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What to do With a PR Degree by Meaghan Murphy

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So you’ve taken Communications in a Global Age…possibly Media Writing, maybe Digital Media Convergence and/or Public Relations and Civic Responsibility. Now what? Here at Elon University, students major in Strategic Communications, which encompasses more than Public Relations. According to the School of Communication’s webpage, “Strategic Communications uses public relations, advertising and social media to connect organizations to their publics.” For those of you who have decided to major in Strategic Communications, here are some possible careers you could go into with your degree.

1)   Work for an Agency

If you see yourself working in a fast-paced environment, then working at a Public Relations Agency might be the job for you! While working at an agency, it is likely that you will be working with more than one client. These clients may be in politics, entertainment, finance, consumer and business products, or provide services. Some agencies focus mainly on one industry, while other agencies work with clients in all types of industries. Responsibilities may include crafting press releases, designing campaigns, crisis management, social media management and more. But the main objective will always be to make the client looks its very best.

At an agency, you could expect to gain experience in some, if not all, of the following:

  • Brand Management
  • Customer Service
  • Design and Production
  • Direct Marketing
  • Event Planning
  • Fundraising
  • Governmental Relations
  • Media Planning/Buying
  • Media Relations
  • Media Writing and Editing
  • Risk and Crisis Management
  • Sales Management

Working at a Public Relations agency could be a great start to launching your career after obtaining a PR or Strategic Communications degree.

2)   Work for a Private Company

If working for an agency is not what you had in mind, consider working for a private company. Most companies hire its own internal staff rather than an external agency to take care of its communications needs. By working for a private company, you have the chance to work with just one specific industry—maybe even one that interests you. Ever wonder what you might do with that Finance minor? You could work for an investment bank’s communications department… Responsibilities will likely be the same as the ones listed above and the main objective will still be to make the company you work for look its very best. Working at a private company could be a step toward your goal of becoming a public relations professional!

3)   Working for an Individual

Another option for what you might do with a Public Relations degree would be working for an individual person—a celebrity, politician etc. Responsibilities would include generating and managing publicity about the individual. You would likely write press releases, manage campaigns and more. So what’s the main objective? You guessed it—ensuring that the individual maintains the very best image! Working for an individual is somewhat different than the first two options, but still an ideal option of what to do with a PR or Strategic Communications degree.

4)   Start your own PR Agency

Dream of being your own boss? Starting a Public Relations agency is another path  you could take with a PR or Strategic Communications degree! By starting your own agency, you will get to choose who you work with—both the staff and the clients. Responsibilities will definitely be many of the ones listed above—crafting press releases, designing campaigns etc.—but there will also be a handful of administration duties that will need to be fulfilled. While starting your own PR agency sounds like a great idea, it will take lots of hard work and determination, and there are a lot of risks involved with this option. That being said, I recommend that you get some experience at an established PR agency before taking this route.

These are just a few options of what you could do with a Public Relations or Strategic Communications degree, but there are many other paths you could take. You could even get a job related to advertising and/or marketing. No matter what path you decide to take, be prepared to work hard to obtain your dream job!

A Look Back on my Leadership Within PRSSA by Hannah Nelson

Hannah NelsonAfter a year of serving on the executive board for Elon’s PRSSA chapter, I am finished with my classes and passing on the torch for the Director of PR position after January. I started my three-year membership with PRSSA as a first year student, hesitant to hand over the “substantial” check for dues. Looking back, I wish I could tell myself then that no amount could cover what I have gained, learned, and benefited from by being a part of PRSSA.

I’ve seen our chapter go through many changes and leadership transitions, and it has only grown stronger as whole. This semester was one of the best, in terms of implementation of all the great opportunities that the exec board had dreamed for the chapter. Our attendance seemed to triple at chapter meetings and it was rewarding to see newly joined first year students ask our Fortune 500-employee guest speakers questions about their future career paths. Our workshops with on-campus organizations were successes to not only share our knowledge of PR, but also the name of PRSSA. Our networking event allowed students of all years to collaborate with students and professors with the guidance of Elon School of Communication career-guru, Ross Wade.

For anyone out there as a member of PRSSA, or even potential member for the new semester, I would highly recommend getting involved with the exec board. Being able to both collaborate with passionate, aspiring PR professionals has added additional friendly faces on campus. It has also expanded my relations with PR faculty and confidence in networking and introducing myself to those on campus I don’t know as well.

My experience within PRSSA, as a member and a leader, has provided me substantial talking points during internship interviews and networking events. I know I am prepared to move on past undergraduate life and into the scariness of the infamous job-search. I look forward to joining the local PRSA chapter and (hopefully) coming back to Elon’s chapter in a decade to impart my career wisdom on future PR students.

3 Keys to Successful Networking by Lizzy Ballard

Lizzy BallardAt this past Tuesday’s PRSSA meeting, members had the pleasure of hearing from Elon Career Service’s Ross Wade. Wade is our go-to-guy for future career and internship advice, and this week he shared with us the secrets of networking at professional events.

In order for aspiring public relations professionals to reap the full benefits of attending professional events, Wade discussed how networking should be thought of as three simple steps: preparing, connecting, and following-up.

1) Prepare: According to Wade, preparing yourself is the first aspect of this but not the only one. Of course, you have to be able to market yourself, have hard copies of your resume on hand, and make sure your online persona is cleared up. But you also have to “prepare the event for you,” meaning you need to have a set schedule of the places you want to be and people you want to speak with beforehand, because professional events and conferences can often be overwhelming.

Preparing also includes knowing your “elevator pitch,” a 30 second chance to make an impression of who you are and what you’re about that will spark conversation and give you a chance to follow-up.

2) Connect: In my opinion, one of Wade’s most valuable tips is to begin networking before the event. If you know want to talk to speaker at the event, or professionals attending the event, check out their twitter beforehand to see what they’re talking about and what their interests are. This will give you talking points and ideas for open-ended questions, and you’ll be able to engage them in a more meaningful and memorable conversation.

Another aspect of connecting is targeting the people you want to talk to. Wade suggests it might be better to approach speakers before the presentation takes place because its likely that crowds of people will line up to speak with them after they present.

Another way to stay connected is to tweet during and after the event about your experience. This shows that you’re interested, enthusiastic, able to keep up with the discussion, and showcases your strategic social media skills.

3) Follow-up: The last ingredient of Wade’s recipe for networking success involves building a professional relationship with the people you meet. After you connect with a professional at the event, shoot them an email and remind them of your interaction by referring to the conversation you had, (which should have been meaningful and memorable if you followed the tips above!).

Wade suggests one clever way to follow-up is to offer your services (without expecting anything in return). Tell these people you are willing to help them in any way possible; volunteering for an event or fundraiser supported by their company is just one of many things you could offer to do. Connecting on social media such as LinkedIn and Twitter is another helpful follow-up technique.

It’s likely the importance of “networking” has already been drilled into your head, especially if you’re a part of PRSSA or have had Dr. Kenn Gaither for any of your strategic communications classes. Wade gave us some practical ways to go about networking at professional events, and I have full confidence that taking his advice can lead to internship opportunities and possibly even your future dream career!

The Human Web Touch by Trey Newstedt

Mary HenigeFor our Nov. 13th PRSSA chapter meeting, Mary Henige, the Director of Social Media and Digital Communications at General Motors, conferenced in from Detroit. Mary has been with General Motors since she graduated college. In her 26 years at GM, she has held many different positions before arriving at her current position. She also oversees the communications internship program at GM. Mary provided great insight into GM’s social media operations as well as some best practices for the industry.

Mary began by describing GM’s social media strategy. GM employees operate social media with the goal to: “Improve the reputation of our company and products by building relationships with consumers, changing entrenched perceptions, building affinities and developing positive associations.” They want to use social media to humanize GM and its brands. One way GM does this is through its “Faces of GM” series on YouTube.

General Motors also has an effective website. Henige said that content is the “gold source.” Content will drive traffic. In the first half of the year, GM had 1.5 million visitors to its U.S. site alone. Mary believes that you have to make things shareable, accessible, and searchable.

It takes a team of people to operate each social media platform for GM. Mary believes that no one can do it alone and no one should have to. For example, Chevy has 20 community managers including 16 full-time and four through agencies. It has to be led by the community. GM continuously provides opportunities to engage with the different brands. Departments have to work together for social media to be successful.

Finally, Mary still believes that it’s still all about telling a story to the consumer about your brand. That’s the most effective way to connect with the consumer. The social web is constantly changing and Mary believes you can’t be afraid to take risks and make mistakes. Operating a successful social media campaign takes commitment. If you have any questions, feel free to contact Mary Henige on her Twitter: @maryhenige.

10 Tips on Meal Etiquette by Amanda Limoges

Interviews are intimidating enough as is, but what do you do when a meal is involved? A million questions are instantly running through your head: What fork should I use? Do I accept an offer for alcohol? Do I pay?

Luckily, there is established business dining etiquette. Here are my top ten interview dining tips:

1.     Remember to turn off your cell phone before arriving! Aim to arrive at the restaurant about ten minutes early.

2.     As with formal dining, always start with the silverware farthest from your plate and “work your way in.”

3.     Remember to eat from your left and drink from your right! This means your bread plate will be to the left of your plate while your glass will be to the right.

4.     General etiquette applies- elbows should always be off the table and please do not speak with your mouth full! It is okay not to answer a question right away, it will be viewed as less rude if you wait to respond until you have swallowed.

5.     Remember to place your napkin in your lap after everyone is seated and place it on your seat if you leave the table at any time.

6.     Order something that will not create a mess and is moderately priced. When the food arrives, cut it into bite-size pieces and eat slowly. Bread should also be eaten slowly and in pieces.

7.     Don’t put pepper or salt on your food until after you’ve tasted it, otherwise it seems like you are anticipating that it is not flavorful enough.

8.     It is better to reject the offer of alcohol if of age. Your goal should be to present your best side, not cloud your judgment.

9.     Let the interviewer pick up the tab as well as the tip. It is inappropriate for you to pay if they asked you to the meal.

10.  Remember to say please and thank you, not only to your interviewer, but to the wait staff as well. Good manners cannot be overestimated.

Remember to follow up a dining interview just as you would with a traditional interview- with a thank-you note. It not only makes you seem polite, but also gives you the opportunity to reiterate your interest in the job.

Tips for Stress Prevention and Crisis Management by Lizzy Ballard

I love being given a problem and asked to find a solution. Maybe this is why working in crisis management seems to be such an attractive career field to me. What I haven’t thought about before is how similar dealing with crisis management in PR is to dealing with stress prevention and management in our everyday lives.

This is why I decided to use my knowledge of crisis planning to create a Contingency Plan for my life. This plan should not only help to avoid stress, but deal with stress when it comes along.

1. Develop Strategies: A contingency plan is made up of a preemptive set of strategies that are put in place before a crisis even occurs. Likewise, an important aspect of managing stress is to develop strategies to deal with unavoidable stress. It’s about preparing for life’s unexpected moments and not being stuck on plan A. Have a plan B (maybe even a plan C) that will accomplish your goals if plan A falls through.

2. Set Realistic Goals and Expectations: A contingency plan that involves solving all of your organization’s problems and challenges may be ideal, but the outcome of your crisis management efforts must be realistic. “How much can I realistically accomplish within a given time period?” is a critical question for both contingency plans and stress management.

3. Designate Tasks: One of the most important elements of a contingency plan is knowing who will do what when a crisis occurs. Crisis management that falls to one person’s responsibility is destined to create even more crises. A good contingency plan for life involves knowing what responsibilities to take on and which ones to let someone else handle. Although it involves letting go of a certain amount of control, learning how to delegate certain tasks to other people is a life skill that will help you avoid stress in your career, academic life, and personal life.

At the end of the day, someone working in crisis communications must be able to separate themselves from the crisis situation at hand. This is not always easy to do when it comes to our managing our own stress. But no matter how demanding the crisis may be, taking a moment to breath and detach yourself from the situation is a must.

As much as I love problem-solving, the last step of my contingency plan–the step that keeps me from going insane– is to take time to separate myself from all of my problems, tasks and responsibilities. The problem solving can wait long enough for me to sit down for dinner with a good friend, read a chapter in my favorite C.S. Lewis novel, or catch up on the latest episode of Modern Family. Taking a break to do things like this allows me to return renewed and ready to face my “crisis” once again.

 

 

How to Travel the World With Your PR Career by Trey Newstedt

We’ve all heard the statistic over and over again: 70% of Elon students study abroad. Whether it’s for a semester or winter term, studying abroad is an invaluable experience to have. I was lucky enough to study abroad in London during the fall of 2011. While in London, I had the unforgettable experience of interning for a public relations agency called Paratus Communications. This piqued my interest in working abroad after graduation.

At PRSSA National Conference in San Francisco, I attended a session titled: “How to Travel the World With Your PR Career.” Morgan McLintic, Executive Vice President of Lewis PR in the U.S. and Shabnam Asthana, Director of Empowered Solutions were the presenters. Both presenters have extensive experience in international public relations.

Shabnam discussed the importance of globalization. The world has become so small with the emergence of social media and advancements in technology. She also said that it’s important to have the spirit of adventure. You have to be ready for anything and embrace it. My favorite idea that she talked about was that “around the world in 80 days” has changed to “around the world in eight seconds” with Google.

Morgan McLintic strongly emphasized the benefits of knowing a second language. It makes you an immediate asset to a company if you can speak a foreign language and is a great way to get your foot in the door. He also discussed some of the tools you need to have a successful career abroad. You need to be able to adapt to different situations. It is also important to stay current on world news and trends. It is important to understand how to be a team player. McLintic said to think of it like it’s “our decision” not “my decision.” Some of the challenges you’ll face include language barriers, politics, and using different communication channels.

It is challenging and rewarding to take your public relations career abroad. Spending three months interning for an agency in London was such a cool experience and is something I can see myself doing after graduation. Morgan and Shabnam gave great advice on how to hone your skills so you can succeed not only in the U.S., but around the world and become a leading public relations practitioner.

Igniting Your Inner Creativity by Heather Harder

I never thought dancing to Lady Gaga in business attire could boost my creativity—until I attended Jeffrey Ory’s professional development session at the PRSSA National Conference in San Francisco.

Jeffrey Ory, president of Il Stratega in New Orleans, led a session all about creativity. While I consider myself fairly creative, like many public relations students, I sometimes find myself struggling to come up with new ideas. Here are some valuable lessons about creativity I learned from Jeffrey’s session:

Creativity means letting go of convention.

Most professional development sessions end with a standard conclusion and questions from the audience. At the end of Jeffrey’s session, he played a Lady Gaga song and asked everyone to get up and dance. It seemed a little silly at first, but by the end we were all having fun. The lesson? Sometimes, you have to step outside your comfort zone and do something different.

Creativity leaves a lasting impression on the audience.

The most creative campaigns are the also the most memorable. Jeffrey shared the example of Bing’s campaign for the launch of musical artist Jay-Z’s autobiography. Bing’s campaign creatively displayed each page of the book in the location it had been written about. People around the world were impacted by the book’s publicity.

Creative people look for inspiration.

“There are times you have to cultivate your creativity,” Jeffrey said. Whether that means watching TV, surfing the web, reading, or dancing to Lady Gaga, as PR professionals, we must do things to boost our creative energy.

Recap of the October Chapter Meeting by Megan Mungall

Dr. Jessica Gisclair, the president elect of the PRSA Tarheel chapter for 2013 began the meeting by providing information for ways to get involved with PRSA including a PRSA Professional Development Seminar. This seminar is given at a lower cost for students and is a great chance to network and listen to insightful keynote speakers. She also encouraged us to attend her chapter’s November meeting, even offering to drive students to the location.

AK Brinson, a Senior Account Executive for RLF Communications in Greensboro, was the keynote speaker. AK shared her experience with conducting successful public relations. Her ideas on media relations and media pitching were as equally enjoyable as the picture of her dog and talk of her husband.

Brinson defined media relations as “using ‘earned media’ to help achieve business goals.” Your focus must be getting positive coverage for clients while minimizing negative coverage. Sometimes negative press is inevitable, she says, but it’s up to you to control it.

AK says the key to media pitching includes “media stalking.” Although your pitch should be new, different, unique or newsworthy and contain some conflict, human interest, impact or relevance, you must follow up. Follow up with emails, phone calls- but don’t leave a voicemail the first time, call back again!

She said that anyone who claims they aren’t nervous when making a pitch is lying; it’s nerve-wracking! AK advised us to write a small script before any phone call; that way the story she presents is clear, concise and compelling. When sending an email, include an interesting subject line (that doesn’t read like junk mail) and maybe an appropriate picture within the pitch to add some interest.

She closed with some advice, encouraging us to create portfolios that show results. AK also gave the group her email, phone number and is happy to help us in our future PR endeavors in any way she can. Her email address is: ak@rlfcommunications.com.

What a great way to begin October with PRSSA!

How I Used Twitter To Get My Dream Internship by Kara Frasca ’13

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In high school, my dream job was to work in entertainment journalism. I fantasized about the glitz and glamour of the entertainment industry and had dreams of replacing Ryan Seacrest and Guiliana Rancic on E! News. It was my goal in college to land internships that would eventually get me to that spot.
My freshman year, I took a Media Writing class with Professor Janna Anderson. Janna introduced the world of Twitter to me and from that first day, I was hooked. On Twitter, I could directly interact with celebrities, journalists and people I admired. So I did.
I spent freshman and sophomore years tweeting at E! reporters. A few months into doing this, I started getting responses back. The summer before my sophomore year, I direct messaged one of the E! journalists with a question about internships. She responded and asked me to send her my resume. Unfortunately, the internship was based in LA. I lived in the NYC area.

One year later, that same reporter got transferred to E!’s NYC office. She needed an intern and I jumped at the opportunity. Because we had built up a digital relationship over the previous 2 years, she trusted that I was the best fit for the job. I landed the internship without even interviewing.

I spent the summer before my junior year interviewing celebrities on the red carpet, writing stories and actually got all of my work published under my own byline at eonline.com. It is the one thing on my resume that makes me stand out and has landed me numerous internships and job interviews.
You don’t need to have any employee connections to intern at your dream company. You just need to be proactive, persistant and a little lucky.