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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.

Summer Book Club–July:Be Your Own Best Publicist

Heather Sliwinski 2 Comments

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?

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.

Professional Development Webinar: “Managing Up: Positioning Yourself for Success with Your Supervisor” with Ken Jacobs

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As a young professional, “managing up” is probably something we have all encountered in the workplace, either from our own experiences or from those around us. Working with your boss to ensure you meet, even exceed, his/her needs so that you can ultimately work your way up in the company is smart. However, where is the line between going above expectations and “brown-nosing?” While you may be familiar with both, this topic is not one on which you took a college class. In “Managing Up: Positioning Yourself for Success with Your Supervisor,” trainer and consultant Ken Jacobs will help us all get a better grip on:

·    What “managing up” is and isn’t

·    Nine tips on how to manage up more effectively

·    How managing up benefits you

·    How to make your boss the best boss for you

The webinar starts at 2 p.m. (EST) on Thursday, July 7. Interested in learning a little more about Ken Jacobs? Check out his website.

Are you on the fence about spending the money to join us? We have a solution! Chances are you have a few other young professionals in your workplace. This particular topic is something all fields of work can benefit from, so consider collaborating with them and splitting the $35 fee. It gives you a nice, educational break from the daily grind and a chance to spend some more time with the other young professionals in your office!

So, what are you waiting for? Register here!

Ken Jacobs is the principal of Jacobs Communications Consulting, which helps public relations firms grow and manage business; improve client service and enhance client relationships; as well as increase staff performance, motivation, loyalty and retention. Jacobs Communications Consulting does so via training, consulting and coaching. Prior to launching his firm, Jacobs held leadership positions at Lippe Taylor, Maloney & Fox, Marina Maher Communications, Ogilvy Adams & Rinehart and Ogilvy & Mather PR. He blogs at http://kensviews.com

7 Crucial Job Search Tactics to Land an Entry-Level Job by Heather Huhman

Heather Sliwinski 1 Comment

Pretty soon, you’ll be donning that graduation cap, walking across the stage and taking your first step into the world of entry-level employment. Hopefully you’ve set yourself up for success throughout your college career by completing at least one internship, getting involved in on-campus groups and building a portfolio. What else is crucial to landing a job today?

Creating a job search plan. What many job seekers fail to do is create a plan consisting of multiple job search strategies in order to reach their goal. Merely combing job boards or applying to a few company openings probably won’t result in a job offer—or even an interview—in today’s tough market. You must be prepared, organized and diligent in every aspect of your job search, and creating a plan can help you stay on track. 

Spending time “company searching” as opposed to “job searching.” Part of your job search plan should be identifying 5-10 ideal companies that you’d like to work for. From there, you can work on making connections at those organizations, learning about their culture and determining your fit, and watching for openings and opportunities that are right for you.

Networking early and often. Your network is a vital resource in your job search. Friends, family, colleagues and acquaintances can help you learn about unadvertised openings, get an “in” at a specific company, or provide support while you’re job seeking. Keep in contact with important connections by adding them on professional and social networking sites, and reaching out to them to stay top of mind.

Branding yourself. You need to be your own advocate in your job search. This means having a clear idea of what makes you different from all of the other candidates vying for the same job as you (also known as your unique selling points). Communicate and share your personal brand by consistently marketing yourself across all social and professional networking platforms, as well as on your resume, cover letter and portfolio.

Harnessing the power of alumni. Don’t forget about the network you’re already a part of as a resource in your job search, which is your college or university. Consider contacting former students that are working in your field to ask for advice and job shadow opportunities. Join your college alumni network or search for groups on Facebook and LinkedIn. Because you already have something in common—your education experience—it will be easier to reach out to that individual and build a mutually beneficial relationship.

Taking things offline. While the Internet is a valuable resource for any job seeker, don’t neglect the power an in-person meeting can have. This can involve inviting another professional to lunch whom you’ve only talked with online, attending group and association meetings, and participating in conferences and meetups.

Volunteering your time. Not only can volunteering help eliminate gaps in your resume, but you can also make valuable connections with individuals at the organization. It’s also a great way to build upon your skills and add additional pieces to your professional portfolio.

Although your job search might not produce results right away, it’s important to stick with it and maintain a positive attitude throughout the process. You never know when you’ll meet someone who could lead you to your next opportunity!

What other tactics would you add to this list? Prospective graduates: What’s your plan to stand out in this job market?

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