pr career

your pr career… 10 Steps to Starting a Local New Pros PR Group by Crystal Olig

New Professionals PR Blog 1 Comment

Our first years in public relations can vary from enlightening and fun to intimidating and tough. Our peers in PR quickly become our best resources, providing a relationship-based connection to the industry.

By starting a New Pros group for your local PRSA Chapter, you’ll be able to share your passion for PR, be a leader in the chapter, and grow your personal network of connected, smart, and helpful peers—who won’t mind if you occasionally geek out about AP style, social media, or the coolest new blogger in the city.

Starting a local New Pros group takes some work, but it is not as hard as it sounds. This 10-step roadmap spells out exactly how you can get there.

Find New Professionals in Your Area

1. Build a base of new PR professionals.

Associate members, recent graduates, and current internship programs are rife with new PR pros eager to build professional skills and connections. Get email addresses, Twitter handles, phone numbers, and LinkedIn or Facebook info and connect with new pros in multiple ways.

2. Expand your base of new PR professionals through referrals.

Build an active referral program. At every live event, ask new pros for connections to their peers. Challenge each attendee to bring a friend or industry peer. Engage new pros on Twitter; then use your network to create a “re-tweet” trail for event postings and resource links. Use Facebook to actively invite others to events, engaging them pre- and post-event. Use word-of-mouth to help bring in new people.

Reach Out

3. Create a consistent outreach plan.

Choose a primary New Pros communication tool, such as a list-serv or Facebook page. Train new pros where to go first for group information, and stay in front of busy professionals by using secondary resources like an online chapter calendar, weekly e-blasts, and oral announcements before other PRSA events. Reminders are key. Follow this schedule and contact members one month, then one week, and then one day out.

4.  Don’t assume—Ask what new professionals in your area need.

You can discover what your members are interested in using a short and sweet questionnaire. A quick Survey Monkey quiz can do the trick also. For example, you can ask new pros to rank interests, such as these:
•    Career building advice
•    Connection to a mentor figure
•    Gen Y workplace issues/generational differences
•    Hard skill development, i.e. pitching practice, social media strategy
•    Informal socializing
•    Meeting the media
•    Networking with more seasoned pros
•    Sharing experiences in comfortable peer-to-peer environment
•    Soft skill development, i.e. time or information management

Plan and Engage

5. Plan hybrid new professionals events.

Many young pros want to socialize, but need an academic incentive to compete against a crowded social calendar. In Phoenix, we created the “Happy Hour+” program, hosting informal education opportunities for the first 15-20 minutes of the event, followed by networking. Examples include a “Top 10” tips presentation on focused topics, roundtables on hot button issues, or quick Q&A sessions with PRSA board members or notable leaders.

6. Initiate a matching program.

Many times both seasoned and new professionals are unwilling or unable to commit to a formal mentoring program, though it’s a frequently-mentioned need. A matching mechanism during the RSVP process for chapter-wide events allows new and seasoned professionals to be paired up for a one-time-only mentorship opportunity. If individuals make a great personal connection, it can develop into a more consistent mentorship relationship.

7. Deliver variety in programming.

Deliver events and topics that are varied. Don’t be afraid to crowd-source the next topic. Shifting physical locations for events, from local agencies to downtown pubs to suburban restaurants, helps spread the burden of drive time obstacles.

Keep this Advice in Mind

8. New professionals leaders must be visible and accessible.

Send at least two New Pros members to the regular PRSA events and host a New Pros table. Invite new professionals to join the table. This way the new pros will will have someone to sit with, ask questions of, and network with. As an added bonus, New Pros committee chairs get valuable visibility within the larger PRSA chapter.

9. Be time- and cost-conscious.

New pros encounter common barriers to developing a consistent tie with professional associations: Time and money. As an entry-level or junior employee, it’s hard for a new pro to request time off to attend daytime PRSA events. Plan events outside of 8 a.m. to 5 p.m. Events such as weekend brunches, happy hours, or coffee meet-ups might work better than lunch meetings. Many organizations are unable to assist with membership fees for junior pros, and entry level salaries don’t cover many extras. Be open to non-member attendance, and try to keep events free or under $5 (unless the fee covers the cost of food or drink).

10. Create a super committee.

To launch a New Pros group, you need a solid, diverse, and enthusiastic committee to share the workload. Start with four to five new pros from different areas of PR, including corporate, non-profit, and agency. The New Pros committee leader should have a strong tie to chapter leadership, whether through a designated board member contact, within a professional development cluster, or via the membership committee. Meet monthly in person or via conference call. Maintain a strong committee by respecting each person’s time, requiring accountability and responsiveness and consistently incorporating committee members’ input or ideas.

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CRYSTAL OLIG is the former Phoenix PRSA New Pros Committee Chair and is a current Central Ohio PRSA University Liaison committee member. She can be reached at crystal.a.olig[at]gmail.com or through @sparklegem on Twitter, linkedin.com/in/crystalaolig, or the whY genY blog.

your pr career… One Year Down, 60 More To Go! by Courtney Vaught

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As one of my co-workers said, 23 is not an envious age. You are trying to find your place in the workforce; you aren’t sure what you really want to do with your life; you have far too many awkward moments, and things are uncertain—especially in this economy.

Now you have at least one year of experience behind you. Whether you’re happy with your current company or thinking of moving on, take time to reflect on what you’ve accomplished. In doing so, you might get a better idea of where you want to go and how to get there.

I’d like to share some of the advice I received from a career consulting professional who’s been in the business for 25 years. His name is Jeff Vaught, but I call him Dad. (Don’t think I’m mentioning him just because he is family; he really does have some great insights into career development.)

Before you start thinking promotion or job search, first, ask yourself:

  • What are your professional goals?
  • Does your current position allow you to pursue your goals?

If you want to continue along the path you’re in currently, ask yourself:

  • What have you done to earn a promotion?
  • Can you handle the greater responsibility?
  • What added value will you bring?

If your employer is a little too comfortable with you in your current position and will not consider a promotion, then start looking elsewhere. Remember to stay stealthy during the search, and take extra precautions.

  • If posting your resume while employed, keep it confidential—don’t list the name of your current employer.
  • Don’t take calls during work unless it’s easy to do so—running out in the hall to talk on your cell phone is painfully obvious.
  • Don’t fall into the counter offer trap—if you’ve tried to negotiate a promotion with your employer and they didn’t listen to your concerns, don’t assume things will change if you stay

Do you have questions or concerns about where your career is headed? Do you have other suggestions to share? Leave comments!
We are all in the same boat and can always use the advice.

COURTNEY VAUGHT is a member-at-large of PRSA New Professionals Section. You can reach her at vaughtc20@gmail.com or @CourtV. If you have more in-depth career questions for her dad, Jeff Vaught, you can reach him at jejucoal78@msn.com.

your PR career… PR Graduate School (Part 2: MBA vs MA/MS) by Janet Krenn

New Professionals PR Blog 1 Comment

“The earning begins later.” That’s how one survey respondent described career advancement after obtaining her MS.

I had a similar experience after obtaining my MS in Journalism. I had the advanced degree, but the riches were nonexistent. It made me wonder, was I lacking the right degree or was I lacking perspective and experience?

I thought, it would have been useful to talk with those who had a graduate degree and several years of experience under their belt before I decided on a grad program. That thought led to my survey.

I asked 32 seasoned PR professionals with graduate degrees to help me put graduate school in perspective, and (hopefully) gain some additional insight for those who are still considering a graduate degree, In last week’s post, we looked at 24 pros with MA or MS degrees (Seasoned Pros Talk About Grad School, Part 1). This week, we’ll hear from 8 with MBAs.

Why get an MBA?

Just like those with MA and MS degrees, the respondents with MBAs decided to pursue graduate school for career advancement, personal development, or career changing.

Unlike their MA/MS counterparts, however, MBAs who cited career change, chose an MBA because they believed it would help them become more specialized in corporate communications or it would help them to move from one branch of corporate communications to another. (Those with MA and MS degrees cited changing fields as impetus for getting their degree.)

What degree differentiates you best?

Those with MBAs were much more likely to say that their degree has helped to differentiate them from their peers. 75% of those with MBAs said their degree was a differentiator, compared to 40% of those with an MS degree and 0% with an MA.

What should you consider when choosing a grad school?

If you ask those with MBAs, 75% say you should choose a program based on the quality and variety of the courses offered. MA or MS grads say, choose a subject matter you like the most.

Is there a credibility gap?

Those with MBAs were more likely to perceive that their degree gave them “credibility” in the work place. 75% MBAs thought their degree made them more credible than their peers. 25% of those with MA or MS degrees sited increased credibility.

Benefits of getting a graduate degree?

Half of those with MBAs believed business school gave them a new, useful perspective in their job. The most respondents cited a “new perspective” as a major benefit of having attended grad school.

There was less agreement among those with MA and MS degrees. About 20% said the degree hasn’t seemed to help them get better jobs or earn more money. The same number said they believe their graduate degree has helped them to earn more.

“If I knew then what I knew now, I would…”

To finish the survey, we asked our respondents to give some advice to our New Professionals members. Their advice is posted to our eGroups page, and available for PRSA New Professionals members only.

_______
Some of the demographic info.
Overall, those who responded to the survey are experienced. Most have several years of professional perspective between their graduation date and today.

8 PR pros with MBAs. (See the job titles of those who responded to the survey. Job Titles of Those with MBAs)

Of these pros, 6 (or 75%) graduated more than 5 years ago. 7 respondents had more than 11 years experience in the PR field.

See the directory of schools our respondents attended. Directory of MBA Degrees

your pr career… PR Graduate School (Part 1: MA/MS) by Janet Krenn

New Professionals PR Blog 5 Comments

I wear a big “NERD” sign around my neck whenever I think of advanced degrees. I’m one of those who really enjoys learning and I ::cough:: likeschool ::ahem::

Truth be told, I already have an M.S. in Journalism. I graduated 4 years ago, and aside from being a better writer, I don’t think I’ve really seen the benefits I expected from of my degree. Sometimes I play around with the idea of getting another, different degree. Then I wonder whether all the things I assume about the long-term benefits of graduate school are true. Does the graduate degree really make you more marketable? Is it worth it to forgo experience to pursue a degree?

To answer these questions, I surveyed 32 of our PRSA members with graduate degrees, and asked them to weigh in on several questions. Some of them graduated 2 years ago. Some of them graduated 25 years ago. This post, I’ll cover the 24 members with MA/MS degrees. Next week, we’ll look at those with MBAs.

Overall,  PR pros with MA and MS degrees believe graduate degrees either make you more marketable because the degree puts you “on par” with colleagues or gives you a competitive advantage. There seems to be

Will a graduate degree really make me more marketable?

If you’re considering it, you probably want to go to grad school for one of three reasons: professional development/advancement, a career change, or personal development.

More than half of the people we surveyed went to grad school looking for professional development and advancement. The idea is your gumption in the classroom makes you a little more interesting than other candidates for that promotion or position. But is this really the case?

“Yes!” say 66%.
Several said their graduate degree qualified them for positions they were interested in. But the greater benefits seem smaller, two-thirds of those surveyed said that their graduate degree has provided everything from strengthened skills to credibility.  Here were some of the responses:

“My Masters degree has earned me automatic respect amongst colleagues and supervisors and has gotten my foot in the door in places I may not have had the opportunity to get into otherwise.”

“I believe it has given me increased credibility when pitching PR programs, particularly among clients with advanced degrees.”

“Not Sure,” say 33%

8 people said either they didn’t know whether their graduate degree has helped them professionally, or that they suspect it didn’t help them. One person reflected the attitude of at least half the group, saying, “I don’t believe the credential has ever swayed a future employer or client positively towards me.”

Several who said they weren’t sure if their graduate degree helped them professionally said they still valued the experience.

What are the cons of graduate school?

Of course, graduate school isn’t all roses. It has cons, aside from time and money. Our respondents named three, including the most cited time and money, which was mentioned by 8 respondents.

Delaying Experience

5 (all with MAs) said a major con of pursuing a masters degree is “delay in professional experience.” In the words of one respondent, “Cons: Cost, time, effort, and you still need to obtain the on-the job training either during your studies or after.”

Overqualified

Another downside, highlighted by 3: being overqualified. “[A graduate degree] puts you in the marketplace a bit behind other people your age, earning begins later, ‘too qualified’ for the first few interviews.” One respondent with more than 5 years experience notes that the air of overqualified dissipates eventually. Those with less than 5 years experience didn’t.

How much experience should you get before grad school?

None necessary
Only those who said they went straight from undergraduate to graduate school said experience prior to graduate school didn’t matter. (“I went straight through to get the MA after undergrad, and I didn’t find lack of work experience a hinderance to the degree.”)

2 to 5 years.
Everyone else (20 respondents) recommended 2 to 5 years experience before attending graduate school.

Some note that experience gives you a practical perspective on the theories presented in class. “The best interactions/contributions came from students who had been in the workforce a while. More frequently, the students who when from degree program to degree program and never left the college atmosphere didn’t have anything to contribute.”

Others noted that work experience helped them to select the right graduate program. “If I went to graduate school directly out of undergraduate school, I would have chosen an advanced degree in journalism. But after working for two years, I had no desire to working in the field of journalism. My second job out of undergrad made me realize my love of marketing and public relations.”

Are graduate degrees becoming necessary?

It’s the old experience versus education debate. Are graduate degrees becoming so commonplace that they are necessary to get a job or advance in your career?

No. Go for experience.
3 people said they thought graduate degrees are nice to have, but are not necessary for careers in public relations. “Truthfully, an advanced degree is not needed to succeed in public relations.”

Yes! Get that degree!
6 people believed a graduate degree will allow you to “keep up” with your peers. “A graduate degree is now considered a regular requirement for some positions so it may not provide as much of a competitive advantage as it did in the past.”

Which degree is best?

“If you’re not working in a field your passionate about, it will show, and it will be a miserable way to earn a living.” In other words, pick a degree that will help you get your dream job. Sounds easy enough, right?

9 people, more than two-thirds, who took the survey said that any graduate degree would work, as long as you’re choosing the degree that will help you meet your career goals. One respondent said, “Consider a law degree, or further study in your field such as political science, history, biology, art history, etc. Specialized knowledge in ofetn more saleable than theory of communications.”

Here are some suggestions, our respondents have some suggestions.

MA/MS Public Relations
9 of our respondents said an advanced PR degree would be the most beneficial, and only 6 of these individuals have MA/MS PR themselves.

MA/MS Communications
4 said an advanced Communications degree would be the most beneficial. 2 of these individuals have MA/MS Communications themselves.

MBA
3 said, hey, get yourself an MBA focusing in Business, Marketing, or Communications.

MA/MS Journalism
2 said to go for a graduate degree in journalism.

“If I knew then what I knew now, I would…”

To finish the survey, we asked our respondents to give some advice to our New Professionals members. Their advice is posted to our eGroups page, and available for PRSA New Professionals members only.

_______
Some of the demographic info.
Overall, those who responded to the survey are experienced. Most have years of professional perspective between their graduation date and today.

24 PR pros from PRSA weighed in on our survey. Their job titles ranged from Coordinator to Officer, Professor to Principal. (See the job titles of those who responded to the survey. Job Titles of Those with MA/MS Degrees)

Of these pros, 11 (or about 50%) graduated more than 5 years ago and have worked in the PR for more than 11 years. (The graph describes the years of experience and the years since graduation of each respondent with an MA/MS. MA/MS Professional Experience and Years Since Graduation)

See the directory of schools our respondents attended. Directory of MA and MS Degrees