on the PR path

A young PR pros' aspirations for entreprenuership

2010-05-19T22:45:00.002-05:00

Is it just me or do other young PR professionals want to start their own business? It’s exciting to look ahead and hope that some day I’ll have the knowledge, resources and support to do so.

A long-term goal of mine is to open up my own boutique PR agency or consulting firm and I constantly think about how or if this could happen. I feel like I would at least need to get a master’s degree in business or mass communication, possibly both. And have some rock-star partners (especially a stellar accountant).

One of the things I worry about is building a client base. Getting and retaining clients seems like one of the most challenging aspects of beginning a business although I’m sure there are tons of other things to worry about. Here are a list of online sources I found that might spark the interest of you future entrepreneurs.

10 Incredibly Awesome Documents to Help You Start a Company by: Jason Nazar, co-founder and CEO of docstoc.com
Starting or Escaping Your Own PR Business by: Ron Culp, partner and managing director of Ketchum, global PR firm
PR Secrets for Startups by: Brian Solis, principal of FutureWorks, an award-winning new media marketing and branding agency

What are your thoughts?
Current entrepreneurs: what was the hardest thing about starting your business? What do you wish you would have know before you started? What advice would you offer young PR professionals with aspirations of starting their own business?

Rising PR stars: what is your dream startup business?

Goal setting: founding and following my PR path

2010-05-18T21:17:00.000-05:00

Looking back on four years of college, I now understand the power of setting goals. Yes, goal setting is empowering. When I was young, I kept things pretty simple in the goal-setting category. After being accepted to the University Honors program at the University of Wisconsin Oshkosh, I immediately set my sights up graduating with a GPA of 3.5 or above. This number is the cutoff criteria for graduation from the program, so it seemed like a great baseline.

I wrote this goal down and began my mission. Each and every academic step I took and decision I made reflected this goal. Some classes I knew my highest potential was a B, others I knew I was slacking if I didn’t get an A; but each end-of-semester grade report exposed my measuring stick and told me how I was doing.

My next big goal became clearer as I progressed on the path of becoming a young PR professional and demanded more out of myself. After being cemented at three different PR internships, I set my sights on the best. My goal was to land a PR internship at a world-leading, prestigious and global public relations agency. Heck, look back at one of my first posts at on the PR path.

Landing an internship at Burson-Marsteller, a top ten PR agency worldwide, was my ultimate goal. I got to the final stages of the long interview process in 2009, only to be rejected due budget shortfalls. I could have pouted or been mad, but I used the rejection as a motivator to continue working toward my goal.

Landing an internship with Burson became my mission, my goal and my passion. I set up Google alerts to follow the company every day, and constantly brainstormed ideas for how my application might stand out from the 800 other young PR professionals who applied.

A year later in 2010, I applied and was accepted into the program. I start June 7 in Chicago’s public affairs practice. What an amazing feeling to follow a goal, dedicate yourself to making it happen and realizing that goal. Fulfilling goals is a feeling unlike any other and just when you think a goal might be out of your reach, it may just be closer than ever. Set goals, work hard and never doubt your determination. By the way, I did graduate with above a 3.5 GPA, checking off another goal on my professional pursuits.

What goal-setting success stories have you had on your path to becoming a young PR professional? Please share!

PR+SM Summit - Tactics for finding a job through social media

2010-04-08T11:42:00.000-05:00

Today I'm spending a chilly Wisconsin day at Marquette University at the PR+SM Summit put on by Comet Branding and Marquette University. I'm attempting to post multiple times throughout the day to give people a quick run down of presentations I find interesting.

Jeff Carrigan from Big Shoes Network presented, "Gettting a job: social media know-how is good, but mom's advice is even better," here's a run down of that presentation:

According to Carrigan, jobs postings are up about 50 percent compared to the same time period last year and the hottest jobs are entry- to mid-level positions in digital, interactive marketing and social media.

How to go about searching?

Eight places to search for jobs online: specific company Web sites, Universities, recruiters, industry resources (Ad Age magazine, PR week, etc.), job boards, profesional organizations (PRSA), social networking sites and staffing firms.

Carrigan dabbled into four of these categories, giving specific tips in each:

Agencies/Corporate (specific companies): make a list of 50-100 companies you are interested in, visit their site once per week and monitor their job postings on a regular basis. Most job posting are exposed interanlly first and might only be posted externally for a short time. The quicker you get on it, the better chance you have of getting an interview
Job Boards: There are three types of boards. [1] National (monster.com, hotjobs.com); [2] Local or regional (milwaukeejobs.com, chicagojobs.com); [3] Niche (bigshoesnetwork.com, creativehotlist.com). Monitor these sites on a weekly basis and apply for job postings within 5-7 business days for best results.
Social Networking: Facebook is a great place to gather intelligence about companies for job searching and learn about company culture. Navigate the group directory on LinkedIn.com and engage with members of niche groups related to the field you're interested in. Meetup.com also offers opportunities to network and find people who may be useful connections for you.
Twitter: This could go in social networking but there's more here so it's in a seperate category. There are four types of accounts on Twitter you should be aware of: [1] Corporate HR; [2] Executive Recruiters; [3] Companies; [4] Job Feeds. Here are a few good handles to follow:

@aconnjob @jtrantowski ,@AtrceIQ, @judiwunderlich, @cooljobsAtLC, @FullHouseLive, @GetPubRelatJobs, @PRSAJobCenter, @TMJ_Chi_Adv, @TwitJobSearch (investigate on your own to find out who/what these accounts are about)

Main takeaways

Social media in job searching should be used to elevate your visibility
Social media is a way to demonstrate your expertise
Use social media to build and cultivate your network

Stay tuned for more posts today!

Welcome fellow #happo participants!

2010-02-19T01:36:00.000-06:00

Thanks for finding your way to my blog. This space is meant to provide useful tips and insight for asipiring public relations professionals. Browse around, read a few posts and let me know what you think.

Why should you hire me? Follow #22reasons2hire on twitter to see the 22 reasons why you should hire me.

If you are sick of my tweets (there will be 24 total!), check out my Web site and portfolio at shanearman.weebly.com. I would also love to hear from you, so feel free to call me at (262) 510-6047 or e-mail me at armans84@uwosh.edu.

Thanks for looking, comments are always appreciated!

Shane

PR you won't learn from your professor

2010-02-15T23:21:00.000-06:00

This is the first in a series of posts related to "Chicago in the Loop" conference which offer insight into the PR profession you won't learn in the classroom.

There are some things you just won’t learn in class. The wealth of knowledge, tips and concepts I discovered at the “Chicago PR: Get in the Loop” conference presented by the DePaul University PRSSA Feb. 11 and 12 could never be taught with chalk, a textbook or a test.

“Get in the Loop” helped me discover an amazing perspective into the public relations industry; a perspective acquired through networking, experience and storytelling featuring intelligent professionals.

Susan Howe, president of global PR firm Weber Shandwick, delivered a keynote speech at “Get in the Loop” that was full of information young professionals should know about the public relations industry. Below is an overview:

1.    Diversity of opportunity – Howe highlighted that employees can change jobs without changing employers. Within a large company that encompasses a variety of services, job transfer is a reality for someone looking for a different entrée of work.

2.    “Career Experts are bullish on public relations,” said Howe, noting that between 2008 and 2018 the field will increase by 24 percent or 66,000 jobs according to the U.S. News and World Report.

3.    The evolution of the communications industry positions PR as the new weapon for marketers. Howe provided the following timeline with short keywords that define each period:

1980s: “Traditional PR doers”
• Announcements, presentations and collateral
1990s: “Integrated PR drivers”
•    Coverage, strategy, awareness and buzz
2000s: “New influencers”
•    Reputation, engagement and experience

By new weapon, I think Howe is suggesting that executives are realizing PR is more cost-effective than advertising and marketing, and they realize PR can still produce excellent results (not to say advertising and marketing aren’t important). Companies can establish a two-way dialogue with customers through social media for a small cost. Reputation management has never been more crucial in a time where anyone with a keyboard can shout out to the masses.

Open up your newest PR textbook, read it cover to cover and let me know if you learn the aforementioned information. Thanks to DePaul University and Susan Howe, I learned this in just one hour.

[My next post will give an overview of media monitoring software like Cision and Radian6]

What’s something you have learned outside of the classroom that you would never see in today’s textbooks?

Useful and quick reading to guide your career

2010-01-21T00:06:00.000-06:00

I’m not going to lie. I don’t read much. But after I won “Young Professional’s Guide to Success” by Ryan Kohnen from an online contest started by @rachelesterline I was excited to dive into this hardcover.

After I received the book in the mail Saturday and started reading it, I finished the 202 page book by Tuesday; it was a hard book to put down and here’s why:

#1: Short, sweet and to the point

Kohnen understands his audience, “Generation A.D.D.,” and sets his book up accordingly. With 16 short sections that offer career and development advice (all less than 20 pages), Kohnen introduces a topic such as “Establish Your Values,” relates it to an experience he’s had and then expands upon it with help from successful professionals.

#2: Different perspectives and variety in voice

At least half of the content is advice from CEOs and other business professionals to support Kohnen’s advice. Each section offers a new perspective from someone in a different industry, which not only makes the content relatable to a wide audience, but also helps to keep the tone fresh and interesting. The format also differs from section to section –lists, pull quotes and poems break up the text creating an easier reading environment.

#3: Useful and engaging content

Kohnen doesn’t hold back and addresses topics that are meaningful to young professionals. He isn’t afraid to discuss (and even admit that he fell victim to) the idea that many young professionals feel “entitled to have everything.” Other useful topics include: “Find Mentors and Create Fans,” “Lead From the Bottom” and “Attitude, Confidence and Passion.”

Overall “Young Professional’s Guide to Success” was easy and quick to read. I felt satisfied after reading it because of how encouraging it was to hear from so many different successful people. Senior executives, community leaders and CEOs all give their encouragement and bid of confidence to young professionals. Lastly, I enjoyed hearing the journey author Ryan Kohnen explains piece by piece throughout the book.

To learn more about Kohnen follow him @ryankohnen or get a copy of “Young Professional’s Guide to Success,” at http://www.ypsuccess.com/.

Networking events: attend and plan your purpose

2010-01-13T11:05:00.000-06:00

Looking back at my four years of school, I wish I would have taken opportunities to go to local, regional and national networking conferences. I recently registered for Chicago PR: “Get in the Loop” regional PRSSA conferenc e and am very excited and a little nervous to attend Feb. 11 and 12.

This two-day conference starts Feb. 11 with a full day of Chicago public relations agency visits. Although I have a good sense that Chicago is an exciting place to work, it will definitely help to physically see the inside of potential future workplaces.

Friday features a complete lineup of intriguing workshops with themes like, "Getting in the Door with a Professional Image," "Standing out with Social Media" and "From The Front Lines: How Agencies and Clients Work Together." The day is capped off with a 90 minute career development fair. All for $60.

A great place to learn about upcoming conferences is the PRSSA Web site, which has a specific section for upcoming events happening across the nation. I would also suggest contacting your local PRSA chapter and asking about if they know of any upcoming events in the area.

If events are too expensive, consider attending a lunch meeting with your PRSA chapter. There will almost always be discounted rates for PRSSA members to attend these meetings. Bring a friend or two with and have a networking goal outlined before you go. Whether your goal is to get five business cards or just let professionals know you are looking for an opportunity, make sure you have a solid idea of your intended purpose of attending such an event.

My purpose of attending the Chicago conference is to get a feel for the agency work environment, network and make connections with other students and ask for suggestions about job hunting from professionals.

What conferences have you attended and how have you benefited from them? Do you have any suggestions on where to find such events?

On a mission with a vision - but when do I start?

2009-12-04T22:29:00.000-06:00

I have a mere 20 weeks left of college before I graduate from the University of Wisconsin Oshkosh in May 2010. I'm excited. I'm nervous. I'm curious.

Many people (i.e. Career Services, friends, professors) have suggested to start hunting for jobs early. I am more than willing to start a search for my first job out of college, but it seems too early to start applying for jobs.

If a business has a job posting on their site or another recruiting site, I assume they are looking to fill that position within the at least the next month of the original posting. If they aren't planning to hire that early, they will probably at least review applications and start to interview people within a month or two.

My point is, I am not technically available to start a full-time position until May 17, 2010. Therefore if I apply for a job now, what employer is going to wait for me to graduate five months later?

At five months from graduation, what kind of things should I being doing to "look" for jobs or put myself in a position for a job after graduation?

How far out from graduation should I actively pursue jobs (fill out applications, send cover letters, inquire about job openings, etc.)?

Exciting way to highlight your talent

2009-09-28T11:49:00.000-05:00

Sorry about the long hiatus of posting, I got caught up in the end of summer/beginning of school whirlwind and left this blog empty for a while. My goal for this blog during my senior year at UW Oshkosh is to keep you updated on everything I do related to public relations.

I will try to offer short, but very useful tidbits of information to help you separate yourself from other PR students. I will detail every step along the way of my job search, student involvement, my current internship, etc.

Professional advice:

At the end of the summer I agreed to help with social media for a real PR plan for Weidert Group (a full-service marketing agency in Appleton, WI). After chatting with the PR manager (Thanks Abby Gutowski!) from Weidert at a meeting, she suggested www.weebly.com, a FREE Web site creator that works well to showcase your talent, portfolio, résumé, etc.

I would also highly recommend this site to create an online presence for yourself. The interface is very user friendly with drag and drop customizable features (no html programming needed). So, if you are looking for a way to impress employers and organize your accomplishments, weebly is an excellent and FREE way to do so.

For an example, feel free to check out my weebly site (still a work in progress!) and e-mail me at armans84@uwosh.edu with any questions OR suggestions you have. Thanks for reading.

PR is a way of life

2009-06-12T22:52:00.000-05:00

I have always loved to write. Even those academic papers that so many students dread – I’m the kid that looked forward to meticulously crafting my words to signify meaning. So, during my freshmen year of college journalism seemed to be the most logical major.

Selecting a major is a huge leap of faith. You select what you trust and what you feel is right, knowing that if you’re wrong you could screw up your potential career (and drain lots of cash down the toilet). Looking back I’m confident in my choice, but journalism is hugely different than what I ever imagined it to be – and I've really reconsidered my future career ever since.

I didn’t have some huge revelation, it was more of a slow realization that this area called public relations makes so much sense for who I am. In selecting public relations, I understand that I get to write a lot. I understand that crafting words and communicating are essential. I understand that building trusting relationships are the backbone of this profession.

My realization percolated throughout various odd jobs I held in college. Oddly enough, these jobs have helped me understand that building relationships, being honest and communicating are not just essential in public relations, but important in living a fulfilling life (I don't mean to get philosophic).

I worked at a casual Southwest Grille as a server during my freshmen year of college. Most of the employees were college students, so I looked forward to fitting in and making new friends. But I went about it the completely wrong way. I had some issues with a few co-workers and felt the need to made a rude comment to one of them my first month at the restaurant. Turns out this person had been at the restaurant a long time and was highly respected among her co-workers.

This person uttered words to me that I will never forget, words that I now frequently preach, “It's not a good idea to burn bridges with people.” The following months at the restaurant were miserable because I decided to burn a bridge with the wrong person. My co-workers thought I was arrogant, short-tempered and disrespectful. I soon apologized, but I could tell the damage had already been done.

From that moment on, I understood how important building relationships and respecting people can be. At the time I didn’t think it was a big deal but looking back I understand the huge lesson I learned. Building and maintaining relationships the right way can really advance your career in ways you have never imagined.

In my next post I’ll discuss how relationships can positively impact your path to success. I’ll talk about how NOT burning bridges and holding your tongue can really help you move toward your goals and help you be successful. I will discuss some of the benefits of relationships and how they can positively impact you as a student and as you enter the workplace.

Conversation:
What motivated you to pursue a career in public relations? Why is public relations the career for you? How did you make up your mind to pursue the career you are pursuing? What is the significance of building and maintaining relationships in public relations?

Is Twitter time useful time?

2009-06-10T21:06:00.000-05:00

My journey on Twitter began about three or four months ago when I signed up for an account and tried to figure out how to use the site. After poking around for the first week, I became bored.

LinkedIn and Facebook had so many more useful features that held my interest. But after noticing that everyone at my internship was using Twitter and seeming to enjoy it, I decided to give it a second try.

Now I have jazzed up my profile page by adding a custom background and a main picture, but I am still looking for ways to use Twitter to my benefit. I am aiming to update my twitter at least once per day for now and see where it goes from there.

I have heard some talk about different topics related to Twitter like TweetDeck, searching Twitter using (#search terms) and sending @replies – but I am pretty unfamiliar with these topics. What is the purpose of the aforementioned tools on Twitter?

Conversation:
What do you use Twitter for? How can it help an individual grow professionally and network? What are some ways to spice up a Twitter profile?

Oh, oh it's magic - in the workplace

2009-05-02T13:09:00.000-05:00

One of my first blog entries spoke about Burson-Marsteller being my dream internship, which is still true. I just thought it is necessary to document my appreciation for my current internship at the UW Oshkosh Integrated Marketing and Communications office.

As a student communications specialist, my main duties center around writing. I mainly write for the University news portal, UW Oshkosh Today but have also been able to write news releases, media alerts, along with marketing writing for the Admissions viewbook, and the alumni magazine, Engage. I have even got to do some photography, special event coverage, and magic tricks. Yes, magic tricks.

Growing up, magic was a serious hobby of mine. My father did some casual magic and still had some juice left in his trickery tank when I was old enough take interest. He passed on a few tricks and my obsession blossomed from there. My magical prime was in fifth or sixth grade where I spent every penny of every allowance I received on magic. From corny videos, to magic kits, to magic books - I had them all. Two suitcases full. While the obsession lost steam whne I hit middle/high school, my passion for magic has never diminished.

I don't remember how it came up in conversation, but somehow the subject of magic came up one day at my internship. I explained that I knew a good number of magic tricks, mainly card tricks; and the next thing I knew I was bringing a deck of cards to my internship every Friday. Our last day of the work week is enthusiastically referred to by the office as "Magic Friday". Everyone gathers around the middle of our office and I show one or two magic tricks with cards, numbers, and sometimes nickels and dimes. It's a great way to end the workweek and a great prelude to the weekend.

Magic Friday's represent more than an end of the week entertainment break or something to look forward to. Magic Friday's have rekindled my passion for magic and reassured me that the path I'm pursuing is right for me. It's not a coincidence that I found an internship that allows me to do magic tricks; it is a sign that I'm going in the right direction and evidence of how fotunate I have been.

Magic Friday's bring the office together, allowing me to connect with co-workers I might not have otherwise connected with through the 20 hours a week I'm in the office.

Beyond my passion for magic, the scope of work I've been given requires people to have trust in me. I feel like every assignment I get is meaningful and treat them accordingly. Thank you everyone at Integrated Marketing and Communications, especially Jaime Hunt, David Williams and Jeanette De Diemar, for trusting that I can get the job done and get it done well. Trust is the best compliment you can get as an intern, even more satisfying than stunning the Chancellor by magically changing nickels into dimes.

Be a proactive internship chaser

2009-04-29T22:59:00.000-05:00

Having applied to over 30 internships since I was a senior in high school, I can tell you being proactive in trying to land your first internship - or any internship - will increase your chances of landing the position.

From what I've seen, students spend lots of time sending their applications out to different internships. And once they send the application, they too often just sit back and wait for a response email or phone call. The typical internship won't call or email back right away or even confirm they received your materials - which is why I suggest being proactive.

Typically, it's best to wait between 1-3 weeks to follow up. After the waiting game, find the human resources contact and CALL (unless they specifically say no phone calls). Don't leave a message initially, but make sure to log who you contacted and when.

A spreadsheet or hand-written log of internships you have applied for is very useful to stay organized. A typical log should contain: name of internship applied to, contact person, contact information, date you sent your application, date you initially followed up, date you left a message and any other information pertaining to each specific internship you applied for.

After 2-3 unsuccessful attempts at phoning your prospective internship, leave a detailed voice message saying (in this order) your :

Full name
Why you're calling - e.g., "..to follow up on an internship application I submitted on [insert date].."
The action you would like them to take - e.g., "..I am calling to check where you are at in the internship selection process and to see if you received my application and would like to set up an interview.."
Phone number with area code
Re-state your full name, that you are following up on a submitted internship application, and your phone number
Thank you, Mr. or Ms. [last name]

After you leave a voice message, also send them an email saying essentially the same thing as above. Don't be afraid to be annoying. As long as you are polite and don't send a parade of messages at your prospective internship, you are only increasing your chances of getting that interview.

For most professionals, contacting potential interns is not the atop their priority list - so let's make their job easy by standing out from the rest by being proactive, polite and professional.

Fearless interview preparation

2009-04-21T22:37:00.000-05:00

After applying for the summer internship program at Burson-Marsteller, the world's sixth largest public relations agency, I never expected to make it an interview from nearly 800 applications nationwide.

Sure enough, this was the position I found myself in. Looking at my dream internship straight in the face, I spent hours researching the ins and outs of Burson. I read every single employee testimonial on the 'Burson Person' page on their Web site and I feel like I read every single page on the Burson Web site.

I accessed my internal memory for questions that I was asked during previous interviews. I prepared responses for every one of them. I practiced them out loud to MYSELF. Yes, this felt weird at the time, but it helps to practice articulating each answer. It also helped to make mental notes of when I said something especially dumb or especially engaging. I had the responses typed out neatly with talking points for each area.

My preparation paid off and after the first interview I advanced to the final round of interviews. From the 120 applications submitted to the Chicago office, 10 were selected for final interviews. After the first interview the field was narrowed even further which I was still a part of.

Unfortunately, a phone call informed me that there was no funding for the public affairs practice for which I was applying. No dream internship, not now at least. There was nothing I did wrong, just the economy and bad luck.

While I didn't get the internship, my intense preparation will make the next job/internship interview that much easier. I also got practice interviewing for a worldwide PR agency and learning how to act on a phone interview.

My advice would be to fearlessly prepare for every interview like it's the only one you get; because even if you don't get the job, you'll be that much more prepared the next time around.

Reaching Generation Y

2009-04-11T12:51:00.000-05:00

By Rachel Kirby, University of Florida

A new generation of young people has arrived. A technologically-savvy generation used to a frantic pace, these young people never look up from their phones, and are always on their way to the next appointment. They communicate through text messaging and rely on blast e-mail updates for their daily news, trying to keep pace with today’s ever-advancing world of technology and making it hard for public relations professionals to keep up.

This is our generation.

Read the full story (from PRSSA's Forum online publication) at http://www.prssa.org/forum/default.aspx?articleid=31&issueid=19

so what's this path?

2009-04-11T00:38:00.000-05:00

I created on the PR path to share my experiences and involvement in college as I pursue a career in Public Relations. The intent of this blog is to provide a valuable resource for other students pursing careers in mass communication. I'll share what I have learned about public relations and offer advice, tips and opinions on how to best position yourself as a rising public relations prospect. I'm always interested in how other Journalism students are staying connected, what internships they've done, and the knowledge they have; so I figured it'd be beneficial if I share mine.

Please enjoy and always feel free to share your insight with me.