new professionals

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?

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.

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.

Navigating Your Financial Future:Tweets from the Brown Bag

Heather Sliwinski 1 Comment

The PRSA New Professionals Section held our first brown bag teleconference “Navigating Your Financial Future” with financial advisor Jim Beverley on Thursday.  In case you missed it, Beverley covered four main topics directly affecting new professionals: student loans, credit scores, retirement savings and budgeting. PRSA New Professionals Twitter hashtag #npprsa tracked the conversation surrounding Beverley’s most valuable advice.

On student loans:

@MelindaBiegen: Tips on paying student loans from #JimBeverly– Step 1) Organize your loans, start paying the ones off w/ the highest interest rate. #npprsa

@MelindaBiegen: Step 2) Never miss a payment! If you can, try to set up automatic payment plans. Don’t be afraid to pay a little extra too! #npprsa

@MelindaBiegen: Step 3) #JimBeverly encourages recent grads to see a local Tax Advisor to educate us further and answer any financial questions. #npprsa

On retirement savings:

@prsanewpros: Save early! If you want to have $1 million at retirement and start saving at 25 = $300/mo., at 35 = $700/mo., 55 = $5,326/mo #npprsa

@DZ_Invictus: Retirement savings through company withholding plans confers pretax convenience, possible matching benefits. #npprsa

On budgeting:

@daniellerideau: Creating a budget for my future. budgeting.thenest.com #npprsa

@JoriRobinson: Good to have 3-6 months of expenses in cash in savings that is readily available in the event you lose your job. sleepability #NPPRSA

On credit scores:

@AnnaCramer1: Any number in the 700s is good, 750 + is excellent for credit score #npprsa

@prsanewpros: Improve credit score: 1. reduce debt 2. get back on track with missed payments 3. spend less! #npprsa

What’s the bottom line from Beverley’s seminar?

@AnnaCramer1: Save some money every month, pay some debt off every month and most importantly: live within your means! #npprsa

If you are interested in hearing the playback of this discussion, and did not register prior to the event, please stay tuned to our online discussion forum for a link to the recording.  This event is free for Section members.

Jim BeverleyJim Beverley, CLU, ChFC, CFP®, Financial Advisor, Partners Wealth Management

Jim Beverley has 16 years of experience as a financial advisor. Beverley offers Securities and Investment Advisory Services through NFP Securities, Inc., member FINRA/SIPC. NFP Securities, Inc. is not affiliated with Partners Wealth Management.  Beverley empowers clients by eliminating conflicts of interest, taking the time necessary to understand each client’s financial situation and educating clients on the solutions available to help accomplish their objectives.