PR

7 Crucial Job Search Tactics to Land an Entry-Level Job by Heather Huhman

Heather Sliwinski 1 Comment

Pretty soon, you’ll be donning that graduation cap, walking across the stage and taking your first step into the world of entry-level employment. Hopefully you’ve set yourself up for success throughout your college career by completing at least one internship, getting involved in on-campus groups and building a portfolio. What else is crucial to landing a job today?

Creating a job search plan. What many job seekers fail to do is create a plan consisting of multiple job search strategies in order to reach their goal. Merely combing job boards or applying to a few company openings probably won’t result in a job offer—or even an interview—in today’s tough market. You must be prepared, organized and diligent in every aspect of your job search, and creating a plan can help you stay on track. 

Spending time “company searching” as opposed to “job searching.” Part of your job search plan should be identifying 5-10 ideal companies that you’d like to work for. From there, you can work on making connections at those organizations, learning about their culture and determining your fit, and watching for openings and opportunities that are right for you.

Networking early and often. Your network is a vital resource in your job search. Friends, family, colleagues and acquaintances can help you learn about unadvertised openings, get an “in” at a specific company, or provide support while you’re job seeking. Keep in contact with important connections by adding them on professional and social networking sites, and reaching out to them to stay top of mind.

Branding yourself. You need to be your own advocate in your job search. This means having a clear idea of what makes you different from all of the other candidates vying for the same job as you (also known as your unique selling points). Communicate and share your personal brand by consistently marketing yourself across all social and professional networking platforms, as well as on your resume, cover letter and portfolio.

Harnessing the power of alumni. Don’t forget about the network you’re already a part of as a resource in your job search, which is your college or university. Consider contacting former students that are working in your field to ask for advice and job shadow opportunities. Join your college alumni network or search for groups on Facebook and LinkedIn. Because you already have something in common—your education experience—it will be easier to reach out to that individual and build a mutually beneficial relationship.

Taking things offline. While the Internet is a valuable resource for any job seeker, don’t neglect the power an in-person meeting can have. This can involve inviting another professional to lunch whom you’ve only talked with online, attending group and association meetings, and participating in conferences and meetups.

Volunteering your time. Not only can volunteering help eliminate gaps in your resume, but you can also make valuable connections with individuals at the organization. It’s also a great way to build upon your skills and add additional pieces to your professional portfolio.

Although your job search might not produce results right away, it’s important to stick with it and maintain a positive attitude throughout the process. You never know when you’ll meet someone who could lead you to your next opportunity!

What other tactics would you add to this list? Prospective graduates: What’s your plan to stand out in this job market?

Heather HuhmanHeather R. Huhman is a career expert, experienced hiring manager, and founder & president of Come Recommended, a content marketing consultancy for organizations with products that target job seekers and/or employers. She is also the author of #ENTRYLEVELtweet: Taking Your Career from Classroom to Cubicle (2010) and writes career and recruiting advice for numerous outlets.

Intro to Military PR by Lt. Colonel Ann Peru Knabe, APR+M

Heather Sliwinski 3 Comments

Ann KnabeIt is hard to believe I have been in military public affairs – the military’s version of PR – for almost two decades. I joined the Air Force Reserve in college and along the way was commissioned as an officer. Just like in the 1990s, today’s public affairs field is very exciting.

What exactly do I do? Right now I am assigned as a Reservist to the Pentagon, serving in a public affairs role with the office of the Secretary of the Air Force – Public Affairs. My immediate role is to support the outreach, opinion and engagement division.

My primary job for the last couple of months has been working on media training for high-level defense and federal officials. I develop training scripts, play the role of reporter and help with scheduling (this is all in addition to my full-time teaching job in Wisconsin). My favorite part of this job is playing the role of a reporter live from a remote location in New York. The trainee cannot see me, so it can be quite challenging. We provide feedback, offer other scenarios and give the trainees a video of everything that occurred. The Air Force has a very comprehensive media training program at the Pentagon – it shares the same tech qualities and capabilities of regular TV.

But PA – as we call public affairs – is not limited to media training. For many years, I served as the director of public affairs at an Air Force wing. I was responsible for community relations (tours, special events, and outreach), internal communications (employee newsletters and related communications), media relations and congressional relations. As a part-time employee, I had a lot of fun and gained exceptional experience. We managed a variety of projects, ranging from military balls to Presidential visits.

More recently, I have been involved in the Reserve’s social media strategy and have supported special projects like Tour for the Troops. In the Tour for the Troops, I executed the social media plan for Air Force Reserve as we flew Kid Rock around to various concerts in the war zone. Now THAT was interesting!

It is also important to note that you do not have to wear the uniform or join the military to do public affairs. The different branches of service have hundreds of opportunities to work as a civilian in PA.  Of course, as a civilian, you are less likely to deploy to remote places.

If I had to identify when my role really transformed, it would be 9/11. Ten years ago, my military job changed significantly, as did the “ops tempo” or rate we were supporting the active duty Air Force. Suddenly, we were helping activated Reservists, managing multiple media requests, honoring returning Airmen and Soldiers and executing other wartime activities in addition to our regular work. I was also activated – or deployed – three times in the last five years. I completed two tours in Southwest Asia, where we have a large base flying daily missions into Iraq, Afghanistan and Africa. I served as the Pentagon’s spokesperson for the Guantanamo Bay War Court in my most recent tour. Throughout these experiences, I have made the greatest friends of my life. After sacrificing and facing daily uncertainty with my brothers and sisters in arms, we cannot help but become closer because of the trust needed in a mission. I love this aspect of the military.

I love the Air Force, and cannot say enough positive things about my experience in the Reserve. I have worked in more than 20 different countries, met lifelong friends and mastered tough communication skills. The Reserve has also given me priceless education and extra income. There is room for more public affairs officers and civilians – the military can be a fabulous career.

It is not a piece of cake, though. On those days that seem especially hard or challenging, I always remember this quote: “If it was easy, everyone would do it.”

Ann KnabeLt. Colonel Ann Peru Knabe, APR+M, Air Force Reserve Public Affairs Officer

Knabe is a dynamic change-agent in public relations. She believes innovation and progressive thinking are keys to survival in today’s competitive global PR environment. Her 20+ years in military public affairs and international NATO settings leverage her civilian and educational experiences. Knabe is a “relationship-builder,” referring to her extensive work in media relations, internal communications, social media, community relations, international public affairs and congressional relations.

Event PR: the Original Mobile Marketing by Andrea Nourse

Heather Sliwinski 2 Comments

Mobile marketing can mean one of two things. The most recognized meaning today involves smart phones and mobile Internet. The other, more traditional, kind involves hitting the road and bringing a brand or product to the masses. Although the two can, and often do, go hand-in-hand, mobile event marketing presents its own challenges and advantages.

MMA Creative, the agency I work for, represents one of the largest food organizations in the world, and this weekend we kick off two separate tours to promote the nonprofit society. Aside from the hours of logistics that go into these tours, there is also time spent on pre-event PR and marketing through social media that lead up to each of the 20 to 25 stops each tour makes. That adds up to many Tweets.

Being a smaller business, our agency creates everything internally, from press releases and social media to logos, collateral and even truck wraps. Planning for 2011 started long before our 2010 tours ended. As the sole PR practitioner in the agency, I help create and execute this plan.

The PR Plan

For each tour, we create a national press release to announce the tour along with local releases and media advisories for each stop. For our primary tour, we have seven primary sponsors and two secondary sponsors. Two of our primary sponsors also have their own special programming, which includes additional stops and contests. Additionally, a separate partner has its own mobile marketing program. This program creates another layer in the plan, as we target the additional local markets and create a national release to announce the new programs. So on any given week, there are between one and five events going on (two tours and three partner programs), and I am responsible for making sure the local media are out in full effect.

Social Media

The part of mobile marketing that I enjoy the most is using social media—reaching out to and engaging the enthusiasts that make the societies we represent so huge. Even when we are not hosting an event or on the road promoting the client, I am always working hard to ensure that the conversation around our clients and partners continues. Social media is a crucial tool in the success of this effort. Where else can you directly and personally reach out to such a large and diverse audience?

This plan is only a small piece of what goes into producing and managing a mobile marketing tour, but it is one of the most important pieces of the puzzle. Our clients and partners invest significant amounts of money into these programs, and our agency must deliver the results they expect. One thing I love about mobile marketing tours is the quick results. Whether it is from handing out samples to event attendees, engaging them in social media conversations or having our tour team interviewed by the local network affiliate, we get real, tangible results that increase awareness for our clients.

Andrea NourseOriginally from Kansas City, Mo., Andrea Nourse moved to Nashville, Tenn., in 2005 to pursue a career in songwriting. Then, in 2006, she enrolled at Middle Tennessee State University, where she studied public relations, marketing and political science. While in college, Nourse worked full-time as the assistant manager for Jos. A. Bank, interned with U.S. Rep. Bart Gordon and, after graduating in May 2010, joined his staff as a field representative and communications assistant. Nourse currently works as a content specialist for MMA Creative, a full-service marketing and advertising agency with offices in Cookeville and Nashville, Tenn., and serves as an At-Large Member of the PRSA New Professionals Section Executive Committee.

Intro to Small Business PR

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In 2009, the U.S. Small Business Administration’s Office of Advocacy estimated that there were 29.6 million small businesses in the United States. Not only do they represent 99 percent of employer firms, they also employ over half the U.S. private sector workforce. Small businesses are a growing force even as we recover from the recession. With those numbers, it is no wonder that the small business industry can provide great opportunities for new PR professionals.

So what is a small business anyway? And why I would I want to work for one?

In general terms, the U.S. Small Business Administration (SBA) defines a small business as an independent business that has fewer than 500 employees.  For new professionals or those transitioning to the small business PR industry, small business can be exciting path to expand your knowledge base of the PR function. Within a small business, you have the flexibility and ability to work on a variety of projects. There is greater access to key personnel, clients and decision-makers, which can ultimately allow you to shine and show your best. Overall, a small business is a great place to learn the intricacies of a business and its operations that would otherwise take years to learn in a large company.

Small Business PR sounds interesting. What is a typical day like in this field?

A typical day for a small business PR practitioner is the same as that of a large company.  Activities can include client meetings, monitoring local and national media, making calls to clients and journalists, writing press releases, brainstorming or doing research. No two days are ever alike; there are always circumstances that can change the course of the day. Your activities and focus can vary from client to client. You could be consulting on PR strategies, creating communication plans, managing promotional events or just generating WOM (Word of Mouth) for a client.

Are there any special skills I need to be a small business PR practitioner?

Developing relationships, listening and having the ability to write and communicate effectively are key skills of a small business PR professional. These skills can carry a lot of weight when dealing with stakeholders and managing day-to-day activities. Establishing and managing positive relationships can take you far in and out of business. As a matter of fact, fostering relationships outside of business can actually lead to new business, so it is always wise to be courteous and respectful regardless of where you are because you never know who you will be working with on a project.

Ok, no profession is perfect. Are there any challenges I can expect?

Working in the small business industry is exciting, but there are some challenges that you may face in your new career as a professional in this field. Many of these challenges have to do with misconceptions of PR.  The main misconception is that PR is expensive and out of reach for a small business. Yes, small businesses may have difficulty competing with larger business when it comes to expensive marketing and advertising campaigns, but a carefully planned public relations campaign can level the playing field since both entities use the same principles of PR. Convincing your client to spend money on a project may entail you investing time and your creative resources to show the benefits of public relations. If you can meander through this roadblock working with small businesses can be an exciting adventure allowing for creativity and “out of the box” thinking. 

As a result of limited resources, another challenge new PR professionals face in small businesses is a lack of mentorship.  Having less than 500 employees, a small business may only have room for one PR specialist.  Being the lone PR specialist on a company’s team as a new professional can be overwhelming without a seasoned mentor to show you the ropes.  However, most businesses will reward initiative and a can-do attitude.  What you lack in experience, you can make up for in enthusiasm and the willingness to learn and try new tactics.  Use your contacts in the PRSA or your professional network to ask for help, and take advantage of the resources the association provides, like seminars and industry-specific section membership.

What kind of non-PR coursework/skills/interests could be helpful?

 There are three areas a new PR pro should consider when they move forward in their careers, regardless of which industry they choose–including small business PR. They are:

  1. Know the business – General knowledge of how your client’s business operates will be useful. Spend some time researching your client and its industry. This will help you in targeting specific audiences within their industry.
  2. Learn technology – Since the world is becoming more technology-focused and technology businesses are increasing significantly, taking a few courses in Information Technology could prove to be very valuable when you are establishing an online presence for your client.
  3. Problem Solving Skills– These skills will prove to be beneficial as you tackle the unexpected details that come your way. 

Small business PR can offer you an opportunity to be flexible and creative if you are willing to put in the effort. So roll up your sleeves and jump in.  We would love to welcome you to the industry.

Diahnn Henderson is the owner of Collaborative Communications, a communications and PR boutique firm, located in Ann Arbor, Michigan.   

Intro to Independent PR: Part One with Robert Udowitz

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According to the 2008 PRSA Membership Value Perception and Satisfaction Study, 6 percent of PRSA’s members are “independent practitioners”. This month’s “Intro to” series features two such professionals who once worked in agency, corporate and association PR and have since joined the ranks of independents.  Robert Udowitz, Principal at RFP Associates, LLC, spoke with Mike Greenberg of the New Professionals Section about life as an “indie”.  Check back on Friday, February 25 for part two of the series with Susan Rink, Rink Strategic Communications, LLC.

 

Mike:  What was your PR experience like before you decided to practice as an independent?

Robert:  I am entering my seventh year as an independent. Immediately prior to going out on my own I was working at a trade association as its director of communications. Before that I had been in corporate communications and at a couple of PR agencies in Washington, DC, and New York City.

Mike: What do you offer clients that an agency doesn’t?

Robert: In most cases I offer my clients equal if not more experience through a more economical and efficient model.  I’ve done crisis counseling, community relations work, media relations, analyst and investor relations, writing and event planning.  I have even created an animated video—from concept, to writing the script and directing the shoot!

Mike: What is your work environment like?

Robert: My work environment is as professional as it was when I had an employer. With all the modern technology I use, the only disadvantage I have is the lack of an office tech support team at my beck and call. 

Mike: What types of non-PR abilities and interests are needed in order to succeed as an independent practitioner?

Robert: You must possess some simple financial management and business skills.  In particular, when you start out you need to determine how much to charge clients. Then you need to tabulate your monthly expenses so you know how much money has to come in to afford your lifestyle. From there it’s critical that you devote time each month toward bookkeeping and billing your clients. Your business skills are critical to building a client base, marketing yourself, and maintaining a steady income.

Mike: What are the greatest challenges an independent faces?

Robert: The work will always find you, but there’s never enough time to market yourself for those times when you need more work. As long as you stay networked and are always talking to your colleagues and meeting new people, you will find work the moment you have the time to take on something new.

Mike: What has surprised you the most about being an “indie”?

Robert: How capable I was. In the confines of office work there isn’t much time to create opportunities that go outside of your assignments. And, sometimes you observe that the decisions that are being made aren’t as productive as they should be. As an indie, you have an ability to accomplish more and there’s a degree of pride when you are able to look back and see all that you have done.

Mike: What advice would you give a new professional who wants to work as an independent?

Robert: You have to have experience, and preferably a diverse amount of experience.  The more you’ve exposed yourself to professionally before you go out on your own, the more of an asset you’ll be for your clients.

Robert UdowitzRobert Udowitz, Principal, RFP Associates, LLC

Over the course of his 25-year career, Udowitz has worked at public relations/public affairs offices, corporations, and trade associations. He recently began RFP Associates, LLC (www.rfpassociates.net), a PR agency search firm specializing in the request for proposal process for companies seeking a public relations agency. Prior to creating RFP Associates, he operated RUdowitz Consulting, a PR/PA consultancy based in Washington, DC, where his clients centered in the financial industry but included commercial real estate companies, trade associations, a magazine publisher, and government contractors.

Udowitz has been a member of the Board of the Public Relations Society of America’s National Capital Chapter for the past four years and on the Board of the Independent Public Relations Alliance for more than five.