Did your favorite Fresh Ideas posts make the list? Be sure to leave a comment and let us know.

20. The Art of Storytelling

19. PRSSA National Conference Speed Networking PR Student Questions

18. How to Speak C-Suite

17. Disappearing Act: 10 Brands That May Not Be Around in 2012

16. The New York Women in Communications 2011 Matrix Awards

15. When a Hashtag Leads to Help: PR Tips from #BlueKey

14. Zappos, 24/7 Customer Service in the Internet Age

13. Oscar’s Social Media Fever

12. Snooki’s Appearance at Rutgers – Good PR or Poor Reputation Management?

11. Poll Results: Should PR Interns Pitch the Media?

“We make a living by what we get; we make a life by what we give.” ~Winston Churchill

Flickr Image: arielmeow

I’ve written about being a public relations mentor in the past, but it’s been a while. Mentoring is something I’m passionate about so I’d like to challenge each and every communications person (PR, advertising, marketing, etc.) reading this to do ONE thing in the New Year that supports our next generation of pros.

Before you start with the “I’m too busy” excuses, let me clarify what I mean. Looking at Wikipedia, “mentorship” refers to a personal developmental relationship in which a more experienced or more knowledgeable person helps a less experienced or less knowledgeable person. It goes on to describe “mentoring” as a process that always involves communication and is relationship based, but its precise definition is elusive. I’m partial to John C. Crosby’s definition, “Mentoring is a brain to pick, an ear to listen, and a push in the right direction.”  What this means to me is that you do not have to be part of a formal mentorship program to accomplish this!

Formally, I am a Champions for PRSSA PRSA section member, a PRSSA mentor through my local PRSA chapter’s program, as well as professional advisor to my alma mater’s PRSSA chapter. However, informally, I help scads of students and young pros via social media (mainly Twitter and LinkedIn).  Mother Teresa said, “Do not wait for leaders; do it alone, person to person”—sounds like pretty good marching orders to me!  

I know some believe there are specific core competencies required for being a mentor, such as coaching, counseling, teaching, acting as role model, championing career development. While these are valid elements of mentoring, I propose that you don’t have to be or do it all to help shape the future of our profession. The effort you put forth can be something as easy as answering a quick question, reviewing a résumé or advising on portfolio pieces. And, frequently I find that it’s a two-way street. You might just learn something yourself.

Does your PRSA chapter have a mentoring program? Why did you become a mentor? Did you have a mentor yourself? What did you learn from them?

How to Craft a Proper Résumé
The predominant question of the day was about the length of their résumés. I responded that if a student is active in PRSSA, works for a student-run firm, and is actively interning, then the résumé could justifiably go beyond one page. However, from what I gather, most large PR agencies, as well as communications professors, advise all students to restrict their résumés to one page without exception – going so far as saying students/candidates will not make the grade and/or the résumé would not get reviewed! 

Subsequently, I advised that they stick to the one-pager, but to note there are samples available, and to be sure to have a portfolio of their work ready to take on an interview. However, I still believe that outside of class and the top tier agencies it is okay to go to a second page if the experience warrants doing so.

Timing Your Job Search
Another question I heard frequently was how soon to begin the job search, to which I snarkily responded, “You haven’t begun yet?” 

Seriously, I advised that they should already be thinking about where they want to go (geographically), whether they want to work for an agency, a corporation or a non-profit, and to begin researching and networking accordingly. For example, in St. Louis (where I’m a PRSA member), there is PRSA, IABC (International Association of Business Communicators) and CSPRC (Community Service Public Relations Council).

Depending on where the student has decided their path will be, they should be networking with the appropriate organization by attending mixers and/or luncheons and getting involved. Or, if they’re not staying in the same geographic market, find those people on Twitter and begin connecting and building relationships.  And, if they are already seniors—especially those that graduate in December—if they haven’t already started this process, then they are behind the eight ball!

There were lots more questions, but these seemed to be the most prevalent. What advice would you give for new and existing PR professionals on the job hunt? Or what questions do you have if you’re looking to start or continue your career in communications?

At least once every week, or so it seems, someone comes out with a “Traditional media is dead” article or warns that “We shouldn’t waste time on traditional media and advertising.” As a matter of fact, I read an article several months ago about a survey on the subject by PR/PA agency mergers and acquisition consultants, StevensGouldPincus. SGP managing partner, Art Stevens was quoted as saying, “If this trend persists within the next two years social media will replace traditional media as PR/PA’s primary tool for reaching client audiences with news and information. When you consider that traditional media have been the bedrock of professional PR/PA practice for more than 100 years, the implications are profound.”

I’ll concede that the preferred vehicle for news distribution is definitely shifting to digital, real-time and even mobile platforms and I’ll agree that the implications are profound to communicators and consumers alike; however, the source of most of that content remains the same: The percentage of original content found on social media pales in comparison to traditional media. In reality, most news content is first published in the print or web editions of major news outlets, and then syndicated or picked up on social media networks and blogs, confirms this BurrellesLuce newsletter on “Social Media Myths and Misconceptions“.

In fact, according to a Pew Research Center’s Project for Excellence in Journalism study last year, “Blogs still heavily rely on the traditional press — and primarily just a few outlets within that — for their information. More than 99 percent of the stories linked to in blogs came from legacy outlets such as newspapers and broadcast networks. And just four — the BBC, CNN, The New York Times and The Washington Post accounted for fully 80 percent of all links.”

So, let’s face it, without traditional media, in whatever form, there would be very little news to fuel social media. Will that change in the future? Perhaps. But as of today, traditional media is NOT dead.

Even if it is, perhaps that isn’t such a bad thing after all… Because as Seth Godin recently wrote in a post entitled, Bring Me Something Dead: “Dead means that they are no longer interesting to the drive-by technorati. Dead means that the curiosity factor has been satisfied, that people have gotten the joke… Only when an innovation is dead can the real work begin. That’s when people who are seeking leverage get to work, when we can focus on what we’re saying, not how (or where) we’re saying it…”

What do you think the future holds?

***

As a student, I was fortunate to have internships that provided me with pitching responsibilities. One of the major roles of entry-level PR professionals is building and maintaining relationships with media representatives. My relevant experience made the transition from student to professional that much smoother because I was properly prepared for future responsibilities.

A model from the Nicholas Lindsey Mercedes-Benz Fashion Week Show. (Image Rights: Nicholas Lindsey Brand)

 A few weeks ago, I concluded my post-graduation internship with Weber Shandwick – a global public relations agency. As a consumer brands intern, one of my major responsibilities was pitching the media on behalf of clients I represented. I was able to practice everything from writing and distributing pitch e-mails, using social media tools to engage my targeted journalists, the proper way to pitch bloggers and of course, jumping on the phones to tell my client’s story.

This experience prepared me for one of my most challenging roles to date – serving as a PR manager for a Mercedes-Benz Fashion Week show. Nicholas Lindsey, a brand designer and one of my fellow PRSSA graduates, was in need of last-minute PR support for one of the biggest shows of his life. Immediately, I jumped at the opportunity; it was a great way to help a friend in need and a way to practice what I learned from my internship.

As PR manager for the show, my main responsibility was media relations. On show day, I had journalists present from Essence Magazine, NBC Universal and fashion bloggers from around the country, including an NYC Fashion Examiner. To solidify these high profile media representatives, I used everything I learned from my internship, especially social media for media relations purposes. My wonderful PR agency allowing me to pitch as an intern led to something I am very proud of – my first national magazine placement: NYFW Designer Q/A: Nicholas Clements-Lindsey.

To answer Tressa Robbins’ question, posted on the BurrellesLuce Fresh Ideas blog, “Should PR Interns Pitch the Media?” … YES, they should – I am a living example of how it can prepare interns for the “real world.” In fact, I recently accepted a full-time position with Fahlgren Mortine Public Relations where I … pitch the media on behalf of clients.

Giving the valuable experience interns can learn from pitching, can you think of any reasons why they shouldn’t? 

McCormick began with the “Three E’s Bringing Change.”

• Economy – budgets are down and value propositions are up, making it more difficult to succeed in the marketplace.
• Environment – trust is down, number of messages is down, and audiences now expect to provide input.
• Effects Strengthened Through PR/Partnerships – public relations understands how to build and sustain beneficial relationships; transference of credibility moves the messages faster and feedback is more immediate and helps facilitate needed change.

McCormick cited a number of statistics and studies to prove his point that current changes are good for PR. For example, according to CareerCast.com, PR tops other communication disciplines, such as advertising and journalism, in the listing of top 200 jobs. The annual Veronis Suhler Stevenson study predicts a consolidated aggregated growth rate for public relations as nearly 10 percent for the years 2008-2012.  Even in a downturned economy, spending on PR in the U.S. grew by more than 4 percent in 2008 and nearly 3 percent in 2009 – to $3.7 billion.  And, finally, the rise of the Internet and social media has given PR a big boost.

Why else does McCormick think the future of PR is bright? Things like: advances in technology, changing role of traditional media, reduced trust in business, 24/7 immediate/global news cycle, segmentation of messages and authentication of sources, the ongoing turf war on owning social media, and the fact that organizations will no longer own messages/messaging and that actions will define reputation are all benefits influencing the landscape of public relations.

Finally, he made the following suggestions for preparing for the future:

1. Focus on strategy, not tactics
2. Include all the tools available
3. Integrate and innovate
4. Embrace the new normal
5. Deliver more listening points than talking points
6. Maintain your individual brand ethics

What do you think? Are you beginning to see an upturn in business? How are the current media and economic environments affecting the way you do public relations? Share your thoughts with me and the readers of Fresh Ideas.

 In this post I’d like to share some of the advice that was provided in the “Diary of Young Professionals” session.  Allison Hughes, Lara Golike, Tanya Kath and Phillip Cleveland served as panelists and answered questions from the Missouri and southern Illinois PRSSA members in attendance.

When asked for advice about entering the job market, the panel offered these points:

• Don’t go in with a sense of entitlement. You’ll be “knocked down a peg” and only set yourself up for disappointment.
• Not everyone works with clients immediately. While you should have a writing portfolio, you are still the “low man on the totem pole.”
• With entry-level positions, you may have to jump through the hoops and prove yourself until acknowledged as a professional.  It can be a long road, but you must keep on until accepted.
• In corporate PR there can be as many as ten approvals and red lines before something is given the go-ahead.
• Not every office is like “Devil Wears Prada!”

As far as advice about job searching and what skills should be highlighted, the panel offered this guidance:

1. Digital PR is a must. Agencies want to hire those that already have these skills. 
2. Be sure Facebook, Twitter and other social media pages are “clean.” With Facebook, you can set privacy filters, but keep in mind that nothing is truly private on the web. 
3. As far as skills to be highlighted, do NOT say you are a “people person.” 
4. Include group projects (not just individual) as this demonstrates team work.
5. Showcase achievements rather than activities. 
6. Be prepared for an on-the-spot writing test.
7. When interviewing, ask lots of questions before accepting a position so you know what you’re getting into.
8. Early in your career (or even when doing internships) – diversify. Even if you know what area you want to go into, don’t pigeon-hole your experience.

Finally, panelists were asked about some the things they wish they’d learned more about in school, to which they responded:

• AP Style (there’s even an app for that now!)
• Social Media
• Reading industry magazines and newsletters as well as thought-leaders blogs.

If your local PRSA, IABC, AMA or other group has a Pro-Am event, I’d encourage you to participate in any way that you are able.  What additional advice would you offer these about-to-be young PR pros?

Flickr Image: Gavin Luhrs

As I began to think about the topic for this first post of the New Year, I thought about my goals and aspirations. (Colleen Flood, my colleague here at BurrellesLuce had similiar inspiration when she wrote about “Setting Smart Goals in 2010“).  Then, I realized that there is already lots of good information out there – many that parallel my own thoughts.  So, I thought I’d provide a round-up of some of the posts I’ve read in the past week – ones that I think we can all relate to. 

• Associated Press business writer Joyce M. Rosenburg did a story on small business owners making resolutions. The first interviewee was a PR agency owner and her resolution was one we should all strive to do:  spend quality time with clients. In that same article, another PR agency president planned to improve her work/life balance. 
• My Twitter friend @PRcog has some resolutions, found on the PRBC (PR Breakfast Club), site that I think many of us can relate to, as well: Stop using descriptors like “cutting (or bleeding) edge,” “revolutionary” or the “next big thing” and to convince clients to stop caring about their follower/fan count.  He doesn’t say it, but it’s implied that they should be focusing more on the strategy, not the tool. 
• Linda Jacobson, APR, published her New Year wish list which included promising to only put out quality content (versus a press release just for the sake of releasing something). She also encouraged us to “play nice with others,” stating that, “Marketers, advertisers and PR professionals need to be on the same team. Playing to each strength usually gets targeted results. When one of the three legs decides not to do this, the result skews and doesn’t deliver full strength.”
• Charlotte Schaff posted her top ten resolutions on the Valley PR blog, which include making the most of her PRSA membership, improve media relations by being a connector and source to the media, and (one I can personally relate to) saying “no” more often. 
• PR student and PRSSA national vice president of professional development, Nick Lucido resolves to learn to lead – his resolutions are in relation to his studies but can be applied in the business world as well.
• Finally, Brian Solis, in his “Greatest Hits of 2009” series, states “Our resolutions for 2010 must include learning and participation. With an open mind and an open heart, we can continue to learn, grow, and in turn, teach those around us to make 2010 a banner year for new media literacy and change.”

 What resolutions have you made? What would you add to this list? I look forward to your participation!

In researching being a PR mentor, I found quite a bit of good information on how to find a public relations mentor, where to find a mentor, and finding the right mentor; however, I wasn’t able to find much on being a PR mentor. 

Let’s face it, we’re all doing twice as much with half as much time these days (or at least it seems that way). So why should you invest the time to mentor?  Here are my three reasons for becoming a mentor:

• Good way to learn.  I’m not necessarily talking about “reverse mentoring,” but it may be as simple (and enlightening) as discovering a new slant on an old strategy, method, or practice. Furthermore, you’ll encounter your protégé’s world and take away that experience. You may even learn something about yourself in the process.
• Expand your network. Many of us work in non-traditional work settings these days, participate in webinars versus group meetings, and generally have less face-time together. Whether you work in a traditional office setting or not, mentoring is a great way to expand your reach. Your protégé today may be a hiring manager or client tomorrow.
• Return the favor. “Pay it forward.” “Share the wealth.” However you want to phrase it, it just plain feels good to help others. When you mentor, you leave a legacy of sorts – your work ethic, character, experience, and even your professional personality are instilled into your mentee. 

Still believe you don’t have time to be a mentor? Then, how about participating in social media conversations or participating in Twitter chats such as #PRStudChat, #u30pro, #journchat, or #solopr just to name a few. Arik Hanson thinks this sort of “virtual mentoring” is the wave of the future per his recent vlog post over at The Spinks blog.  BurrelleLuce’s own Valerie Simon agrees, commenting “While there is certainly an important value in that old school (one-to-one, face-to-face) mentor/mentee relationship, virtual mentoring offers an important opportunity to gain access to a broad gamut of leaders.”

I’m eager to hear about your mentor relationships and thoughts.

Mark Mahoney, senior communications specialist for Kohler, kicked off the session by introducing a national collegiate marketing competition for Save Water America. The competition requires the chapter/student-run firm to respond to a request for proposal (RFP) and develop an executive proposal outlining a marketing and public relations plan and budget. They will receive money and supplies to execute their marketing plan and will be judged on several criteria including creativity, media value, attendees, and local product sales.

The top team wins $10,000 worth of water-conserving products for their school, an all-expense paid trip to Kohler headquarters with roundtable executive meeting, and water conservation products for each team member. First and second runners-up will also receive water conservation products for their school and team members.

Following Mahoney’s presentation of the national collegiate challenge, Lucido opened the floor to a Q&A session with the student panel, which consisted of:

Kaitlyn Darr, University of Georgia
Emilie O’Toole, Boston University
Erin Phillips, Rowan University
Regina Pena, University of Alabama

These students’ knowledge of public relations and media relations is extraordinary. Having worked at a PR agency myself, the advice the student panel gave on agency life and activities was spot on – if I hadn’t known these were students, I’d have thought I was listening to a panel of PR pros!

These student-run PR firms are not just theoretical; they have real clients, do real hands-on work, and gain real world experience. Many have even gone through the process of becoming nationally affiliated where they adhere to strict standards which include the PRSA Code of Ethics.  

The session wrapped up with a faculty member declaring that she has seen cases where students (who have been active in a student-run firm) have been hired for a position that called for 2-3 years experience (versus an internship or entry-level). After hearing and meeting some of these young about-to-be PR pros, I’d hire them in a heartbeat – would you?  How important do you think being involved in a student-run firm is to their future job prospects?

Summer has arrived and many students and recent graduates who aspire to work in the public relations industry are beginning an internship. Internships can provide an excellent opportunity to gain insight into a career in public relations and provide the experience and connections you need to get your first job.

During my tenure at BurrellesLuce, I’ve had the opportunity to watch successful interns move into entry level positions, and on to senior positions in the field of PR. The interns that succeed demonstrate professionalism and dedication early on, regardless of the task. If you are starting an internship in PR, you can expect to be given a range of responsibilities including:

1. writing press releases/ media alerts
2. research
3. updating and maintaining media lists
4. assembling client clip books and press kits
5. providing support at special events.
6. administrative duties

One responsibility that has been the subject of recent debate is the question of whether interns should be allowed to pitch the media? Jeremy Porter, Journalistics, recently cautioned against this practice, providing some excellent arguments against letting your intern pitch in a recent blog post.  Becky Johns, a recent graduate of Michigan State University’s Communication Arts and Sciences program, offers  7 reasons to consider allowing interns to pitch the media to make a case for letting interns pitch. What is the policy at your firm?

Along with the responsibilities of your new internship, it is important to keep up with news about the public relations industry. For public relations interns who are on Twitter (and those who aspire towards a career in PR should be on Twitter), there are several hashtags you may find interesting, including: #pradvice, #printern,  #pradvice,  #entrypr, and #intern.  As you look to advance your career, you should also have a presence on LinkedIn. Be sure to check out LinkedIn groups such as #PRintern | #Entry PR  and PRSSA as well. Megan Lawler, Dittoe Public Relations, offers some additional “Do’s and Don’t’s” for achieving a successful public relations internship.

Of course not all internship programs offer the same opportunities. Have you had a positive experience as a PR intern? Does your firm offer an outstanding PR internship program?  Please leave a comment and share what makes it great!