Inside Corporate Communications (for a PR Agency)

Keep Calm and Hire A PR AgencyAfter graduating college, I was torn between searching for jobs in-house or at an agency. I knew I wanted to work in corporate communications, but the advice I received from PR professionals, professors and classmates was to try the agency route first, since there are more entry-level opportunities. Given the economic climate and difficult job market, I took that advice, but through a twist of fate found myself in a role I never even knew existed: in-house corporate communications for a PR agency!

Every day is an adventure, and there are many new skills and lessons I’ve learned through my experience so far. There’s no such thing as a typical day, but my main tasks include supporting new business opportunities, helping teams craft industry award submissions, drafting internal and external communications materials, pitching trade media, event planning and managing website content and social media properties.

The best part about working in corporate communications for a PR agency is the ability to learn how both roles function. Everyday I watch my colleagues on the account side working hard to service clients while I’ve been able to support them through corporate communications. Even though we have different roles, many of our tasks are similar (e.g. research, media lists, event management) and as new PR professionals, we’ve all learned to master the art of multi-tasking and time management—key skills needed in PR!

So as you embark on (or even just consider) a career in corporate communications, here are three tips I’ve found to be helpful in this role:

  1.  Learn as much as possible about your organization and industry. Working in corporate communications, it is vital to know everything you can about the company: its products or services, its leaders, its mission, its employees, etc. Typically, the corporate communications team serves as a liaison between the organization and external audiences, with the head of the team taking on the role of company spokesperson. If reporters or potential clients contact our team looking for information on a campaign we ran in Paris, a global offering that just launched or a new client in New York, it’s our job to answer their questions or at least be able to refer them to someone who can help. Thus, the more you know about your company, the better equipped you’ll be to respond to inquiries. The best way to learn about what’s happening is to talk to your colleagues and find out what they’re working on, pay attention to emails and updates sent around the office and study the firm’s website, policies, case studies and credentials, anything that will provide background information to give you a deep understanding of your company’s business.
    The same goes for the industry. For example, in my role I need to know the ins and outs of what’s happening in public relations, the latest news from our competitors and new developments and trends that might impact our business. It’s important to become an expert in your field so you understand and can speak with accuracy and authority to internal and external audiences. As a bonus, you will be seen as a vital asset and go-to person for others within the company who may have questions on what you’ve learned!
  2. Develop excellent writing skills. Whatever tasks are thrown your way, it will most likely involve writing. From press releases to internal announcements to case studies, I spend most of my days writing and editing various communications materials. Being able to write well is one of the most important skills a PR professional should have (this is also applicable to other PR roles). Your writing will improve over time but definitely take advantage of every opportunity to practice. If a colleague needs an email or press release drafted, offer to take a stab at it. Once it’s finalized, ask to see the final version so you can compare it to your draft and see what changes were made. This will help you learn what you need to improve upon for next time.
  3. Network. Get to know as many people inside and outside the company as you can. Networking is an important tool we hear about time and time again, but it’s truly essential in the corporate communications role. Start building relationships from day one with your colleagues. I’ve been given the opportunity to support new business pitches, award submissions and media relations efforts across practices and across offices. With each project, I am introduced to someone new, and that person becomes a great resource for the future when a similar project or request arises. The same is true externally. I’ve built relationships with PR trade journalists in order gain visibility in the media. Most importantly, don’t just reach out to someone when you need something; show an interest in their job, and figure out how you can work together so you can both meet your goals.

Have you ever considered doing PR for a PR agency? What other questions would you ask?

 

Stephanie ManasStephanie Manas is a corporate communications specialist/senior account executive at Ogilvy Public Relations, providing business development and internal and external relations support to the global communications agency. Previously, she held positions in theatrical PR at Boneau/Bryan-Brown and book publicity at Penguin Group USA. Prior to that, Manas interned at FleishmanHillard, The Broadway League and 451 Marketing. She earned a bachelor’s degree in communication and economics from Boston University. Manas is the co-chair of the marketing committee for PRSA-NY. Feel free to connect with her on LinkedIn or Twitter. For more information on Manas, check out her recent Q&A in Syracuse University’s Newhouse PR blog.

Intro to Digital PR

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.

Intro to Political PR

Growing up, I knew I had to be involved in politics. From the time my mom took me to a presidential rally when I was only five years old, her political enthusiasm rubbed off on me. I helped knock on doors to get out the vote in high school and registered to vote the day I turned 18. There’s nothing like the thrill of election night, when all the hard work pays off and the candidate you believe in is allowed the privilege to work on behalf of the people.

Working on campaigns, Capitol Hill and in the executive branch has given me a unique perspective on how the political world works. Political PR is not for the faint of heart – expect long hours, unexpected demands and job uncertainty because of elections. However, it’s incredibly rewarding when you see major legislation, which you helped guide through, passed and signed into law.

As I knew the natural progression of working in political communications leads to Washington, D.C., or a state capital, I have learned a few things throughout my journey that can help tremendously if you’re looking to break into political PR:

1)     Always network. In an extremely competitive environment like politics, it may seem tough to break into the industry. Not having many political connections myself, I worked hard to connect with anyone and everyone who would meet with me. Make the most of your friends, classmates and their connections. Once you identify someone whose work and experience interests you, ask for an informational meeting and always be thankful for their time. Even if a position isn’t open at the moment, there might be one down the line, and that person can help you land it.

2)     No position or task is beneath you. Although you may have graduated from college, politics is all about working your way up the totem pole. Many young professionals make the mistake of thinking they are qualified to be a press secretary without any experience. It’s important to find solid internships, perhaps on the Hill, which will help you gain skills applicable to a legislative office to be considered for entry-level jobs. If you want to do communications, ask to help the press secretary or communications director with drafting press releases or coordinating social media.

3)     Join a campaign. Often, some of the best hands-on experience you can gain is to join a campaign and work on the trail. A lot of people begin their political PR careers on campaigns, which always need extra help. If you join a race at a more local level, you are more likely to earn more responsibility.

These are just a few takeaways from my time spent in Washington, D.C. One of the most important rules is to have fun. I’ve had made some of my best friends through working in politics. Also, pay it forward – someday, when you’re a big shot, remember there will be people looking for their start and how you have been in their shoes. Happy politicking!

 

Kate EnosKate Enos is currently an account executive at GYMR Public Relations. Previously, she served as deputy press secretary for the federal agency, the Corporation for National and Community Service. She also has several years of varied legislative and political experience, working on Capitol Hill and on several state and nationwide political campaigns. Enos is the PRSA New Professionals Section mentorship co-chair.

Intro to Agency PR

Upon graduation from college almost five years ago, I noticed a common trend among entry-level job descriptions for which I was applying: public relations agency experience was preferred and sometimes even required. I had held a number of jobs and internships in the industry throughout my college career, but none were with an agency. I didn’t understand why working at an agency was put on a pedestal, but I knew that getting that experience would be an important step in my career.

After working in marketing for a couple of years, I decided to make the switch to agency PR. I found that agency life posed its own unique challenges, and new professionals should learn to expect a few commonalities among agencies when attaining the gold standard of PR experience.

Learn to juggle

The ability to multitask is not only crucial, but it is at the crux of your job. While some larger agencies may have individuals working on just one client account, many agencies will have a team dedicated to a handful of clients. These clients may all be in the same industry, such as consumer products or health care, or they may run the gamut of industries. New professionals in agencies will have to quickly learn their clients’ businesses, products and services inside and out. You must become an expert in each of these industries so you can communicate effectively and in an educated way.

One of the biggest differences between agency and corporate communications is how you prioritize. At an agency, you can’t prioritize one client over another. They all need equal attention, and if your five clients each have a last-minute project at 5 p.m. on a Friday, the work needs to get done for all five clients. At a corporation, you may have the flexibility to prioritize one project over another—not so at an agency. Be prepared for long hours, but great client relationships and invaluable experience as a result.

Learn to accept every opportunity

I now realize why agency experience is preferred by many employers, having lived agency life. New professionals will gain experience in almost every PR task—building media lists, media monitoring, pitching reporters, drafting press releases, managing social media accounts and creating PR plans. Nothing is off limits for an entry-level PR professional.

Take advantage of this opportunity. While it might seem overwhelming at first to try to master everything an agency has to offer, doing is the best way of learning. When I first started, I would volunteer to tag along on a Saturday morning to a radio station to observe a client interview or come up with pitch ideas from breaking news. In a year and a half, there aren’t many skills I haven’t attempted to master. Not only do you build your skill set, but you become the go-to person on the team when questions arise—no longer just a worker bee, but an invaluable member of the team.

Learn to speak up

When I first started at my agency, I was apprehensive to speak up. Not only did I feel like the new kid in a room of PR experts, but I wasn’t sure how the hierarchy would play out in an agency. I learned that not only was sharing ideas encouraged, it was expected! Don’t expect to be making copies forever. Agencies want to see their staff grow into strategic thinkers and creative minds. Senior leaders like new professionals who take initiative and share their ideas, whether it’s for a client project or proposing a more efficient way to get the work done.

It’s also extremely important to keep your career goals in mind. Don’t keep it a secret if there is a specific project on which you want to work. Not only does asking for specific projects show passion, but it allows you to share your unique interests and skills. Just because you are a new professional doesn’t mean you have nothing to bring to the table. Since my prior position was in marketing, I had experience in redesigning websites. When one of our clients was looking to redesign their website, I jumped at the chance to not only use my past experience, but also lead a project I really enjoyed. I now have two company website redesigns under my belt and a happy client.

Maybe you are a passionate Pinner and can launch a client Pinterest page, or maybe you love to write and a press release needs to be prepared. Don’t be shy in asking for what you want!

 

While switching to an agency was overwhelming at first, the experience has had so much to offer. If you take advantage of the wealth of opportunities agencies offer, you can build an amazing foundation for the rest of your PR career. What other advice would you give new pros heading for agency life? What was the biggest lesson you learned?

 

Heather SliwinskiHeather Sliwinski is an account executive at KemperLesnik, a Chicago-based public relations agency, providing media relations and social media services to a variety of B2B clients. Previously, she held positions in marketing and event planning for corporations, nonprofits and higher education. She earned a bachelor’s degree in journalism and mass communications with an emphasis in strategic communications from the University of Wisconsin-Madison. Sliwinski is the blog co-chair and chair-elect for the PRSA New Professionals Section. Feel free to connect with her on LinkedIn or Twitter.

 

Intro to Crisis Communications

Almost 17 years ago, I started my career in public relations after a five-year stint as a trade journalist.  Since I have a social butterfly/people-person personality, I thought PR was all about mingling with the celebrities, traveling and promoting great news journalists were sure to write about.  After I took off my rose-colored glasses, I realized PR wasn’t always peaches and cream and often involved using skill sets like crisis communications to protect my company’s image and brand.

I started my career in technology PR and quickly discovered strategic crisis communications were must-have skills to survive in one of the most stressful jobs in the professional landscape. Why do you ask?  At most of the companies I worked for in the telecommunications segment in the 1990s, acquisitions, restructurings, layoffs and management upheavals were commonplace. Therefore, it was essential for me to develop crisis communications skills early on in my career to prepare my company for the worst.  Thinking on my feet, developing strategic counseling and planning skills were drilled into my DNA as a PR professional early on.

Fast forward to the last few years. What’s been the big trend in PR?  Whether you are a new PR or veteran PR professional, no one can forget the crises that have affected big companies like Chick-fil-A, BP, News Corp., Penn State, Netflix and HP. The common theme in many of these crises is that the PR and marketing teams didn’t develop solid communications plans to react to the media quickly enough and preserve their brand’s image.  Whether your company is in the technology, healthcare or travel and tourism field, you always need to be prepared for potential situations involving lawsuits, accusations of impropriety, sudden changes in management and other volatile situations on which your stakeholders — and the media that serves them — often focus.

Crisis communications is at the heart of my current job today.  My company provides essential information that helps customers across all industries and government predict, assess and manage risk. We provide products and services that address evolving client needs in the risk sector, while upholding the highest standards of security and privacy.  To that end, upholding my company’s standards of compliance in a highly-regulated industry is a natural extension of why crisis communications is so important.

For me, every day is different.  I have to stay on top of what’s happening with my company in the media landscape by reading and studying trends, including privacy and security changes, regulatory and compliance issues, to name a few.  In addition, I avidly monitor the news and potential crises through social media like Facebook, Twitter, Google+ and LinkedIn.  In a highly-regulated business like mine, it’s essential to respond appropriately to media inquiries as well.

One of the most enjoyable aspects of my job is helping our spokespeople and marketing teams develop strategic messages that help protect, preserve and raise our brand in key markets like financial services, government and insurance – ultimately so we can influence the key influencers – the media and analyst community.

Therefore, developing an issues or crisis communications playbook is the way our small communications team prepares for a potential crisis that could involve a technology issue, an executive appointment, a natural disaster or on-site employee issue.  This is our guide or instruction book for communicating quickly and decisivively to our key publics, including the media, the industry analysts, partners and customers, charities and investors.

Change continues to be the only constant in my job.  However, here are five for new professionals looking to add crisis communications skills into their careers:

  1. Take courses on crisis communications through PRSA and other outlets like PR News.  The only way to effectively learn how to become an effect crisis communications pro is by learning from the experts who have years of experience managing them the right way.
  2. Ask your key spokespeople what the five biggest risks would be to your organization’s business.  Asking the hard questions and preparing the answers to potential risks your organization faces, will help you prepare your talking points, Q&As and issues management playbook in the event a crisis happens.
  3. Study what has happened with some of the biggest PR crises over the last few years and learn from their mistakes.  Mistakes are bound to happen in the PR profession because communications aren’t always effectively managed or rolled out. But you can magnify those mistakes by a magnitude of 10 when a crisis is mishandled. So you can learn from what other companies or organizations have done to repair or resurrect their images and brands in the wake of disasters that will help you in the long run.
  4. Put your crisis communications skills into practice.  Start small by simulating a crisis communications drill.  Once your crisis playbook is developed, set up a war room and temporary phone lines and prepare your spokespeople to be trained to take questions from the media.  Practice makes perfect and drills help to make sure you are properly prepared if a true disaster happens.

Crisis communications is far and away one of the most difficult PR skill sets to master, but you need to learn to be prepared in case your company has to deal with a crisis.

 

Stephen LoudermilkStephen Loudermilk is global media and analyst relations director at LexisNexis, where he heads communications for the company’s Business Services and Screening practices.  In his spare time, he is actively involved in PRSA, where he serves as chairman of the Technology Section and treasurer of the PRSA Southeast District.