Name: Tressa Robbins
Email:
Bio: A country girl at heart, who loves the city, I’ve worked in marketing, consultative sales, and media relations for the better part of over 20 years. The skills acquired from these positions certainly come in handy in my present role as vice president, BurrellesLuce Media Contacts. This is an exciting time of change in the world of media and I want to initiate conversations on news to assist and support public relations professionals in the industry. In my personal time, love the outdoors, boating, fishing, riding 4-wheelers (ATVs) and being mom to my three dogs. Twitter: @TressaLynne; LinkedIn: TressaLynne; Facebook: BurrellesLuce
Posts by Tressa Robbins:
- Pick two or three platforms to focus on and keep them up-to-date.
- Listen as much as you talk. Comment on industry blogs and actively participate. “Quality over quantity is key here,” Muehlemann stated.
- Google yourself. Do the first page results represent who you are? If not, immediately begin doing digital damage control.
- Make your résumé easy to understand and follow.
- Make it keyword rich, complete and thorough.
- Include points that are relevant to the job, as well as ROI statements.
- And above all, be sure your résumé is error free!
- Tell me about yourself.
- Why do you want to work here?
- Where do you see yourself in five years?
- How did you overcome a difficult situation or issue?
- What is your value / why should I hire you? *Be ready with ROI statements
The Changing Media Landscape: What It Means to Public Relations
May 10th, 2012This post first appeared on CommPro.biz 5.9.12 and is cross-posted with permission.
Recently, I spoke at two PRSSA regional conferences about how the evolution of digital and social media is changing the media landscape. In particular, the discussion revolved around how news is now immediate and information can get lost in the shuffle and, perhaps more importantly, how this all affects our role in PR. I wanted to share some of what we discussed with you.
According to The Pew Research Center and the Project for Excellence in Journalism (Pew PEJ), the Internet surpassed newspapers and radio as a primary news source back in 2010. In fact, the explosion of online content (via blogs, social networks, new online-only media outlets, video portals and other venues) is coming not just from traditional media companies, but individuals and organizations from every walk of life. It’s a development that invites an entirely new way of thinking about how companies can get out their message and amplify their brand.
We keep hearing “Chicken Littles” spouting that big media is dead or that social media will soon replace traditional media. Poppycock, I say! On the contrary, “old” media still provides most of our news! The percentage of original content found on social media pales in comparison to traditional media. The Pew PEJ studied one typical American city (Baltimore), and reported that a whopping 92 percent of new content came from “old” media, proving that the published story is just the beginning of its life cycle.
There seems to be no shortage of those that believe the press release is dead. I’m in the opposing camp, as I believe it continues to be a useful tool for public relations practitioners. Don’t get me wrong, every circumstance is unique and not all situations will warrant release to the media, but the press release is still an integral part of the PR toolkit. Actually, social media has created more — and more effective — channels for companies and brands to communicate. Regardless, the press release will always have a place in your online newsroom. I’ve heard both Sally Falkow and Steve Momorella say it well—don’t underestimate the power of that news release, it has great SEO value.
So what does all this mean in terms of media relations? Considering that 98 percent of journalists say they start a story with a Google search (per the Pew PEJ State of the Media 2011 report), it means your news needs to be optimized for search engines. Make it easy to find as well as easy to access. In other words, don’t make journalists register to get into your newsroom. Instead, include embed codes for video and images, publish text as text (versus as images where it’s difficult for a journalist to copy and paste from), include links to all your social media accounts, and make your news available in a feed so they can follow if they’d like and get your news pushed to them.
We also discussed digital storytelling as a key core aptitude for public relations and marketing professionals. We frequently hear that good writing skills are the single most important attribute for a PR pro, and that’s true, but storytelling is a very close second. Some things to keep in mind when telling your story is that more is not always better. Be sure you’re speaking your audience’s language. In this multimedia environment, text is not always enough. Engage their senses—use images, podcasts, videos to amp up the virtual volume. PR professionals must adapt to the “new” journalism, more as a service rather than a product that is platform or format specific.
I think John Steinbeck said it best in East of Eden, “If a story is not about the hearer he will not listen. And here I make a rule—a great and interesting story is about everyone or it will not last.” Read that again. It’s so true!
Another wise person, my colleague Johna Burke, says, “Remember Captain Sully (the US Airways captain who emergency landed in the Hudson River saving hundreds of lives)? Every organization has these people and stories, your job is to find them and leverage them.”
What techniques are you using to find and leverage your story makers? How has your role in PR and communications evolved along with the media?
Career Building Tips for Sports PR and General Public Relations from Rich Dalrymple
April 25th, 2012
Katie Levy, from Southeast Missouri State University PRSSA Chapter, tried on Rich Dalrymple's Super Bowl Championship ring exclaiming, "It's prettier than an engagement ring!"
Rich Dalrymple, Dallas Cowboys spokesperson and vice president of public relations and communications, recently spoke to eager PR students at the PRSSA Regional Conference in Nashville, Tennessee. In an earlier post, I shared a typical week in the life of Dallas Cowboys public relations.
Below are some of the tips Dalrymple offered during his presentation. While some suggestions are relative to PR students seeking a career in sports communications, others are timeless and can be applied to anyone working in PR.
1. Study the careers of other public relations professionals. Knowing where other people have been can help you figure out where you want to go with your career.
2. Hone your writing skills. “If you can write, you can do any job,” explained Dalrymple. He believes this is true as writing teaches you how to organize your thoughts, organize your ideas, and structure them in a way that others can understand. This is especially true in public relations. You can write speeches for the CEO, communicate messages to stockholders, explain policies to employees, etc. If you can write and communicate well, you are able to organize other aspects of your life and business, too.
3. Work at your university’s communications office, university sports department, official events, etc. If you can’t do that, then find an off-campus job as an undergrad. You need real-world experience BEFORE your senior year. I was glad to hear him reinforce this as I’ve been advising PR students that if they’ve waited until their senior year to begin job searching and networking, then they’re already behind the eight ball!
4. Find a mentor. There is no substitute for shadowing pros and riding their coattails, so to speak. If you’re lucky enough to “find Superman,” Dalrymple said, hold onto his cape and you may find yourself taken to heights you’ve never been and maybe never could have on your own. He uses himself as an example, saying that he hung onto one of his early bosses and mentor, making him in 1990 the youngest NFL PR guy at the age of 30! He did admit that luck also helps.
5. Find what you do well. Put yourself in a position to showcase those skills and attributes and a positive impression. Dalrymple also stressed that you shouldn’t be afraid to start small—it’s okay if your first job(s) are not “sexy.” Find the decision-makers and get to know them and what they like. Dalrymple went on to say that so much of what you learn in public relations crosses over to advertising, marketing, sales, and other communications disciplines. Yes, he said PR is sales – you’re selling ideas, strategies, views, concepts.
6. Read a newspaper every day. Online or in print doesn’t really matter, but read ALL the sections – not just sports, or just local, or wherever your interest lies. Read every section, even international. You need to see big picture of the news and world to know how and where you fit.
7. Figure out your dream job. Start mapping a path to get you there. He said “fantasize, and then strategize.”
What PR career building tips would you add to the list? Please share your thoughts with the readers of BurrellesLuce Fresh Ideas by leaving a comment below.
A ‘Typical’ Week in the Life of Dallas Cowboys Public Relations
April 18th, 2012Katie Levy, from Southeast Missouri State University PRSSA Chapter, tried on Rich Dalrymple’s Super Bowl Championship ring exclaiming, “It’s prettier than an engagement ring!”
Rich Dalrymple, Dallas Cowboys spokesperson and vice president of public relations and communications, recently spoke to eager PR students at the PRSSA Regional Conference in Nashville, Tennessee and I was fortunate to get to hear him as well. He gave a rundown of what a “typical” week is like for him in Dallas Cowboys PR, along with a number of career tips.
In this post, I thought it would be fun to share the “week in the life” and save the tips for a later post.
The weekly drama crescendos on Sunday – game day.
Monday (after Sunday’s game) he starts off by reading the newspapers. He catches the radio round-up while showering, and then reviews ESPN and other reports via his iPad. This is all before he even leaves the house! Once at the office, he preps for post-game press conference with the head coach to comment on all the analyses.
Tuesday the players are off, but this is typically the day when all the network pre-game shows are calling asking for interview appointments. He acknowledges this isn’t your typical media relations job as most would be begging media to pick-up a story but with the Cowboys, they have to “beat them off with a stick.” Although, admittedly, Dalrymple does have to sometimes pitch the media for non-football stories, such as a player volunteering at a local hospital.
Wednesday and Thursday the team practices. He requests (pleads with) the players talk to the media as they open the locker room to the media after practice.
Friday also is team practice and Dalrymple spends time talking with broadcasters, feeding them tidbits of information that they can use for discussion and filler during the game broadcast. (I always wondered how those guys knew that a player, for example, just had a birthday dinner with his 100 year-old grandma. Well, now I know!)
Saturday is travel, or if a home game, then tying up loose ends with the players, the media, the coaches, and whatever / whoever else needs attention.
Sunday is game day. Dalrymple says he’ll arrive at the stadium at least 3-4 hours prior to kick-off to check on all last minute details. During the game, he sits in the press box and listens to be sure the broadcasters are not spewing misinformation or mispronouncing players’ names. He also plays host by ensuring food is available for the media, the Wi-Fi is working properly, etc. As soon as the game is over, they allow the players a 10-minute cool-off before opening the locker room for post-game interviews. He’ll usually be able to leave the stadium two and a half hour or so after the game.
***
What is a typical day like for you in PR and the media? Share your thoughts by leaving a comment here on BurrellesLuce Fresh Ideas.
The ‘You’ Brand: Planning and Executing Your Job Search (Pro-Am Day At Saint Louis University)
March 27th, 2012
I am proud to be PRSSA chapter professional advisor for Southeast Missouri State University (my alma mater). Despite being nearly two hours away from St. Louis, SEMO had a whopping 14 students, the most for any one school, in attendance at the PRSA St. Louis chapter’s Pro-Am Day!
On Friday, March 23, 2012, I participated in the PRSA St. Louis chapter’s Pro-Am Day. PRSSA chapters and communications students were invited to join public relations practitioners for a special professional development and networking event. Students from nine different universities, spanning both sides of the Mississippi River, were represented.
In addition to industry section roundtables and resume reviews, the event featured keynote speaker Carrie Muehlemann from The Creative Group, a specialized staffing firm and division of Robert Half International. Muehlemann shared strategies for developing and sustaining a personal brand that grabs potential employers’ attention, as well as statistics to support how implementing these tactics can aid in your search.
To land a job in today’s competitive public relations industry, PR professionals must view themselves as “brands,” and ensure all of their job-search materials evoke a compelling and cohesive message. Muehlemann recommended approaching the job search with a “lean forward” attitude, exuding positivity, energy, and individuality. But, she cautioned to be authentic.
Thirty-nine percent of marketing executives surveyed said they would not respond to gimmicky tactics (e.g., Sending a shoe with a note that you want to get your foot in the door.) Instead, Muehlemann suggested that you write a creative brief on yourself, whittling it down to 5-10 core attributes. Also, set goals, write them down and map a path to get there. For example, attend at least one networking event per month and post at least one industry article per week on LinkedIn. Be sure to practice your elevator speech. She also advised that your business cards, resume, online portfolios, etc. should all match your “brand.”
Using Social Media to Create Your Personal Brand
As for social media, you don’t need to be everywhere.
72 percent of advertising and marketing executives said they will “Google” an applicant and review his/her digital footprint, cites a February 2010 survey by The Creative Group.
Résumé Writing Tips
Muehlemann offered a few résumé writing tips:
Résumé Follow Up Best Practices
What about after you’ve sent your résumé? Eighty-two percent of hiring executives surveyed said they DO want to hear from job candidates within the first two weeks of sending the résumé. Muehlemann suggested to first follow up via email. Include the job title in the email subject line, attach the résumé (again), and close with a call to action at the end of the message . If you have still not received a response, she suggested a phone call – but only after you’ve practiced your 30-second elevator speech ALOUD. Remember, be professional; there’s a line between assertive follow-up and harassment.
Interview Tips
So, you’ve secured an interview. What should you do? Research the company (or clients that they represent, if it’s an agency) and the person(s) who will be conducting your interview and be ready with questions of your own. Also, when it comes time for the interview, be prepared to answer the standard questions:
Finally, what do you do when you don’t get the job. Don’t take it personally. Ask for constructive feedback, as well as other positions. And, don’t forget to thank them for their time.
What would you add? What have you found helpful in your job search? Please share our thoughts here, with me, and the BurrellesLuce Fresh Ideas readers.
Brand Journalism – An Oxymoron or Clever Communications Tactic?
February 20th, 2012BurrellesLuce recently wrote a newsletter on 5 Tips for Incorporating Brand Journalism Into Your Communications Strategy. But what exactly IS brand journalism and how does it affect PR, media relations, and marketing as we know them?
While the term “brand journalism” aka “content journalism” has been getting significant air play lately, the concept has been around for awhile.
One of the earliest references came from Larry Light, McDonald’s CMO, at the 2004 AdWatch conference where he proclaimed that mass marketing no longer worked and no single approach told the whole story.
“Brand Journalism is a chronicle of the varied things that happen in our brand world, throughout our day, throughout the years. Our brand means different things to different people. It does not have one brand position. It is positioned differently in the minds of kids, teens, young adults, parents and seniors. It is positioned differently at breakfast, lunch, dinner, snack, weekday, weekend, with kids or on a business trip.
“Brand Journalism allows us to be a witness to the multi-faceted aspects of a brand story. No one communication alone tells the whole brand story. Each communication provides a different insight into our brand. It all adds up to a McDonald’s journalistic brand chronicle,” he declared.
Brand journalism, it seems, is not just a replacement for earned media or advertising or even direct marketing. Rather it ties all these things together. It involves telling stories — that do not read like a press release or marketing and advertising copy — and that make readers want to know more about your organization. Note that if you’re going to give it a try, brand journalism needs to be part of your overall communications strategy.
