professional development

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.

your pr career…What your College Coursework Doesn’t Teach you about Succeeding in the Workplace by Andi Wilmes

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Moving up the ranks as an entry level employee and new pro can be a long and tough process. And if your university was anything like mine, it didn’t spend any time teaching the really – in my opinion – important stuff for surviving and flourishing in the workplace.  Sure I received a top notch Marketing degree, but I was not taught any real world business skills.

In the workplace, being smart and capable only gets you so far. And this fact is extremely apparent when it’s the first few months of a new entry-level job or internship. The tasks you are given frequently seem like busy work, and your level of responsibility can be minimal or non-existent.

The following basic business tips were passed on to me when I first started my career and they really helped me move up the ranks as a new pro:

Be Where the Action Is:

Ask to sit in on meetings, important phone calls, etc. You may think it is presumptuous, but your employer will appreciate your initiative and motivation. How are you supposed to become part of a team or know what’s going on in the company when you’re not where the important decisions are being discussed and made?  In most work environments you can be clueless as to what the person in the next cubical is working on. Stupid I know, but office communication no matter where you work can always be better. As the manager of your career, you must be where the action is. By being in meetings, you are much more likely to be given tasks and responsibilities, which are key to your advancement.

Read Voraciously about your Industry:

The more knowledgeable you are about your industry – and current events in general – the more prepared you will be to engage in conversations with your colleagues, boss, industry professionals, media and customers. From day one ask your boss and colleagues what newspapers, magazines, e-newsletters, etc. you should be reading every day. You can look really ridiculous if someone asks you about a current event that directly affects your industry and you know nothing about it.

Don’t Avoid the Jerks:

In every office there is a jerk. Someone you would prefer to avoid at all costs. So often though you have to interact with this person in order to move things forward in a project. Everyone’s first instinct is to avoid the person, however if you do, you can run the risk of missing deadlines, ultimately jeopardizing your career. Don’t let the jerk play the starring role in whether or not you get your work done.

Ask, Ask, Ask:

There is always downtime in an entry-level job. Unfortunately no matter how much experience you have from your internships, extracurricular activities, etc., you still can only be trusted with a certain amount of responsibility. So if your boss runs out of tasks for you, what do you do? Ask around. There are always colleagues and departments that can use an extra hand. Volunteer and you will look like a motivated team player. Don’t fall into the trap so many do, and sit by idly waiting for an assignment to drop into your lap. Your boss will expect you to be proactive and keep busy.

Interject Yourself in Everything Possible:

The more you are involved in multiple projects, departments and teams, the more job security you will have. You want to be everywhere. The person who appears to be adding value in the company is the person that won’t get fired. Make yourself irreplaceable.

Document Your Achievements:

You can’t rely on your boss to know all the great things you are doing, especially if you don’t interact with your boss on a day-to-day basis. It is up to you to make them aware of your achievements. I recommend keeping a log of achievements from day one. This will be really useful during review time when you are trying to justify a raise or promotion. Keep your boss in the loop constantly about your achievements – don’t just wait until review day. If you score a great placement, tell your boss. If you sign a new customer, tell your boss. Don’t brag, but keeping them in the loop on all the value you are adding makes them more apt to consider you for new assignments, responsibilities – and more money.

Ask for Forgiveness and Not Permission:

As a new pro, you will have the tendency to ask your boss permission all the time. Even on things that you can easily decide on your own. A lot of time is wasted on waiting for approval. If the question you have is nominal, your boss will admire the fact that you are able to use good judgment and make decisions without a lot of hand holding. In this economy, your boss is likely doing the job of 2-3 people, so they will appreciate making less decisions each day.

You are the only person you can count on to manage your career. Those who understand how to play the game are ultimately rewarded. If you look around at the people who are superstars at your company, they are likely doing most of the above things. So go join them!

Andi Wilmes is the director of marketing and communications at Beringea, Michigan’s largest venture capital firm. She can be reached at andrea.wilmes@gmail.com.

professional development…Mentorship: What New Pros Have to Offer by Sommer Caraway

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Throughout my life, I’ve been advised that I should always have a mentor and be a mentor.  When I first joined PRSA, a mentor program is something I searched for but found was nonexistent.  Shortly thereafter, I became a Phoenix PRSA New Pros leader and about a year ago, we divided our responsibilities into two keys areas: events and mentorship.  A passionate advocate of the latter, I was tasked with developing a mentor program, in which we New Pros would mentor others.

We developed the first mentor program between the PRSSA students at Arizona State University with the goal to simply bridge the gap between the academic and professional worlds.

We set small goals, knowing that we could build on them later. The PRSSA liaison (a PRSA member) and I decided to pair up New Pros group leaders with the student leaders.  We would try it for a semester and if it worked, we hoped word-of-mouth would yield greater participation the next semester.

So I sent out mentor and mentee interest forms to the most active New Pros and to the PRSSA president. To our surprise, 14 students signed up to be mentees the first semester!

We designed the mentor program to be informal so that people wouldn’t feel the time commitment was unattainable. For one semester, every other month, pairs were to meet one-on-one; on the off months, all pairs would meet as a group.

Because of the commitment of the PRSSA leaders and the gracious mentors, the program has been a success, and we look forward to implementing it again this year!

Thinking of starting a New Pros/PRSSA Mentor group? Here are five ideas for group meetings to get you started:

  1. Plan a kick-off happy hour (with options for students under 21, of course!) to discuss the importance of mentoring, expectations and topics students care about.
  2. Schedule a volunteer group event in lieu of a happy hour so mentors and mentees get to know one another outside of work.
  3. Pair up with the local Master’s SIG for a “speed mentoring” event that includes students, New Pros and seasoned pros.
  4. Offer a Shadow Day so students can see PR in action at local agencies and corporations. Encourage mentors to schedule a group lunch the same day so mentees can discuss what they learned.
  5. Plan a holiday, spring or graduation party to conclude the semester of mentoring. Host at someone’s house for a casual, fun celebration!

Sommer Caraway is a public relations professional in Arizona and a New Pros Committee Leader in Phoenix PRSA.  She may be reached at sommercaraway@yahoo.com.

your pr career…10 Steps for Successful New PR Professional Networking by Crystal Olig

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As a student studying communications, public relations, marketing or advertising it’s critical that you buckle down not only on your studies – but your networking skills – to get ahead and land your dream job after graduation. If you’ve graduated and landed your first full-time gig, networking is a crucial component for advancing in your career.

Headed to a networking event or not sure how to follow up with pros you’ve met at a PRSA meeting? This guide will give you tips to get and keep pros’ attention, helping you stay top-of-mind for them as you pursue internships and job opportunities with them after graduation.

1. Attend events. Get to as many as you can, as soon as you can. Along with PRSSA or other student clubs, get out to association meetings of the American Marketing Association (AMA), the Public Relations Society of America (PRSA), International Association of Business Communicators (IABC) and the Advertising Federation of America (AdFed).

2. Dress smart. Business casual means no jeans or flip flops, and ladies, make sure you’re covered up. It’s a creative industry, so personality is important in how you dress. Be comfortable – it shows if you’re uncomfortable because you can’t breathe in that high-waisted skirt or necktie.

3. Have a wingman – but don’t cling to them. When you’re starting out, it helps to have one other person to work the room with. However, you’re there to meet as many people as you can and have good conversations. You can’t do that if you’re sitting with your best friend from your freshman dorm in the back of the room, discussing the last episode of The Office.

4. Bring business cards. It’s crucial to have a business card, even if you produce them yourself or order cheap ones (VistaPrint.com offers your first 250 cards for free, you just pay for shipping). Make it an expression of your personal brand. Include your name, address, phone number, professional e-mail, Twitter handle, links to social networking profiles like LinkedIn or Brazen Careerist and your portfolio/web site.

5. Do your homework and bring your A-list. Check the event information to see if there are specific “have-to-meet” people coming to the event, make a list and make it your goal to meet all of them. Remember, it’s not all about star power. The CEO of your dream agency or a presenter who flew in from New York may not be able to do as much for you as a middle-level manager at a big local company who can meet you for coffee and discuss available positions.

6. Be on your game and participate in the conversation. Ask a question of the speaker at the end (but make sure it’s a smart one), engage people at your table about the topic of the day and in general be ready to think on your feet.

Be prepared to discuss a few hot topics and current campaigns you’ve read about in top advertising, marketing and PR industry publications/e-mail newsletters* to which you subscribe. If you’re not already reading or receiving industry news (many publications are free or have free RSS feeds on their Web sites), you should be.

Check out the list at the end of this handout for a sample list of publications to start reading now. Reading industry news for just a few minutes a day will make you seem super smart at your next big networking event!

7. Get your questions ready. Create a set of questions you can use as conversation-starters with professionals. It’s your responsibility to get those chats started, not theirs. Especially if you’re the kind of person that gets tongue-tied in stressful situations, do an awesome job of this and you’ll amp up your star qualities and shine in a room of people.

8. Follow up. The most important part of networking at events starts when you leave, with business cards and Twitter handles of more experienced pros. E-mailing is the most professional way to follow up, though if you had a great conversation and feel confident calling or sending a Twitter direct message, pros may admire your proactive approach. You should walk out of every event with at least three people to talk to afterwards.

9. Ask to meet up again. It all depends on what you talked to the person about at the event. It’s always safe to say, “I was so pleased to meet you at X event, and would love to just learn more about what you do at X company. Would you give me a few minutes of your time to meet for coffee or lunch sometime?”

Be interested in pros and they’ll be flattered and willing to give you a little of their precious time. If you’ve had a conversation about you, ask for an informational interview and see if they will review your resume or portfolio in a brief session. That said, don’t pester: if they don’t respond in a week, try again.

10. Be genuinely appreciative. Writing a thank you note within three days of meeting a pro for coffee, lunch or an informational interview is essential. Handwritten and postal mail is a classic, safe way to go. E-mail can be ok if the person is near your age, if your meeting was very casual or you know the person communicates strictly online and never checks their mail at the office.

Thank them for their time, mention something you learned from them and ask for any additional contact or connections. For example, “I hope you’ll think of me if any entry-level positions open up,” or “I’ll watch for you at the next PRSA event, and keep you in the loop about my job search,” or “If you can think of anyone else you think I would benefit from meeting, I’d really appreciate it.”

*PRSA Tactics and The Strategist, Bulldog Reporter, PR Week, Advertising Age, Media Post, Media Bistro, Ragan Communications, Word of Mouth Marketing Association’s WOMMA Word, PR News, all local industry associations like the American Marketing Association(AMA) and International Association of Business Communicators (IABC), Columbus Business First, Communication Arts, Creativity Online

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CRYSTAL OLIG is the former Phoenix PRSA New Pros Committee Chair and is a current Central Ohio PRSA University Liaison committee member. She is an account manager with Oxiem Marketing Technology. She can be reached at colig[at]oxiem.com or through @sparklegem on Twitter, linkedin.com/in/crystalaolig, or the whY genY blog.