The Pathway to Career Independence

September 18, 2015September 18, 2015Stephanie Vermillion Leave a comment

If you’re just starting out in PR a great place to start is on the agency side. Why? Because there, you will be challenged, exposed to many facets of managing a PR agency, likely find one or two awesome mentors who will help you grow, and have a clear career ladder. Having a clear career ladder is really important when you’re starting out and you want to succeed. “How long does it take/what do I have to do to become an Account Supervisor? Group Director? VP? On the agency side, you will also discover your strengths and your passions. It might be client management, story development, strategic planning, analyst relations, competitive research, writing or a combination of these.

The Pathway to Career Independence If you’re toying with the idea of putting out your own shingle and going solo or starting your own virtual agency, you’re going to either a) need all of those skills, or b) know where to tap into them. You’re also going to be your own accountant, marketer, strategic planner, chief cook and bottle washer. If you are getting serious…the PRSA IPA section is the place for you. I’ve been my own boss now for almost 14 years and a PRSA member for even longer. Here’s what I think IndiePRPros and virtual agencies offer over traditional agencies, and how you can set yourself apart from the pack:

Speed: We’re generally able to “ramp up” in short periods of time;

Ease: Seasoned PR veterans, we know how to make it easy for clients to meet PR goals.

Simplicity & Visibility: Generally avoid expensive processes or layers, focused on results.

Flexibility: Can better leverage budgets strategically, and weather downturns

Value: Low overhead often results in below market rates offering a higher ROI.

Excelling at PR is like excelling at anything – if you don’t try new things and make a mistake or two, you’re not challenging yourself and you’re not learning. When you’re going solo it can get lonely so having a group to tap into for support and some “water cooler time” is really helpful. One challenge we all share is how to grow effectively with stability – our choices go directly to what brand we are developing for ourselves.

What kind of clients do I want to work with?
What should my billing rate be? Hourly or Retainer?
If I add team members should they be an employee or subcontractor?
What are best accounting process & software?
What are the best practices in invoicing & contract preparation?
Are there any templates I can customize to get me started?
What should I be focusing on with my limited time/$ for professional development?

When you are an independent practitioner, you are the master of your universe – some will choose to be “always on,” others will build businesses that offer more work/life balance. Regardless of your choice, you need to create an infrastructure. The members of the PRSA IPA can help you tackle these decisions by helping you understand the options you have so you can figure out what’s right for your emerging enterprise and build a successful career.

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Gina Milani is president at Milani Marketing & PR, LLC & founder of Junglebuzzprtools.com. She is also PRSA IPA Chair for 2015.

Four Ways Giving Back Helps You Grow as a Leader

September 10, 2015Ashleigh Mavros Leave a comment

Launching your career isn’t a one-step process. It takes time and strategic planning to really narrow down both your short- and long-term goals. But thinking about these goals isn’t enough. How are you going to get there?

As new professionals, we need to proactively think about how we’re going to land those senior-level executive positions. It’s not going to happen tomorrow but that doesn’t mean we don’t need to take initiative now.

Yes, we’re driven and have aspirations, and we really do want to be leaders. But the important part is for all of us to take steps back and ask ourselves, why? Why do we do public relations, and why do we want to be leaders of the industry? Then, we need to focus our approach on that.

For me, the answer derives in the reason I chose public relations and my biggest motivation in the work that I do: to help people. PR gives me the capability to effect change for the causes and organizations I’m passionate about, so becoming a leader means I’ll have even more knowledge, experience and power to do so.

Looking at my career with that perspective made it easier to narrow down what I could do in addition to my day job to grow professionally while simultaneously making a difference in my community. For me, that’s using my skills to help local nonprofits and community organizations.

The agency I work for, similar to agencies many new professionals work for, works with nonprofits and other community organizations on both a client and pro-bono basis. For me, this includes participating on fundraising and networking committees, directly communicating with donors or members via newsletters and social media, and so much more. By building relationships with these clients and executing campaigns, I’ve noticed firsthand how much these organizations rely on volunteers to achieve their missions, a universal truth for all nonprofits.

As a new professional, you can make a bigger difference than you may suspect for the nonprofits and organizations in your community. In addition to feeling great about doing good work, you’ll:

Expand your network.

As PR professionals, we understand the value of relationships. And while our co-workers become our work families, it’s important to build a network throughout the community beyond the office. Volunteer positions do just that.

It can be intimidating to arrive alone to your first meeting or event, but you need to start somewhere. Before you know it, you’ll no longer feel like you’re stepping out of your comfort zone and want to start volunteering for leadership positions. Also, it’s likely you’ll meet and work with people from different industries and professions, who could then turn into friends and mentors. These relationships can last a lifetime and open the door to new opportunities and shared passions.

Become the expert.

Depending on the organization or people you’re interacting with, you could be the only PR professional in the room. So when a communications-specific question or request is brought up, all eyes turn to you. This doesn’t mean you’re expected to know the answer in a blink of an eye, but you’re expected to be able to figure it out – an important skill as PR professionals are looked to as problem solvers. As an added bonus, you’ll become more comfortable and confident speaking up or learn when to let others do the same in these situations, which can help in all aspects of your career.

Build your resume.

Volunteer-based experiences are often equally as beneficial as on-the-job experiences. Most nonprofits and community organizations run on shoestring budgets, which make successful campaigns extra impressive. The ability to articulate your role in a successful project can speak volumes to your impact and leadership skills. Through volunteering you’ll also get hands-on experience with industries you may not typically be involved with, which can help round you out professionally or let you explore new interests if you’re not super passionate about the PR work you’re doing from 9 a.m. to 5 p.m.

Learn new approaches and skills.

You’ll notice there are similar practices utilized among different organizations, but you’ll also pick up on differences. An organization may use a strategy or tool you’ve never explored. Each new skill you learn can enhance your value and help set you apart from peers, vital steps for career growth. And as you gain new skills and ideas, you’ll be able to contribute a different perspective to the meetings you attend – positioning yourself as a leader.

It’s never too early to get involved – whether you’re a college freshman or seasoned professional – take some time to consider how you can give back and become a better leader.

What types of volunteer roles do you have in the community? What are other career benefits you’ve noticed from giving back?

Hannah Leibinger is an account strategist at Piper & Gold Public Relations, a boutique agency in Lansing, Michigan, that specializes in government, nonprofit and small business public relations. In the Lansing community, she serves as the chair of communications for Grand River Connection, new professionals co-chair for the Central Michigan Chapter of PRSA, social media coordinator for Giving Tuesday Lansing and a member of the Old Town Commercial Association business development committee. Connect with her on Twitter (@hleibinger) and LinkedIn.

Three Ways to Become Indispensable at Work

September 8, 2015Ashleigh Mavros Leave a comment

When I started my PR career, I focused on nailing the basics of PR – writing strong press releases, building solid media lists, writing great emails. I strove for accuracy and a job well done. As I’ve grown in my career, I’ve realized that while mastering the fundamental PR skills is paramount, I also need to always be looking for ways to add value to my organization. PR professionals who prove that they add real value to their organizations simply do better professionally – they are promoted, secure new jobs more easily, and are liked by coworkers. Here are a few strategies I’ve picked up on so far, and try to put in practice in my career.

Go above and beyond.

Basic advice, but many PR professionals just do what absolutely needs to get done per their job description. They complete tasks delegated by their supervisor, and leave work when they finish them. This is a fine approach to work, but it’s not likely to get you promoted quickly. It’s like the old saying, dress for the job you want, not the one you have.

Show that you are worthy of the job that you want, instead of just doing a decent job at the one you have. Be the person who offers to stay late to finish a big project, or take some workload off of a coworker who is over-burdened. Communicate your interests and ideas to your supervisors. They will take notice of the team members who demonstrate passion, creativity, and ambition.

Build strong relationships with your coworkers.

PR is based on relationships. We’re focused so much on client and media relationships, that sometimes we forget about the other important kind of work-related relationship: coworker relationships. Think about the kind of coworker you personally would like to work with. For me, that person would be trustworthy, friendly, positive, encouraging, collaborative, helpful, drama-free, professional – try to be that person at work!

When you genuinely like the people you work with and they like you, you’re able to collaborate better, advocate for each other and increase your productivity. Get to know your coworkers outside of the office. Coffee dates, happy hours and exercise classes are all great ways to bond.

Manage up and make your supervisor’s life easier.

If you think about the purpose of a job in the most basic sense, it’s to make the life of your supervisor easier. This is especially true in an agency environment, where account coordinators support account executives, account executives support account managers, and so on.

Make sure every piece of work you turn into your supervisor – research, media lists, pitches, press releases, fact sheets – is absolutely spot-on and error-free. Attention to detail is so important in PR. Don’t drop the ball by turning in work with mistakes that could have easily been avoided by an extra review. When supervisors barely need to edit your work, they will appreciate you and ultimately view you as a necessary component of their own work life – making you irreplaceable.
If you quit your organization tomorrow, what kind of impact would it have on your team, and the company overall? Becoming indispensable at work is different from being good or even great at your job, and has everything to do with the value you add to your organization. What are some of your strategies for becoming that indispensable team member?

Lauren Leger graduated from Boston University with a bachelor’s degree in communication, concentrating in public relations. She started her career while still in college at Boston-based PR firm, Zazil Media Group. Lauren relocated to Dallas, Texas in fall of 2014 and began working atThe Power Group as a PR account executive. She recently took on a new role as Power’s manager of digital strategy, where she brings her PR expertise to the digital realm of the business. Connect with her on LinkedIn and Twitter.

The Power of Perception in Your Career

September 3, 2015September 28, 2015Ashleigh Mavros 1 Comment

How many clichés have we heard about perception? “Beauty is in the eye of the beholder.” “It’s the thought that counts.” Or a slightly deeper and personal favorite, “The difference between a flower and a weed, is a judgment.”

Our perception of the world around us influences our reality in more ways than we can imagine. And I think recognizing this, that the way we look at a situation can either improve or worsen our experience, gives us a great deal of power that few tap into.

Take rejection for example.

Rejection is often seen as a bad thing. And people aren’t wrong; it hurts to not get the raise you were hoping for, the dinner date you’d been looking forward to, the media placement you put SO MUCH time and energy into. Having to turn off the happy-ending movie of expectations playing on repeat in your head really, really sucks. No one likes being told “no.”

But there is a power in understanding the significance of the situation. If we can shift our vision of failure from a dead-end street, to instead an alley with many alternatives, we gain the ability to mold our future into something not only desirable, but preferable. Rejection doesn’t have to immobilize you into a mere spectator.

No, things may not be going according to plan… So what are you going to do about it?

There’s an offbeat idea that floats around the outskirts of mainstream acceptance, that with every decision we make, those pivotal fork-in-the-road moments, there is a parallel timeline that continues without us. The “what if” timeline. It’s a repeated theme we find in movies all of the time. You fail to catch your train before an important meeting at work… You may lose the account and in turn your job, forcing you dig deep to find your true passion and make a new life for yourself. OR… You might find a way to keep your job, move closer into the city and end up meeting the love of your life next door. If either timeline is an equally viable option at the start, the possibilities in how drastically different your timeline could unfold is enticing… What if there were no wrong decisions? (If you haven’t already, watch Sliding Doors staring Gwyneth Paltrow circa 1998.)

Now, while I don’t recommend dwelling on the literal idea dual timelines, I have to wonder; why can’t we see rejection in this philosophical light?

Getting told no, when you step back and think about it objectively, is simultaneously getting told yes (or at least maybe) to a handful of doors that would’ve otherwise been closed had you never been rejected in the first place. It is the pivotal step in scientific theory! Hypothesis, test, fail, repeat until a solution is found. Rejection isn’t a period at the end of a sentence; it’s a semicolon that can guide you on to something better.

It’s all about the way you look at it.

Couldn’t rope an investor to help get your start up off the ground? That doesn’t have to be a bad thing. Think about this possible alternative: You’ll likely find an interim job and build your skillset in the meantime, continue to improve your start-up and perhaps meet your new business partner during the downtime. Then, without investors, you’d be free to run things your way, an option that would have never been available had the initial plan followed through.

This idea isn’t limited to the business world, either. Think about how, if you dropped your initial snap-perceptions of people, places or situations, how things would look different (perhaps even more friendly) to you.

Self-awareness of our perceptions can be an incredible superpower when used properly. When you recognize this, you won’t immediately act on those preconceived ideas of how you see the word “no.” You’ll pause. You’ll soak in both sides, and feel before reacting.

Understanding that there are always (at least) two sides to every story means accepting that our perception of reality is likely dramatically different from someone else who experienced the exact same thing. It’s a scary thought, but it’s also a little bit liberating when you think of how you can change your reality, simply by changing the way you interpret the things presented to you.

In life, you can’t move significantly forward without taking a few risks. And we all know that walking on those rocky, risky, unpaved roads typically comes paired with a few unexpected missteps along the way. If you can take these speed bumps in stride, looking for the next alternative route without getting stuck at a dead-end in the road, you’ll be able to handle whatever rejections may come your way. Because being unstoppable isn’t about receiving all green lights, but hitting red lights, stop and “Do Not Enter” signs and persevering onward anyway.

Megan O’Neal graduated from UCLA in 2011 with a Bachelor of Arts in Communication Studies, emphasizing in mass communications. She is currently the PR Specialist at Marketing Design Group and volunteers with the National Multiple Sclerosis Society, freelancing for the public relations department. Connect with her on Twitter @megannenicole.

6 Tips for Leading a PRSA New Pros Local Chapter

August 26, 2015Stephanie Vermillion Leave a comment

Whether you’re in a current leadership position or your looking to take on a lead role with your local New Pros chapter, it never hurts to seek advice. PRSA writes that “New Professionals membership is a mark of distinction that demonstrates your confidence and desire to succeed.” They’re right. That’s why you’re here, to succeed and to help others succeed.

Rebecca Potzner, PRSA Cincinnati New Pros Chair, at one of their many successful New Pros events!

Becoming a New Professional member and now leading my local chapter, I’ve come to learn a lot about leadership and myself. Here are a few tips that I’ve learned from leading my local New Pros chapter that I hope will help you and your chapter.

1. Don’t be a lone wolf. While you’re leading the chapter, this doesn’t mean that you should be doing absolutely all of the work on your own. Forming a leadership committee will not only strengthen the bond of your chapter but it allows members to take initiative and to help shorten your to-do list. Don’t be afraid to delegate or to ask for assistance. Remember, two heads are better than one!

2. Communication is key. As cliche as it sounds, keeping a strong open communication channel between your members, leadership team and PRSA board is crucial. Scheduling board meetings, emailing updates or even meeting for a quick coffee can help keep everyone accountable and in the know. This tip falls hand in hand with the next two.

3. Collaborate. As New Pros, we are essentially the middle man between PRSA and PRSSA giving us the opportunity to open new doors and spark new relationships. Take advantage of this. Connect with local PRSSA chapters by inviting them to events or offering to work with them on future events. The same goes for your PRSA chapter. They want to know what the younger generation is up to, so keep them in the loop! Even better, reach out and work together on a future program. After all, PRSA offers all the perks!

4. Be Socially Connected. Considering our demographic, social media has become the best outlet to reach members and potential new members. Networks like Facebook and Twitter are great to share content and to help to spread the word on your upcoming events. While your organization’s profiles are important, a great tool to take advantage of is Facebook groups and Google Drive. These both allow you to reach your board and start an ongoing conversation without bombarding their email inbox or clogging their hard drive.

5. Map it out. It’s no secret that people like consistency. It makes things easy. Taking the time to map out chapter events for the year helps to keep a consistent calendar and makes for easy planning. After establishing your chapter’s goals for the year, brainstorm program ideas and line them up throughout the year. This helps establish a plan you can stick with and promote.

6. Make it fun. It’s not all work, promise! Take time to relax and enjoy some time with your members to catch up. As for events, think outside of the box. Events don’t always have to consist of sitting in a stuffy room listening to someone speak or just a simple happy hour. Go behind the scenes somewhere, attend a sports game. or take a tour around the city. Your opportunities are endless and each option offers a chance to make a new connection.

Rebecca Potzner is the PRSA Cincinnati New Professionals chair, and runs her own blog, Twist on PR. Follow her on Twitter @BeckuhBeck for great PR insights & tips!

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