Making the Most of the School Year

School breaks provide the perfect opportunity to search and prepare for summer internships.  That is true, but now that we’re back from winter break, it’s important to remember that there are many steps you can take during the school year to prepare for future internships.

Once you’ve found a few places you’d like to intern, use those social networks like Twitter and LinkedIn as platforms to present yourself to prospective employers and to connect with them.

Most public relations professionals you will want to connect with already use LinkedIn, so create a profile if you haven’t.  Make connections with people you already know, like classmates and former co-workers, and fill out your profile as completely as possible.  If you see that one of your connections is also connected to someone you’d like to have in your LinkedIn network, you can send that person a brief note of introduction through LinkedIn.  Explain who you are, who your mutual connection is, and why you’d like to connect with him or her.

Once you’re connected, ask if you could meet for an informational interview.  Tell them you are interested in learning more about their profession, the work they do, and possible internship opportunities.  You could meet in person or chat over the phone.  Either way, make sure you do some background research and come prepared with questions.

It’s also important to remember the smaller details.  If you already use Twitter, continue to do so and remember to dialogue with other users.  Re-tweeting an agency’s blog post and conversing with those you follow could help you make new connections.  Maintain a blog to show you’re a talented writer who creates valuable content.  Update your portfolio, resume and LinkedIn page so they present the most current information and feature your best work.

These are just a few of the ways you can actively search for internships and connect with public relations professionals.  The big break might be over, but there are still many ways to make the most of the time you have.

–Paige Landsem, Account Executive

LinkedIn: A Great Tool for Soon-to-be College Graduates

The current economic times are worrisome for many soon-to-be college graduates. Many professors, career councilors and public relations practitioners are suggesting students start looking for jobs now, during their senior year. According to Jennifer Montez, a writer for the blog “New Grad Life,” LinkedIn is a great place to start.

For those of you who are not familiar with LinkedIn, it is an interconnected network of professionals around the world. This social media network allows users to be introduced to and collaborate with many different qualified professionals. Montez believes that job hunting can be easier when using LinkedIn because as a user you can build a strong contact and reference foundation. LinkedIn offers different demographics; 68 percent of its users are ages 35 and older, and 72 percent are college graduates. In the current blog post, Montez provided 22 ways to dominate LinkedIn that could eventually help you land a job. Here are the tips that I found to be most helpful.

Upload a good picture of yourself. Make it professional to leave a good first impression when potential employers look at your profile. A picture can make or break a job; I personally know a few horror stores where friends were not hired because of a photo the employer saw prior to the interview.

Complete your entire profile and include prior jobs. LinkedIn gives you the opportunity to highlight your resume and link your personal blog’s RSS feed and Twitter account. Your resume represents the work you’ve done in the past and your blog gives an example of what you are capable of doing.

Invite people you meet in different business settings, such as networking events and conferences. This builds your professional network. LinkedIn provides custom introduction text when sending an invitation; it would be helpful if you wrote where you met the person in this area.

Build your reputation through joining different groups. This is a great way to make new connections and participate in diverse group discussions. Eventually, you might want to create your own group.

LinkedIn is a tool we should all be using. It provides a more professional way to network, yet gives you the opportunity to integrate bits of creativity through linking your personal blog, Web site or Twitter account.

For more information about the Montez’s 22 tips, here is the blog post, http://newgradlife.blogspot.com/2009/11/22-tips-for-landing-job-on-linkedin.html

Emily Olson, Account Supervisor

Tweet Your Heart Out: 10 Reasons to Embrace Twitter

I have a confession to make: not long ago, I was anti-Twitter. But now I’ve grown so attached that it feels like an insult to admit I was ever against it. Currently, I tweet daily and follow more than 400 people. So what happened? At the risk of being corny, I woke up and smelled the Twitter.

We’ve all heard it before: “Twitter … what’s the point?” While the site has been rapidly expanding since it began in 2006, there have always been people skeptical of what its true purpose is. Time and time again I’ve heard the argument that Twitter is just another ad campaign for businesses or organizations to reach more customers. As a former ‘anti-tweeter,’ I was amongst those who argued that Twitter is just a collection of Facebook status updates, and who really cares that much about other random people’s thoughts and opinions? Most of these ‘anti-tweeters’ simply don’t understand how to use Twitter, or where to even begin. It’s been called the new online fad, and as with most fads, some people are slow to catch on. In fact, as with many social media aspects, those in marketing and public relations were some of the first to understand and reap the benefits of Twitter.

Twitter is much more than a 15 minutes of fame online social fad, and when used correctly, it has serious benefits for individuals, businesses and organizations. Because it’s the first site of its kind, starting a Twitter account can be like taking a leap of faith – you’re not really sure where to begin, what to do with it or where it will lead you. But rest assured you will hit the ground running if you’re willing to learn, and ready to spend the time necessary to see the benefits. Like it or not, Twitter’s not going away any time soon; so you can choose to understand and embrace it, or be like my grandma and wait 10 years to make sure cell phones aren’t just a passing fad. Here’s a quick list of 10 reasons why you should welcome Twitter with open arms:

10. Connecting with people you know. I’ve learned quite a bit about some of my professors, co-workers, friends and even family through Twitter.

9. Customer service. If you’re a business, this one’s obvious. Connect with customers on a whole new level, and show them you care. I recently had an issue with my cable and direct messaged @Comcastcares with my problem. I got a response almost immediately, and it’s the only time I have ever felt remotely satisfied with a cable company.

8. Thought leaders and influencers. Follow the current thought leaders in whatever you’re interested in. They’re loaded with information that will only add fuel to the fire of whatever you’re passionate about.

7. Personalized news. Twitter is news with a heartbeat, and if you follow the right people, your finger’s right on the pulse. Not only did I hear about Michael Jackson’s death via Twitter, I saw a ton of the different reactions to it at the same time.

6. Exposure. Have a blog? Twitter is the perfect place to share it with the world. Own a business? Show people what it’s all about, and why it’s great.

5. Connecting with people you don’t know. It’s so easy to find interesting people to follow, or people who have similar interests as you on Twitter. If you’re tweeting for a business, it’s a great way to reach your target audiences and customers effectively.

4. Sharing your passion. Love sports? Tweet about it. Politics junkie? Tweet about it. Fashionista? Tweet about it. It’s all out there already, but the more voices on any topic the better. Who knows, maybe you’ll find a niche topic to talk about and become the top tweeter in that area.

3. Expanding your knowledge. Twitter is so much more than just status updates. With the constant sharing of knowledge and information, learning more about the world around you is only a click away. A great way to help spread information on Twitter is to share links to things you find interesting or intriguing.

2. Networking. Getting a job through Twitter may seem like a stretch, but showing potential employers your interests, expertise and personality in a professional manner can only help. Additionally, connecting with other professionals in your field is easily done on Twitter, and can be very beneficial.

1. The world awaits you. The world is at your doorstep, listening to you on your soapbox. Take advantage of it.

Brooke Brown, Account Supervisor

Professional Phone Etiquette

With multiple facets of communication available today that do not require voice-to-voice communication, professional telephone etiquette has become an underdeveloped skill in generation Y.  Mindy Lockard, an etiquette consultant and manners maven, spoke with Allen Hall

PR about the ins and outs of professional graciousness.  She touched on the fact that phone manners are an integral part of the professional world, especially in the case of PR, and that many in our generation seem to lack proficiency in these essential skills.  The colloquial tone of cell phoning, the casual style of instant messaging, and the abbreviated codes of texting require a much different approach to communication than phone calls in the business world.  By utilizing a few simple principles, phone manners are easily attained.

1) Always formally introduce yourself at the beginning of the phone call.  You should say your full name and the company or association that you work with.

2) Be considerate. Ask whomever you are calling if this is a good time for them – before beginning a conversation.  It shows you value the person’s time and you are aware that he or she may have numerous other things to do.

3) Pay attention to the tone of your voice; it is extremely important.  Make sure your speech is pleasant and friendly.  Other than your direct words, it is the only way to convey your message and demeanor.

4) Articulate! No one likes to talk to a mumbler and the banter back-and-forth of “I didn’t quite catch that” or “Sorry, can you repeat that?” impinges your message.

5) Listen well.  Devote all your attention to the call and resist the urge to multitask while on the phone.  It really takes away from the conversation and your distraction is often apparent on the other end of the phone line.

6) Upon ending a conversation, genuinely thank the person you called for taking the time to speak with you.

Even in the height of this technological age, telephone calls are still an important part of the professional world.  Mastering phone manners and being able to convey a gracious presence over the phone will prove invaluable for upcoming PR practitioners.  

Jessica Sturges, Account Supervisor

Green PR Practices

As a result of disappearing forests, record high air pollution levels and the ever-present threat of global warming, public relations firms nationwide are changing their practices to answer the call of environmental stewardship.  To some, the thought of purging wastefulness out of a large-scale, professional firm and creating an entirely new set of environmentally sustainable policies seems daunting.  However, even the smallest changes have the potential to yield enormous environmental benefits.

The National Resource Defense Council’s “Guide to Greener Living” lists applicable tips for reducing energy consumption and increasing sustainability.

Recycle: Recycling saves resources, decreases the use of toxic chemicals, cuts energy use, helps curb global warming, stems the flow of water and air pollution and reduces the need for landfills and incinerators. Make an effort to participate in your building’s recycling program.

Buy Recycled Products: Challenge yourself and your co-workers to buy paper products with a high percentage of post-consumer recycled content.

Brighten Up Your Day: Open blinds on sunny days to allow for maximum amount of natural light.

Use Reusable Utensils: For office parties and events, rent reusable silverware and plates to reduce the amount of garbage.

Go Paperless: Send all in-house announcements, memorandums and invitations via e-mail.

Buy Local: Buy locally grown food for all company events.  Foods that are grown locally require less fossil fuel than foods that have been shipped.

Research: Take time out of your day to learn about new, green business ideas.

Adopting these ideas into your public relations practice has the potential to foster untold environmental benefits.  Being environmentally conscience and running a PR firm based on the ideals of sustainability and conservation is a simple way to make a positive difference.

Emily Coit, Account Executive

Transparency is not the Exception, it’s the Rule

Transparency is a current hot topic and buzzword that you hear thrown around in every boardroom, office and even inside the classroom. It is not a new concept, but as new technologies and forms of communication become available, the principle of transparency becomes inherently more important for businesses and working professionals.

Wailin Wong, a technology reporter at The Chicago Tribune explains: “The concept of social media is not new. By nature, we are social in the way we interact in our daily relationships with our friends, colleagues and loved ones.  Generally, in those relationships we do not lie or deceive because nine times out of 10, people get caught. This valuable life lesson should also be practiced in social media.”

Transparency tends to scare companies into thinking they’re required to share every little detail in order to use social media — not true. To be transparent you don’t have to bare all; just be honest with people about what you are doing and how it’s being done. For example, if you ask a blogger to review your product, both the company and the blogger need to be upfront about the relationship. An interesting case study on http://kevin.lexblog.com/2006/10/articles/public-relations/fake-blog-walmart-gets-caught-with-its-pants-down/ Wal-Mart demonstrates what not to do when it comes to social media transparency.

http://gtcf.org/page10002502.cfm Rose Lincoln Hamilton, president and CEO of The Greater Tacoma Community Foundation, says, “I can’t emphasize enough the need to not only be transparent with the bad as well as the good, but to also be proactive: don’t wait until someone asks.”  People are connecting with businesses that aren’t afraid to fess up when they don’t have the answer. Also, people like to talk to a person, so businesses that encourage employees to relate on a more personal level with consumers through social media are having great responses without jeopardizing confidential information (i.e.  http://techwag.com/index.php/2008/12/04/social-media-case-study-comcast/ (Comcast)      http://www.readwriteweb.com/archives/zappos_twitter.php (Zappos)  http://moblogsmoproblems.blogspot.com/2007/10/dell-social-media-rags-to-riches-story.html (Dell)

Companies now have an opportunity to show their human side, release the realness within the company to build relationships and connect with their customers.

“ Transparency often leads you to the right path. What is the worst-case scenario with transparency? You’re being honest and saying things that are real — the right outcome is eventually going to come out of that.”

http://about.bzzagent.com/word-of-mouth/company/leadership  Dave Balter, Founder and CEO of BzzAgent

Mariah Herman, Account Executive

Interviewing In Your Bedroom?

With the hard economic time and the advancements in Internet and webcam technology, employers are finding a way to save thousands of dollars by conducting interviews over Skype. Instead of flying in their candidates, employers are embracing the quick and low-cost option of a Skype interview. We have all worked to practice and perfect our interview skills, but are we prepared for this new alternative?

Time Magazine recently did a video blog explaining the process and shared some helpful tips to keep in mind when interviewing via webcam. Here are a few I found most useful:

-Select the location where you will conduct the interview and see how the background will appear behind you. Make sure there are no major distractions on the wall, but also don’t make it look like you are sitting in an empty jail cell.

- Good lighting is essential! A well-lit room with an additional light shining on your face will make for the perfect webcaming conditions. Testing this before the interview will make for fewer adjustments later on.

-Make sure to minimize distractions while you are interviewing. Common distractions include roommates or employees walking in the room, phones ringing, cats jumping on your desk, and e-mail notifications sounding.

- When deciding what to wear, keep in mind that your image will be very small on the interviewer’s computer screen. Keep it basic and avoid patterns that could be distorted or distracting to your viewer.

- Make direct eye contact with the camera. When the interviewer is talking it is acceptable to look at his or her image, but when you are responding, look directly at the camera. Direct eye contact with the camera will give the interviewer the sense that you are looking directly at him or her. A useful tip is to take a photo of a friend, punch a small whole in the middle of it, and attach it directly over the webcam.

- Right before you begin your interview, go on Skype and warm-up with a friend. Send them some questions and practice making eye contact to get used to talking to another person via webcam.

It’s likely that each of us will face a webcam interview during our careers in public relations, and being comfortable with it will make you that much more competitive. Also, keep in mind that all of these same principles could be used for webcam client meetings and other interactions with the people we work with daily.

Mason Hughes, Account Executive

Facebook Can Be A Social Media Tool For All Audiences

As I have started to work for my new client creating a public relations plan, the subject of social media and its uses with different audiences has come up often, specifically with Facebook.

There are many misconceptions when it comes to the uses of social media and what audiences it can attract. People generally associate social media with the younger generation, high school and college students, recent college graduates and young professionals. This is no longer the case.

Since opening its website to the public, giving anybody the ability to create an account, more and more people over the age of 35 have been creating Facebook pages. Not only that, women account for a large growing demographic in the Facebook world. Many people in older generations are beginning to see the benefits of Facebook and the connections it helps to keep. Mothers and grandmothers now have the ability to log-on and see their children and grandchildren’s status, look at pictures of them and send messages saying, “Good luck with that midterm,” or “Just wanted to say I love you.”

What does this mean for the world of public relations? It’s a smart idea for PR professionals, young and old, to remember that Facebook and other social media tools can reach many audiences of all ages. It’s also important to remember that older generations have more time and money than broke college students, making it important to reach multiple audiences with these tools. A non-profit organization that helps different audiences within the community needs to tailor its content to all its important audiences, not just the younger generation. With a better understanding of who is on Facebook, public relations professionals can make better decisions about how to work social media use into strategies for their clients.

For more information about which audiences are growing on Facebook, here is a really interesting blog post a friend sent to me, which I thought I might pass along: http://tinyurl.com/yadb4fu

Casey Colesworthy, Account Supervisor

How Non-Profits Can Cultivate Strong Relationships With Donors

For non-profit organizations, relationships are key.  Many non-profits are concerned about the economy’s impact on fundraising efforts. There’s no doubt that non-profits need to work harder than ever to cultivate strong relationships with key constituents if they are going to compete effectively for donor dollars.

The “Guidelines for Measuring Relationships in Public Relations,” by Linda Childers Hon and James E. Grunig, lists the four components non-profits should use to cultivate strong donor relationships.

1) Control mutuality: Some power imbalance is natural, but the most stable relationship is one where both parties involved have some degree of control over the other.

2) Trust: There must be complete trust between organization and donor. Dependability is key in any relationship.

3) Satisfaction: Satisfaction occurs when both parties are benefiting from a positive relationship.

4) Commitment: Commitment is the extent to which both parties feel the relationship is worth spending their energy on.

These components will allow your organization to create and maintain beneficial relationships. I want to leave you with a quote by Woodrow Wilson that I believe exemplifies the spirit of non-profits and gives clear reason as to why maintaining strong relationships with donors is necessary:

“You are not here merely to make a living. You are here in order to enable the world to live more amply, with greater vision, with a finer spirit of hope and achievement. You are here to enrich the world, and you impoverish yourself if you forget the errand.” – Woodrow Wilson.

Amy Ruben

Grounding yourself is key to client relations

Early in my public relations career, I found myself facing major pitfalls. Confusion. Crisis. Stress. Anger. All have been prevalent at a variety of levels over the past few years.

Insert Zack Schwartz.

Schwartz, an award-winning author and psychologist, granted 12 seniors 90 minutes to discuss his tactics as a professional working in a high-stress industry.

Upon arrival, our guest looked anything but professional. Sporting a gray, shaggy beard to match his equally elongated hair, Schwartz appeared more prepared for a rock ’n’ roll concert than an intensive question-and-answer session.

“Please stand up,” Schwartz first told us in a relaxed, congested voice. “Now, shake yourself loose because it’s important to be relaxed in order to be grounded.”

Grounded. I had never heard of the term. According to Schwartz, grounding oneself is the key to success.

Throughout the question-and-answer session, Schwartz continually spoke of grounding oneself when dealing with pressure, both professionally and socially.

“Grounding yourself unhooks a person from everything and allows you to go back to step one,” Schwartz stressed.

And he’s right.

When confronted with an uncomfortable situation, I, like many of my peers, often freeze up with panic. Although I am using my full effort to complete a task that best represents Allen Hall Public Relations, the New Venture Championship team, and my client, I have found myself in situations where I am caught in the moment and not using my best judgment.

Now, I simply stay grounded by taking a deep breath and regaining my focus. It allows clear and rational thoughts and prevents loose cannon mistakes.

Each individual has his or her own technique for grounding oneself. It may be as time-consuming as exercise or as simple as my deep breath approach.

“It’s important to find what works for you,” Schwartz said, “because doing or saying something you regret can ruin your credibility for a lifetime.”

Now, because of grounding, my credibility can stay safe and I can represent my client, my firm and myself in a professional and successful manner.

Jeremy Liebman

Account Supervisor, New Venture Championship