intro to series

Intro to Military PR by Lt. Colonel Ann Peru Knabe, APR+M

Heather Sliwinski 3 Comments

Ann KnabeIt is hard to believe I have been in military public affairs – the military’s version of PR – for almost two decades. I joined the Air Force Reserve in college and along the way was commissioned as an officer. Just like in the 1990s, today’s public affairs field is very exciting.

What exactly do I do? Right now I am assigned as a Reservist to the Pentagon, serving in a public affairs role with the office of the Secretary of the Air Force – Public Affairs. My immediate role is to support the outreach, opinion and engagement division.

My primary job for the last couple of months has been working on media training for high-level defense and federal officials. I develop training scripts, play the role of reporter and help with scheduling (this is all in addition to my full-time teaching job in Wisconsin). My favorite part of this job is playing the role of a reporter live from a remote location in New York. The trainee cannot see me, so it can be quite challenging. We provide feedback, offer other scenarios and give the trainees a video of everything that occurred. The Air Force has a very comprehensive media training program at the Pentagon – it shares the same tech qualities and capabilities of regular TV.

But PA – as we call public affairs – is not limited to media training. For many years, I served as the director of public affairs at an Air Force wing. I was responsible for community relations (tours, special events, and outreach), internal communications (employee newsletters and related communications), media relations and congressional relations. As a part-time employee, I had a lot of fun and gained exceptional experience. We managed a variety of projects, ranging from military balls to Presidential visits.

More recently, I have been involved in the Reserve’s social media strategy and have supported special projects like Tour for the Troops. In the Tour for the Troops, I executed the social media plan for Air Force Reserve as we flew Kid Rock around to various concerts in the war zone. Now THAT was interesting!

It is also important to note that you do not have to wear the uniform or join the military to do public affairs. The different branches of service have hundreds of opportunities to work as a civilian in PA.  Of course, as a civilian, you are less likely to deploy to remote places.

If I had to identify when my role really transformed, it would be 9/11. Ten years ago, my military job changed significantly, as did the “ops tempo” or rate we were supporting the active duty Air Force. Suddenly, we were helping activated Reservists, managing multiple media requests, honoring returning Airmen and Soldiers and executing other wartime activities in addition to our regular work. I was also activated – or deployed – three times in the last five years. I completed two tours in Southwest Asia, where we have a large base flying daily missions into Iraq, Afghanistan and Africa. I served as the Pentagon’s spokesperson for the Guantanamo Bay War Court in my most recent tour. Throughout these experiences, I have made the greatest friends of my life. After sacrificing and facing daily uncertainty with my brothers and sisters in arms, we cannot help but become closer because of the trust needed in a mission. I love this aspect of the military.

I love the Air Force, and cannot say enough positive things about my experience in the Reserve. I have worked in more than 20 different countries, met lifelong friends and mastered tough communication skills. The Reserve has also given me priceless education and extra income. There is room for more public affairs officers and civilians – the military can be a fabulous career.

It is not a piece of cake, though. On those days that seem especially hard or challenging, I always remember this quote: “If it was easy, everyone would do it.”

Ann KnabeLt. Colonel Ann Peru Knabe, APR+M, Air Force Reserve Public Affairs Officer

Knabe is a dynamic change-agent in public relations. She believes innovation and progressive thinking are keys to survival in today’s competitive global PR environment. Her 20+ years in military public affairs and international NATO settings leverage her civilian and educational experiences. Knabe is a “relationship-builder,” referring to her extensive work in media relations, internal communications, social media, community relations, international public affairs and congressional relations.

Intro to Independent PR: Part One with Robert Udowitz

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According to the 2008 PRSA Membership Value Perception and Satisfaction Study, 6 percent of PRSA’s members are “independent practitioners”. This month’s “Intro to” series features two such professionals who once worked in agency, corporate and association PR and have since joined the ranks of independents.  Robert Udowitz, Principal at RFP Associates, LLC, spoke with Mike Greenberg of the New Professionals Section about life as an “indie”.  Check back on Friday, February 25 for part two of the series with Susan Rink, Rink Strategic Communications, LLC.

 

Mike:  What was your PR experience like before you decided to practice as an independent?

Robert:  I am entering my seventh year as an independent. Immediately prior to going out on my own I was working at a trade association as its director of communications. Before that I had been in corporate communications and at a couple of PR agencies in Washington, DC, and New York City.

Mike: What do you offer clients that an agency doesn’t?

Robert: In most cases I offer my clients equal if not more experience through a more economical and efficient model.  I’ve done crisis counseling, community relations work, media relations, analyst and investor relations, writing and event planning.  I have even created an animated video—from concept, to writing the script and directing the shoot!

Mike: What is your work environment like?

Robert: My work environment is as professional as it was when I had an employer. With all the modern technology I use, the only disadvantage I have is the lack of an office tech support team at my beck and call. 

Mike: What types of non-PR abilities and interests are needed in order to succeed as an independent practitioner?

Robert: You must possess some simple financial management and business skills.  In particular, when you start out you need to determine how much to charge clients. Then you need to tabulate your monthly expenses so you know how much money has to come in to afford your lifestyle. From there it’s critical that you devote time each month toward bookkeeping and billing your clients. Your business skills are critical to building a client base, marketing yourself, and maintaining a steady income.

Mike: What are the greatest challenges an independent faces?

Robert: The work will always find you, but there’s never enough time to market yourself for those times when you need more work. As long as you stay networked and are always talking to your colleagues and meeting new people, you will find work the moment you have the time to take on something new.

Mike: What has surprised you the most about being an “indie”?

Robert: How capable I was. In the confines of office work there isn’t much time to create opportunities that go outside of your assignments. And, sometimes you observe that the decisions that are being made aren’t as productive as they should be. As an indie, you have an ability to accomplish more and there’s a degree of pride when you are able to look back and see all that you have done.

Mike: What advice would you give a new professional who wants to work as an independent?

Robert: You have to have experience, and preferably a diverse amount of experience.  The more you’ve exposed yourself to professionally before you go out on your own, the more of an asset you’ll be for your clients.

Robert UdowitzRobert Udowitz, Principal, RFP Associates, LLC

Over the course of his 25-year career, Udowitz has worked at public relations/public affairs offices, corporations, and trade associations. He recently began RFP Associates, LLC (www.rfpassociates.net), a PR agency search firm specializing in the request for proposal process for companies seeking a public relations agency. Prior to creating RFP Associates, he operated RUdowitz Consulting, a PR/PA consultancy based in Washington, DC, where his clients centered in the financial industry but included commercial real estate companies, trade associations, a magazine publisher, and government contractors.

Udowitz has been a member of the Board of the Public Relations Society of America’s National Capital Chapter for the past four years and on the Board of the Independent Public Relations Alliance for more than five.

Intro To Series… Healthcare PR by Heather Sliwinski

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If I were a betting woman, I’d say my experience as a new professional in the healthcare industry is similar to other New Pros’ positions out there. The skills we use are generally the same—they are just applied in a different way.

The daily life of a New Pro is quite different than that of a student, or even an intern. The transition can be challenging. Working for a small, growing drug testing laboratory, I was given a great deal of responsibility early on that spanned all areas of communications. One minute I was designing our two quarterly newsletters and the next I was producing and hosting an educational video series for the Web. From day one, I was pushing past my limits and gaining responsibilities to which no company had ever entrusted me as an unpaid intern. I was dabbling in design, communications, event planning and management. If I had to sum up my biggest responsibilities into a brief job description, it would look something like this:

Design: I create and edit all promotional materials, including brochures, direct mailings and quarterly newsletters, for current and potential clients.

Exhibit coordination: I manage our attendance at over 30 conference exhibitions, working with conference sponsors and third-party vendors, as well as representing the company at a number of conferences myself.

Team leader: I coordinate larger marketing projects with third-party firms that have included the overhaul of our website, identity package and overall brand image.

Writing and editing: I write and edit copy for promotional materials, the website and our two quarterly newsletters.

What’s more important than a list of my duties, I think, is an overview of the skills expected from me on a daily basis:

Self-starter: The training wheels are off now. Gone are the days of endless small tasks at an internship or syllabi from professors. In my position, I am expected take a lead role and tackle projects before they are assigned to me, as well as bring new ideas to the table. Make suggestions, take risks, make mistakes and try again. A positive energy and willingness to participate and learn outweigh any ideas that don’t pan out.

Flexibility, multi-tasker: As I stated earlier, my position covers all areas of marketing and beyond. In the current economy, not only does a New Pro have to be flexible on what area of PR or advertising they want to work in, but they have to be willing to change direction at a moment’s notice. Companies want someone who can work well under pressure and don’t get frazzled when their typical routine (if you even have one) is disrupted. I don’t know how many times a week a printer will break down or a colleague needs a promotional piece by tomorrow, and I have to drop what I’m working on and tend to the urgent matter. It’s all part of the fun in PR.

Fast learner: To be honest, my undergrad self never would have guessed that I’d be working for a drug testing laboratory after graduation. I’ve never been that big of a science buff. USDTL didn’t expect me to know the ins and outs of the industry before they hired me, but they did expect me to be open-minded and capable at picking up knowledge quickly. Today, I am able to communicate to current and potential clients our wide range of services and the science behind them. Being a fast learner goes hand-in-hand with being a self-starter. When I come up with new projects for the marketing department, that often results in me diving head first into software I’ve never seen or a social media outlet I’ve never used. To achieve our goals in a timely fashion, I have to pick those up sooner rather than later. And, with the world of PR and technology changing at a rapid pace, there is always a new PR tactic with which to familiarize myself. I frequently attend workshops and seminars, including those provided by PRSA, to continue my professional education.

So, the only question left is, how does working in the healthcare industry differ from other areas of PR?

I can truly say that working in healthcare has been more rewarding than any other position I’ve held. What I do on a daily basis directly affects the health and lives of others. If selling just one more drug test aided in the treatment of one newborn, it’s all worthwhile, isn’t it? Healthcare may be tied with the unknown right now, but the uncertainty has opened up opportunities for great impact. Working for a lab may not be as glamorous as a “Mad Men” agency setting or working PR for an entertainment giant, but your clients and colleagues are passionate about what they do, and I consider that a privilege for any professional in the work force today.

Heather Sliwinski is the marketing communications manager at United States Drug Testing Laboratories, a forensic laboratory providing alcohol and drug testing services to hospitals, government agencies, social services and drug treatment programs. Before joining the USDTL team, Sliwinski graduated from University of Wisconsin-Madison in 2008 with a Bachelor of Arts in Journalism and Mass Communications and a Certificate in Business. She has held positions with a nonprofit, a Fortune 100 company, and her university. Sliwinski is a member of PRSA National and Chicago Chapter, as well as the New Professionals and Health Academy Sections. Feel free to connect with her at Sliwinski@uwalumni.com or find her on LinkedIn at http://www.linkedin.com/in/heathersliwinski

Intro to Series… Agency PR by Adrienne Bailey

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As you can imagine, agency life is exceptionally eventful, fast paced, and extremely rewarding.  Unlike other areas of public relations, you are constantly working with numerous clients in a wide array of industries. A typical work week can vary depending on deadline, events, client projects, and journalists’ needs—no two weeks are ever the same. Often, you may be working on several accounts at a time; each requiring just as much attention as the others. Being able to effectively allocate enough time to each account is essential to meeting client’s needs and exceeding expectations.

Due to the fast paced atmosphere, it is imperative to think quickly on your feet. The flair to provide swift and meticulous responses and work at the drop of a hat comes from a true understanding of the evolving industry and your client’s business. As agency people, we are constantly researching, keeping with the news and latest trends, and bringing new, unique ideas to the table. The work environment is extremely conducive to learning and collaboration—and while there may be a laid back feel, people are constantly working hard to stay ahead of the game.

What kinds of things would you expect to do working for a PR agency?

While general tasks may vary based on the client, agency work in PR does involve a great deal of pitching, writing, planning, creating, and collaboration! Agency pros are regularly educating the media and the public on a wide variety of topics by effectively sharing stories in a compelling manner. My work involves consistently developing newsworthy and unique angles to pitch to the media, educating clients on social media and Web 2.0, landing placements in targeted platforms to ensure the message is reaching the right people, and much more. Taking the time to do thorough research and personalize your correspondences with editors and journalists is vital to developing great relationships. In my experience, I have come to recognize and develop several skills needed for success in an agency: persistency, organization, urgency, commitment and the ability to multi-task are just a few.

What kinds of challenges could you face working for a PR agency?

Regardless of your industry, challenges are something we face each and every day. A few challenges in the agency work include:

  • Keeping up with not only the public relations industry, but the industries of our clients
  • Work and life balance is a bit tricky- especially with the amount of professional development needed at any level
  • Pressure to bring cutting-edge ideas to our clients on a consistent basis
  • Staying atop the evolution of technology and ensuring integration when necessary
  • Being able to deliver metrics and accurate measurement of our efforts
  • Helping clients and potential new business prospects understand our industry’s work and value
  • Multi-tasking between current accounts and potential new business

What kinds of courses would be beneficial to someone working for a PR agency?

Outside of the general courses in PR and Journalism, courses in

  • marketing,
  • business,
  • economy
  • public speaking
  • various cultures and second languages

—
Adrienne Bailey, Account Executive at Y&L PR- a division of Young and Laramore, 2009 Butler University graduate.