professional development

professional development… Here’s What’s for Us at PRSA International Conference by Janet Krenn

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Two words: development and networking. This is what we as New Pros stand to gain by participating in International Conference this October 16-19 in Washington D.C. And if you register by next Friday (August 27) you can get this at the saver rate, i.e. $200 less.

(Now, I’ll be honest with you, you might find this to be too expensive to pay out of pocket, but other New Pros have attended conference in the past by asking their boss to foot the bill. If you’re interested in telling others how you convinced your boss to send you to IC or you have questions for those that did, join the discussion on our eGroup page.)

OK,  so you’re going to International Conference. Now what? In addition to the other cool sessions, the New Pros Section is sponsoring a session and two networking events.

  • New Professionals Section Workshop
    “Myth or Reality: ‘Agency Experience Preferred'”
    Tuesday, Oct. 19, 8–9:15 a.m.
    What are employers really asking for when they require “agency experience”? Is an agency position truly the best public relations experience? Learn about the pros and cons of agency and non-agency experience from Sarah Siewert, account executive, KemperLesnik; Heather R. Huhman, founder and president, Come Recommended; and Lara Kretler, vice president and social media lead, Fahlgren Mortine Public Relations. Receive advice on how to choose the path that best suits your skills, and learn how to make your own experiences marketable to all employers.
  • New Professionals, Technology and IPA Sections Networking Dinner
    Monday, Oct. 18, 6:30–9 p.m., Lauriol Plaza
    Graceful architecture and sophisticated service set a stylish tone for some of the best Tex-Mex in Washington, D.C. Lauriol Plaza offers good conversation, a strong margarita and the finest offerings from the mesquite-fired grill to IPA, Technology Section and New Professionals Section members.
  • Sections Soirée
    Monday, Oct. 18, 9–11:30 p.m.
    Stop by the Sections Soirée to network with colleagues from all 16 Professional Interest Sections, and share tips about the latest industry trends. Also, don’t miss a chance to win some great prizes.

If you can make it, International Conference is a great way to learn more about the profession and start networking with seasoned pros in your and other industries. Hope you can make it!

—

JANET A. KRENN is your 2010 Chair of the New pros of PRSA.

  • New Professionals Section Workshop
    “Myth or Reality: ‘Agency Experience Preferred'”
    Tuesday, Oct. 19, 8–9:15 a.m.
    What are employers really asking for when they require “agency experience”? Is an agency position truly the best public relations experience? Learn about the pros and cons of agency and non-agency experience from Sarah Siewert, account executive, KemperLesnik; Heather R. Huhman, founder and president, Come Recommended; and Lara Kretler, vice president and social media lead, Fahlgren Mortine Public Relations. Receive advice on how to choose the path that best suits your skills, and learn how to make your own experiences marketable to all employers.
  • New Professionals, Technology and IPA Sections Networking Dinner
    Monday, Oct. 18, 6:30–9 p.m., Lauriol Plaza
    Graceful architecture and sophisticated service set a stylish tone for some of the best Tex-Mex in Washington, D.C. Lauriol Plaza offers good conversation, a strong margarita and the finest offerings from the mesquite-fired grill to IPA, Technology Section and New Professionals Section members.
  • Sections Soirée
    Monday, Oct. 18, 9–11:30 p.m.
    Stop by the Sections Soirée to network with colleagues from all 16 Professional Interest Sections, and share tips about the latest industry trends. Also, don’t miss a chance to win some great prizes.


Summer Book Club… Get Ready! Discussion Begins the First Friday of June

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Remember summer reading? Like it or not, extracurricular reading ensures that you stay on top of your game, and as New Pros, anything we can do to keep ourselves more knowledgeable than expected will only benefit us.

Enter the New Pros of PRSA Summer Book Club!

We invite you to join us and our members as we read and discuss 3 books this summer.

Here’s how it will work: From June through August, everyone interested is invited to read the month’s book selection. On the first two Fridays of each month, we will post interviews with authors, discussion questions, and other things to the blog. You can participate by reading and commenting or simply following along.

Start your reading engines

Here are the books we plan to include in this summer’s Book Club: (Remember, the discussion will take place on the first and second Fridays in June; so make sure you have a copy of the June selection and start reading before then!)

Vote for the August book by May 31

You can help us choose which book we should read in August. Vote on our Facebook Page by May 31. Here are your options:

professional development teleconference…Master’s Degree vs. APR (April 30, 2010)

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As PR professionals find it harder and harder to gain employment in these tough times, many are asking themselves if going back to school for a master’s degree will make them more competitive or would APR accreditation be the better option. To help us answer this question, we’ve invited Laura Reilly, APR, to talk about her passion for learning during this month’s Brown Bag teleconference on April 30.

Laura is currently the director of communications for the Georgia School Boards Association.  Laura is active with the Public Relations Society of America and is involved in the accreditation process with PRSA. In addition, Laura has earned her Bachelor of Fine Arts in advertising and a Master of Journalism degree.

We spoke with Laura about some of her education decisions and asked her to share the experiences she’s gained from them.

1. How has obtaining a master’s degree benefited your career?

I have a Bachelor of Fine Arts in Advertising/Design and a Master of Journalism. The two disciplines have merged nicely during my career and assist greatly in all marketing and communications efforts.

2. How has obtaining APR accreditation benefited your career?

The song, “The Climb,” describes it nicely: It’s not about what’s on the other side, it’s about the climb. Earning and maintaining an APR can be a career-long experience. I learned a tremendous amount about public relations through the process and I continue to benefit greatly through my involvement as an APR panelist and the maintenance process.

3. What lessons have you learned during your career and how did you gain this knowledge?

I’ve learned many, but one that resonates continually is that we have to listen first in order to be heard. That applies to the practice of public relations in that we must do research first before committing to a plan of action. I used to be much more subtle in suggesting this to my bosses, etc., but today I’m very assertive about this belief. Engaging stakeholders in the process can be scary, but it is always worthwhile. I learned this first through graduate school and the APR process, and then by watching the negative consequences when this is not done.

4. Why did you decide to further your education?

As an advertising design specialist, I watched others in the agency business formulate entire communications and marketing strategies. I wanted to be at that level of the decision making process.

5. Why did you decided to get accredited in PR?

It is always important to continue learning. I engaged in the APR process after I had five years experience and it was perfect timing. Going through the process helped me recognize that we’re never through learning from others. I don’t care who you are and how long you’ve been doing this work, if you open yourself up to it you can continually experience new aspects of our profession.

Laura Reilly, APR will be instructing our New Pros of PRSA Brown Bag teleconference, “Master’s Degree vs. APR” on April 30, 2010 at 2pm EST. To register, click here.

Intro to series…Small Business PR by Janet Krenn

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Odds are, as a new PR professional you may find yourself working for a small business. What makes me say so? For starters, half of all private sector employees work for small businesses and small businesses generated 60 to 80 percent of new jobs, so says the U.S. Small Business Administration (SBA). Many of these businesses need PR help. A small business might higher young talent to keep expenses down, and you, as the young talent, might be interested in the additional responsibility that comes with working for a small business.

When working for a small business, your employer is your client. Small businesses offer a lot of opportunity for new PR pros like you, who might gain access to projects and responsibilities you might not get at larger companies. On the other hand, the smaller the business, the more non-PR work you might be expected to do, anywhere from admin to marketing to taking out the trash.

The term “small business” is allusive. The U.S. SBA tailors its definition of “small business” based on industry, but typically small businesses have fewer than 500 employees and make fewer than $14 million. This covers a huge spectrum, and it has a bearing on what you can expect from working in at a particular small business.

For an idea of what it will be like to work for a small business, pay attention to the number of employees a company has.

What PR activities could you expect to do?

The smaller the company, the more likely that you’ll be asked to take on multiple PR tasks. For example, if you’re the only PR professional at a small business, you may be required to write press releases, conduct media relations, and work on internal communications. On the other hand, the larger the company, the more likely that you will have a well-defined role and might have specialized work.

What are industry-specific challenges?

The major challenge to small businesses is limited resources. This might mean you have to get creative with your project budget. It also means you may have to learn to go without something that you previously thought was non-negotiable.

Working for a small business can also pose a professional challenge. You will probably be challenged to develop a skill set that you lacked. You will probably be challenged to multitask several various projects and tasks on a regular basis.

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

Not only should be well-trained in writing and PR, it would be helpful for you to have some coursework in
(1) the specific industry in which the small business belongs. You may not know exactly what you want to do; you probably couldn’t predict exactly where you will end up working; so dabble in anything that seems interesting to you. If you’re still in school, don’t be afraid to use those elective credits to explore the world beyond PR.
(2) marketing and business. Working for a small business may mean that you will have to take on business and marketing functions as well as PR ones.
(3) design. Again, the smaller the business, the more odds and ends you’ll have to take on. Having an understanding of web and print design could go a long way in a company with no designer or one who is out sick in the middle of a pressing deadline.

How can I find a PR job in a small business?

In one word: Networking. The smaller the business the less likely they will (1) know how or where to advertise a position or (2) be willing to pay fees to advertise a position only to receive a grab bag of candidates. Aside from networking, check publications and websites that offer localized listings, as small businesses might be unable to pay relocation fees and instead hope to draw a pool of candidates that are already living in their area. Local small business associations and bureaus might be another good place to start.

Janet Krenn is a Sea Grant Communicator at Virginia Sea Grant.


career advice…Do’s and Don’ts of Social Media by Adrienne Bailey

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Social Media; a treasure to many and a monster to a few. I think it is safe to say most everyone in our industry has engaged in social media via one form or another. Without much direction, everyone began posting, linking and tweeting away. Both excellent conversation and even large controversy have been the result of a platform with little-to-no rules.

Here are just a few do’s and don’ts on social media etiquette. I’m sure we each have our own unique experience so feel free to share your rules — I’d love to hear what you have to say.

  • Do personalize your messages, especially when making connections on LinkedIn and Facebook.
  • Don’t flood all outlets with the same content, be sure to provide new content or alter messaging to fit the specific audience. In other words, don’t link all platforms together, Twitter to LinkedIn, Facebook to Twitter, etc.
  • Do mix personal with professional, but be smart about it. Have a personality but be ready to take responsibility for your actions.
  • Don’t be a robot.
  • Do respond to people trying to engage in conversation with you.
  • Don’t try and connect with people on Facebook or LinkedIn you don’t know. Those are more personal platforms and you are better off beginning with the ‘follow’ button on Twitter.
  • Do offer to help people when possible. But don’t always expect something in return.
  • Don’t tell me everything; it adds noise instead of value.
  • Do contribute something more. As contradictory as it sounds, Twitter is a great place to lead and not always follow.
  • And finally, don’t ever auto DM or spam.

What social media etiquette rules do you live by?

Adrienne Bailey is an account executive in the public relations division Young & Laramore.