professional development

This Labor Day, Escape the Cubicle to Learn

Heather Sliwinski Leave a comment

One of the things you hear the most from employers and employees is the need for experience. When you get your first job, you have experience from your internships and college public relations/marketing classes. As you add years onto your career, you gain the experience from working with clients, writing media advisories and releases and researching potential clients.

But, the office isn’t the only place you gain experience. As a matter of fact, it’s absolutely paramount to get out of the office to really broaden your horizons. Your experience grows when your mind can take in knowledge outside of the “four walls.”

The office is for work, a large percentage of the time. While I learned many things in the office, I grew as a professional outside of it. As a solo public relations pro, my knowledge has grown exponentially not being in an office setting.

Here are some things you can do to expand your professional experience.

  • Twitter chats: Twitter chats may seem very obvious these days. You can learn a ton from Twitter chats and network at the same time. Many of the chats have seasoned pros run and/or take part. Chats I recommend are #brandchat #solopr #NPRSSA (obviously) and #PRStudChat. You will always learn something important from these chats. Make it a point to try and participate when you can. #BrandChat and #solopr take place weekly; #NPRSSA and #PRStudChat are monthly.
  • Conferences: The great thing about conferences is that most companies will pay for you to go because it is part of your professional development. Never miss out on an opportunity to go to one, no matter the size. Whether it is a local PRSA conference or something like Social Fresh, you will grow as a pro by listening to what these experts have to say. Again, it’s the perfect place to network.
  • Podcasts: I love podcasts. Even though I don’t ride the train any longer, I still make the time to download and listen. My business is better for it and my experience is as well. “The Human Business Way” by Chris Brogan is outstanding, as is “The Social Media Marketing Podcast” with Michael Stelzner. You can listen to them on the treadmill, in the car or on a beach (learning and relaxing!).
  • Webinars: Some of these are free; some require you to pay. The good thing about webinars is you can see if the topic may appeal to you before signing up. Look at what PRSA has to offer or check Twitter and Facebook to see what companies like Vocus, Marketwire and Ragan may be offering monthly or weekly.
  • Blogs: While last on this list, it is certainly not least. Blogs are an important tool for information and learning. It’s a good bet that a PR/social media/marketing pro has a blog. Good folks to check out are Deirdre Breakenridge, PR Breakfast Club, Shonali Burke, and SpinSucks. You’ll get a mix of traditional knowledge as well as build up your new tool arsenal.

Gaining knowledge is up to you. Don’t rest on what is in front of you; look beyond the now, and see the future. YOUR future.

 

Jason MollicaJason Mollica (@JasMollica) is the president of JRMComm, a public relations and social media marketing consultancy. He combines knowledge of the broadcast news industry, traditional public relations expertise and today’s new and innovative social media tools. Mollica operates his own blog and has guest blogged on several others, including the respected Ad Age-ranked PR Breakfast Club, Ragan.com and PRSSA’s Progressions.

Summer Book Club: June Selection–Putting the Public Back in Public Relations

Heather Sliwinski 5 Comments

Just because summer will officially begin this month and vacations take center stage doesn’t mean we should all take a break from learning. June starts our annual Summer Book Club on the PRSA New Professionals Section blog, and the first book selection has been made!

When you’re on your way to the beach or sitting in the car or plane, make sure you grab or download a copy of “Putting the Public Back in Public Relations” by Deirdre Breakenridge and Brian Solis. At the end of the month, we’ll have a recap of the book along with discussion around the key takeaways. You may even see these topics appear in our monthly #NPPRSA Twitter chat!

See how Amazon.com describes “Putting the Public Back in Public Relations”:

Forget the “pitch”: Yesterday’s PR techniques just don’t work anymore. That’s the bad news. Here’s the great news: Social Media and Web 2.0 offer you an unprecedented opportunity to make PR work better than ever before. This book shows how to reinvent PR around two-way conversations, bring the “public” back into public relations and get results that traditional PR people can only dream about. Drawing on their unparalleled experience making Social Media work for business, PR 2.0.com’s Brian Solis and industry leader Deirdre Breakenridge show how to transform the way you think, plan, prioritize, and deliver PR services. You’ll learn powerful new ways to build the relationships that matter, and reach a new generation of influencers…leverage platforms ranging from Twitter to Facebook…truly embed yourself in the communities that are shaping the future. Best of all, you won’t just learn how to add value in the Web 2.0 world: You’ll learn how to prove how new, intelligent, and socially rooted PR will transform your organization into a proactive, participatory communication powerhouse that is in touch and informed with its community of stakeholders.

I’ll be reading on my Kindle with you. We hope you join us for another lively discussion on the New Pros blog this summer!

 

Heather SliwinskiHeather Sliwinski is an account executive at KemperLesnik, a Chicago-based public relations agency, providing media relations and social media services to a variety of B2B clients. She has held positions in marketing and event planning for corporations, nonprofits and higher education. She earned a bachelor’s degree in journalism and mass communications with an emphasis in strategic communications from the University of Wisconsin-Madison. Sliwinski is the blog co-chair and chair-elect for the PRSA New Professionals Section. Feel free to connect with her on LinkedIn or Twitter.

April Twitter Chat Highlights: SEO and Digital PR

Heather Sliwinski 3 Comments

We’d like to thank everyone who participated in the April #NPPRSA Twitter chat.

Specifically, we’d like to thank our special guest for the month Carrie Morgan, author of the upcoming book, “Digital Haystack: Essential Digital PR Tactics to Get Found Online.”

Join us again on May 9 at 9 p.m. EST for the next #NPPRSA Twitter chat.

Review highlights of the chat below. What did you learn from the April chat? What strategies do you believe are vital to digital PR success? How do you optimize your content for search?

 

Amy BishopAmy Bishop is the digital marketing manager for Cru Global, a faith-based nonprofit. Bishop helps align Cru’s global marketing, branding and digital strategies with new technology systems. She is the social media chair for the PRSA New Professionals Section. You can connect with her on LinkedIn or Twitter.

Career Limbo: Transitioning from Entry-level to Mid-level Positions

Heather Sliwinski 1 Comment

Breaking out of the entry-level barrier to mid-level positions is not easy. Many times, it means getting past the catch-22 of needing the experience to get the experience, but there are avenues to make the journey easier:

  1. Always exceed your employer’s expectations: This work ethic will get you noticed and shows you to be a team player. Sometimes learning a new skill simply means volunteering for it. You may have to work a little bit later – but if you want to become a social media expert, for example, the best way is to enthusiastically take on the new work responsibility.
  2. Volunteer pro-bono with other organizations, local charities and religious affiliations: If you are not getting the type of experience in your full-time job that you need to move on to the next level, try local affiliations or industry associations and chapters for experience. They will appreciate the free assistance, and it’s a wonderful stretch to try your hand at new tactics.
  3. Network with purpose: Nowadays, it’s not enough to hand out business cards and think you made a bonafide contact. Learn about the individuals that work at the organization you are aspiring to join. Visit their LinkedIn profiles and Facebook pages. What are their likes? Did you go to the same school? Are they traveling to an area with which you are very familiar? Can you make some restaurant recommendations or suggest vacation spots? When you meet someone – state your vision. Who are you? What is it that you want to do? What was the biggest problem you solved in the workplace?
  4. Perfect your personal branding: Your personal brand is something you should be working on upon graduation. Positioning yourself as an expert is all about your blog content and your contribution to the industry. If it’s too early in your career to develop your own content, work with Google Reader, have the content come to you and then share it with others. Learn about the relevant content sites out there and get involved in Twitter chats. These outlets will help grow your reputation as a thought leader. Also, consider writing some short dos and don’ts about your field of expertise. It may sound strange, but “don’ts” always pull more clicks. People are always most afraid of making major mistakes.
  5. Research, research, research: Getting to the next level means knowing exactly what the position entails. Learn about the keywords used and all the qualifications. Be sure you can back this up with tried-and-true experience. Nothing aggravates a potential employer more than someone that lists keywords on their resume but doesn’t have the actual practical experience to go with it. Choose about 25 key companies for whom you’d like to work and research them on Vault.com and GlassDoor.com. Become acquainted not only with the company’s business, but also their corporate culture.
  6. Know how to make that salary and position jump: You may now be at the stage where you are qualified to do a job that pays $20,000 more but still getting paid $20,000 less. How do you address the salary question? Always remember to come from a positive place. You never want to say that your company was holding you back or that they don’t pay well. Whether you like your current job or not, never back-bite. You are heartbroken to leave your current company, but this opportunity is a dream job, and you feel you can make a real contribution.
  7. When asked about salary – you have a few options: You can always turn it back to the employer, asking what they’d consider based on your qualifications. However, that may lead to a game of salary Ping-Pong. The next option is to give the potential employer a very wide salary range. The range can be as wide as $10,000 or $15,000. The next option of course is to let them know that it was key at the time to gain the skills you needed to excel in your field. Now that you have those skills and the practical experience putting them to use, you are ready to earn the salary that more closely matches your skill set.

Most of all, have faith that you will get to that next level. Remember that 20 percent of job rejections eventually result in a job offer – so don’t give up.

 

Richard Spector is the manager of client services for PRSA Jobcenter.

PRSA New Professionals Brown Bag: Evolution of the Prototype Marketer

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The lines between marketing, public relations and technology departments are blurring, as digital platforms have revolutionized the way we communicate. Employers struggle to recruit and retain professionals qualified for positions that did not exist even three years ago.

The job market is changing, and new professionals need to change with it if they want to succeed in a new world of marketing. More and more, organizations are seeking hybrid professionals who are highly proficient writers, analytical, creative and tech savvy, with strong competencies in business, IT and human behavior.

The PRSA New Professionals Section invites you to join Paul Roetzer and Tracy Lewis of PR 20/20 on Monday, March 25 from 12 to 1 p.m. EST for a lively discussion highlighting how new professionals can become hybrids and keep their skills sharp in emerging core marketing disciplines such as email, mobile, analytics, social networking, web, search and content.

This brown bag seminar is free for New Pros Section members. It’s not too late to register here. We hope to see you there!

 

Paul Roetzer (@paulroetzer) is founder and CEO of PR 20/20, a Cleveland-based inbound marketing agency; author of The Marketing Agency Blueprint (Wiley); and creator of Marketing Agency Insider—the hub for a more open and collaborative agency ecosystem—and Marketing Score—a free assessment tool and marketing intelligence engine.

Tracy Lewis (@Tracy_J_Lewis) is a consultant at PR 20/20 where she is involved with client services and account management activities. She is also the community manager for Marketing Agency Insider, the hub for a more open and collaborative agency ecosystem. She joined the agency in March 2009 after graduating from Ohio University, and is a Certified Inbound Marketing Professional.