Conquering the Awkward Stage at Work: A Young Pro’s Guide

August 18, 2015Stephanie Vermillion Leave a comment

Being a young professional is hard sometimes. Between work/life balance and climbing the career ladder, it’s a challenge to navigate this stage of life.

As a young PR professional, hard work alone is not enough to get you noticed. You must learn to build and leverage relationships, develop leadership skills, and stand out amongst your peers to achieve success in the awkward stage between an entry level position and a managerial role.

Here are a few ways to navigate your career when you’re in the stage between recent graduate and mid-level employee, so you don’t feel like you are in career purgatory:

Raise Your Hand

Build your reputation at work by volunteering for side projects or taking on extra responsibility. You want to show your team and bosses that you are willing to take initiative to help the team stay on track, are reliable and engaged in the company, and committed to the growth of your career.

When working on projects out of your day to day task, you are able to network with colleagues in different departments and learn skills that will benefit you in the long run. Your superiors will take note and soon enough you’ll get the promotion you’re dreaming of.

Attend Conferences

The learning doesn’t stop after college. In addition to reading the news and case studies, attend conferences and webinars. There is a wealth of information out there to help you grow as an employee and it’s even better when you can learn from industry professionals.

Conferences and webinars give you the ability to learn about new industry trends, network with professionals of all levels, and hopefully encourage a new way of thinking about your career. As markets evolve, you have to make sure you stay sharp and ahead of the curve.

Join Professional Groups

There is power in numbers and professional groups are a great way to get ahead. Networking opportunities and mentor/mentee relationships are great reasons for joining professional groups but the biggest perk is being able to serve on a committee.

When you are active in an organization, you see the impact of the different functions that make an organization work.

Pick Up a Side Hustle

All work and no play makes John and Jane dull employees. As much as you invest in your career, invest in your passion.

Your side hustle can be anything from doing PR for a local band in your city or planning events for a non-profit you believe in. Stay well rounded and follow your heart. You don’t have to go through a quarter-life crisis!

Speak Up

Don’t be intimidated in meetings and brainstorming sessions; you were hired for a reason so show the team what you can bring to the table. It is your job as a young professional to give a fresh perspective.

Have the confidence to speak up on opportunities a client can take advantage of, share your viewpoints while developing strategies, and most importantly don’t be afraid to ask questions.

The road to success is not a straight one, but you steer the wheel. Taking initiative and developing leadership skills is key to your success as a young professional. Do you have any suggestions on navigating your career when you’re not quite a recent graduate but not yet a manager?

—

Jasmine L. Kent, a member of PRSA-NCC, focuses on building community through dynamic events and engaging online marketing as a freelance integrated communications professional in Washington, DC. Keep up with her on Twitter at @LoveJasPR or visit LoveJasPR.com.

Five Costly Mistakes For New Pros to Avoid

August 14, 2015Ashleigh Mavros Leave a comment

Have you ever wished that you’d done something differently? For most of us, there is at least one mistake we wish we hadn’t made. Hindsight is 20/20 and no matter how prepared you are for your career, mistakes will inevitably happen. To make your transition from student to new professional as smooth as possible, keep any eye out for these common (and potentially costly) mistakes.

Misspelling a Journalist’s Name.

When pitching, this is one of the easiest mistakes to make. While it’s not necessarily fatal – if the journalist is interested in the content, they may pick it up anyway – it’s certainly embarrassing and could devalue your credibility.

Being a new pro, you’ll always want to put your best foot forward and show that you bring professionalism and valuable skills to the team. Don’t jeopardize that by not taking 15 more seconds to double check someone’s name. While you’re at it, run spell check to make sure there aren’t any other errors that may have slipped under the radar.

Not Prioritizing Deadlines.

You may have days when you have your to-do list planned out, but another (more time sensitive) project pops up just as your day is getting started. These little projects are one thing I personally like about being a PR pro because each day truly is different, but having a dynamic schedule also presents risks.

Don’t let the small project become a huge project because you put it off for a week and it’s due tomorrow morning. It’s so easy to get caught up in the urgency of sporadic assignments, but you need to be disciplined in carving out time for larger, long-term projects. If you find that you are struggling to keep up, communicate that to your supervisor or colleagues who can help.

Referencing the Wrong Media Outlet.

Just like misspelling a journalist’s name, this is an easy one to make when pitching. If you are working for an agency, you may talk to people from numerous media outlets each day. You’ll want to avoid telling the guy from The NonProfit Times that what you have to offer would be of interest to readers of The Chronicle of Philanthropy. As much as we love to be quick and responsive, it’s worth it to slow down a little for the sake of accuracy.

Not Keeping Your Supervisor Updated.

Keeping your supervisor and team members updated with how your projects are going is so invaluable. Teamwork makes the dream work, but not without clear communication. As mentioned previously, this comes in handy if you are struggling, but it’s also critical to establishing expectations. Allowing others to draw their own conclusions about when you will have a project finished will come back to haunt you more times than not.

Sending Out the Wrong Version.

Out of all these mistakes, this one may have the potential to be the most costly. Anyone who has internally edited content before it’s made public knows that the process can be long and tedious. A minor change may not seem significant, yet the change may have been in reference to financial or other information that needs to be completely accurate. Before you send something out, always check to be sure that you have the final version.

Being a new professional is about learning, but you’ll be one step ahead of the game when avoiding these little mishaps. Attention to detail is invaluable and it’s something that gets stronger over time. The more you practice, the more effective you’ll be at predicting potential mistakes and spotting them should they arise. In time, you’ll find a style that works for you. Keep calm, stay focused and enjoy your new career as a PR pro!

Jeff Adkins is a public relations associate for Henry Ford Hospital and Health Network in Detroit, Michigan. An active member of the Detroit chapter of PRSA, Jeff enjoys connecting with fellow PR pros and seeking out new professional experiences. He’s a 2014 Wayne State University alum, where he obtained a Bachelor’s in Public Relations and was a member of the university’s PRSSA chapter. In his free time, Jeff enjoys being active outdoors and volunteers as a public relations officer with Portal Paranormal Society. Feel free to connect with him on Twitter at @jeffadkins14 and LinkedIn.

Achieving PR Goals through Media Events

August 10, 2015Ashleigh Mavros 2 Comments

As PR professionals, we wear many different hats on a day-to-day basis: some days, we feel glued to our computers; others we are racking up mileage for various client requests around town. Sometimes we schmooze for eight hours a day, and some days we’re heads-down writing content that was due to the printer yesterday. PR work is varied but variety is the spice of life, am I right? However, one of the most sought-after aspects of the #prlife is a sparkling gem that we call a media event.

I don’t think it’s an overstatement to call media events inspiring and invigorating, and I don’t think it’s a coincidence that I leave most events with a renewed sense of purpose and a head full of new, relevant story ideas. Often times, events can transcend the press releases, pitches and follow-up calls that comprise a large amount of our public relations duties. Events give the audience something tangible to see and feel, and emotionally connect them with a company or organization.

If you pay attention to the media/competitor landscape, you’ll notice that events always cluster around the same times of the year, usually before and during large cultural events (here in Miami, there’s a lot of activity surrounding Art Basel and Miami Swim Week). You can host as many media events as your client’s budget will cover and plan it impeccably, but your effort will be for naught if you do not cut through the clutter and leverage your assets in a strategic manner. You’ve been given an incredibly effective public relations tool… let’s learn how to use it!

Give the media something that is uniquely compelling.

If you’re like me, you struggle with finding a timely hook for your stories. I’ve heard “well, I can run this story any time. Why now?” more times than I would like to admit. This is something special and unique about media events – you have the freedom to blend something that might not be as “sexy” with something that is. With events, you are free to have subject matter experts, interactive components and a highly visual presentation. Not only does this make for a highly engaging and memorable experience, but makes the company compelling and at the top of the mind for relevant future stories.

Request interview questions ahead of time.

You should do this for two reasons: one, the act of formulating and communicating interview questions fosters a deeper commitment to the event and potential story. I have found that doing this great reduces the disparity between RSVPs and actual attendees. Secondly, knowing the questions beforehand helps you better prep your clients for interviews and helps you more effectively draft key messages and suggested responses.

When media isn’t your only audience, steward the situation.

Most times, your media events will be coupled with consumer events. Generally, I like to jump this hurdle by suggesting that the event be broken into two sessions: one for media and one for consumers. If your wish is granted, use this to your advantage by allowing media “exclusive access” before the event opens to the public.

If you are not able to get two different, targeted sessions/presentations, you should request for a quiet space to be reserved for media interviews. Doing so ensures that the journalists will not be interrupted or distracted by curious bystanders. You can add additional value by pre-selecting and preparing consumers for “man on the street” interviews. This way, you can easily and quickly provide the consumer testimonials that the journalists needs while respecting the consumer’s valid third-party opinion.

Be Flexible.

We recently held a client event with DJ Irie with an outdoor photo opportunity scheduled for the early afternoon. By midmorning, the sky was threatening to ruin our perfectly timed event with a rainstorm. After some one-on-one discussions with the media, we decided it would be best to switch the indoors and outdoors component so our guests could take as many photos as their hearts desired.

Flexibility is not limited to schedule, though – you need to be able to accommodate different requests and make the most of what you have. Is the member of the media seeking more information on a topic that is not the focus of the event? As long as your spokesperson is media trained and prepared with some key messages, let them chat – monitor their conversation and d follow-up with the journalist. Does a television stations need to get in and out of the event in order to make it to some breaking news on the other side of town? Be understanding and accommodate their needs with an empty, quiet room in which they can record an interview. No need to stop the whole show to accommodate one request; just ensure that you are giving them what they need to best tell your story.

Post-event follow-up.

“Media relations” is a state of mind that you never completely slip out of, even after the event has concluded and the client has gone home. After the event is over, you’re in a special window of time where you can make an impact on the media as a respectable PR professional. In addition to an event recap, press release and event photos, you should also follow up with the individual journalists on social media. From there, be sure to stay in touch by liking and commenting on their posts. By promoting their articles and retweeting links to their stories, you can show that a professional relationship with you has even more benefits. Creating this multi-dimensional relationship helps boost your credibility and will elicit respect from the journalism community.

There is a difference between merely staffing an event to fulfill your professional obligations and thriving as a PR expert in the situation, using every avenue available to you to go above and beyond the call of duty. Use media events and various face-to-face interactions as a chance to learn more about your media contacts as people who have likes, dislikes, goals and a social life. This strategy, more often than not, becomes second nature and you form a reflex for connecting people and uncovering opportunities. By doing so, you will slowly and surely build the respectable network that will make you highly valued as a PR/Media Relations professional.

Rachel is a graduate of Florida State University (Go ‘Noles!) and is currently pursuing a Master’s degree in Strategic Public Relations from George Washington University. Currently residing in South Florida, Rachel is an Account Executive at the integrated communications firm Moore Communications Group. Rachel is a talented writer, skilled in event planning and have provided valuable account support to national and local clients including Ford Motor Company. Connect with Rachel on Twitter or LinkedIn.

Long day? Time to Take 5

August 4, 2015Ashleigh Mavros Leave a comment

Photo via Glassdoor

What could be better than one hour designated solely to laughter and making other people happy?

Offices can be high-stress environments, especially in agency settings. When each 15-minute increment of the day is recorded and billable, time is money. But taking the occasional break to participate in employee engagement initiatives can be even more valuable for overall health and happiness. It’s a long-term return on investment.

According to a 2015 Deloitte study, 87 percent of organizations cite culture and engagement as one of their top challenges. An even more surprising finding from the study: More than half of today’s working population claim they wouldn’t recommend their employer to peers.

Office engagement is a challenge across the board, but it’s becoming increasingly important to Millennials and new professionals. It’s time to take your engagement into your own hands. Here are two options for diving into office involvement.

Seek out existing initiatives.

Start by taking advantage of what your office does offer. Sometimes when large companies provide engagement programs, it requires a little research to learn how to get involved. Invest the time it takes to explore the intranet, ask around or email HR. Do your research to find out if your office offers any of these programs.

At Ogilvy PR, we have a “Take 5” committee for all things social and philanthropic. We plan the summer and holiday parties as well as pop-up happy hours, philanthropic partnerships and other ways to increase the office’s opportunities for social and community involvement.

These projects not only increase the fun throughout the office, but the hour meetings each month have provided some of my favorite moments at work. The dose of energy and laughter that comes naturally with planning entertainment is refreshing. As soon as the Take 5 meeting completes, I’m re-energized to take on whatever the day may bring. When an item on the weekly to-do list reads “Research affordable ice cream sandwiches for office party,” I’d say it’s been one treat of a week.

Take 5’s landmark events include Bring Your Parents to Work Day, an annual December toy drive for the Children AIDS Society and an office decorating contest. There’s no limit to the rewards of engaging with your company’s brand through planning these projects with colleagues.

But what if the opportunities don’t already exist?

Consider creating your own.

If your office doesn’t have an established committee or other engagement programs, consider starting a new one. Each committee or initiative has to start somewhere.

Michael DiSalvo, an account supervisor in OPR’s Healthcare practice and the driving force behind Take 5, is an advocate for young professionals spearheading company culture. DiSalvo joined the committee as an intern and has been instrumental since it was revitalized in 2009. DiSalvo’s role has opened opportunities to work directly with HR on engagement initiatives and meet with executive leadership.

“Everyone is really worried about morale,” DiSalvo said. As the Deloitte study shows, it’s a common concern for corporate leadership. Through Take 5, DiSalvo has the opportunity to meet with Rob Mathias, Ogilvy PR’s CEO of North America, to discuss talent retention and engagement.

“When you’re in a client service industry like PR, it can be very difficult to remember who you work for. Contributing to your own company is just as important as contributing to your clients,” DiSalvo said.

DiSalvo also emphasized the importance of continually promoting the brand through the committee’s work. He highlighted the value of junior staff, pointing to them as the group who usually leads the success of employee engagement.

So, new professionals, here’s a call to action: Get engaged. Help solve an ongoing challenge for the majority of companies, and be instrumental in promoting your company’s brand.

If you’re interested in learning more about the current state of job engagement, culture and satisfaction in the public relations industry specifically, take a look at The Plank Center for Leadership in Public Relations’ Leadership Report Card.

How does your office encourage engagement? Share in the comments below or on Twitter using #npprsa.

Jacquie McMahon is an assistant account executive at Ogilvy Public Relations in New York City. She graduated from The University of Alabama with a bachelor’s degree in public relations and a passion for employee engagement. Connect with Jacquie on LinkedIn and Twitter (@jacqmcmahon).

Pitch Perfect: The Dos and Don’ts of Media Relations

July 31, 2015August 3, 2015Stephanie Vermillion 1 Comment

Pitching is one of the most difficult thing we PR pros do. Many of us do it every day, but no matter how long you’ve been doing it or how often you’re sending pitches out to media, the rejection, or even worse, the radio silence, are still an unfortunate reality.

As new pros, pitching stories to established media can be a daunting task. “Pitching 101” isn’t a course offered in PR programs – it’s a crash course you take in your first internship or job that requires you to have those skills.

Pitching and acquiring placements for a client is a huge part of media relations and is definitely worth a bit of attention and fine-tuning. Here’s a few tried-and-true tips to make pitching a breeze.

DON’T schedule a press release on a newswire service & forget it.

Sure, PR Newswire is a great way to post a press release and get it mass reposted on some news sites. That shouldn’t be confused with a press placement or earned media, though. It’s an OK way to get the your news out there, but it’s certainly not the kind of placement clients have in mind when they sign up for media relations.

DO try to build relationships with the media.

Everyone is more likely to do someone a favor if they know them. Reach out before you have a client dying for media attention and introduce yourself. Find out how your new media contacts prefer to be reached. Know what they cover and talk to them about what they might be working on in the future. If you can offer yourself as an expert for something already in the works or put them in touch with a good source, you’ll become a valued contact for them.

DON’T send a mass email pitch.

Almost as bad as scheduling and forgetting is sending a mass email pitch to editors and reporters. Think about the general, boring emails that end up in your inbox. Unless they have a super catchy headline or are offering your something exclusive or special, they’re going directly in the junk bin, right? Journalists think no differently. There’s plenty of news out there to cover. If you can’t give a writer a good reason why he or she should be writing about what you’re pitching, what’s the point?

DO your research.

Nothing is worse than irritating a journalist with an email they consider junk. Your pitch may have been perfect, but did you send it to the right contact? If you’re sending out pitches to just any media contact, you’re wasting your time. Make sure pitches aren’t going directly into the garbage by only sending them to people who might be interested. Got a great new fashion brand that you represent? Awesome, but a tech reporter won’t care at all about your pitch or your client.

DO personalize your pitch.

Right along with doing your research and not sending out mass emails, do make sure you personalize each pitch. Make sure all names and titles are spelled correctly and that all other information is correct. Bonus points if you can mention other pieces by the author that are similar to what you’re pitching.

DON’T pitch “just because.”

There’s nothing more irritating than people who subscribe to the idea that there’s an ideal frequency for pitching. There’s no magic formula for how often you should be pitching media, but you should never send out a press release just because you haven’t for a while. There’s nothing newsworthy about saying “Hey, we still exist.” If you don’t have anything newsworthy to say, there are better ways to keep yourself or your client relevant and in the forefront of people’s minds, such as a strong social media presence, blogging, guest posts, offering expert input on other stories your journalist friends might have in the works… the list could go on.

DO pitch stories.

Pitching should really be wrapping the whole story package up with a bow and presenting it to the writer. What’s your angle? How does it tie into other things? Why is this important or newsworthy? All of these are important items to keep in mind and communicate in your pitch. The better you can pitch a story, not a brand or product, the better your pitches will be received.

DON’T exaggerate.

No matter whether you’re pitching, promoting or explaining, it’s never a good idea to exaggerate. If you’re claiming to be the best, the top, the only or any other claim that makes your client stand out, you better have the facts to back it up. If you lie about something and are found out by a journalist, you’ll quickly be blacklisted.

DO keep it short and sweet.

Long emails are difficult to read and retain no matter who you are. When you have hundreds or thousands of emails flowing into your inbox every day, your attention span is that much shorter. Make your point, make it quickly and include a clear call to action. Be friendly and professional, of course, but leave the long flowery prose at home.

DON’T pitch a story the author has already written.

If journalists could recycle stories they’ve already written, their jobs would be so much easier. Pitching something nearly identical to what your contact has already written says one of two things: you didn’t bother to do your research or you don’t know how media works. Offer a new angle or idea that will transform your pitch into something a journalist can work with, instead of tired, recycled content.

DO playback your coverage.

Your work isn’t done just because you secured a placement. Your client or boss needs to know that the effort has a real ROI! Playback your coverage by linking to it, sharing it across social media, including it on your website’s press page or “featured in” section. Get statistics on how many pageviews the story got and how many retweets, mentions and new website visitors the placement generated. If possible, see if you can find a connection between increased web traffic, social media following, content shares, or sales and the placement. The ROI for your media placements will depend on what your goals were from the beginning.

And finally…

DO definitely say thank you.

Those manners your mama taught you are still so applicable. It’s important to remember that pitching is essentially asking a favor. Don’t make it painful by being pushy, rude or indignant. It doesn’t matter how great your client is, unless you have your own media outlet to offer coverage in, you don’t necessarily get to call the shots. It’s important to be gracious and just taking a few minutes to let writers know how much you appreciate their hard work can be the start to a great, long-lasting relationship with the media.

Robyn Rudish-Laning is a graduate of Duquesne University, with a bachelor’s in Public Relations, a master’s in Media Arts and Technology, and currently works as a PR Associate with Pretty Living PR, a boutique firm based in Pittsburgh. Find her on LinkedIn or Twitter or read her PR-focused blog.

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