The Unsung Heroes of PR

Today the PRSA Chair & CEO Michael Cherenson spoke to the Central Michigan PRSA chapter about the PR profession, ethics and issues facing PR professionals in today’s industry. He shared stories about the evolution of PR and his experiences watching the profession change as he grew up around it, watching his father practice public relations.

During his presentation, Michael said something that really resonated with me: PR pros know how to say no. There are no awards for saying no. We don’t get media coverage for saying no. We don’t generally get praised by executive management for saying no. But we do know how to identify which ideas, opportunities or messages could be detrimental to our brands. We do know how to discuss the impact of negative stories with different audiences. We do understand that the media likes to cover bad news and doesn’t care what crazy stunt a company might be willing to pull to get attention for good news. We are the unsung heroes, protecting our organizations’ reputations.

In many cases, knowing when to say no is just as important as knowing when to say yes. The beauty of brainstorming is that there are no bad ideas, just the free-flow of creativity. But when ideas from the drawing board need to be implemented, it is often up to the communications professionals to identify which plans could be detrimental to the organization. By nature, communicators have audiences in mind with every choice they’re part of making and they understand that the idea of “no such thing as bad press” is a myth.

It’s important to take chances and it’s important to push the boundaries of creativity. But it’s even more important to remain conscious of the brand identity at all times and stay away from the kinds of messaging that could destroy it. PR professionals already fight stereotypes of being “spin doctors” and shameless self promoters. By keeping what’s best for our organizations and clients in mind and knowing when to say no, we can instead be the guardians of our brands. We are the unsung heroes.

What do you think? When have you said no because you knew it was the right thing to do? Why do you think saying no is often so much harder than saying yes?

Image credit: DJ Bass, Flickr

Bridging the Generation Gap

A few days ago, a story appeared on Ragan.com by Denise Baron called “Talkin bout my generation—and theirs.” Denise describes seminars and conferences that teach baby boomers how to work effectively with other generations. She said as a manger, she’s been advised on how best to deal with the needs, idiosyncrasies and behavioral characteristics of members of X, Y and Millennial generations.

“Here’s what I suggest to those newcomers: How ‘bout learning how to deal with me” she says.

She continues to describe the values of the baby boomer generation, like working your way to the top, respecting elders, and pining for a Barbie-like dream life. Her advice to younger folks:

“So, if you’re not quite older than dirt and find yourself reporting to someone you suspect might be, here are some tips on how to get along with us and—ever so important—avoid getting on our nerves:

• Forget the B.S. and lose the attitude.
• Don’t expect the world to be handed to you; we’ll expect you to work for your rewards.
• Learn what impresses us, and do more of it; learn what bugs us, and stop doing it.
• Don’t miss deadlines, and do show up on time, all the time.”

Wow. Who gave Denise hater-ade to sip on in her morning coffee?

I’m a Millennial, born in 1987. I’ve dealt with a constant stereotype about my generation my entire life, particularly in the workplace. I can’t help but take this personally, and be nothing but disappointed in Denise’s monumental oversight.

Yes, it is true that members of my generation value instant gratification, after all, we’ve grown up with the Internet and information available with the click of a button. Yes, it’s true that members of my generation are multi-taskers and work best in environments that foster flexibility and creativity. Yes, it’s true that members of my generation want to be successful early on and want to take on as much responsibility as possible to prove ourselves.

But that doesn’t mean we don’t care about basic manners and requirements of a job. And it sure as heck doesn’t mean we don’t want to work hard to do a good job for our bosses and companies.  A good employee is a good employee, no matter the age.

Attitude problems have nothing to do with generations. If you carefully interview qualified candidates and check with their references, you will get an idea of the type of person and worker your candidate is. A pain-in-the-butt at age 20 usually grows up to be a pain-in-the-butt at 50. Ages change, difficult people don’t.

Don’t punish young people for being ambitious. Do you know any baby boomers that lined up for unpaid internships? I didn’t think so.  In today’s PR industry, it’s expected that college graduates have at least one, but often, several internships before getting entry-level salaried positions. I would argue that this generation works even harder to get to the jumping-off point baby boomers enjoyed in their early 20s. Long gone are the days of working for a company for 35 years and retiring with a cushy pension. Millennials do not take jobs with the same sense of security many baby boomers enjoyed.

Be clear about your expectations, and hold your employees accountable. This goes for any employee in any generation. If you’re a manager or supervisor, be clear in the beginning about what you expect and the way you like to work. The quicker you find a positive dynamic with your new young employee, the quicker you are going to have a contributor to your department. Don’t just expect your intern or entry-level associate to figure out what to do on his or her own. That’s just setting the situation up to be a failure.

Consider being flexible with scheduling to maximize a young person’s peak hours. There are very few young people who can sit in a cube from 8-5 and be productive and focused the entire time. By offering some flexibility in work schedules, you’re going to get better work, more often from your young employees.

I asked my Twitter network what stereotypes or beliefs about Gen Y/Millennials they believed to see if Denise’s feelings were the norm. Here’s what I found out:

@tshepard: I’m a Gen Y myself, so I have a positive view. Hard workers, tech-savvy, creative, educated, up on the latest news/trends/media.

@aribadler: I support the Gen Y efforts to cause change, but I often have to remind them that you can’t turn the Queen Mary on a dime.

@jlknott: Millennials=multitaskers, expect media and demand to be heard and have some entitlement issues. They are also very much of the driving force behind all of the new, prolific social media and open content movements. As a generation, they are more willing to demand what they want, something Gen X and Gen Y is hesitant to do.

It seems to me that the key to everything is a balance and an understanding that everyone is different, no matter the age or generation. If everyone is willing to spend some time getting to know colleagues and learning the best way to work with each particular individual, wouldn’t working environments be so much better? There’s no need to get caught up in the “generation” characteristics a new employee may or may not possess.

I understand that Denise may have meant that young people need to make more effort toward working in a way baby boomers are comfortable with. But, she seems to ignore the fact that there is an incredible generation of young people that just might need a little guidance learning what that is.

If a manager believes negative stereotypes about me because of my age, then how can I expect to learn anything from that person? I believe my generation is full of creative, savvy and intelligent people that will change the world. I just hope others can learn to feel the same way.

What generation are you part of and what stereotypes about your generation bother you? What do you think the keys to successful inter-generational working relationships are?

Image credit: The Mason Gazette

Creating Your Positioning Statement

Yesterday I finished reading Selling the Invisible: A Field Guide to Modern Marketing by Harry Beckwith. One of my college professors recommended it to me as a good reference for the fundamentals of marketing. Although the book was published more than ten years ago and doesn’t address much of what has happened in the marketing world because of the web, it does cover the basics and gives examples of the triumphs and failures of companies and marketers.

The book covers important topics like research, integrated marketing, planning, creativity, effective advertising, positioning, branding, budgeting, communicating and management. It’s written in short sections, so it’s easy to take away bits and pieces of advice and knowledge.

One part in particular stood out to me as quite relevant: Creating Your Positioning Statement

“Before you create a positioning statement, one warning: Don’t confuse a position with a positioning statement.

A position (or statement of position) is a cold-hearted, no-nonsense statement of how you are perceived in the minds of prospects. It is your position.

A positioning statement, by contrast, states how you wish to be perceived. It is the core message you want to deliver in every medium, including elevators and airport waiting areas, to influence the perceptions of your service.

You can establish your positioning statement by answer the following questions:
Who are you?
What business are you in?
What people do you serve?
What are the special needs of the people you serve?
With whom are you competing?
What makes you different from those competitors?
What unique benefit does a client derive from your service?

Ask yourself these seven questions—and have seven good clear answers.”

It’s easy to consider these question in the context of brands, but what if we turn the thoughts in on ourselves? Have you asked yourself these questions and created a positioning statement about yourself?

With unemployment rates rising and more job seekers on the hunt, I think it’s more important now than ever to consider who we really are and what we really have to offer. Regaining focus on our strengths and talents rather than the urgency to find a job may help ease some stress and give hope that there are positions out there that can be good fits for all different types of people. Here are my answers to each question. I hope you’ll also follow suit and take the time to evaluate yourself and create your own positioning statement.

Who are you?
Becky Johns
What business are you in?
Public relations and communications
What people do you serve?
Organizations looking to effectively communicate messages to customers, prospects or other relevant groups
What are the special needs of the people you serve?
Understanding how to balance using traditional and new media outlets for communications and marketing goals
With whom are you competing?
Other recent college graduates
What makes you different from those competitors?
I have experience and education in journalism, advertising, marketing, public relations and media and understand how to integrate all those disciplines into communicating with audiences on behalf of organizations
What unique benefit does a client derive from your service?
Energetic and relatable attitude with a commitment to quality for any project

Looking for a way to describe yourself on a résumé or in an interview? Try putting it all together.

Becky Johns is a young public relations and communications professional that helps organizations effectively communicate messages to their customers and prospects using a balance of traditional and new media outlets. Unlike other recent college graduates, Becky Johns has experience and education in journalism, advertising, marketing, public relations and media and has demonstrated how to integrate those disciplines to accomplish communications and marketing goals. She gets any project or assignment done with an energetic attitude and commitment to quality.

What do you think about this method of positioning? What does your position statement look like?

Give Sales a Chance

Okay, so the Olsen twins didn’t have much luck selling their brother. But they’ve still got people singing this sales pitch 15 years later, so they must have done something right.

The best job I had in college was working in the advertising department of The State News. When I first applied, I had no idea how much I would really learn from having a sales job and how much I would grow as a person from the responsibility and organization needed for the position. Looking back now, giving sales a try was the best decision I ever made. If you are looking for something new and challenging to help with your professional development, try sales.

For more than two years, I was an Account Executive for the nation’s largest collegiate newspaper. My job was to manage client accounts doing advertising across several media vehicles (newspaper, online, and out-of-home). Most of my clients were located locally in East Lansing, and I learned how to understand the needs and goals of different types of businesses and to create trusting and positive working relationships with a wide variety of personalities.

By working in sales, I learned many important lessons. These lessons have become assets in everything I’ve done since, and have shown me that the fundamentals of public relations can be found in the fundamentals of sales. Here are a few of the things I learned that have stuck with me:

It’s not about you.
It’s easy to think about what you can get out of your endeavors, but too often, we forget it’s important what the other side gets out of it, too. Since The State News was my first commission-based position, I had trouble at first understanding my top priority wasn’t necessarily my paycheck. I learned that in order to see any benefits for myself, I first had to get inside the heads of my clients and prospects and understand what was important to them. Over time, I got better at looking at things from the other side, and I’ve found this skill invaluable in jobs and internships since. In PR, one of the basic principles is understanding how your message matters to an audience and the best way to communicate it. Learning how to discover what matters to someone else is key to successful communication efforts.

Don’t be afraid.
Anyone who has ever made a cold call knows it can be terrifying. With a little practice and some confidence in what you’re selling, it becomes easier to make pitches, but every once in a while a little streak of fear can work it’s way into you. By learning how to control the anxiety that comes along with a pitch, I learned how to better relate to my clients, and ultimately, do a better job of portraying the value of what I was selling to them. It can be scary for a Public Relations practitioner to make a pitch to a reporter, but with experience it becomes easier over time. Conquering fear and learning to pitch confidently is fundamental in PR. By developing skills and confidence in pitching things to new people, I learned how to jump over the fear hurdle of PR.

If you don’t believe in your product, no one else will either.
Nobody wants to be sold something that seems to have little or no value to the person selling it. People are smart and can tell when they’re being misled. In today’s world, consumers have even gotten better at deciphering tones in online written communication, and can pick apart the subtleties that were once only available from nonverbal cues. When I was selling ad space to small businesses in my college town, I had to make sure my clients understood I was really offering something of value. The paper really was the best way to reach more than 48,000 students, staff and faculty at MSU. The website really was a popular place for readers to seek out news and multimedia. The newspaper rack displays really were good placed for reinforcement and branding. But, until I really believed in those truths, I didn’t have a chance of convincing anyone else. PR uses the same idea: don’t just send out a press release for the sake of sending out a press release. There has to be something newsworthy involved, your organization must really have something to offer people, and that value must be evident in the beliefs and actions of your communications professionals.

Know your audience.
Bill Cosby has been famously quoted: “I don’t know the key to success, but the key to failure is trying to please everybody.” The truth of the matter is, sometimes what you have to offer just isn’t right for someone else. There were businesses in The State News circulation area that simply did not stand to benefit from advertising as much as some of the others did. I watched sales reps fail repeatedly, making the same pitches over and over to businesses with very different needs. In PR, it’s important to tailor the message to the right audience and convey information in a way that public can understand and appreciate. Technical jargon may be appropriate for trade publications or industry experts, but may not be right for the general public. Knowing your audience is essential.

Be perceptive.
A client, customer or competitor will not always come forward and offer you their thoughts about your product or service. When I was managing about 20 accounts at a time, it was important for me to keep tabs on how my clients were feeling about their advertising efforts. I asked for feedback constantly, but I didn’t always get the whole story. I had to be perceptive and read the between the lines sometimes. Did the client call or email less often? Did the client start paying bills late? Did the client show worry about fulfilling a contract? Taking the hints and adding them into the big picture helped me better understand what was going on with each business and what I could be doing to help making the advertising process easier or more affordable. PR uses the same principle. You can’t just rely on direct feedback from your communication efforts; you have to be monitoring online conversations to see what people think of your brand. You have to be in touch with your publics and picking up on little cues that what you’re doing is great…or not working,

Have you had experience with sales? What lessons did it teach you? What can other careers teach PR practitioners?

How To Get The Most Out Of Your Interns

Summer is the time of year when many companies and agencies are hiring interns onto their staffs. College students and graduates are eager to attain internships in their chosen fields, and learn as much as possible about the professional side of whichever industry they’d like to enter upon graduation.

Internships can be wonderful experiences for the interns because they stand to gain a lot of knowledge and experience. Most students know that in such a competitive job market and down economy, one of the most important things they can do with their summers is work—paid or unpaid—toward a polished, diverse and professional set of skills. Internships can also be wonderful experiences for the companies that offer them, and a few simple things can increase the enthusiasm, dedication and output of their interns. When bringing an intern on staff, companies should view that intern as an investment and opportunity to develop a contributing staff member.

Here are a few things companies can do to get the most out of their interns:

Discuss goals and expectations on day one. The best way to have an intern start a new position is to have them discuss the expectations and details of the internship with his or her supervisor. This is an opportunity to discuss day-to-day issues and tasks, company policies or to address any questions the intern still has about the job. The supervisor and intern should also take this time to work together to set some goals for the intern to work toward.

Make your intern part of the team. Introduce new interns to everyone in the office on the first day, show them around and try to relate to them on a personal level. If your space allows it, don’t tuck your intern away in a corner. I’m not suggesting a corner office, but by working more in the midst of the rest of the staff, the intern will pick up on office dynamics much more quickly. Finding out your intern’s interests and hobbies also will help you help the intern break the ice and find things in common with the rest of your staff. If your intern feels like part of the crew, it becomes easier to ask questions, bounce ideas off others and feel more motivated to work hard on everything (even the little things).

Give your intern good assignments. Nothing is more frustrating for interns than feeling like they were brought on staff to do everyone else’s grunt work. It is okay to include some administrative tasks among intern duties, and it should be part of an internship to be an assistant to other members of the staff. But, there should be a balance, and that balance should include meaningful projects for interns to do, so they can learn to see how their work contributes toward the company’s success. Interns will produce the best work when they feel accountable for an important project.

Invite interns into meetings. Unless the content of the meeting is confidential and only meant to involve select staff members, then you should consider including your intern in your meetings. Interns can offer good ideas in brainstorming sessions. They can take notes and prepare meeting summaries or update status reports. They’ll be more aware of project timelines and appreciate deadlines more when they understand the big picture. And, perhaps most importantly, they will observe the dynamic of the staff and understand who is responsible for which parts of projects and how to identify the right leaders.

Don’t view your intern as cheap (or free) labor. If you can afford to pay your intern, do it. Even a small stipend will make a difference. If you can’t, make sure the intern can receive school credit, and pending a good performance, will leave with a glowing recommendation. Everyone works harder when they feel they’re being compensated in a significant way. Interns are appreciative of the opportunity to work at your company, and are only going to work harder if they feel appreciated, too.

Show them the ropes. Many interns will learn most effectively when they can directly observe professionals doing their jobs. Let them observe interviews. If appropriate make pitches on speaker phone and let your intern listen to the conversation. Bring interns along to events and make them useful as your shadow; if you work with the media, give the intern some exposure to reporters or reps so they understand how you get your results. Keep in mind, many interns are still students; they will retain more if they are taught rather than told.

Allow some independence. Nobody likes to be micromanaged, including your interns. Once you’ve taught them some basic skills and observed good behavior, allow your intern to work on projects independently, managing their own time spent on each task. The intern will want to impress you with high quality work, and will learn time management skills. Over time, interns will work faster, produce higher quality work the first time around, and feel responsible and accountable for the work they do. Your company only stands to benefit from the excellent work of interns.

Let your intern teach YOU something. Young people are fast learners, they’re tech-savvy and have creative problem solving skills. If your intern is an expert or is passionate about something, ask to learn that topic from them. In PR, there is a term called “finding the twinkle spot”. This a subject that someone likes to talk about, knows a lot about and would always like to share with others. Find your intern’s twinkle spot and see if you stand to learn something about it. Doing this will teach your intern how to speak confidently when communicating with superiors and management, and in most cases, your intern will walk away from the conversation feeling even better about you and your company.

I’ve recently had the chance to teach my boss how to use Twitter. Social media is something I feel passionate about, and I think Twitter is an important tool for PR practitioners to understand and use. My boss approached me about helping her get a Twitter account started, and I sat down with her and went through the process with her, offering advice along the way. I explained @ replies, hashtags, how to search, how to follow; all the ins and outs of the process. By having the chance to teach her something, I suddenly became the expert and felt knowledgeable and important. When she has questions about Twitter, she comes to me. When I have questions about PR issues, I go to her. We created a bond over a topic and now I feel more comfortable than ever walking into the Senior Public Relations Officer’s office.

I am lucky to have had great experiences with jobs and internships, and the things I’ve learned from each position have shaped me into someone that is dedicated to learning about the communications industry and doing what I can to be a contributing part of it.

What does your company do that has been effective with interns? What are some examples of great intern performance in your organization? How do you maximize your intern’s experience?

7 Reasons To Let Your Intern Pitch Your Story

I’m aware I’ve been on about a two month hiatus from blogging. I’ve been lacking inspiration, but today I was rejuvinated. This morning, I read a post on the Journalistics blog by Jeremy Porter entitled “Don’t Let Your Intern Pitch.” The basic argument Jeremy makes is against public relations interns making pitches to journalists, and he offers seven reasons why.

• Interns don’t know your business
• Interns will sound scripted
• Interns don’t know the “dos and don’ts”
• Interns are still learning
• Interns take “no” for an answer
• Interns are fearless
• Interns aren’t paid by your clients

Jeremy explains each point in more detail in his post. I encourage you to read it (and the comments that followed) before you continue here.

As a recent college graduate who is now working in her third internship, I’ve gathered a wide variety of experience in the fields of advertising, public relations, media and sales. Though Jeremy’s post mostly has first-time interns in mind, I still challenge the generalizations he’s made on his list of reasons.

My goal is to offer a rebuttal. Here are 7 reasons TO let your intern pitch.

• Interns can offer a fresh perspective on your business. Though interns may not have the same depth of knowledge about a company or client as an account manager or more senior level leader, they can offer a fresh perspective on the pitch. Maybe there are story points or a news hook you haven’t thought of. In my current internship, I work with my supervisor all the time to discuss and discover news hooks and print-worthy information. If an intern pitches that focused, relevant information, the pitch will be concise and give the journalist all the background they would need to write a story.

• Interns don’t need scripts. If a supervisor does a good job of discussing the pitch beforehand with the intern, practicing pitch role-play and working as a team to lay out talking points, relevant facts, and all the 5W’s about the pitch topic, then there is no reason an intern is incapable of having a conversation with a journalist just like a more experienced PR pro might. Practice makes perfect, and interns will only get better with time. I doubt any PR pros made perfect pitches the first time they tried.

• Interns know the “dos and don’ts”. Even if an intern has no experience in journalism or working with any part of the media, that doesn’t mean the intern won’t exhibit a respectful attitude and common sense during a pitch. By practicing pitches ahead of time, a supervisor has the opportunity to address some “stupid questions” an intern might ask, and teach them how to answer correctly or avoid hot-button issues or requests. If it’s an email pitch, a supervisor should always read it ahead of time, just as would be done with a release.

• Interns are eager to learn. If a company takes on an intern, they are displaying confidence that the eager young PR practitioner is going to try to soak up as much knowledge and experience as possible. With structured, hands-on training, most interns will learn a lot of information very quickly. The best way to learn is by doing. Letting interns practice pitching with co-workers, then with media on some of the “little” stories will build confidence and a comfort with the craft. The more you teach an intern, the more helpful he or she will be to your company.

• Interns know when to take “no” for an answer. If you give an intern a job as important as making a pitch to do, you better believe they are going to maximize that opportunity. If the intern knows going in the importance of the first contact, they will make it count. Good interns will do the best job possible on each assignment, and having to walk into a supervisor’s office and say “I didn’t get to make the pitch because the journalist was busy” is not something they’re going to want to do. On the other side of the coin, if the intern has made even part of the pitch to the journalist, and it becomes clear the journalist is not going to cover the story or the timing for the editorial content is bad, he will know when to hear the word “no” and accept it. Interns, just like PR pros, can feel a vibe from a journalist if it’s time to hang up the phone or wait for a different opportunity for that particular media outlet.

• Interns are fearless. An intern will pitch any story to any media outlet they are asked to. An intern can only improve by making more pitches, no matter how difficult it might be to sell that particular story. If a company respects and does not take advantage of interns, then supervisors will not give interns bogus or extreme long-shot assignments that will just embarrass them. The supervisor should also respect the media by not sending interns out on suicide missions that are only going to waste a journalist’s time. Creating mutual trust with your interns is important; give them a real chance to succeed!

• Interns aren’t in it for the money. I believe companies should offer some sort of monetary compensation to interns, even if it is a very small stipend. But, the reality of the industry is that many interns work unpaid or just for school credit. If someone is willing to put in many hours a week toward learning about your business and industry, you best believe they are there to work hard and do their best. An agency should always disclose to a client if there is going to be an intern on an account team, and should not go against the wishes of a client if that client does not feel comfortable with intern assistance. But, in non-agency PR internships, there are plenty of opportunities for pitches to be made by interns. If an eager, wide-eyed, unpaid intern is working just as hard (if not harder) than some of your full-time staff, why not give them a shot?

Of course, it is not always appropriate for interns to make pitches, and supervisors should use good judgement when it comes to making pitching opportunities available to interns. But just because someone has the label “intern” does not mean that person cannot gather a proven track record and gain more responsibility and independence with projects over time.

If your intern’s responsibilities are to get coffee, takes notes and sit back while everyone else contributes; you will get exactly out of that intern what you are putting in. If you teach your interns, allow hands-on experience with different projects and show that you have faith in their work, you are going to have a contributing staff member. Try to walk in an intern’s shoes once in a while, and think about what kinds of new opportunities you can make available for them to be part of.

What do you think? Should interns make pitches? Should they not? What other learning experiences should interns have?

Some Great Advice

Last week I had the chance to interview Gary Slack, Chairman and CEO at Slack Barshinger for an article I was writing for the MSU PRSSA newsletter. I was only able to include some of the interview, but I think my conversation with Gary would be helpful for many of my peers to hear about. He shared some great advice for job and internship seekers interested in marketing and communications positions. Here are some of the things we discussed.

Your career is a winding road

Gary was the editor of his college newspaper at Dartmouth and was Dow Jones summer intern. He was graduating from college during the time of Watergate—a very exciting time to be a journalist. He soon realized that journalism off campus was very different than journalism on campus, and changed directions. Through a connection, he was able to land a job at Porter Novelli. At the time, the company only had about 15 employees.

When Gary told me this story, it made me realize things can change quickly when it comes to jobs and careers. About a month away from graduation, I feel confident I am pursuing the right field and am excited to get my start as a young professional. But, I also know I must be open to opportunities outside of a typical advertising or PR mindset. Things can change quickly, even right after graduating from college. Many of my peers may not have considered the possibility of making a career change so quickly. Maybe Gary’s story could help us remember to keep open minds.

Have the write stuff

Writing will always be important. In any job in this industry, writing skills can make or break you. Gary says many young people make the mistake of thinking they are good writers when they really are not.

It is important to practice different kinds of writing, and seek input and editing for your work. During my internship last summer, I saw the rigorous editing process everything leaving the agency went through.  If you aren’t writing press releases, practice whenever you can. Practice proper grammar and style when writing e-mails and text messages. Learn how express a tone in a written piece. These are little things I practice every day to make sure I’m staying on track. I also recommend starting a blog. Gary told me he is impressed with young people with blogs because it shows discipline. I have found it has opened my eyes to inspiration in places I hadn’t seen before.

Be persuasive

Being poised and comfortable with face-to-face interaction is vital in this time of online communication. Gary said the best newcomers to the industry are good presenters and know how to hold an audience in the palms of their hands. This is especially important in PR because results for your clients are often based on your own persuasion skills.

I used to have anxiety over public speaking, but over the past several years, I’ve learned how to present confidently and remain articulate under pressure. Every chance you have to present in a class, take it. Be your group representative for sharing ideas with professors or other students. Ask questions in public settings. And, if the opportunity presents itself, spend some time working in sales. Nothing got me over this fear better than having to cold-call and pitch ad space to a potential client.

Become digitally fluent

Gary suggests becoming a student and user of Web 2.0 and new media. Become knowledgeable about Facebook, LinkedIn, Twitter and blogs. Maintain social media profiles and learn how to do research on companies and individuals on these networks.

Before you apply for a job or go to an interview, you should do research on LinkedIn about the person you’re speaking with or writing to. You can also learn a lot about the leadership structure of companies and what sorts of values and types of expertise are important to managers and hiring coordinators. You can also use your profile to your advantage in appealing to potential employers. Have a complete profile, be open to communication, gather recommendations and use the applications to share your work. Just like a résumé or cover letter, it should be interesting and easy to read.

Ignore the cookie-cutter advice

Some career counselors have a tendency to give the same advice to every student that walks through the door. This guidance might be a good starting point, but be careful not to get stuck in a rut. Remember the fundamental nature of this industry: finding a way to stand out. Make sure your personal brand does just this. Hiring managers will be more impressed with job seekers that take unique approaches to the process and stand out from the crowd.

Take a moment to step back and take an objective look at your résumé. Does it look interesting? Is it easy to read? Have you ever seen another one like it? What about your cover letter? Is it written to a real person? Is it sincere? Never forget these tools are your first impressions. Don’t disappear in the clutter of your competition.

Monitor your image

Gary says it’s okay to keep your social network personalities separate. If you use Facebook for your social needs, keep your professional life in another venue. If you don’t want your employer to see something, don’t put it online. But, don’t be afraid to let your true personality to show through. Gary said people that appear “too perfect” online scare him, so it’s okay to have a few photos at a football game tailgate or out at the bar with friends. Just make sure to keep the ratio of party pics to other activities appropriate.

Talking with Gary reassured me that I am taking many positive steps toward landing my dream job after I graduate. But, it also gave me motivation to make some changes in approaching things more creatively.

What helpful advice have you gotten from professionals and mentors? Have you found success in following advice like Gary’s?

Who Moved My Cheese?

In the summer of 2008 I was a Public Relations Intern at Bear Enthusiast Marketing Group in Westlake Village, California. During that time, I learned the ins and outs of agency PR and what it takes to do effective public relations for clients in unique markets. I also had the chance to spend some time with agency President and CEO Bruce Bear and learn directly from him about owning and running a full-service agency.

On my last day as an Intern, Bruce and I sat down and talked about what I had learned during the summer, and where he thought I should go from there. He also recommended I read the book Who Moved My Cheese? and I’m quite glad he did. It’s a quick read, but it’s a great metaphor for navigating through life and adapting positively to change. If you haven’t read it, pick it up. It will be worth it.

This book tells the story of two mice, Sniff and Scurry and two mouse-sized people, Hem and Haw. They all live in a maze, looking for cheese (representative of happiness and success).  Each character deals with change differently. The maze can be any company, organization, family, or community we’re part of. Dealing with change in both work and personal life can be challenging, exciting, even scary at times. But, it’s all about our approach to the change that makes the difference.

In the beginning, there is no cheese. Each group, humans and mice, travel the maze searching for it. One day, they both find it in “Cheese Station C”. The humans are content, and begin to set a routine in their daily lives around this particular cheese, and close off their minds to other potential places to find it.

One day the mice arrive at Station C and the cheese is gone. They’ve noticed over time the supply was dwindling, so they were prepared to move forward and seek cheese elsewhere. They begin their hunt right away. Later, the humans arrive to find the cheese gone, and Hem demands “who moved my cheese?”. They are angry at the situation, complain and rant about it and ultimately go home hungry. The next day, Haw suggests searching for new cheese, but Hem demands to stay put and decides to play the victim.

The mice had already found new cheese in a place called “Cheese Station N”. After days of fighting, Hem and Haw are still cheese-less and angry. Haw finally decides to move along alone and makes his way through the maze. Along the way, he chisels messages into the walls of the maze, in hopes his friend will one day follow. He comes across bits of cheese along the way, but nothing satisfying enough to keep him there. Eventually he finds “Cheese Station N” and can only hope that after all this time, Hem might finally realize he has to adapt to change and not sit around waiting for his familiar “cheese” to return to him. Haw is no longer willing to hold Hem’s hand through the process.

In the end, the “writing on the wall” adds up to this:

Change Happens

They Keep Moving The Cheese

Anticipate Change

Get Ready For The Cheese To Move

Monitor Change

Smell The Cheese Often So You Know When It Is Getting Old

Adapt To Change Quickly

The Quicker You Let Go Of Old Cheese, The Sooner You Can Enjoy New Cheese

Change

Move With The Cheese

Enjoy Change!

Savor The Adventure And Enjoy The Taste Of New Cheese!

Be Ready To Change Quickly And Enjoy It Again & Again

They Keep Moving The Cheese

Now, the story of mice and miniature men may seem silly, but think about which character you resemble when faced with change? Do you move, immediately once change happens and pursue solutions and improvements? Are you cautious at first, taking a little more time to reach the conclusion that what’s familiar must eventually change? Or, do you resist change and hope that things will someday return to the way things were? Think about it.

This book reaffirmed a lot of what I already know and practice when it comes to change in various environments. My teachers and mentors along the way have reinforced these messages, and told me it never hurts to refresh these ideas from time to time and take a step back to see if I’m really practicing what I preach.

The struggling economy, my college graduation, financial independence, relocation, new career, etc are just some of the changes coming my way. For those of you that have already gone through this transition, feel free to share some of the writings on the wall!

What changes do you face right now or in the coming future? Which character do you most resemble? What advice do you have for those experiencing change?

And, for the record, my favorite type of cheese is Manchego.

What I’ve Learned From My Dad’s Retirement

A few days ago I attended my Dad’s retirement party in Midland. After 29 years at Dow Corning Corporation, my Dad now finds himself 52 years old, and able to retire with a pension. Lucky him.

He was hired into Dow Corning shortly after graduating from college, and has spent his career with the company serving a variety of roles in sales, human resources, new ventures and business development, marketing, and customer service on local, national and global levels. Since 1980, he’s lived in New Jersey, Texas, California, Michigan and China for his job. Business trips have taken him to every continent (except Antarctica) and provided him an opportunity to see the world far beyond what most people experience in a lifetime. Again, lucky him.

As a college senior, about to graduate and begin my own career, watching my Dad start “retirement” puts things in perspective a little. Things have changed so much since he graduated in 1979, but can I possibly learn something from his journey? I think so. These are a few of the things that stand out for me.

You Never Know…

It is so important to be open to a wide variety of opportunities when it comes to jobs. Someone that gets hired as a sales intern may find himself 27 years later moving to China to manage the global customer service team. Right now, I am eager to begin working in the Advertising and PR industry. My education, internships, jobs and experiences have prepared me well, and I want to put my skills to use. But in this economy in particular, I realize I might have to be open to a wider variety of entry-level positions. If I can’t do what I want to do right away, I should spend that time gaining relevant experience, focusing on professional development, and looking for opportunities in unexpected places. You never know where you’re going to end up, so why start closing doors right at the beginning?

Get Bitten By the Travel Bug

This has already happened for me, but for many of my peers, it might not be the case. My Dad always said “traveling is glamorous to those that don’t have to do it” and on some level, I agree. But, he has also told me that he feels lucky he was able to travel to all corners of the globe for his job and experience what all kinds of cultures have to offer. There is something to be said for traveling more before settling down somewhere and starting a family, but if you have the means, traveling can be a lifelong journey of discovery and growth. I hope I have the opportunity to see the world the way my Dad has, and that desire has played a role in my job search process. I’m actively seeking companies that may want their employees to travel.

Serve the Top and the Bottom

One of my Dad’s colleagues mentioned that my Dad is a great example of a selfless employee, willing to help anyone at any level. Of course, we must always be mindful of our superior’s expectations and make sure we are doing the best job we can for our bosses. But, it is equally important to be a strong team member and focus on building effective working relationships with our peers. The best teams are the ones that function together, toward a common goal, in a healthy way. Everyone does their part, but has the big picture in mind, too. Perhaps one of the most difficult relationships to navigate is how to be a good manager. There is such a fine line between leadership and superiority, that managers must constantly evaluate themselves just as they do with their employees. Staying firm, but fair is a difficult thing to do at times, so managing with integrity and a true desire to help those still working their way up is incredibly important.

Become a Good Coach

The recurring theme throughout the speeches and stories about my Dad were about how great of a coach he is. He is someone many people look up to, trust, and value the opinion of. A coaching role doesn’t always have to come from a manager. Throughout his career, he has found a way to relate to people of all levels within the company and provide coaching based on his experiences. I have people that I look up to as a student and young professional, and I now realize that those people are the ones that have coached me along the way toward pursuing what I really want to accomplish. The ones that are good coaches are the ones that ultimately have the most fulfilling careers.

Of course, I’ve observed a lot of these key messages about my Dad throughout my entire life. I’ve experienced his professional persona in a different, but equally impactful way. And now, I will get to see him enjoy his retirement and figure out his identity outside of Dow Corning.

As I’m just getting started on the journey he is just ending, I am keeping in mind my Dad’s experiences and trying to learn from them. Maybe I’m just a Daddy’s girl, but I think he has set an example I can follow for a long, successful and gratifying career.

What do you think? What can we as young professionals learn from our parents and mentors?

Introduction

Hi, thanks for visiting. I’m new at this, so bear with me. My goal for this blog is to share my insights, thoughts, concerns and questions about the communications industry in a way that is helpful and interesting to readers. Hopefully, those of you that keep up with my posts will get a feel for who I am and how I fit into the Advertising/PR world.

So, let’s get the official introduction under way…

I’m a senior at Michigan State University, and I’ll be graduating this May. I’m an Advertising major with a PR Specialization and I am anxious to get right to work in the industry after I graduate. Over the past several years, I’ve been an Advertising Department Account Executive at The State News in East Lansing, Michigan; a Public Relations Intern at Bear Enthusiast Marketing Group in Westlake Village, California; a Media Planning/Buying Intern at Grigg Media in East Lansing, Michigan; and managed to stay in MSU’s Honors College along the way. Oh yeah, I’ve also had some fun in college, too.

One of my passions is Advertising, thanks to my very first class in the subject at MSU. I love creating campaigns. I love working with clients. I love finding creative and effective ways to accomplish marketing goals. And, I don’t mind doing the research it takes to make the campaign great. Since starting my latest internship, I’ve found media planning to be quite fun, too! I have photography and design skills, but my true calling is to the strategic/management side of Advertising.

My other great passion is PR. I fell in love with it at my first PRSSA meeting sophomore year and I’ve been hooked ever since. Through volunteer work, sitting on committees, attending PRSSA meetings, working on campaigns and doing a PR internship, I’ve found that I have a knack for it and could really see myself pursuing a PR career long-term. Writing and event coordination are my strong areas, but I also have a good track record with media relations.

If I sound like someone you’d like to hire, please get in contact with me. I’m on the job hunt!

For a full list of my interests, stalk me on Facebook. To get inside my head, follow me on Twitter (@beckyjohns). To see my resume and recommendations, check me out on LinkedIn.

Stay tuned. More to come. And again, thanks for reading!