Picking your battles: brand engagement

June 9, 2016June 9, 2016PRSA New Pros Leave a comment

Everyone loves brand involvement, but there are times and places for it. A brand should know when to pick a fight or to just let it go. Let me show you three examples of good, bad and the okay in brand engagement. When mentioning a celebrity or brand you are picking your battle and it is best to evaluate all outcomes before name dropping. Social media allows ways to build loyalty or look awful.

Examples

Bad Example: Watch for someone known for rants

Since 2009 when Kanye infamously stole Taylor Swift’s moment at the VMA awards, we should know that he is outspoken. He later wrote a song about making her famous for his latest album, but Pizza Hut UK did not get the point. Kanye went on a Twitter rant about how he was in debt, but could still afford designer clothes and furs. Carter’s clothing and Baby Gap was smart enough not tweet to Kanye that they might be a cost-effective alternative. However, Pizza Hut UK didn’t consider that. It was hilarious at first because they tweeted for him to fill out a job application. The laughter ended when Kanye replied, “He needed more money in order to bring more beautiful ideas to the world.” Pizza Hut UK made matters worse by tweeting a fake resume with multiple spelling errors and a reference of Taylor Swift that was crossed out. It ended up poorly reflecting on Pizza Hunt in the end.

Okay Example: Beyoncé and Red Lobster

In the lyrics to “Formation,” it stated when they would frequent Red Lobster. Beyoncé is a hard person to say something about and she has her fan base the Bey Hive, which can sting you if you say something particularly negative about Beyoncé. Although Red Lobster saw a 33% increase in sales the week of the release of Beyoncé, they faced criticism because it had too much of a pun. In addition to a lack of response time, they also stated they had “Cheddar Bey Biscuits.” The tweet received over 14,552 retweets. However, the tweet garnered positive and negative reactions from people.

Great Example: An Internet star is born and a Chewbacca Mask

When Candace Payne broke the record for Facebook Live views, Kohl’s ran to support her. They surprised her kids with their own Chewbacca masks as well as a monetary credit to Kohls’. Candace could be viewed as an ad for Kohl’s because she mentioned them and their product. Needless to say, that mask sold out on Internet sites. Kohl’s won by thanking her for her loyalty. Not to mention that Payne seems like a grateful person because she reminded her children to give thanks. Unlike a celebrity, Candace Payne is a normal person who happened to stumble upon a brush with fame, which makes Kohl’s seem like a relatable brand that is appreciative of their loyal customers. This will be interesting to see if over the next few weeks Kohl’s stocks increase for a company that has been experiencing a drop in stocks.

Emma Hawes is currently working as a freelance social media content creator, while attending graduate school online at Purdue University. Hawes has a bachelor’s degree in communication, with concentrations in journalism, public relations and broadcasting from Mississippi State University. In college, Hawes was a freelance broadcasting technician, working behind the scenes for games with ESPN. When she is not behind her MacBook, iPhone or camera, she enjoys watching comedy, reading and cooking. Her fictional idol is Leslie Knope on Parks and Recreation.

10 PRSA member benefits you should be using to network & grow your career

June 5, 2016June 12, 2016PRSA New Pros Leave a comment

The main draw of joining a professional organization like PRSA is its plethora of member benefits. Among them are the oft-missed resources to connect professionals of both similar and different backgrounds no matter where they are in the country. Networking, in any of its forms, can be overwhelming, particularly for new pros. So how can we use PRSA’s tools and benefits to network and grow our careers?

First, it’s important to know what’s out there for you to use. New pros have two types of networking tools to use: those available to all PRSA members and some that only New Professionals Section members may access.

For all PRSA members:

Member Directory

Know a member that you want to connect with? Moving to a new city and want to connect with some members of your new chapter beforehand? PRSA’s member directory can help you. The member directory allows PRSA members to search for other members using a variety of criteria. Whether you want to search by name, location, designation, chapter, expertise, section, organizational setting or industry, the member directory is the place to go. Click here to search the PRSA’s member directory.

Twitter Chats

If sending an email to a stranger isn’t quite up your alley, you’re not alone. A great way to meet other PRSA members organically is by participating in the organization’s monthly Twitter chats. Professionals in a variety of backgrounds and experience levels tune into these chats and share their experience on whatever the topic at hand is. Feel free to like, retweet, reply to and follow any members participating. After the chat, if you’d like to talk more with particular members, tweet at or direct message them. Click here to follow PRSA on Twitter.

MyPRSA Forums

The forum is an online message board hosted on PRSA’s website. Members may read threads, post their own questions or comment on those posed by others. There are different threads for professional interest sections, including New Professionals, current issues, and topics in PR. The forum is a great way to ask advice from other members in a somewhat private setting. Click here to access the forum.

Chapter meetings & events

All chapters host meetings and events for members. Attending a happy hour or presentation is a great way to meet other professionals in your area and make connections. Attending is also a great way to get your foot in the door and participate more within your local chapter. Click here to find contact information for your chapter.

Conferences

PRSA’s international and regional conferences are another great example of how to use your PRSA membership to meet other professionals. Regional conferences are hosted throughout the year by the organization’s 10 districts. PRSA’s annual International Conference is hosted each fall. While attendance is not limited to PRSA members, registration is always discounted with a membership. Click here to learn more about PRSA events.

PRSA Connect

PRSA Connect is a new benefit launched earlier this year. This online community makes it easier to collaborate and stay connected with your peers. You can join discussion groups and boards relevant to your interests, search for colleagues with similar interests and backgrounds and share resources and information within your community groups. Click here to access PRSA Connect using your MyPRSA login.

For New Professionals Section members:

New Pros LinkedIn Group

Members of the New Professionals section may request to join the section’s private LinkedIn group. Their members can post questions and relevant articles and engage with other section members from across the nation. Click here to visit the New Professionals Section’s LinkedIn group.

New Pros Facebook Group

In addition to our Facebook page, where you can find updates from the section and articles of interest to PR pros, members can join our Facebook group to chat with other members, discuss topics of interest to new pros, ask questions and more. Click here to join the New Pros Facebook group.

Section Twitter Chats & Google Hangouts

As a section, we host monthly Twitter chats and Google hangouts for members to participate in. Each one has a specific topic to be discussed and some have special guests attending to provide some insight from their own experience. All members are encouraged to participate in these chats and hangouts as a great way to learn and meet other section members. Click here to view scheduled chats and hangouts for the rest of 2016.

Section Blog

The New Professionals Section also has a blog chock full of resources, tips, and advice for new pros. Anyone can read the blog, but it’s entirely written by section members. Each month focuses on a particular topic and is a great way for new pros to showcase both their writing skills and expertise. Click here to check out the upcoming topics and volunteer to write for the blog.

As you can see, there are plenty of resources out there for new pros members to use to network and further their careers. What are your favorite tools and benefits available to PRSA members? Share them with us on Twitter using the hashtag #MemberMonday.

New Pros Chapter Spotlight: PRSA Central Michigan

May 23, 2016May 23, 2016PRSA New Pros 1 Comment

There are many PRSA chapters that are doing great work to bring together New Pros and creating an inclusive group to make the transition from student to professional a little easier. This month, we sat down with Hannah Leibinger and Greg Rokisky, chair and vice-chair, respectively of PRSA Central Michigan’s New Professionals group.

The Edge: Tell us about Central Michigan PRSA’s New Pros group:

Hannah: Central Michigan PRSA New Professionals is the premier networking group for up-and-coming public relations professionals in the greater Lansing area. The group is for new professionals – up to five years new to the field – to network, hone public relations skills and transition into the public relations field with a group of familiar peers. Members of CMPRSA New Professionals don’t need to be CMPRSA members and most activities have little or no cost.

TE: How many members do you have?

H: Since we launched our group in February 2015 after it was inactive for several years, we essentially had to cultivate a group from scratch. We’re currently at around 35-40 new professionals.

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

H: Our goal is to provide programming our members want, which means we frequently have discussions about what everybody is interested in and what they’ve liked so far. Our events have included casual happy hour mixers, a tour of a print shop (which included putt putt golf!), launching a book club (we’re currently reading No Cape Needed by David Grossman, ABC, APR, FELLOW PRSA), LinkedIn peer reviews with free professional headshots by a local photographer, a graphic design workshop for the holidays, a Q&A happy hour with some of our chapter’s more experienced professionals and more.

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

Greg: Essentially, the CMPRSA New Professionals section is the key network that bridges the gap from new graduates to new professionals in our region’s public relations industry. We encourage PRSSA students on the cusp of graduation to attend our events and get a feel for the mid-Michigan professional world. Most students don’t escape the bubble of Michigan State University’s campus and miss out on the great opportunities Lansing has to offer. From there we give new professionals an outlet to comfortably express the highs and lows of transitioning to new professional life, in order for them to become fully integrated members of the larger PRSA community.

TE: What resources do you provide for New Pros?

G: We provide resources from PRSA national, PRSA New Pros national and opportunities to strengthen their resume such as pro bono professional headshots, contributing to The Edge and networking opportunities with more seasoned professionals. But what Hannah and I believe is most valuable for a new professional is a network of like-minded individuals that can come together and communicate any hurdles or achievements we experience in our workplaces. It’s a safe place to learn, vent and grow to become the talented public relations leaders that we look up to, both in our chapter and beyond.

TE: What do some of your members see as the benefit of being a part of the bigger New Pros group?

H: We’ve had a lot of great feedback from our members. Some of the best things we’ve heard are:

“I like being able to connect with and share experiences with other PR new professionals in the community. We can bond together, whether it’s sharing successes or occasionally venting.”

“It’s great to collaborate with other professionals who are experiencing the same success and failures as they navigate the PR profession. I joined for networking opportunities but have now made some great friends!”

“I love new pros because it’s the perfect outlet to engage with other new professionals and establish strategic relationships.”

TE: How do you engage and recruit New Pros?

G: We do a blast for every new professionals event to our full chapter membership, and then ask our board to inform interns/new professionals that might not be on our list. We also have our own Google form for our new professionals section that allows us to easily capture emails via social media posts and at events. Overall, it’s been a lot of grassroots and word-of-mouth effort on our part.

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

H: PRSA offers a variety of resources, so it’s just a matter of taking advantage of them. I stay in the loop by following all the social media accounts for PRSA, PRSA New Pros and my local chapter.

G: Don’t be afraid to reach out to others, virtually or in-person, that you think you could learn from. Attend Twitter chats for both PRSA and PRSA New Pros and put yourself out there and go beyond the “four walls” of your city.

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

H: In regard to advice, I’d say to take initiative and step up for leadership roles, such as spearheading your new professionals group or volunteering on a committee. It makes meeting PR and other professionals in your region a lot easier, plus you get great experience to add to your resume!

G: It’s tempting as a new professional to want to blend in to fit in, but that’s not the case. Be yourself, as only you can offer your unique set of skills and abilities. Look for mentors that can help guide you, and that often means looking outside of your organization. Above all else, never stop learning! The more you can provide value in your presence, the harder it will be for your company, PRSA chapters, etc. to ever let you go.

Don’t forget to connect with CMPRSA on Facebook, Twitter or by visiting their website. You can also connect with Hannah (Twitter or LinkedIn) and Greg (Twitter or LinkedIn).

From Intern to Full-Time

May 19, 2016May 25, 2016PRSA New Pros Leave a comment

As graduation season is among us, college seniors are throwing their caps in the air and entering ‘the real world’. For many, entering the real world starts with a post-grad internship as PR agencies often take on recent grads as interns. As an intern supervisor, and former intern turned full-time employee, I’ve seen many seniors take internships after graduation, stay on full-time and go on to have successful PR careers.

Consider these tips to turn your internship into a full-time offer.

Be in the right mindset: Treat your internship like an entry level position. In many cases there’s minimal difference between intern duties and entry level responsibilities, so take each day seriously and don’t view it as a temporary position.

Learning experience: View your entire internship as a learning experience, so every assignment and task gives you additional experience and skills that can transfer to your full-time job. Also take advantage that while you’re an intern you’re not expected to know all the answers and your colleagues are excited to teach you what they know.

Network: Build a strong network within the company. At least once a week during your internship aim to sit down with colleagues to get to know them and see what you could work on with them. One of the best pieces of advice I ever got was to seek out a mentor, advocate and sponsor. A mentor can help coach and develop you into a full-time employee, while an advocate is your champion to fellow colleagues and a sponsor elevates your career.

Focus on the work: Remember that at the end of the day, it’s about the work you produce. Make sure your work is high-quality and delivered before deadlines. As the summer goes on and you get a feel for the company seek work and projects that will last beyond your internship so you can carve out a place for you full-time. Also consider if you’re at an agency the financial implications of your hire and look for accounts to be on.

Test the waters: An internship is not only a time for the company to evaluate you, but for you to evaluate the company and see if you are a good fit before signing on full-time. Think of your career goals and if a full-time job at the company would help get you where you want to go.

In short, make yourself a valued employee that the company and your colleagues see you as an entry-level employee before you technically even are.

What did you do to land a job from your internship?

Jessica Noonan is an Associate at Burson-Marsteller and serves as Chair of the PRSA New Professionals Section. Connect with her on Twitter @jess_noons and LinkedIn.

Leadership Outside of the Office

May 15, 2016May 15, 2016PRSA New Pros Leave a comment

Maybe you were a leader when you were in PRSSA, or honed your leadership skills through your on-campus involvement. Now that you’re a new professional, you get to start anew and take your leadership to another level. Natural-born leader or not, there are many ways to exercise your leadership outside of the workplace.

PRSA and similar organizations

Local PRSA Chapters and New Pros committees are always looking for new leadership. I always hear from seasoned PR professionals that New Pros are the future of every organization, so why wait until later when you can start making an impact today?

Every organization needs strong leaders to help make crucial decisions. The best way to get your foot through the door in PRSA leadership is by leading in a committee or undertaking a big event/workshop. It’s a great way to network and get some name recognition if you hope to join the board of directors one day.

Local nonprofits and philanthropies

Most nonprofits are in need of an extra hand, and what better way to cure that do-gooder itch than to lend your expertise to a local nonprofit? Find a cause that you’re passionate about, rally up volunteers and lead the cause calling your name. If there isn’t a cause that piques your interest, start one.

There are so many ways to give back to the community: food drives, local politics, animal shelters and the list goes on. Find an area that could benefit from your expertise. A lot of millennials care about cause-driven movements, so finding people to join the effort shouldn’t be too difficult.

Share your knowledge

Leaders share their wealth of knowledge with others. Leaders also build others up, which brings up the quality of people around them. Not only does this extend your authority on the topic of leadership, but it also helps aspiring leaders learn from you. This could include speaking at a PRSA workshop, PRSSA meeting or offering advice at an organization that helped you get to where you are right now.

Even if you don’t think you’re the strongest leader around, these are great ways to become one. If you believe you’re a great leader, bring those qualities to the table and make something better.

Gemrick Curtom is a member of the PRSA New Professionals Committee and the PRSA Houston Chapter. He is a University of Houston alum and currently resides in Houston, TX. You can follow him on Twitter or connect on LinkedIn.