Posts Tagged ‘AMA’


What Public Relations Students Should Do During Summer Break

Monday, June 3rd, 2013
Flickr.com: QueensU

Flickr.com: QueensU

Those who were seniors this past year are now graduated and moved on, leaving room for the next class of future PR professionals to fill their shoes—to take next steps on the path of their PR student career.  So, what should they be doing during summer break? Listed below are a few items that came to my mind (but I’m hoping some of our PR pro friends will chime-in with additional tips):

  • Set short-term goals. For example, attend at least one professional industry networking event over the summer. Or, read industry blogs and/or articles and comment on at least one each week.
  • Set long-term goals, write them down and number them in order of importance. For example, attend at least one industry professional networking event per semester. And/or get involved with on-campus pre-professional organization (like PRSSA or AMA).
  • Work on your portfolio. Gather writing samples–or create some by volunteering to write a guest blog post, or better yet, start your own blog. Be sure to include any public relations or marketing plans you’ve created, press releases, anything written in AP Style, research papers, newspaper clippings, presentations, creative design samples, reference letters, special certifications, etc. If you haven’t yet created an online portfolio, do so. The earlier you begin, the more prepared you will be come graduation time. NOTE: If you are including any work that was done as part of a group, be sure to notate this and identify which part you actually did.
  • Practice your elevator speech. You should have a 30-second spiel that is memorable and opens a window to your personality, your passions and your mindset. Not a laundry list of skills but rather what you can offer to a potential employer. Practice OUT LOUD. Use your smartphone to record yourself so you can play it back and make improvements.
  • Clean-up and hone your online presence—including your social media accounts. Google yourself  (be sure to ‘hide personal results’ by clicking the globe in the upper right)–and don’t forget Bing and Yahoo!. If the first page results do not represent who you are, immediately begin digital damage control. This is even more important if you have a common name and can easily be confused with a dubious doppelgänger. Seek out and follow industry leaders so you can network and learn from the professionals, not just fellow students.
    • Not sure what “digital damage control” is? Here are some tips from CareerBuilder on CNN.com.
    • Don’t think employers are using the Web and social media to research job candidates? Read this from the Wall Street Journal.
  • PR professionals must view themselves as “brands”—it’s a very competitive industry. Your business cards, resume, online portfolios, etc. should present a cohesive message. Work on ensuring that all these match your “brand.”
  • Research agencies, organization, companies that you would like to intern with or work for.  Reach out to them and request an information interview. Face-to-face is best but Skype or Google+ Hangouts work, too. Ask what (coursework, degrees, activities, skill sets) they are looking for when hiring. Ask, given identical academic backgrounds, what makes some candidates standout above the rest.
  • If you have free time, volunteer at a local non-profit organization and offer to help with public relations, marketing, social media, blog content creation, special events. This is experience—it all counts!

What else should students (or young PR pros) be doing in preparation for their career?  If you are a student or recent graduate, what have you done (or are doing) to progress your career? We want to hear from you.

Young Professionals: St. Louis PRSA Pro-Am Day

Monday, March 1st, 2010

I had the pleasure of attending and serving on a career panel at the PRSA/PRSSA Pro-Am Day in St. Louis last week. (New PRSA president/CEO Gary McCormick was the luncheon speaker, but that’s for a future post here on BurrellesLuce Fresh Ideas.)  

 In this post I’d like to share some of the advice that was provided in the “Diary of Young STLPRSAproam-youngpro panelProfessionals” 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?