Navigating Your Financial Future: Q&A with New Pros Brown Bag Speaker Jim Beverley

Heather Sliwinski Leave a comment

You have, or are looking forward to, one of your first jobs in public relations—and your first steady paycheck. So, how can you take steps now to ensure you are building a strong financial foundation?

Join New Professionals Section members for a free brown bag teleconference “Navigating Your Financial Future” on Thursday, April 21, hosted by financial advisor Jim Beverley.  Beverley is a financial advisor with Partners Wealth Management with more than 15 years of financial planning experience.

PRSA New Professionals Blog Co-Chair Heather Sliwinski spoke with Beverley to get a preview of some of the topics he will be covering on Thursday.

Heather Sliwinski:  In regards to their finances, what are the biggest challenges facing new professionals in today’s economy? 

Jim Beverley: These days I hear quite a bit about paying off student loans as a significant challenge to new professionals.  The cost of education required for getting a job and the recent investment landscape has made debt-free education a rare situation. 

HS: Another crop of seniors is graduating this spring.  What is a tip you have for those who are about to face their student loans? 

JB: Shop for the best available repayment strategy, pay every time on time and if you can pay more, do so.   Getting beyond these loans will help you get to saving money earlier in your life.  It also helps you build your credit for when you are ready to buy a home or car.

HS: Do young professionals often seek out your council? If not, why do you think that is the case? 

JB: Young professionals do not typically seek my council.  In most cases, I have the feeling they would rather spend their money on buying fun things for their life.  Cars, electronics, clothes and eating out seem to get the priority over paying for financial advice.  On the one hand, I understand that motivation, and yet if they would spend their first dollars saving for their own future, they would soon be able to afford all the clothes, dinners, cars and electronics they desire. 

HS: In your 16 years of experience, surely many of your clients have told you about financial regrets. What is the most common regret, and what can new professionals do early in their careers to prevent it? 

JB: By far the most common regret my clients share with me is that they did not start saving early enough, and when they started, they wish they had saved more of their income.  While there are many regrets, it is amazing to me how often I hear this response.

HS: If you could give just one piece of financial advice to recent graduates, what would it be?

JB:  Whatever your income is, live as if you earned 10 percent to 20 percent less than that, and get in the habit of saving money from your first paycheck.  Do not get into the mindset of, “as soon as I get x, then I’ll start saving”.  Save some of EVERY paycheck you get, and do it right away. 

So how do we start saving?  Find out by registering for the brown bag today!  Among the general topics, Beverley will discuss:

  • A sample budget based on an average entry-level public relations professional’s salary
  • Managing your credit, including what affects your credit score (and how it affects what you can do with your money)
  • An overview of available student loans, and tips to make the repayment process as painless as possible
  • Planning for retirement (clearly, you are not too young)

Jim BeverleyJim Beverley, CLU, ChFC, CFP®, has 16 years of experience as a financial advisor. Beverley offers Securities and Investment Advisory Services through NFP Securities, Inc., member FINRA/SIPC. NFP Securities, Inc. is not affiliated with Partners Wealth Management.  Beverley empowers clients by eliminating conflicts of interest, taking the time necessary to understand each client’s financial situation and educating clients on the solutions available to help accomplish their objectives.

Event PR: the Original Mobile Marketing by Andrea Nourse

Heather Sliwinski 2 Comments

Mobile marketing can mean one of two things. The most recognized meaning today involves smart phones and mobile Internet. The other, more traditional, kind involves hitting the road and bringing a brand or product to the masses. Although the two can, and often do, go hand-in-hand, mobile event marketing presents its own challenges and advantages.

MMA Creative, the agency I work for, represents one of the largest food organizations in the world, and this weekend we kick off two separate tours to promote the nonprofit society. Aside from the hours of logistics that go into these tours, there is also time spent on pre-event PR and marketing through social media that lead up to each of the 20 to 25 stops each tour makes. That adds up to many Tweets.

Being a smaller business, our agency creates everything internally, from press releases and social media to logos, collateral and even truck wraps. Planning for 2011 started long before our 2010 tours ended. As the sole PR practitioner in the agency, I help create and execute this plan.

The PR Plan

For each tour, we create a national press release to announce the tour along with local releases and media advisories for each stop. For our primary tour, we have seven primary sponsors and two secondary sponsors. Two of our primary sponsors also have their own special programming, which includes additional stops and contests. Additionally, a separate partner has its own mobile marketing program. This program creates another layer in the plan, as we target the additional local markets and create a national release to announce the new programs. So on any given week, there are between one and five events going on (two tours and three partner programs), and I am responsible for making sure the local media are out in full effect.

Social Media

The part of mobile marketing that I enjoy the most is using social media—reaching out to and engaging the enthusiasts that make the societies we represent so huge. Even when we are not hosting an event or on the road promoting the client, I am always working hard to ensure that the conversation around our clients and partners continues. Social media is a crucial tool in the success of this effort. Where else can you directly and personally reach out to such a large and diverse audience?

This plan is only a small piece of what goes into producing and managing a mobile marketing tour, but it is one of the most important pieces of the puzzle. Our clients and partners invest significant amounts of money into these programs, and our agency must deliver the results they expect. One thing I love about mobile marketing tours is the quick results. Whether it is from handing out samples to event attendees, engaging them in social media conversations or having our tour team interviewed by the local network affiliate, we get real, tangible results that increase awareness for our clients.

Andrea NourseOriginally from Kansas City, Mo., Andrea Nourse moved to Nashville, Tenn., in 2005 to pursue a career in songwriting. Then, in 2006, she enrolled at Middle Tennessee State University, where she studied public relations, marketing and political science. While in college, Nourse worked full-time as the assistant manager for Jos. A. Bank, interned with U.S. Rep. Bart Gordon and, after graduating in May 2010, joined his staff as a field representative and communications assistant. Nourse currently works as a content specialist for MMA Creative, a full-service marketing and advertising agency with offices in Cookeville and Nashville, Tenn., and serves as an At-Large Member of the PRSA New Professionals Section Executive Committee.

Creating a Blog Strategy that Works: 10 Tips for Company Bloggers and Teams by Crystal Olig

Heather Sliwinski 5 Comments

Blogging can be frightening because no matter the size of your organization, not everyone believes they are a writer. The allure of a brand-spanking new blog tarnishes quickly when everyone realizes you have to feed the beast.

As PR pros, we mobilize a company’s internal experts and find a way to help them turn their knowledge into dynamic and compelling content. Whether we write it, ghostwrite it or edit it, thoughtful preparation and tools go a long way. Here is a quick guide to creating a long-term strategy that works.

1.       Editorial strategy & calendar

Blog platforms today, from WordPress and Blogger to Tumblr and Posterous, are intuitive to use, and you can be up and blogging in a day. However, that day should include at least a basic outline of content areas of focus with a frequency goal – once a day, a few times a week or once a week, at minimum. Even better is a strategic plan based around a few key information architecture elements.

Combine your content plan into strategic groups. A tool like MindMeister is great for team brainstorms and collaboratively creating a plan with your team. Within each of your topical areas, pick out a few descriptive words or phrases. Your groups can become blog categories, and the rest are viable tags.

Lastly, a deadline calendar that you gently enforce, or even better, incentivize your staff with, helps everyone know what they are expected to do and when.

2.       Be a great curator

While brainstorming is great, sometimes you just do not have it in you to start completely from scratch. I remind my clients that they are constantly consuming great content and forming an opinion. Applying an expert eye to e-mail newsletters, tweets from colleagues and magazine articles, a good blogger just picks the most on-trend, compelling or controversial info. Flip it around, add your own spin and you have a new post. The ability to curate content and choose the most compelling to share and open for commentary is a cultivated blogging skill.

3.       Content isn’t just words

Pay attention to your blogging team members’ strengths. The most persuasive and prepared salesperson can turn to jelly at the thought of putting pen to paper. Find a way to capture that person’s voice through rich media. Put a flip cam in the table in the breakroom and ask the salesperson some questions – “What is the most common question you get asked?” or “What questions do you wish our customers asked you?” can generate fascinating “vlogs.” Even a quick audio recording using a microphone or headset can do the trick.

4.       Mobilize a team

Unless you are a sole practitioner or an executive blogging for the sake of your own reputation, payday or thought leadership, chances are writing for the company blog is not your only job. Find a team who can help you, and get buy-in from the top to support everyone’s involvement. A monologue is rarely as compelling as a conversation or symphony of voices and perspectives.

5.       Do what you do

When you create your team, do not limit it to your peers in communications. A favorite client of mine mobilized his school’s whole staff to post on their education blog. Everyone can bring a unique perspective.  Some of the most popular posts are photo-driven, created by the school’s facilities and maintenance manager showing events across campus. If your goal is to highlight the rich talent at your organization, allowing them to talk about their passions in relation to your industry and individual roles is a great starting point.

6.       Come packing

Rich blogs full of photography, infographics, videos and graphics do not just happen. Arm yourself with the gadgets you need to capture the moment when inspiration strikes. A flip cam, digital camera and smart phone are all helpful and affordable.

You do not have to be an expert to produce blog content.  If the content is thoughtful and compelling, it counts. If you have access to a design team or some skills of your own, enrich your verbiage with imagery.

7.       Make it recognizable

Not just any old blog will do. It is getting easier every day to create customized and branded blogging platforms. If you know enough about the web or HTML to be dangerous, you can tweak colors, add logos and imagery templates and designs. Template libraries like Themeforest can help you on your way.

8.       Simplicity & SEO

One of the most common questions I hear from my interactive marketing clients is how to keep a corporate website interesting and the content timely. Often times, competing priorities of an organization or the complexity of your corporate site technology prevent communicators from changing it up. A blog can be simpler to use and involve fewer hoops to jump. Google sees the recency of content and gives value to fresh stuff. Blogs today typically have all kinds of built-in SEO-friendly features like the ability to manipulate title tags, URL structures and heading tags.

9.       Make it sharable

In a social world, the best stuff gets shared. Plug-ins and widgets like Topsy, Share This or AddThis, paired with other direct interaction opportunities like Facebook or Linked In “Like” buttons, make it easy to pass along great ideas or stories.

10.   Create a voice

While communicators today often advocate for a clearly articulated brand voice, not everyone in the C-suite sees value in talking to your customers in a casual, non-journalistic or even friendly tone on your corporate site. A blog by nature is often more conversational and meant to elicit commentary and discussion. Writing about issues and trends affecting your industry, great corporate social responsibility initiatives or community action can often allow for more freedom – and more fun for those who are blogging.

Crystal OligCrystal Olig is an online content and digital marketing professional at Oxiem, an interactive marketing agency in Columbus, Ohio. She serves as the New Professionals Section Mentorship Liaison and is on the University Liaison committee locally, working with future PR pros through the Central Ohio PRSA chapter.

Intro to Small Business PR

Diahnn Henderson Leave a comment

In 2009, the U.S. Small Business Administration’s Office of Advocacy estimated that there were 29.6 million small businesses in the United States. Not only do they represent 99 percent of employer firms, they also employ over half the U.S. private sector workforce. Small businesses are a growing force even as we recover from the recession. With those numbers, it is no wonder that the small business industry can provide great opportunities for new PR professionals.

So what is a small business anyway? And why I would I want to work for one?

In general terms, the U.S. Small Business Administration (SBA) defines a small business as an independent business that has fewer than 500 employees.  For new professionals or those transitioning to the small business PR industry, small business can be exciting path to expand your knowledge base of the PR function. Within a small business, you have the flexibility and ability to work on a variety of projects. There is greater access to key personnel, clients and decision-makers, which can ultimately allow you to shine and show your best. Overall, a small business is a great place to learn the intricacies of a business and its operations that would otherwise take years to learn in a large company.

Small Business PR sounds interesting. What is a typical day like in this field?

A typical day for a small business PR practitioner is the same as that of a large company.  Activities can include client meetings, monitoring local and national media, making calls to clients and journalists, writing press releases, brainstorming or doing research. No two days are ever alike; there are always circumstances that can change the course of the day. Your activities and focus can vary from client to client. You could be consulting on PR strategies, creating communication plans, managing promotional events or just generating WOM (Word of Mouth) for a client.

Are there any special skills I need to be a small business PR practitioner?

Developing relationships, listening and having the ability to write and communicate effectively are key skills of a small business PR professional. These skills can carry a lot of weight when dealing with stakeholders and managing day-to-day activities. Establishing and managing positive relationships can take you far in and out of business. As a matter of fact, fostering relationships outside of business can actually lead to new business, so it is always wise to be courteous and respectful regardless of where you are because you never know who you will be working with on a project.

Ok, no profession is perfect. Are there any challenges I can expect?

Working in the small business industry is exciting, but there are some challenges that you may face in your new career as a professional in this field. Many of these challenges have to do with misconceptions of PR.  The main misconception is that PR is expensive and out of reach for a small business. Yes, small businesses may have difficulty competing with larger business when it comes to expensive marketing and advertising campaigns, but a carefully planned public relations campaign can level the playing field since both entities use the same principles of PR. Convincing your client to spend money on a project may entail you investing time and your creative resources to show the benefits of public relations. If you can meander through this roadblock working with small businesses can be an exciting adventure allowing for creativity and “out of the box” thinking. 

As a result of limited resources, another challenge new PR professionals face in small businesses is a lack of mentorship.  Having less than 500 employees, a small business may only have room for one PR specialist.  Being the lone PR specialist on a company’s team as a new professional can be overwhelming without a seasoned mentor to show you the ropes.  However, most businesses will reward initiative and a can-do attitude.  What you lack in experience, you can make up for in enthusiasm and the willingness to learn and try new tactics.  Use your contacts in the PRSA or your professional network to ask for help, and take advantage of the resources the association provides, like seminars and industry-specific section membership.

What kind of non-PR coursework/skills/interests could be helpful?

 There are three areas a new PR pro should consider when they move forward in their careers, regardless of which industry they choose–including small business PR. They are:

  1. Know the business – General knowledge of how your client’s business operates will be useful. Spend some time researching your client and its industry. This will help you in targeting specific audiences within their industry.
  2. Learn technology – Since the world is becoming more technology-focused and technology businesses are increasing significantly, taking a few courses in Information Technology could prove to be very valuable when you are establishing an online presence for your client.
  3. Problem Solving Skills– These skills will prove to be beneficial as you tackle the unexpected details that come your way. 

Small business PR can offer you an opportunity to be flexible and creative if you are willing to put in the effort. So roll up your sleeves and jump in.  We would love to welcome you to the industry.

Diahnn Henderson is the owner of Collaborative Communications, a communications and PR boutique firm, located in Ann Arbor, Michigan.   

Intro to Sports PR: Professional Sports Not the Only Game in Town

Diahnn Henderson 1 Comment

When you think of the Sports PR industry, do you think of professional sports teams, red carpet events, and flashing bulbs from cameras? Maybe you think of representing high profile athletes.  While this may represent one segment of Sports PR, there are other opportunities within the industry that are equally as valuable. Our New Pros Section Chair, Sarah Siewert, interviewed her KemperLesnik colleague Alex Prosperi on life in the sports PR industry. KemperLesnik is a full service sports marketing, event planning and PR agency in Chicago.

Sarah: Describe a typical week in this industry.

Alex:  A normal day at KemperLesnik always involves a lot of work, brainstorming of new ideas and reaching out to clients. The EA SPORTS Maui Invitational, which KemperLesnik has managed since 1990, is the premier early-season college basketball tournament in the country that is annually played during Thanksgiving week, and it is my primary account. When the tournament is in full swing, my typical week includes monitoring stories about the Tournament, pitching college basketball writers, building the media list, updating the Tournament website and managing our social media outlets (Twitter, Facebook, YouTube and Flickr). The other challenge is preparing for our on-site needs, like outlining where media will sit on press row, figuring out our needs for the media room and of course, how many Hawaiian shirts to bring for the trip

Sarah: What is the work environment like?

Alex:  The work environment depends on the day. When we have a big announcement (i.e., announcing the bracket, the future fields or a new sponsorship) it can get pretty chaotic. There is a lot of work that goes into drafting, editing and sending out press releases as well as contacting key media to pitch our story. During a typical work week, I always try to keep the environment lively by throwing around new ideas and talking about current events.

Sarah: Who are your clients?

Alex:  KemperLesnik has a wide variety of clients, but I personally work on the EA SPORTS Maui Invitational. I’m also working on the McDonald’s All American High School Basketball Games, but I am more involved in the operations side for that event.

Sarah:  Are there specific PR activities you do not typically do in this industry?

Alex:  Not really. For the EA SPORTS Maui Invitational, I’m pitching, monitoring, managing social media, promoting the tournament at schools through our Surfboard Delivery Program, and then managing the media on-site.

Sarah:  Are there specific PR activities you do often in this industry?

Alex:  Out of all my roles, my biggest responsibility comes down to managing the media on-site and helping to produce great coverage of the EA SPORTS Maui Invitational. To me, the bottom line is that I’m working to help promote the Tournament and make sure everyone knows that it’s the premier early-season college basketball tournament in the country.

Sarah: What other activities are important in this industry?

Alex:  In any industry, I think the main thing to remember is that everything comes down to personal relationships. So whether it’s through email, phone calls or face-to-face, I’m always working to develop close personal relationships. Once you have those, it’s much easier to work, especially in PR.

Sarah: What are industry-specific challenges?

Alex:  One of the biggest challenges in PR is getting that initial first step in the door. You may have a great pitch but sometimes it’s challenging to get past that first stage. This idea reinforces the importance of first impressions and to not get discouraged when something doesn’t go your way.

Sarah: What might surprise you about this industry? 

Alex:  It’s a lot more work than you would think. Growing up with a Dad that did PR, I had no idea the legwork involved with doing something as simple as getting a placement in a local magazine. It truly opens your mind to the hard work that goes into any industry, whether it be PR, marketing operations, you name it.

Sarah: What kind of non-PR courses are beneficial?

Alex:  With any field, but especially in PR, it’s critical that you see the entire picture. You can’t be short-sighted or not understand multiple perspectives. My favorite class in college was Sports Law because it taught me to think things through all the way and really examine situations in detail. In PR, it’s crucial to think like your audiences thinks. Will the pitch letter you write resonate well with a certain writer? Just because you’re pitching 10 writers on one topic doesn’t mean you send all 10 the same pitch letter. Think like your audience.

Sarah: What kind of non-PR skills/interests are important?

Alex:  It’s important to educate yourself in the field you’re working. I love basketball so knowing information about the EA SPORTS Maui Invitational comes naturally. But if you are a sports nut who finds a job in PR for a technology firm, you have to learn about your field. It sounds simple enough, but I can say with confidence that part of the reason I enjoy my job and can do it well is that I know my field.

Sarah: What specific tips can help new pros find a job in this niche field?

Alex:  Right off the bat I’d say to read and surround yourself with social media! Learn as much as you can about it. Although it’s mainstream, lots of firms are still in the infant stages of using it. If you can demonstrate a sound knowledge and ability to run a social media outlet for your company, you become a key asset.

Alex Prosperi graduated in 2010 with a degree in Sports Management from the University of Michigan.  Through his internships with KemperLesnik and ESPN he gained valuable experiences that led him to his current full-time role with KemperLesnik where he supports the EA SPORTS Maui Invitational.