Take a risk to get out of the rut! by Brianne Bromberek

Think you’re in the minority when you dread going to work on Monday morning? Think again. In fact, a recent study shows that nearly 84 percent of Americans are unhappy and restless at work, itching to find a new career for more money, more responsibilities, or mere satisfaction. And just a few months ago, I, too, was grouped into that statistic. In fact, I wouldn’t even call what I was feeling unhappiness or restlessness – I would call it downright disgust. Disgusted that I had worked my butt off to answer calls at the reception desk and remind my boss that he had a 2:30 conference call with someone who would later refer to me as the “nice girl who answers the phone.” Sure, every company needs an administrative professional, I thought, but that’s not me. In college, I was the girl who skipped class – but not to participate in homecoming festivities or get a head-start to the tailgate party. I spent my time networking with the Women in Business leaders, attending professional luncheons and talking to pretty much anyone that would give me 10 minutes of their time. So when I finally walked across the stage and headed out into the “real world,” I received a nice slap in the face when I landed a fancy position answering phones and making coffee. Let’s just say I started my job in July and was already looking in the wanted ads by mid-September. 

I spent two long years not only dreading my 9-5, but also making excuses – “everyone hates their job, I’m not a quitter,” or the infamous “quitting now will look bad on my resume.” What I didn’t realize was that my dissatisfaction wasn’t affecting just me – it was spreading to everyone and everything that surrounded me. People got sick of listening to my story, sitting on the other end of the line while I complained about how unfair the world was. I became cynical about the professional world and even started to resent anyone who actually enjoyed their career.  How had I become such a negative person? It’s only a job, I thought to myself. Why am I letting it affect everything around me? And that’s when it finally hit me. I wasn’t looking at this as a career, but merely a job. What’s the difference? The mindset of a job holder is focused on security and money while the mindset of a career person is focused on development and risk-taking. So instead of complaining about my job, why wasn’t I taking any risks to secure a real career?  Simply put, I was afraid.  

“Fear is a double-edged sword,” says Barbara Stoker, author of Positive Risk: How Smart Women Use Passion to Break Through Their Fears. “On the one side it keeps you safe, but it usually holds you back from doing those things that really matter.”

I was afraid to take a risk and open myself to new opportunities for the possibility of, once again, being disappointed with the outcome. So when I finally realized that making progress often involves taking risks, I not only had a new outlook on life, but I had a new found confidence in my ability to succeed. Aside from the uncertainty that comes with taking risks, there’s a certain satisfaction in knowing that you went for your dream, whether you achieve it or not. The regret of never trying can often be harder to live with than tying and failing.

How many of us can say that fear has limited us from achieving our fullest potential? We spend years exploring our options, talking with guidance counselors and taking specific steps to map out our future. And although this approach is a good way to find a career that suits us best, it’s not the only way.  Sometimes taking a risk is exactly what we need to do to figure out what we want – or don’t want. We might take a huge risk and fail…or just maybe, taking the biggest risk of our lives, can often lead us to opportunities we never knew existed.

So when I finally took a risk and left my position, I realized that life is really all about taking risks. Each and every day we all take risks that could great affect our future – moving to a new city, beginning a new relationship, or in my case, quitting a job to start a new business. Think about every great success story you’ve ever heard – nearly every one involves a little risk-taking.  

Brianne Bromberek is the owner of Studio 213, a full-service graphic design firm in Milwaukee, Wisconsin. She also works as a marketing coordinator at the Schlitz Audubon Nature Center in Bayside, Wisconsin.  Before launching her business, Bromberek graduated from the University of Wisconsin-Madison with a Bachelor of Arts in Journalism and Mass Communications and a Certificate in Women’s Studies.  She can be reached at bri@studio-213.com.

Introducing your 2011 Executive Committee

In addition to new blog chairs, the New Professionals Section is happy to introduce the rest of the Executive Committee members for 2011.  Below are our new volunteers, with a selection of their New Year’s PR resolutions:

Sarah Siewert, Chair

-Learn more about leveraging mobile technology and location-based apps

-Keep up with my RSS reader

Noelle Pennyman, Member Chair

“My PR Resolution for 2011 is to always remember the value of a personal connection. Technologies will continue to integrate into our communication tools, but the basics will always remain the same.”

Joshua Romero, Member Chair

-Get more involved with my local PRSA chapter through service to our profession and the community. 

-Incorporate more online videos into the stories and web content I create for the law school. 

-Continue building the law school’s innovative social media program. 

-Launch my consulting company and get tons of clients!

Crystal Olig, Mentorship Liaison

“Get better at helping clients think through their online content strategy (link to oxiem.com) and how it ties into social media, SEO and sales.”

Anna Cramer, Programming Chair

“Although out of college, I would like to continue my curiosity, stay up-to-date and learn as much as possible about PR, my specific industry (sports and non-profit) and any industry trends.  I would also like to remain as involved if not more so in PR as I was able to in college. I hope to remain involved locally with my PRSA chapter as well as continue my influence with PRSA nationally with New Pros.”

Elizabeth Rhoads, Programming Chair

“Explore web design and photography a bit more. My position as Web Content Coordinator includes quite a bit of writing and scheduling photo shoots – hopefully this year I’ll be making my way into taking some of those pictures and having the ability to do a bit more web design.”

Alyssa Bronikowski, PRSSA Liaison

Ashlee Tate, Section Liaison

Eva Aivaliotis, Newsletter Editor

“Leveraging more digital influencers (a.k.a. bloggers) for media placements”

Diahnn Henderson, Blog Chair

Heather Sliwinski, Blog Chair

Tamara Halliburton, Social Media Editor

Leah Moon, Social Media Editor

“Attend more PRSA events and meet more PR pros in the Dayton area”

Adrienne Bailey, At-Large Member

Kate Bergeman, At-Large Member

Katie Bryant, At-Large Member

Andrea Nourse, At-Large Member

“As a recent graduate and entry-level public relations professional, my 2011 New Year’s PR Resolution is to learn as much as humanly possible in the field, and to apply the knowledge and experience I have gained in my previous fields to my current position.”

John Whitcomb, At-Large Member

-Get up before 6 each day

-Read 20 pages out of a book

-Go to bed earlier

-Utilize to do lists to help organize my life

-Improve my writing

The Diary of a New Professional in the Corporate World by Brandi Boatner

You think you know, but you have no idea. This is the diary of a new PR professional working in the corporate world.

Working at the world’s largest technology company (Fortune #14) in New York is a dream come true. I’ve always been interested in pursing a career in corporate public relations and am so blessed to work in an industry I am very passionate about.

Currently, I am an external relations professional in Global Business Services at IBM recently hired in January 2010. IBM is the world’s largest technology company with more than 400,000 employees in over 170 countries that deliver the IBM brand experience daily to audiences both internal and external. My role and responsibilities includes working with IBM’s external audiences such as journalists, influencers, stakeholders, brand advocates and analysts. The IBM work environment is truly inspiring as I am surrounded by the best and most brilliant people in technology and communications.

My duties involve executing social media strategies for our C-suite study programs, promoting and supporting the IBM Institute for Business Value and thought leadership and generating awareness of the field of analytics. Although media relations is a part of my job duties, as a new hire (only 4 months on the job) I have not had the opportunity to pitch mainstream media but am confident I will within the next month.

Media relations is simply one portion of activities that is highly significant to PR especially within a corporation the size of IBM but there is also reputation management, employee communications, market and social insights as well as community and change management.

Practicing corporate public relations at such a large organization like IBM can be challenging because of the sheer size of the company. However, much to my surprise, no day is the same. As IBM celebrates its 100 year anniversary next year, our company and our brand constantly deals with external audiences. Moreover, it is also nice that IBM fully understands the importance and value of public relations to the organization and utilizes PR in all business functions.

Additionally, I feel my education and advance degree have prepared me well for a career in corporate PR because it gave me the skills to be a critical thinker and a real global view on the industry. Understanding communication theory has given me a wonderful roadmap as to why people behave the way they do. Additionally, marketing classes offered me great insights in to overall communication strategic planning.

I would encourage anyone who wishes to pursue a career in corporate PR with a mid-large size global firm to take some business classes in economics, general business and international marketing. In my graduate studies most of my electives were in international marketing. It also helps to learn a language.

In order to succeed in this particular field you must have great writing skills, language skills, editing skills, business acumen, the ability to think critically, and understand how a global integrated enterprise works.

My advice to PR graduates looking for jobs this year and next year is look into trendy up and coming practice areas like corporate social responsibility and social media jobs that focus on strategy. Also, use social media for your job search but have an integrated approach- not just use only one social media channel or tool. Remember, finding the job is not all about you (although we often think it is), it’s really about timing. When budgets, planning and the company has a dedicated space for the valuable assets you possess, they will let you know. In the meantime, do your homework and know timing is everything.

Brandi Boatner is an External Relations Professional at IBM and have 8+ years of experience in the PR industry.

professional development… Here’s What’s for Us at PRSA International Conference by Janet Krenn

Two words: development and networking. This is what we as New Pros stand to gain by participating in International Conference this October 16-19 in Washington D.C. And if you register by next Friday (August 27) you can get this at the saver rate, i.e. $200 less.

(Now, I’ll be honest with you, you might find this to be too expensive to pay out of pocket, but other New Pros have attended conference in the past by asking their boss to foot the bill. If you’re interested in telling others how you convinced your boss to send you to IC or you have questions for those that did, join the discussion on our eGroup page.)

OK,  so you’re going to International Conference. Now what? In addition to the other cool sessions, the New Pros Section is sponsoring a session and two networking events.

  • New Professionals Section Workshop
    “Myth or Reality: ‘Agency Experience Preferred'”
    Tuesday, Oct. 19, 8–9:15 a.m.

    What are employers really asking for when they require “agency experience”? Is an agency position truly the best public relations experience? Learn about the pros and cons of agency and non-agency experience from Sarah Siewert, account executive, KemperLesnik; Heather R. Huhman, founder and president, Come Recommended; and Lara Kretler, vice president and social media lead, Fahlgren Mortine Public Relations. Receive advice on how to choose the path that best suits your skills, and learn how to make your own experiences marketable to all employers.

  • New Professionals, Technology and IPA Sections Networking Dinner
    Monday, Oct. 18, 6:30–9 p.m., Lauriol Plaza
    Graceful architecture and sophisticated service set a stylish tone for some of the best Tex-Mex in Washington, D.C. Lauriol Plaza offers good conversation, a strong margarita and the finest offerings from the mesquite-fired grill to IPA, Technology Section and New Professionals Section members.
  • Sections Soirée
    Monday, Oct. 18, 9–11:30 p.m.

    Stop by the Sections Soirée to network with colleagues from all 16 Professional Interest Sections, and share tips about the latest industry trends. Also, don’t miss a chance to win some great prizes.

If you can make it, International Conference is a great way to learn more about the profession and start networking with seasoned pros in your and other industries. Hope you can make it!

JANET A. KRENN is your 2010 Chair of the New pros of PRSA.

  • New Professionals Section Workshop
    “Myth or Reality: ‘Agency Experience Preferred'”
    Tuesday, Oct. 19, 8–9:15 a.m.

    What are employers really asking for when they require “agency experience”? Is an agency position truly the best public relations experience? Learn about the pros and cons of agency and non-agency experience from Sarah Siewert, account executive, KemperLesnik; Heather R. Huhman, founder and president, Come Recommended; and Lara Kretler, vice president and social media lead, Fahlgren Mortine Public Relations. Receive advice on how to choose the path that best suits your skills, and learn how to make your own experiences marketable to all employers.

  • New Professionals, Technology and IPA Sections Networking Dinner
    Monday, Oct. 18, 6:30–9 p.m., Lauriol Plaza
    Graceful architecture and sophisticated service set a stylish tone for some of the best Tex-Mex in Washington, D.C. Lauriol Plaza offers good conversation, a strong margarita and the finest offerings from the mesquite-fired grill to IPA, Technology Section and New Professionals Section members.
  • Sections Soirée
    Monday, Oct. 18, 9–11:30 p.m.

    Stop by the Sections Soirée to network with colleagues from all 16 Professional Interest Sections, and share tips about the latest industry trends. Also, don’t miss a chance to win some great prizes.


professional development teleconference…Master’s Degree vs. APR (April 30, 2010)

As PR professionals find it harder and harder to gain employment in these tough times, many are asking themselves if going back to school for a master’s degree will make them more competitive or would APR accreditation be the better option. To help us answer this question, we’ve invited Laura Reilly, APR, to talk about her passion for learning during this month’s Brown Bag teleconference on April 30.

Laura is currently the director of communications for the Georgia School Boards Association.  Laura is active with the Public Relations Society of America and is involved in the accreditation process with PRSA. In addition, Laura has earned her Bachelor of Fine Arts in advertising and a Master of Journalism degree.

We spoke with Laura about some of her education decisions and asked her to share the experiences she’s gained from them.

1. How has obtaining a master’s degree benefited your career?

I have a Bachelor of Fine Arts in Advertising/Design and a Master of Journalism. The two disciplines have merged nicely during my career and assist greatly in all marketing and communications efforts.

2. How has obtaining APR accreditation benefited your career?

The song, “The Climb,” describes it nicely: It’s not about what’s on the other side, it’s about the climb. Earning and maintaining an APR can be a career-long experience. I learned a tremendous amount about public relations through the process and I continue to benefit greatly through my involvement as an APR panelist and the maintenance process.

3. What lessons have you learned during your career and how did you gain this knowledge?

I’ve learned many, but one that resonates continually is that we have to listen first in order to be heard. That applies to the practice of public relations in that we must do research first before committing to a plan of action. I used to be much more subtle in suggesting this to my bosses, etc., but today I’m very assertive about this belief. Engaging stakeholders in the process can be scary, but it is always worthwhile. I learned this first through graduate school and the APR process, and then by watching the negative consequences when this is not done.

4. Why did you decide to further your education?

As an advertising design specialist, I watched others in the agency business formulate entire communications and marketing strategies. I wanted to be at that level of the decision making process.

5. Why did you decided to get accredited in PR?

It is always important to continue learning. I engaged in the APR process after I had five years experience and it was perfect timing. Going through the process helped me recognize that we’re never through learning from others. I don’t care who you are and how long you’ve been doing this work, if you open yourself up to it you can continually experience new aspects of our profession.

Laura Reilly, APR will be instructing our New Pros of PRSA Brown Bag teleconference, “Master’s Degree vs. APR” on April 30, 2010 at 2pm EST. To register, click here.