PRSA New Pros

PRSA Jobcenter Adds Features Designed for New Professionals by Richard Spector

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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.

Professional Development Webinar: “Managing Up: Positioning Yourself for Success with Your Supervisor” with Ken Jacobs

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As a young professional, “managing up” is probably something we have all encountered in the workplace, either from our own experiences or from those around us. Working with your boss to ensure you meet, even exceed, his/her needs so that you can ultimately work your way up in the company is smart. However, where is the line between going above expectations and “brown-nosing?” While you may be familiar with both, this topic is not one on which you took a college class. In “Managing Up: Positioning Yourself for Success with Your Supervisor,” trainer and consultant Ken Jacobs will help us all get a better grip on:

·    What “managing up” is and isn’t

·    Nine tips on how to manage up more effectively

·    How managing up benefits you

·    How to make your boss the best boss for you

The webinar starts at 2 p.m. (EST) on Thursday, July 7. Interested in learning a little more about Ken Jacobs? Check out his website.

Are you on the fence about spending the money to join us? We have a solution! Chances are you have a few other young professionals in your workplace. This particular topic is something all fields of work can benefit from, so consider collaborating with them and splitting the $35 fee. It gives you a nice, educational break from the daily grind and a chance to spend some more time with the other young professionals in your office!

So, what are you waiting for? Register here!

Ken Jacobs is the principal of Jacobs Communications Consulting, which helps public relations firms grow and manage business; improve client service and enhance client relationships; as well as increase staff performance, motivation, loyalty and retention. Jacobs Communications Consulting does so via training, consulting and coaching. Prior to launching his firm, Jacobs held leadership positions at Lippe Taylor, Maloney & Fox, Marina Maher Communications, Ogilvy Adams & Rinehart and Ogilvy & Mather PR. He blogs at http://kensviews.com

Summer Book Club–June: UnMarketing

Heather Sliwinski 1 Comment

Returning this year to the PRSA New Pros Blog is the Summer Book Club.  Thanks to all who tweeted and voted, the Summer Book Club has its first PR read for June—UnMarketing: Stop Marketing. Start Engaging. by Scott Stratten!  So visit your local bookstore, download it onto your Kindle or borrow it from a friend, but get your copy today and start reading.

Discussion surrounding UnMarketing starts the first week of July.  Check back with the PRSA New Pros blog, like us on Facebook or follow us on Twitter to join in the conversation.

Here’s what amazon.com has to say about UnMarketing:

From one of the leading experts in viral and social marketing-market your business effectively to today’s customers

For generations, marketing has been hypocritical. We’ve been taught to market to others in ways we hate being marketed to (cold-calling, flyers, ads, etc.). So why do we still keep trying the same stale marketing moves?

UnMarketing shows you how to unlearn the old ways and consistently attract and engage the right customers. You’ll stop just pushing out your message and praying that it sticks somewhere. Potential and current customers want to be listened to, validated, and have a platform to be heard-especially online. With UnMarketing, you’ll create such a relationship with your customers, and make yourself the logical choice for their needs.

  • Shows how to create a mindset and systems to roll out a new, 21st century marketing approach
  • Marketing expert Scott Stratten focuses on a Pull & Stay method (pulling your market towards you and staying/engaging with them, leading them to naturally choose you for their needs) rather than Push & Pray
  • Redefines marketing as all points of engagement between a company and its customers, not just a single boxed-in activity

Traditional marketing methods are leading to diminishing returns and disaffected customers. The answer? Stop marketing, start UnMarketing!

New Pros: What are you hoping to learn from this book?  What specific topics would you like to see in our discussion?

Whether you are spending your summer laying on the beach or traveling for business, make sure you bring along your copy of UnMarketing!

The Dos and Don’ts of Building a Media Contact List by Noelle Pennyman

Heather Sliwinski 1 Comment

More than likely, you’ve dabbled in the art of building media contact lists. If you haven’t yet, this post will serve as a brief introduction because creating lists is a very common practice in public relations.

A media contact list is the foundation of any media relations campaign. For a campaign to be successful, your list must be targeted to the publications, staff and audience that will help your client or company achieve its goals.

The first step to creating a list is determining the audience of the initiative. Is it moms or foodies? Business professionals or frequent travelers? After you identify the audience, you can then target the most appropriate outlets, editors, reporters and producers.

Many industry experts will say you need to conduct extensive research such as reading every article by each media representative that you will be pitching. Although ideal, there may not be enough time to do that kind of thorough research. However, it is always important to make sure you’re selecting the appropriate people and fortunately, PR professionals have tools available to help this process.

Paid services such as Vocus, Cision and BurrellesLuce maintain media databases for communications professionals. You can also do your own research with Google and on each outlet’s websites. Fortunately, most publications, especially larger ones, typically maintain updated websites.

Below are some dos and don’ts to create an effective media contact list:

  • DO work with your company or client to determine a list of criteria in choosing the most appropriate contacts.
  • DO make sure your list is up to date. With a fluctuating industry, media contacts change positions, publications and coverage topics constantly.
  • DON’T have an overload of people from the same publications. There is no set number of contacts to have from each outlet (sometimes, this is determined by your company or superior). However, you don’t want to waste efforts by targeting six people at the same publication (especially if they’re sitting across from each other).
  • DO ask around. If you have colleagues who have pitched these publications in the past, ask them for any information as to the best people to target (if applicable), tips on how to pitch them or any new people.
  • DO create a detailed list. Include publication, contact’s first and last name, specification on the contact’s gender (for gender-neutral names), phone number, email address, position title and publication description.

Like with anything, the more lists you build, the more experienced you become. You will begin to learn which contacts and outlets are the best to target. At any experience level, remember that thoroughness, accuracy and effectiveness are key.

Noelle PennymanNoelle Pennyman
Public Relations Coordinator at thunder::tech

Noelle Pennyman is a public relations coordinator at thunder::tech, an integrated marketing agency located in MidTown Cleveland. As a public relations coordinator, Pennyman works with clients to develop communication strategies and tactics including brand messaging, media relations and social media. Prior to joining the team at thunder::tech, she served as the marketing assistant at Kent State University’s College of Communication and Information and account executive intern at the university’s student public relations agency, Flash Communications. Pennyman received a bachelor’s degree in public relations from Kent State University in 2009. She is an active member of the Greater Cleveland chapter of PRSA’s Young Pros group and serves as the membership co-chair of the PRSA New Professionals Executive Committee.

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.