Diversity in PR: A Millennial Perspective

August 9, 2016August 7, 2016PRSA New Pros Leave a comment

As the PR industry continues to evolve, so should the practices being used to attract, retain and develop talent. After all, the PR students learning in classrooms today are the future leaders of our industry tomorrow.

Today, millennial PR professionals are considering more than just great benefits and a lucrative salary when it comes to starting a career in the PR industry. Millennials are looking for PR organizations that foster inclusion, uphold diversity and create a sense of belonging for all employees.

The need for diversity in PR is more prevalent than ever among the generation of millennial PR professionals because diversity and inclusion are more than just buzzwords or boxes to check, Millennials believe they are essential to business success.

For PR employers to maintain diversity in their organizations, engage millennial PR professionals and drive the industry forward, they should consider the following:

Create a mentorship program for entry-level Millennial PR professionals to engage with mid-senior level PR professionals and build relationships with them. Yes, everyone does not want to mentor (nor do they have to), but not offering a mentorship program in general sometimes prevents those who want to mentor from taking action. Some employees will rise to the occasion and others will wait for their employer to act. Now is the time for PR employers to act and make strides toward increasing diversity in the industry.
Develop a review system for millennial PR professionals to rate their PR organizations and provide honest input on the organization’s diversity and inclusion efforts. This will help bridge the gap between what PR employers believe is working and what Millennial PR professionals believe needs to improve. Employee feedback is essential for employers to improve their diversity and inclusion efforts overtime.
- Nearly eight in 10 (79%) PR employers see their efforts to retain a diverse workforce as being successful.
- Yet only two-thirds (67%) of young professionals agree with employees on their retention programs.
Foster an open-office culture where millennial PR professionals believe their voices will be heard, acknowledged and valued from management.
- One-third of young professionals say the industry is not effectual at retaining a diverse workforce, compared with one-fifth of employers.
- All results from a PRSA Foundation survey, which was in the field from October, 2014, to February, 2015. See the full survey here.
Demonstrate diversity and inclusion in all efforts. From the top-down, display a company culture where millennial PR professionals believe PR employers are authentic in their efforts and not viewing diversity as another “box to check.” Emulate the culture you want your employees to project and treat everyone with respect.
Present career opportunities and advancements to all employees. Do not assume some millennial PR professionals won’t “be a fit” or do not “meet the mold,” you’re looking to cast. Take time to get to know their passions, interests and career goals. Give all employees the opportunity to shine and don’t be a barrier to their success. Empower your employees to do their best.

What else would you add? Tweet us at #NPPRSA with the hashtag, #DiversityInPR and share the ways you believe PR employers can improve their diversity efforts in the PR industry.

Sabrina Browne is Client Executive at Burson-Marsteller in New York City. She prides herself on being a champion for the advancement of women and diversity in the PR industry. She is a member of PRSA New Pros and PRSA New Jersey, as well as a Scholarship Committee Member for the PRSA Foundation. Follow her on Twitter for all things PR and connect with her on LinkedIn here.

Resources:
Appelbaum, L., & Walton, F. (2015, September). An examination of factors affecting the success of under-represented groups in the public relations profession. Retrieved from http://www.prsafoundation.org/wp-content/uploads/2015/10/CCNY-Diversity-Study-FINAL.pdf
Dishman, L. (2015, May 18). Millennials Have A Different Definition Of Diversity And Inclusion. Retrieved from http://www.fastcompany.com/3046358/the-new-rules-of-work/millennials-have-a-different-definition-of-diversity-and-inclusion

New Pros Week Q&A with Pat Ford of Burson-Marsteller

August 2, 2016August 15, 2016PRSA New Pros Leave a comment

Editor’s note: as part of PRSA New Professionals week, The Edge sat down with Pat Ford, Vice Chair, Burson-Marsteller for inspiration and advice.

How did you get started in PR?

I got my start with a small public affairs firm in Washington, DC, for which I had already been doing freelance writing assignments as a side job when I was still a newspaper reporter. I didn’t know much about PR then – and in those days (early 1980) – I didn’t ever see the kinds of amazing resources we have today for students and young professionals, such as PRSSA and the PRSA New Professionals program. Once I joined the profession, I loved it and my enthusiasm has only grown stronger over the past 36 years!

What was your biggest challenge when you were a new professional?

The first priority was to learn all I could about how to be an effective communications professional. Because I worked in a small firm and simply didn’t know about PRSA or other organizations from which I could have received training and met with role models/mentors, I really had to drive that process myself.

I immersed myself in anything I could read about PR, and gained a lot from several books on PR. One that sticks in my mind even today is a work by Edward Bernays, one of the most important pioneers in the PR profession, called Crystallizing Public Opinion. It was written in 1923 but still resonated in the 1980s and is still worth a read today. The other key priority was to find and enlist the help of great mentors. I’m so grateful as I think back now about a number of individuals who invested time in my professional development and generously shared the benefits for their vast experience and insight on PR, on public policy, which was the focus of my early days in this business, and of journalism, so I could learn far beyond the limited experience I had.

I’ll never forget those mentors and I feel a sincere responsibility to honor their selfless dedication to me and other young professionals. That’s why I am committed to make that same kind of investment in emerging talent today – and every day of my professional life.

What makes a new professional stand out and advance in the PR industry/to senior leaders?

Your professional persona is, in essence, your brand. So how do we grow brand strength? The most important factors in growing any brand are differentiation and relevance: if someone has made it through our screening process, we expect they will have had good grades in school and be smart; we assume a certain standard of writing ability; we expect they will strive to complete a task when they get an assignment; we expect they are or should be voracious consumers of news and media content from the wide range of channels available to all of us today. Those are table stakes – everyone has to be able to demonstrate those core skills.

What differentiates you as a young professional are the ways in which you go beyond the expected to the exceptional. You do this by learning all you can about how business works and how your company’s (and client companies’) business works. You do it by being proactive and looking for ways to do even the most routine task in an exceptional way, including through flawless execution. You do it by continually enhancing and improving your writing ability and adapting it to each specific business situation. And you do it by asking smart questions that show a keen insightful thought process. And you do it by demonstrating passion for the mission – don’t just say you are passionate or dedicated; show it!

How can new professionals find a mentor?

If you ask them, most will come!

To paraphrase a lyric from one of the best songs in the musical Hamilton: “Look around, look around, at how lucky we are to be alive (in PR) right now!”

Look around in your own office – not just your bosses, but colleagues at every level.
Look around in other professional settings like the PRSA, or the Plank Center for Leadership, or The LAGRANT Foundation.
Look around and seek out people who seem exceptional at some aspects of the business (or, if you’re lucky, all aspects of the business). I can’t think of one who ever declined to be helpful. Some are better than others, but all or most really want to help. These are priceless opportunities for young professionals, but you need to make them happen.

As a whole, what areas do young professionals come in with the least amount of experience or understanding and how can they make up that ground?

Business acumen and exceptional writing ability. I can’t emphasize these points enough. I wish I could connect with every future PR professional while they are still in their early college years and convince them to build more business and economics courses into their course loads. They should also be reading the top business books/publications/sites to build a strong working knowledge of business trends. It will give you an immense advantage.

Even in our new social media world that is heavily driven by video and 140-character messages, you gain a huge, differentiated advantage if you are an exceptionally talented writer. Like any special skill, that requires a passion for excellence, a rigorous devotion to honing your skills, and practice, practice, practice.

What is your top piece of advice for new professionals?

You have NOT reached your destination: this is the beginning of a journey that will have its biggest opportunities and benefits down the road. These early years of your career are incredibly important for establishing a strong foundation for that journey, so think of them that way: soak up as much knowledge and experience; keep asking the right questions; look for ways to differentiate your personal brand; constantly broaden your horizons with the profession and in business generally.

Patrick Ford is Burson-Marsteller’s vice chairman and chief client officer. Over 27 years at B-M, he has held numerous positions including North American CEO and Asia-Pacific Chairman. Pat is a trustee of three leading PR organizations: the Institute for Public Relations; The LAGRANT Foundation; and the Plank Center for Leadership in Public Relations. He was recognized in 2014 with the Plank Center’s prestigious Milestones in Mentoring Legacy Award. Follow Pat on Twitter @fordpat.

We <3 Being New Pros

August 1, 2016August 1, 2016PRSA New Pros Leave a comment

New Pro (n) /n(y)o͞o – prō/

A public relations practitioner with five years of professional experience or less, possibly a student, aspiring PR pro or one who has recently made a career transition to public relations;
A member of PRSA’s New Professionals Section;
A cause for celebration!

Being new pro is an adventure in itself; full of new experiences, people and opportunities. Being a part of PRSA’s New Professionals Section amplifies all of those experiences by giving members a community in which to share their experiences, connect with other like-members and learn from each other. To kick off New Pros Week, we’re sharing some of our favorite things about being a new pro.

“Being a part of the PRSA New Professionals section has provided a network of like-minded professionals right out of college that not only allow me to tap into when I am seeking advice and best practices, but also allows me to share efforts from my local community that might save other new pros from having to recreate the wheel. In addition, this group has also provided friends that I would have otherwise never had the opportunity of meeting. The best of both worlds!” – Greg Rokisky

“The New Professionals Section has given me a sense of belonging within the PRSA organization. My favorite benefit is the opportunity I have to build relationships and to work with other professionals from diverse backgrounds, many of whom I can call friends.” – Henry Cervera Nique

“I love being part of PRSA New Pros Section for the networking and mentorship opportunities I receive. Two years into the working world, I’m still learning tons more about my specific work each day. I rely on several experienced mentors from my PRSA network who help me apply past experiences to new projects, set goals and understand the larger landscape around communications and marketing.” – Brian Price

“After you get past the initial excitement of not having homework, I think the best part about being a new pro is going through the journey of your young 20’s. While it can be challenging, being fully independent for the first time is also very exciting. And the post-college social life is great. Happy hour to catch up with fellow new pros after a long day of hard work is the best!” – Heather Harder

“Two things to love about being a new pro: Connecting with fellow professionals across the country to learn about how to strengthen my career and taking advantage of all sorts of resources to help achieve my professional goals.” – Simon Oh

“I love being a member of PRSA New Professionals! For me, the best benefit is the spirit of mentorship within the section. We not only have the opportunity to connect with accomplished, established mentors, but we benefit from the collaborative leadership of our fellow members. Our members bring fresh perspectives to the practice of PR and communications. We ask questions, we share our ideas, and we combine forces to advance our individual careers and the shape of PR as it evolves as a profession.” – Alyssa Stafford

“Being a part of the New Pros section has helped to make me feel like I belong within the larger PRSA organization and given me the confidence to take on a larger role in my job, in my chapter and in the section itself. Being new at something or somewhere is uncertain enough and being a part of the New Pros section helps to ease the transition from graduating, moving and changing jobs by knowing that there are other people experiencing the same things.” – Robyn Rudish-Laning

“My favorite thing about being a PRSA new pro is having a larger society full of senior, mid-level and junior professionals who are all open to connecting and giving you advice as a new professional. As I’ve progressed in my career it’s also been really rewarding to stay connected with PRSSA through the society!” – Jessica Noonan

“Getting involved in PRSA’s New Professionals section has allowed me to connect with PR pros in other industries and across the country. My favorite part about being a member is bouncing ideas off other PR pros at the same level I am (otherwise difficult if your workplace or city is small), mentorship from seasoned pros who value my involvement with PRSA, and a community that shares my passion for public relations.” – Hanna Porterfield

“I love being a new professional because I feel I have more time to truly figure out what I want to do before I settle in more. I have a lot of new opportunities with new teams and groups, and have been able to branch out more. Being a part of PRSA New Pros has allowed me to continue and strengthen the friendships and connections I made while in PRSSA.” – Lauren Gray

“When you’re just starting out in your first job, your team doesn’t know you. They don’t know your work ethic, your leadership style, etc. So naturally, they aren’t going to give you a whole lot of leadership roles until they know they can trust you. This is true no matter if you’re an intern or an entry-level employee. But for a lot of people who were active leaders in college, (shout out to PRSSA!) this can be disappointing, maybe even frustrating. You’re so ready to make your mark and show them what you’ve got! Being a member of New Pros has provided me with opportunities to lead outside of my office. I’ve been able to further my leadership development through the section so that now, when I have the trust of my co-workers, I can be a better leader in the office and take on those leadership roles I aspire to.” – Jenna Mosley

“PRSA New Pros provides a strong support system when challenges arise. I’m grateful to be a member of this group because I know I can rely on experienced professionals for guidance in tough situations.” – Seth Kingdon

“My favorite part of being a new pro is the ability to experiment, to take risks, to explore, to discover new things. As new pros—as young people—we have that ability to change what we’re doing very rapidly without much consequence. To take a new career path, to try a different industry, to try corporate and then agency, followed by you name it.” – Ben Butler

New Pros Chapter Spotlight: National Capital Chapter

July 25, 2016July 25, 2016PRSA New Pros Leave a comment

New Pros Week is right around the corner and what better way to get everyone excited about it than featuring PRSA’s National Capital Chapter’s lively New Pros group. This month, The Edge sat down with PRSA NCC’s New Professionals Committee Chairs Katelynn Wiggins and Kelsey Pospisil.

The Edge: Tell us about the National Capital Chapter’s New Pros Committee is organized?

National Capital Chapter: We have a core group of really active committee members. They help secure locations for networking happy hours, panelists for professional development events, and help with logistics and registration during events. It is helpful to have involved committee members because with everyone’s busy schedule, typically two people are able to help us with each event.

TE: What kind of programming have you put together for New Pros?

NCC: Most of our activities are networking happy hours at local bars and restaurants. We also offer a few annual events. Headshots & Happy Hour offers attendees an opportunity to get a professional headshot taken while they mingle with other new pros. Professional development events provide information specific to the new professional audience on topics affecting their careers such as personal branding, resume building and presentation skills. The annual baseball networking event is a big hit with chapter members at all stages in their careers. It gives attendees to network in a more relaxed environment and enjoy a game with their fellow chapter members.

TE: How does your group fit into the bigger picture of the chapter?

NCC: The New Professionals group works with many other groups in the chapter. We frequently partner with the Membership committee to offer networking happy hours. We also partner with the University Relations committee to help transition students from PRSSA to PRSA.

TE: What resources do you provide for New Pros?

NCC: The chapter provides new professionals with a mentor-match service operated by our Mentoring committee. We also share job openings with committee members. We encourage more seasoned members to come to New Pros events if they are looking to hire entry or mid-career professionals.

TE: How can New Pros benefit from being involved with their local chapter’s New Pros group?

NCC: The PRSA-NCC New Professionals group is a great place to meet other people in the same stage of their career. It is nice to network in a relaxed environment to exchange ideas and learn from other new professionals. Members have told us they found out about open jobs at our events, and we know of many that have turned into being hired. We facilitate opportunities for people to form, maintain or grow relationships. If you’re eager to connect with other people, we’re just giving you an outlet, and helping you grow professionally at the same time.

Your local New Professionals group is a great way to get to know other people who are going through the same challenges, excitement and career growth you are. As a new professional in the world of PR there is a lot you can learn from connecting and building relationships with other like-minded people.

TE: How do you engage and recruit New Pros?

NCC: Near the beginning of each year the chapter hosts a Membership Rally. We have a table where members can sign up to join the committee. We also have information about joining the committee at all of our events.

TE: What advice do you have for New Pros for using PRSA to their best advantage?

NCC: Definitely make time to attend networking events offered by your chapter. It is the best spot to meet other people in the field. You may even make a contact that could help you find a new job down the line. It’s also a great place to find firms to contract for your company.

TE: What is the best way for New Pros to get involved in the PR community?

NCC: Attend your local chapter events and make an effort to introduce yourself and get to know as many people there as possible. Another way to get involved is through Twitter chats hosted by the National New Professional section. We always say that you’re going to get out of PRSA what you put in. The people and resources are almost infinite, but it’s up to you to take advantage of them.

If you’re in the D.C. area and would like more information on getting involved with the National Capital Chapter’s New Pros group, email Kelsey and Katelynn.

How My Mentors Helped Me Decide to Make a Career Change

July 10, 2016July 10, 2016PRSA New Pros Leave a comment

Editor’s Note: This post is part of our ongoing #MemberMonday series. Each week, we will share content focused on our New Pros members and how PRSA benefits them. Follow us on Twitter at @PRSANewPros and share your stories using #MemberMonday.

Deciding whether or not to leave your first job isn’t easy. There are a lot of questions to consider. Is it the company you don’t like or is it the industry? Is it the agency world or your particular agency? Have you done all you can to grow and love your job? Do you want to relocate and, if so, can you afford it?

Fortunately, mentors and other resources can help. As I debated whether to leave the agency world, here are a few lessons I learned from my mentors.

Build a network before you need one

When I started considering a career change, I decided to consult my mentors. Fortunately, I’d been building up a network for the past couple years, so it was easy to think of people to reach out to.

Here are the three types of mentors I consulted:

Seasoned professionals. These are the well-connected, executive-level people who can relate best to the hiring managers who will be looking at your resume.
Young professionals. Mentors who were where you are just a few years ago can relate to what you’re going through and offer timely advice.
Mentees. I’ve found my mentees are so wise that they end up mentoring me in the process.

Don’t have mentors yet? PRSA Mentor Match is a great tool PRSA members can use to connect with seasoned professionals. I developed a corporate mentor who was very helpful in my decision.

Stop worrying about appearing like a job hopper

I, like most Millennials, was worried my résumé would look bad if I left my first job before the two-year mark. But then a mentor told me that’s a myth. Sure, some PR people may think you look like a job hopper, but it all comes down to the story you tell.

As long as you have a good story for why you jumped and if you are truly concerned with finding the right long-term fit, it shouldn’t matter if you leave your first job earlier than expected.

The key is to make sure you are making this change for the right reasons and that you’ve done all you can to be happy in your first job. Before leaving, outline the path you’d like your career to take. Will your current job help you get there? Have you done everything you can to carve the path you want? Have real conversations about your goals with your supervisor before deciding to leave.

Make a decision you can live with

Two people recently told me, “Your career is too short to be unhappy with your job. Why stay if you aren’t happy?” It seems so simple, but it can be hard to come to terms with. Just remember, there’s a difference between having a bad week and having a bad job.

Everyone will have opinions about your career path. But no matter what they tell you, you’re the only one who will be with your employer for 40-plus hours a week. You’re the one whose career is on the line.

Sure, some people will still tell you that you have to stick it out for a year or two. But in the end, it’s your decision. Make the one that feels right.

Heather Harder is the programming co-chair for PRSA New Professionals and a former national president of PRSSA. Follow her on Twitter at @HeathHarder.