Archive for PR
In today’s post, meet current Peppercomm NYC intern and future communications star, Samantha Rushovich.
1) Tell us about yourself—where did you/do you go to school, where are you from and what brought you to Peppercomm?
I am a rising senior at Boston University studying public relations at the College of Communications. I’m also minoring in Film & Television and have a concentration in Anthropology . . . so I’m very busy!
I’m originally from Stamford, CT just 45 minutes outside the city. I have lived in the same house my whole life and I love it. I have had dogs since I was about three years old. I am practically dying at school without my pups, but I try to see them when I can. Occasionally my parents will be nice enough to drop off my dog in Boston to stay with me for a weekend before I meet them in Maine (we have a vacation house there). So, yes, I have sleepovers with my dog J.
When beginning my search for summer internships I decided I was going to be ambitious and only apply to the top firms. I knew I wanted to spend the summer in NYC, since it’s closer to home than Boston and I was ready for a new city for a bit. I looked up the top 50 PR firms in NYC and then looked through all their websites to see which ones had internship programs. Peppercomm specifically caught my eye because of the emphasis on comedy and work culture. I was learning through my internship in London at the time, that work environment has a huge impact on how enjoyable a job can be. It gave me that extra push to put just a little more effort into my Peppercomm application.
Oh, and Peppercomm is named after a dog, so I can’t lie, that definitely impacted my decision to work here.
2) What area of the industry do you find the most appealing and why?
It’s hard to say which area of PR I like the most. I’ve had experience in-house and I have now interned at a couple of agencies and one nonprofit, so my experience has been pretty broad. I definitely see myself going into nonprofit at some point, but I haven’t yet decided if I would want to be in-house at a major nonprofit, like the ASPCA, or if I would want to handle nonprofit accounts at a firm. I love the agency life!
I’ve always been pretty involved in charity and volunteer work. It’s mainly my love for animals that has driven me to be as active as I have been in the past. It’s one of my strongest passions, so it would be great to combine that with my love for PR.
3) Any surprises or revelations about your role, the industry or Peppercomm?
I never expected to have as much autonomy as I do here at Peppercomm. I’m encouraged to throw ideas out there and to follow them through if my teams agree on it. I never imagined my client teams would value my opinions as much as they do. That experience alone has made this internship one of a kind.
I’ve also finally seen firsthand how CRAZY life as a PR professional is. My to-do lists are more than a page long before I have even had my coffee. I have had busy internships in the past, but I usually had a supervisor who told me what my priorities should be. However, at Peppercomm I’m on accounts and don’t have someone managing my projects for me. It’s all on me and I love the busy-ness of it all. I never thought I would feel so ready to enter the workforce, but now I’m eager to graduate and get going with my career!
4) Where do you see yourself going in the industry?
In the short term, I definitely see myself ending up at a mid-size, full-service agency. After graduation that would be ideal! I also could see myself joining one of the major global PR firms at some point.
WAY down the road I hope to open my own agency that specializes in nonprofits. I would like to cater to them based on their budgets and find ways to provide low cost services that are still highly effective. I have a lot to learn before I can start planning that though.
Working for the World Wildlife Fund (WWF) would also be a dream come true. I’ve admired quite a few of their campaigns over the years and am a huge supporter of their cause.
Today’s guest post is from Meredith Briggs, future PR/communications star and current Peppercomm intern.
For those of you who don’t know me, I’m a French and American Studies double major at Trinity College, a small liberal arts school in Hartford, CT. The French major is pretty self-explanatory, but American Studies occasionally throws people off. Most people just assume it’s synonymous with American history, but it’s much more than that. This major looks at all different aspects of American culture and lifestyle. For example, why we do certain things and what influences us. I have taken classes ranging from “American Technology,” to “Female Bodies in 19th Century America,” to, my personal favorite, “American Food and Culture.” I chose to be an American Studies major because each semester I was drawn to the classes–there is such a wide range of classes to take. But while I do love my majors, for the past couple of years I have been drawn to the fast-paced PR/communications world. So, here I am today, a PR/communications intern who has never taken a class even remotely close to PR, advertising, marketing or journalism.
When I applied for my first PR internship last summer, the only knowledge I really had about the industry was from watching Kim Cattrall’s portrayal of Samantha Jones on Sex and the City. I’ve come to learn is not the most accurate portrayal of the industry, but hey, what else did I have to go on? As soon as I heard that I had landed an interview with a PR firm I had applied to, I immediately called my dad. Of course he was excited and proud and wanted to do whatever he could to help me prepare and succeed. After we hung up my dad emailed me a document full of practice questions and told me to start practicing.
I sat at the desk in my dorm room and opened the document. The first question he listed was bolded with a red asterisk next to it saying “This will, without a doubt, be the first question they ask you.” Overwhelmed by the thought that I was too simple and had nothing to offer, I called my dad again. “Already?” he said. I started to hysterically explain to him that I would have nothing to talk about in my interview. My dad then asked, “Well, tell me a little about yourself.” I started to give the most basic answers: name, where I was from, school, and majors. Before I could even continue he interrupted me and asked me to explain my majors. After I answered, he asked me to explain why I picked each major. Lastly, he asked me how it applied to the PR world. If he had asked me this right after I had “told him a little about myself,” I would have said it doesn’t at all. But after having asked me the other two questions, I knew there was connection. After taking a few moments to think, I began rattling off different ways in which my majors actually helped me.
While I may not speak French in the office, having spoken French since 1st grade has provided me with many opportunities that allowed me to expand how I saw and thought of the world. I went to an immersion elementary school where all of my classes were taught in French. In 5th grade I participated in a “Back to Back” program, where at the age of 10 I traveled to Brittany, France, and lived alone with a family for a month and a half. The fall semester of my junior year of college I was again given the opportunity to study abroad in Paris. For four months I studied alongside French students, and explored France, along with other parts of Europe, which allowed me to change how I saw the world. Going to a very small high school, and a fairly small college, I was fairly closed minded to any world outside of what I knew. But exploring different cultures allowed me to not only learn about but actually experience different cultures and understand how and why they do certain things.
As for my American Studies major, it first and foremost gave me a chance to practice writing, which is, as you all know, very important in PR. In the PR industry you have to write a certain way for different people, just as you have to with different professors and different topics. Even at Peppercomm I write pitches one way for a financial services client, and another way for a consumer client, because the people I’m hoping to attract are two very different types of people. My American Studies major has also taught me to think about how to approach a situation or topic from all different aspects. My sophomore year I had to write a seven page paper analyzing a medical advertisement from the 19th century. While at first the task seemed impossible, as the ad was relatively small, I ended up writing more than the seven pages. I analyzed how the characters in the ad were portrayed, from their poses to their clothes, how that reflected the time period, the written text, and who the intended audience was, to name a few. These are all critical thinking skills that the industry uses daily, and I was able to learn them even without the traditional PR major.
When I went in for the interview I was nervous, of course, but had a new confidence I was lacking before. While on paper I may not have seemed like the most ideal candidate for a PR internship, I knew I had something to offer them. I was essentially pitching myself to this company for a summer internship position, just as you all pitch your clients to publications. They may not always be the most obvious choice for the article, but as a PR professional, or in my case a desiring PR professional, it is up to you to highlight all of the possibilities your clients have to offer, instead of any downfalls they may have. Fortunately, my pitch was successful and I was offered the position. My summer internship only reinforced my desire to continue in the PR industry, and taught me (along with my dad) that even though I don’t have a PR background, that doesn’t put me at a disadvantage for succeeding in the PR world.
Today’s guest post is by star Peppercomm intern, Mary Insinga.
During my summer internship here at Peppercomm, my entire intern class was fortunate enough to be given the opportunity to spend the afternoon at the Council of PR Firms’ annual ‘Internfest’ hosted at NYU. The conference gathered interns from 15 different public relations firms in the area. During the event, we heard from a variety of industry professionals, including keynote speaker CEO of Ogilvy Public Relations; Christopher Graves, Managing Partner at Finn Partners; Gail L. Moaney and four Senior Account Executives from various agencies.
Graves began the conference with a discussion about ‘Reputation Killers’ and outlined how brand reputations are established and highlighted some horror stories about how a reputation can be easily tarnished. Next, Gail L. Moaney’s lecture about specialization in the public relations industry seemed to especially strike a chord throughout the audience. Gail spoke of her focus in the travel and economic development industries, while illustrating the range of specializations that a full service public relations firm often offers. Each speaker opened the floor to questions and after Gail’s discussion in particular, the audience seemed eager to pick her brain.
I began to notice a trend in the questions following Gail’s lecture and during the panel discussion. Questions such as, “how would you suggest we go about exploring other specializations within our firm,” and “have you ever felt pigeonholed in your specialization and have become curious about other sectors?” I realized that these were all questions that have never crossed my mind here at Peppercomm. I even spoke to a couple interns afterwards who also expressed that their internship was a very specialized experience.
On my walk to the subway, I reflected on the past few hours of my afternoon and thought, “did they send us here knowing that this would only further our appreciation of Peppercomm?” Because that was exactly my take away.
As a summer intern at Peppercomm, I work on six different accounts across a wide range of industries and have never once felt pigeonholed or stuck in one sector of the PR industry. I work on a bank, a hedge fund, a skin care line, an art auction, an online credit card marketplace and a leading industrial furniture maker. Each account has quenched my exploratory thirst to survey the industry. Thankfully, I have found myself in a full service communications and Marketing firm that encourages its employees to explore and take risks, always giving us the opportunities to do so.
Each week, Peppercomm offers a PSU (which stands for Peppercomm State University) that every employee is encouraged to attend. The PSU’s expose Peppercommers to the full range of services that are offered to our clients and ensures that Peppercomm employees continue to hone their professional skills. PSU has been a unique part of my internship experience and has been instrumental to my understanding of the Peppercomm culture.
It was actually during a recent PSU that I attended called, “Writing a Creative Brief” that I realized my desire to continue to explore and understand a bit more about the services outside of media relations that we offer.
My educational experience in college was very much a creative one, and after watching and listening to the creative team discuss their role in the firm, I found myself truly intrigued. In turn, I reached out to the Creative Director here at Peppercomm, to learn a bit more about the projects and services they offer our clients. One calendar invite later, and I had a meeting to show him some of my creative work.
Listening to the concerns of those other interns at Internfest who seemed eager to get advice on how to excel and how to break out of their current focus, just made me all the more grateful of the comfort and accessibility I feel here at Peppercomm.
The culture at Peppercomm is what I have found to be the most distinguishing feature of my experience as an intern here this summer. The approachability is unmistakable but it seems like this might not be the case for the rest of my fellow PR interns working in NYC this summer.
Today’s guest post is by future communications star and current Peppercomm intern, Samantha Rushovich.
During my sophomore year at Boston University, I found myself in a difficult position–I was a film and television major, but quickly learned that it was not the career track for me. By the end of the term I decided I needed to make a decision, and soon, regarding my major. I decided to try advertising.
I took advertising 101 the next semester and kept film and television as my minor (I wanted to continue with my screenwriting classes). I enjoyed advertising, but I wasn’t motivated. I poked around on some ad agency websites searching for internship opportunities, but wasn’t inspired by any of the positions I found.
I did some research into public relations. As I learned more about the differences between the two professions, my interest quickly escalated. PR was challenging in a way that advertising wasn’t. Stuck in advertising classes for the semester, I decided to pursue public relations outside of the classroom. I was determined to get a PR internship for the upcoming summer, but had no intention of going in blind.
I immediately joined Public Relations Student Society of America (PRSSA )and attended as many meetings as I could. At a PRSSA convention I attended, the first keynote speaker was Rob Flaherty, CEO of Ketchum. I was sitting there confused and nervous when suddenly Flaherty called out a number. I looked down at a piece of paper I was handed when I walked in. He had called my number. I raised my hand and he came over and handed me brand new iPod speakers. If this wasn’t a sign that I had found the right major, then I don’t know what is?
I applied to be an account executive for Unleashed PR,the student run PR agency at BU, where I started acquiring account experience, and a better understanding of how the industry works.
Next, I started hunting for all summer internships I was qualified for in the Boston area. Several interviews and a couple rejections later, I received an email saying I was accepted to be a special events intern at the Alzheimer’s Association, helping organize their annual charity walk that drew thousands of attendees each year. A PR internship that also included event planning and was at a non-profit I was a huge supporter of? I was absolutely thrilled. On top of that I had secured a fall internship for myself at a PR and lobbying firm.
From non-profit to public affairs, I was well on my way to becoming a PR professional just like that. At the start of the semester my future seemed bleak. I was picturing myself waiting tables in L.A. while trying to sell screenplays. Suddenly, my future seemed bright and thrilling, filled with potential success and excitement.
So, what does all this mean? It means that even if you’re not a senior graduate student with a 4.0, you can still land the internship you want. You just need to take the initiative and do what you have to do in order to get what you want. It’s surprising how far you can get yourself when you’re determined.
When your new intern shows up late for the 83948394 time and feeds you a story about his/her [insert problem: car, boyfriend, school]
Today’s post is by Peppercomm co-founder Steve Cody, and originally ran on his blog, RepMan.
We just won a very nice piece of business yesterday. And, the new client told me one of the contributing factors was our very different business model.
Unlike 99 percent of PR firms and advertising agencies, our business is divided neither by geography nor by practice group. So, in the former instance, we don’t have multiple profit centers fighting for their share of the client’s budget. In the latter, it means you won’t a find a Tech Group or a Health Care Practice at Peppercomm.
And, while prospects absolutely adore the first differentiator they can be puzzled by our silo-free business model. But, then we explain the logic:
- Initially, Peppercomm DID feature three practice groups: one was a BtoB unit, another was consumer and the third was comprised of dotcom era tech heads. The three group heads saw themselves as Vladimir Putin wanna-bes.
Even though they didn’t have separate P&L’s, they acted as if they did. So, they wouldn’t share information or resources. Within a few years’ time, we actually had three tiny agencies within one. And, the internecine warfare actually got nasty at times.
The dotcom crash enabled us to blow up the practice silo approach and start over.
- Today, we match the client or prospect’s specific needs with an integrated communications team that possesses the deepest industry-specific expertise, the right set of traditional, social or digital skills AND exhibits the most passion for the new account. That assures a win-win on both sides.
A practice-free workplace also assures our employees aren’t pigeon-holed in one area for their entire careers. Trust me, once you’ve spent five or six years plying your trade as a health care specialist, you’ll never find a gig with an agency representing Fortune 500 BtoB or financial services organizations.
It also provides an employee with variety. So, in the morning, Jane may be working on MINI Cooper and TGI Friday’s and, in the afternoon, she’ll switch to Honeywell and Oppenheimer. It’s a beautiful thing when it’s managed correctly.
And, truthfully, the latter is really our greatest challenge. Happily, though, we have a talented group of middle and senior managers who keep a close eye on who works on what.
Like my alma mater, Northeastern University, which pioneered the Co-op system of education, our practice-free model isn’t for everyone. Nor is it for the faint of heart.
And, for those of you who think it prevents specialization in an era of specialization, think again. Our model also assures that should Sally WANT to specialize in financial services only, she can. Ditto for Dave’s desire to only work on consumer business.
The model works.
So, for those of you who are burning out after 10 years of representing the same old clients in the same old category and pitching the same old trade or beat reporters, shoot me a note. Ditto to those of you who may just starting out, and believe variety is the spice of life. We just might have a silo-free gig for you.
I’ve been this way since I was young—but I am usually hardest on myself. In fact, there have been times when I did something wrong and instead of getting a punishment from my parents, they just let it go because they knew I had learned from said mistake and had agonized over it for a while (which is probably like three days in “kid time”).
As an adult, I have learned to balance how hard I am on myself, but now really try to make the most of when I make a mistake (which I still do because, SURPRISE, I’m human).
So what does that mean? We all hate making mistakes—in and out of the workplace. Sometimes they are small ones that no one notices or other times they’re larger ones that require someone above you to smooth out for you.
The important takeaway is to own up to what you did, apologize and learn from it. Learning from any size mistake goes beyond just “not doing it again,” but also requires you to think about the steps that led you to that mistake and why it was wrong. It might be small or it could be a bit more complicated.
A good rule of thumb is also to talk to a trusted colleague, friend or mentor about mistakes, especially the bigger ones that aren’t as clear cut. They can help you navigate the waters if you’re unsure and even help to pinpoint why something was wrong.
I for one still am bothered by mistakes I have even made just a few years ago in the workplace. I still remember mistakes I made in school, too. But in those instances, I will never forget what happened and try not to let it happen again.
Any mistakes you’d care to share? Or lessons learned? How do you handle when you make a mistake?
Having helped run Peppercomm’s intern program for several years–knowing hat to look for in a candidate has become second nature.
We’re always looking for candidates who are:
- Smart (duh)
- Quick studies
- Willing to learn
- Fit in with our unique culture
Of course, there are some basic skills that are a must such as great writing and researching skills. It’s always a bonus if you already posses some media relations skills, but those are skills that can certainly be taught.
If you’re interested in our program, SURPRISE, we’re hiring now. Check out our intern program page for more information and how to apply. And if you’re looking for the perfect intern model, here’s a great video to use as a “guide” (maybe don’t do everything from this video . . . or any of it–but who doesn’t love the Muppets): What If The Muppets Were Interns.
In today’s post, meet Peppercomm intern and future PR star, Madeline Skahill.
I am a recent graduate from Wake Forest University and I have ventured all the way from Williamsburg, Virginia. Whether you were forced to dress up in 18th century colonial garb by your grandparents or peer-pressured by fellow classmates to endlessly ride all the rollercoasters at Busch Gardens, I am sure there are a few hidden gems that have been so lucky to have experienced my hometown. With that said, I could not be more excited to be in New York City.
Last summer, I worked as a PR intern for the National Park Foundation and was fortunate to get hands-on experience in promoting the parks nationwide. I wanted to continue my passion of PR, however, continue this passion with an agency. Within the first few minutes of looking at Peppercomm’s website, I knew it was the place for me. From the evident vibrant culture to the dynamic list of clients, Peppercomm has proven to be the perfect fit.
2) What area of the industry do you find the most appealing and why?
The area of the industry I find the most interesting is the distinct role the media plays within the agency. All forms of media, from print to digital, play a tremendous part in the future of a brand or corporation. I love experiencing the constant contact between a PR agency and media outlets as well as the ability to watch a particular client’s progress in the media spotlight.
3) Any surprises or revelations about the industry?
The importance of Crisis Communication within a PR agency has proven to be one of my biggest surprises thus far. Within a matter of seconds, an entire group of individuals are forced to put on their thinking caps and act fast with the future of a company lying in their hands. Before, I always thought this was the role of corporations, however, with the emphasis of Crisis Communication at Peppercomm, I truly understand the importance an agency plays in handling anything that may come their way.
4) Where do you see yourself going in the industry?
I would love to continue the path of working at an agency and balancing multiple clients rather than working for a particular corporation. I would also love to be able to work for a client from the ground up. The beginning stages of a company are filled with bright new ideas and have the ability to alter the way the general public views the world. It would be a tremendous accomplishment to be with a client at the starting line and be able to see their progress and achievements firsthand.
With job searching, finding the job you want is just half the battle. Prospective employees not only need to find the jobs they want to apply to, but it’s always helpful to know someone at said company so you can get your foot in the door. But how can you do that? Networking.
Networking is one of the most important items for a person at every level to do. You never know if that could lead to a new job, finding a good employee for your current job or maybe getting a new client. The possibilities are endless, which is also why it’s always good to meet new people and make sure you maintain relationships. But, how do you network when you’re more entry-level? Where do you go? Here are a few thoughts to get you started:
- Set up informational interviews at companies you may want to work for even if they’re not necessarily hiring. This will get you some great face time with the company and potentially allow you to connect with someone at the company.
- Stalk LinkedIn. See who in your network might already work at your dream company. Perhaps you already know someone there from college, or there is a friend that can set you up with an introduction to another friend.
- #HAPPO/Help a PR Pro Out is a great hashtag to search by on Twitter. Sometimes they have online chats and I have gone to a few in-person events, but many companies will tweet out about jobs using this hashtag.
- Go to any and all networking events. These can be a mix of industry events, maybe your college is hosting some, etc. These can be online and in-person, but great to go either way and get your name out there.
So get out there and start networking, it will help you get the job of your dreams (for starters).