Intro to Agency PR by Heather R. Huhman

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Think you’re interested in working in agency PR? Here are a few questions you might want to ask yourself first:

Why would I want to work for a public relations agency?

Unlike in-house public relations professionals, those who work for PR agencies get to work with a variety of clients on a daily basis. You can easily become an expert in a variety of niches by working with different organizations. Some agencies even specialize in a specific niche, focusing their efforts on a certain type of client in a particular field or industry.

What’s a typical day like in agency PR?

No two days are alike when it comes to public relations, particularly if you’re juggling several accounts. Depending on the agency and type of clients, a typical day might consist of any combination of the following:

  • Participating in client meetings
  • Creating content such as press releases, blog posts and media pitches
  • Recording press mentions
  • Speaking with members of the media
  • Arranging interviews between journalists and clients
  • Researching to develop content, media lists or other documents
  • Sharing content via social media channels
  • Monitoring local and national media
  • Brainstorming new strategies and tactics
  • Organizing events and press conferences

What types of skills or attributes should I have if I want to work in agency PR?

In order to work with different types of clients in a fast-paced environment, you should be a quick learner. You also need to have superior communication skills – both written and verbal – in order to successfully get your client’s message across. Deadlines are often tight in public relations, so you should be able to work well under pressure. Obviously, based on the variety of tasks, you should also be good at multitasking as well.

What challenges should I expect?

Working with different clients can be challenging. Some clients trust your ideas, while others are more reluctant to let go of control of their organization’s messages. Similarly, some clients micromanage their PR efforts, while others let you run with your ideas. It can also be stressful and challenging to meet tight deadlines.

What skills should I learn that might not be taught in the classroom?

  • Social media: PR pros are now expected to be proficient in the different social media platforms such as Facebook, Twitter and LinkedIn, among others. You should know how to use each platform and have a solid online presence on the platforms you participate in.
  • Content marketing: Blogging, e-newsletters, webinars, podcasts, whitepapers—these are all strategies that you might need to leverage on behalf of a client. You should understand what each is and have a basic understanding of the benefits of different content options.  
  • Writing for the Web: Blog posts, social releases and social media releases all have a different writing style than “traditional” content. Writing for the Web is much more to the point, and includes hyperlinks, images, video and other content along with it. Oh, and don’t forget about search engine optimization!

How can I break into a specific agency?

Intern at the organization. Internships are one of the top ways to land an entry-level job at a particular company. According to a recent survey by the National Association of Colleges and Employers (NACE), employers reported 39.1 percent of their entry-level hires came from their own internship programs. Not only does landing an intern position help you get a foot in the door, but it also helps you gain experience, skills and networking connections for the future.

Follow key employees on social media. Connect with folks who work at the company online. Engage in conversations and inquire about the organization. Express your interest in learning more about their role at the company. Once you’ve built a mutually beneficial relationship, you can set up an in-person meeting, informational interview or job shadow.

Network with your peers, colleagues and professors. Build your network before you start out your job search. You never know who your connections know—and how those connections could help you land a job in the future.

Heather HuhmanHeather R. Huhman is a career expert, experienced hiring manager and founder & president of Come Recommended, a content marketing and digital PR consultancy for organizations with products that target job seekers and/or employers. She is also the author of Lies, Damned Lies & Internships: The Truth About Getting from Classroom to Cubicle (2011), #ENTRYLEVELtweet: Taking Your Career from Classroom to Cubicle (2010), and writes career and recruiting advice for numerous outlets.

Intro to Technology PR by Julie Walsh

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Are you addicted to your iPhone or never far from your Blackberry? Are you always the first to know about the latest and greatest app and is “Mashable” the first thing you read after your emails? Then consider yourself a prime candidate for a career in technology PR. Whether you are still in the job search stage, or just starting your new position, there are a couple things to know about agency life first to help get you on your way.

As a new pro, never be afraid to start as an intern. Many agencies look to hire talent from within their internship program. Hiring on an intern to transition into a full-time staffer is much less of a risk and gives new pros an opportunity to learn and grow into the agency and the experience. Agency life, regardless of what type of clients you focus on, has its own vibe and lifestyle. A “typical week” does not always exist, but you can expect certain things: client calls or meetings, copious research and reading, writing and, most importantly, collaborative work.  One of the best features about working in an agency is the opportunities it provides to collaborate with your own team, other members of the office and clients. In addition to being a collaborative environment, agency life can be fast-paced and creative, but with the right team can also be supportive.

Just like any other PR pro at an agency with a niche, it is important to be familiar with the press covering that part of the industry. In tech PR, clients can range from startup companies like those launching a new iPhone app to B2B companies that have a hi-tech component to their offerings. In tech PR, the press can be as exciting as “TechCrunch” or “Pogue’s Posts”, but also includes many lesser-known trade publications.  The important thing is to read all of them to stay apprised of what is going on in the space. Additionally, many pitch ideas or strategy inspiration can come from reading these outlets. The industry may not be glamorous, but it can be cutting-edge and exciting.

One of the biggest challenges PR practitioners face when representing tech clients, specifically, is how quickly news comes and goes. There are so many exciting product launches or new offerings that it can be hard to keep up. The hottest new product one day can be replaced quickly by something that can do more, faster. Timeliness with pitching and follow-ups are critical, as news can become old fast.

However, you do not have to be a self-proclaimed “junkie” to work in this space. The details and explanation of “how something works” or the proprietary technology behind a product can be confusing for anyone new to the industry. However, to not only succeed but also thrive in tech PR, new pros should always ask questions and know how to research. Often times, topics discussed can be high level, and it will require both questions and independent research to comprehend them fully. Tapping into all available resources, search engines and media outlets will lay a solid foundation for a career in tech PR. Recently, I was introduced to a new search engine by one of my colleagues called Blekko, and I highly recommend checking it out.

Working in tech PR can be rewarding and allow you to really feel the “pulse” of innovation and creativity. There are many exciting things happening in the tech space, and to get started in a tech PR career, you can leverage sites you already visit. “Mashable” hosts its own job board, Twitter has a wealth of chats and accounts dedicated to job searchers, and of course, the PRSA Jobcenter is always a great resource. Many Gen Y’ers understand the social media landscape and how to creatively use it to their advantage in the job search. However, your best way to be hired by an agency is through networking. Often, agencies will reach out to their staff members for candidate recommendations for their entry-level positions, so always keep in touch with your contacts and have a good mentor guiding you along the way.

Julie WalshJulie Walsh is a media relations specialist with Walker Sands Communications. Walsh received her bachelor’s degree from The Ohio State University in strategic communication and is currently working on her master’s degree in public relations and advertising at DePaul University.

Summer Book Club–July:Be Your Own Best Publicist

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The PRSA New Pros Blog Summer Book Club continues with its selection for July—“Be Your Own Best Publicist: How to Use PR Techniques to Get Noticed, Hired, and Rewarded at Work” by Jessica Kleiman and Meryl Weinsaft Cooper.

As PR professionals (or PR hopefuls), we are used to promoting our companies or clients.  However, it is just as important to leverage our PR skills to cultivate our careers as well.  By creating a brand for ourselves, Kleiman and Cooper say we can develop our careers and create a professional image for successful advancement.  Their website summarizes topics covered in their book:

In one of the toughest job markets in more than 20 years, with the unemployment rate hovering around 10 percent, as well as dwindling job openings and promotion opportunities, standing out and making a good impression is more vital than ever.  This helpful, easy-to-follow guide shows anyone looking to land a new job, attract freelance assignments, stay essential in a current position or get that coveted promotion how they can use PR skills to achieve their goals.

Written by two seasoned public relations professionals, Jessica Kleiman and Meryl Weinsaft Cooper, Be Your Own Best Publicist: How To Use PR Techniques To Get Noticed, Get Hired & Get Rewarded At Work breaks down the fundamentals of PR and how they can be implemented to promote oneself.  Through humorous but informative anecdotes, tips and exercises, this book will arm people with the confidence, knowledge and tactics to help them market themselves in the workplace.

Grab your copy today!  Discussion for “Be Your Own Best Publicist” starts the first week of August.  Check with PRSA New Pros blog, like us on Facebook or follow us on Twitter to join in the conversation.

If you missed the June discussion, it is not too late to join in!  Share your thoughts on “UnMarketing” here.

New Pros: What topics are you hoping Kleiman and Cooper cover?  Are there specific questions you hope are answered?

Summer Book Club–June: UnMarketing Discussion

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“If you believe business is built on relationships, make building them your business.”  That, in a nutshell, is what defines “UnMarketing”. 

Why do marketers, in a world where consumers strive to fast forward through commercials and place their phone numbers on “do not call” lists, continue to use old ways of marketing that they themselves detest?  “Why do we market to people the way we hate to be marketed to?” asks author Scott Stratten.

Enter UnMarketing: a new way of marketing based on creating connections, building relationships and continually providing value to your contacts using traditional media and social media outlets.  Stratten urges us to “Stop marketing. Start engaging.”

One of the biggest ways Stratten suggests to build relationships with consumers is by positioning yourself, or your company, as an expert in your field.  “When you position yourself as an expert with useful information for people, your marketplace will always have a need for that information,” says Stratten.  Therefore, if a consumer does not currently have use for your product, they will still be interested in communicating with you based on the knowledge you have to share.

So, you have knowledge to share and a few contacts to share with.  Stratten recommends building a social media platform.  With social media tools expanding at what seem like an exponential rate, one cannot possibly use every service.  Stratten suggests starting small.  Pick one place, be it Twitter, Facebook or LinkedIn, and invest your time in it until you build a strong following.  Stratten outlines three steps to successfully build your platform:

1. Build traction: be consistent with your updates and spread them out over the week.  Share information and respond to others’ updates.  Create a presence.

2. Build momentum: focus on strengthening the connections you have instead of only increasing followers.  Take your conversation to another level, like meeting face-to-face at conferences or Tweetups.

3. Expand: in order to take your relationships to the next level, grow your platform to other social media sites to better engage with your connections. 

Once you have followers, it becomes important to keep your followers.  Every communication should focus on creating valuable content and keeping your followers’ trust.  Stratten emphasizes that one mediocre experience can lead a customer to shop around elsewhere:  “One of the things companies need to realize is that they are only as good as the weakest experience of their customer.  Many businesses are guilty of creating a great experience to get a first sale from you, but are really bad at keeping that level of service going.” 

Stratten describes this “Experience Gap” as the space between the best services and the worst experience a customer receives.  Every business should strive for the smallest Experience Gap because other companies can sneak in through the cracks.

Because no company can afford gaps in trust or experience, the most important rule to follow is to be authentic and transparent.  Being authentic means being yourself.  When you stop trying to be your competitor and start showing what makes you different, you play to your strengths and position yourself for success.  Being transparent means being honest.  Honesty is just a good business rule to follow anyway, and it helps keep the trust of your customers.

These concepts merely scratch the surface of UnMarketing, but they demonstrate that Stratten believes engagement and sincere relationships are the foundation for any business that can no longer be ignored.

Share your thoughts on UnMarketing below!

  1. What did you agree with and why? What did you disagree with?
  2. Stratten provided the advantages and disadvantages for each social media outlet like Twitter, Facebook and LinkedIn.  Have you found a favorite site to engage with your customers?  Are there any pros or cons you would add to any of the site?
  3. UnMarketing featured an entire section on viral marketing.  Have you found success with a viral video? How did you handle the loss of control? How did you connect beyond number of views?
  4. Stratten provides helpful tips to connect with consumers using more traditional means of marketing like tradeshows, newsletters and seminars.  What other ways are you creating conversation beyond social media?  Do you think our society still finds value in traditional media?
  5. Networking is either your biggest fear or your greatest ally as a new professional.  We’ve all seen the “Card Collector” and all strive to be the “Great One”.  Stratten suggests listening to others, being yourself and enjoying the conversation, not just seeing the event as a glorified business card exchange.  What suggestions do you have for other new pros learning how to network? 
  6. What is the most valuable lesson you will take away from this book? Any specific ideas you will adopt?

Stay tuned for the announcement of our July Summer Book Club read!

PRSA Jobcenter Adds Features Designed for New Professionals by Richard Spector

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Recently I had the pleasure of managing PRSA’s Jobcenter redesign – with the help and guidance of some wonderful colleagues. We rebuilt the navigation and compiled information from all PRSA and PRSSA resources including advice based on PR Tactics articles, Forum blogs, comPRehension entries, HR consultants and resume guidance from the Bureau of Labor Statistics. What is the result? We now have an information-rich career center to set job seekers on a successful path for all career levels. If you are new to public relations, the entry-level and tools and tactics pages can provide a needed edge in this ever-changing economy. We based the redesign on answering a series of questions for new professionals.

How can I write the best resume? A resume starts with making a personal pitch through your cover letter. This letter is your chance to make a great first impression. The first two sentences of your resume should summarize your background, to tell the HR person whether to read on. Once you have reviewed more resume and career articles, you can sign up for a customized 21-page resume guide or a resume critique. You will be able to access these portions once you post a resume to PRSA Jobcenter.

How do I prepare for a job interview? As the saying goes, you only have three seconds to make a good impression, and we can help. The first bit of advice is of course to keep calm even when asked tough questions. PRSSA has a great synopsis of the types of interview questions you may be asked. Next comes the question of following up after the first interview. The growing importance of social media has made the “give to get” rule a necessity. Stand out from the crowd by sending the company you interviewed for a relevant article or helpful observations on improving their website. When you get to the second interview, prepare a brief customized marketing or social media plan. Throughout the process, also take note of your personal brand. This will help you present yourself in the best way possible.

What are the best resources to search for a job? Nowadays, the answer really is “everything.” An HR consultant mentioned a conversation he had recently with a job applicant. The applicant waited a year before coming to him. Why? They were searching for jobs only via social media. Using only one resource decreases your chances of finding a job. You can stay competitive by searching for jobs on job boards, LinkedIn and Craig’s List. The PRSA Jobcenter has some time-saving elements when searching for a job, such as signing up for job alerts or a job feed.

How do I land that internship? PRSSA can help you get started with internship realities for graduating seniors. They also offer perspectives on working for an agency vs. a corporation. Once you have landed that much-coveted internship, you will want to make the most out of your internship experience. The ultimate goal is to be hired for a permanent position, and advice from both PRSA and PRSSA can help.

How can I network most effectively? The best outcome from networking effectively is to have an employer at the company you wish to work for hand-deliver your resume to the HR director. But how do you make this happen? PRSA Jobcenter has a page to help you network like a pro. Set up a plan to network with intention, make networking an art and follow the essential steps for networking success. Best-selling author Andrea Nierenberg offers tips on Ways to Say “Thank You” along with the “ABCs of Networking“.

Finally yet importantly, always stay positive, and remember PRSA Jobcenter will have strategic guidance for you every step of the way. Whether you are looking to ask our panel of mentors a question, wish to attend graduate school or find a helpful webinar, we will follow your career from entry-, mid- to senior-level.

Richard Spector is the manager of client services at Public Relations Society of America.