Zig when others zag: Managing work/life balance

March 29, 2016April 4, 2016PRSA New Pros 1 Comment

Public relations can be a 24/7 job, especially as technology keeps us tethered to our work even when we’re away from the office. What does work/life balance mean in our field? PRSA New Professionals Mentoring Chair Alyssa Stafford spoke with Judy DeRango Wicks, APR, Fellow PRSA, to get some insight on how to be successful in the balancing act.

What do new professionals need to know about the life of a PR pro?

A career in public relations can be exciting, mentally stimulating and extremely fulfilling. However the first tasks assigned may seem boring – collecting the results of campaigns for reports or awards entries, creating lists of media and influencers, distributing media materials. Soak in everything you can learn, read the plans so you see the “big picture” and remember every tedious step is important – especially the reporting of results! If you maintain a good attitude and speak up with ideas that fit the audience and objectives, you will differentiate yourself and move up. Be the one who “gets it” and “gets it done.”

Remember your manager may be handling multiple crises on any given day, so respect their time in meetings by coming prepared. Build a reputation for being reliable, positive, smart and hard-working. Establish healthy routines – as you get busier, you will need stamina! When you are overwhelmed, take a break. Great ideas can come while you are taking a walk and your brain has time to work on the latest challenge.

Seek out a mentor at work, in your PRSA chapter, or visit PRSA.org and sign up for the Mentor Match which can link you with a member of the College of Fellows. We have all walked in your shoes, and those who have signed up to mentor have a personal interest in helping others successfully navigate a career in public relations.

What does work/life balance mean to you?

When I hear “work/life balance,” I envision a juggling act that is exhilarating when you actually get everything done! Public relations is not 9-to-5, so time management is essential and becomes even more so, believe me, as you move from being a new hire / recent graduate to being a manager / parent. You can move mountains on multiple fronts with sufficient planning and good habits.

How did you progress in your career without burning out?

As my career progressed, travel requirements were added to the mix. During the .com era, I was the girl with the light on over my laptop on the plane all the way to the technology trade show and back. “Zig when others zag” became my mantra – try not to drive or fly when everyone else does, because down-time in peak traffic or searching for a parking place is bad for your health. Schedule flights on Sunday afternoon instead of Monday morning. If you are going to a great city, make after-hours plans with friends who live there, take a break to walk through a museum or cathedral to nourish your soul when the work is done. You’ve earned it and it makes you a more interesting person when you are dining / conversing with executives and media. As an executive, I encouraged my team to enjoy travel and made sure we had fun together, many times with our agency teammates as well, when the mission was accomplished.

Another source of burn-out can be stress about bills and finances. Get into good financial habits early on, such as saving a percentage of every paycheck, establishing a budget, contributing to your 401K, paying bills on time to build a good credit history. Having a nest egg can detract from stress, and give you the freedom to make decisions when it’s time to change jobs.

How have mentors helped you find work/life balance?

One of my early mentors said, “Do the first things first.” Don’t procrastinate on what you know your boss or client is waiting for you to complete. At Ketchum, I took advantage of training classes on how to work with a client, how to prepare for a meeting with a senior executive, how to be a better presenter. Seek out learning opportunities through PRSA including chapter events and webinars. Mid-career, when I seemed to always have my nose to the grindstone and took everything very very seriously, I learned from a client that it’s really OK to go shopping when you are in a Paris and the work is done for the day! Get a life! Live a little!

When I was a VP, the CMO actually put into my review that I needed to work on my work / life balance – I was working too hard. And she was right. Don’t stop taking care of yourself or you won’t be of much use to your organization. Later in life, burnout becomes health issues that can take you out of the office for days or weeks. Again, establish good habits as a new professional and you will be able to enjoy your career and survive the most difficult days (which will pass), and fully enjoy the “gift” moments when the story you wanted is appearing in multiple media outlets, and you are now free to enjoy the fabulous city you are visiting with your favorite people!

Judy DeRango Wicks, APR, Fellow PRSA, serves as co-chair of the PRSA College of Fellows mentoring program. She headed Communications for financial technology providers Fiserv and CheckFree, and twice received the PRSA Silver Anvil in Consumer Services/Technology. Before this, she headed the IBM account at Ketchum. She holds an M.A. in Journalism and Communications, University of Florida, and a B.A., Stetson University.

Keeping your professional and personal life in tune

March 17, 2016March 17, 2016PRSA New Pros Leave a comment

As a PR professional tethered at all times to some sort of device, it’s easy to let work take over your whole life. But our passion projects are a huge part of what make us unique communicators, bringing a diverse range of experience to our daily work.

Raise your hand if you’ve seen the movie Pitch Perfect. Keep it raised if you recognize these two crazies from the movie:

Well, that’s me, to a certain extent. If you didn’t know, the movie Pitch Perfect is actually based loosely on a book written about the International Championship of Collegiate A Cappella, or the “ICCA” for short. This tournament has been happening for 20 years, and I’m one of the people that helps make it happen. More specifically, I coordinate the high school level of the tournament—the International Championship of High School A Cappella (ICHSA).

I’ve been working with Varsity Vocals—the organization that runs both tournaments—for more than 10 years. When I was in college, I sang with an a cappella group that competed in the tournament. I wanted to stay connected to music in some small way, so I asked the organizers of the tournament how I could help. At the time, the high school level of the tournament was very small—holding only a few shows each year. I joined to help grow the tournament.

Over the last several years, in large part thanks to the commercial success of Pitch Perfect, The Sing-Off and Pentatonix, the tournament has grown exponentially. More than 150 high school groups competed in the ICHSA this year, at 17 quarterfinal and semifinal events around the country. Even though it’s not my day job, I still manage the tournament and a team of regional producers who run each event. It never feels like an extra burden though, because it’s something I love.

Me producing at one of the ICHSA shows.

On that note, here are a few tips for keeping your professional and personal life in tune with each other:

Learn how to say no to things that don’t make you happy or bring you some sort of personal fulfillment. Your spare time is precious, and it’s easy to get pulled into a million extracurricular things, from serving on boards, to attending networking events that seem to be happening every night. It’s absolutely beneficial to do some of those things, but you also have to commit to carving out time for the things that you truly love.

Marry your passion projects with your professional skills. Did you play soccer in high school and miss the game? Volunteer for a local children’s soccer league as a coach, or see if your area has a semi-professional league that you can help run social media or offer your PR services pro-bono. Working with Varsity Vocals started off as a way for me to stay connected to the a cappella world, but it’s also taught me about event planning, people management, public speaking and public relations.

Last, and most important:

Share what you love in your professional life. Not only does it make you more human, it might help you connect with your coworkers and clients on a more personal level. I brought in my old college a cappella group to sing at a company function last year and found the head of a local association sings in a semi-professional a cappella group! A couple coworkers have also come to shows to support me—one even flew to New York City for the Finals!

And, for those of you on the east coast, tickets are still available for ICHSA Finals at the Town Hall in New York City on Friday, April 29. It’ll be an aca-awesome show, I promise!

Andie Poole is a member of the Central Michigan PRSA chapter and a senior account executive at Martin Waymire, a Lansing, Michigan-based public relations and marketing firm. She’s also the director of high school programming for Varsity Vocals. Andie and her husband Andrew live in East Lansing with their human child, daughter Elliot (1) and dog child, Einstein (5) and love cheering on the Michigan State Spartans with a good craft beer in hand. Follow her on Twitter at @andiepoole.

Three Things You Need To Know About Diversity

March 15, 2016March 15, 2016PRSA New Pros Leave a comment

Editor’s Note: The following post is part of the ongoing “What does diversity mean to you?” series on The Edge. This series provides insights into diversity and inclusion topics of value to new professionals. To help us champion diversity in PR and to write for the series, email our diversity liaison Henry Cervera Nique.

In a few months, I will have lived in Silicon Valley for a year. Although this tech hub is home to numerous startups and some of the most innovative minds, that doesn’t mean that it doesn’t have its fair share of problems. For years, companies across the nation – both big and small – are at a loss when it comes to hiring and retaining diverse talent. Don’t believe me? Just read this article, this article, this article and countless others. They do a good job at explaining the issue.

Whether you live here in the valley like I do, or out in the Midwest, here are three things you need to know about the diversity conversation:

1. Diversity is about more than just race

When individuals think of diversity, you may be quick to think white, black, native American and Hispanic/Latino and other race groups. Although our physical makeup is a part of what makes us unique, it is not the only thing that makes us diverse. In fact, Merriam Webster defines diversity as, “the condition of having or being composed of differing elements.”

Key takeaway: Look for opportunities to surround yourselves with others who may be different than you are. They may be a different race, from a different country, or are a part of different political party than you. Even though they may not share the same views, you will become better versed in a wide variety of topics, and may even make a friend or two in the process.

2. Diversity will continue to sit at the C-suite table

Although by no means a new trend, chief diversity officer and other similar titles are appearing more on senior leadership benches. Within the first few months of the year even, we have already seen Pinterest welcome Candice Morgan as head of diversity and Twitter name Jeffrey Siminoff as vice president of diversity and inclusion.

Key takeaway: If your company is making diversity a priority, it would be in your best interest to make it as a priority as well. Know your company’s goals and initiatives as they pertain to diversity. You may not be directly involved in the hiring of talent, but make an effort to befriend as many colleagues as you can. Who knows? You may someday be their manager.

3. Want to stand out? Learn more about other cultures.

For two years, I served a volunteer mission for my church in Barcelona, Spain. As soon as I stepped foot on Spanish ground, I knew the experiences that I would have would leave a lasting impact on my life. They did. I have also been very fortunate to visit the University of San Martin de Porres in Lima, Peru before finishing my term as PRSSA National vice president of public relations last year. I had the opportunity to give several different presentations on topics such as personal branding, my top ten tips for new PR professionals and of course, why they should join PRSA.

Key takeway: Do you need to travel in order to learn about another culture? No. Does it help? Yes, but it is not the be all end all. Paula Caligiuri, professor of international business and strategy at Northeastern University, said, “Culturally agile professionals are not necessarily those with the greatest number of frequent fly miles or passport stamps. Developing culturally agility is more of an active process requiring learning in a novel context with opportunities to practice new culturally appropriate behaviors, make some mistakes, receive feedback and question one’s own assumptions.”

Diversity isn’t just an issue here in Silicon Valley. I encourage all to take the time to understand what diversity truly means, notice how companies are making it a priority and make the effort to be more culturally minded.

Ethan Parry is an account coordinator at Eastwick Communications. He served as the 2014–2015 PRSSA National vice president of public relations. He is a member of the PRSA Silicon Valley Chapter and PRSA National New Professionals Section. He currently serves as the public relations chair for the Social Media Club San Francisco Chapter. Connect with Ethan on Twitter, through his LinkedIn page or by emailing him.

Tips for Mentoring a PR Newbie on the Art and Science of Media Relations

March 3, 2016March 2, 2016PRSA New Pros Leave a comment

So you’ve been asked to train, mentor, or manage a PR newbie on all things media relations. Congrats! Now what? Media relations is an art and a science. Mastering the balance takes practice, and can be challenging to new PR pros starting out in the workplace as an intern or account coordinator. While some colleges teach media relations, many do not, and those that do often only skim the surface.

That being said, those starting out in the PR world could use media relations guidance – a task that often falls on more senior account coordinators, or account executives and account supervisors. Often the shift from new pro to “less new” pro, responsible for helping out the greenest team members, can be tricky. Here are some helpful hints that I’ve found to be helpful, both as I’ve been mentored and have mentored others.

1. Remember that patience is a virtue, and encourage questions.

Be patient with newbies – while you might be an ace at media relations, this is totally new to your mentee, and they will need some time to become an expert. Being patient with them will both encourage and motivate them, and create a more positive experience for both parties. As a manager or mentor, you are responsible for helping newbies build their skillset and confidence. As The Power Group’s account supervisor shared with me when I asked for her advice for this blog post,

“Always have an open door policy for questions. If your new account team member is afraid to ask questions, chances are they’ll come up with their own answers, which can be risky and potentially damage your outreach campaign.”

2. Show and tell – employ a “face-to-face” edits model.

If you receive a less-than-stellar media list from a new pro, don’t be afraid to call him or her over to your desk and go through the list, talking through your thought process. It’s easy to hide not-so-nice feedback behind an email chain, but I’ve found that sharing insight into your own process can be really helpful for new pros. If you’re making a personal connection and talking through your own media relations lessons learned, even better. Don’t hesitate to talk through mistakes made by the intern or account coordinator. It can be tough to deliver that feedback, but it’s crucial for the mentee to hear in order to improve.

3. Give your mentees plenty of opportunities to watch and learn.

I learned so much from my first media relations manager simply by watching how she composed an email to a journalist, coordinated an editorial, or approached booking trade show press appointments. A great (and risk-free) way to learn is simply to soak up everything like a sponge. As a mentor, that means including your mentee in every media relations activity you possibly can. Sitting in on client interviews, tagging along to broadcast segments, and observing media training are all great learning opportunities. Leveraging industry publications and organizations, such as PRSA and Cision, is also a great way for mentees to learn. Mandatory webinars and lunch and learns are a great way for an intern or account coordinator to “familiarize faster,” according to my account supervisor Jordan Liberty.

What are some of the more helpful things your direct supervisors have done to guide you in your media relations learning? What are some tips that you would add to this list?

As digital account executive at The Power Group, Lauren creates custom digital strategies, crafts tailored social media content, and manages social media accounts on behalf of clients. She also leads Power’s inbound marketing efforts, and is certified by HubSpot Academy in Inbound Methodology. Lauren’s expertise is in B2B and technology. She started at Power in the fall of 2014 as an account executive, and manages select PR accounts. (Connect with Lauren on LinkedIn and Twitter)

A Match Made in Heaven: Finding Your Mentor

February 15, 2016February 28, 2016PRSA New Pros Leave a comment

So, you want a mentor. You realize that at this stage in your career, you can benefit from building a relationship with someone who can guide you in your journey. If you’re really savvy, you already know that a mentor is not something you “get,” but someone who you come to know, trust and confide in.

Here are some ways to find a mentor.

1. Identify your purpose for finding a mentor. It’s important to know what you want in the mentoring relationship. Whether you’re actively job hunting or trying to identify the next step in your career path, knowing what you want to achieve will help you find a great mentor who can help you navigate the terrain.

2. Broaden your definition of a mentor. Mentors come in all shapes and sizes. Some are lifelong coaches, others are confidants for a short period of time. You may find a mentor with wisdom in all things, or someone who is uniquely positioned to help you through a specific challenge. Remember, when looking for a mentor, consider the person, not their position. Your peers and colleagues may have experiences and perspectives that prove useful.

3. Participate in a structured mentoring program. Established mentor match programs are great, because they jumpstart the process of building a meaningful relationship by introducing you to someone who is ready to be a mentor. The good news is that PRSA and the New Professionals section are in the midst of refreshing our mentoring program. Members will be notified by email when updates to the program are made. In the meantime, head over to Mentor Match and introduce yourself to one of the mentors from the College of Fellows. You can also ask your local PRSA chapter or company if they have a program. And if you’re currently job seeking, ask about mentoring programs within the organization. If being mentored is important to you, this is one way to determine if the company culture is going to be a good fit.

4. Make your own match. Look around you. You may not realize it, but you probably have mentors in your life. These people already know you and may have some insight into your situation, work environment, or personal challenges. Look to your colleagues, professors and people in your network to bounce ideas off. If you need someone who is more removed from your circle, leverage existing relationships to find mentors. Explain why you’re looking for a mentor and ask if they know anyone who might be interested in sitting down for a cup of coffee.

Stay open-minded about the process–you never know where you’ll find a mentor! How did you find your mentor? In the comments, share your own mentor match story so other New Pros can learn from your experience.

Alyssa Stafford is a member of PRSA Georgia and a communications specialist at Piedmont Healthcare in Atlanta. She serves on the New Professionals executive committee as the mentoring chair. Alyssa is a graduate of Agnes Scott College and the University of Georgia. Find her on LinkedIn orTwitter.