Navigating Your Career In Public Relations

Navigating Your Career In Public Relations

Symbiotic relationships in PR

Feb 8

Posted by Rachel Esterline in Business | 2 Comments

I remember reading about symbiotic relationships in junior high. On the BioTech FYI Center, symbiotic is defined as “the close association of two different kinds of living organisms where there is benefit to both or where both receive an advantage from the association.”

But, I think you can apply the theory to your career in a much better (and less weird) way.

Here’s an example:

I’m in a “symbiotic” relationship with Heather Huhman. After spending a few months working for her company, Come Recommended, I accepted an internship at a marketing communications firm (which is where my passion is).

But, Heather and I have stayed good friends and often chat online. Since I also am a freelance writer, she gives me great ideas to pitch to editors. She has written several great e-books lately, which relate to several of the stories I have pitched to magazines.

Heather is always willing to share knowledge, whether it’s resume advice for myself or comments for a story I am working on. Her great quotes always help make my soon-to-be published stories even better.

In turn, her generosity of ideas and knowledge can result in good publicity for her company.

What about you? What kind of symbiotic relationships do you have? How have you made them work?

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Keys to Being Gutsy in Business

Feb 3

Posted by Rachel Esterline in Business, Guest Post | No Comments

Guest post by Jenny Russell

I once had a boss, Jack, who was a risk-taker, gutsy and the ultimate salesperson.  He got a lot of speeding tickets and scared a lot of strangers, but these characteristics translated well into running his business.

The small advertising agency that Jack ran was in a small town and wasn’t extraordinary.  One day, Jack decided that he was going to contact a very successful Fortune 500 company.  He called around until he found someone within the organization who would take his call and give him a chance.

Jack’s own small town business went from non-existent to competing with advertising agencies in Chicago, New York and Los Angeles.

The lesson: It pays to be gutsy.  However, what makes the difference between a bold business which fails versus a fearless business which succeeds?

Here are some keys:

  1. Be good at what you do -  You can be fearless in selling your product or service, but if you do not have the quality to back it up, the project will quickly backfire on you.  Also, surround yourself with smart, skilled co-workers that make you look good.
  2. Obtain as many skills and as much knowledge as possible -  This goes along the lines of the debate of being liberally educated and having multiple jobs.  Develop a broad knowledge base of many different topics and learn from every experience that you can find.  For instance, one of the hardest jobs that I have ever had was working as a waitress.  If you can provide stellar customer service to restaurant patrons, you can provide great customer service to anyone.
  3. Take care of your clients – Give top-notch customer service and do whatever it takes to keep your current clients happy.  As the old saying goes, if you don’t take care of your customers, someone else will.  It also takes a lot more time and money to go out and pursue new customers than it does to keep the clients that you currently have.
  4. Develop relationships – Talk to strangers.  Remember names and faces.  Take a genuine interest in people that you meet through college, different jobs, and conferences.  Find common interests, learn their spouse’s name, and remember how many kids they have.  Keep their business card or link to their on-line contact information through LinkedIn.  You never know when a business opportunity will arise where you might need them or they might need you.  Treat everyone with the genuine value and respect that they deserve.
  5. Be a problem solver– Ask your clients and potential clients what their challenges and problems are.  Develop solutions to these problems and your services become more and more valuable to them.
  6. Keep up with trends and be an innovator – Depending on the industry you are in, trends may change quickly or slowly, but there will always be news to keep up with.  Be on top of the trends in your industry and be an innovator as the first one to come up with solutions based upon these trends.  Again, this increases your businesses value to your clients.

Jenny Russell is the owner of JenRus Freelance, an Internet Marketing agency specializing in search engine optimization, social media marketing, and freelance writing.  After graduating from Bethany College in 2002, Jenny built eight years of marketing experience through positions in healthcare marketing, community development, and traditional advertising.

10 Lessons Learned Through Having Multiple Jobs Through College

Jan 20

Posted by Rachel Esterline in College | 8 Comments

I’ve had several jobs since my freshman year. Now that I’m a senior, I’ve realized that each job has helped me learn more about myself and move my career forward.

Starting out as a student worker in a CMU department office, I learned how to fix copy machines and look the other way when the secretary made snotty comments about students. I honestly hated the job.

But, looking back, it was my first taste of office politics. I remember on my first day being told, “Sometimes we talk about people in here and anything we say is not to be repeated.”

Lesson #1: Office politics exist. Don’t get involved in the talk around the water cooler, but also don’t take offense to it. It’s not worth your time.

After my freshman year I worked as a carriage driver. Whether it was 98 degrees and humid, or below freezing in a blizzard, we drove the horses through the streets of Frankenmuth. My shift usually lasted about 13 hours and I worked five days a week (and we never were given weekends off).

Lesson #2: Work hard while there is work to be done, even if that means extra hours and weekends.

But, one of the most important things I learned during my time as a carriage driver was how to talk to people. Part of my job was to give a 20- or 40-minute tour of the city. In the meantime, it was necessary to get to know the customers and answer their questions. The more they felt connected to you, the better tip they left you with.

Lesson #3: There are many benefits to getting to know people, even if you only get to spend a short time with them. Be authentic and interested.

I was so excited when I got my first job in PR as the publications intern at CMU Public Relations and Marketing. I pretty much could write an entire post about what I learned while working with Dan Digmann and Cynthia Drake, both of whom remain my mentors today. I did everything from writing articles and shooting video to designing publications and writing ad copy. They helped me learn more by giving me advice and I took initiative by checking out books about PR and design.

Lesson #4: Take advantage of every opportunity, take each piece of advice to heart and strive to learn more about your field.

Next, I worked at Central Michigan Life, CMU’s student newspaper, as an account executive. I spent most of my time on the phone, making cold calls and pitching specials to clients.

Lesson #5: We might have e-mail, text messaging, Twitter and IM. But, phone skills are still key in your career. Work hard to develop them.

After awhile, I realized that advertising sales isn’t really my thing…

Lesson #6: If a job isn’t right for you, don’t feel like you have to stay for too long. You won’t do a great if you don’t enjoy what you do.

During last summer, I interned at Fahlgren Mortine. I learned a lot during my internship, but I also learned a very important lesson before I even moved to Ohio. In order to get the internship, I had to apply for their annual Founder’s Award and go through a phone interview. I was once asked if I thought I was lucky, but….

Lesson #7: It’s not about luck. You can’t get what you want unless you work hard and are serious about your career. From developing skills to networking, it all ties together and every aspect of your professional life is important.

When I returned from Ohio, I began working for Heather Huhman’s company Come Recommended. When the position was open, Heather sent me a direct message encouraging me to apply.

Lesson #8: Social media isn’t all about telling the world what you’re doing. There is great value in building relationships with those you know through Twitter, Facebook, blogs and other forms of social media.

While working for Come Recommended, I worked one day a week at AGP & Associates, a marketing communications firm in Midland, Mich., for class credit. I loved working at the company, so I talked to the CEO about working three days a week during the next semester.

Lesson #9: It’s worth it to volunteer your time in order to get your foot in the door.

I’m still working for AGP and I absolutely love it. Between working more than 20 hours a week and being a full-time student, I’m not left with much time. I somehow manage to juggle being the press secretary for SGA, freelance writing for Vision Mid Michigan and other publications and blogging. Other opportunities to improve my skills keep popping up. This leads me to the last lesson I’ve learned over the past four years:

Lesson #10: It’s OK to say no to opportunities. It’s one of the hardest things to do, but it is necessary if you are already pressed for time.

What lessons have you learned?

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Does a liberal arts education make a difference for a young professional?

Jan 6

Posted by Rachel Esterline in Gen Y | 7 Comments

Recently, @JohnKHartman made a suggestion to me via DM: “You want to be good in PR? Take upper level liberal arts classes that will make you a better, more broadly educated person, not claptrap.”

I’ve taken some liberal arts classes. But what has served me the most in my career so far has been my internships and PR classes. I hardly think that makes me a “claptrap.” Each young professional has their own set of experiences giving them an education. I’ve learned a lot through my various experiences (from carriage driver to advertising sales and writing contracts for a company to building Web sites). My experiences have taught me a lot.

So do liberal arts matter?

A Patriot-News op-ed said, “The most straightforward answer is liberal arts colleges, at their best, provide an exceptionally effective learning environment for developing the kind of intellectual power and propensity for action that the world needs to tackle the daunting challenges we face…many CEOs are looking for employees with the attributes that a liberal arts education instills: critical thinking, clear communication, collaboration, an appreciation for diverse points of view, the ability to approach a problem from multiple perspectives, ethical judgment and lifelong learning skills.”

So should a young professional take liberal arts courses?

If you have the money and time to pursue liberal arts classes, by all means do it. But, I’d honestly rather read and learn on my own time. I’ve read books on various random subjects including criminology, archaeology, art and more.

But, remember to spend time developing yourself into a marketable candidate. Focus on skills you need in the workplace (check out “5 Must-Have Transferable Skills for Entry-Level Job Seekers” by Heather Huhman).

“When I was at Burson-Marsteller, almost none of our interns and entry-level professionals had a liberal arts education. As a hiring manager, experience vastly outweighs your specific degree,” said Huhman, who is an experienced hiring manager and founder of ComeRecommended.com.

While I’m not discounting the value of the liberal arts classes, I think “intellectual power” and other great skills can be developed in other ways. I also feel that the attributes CEO’s are looking for can be developed in other ways. In fact, many of these attributes had already began to be developed from the way I was raised as a child. Additional skills have been developed when I’ve worked a variety of jobs (I’ve worked at large stables, been a carriage driver, and worked in sales, PR and advertising).

What do you think? Has a liberal arts education helped you? Or, have you been successful without? Additionally, what do you do as a professional to develop the attributes CEO’s are looking for?

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10 Tips For A Productive New Year As A Young Pro

Jan 4

Posted by Rachel Esterline in Career | 4 Comments

2010With only a few appointments and work days during my winter break, I thought I would be very productive. But, I relaxed instead, reading novels, spending time with family and friends, baking cookies and sleeping in.

Reflecting over my last winter break before graduation, I’m glad I took time for myself. While I love being a Go-Getter Girl, I was definitely worn out after finals. In order to be happy and productive before starting my career and another semester, I needed a real break.

I found a list with 52 tips to help with happiness and productivity on Zen Habits. Happiness is linked to productivity – happy people generally work better with others, are more creative and motivated, are problem-solvers and make better decisions, have more energy and optimism, get sick less and learn faster.

Here are 10 tips for a productive new year as a young professional. In parenthesis are the corresponding numbered tips from the Zen Habit’s site that inspired my own tip.

  1. Don’t take on too much. Ambitious young professionals are known for saying yes to every opportunity. Instead of taking on additional responsibility, focus your time on the opportunities that will help you the most. (#2)
  2. Reboot your brain. You don’t have to actually meditate. Find something that calms you, like music or reading, or do something known to have a calming effect, like yoga. (#10)
  3. Keep a notebook. Lara Kretler (@LaraK) got me started on doing this and it has helped me stay organized. She used a composition book at work to keep notes in for everything (or so it seemed to me) and she always seemed incredibly organized. I now have two notebooks – one for work and one for everything else. For work, I take notes at meetings and about assignments. The other notebook holds my to-do lists, grocery lists, ideas and other random things. (#11)
  4. Figure out what you want. Don’t buy into the “you’re a college student, so you don’t have to choose now” idea. Research industries, job shadow at companies and figure out where you might like to be working when you graduate. Think about things, such as whether or not you want to stay in the state or if you want to have kids. You need to know what you want in order to get there. (#16)
  5. Set short and long term goals. Once you know what you want, you need to figure out how you are going to get there. Penelope Trunk’s latest post on keeping resolutions has great tips on goal setting. (#17 & 18)
  6. Choose priorities. Not everyone is a to-do list person. But, you will be more productive if you know the tasks need to be done each week and which ones are the most important. (#20)
  7. Organize your e-mails. Sometimes I’m terrible at this, letting more than 100 emails pile up before I go through them all. I always feel great when my inbox is cleared and I have folders containing the messages I need to save. (#27)
  8. Learn to delegate and accept help from others. Sometimes you don’t have to be the one to do certain things. In addition to not saying yes to every opportunity, have people help you with the tasks that don’t absolutely need to be done by you. (#30)
  9. Stop trying to be a multi-tasker. You are often more productive when you focus on a single task rather than five all at once. (#44)
  10. Take time to relax. Sit down with a glass of wine and good friends or relax in a bubble bath to read a novel. You’ll be more refreshed when you get back to work if you take time for yourself. (#51)

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Four Keys to Managing Your Online Image

Dec 21

Posted by Rachel Esterline in Career | No Comments

Win a copy of Young Professional’s Guide to Success. Comment on, tweet about or blog about blog posts posted from Dec. 15 to Dec. 21 to gain points to win. Learn more here. Read the contest rules here.

Guest post by: Shane Arman (@ShaneArman)

As a young professional heading into the competitive job market, you should have an online presence and you should manage it well. And, I’m talking about more than just interacting on Facebook and Twitter. Here are a few tips to start building your online image:
 
Start a blog

Figure out a theme and topic that fits something you are interested in and experiment by posting your own content and interacting with other bloggers. There are plenty of free platforms to get you started (including blogger.com and wordpress.com). Granted, you’re not an expert on anything yet, but having a blog shows prospective employers you’re enthusiastic and passionate about your profession.

Google yourself

Every few weeks or so, I google my name and search through the entire list of search results. Chances are your prospective employers will do the same. Monitor where your name is appearing online and make sure it reflects positively on who you are. If something looks out of place, be prepared to explain why in an interview. Also, set up a google alert for your name. Every time your name is published or mentioned online, you’ll get an e-mail. It’s a simple way to keep tabs on yourself without doing any work.
Create an online hub for yourself – start a Web site that features your online portfolio and links to your other social media pages (Twitter, LinkedIn, Facebook, etc.). This way prospective employers are one click away from viewing your comprehensive online presence. Weebly.com offers free Web site creation with an extremely easy interface that even tracks visitors activity.

Read and interact with blogs 

Although this is an obvious one, I think some people may overlook it. Keeping up with relevant blogs will give you content ideas for your own blog and commenting on other blogs can start meaningful conversations with your peers or professionals. 

Experiment with social media

As a young professional, now is the time to experiment with different forms of social media and it shows prospective employers you are passionate about your career. As with anything in public relations, start with a little research. Check out what other students are blogging about and how your friends set up their online portfolios.

Establishing a great online presence takes time, persistence and dedication, so don’t expect your online image to sprout over night. Stick with it and you’ll gradually see the benefits having a solid online presence can have on your future.
 
Shane Arman is a senior public relations major and business minor at the University of Wisconsin Oshkosh. He is currently an intern in UW Oshkosh’s integrated marketing office and vice president of PRSSA. Feel free to follow Shane’s blog On the PR path, or connect with him on LinkedIn or Twitter @ShaneArman.

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Free Educational Opportunities for Young PR Students & Pros

Dec 20

Posted by Rachel Esterline in Education | 1 Comment

Win a copy of Young Professional’s Guide to Success. Comment on, tweet about or blog about blog posts posted from Dec. 15 to Dec. 21 to gain points to win. Learn more here. Read the contest rules here.

class

I’ve decided to start providing links to free educational opportunities available that PR students and young professionals may be interested in. Let me know if you know of any other opportunities!

Free Webinar: How to Break Down Walls and Strike a Balance Between All of Your Online Lives
Finding the Perfect Social Media and Communication Blend
Tuesday, January 19
3–4 p.m. EST
Register here

Powerpoint: Deciding Between a PR Job and an Advanced Degree
 The Plank Center for Leadership in Public Relations

Free Online Panel Discussion (Replay): References, Referrals & Inside Connections: How to Obtain, Maintain & Use Them To Your Advantage
Come Recommended (@HeatherHuhman)

Are there any other upcoming educational opportunities you would like to suggest I add?

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5 New Year’s Resolutions For Young PR Pros

Dec 19

Posted by Rachel Esterline in Career | 5 Comments

Win a copy of Young Professional’s Guide to Success. Comment on, tweet about or blog about blog posts posted from Dec. 15 to Dec. 21 to gain points to win. Learn more here. Read the contest rules here.

It’s almost 2010! With the tough economy and job market, young public relations professionals should make New Year’s Resolutions to help them succeed into the next decade.

1. Improve your writing skills.

Don’t be vague with this resolution. Set clear steps and goals to achieve it. Great steps include reading blogs about writing (I like Copyblogger and Write to Done) and starting a blog. Set goals, such as freelance writing for a local publication and finding a writing mentor to help give you tips on improving.

2.  Expand your network.

Sometimes it’s not what you know, but who you know. Rather than attending networking events and just collecting business cards, try to establish a good relationship with people. You can do this on Twitter, Facebook, LinkedIn and, of course, in person. Additionally, I suggest meeting a few of your local social media contacts in-person (this is how I met two of my very good friends, Mikinzie and Hannah).

3. Learn something new.

Employers are looking for young professionals who can do more than just write a press release. In 2010, I suggest you try to expand your skills in order to be more competitive in the workplace. I suggest learning how to use Creative Suite 4 (like InDesign, PhotoShop and DreamWeaver) and basic HTML/CSS. Maybe you should learn a foreign language. You also may consider learning more about subjects you know the basics in, such as business, economics, photography, marketing and advertising. Lastly, it’s always fun to learn about other things that may not relate to your career. Last year, I read a book about archaeology and now I am reading about the CIA.

4. Take on a freelance client.

You probably don’t have the resources to take on a client like Starbucks, but your skills could greatly help a local nonprofit or business. Find a prospective client, prepare a pitch and offer your services. Create a communication plan, pitch to local media and help them strategically use social media. It will make for a great portfolio piece and interview discussion subject.

5. Make time spent on social media more productive/effective.

Many of us are on Twitter and LinkedIn and also read blogs. But, are you just lurking? In order to build relationships, you need to participate in the social media sphere. Reply to followers on Twitter, join LinkedIn discussions and comment on blogs. This will help people learn who you are and help build relationships.

Do you have other resolutions to suggest to young PR professionals?

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Busy Life of an Undergrad: Tips for Getting Ahead

Dec 18

Posted by Rachel Esterline in Guest Post | 4 Comments

Win a copy of Young Professional’s Guide to Success. Comment on, tweet about or blog about blog posts posted from Dec. 15 to Dec. 21 to gain points to win. Learn more here. Read the contest rules here.

Guest Post by: Hannah DeMilta (@HannahDemilta)

Attending classes and doing your homework is often not enough to secure a job after graduation. You have to be proactive and constantly networking, willing to take on multiple internships perhaps even a post-grad internship before landing that entry-level position. While the job market remains competitive, there are several things undergrads can do to help get ahead. I speak from the experience of a public relations major, but most of these tips could be applied to any major.

Learn from the best: If you are interested in public relations and healthcare, you should probably know who the leaders in this field are. This might require doing some research. Follow them on twitter and read blogs and articles. If you aren’t sure who the leaders in your field are, don’t be afraid to ask someone to point you in the right direction. Always be looking ahead to those influencers and learn from them because one day you want to be them.

Intern as much as possible: One internship experience is great, but 10 internship experiences are even better. I’m NOT suggesting you intern for the sake of interning, but if you can continue to gain skills and make contacts, you definitely should. Take your four years of college to really learn what career possibilities are out there. I’ve gotten something different out of each of my internships. Multiple internships also teach you to work for different people with different style of management. Learn what styles work for you.

Network at events that are not “networking events”: It’s great to attend networking events, especially if they are geared toward students. These are often set-up to be focused on the students and they can help you “get comfortable” chatting with professionals. However, I would challenge you to seek other events not just for students. Attend tweet-ups and popular meet-ups in your area. Meet professionals that aren’t expecting to see a student. It may be more intimidating at first but you’ll also gain a lot of respect for being professional and thinking on a larger scale.

Ask questions, ask A LOT of questions: This is something I regret not doing at my first internships. I wouldn’t want to bother people so I would sometimes limit my questions. I’m not referring to just asking questions about projects you are working on, I mean any questions. If you want to know why your boss is pitching to one news station but not another, ask. Be polite, but remember you are there to learn. Small details matter and you should always be curious to learn.

Send thank you notes: It’s a known rule to send a thank you note after an interview but I think there are other times a thank you can be issued. Definitely thank someone for a written or verbal recommendation. You don’t have to write a message, you can send an email or direct message them on Twitter. Sometimes you can just thank someone for their guidance or mentoring. Be genuine, and don’t thank everyone on your contact list to suck up. Give thanks where thanks is due and it will be remembered.

What other advice would you give to an undergrad to get ahead? What are some ways young professionals can achieve success?

Hannah DeMilta is a senior Public Relations major at Otterbein College with a minor in Deaf Culture and Language (ASL). She is the site manager and PR coordinator for SportsNetworker.com and current communications intern for Al Jamiat Magazine. Hannah is passionate about community service and working with others. Feel free to connect with her on twitter.

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Murphy’s Law in Business Meetings: Three Ways to Ensure Meeting Success

Dec 17

Posted by Rachel Esterline in Business | 1 Comment

Win a copy of Young Professional’s Guide to Success. Comment on, tweet about or blog about blog posts posted from Dec. 15 to Dec. 21 to gain points to win. Read the contest rules here. I have three copies to give away!

boss chairMurphy’s Law: “Anything that can go wrong will go wrong.” I’d like to add this is especially true of meetings.

Today, I helped pitch a magazine design to a company. The meeting started an hour late due to many problems. Ironically, we all knew better that to trust technology.

First, the laptop had trouble connecting to the big screen. Neither the wired or wireless internet would work and our presentation was stored online. A group member went to her car and brought in her external hard drive. Since she has a Mac, it didn’t work with the PC laptop. Back to square one, another member tried to save the presentation on another computer to her flash drive. The presentation was too big. At this point, we moved to another meeting room, where the Internet works, and saved the presentation on another laptop. But, the computer did not open Microsoft 2007 Finally, we’re able to present and it went great.

This presentation was a great lesson for young professionals. For my next big presentation, here’s how I plan to prepare for these technological issues:

  1. Arrive earlier to set up. If needed, tell the client you would like to arrive a little earlier to set up the projector and computer, if needed.
  2. Have the presentation in a variety of forms. Mac and PC files don’t always play well together. Also, consider the fact that some people cannot open Microsoft 2007 and Internet access is not always guaranteed.
  3. Prepare plan B….and C and D. If your flash drive doesn’t work, what will you do? If you e-mail yourself the presentation, how will you get it if your mail server is down? If the electricity goes out, how will you continue your pitch? Preparation is key and for my next presentation, I’d like to save my files on my flash drive, e-mail and a CD. As a last resort, paper copies of the slides also would do.

What do you suggest a young professional do before a big presentation?

For more tips on being a successful young professional, check out this interview by the author of the book “Young Professional’s Guide to Success.”

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