New Pros Spotlight: PRSA Charlotte

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

Connecting with other new pros is an important benefit of PRSA membership for many members. PRSA chapters across the country have organized groups within their chapter to help them connect on a local level, like the New Professionals section does nationally. We will feature a q&a each month to showcase chapters’ new professional groups. This month we spoke with Seth Kingdon, PRSA Charlotte’s New Professionals Committee Chair.

PRSA Charlotte’s New Professionals group works to plan events and workshops to help Charlotte’s young professionals gain a deeper understanding of the PR industry. The committee is made up of nine members, led by Seth.

“We, as a committee, want to cultivate great PR professionals in Charlotte. To make this happen we strive to offer helpful resources and one-of-a-kind opportunities for our members so they can blossom into successful public relations practitioners,” Seth said.

According to PRSA Charlotte New Pro member Justin Taylor, “Being part of PRSA has not only expanded my network, but has given me a great amount of support as a young professional. This support ranges from when I was a recent college graduate on the job hunt to building important skills to be successful in both my professional and personal life.”

Here are some of the questions we had for Seth about PRSA Charlotte’s New Pros group.

The Edge: Could you tell us about the programming and resources you put together for your members?

Seth Kingdon: Our committee initial began by establishing a shared vision for providing professional development opportunities for New Pros and students. We planned a networking event because we saw the value of meeting other new professionals and students in the Charlotte-metro area. We scheduled professional development workshops throughout the year because we all need tools to do our job better. Our committee’s future endeavors include establishing a mentorship program with local PRSSA chapters and pro-bono campaigns and projects.

Overall, we offer networking events and workshops. However, on a deeper level, we recruit new professionals to come to monthly PRSA Charlotte luncheons where they can meet experience PR practitioners from organizations like Duke Energy, Bank of America, Food Lion, Luquire George Andrews and Taylor. We believe mentorship drives a successful PR career, so we encourage our members to find a mentor and to be a mentor.

TE: How many members/participants do you have?

SK: It’s hard to know how many New Professionals are scattered throughout Charlotte, but approximately 20 professionals and students generally attend our meetings.

TE: How do you engage new or potential members?

SK: We each personally reach out to students and meet people at other networking events and invite them to PRSA gatherings.

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

SK: Our New Professional section brings a unique perspective to the overall PRSA Charlotte chapter by offering millennial insight, inventive concepts and an energetic atmosphere for success.

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

SK: First and foremost, attend events so you can meet professionals. Second, it is important to continually build your skill set and be self-taught on important PR topics so you can offer knowledge and insight. Third, establish relationships with two or three professionals—your age and older—who are your “go to” for questions. As you do these things and progress through your professional career, you will consistently learn and be a marketable public relations professional.

TE: And finally, what advice do you have for New Pros for using PRSA to their best advantage?

SK: Meet and develop relationships with as many PR professionals as you can. Build a strong network you trust to contact with questions or advice. Especially connect with those who have more experience than you—even if it feels intimidating.

Is your chapter doing great things for New Pros? Do you know a New Pro doing great work in and outside of PRSA? Let us know!

April 2016 Twitter Chat Recap

April 20, 2016April 20, 2016PRSA New Pros Leave a comment

This month’s #NPPRSA Twitter chat shared tried and true “tools” for a public relations “toolbox.”

Click through the Storify below to see highlights from the conversation and reference our recap infographic.

PR Pros + the APR

April 18, 2016April 20, 2016PRSA New Pros 2 Comments

Continuing education should be a focal point of every professional’s long-term career plan, but especially for PR pros. Working in an industry that is constantly changing requires lifelong dedication to learning, professional development and adapting. It’s not enough to graduate from college with a degree and to have done well in your coursework; continuing your education past graduation is necessary to be a successful PR professional.

There are plenty of ways to keep appraised of new trends, tools, practices and theories within the industry. Many websites and professional organizations, like Hubspot, PRSA, Skillshare, the American Marketing Association, and Ragan Communications, offer online courses and training opportunities on a wide range of topics. You can become certified in inbound marketing, Google Adwords and Analytics, social media marketing or a number of other skills in a matter of days or weeks. Then, of course, there’s the APR — or Accreditation in Public Relations.

Administered by the Universal Accreditation Board, the APR is a designed to “unify and advance the public relations profession by identifying those who have demonstrated a broad knowledge, experience and professional judgement in the field,” according to the UAB’s website. Professionals who sit for the APR exam must have at least five years of professional experience and a bachelor’s degree or higher. Once you become an APR, you’re required to earn 10 maintenance points every three years to remain an APR. Activities that earn maintenance points include professional development courses, teach, mentor, volunteer, serve in a leadership position, publish a book, and more. Five of the points must be in continuing education and professional development.

There are plenty of arguments out there for and against becoming accredited. Some say that the APR has no value and is just a gimmick to get members to spend more money on courses and memberships to remain accredited. Others say that becoming accredited is the best thing they’ve done for their career and understanding of the profession.

Conflicting opinions from respected professionals inspired my deeper survey into how PR practitioners of all experience levels feel about the APR. Using Twitter and email outreach, I gathered 40 responses to a survey I created to gauge feelings toward the APR. The breakdown of respondents looks like this:

Fifty-one percent of responses showed neutral to negative attitudes toward the APR. Ten respondents were either completely on the fence about becoming an APR or leaning against becoming an APR. Eleven respondents are firmly against becoming an APR.

Of the remaining responses, six professionals had become accredited and 10 were planning to pursue an APR. The three remaining responders were on the fence, but leaning towards pursuing an APR.

Those who were not planning to become accredited cited a lack of value as their main reason not to pursue it. A common sentiment was that, given the way PR and marketing have fused and that PR is no longer strictly publicity- and media relations-based, the APR may be a bit antiquated and not quite relevant to today’s professionals.

One account executive from New Jersey pointed out, “I think it may be more beneficial in a strictly-PR career. For example, leading a large agency or working in-house. I also noticed that many of my professors in undergrad had an APR title. It seemed a bit “old school” to many of my colleagues, and I don’t see it much in the professional world of marketing.”

“I took the test a few years back and didn’t feel it truly represented where the field and professionals are in today’s world,” said the president of a Washington, D.C.-based communications firm.

According to a vice president of PR at an agency in Pittsburgh, “[I decided not to pursue an APR] A few years ago when literally everyone I spoke to in a marketing role had no idea what it was and the fact that many senior PR executives actively said it wasn’t worth it. There is no discernible value to it outside of PRSA and intrinsic personal development. No one knows what it is or why they should care.”

From the information I’ve gathered, the biggest hurdle to becoming an APR is in understanding what, if any, value there is. Many people surveyed felt that there weren’t enough career benefits to justify the time, effort and cost of the APR, especially since it’s not just a one-time investment. According to those professionals who were already APRs, there aren’t necessarily immediate or highly noticeable career benefits. The benefits are primarily personal and in the form of resources, networking and personal accomplishment.

“I think the biggest problem with APR is that many in the field are skeptical of what it can and should do. They point to the lack of rigor in the criteria and say it’s not like becoming a CPA, passing the Bar, or earning a CFP,” said a Pittsburgh APR with 31 years of experience. “They miss the point. In communications, we are free to communicate without license and that’s a good thing. But accreditation is only designed to demonstrate that the individual takes personal pride in his or her commitment to professionalism. Is committed to the code of ethics. And that a third-party (PRSA) has testified to this.”

The 10 responders who said they plan to pursue an APR pointed to a deeper understanding of the profession and validation, credibility and proof of skill as the benefits of the APR. Seven of the 10 professionals plan to begin the APR process in the next five years, while two plan to begin the process in the next year.

So should New Pros consider becoming an APR? Sure, we should consider it. We should have many conversations with other pros of all levels and experiences about it. When it comes down to whether to actually do it, that’s a personal decision.

When I started researching for this post, I thought I had made up my mind that I would become an APR once I had enough experience under my belt. After hearing thoughts from professionals on both ends of the spectrum, I’m not so sure. From my research, I’m not the only New Pro who’s a bit undecided. Seventeen New Pro-level practitioners completed this survey; nine are on the fence about the APR, three are uninterested and five would like to pursue one in the future.

There are so many options out there for professional development that an APR is just one of many options for New Pros to continue to grow over the course of their careers. Since professional development needs to be incredibly personalized, there is no one-size-fits-all formula for what the best options are. The best thing for any New Pro is to weigh all of your options – APR vs. graduate degree, extra courses vs. webinars, etc. – and strike up a conversation with as many other PR pros as you can to bounce ideas around, learn new things and find what might work best for you.

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.

Tools for new pros

April 11, 2016April 10, 2016PRSA New Pros Leave a comment

Editor’s note: The Edge will feature posts every other Monday to discuss the benefits of PRSA membership for new pros and celebrate the work being done for new pros by local chapters. Join the conversation on Twitter using #MemberMonday.

When we think about resources for newly minted PR pros, tools like Help a Reporter Out, Buffer, IFTTT, Evernote, Dropbox, Hootsuite and Google’s entire suite of programs come to mind. Membership in a professional organization is often overlooked on that list.

PRSA, or any other professional organization, membership can be a big expenditure for recent grads. Understanding the benefits that come with your membership is helpful in deciding which organization is the best fit for you.

So what tools are available to PRSA members?

PRSA Jobcenter

For new pros on the prowl for a job, Jobcenter is a great resource. With jobs listings from all over the country, it’s an ideal source for seeing what new opportunities are out there. Anyone can view the jobs, but only PRSA members can apply for positions, post their resume and ask experts for advice and insight throughout the interview process. Many chapters also have job boards members to peruse local openings and apply. Since companies have to pay for each job posting on both the local and national organizations’ sites, listed positions are often legitimate and actively considering applicants.

Special Interest Groups

PRSA has 14 special interest groups for members of all experience levels and areas of expertise. Joining a special interest group gives members the opportunity to connect with and learn from their peers and gives them access to exclusive perks, such as networking opportunities, members-only message boards and forums, volunteer and leadership opportunities.

On-Demand Training

PRSA’s on-demand library is a perk well worth the membership dues. Members can browse dozens of training opportunities on everything from PR writing and branding to crisis management and accreditation. Training is offered as a live webinar for those who can tune it at the appointed time and as an on-demand option for those who want to watch it on their own schedule. Web training opportunities are free to members (with some exceptions).

Blogs & Publications

In addition to all of the available professional development and training opportunities, PRSA has a number of blogs, including ComPRehension and PRSAY, to share industry trends, tips and news with members. Its print publications, Public Relations Tactics and The Public Relations Strategist, are mailed directly to members monthly and quarterly, respectively. Individual special interest sections, like the New Professionals section, and some of the 100-plus chapters also have blogs that focus on topics of interest to members. All PRSA blogs are available to non-member as well as members, but content is written almost exclusively by PRSA members and is a great way to establish yourself as an expert or showcase your knowledge in a particular area.

Networking Opportunities

With PRSA’s annual International Conference, special interest conferences and regional conferences across the country, PRSA members have the opportunity to connect with other PR pros from all over. For members who are more interested in making one-on-one connections closer to home, many chapters host local networking events and most special interest sections use special hashtags to facilitate conversation and host monthly Twitter chats. Members can also use PRSA’s member directory to contact particular members.

Mentor Match

Mentor Match is a great option for those who are looking for a little extra guidance, especially those who are new to the profession. Mentor Match pairs a seasoned professional from PRSA’s College of Fellows with a mentee to answer questions, strengthen your resume, set goals, solve a work dilemma, and more. PRSA’s is currently revamping its Mentor Match program, so be on the lookout for updated information on the program.

PRSA Connect

Just announced to members last month, PRSA is launching a new members-only community called PRSA Connect. PRSA Connect will give members the opportunity to interact with their peers to quickly share information, collaborate and discuss issues and questions. In addition to connecting members, PRSA Connect will store all member benefits, such as articles, webinars, recordings, presentations and more. More information will be available later this month.

Want to learn more about PRSA’s benefits for new pros and what tools your peers are using to navigate the PR world? Join us for our April Twitter chat – “Tools for Your PR Toolbox” – on April 13 at 8 p.m. with #NPPRSA.

Carving Out Time For Hobbies

April 4, 2016April 20, 2016PRSA New Pros Leave a comment

Juggling your many responsibilities as a new PR pro probably leaves you wanting to curl up on the couch with your Seamless and Netflix to recharge before you face another day. Set that remote down though, because research has found that engaging in a hobby is a much better way to decompress and re-energize yourself.

According to a 2013 study by Concordia University, people who have hobbies are generally healthier and have a lower risk of depression and dementia as they age. Similar research by a team at San Francisco State University noted that professionals who engage in hobbies, particularly creative activities, are better able to conceive creative solutions for problems in the office. Seems like hobbies are all-around good for you, but what can they do to improve your day-to-day life as a new pro?

Hobbies give you time to clear your mind.

Focusing on a task or project that requires your full attention gives you the opportunity to disconnect from the world around you. The more difficult your hobby, the better. Concentrating on one task for an extended period of time allows your brain to reboot. Just like shutting off your computer every once in awhile is good for it, giving your brain a chance to restart can bring you back refreshed and with a new perspective.

Hobbies boost your confidence.

Think about the last time you were really excited about something you accomplished. That rush of adrenaline, the joy of completing something you’ve been working towards, the pride you felt knowing your hard work had paid off – it felt good right? Maybe like you were on top of the world? Mastering a hobby or a skill can have the same confidence-boosting effects. Whether you’re learning to knit, working on your golf game, cooking your way through Chrissy Teigan’s Cravings or learning to code, conquering your own mountains can make you more confident when approaching other obstacles.

Hobbies relieve stress.

It doesn’t matter if you’ve been struggling with the same problem for days or if your roommate is the source of your angst, spending time on something that is solely for you can wash all that tension away. Concentrating your time and energy on a hobby can put you into a relaxing meditative state. Your brain only has a set amount of room and if you fill it up with fun things, there’s no room left for whatever was bothering you. Plus…

Hobbies ignite creativity.

Zoning out a bit and doing something out of the ordinary can get your creative juices flowing. Spend a little time using your brain in different ways and you’ll start to find new ways to connect the dots of your everyday life. Creativity is just like muscle or math, if you don’t use it, you lose it.

Hobbies create a balance.

Everything is good in moderation. Work, sweets and Netflix are just a few of the things that should be balanced with other things. Every hour of every day shouldn’t be spent on work, work, work. Making time for things you’re interested in is a way of giving yourself a break that you shouldn’t feel bad about. Hobbies aren’t wasting time or frivolous; they’re life-enriching ways to explore new interests and learn new things without feeling like you need to dedicate your life to them. Balancing work and play makes doing things you’re not-so-excited for not-so-bad.