Archive for Public Relations
This is a post by PR columnist, Alison Kenney.
Want to know reporters’ pet peeves about working with PR people?
No?
Me neither!
But attend any panel session that includes members of the media and the question ALWAYS comes up.
At first the reporter will get a look on his or her face like, “oh, wow, where do I begin?” Then they’ll start off answering the question in a nice way, “well, it’s helpful if the PR person who is contacting me has a relationship with me, or has maybe even read my work and can reference that in the pitch.” But then they get warmed up and watch out! Soon you’ll all be chuckling over the crazy things PR people do when they are pitching stories.
Why do we do this to ourselves?
Most reporters don’t start out spouting off about how annoying PR people are (notice I said “most”) – it’s the PR people who ask them this question. I suppose we ask it because we have an inner desire to do better, or maybe it’s to ingratiate ourselves to the media. I also suppose it’s a PR rite of passage of sorts in which every junior PR person must be exposed to hearing first-hand the rantings of the “other side” and have their blinders removed, so to speak.
But it seems to me that the answers are always astoundingly basic and are only exposing the mistakes of moronic individuals or of a few bad apples.
The two annoyances that come up most frequently when the media is asked this question have to do with follow up calls (either calling when reporters are on deadline or following up excessively) and receiving pitches that are completely off the mark. So do your homework, folks, and understand who you’re pitching and their position with the media outlet, as well as how they work, including their deadlines.
Are we that masochistic?
Are PR pros using their voyeuristic gene to focus on all the bad examples in the industry? How else to explain the popular and authoritative Bad Pitch Blog? Or the site’s efforts, as well as Gawker’s, to “improve the PR industry through ridicule”? Or the viral path that PR screw-ups have taken recently, such as when a BrandLink VP failed miserably in pitching the Bloggess?
It’s gotten to the point that the industry has started debating the value of publicly outing bad pitches, like Arik Hanson does in his post, Are We Helping or Hurting by Blogging About PR Flameouts?
This doesn’t happen in other industries
Can you imagine a group of lawyers asking a judge about what courtroom behavior is the most vexing? Or scientists asking the FDA for tips on speeding up drug approvals?
Of course there’s a difference between “peeving” someone and royally mucking up a brand’s reputation. In any industry, the latter could cost you your job. But, in our industry, the consensus seems to be that there’s value in talking about what not to do.
Do you agree? Disagree?
Alison Kenney an independent PR practitioner with more than 15 years of PR consulting experience. She is based on Boston’s North Shore and has worked with organizations in the technology, professional services and consumer industries. She writes a bi-monthly PR column on LindsayOlson.com. You can find her at www.kprcommunications.com. Learn more about Alison Kenney.
This is a post by PR columnist, Alison Kenney.
It’s been ten years since I launched my own independent PR consultancy and I like to think I’ve learned a little along the way. When I look around, the view is certainly a little different now compared to what my life and job looked like ten years ago.
A decade ago I was leading sizable account teams for a top PR firm. I worked long hours at the office and spent weeks working on-site at a client’s office in another city. Today I work for myself and for my small and medium-sized clients – most of whom don’t have internal marketing resources of their own. My office is one room in my home and I sometimes put work projects on hold for an hour in the day to shuttle my two children to their activities or to help them with their homework after school. The one thing that hasn’t changed over the past decade is my excitement for public relations and the satisfaction I get from using my skills to make a difference in my clients’ businesses.
Here’s what I’ve learned over the past decade:
There’s no “right way” to have a career. Smart, senior PR professionals come in lots of different forms. Some are most productive working in a traditional environment with traditional supports, and others only work best when they’re free to be their own person. Some people thrive when they have exciting, award-worthy campaigns and products to lead. Others enjoy more consistent day to day work and relationship-building. Some like to be perceived as “big thinkers,” while other fear flying solo.
There’s also no “right time” – whether you’re trying to plan for a career change, starting a family or jumping into an exciting new project. Rather than basing opportunities on some subjective timing – e.g. “by the time I’m 30 I’ll have reached VP-level,” – it’s more important to find the opportunities that feel too great to pass up and then give them all you’ve got.
You won’t get far at anything without support. Whether you get your support in-person, after-hours or online, clients, co-workers, peers, mentors and friends play a role in so many parts of our day. I credit a former co-worker, who struck out on her own about a year ahead of me, for giving me the motivation to launch my solo career. She also pulled me into her own practice and literally showed me the ropes. (Thanks, Marian!)
Sometimes you have to go with “it” and see where it takes you. Best laid plans and all that — then suddenly you look back on a decade…or even just the past year…and, while inventorying your experiences and where you’ve wound up, realize you’ve developed a nice little niche in a market you would never have known to pick for yourself.
Working alone means you have one tough boss. We’ve all heard about how we are our own toughest critics and that’s true enough. Working for yourself also means you are responsible for motivating yourself, critiquing yourself and pushing yourself toward improvement.
Never put off your life for your career. As I’m fond of telling people these days, “we have our whole lives to work.” While I sometimes create more stress for myself by shortening my workdays a bit, I’ll never regret making time to meet a friend for lunch or a walk.
Keep an eye on the competition. What I mean is this: by following others in the PR world, you can see how they are talking about themselves and their work, see where they’re going and what they’re doing. It’s inspiring to me to follow industry leaders or people who are in the thick of dynamic PR projects. Sales teams do this all the time, for more competitive reasons.
In PR, you are the sum of your work experiences. I feel this more acutely as a solo practitioner, but it’s true whether you work in a big agency, corporate setting or small office. Most of us get hired based on the work we’ve done in the past and the experiences we’ve accumulated. Knowing this has helped me realize that it’s important to be proactive about the type of work I say yes to. It’s not easy saying no, but I consider the industry, the type of work and who I’ll be working with very carefully.
Alison Kenney an independent PR practitioner with more than 15 years of PR consulting experience. She is based on Boston’s North Shore and has worked with organizations in the technology, professional services and consumer industries. She writes a bi-monthly PR column on LindsayOlson.com. You can find her at www.kprcommunications.com. Learn more about Alison Kenney.
This is a guest post by Alison Kenney.
It’s that time of year…when families gather for the holidays lots of things can happen. Those of us in the PR profession have more than likely experienced at least a couple awkward conversations about our work with family members who don’t quite understand PR. Since I’ve already blogged about my family’s inability to understand what it means when I say I work in PR, I’ll focus this blog on the other awkward work-related conversation that inevitably comes up at this time of year: what happens when family members, or friends, ask for your PR help.
Now, don’t get me wrong — I know we all have family and friends who we’d do anything for, and many of us have benefited from the help and advice of family members. Yet sometimes these situations can get sticky.
Take, for example, situations like these:
- A family member is excited to work with you and promises to pay you for your time and expertise…but they have no idea what the cost of your service will be.
- A relative outlines an “opportunity” or “project” that you would never consider taking on if it came from someone who was not a family member.
- Friends dangle in-kind payback that is not at all enticing to you: “I’ll introduce you to all my poker buddies entrepreneur friends so they can call you when they need advertising PR advice.”
- No matter how expert you are, or how respected you are in your industry, when your great Aunt Ruth or your older brother need you, they know how to reach you and they know your personal soft spots and what to say to get you to do their bidding.
- You’re asked to get on board and help with publicity for a product or company that doesn’t exist yet. Maybe it’s more fun to talk about publicity than other business infrastructure issues, but these prospects are nowhere near the RFP stage. They don’t need PR right now; they need to find a manufacturer first.
- After you take on a project with an old friend (even though you knew better) and it ended up going way over the anticipated scope of work, they have the nerve to criticize the (pro bono) work you did. For years to come, they will continue to mutter about your inability to get them results.
- And the #1, most common request from friends and family: asking for your PR help for a product or company in an industry that is not related in any way to the career experience you’ve built over the years.
- Remember, there’s a big difference between doing business with your friends and becoming friends with the people you work with.
If you have any remaining doubt, I leave you with this funny org chart that can help you decide whether it makes sense to work with a family member: http://shouldiworkforfree.com/
.Alison Kenney an independent PR practitioner with more than 15 years of PR consulting experience. She is based on Boston’s North Shore and has worked with organizations in the technology, professional services and consumer industries. She writes a bi-monthly PR column on LindsayOlson.com. You can find her at www.kprcommunications.com. Learn more about Alison Kenney.
This is a post by PR columnist, Alison Kenney.
In the world of PR, solo practitioners have a bit of mystery about them. Without an affiliation to an organization they can be hard to place. And while each individual PR professional has their own unique qualities, here are a few universal truths about solo PR pros that you may not have known:
Solo PR pros are self-motivated – working independently means they come up with their own program ideas and strategies and put it all into action themselves. While there is give-and-take with clients, solo PR pros have to be their own boss when it comes to staying motivated and delivering results. Consider also that solos take on the risk of finding work and keeping their income flowing steadily.
They can become your most dedicated partners – depending on the nature of their PR work (i.e. short projects versus long-term programs), most solo PR pros work with a small circle of clients at one time. Each client is therefore important to them and their workload. They also may be able to accommodate certain needs or workstyles in a way that a larger PR agency can’t do.
Not all types of solo PR pros are the same – I like to categorize independent PR practitioners as either a freelancer or consultant. Freelancers will take on projects or pieces of projects, such as writing, researching, etc., or may fill in as a PR team member for a temporary period, while a consultant will play a more strategic role and take on the development, as well as the execution, of a PR program.
Their work is personal – many choose to go solo for lifestyle reasons, e.g. to balance work with other needs such as child care, a serious hobby or relationship, or perhaps just because they like the freedom of working for themselves. Being the one who calls the shots also means they typically can pick work that interests them personally.
They have a niche – unlike big PR agencies that can serve a wide range of client types in different industries because they have a large staff to draw upon, a solo PR pro’s niche is defined by their actual experiences. This might be obvious, but with those solo practitioners who don’t call out their specialty, potential clients will have to ask questions and find out more about the person, their experiences and how they work. Most PR pros wouldn’t have the guts to go solo if they didn’t possess a solid command of all the PR basics, and they may say they can apply their expertise to any type of program, but a look at their experience and current roster of work will tell you what their area of expertise is.
The name “solo” is misleading – independent practitioners wouldn’t survive without networks that include connections from pre-solo days, professional associations, partners and other supporters.
Alison Kenney an independent PR practitioner with more than 15 years of PR consulting experience. She is based on Boston’s North Shore and has worked with organizations in the technology, professional services and consumer industries. She writes a bi-monthly PR column on LindsayOlson.com. You can find her at www.kprcommunications.com. Learn more about Alison Kenney.
If you’ve recently graduated or are having trouble getting your foot in the door in your industry of choice, have you considered interning? Interning gives you experience in a variety of areas, and it’s easier to get in a company as an intern than as a full-time employee.
Working as an intern in PR, you can learn how to write press releases, pitch editors and maintain media relationships: all of the skills you will need in a full-time role. You may get invaluable experience in a particular industry that will also make you more marketable.
Having an internship on your resume impresses potential employers and makes you more hireable. It may open the door to a full-time position at the company you intern with if you network with the right people. When my public relations search firm, does get the occasional entry-level positions, our clients almost always ask for a candidate with at least two solid internships under their belt.
Maximize Your Internship
Having an internship is your chance to beef up your resume. Come to the role with ideas of what is it you hope to get out of the internship and seek opportunities to learn. You’re in the position of being able to expand your skillset, getting real world experience, so take advantage of it!
Observe others; you can often learn from other people, not only about how to do a job, but also how to be professional in the workplace, and how to interact with co-workers. If you’re lucky, you’ll find someone who will take you under her wing and teach you what you need to know to succeed.
Where to Find Internships
If you’re in college, check to see if you have a career center that can help you find an internship. Talk to your professors to see if they know of companies who may hire you as an intern. Often the good word from a professor who knows you is enough to get you in, even if you have zero experience.
Many colleges offer recent graduates similar services, so check your alumni network to see if there are any internship sources.
Online, there are several sites that focus on helping you find internships, like USAIntern and About’s Internship Page. If you’re looking for an internship in marketing, PR or social media, try Hoojobs.
Social media offers some inroads to interning as well. Check out hashtags #entrypr, #printern, and #happo on Twitter for internship listings, as well as great advice from PR pros for beginners.
If there’s a specific company you’d love to work for, approach them directly with a pitch on how you’d help them as an intern. Just be sure you can show you competencies because the firm will want the sense that they won’t have to spend a lot of time babysitting you.
According to Heather Huhman, Generation Y Author, Columnist and Mentor,
“In order to determine if an internship program is a good one, look at the following characteristics: mentorship, education, meaningful work, culture, recommendations, and networking opportunities. It shouldn’t matter if you intern at a “big name” company–startups and small businesses provide great experiences, too!”
Things to Know
Internships don’t always pay, so you need to be able to afford to work for free. Not everyone has the flexibility of being able to work without pay, so make sure it’s the right time in your life to do so, or try to find an internship that pays at least minimum wage.
If you’re in college, you may be able to get credit for your internship. Talk to your career center to find out what you need to do to qualify for college credit. You may need some documentation signed by the company who hires you, so arrange for all of that up front.
Your internship should revolve around the types of work you want to do. Unfortunately, some companies take advantage of interns and use them as gophers (“go-pher a cofee for me, go-pher a stapler…”). Set your expectations up front so you know what roles you will be assigned.
I can’t believe Thanksgiving is already approaching! It’s the time of year when we sit back and reflect on our past year and all we have to be thankful for. Losing your job may be a devastating blow. As you contemplate life after getting the pink slip, look at what you have going for you…
Health/Well Being
Unemployment is not a death sentence. It may take some time to find your next position, but you will find it. Stay healthy and be thankful for the good health you and your family enjoy.
Benefits
Losing your job can feel like someone pulled the rug out from under you. Thanks to the signing of the COBRA policy in 1985, all qualifying employers must provide health insurance coverage to those who have lost their job and their immediate families. COBRA allows for up to 18 months of health insurance coverage, which is something you can be thankful for.
Think of the 26 weeks of unemployment benefits you’re receiving as cushion. It might not be a comfy cushion, but having some money coming in is better than none at all.
Take Time for You
Work, Home, Work. Work never ends does it? Employers expect their employees to give 110 percent. Look at your job loss as a vacation from the 60-hour workweeks, tight deadlines, and endless meetings.
You’re out of the rat race. What now? Be grateful for time for yourself. Stay in pajamas. Sleep! Knit. Explore a new hobby. Volunteer. Finish the baby book you started eight years ago…when your child was still a baby!
Spend time with your family and friends. You’ll never get this time back, so enjoy your family while you extra time to do so.
Got time? Finding time to exercise when you were working may not have worked with long commutes, business travel, or overtime. Appreciate that you have time for exercise and fitness.
Gift of Time
When the initial shock of losing your job lessens, look at your life. Did you love your job? Or were you punching a clock? Take stock of what motivates you. Need a career change? Now is the time to explore your options. What is important to you in an employer? Allow yourself time to find the right job. Want to return to school? Be thankful you have time to re-invent yourself.
Hone your skills…beef up your resume, practice your interview skills, take a class. Be glad that you have the opportunity to make yourself more employable.
It Takes a Village
Be thankful for the people in your life who support you through hard times. Being unemployed isn’t easy, but with the emotional support of friends and family, the burden lessens.
Photo courtesy: MTsofar
So you’ve graduated with a PR or Communications degree. Now what? With the job market being what it is, you need a plan of action that will help you land your first job in PR.
You’ve learned how to handle a PR crisis. Write a press release. Connect with the media. Maybe you even held an internship that will give you more hands-on experience. You’re eager to put your skills to good use.
Many graduates assume the primary job a person with a PR or Communications degree gets is a job at a PR firm. Not so. There are actually many roles and many different types of companies you can work for and still use your communications skills. Don’t be narrow-minded in your search!
1. Work for an Agency
For many college students, getting hired at a PR agency is their golden ticket. For others, they quickly find out they over-glamorized what is often a grueling and stressful job. Working at an agency, you will be thrown into the fast-paced world of making clients look good. These clients might be in entertainment, politics, consumer and business products and services, or finance.
You’ll likely be writing press releases and doing lots of administrative support to start, and perhaps helping with events. As your experience grows, you may handle media relations for clients or manage accounts.
The catch 22 about working for an agency is that agencies want you to have prior experience…working for one. If you intern at a firm, this can get your foot in the door. Otherwise, getting hired as a Junior Publicist or Account Coordinator would be a great start.
Are there drawbacks in working for an agency? It depends on your personality and what you’re looking for. If you want a range of experience in multiple industries, you won’t get that working for many agencies, as they tend to focus on a single vertical or specialize their staff in practice groups. Some agencies, however, will let you move around to different practice groups, so it is important to understand how it works with each agency. If you want a 9 to 5 job that never requires extra work of you, a PR firm isn’t that.
Still, working at an agency, even for a few years, can give you the experience you need to do just about anything else you could do with a PR or Communication degree. If you make a point to connect to people, you’ll have the contacts to see you to your next role, even if it’s not at another agency.
2. Work for a Private Company
If you’ve glamorized working for an agency, consider the public relations staff of a private company the unsung heroes. In fact, many companies don’t hire external PR firms, and instead house them internal to the company. Some larger companies have a small internal PR team and also hire an agency. Either way, there are plenty of jobs working in communications directly for a company.
These PR folks work for companies in every industry: manufacturing, consumer products, technology, semiconductors, finance, healthcare, etc. If you’re interested in really delving into a specific industry, working for a private company, for example, a company like Fisher Investments, is a great way to do so.
Depending on the size of the firm, you may work with a very small team, which you will come to rely on in your work. You’ll get to know the company’s products or services well, as they’re the stars of your PR pitches and the center of all your communications.
You’ll do the same work you’d do at a firm: write and distribute press releases, work with the media, manage crises. If your team is small you may have additional responsibilities such as creating email newsletters and managing the company’s social media strategy. In smaller companies, marketing and PR often overlap.
What companies look for will vary, based on the business and role, but usually they don’t expect as much prior experience as a firm for entry-level positions. Your degree, general skills, and writing ability are the typical areas of focus. Some companies may want you to have experience with content management systems, Photoshop or presentation software.
Drawbacks here: focusing on the same products day in and day out can get boring if you need constant stimulation. Some industries are less exciting than others, so if the idea of pitching laser marking devices doesn’t appeal to you, focus on industries that you enjoy more.
3. Start Your Own Firm or Freelance
While it’s not always easy to do right out of college, some PR professionals end up forming their own companies or freelancing. This can give you the freedom to focus on the type of clients you want and you are able to pick and choose your projects.
Naturally being your own boss sounds great, but it’s not for everyone. You truly need experience, either with an agency or internally, to understand client relationships. As the owner or freelancer, you are responsible for constantly finding new clients; you won’t get a paycheck unless you get paid! Running your own business requires a strong stomach to take some risks, and constant dedication to improving your craft – on your own.
If you stick with it, your business might thrive so much you can afford to hire support staff and a team of account executives, writers, and managers. Keep in mind doing so sometimes takes you away from what you love doing the most: the actual PR and communications. Many entrepreneurs don’t realize they’ll be doing more admin work than hands-on in their businesses.
Where to Find Your First PR Job
For your first job in PR or Communications, start by searching for titles like PR Specialist, PR Coordinator, Junior Publicist, Account Coordinator, Assistant Account Executive, or Account Executive. Look for jobs that don’t require much more than a degree and interest, if that’s all you have.
In terms of where to look, there are websites that focus on jobs in public relations and communications specifically, like Hoojobs (disclosure: I’m an owner of the site). You should be able to find both agency and in-house jobs here. And don’t overlook investor relations jobs at publicly-traded companies, especially if you have a knack for understanding stocks and financial information.
Use social media to find your first job. Twitter has plenty of accounts and hashtags you can follow that will give you a stream of new openings, including #PRJobs, @EntryPRJobs, @HlthcarePRjobs and, of course, @PRjobs. Here are more tips for finding a job on Twitter.
Make sure your LinkedIn profile is updated, and join groups with PR professionals and job hunters to network.
If you want to start freelancing, Guru and Elance are great places to find part time work or single projects you can build experience around.
You can join professional organizations like PRSA, which not only gives you access to its job boards, but also gives you the chance to network with PR professionals in your area.
Finding a job fresh out of college can be a challenge, and a PR or Communications job is no different. But once you land that job, put in some good, hard work, and build your resume and experience!
When you go to school and earn a degree in public relations, communications, or English, landing a job can prove to be a bit more difficult than in a more specific field like pharmacy technician schools. You can improve your changes by focusing on some of your extra-curricular work, volunteer opportunities, and internships.
Four years of hard work and the investment in a college education makes many students feel entitled to immediate job offers right out of school. Unfortunately, that’s not the case and it’s even harder these days. With senior level employees losing their positions and taking lower paid jobs just to stay in the industry, there is more competition than ever for work.
Work Samples
When you are attending classes at a university, you’ll have to do a certain amount of practical work – activities you’ll do daily in a full-time job like writing press releases, creating marketing collateral, and shooting video news releases, etc. Make sure to save all of these clips to build out your portfolio. Better yet, make sure you have them digitally to post to your own blog/website/online portfolio. Go the extra mile and reserve your own domain name with your work samples which you can add to your resume when applying for jobs.
If you major in a non-specific area such as communications or English, you are going to have to get crafty when applying for jobs. Taking a minor in something more specific could give you the extra edge you need. After finishing your school assignments, start learning how to write proper press releases, how to design promotional materials, and follow how companies are communicating online through social media. Employers are looking for candidates who take initiative and learn skills that might be outside their curriculum.
Internships
When you look at job descriptions for entry-level jobs at companies, it usually says that they are looking for people with 1-2 years worth of experience. It obviously a catch-22 because you can’t get a job without experience and you can’t get experience without a job. Many PR and advertising agencies offer unpaid internships for students for college credit. If you’re lucky, you might even find a paid internship. You are going to have to take a couple of internships in order to build up your experience level.
Growing Industries
While it may be your dream to work at a cutting edge PR firm or ad agency, there is very little chance of landing a position with little experience. In order to break into an entry-level field, it is important to perform research on the companies who are looking for fresh talent.
A Huffington Post article demonstrates the highest growing fields: gamification and social gaming are generating major marketing dollars, online publishing and e-commerce will continue to grow, and biotechnology and environmental services are gaining more government grants. Applying to these organizations or agencies who have clients like this on their roster can be an excellent way to launch your career.
Major Corporations
Landing a job at a major corporation or Fortune 500 company looks good on any resume. Whether you find an entry-level role in the marketing department or work as an administrative assistant, these positions can enhance your business knowledge and give your a great network of colleagues and references. It could be a great place to start and move into the PR department as your next step.
Possible Scams for Entry-Level Workers
When searching for jobs online, be aware of possible scam artists and sales cults. If you see a job posting that wants you to create elaborate sample work or write relevant press releases, be very skeptical because they may just be looking for free work. If a job posting promises entry-level management opportunities, or the job description sounds vague, you might be headed into a sales cult. Horror stories of these organizations can be found on The Consumerist website.
Starting your journey into the the PR field may seem overwhelming at first. Look daily as entry-level positions get filled as quickly as they come. Make sure you communicate and network with as many people as possible – you want to stay top of mind – and potentially be contacted before the company posts the position. If you find yourself in a rut or dead end job to make ends meet before you land the perfect entry-level PR opportunity, make sure to keep educating yourself in order to remain a relevant job candidate.
It can be daunting to apply for public relations jobs that want more experience than you’ve got. If you are just entering the workforce, it seems like every company wants you to have experience. But just because you’re new to the PR world doesn’t mean you can’t be a qualified candidate. Take the initiative to learn the skills you’ll need at your next job, and beef up your resume…even if it’s on your own dime.
1. PRWeb
Sure, you know PRWeb as a resource for publishing press releases, but did you know it’s also got a great resource center? There you can find great articles and white papers on writing press releases, using social media and SEO for PR. You can watch videos and attend webinars led by industry experts like John Jantsch, founder of Duct Tape Marketing. They even offer free e-classes on all topics relating to PR.
2. Publicity Hound
Led by publicity expert Joan Stewart, Publicity Hound has some amazing resources. While some of her webinars, ebooks, reports and whitepapers have a fee, there’s still a slew of freebies on her site. Check out Joan’s blog to stay on top of industry news. If you want a PR mentor, Joan also offers mentoring services.
3. Press Releases
If you don’t have a ton of press releases under your belt, it can help you to read them online. Just check Google’s News feed or sites like PRWeb to get a sense for formatting, as well as headlines and content that appeal to readers.
4. Volunteer
Maybe you haven’t broken into the PR field just yet, but are ready to go. Consider volunteering for a charity or nonprofit to provide public relations services pro bono. It’s a great resume booster, and will give you a chance to get some real practice, get to know media contacts and try on the nonprofit industry for size. It might just lead to your first PR job!
5. Intern
We all start at the bottom and work our way up. Taking an internship, either through your college or on your own, gives you the chance to learn the ropes and build your portfolio. Let your employer know the skills you are interested in building, like writing or media relations. He’ll more than likely be willing to let you tag along while he works so you can learn from him if you have a clear focus to what you want to learn.
6. Hang with PR Pros on Twitter
On Twitter, there’s a ton of groups for public relations enthusiasts, like:
Participating in these scheduled group chats can give you valuable advice and provide you the chance to ask questions.
7. Network on LinkedIn Groups
There are many groups on LinkedIn catering to public relations experts, such as Public Relations and Communications Job Community (created by my search firm, Paradigm Staffing). Here, you’ll find links to quality PR content as well as discussions among people working in PR. It’s a great place to learn and network.
There’s so many ways you can teach yourself more about public relations and gear up for that next job interview!
If you’re starting your PR career search, you may be torn between wanting to work at a public relations agency or work in-house at a company. There are perks and drawbacks to both. Let’s dive in.
Working In-house
The nice thing about working in-house is that you get to really know a single industry. This gives you the chance to develop relationships internally with executive management and gain a deep understanding of a company, rather than flitting from field to field, the way you might at an agency.
You’ll likely work with people in different departments, like marketing, sales, finance and HR, which can expose you to a lot of types of people and roles. You may also find more opportunity to gain experience in other aspects of communications and perhaps move into a very specialized communications role, such as employee communications, or switch departments completely. In an in-house PR role, you might feel you’ve got more vested in the company, and will want to help the brand succeed through your efforts.
On the other hand, depending on the size of your department and the support your company gets from any outside agencies, you may be pigeon-holed in your job with very specific duties and may never have the opportunity to dabble in events or many of the activities given to the agency, and that won’t help you appear well-rounded on your resume. And knowing everything there is to know about laser manufacturing might not be what you want out of life, so focusing on a single industry might not be what you’re looking for.
There’s a shine that comes from working at a PR agency, and it’s one you won’t feel working in a cubicle for an engineering company or healthcare facility. If you want excitement, diversity, and a non-stop, ever-changing environment, a private company might not live up to the challenge.
Working for a PR Agency
On the opposite side of the coin is the PR agency. One benefit is that an agency is an excellent training ground, and you will learn a variety of public relations skills that will be valuable wherever you go in the future. Plus, working with multiple clients gives you experience in a variety of industries. You can figure out which ones you like best. You’ll more than likely report into separate supervisors on each account, so you’ll have the opportunity to deal with different work styles and multiple managers’ expectations.
That shine I mentioned? It’s all yours. Depending on your industry speciality and clients, you might work with celebrities, attend galas or movie premieres, and get the chance to try out new products working for an agency.
Already thinking about your next career move? You’ll meet many people within an agency environment, extending your professional network, which will come in handy in the future.
On the converse, working with so many industries could give you only superficial knowledge of each, without any real depth that can help form your PR career or be considered a specialist in a chosen industry. You’ll have to work your way through the agency structure, starting at the bottom before you’ll have a chance to manage clients and get involved in the strategic work. Expect to work long hours and have plenty of stress working at an agency. You might not be able to work on what you want all the time, depending on your clients’ needs and changes with new (or lost) business.
Some people are more cut out for working in-house for a company, while others thrive in the high pressure of an agency. Where do you fall?
This blog is to share my recruiting experiences and discuss thoughts on the job market, PR industry and technology.
Alison Kenney is an independent PR practitioner with more than 15 years of PR consulting experience.
