PRSA

How My Graduate Degree is Advancing My PR Career

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Editor’s Note: As part of our month-long topic on continuing education we’ve touched on the APR, Tools for New Pros and other professional development. Today, we’re interviewing members of PRSA’s New Professionals section that have completed some form of higher education or are in midst of earning their graduate degree, with an end goal of advancing their public relations career.

Meet our panelists and their earned or in-progress graduate degree:

Lindsay Moeller
Master of Education in Higher Education (Student Affairs), Iowa State University

Simon Oh
Master of Science in Transportation Management (administered by the Mineta Transportation Institute), San Jose State University

Brian Price
Master’s in Public Administration, Northern Michigan University

Robyn Rudish-Laning
Master of Science in Media Arts & Technology (focus in Creative Media Practices), Duquesne University

Alyssa Stafford
M.A. Journalism and Mass Communication (concentration in Health Media and Communication), University of Georgia

What made you decide to go to graduate school?

LM: First, I love school. Second, I knew I would need to get a graduate degree in order to pursue a career in Student Affairs.

SO: To prepare myself for a greater role in transportation, potentially managing a team, department or an entire organization within the business.

BP: I decided to stay at NMU after graduating with a bachelor’s because I had a graduate assistantship opportunity. I worked as a G.A. in NMU’s communications office both years. I couldn’t turn down the discounted tuition, stipend and relevant work experience (and faculty lot parking pass!) so I’d advise anyone looking at grad school full time to research G.A. opportunities. I thought about an MBA but lacked prerequisites for multiple classes and ultimately decided to build on my communications background by applying it to public administration and policy.

RRL: It was a perfect storm of things. When I finished my undergraduate degree in 2011, jobs were hard to find and I had had some internships, but nothing that turned into a real full-time lead. I didn’t feel like I had a completely firm grasp on what I wanted to do, besides work in PR, (I understand now that no one actually has it all figured out.), but I didn’t want to move back home to figure it out either. I knew that I would have better opportunities to gain experience in Pittsburgh and I had already begun to develop connections out there from my undergraduate work. It just so happened that my alma mater, Duquesne, also offered 25 percent off of graduate degree tuition for particular programs, mine included, to alumni. So in August 2011, I packed everything up and moved back up to Pittsburgh to pick right back up where I left off in May.

AS: My bachelor’s degree is in creative writing, and I ended up in a job where I was doing sales and marketing. When I discovered public relations, I knew I wanted to make the switch, but I had no idea where to start. I decided to get my master’s in PR, thinking a formal education was what I needed to make the transition. It turned out that while my classes got me up to speed academically, the most important thing for me was being exposed to professional development opportunities as a graduate student.

Robyn Rudish-Laning on graduation day.

Robyn Rudish-Laning on graduation day.


How has your degree helped or simply played a role in your PR career?

LM: It helped me to get my first job out of graduate school working in college admissions, which put me on the path to working in the marketing department and eventually PR.

SO: Although the degree is not required, it will almost certainly help me elevate to a position like a PIO or community relations manager for transportation projects down the line.

BP: In the classroom I learned general concepts like how to apply research, how to truly research a topic and honed my ability to read and digest complex issues; it was a unique opportunity to really build up those muscles. Outside of class, I applied that knowledge to executing digital and traditional media for NMU as a G.A. and just spent a lot more time crafting my skills. I was really in that student mindset where you try to read and learn everything while in grad school, which is difficult to maintain in a full-time job.

RRL: I felt like my graduate program was much more hands-on than my undergraduate program, even though they were within the same department at the same school. It also wasn’t entirely PR-focused. Instead, I learned a lot about related skills, like marketing, social media, journalism, advertising, web design, etc., on top of furthering my PR knowledge. The program wasn’t rigid, so I was able to pick and choose classes from a number of disciplines to round out my skill set. I think these things have been most helpful in my career because I was able to really dive into what I was interested in and what I thought would benefit me most. No two people in my program graduated with the same exact experience or degree, no matter what our diplomas said.

AS: I actually switched my concentration from Public Relations to Health Media and Communication, because I wanted to develop expertise in healthcare communications, social marketing. My concentration also emphasized health journalism, which trained me in writing about health topics for a broad public audience. I joined the Association for Healthcare Journalists and attended their annual conferences and reported at the Society for Neuroscience conference. I learned how to shoot and produce videos, worked on my writing craft and came away with a great portfolio of published work.

I also dove into professional development opportunities through UGA’s PRSSA Chapter. I served as the chair of the events committee my first year, and became president my second year. I really put myself out there in ways I hadn’t during undergrad. A big part of this was finding my passion. I didn’t know what I wanted to do in college, so I was much more energized and ambitious during graduate school. I also felt a sense that this was my last chance to make the most out of being a student. I credit PRSSA with helping me land my job at Piedmont Healthcare in Atlanta. I was hired on as a contractor in 2014, an opportunity I had because I met the PR manager at a PRSA/PRSSA networking event.

What is some advice you would give to PR pros wondering if they should go back to school?

LM: Graduate school was such a great practice for me in really learning how to buckle down and apply myself. Even if I didn’t get a degree in public relations, I think that it really helped me to learn how to research, plan and effectively communicate with multiple audiences and the importance of being able to do all of those things. I think it maps really well to PR.

SO: Think about where you stand now and where you want to go in your career. A graduate degree could expand opportunities beyond where you currently stand. Do your research before embarking on any program.

BP: Hard for me to say as I went straight through at NMU for six years. But I would think it’s important to have a vision for how this plays into your larger career goals, because this isn’t a challenge you’re going to want just for fun.

RRL: Only go back if you’re willing to put in all the work necessary and if you’re doing it to better yourself. Don’t go back to delay getting out into the real world or assume it’s going to be easy. The two years I spent working on my master’s were the two hardest years of my life so far. The best advice I can give is to be sure you’re pursuing it because you want to continue to learn.

AS: Even if you get funding through a graduate assistantship, grad school is expensive and time consuming. Think deeply about your goals and spend time asking questions of faculty and staff at your prospective grad school. Make sure that you really need and want a graduate degree before you commit. I usually encourage people to work for a year or more between undergrad and grad school, because it gives you time to establish yourself in the workplace. If you’re like me, you’ll learn a lot about yourself during that time and it will lend a lot of perspective to the decision-making process. Also, you’ll have work experience on your resume that will distinguish you from other graduate students who are job hunting at the same time you are.

Brian Price with his diploma in snowy Northern Michigan.

Brian Price with his diploma in snowy Northern Michigan.

What’s a fun fact or your favorite memory from grad school?

LM: This won’t seem like a fun memory to most, but at the end of my first semester of graduate school I had to write four papers which were due during finals week for a total of over 60 pages. It wasn’t fun at the time, but it was really fun for me once it was over.

SO: Working on a group project about transit-oriented development and, by my suggestion, injecting corgis into nearly every aspect of our presentation. Too bad we couldn’t get corgi ears headbands as part of the bit…or actual corgis.

BP: Teaching. During my final semester I was an adjunct instructor in my undergraduate academic department, teaching Introduction to Public Address to 23 freshmen and sophomores. It’s fun and I learned so much having the chance to teach a class while in grad school.

RRL: As a grad student, I worked for the Duquesne’s student newspaper, The Duke. In addition to helping me fine-tune my writing skills, all of the hours and late nights spent working on it gave me some of the best memories. My favorite was the “awards” ceremony we did after we finished the last issue of the year each year. We’d spend a week coming up with awards or superlatives for each of the editors and our advisor. I use the word “award” loosely because most of them were poking fun at the recipient or an inside joke we were all in on. Some of them were incredibly heartfelt, though, even if they were tinged with a bit of sass. We’d try to get the issue done as early as we could that night and take turns bestowing these awards on our colleagues, before heading to the nearest pizzeria/bar to celebrate. My favorite award? “Most likely to keep the newsroom waters calm as a proverbial tsunami approaches.”

AS: Traveling to the 2015 Association of Healthcare Journalists conference in San Francisco, meeting incredible reporters from around the country who are telling important health stories.

Considering going back to school or have an experience to share? Tweet us at #NPPRSA 

PR Pros + the APR

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Continuing education should be a focal point of every professional’s long-term career plan, but especially for PR pros. Working in an industry that is constantly changing requires lifelong dedication to learning, professional development and adapting. It’s not enough to graduate from college with a degree and to have done well in your coursework; continuing your education past graduation is necessary to be a successful PR professional.

There are plenty of ways to keep appraised of new trends, tools, practices and theories within the industry. Many websites and professional organizations, like Hubspot, PRSA, Skillshare, the American Marketing Association, and Ragan Communications, offer online courses and training opportunities on a wide range of topics. You can become certified in inbound marketing, Google Adwords and Analytics, social media marketing or a number of other skills in a matter of days or weeks. Then, of course, there’s the APR — or Accreditation in Public Relations.

Administered by the Universal Accreditation Board, the APR is a designed to “unify and advance the public relations profession by identifying those who have demonstrated a broad knowledge, experience and professional judgement in the field,” according to the UAB’s website. Professionals who sit for the APR exam must have at least five years of professional experience and a bachelor’s degree or higher. Once you become an APR, you’re required to earn 10 maintenance points every three years to remain an APR. Activities that earn maintenance points include professional development courses, teach, mentor, volunteer, serve in a leadership position, publish a book, and more. Five of the points must be in continuing education and professional development.

There are plenty of arguments out there for and against becoming accredited. Some say that the APR has no value and is just a gimmick to get members to spend more money on courses and memberships to remain accredited. Others say that becoming accredited is the best thing they’ve done for their career and understanding of the profession.

Conflicting opinions from respected professionals inspired my deeper survey into how PR practitioners of all experience levels feel about the APR. Using Twitter and email outreach, I gathered 40 responses to a survey I created to gauge feelings toward the APR. The breakdown of respondents looks like this:

apr

Fifty-one percent of responses showed neutral to negative attitudes toward the APR. Ten respondents were either completely on the fence about becoming an APR or leaning against becoming an APR. Eleven respondents are firmly against becoming an APR.

Of the remaining responses, six professionals had become accredited and 10 were planning to pursue an APR. The three remaining responders were on the fence, but leaning towards pursuing an APR.

Those who were not planning to become accredited cited a lack of value as their main reason not to pursue it. A common sentiment was that, given the way PR and marketing have fused and that PR is no longer strictly publicity- and media relations-based, the APR may be a bit antiquated and not quite relevant to today’s professionals.

One account executive from New Jersey pointed out, “I think it may be more beneficial in a strictly-PR career. For example, leading a large agency or working in-house. I also noticed that many of my professors in undergrad had an APR title. It seemed a bit “old school” to many of my colleagues, and I don’t see it much in the professional world of marketing.”

“I took the test a few years back and didn’t feel it truly represented where the field and professionals are in today’s world,” said the president of a Washington, D.C.-based communications firm.

According to a vice president of PR at an agency in Pittsburgh, “[I decided not to pursue an APR] A few years ago when literally everyone I spoke to in a marketing role had no idea what it was and the fact that many senior PR executives actively said it wasn’t worth it. There is no discernible value to it outside of PRSA and intrinsic personal development. No one knows what it is or why they should care.”

From the information I’ve gathered, the biggest hurdle to becoming an APR is in understanding what, if any, value there is. Many people surveyed felt that there weren’t enough career benefits to justify the time, effort and cost of the APR, especially since it’s not just a one-time investment. According to those professionals who were already APRs, there aren’t necessarily immediate or highly noticeable career benefits. The benefits are primarily personal and in the form of resources, networking and personal accomplishment.

“I think the biggest problem with APR is that many in the field are skeptical of what it can and should do. They point to the lack of rigor in the criteria and say it’s not like becoming a CPA, passing the Bar, or earning a CFP,” said a Pittsburgh APR with 31 years of experience. “They miss the point. In communications, we are free to communicate without license and that’s a good thing. But accreditation is only designed to demonstrate that the individual takes personal pride in his or her commitment to professionalism. Is committed to the code of ethics. And that a third-party (PRSA) has testified to this.”

The 10 responders who said they plan to pursue an APR pointed to a deeper understanding of the profession and validation, credibility and proof of skill as the benefits of the APR. Seven of the 10 professionals plan to begin the APR process in the next five years, while two plan to begin the process in the next year.

So should New Pros consider becoming an APR? Sure, we should consider it. We should have many conversations with other pros of all levels and experiences about it. When it comes down to whether to actually do it, that’s a personal decision.

When I started researching for this post, I thought I had made up my mind that I would become an APR once I had enough experience under my belt. After hearing thoughts from professionals on both ends of the spectrum, I’m not so sure. From my research, I’m not the only New Pro who’s a bit undecided. Seventeen New Pro-level practitioners completed this survey; nine are on the fence about the APR, three are uninterested and five would like to pursue one in the future.

There are so many options out there for professional development that an APR is just one of many options for New Pros to continue to grow over the course of their careers. Since professional development needs to be incredibly personalized, there is no one-size-fits-all formula for what the best options are. The best thing for any New Pro is to weigh all of your options – APR vs. graduate degree, extra courses vs. webinars, etc. – and strike up a conversation with as many other PR pros as you can to bounce ideas around, learn new things and find what might work best for you. 

Robyn Rudish-Laning (1)

Robyn Rudish-Laning is a member of South Carolina’s PRSA chapter and is communications coordinator for the South Carolina Council on Competitiveness. Robyn is also a member of the New Professionals executive committee. She is a graduate of Duquesne University and is currently located in Columbia, SC. You can connect with her on LinkedIn or Twitter or read her blog here.

Carving Out Time For Hobbies

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Juggling your many responsibilities as a new PR pro probably leaves you wanting to curl up on the couch with your Seamless and Netflix to recharge before you face another day. Set that remote down though, because research has found that engaging in a hobby is a much better way to decompress and re-energize yourself.

According to a 2013 study by Concordia University, people who have hobbies are generally healthier and have a lower risk of depression and dementia as they age. Similar research by a team at San Francisco State University noted that professionals who engage in hobbies, particularly creative activities, are better able to conceive creative solutions for problems in the office. Seems like hobbies are all-around good for you, but what can they do to improve your day-to-day life as a new pro?

Hobbies

Hobbies give you time to clear your mind.

Focusing on a task or project that requires your full attention gives you the opportunity to disconnect from the world around you. The more difficult your hobby, the better. Concentrating on one task for an extended period of time allows your brain to reboot. Just like shutting off your computer every once in awhile is good for it, giving your brain a chance to restart can bring you back refreshed and with a new perspective.

Hobbies boost your confidence.

Think about the last time you were really excited about something you accomplished. That rush of adrenaline, the joy of completing something you’ve been working towards, the pride you felt knowing your hard work had paid off – it felt good right? Maybe like you were on top of the world? Mastering a hobby or a skill can have the same confidence-boosting effects. Whether you’re learning to knit, working on your golf game, cooking your way through Chrissy Teigan’s Cravings or learning to code, conquering your own mountains can make you more confident when approaching other obstacles.

Hobbies relieve stress.

It doesn’t matter if you’ve been struggling with the same problem for days or if your roommate is the source of your angst, spending time on something that is solely for you can wash all that tension away. Concentrating your time and energy on a hobby can put you into a relaxing meditative state. Your brain only has a set amount of room and if you fill it up with fun things, there’s no room left for whatever was bothering you. Plus…

Hobbies ignite creativity.

Zoning out a bit and doing something out of the ordinary can get your creative juices flowing. Spend a little time using your brain in different ways and you’ll start to find new ways to connect the dots of your everyday life. Creativity is just like muscle or math, if you don’t use it, you lose it.

Hobbies create a balance.

Everything is good in moderation. Work, sweets and Netflix are just a few of the things that should be balanced with other things. Every hour of every day shouldn’t be spent on work, work, work. Making time for things you’re interested in is a way of giving yourself a break that you shouldn’t feel bad about. Hobbies aren’t wasting time or frivolous; they’re life-enriching ways to explore new interests and learn new things without feeling like you need to dedicate your life to them. Balancing work and play makes doing things you’re not-so-excited for not-so-bad.

Robyn Rudish-Laning (1)Robyn Rudish-Laning is a member of South Carolina’s PRSA chapter and is communications coordinator for the South Carolina Council on Competitiveness. Robyn is also a member of the New Professionals executive committee. She is a graduate of Duquesne University and is currently located in Columbia, SC. You can connect with her on LinkedIn or Twitter or read her blog here.

Zig when others zag: Managing work/life balance

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Public relations can be a 24/7 job, especially as technology keeps us tethered to our work even when we’re away from the office. What does work/life balance mean in our field? PRSA New Professionals Mentoring Chair Alyssa Stafford spoke with Judy DeRango Wicks, APR, Fellow PRSA, to get some insight on how to be successful in the balancing act.

What do new professionals need to know about the life of a PR pro?

A career in public relations can be exciting, mentally stimulating and extremely fulfilling. However the first tasks assigned may seem boring – collecting the results of campaigns for reports or awards entries, creating lists of media and influencers, distributing media materials. Soak in everything you can learn, read the plans so you see the “big picture” and remember every tedious step is important – especially the reporting of results! If you maintain a good attitude and speak up with ideas that fit the audience and objectives, you will differentiate yourself and move up. Be the one who “gets it” and “gets it done.”

Remember your manager may be handling multiple crises on any given day, so respect their time in meetings by coming prepared. Build a reputation for being reliable, positive, smart and hard-working. Establish healthy routines – as you get busier, you will need stamina!  When you are overwhelmed, take a break. Great ideas can come while you are taking a walk and your brain has time to work on the latest challenge.

Seek out a mentor at work, in your PRSA chapter, or visit PRSA.org and sign up for the Mentor Match which can link you with a member of the College of Fellows. We have all walked in your shoes, and those who have signed up to mentor have a personal interest in helping others successfully navigate a career in public relations.

What does work/life balance mean to you?

When I hear “work/life balance,” I envision a juggling act that is exhilarating when you actually get everything done!  Public relations is not 9-to-5, so time management is essential and becomes even more so, believe me, as you move from being a new hire / recent graduate to being a manager / parent. You can move mountains on multiple fronts with sufficient planning and good habits.

How did you progress in your career without burning out?

As my career progressed, travel requirements were added to the mix. During the .com era, I was the girl with the light on over my laptop on the plane all the way to the technology trade show and back. “Zig when others zag” became my mantra – try not to drive or fly when everyone else does, because down-time in peak traffic or searching for a parking place is bad for your health. Schedule flights on Sunday afternoon instead of Monday morning. If you are going to a great city, make after-hours plans with friends who live there, take a break to walk through a museum or cathedral to nourish your soul when the work is done. You’ve earned it and it makes you a more interesting person when you are dining / conversing with executives and media. As an executive, I encouraged my team to enjoy travel and made sure we had fun together, many times with our agency teammates as well, when the mission was accomplished.

Another source of burn-out can be stress about bills and finances. Get into good financial habits early on, such as saving a percentage of every paycheck, establishing a budget, contributing to your 401K, paying bills on time to build a good credit history. Having a nest egg can detract from stress, and give you the freedom to make decisions when it’s time to change jobs.

How have mentors helped you find work/life balance?

One of my early mentors said, “Do the first things first.”  Don’t procrastinate on what you know your boss or client is waiting for you to complete.  At Ketchum, I took advantage of training classes on how to work with a client, how to prepare for a meeting with a senior executive, how to be a better presenter.  Seek out learning opportunities through PRSA including chapter events and webinars.  Mid-career, when I seemed to always have my nose to the grindstone and took everything very very seriously, I learned from a client that it’s really OK to go shopping when you are in a Paris and the work is done for the day! Get a life! Live a little!

judy-derango-wicks_quote

When I was a VP, the CMO actually put into my review that I needed to work on my work / life balance – I was working too hard.  And she was right.  Don’t stop taking care of yourself or you won’t be of much use to your organization.  Later in life, burnout becomes health issues that can take you out of the office for days or weeks. Again, establish good habits as a new professional and you will be able to enjoy your career and survive the most difficult days (which will pass), and fully enjoy the “gift” moments when the story you wanted is appearing in multiple media outlets, and you are now free to enjoy the fabulous city you are visiting with your favorite people!

work life balance

 

Judy DeRango Wicks, APR, Fellow PRSA, serves as co-chair of the PRSA College of Fellows mentoring program. She headed Communications for financial technology providers Fiserv and CheckFree, and twice received the PRSA Silver Anvil in Consumer Services/Technology. Before this, she headed the IBM account at Ketchum. She holds an M.A. in Journalism and Communications, University of Florida, and a B.A., Stetson University.