Deirdre Breakenridge

#ThrowbackThursday with Deirdre Breakenridge

Stephanie 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.

Deirdre K. Breakenridge is Chief Executive Officer at Pure Performance CommunicationsShe’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?

  1. 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.
  2. 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.
  3. 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. 

Summer Book Club Discussion: Putting the Public Back in Public Relations

Heather Sliwinski Leave a comment

As a part of the PRSA New Pros Blog Summer Book Club, our first book was “Putting the Public Back in Public Relations” by Deirdre Breakenridge and Brian Solis. The book had good insight on the future of public relations, where we are now and how public relations and social media work together for the PR 2.0 era. Both have since released updated books on public relations and business since this 2009 release.

Here are a few highlights of the book and things to note.

Highlights:

  • The book is really about how social media is putting the public back in public relations and has “reinvented” public relations and how the industry has to change and evolve.
  • We have a lot of issues facing the public relations field, and some even say our industry needs a PR makeover. Traditional PR tactics aren’t always as effective anymore.
  • We have to a part of the story and the actual conversation now more than ever. It’s not about us, it’s about the consumer and the consistent messaging and dialogue.
  • There are so many social tools out there, but the tools will change and the people using social media will not.
  • Rather than focusing on the need to get brand information out there, the focus should be on the social factor of social media. Facilitate conversation and relationships; do not just broadcast, and change from spin to influence.
  • Social media is not just public relations, it affects the entire organization/company.
  • The future of public relations is about community and community building (they also throw in a lot of tips and guidelines for community managers here).
  • New titles in the PR industry include: chief social officer, community advocate, community builder, community relations manager, social media evangelist.
  • The past of PR meets the future of PR by embracing changes brought on by social media and incorporating strategy for marketing, analytics, customer service, crowdsourcing and more.

Things to note:

  • A lot of this book is based on opinion and does not necessarily have data, polls, research, case studies, etc. to back up what is proposed.
  • Social media is not new anymore, and the content of this book is beyond basics at this point in 2013; it could be more for late adapters of social media.
  • Public relations changed with social media, but a lot of the basics still remain the same, and social media is just a tool in the entire box.

Did you read the book? What are your thoughts?

Discussion:

  • What do you think is the future of public relations? If social media was PR 2.0, what will PR 3.0 look like?
  • Is social media really a new thing anymore? What brands are using it best?
  • How do you get the community involved more in your brand conversation?
  • Do you think social media has put a focus back on ethics in PR with its need for transparency?
  • How do you win leadership support for your social media tactics, or do you face little push-back?

 

Lauren GrayLauren Gray is a junior associate in digital at Finn Partners in New York City and also serves as the PRSSA immediate past president for the current National Committee. Connect with her on Twitter: @laurenkgray.

Intro to Digital PR

Heather Sliwinski Leave a comment

What does a day in the life of the digital public relations professional look like? Today, your practice can be described in two simple words: you are “always on.” When the Internet became our stomping ground for public communications, reaction time had to be much more immediate. Of course, social media continued to fuel the “always on” feeling even more because networks don’t rest and brands have to be prepared. When you accept a position in PR, you quickly learn the nature of the job requires attention at all times of the day or night, and new skills and practices are constantly in development.

My book, “Social Media and Public Relations: Eight New Practices for the PR Professional,” presents many new practices that demonstrate this notion of “always on.” As a matter of fact, if you break down the average day of the digital PR professional, you will quickly see why you need to incorporate this idea of “always on” into your everyday activities and your daily regimen.

As a digital PR professional, you’re “always on” because you are:

Technology Savvy: PR people don’t have to code databases, unless it’s something you want to learn. However, you do need to know how to create a WordPress blog and build profiles on Facebook, Twitter, LinkedIn and other major social channels. Understanding where and how your audiences participate on different platforms, with a good working knowledge of strategic use, is also critical. If you can’t answer questions about Pinterest vs. Instagram or Facebook vs. Tumblr, then you need to roll up your sleeves and learn those differences quickly. Ask yourself a simple question: How will you guide your executives’ brand communication if you can’t answer these questions for them?

Proactive: There is no sitting back (ever) and feeling complacent that your stakeholders have what they need. You must be proactively “listening” or monitoring their conversations, feelings, ideas and ways they want to interact with you. Being proactive means that you are using the latest technology to fully understand these conversations and the consumer perceptions they expose. You’re learning how to engage as a better partner, employer, resource and problem solver. Of course, actively listening and being connected through social media will also prevent negative dialogue from escalating into unexpected crisis situations.

Flexible: Thinking your day will be the same every day is almost asking for the impossible. Are you really able to predict what your day looks like? As a best practice, you can plan your initiatives, but in the age of public communications, your daily interactions may change drastically from hour to hour or even minute to minute. Having the flexibility to respond to your stakeholders in real time is where digital PR professionals can truly serve their brands. You also have to be open and willing to explore new ways of communication as technology continues to advance and platforms improve their functionality.

Strategic/Critical Thinker: PR professionals use tactics to support their communications programs. However, we are not just tactical doers. On the contrary, brands are looking for strategists who focus on a planned approach with goals and objectives in place, show a deep understanding of their audience, develop messages that resonate with stakeholders, reach people where they congregate and use measurement that will capture the desired actions. Sending out news releases, tweeting and posting to Facebook are the tactical elements of a communications program. Why, when and how we participate, through specific channels, is the strategic thinking required for communications success.

Accountable: PR professionals have to take accountability to a higher level. Accountability tied directly to the bottom line is the accountability that executives love to see. However, that’s not always possible. The good news is they also want to see communications impact in the form of customer satisfaction tied to positive sentiment and testimonials, editorial coverage across different media (including social media), reputation maintenance and greater awareness of the brand, which is often a part of the ROI puzzle. PR doesn’t always have a direct tie to the bottom line, but when our results are a part of a larger marketing and sales picture, the accountability becomes more visible. Another key takeaway here is that you can’t work in a vacuum and your accountability should be a part of a larger team effort.

Of course, these are only a few of the skills and practices that should be on your digital PR checklist. Call it a part of the job description of the future, or what you might see in a job posting for a PR position. Either way, it’s your opportunity to blend great PR skills with new media communications. To truly embrace the “always on” mindset, you must commit yourself to newer skills and practices on a daily basis and as a part of your professional development.

 

Deirdre BreakenridgeDeirdre Breakenridge is CEO of Pure Performance Communications. A 25-year veteran in public relations, she teaches at NYU and speaks nationally and internationally on the topics of PR, marketing and social media. She is the author of five business books, with her most recent book, “Social Media and Public Relations: Eight New Practices for the PR Professional,” published by Financial Times Press in May 2012.