PR skills

PRStudChat Sponsored by Spin Sucks

On May 16th, #PRStudChat Discusses Careers in Public Relations

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Join #PRStudChat on May 16th at 12:00 p.m. ET for a Twitter chat session on “Careers in Public Relations.” Leading the discussion will be DePaul University professors and authors Matt Ragas (@mattragas) and Ron Culp (@culpwrit). Matt and Ron will share the knowledge, skills, capabilities and personality traits of successful PR professionals as well as insights on the growing need for greater business acumen in the field.

Several of the topics and questions that will be answered by Matt and Ron and the #PRStudChat community include:

Q1. You’re in Chicago, a major agency, corporate and non-profit center. What’s the job outlook feel like right now for PR and communications graduates and pros?

Q2. As professors at @CMNDePaulU @DePaulU, what are you telling your @DePaulPRAD majors and alums about how to stand out and land the best jobs and opportunities?

Q3. If I have one more elective to take before graduation, what would you recommend I take? #PRStudChat

Q4. PR and comms pros debate whether or not they should go back to grad school and, if so, what degree – comms, MBA, something else? What say you two? #PRStudChat

Q5. Is PRSA’s APR certification important for PR professionals to obtain? #PRStudChat

Q6. Build for us the bionic PR and comms pro of the future! What are the knowledge, skills, capabilities and personal traits you think they should have? #PRStudChat

Q7. You’ve written or edited two books together: Business Essentials for Strat Comm and Mastering Business for Strat Comm. You must think business acumen is important! Why? #PRStudChat

Q8. What are free or low-cost ways a PR student or professional can go about building their business acumen? #PRStudChat

Q9. Do you have any favorite new books for PR and communications professionals? #PRStudChat

Q10. Any closing pieces of professional development advice and tips for PR and comms pros? #PRStudChat

Get ready for a dynamic #PRStudChat discussion on May 16th with actionable tips, tricks and advice for successful PR career growth. #PRStudChat

As always, you can tweet in advance to @PRStudChat, @SpinSucks, @LKPetrolino, @ValerieSimon, or @DBreakenridge with any questions you would like answered.

  • (From Left to Right) Matt Ragas and Ron Culp

About Matt Ragas and Ron Culp

Matt Ragas, Ph.D. (@mattragas) and Ron Culp, Fellow PRSA (@culpwrit) are on the faculty in the College of Communication at DePaul University in Chicago where they help develop the next generation of PR and communications leaders. For six years in a row, the DePaul PR program has been a finalist for the PRWeek Awards’ PR education program of the year. Ragas and Culp are co-editors of Mastering Business for Strategic Communicators (Emerald Publishing, 2018) and co-authors of Business Essentials for Strategic Communicators (Palgrave Macmillan, 2014). 

About #PRStudChat

It began with a simple question asked by Angela Hernandez, then President of PRSSA at Central Michigan University (CMU). “Is PR Right for me?” A follow-up blog post by Communication Strategist Deirdre Breakenridge inspired a series of direct messages on Twitter between Breakenridge and fellow PR industry pro, Valerie Simon. This was an important question and one that should be explored beyond one student or one blog post. Why not build a community to help students across the country, and even the globe, learn from the experience and perspective of industry professionals … A community where everyone can learn and grow together.

About Spin Sucks

Spin Sucks was started in September 2006 by Gini Dietrich, the founder and CEO of Arment Dietrich, an integrated marketing communications firm. Its mission? To change the perception or PR. What started as a simple blog, soon became a movement. Spin Sucks is the number one PR blog in the world, the go-to resource for PR professionals to learn new strategies and tactics, to share and receive expert advice. It’s also the place where people have fun discussions, brainstorm, ask for help, and make new friends.

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Building Your Communications Career from the Ground Up: 5 Ways to Make Any Job Work for You

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A Guest Post By Sarah D. Huckins, Graduate Student, American University, PR Expanded Blog Contest Winner

Patagonia Community Board: Credit Ginny Lefler
Patagonia Community Board: Credit Ginny Lefler

Six months after graduation, the novelty of being in the “real world” may be beginning to wear off. Student loan grace periods are coming to an end, you may be wondering at what point will you be able to finally put your degree into practice. According to a report by Burning Glass and the Strada Institute, 39 percent of Communications and Journalism majors will be underemployed in their first job. While this statistic is an unfortunate reality for many graduates, it doesn’t need to define you. Everyone needs to start somewhere. While you may find yourself in a position that doesn’t explicitly align with your professional goals, there are ways to make the most out of any role.

For many college graduates, it is isn’t economically viable to hold out for the perfect first job. With mounting debt (the average student in the Class of 2016 has $37,172 in student loans) many graduates need to take whatever employment opportunities are immediately available to them. For me, that meant starting off in retail at Patagonia when I first moved to Washington D.C. But what began as a means to pay rent ended up being an invaluable professional experience. Any job can support your professional growth, but first you’ll need to learn what questions to ask of your employer – and more importantly of yourself. The following five strategies helped me to go from seasonal sales associate to Environmental Coordinator at Patagonia and led me from D.C. to Jordan and back again in pursuit of my professional goals.

  1. Be your own advocate.

Understanding your passions and skills and illustrating them to others is the first step is advancing yourself in a role. Some work environments have structured processes for goal setting, but even if yours doesn’t, take initiative. Ask yourself what is important to you and create goals within your role and share them with team leadership. I was interested in Patagonia’s Corporate Social Responsibility, so early on I worked to learn more about the company’s environmental programs. It’s possible that your managers may not be able to provide all the support you’d like, but by communicating where’d you like to go – and showing that you have the determination to get there – managers and leadership may think of you if new opportunities arise.

  1. Take on work that builds marketable skills.

Don’t resign yourself to work that isn’t fulfilling. Even if you perceive your work to be completely unrelated to your undergraduate course of study, there are always ways to make strategic connections, particularly to the field of communications. Does your organization have a social media account? Offer to help create new content. Does your organization have a customer list-serv? Offer to help craft an upcoming newsletter. Does your organization host events? Offer to help with planning and marketing. What about other opportunities for developing in-demand soft skills?

For me, these two strategies involved aligning myself with Patagonia’s environmental mission. Environmental advocacy was much more relevant to my long-term goals than sales, so by expressing that to managers and by working to promote sustainability within the store from an early point, I was well positioned to apply for the role of Environmental Coordinator when it became available.

  1. Learn from your co-workers.

If you find yourself at a job in service, or in a role not in a typical office setting, your co-workers may be your most valuable asset. It is likely that you’ll be working with people who have a wide variety of personal and professional backgrounds and learning from their experiences can only help you. By making connections with your co-workers you might be exposed to something you never thought about before or be able to think about a concept in a new way.

At Patagonia I worked with an undergrad studying food insecurity, a Master of Divinity who studied dual narratives, and two mid-career professionals who had worked at environmental nonprofits, just to name a few. Fostering connections with these individuals, and others, helped me to consider new variables and issues as I pursued my goals.

  1. Take advantage of opportunities for professional development.

Some employers offer professional development opportunities, whether it be workshops and trainings or subsidies for continuing education courses. But even if an employer doesn’t offer an opportunity directly, it’s possible that they would support you if you found one independently. Ask your managers what opportunities are available to you, or if they would allow you to use company time to attend meaningful trainings at other institutions.

Patagonia’s support of employee activism creates an incredible opportunity for professional development. I found out that as a benefitted employee of over a year, I could travel anywhere in the world for up to 10 weeks – and get paid to do it – if selected for the company’s Environmental Internship Program. I was incredibly fortunate to be chosen to participate, and I was able to spend two months in Amman, Jordan interning at a nonprofit dedicated to promoting community-based environmental stewardship.

  1. Know when it’s time to move on.

All beginnings need to come to an end. The final step in understanding how to make a job work for you is knowing when you’ve gotten all you can out of an experience. It is important to recognize when you’ve outgrown an opportunity. Your first job is necessary to begin building your career, but when you sense that your role is no longer serving you, it’s time to leverage the skills and connections you developed into finding the next experience.

If you’ve found yourself in a work environment where you needed to use these strategies, or if you’re looking for more inspiration from others who have worked their way up, continue the conversation in the comments section below.

Sarah Huckins is a Program Associate at the US Water Alliance and a Master’s candidate at American University’s School of Communication. She previously worked as Environmental Coordinator for Patagonia’s Washington D.C. store and interned for EcoPeace Middle East. Follow her on Twitter @SarahDHuckins or on LinkedIn.  

Photo by Annie Spratt on Unsplash

Amy Stevens Graduation Post

#PR Expanded Guest Post: 4 Professional Tips & Tricks from a Soon-To-Be Graduate

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A Guest Post By Amy Stevens, Florida State University, Public Relations Major

Amy Stevens, Florida State UniversityThe education you have received in college has been valuable. Yet, no semester-long course or scholarly professor can emulate the experiences gained in the so called ‘real world.’

So how do students prepare themselves? How do you make yourself stand out against the 1.9 million other graduates competing for a place in the professional world? How do you learn the skills not taught within the confines of a classroom?

With less than three months until Spring Graduation, there is no better time than now for soon-to-be graduates to begin transitioning into the professional world.

While 1.9 million graduates may seem daunting, it can also mean you are not alone. There are 1.9 million other people going through exactly what you are. Feeling the same emotions. Experiencing the same highs and lows. I, too, am a part of that 1.9 million.

Here are some tips I have learned along the way and how I am currently setting myself up for success.

1. Remember Your Personal Brand

How you present yourself to the world tells a story. Every social media post. Every résumé bullet. Every conversation with someone in your network. Your own personal brand must always be at the forefront of your mind, especially as you transition into the professional world.

In order to build and maintain a personal brand, I suggest students start with a proper social media presence. Look at the social media platforms you already use. Do the photos on Instagram represent you in a negative light? Do you use overtly aggressive language or share blatantly offensive (i.e. racist, homophobic, sexist) opinions on either Facebook or Twitter? If so, you might want to consider giving your social media platforms a clean sweep. While everyone is entitled to their own opinions and photographs, begin to view your view your social media presence as a way to professionally present yourself to future employers.

If you think future employers cannot find your profiles, think again. Just because your social media pages are on private does not mean someone cannot find that photo of you on Spring Break two years before your 21st birthday.

2. Take Your Résumé One Step Further

Résumés only tell one side of the story. Each bullet point is strategically written to describe what you have learned in prior experience and what skills you can provide to a new company. Unfortunately, your résumé is competing against the 1.9 million other graduates. So how do you tell your whole story while simultaneously making yourself stand out?

Create a website.

It may seem like a daunting task, but it is actually a lot easier than you might think. Platforms such as Wix and Weebly are user-friendly and full of unique design options. Once you have chosen a design template, customize it to your liking and begin to upload some of your previous work. Did you write a great press release at a previous internship? Was one of your class assignments top of the line? A personal website is a perfect way to show employers your experience stretches further than a few bullet points.

3. Step Outside of Your Comfort Zone – Network!

Out of Your Comfort Zone to NetworkSpeaking with people you do not know may seem uncomfortable at times. In the professional world, it is crucial you step outside your comfort zone. Job opportunities, career advice and professional relationships regularly occur when you talk with professionals in your industry.

The easiest way to successful begin your network is to create a LinkedIn profile. This platform allows current and future professionals to brand themselves to future employers. Upload a professional headshot, add some experience and begin to connect with people you know.

Do not be afraid to reach out to professionals for insight, advice and job opportunities. Remain professional, understand that time is precious and always thank people for their help. A large part of building a personal brand is being polite and nurturing connections.

If face-to-face communication is more your style, search for a professional networking group such as the Public Relations Society of America (PRSA) that has a local chapter. You can meet with professionals, find job opportunities and share career advice.

4. Find the Perfect Job Position

While you may not jump into a CEO position straight after graduation, there are still some incredible entry-level jobs out there. You just need to know the right place to look.

Hit ‘refresh’ on job sites such as LinkedIn and Indeed. These websites update in real-time when employers post new jobs. Often you can immediately apply by uploading a résumé and cover letter. If you know the specific company you hope to work for, look directly on their website.

Be sure to get your application in as soon as possible. Remember the number of people you are competing against. If you take too long to submit an application, chances are the company has already interviewed and hired someone who submitted it earlier.

Another way to find jobs is to use your connections. Professors, previous employers and family friends are all people who can potentially help you find a job. By establishing a large network and nurturing your connections, you never know when an opportunity can come your way.

Entering the professional world can be scary. Be prepared. Do your research. Present yourself well on social media and in public. Be polite. Just breathe. You have your degree and some experience. All you have to do now is package it up nice and pretty and show the world what a rock star you are. Good luck!

Amy Stevens, Florida State University, Public Relations Major

PRStudChat Sponsored by Spin Sucks

Join #PRStudChat on February 15th for a Twitter Chat on How Content Can Boost Your PR Career

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PR professionals are known for their strong writing skills and creative storytelling. Today, there are more opportunities to share your compelling stories through a mix of media (PESO) and to create content that helps you stand out, be recognized and create deeper engagement with your audience.

There’s a lot to learn when it comes to content, from strategy and creation best practices to the publishing tools and the content measurement. On Thursday, February 15, 2018, at 12:00 p.m. ET the #PRStudChat community will gather for a Twitter chat session focused on the importance of content strategy and how content can help boost your career in PR.

Our February #PRStudChat special guest and co-host, Julia McCoy, (@JuliaEMcCoy) author of Practical Content Strategy and Marketing, and the founder of Express Writers will lead a discussion to help PR students, professionals and educators understand how content plays a big part of their PR practice. Whether you’re just about to graduate or you’re a seasoned PR pro, there is always room to improve your skills.

Here are a few of the topics/questions that Julia and the #PRStudChat community will discuss:

Q1: Writing skills are crucial for any PR pro. What are the first steps PR pros can take to hone their writing skills?

Q2: Can content help PR pros boost their careers? How? Please give some examples.

Q3: How important is creating content for soon-to-be PR pros? And why?

Q4: Should aspiring PR pros publish their content for the worldwide to see? And if yes, what are some ways they can do that?

Q5: What are some ways a PR pro can learn to be a better writer?

Q6: What tools do you recommend for PR pros to help them to sharpen their writing skills?

Q7: Talk about content creation best practices.

Q8: From a content creation perspective, what goals should PR pros set for 2018?

Q9: How can publishing content influence a career in PR?

Q10: What advice do you have for students and pros with respect to content strategy in 2018?

Put on your storytelling / content hat, and join the #PRStudChat conversation with PR and marketing friends who will share their content insights and experiences.

As always, we welcome your questions before or during the chat. You can tweet @PRStudChat, @CorinaManea, @ValerieSimon or @DBreakenridge with any content questions you would like answered.

See you on February 15th at 12:00 p.m. ET!

About #PRStudChat

It began with a simple question asked by Angela Hernandez, then President of PRSSA at Central Michigan University (CMU). “Is PR Right for me?” A follow-up blog post by Communication Strategist Deirdre Breakenridge inspired a series of direct messages on Twitter between Breakenridge and fellow PR industry pro, Valerie Simon. This was an important question and one that should be explored beyond one student or one blog post. Why not build a community to help students across the country, and even the globe, learn from the experience and perspective of industry professionals … A community where everyone can learn and grow together.

About Spin Sucks

Started in September 2006 by Gini Dietrich, the founder and CEO of Arment Dietrich, an integrated marketing communications firm, Spin Sucks mission is to change the perception people have of the PR industry.

What started as a simple blog, soon became a movement. Spin Sucks is the number one PR blog in the world, the go-to resource for PR professionals to learn new strategies and tactics, to share and receive expert advice. It’s also the place where people have fun discussions, brainstorm, ask for help, and make new friends.

 

 

PR Agency Search in A PR Expanded World

PR Agency Search: Priorities in a PR Expanded World

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A Guest Post by Simon Locke, Founder & CEO, CommunicationsMatchTM

Almost four in 10 respondents to a survey of corporate communications, marketing and industry leaders for CommunicationsMatch’s new PR and Communications Agency Search Report said they were looking to hire new agencies in 2017.  That’s a lot of new agencies being hired, but it also means other agencies will be dropped.

The report shows the primary reason for engaging agencies was not dissatisfaction with existing firms, but a need for new capabilities.  The skillsets most in demand were digital, social and video – no surprise, given the shift the industry has gone through over the last decade from a traditional PR to a PR Expanded world.

PR Agency Search PrioritiesThe answers to a question about what is important to companies when it comes to engaging agencies is also telling.  Creativity, multi-disciplinary/integrated communications, reputation and specialized expertise were priorities in agency search.  Content and social media capabilities followed close behind.

These priorities tell us a lot about the way communications has evolved and the challenges businesses face in differentiating themselves in the crowded cacophony of the digital world.  As a former head of CorpComm functions at Fortune 100 financial institutions, these priorities resonate for a number of reasons.

First, let’s discuss creativity.  There’s no doubt that companies value thinking differently or outside the box because it is the secret sauce of differentiation.  In an increasingly competitive digital marketplace, the ability to stand out requires new ideas and approaches.  Simply put, doing what everyone else is doing just doesn’t cut it.  Digital communications capabilities are important – but are table stakes.  Creative brains and digital brawn are a winning combination.

It’s no surprise that multi-disciplinary, integrated communications capabilities are a priority for companies.  A few years ago, in a former corporate role, the focus was on 360-degree marketing with the goal of reaching specific audiences through discrete channels.  Over time, these channels have become increasingly blurred with success coming from outreach across the multiple platforms where audiences are interacting, e.g. we reach journalists through emailed press releases, Social Media, websites, and newsrooms.  The value companies place on integration lies in the ability to maximize the impact of initiatives through the mutual reinforcement of messages across channels.

Lastly, the expectation is agencies have social media capabilities.  It’s a “Who Moved My Cheese,” moment.  The cheese has moved, it’s what clients expect, and we have had to move with it or lose relevancy.

What do these priorities mean for the importance of public relations as a discipline?  Surely, if the focus is on integrated and multi-disciplinary skills, public relations may be becoming less important?

Communication Disciplines for Business Success

In fact, the opposite is true.  In the survey, public relations was considered the most important communications discipline to business success.  Let me say that again.  PR was considered most important to business success.

Digital marketing and social media closely followed in the rankings of importance, with traditional marketing next.  Lowest ranked were digital and traditional advertising.  No doubt, the perception of traditional advertising would have been different a decade ago.

PR’s primacy is clearly good news for practitioners, but not a reason to rest on their laurels.

In the Agency Search Report, we argue the importance of PR reflects the continued evolution of what public relations means in the minds of clients.  It’s seen as far more than media relations.   The function encompasses the range of capabilities required for successful communications campaigns and approaches.  Again, it’s all about PR Expanded.

But PR’s primacy also reflects a fundamental truth that has not changed since the founding of the discipline in Edward Bernays’ and Ivy Lee’s time.  Media coverage mattered as much then as it does in a digital world.  The survey responses underscore its importance and benefits to driving awareness among target audiences, engagement, SEO and content marketing.

 

The Agency Search Report, which also focuses on how companies find PR and communications agencies, underscores the continued evolution and relevance of the profession.  I invite you to read it and share your perspective.

Simon LockeSimon Erskine Locke is Founder & CEO of CommunicationsMatchTM a global communications-focused matching search engine.  With 5,000 U.S. and International agencies and professionals listed, it is a go-to resource for businesses seeking communications services providers with expertise in areas including: public relations, internal communications, government affairs, investor relations, content marketing, social media, SEO, website development, photography, and video.  Prior to founding CommunicationsMatch, Locke held senior Corporate Communications roles at Prudential Financial, Morgan Stanley and Deutsche Bank and founded communications consultancies. 

PRSTUDCHAT

#PRStudChat 11/15 Discussion: From Student to PR Pro & Transitioning Into the Workplace

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If you are a student looking to make a successful transition to the workplace, this month’s #PRStudChat is for you.

Learn how to best prepare yourself to become the PR pro you hope to be!

Do you feel overwhelmed by the prospect of having to look for a job after graduation? Are you looking for connections in your field, but don’t know where to start? Are you trying to find ways to develop your professional portfolio and personal brand while still in school? Are you a professional who is willing to give back to the academic community?

On Tuesday, November 15, 2016, at 8:30 p.m. ET, the monthly #PRStudChat Twitter Chat Community will gather to discuss how students can prepare themselves to enter the workplace — not as fresh graduates, but as emerging professionals. In addition to the topics listed above, we’ll also discuss how PR students can maximize on- and off- campus opportunities to help them transition into the workforce and become competent PR professionals.

Even as students, there are numerous resources at your fingertips to help you prepare for a future as PR professionals; many of these opportunities can help you build a professional portfolio while still in school. However, those opportunities can be difficult to recognize. Often, discovering these requires thinking creatively about how to solve problems or add value to organizations in which students already belong. Although internships are the most common way that students try to gain professional experience, there are both industry- and interest-specific student organizations and groups on campus where public relations and communication are essential functions. For instance:

  • Are you offering to manage the organization’s or the group’s social media?
  • Are you helping the organization seek media coverage for their events and local fundraisers?
  • Are you enhancing the organization’s or the group’s voice by developing newsletters and creating a content strategy for their blog and other digital platforms?

By being proactive and engaged as a student, you will be much more prepared to transition into the workplace.

In addition, a few of the #PRStudChat topics and some of the questions we’ll discuss on November 15th will include:

  1. What are the best steps you can take to stand apart from other recent graduates?
  2. Why should you join industry-specific organizations (PRSSA) and/or interest-specific clubs (Accapella club, dance team, etc.)? Benefits and/or challenges?
  3. What technical skills should young professionals learn before stepping into the workplace?
  4. Students, what are your goals for an internship?
  5. Professionals, what would you like students to take away from an internship?
  6. What database management systems should young professional familiarize themselves with (Mailchimp/Constant Contact, Google Analytics, etc)?
  7. How do you stand out during and after job interviews?
  8. What are important tips to know when searching for a career in PR?
  9. What advice would you give to students / young professionals to excel in PR?

And many more!

Joining us as our special guests and leading the discussion will be the founders of Stockton University’s PRSSA Chapter: Stacy Hanas, Communications Coordinator at Seven Degrees Communications; and Siera Smith, Director of Marketing at WebMax, LLC. Together they will talk about ways you can be proactive in preparing for a professional career.

We hope you’ll join us on November 15th for a dynamic discussion on Student to PR Pro: The Transition into the Workplace. As always, we welcome your questions before or during the chat session. You can tweet @PRStudChat, @ValerieSimon, @stacyhanas, @sierasmith37 or @dbreakenridge with your questions. Be sure to also visit our LinkedIn Group to share your ideas.

About Siera Smith:

Siera Smith, Director of Marketing at WebMax, LLC

Siera Smith is the Director of Marketing for WebMax LLC, a software development company. Siera is responsible for the development and execution of WebMax’s business and marketing plans, lead generation strategy, digital marketing campaigns, national trade shows, and building and maintaining the company’s social media networks. Siera is currently pursuing her MBA from Rutgers University-Camden and is on the MBA Association’s Executive Board. Siera is also on the Marketing Committee for South Jersey Young Professionals Association and provides freelance social media services to small businesses in South Jersey.

Previous to joining WebMax, Siera was the Special Events Coordinator at the Chamber of Commerce Southern New Jersey, received her Bachelors in Communications from Stockton University in 2014, and was the founding president of Stockton’s PRSSA Chapter.

 

About Stacy Hanas:

Stacy Hanas, Communications Coordinator at Seven Degrees Communications
Stacy Hanas is the Communications Coordinator at Seven Degrees Communications

Stacy Hanas is the Communications Coordinator at Seven Degrees Communications, LLC, a strategic marketing consulting firm for professional services, the meetings and event planning industry, as well as the Human Resources industry. Stacy is responsible for media outreach and digital communication tactics including newsletters, content creation, social media strategy and social media execution.  Stacy is a member of the Meeting Professionals International Greater New York Chapter and serves as the Digital Chair.  Stacy is Hootsuite Social Media Certified and is the co-founding Vice President of Stockton’s Chapter of PRSSA.

 

 

 

About #PRStudChat:

It began with a simple question asked by Angela Hernandez, then President of PRSSA at Central Michigan University (CMU). “Is PR Right for me?” A follow-up blog post by PR 2.0 expert Deirdre Breakenridge inspired a series of direct messages on Twitter between Breakenridge and fellow PR industry pro, Valerie Simon. This was an important question and one that should be explored beyond one student or one blog post. Why not build a community to help students across the country, and even the globe, learn from the experience and perspective of industry professionals… A community where everyone can learn and grow together.

 

Who is the Universal PR Professional of Tomorrow?

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For PR pros who want to stay relevant in their organizations and for those new professionals who are starting their careers in communications, this is a serious question.  On March 28, 2013, Sergei Samoilenko, Geno Church and I presented a PRSA Webinar on The Universal PR Professional of Tomorrow. The focus of our discussion was on PR roles and responsibilities, new ways to engage and share meaningful content, and the need to close the gap between what universities teach and what students should know when they enter into the field.

A question posed by a webinar participant really stuck in my mind. She asked if there was a place to find a PR checklist of important skills. I use my eight new PR practices as a checklist of both skills and new responsibilities. However, if I were hiring a “Universal PR professional” to guide strategic communications in 2013 and beyond, here are some of my best practice tips to shape that PR person’s role:

  1. Be proactive and don’t wait to be asked. Today, we are looking for people who will raise their hands to get involved. For example, with the development of a social media policy, training initiatives and governance (new responsibilities that require PR to participate).  You should never wait for someone to give you the assignment, especially if you identify an area in your department or company that needs support. Propose new ideas, do the research, and offer your assistance. The initiative you take will make you stand out among all the rest.
  2. Start with good communication on the inside. Take the time to discover how to be more efficient and productive with your teams. Make suggestions beyond simply using email communication on how to finish your projects on time and under budget. Use social collaboration tools on the inside of your company for better internal communications and then take the time to educate your peers on new ways to work together to increase overall productivity.
  3. Test technology … always. Don’t be behind the curve, instead stay ahead for advancement. Be ready to answer those leadership questions asking “why” and “how” your brand should participate in new social communities. Take the time to “Tech Test” in different areas including collaborative platforms, applications, monitoring software, influence tools, etc., which will make you a more valuable asset to your organization.
  4. Listen to be heard and to be relevant. Gathering customer intelligence is the best way to internalize information and then use it to communicate with meaning, through offline and new media channels.  Since I started in PR, I was always told to listen first to solve problems. This is much more apparent today, as a result of social media. By truly “listening,” we can help people and build stronger relationships with our constituents.
  5. You are always on! Social media doesn’t sleep, so your organization’s readiness is key. Creating the social media crisis plan (integrated into an overall crisis plan) requires knowledge and skills. It’s imperative for you to build a system that catches negative sentiment early on before it escalates, and to put processes and people in place for different levels of escalation through new media channels.
  6. Build relationships by giving.  And, sometimes realize you have to give more. PR professionals have always been known for building relationship pre-Internet and social media. Today, the ability to cultivate a relationship with new influencers and customers where they congregate is both an art and science. Knowing how to strategically grow mutually beneficial relationships, whether they start online on Facebook or offline, is an essential part of the PR person’s role.
  7. Live the brand to protect the brand. PR professionals who are more involved in the development of the brand experience, and who understand how the brand voice translates into the social media brand voice (with personality and transparency), are in a position to educate others.  With this understanding you can help to build an army of champions, who can better protect and maintain the brand’s reputation at every touch point.
  8. Be accountable with all of your communications, including social media. It’s important for you to understand the different metrics whether they reveal community growth, reputation issues, increased awareness, or engagement with high-level impact. We also have to use social media analytics, paired with other data, to show Return on Investment (ROI), knowing that our communications cannot work in a vacuum and must be integrated with marketing and other areas of the organization.  Of course, we also have to ask, “Why?” and then make sure the outcomes we are trying to achieve track back to our program objectives, which we measure over time.

What helpful tips would you add to shape the role of the Universal PR professional of tomorrow? And, when you describe your own role, what do you think are the most important skills?