Lessons from PRSA International Conference: A New Professional’s Perspective

Heather Sliwinski Leave a comment

The last time I attended PRSA International Conference in 2010, I was convinced that I needed (and wanted) to join Twitter after sitting in on so many compelling social media sessions. Joining Twitter when I did was one of the best decisions I made in my early career. On my way to San Francisco last month, I couldn’t wait to see what the 2012 conference would have in store for me.

In a three-day whirlwind, I furiously monitored Twitter feeds, filled numerous pages with notes (am I the only one who still takes handwritten notes?) and even had time to kick back and socialize with industry peers. The conference flew by, and my brain was on overload on my flight back to Chicago. I was excited about all the new tips and tricks I was going to implement right after conference, but once the overflowing inboxes and pressing deadlines kicked into my routine again, it would be easy to forget everything I learned and go back to doing things the way they’ve always been done.

Even though a month has passed since conference, a few key takeaways made a lasting impression on me. Here’s what I’m still thinking about four weeks later:

Content is king: One of the themes across many sessions and keynotes was that traditional sales-y press releases and marketing speak are no longer tolerated, by either the media or consumers. The key to achieving great results for PR campaigns is developing and sharing relevant content targeted to your audience. The question “So what?” has never been more important.

When the spreading of information is placed in the hands of the public—not just the media—content can cause your communications to sink or swim. Newsletters, images, tweets, blog posts and videos should all be developed with the audience in mind, making sure to show what’s in it for the consumer when spending their precious time on your communications. Provide interesting content and both consumers and the media will keep coming back to your brand for more.

Social media should supplement, not replace: Tim Westergren, keynote speaker and founder/chief strategy officer of Pandora, mentioned in his general session that social media would never replace his town hall meetings or personalized emails to Pandora users. Other presenters echoed his sentiments that social media is a great tool, but it’s not a strategy and should not be the lone tool in your toolbox.

Even the Conference committee realized that social media is no substitute for in-person networking and relationship-building and hosted a tweetup (my first!) for attendees, allowing us to meet face-to-face with other PR professionals we follow on Twitter, as well as make new connections. Being able to speak with other professionals in sound bites longer than 140 characters was an irreplaceable opportunity to make more meaningful impressions.

Don’t rest on social media alone to converse with your audience and provide relevant content for their use. You might be missing out on great chances to connect.

Passion drives success: Both Biz Stone, co-founder of Twitter and keynote speaker at Conference, and Westergren made one point clear—passion and belief in their business was the driving force behind their success.

As new professionals, we may not always have the privilege of working in an industry for which we have a specific passion. The truth is, because of the economy many of us are either still looking for positions or are working in positions that might not get us jazzed every morning. Maybe you love sports, but you’re interning at a local hospital, or you’re working for a corporation and long to be involved with political campaigns.

However, if we can learn anything from Stone and Westergren, it’s that the passion for what we do will determine our success. If you focus on your dedication to pitching reporters, keeping up with social media trends and providing the best results for your organization or client, you will succeed in your career. If you have a great idea, don’t give up on it. Dedicate yourself to PR and your goals.

I know I really do love PR, I love learning and I love when I achieve top-tier media coverage for a client. It’s all interconnected.

 

Who else attended PRSA International Conference? What else would you add? What did you learn?

 

Heather SliwinskiHeather Sliwinski is an account executive at KemperLesnik, a Chicago-based public relations agency, providing media relations and social media services to a variety of B2B clients. She has held positions in marketing and event planning for corporations, nonprofits and higher education. She earned a bachelor’s degree in journalism and mass communications with an emphasis in strategic communications from the University of Wisconsin-Madison. Sliwinski is the blog co-chair for the PRSA New Professionals Section. Feel free to connect with her on LinkedIn or Twitter.

PRSA New Professionals Week: New Pros Tweetchat Recap via Storify

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Today, the New Professionals Section hosted a tweetchat to celebrate the second annual New Professionals Week. We discussed resumes, portfolios, LinkedIn and more. In case you missed it, see below for a recap via Storify! Thanks to our programming chairs, Elizabeth Rhoads Greenaway and Brendan Hughes, for hosting.

The Press Release Isn’t Dead: Writing for the Digital Age

Heather Sliwinski 2 Comments

In an age where established corporations are challenged by Internet startups and consumers order dinner on their smartphones, every industry is learning to adapt to modern advances in digital technology. In fact, industries are finding ways to harness these developments and capitalize on them.

Public relations is naturally at the forefront of this ever-changing landscape. A discipline responsible for communicating with diverse audiences needs to be where those audiences are and speaking their language. This change applies not only to mass consumers, but also to information and content gatekeepers – another role that has been transformed, not nullified, by the Digital Age.

As traditional media shifts, traditional media relations is feeling some growing pains as well. One of the basic tactical issues PR has to deal with is whether the press release is dead or alive. After all, it’s true that PR has evolved far past the elements conventionally associated with it. Modern campaigns commonly involve social strategies and larger-than-life activations that blur with what’s historically been seen as marketing territory. So it’s only natural that we pause to question whether press release dissemination – sometimes scorned as a pesky push tactic – is still relevant.

The truth is, no matter what you call it or what form it takes as digital continues to evolve, the function of the press release is, and always will be, needed.

Think about it like this. Scores of additional media targets have cropped up as the digital space expands. There are all sorts of individuals you might want to reach, from social media influencers to bloggers, that are increasingly difficult to differentiate from traditional journalists. Everyday consumers have been elevated to the level of news editors, as social media and consumer reviews live in the same space as the journalistic pieces we’ve always thought of as “media.”

It’s a tricky landscape to navigate, but success ultimately boils down to your ability to hold an early, active and formative role in telling and shaping your own story (or likely your organization’s or client’s story). Of course there are many ways to do this, like driving traffic to your site’s media center, fostering a social dialogue or sparking word of mouth interest. These methods are all good things, but the tried-and-true strategy of directly targeting those individuals who are writing and talking about you is still as effective as ever.

A press release is an opportunity to tell your organization’s story with the added credibility of your own proactive authority and voice. There will always be a need to do this, even if the look and sound of it changes from a standard document to a video pitch.

But just because the press release is a timeless PR tool does not mean we can let our approach to it stagnate. The Digital Age has altered the basis of what makes an effective pitch.

To really grasp this, we need to think more like journalists than ever. Keep in mind that their reality is shifting a swell. The 24/7 news cycle is morphing into more of a speed-of-light operation, and journalists are now expected to develop content for traditional outlets, websites and social media. In short, they are the busiest they’ve ever been.

On top of this, easy access to digital information and dissemination has created a much higher volume of incoming pitches. After all, just about anyone can write a pitch and blast it to contacts with a few clicks of Mail Merge. Journalists are weeding through an unprecedented amount of information that’s being hurled their way.

These trends aren’t going anywhere, so we need to be mindful of them as we craft our press releases. The demand for substance is higher, as the digital shift has ushered in a keen focus on content curation and has removed all tolerance for self-promotional language that gives neither journalists nor consumers what they’re seeking. The information inflation highlights the need for credible communication, and that’s exactly what you and your press release are positioned to deliver.

Besides the basics of thinking like a journalist and answering the questions you anticipate them asking – yes, the five W’s and all – you can take several steps to implement new digital trends that will help your press release cut through the clutter.

  • Use a multimedia news release and include elements that can be repurposed for news websites and blogs. Provide infographics, videos and hi-res images that your media target can easily repost.
  • Always consider search engine optimization. Remember that press releases are often housed on corporate websites or widely distributed online. Include keywords and links to relevant resources.
  • Take advantage of online distribution sites, like Vocus’s PRWeb, to help your information reach mass consumers just as quickly as traditional gatekeepers.
  • Make your content simple to share via social media. Be sure your headline fits in the 140-character Twitter limit, and incorporate links that allow readers to automatically share the release on top social platforms.

The form of the press release might change, but the facts, stats and newsworthiness still need to be there. There will always be a need for stories, as long as you know how to drive your story home.

How about you? What’s your take on press releases in the Digital Age?

 

Keri CookKeri Cook works with Hill+Knowlton Strategies’ consumer marketing practice in New York. She graduated from Liberty University with a bachelor’s degree in communication studies and writes on topics ranging from media relations to marketing trends, to corporate strategy and crisis communications. While completing her undergrad, Cook was named PRWeek’s 2012 Student of the Year.

Call for volunteers! PRSA New Professionals Section recruiting for 2013 Executive Committee

Heather Sliwinski 3 Comments

Can anyone believe 2013 is almost upon us? At the New Professionals Section, we are gearing up for another outstanding year of professional development and networking opportunities for our members. However, we can’t make that happen without the dedicated and enthusiatic Executive Committee volunteers we elect every year–here’s where you come in.

If you’re looking to get more involved in Section, gain exposure in the industry and network with new and seasoned professionals alike, it’s time you filled out our volunteer interest form. Select New Professionals Section, and you’re on your way. We have a number of open positions that are sure to match your interests.

Today is the last day to express your interest–so don’t wait! Still not convinced? Hear from a few of our current Executive Committee members about the value of joining our team:

Serving as this year’s chair has been a very rewarding experience! I’ve been able to connect with other new professionals from around the country and strengthen my leadership and organizational skills. There are many opportunities for Section members to volunteer while advancing their careers. I’m very proud of what the Section has been able to do for our members and excited to see what’s in store for the future!–Leah Moon, Section chair

The experience I’ve gained as a member of the Executive Committee is priceless. It’s not only a great resume builder, but it’s also fun to work with other young professionals across the country. From having the opportunity to plan a nationwide New Professionals Week to networking with all of our great speakers, it’s the perfect place for a young PR professional.–Elizabeth Rhoads Greenaway, programming director and Section chair-elect

Serving on the Committee has been an enjoyable and rewarding experience. It provided great opportunities to network nationally with new and established professionals and taught me more about social media, strategy and career advancement. In addition to planning programming with my co-chair and the team,  I also really enjoyed contributing to the newsletter and assisting with social media. Overall, I would recommend getting more involved to anyone who is interested and capable. It’s been one of my best decisions.–Brendan Hughes, programming co-chair

Serving as the diversity chair on the Committee provided me the opportunity to act as a liaison between National Diversity Committee. I got to dabble in tweet chats, blogs, newsletters and even the “Diversity Dimensions” column in PRSA Tactics. If my term taught me anything, it’s that you’re never too young to voice your opinions, concerns and viewpoints in the industry–it’s what we need more of to make progress in our profession, and the Committee was an excellent platform to do that.–Carolina Madrid, diversity chair

After being active locally and nationally in PRSSA throughout college, I was so excited to begin my career and get active in PRSA. I am so glad to have made the decision to join the New Professionals Section and work with colleagues in similar career stages to help create an engaging, beneficial experience for members. I’ve learned so much from my colleagues on the Committee and from fellow Section members about how to advance my PR career, and I’m looking forward to more service in PRSA.–Nick Lucido, PRSSA liaison

Being the PRSSA Liaison the past two years has been a great experience! It has allowed me to reach out to students across the country and bridge their foundation to PRSA after graduation.–Alyssa Bronikowski, PRSSA liaison

I’ve enjoyed getting to welcome new members to our Section, especially being able to meet up with a few every so often. It’s a great network to be a part of!–Whitney Gray, membership co-chair

As co-editor of the newsletter, I’ve enjoyed this past year working on the Committee. I’ve made friends, learned a lot and enjoyed the inclusiveness and support with my ideas and suggestions. If given, this is an opportunity everyone should take!–Jamela Wintons, newsletter co-editor

Volunteering with Section was a great way to network and meet other PR pros! Working on the blog team taught the value of time management, teamwork and communication–all important skills for any PR career. If you are thinking about volunteering with PRSA, do it! Build your portfolio and get hands on experience.–Zaneta Chuniq Inpower, blog co-chair

The opportunities provided by Committee keep me coming back again and again. Serving as the blog co-chair has opened up my network to other new professionals, as well as more experienced members in the industry, across the country. The teamwork and enthusiasm among Committee members is unmatched, and volunteering really allows you to make an impact in Section. Not only do I get to live my passion for writing, editing and social media, but I get to give back to PRSA. Volunteering on the Committee has been one of the best career decisions I’ve made.–Heather Sliwinski, blog co-chair

The deadline is today–so don’t delay! Fill out the form today and get proactive in your career and PRSA.

Volunteers must be PRSA and New Professionals Section members.

Seven Things to Do in San Francisco while at PRSA International Conference

Heather Sliwinski Leave a comment

PRSA International Conference 2012The 2012 PRSA International Conference is finally here! While we know you’re thrilled to absorb the breadth of PR knowledge from within the Marriott Marquis, it would be a shame if you didn’t make the time to explore some nearby gems of San Francisco. Here are some favorites for locals and tourists, newcomers and regulars. Enjoy!

Embarcadero

A five-minute walk from the hotel is San Francisco’s Eastern waterfront known as the Embarcadero. Here you’ll find the picturesque Ferry Building Marketplace, a showcase for local farmers, artisan producers and independently-owned and operated food businesses. Take a walk down one of the piers for a beautiful view of San Francisco.

Fisherman’s Wharf

Take the F light rail around Embarcadero to Fisherman’s Wharf, San Francisco’s waterfront community. Here you’ll find shops, eateries, museums and even seals. Make sure to pick up some clam chowder at the seafood stations – a true San Francisco tradition.

Union Square

Did I hear you want to shop? You will leave your heart and your wallet in San Francisco’s Union Square District.  The best names in fashion, including the newly-opened Japanese retailer UNIQLO and three H&Ms are available in this insanely modish shopping quarter.

Indoor and outdoor shopping line with North Beach

Just north of the Financial District is San Francisco’s historic North Beach District, also known as Little Italy. Arguably home of the Bay Area’s best slice of pizza, North Beach also hosts a variety of bars, coffee shops, Italian restaurants and the gorgeous Washington Square Park, facing Saints Peter and Paul Church.

Chinatown

Tucked in between Union Square and North Beach is the largest Chinatown outside of Asia and one of the city’s most popular tourist attractions. Lined with hundreds of souvenir shops and restaurants, this Chinatown is true to San Francisco’s more than 30 percent Asian American make-up.

Castro District

You can also take the F Market Street car or catch an L, M, K or T MUNI train (not to be mistaken for BART) down to Castro Street. You’ll emerge in one of the gayest and most diverse spots in America, if not the world: “The Castro.” Pride flags, brunch spots and adult stores sprinkle this vibrant community close to the heart of many San Franciscans.

Local Edition

I had to make a special section for one of my favorite spots in the city – that’s how awesome it is. If the name doesn’t already give it away, this subterranean bar on Market Street will appeal to your inner journo. Dimly lit and plastered in San Francisco newspaper archives, Local Edition is seated beneath the historical Hearst Building and offers a variety of classic and contemporary specialty drinks.

 

Carolina Madrid is the diversity chair for the PRSA New Professionals Section.