Inside Corporate Communications (for a PR Agency)

Heather Sliwinski Leave a comment

Keep Calm and Hire A PR AgencyAfter graduating college, I was torn between searching for jobs in-house or at an agency. I knew I wanted to work in corporate communications, but the advice I received from PR professionals, professors and classmates was to try the agency route first, since there are more entry-level opportunities. Given the economic climate and difficult job market, I took that advice, but through a twist of fate found myself in a role I never even knew existed: in-house corporate communications for a PR agency!

Every day is an adventure, and there are many new skills and lessons I’ve learned through my experience so far. There’s no such thing as a typical day, but my main tasks include supporting new business opportunities, helping teams craft industry award submissions, drafting internal and external communications materials, pitching trade media, event planning and managing website content and social media properties.

The best part about working in corporate communications for a PR agency is the ability to learn how both roles function. Everyday I watch my colleagues on the account side working hard to service clients while I’ve been able to support them through corporate communications. Even though we have different roles, many of our tasks are similar (e.g. research, media lists, event management) and as new PR professionals, we’ve all learned to master the art of multi-tasking and time management—key skills needed in PR!

So as you embark on (or even just consider) a career in corporate communications, here are three tips I’ve found to be helpful in this role:

  1.  Learn as much as possible about your organization and industry. Working in corporate communications, it is vital to know everything you can about the company: its products or services, its leaders, its mission, its employees, etc. Typically, the corporate communications team serves as a liaison between the organization and external audiences, with the head of the team taking on the role of company spokesperson. If reporters or potential clients contact our team looking for information on a campaign we ran in Paris, a global offering that just launched or a new client in New York, it’s our job to answer their questions or at least be able to refer them to someone who can help. Thus, the more you know about your company, the better equipped you’ll be to respond to inquiries. The best way to learn about what’s happening is to talk to your colleagues and find out what they’re working on, pay attention to emails and updates sent around the office and study the firm’s website, policies, case studies and credentials, anything that will provide background information to give you a deep understanding of your company’s business.
    The same goes for the industry. For example, in my role I need to know the ins and outs of what’s happening in public relations, the latest news from our competitors and new developments and trends that might impact our business. It’s important to become an expert in your field so you understand and can speak with accuracy and authority to internal and external audiences. As a bonus, you will be seen as a vital asset and go-to person for others within the company who may have questions on what you’ve learned!
  2. Develop excellent writing skills. Whatever tasks are thrown your way, it will most likely involve writing. From press releases to internal announcements to case studies, I spend most of my days writing and editing various communications materials. Being able to write well is one of the most important skills a PR professional should have (this is also applicable to other PR roles). Your writing will improve over time but definitely take advantage of every opportunity to practice. If a colleague needs an email or press release drafted, offer to take a stab at it. Once it’s finalized, ask to see the final version so you can compare it to your draft and see what changes were made. This will help you learn what you need to improve upon for next time.
  3. Network. Get to know as many people inside and outside the company as you can. Networking is an important tool we hear about time and time again, but it’s truly essential in the corporate communications role. Start building relationships from day one with your colleagues. I’ve been given the opportunity to support new business pitches, award submissions and media relations efforts across practices and across offices. With each project, I am introduced to someone new, and that person becomes a great resource for the future when a similar project or request arises. The same is true externally. I’ve built relationships with PR trade journalists in order gain visibility in the media. Most importantly, don’t just reach out to someone when you need something; show an interest in their job, and figure out how you can work together so you can both meet your goals.

Have you ever considered doing PR for a PR agency? What other questions would you ask?

 

Stephanie ManasStephanie Manas is a corporate communications specialist/senior account executive at Ogilvy Public Relations, providing business development and internal and external relations support to the global communications agency. Previously, she held positions in theatrical PR at Boneau/Bryan-Brown and book publicity at Penguin Group USA. Prior to that, Manas interned at FleishmanHillard, The Broadway League and 451 Marketing. She earned a bachelor’s degree in communication and economics from Boston University. Manas is the co-chair of the marketing committee for PRSA-NY. Feel free to connect with her on LinkedIn or Twitter. For more information on Manas, check out her recent Q&A in Syracuse University’s Newhouse PR blog.

October Twitter Chat Highlights: Content + PR

kcook Leave a comment

We’d like to thank everyone who participated in the October #NPPRSA Twitter chat to discuss the convergence of content marketing and public relations.

Specifically, we’d like to thank special guest for the month, PR Daily, one of the industry’s top resources for public relations news, strategy and advice.  Join us in November for a special #NPPRSA chat to kick off National New Professionals Week. Chapters are invited to plan an event for local new pros, submit it to the PRSA New Professionals Week event listing and join in the fun November 11-15.

Review highlights of the chat below.


What did you learn from the October chat? How can content marketing enhance your public relations efforts? What are your favorite content marketing best practices?

 

Lauren Rosenbaum is the Public Relations Director at BrickPixel, a web design and marketing consultancy. She is the Co-Founder of Soversity, a public relations and digital marketing company. You can connect with her on Google+, LinkedIn or Twitter.

The Pros of Working at a Boutique PR Agency

kcook 1 Comment

Searching for a job is almost like searching for the perfect college. The environment, the people, the cost (or in this case, the salary) are equally important. Having worked for more than two years at two different boutique agencies, I think, from my perspective, bigger isn’t necessarily better:

You gain visibility with the agency’s senior leaders.

When you work at an agency of fewer than 20 people, you get to have serious face time with your boss. CEOs at global agencies don’t know their account coordinators’ names, and they definitely don’t have lunch with them multiple times a week. Nothing beats having the eyes, ears and insights of the most important people in your company on a daily basis.

You’re allowed direct client interaction early in your career.

The first few years in public relations inevitably include building countless media lists and tracking client placements. Teams are smaller, so each member has a larger level of responsibility, which means you not only get to listen in on status calls to take notes but you get to have a voice on them, too.

You become a jack-of-all-trades. Larger agencies have employees who are each experts in their individual specialty. Media relations, blogger outreach, social media development, new business outreach… the person who has healthcare clients will only continue to have healthcare clients. That doesn’t happen at small firms. Your client roster will be extremely diverse, and you will have a role on multiple accounts, instead of focusing the majority of your time on one or two clients.

 

You have an opportunity to get noticed – quickly. Is it better to be the big fish in the small pond or the small fish in the big pond? That’s the question you need to ask yourself. The smaller the agency, the easier it will be to prove yourself to the entire team. The more you prove you are an asset to your company, the faster they will trust you with larger opportunities and give you more responsibility. These tasks could be anything from writing client press releases to developing and managing social media content to attending new business pitches. In turn, you realize that…

 

 …Your job title doesn’t matter. Small agencies are all about “all hands on deck” and assisting in all projects. A success is a true team success because everyone has a role in making it possible. The individualistic mindset doesn’t exist. There is no time for hierarchy or corporate structure. You can easily be doing the work of a senior account executive at a larger agency. In turn, the amount you learn about the industry from more experienced team members in such a short time period is unbelievable and priceless.

 

You gain many opportunities for growth. Proving yourself, developing your boss’s trust and forming client relationships are all invaluable tools to a young public relations professional. You may not have projects with the biggest of budgets or clients with the most recognizable of names, but you have a chance to have your ideas heard in brainstorms, you get to place stories in the media and you get to implement all of those strategies and tactics you just spent four years learning about in college.

 

 Your first few years after college are your chance to test out all different types of communications jobs. You may find that agency life isn’t the best fit for your personality and that corporate communications is where you are happiest. Or after some time at a large, global firm you may realize that a boutique agency will give you the mentorship you need and the one-on-one interaction you crave. No matter where you land, don’t discount any opportunity. Good luck!

 Do you work a boutique firm, a large agency or in another setting? What are the pros of your individual workplace?

 

Ariel Abramowitz is a May 2011 graduate from the Pennsylvania State University College of Communications, where she studied public relations. While an undergraduate student, she was actively involved with the Penn State Dance Marathon (THON) and has continued her philanthropic efforts by managing the social media pages for The Stand, New York City’s premiere dance marathon benefiting the Children’s Miracle Network. She currently works for Rose Communications, a boutique agency in Hoboken, New Jersey, where she is a junior account executive. Ariel is self-described social media addict and spends a good portion of her time scrolling through Tweetdeck and blogging about her daily tribulations. Follow her @arielsam924!

5 Transferable PR Skills You (Probably) Already Have

kcook 1 Comment

In college, I read a quote that remains with me to this day: “You already have everything you need to get everything you want in life.” This mantra is especially relevant to new PR professionals. Whether you’re new to the workforce in general or facing a career switch, you likely have the foundational skills to become successful in a public relations career. Keep in mind that public relations professionals come from a variety of undergraduate majors and career backgrounds. Broad disciplines like English, marketing, communications and business equip prospective public relations pros with a strong repertoire of transferable skills to earn a place in the field.

The five transferable skills you can leverage to land your first public relations job or continue building your career are as follows:

1. Writing

Versatile writing ability is invaluable as a new pro. Whether you need to craft a press release or pitch your client’s latest and greatest product, writing ranks at the top of public relations must-have aptitudes. If you can write well, you can own the world.

2. Relationship-Building

Success in this industry relies on networking and cultivating long-term relationships with an array of constituencies: members of the media, clients, prospects, colleagues, partner agencies, other internal teams and referral sources. You never know who’s listening, and you never know who can help you find your next lead. If you’re hot on the job search trail, attend PRSA Chapter events to meet and greet local pros. Be authentic. More importantly, be a good listener. When networking, don’t try to get as many business cards as possible. Focus on the quality of interactions rather than the quantity. Do your best to take mental notes about people you meet and jot them down in your phone after you leave the event. If you had one or two meaningful conversations, re-introduce yourself on LinkedIn. Personalize the interaction with a reminder about who you are and where you met. You never know where those connections may lead.

3. News Junkie Status

Attention to current events and news media is imperative in public relations. If you already follow relevant trends and stories in your industry, you’re ahead of the curve. Use your “news junkie status” to demonstrate your knowledge as you build relationships. Keep track of stories that pertain to your job, to the job you want or to your clients. Knowing what’s hot in your industry will help people remember you and even earn you recognition as the in-house current events guru.

4. Sales & Negotiation

You may not realize it, but you use negotiation skills on a daily basis. You bargain or compromise with your partner, roommate, friends and family about where to go to dinner, how to delegate household chores or ways to get what you want. Maybe you worked in customer service at some point. These experiences involve sales and negotiating, which are valuable in any field but especially in public relations. In order to build relationships, win clients and pitch the media, you must sell a brand story. At every turn in public relations, you will negotiate to get what you want. Take advantage of easy opportunities to sell your ideas during your daily routine. Even better, get your hands on The Negotiation Phrasebook by Angelique Pinet to really round out those skills.

5. Project Management

Think back to times when you collaborated on a team project. In order to succeed, you demonstrated follow-through, organization and attention to detail. You balanced several tasks simultaneously and took your project over the finish line by a certain date. In the same way, success in public relations hinges on the ability to create and implement strategy and often, to do so on short notice. Experience collaborating on teams and executing tasks independently will serve you well as a new pro.

What other transferable skills should new PR pros highlight during their job search? If you’re already churning it out in a full-time position, which skills did you use to get a foot in the door?

 

 Jamie M. Curtis is a writer and publicist. In 2013, she launched WHITE HORIZON PR, a boutique agency focused on public relations and content strategy for emerging brands. Currently, she is building a portfolio of fashion, beauty, and lifestyle clients across the U.S. WHITE HORIZON PR serves many clients virtually and has locations in Beverly Hills, CA and Columbus, OH.

If You Don’t Tell Your Organization’s Story, Someone Else Will

Heather Sliwinski Leave a comment

Typewriter with Once Upon a TimeIn an age when practically everyone carries the latest model of a mobile device, when breaking news is always a glance away and one company’s misstep can spread like wildfire across the country in a matter of only minutes, it is essential that organizations can effectively communicate their stories, before someone else does for them.

Find Real Stories

The foundation of telling your organization’s story well is to start with finding a story: a real story. Every organization has a story to tell. Even the smallest or seemingly mundane organization has some unique attribute hidden in its history, conception, product, obstacles or successes. As public relations professionals, our job is to unearth these stories and nuances that set organizations apart.

Often best captured by simple anecdotes that reflect organizational values, character and image, your story needs to emulate who you are and what sets you apart. If these stories do not automatically surface, it’s up to you to discover what those differentiations are and effectively communicate them to your audience through authentic communication.

It is important to note, that while a particular instance or fact may seem like an excellent beginning to your brand’s story, even the most interesting tale can stop you in your tracks if it is not consistent with your brand message or values. If you cannot directly link your story to your brand, the message will quickly become diluted and serve as a detriment because of inconsistencies and confusion about who you are and your values. If your story lacks brand consistency or clarity, it’s time to revisit the purpose of finding your story.

The most successful brand stories are not fabricated or over exaggerations of the truth. They are authentic, true and a direct reflection of what the brand values.

Use Real People

Perhaps the simplest way to find a good story that emanates your company’s core character is to find real people who have real stories to tell. Be authentic while creating and refining characters in your story whom your audience will champion. These stories could come from any of your stakeholders, including people from within your organization, one of your clients or even someone in your community. A plethora of compelling content is not necessary in order to communicate your story well. A few unique anecdotes can be more than enough to convey everything about your brand and company culture.

Once you have the story that captures the essence of who you are, what comes next? The mistake many organizations make is convoluting the clarity of their story by hiring an actor or appointing a spokesperson to tell it for them. Consider the purpose of why you originally chose to discover and tell your story; this solution produces the opposite effect.

Did your retired co-founder inherit the shop location of your now nationally recognized bakery chain from a famous pastry artist? Bring her back in for an interview. Make her and what her story means for your organization the focus of your next campaign.

People connect to real stories that evoke authentic emotion. The more willing you are to humanize your stories, the more you can relate to your audience and your audience can relate to you.

Be Authentic

Bottom line: there is trust in transparency.

In this day and age, nothing is hidden. No bad business decision, unethical practice or poor treatment of customers can be concealed. It is only a matter of time before the truth is revealed, and when it is, who would you rather have controlling the conversation: you, the public or even your competition? An honest apology or explanation of the truth can earn the respect of your audience and has the potential to deter ruthless scrutiny, even if that scrutiny is unfounded.

When crafting your story, be as open and honest with your audience as you can be, because openness is equal to trust. Actively disclosing information to your constituents about your company and its products or services is perhaps the most powerful means of establishing and building trust with your audience. Don’t forget to ask yourself the hard questions and answer them before others have the opportunity to answer them for you.

In the end, the key element to telling your organization’s story well is simple: the truth. The most powerful and meaningful brand stories are derived from honesty and openness. When you tell your story by using authenticity and real people to tell those stories, you will establish more than just trust with your stakeholders—you will create passionate brand advocates who believe in your brand and its mission.

 

Kristen SyndramKristen Syndram is a public relations graduate from Illinois State University and a public relations and communications professional in the central Illinois area. She has gained professional communications experience by working with both Fortune 50 companies as well as boutique agencies and specializes in public relations, media relations and social media. Connect with her on LinkedIn or follow her on Twitter.