#ThrowbackThursday with Christopher Penn

Stephanie Vermillion 1 Comment

Editor’s note: This is the second post in our monthly #ThrowbackThursday series, which features a prominent, successful PR pro taking a look back and sharing tips from his/her days as a new pro. 

Earlier this week, we shared five skills young pros need to excel in the PR world, and as many noticed, digital knowledge was at the top of that list.

Christopher S PennToday’s #ThrowbackThursday guest, Christopher Penn, pretty much wrote the book on digital PR. (And by “wrote the book,” we mean authored three best sellers.)

He’s the vice president of marketing technology at SHIFT Communications, co-founder of PodCamp New Media Community Conference and co-host of the Marketing Over Coffee podcast. Christopher has been named one of the top 50 most influential people in social media and digital marketing by Forbes multiple times, and he was named the PR News 2014 Agency Professional of the Year.

So, yeah. When it comes to integrated marketing communications, Christopher Penn is kind of a big deal. Now, let’s take a walk through his PR memory lane on this #ThrowbackThursday!

Question 1: You didn’t start off in PR right out of school. How did you get started in the industry?

It’s funny you mention that. I’ve been a marketer for years and years. The middle of the funnel – lead generation – was really my area of expertise. I could squeeze leads out of nearly any audience with tried and true marketing tactics.

But I ran into a problem: where does the audience come from?

As a marketer, you usually just buy it, with ads or list buys. That gets expensive. In 2012, I was talking to a good friend and agency owner, Mitch Joel, and he said that I needed to understand the agency world.

After that conversation, I reached out to longtime acquaintance Todd Defren, co-founder of SHIFT Communications, and said hey, let’s trade. You teach me about the top of the funnel and how PR works, and I’ll bring the middle of the funnel expertise to your clients. That started a beautiful relationship!

Question 2: Right out of college, what would you say are the most important skills new PR pros should possess?

The Ability to Write

Writing is at the heart of modern marketing and PR. Everything begins with writing, from sticky notes on your desk to 90,000 word books to screenplays for YouTube videos. Even great speaking leverages your ability to skillfully choose words. The problem is, most people aren’t great writers. Most people are average or slightly below average writers who can’t communicate with clarity.

I recommend that every student – and every PR pro – become familiar with tools like SlickWrite and Hemingway. While these tools cannot fix problems with structure, logical flow, or facts, they can identify basic flaws in writing. See this post on up-cycling content for a bit more on these tools.

The Ability to Do Deep Analysis

Statistics and mathematics are core skills for today’s PR pro. I know, I know, you got into PR to avoid math. Bad news: everything has math now. You must have the ability to take data, visualize it, analyze it, and turn it into insights and strategies.

Many students take courses with tools like SPSS and R; when they leave university life, those skills quickly atrophy. Don’t permit that to happen. Download data sets from public sources like data.gov to keep your data analysis skills strong. Practice, improve, and expand your data analysis toolkit.

If you’re facing data analysis challenges, I also recommend my latest book, Marketing Blue Belt.

The Ability to Be Creative

Creativity is one skill area that gets systematically beaten out of you by school and work. The ability to be creative hinges on your inputs, on how much useful stuff is in your brain that you can draw on at any given time. If all you’ve got in your head is junk, then all you’ll produce is junk. (Click to Tweet!) Feed your brain, especially after leaving an academic environment!

The more useful, usable information your mind has to work with, the more creative you can be. (this is also the basis for my previous book, Marketing Red Belt).

Question 3: Many new pros know they need to learn digital marketing skills, but they don’t know where to start. Can you share some tips on how new pros can learn on their own?

Learn by reading. There are great books out there like the Portable MBA on Marketing that can give you a solid foundation. If you’re in a hurry, I wrote a Cliffs Notes style book on marketing called Marketing White Belt.

Question 4: What were some of the pivotal teachings or experiences from your past that helped you become the PR pro you are today?

The biggest lessons come from the martial arts. One of the tenets of the art I practice is “keep going!”. It’s an admonition to never get comfortable, to never believe that you’ve won, and to keep learning.

One of my teachers, Ken Savage, has a great expression, “Teacher for now, student for life”. As we rise up in the ranks of our organizations, we tend to forget to keep learning. We get entrenched. We don’t budget time for learning – and we fall behind. Our organizations fall behind. Don’t let that happen – keep going!

Question 5: If you could go back in time and give advice to yourself during your first year in PR, what would you say?

I would advise myself to buy Apple stock before the 7-1 split last summer. Investing 100 shares in Apple when I joined SHIFT would have cost $12,400. Today that same investment would be worth $87,493.

More about Christopher:

Christopher S. Penn has been featured as a recognized authority in many books, publications such as the Wall Street Journal, Washington Post, New York Times, BusinessWeek and US News & World Report, and television networks such as PBS, CNN, CNBC, Fox News, and ABC News for his leadership in new media and marketing. In 2012 and 2013, Forbes Magazine recognized him as one of the top 50 most influential people in social media and digital marketing. MediaPost renewed this honor in 2015. Marketo Corporation named him a Marketing Illuminator, and PR News nominated him as both Social Media Person of the Year and Social Media Icon MVP in 2014. PR News also named him Agency Professional of the Year.

Mr. Penn is the Vice President of Marketing Technology at SHIFT Communications, a public relations firm, as well as co-founder of the groundbreaking PodCamp New Media Community Conference, and co-host of the Marketing Over Coffee marketing podcast. He is a Google Analytics Certified Professional and a Google AdWords Certified Professional. He’s the author of the best-selling books Marketing White Belt: Basics for the Digital Marketer, Marketing Red Belt: Connecting With Your Creative Mind, and Marketing Blue Belt: From Data Zero to Marketing Hero.

What skills do young PR pros need?

Stephanie Vermillion 1 Comment

What skills do young PR pros need-If you want to excel in the PR world, it’s time to think beyond the classroom.

(Uh oh. I can already hear some angry rumblings from my former professors…)

I’ll admit, the skills you learn in your PR classes are vital. They’ve helped me understand strategy, ROI, media relations and much more.

(Phew. Now my next campus visit won’t be so awkward.)

But today’s PR pros need more than the basics. Even if you have a progressive professor teaching integrated PR, there’s still no way you can learn every single new marketing skill in one semester, or even four years.

With the way this PR world is changing, it’s just not humanly possible. To stay competitive in the job market you need to be:

  • Constantly learning.
  • Subscribing to podcasts.
  • Reading blogs daily.
  • Heck, even starting your own blog.

But don’t just take my word for it. To help answer the “What skills do young PR pros need” question, I’ve aggregated tips from some leading industry experts. 

Understand the data – @johnsonhui 

As a new PR pro, you’ll be heavily involved in reporting and measurement. But Johnson Hui of Edelman notes the most impressive employees can infer actionable insights from data – instead of just regurgitating numbers.

“PR professionals no longer simply grind data from press clips and media audits,” he says in Edelman’s blog post. “They need to be able to identify valuable data and tell evidence-based stories that can impact business decisions.”

Learn content marketing – @GiniDietrich

In her August 2014 post, Gini suggests doing content marketing for yourself to really understand how to use it on the job. Get started with a personal blog on Tumblr, WordPress or Blogger.

I started my own PR blog last year, and the insights I’ve gleaned have been tremendous. I researched and uncovered entirely new social and syndication tools to help my content get found, which, in turn, is used to help my clients amplify their own content.

Bonus tip: If you’re thinking to yourself “I have nothing to write about!” check out another Gini post on generating blog post ideas.

Speak publicly – confidently – @RachelAMiller

Sure, digital is an integral part of PR, but that doesn’t mean face-to-face communication is obsolete. Not by a long shot.

Rachel Miller of PR 20|20 notes that public speaking is the number one fear in the U.S. (Yes, number *one* above disgusting spiders or 50-legged silverfish bugs – my arch enemies). But, whether you’re sharing ideas during internal meetings or presenting a Q2 or annual plan to clients, public speaking is a necessity.

To beef up your public speaking skills – and calm those jitters – Rachel suggests finding local speech classes, clubs or even making toasts at family functions like weddings. (Look no further than Michael Scott for this inspiration.)

Look for trends, not just hits – @Julia_Sahin 

In her post “10 things young PR pros need to STOP doing to get ahead,” Julia tells young PR pros to look for trends hidden within clients’ stories and industries. It’s easy to find client coverage and call it a day, but the PR pros who find the underlying trends are the PR pros who excel.

“Picking up the patterns and interests of reporters, publications and blogs and identifying opportunities is one of the most valuable skills in the industry,” she says in the post on Muckrack. “Start this practice early and you’ll be a real pro before you know it.”

Understand the media landscape – @allenmireles

Despite the ongoing PR changes, one traditional tactic remains integral to the industry: media relations. The third-party credibility is irreplaceable, says Allen.

But today’s media relations looks quite different than media relations 10 years ago. We now have blogger and influencer relations under that media umbrella. To stay updated on the media landscape, you must read, watch and listen to the news. And better yet, get your news from a variety of outlets.

This knowledge will get you far in the interview process and on the job.

PR is a constantly evolving industry.  To get ahead of the pack, you’ll need to make sure these skills (plus those described in the subhead hyperlinks, which I strongly suggest reading) are part of your PR repertoire.

And now, it’s your turn: What must-have PR skills would you add to this list?

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Stephanie VermillionStephanie Vermillion is a senior account executive at Wordsworth Communications, a public relations agency in Cincinnati. She is the PRSA National New Professionals blog co-chair, and is on the PRSA Cincinnati Leadership Team. Connect with Stephanie on LinkedIn and Twitter (@SMVermillion).

Meet Your 2015 New Pros Executive Committee

Ashleigh Mavros Leave a comment

It’s hard to believe we’re already a couple months into the year, but the Executive Committee has already been brainstorming and implementing ways to serve PRSA New Pros members throughout the year.

With a mix of returning and new chairs, we’re excited for what 2015 has in store. Read on to learn more about each person on the committee and feel free to get in touch. While you’re at it, don’t forget to join in our monthly Twitter chats and register for PRSA ICON in November. Click here to contact the New Pros Executive Committee members directly.


Nick Lucido – Section Chair Untitled design (6)
Location: São Paulo, Brazil
Work: Account Supervisor, Edelman Digital
Education: Michigan State University: B.A. in Advertising with specialization in Public Relations, B.A. in Public Administration
How PRSA benefits me: Now in my 5th year of membership, PRSA has helped me expand my network and meet incredible professionals from across the country and world. Working with my fellow New Professions Section committee members has been a really rewarding experience and helped me make the transition from student to professional.
Fun fact: I moved to Brazil 10 months ago and since I have arrived, I’ve experienced the World Cup hosted in this country, protests against the Cup, a water crisis, a presidential election and a scandal affecting Brazil’s largest company and political party. It’s been an interesting year!

Jessica Noonan – Section Liaison and 2016 Chair-electJessica Noonan
Location: New York, NY
Work: Associate, Burson-Marsteller
Education: American University: B.S. in Business Administration and B.A. in Public Communication
How PRSA benefits me: Since I was a student PRSA has been a go-to resource for the standards of the PR industry. By being an active member of the society I’ve had numerous opportunities to network with some of the stars of our industry.
Fun fact: PR runs in my family – my parents met working in PR nearly 30 years ago!

Amy Bishop – Programming Co-chairAmy Bishop
Location: Indianapolis, Indiana
Work: Senior Digital PR Strategist, DigitalRelevance
Education: Indiana University: B.A. in Journalism
How PRSA benefits me: PRSA helps me take an active role in national industry discussions and also allows me to connect with my local PR community.
Fun fact: I love dubstep music, naps and strategy board games.

Brian Price – Programing Co-chairBrian New
Location: Chicago, Illinois
Work: Assistant Account Executive, Edelman
Education: Northern Michigan University: B.S. in Communication Studies, Graduate Certificate in Public Management
How PRSA benefits me: PRSA benefits me through providing a network of peers and seasoned professionals to work with and guide me as I begin my career. It’s also given me opportunities to grow through leadership opportunities at my Chapter and insight into the profession.
Fun fact: I’ve never been one for caffeinated drinks in the morning or for energy.

Stephanie Vermillion – Blog Co-chairStephanie Vermillion
Location: Cincinnati, Ohio
Work: Senior Account Executive, Wordsworth Communications
Education: Boston University: M.S. in Public Relations; University of Dayton: B.A. in Journalism
How PRSA benefits me: I love having the chance to meet so many like-minded people both locally and nationally. I’m also a big fan of the ongoing education resources, because that’s critical to ensure we’re all staying at the top of our game.
Fun fact: Outside of work, running is one of my favorite hobbies. I just completed my fifth marathon, the Disney World Marathon, in January 2015.

Ashleigh Mavros – Blog co-chairrsz_1ashleigh_mavros
Location: Columbus, Ohio
Work: Account Associate, Fahlgren Mortine
Education: Ohio University: B.S. in Journalism
How PRSA benefits me: I couldn’t imagine making the transition from student to professional without PRSA. The organization creates a web of guidance, support and continuous learning to help you discover your aspirations and abilities.
Fun fact: I grew up in a small farm town where I was fair queen and showed heifers for 4H; I definitely enjoy the change to the city life in Columbus!

Erica Brown – Social Media Co-chairErica Brown
Location: Sacramento, California
Work: Account Associate, AugustineIdeas
Education: Sacramento State: B.A. in Communications/Public Relations
How PRSA benefits me: PRSA benefits me by continuing to learn more about the field of communications as well as networking with professionals not only in Sacramento but across the nation and the world.
Fun fact: I don’t drink coffee, my favorite drink to get is an iced soy chai tea latte!

Lauren Loxterman – Social Media Co-chairLauren Loxterman
Location: Houston, Texas
Work: Founder, Soversity
Education: University of Houston: B.A. in Communications, Public Relations
How PRSA benefits me: PRSA has given me a place to grow. I can learn from industry vets and not be afraid to fail because of the support I receive from the society.
Fun fact: I’ve recently been getting back into film acting.

Simon Oh – Newsletter Co-chairScreen Shot 2015-03-05 at 9.51.09 PM
Location: Campbell, California (San Francisco Bay Area)
Education: San Jose State University: M.S. in Transportation Management (in progress); Cal State Fullerton: B.A. in Communications, Public Relations
How PRSA benefits me: Connecting with and learning from fellow PR professionals about how I can succeed as an emerging professional myself.
Fun fact: Fan of tacos, light rail and Simpsons references (“I was saying Boo-urns”)

Hanna Porterfield – Newsletter Co-chairHanna Porterfield
Location: New York, New York
Work: Assistant Account Executive, Development Counsellors International (DCI)
Education: Michigan State University: B.A. Advertising, Specialization in Public Relations
How PRSA benefits me: PRSA has allowed me to connect and relate with public relations professionals working in a variety of industries. Not only that, but I continually gain leadership experience, stay up on industry news and am making friends around the country.
Fun fact: I ran my first sprint-distance triathlon in 2014 and am obsessed with spin class.

JR Rochester – Membership Co-chairJR Rochester
Location: Charlotte, North Carolina
Work: Digital Media Strategist, AAA Carolinas
Education: East Carolina University: B.S. in Public Relations & Interpersonal/Organizational Communications
PRSA Benefits: PRSA has been instrumental in my success as a new professional in and out of the office. It has given me leadership development, professional development and personal life long friends.
Interesting Fact: I was in the United States Army for 11 years and I attended Saddam Hussein’s trial.

Hilary Jurinak – Membership Co-chairHilary Jurinak
Location: Arlington Heights, Illinois
Work: Communications Coordinator, Binny’s Beverage Depot
Education: Columbia College Chicago: B.A. in Marketing Communications
How PRSA benefits me: PRSA provides countless education and networking opportunities.
Fun fact: Midwestern girl addicted to exploring Chicago, networking and enjoying craft beer.

Mike DeFilippis – Mentorship ChairMike DeFilippis
Location: Washington, D.C.
Work: Assistant Project Manager, Direct Impact (subsidiary of Burson-Marsteller)
Education: Boston University: B.S. in Mass Communication with a concentration in Public Relations
How PRSA benefits me: PRSA is a group where I can learn more about the profession from seasoned executives, as well as develop my career alongside like-minded new professionals;
Fun fact: I’m an Eagle Scout.

Lauren Gray – PRSSA Liaison Lauren Gray
Location: Stamford, Connecticut
Company: Project Manager,The Visual Brand
Education: Western Carolina University: B.A. in Communications with a concentration in Public Relations
How PRSA benefits me: PRSA benefits me with networking opportunities that have brought me great friends and connections and by allowing me to continue to learn and grow in various leadership opportunities and from various conferences.
Fun fact: I’ve been to 29 states and 8 countries and plan to add more this year!

Henry Cervera – PRSSA LiaisonUntitled design (10)
Location: Salt Lake City, Utah
Work: Independent Practitioner for small business owners
Education: Utah Valley University: Communication with an emphasis in Public Relations, currently finishing a degree in Business Management
How PRSA benefits me: PRSA has given me access to an abundant amount of learning channels (on-demand webinars, case studies, the Edge and the PRSay blogs, that help me stay up to date with the latest trends and news of our industry. As a PRSSA member, I started building my professional network. Now as part of PRSA, I can continue to connect with more professionals nationwide through the New Professionals Section.
Fun fact: Committed to run a race each month of the year and is currently training to run his first marathon in April, the Salt Lake City marathon.

Five Tips to Help Simplify Your Social Life

Ashleigh Mavros Leave a comment

As young PR pros, social media has grown into our everyday routines, used as a tool for both Don't stress out. Breathe.personal and professional use. With social media growing ever so rapidly, it is sometimes hard to keep up with the constant changes and advancements.

Producing engaging content and adhering to guidelines to make sure your post gets as much traction as possible can be overwhelming. Thankfully, there are ways you can simplify your social life on both a personal and professional level.

1. Maintain your online presence. Follow people on Twitter, clean up your Facebook, update your LinkedIn, and keep your profiles public – these are the easiest ways to be found via social media.

2. Schedule, schedule, schedule. In maintaining your online presence, you need to make sure you have time to keep the profiles listed above up-to-date. Pre-scheduling posts has made every community manager’s life easier, but it can also help your personal profiles so you don’t have to worry about losing your online impressions. There are numerous free online tools you can use for this including TweetDeck and Hootsuite!

3. There’s an app for that! If This Then That, LastPass, Evernote, Hootlet, etc. are only a few of the apps that can help simplify your social life. Useful for business and personal profiles, there is the right app for you depending on what you’re looking to post. My favorite is the “recipes” created on IFTTT which automatically posts your Instagram photos to your Twitter using the proper links so you can see the image.

4. Share, share, share. Sharing content! There’s nothing like creating traffic and sharing what people are saying online to get your message across. Always give credit where credit is due by tagging authors or publications in which will also help create more engagement for your profile.

5. Always measure up. Those of us who don’t work in social media don’t think to measure how our online presence is doing. Being able to measure your content helps you to see what posts are working and how to improve your content for the future. This can been seen through many online tools such as Klout, Twitter and Facebook Analytics, Hootsuite, Sysomos, and Sprout Social just to name a few.

What have you done to simplify your social media presence? 

Marcy McMillanMarcy McMillan is the Marketing Communications & Events Coordinator for York University’s Campus Services and Business Operations department. When she’s not working, you can find Marcy discovering new restaurants in downtown Toronto, attending and writing about events or spending some time at the public library. Find her on Twitter @marcy113 or visit her site. 

Five lessons from the NBA’s Instagram

Stephanie Vermillion Leave a comment

5 Lessons from NBA's InstagramFirst and foremost, let me say that this blog post will not include recommendations on the number of hashtags to use when posting for a client or brand. We can all agree that’s common sense by now, right?

Consistently the NBA’s Instagram account ranks above its counterparts (NFL, MLB, etc.) using video as ranked by AdWeek’s weekly chart. As a result, I decided to investigate what lessons social media managers (especially new pros handling social accounts!) could learn from the NBA’s Instagram presence and implement into their own strategies for clients.

1. Embrace video: If you’re a social media manager, and have yet to embrace creative and novel ways to utilize the 13-second video clips on Instagram, shame on you!

No, but really. The NBA captures its audiences’ attention with the ever popular slam dunks, slow motion clips using #PhantomCam, and teasers of player profiles from NBA TV.

  • Takeaway: Use video on Instagram to its fullest extent. The platform recently rolled out the new update that puts videos on auto-loop (GLORIOUS news!), so use those 13 seconds wisely to tell your client’s story in a creative manner.

2. Play to your followers’ nostalgia: Ask any sports fan, and they could tell you that Michael Jordan is one of, if not THE greatest basketball player to ever step foot on the court.

That’s likely why a photo posted asking fans: “If MJ played today, _____ would be his rival” garnered more than 24,000 comments and 166,000 likes.

  • Takeaway: People by nature are drawn to feeling nostalgic. Understand what makes your audience tick, which in part alludes to the next point. If you’re a style brand, take the opportunity to reminisce with your Instagram followers about Audrey Hepburn donning the beautifully crafted Givenchy LBD for the first time on-screen. Manage a hotel’s social media channels? Take your followers down memory lane with a great moment in the property’s history.

3. Know your audience: The NBA knows that its followers aren’t just interested in seeing a ball put through a net. There’s a culture that comes along with it, which includes style.

Try to name the number of professional players that have their own shoe line. I’ll give you a hint: It’s a lot.

This goes to show that followers will be interested in the players’ footwear and apparel. Throughout this year’s All Star game, followers saw not only highlights from the game but a plethora of players’ shoes for the night, using #AllStarKicks.

  • Takeaway: This can come from a series of tests or by simply knowing the demographic of your audience, but recognize their likes and dislikes, and more importantly, their interests outside of your brand. Find what appeals to them without shoving your own product down their throats. A photo of a large plate of meat likely won’t resonate with a vegetarian restaurant chain’s followers. A photo with an inspirational quote about getting outside and stepping beyond your comfort zone would.

4. Consistency: Take a look at the NBA’s Instagram account. You’ll notice a cohesive theme throughout its images and videos.

Now, this isn’t typically how followers consume content on Instagram, but it allows them to easily distinguish a new post from the NBA in their feed.

  • Takeaway: Set yourself up for success by ensuring your followers instantly recognize your brand’s Instagram posts (Click to Tweet!). Apply consistency throughout, whether it be choosing certain filters, using the same color scheme, including your brand logo in the same location for every photo, etc.

5. Build anticipation: Perhaps Taylor Swift did it best and served us all a dose of her amazing-ness (and her PR savvy!) with the build-up to her new album, 1989. But the NBA sure knows how to do it and do it well, too.

Posting videos from previous Slam Dunk contests, including this one from Vince “Vinsanity” Carter, in addition to cryptic messages about a secret performer during halftime helped build buzz and attention for the annual event.

  • Takeaway: Catch the attention of your followers by giving them a sneak peek or preview of what’s to come, whether it’s a big event (like the All Star game) or a new product launch. Get them talking about you before the big day and you’ll have them waiting with bated breath.

To use Instagram well, you have to think outside the box. To use Instagram to its full potential, you have to ramp up your visual savvy. Here are a few visual tools you can adopt that will make your posts a – wait for it – slam dunk.

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Shandi HuberShandi Huber is a senior account executive at Wordsworth Communications, a public relations agency in Cincinnati, Ohio. An enthusiast for all social media platforms, you can often find her pinning her dream closet on Pinterest or posting photos of her new puppy on Instagram. Connect with Shandi on LinkedIn and Twitter (@shandihuber).