Start, Stop, Continue: Developing Strategies for Success as a New Pro

January 14, 2016January 14, 2016Ashleigh Mavros Leave a comment

We’re two weeks into 2016, and PR pros are undoubtedly busy tackling the new year’s new campaigns and deadlines. Despite long to-do lists, the year’s beginning is also the perfect time for young public relations practitioners to assess their current performance and make a plan for professional development over the coming months.

The ”start, stop, continue” model offers an excellent blueprint for teams and individuals looking to identify strengths, weaknesses and areas for growth. Consider a few places where new pros can apply these principles in the new year:

START getting serious about social media

Young PR pros aren’t shy to boast their social media savvy, but is your knowledge beneficial in a business setting? Touting a strong Twitter following or high Klout score is unlikely to impress employers unless you can demonstrate the industry relevance of your influence.

Begin the new year by taking action to prove your social capabilities. Learn the ins and outs of pitching via social networks. Proactively engage with a key contact in your industry or tweet a journalist to let them know you enjoyed reading a recent piece they wrote. In short, be sure you’re taking steps to leverage Twitter and other social platforms as powerful professional networking tools.

STOP pointing out problems without a solution in mind

Offering feedback to company leadership can be one of the smartest career moves in the life of a young pro – or one of the worst. New professionals are able to offer fresh perspectives and bring to light issues that others have missed, but these efforts can backfire. Calling out the faults in your workplace without offering a potential solution will quickly earn you a reputation for complaining, a toxic trait in the eyes of managers.

In 2016, stop pointing out problems without having an alternative to offer. Even if your feedback isn’t implemented, the desire to improve your team or organization will be recognized. Instead of being seen as a critic, you’ll earn a reputation as an innovator and an advocate for your company’s continued success.

CONTINUE making strategic connections

In an era defined by always-on communications networks and a rapidly changing media landscape, PR pros who know how to build productive relationships will continue to prove their worth and find success.

Emails, calls and social media messages vying for journalists’ attention make it difficult for them to give every correspondence their full attention, but resourceful public relations professionals can become an integral part of their network. However, this requires putting your immediate self-interest aside.

When you find a new journalist in your industry during the new year, introduce yourself and offer to meet for a few minutes (without pitching your client or company’s latest development in the next paragraph.) Take time to listen, ask questions and learn what they look for in a pitch. Then – and only then – offer opportunities for collaboration that may be a good fit.

When a journalist knows you respect their time and understand what they’re looking for, they’ll be receptive (even enthusiastic!) the next time they see your name in their inbox.

Of course, these are just a few things I’d like to start, stop, and continue this year. The list is far from complete, and this model can be applied widely to improve professional performance. What will your “start, stop, continue” list look like this year? I’d love to hear your thoughts.

Derek Byrne is a New York-based public relations professional at Development Counsellors International and a 2015 graduate of Baylor University. Get in touch with Derek via LinkedIn or on Twitter (@Derek_Byrne).

Playing the PR Field: Keeping Your Career Options Open

January 11, 2016January 10, 2016Ashleigh Mavros 1 Comment

Many of us approach looking for new opportunities as a necessity of job searching. We find a job, start off enthusiastically, become disappointed when it’s not everything we thought it would be, continue doing the job until we can’t anymore, and then desperately search for a new job. We repeat this vicious, frustrating cycle either because we only look for a new opportunity when we’re desperate for one, we don’t take the time to think about what we need or want in a career, or we don’t feel that turning down a job is an option.

This is absolutely the wrong way to approach finding a fulfilling career. Instead of pursuing opportunities only when we think we desperately need them, new pros should keep an open mind and eyes peeled for any new opportunities, no matter how satisfying their current position may be.

Actively looking around for what else is out there can help new pros decide what they want and don’t want in a career. Maybe there’s a great opportunity for a position with a well-known company that sounds like a dream available. If you ignore it just because you’re pretty happy with the job you have, you could be left wondering for the rest of your career if it was the one that got away. If you seek out an informational interview, you could find that it’s an opportunity you can’t pass up, that it’s not right for you—but is a great company—or that it’s just not a good fit at all. Early on in your career, learning more about a company or type of position is a great way to figure out what exactly you’re interested in and what you might like to explore more in-depth.

Keeping your options open also keeps you in control of your career. If you’re keeping an eye out for what else you could be doing, you can be the one to decide how long you’ll stay at a particular job—as long as your ‘looking’ is not negatively affecting performance in your current position. If you can juggle the job search while keeping up daily responsibilities, you can then decide if you want to keep learning and growing where you are or if you want to take a chance on another opportunity to grow your career. Being in the driver’s seat of your career is always a good place to be!

New opportunities often mean meeting new people, too. As you’re looking around at what else is available, you’re bound to make new connections with people you may not have met otherwise. Use informational meetings and events through professional organizations as a way to not only learn about new opportunities but to also build your network and strengthen your relationships. Actively reaching out to your network, new and old, will keep you the the front of their minds for any opportunities that might come end up in their emails.

While you’re at the top of new connections’ minds, you should also be keeping your skills fresh. Look at what skills open positions are looking for and make sure that you’re keeping up with the latest trends and skills. Making sure that you’ve brushed up on the skills employers are looking for can go a long way in helping you land the perfect position.

What else can you do to stay open to opportunities and land your dream job?

Write a call-to-action into your LinkedIn summary.

It can be as simple as a quick line saying that you welcome emails regarding new opportunities. Keep it short and sweet and let people know the best way to contact you.

Make a list of your dream employers & contact them.

Find connections at these companies and ask for an informational interview to learn more about the company, its culture and any relevant opportunities. Even if there’s not an opening at that time, meeting with and keeping in touch with a contact or two inside will keep you at the top of their list when positions do open.

Set up informational interviews & meetings when possible.

If there are companies you know you’d like to work for, people you admire or colleagues whose advice you value, reach out to them. Set up informational interviews with the first two to learn more about what they do and what opportunities might be available. For those whose advice you trust, an informal meeting over coffee, drinks or brunch is a great chance to catch up and talk in a relaxed setting.

Let people know when & what you’re looking for.

Even if you’re not actively looking for a new job, letting people know that you are open to new opportunities gives you new sets of eyes and ears to be on the lookout. Share your resume with those you trust and ask that they share information of new openings with you. If you are looking for a new job, let as many people as you can know, while not jeopardizing your current position. Spread the word privately to close connections, rather than publicly where your current employer may see.

Keep checking job postings.

Sometimes it can be fun to see what else is out there and what better way than checking job posting sites. If you want to make it even easier, sign up for weekly or monthly emails from PRSA Jobcenter, Indeed or any other job boards with specific keywords relating to what you’re looking for and where.

Ro Robyn Rudish-Laning (1) byn Rudish-Laning is a member of PRSA SC and 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. Find her on LinkedIn or Twitter or read her PR-focused blog.

The Little Things Matter: How to Act in the Workplace

October 23, 2015October 23, 2015Ashleigh Mavros Leave a comment

It’s your first day at your new job and you are feeling a lot of pressure. What do you wear? How do you act? Do you go around talking to everyone or do you stay behind your computer screen and starting knocking out all of the press releases that were assigned?

We’ve all been there. Being in the workplace as a new graduate is thrilling, yet overwhelming. You no longer get to rely on excuses, but rather are required to give your best each and every day, all while being a team player. WHEW!

Little Things That Make a Difference in the Workplace How do you accomplish fitting in and knowing how to act? Follow these four tips that will surely make you a part of the team and not just the “new” person.

If the coffee pot is low, fill it up

If you know anything about public relations, you know that professionals need their coffee. Between juggling demanding clients and extinguishing the flame in a recent crisis, their veins are filled with caffeine. If you notice that the coffee is getting low, replenish it. Be a team player – even if you don’t drink it. Most likely though, three cups a day will eventually be the norm for you.

Always say “Good Morning”

I know that not everyone is born a natural extrovert, but that doesn’t mean you have to be a hermit. Even though it may be awkward at first, say good morning when passing by desks. I promise you that your colleagues will not bite you. The best way to fit in is to engage in conversations and possess a positive attitude. I, by all means, am not trying to stereotype communications professionals, but you should be able to communicate and engage with others easily.

Participate

Whether it be a brainstorm session or drinks after work, get involved. To be a team player means you need to be a part of a team. You were hired for a reason, so join in on the fun. A lot of agencies will have monthly meetings or webinars that you can benefit from. You should always go to those. Continuing to learn is the continuation of success. It also doesn’t hurt that you have the opportunity to make new friends who have similar interests.

Treat the company like it is your own

I don’t advise acting like you own the company, but rather be a great representation about what your company stands for. Whether that is your presence on social media, greeting clients as they are in the waiting room, or even picking up trash around the office – act as if the company is your own. It also doesn’t hurt to have the mindset that you are working like the CEO. A CEO is usually putting in extra hours, so it may be nice every once in a while to switch up your morning routine and pop into the office early to start cranking out work.

Even though a few of these tips may seem silly, they are practical and will get you more comfortable in your new setting. There aren’t etiquette books for new employees, but it’s always said that the little things matter. The two biggest things that everything contributes back to are your attitude and effort. Once those are in line – your work and friendships will start to bloom.

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Aside from stalking the latest fashion trends and blogging about the best shoes to buy, Katie Wenclewicz enjoys everything and anything media relations. Katie graduated from Anderson University with a bachelor’s degree in public relations and marketing. Currently residing in Indianapolis, Indiana, Katie is a publicist at Bohlsen Group. From heading national campaigns to staying active in the Hoosier PRSA chapter, she is a valuable PR tool for young professionals. Connect with Katie on Twitter or LinkedIn.

Transitioning Beyond Being a “New PR Professional”

December 22, 2014January 2, 2015Lauren Gray Leave a comment

The years I’ve spent on the New Professionals Section Executive Committee have been some of the most valuable to me as a budding PR pro fresh out of college. I find it hard to believe that more than five years have passed since I graduated and even harder to believe that I can no longer call myself a new professional.

“Fake it until you make it” has been my personal and professional motto for quite some time, but after experiencing quite a few PR agencies and finding a niche industry I really enjoy, I no longer feel like I’m faking it. I feel ready to move on from the “new professional” label and onto the next chapter.

What is that new chapter, though? Mid-level positions can feel like limbo – maybe you’re managing a few junior staffers at an agency and leading client accounts or acting as a one-person communications team in-house. You’re still absorbing knowledge from those above you, but you have enough expertise to coach and guide both team members and clients alike. Mid-level positions come in all different shapes and sizes, which often makes it difficult to arrange a formal group for folks passing the five-year mark in PRSA.

However, you are not alone as you transition out of the New Professionals Section. PRSA offers many other opportunities to stay involved:

If you’ve found a specialty within PR that you enjoy, consider joining another PRSA Section. Finding professionals with the same interests as you helps you exchange ideas and discuss current trends, with professional development opportunities directed specifically for your industry.
One of the biggest requests we get in the New Pros Section is the opportunity to connect on a local level. PRSA Chapters are an excellent way to network within the city you live or would like to live, recruit talent or find a new position and meet industry influencers in the area.
Free online training and professional development is one of the most valuable benefits of PRSA membership. If you aren’t taking advantage of the library of on-demand and live webinars/teleseminars on PRSA.org, you’re missing out. Browse the site when you have free time and you’ll discover a wealth of topics to dig into deeper and continue your personal growth.
If you have the chance, PRSA International Conference is the annual event to learn, network and grow in the PR profession. Sessions range from nitty-gritty tactics to bigger picture strategy advice for mid-level professionals who may straddle both sides of the practice. PRSA International Conference visits Atlanta this year and will surely be an event to remember!

Of course, don’t forget about your New Pros roots! Feel free to keep enjoying our monthly Twitter chats at #NPPRSA, blog posts here and conversations on Facebook and LinkedIn. All of us were new professionals at one point in our careers, and our members learn from your experiences and advice. Please continue to share it.

Are you passing the five-year mark and wondering how to stay involved? Feel free to reach out on Twitter (@hsliwinski) or LinkedIn. Wishing you the best of luck in the next stage of your career!

Heather Sliwinski

Immediate Past Chair, New Professionals Section

Why Training for a Half Marathon Will Make You Better at Your Job

October 9, 2014January 2, 2015Lauren Gray Leave a comment

Image via Thorpe Triathlon

I was skeptical at first, too. Running for anything besides the mall during a scarf sale wasn’t something I previously enjoyed, let alone dedicated my precious free time to. But when someone made a bet that I couldn’t run the entire Great Wall of China Half Marathon, I accepted the challenge and got my butt into gear. And after successfully running two half marathons this year, this is what I’ve found:

Image via Thorpe Triathlon

1) Distance running improves your time management.

When you work at an agency, you learn very quickly that you only have 18 waking hours in the day (give or take a few). Then, as you attempt to squeeze in time for a 9+ mile run, you begin playing a mental game of “The Price Is Right” and become an expert at estimating how long something will take you, to the minute. Need I explain how useful this will be at work?

2) It forces you to get creative.

Speaking of time; what do you think you think about when you’re running for 60 minutes? Once you get past the torturous part of training, your breathing regulates and your mind is free to wander towards ideas you may have never pondered before. While I am a big advocate in preserving a life outside of work, this is a time when I say just let your thoughts flow. Maybe a song on your playlist or a billboard you jog past sparks a great idea for a client. Or perhaps during this time away from outside pressures you finally unlock a solution to a problem you’ve been having. Either way, you will discover a way to entertain yourself, and it usually isn’t counting pavement squares.

3) Patience is a muscle that strengthens with use.

It is widely agreed by experts that you shouldn’t increase your mileage by more than half of a mile per week as to avoid injury. With that in mind, when creating your training schedule you must be deliberate, strategic and realistic in setting your goals. Sound anything like creating a PR plan?

You’ll learn that baby-steps, though small, meaningful steps forward. You’ll more easily acknowledge and accept your limits and find ways to work with them rather than try to hide them. Patience is a virtue that is essentially a public relations job requirement. Because we all know, PR is a marathon not a sprint.

4) Stress (and desserts) are no longer an issue.

Stress is a simple word that for most people causes a lot of anxiety. However, I find that having pre-designated training times throughout the week lets me easily pour out my frustrations on the pavement, helping transform my anger into focused energy (a great skill for the workplace). In fact, I recommend running angry! You’ll run harder, faster and with more determination. And by the end of it, you will be too exhausted to carry that extra baggage all of the way back home, or to the office.

5) The rule of inertia.

The rule of inertia: every object in a state of uniform motion will remain in that state of motion UNLESS an external force is applied.

Newton was spot on with this one. Get up and get moving! Life isn’t a spectator sport. The more active you become outside of work, the more energy you’ll have during work. It sounds crazy, but it’s true. An active free time will be the external force to propel your career to the next level.

6) It’ll toughen you up.

Everyone almost brags about how PR is “the most stressful” job, but not a lot of discussion is devoted to the emotional toll PR can have on its greener members. You will face rejection. A lot. Rejection during the application process, rejection from the media, rejection from the client… It’s everywhere, and you’ll need to have a strong sense of self in order to thrive in this business. Distance running will both literally and figuratively thicken your skin and force you to develop a mental toughness that will help the no’s in life just roll off of your shoulder.

7) The importance of quality time with me, myself and I.

During your training you will spend a lot of time by yourself. Sure you might have a running buddy keep you company every so often, but unless you are one of those fitness freaks of nature (you know the ones, having a full conversation while running uphill in 90 degree heat), the majority of the time will be spent silent with only the sound of your thoughts. You will, by mere force and repetition, truly get to know yourself. And as your run farther and faster, succeeding in your goals, you will learn to trust yourself. This is important. When you trust yourself, you believe in yourself, and we all know how essential confidence is in this profession. You won’t be afraid to share that “stupid idea” or second-guess your writing. You have confidence and trust that what you’re doing is your best. And THAT, is everything.

Megan O’Neal graduated from UCLA in 2011 with a Bachelor of Arts in Communication Studies, emphasizing in mass communications. She is currently the PR Coordinator at Marketing Design Group and volunteers with the National Multiple Sclerosis Society, freelancing for the public relations department. Connect with her on Twitter @megannenicole.

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