#ThrowbackThursday: Jo Ann LeSage Nelson, APR

January 21, 2016January 20, 2016Ashleigh Mavros Leave a comment

Editor’s note: This is part of our monthly #ThrowbackThursday series, which features a prominent, successful PR pro taking a look back and sharing tips from his/her days as a new pro. Thanks for helping us out, Jo Ann!

This #ThrowbackThursday, we get to know Jo Ann LeSage Nelson, APR

Question 1: What was your biggest challenge as young professional, and how did you overcome it?

I had the good fortune to have had a first boss who had been in the business for a long time and who was willing to teach me by example. He didn’t offer feedback often, however, and I came to understand that if I didn’t hear from him then I had to assume he approved of what I was doing. As a young professional that was difficult for me for the first couple of years, but after having a conversation with him about his managerial style, it made more sense to me. I should have had the conversation sooner.

Question 2: How did you learn to network comfortably at large events like PRSA ICON?

I learned early on that showing an interest in what others are doing or thinking is a surefire way to get people to open up. Ask questions, be curious and listen actively.

If you’re nervous about meeting new people, go into a networking event with two or three topics that you can talk about. Did you read an interesting news story today? Is there a community organization you are involved with that you want to tell others about? Did you learn something new and interesting about a client that you can share? If you go into an event armed with some ideas it will help put you at ease.

As for large PRSA events… honestly, I think networking with other public relations professionals is easy! Most of us like to talk a lot.

Question 3: When looking for potential employees, what young professional traits are most valuable to you?

I want to work with young professionals who are curious, creative and smart. I firmly believe that a smart person can learn anything, even if at first the concept seems foreign or hard to grasp. Having an intellectual curiosity goes a long way towards being successful in nearly any field, and that includes being curious about the world around you and what is happening in it. Another trait that impresses me is a willingness to work hard, and long if necessary, to make sure something is done right. And having personal and professional integrity is a must! (But don’t ignore the basics like strong writing skills. You can’t be a successful public relations professional without them.)

Question 4: When did you get involved with PRSA, and what tips do you have on young professionals just joining for the first time?

In 1995 I joined a small group of professionals who were working to revitalize a dormant PRSA chapter here in New York’s Capital Region, and I’ve been involved ever since. If you’re new to PRSA, volunteer for a committee or help out with an event. Getting involved locally at the chapter board or committee level is the best way to get hooked on PRSA. You’ll grow professionally through all the terrific resources and programs PRSA has to offer, meet some outstanding colleagues and make some lifetime friends.

Question 5: If you could go back in time and give advice to yourself during your first year on the job, what would you say?

I’d tell that 24 year-old starting her first public relations job that she shouldn’t doubt herself, that her instincts were often right on target. As I said above, my boss didn’t offer a lot of feedback and so that sometimes led me to wonder if I was on the right track. With more experience I gained more confidence and realized that I could handle any situation presented to me, as long as I did the appropriate research, asked the right questions and enlisted the help of people who had a stake in the matter.

More about Jo Ann:

Jo Ann LeSage Nelson, APR, vice president of client services for Pierce Communications, an Albany-based public relations/public affairs/crisis management firm, is responsible for strategic public relations and communications counseling for Pierce Communications clients.

Jo Ann is a member of the National Board of Directors of the Public Relations Society of America, serving a two-year term beginning January 2015. She is also a past Northeast District Chair of the PRSA, serving as the national association’s liaison to seven chapters in New York, Massachusetts, Rhode Island and Maine. In 2010, she served as the co-chair of the Northeast District’s annual conference. Jo Ann is also a past president, Assembly delegate and accreditation chair of PRSA’s Capital Region chapter.

In November 2008, PRSA’s local chapter presented Jo Ann with the first Outstanding Public Relations Practitioner Award, given to a Capital Region public relations professional who has achieved exceptional success, displayed the highest ethics and is dedicated to serving the community and the profession.

Connect with Jo Ann on LinkedIn.

#ThrowbackThursday with Dave Kerpen

June 25, 2015Ashleigh Mavros Leave a comment

Editor’s note: This is the sixth post in our monthly #ThrowbackThursday series, which features a prominent, successful PR pro taking a look back and sharing tips from his/her days as a new pro.

For many, starting your own business and writing your own book are just two “some day” goals on an aspirational list. For Dave Kerpen, they were both opportunities he jumped at in the face of fear.

Kerpen’s list of accomplishments is a pretty lengthy one – most notably including his best-selling book, “Likeable Social Media“, leading Likeable Media and Likeable Local. In honor of this month’s book review theme, we chat with the author about his journey.

Question 1: How did you know when it was the right time to start your own company and then go on to start your own book?

We all have lots of fear and a lot of people let that fear hold them back. I was just fortunate enough to have enough windows where I didn’t let that fear hold me back and just went for it. It’s funny because I talk to a lot of people every day and I often ask people, “Do you have a book to write? Do you have a book inside of you? Are you an entrepreneur?” And I’m amazed at how many people say yes. So then I say, “Well, what’s stopping you?” And they come up with a whole list of excuses. The bottom line is, we’re all held back by fear. The most successful people are the ones that choose to not let that fear hold them back at least once.

Question 2: What challenges have you had writing on social media since it is such an ever-changing industry?

It’s really hard since the publishing world has a lead-time of six months to a year. So by the time a book goes from submission manuscript to actual publication, it’s already out of date in many cases. In my books, I try to write more about timeless strategies and less about tactics and platforms since they change so often. Obviously, if a book is going to be useful it can’t be only strategies. There was some content in “Likeable Social Media” that was really irrelevant, which is why we wrote a second edition. It’s definitely a challenge for all social media and online marketing books because of how quickly the space changes.

Question 3: Where do you see the industry going in five or ten years, specifically with social media?

Social media is really no longer a distinct discipline; it’s part of what we do and part of our lives. You can call it a distinct discipline, you can call it a subset of PR, you can call it marketing, you can call it whatever you want, but it’s here to stay. Social media is so pervasive that it’s just going to be an accepted part of all of our jobs and business practices sooner or later.

Question 4: How do you keep your skills sharp?

I read a lot. I read more than I’ve ever read in my life thanks to social media and my mobile phone. I use LinkedIn publisher and Twitter to keep up with hundreds of sources that I track. I actually also read a lot of books – more business books than social media an online books. For social media content I read a lot of blogs and I’m fortunate to have my Likeable Local and Likeable Media team who write for the blogs. They both keep me on my toes which is something I’m proud of – I was able to start something that taught my team and now they’re also teaching me.

Question 5: What advice would you give to today’s young pros?

First, network by seeking and finding mentors. It’s easier now than ever to do that thanks to social media where you can literally get a hold of just about anyone on the planet. I’ve gotten connected with everyone from Miranda Cosgrove, who wished my daughter a happy birthday, to Ashton Kutcher, who we ended up doing some work with, to Cory Booker, who might be president one day. Go out there and connect and network with amazing people and mentors.

Second, read and write. It sounds really basic, but it’s true. The more you read and write, the smarter you’ll get and you’ll sharpen your skills. Too many people waste their time on stuff like TV. However, as good as reading is, writing is ten times better. Writing takes those ideas and forces you to synthesize them into something bigger.

Third, feel the fear and do it anyway. Courage is action in the face of fear. We all have fear; there’s nothing wrong with that. I hate when people tell me they’re not afraid – I’m afraid every day, but I still get up in the morning, and go to work, and take chances and go for it. That’s sort of what courage is and we all have it inside of ourselves. We can all take that fear, accept it and then be courageous and go for pursuing our dreams.

Dave Kerpen is an entrepreneur, author, speaker and most notably the CEO and Founder of Likeable Local, a social media software company serving thousands of small businesses. Kerpen also serves as chairman and cofounder of Likeable Media, an award-winning social media and word-of-mouth marketing agency.

As one of Entrepreneur’s top 10 up and coming leaders, Kerpen has been featured on CNBC’s “On the Money”, BBC, ABC World News Tonight, the Early Show, the New York Times and countless blogs. He has also keynoted at dozens of conferences across the globe including Singapore, Athens, Dubai, San Francisco and Mexico City.

Kerpen’s first book was a NY Times bestseller, “Likeable Social Media: How to Delight Your Customers, Create an Irresistible Brand and be Generally Amazing on Facebook and other Social Networks. His other books include Likeable Business, Likeable Leadership and his current project, The Art of People.

Kerpen is also a father of two beautiful girls and husband to his amazing business partner.

#ThrowbackThursday with Deirdre Breakenridge

January 29, 2015Stephanie Vermillion 1 Comment

Editor’s note: This is the first post in our monthly #ThrowbackThursday series, which features a prominent, successful PR pro taking a look back and sharing tips from his/her days as a new pro. Thanks to Deirdre for helping us kick this off!

For those who don’t know her, Deirdre Breakenridge is the chief executive officer at Pure Performance Communications. But, like most successful PR pros, that’s only the beginning of her portfolio.

She’s the author of five Financial Times books, including her latest “Social Media and Public Relations: Eight New Practices for the PR Professional,” an adjunct professor at New York University, a member of PRSA (woohoo!), and co-founder of #PRStudChat, a dynamic Twitter discussion scheduled monthly for PR students, educators and PR pros.

Honestly, we could fill this post with all of her work and achievements, but we know what you’re all here for: Deirdre’s life lessons! So, without further ado, let’s dive in.

Question 1: What were three of the biggest challenges you faced as a new professional in the PR industry and how did you overcome them?

Thinking you’re prepared when you’re not. No matter how junior the team member, you must come into a meeting fully prepared. However, this goes far beyond having a pad and pen to take notes. Being prepared involves challenging yourself to think about and answer the questions that a supervisor / boss may ask you during the meeting. Still to this day, I coach professionals to think ahead. And, if they are in a meeting with executives it’s important to identify what they would ask, or need long before the meeting begins.
Rejection from the media. Rejection is a part of public relations, especially when it comes to media pitches. Even in the face of rejection, you must continue to perfect your pitching efforts by spending more time doing homework about the journalists / bloggers you’re pitching, and the communities they serve. Relationships develop over time, so if you are persistent and consistently offer good information, then you are more likely to land a really good story and be recognized as a reliable source.
Networking more often at association meeting and special events. Not everyone is a natural born networker and making good connections requires you to get out there to meet people. When you’re a young professional it can be difficult to walk into a room not knowing anyone and strike up a conversation. However, the more opportunities you take to network, the more you realize that people are at these events for the very same reason. What is the worst that can happen? Perhaps, you introduce yourself and shake hands. Then, you exchange business cards and move on to meet someone else. However, there will be those instances when you meet someone and there is a great connection. What may come out of a simple introduction can be a number of opportunities. I learned early on that not every person you meet will lead to a next step connection, but you will never know unless you try.

Question 2: What type of time management tools did you use to stay on track as a new professional?

In the past, time management for me was a big black planning book that I carried everywhere and a large calendar sheet on my desk that was marked up daily. Then, about 10 years into my PR career, time management software was integrated into our agency, and we no longer had to fill out manual time sheets. I think I just dated myself!

However, what I would recommend to young professionals today are several apps to make them more organized. I’m a big fan of Evernote, which is the note taking software that allows me to capture notes, ideas and images, and then syncs on all of my devices. I also use Circa, which is a news app that curates the important news headlines. There is a scanner app that I find very helpful. It allows me to scan documents into PDF form and then share them. Of course, my Google calendar keeps me organized and on track, with alerts so I can properly prepare for my meetings. Lastly, Spreeder is free online speed-reading software designed to improve not only your reading speed but also your comprehension.

There are many great apps and tools. This article from Lifehack has several really good time saving resources that you can check out here.

Question 3: What were some of your most important career goals as a new professional?

Building relationships was at the top of the list. It is your network of connections that will allow you to excel in business and to help others (Click to tweet!). There is so much that goes into relationship building, but it all starts with getting to know people, learning more about them and listening, rather than immediately sharing information about yourself. To be known as someone who is connected, or that you’re a great connector, is very valuable, and often sought out by companies large and small.

Focusing on your integrity as you pursue new opportunities. There will be times that your values and integrity may be challenged, and you will have to make an important decision. Always choose the ethical side of the situation and your integrity will remain in tact for the duration of your career. If you need a refresher on ethics, you can check out the PRSA Code of Ethics. At the end of the day, you have to be sure that your communication is transparent and in the best interest of all parties involved. Always let your values and ethical standards guide you.

Perfecting your writing skills. If you’re in PR today, then writing for all different types of media is important. We have moved from earned media to owned, paid and shared. Companies are looking for professionals who are not only able to write byline articles, editorial opinion pieces and news releases, but also blog posts, video scripts, tweets and Facebook updates, ebooks, etc. Perfecting your writing skills takes a lot of practice and also requires you to read in your spare time. The more you read the better your writing will become. I’ve been writing for 25+ years. Practice makes perfect, and for me, led to some incredible writing opportunities, including several books published by Financial Times Press.

Question 4: How can today’s new professionals find time to focus on personal career goals without getting sidetracked by work?

Careers can get very busy and you will always find yourself sidetracked. You have to make a date with yourself to find time to focus on your personal goals. If you’re a morning person then you should set aside the time then, or if you like to stay up late at night, then this may be your best time plan out the steps to reach your personal career goals. You should also incorporate regular telephone, Skype and in-person meetings into you weekly routine, so that you can meet people, get different perspectives and learn about new career directions. In addition, finding a mentor will help you to grow in your career and to have a seasoned professional guide you as you strive to reach your personal career goals.

Question 5: If you could go back in time and give advice to yourself during your first year on the job, what would you say?

My first year of work was an incredible experience, so I’m not sure what I would have changed or where I would have given myself advice. But, I do remember my second job, wishing I had given myself some advice early on.

I was doing PR for a cosmetology school that was affiliated with a popular hair and skin care company. I remember, within my first couple of weeks of working there, I was asked to model for one of their hair fashion shows. It was an honor and then quite a shock when I was on stage and they cut my hair above my ears and colored it bright red. After the show, I had to keep my hair short and colored. They also gave me a lot of makeup that I was supposed to wear as a representative of their company and advised me on my wardrobe. But, It just wasn’t me.

Although I had fun and stayed with the company for a few years, I eventually realized that I wasn’t being true to myself. Almost like a “Devil Wears Prada” movie scenario. After I left, I grew out my hair, went back to my natural color and found my own style of fashion. If I could go back in time, I would say to myself, “Be true to who you are from the work that you do to how you present yourself (including your appearance) in any role that you play.

If you can learn this early on you’ll be a lot happier!

To learn more about Deirdre, visit deirdrebreakenridge.com or follow her on Twitter at @dbreakenridge.

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