new pros

The 3 Best Nuggets of Wisdom from Graduation

PRSA New Pros 2 Comments

DID YOU KNOW (1)It’s graduation season again, which for many of us new PR pros, brings back nostalgic memories of communication classes, senior year internships and fun weekends with college friends. While it’s easy to get caught up in our busy list of client deliverables and hectic calendar, it’s important to take a step back from the grind to gain perspective from those who are more accomplished and seasoned.

The following graduation speeches resonate with me, even as a young professional, and include many nuggets of wisdom applicable to PR pros.

1. Maria Shriver, University of Southern California’s Annenberg School, Commencement Ceremony 2012

“I hope if you learn anything from me today…you remember the power of the pause. Pausing today and throughout your entire life allows you to take a breath…to take a beat…to be in the moment. As everybody else is running around out there like a lunatic, I dare you to do the opposite.”

This speech is fantastic, and tailored specifically to communication professionals-to-be. Shriver talks about our world’s obsession with the next thing, and failure to enjoy the present. PR pros are by nature, fast-moving, outcome-driven individuals.

While ambition and a forward-thinking mindset set you up for success, mindfulness is so important in both our personal and professional lives. If you don’t pause to enjoy the present, you will burn out, and run through your life and career in a daze. It’s important to structure your time to create room for pausing.

Stop obsessing about your next project, client, or promotion, and just enjoy where you are at the moment. There’s a quote that I love, “Wherever you are, be all there” (Jim Elliot). Put down your phone, turn off email for the night, log out of social media – and enjoy your present.

2. Sutton Foster, Ball State University Commencement, 2012

“No job should be too small for you. Say yes. Get coffee for people, run errands, make an impression as a hard worker, someone who is willing…and when the opportunity arises for you to show people what you got, show ‘em. Who knows what can happen.”

Great advice for new PR pros. Entry-level PR work isn’t always the most glamorous or fun, despite what non-PR pros believe. Within your first year at a PR job, you will likely need to act as a photographer’s assistant at an event, jotting down names. You will spend hours researching media lists, and completing basic research in general. You may even need to wear a client mascot costume at a media event.

By volunteering to do the grunt work that no one else wants to do, and stepping in as a team player, your coworkers will appreciate you, and it will ultimately advance you more quickly. Working hard and being kind does make a difference, and it’s easy enough to put into practice at work.

3. Judy Smith – Boston University College of Communication Convocation 

I’m a bit biased here – this was my College of Communication graduation speech. It’s not the most polished speech, but it spoke to me two years ago as a fresh college grad, and speaks to me today as a PR new pro.

Smith’s first piece of advice is, “Be prepared…you don’t really know when opportunity is going to appear.” Simple, but so true. Two years ago, I wouldn’t have thought I would be where I am today. Almost all of my friends would say the same for their careers. Seizing opportunity and readjusting plans accordingly is such an important skill.

Smith also advises, “You’re going to make mistakes. Learn from them; don’t feel like you have to know it all.” New PR pros are motivated and hardworking, but have a lot to learn. I hate making mistakes, and take great care to avoid them. But I’ve grown the most professionally from the few mistakes I have made in my career. Own up to your mistakes, and grow from them. Hopefully, like me, you are in a work environment that embraces this mentality and supports you as you grow professionally.

If you’re looking for more grad speech inspiration, NPR has curated the best commencement speeches here – you can search by themes, speaker name, school or year.

Do you have a favorite grad speech, or applicable words of wisdom? Comment below!

Screen Shot 2015-05-21 at 11.23.51 PMLauren Leger graduated from Boston University with a bachelor’s degree in communication, concentrating in public relations. She started her career while still in college at Boston-based PR firm, Zazil Media Group. Lauren relocated to Dallas, Texas in fall of 2014 and began working at The Power Group as a PR account executive. She recently took on a new role as Power’s manager of digital strategy, where she brings her PR expertise to the digital realm of the business. Connect with her on LinkedIn and Twitter.

Why Mentorship Still Matters

PRSA New Pros Leave a comment

Many young professionals are not aware of the importance of mentorship to their career advancement. In fact, the concept of mentorship has been around since the concept of a workplace has existed, it’s just that it wasn’t always called that. Centuries ago, this practice was most commonly referred to as an apprenticeship. Apprentices learned to become goldsmiths, bakers, farmers and metal workers through this practice. They depended on the maturity, experience and wisdom of their teachers to gain the skills they needed to become masters of the trade themselves. It’s only in recent history that this method of learning has been called mentorship.

In today’s modern world, mentorship is just as important than ever, if not more. The reason for this is the complex, fast paced and sometimes overwhelming business world we live in. It’s almost impossible to build a solid career and advance in it without learning to apply business practices and recent technologies that would have baffled the mind as recently as a couple of decades ago.

mentorship_erika-kauffman

Mentorship not only benefits the protege, but the mentor as well. While the mentee learns valuable skills and techniques, the mentor can take note of the methods of training that have been proven to work just by observing the progress being made by his or her mentee. This mentor can then pass this on to other mentors, and if careful records are taken, newer and even more efficient methods of training can be established and passed on to other established and would-be mentors. This spells progress for both mentors and mentees.

How Mentorship Leads to Career Advancement. The benefits of mentorship to career advancement cannot be overstated (Click to Tweet!). Young professionals that receive mentoring advance in their careers much faster than those who don’t. There are good reasons for this.

Emotional & Psychological Support. Surely, it’s understandable that when young aspiring professionals enter into a field of expertise there can be stress and anxiety associated with it. When a mentor is available for guidance, the mentee can experience the inner stability of knowing he or she has someone to advise them during times of doubt, frustration and nervousness. When we as human beings are calm and focused, our creativity, perseverance and thinking processes are at their best.

Faster Learning Process. Young professionals that have mentors they can count on do not need to count solely on the knowledge they have learned while in college or other training facilities. They have at their disposal established professionals in their chosen field who have the experience and knowledge they need to quickly advance. This is not to say that the formal training they have received at institutions is not important, because it is. It’s just that nothing can compare with the real-world experiences their mentors already have. Those that have mentors are usually higher achievers, earn more promotions and see more frequent and higher salary increases than those who don’t.

Job Socialization. Although new professionals have been trained through formal educational institutions, internships and other educational involvements, they still have a lot to learn about the organization they are entering into. Having the basic skills to do their appointed job properly is not enough. They need to develop ways to adjust to and fit in with their new professional environment in order to thrive in it.

Importance of Choosing the Right Mentor. Clear communication is crucial for a mentee and mentor relationship to be successful. When a potential mentee considers a potential mentor, they should first make it clear what they hope to gain from this relationship. A clear set of goals should be clearly defined by the mentee. This will start the process of establishing the right mentor and mentee match. If it’s a good match, the mentor will have a lot to offer to help the mentee reach their career goals.

Erika KauffmanErika Kauffman is the General Manager & Executive Vice President at 5W Public Relations. With over a decade of experience in communications and management at 5W PR, Erika is an integral part of the firm’s leadership team and oversees a number of industry practices at the agency.

Not There, Yet; Advancing Women in PR

Ashleigh Mavros Leave a comment

Not There, YetWith March playing host to International Women’s Day and Women’s History Month, it’s safe to say there’s been a lot of “girl power” making its way to our screens. But take note, this isn’t just spring fever. Ads like the Always #LikeAGirl commercial that aired during the 2015 SuperBowl and GoldieBlox’s campaign to encourage young girl’s interests in science and engineering are slowly countering the everyday messages and mindset our society has adopted. And I have to admit, I’m nervously excited by it.

Celebrated men and women are taking the public stage to support initiatives like #HeForShe and pay equality; however, simple policy enforcements aren’t necessarily going to change things. We people as a whole need to rewire the way we think, the way we act, and there are a few things us women (particularly those in PR) can do to aid this mental shift on an everyday level.

Create a culture of collaboration. “Can you send me your media list?” Why does this simple question cause so much tension and drama? If a friend or PR pro from another agency has something of value to contribute to a journalist you know, why Regina George them with a “you can’t sit with us” attitude? Wouldn’t the journalist be happy and in turn, thank you for making the introduction? Though society typically uses the term catty, in reality this mentality is just competitiveness on steroids. We fear sharing our media contact would somehow translate to losing our contact and/or opportunities in the future. But this way of thinking is self- deprecating.

Be confident in yourself and the work you do, enough so to lift and inspire others to join you on your level. How can we expect the world to treat us fair and kindly when we cannot treat each other that same way? Help out and support your female (and male) peers at every opportunity! Because I’m willing to bet that if you scratch her back, she’ll likely scratch yours back and probably invite you to join her on the next buy-one-get-one Starbuck’s happy hour. A small act of kindness without strings attached can form a deep impression, and I find that the more we work together and pay it forward, the stronger the cycle of supportive reciprocation becomes. This is public relations after all.

Ask and you shall (maybe) receive. A recent PR industry analysis was released this March, revealing a disturbing $46,000 pay gap between male and female professionals of equal experience level in the field. (No, I am not making this up. You can find it here.) The same study also found women were less likely to negotiate their salaries “due to the social costs of advocating for themselves.” It seems, women fear contending their worth will get them labeled as “pushy” or “bossy.” And for good reason. In an analysis of 450 million texts printed over the past 20 years, women are twice as likely to be called “pushy” over their male counterparts.

Ladies, repeat after me: You is Kind. You is Smart. You IS Important. Go to bat for yourself! Ask for that last slice of pizza, that guy you like out for a date, that journalist to feature your client, that promotion at work; it doesn’t have to be scary. The worst you can hear is “no,” and then you’ll be in the exact same spot as you are now, only less stressed about the pain of peeling the Band-Aid slowly. The answer is always yes until it’s a no. If you never dare to ask, you’ll never experience the joy of hearing it. (Click to tweet!)

Stand Tall. Real talk for a second: I was once, during a department-wide meeting, patted on the head by my (male) boss after discussing an initiative I’d successfully completed. Granted, I stand just about 5ft 3 inches tall, but that is beside the point. This seemingly innocent gesture is how you treat a child or a puppy, not a regarded colleague; it’s incredibly belittling, both literally and figuratively, and was never carried out on my male coworkers of short stature or otherwise.

It was after that moment I fully understood what all of the gender equality fuss is about. It’s not about gaining a position of power. It’s about starting the game standing on an even playing field, and getting a pat on the back, not the head, just like everyone else. Unfortunately there’s no hideaway from it; as a woman, you’re going to face inequality and sexism in many forms, from men and women, sometimes intentional, sometimes not. And when you do, you have the power to decide how you want to be treated. Don’t accept anything less than respect, and if you must, gently remind people what that looks like.

It’s a genuine smile when you see your fellow female coworker get recognition for her excellent work. It’s a firm handshake when you meet a client for lunch. It’s fearlessness after you counter your salary for a new job offer. It’s a woman who doesn’t feel the need to say “sorry” before asking a question, and a woman who has the confidence to jump from safe ground without looking down.

rsz_megan_nicole_oneal_headshotMegan O’Neal graduated from UCLA in 2011 with a Bachelor of Arts in Communication Studies, emphasizing in mass communications. She is currently the PR Specialist at Marketing Design Group and volunteers with the National Multiple Sclerosis Society, freelancing for the public relations department. Connect with her on Twitter @megannenicole.

How To Put Your Best PR Face Forward

Stephanie Vermillion 3 Comments

As young PR pros, social media is a tool we use every day. We revamp our clients’ plans, update them on best practices and research the new tactics.

Putting Your Best PR Face Forward

Image from www.gratisography.com

But, how often do we invest time in maintaining and regularly updating our own personal profiles?

When you consider all of the tweaking, posting, researching and revamping that can be done it seems as if a limitless amount of time could be devoted to personal social media. But let’s face it – we don’t have limitless hours in the day so keeping profiles up-to-date can seem daunting.

Don’t let the enormity of social media stop you from putting your best face forward (Click to Tweet!). Below are three steps to streamlining your personal social media strategy with your precious time in mind.

1. Start with focus

The first step is always the hardest – at least that’s how the saying goes. It doesn’t have to be, though!

First, think about your personal brand.

  • Who are you?
  • Are you serious or light-hearted?
  • What are you passionate about?
  • What would you like to learn about?

This information will guide how you set up your profiles, what content you share, and the tone. By narrowing your focus, you can spend your time strategically on developing your profiles.

Next spend some time looking through the social media profiles of your mentors and successful individuals from your interest areas.

  • What are they talking about?
  • How do they describe themselves?
  • Are there opportunities for you to engage with their networks, such as Tweetchats or LinkedIn groups?

Once you’ve determine your personal brand and identified a few best practices from those you admire, you’re ready to set up or revamp your profile. Make sure to include key words for the topics you’ll be talking about and an appropriate photo that fits your brand. No matter what you do make sure your profile is accurate – nothing is more aggravating than following a tech specialist who only talks about where to get the best french fries.

Set aside 30 minutes every six months to revamp each profile, focusing on no more than one profile each month. This will make the task seem less daunting and more manageable, as well as help you to focus on your personal social media strategy.

2. Get the news delivered to your fingertips

One of the easiest ways to stay up on key trends and news is to have it at your fingertips! Your time is limited so it’s difficult to read every article related to a particular topic.

Instead of scanning dozens of news sites and blogs for relevant and interesting stories worthy of sharing on your social channels, have them delivered straight to your inbox. The obvious news sources include newsletters for your favorite sites and, of course, PRSA’s daily e-newsletter Issues and Trends.

Look outside of your typical news sources by tapping into the power of content curation tools and news alerts. Personally, my two favorite tools are Swayy and Google alerts.

Swayy connects to your social media channels and delivers curated content to your e-mail (or their app) based on designated key terms and the content your network is sharing. Combined with Google alerts, you will have endless content to share on the topics of your choice. For a list of other great tools for finding sharable content check out this list from Inc.

When evaluating articles for “share worthiness,” ask yourself: “Does this strengthen my personal brand and is it authentic?” If the answer is yes, move onto the final step!

3. Schedule your findings

With content at your fingertips the final step is easy – get it all posted. Choose top articles from news scans and curated content, then schedule posts throughout the day.

Again, there are plenty of free tools available for scheduling, many of which you are likely familiar with like Hootsuite. Each tool has a variety of benefits. My favorite features are analytics, which ensure I’m reaching the right audience, and auto-scheduling, which puts posting on autopilot.

It really is that simple – focus, content, schedule. Social media can be powerful, not just for your clients, but also for you. By focusing and tapping into available tools, you too can take advantage of its benefits and amplify your personal brand.

—

Katie Atkinson Katie Atkinson is an account coordinator for LEWIS PR’s Boston office. When she’s not working, you can usually find her planning her next trip, dreaming about delicious food, and, recently, warm weather. Find her on Twitter @Katie_Atkinson

Why Your Social Media Team Needs an Asset Audit

Ashleigh Mavros Leave a comment

Why Your Social Media Team Needs anIt’s Taco Tuesday, and you and your friends want to make some delicious margaritas. You make a list of ingredients, and check your kitchen to see what you already have. You jot down what you’re missing and head to the grocery store.

Without even realizing it, you just did a type of audit. You identified what you needed, what you already had and what you still needed to get.

Whether your social media team is relatively new or made of more seasoned professionals, there is incredible value in taking the same approach when it comes to content for your social channels. An asset audit helps you identify what content you need, what already exists within your company and identify gaps that your social media team need to fill.

So how does this identification process work? It’s simple: Make a “wish list” of assets and think through who touches that type of content at your company. Here are a few ideas to help you get started:

Photos. Who else takes photos within the organization? Is there an archive of photos and headshots (with the necessary release forms)? If yes, see if you can get access. If not, consider developing a common drop location for people within your organization to submit photos.

Written Content. Your social media team might be new, but your company has probably been writing stuff for quite some time. Think about websites, brand publications, white papers and e-newsletters. Reach out to the individuals who manage the content to identify opportunities for collaboration. Not only does repurposing content save time, but it also brings consistency to your company’s messaging.

Icons and Custom Visuals. In social media, we always need new visuals and graphics whether it’s cover photos, Facebook posts, infographics, presentations or more. Whatever it might be, it’s a heck of a lot easier to create quick graphics if you have a custom library of icons and other visuals to pull from. If your company doesn’t have custom icons, there are a lot of free icons and open source icon sets out there as long as you follow the correct attributions.

Video. Has your company created videos in the past? If so, where does the raw footage live? You might be able to pull b-roll, or just audio that could be repurposed for a new podcast. If you can’t find existing footage, make a list of all the evergreen b-roll that you’d like to have on file and set aside time for capturing it.

Spokespeople. Executives and subject matter experts can be a huge asset as you look to position your company as a thought leader and trusted expert within your industry. Think of all the potential spokespeople at your company. Are there any that might be interested in guest blogging? Being the expert for a Twitter chat or video series? Consider developing a spokesperson database with titles, bios, expertise and what social media opportunities they’d be interested in.

Taking an asset audit and organizing your company’s content resources can be a long process, especially if you’re a social media team of one. However, putting in the work up front will save you countless hours in the long run.

Have you ever done an asset audit? Have any suggestions on how to effectively manage an organization’s content? Share your ideas below!

Carly Getz HeadshotCarly Getz is a public relations and social media professional, and works to integrate the two in her current position at Blue Cross Blue Shield of Michigan. When she’s not exploring digital tools and trends, Carly is most likely to be spotted dancing, traveling, or cheering on the Syracuse basketball team. She’s an active member of PRSA, IABC Detroit, Toastmasters International and Social Media Club Detroit. Connect with Carly on LinkedIn or Twitter (@cpgetz).