Public Relations

#AskNewPros: Social Media Certifications

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This is part of our recurring #AskNewPros series. Do you have a burning question for PRSA New Pros? Ask us!

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Are there any certifications you wish you had or programs you wish you were familiar with walking into the job market?

These days, it’s incredibly common for young professionals to include “social media” in the Skills section of their resume. But isn’t there a difference between knowing how to share a photo on Instagram and being a true social media practitioner? Absolutely!

To stand out from the crowd, and help hiring managers understand that you really do have the ability to strategically use social media to reach audiences and convey key messages, consider receiving a certification – perhaps from the Hootsuite Academy or National Institute of Social Media.

tnqz_lgmJim Mignano is a Senior Account Executive at Text100 Global Communications specializing in technology and healthcare. He currently serves as the President of PRSA Rochester, and you can always find him on Twitter at @J_Mignano.

Building Trust in Public Relations

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Ethics… it’s just a matter of right and wrong, correct? Yes, but there are layers to being an ethical professional. Remember when PR was deemed the profession of spin? We’ve come a long way since then and in today’s media landscape, where everything is picked apart and scrutinized, we must remain trustworthy.

media-gatekeeperWhen covering ethics in public relations, there is a lot of mention of keeping the line of communication between the public and company, client and/or brand transparent, as well as legal. It’s a no brainer that public opinion is important but we must remember the gatekeeper, the middle man, better known as the media. Building trust between practitioner and the media is just as important because essentially, they are telling the public your story. One of PRSA’s core codes of conduct is the free flow of accurate and truthful information. That means building honest relationships with journalists, even if they become a close friend along the way. As ethical PR practitioners, we must play fair and keep an even working relationship between all members of the media. Yes, we should tailor each message depending on the interest of the publication and beat, but that doesn’t mean sending over confidential, inside information to a journalist just because you two are friends.

Being ethical doesn’t just mean avoiding bad situations. It is proactively doing what’s right, giving clear, correct, and complete information to the media while building meaningful relationships. Here are three essential rules to build trust between the media and the public:

  1. Do what you say you are going to do

As a PR professional, it is our primary job to communicate and disseminate information to the public. We are a resource and must be complete, accurate and timely at all times. Don’t be that PR person to hit up a journalist months before or after a issue is being printed with “new news” on the topic. They don’t care, you’ve missed your chance, and you’ve broken a tad bit of trust by wasting their time. We must remember that day to day, we work with a variety of people, companies, and industries that may not work in the same manner. Keep a trustworthy relationship with all stakeholders by meeting deadlines, responding to emails and phone calls, and fulfilling the duty of being a resource.

2. Focus on the relationship not the transaction

Trust comes with respect. If your primary connection with a person is based on press coverage, it is less likely they will come to you when they need a quote from an industry leader. How would you feel if a journalist clearly makes it known they primarily work with you because your company offers cool freebies or perks, you’d feel a little used. Don’t continuously send press releases and pitches without any other dialogue. Set time aside to really get to know the journalist and what they like, beyond their beat. Sometimes, working relationships are forced but to build solid relationships with the media remain open, transparent, and friendly.  

3. Remember the Golden Rule

The Golden Rule simply states, “Do unto others as you would like them to do to you.” How would you feel if you were on deadline and someone didn’t give you critical information needed? What would you think if you gave a journalist cool information on a new campaign, and they left out the hook that made the story interesting? Ethical public relations can be much simpler if we keep the Golden Rule in the back of our minds. Treat your client, the media, and the public with respect by practicing public relations with the highest ethical principles.

 

i-zthGPGn-XL-230x300Jasmine L. Kent, a member of PRSA-LA, is a fan of all things food and beverage, pop culture, and media. Combining all three passions, Jasmine builds community through engaging online marketing and dynamic events as an integrated communications professional in Los Angeles, CA. Keep up with her on Twitter and Instagram at @LoveJasPR or visit LoveJasPR.com.

 

Join PRSA New Pros at PRSA ICON

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The PRSA New Professionals Section is very excited to announce our networking session during the upcoming PRSA International Conference in Indianapolis from Oct. 23-25!

PRSA New Pros will host a networking breakfast and discussion on Oct. 23 featuring:

  • Updates from the New Pros Section leaders
  • Information on how you can get more involved
  • A guest speaker from the PRSA Board
  • 30-minute networking and Q&A session to meet new pros from around the country

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We would love our members’ input on what you would like included during the networking time. Please comment below with any ideas around what would be most beneficial to you during the networking session. Feel free to also pre-submit questions you would like to ask during the Q&A portion, which will include discussion with other New Pros to help solve challenges you’ve faced professionally. You may also submit ideas and questions via email to Jess Noonan, Heather Harder and/or Ruthann Campbell or tweet us @PRSANewPros.

Please RSVP for the breakfast here.

We look forward to seeing you at #PRSAICON!

 —The New Pros Committee Chairs

Turning Your Internship Into A Full-Time Job

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On the first day of my internship, I was handed a laptop, emailed a contract, and shown to my desk. That’s all. No new-hire orientation, no manual; the rest was up to me.

That was nearly three years ago. The trajectory of my internship relied entirely on my own ambition, and quite frankly, my desire to land a job. From my 8-month “audition” I found that there are three basic practices that interns should adopt in order to land a full-time offer.

Follow the Leader

It won’t be difficult to identify the individuals that you admire at your internship. Do some calendar stalking and you will find the leaders—their calendars will be packed with meetings since colleagues crave their input. Ask to join those meetings, as many as they will allow you to attend, and then, stop, sit, and listen. Really listen to the dialogue taking place inside the room, absorb what’s working, and make note of what isn’t.

As an intern, this practice almost felt like cheating. I had regular exposure to the most brilliant minds of the business.

Be a Duck

On the heels of one of our largest, most stressful, customer events of the year, my boss at the time, pulled me aside to share some advice that will stick with me for the rest of my professional career. “Today is going to be hectic,” she said. “Something will go wrong and it will be overwhelming, but all the while, you need to be a duck. Paddle furiously beneath the water and work through the chaos, but maintain cool composure up top where people can see you.”

Every day of your internship is a test of your ability to handle stress and problem-solve. Don’t let them see you sweat. Be a duck, and paddle like crazy. This is an indicator of how you will handle added responsibility as a full-time employee.

elizabethBe Better than Coffee, but Don’t be Above Coffee

Without question, your attitude will be one of the deciding factors of your future employment. In the investment banking world, it’s called the “punch test.” You’re working long hours, you’re stuck alongside the person in the other cubicle—is that person someone you want to be in the trenches with? Or will you fantasize about punching him after 2 months?   

In the tech world, there are common tasks that test your willingness to get your hands dirty. It’s  a “coffee run” or a seemingly never ending source of data that needs to be inputted into a spreadsheet. It’s something that every intern will and should have to experience. Don’t groan, don’t eyeroll, and for godsake, don’t mess up.

Be willing to do any job, but elevate yourself to the point where you’re trusted to do any job. What’s been stereotyped as a demeaning “intern task” is an exercise in teamwork and, depending on the complexity of the order, attention to detail. Be the person who gets coffee AND thrives in your role.       

In that same vein, I would be remiss to not call out to the employers who are reading this: there is a wealth of opportunity for you to learn from your intern and for your intern to learn from you. I was incredibly fortunate to intern with a company that recognized the value of giving interns an opportunity to earn their stripes and take on meaty projects. Interns don’t have to just be coffee runners and spreadsheet fillers, if you nurture their hunger and talent, you’re able to get a great sense of the type of full-time employee that will be. Hiring and onboarding an intern who has a deep knowledge of the company and a proven willingness to learn, saves you both time and money. And that’s just good business.

SamanthaSubarSamantha Subar is a Global PR Manager at Spredfast. She appreciates good sushi and data stories. Preferably combined, if possible. Connect with her on Twitter and LinkedIn.

Diversity in PR: A Millennial Perspective

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As the PR industry continues to evolve, so should the practices being used to attract, retain and develop talent. After all, the PR students learning in classrooms today are the future leaders of our industry tomorrow.

Today, millennial PR professionals are considering more than just great benefits and a lucrative salary when it comes to starting a career in the PR industry. Millennials are looking for PR organizations that foster inclusion, uphold diversity and create a sense of belonging for all employees.

The need for diversity in PR is more prevalent than ever among the generation of millennial PR professionals because diversity and inclusion are more than just buzzwords or boxes to check, Millennials believe they are essential to business success.

Millennials are looking for PR organizations that foster inclusion, uphold diversity and create a sense of belonging for all employees.

For PR employers to maintain diversity in their organizations, engage millennial PR professionals and drive the industry forward, they should consider the following:

  • Create a mentorship program for entry-level Millennial PR professionals to engage with mid-senior level PR professionals and build relationships with them. Yes, everyone does not want to mentor (nor do they have to), but not offering a mentorship program in general sometimes prevents those who want to mentor from taking action. Some employees will rise to the occasion and others will wait for their employer to act. Now is the time for PR employers to act and make strides toward increasing diversity in the industry.
  • Develop a review system for millennial PR professionals to rate their PR organizations and provide honest input on the organization’s diversity and inclusion efforts. This will help bridge the gap between what PR employers believe is working and what Millennial PR professionals believe needs to improve. Employee feedback is essential for employers to improve their diversity and inclusion efforts overtime.
    • Nearly eight in 10 (79%) PR employers see their efforts to retain a diverse workforce as being successful.
    • Yet only two-thirds (67%) of young professionals agree with employees on their retention programs.
  • Foster an open-office culture where millennial PR professionals believe their voices will be heard, acknowledged and valued from management.
    • One-third of young professionals say the industry is not effectual at retaining a diverse workforce, compared with one-fifth of employers.
    • All results from a PRSA Foundation survey, which was in the field from October, 2014, to February, 2015. See the full survey here.
  • Demonstrate diversity and inclusion in all efforts. From the top-down, display a company culture where millennial PR professionals believe PR employers are authentic in their efforts and not viewing diversity as another “box to check.” Emulate the culture you want your employees to project and treat everyone with respect.
  • Present career opportunities and advancements to all employees. Do not assume some millennial PR professionals won’t “be a fit” or do not “meet the mold,” you’re looking to cast. Take time to get to know their passions, interests and career goals. Give all employees the opportunity to shine and don’t be a barrier to their success. Empower your employees to do their best.

What else would you add? Tweet us at #NPPRSA with the hashtag, #DiversityInPR and share the ways you believe PR employers can improve their diversity efforts in the PR industry.

SBrownHeadshotSabrina Browne is Client Executive at Burson-Marsteller in New York City. She prides herself on being a champion for the advancement of women and diversity in the PR industry. She is a member of PRSA New Pros and PRSA New Jersey, as well as a Scholarship Committee Member for the PRSA Foundation. Follow her on Twitter for all things PR and connect with her on LinkedIn here.

 

 

 

Resources:
Appelbaum, L., & Walton, F. (2015, September). An examination of factors affecting the success of under-represented groups in the public relations profession. Retrieved from http://www.prsafoundation.org/wp-content/uploads/2015/10/CCNY-Diversity-Study-FINAL.pdf
Dishman, L. (2015, May 18). Millennials Have A Different Definition Of Diversity And Inclusion. Retrieved from http://www.fastcompany.com/3046358/the-new-rules-of-work/millennials-have-a-different-definition-of-diversity-and-inclusion