Reality Check: Your Public Relations Career May Start With a Post-Grad Internship

PR Students: Reality check time! This was originally written and posted over 2 years ago, yet every bit of it rings true today. For those of you who just recently graduated or are planning to graduate in May. Read on …

Tressa's Truisms

flickr user Ian Norman under CC BY license

Hats off to those PR students who recently graduated, and to those who are about to walk—in your commencement ceremony and into the next chapter of your lives! You are likely now focused on the job search.  Many grads will quickly realize that they don’t have what it takes to get that entry-level job. Yes, I know entry-level would seem to indicate just that—no experience required, but in PR (and some other industries as well) things work a bit differently.  Most entry-level public relations jobs ask for at least one year of experience. In some cases, they may also ask for additional skills such as graphic design, publication layout, web coding—ones that are historically outside the realm of traditional PR or summer internships. While it can seem frustrating that to get work experience you need work experience, there is a way to…

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Public Relations Today

past-present-futureI was recently interviewed by Sword and the Script Media founder Frank Strong (via email) for his blog.  Normally, I wouldn’t make a point of mentioning it or posting here but in this case it’s apropos to a speaking gig I have coming up. The key topic of the interview was how PR has changed over the years. Has PR become harder in the digital age?  I posit that the entire communications field is rapidly evolving, and tactical options seem to multiply faster than one can keep up with, but at the core are still the same, solid PR strategies. [Read the full post here: http://www.swordandthescript.com/2016/09/modern-pr-different]

I will be speaking more about this at the PRSSA 2016 National Conference, the largest congregation of public relations students in the country, next month. My session is entitled, “Public Relations in the Digital Age,” so you can see how the two are related!  I will discuss more on keeping up with all those rapid changes at the conference.

Stay tuned. I’m sure to write a wrap-up post 😉.

 

New Resource (Book) for Millennial Job Seekers

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Photo Credit: Bolla Photography

As a PRSSA professional adviser and PR student mentor, I often get questions about job searching, professional networking etiquette, cover letters, interview preparation and follow-up, and résumé writing (as well as personal branding).  Those questions are typically prefaced with “how do I …” followed by “will you read what I wrote and give me feedback”.  Now, don’t get me wrong, I get incredible joy and satisfaction from helping and mentoring PR students and gladly do so; however, I can’t count how many times I’ve thought that I should write this stuff down so I could just send a ‘canned’ response to some of those frequently asked questions—just to save time.

Last Fall, I was contacted via Twitter by Danny Rubin who had just completed a book called, Wait, How Do I Write This Email? and subtitled, “Game-Changing Templates for Networking and the Job Search”.  He knew (from my bio and various social media activity) that I do a lot with PR students and thought it might be helpful. A free book? Um, yes, please! Then I completely forgot about it until a couple months later when the book arrived in the mail along with a personal note from Danny. After skimming through, I knew within minutes that this book is as good as GOLD to, not just students but young pros or really anyone—especially those who’ve been out of job search mode for some time.

Around that same time, I was planning the PRSA St. Louis annual Career Development Day and thought this would be the perfect opening keynote topic. Fortunately, we were able to bring Danny in for the event to speak and do a mini-writing workshop and it was so helpful I wanted to share with you a few takeaways.

Use the power of storytelling in your cover letters , bio, etc. (even during the interview) to make you stand out from the crowd.

  • Lead with a compelling personal story—an anecdote that you can relate to the job skills required.
  • Stories, told properly, will capture the reader’s attention and keep them reading.
  • Unique details matter!
  • A personal story will leave a more lasting impression and makes you more memorable.
  • Starting and ending on the same story (a technique that professional journalists use) demonstrate that you “get it,” and that you know how to apply these tactics in a real-world setting.

So how do you do this? I’ll share an excerpt from Danny’s book (Chapter 9: The Power of Stories) where he steps the reader through the six parts of a storytelling cover letter.

Danny’s outline for the storytelling cover letter:

  1. Open with a line that places readers into the story. Grab their attention and make them think.
  2. Include concrete details about the story. The more specific you are, the more colorful the anecdote, the more memorable you will be. Quantify your results—provide hard numbers when appropriate.
  3. Demonstrate how the story applies to the job by referring to the job description—making sure the anecdote reflect the person the company is looking to hire.
  4. Show you did your research and understand how the company fits into the marketplace by explaining how you will help the company grow its business and make it more successful.
  5. Share more of your qualities as they relate to the story. Again, referencing the job description, touch on qualities you know the company admires and show how you would be a good cultural fit.
  6. Mention your story one final time and bring the cover letter full circle.

As I mentioned in the beginning of this post, Danny offers up more than 100 templates demonstrating various scenarios and taking the guesswork out of applying these techniques.

*This post by Tressa Robbins originally appeared on March 31, 2016, on the BurrellesLuce Fresh Ideas blog at http://www.burrellesluce.com/freshideas/2016/03/new-resource-book-for-millennial-job-seekers/ and is cross-posted here with permission.

How can PRSSA help you?

PR, Communications, Marketing Students: This is a GREAT post by Stacey Howard, SIUE PR instructor, with excellent points on how PRSSA can help you.

My Causerie

Photo Credit: brainpicker via Compfight cc Photo Credit: brainpicker via Compfightcc This image has been cropped.

Not interested in a career in public relations? So maybe you think there is no reason to join a professional student organization like the Public Relations Student Society of America? Think again. Membership in a professional organization like PRSSA can help you enhance your education, broaden your network and launch your career…and that’s not just marketing mantra talking!

According to Stacey Cohen, founder of Co-Communications Inc., personal branding is critical for college students, CEOs and everyone in between.

Cohen says, “In a sea of sameness, the need to develop a strong point of difference to progress to the next round is non-negotiable.”

The job market is fiercely competitive, and as I have often reiterated to students, you have to do more than just get the piece of paper. Everyone who crosses that stage on graduation day is doing…

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Preparing for and Networking at Conferences

As the annual PRSA International and PRSSA National conferences approach, I’ve been getting a lot of questions (primarily from students) about how and what to do to network. I’ll be presenting/speaking about this at Southeast Missouri State University’s PRSSA chapter meeting tomorrow and wanted to share a round-up of articles I’ve found insightful over the years. Some of these are a few years old so you please ignore any geographic or time-specific references–the content itself provides valuable tips.

Recommended reading, in no particular order:

Have additional thoughts, tips, suggested reading? SHARE, please!

Resources / Blogs in my RSS Reader

10925476_10153078320512118_5811918647681445635_oWhen I spoke at the PRSSA Regional Conference “PR Elevated” hosted by Utah Valley University earlier this week, I was asked what some of the news sources, blogs and other resources I am tapped into to stay relevant. Because I subscribe to so many (via my RSS reader), I promised to review the list and post my top recommendations. The ones I am listing here are ones I read but also ones that I would recommend for young PR professionals. (There are others that cover higher level issues that you may find “over your head” and are not included here.)

Obviously, you can’t possibly go to all these sites every day (or even every week) so that’s where the RSS Reader comes in. I use Inoreader but there are others available. In addition to these industry-related blogs, I also check headlines from local/regional newspapers (online) USA Today and Gawker and tune the TV into CNN Headline News (HLN) in the morning while I’m getting ready. HLN’s Morning Express with Robin Meade program essentially repeats the headlines every 30 minutes so no matter when you tune in, within 30 minutes you’re in the know! In this business, that’s a must. If you have questions, suggestions, feedback, please comment or contact me. Hope this helps!