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My First Six Months in PR or: How I Learned to Stop Worrying and Love the Job by Heather Sliwinski

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About one week into my job, I wondered if I oversold myself during my interviews. I’m not saying I lied—no one should ever lie in an interview—but I had to question if I made it clear that I had zero PR experience when I landed my first position at a PR agency in August.

I took the advertising and PR classes in college, toiled at the obligatory unpaid internships in marketing and promotions and gained more than two years of marketing experience after graduation. With that said, I still didn’t know what a media list or subject matter expert was.

I had a lot to learn, not only about our clients’ businesses, but also the business of PR; I was terrified.

I had more than a few sleepless nights in the beginning, worrying about how I was going to tackle my projects. But in the past six months, I’ve embraced agency life and realized that, when it came to my early fears, there was more than met the eye:

Phone pitching is daunting.

I’ve never been a big phone talker. Calling up complete strangers (reporters) and telling them to cover a story idea made me feel like a telemarketer. I couldn’t believe that this was a common practice in PR. Why would a reporter care about me, someone they’ve never met, and my client, a company they’ve never heard of? Little did I know, with a good story idea, a knowledgeable expert and some flexibility, reporters do care.

Phone pitching is part trial and error and part knowing your stuff. I still get intimidated by phone pitching, but when we have a great idea, know our client’s expertise and go into the call with the intent of having a conversation, the results are always positive.

Plus, reporters are just people, too.

Media lists are crucial.

If you start with the wrong reporter, your pitching will get you nowhere. My first media lists were terrible. I relied on Cision to tell me who to pitch, rather than going to the source and figuring out who would want to cover our story. Having reporter history and past articles is great ammo for pitching and makes having an intelligent conversation with a reporter much easier.

My colleagues had me work and rework the early media lists, partly because I didn’t know Cision could be wrong (I would say it’s 50/50 on being right/wrong about a reporter’s beat). I feel that I am getting better at gauging who would cover a story, and I still edit, add and delete as I get on the phone with folks.

Seeing red doesn’t make you a bad writer.

My roots are in journalism: up until sophomore year of college, I thought I was going to be a reporter. I have adequate knowledge of AP style and proper grammar. I’ve been published in a few outlets. I thought I was a decent writer. When I started writing for PR, I lost most of my confidence.

My press releases, emails, media alerts, pitches—anything I wrote, really—came back with red ink all over the page. Seeing all the edits was definitely a blow to my ego. In time, I’ve seen that seeing red actually makes you a better writer. Considering I came from marketing, I wasn’t expected to know how to write a pitch. My writing style was much more focused on sales for marketing purposes, where PR is more about featuring news. My writing evolved. I learned to dig deep into a pitch and figure out where the story is, and I see less and less red as a result.

Social media isn’t the devil.

After coming from a few corporate cultures where using social media at work is frowned upon, I was excited to see that not only was I allowed to use social media at work, it was encouraged! The transition was difficult in the beginning. I felt a little naughty, checking Twitter for updates, retweeting during the workday and actually responding to messages between 9 a.m. and 5 p.m.

Social media is part of my job, and I’m expected to stay on top of the news, retweet important content and interact with journalists during the day. I’ve had a handful of pitches that have sprouted from a breaking news tweet or friendly correspondence with a reporter. You never know what future opportunity can come out of social media.

You always have something to bring to the table.

When I joined my agency, I didn’t know what a ProfNet was. I didn’t know how to use Cision. I didn’t know how to write an expert available pitch. I knew nothing about my clients. Having every task in your job be completely new can weigh heavily on you.

However, not knowing the PR ropes didn’t mean that I didn’t have unique skills to contribute. Being a relative news junkie, I was able to spot breaking news stories and find angles where our clients could comment. My background in marketing has lent to assisting one of our clients with a website revamp. Having knowledge of graphic design programs allows us to offer additional design services to our clients, if needed.

And, we all have ideas. I was reserved in meetings, reluctant to share my thoughts. What do I know? I’m the new kid—my colleagues are the experts. But, we all read different publications and have different skills, experiences and approaches to thinking. I try to share my opinion more now, since there is no ‘wrong’ in brainstorming. No matter your level of PR knowledge, the next big idea could be yours.

My first six months in PR were definitely a roller coaster. I’m still adjusting and always learning, which I don’t think will ever go away. If we’re lucky, we’ll keep adding new clients, changing the game all over again. PR is never dull, and much like snowflakes, no two days in PR are ever the same.

While the unknown of each day used to stress me out, I try not to waste my energy worrying about what I don’t know and instead revel in the small victories that make it all worthwhile: being ahead of breaking news to land our client in the New York Times, securing an interview with a Reuters reporter, watching our client on live TV at 7 in the morning.

Don’t you just love PR?

What were some of your biggest challenges when you started your first PR job? Did you recently transition to PR from another field? Share your experiences below!

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. She has 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 for the PRSA New Professionals Section. Feel free to connect with her on LinkedIn or Twitter.

Where’s my news release? Dos and don’ts of PR distribution by Zaneta Chuniq Inpower

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The goal of every news release is to become accessible by its target audience through a selected medium. In current times, many articles may be published online via media websites and/or printed for distribution inside magazines, newspapers, newsletters, etc.

For those who have the responsibility of producing media awareness about a brand, product or client there are definite protocols to making sure that your news is read, heard and distributed successfully. As a new professional, it is important to safeguard your reputation as a PR professional and that of your company and/or business by keeping in mind these helpful tips when drafting and distributing your news release.

  1. Don’t blindly email journalists and bloggers
  2. Do use your own social media networks to distribute
  3. Do make your headline catchy and interesting
  4. Do take time to make the intro/opening engaging.
  5. Do write your news release to your audience. If its not relevant, no journalist or media source will pick up your release
  6. Do research for your pitch and have all your facts and information organized
  7. Don’t email journalists attachments! This may lead to an instant delete or even block from their inbox.
  8. Do spell check, then read your news release aloud. Any typos or grammatical errors will ultimately lead to your news being discarded and ruins your reputation as a PR professional.
  9. Do optimize your news release for SEO. Use necessary tags and relevant vocabulary for your news release to become searchable online.
  10. Don’t send any news releases that do not contain news!
  11. Don’t use fancy fonts, colors, font styles and other text attributes in your news release. Keep it simple.
  12. Don’t make your news release too long! Keep it under 650 words maximum
  13. Do include relevant links for background information. Make it easy for your journalist to conduct further research.

In summary, simply because a PR pro has submitted a news release to a journalist or editor does not mean that it will be printed or read! To help alleviate the pressure of playing the waiting game with media outlets and obsessively checking your Google Alerts or media monitoring service, the above tips will help you get your news to its desired audience.

Zaneta Chuniq InpowerZaneta Chuniq Inpower is owner and president of Chuniq PR, an independent media and marketing management firm. Additionally, she is the digital communications coordinator for Douglas J Aveda Institutes and Salons, editor  for Supreme Design Publishing and social media manager for COIN Handlers Management. Her personal interests include reading, international travel and culture and community revitalization. Inpower received her B.A. in advertising from Michigan State University. Zaneta Chuniq Inpower is a member of the Central Michigan PRSA chapter and is the PRSA New Professionals Section Executive Committee Blog Co-Chair.

Web Writing 101 by Elizabeth Rhoads

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Shortly after I had accepted my position as web content coordinator at Lycoming College, I had the opportunity to attend Neilsen Norman Group Usability Week in 2011. I’ve always considered myself to be a strong writer, but I never realized the notable differences between print and web writing.

The difference comes down to this: just because we can read at or above college level doesn’t mean we want to, especially when we’re online. Consider the atmosphere when you’re reading a book and when you’re reading something online. Usually reading a print piece lends itself to a quiet area, whereas online articles are often read on the go, with a lot of distractions.

Online content should be written with this fact in mind.

So, here are a few tips to transform your print writing into effective web content:

  • Keep all content between a sixth and eighth grade reading level
  • Use short words
  • Online text should be 50% less than the print version
  • Include information that people really need to know, rather than what you want to tell them
  • Break content into chunks (one idea and a maximum of three sentences per chunk)
  • Use bullet points – lists in bullet points are read 70% of the time (compared to 55% read in paragraph form)
  • Use a sans-serif font
  • Use size 10-12 font – don’t go any smaller, it’s hard on the eyes
  • Keep pages short, but if you need to make a page longer, include a summary at the top of the page, followed by descriptive subheading so that it’s easy to navigate

Remember, simple is better.  The simpler you keep it, the longer your audience will stay engaged with your website.

Elizabeth RhoadsElizabeth Rhoads currently works as web content coordinator for a small liberal arts college in Central Pennsylvania. She graduated from Susquehanna University in 2009 with a Bachelor of Communications. She is an alumna of the White House Internship Program.  Rhoads serves the PRSA New Professionals Section Executive Committee as programming director and chair-elect.

Intro to Agency PR by Heather R. Huhman

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Think you’re interested in working in agency PR? Here are a few questions you might want to ask yourself first:

Why would I want to work for a public relations agency?

Unlike in-house public relations professionals, those who work for PR agencies get to work with a variety of clients on a daily basis. You can easily become an expert in a variety of niches by working with different organizations. Some agencies even specialize in a specific niche, focusing their efforts on a certain type of client in a particular field or industry.

What’s a typical day like in agency PR?

No two days are alike when it comes to public relations, particularly if you’re juggling several accounts. Depending on the agency and type of clients, a typical day might consist of any combination of the following:

  • Participating in client meetings
  • Creating content such as press releases, blog posts and media pitches
  • Recording press mentions
  • Speaking with members of the media
  • Arranging interviews between journalists and clients
  • Researching to develop content, media lists or other documents
  • Sharing content via social media channels
  • Monitoring local and national media
  • Brainstorming new strategies and tactics
  • Organizing events and press conferences

What types of skills or attributes should I have if I want to work in agency PR?

In order to work with different types of clients in a fast-paced environment, you should be a quick learner. You also need to have superior communication skills – both written and verbal – in order to successfully get your client’s message across. Deadlines are often tight in public relations, so you should be able to work well under pressure. Obviously, based on the variety of tasks, you should also be good at multitasking as well.

What challenges should I expect?

Working with different clients can be challenging. Some clients trust your ideas, while others are more reluctant to let go of control of their organization’s messages. Similarly, some clients micromanage their PR efforts, while others let you run with your ideas. It can also be stressful and challenging to meet tight deadlines.

What skills should I learn that might not be taught in the classroom?

  • Social media: PR pros are now expected to be proficient in the different social media platforms such as Facebook, Twitter and LinkedIn, among others. You should know how to use each platform and have a solid online presence on the platforms you participate in.
  • Content marketing: Blogging, e-newsletters, webinars, podcasts, whitepapers—these are all strategies that you might need to leverage on behalf of a client. You should understand what each is and have a basic understanding of the benefits of different content options.  
  • Writing for the Web: Blog posts, social releases and social media releases all have a different writing style than “traditional” content. Writing for the Web is much more to the point, and includes hyperlinks, images, video and other content along with it. Oh, and don’t forget about search engine optimization!

How can I break into a specific agency?

Intern at the organization. Internships are one of the top ways to land an entry-level job at a particular company. According to a recent survey by the National Association of Colleges and Employers (NACE), employers reported 39.1 percent of their entry-level hires came from their own internship programs. Not only does landing an intern position help you get a foot in the door, but it also helps you gain experience, skills and networking connections for the future.

Follow key employees on social media. Connect with folks who work at the company online. Engage in conversations and inquire about the organization. Express your interest in learning more about their role at the company. Once you’ve built a mutually beneficial relationship, you can set up an in-person meeting, informational interview or job shadow.

Network with your peers, colleagues and professors. Build your network before you start out your job search. You never know who your connections know—and how those connections could help you land a job in the future.

Heather HuhmanHeather R. Huhman is a career expert, experienced hiring manager and founder & president of Come Recommended, a content marketing and digital PR consultancy for organizations with products that target job seekers and/or employers. She is also the author of Lies, Damned Lies & Internships: The Truth About Getting from Classroom to Cubicle (2011), #ENTRYLEVELtweet: Taking Your Career from Classroom to Cubicle (2010), and writes career and recruiting advice for numerous outlets.

Creating a Blog Strategy that Works: 10 Tips for Company Bloggers and Teams by Crystal Olig

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Blogging can be frightening because no matter the size of your organization, not everyone believes they are a writer. The allure of a brand-spanking new blog tarnishes quickly when everyone realizes you have to feed the beast.

As PR pros, we mobilize a company’s internal experts and find a way to help them turn their knowledge into dynamic and compelling content. Whether we write it, ghostwrite it or edit it, thoughtful preparation and tools go a long way. Here is a quick guide to creating a long-term strategy that works.

1.       Editorial strategy & calendar

Blog platforms today, from WordPress and Blogger to Tumblr and Posterous, are intuitive to use, and you can be up and blogging in a day. However, that day should include at least a basic outline of content areas of focus with a frequency goal – once a day, a few times a week or once a week, at minimum. Even better is a strategic plan based around a few key information architecture elements.

Combine your content plan into strategic groups. A tool like MindMeister is great for team brainstorms and collaboratively creating a plan with your team. Within each of your topical areas, pick out a few descriptive words or phrases. Your groups can become blog categories, and the rest are viable tags.

Lastly, a deadline calendar that you gently enforce, or even better, incentivize your staff with, helps everyone know what they are expected to do and when.

2.       Be a great curator

While brainstorming is great, sometimes you just do not have it in you to start completely from scratch. I remind my clients that they are constantly consuming great content and forming an opinion. Applying an expert eye to e-mail newsletters, tweets from colleagues and magazine articles, a good blogger just picks the most on-trend, compelling or controversial info. Flip it around, add your own spin and you have a new post. The ability to curate content and choose the most compelling to share and open for commentary is a cultivated blogging skill.

3.       Content isn’t just words

Pay attention to your blogging team members’ strengths. The most persuasive and prepared salesperson can turn to jelly at the thought of putting pen to paper. Find a way to capture that person’s voice through rich media. Put a flip cam in the table in the breakroom and ask the salesperson some questions – “What is the most common question you get asked?” or “What questions do you wish our customers asked you?” can generate fascinating “vlogs.” Even a quick audio recording using a microphone or headset can do the trick.

4.       Mobilize a team

Unless you are a sole practitioner or an executive blogging for the sake of your own reputation, payday or thought leadership, chances are writing for the company blog is not your only job. Find a team who can help you, and get buy-in from the top to support everyone’s involvement. A monologue is rarely as compelling as a conversation or symphony of voices and perspectives.

5.       Do what you do

When you create your team, do not limit it to your peers in communications. A favorite client of mine mobilized his school’s whole staff to post on their education blog. Everyone can bring a unique perspective.  Some of the most popular posts are photo-driven, created by the school’s facilities and maintenance manager showing events across campus. If your goal is to highlight the rich talent at your organization, allowing them to talk about their passions in relation to your industry and individual roles is a great starting point.

6.       Come packing

Rich blogs full of photography, infographics, videos and graphics do not just happen. Arm yourself with the gadgets you need to capture the moment when inspiration strikes. A flip cam, digital camera and smart phone are all helpful and affordable.

You do not have to be an expert to produce blog content.  If the content is thoughtful and compelling, it counts. If you have access to a design team or some skills of your own, enrich your verbiage with imagery.

7.       Make it recognizable

Not just any old blog will do. It is getting easier every day to create customized and branded blogging platforms. If you know enough about the web or HTML to be dangerous, you can tweak colors, add logos and imagery templates and designs. Template libraries like Themeforest can help you on your way.

8.       Simplicity & SEO

One of the most common questions I hear from my interactive marketing clients is how to keep a corporate website interesting and the content timely. Often times, competing priorities of an organization or the complexity of your corporate site technology prevent communicators from changing it up. A blog can be simpler to use and involve fewer hoops to jump. Google sees the recency of content and gives value to fresh stuff. Blogs today typically have all kinds of built-in SEO-friendly features like the ability to manipulate title tags, URL structures and heading tags.

9.       Make it sharable

In a social world, the best stuff gets shared. Plug-ins and widgets like Topsy, Share This or AddThis, paired with other direct interaction opportunities like Facebook or Linked In “Like” buttons, make it easy to pass along great ideas or stories.

10.   Create a voice

While communicators today often advocate for a clearly articulated brand voice, not everyone in the C-suite sees value in talking to your customers in a casual, non-journalistic or even friendly tone on your corporate site. A blog by nature is often more conversational and meant to elicit commentary and discussion. Writing about issues and trends affecting your industry, great corporate social responsibility initiatives or community action can often allow for more freedom – and more fun for those who are blogging.

Crystal OligCrystal Olig is an online content and digital marketing professional at Oxiem, an interactive marketing agency in Columbus, Ohio. She serves as the New Professionals Section Mentorship Liaison and is on the University Liaison committee locally, working with future PR pros through the Central Ohio PRSA chapter.