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.

Be a Rockstar PR Pro in 2016

December 28, 2015Stephanie Vermillion Leave a comment

Everyone wants to be great at what they do and the new year is a great time to reevaluate everything we’ve been doing and how we can make ourselves the best PR pros we can be, new or otherwise.

Now’s the time of year when everyone comes up with resolutions for things they’d like to change or be better at. For 2016, why not make it a resolution to focus on professional development and becoming an extraordinary PR professional. Here are 10 things all New Pros can focus on to stand out from the crowd.

Be flexible.

PR isn’t one of those jobs where you can count on a strict 9-to-5 schedule. Not everything will fit into eight hours in the office and, more often than not, you’ll have early mornings, late nights and work that needs to come home with you. We can’t change these facts, so the best thing we can do is be flexible. Living by your to-do list will only add even more stress to your life. Instead, look at the list as a set of guidelines and accept that things will change, more pressing things will come up and, sometime, things are completely out of your hands.

Know how to prioritize.

So maybe your to-do list has some non-negotiable, must-be-done things that can’t be postponed. It’s important to know how to prioritize your tasks and your time. As new professionals, we sometimes struggle with doing what we need to when it means saying no to others or admitting that we just can’t take on anything else. There’s nothing wrong with declining an additional project if you know that you won’t be able to commit to it or provide a quality product, blocking off time on your calendar to work on pressing things on your list or taking your work to a quiet space – be it an empty conference room or a nearby coffee shop – to get things done.

Make a commitment to continued learning & growth.

Continuing to learn after you’ve earned your degree is a huge component of professional development. Knowing the latest trends and best practices, as well as having a few extra skills in your back pocket, can really give you an edge over your peers. Committing to reading one new professional or career related book or mastering one new skill a month will put you on a path to success and instill good habits through the length of your career and beyond.

Be a sponge.

A great way to commit to learning is to soak up everything you can. Whether it’s an insight or tip your boss shares, a book your colleagues are raving about or an article or piece of news a college friend posts, take it all in and file it away because you never know when those tidbits will come in handy. As a new professional, you can learn so much just by soaking in what the seasoned pros you know, work with or meet have to share.

Always be prepared.

Being prepared should be kind of a “no duh,” but not everyone is always on the ball. Making sure you’re prepared for meetings, projects and, really, every day of work will really go a long way. Take the time to properly prepare for everything that needs your attention, whether that means making notes, keeping a running list of questions or important items, or just doing your research, and you’ll stand out to your supervisors when you have all the answers at the ready.

Think big picture.

It’s easy to be caught up in the day-to-day in your career, but the important thing is to think big picture – both for your career long-term and for your current position. Think about where you ultimately want your career to go, what you need to do to get there and begin making your plan. Thinking about your job tasks on a bigger scale than just what you have to do each day or week will help you to create overall strategies and plans that will make your day-to-day work easier and turn out better results.

Dive into the news.

As PR professionals, keeping up with the news is something we should all do, but sometimes just get a little lackadaisical about. Sure, there’s a lot of news to be aware of and some of it isn’t really that interesting, but it is important for us as professionals to keep up on what’s going on in the world around us, beyond our own interests. Knowing the basics of current events, including pop culture, world events, business news, etc., can help you as a PR pro to make sense of how things fit together and be aware of opportunities you might have missed out on otherwise.

Sharpen your networking skills.

Networking is a huge part of having a successful career. You may be great at what you do, but if no one knows about it or has a reason to sing your praises, they won’t. Make an effort to connect with new people and grow your network this year by doing something you wouldn’t normally do. Join a Twitter chat, ask someone you admire to coffee or lunch, attend that after-work happy hour or stop by that event your PRSA chapter is hosting. You can learn so much just by talking with new people and listening to what they have to say.

Be relationship oriented.

One of the big misconceptions of networking is that it’s all about how many people you can meet. Too often people look at it as a way to grow a large network of people you know pretty much just in passing, but those connections aren’t worthwhile and won’t do anything to further your career or help you grow. Instead, we should focus on creating relationships through networking, not just gathering as many business cards as we can. If we look at networking as an opportunity to grow through lasting, meaningful relationships we’ll all get more out of it than just a large contact list.

Develop a thick skin.

Unfortunately, no matter how fantastic a PR pro you are or how great your work is, not everyone is going to like you. Sometimes your work will be picked apart, you’ll be criticized or told that what you’re doing is just not good enough. It’s going to happen, but it doesn’t have to leave a negative impression. Those people who have developed a thick skin are able to take constructive input out of the criticism and make themselves better. Focus on not taking negative comments personally and instead find the areas that maybe you could improve upon a bit by looking at your work objectively and reevaluating any critiques you received. No one grows by staying the same.

—

Robyn Rudish-Laning is a member of PRSA SC and communications coordinator for the South Carolina Council on Competitiveness. 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.

3 Ways to Avoid ‘The Grind’ in 2016

December 15, 2015Ashleigh Mavros Leave a comment

People are creatures of habit, and as such, it’s easy to have the “don’t fix it if it ain’t broken” attitude. But the truth is, that attitude doesn’t foster growth. In order to stand out and avoid “the grind” at work, new PR pros need to think creatively and pursue opportunities to improve. Here are a few simple things you can do to get started in 2016:

Develop, Sharpen and Show Off Other Skills

If you’re working in PR, there’s a good chance that your job is writing-intensive in one way or another. I think writing’s great – in fact, I’m doing it right now for fun – but there are so many additional skills you can develop to make yourself a more versatile and valuable employee. For example, if you have a working knowledge of Adobe Photoshop, you should look for opportunities at work to utilize that. Talk with your supervisor and explore ways to not only develop new skills, but also use and improve the ones you already have.

Proactively Search for Ways to Improve the Company

New PR pros may be handed a few projects that really allow them to take ownership. It feels great to lead a project or two, but don’t limit yourself. Really take a look around and consider what else within the company could be improved. Don’t be afraid to speak up and share your thoughts with your team. Sharing these thoughts provides great opportunities to show your value and make meaningful contributions.

Find a Mentor

A little guidance from someone who has been there, done that as a PR pro is often helpful. A mentor is someone you can brainstorm with; someone who is both a role model and a professional friend. Establishing this relationship with someone who has more professional experience is hugely beneficial. You’ll have their guidance and advice on ways that you can stand out, put your best foot forward and overcome the challenges you encounter in the workplace.

With 2015 wrapping up already (I know, I can’t believe it either), now is a great time to switch up your professional game plan and make some positive changes. Getting comfortable and sticking to a routine feels safe because you know what to expect, but you will find that it’s far more valuable to step outside your comfort zone a bit. Go for it and make 2016 your best year yet 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 PRSA Detroit, Jeff enjoys connecting with fellow PR pros and seeking out new professional experiences. He obtained his Bachelor’s in Public Relations in 2014 from Wayne State University (WSU), where he was a member of the WSU PRSSA executive board and a peer mentor for students entering the PR program. In his free time, Jeff enjoys being active outdoors and volunteers as a PR officer with Portal Paranormal Society. Feel free to connect with him on Twitterand LinkedIn.

The Best 2016 PR Pact

December 10, 2015Ashleigh Mavros Leave a comment

Public Relations professionals have some of the best transferable skills, meaning we can achieve just about anything. We’re great communicators, up-to-date on trends in our respective industries, digitally savvy and most times naturally charismatic. So what’s stopping us from being great in 2016? Nothing! Not even that 2 a.m. crisis that needs you to be in the office at 7 a.m., pushing internal deadlines back a day.

Let’s establish a PR Pact to be our best selves personally and professionally in 2016. Start by reflecting on the things that made you happy in 2015? Do more of that! Think about how you will define success in the new year? I like to think that success is relative and it causes more harm to compare successes of others to your own. Is your success spending more time with family and friends, being able to make time for self-care, spending time volunteering, being able to save more money, or earning a promotion at work? Whatever your success is in 2016, go for it!

Prepare for the goals you want to accomplish.

What do you need to do in order to achieve your 2016 goals? If it’s something like securing more press for a client, take time before the new year to edit and revise your media list. Pick the top 10 journalists you want to establish relationships with and start connecting with them. It can also save you time and headache to prepare a client editorial calendar of the publications you hope to pitch in 2016.

Do something for you! Now is the time to start working on your passion project.

Life is way more fulfilling when you have something to call your own. What’s that one thing you spend the most time thinking about? That’s your passion. This year, take more time to nurture your passion, you never know where it may lead you.

Surround yourself with people who will challenge you to be great.

From networking in-person to online networking, taking time to surround yourself with inspiration is important to being your best self. What if that time you spent at networking events and on social media was focused on seeking out people in the profession you admire? This can be a formal or informal mentor, an accountability buddy or just a friend in the industry. Don’t take too much time admiring, though, as most of your energy should be towards using what you learn to reach your goals.

Remember the power of the word “no”.

What were the things that sucked the life out of you in 2015? What projects drained you and took the fun out of Public Relations? It is okay to say no, even to your supervisor. Just remember to have a reason and an alternative project to keep you busy.

If your goal is to take more time for self-care. Just like you would any other important meeting, schedule it. Say no to anything getting in the way of reenergizing your mind, body, and soul. This year, think of yourself as your biggest client.

Remember, action is the energy that translates goals into reality. A break is nice every once in awhile, but don’t be a set it and forget it type goal-getter. Take action to break boundaries in 2016!

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.

Setting the Foundation for Ethics in PR

December 8, 2015December 8, 2015Ashleigh Mavros Leave a comment

“Don’t make s*!& up.”

That sentence, uttered in one of the first classes of the year by my favorite journalism professor, is one of the ethical guides I follow through my career. The other is the PRSA Code of Ethics.

As new professionals, navigating the working world is complicated. PR professionals, new and old, are also responsible for maintaining a certain level of ethical behavior while in the public eye. Professionals across most industries are also expected to be honest and to observe ethical practices, but not many other industries are active in the public eye more often than they’re not.

Instead of the traditional methods of relaying messages through media, PR pros use more direct methods like social media, blogging, guest and sponsored posts, and other self-publishing options. Each method has pros and cons, but the ethics of how we present information and interact with our audiences are things we should also to factor into daily decisions.

Every year, PRSA celebrates Ethics Month in September and this year’s theme was “Ethics Every Day,” making the point that ethics are part of even the most routine, mundane decisions.

According to Kirk Hazlett, member of PRSA’s Board of Ethics and Professional Standards, in his piece in September’s issue of “Public Relations Tactics,” “Ethics should be an everyday reality for all of us. It should be intuitive, not haphazard and reactive.”

Too often, we look at decisions through an ethical lens only after damage has already been done. Companies, like Volkswagen, for a current example, only seem to think about the repercussions of the decisions, usually made by executives, after the shady practices are uncovered and made public. But those are only things that happen to big companies and famous people – unknown PR pros don’t have these sort of far-reaching important ethical dilemmas come across their desks, right?

Wrong. Everyone encounters decisions with ethical complications every day. Most of them are pretty simple decisions, like misrepresenting yourself, your company or your client, adding undisclosed fees to a contract, breaching client confidentiality or concealing information, that we might make without even thinking about the unethical alternative.

“It is part of everything you do as a public relations professional,” Hazlett said. “You can’t forget that people are looking to you for the truth…[Being an ethical practitioner] is not something you take off at night.”

The Code of Ethics lays out 12 ethical elements that decisions fall into and that are important to public relations. These include six values: advocacy, honesty, expertise, independence, loyalty, fairness, and six core principles: free flow of information, competition, disclosure of information, safeguard confidences, conflicts of interest and enhancing the profession. According to PRSA, “these values are the fundamental beliefs that guide our behaviors and decision-making process. We believe our professional values are vital to the integrity of the profession as a whole.”

A good tool to use to understand how these ethical elements fit into our everyday professional lives is the matrix of ethical dilemmas. The matrix outlines common dilemmas that occur within business conduct, general management, products, process, and client, competitor, government, employee, outsider and vendor relations, and matches them to the corresponding ethical category(ies).

Understanding ethical dilemmas is only part of our responsibility, though. Once we understand that these commonplace decisions do have ethical consequences, we have to know why these ethics are important and how to handle it when they are challenged in the workplace. As PR practitioners, the public depends on us to provide them with information and to be honest and truthful in our actions. Hazlett believes that the more honest a PR pro is, the more effective their organization’s methods and messages will be.

“[Being honest] is the one thing that opens the conversation and lends credibility to what we’re saying,” Hazlett said. “If I’m viewed as being an ethical person…it makes it easier for us to get our messages out. Ethics has to be there. You can’t be viewed as someone who will only tell the truth when it’s convenient.”

According to Jason Mollica, president of JRMComm and member of PRSA, pressure from a supervisor is a common dilemma faced by professionals of all levels.

“I think one of the most common struggles is feeling as if you HAVE TO follow the directive, even if it is something that is not right,” he said in an email interview. “New pros (or pros in general) should never be put in a position where they need to bypass their ethics to satisfy a superior or client.”

Mollica added that whenever practitioners are struggling with a decision or need a bit of guidance, there are plenty of resources for them to seek out. Professionals should always take the time to step back and really think about their decisions before making them. Consulting the Code of Ethics can help us to remember the importance of being an ethical practitioner and reaching out to colleagues, mentors or members of the Board of Ethics and Professional Standards can also be helpful in resolving difficult situations.

The most important thing we can do, though, is to simply commit to being an ethical practitioner and speak up against the things we feel are unethical practices.

The Edge

New Voices of the Public Relations Industry