also a great place to find firms to contract for your company.

TE: What is the best way for New Pros to get involved in the PR community?

NCC: Attend your local chapter events and make an effort to introduce yourself and get to know as many people there as possible. Another way to get involved is through Twitter chats hosted by the National New Professional section. We always say that you’re going to get out of PRSA what you put in. The people and resources are almost infinite, but it’s up to you to take advantage of them.

If you’re in the D.C. area and would like more information on getting involved with the National Capital Chapter’s New Pros group, email Kelsey and Katelynn.

Five Keys to Personal Branding

July 21, 2016July 21, 2016PRSA New Pros Leave a comment

Brands aren’t just for businesses anymore. As a new pro, it’s important to establish your own personal brand and voice out in the professional world to set yourself apart from the crowd. Here are five steps to creating a personal brand that accurately reflects who you are.

1. Define who you are

First step to creating a strong personal brand is knowing who you are. Take some time to think about how you want people to see you and what you want to be known for. Make a list of what you do and don’t want to be known about you, mark the important things and keep it at the forefront of your entire strategy moving forward.

2. Carve out your niche

Now that you know what you are, you need to know what you want to talk about. Add to your list the things that you know a lot about, the things that you’re interested in and the things you want to learn more about. Don’t worry if some of these items seem incredibly different. You can be a great PR pro and showcase that expertise while still enjoying and talking about other interests, like baseball or Keeping Up With the Kardashians or indulging in every show the Food Network has to offer. When making your lists, pick out the most important items at the core of who you are and fill in the rest with the secondary things you’re interested in. Your personal brand should reflect who you are as a whole person.

3. Scrub down your social media

Before you start posting and strategically crafting your personal brand, take a good, hard look at your social media. Check your posts, delete those that you don’t want to be out in the world anymore and keep that in mind as you post in the future. If there are any accounts or photos that you’d like to be kept private, change your settings or take them down entirely. You may think that some of those tweets and posts may never see the light of day again because you posted them so long ago, but better safe than sorry.

4. Fill your tool box

Take a good look at what you want people to know about you and think about how you’re going to present what you know. Social media is a pretty obvious choice, but how and what are you going to present? Will you share posts from your own blog? Examples of work you keep on your website? Guest posts you’ve written elsewhere? Looks like you’ve got some other work to do!

Whichever items you and methods you choose to use, make sure you have all the tools you need to get started before you actually start.

5. Shout it from your mountaintop

You’ve decided on what you want your personal brand to reflect, what you’re going to say, how you’re going to say it and where. Now it’s time for you to stand up on your mountaintop and shout it. Join some Twitter chats, share your insight and your posts, and get out there in front of people who are interested in what you have to share.

What methods and tools do you use to maintain your personal brand?

Robyn Rudish-Laning is a member of South Carolina’s PRSA chapter and is communications coordinator for the South Carolina Council on Competitiveness. Robyn is also a member of the New Professionals executive committee. She is a graduate of Duquesne University and is currently located in Columbia, SC. You can connect with her on LinkedIn or Twitter or read her blog here.