PR you won't learn from your professor

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?

Networking events: attend and plan your purpose

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 conference 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?

Reaching Generation Y

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