It’s a circular argument: you need experience to get the job, yet you can’t get experience without the job! But these days, it’s perfectly possible to take your portfolio of work into your own hands. Content creation is abound, and if you’re not taking the incentive to gain experience on your own terms, you will be less likely to get hired for the job you want.
1. Write a Blog It literally takes minutes to set up a blog and start writing. And since blogs are a great way to demonstrate not only your writing skills, but also your ideas, employers can get a great sense of you as a person and employee by reading your blog.
You don’t need to be the industry’s most-read blogger. It’s not your popularity that really even matters. Simply written good content on professional and industry topics and sharing the link in your job application can help hiring managers could give you an edge.
What to write about:
Your take on your industry
Opinion pieces on industry news
Link to other industry blogs and comment on the topics
2. Press Releases For PR professionals, the press release is the quintessential tool for the trade. But if you only wrote a couple of releases in college for your Comm class, you might feel like you don’t have an adequate hand on writing them.
Reach out to charities and nonprofits and let them know you’re looking to build your portfolio. Offer your services (free of charge) to write press releases for their news. It’s more impressive when you’ve got releases that are found online, so collect links to your press releases for your virtual portfolio.
3. Case Studies Case studies are a great way to show you’re paying attention to how your industry helps companies. Create a case study from anywhere you’ve worked, interned, volunteered, or attended (school) that demonstrates areas you want to work in. For example, maybe you interned at a PR firm, though you didn’t get to dabble much in the publicity side. You could still create a case study about a client (leave names out of it) who saw an increase in visibility, thanks to the firm’s efforts.
4. Articles There are literally hundreds — if not thousands — of magazines, newspapers and websites clamoring for content. Sometimes they can’t afford to pay, so they’re perfect for you as a beginner to pitch an article. Get to know the audience, and try for one that has a focus in the industry you want to work in. Come up with a unique story idea and sell it to the editor. Then keep the link or physical cutout for your portfolio.
Whether you write these samples for yourself, volunteer at a nonprofit or intern at a company, they’re a great way to show a potential employer that you take initiative to overcome that circle of no-experience-no-job.
I’ll admit it’s been a long time since I was an intern, but frequently I talk to PR students who are starting their careers and the topic invariably comes up. In fact, these days it’s just about unheard of to work in PR without first having at least one internship. Internships provide real-world experience that can help candidates stand out in PR job interviews and help interns build their professional network.
Since internships are so common now, there are a lot more formal processes in place for them too — particularly at big PR agencies. For instance, if you’re planning on applying for an internship for the summer, you need to get to work now. Most agencies start accepting applications right after winter break, and by May they’ve selected and signed on their interns for the summer. A typical agency internship lasts 8 weeks, after which most interns either: a) go back to school; b) are offered a full-time position at the agency; or c) look for another internship or job.
One trend I’ve noticed is that more recent college graduates are applying for internships rather than full-time entry-level positions – even if they’ve already built up PR experience with other internships during college. I think that reasons for this trend could include:
The perception that the only way to be hired for an entry-level job at a big agency is to first work there as an intern.
Students who want to work in a new city, i.e. not the one their college is located in, feel that they need to make new connections in that area.
Studying PR in school exposes students to a broad range of practices and some still aren’t sure what they want to focus on in their careers by the time they graduate. Internships are a way to get practical experience that will also help them narrow or select their career path.
The economy is still in poor condition and the PR job market is still tight so new graduates are scaling back their expectations and aiming for intern-level positions instead of entry-level jobs
The economy may also have had a hand in the increase in unpaid internships in recent years. Some industries, such as the music and film industries, rely on unpaid interns and can offer valuable experience or connections in lieu of pay. While some unpaid internships can be categorized as educational and may even qualify the intern for school credit, if the work is menial it violates federal law not to pay the intern and several states are cracking down on this practice.
Lauren Berger, founder of InternQueen.com, has had positive experiences with her unpaid internships at organizations such as MTV, Fox, BWR Public Relations and NBC. She says, “Unpaid internships can be the best experiences of your life. They were the best experiences of my life. They should be just as valuable as paid opportunities. Remember, unpaid internships should be only 12-15 hours per week. You can manage a part-time job, internship and school at the same time.”
She also comments on virtual internships, “Virtual internships can be amazing opportunities as well. A virtual internship means you work from home instead of from an actual office. Normally, virtual interns communicate with employees via Skype, texting, phone and email. Try to look for a virtual internship with structured hours.”
Want to weigh in on your intern experience?
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.
As an eighteen year veteran of PR and CEO of my own start-up PR agency, I am routinely approached by recent college graduates looking to lay the final groundwork for a career in Public Relations. For most candidates, the last big step towards garnering a full-time paycheck involves an internship with a New York PR agency.
Many candidates, however, fail to realize that the internship — in addition to teaching a recent grad the ins and outs of agency life — is the primary platform upon which to transition from student to professional. I′ve seen scores of interns worsen their chances for full-time work, by "going through the motions" of an internship instead of taking charge. Based on my experience, I′ve provided several key points to consider for recent grads looking to land that all-important first position.
Clean Up Your Social Media No HR person schedules an interview without an initial Google search. Few senior executives say "yes" to a hire until they examine a candidate′s online presence. Those rowdy and risqué photos taken during Spring Break or outrageous insights found in your Twitter Stream aren′t helping your chances with HR directors or recruiters.
I′ve turned down more than a few candidates based on what my team has found online. Take a good, hard look.
Furthermore, take a moment to review your personal information on each site. Does it position you as a young professional or perpetual college student? Cleaning up your social media presence will make you appear more professional, giving you an advantage over competing candidates.
Network Now It′s never a bad idea to begin networking with your college alumni association before you graduate. Send an email requesting a fifteen minute "informational interview," to a few select leaders in your chosen industry. Ask them to critique your resume and your interview style. Then ask where they think you should intern.
Get the Right Internship, and then Work It Every agency has an internship program, not all of them are good. Some agencies send their interns on coffee runs; others take the time to teach their interns the basics of PR. If you′re giving an agency your time for free, it′s OK to ask what you′ll be doing on a day-to-day basis.
Once you land the internship, it′s time to get to work. Only a few interns land a job from their internship; and they′re usually the ones who ask for assignments. Don′t wait around for someone to find you, ask if you can write the first draft of a release or a pitch; ask if you can attend a client meeting; ask if you can pitch low-level reporters under a staffer′s supervision; then ask questions when things quiet down. Don′t wait to get noticed, get yourself noticed.
No Job Offer? No Problem
We all know that an internship isn′t a guaranteed job. When the internship period is nearing an end, this is the time to approach the senior most executive in your work group and ask for advice. Ask them to review your resume and then find out which recruiters he or she admires as well as contacts they may have at other PR agencies.
Keep Your Eyes on the Prize By this time, you should have a running list of people who may help you land that first position and a resume that positions you as an entry-level PR pro. Stay focused; stay in contact with key people who may assist you and don′t give up. In many cases, entry-level positions are the first to be filled at many agencies once the recession passes. When the time comes to hire, you′ll want to be front and center on people′s radar.
Kevin Mercuri is an eighteen year veteran of Public Relations and related disciplines. He is president & founder of Propheta Communications, a New York based PR and social media agency serving corporate, consumer, technology, lifestyle and nonprofit clients. He can be contacted at kevin@ProphetaComm.com.
This past summer I had the opportunity to intern with Fahlgren Mortine, a public relations agency in Columbus, Ohio, rated in the top-100 agencies by PR Week. As their 2009 Founder′s Award winner, I was given a paid internship and a $1,500 scholarship.
How did I get so lucky? Research, hard work and an intensive interview process.
Finding a good internship that pays is tough. But finding one that gives you both experience and a scholarship is even harder. Once you find that internship, you may be competing against hundreds of other applicants. But, it′s well worth it to apply.
Where can you find internships like this? Visit internship fairs, network with peers and search online for opportunities. Below are a few opportunities I have found:
Fahlgren Mortine Apply for their Founder′s Award for the agency experience, paid internship and scholarship.
Deveney Communications Apply for their Summer Scholars Program and receive housing, transportation and compensation.
Edelman Apply for the Daniel J. Edelman/PRSSA Award for the Outstanding Public Relations Student to be a paid intern at one of the most well-known agencies in the US and a $1,500 cash award.
Hill & Knowlton Apply for the PR Week Student of the Year award to win a paid internship and $5,000.
When applying for these internships, pay close attention to detail and have everything proofread several times. Go the extra mile when you have the opportunity. Lastly, take a chance and apply because you can′t win if you don′t play the game.
Rachel M. Esterline is a public relations senior at Central Michigan University. She has held internships at her university, a start-up, a large agency and a small integrated marketing communications firm. She blogs at "The Beacon for Navigating a Career in PR" to share information, ideas and tips with her fellow PR students. You can follow her on Twitter at @RachelEsterline.
I am a college senior, planning to graduate this upcoming May. I am reasonably worried about the current job market and I am eager to get a jump start on my search. I am concerned about how soon is too soon to begin contacting companies before I am able to immediately fill a position.
Is it appropriate to begin contacting companies this early? Would it build positive contacts and possibly lead to job opportunities when I graduate or would it be more likely to annoy them? I do not want to waste any company's time, but many of my friends who graduated last year still do not have jobs in their field and I don't want to share their fate.
What is my best course of action at this point?
A:
Most experts agree beginning a job search four to six months prior to graduation is a good an ideal time frame. It's not too early to annoy hiring managers and it should give you sufficient time to find something. If possible, try to get a part-time internship with an agency (I assume you are planning to go into PR). Many times these internships turn into full-time positions and if not, you have spent several months building a network of PR professionals who have contacts in other agencies and companies who could recommend you for any other entry-level positions.
With five months left until graduation, you should start building those relationships and being proactive. Go to your local networking events, Meetups and Tweetups, and ask for informational interviews with companies you would like to work for. Just because a company isn't posting their open jobs doesn't mean there isn't something available. Work on building your online networks and continue to develop those relationships off-line.
Kynam Doan is looking for a job. Check out his blog, I Need An Interview, and you'll get the idea.
Kynam has a very creative approach to his job search - he has pledged to volunteer six hours of his time for each interview he lands to a non-profit. The companies who interview him nominate a non-profit and then the readers of his blog will be voting for the top two. Additionally, he will volunteer one minute of his time for each unique visitor to his blog.
It is an interesting idea to generate some buzz and give back to the community while honing his marketing skills.
A couple of key points for anyone considering an approach similar to Kynam's in their job search:
1. Make it easy for potential employers to see your qualifications. Kynam opted to not publish his resume. Instead he chose to tie in a link to his LinkedIn profile. I would add extended biography for those lazy clickers who come to the site. I imagine those extra keywords would also help for search results. Consider showcasing some of your work in a digital portfolio.
2. Be specific about what type of position you are seeking. You don't want to be come across as you will consider anything. You must show you have direction and focus. But be careful to not be so specific you rule out potential opportunities.
3. Treat everything in the campaign as a professional representation of you. If it is a blog, a video, or both, remember, it is your extended resume. Make sure everything you post is free of errors and represents you accurately and honestly.
What do you think of Kynam's approach?
Thanks to Matthew Kraft (@mkraft) for pointing me to Kynam's blog.
Kynam, best of luck to you in your job search - I'll be watching the outcome!
This blog is to share my recruiting experiences and discuss thoughts on the job market, PR industry and technology. I'm an entrepreneur, business developer and recruiter.
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.
