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 😉.

 

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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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Public Relations 2015: Top 100 Influencers & Brands

Recently, Onalytica was interested in seeing which PR professionals and brands were leading online discussions. They analyzed some 700,000 tweets mentioning #PR and a few other pertinent hashtags to come up with this 2015 Public Relations Top 100 Influencers and Brands list.

I’m incredibly honored to have been included (in the top 15–w00t!) along with some very high profile professionals whom I consider virtual mentors! Check it out for yourself by clicking on the image below or my badge (on the right sidebar).

Image credit: Onalytica

Image credit: Onalytica

Onalytica’s Disclaimer: “As ever with these lists, it must be stressed that the ranking is by no means a definitive measurement of influence, as there is no such thing. The individuals and brands listed are undoubtedly influential when it comes to driving discussion in PR.” 

 




Transformation Influencers: Rust-Oleum’s 1,000 Projects Campaign

Photo: Pinterest Screenshot

There are more than 100 million searches each month on “how to” do something. Rust-Oleum, a nearly 100 year-old company, came to the realization that people aren’t really passionate about products as much as they want to change and improve their living spaces, creating something beautiful that they can enjoy.

With the insight that people want to improve and/or change what they love, Rust-Oleum (along with its agencies) set out to create 1,000 compelling projects to serve as inspiration and demonstration to consumers. Leveraging paid media and using data driven marketing to share a transformation story through images and video, they empowered bloggers and every day influencers to share their own inspiration stories, in turn driving awareness and a new excitement—a re-introduction of sorts.

Lisa Bialecki, Senior Director, Integrated Communications at Rust-Oleum, shared their journey with attendees of PRSA St. Louis’ recent Digital Communications Summit.

They conducted fast data analysis to identify exactly what people are searching for and where they’re looking to find this information. Using this research data, they created a blueprint of projects that they needed to create and feature—for example, 14% of the project would be devoted to the garden tackling things like planters, fences and stones, while 5% would be devoted to garage revamping items such as cabinets, hardware, organizers and the garage floor.

Their strategy included media partners, consumers, professionals and brand projects. Rust-Oleum created “an army of project enthusiasts,” Bialecki said, leveraging volumes of content–using print, blogs, web, video, Facebook and Pinterest. They also hyper-targeted banner ads to their audiences and created a new website for project inspirations with a user forum section—creating a community.

But it wasn’t just all traditional print, social media and digital. Rust-Oleum hosted DIY conferences. They held multiple blogger innovation summits in an effort to generate excitement for these bloggers to write about new products. One such summit included 18 highly influential DIY bloggers (from 15 key blogs) over a three-day period. During the summit, they took them on a manufacturing plant tour, a corporate headquarters breakfast and tour which included a marketing studio “hands-on” session. Through these “in real life” events, they were able to build a stronger awareness of new products, strengthen existing and build new blogger relationships.

This integrated PR campaign not only supported Rust-Oleum’s retail marketing but has resulted in 250 million project impressions to date and 3 million project engagements. Pinterest has become their number two driver to the website. Most importantly, unit sales are up 40% year-over-year. This is a great example of PR, marketing, advertising, digital and social successfully working together!

This post by Tressa Robbins originally appeared on December 3, 2014, on the BurrellesLuce Fresh Ideas blog at http://www.burrellesluce.com/freshideas/2014/12/transformation-influencers-rust-oleums-1000-projects-campaign-2/ and is cross-posted here with permission.

Being the Hybrid PR Professional

New Pros Panel. Photo by Tressa Robbins.

New Pros Panel at PRSAICon. Photo by Tressa Robbins.

The most successful public relations campaigns are cohesive, tackling traditional PR and digital and social marketing and advertising to reach targeted audience. At a session at this year’s PRSA International Conference, three relatively new pros spoke about being the hybrid PR professional and spreading campaigns across multiple platforms.

Lauren Gray, Jonathan “JR” Rochester and Jess Noonan—all former national PRSSA officers, now members of the New Professionals PRSA section, discussed how today’s PR pro must be a hybrid and understand not only the the strengths and weaknesses of each platform, but when it’s appropriate to use which one. They talked about how the new PR pro’s skills must go beyond traditional PR and media relations to address the demand for integrated campaigns. NOTE: See my last post on the Clorox campaign as a great example of an integrated campaign.

PR, by definition, has changed in the past 30 years, as have the skills required to do the job. This “dream team” of young professionals talked about flexibility and handling change (seemingly effortlessly) as being critical characteristics of the new PR professional. They quoted Deirdre Breakenridge, an experienced public relations professional and author of several books on the intersection of technology and public relations, who said, “Public Relations is becoming more integrated with marketing and advertising. It’s important to embrace new technology to do justice to the brand. All areas should be working together.”

To further prove the point, they showed a recent job description (see image below)—pointing out that it’s not just writing press releases and pitching stories to the media, but the qualified job candidate will also need to have a basic understanding of business strategy, be able to perform thorough research and create proposals, have strong writing skills for content creation, ethical common sense, social media acumen, as well as being able to track key metrics and provide measurement tie-backs to KPIs.HybridPRslide

It seemed to me that the one constant is that things are constantly changing in this industry, and we are its perpetual students.

This post by Tressa Robbins originally appeared on October 29, 2014, on the BurrellesLuce Fresh Ideas blog at http://www.burrellesluce.com/freshideas/2014/10/being-the-hybrid-pr-professional and is cross-posted here with permission.

Five Back-to-School Tips for Public Relations Students

flickr user katerha under CC BY license

flickr user katerha under CC BY license

Mentoring, advising and otherwise helping PR students is a passion of mine. You may know that I’ve previously written about what public relations students should do during their summer break, what PR students can do to build their personal brand, and more. If you are an underclassman, you have the advantage of time; however, if you are entering your senior year, there is no time but the present.

Here is a mash-up of those tips (and some new ones) to help put you on the right path to becoming a new public relations / communications professional.

  • First things first, clean-up and refine your online presence—including your social media accounts. Google yourself (be sure to hide personal results by clicking the globe in the upper right)–and don’t forget Bing and Yahoo!. If the first page results do not represent you and who you are, immediately begin digital damage control. (This is even more important if you have a common name or have a dubious doppelgänger out there.) There are free tools to help you keep an eye on your online reputation –personally, I use BrandYourself.

Human Resources professionals will likely tell you they look at LinkedIn profiles but not a candidate’s Facebook page or other social media, as they are prohibited by law to access any information that could be used in a discriminatory way. However, they will also admit that many hiring managers do vet job candidates through online/social sleuthing. Proof in point: According to the 2013 Jobvite study, 94 percent of recruiters use or plan to use social media in their recruitment efforts.

  • Read, write, repeat. Reading exercises your brain. Writing is a skill that requires practice. But it’s more than that. Reading improves your vocabulary, makes you a better conversationalist, gives you a broader understanding of language and improves your storytelling skills (a key component of public relations). Sure, industry-related content is important but also read general news and (try to) read for fun as well.

“If you don’t have time to read, you don’t have the time (or the tools) to write. Simple as that.” ~Stephen King

  • Volunteer. Get involved with an on-campus pre-professional organization (like PRSSA, AMA or AAF). That doesn’t mean show-up once or twice a month and sit through a guest speaker or meeting. Run for office and/or lead a committee (demonstrates leadership). Head-up a fundraising event, volunteer to be part of a team, work in the student-run PR firm (if there is one). If you have free time, volunteer at a local non-profit organization and offer to help with public relations, marketing, social media, blog content creation, special events. Do something that’s going to give you experience and help sharpen your skills—it all counts!
  • Network—virtually and IRL. Seek out and follow industry leaders on Twitter, LinkedIn groups, and blogs so you can learn from the pros; but don’t just lurk—participate! Attend industry events (not just those for students but where there will be pros as well). Research agencies, organizations, companies that you would like to intern with or work for.  Develop and practice your elevator speech; you should have a 30-second spiel that is memorable and opens a window to your personality, your passions and your mindset. Not a laundry list of skills, rather what you can offer to a potential employer. Use your smartphone to record yourself so you can play it back and make improvements. Then, reach out to your targets and request an informational interview. If face-to-face isn’t an option, Skype or Google+ Hangouts are good alternatives. Ask what (coursework, degrees, activities, skill sets) they are looking for when hiring. Ask, given identical academic backgrounds, what makes some candidates standout above the rest. Doing this NOW allows you time to make a quick change to a more pertinent elective, audit a course or self-teach additional skills.
  • Create an online portfolio if you haven’t already. Gather writing samples from internships, volunteer gigs, blog posts, class assignments. Be sure to include any public relations or marketing plans you’ve created, press releases, anything written in AP Style, newspaper/media clippings, presentations, creative design samples, reference letters, special certifications, etc. (NOTE: If you are including any work that was done as part of a group, be sure to notate this and identify which part you actually did.) PR professionals must view themselves as “brands”—it’s a very competitive industry. Your online portfolio, business cards, blog, resume, etc. should all present one cohesive message.

What else should students be doing to prepare for their PR career?  If you are a student or recent graduate, what have you done (or are doing) that’s helped to progress your career?

This post by Tressa Robbins originally appeared on September 2, 2014, on the BurrellesLuce Fresh Ideas blog at http://www.burrellesluce.com/freshideas/2014/09/five-back-to-school-tips-for-public-relations-students and is cross-posted here with permission.