personal branding

New Professionals Section Tweetchat—Promoting YOU: PR Tips for Networking, Landing a Job and Moving Up

Heather Sliwinski 1 Comment

Working in the public relations field, promoting our clients or organizations is the root of what we do. We leverage Twitter, blogs, networking and traditional media to garner the highest praise for our client. When it comes to promoting ourselves for a better position, a higher salary or maybe even our first job, new PR professionals may come up short since we’re used to working behind the scenes.

The PRSA New Professionals Section wants to answer those burning questions you have about how to network effectively, how to stand out in a saturated job candidate pool and how to continue progressing in your PR career. This Tuesday, October 25, the New Professionals Section will be hosting its first Tweetchat with the authors of our July Summer Book Club book, “Be Your Own Best Publicist: How to Use PR Techniques to Get Noticed, Get Hired and Get Rewarded at Work”. Jessica Kleiman and Meryl Weinsaft Cooper will be live Tweeting at 7:15 p.m. EST with the PRSA New Professionals Section.

How to Join the Conversation

We will be posing questions from the PRSA New Professionals Section handle, with Kleiman and Weinsaft Cooper providing insight from their handle. You can follow both @PRSANewPros and @BestPublicist on Twitter, or simply monitor the #npchat hashtag to see what the whole Twitterverse is saying.

Didn’t get a chance to read the book? No worries. Read Blog Co-Chair Diahnn Henderson’s discussion of the book to get a preview of the advice you’ll gain during the chat.

Don’t miss this opportunity to hear from two experts in PR, publicity and personal branding and make yourself indispensable to your current or future employer! Follow #npchat with the New Pros on Tuesday night!

Our featured participants:

Jessica Kleiman is currently VP-public relations for Hearst Magazines, one of the world’s largest publishers of monthly magazines. A graduate of University of Michigan with a BA in Communication, she started her career at a magazine publicity firm and then served as director of PR at The Knot, a wedding media company. In 2011, Kleiman was nominated as “Publicist of the Year” by PR News.  She lives in Brooklyn, NY with her husband and daughter and enjoys posting words she finds funny on Twitter, Facebook and her blog, Funny Word of the Day.

Meryl Weinsaft Cooper is a co-founder and principal of Allen/Cooper Enterprises, a marketing, exhibitions and events company with a focus on art and lifestyle brands.  Previously, as managing director  of the DeVries Public Relations‘ Home & Lifestyle division and as SVP-Partner at LaForce+Stevens, she led programs for a variety of hospitality and consumer brands including Veuve Clicquot, Belvedere Vodka, Pepperidge Farm, Samuel Adams Beer, New Amsterdam Gin and Ecco Domani Wines.  A graduate of Ithaca College’s Park School of Communications, her PR experience includes stints in art, music and entertainment, including time at the Screen Actors Guild’s New York office.  She lives in Brooklyn, NY with her husband and dog, and spends her spare time writing and producing films as well as seeking out the best culinary, travel and art experiences, which she documents in her blog, Searching for Jake Ryan.

Both authors are contributing bloggers on Forbes.com’s Work in Progress section.

Summer Book Club-July: Be Your Own Best Publicist Discussion

Diahnn Henderson 5 Comments

From the moment I read the title of the latest book club selection, “Be Your Own Best Publicist: How to Use PR Techniques to Get Noticed, Hired, and Rewarded at Work”, the human resources side of me was intrigued. Authors Jessica Kleiman and Meryl Weinsaft Cooper, offer a fresh perspective on marketing yourself by using basic PR skills to create and manage your professional reputation as you climb the corporate ladder.

Managing reputations of organizations is no different than managing our own reputation. You are representing yourself when you go into a job interview or pitch an idea, so why not put your PR experience and skills to work for you? Readjust your thinking, and view yourself as your client. How would you sell…you? The thought is a little scary, but Kleiman and Weinsaft share their tips and techniques to help you through the process. Below, I outline four of my personal takeaways from this book club selection:

Prepare Your Pitch

Spend some time thinking about your elevator pitch and perfect it. “Knowing how to communicate concisely and clearly will help you hook the interest of whomever you are pitching,” say Kleiman and Weinsaft. Concise is the key word—you want to be mindful of everyone’s time, especially someone who may hold the key to you future.

Craft Your Message

You’ve got their attention, now what? You landed an interview or that important meeting from your great pitch, so now it’s times to expand your message. Kleiman and Weinsaft say you should build out your pitch to a speech focusing on three key attributes or goals. As you create your message, keep in mind your target audience. Practice makes perfect–once you have finished creating your message, practice, practice, practice.

Build Your Network

With competition for job opportunities becoming tighter and tighter, sometimes knowing someone on the inside can help you get your foot in the door. As PR pros, we know the value of relationship building. Kleiman and Weinsaft stress, “the most important thing you can do is to build a rapport between yourself and those with whom you are looking to do business.” The title of Chapter Four says it all – It’s All About Who You Know (and Who Knows You). Build a network of trust by following-up periodically just to say hello. Avoid reaching out only when you need something.

Protect Your Personal Brand

Always put your best foot forward because you never know who is watching. You’ve worked hard to build your reputation so protect it. Kleiman and Weinsaft remind us that how we dress, how we speak and the people we choose to surround ourselves with can influence other’s perceptions of us. Social media makes it easy for us to share our personal thoughts online. Protect your online reputations by managing what you say and share online. “Before posting a comment, images or video, think like a publicist would about a client,” say Kleiman and Weinsaft. You should not only be monitoring what you say, you should also monitor what others are sharing about you as well. Again, think like a publicist, always be prepared for what could go wrong and have plan to correct what has gone wrong. 

I enjoyed reading this book, it satisfied my both the HR and PR side of me. There are many more PR tips and techniques Kleiman and Weinsaft share on self-promotion, including sections to create your own “Personal PR Action Plan”.

Let’s talk about the book…

  1. What will you do differently because of reading this book?
  2. Tell us some of your own personal tips on creating your personal brand.
  3. What are some of your favorite tips and techniques the author shared?
  4. Do you believe it’s important to integrate social media into your life? Why or Why not?
  5. What tools do you use to manage your online reputation?
  6. We all make mistakes—to err is to be human. Where have you tackled a crisis concerning your personal brand, and what did you learn from the experience?

Intro to Agency PR by Heather R. Huhman

Heather Sliwinski Leave a comment

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

Heather Sliwinski Leave a comment

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.