Career Limbo: Transitioning from Entry-level to Mid-level Positions

Heather Sliwinski 1 Comment

Breaking out of the entry-level barrier to mid-level positions is not easy. Many times, it means getting past the catch-22 of needing the experience to get the experience, but there are avenues to make the journey easier:

  1. Always exceed your employer’s expectations: This work ethic will get you noticed and shows you to be a team player. Sometimes learning a new skill simply means volunteering for it. You may have to work a little bit later – but if you want to become a social media expert, for example, the best way is to enthusiastically take on the new work responsibility.
  2. Volunteer pro-bono with other organizations, local charities and religious affiliations: If you are not getting the type of experience in your full-time job that you need to move on to the next level, try local affiliations or industry associations and chapters for experience. They will appreciate the free assistance, and it’s a wonderful stretch to try your hand at new tactics.
  3. Network with purpose: Nowadays, it’s not enough to hand out business cards and think you made a bonafide contact. Learn about the individuals that work at the organization you are aspiring to join. Visit their LinkedIn profiles and Facebook pages. What are their likes? Did you go to the same school? Are they traveling to an area with which you are very familiar? Can you make some restaurant recommendations or suggest vacation spots? When you meet someone – state your vision. Who are you? What is it that you want to do? What was the biggest problem you solved in the workplace?
  4. Perfect your personal branding: Your personal brand is something you should be working on upon graduation. Positioning yourself as an expert is all about your blog content and your contribution to the industry. If it’s too early in your career to develop your own content, work with Google Reader, have the content come to you and then share it with others. Learn about the relevant content sites out there and get involved in Twitter chats. These outlets will help grow your reputation as a thought leader. Also, consider writing some short dos and don’ts about your field of expertise. It may sound strange, but “don’ts” always pull more clicks. People are always most afraid of making major mistakes.
  5. Research, research, research: Getting to the next level means knowing exactly what the position entails. Learn about the keywords used and all the qualifications. Be sure you can back this up with tried-and-true experience. Nothing aggravates a potential employer more than someone that lists keywords on their resume but doesn’t have the actual practical experience to go with it. Choose about 25 key companies for whom you’d like to work and research them on Vault.com and GlassDoor.com. Become acquainted not only with the company’s business, but also their corporate culture.
  6. Know how to make that salary and position jump: You may now be at the stage where you are qualified to do a job that pays $20,000 more but still getting paid $20,000 less. How do you address the salary question? Always remember to come from a positive place. You never want to say that your company was holding you back or that they don’t pay well. Whether you like your current job or not, never back-bite. You are heartbroken to leave your current company, but this opportunity is a dream job, and you feel you can make a real contribution.
  7. When asked about salary – you have a few options: You can always turn it back to the employer, asking what they’d consider based on your qualifications. However, that may lead to a game of salary Ping-Pong. The next option is to give the potential employer a very wide salary range. The range can be as wide as $10,000 or $15,000. The next option of course is to let them know that it was key at the time to gain the skills you needed to excel in your field. Now that you have those skills and the practical experience putting them to use, you are ready to earn the salary that more closely matches your skill set.

Most of all, have faith that you will get to that next level. Remember that 20 percent of job rejections eventually result in a job offer – so don’t give up.

 

Richard Spector is the manager of client services for PRSA Jobcenter.

Powering Partnerships through Local Leadership as a New Professional

kcook 1 Comment

Public relations professionals, marketers and communicators cannot go it alone. PR is the hottest category in the fast-changing communications world.  The U.S. Department of Labor expects it to be the fastest-growing profession in America in the next 10 years.

Collaboration, partnership and teamwork serve as a force multiplier that can lead real change in our industry, and new professionals are helping to lead this change. New professionals are also driving a shift in how PR as a profession thinks about diversity.

By getting involved with PRSA Chapters, new professionals can facilitate this change. We encourage new professionals to identify opportunities to serve on their Chapters’ executive boards or serve on various committees within their local area. Being in a leadership role within the Chapter truly provides new professionals a wonderful opportunity to develop professionally and leverage skills and expertise outside of the workplace.

As active members of the PRSA New York Chapter serving on both the Executive Board and Marketing Committee, we became actively involved in assisting PRSA-NY to implement programs that support PRSA’s commitment to diversity as well as attract diverse professionals to the Chapter.

On Tuesday, April 2, PRSA-NY New Professionals Committee hosted the 2013 PR Career Forum with the NYU PRSSA Chapter with a grant from the PRSA Foundation and support from the Council of Public Relations Firms. The mission of the PR Career Forum was to attract top talent to the PR profession and help introduce, develop and prepare students and young professionals for a career in PR.

PRSA NY has hosted this event for the past several years; however, for the 2013 Career Forum, the Chapter placed a special emphasis on attracting diverse talent in support of its 2013 Diversity Initiative. As a result of this new emphasis, this unified mission  resulted in attracting 150 diverse students from different ethnicities, genders, ages, backgrounds and university settings to the Career Forum to hear about and plan their next steps toward a career in PR.

The PRSA-NY New Professionals Committee also leveraged partnerships with local PRSSA Chapters for the Forum, including strengthening the relationship with the host Chapter at NYU. Additionally, some of the top PR agencies in New York that exhibited at the Forum commented on how impressed they were with the quality of students who attended the event.

As a new professional, establishing and leveraging strategic partnerships is an invaluable skill to develop. By doing this at a local Chapter level, PRSA New Professionals can own these skills to make a valuable contribution at work and influence change within the PR industry as a whole.

 

Brandi Boatner is the Digital Experience Manager for IBM’s Global Technology Services in New York City. In this newly created role, her responsibilities include working to develop and drive the implementation of a C-level facing digital experience and engagement model to enhance the way IBM engages with CXOs in the digital world (including Websites, blogs, social media sites and mobile devices). Boatner is also the former national president of PRSSA from 2008-2009 while attending graduate school at Hawaii Pacific University in Honolulu, Hawaii. She holds several leadership positions within in PRSA on both the local and national level serving as a member of the Board of Directors for the PRSA Foundation and PRSA New York Chapter as Secretary; the Co-Mentoring Chair for the PRSA New Professionals section; the Chair for the PRSA Diversity Committee; a member of the PRSA Membership Committee; and the New Professionals Chair for the PRSA-NY Chapter in Manhattan. Outside of PRSA, Boatner is an advisory council member for the LAGRANT Foundation, an organization that supports minority students in marketing, advertising and public relations.

 

Jessica Noonan currently works within Burson-Marsteller’s Corporate practice in the New York office, providing strategic communication support to numerous key clients. Her active aspiration to become a PR professional led to her role as the 2012  national vice president of professional development for the Public Relations Student Society of America. She is now a member of the Public Relations Society of America where she is Membership Co-Chair on the New Professionals committee and serves on the PRSA-NY Marketing committee. Jessica serves as the President of the board for the newly developed non-profit the LittleBigFund. Jessica  holds a Bachelor of Arts in Public Communication and a Bachelor of Science in Business Administration, specializing in marketing from American University.

Intro to Political PR

Heather Sliwinski Leave a comment

Growing up, I knew I had to be involved in politics. From the time my mom took me to a presidential rally when I was only five years old, her political enthusiasm rubbed off on me. I helped knock on doors to get out the vote in high school and registered to vote the day I turned 18. There’s nothing like the thrill of election night, when all the hard work pays off and the candidate you believe in is allowed the privilege to work on behalf of the people.

Working on campaigns, Capitol Hill and in the executive branch has given me a unique perspective on how the political world works. Political PR is not for the faint of heart – expect long hours, unexpected demands and job uncertainty because of elections. However, it’s incredibly rewarding when you see major legislation, which you helped guide through, passed and signed into law.

As I knew the natural progression of working in political communications leads to Washington, D.C., or a state capital, I have learned a few things throughout my journey that can help tremendously if you’re looking to break into political PR:

1)     Always network. In an extremely competitive environment like politics, it may seem tough to break into the industry. Not having many political connections myself, I worked hard to connect with anyone and everyone who would meet with me. Make the most of your friends, classmates and their connections. Once you identify someone whose work and experience interests you, ask for an informational meeting and always be thankful for their time. Even if a position isn’t open at the moment, there might be one down the line, and that person can help you land it.

2)     No position or task is beneath you. Although you may have graduated from college, politics is all about working your way up the totem pole. Many young professionals make the mistake of thinking they are qualified to be a press secretary without any experience. It’s important to find solid internships, perhaps on the Hill, which will help you gain skills applicable to a legislative office to be considered for entry-level jobs. If you want to do communications, ask to help the press secretary or communications director with drafting press releases or coordinating social media.

3)     Join a campaign. Often, some of the best hands-on experience you can gain is to join a campaign and work on the trail. A lot of people begin their political PR careers on campaigns, which always need extra help. If you join a race at a more local level, you are more likely to earn more responsibility.

These are just a few takeaways from my time spent in Washington, D.C. One of the most important rules is to have fun. I’ve had made some of my best friends through working in politics. Also, pay it forward – someday, when you’re a big shot, remember there will be people looking for their start and how you have been in their shoes. Happy politicking!

 

Kate EnosKate Enos is currently an account executive at GYMR Public Relations. Previously, she served as deputy press secretary for the federal agency, the Corporation for National and Community Service. She also has several years of varied legislative and political experience, working on Capitol Hill and on several state and nationwide political campaigns. Enos is the PRSA New Professionals Section mentorship co-chair.

PRSA New Professionals Brown Bag: Evolution of the Prototype Marketer

Heather Sliwinski Leave a comment

The lines between marketing, public relations and technology departments are blurring, as digital platforms have revolutionized the way we communicate. Employers struggle to recruit and retain professionals qualified for positions that did not exist even three years ago.

The job market is changing, and new professionals need to change with it if they want to succeed in a new world of marketing. More and more, organizations are seeking hybrid professionals who are highly proficient writers, analytical, creative and tech savvy, with strong competencies in business, IT and human behavior.

The PRSA New Professionals Section invites you to join Paul Roetzer and Tracy Lewis of PR 20/20 on Monday, March 25 from 12 to 1 p.m. EST for a lively discussion highlighting how new professionals can become hybrids and keep their skills sharp in emerging core marketing disciplines such as email, mobile, analytics, social networking, web, search and content.

This brown bag seminar is free for New Pros Section members. It’s not too late to register here. We hope to see you there!

 

Paul Roetzer (@paulroetzer) is founder and CEO of PR 20/20, a Cleveland-based inbound marketing agency; author of The Marketing Agency Blueprint (Wiley); and creator of Marketing Agency Insider—the hub for a more open and collaborative agency ecosystem—and Marketing Score—a free assessment tool and marketing intelligence engine.

Tracy Lewis (@Tracy_J_Lewis) is a consultant at PR 20/20 where she is involved with client services and account management activities. She is also the community manager for Marketing Agency Insider, the hub for a more open and collaborative agency ecosystem. She joined the agency in March 2009 after graduating from Ohio University, and is a Certified Inbound Marketing Professional. 

Avoiding Early Burnout – Work/Life Balance as a New Pro

kcook 4 Comments

When I began my first full-time position, I was prepared to earn overtime and prove I was devoted to my job and my clients. Three months in, I sat down to breakfast with one of my team supervisors. When she asked me what I did in my free time, I laughed and responded, “What free time?” She answered, “We need to fix that.” When someone five positions above you points out the need for a work/life balance, you take it seriously, and since that meeting I have valued seeking one.

As a new professional in the public relations world, a work/life balance seems like a luxury that is far off in the future, but focusing solely on work can lead to early burnout and, ultimately, lower quality of work. Here are some tips to find balance as a new pro:

Stay focused during work hours. If a project is not due until tomorrow, it can be easy to procrastinate during the day. While a quick mental break (reading your favorite blog, watching a YouTube video, etc.) is good, spending 30 minutes looking through your friend of a friend’s sister’s fiancé’s Facebook photos doesn’t help your project or the possibility to get out on time and meet up for happy hour.

Aim for quality, not long hours. Remember, you are evaluated by the quality of your work, not how many hours you’re in the office. Drawing out a project does not make you look better; turning in high quality work is what makes a true impression.  Finish your projects efficiently and take on more tasks as possible.

Minimize after-hours Blackberry usage. While checking your Blackberry may seem like your only priority after leaving the office, stay focused in the moment of whatever you’re doing. Check it as you’re leaving dinner or after you’ve watched your favorite show, not during these activities.

Remember that you will be back tomorrow, and work will still be there. As an intern, my responsibilities were project based, and I was used to leaving each day with every project complete. As a full-time employee, I learned long-term projects could wait a day, so it’s okay to go home and eat dinner.

You earn vacation for a reason. Vacation is earned, so take it. Utilize your vacation wisely to make yourself feel like you’re taking a break. You’ll be much more interesting to your co-workers if you talk about your recent ski trip instead of that time your client was featured on Good Morning America.

Seek a work/life balance by following the example of balanced co-workers around you. Need guidance outside of the office? Meet with a PRSA member of your local Chapter. While it may be a guarantee in PR that you will have some long nights, it shouldn’t be every night. Keep work a priority among other priorities, and you’ll find your stride.

What are your tips for maintaining a sense of work/life balance? How do you take time for yourself?

 

 Jessica Noonan currently works within Burson-Marsteller’s Corporate practice in the New York office, providing strategic communication support to numerous key clients. Her active aspiration to become a PR professional led to her role as the 2012  national vice president of professional development for the Public Relations Student Society of America. She is now a member of the Public Relations Society of America where she is Membership Co-Chair on the New Professionals committee and serves on the PRSA-NY Marketing committee. Jessica serves as the President of the newly developed non-profit the LittleBigFund. Jessica  holds a Bachelor of Arts in Public Communication and a Bachelor of Science in Business Administration, specializing in marketing from American University.