Archive for PR
Q&A Friday: Richard Ouyang
Posted by: | CommentsRichard Ouyang is Associate Director of Digital Strategy here at Peppercom. You can find more of his digital musings here or follow him here.
Q. What drew you to digital and social media?
A. I like the innovation that it enables. Just about anything you can dream up in online technology can be created and I find that exciting. Social media is how people communicate, but more than the platform is finding compelling ways to participate in the ever-changing environment.
Q. What skills should today’s PR students be sure to master if they are interested in a career in digital?
A. Managing a brand is different than managing your own profile so if you’re looking for a career, look to see how brands are interacting with their communities. The world of digital is quite broad so there’s room for everyone from web producers, to user experience experts to interactive designers. Understand that PR and social/digital is more than just conversing, but is also understanding how all the pieces fit together.
Q. Care to divulge one of the biggest mistakes you made earlier in your career?
A. Since the digital landscape is constantly evolving, mistakes can turn into ground-breaking ideas. I can speak to it broadly, but I would say that underestimating how many moving parts go into an online program has caused some headache. I would also say that everyone has underestimated the size and scope of a project and it’s part of learning.
Q. How has the prevalence of digital and social media changed the PR landscape in recent years?
A. Every brand understands that social media is a large part of how people share information. PR has found itself squarely in the middle of helping manage and influence conversations. As the world gets more sophisticated with technology, this will continue to evolve how brands and consumers/audiences interact.
Q. What one piece of advice do you have for those just starting their careers in PR?
A. I’m a digital guy, but I would say that people coming into PR need to understand the tools they use, such as social networks, and how that would apply to brands. I think one of the greatest strengths the incoming workforce has is the native use of technology (meaning it’s always been a part of your life).
Understanding ethics is important for our PR future
Posted by: | CommentsGuest post by Stacey Davidson
This semester, I chose to take a public relations ethics class to round out my education at the University of Florida. I began the class not knowing what to expect and now, only four weeks into the semester, I can tell that this is one of the most beneficial classes I have taken in school. What do you think of when you think of ethics? A lot of people will say doing the right thing, or following the law, or even doing the right thing when it means not following the law. To me, ethics is about going above and beyond what is expected, to give back more than you were given, and to treat your publics with more respect than they deserve. Ethics in public relations is something that we cannot fake, both as students and one day as practitioners.
One way that ethics is becoming part of the mainstream is through corporate social responsibility. What was once a small PR tactic to encourage companies to give a donation to charity or provide added benefits to their employees, has now become a competitive business advantage for some companies (e.g. Starbucks) and an entire business model for others (e.g. Tom’s shoes). Corporations are expected to give back to the communities they work in as well as the global economy through sustainability and philanthropy.
Companies with high perceived CSR are more likely to have loyal customers as well as loyal employees and potential employees. Studies show that the average prospective employee would rather work for a socially responsible company, even if it means they receive less pay (the study said that on average people are willing to give up more than $14,000 each year in salary to work for a socially responsible company they respect.) In my job search this semester, CSR is one of the first things I research about a company. My goal is to work for a company whose ethical values mirror my own, because ultimately as an employee I am attaching my reputation to the company’s and vice versa. I want to be associated with a company that is highly respected as much as a company only wants to hire upstanding, ethical citizens.
What do you think? Is CSR something you look for in a potential employer?
PRSSA- A good investment for your future
Posted by: | CommentsGuest Post by Stacey Davidson
As a public relations student in college, it is difficult to differentiate yourself in a flooded job market. There are too many candidates and too few positions. One way I have found to differentiate myself was to be involved with PRSSA, the Public Relations Student Society of America. In conjunction with PRSA, the largest professional public relations association in the world, PRSSA helps students to gain real world experience, leadership and networking opportunities outside of the classroom. At the University of Florida each month we learn about interview skills, industry trends, resume writing and more from professionals in the industry. These speakers help us to transfer what we learn in the classroom to our internships and future jobs.
In addition to monthly meetings and speakers, PRSSA also provides opportunities like its annual conference in November. PRSSA annual conference is held alongside PRSA national conference to allow for increased networking and professional development opportunities for both students and practitioners. At this conference, I was able to learn about multiple facets of PR from the industry’s leaders, such as media relations from the media trainer and media relations director for the United States Army, and non-profit public relations from the VP of communications for United Way.
This conference provides a unique opportunity to do more than listen to a lecture. For five days I was immersed in an amazing learning environment where I could ask questions and build my professional network in addition to hearing from presenters. After leaving the conference, I was armed with business cards, e-mail addresses and phone numbers from agencies and practitioners located all around the country. I was ready to take on the world and the job search.
One of the most important factors when applying for a job is make yourself more than just a resume. Many of the people I met at the conference were active recruiters and account executives at companies where I desire to work. To them, I am now a face, a person, no longer just a resume. When I begin seriously applying for jobs in the spring, I know that our relationships will be integral in landing interviews and eventually jobs.
Tips from a Success Story
Posted by: | CommentsBecause I couldn’t agree more with every point, or have said it better myself, I urge you to check out Kristin Davie’s recent post on her blog One Grad’s College Compass & Career Quest. She recently started her entry-level position at a New York PR firm, and gives some practical tips gleaned from her own job hunt. Our receptionist Kelly can attest to the second bullet.
Q&A Friday: Ann Barlow
Posted by: | CommentsAnn Barlow is partner and president of Peppercom San Francisco. She is the founder of GreenPepper, Peppercom’s environmental offering.
Q. How did you get your start in PR?
A. I actually majored in public relations, which at that time meant designing my own major through the University of Illinois’ college of liberal arts. When I graduated, I moved to New York and started with a small agency.
Q. You lead GreenPepper. What has been the most important thing you’ve learned in that endeavor?
A. You have to surround yourself with people who know more about environmental issues than you, and then read as much as you can. This is an area of expertise that you just can’t fake.
Q. What qualities make a young PR professional stand out to you?
A. Initiative, good listening and learning ability, and organization.
Q. What one piece of advice do you have for those just starting their careers in PR?
A. Have an ownership mentality. In other words, always be looking to see what else you can do to make a project and the company successful. Do your work as if it was going directly to the client, so make it as high quality as possible. Let others come to rely on you, and you’ll be successful.
A Diversified Degree
Posted by: | CommentsGuest post by Stacey Davidson
When any student enters college the most important question on their mind is usually, “What will I major in?” Pre-med, pre-law, business, engineering, public relations, the list could go on forever. At the time it seems that this one decision and one degree will steer not just four years, but your future. However, I think that the most important part of college is not your major, but what you do in addition to it.
For me, this came in the form of two minors, multiple leadership positions, internships and a semester abroad. When an employer or internship coordinator looks at your resume, the first thing they look at is not your major or even the fact that you have a degree. My reporting professor Mike Foley suggested even placing the education section of your resume near the bottom, underneath related experience and leadership. Through my experience applying for internships and now jobs, I have noticed that employers don’t want to just find the norm (you went to college for four years and graduated), they want someone with unique qualities and experiences that will bring a fresh perspective to the company.
On my resume, the two things that I talk about most in interviews are my study abroad experience and my non-profit management minor. Both of these experiences led me to absorb knowledge from many countries, cultures, social groups and demographics. It allowed me to see things from a host of different perspectives, and that is unique.
At the University of Florida, there are more than 700 student organizations. I suggest that everyone gets involved in at least two. One should be related to the field of work you are interested in (such as PRSSA for me) and one should be focused on a personal passion (such as The March of Dimes GatorWalk). This allowed me to gain leadership experience while having fun and learning at the same time. I brought the knowledge from my public relations major to these organizations and they gave me a chance to learn through hands-on experience outside the classroom.
Hopefully you too will be able to diversify your degree and add depth and character to your resume. Happy job hunting!
Q&A Friday: Darryl Salerno
Posted by: | CommentsDarryl Salerno is Peppercom’s business consultant, and runs Second Quadrant Solutions, a consultancy that helps professional service organizations improve their performance, profitability, productivity, effectiveness and overall long-term financial health. If you’d like to meet him in person, he’ll be performing stand up at the New York Comedy Club tonight- $15 plus two drink minimum, and I promise it’s well worth it.
Q. What’s your favorite part of your job?
A. What I love most is when someone approaches me and tells me that something they learned from me has had a dramatic positive effect on their job or their life outside work. It’s extremely gratifying to know that your counsel is being followed and is making a difference.
Q. What’s the most common complaint you hear from young PR pros?
A. Too much work. Too many accounts. Too many bosses. Far too many e-mails. Being expected to be on-call 24/7/52 and respond to everything immediately.
Q. And how do you respond to them?
A. I tell them they need to recognize that right now we are living in extraordinary times and that expectations are very high. Long-term, these things need to be fixed and I tell them that they should not struggle in silence. They must bring these issues forward to management at their agency in order for there to be a chance for them to be addressed when it’s possible.
Q. What advice do you have for those just starting out in PR?
A. You need to work very hard and diligently in this industry. Strive for excellence in every thing you do so you can be seen as trustworthy. However, you also need to create some boundaries in order to protect your work-life balance. If left unchecked, this profession can demand your time around the clock.
Asking questions in interviews
Posted by: | CommentsGuest Post by Laura Zanzal
As a former member of the intern committee at Peppercom, I’ve sat through countless interviews. When it comes to hiring a candidate, for me personally, it doesn’t matter if you had one previous internship or five. What matters to me instead is the questions that candidates ask during an interview. Many times when interviewing, we start by asking if candidates have any questions before we share what the internship entails. This gives the opportunity for the candidate to have control of the conversation. In an ideal interview, I love when we’re able to tell the candidate everything about the internship and Peppercom through questions and answers, rather than us regurgitating the “schpeal”.
Now, I’m not referring to questions like “When’s the start date?” or “How much does it pay?” Instead, I enjoy questions where I get to tell you a little bit more about myself, and hopefully turn the interview into a conversation.
Not sure what to ask? Try these questions in your next interview:
· How did you get your start in PR?
· How long have you been at your company?
· What’s your favorite part about your company/PR?
· What’s a typical day like?
· How does your company measure success?
· How has your company fared over the past year?
By asking questions, the candidate has a better chance of showcasing his or her personality, allowing the interviewer to understand if the candidate is a good fit for the position. So the next time you are in an interview and you are asked “Any questions?”, whatever you do, please don’t say, “No, I’m all set.”
A Job Seekers’ Advice
Posted by: | CommentsGuest post by Kristin Davie
Kristin Davie is a recent graduate of Marist College (also my alma mater) and is currently on the job hunt. She writes a blog about this very topic and here shares a bit of advice for her fellow entry-level PR job seekers.
As a recent college graduate, I count myself among what Peter Coy of BusinessWeek calls, “The Lost Generation.” Less than half of young adults ages 16-24 are employed and securing that coveted entry-level position is increasingly hard to manage. While others in my commencement cohort resort to online job boards and career fairs, I’ve referred back to the basic lessons I learned as a PR student and intern:
- Be creative- Professors always challenged my class to create new projects and campaigns and the same is true in the boardroom (so I hear). One day you’ll be a part of company brainstorm sessions. In the meantime, job seekers should brainstorm new ways to differentiate themselves such as starting a blog or volunteering at an industry event.
- Be concise- This is probably the first thing reviewed in most PR classes and the first thing expected of strong PR writers. Luckily, there’s no better place to practice concise writing than on a resume or cover letter where superfluous language may potentially frustrate or aggravate employers (I bet THAT was annoying to read). Need some help toning it down? Turn to the industry’s new favorite tool- Twitter- and learn to write in 140 characters or less.
- Do your research- Whether for a college paper or client presentation, research is a fundamental part of PR. As a job seeker, start by researching the company and its clients, awards and culture. Homework and reading assignments don’t end at a degree.
- Explore new avenues- Students are encouraged to pursue new ideas in the classroom and agencies are turning toward new methods of marketing clients. Why not do the same in the job search? Join a Ning network tailored toward the unemployed or reach out to alumni in your field.
- Promote your brand- First as students and eventually as employees, candidates must also represent themselves as a personal brand during the job search. Just as companies are turning toward social media to promote clients, so should job seekers. Advertise assets and build a brand employers will find beneficial to the company.
- Network- While it might be mentioned in the classroom, networking may be a lifelong skill better learned through experience- and PR professionals have a lot of it. Unemployment serves as great practice (trust me). Connect with old classmates and professors, engage in Twitter conversations with CEOs, and don’t brush off opportunity.
As an aspiring PR professional, I’ve found that no other asset in my job search arsenal is as valuable as my major. Why? Well, the rudimentary functions of public relations serve as great job search skills. Better yet? If used correctly, they cement candidates’ understanding of the industry and show potential employers that the wheels aren’t that rusty- and that Mom and Dad didn’t take out a second mortgage on the house in vain.
How To Become A Guru At Grunt Work
Posted by: | CommentsGuest post by Brooke Winebrenner
As a current grunt work guru of Peppercom, I decided this would be the perfect opportunity to comment on last week’s RepMan post from Steve Cody and expand on the grunt work mentioned, from an intern perspective. I began interning at Peppercom over a month ago, and I have had the opportunity to work on an array of client projects, that from day one have presented various challenges and obstacles.
I have seen my fair share of grunt work, but at the same time I have put into perspective that all of my co-workers and supervisors have walked in my footsteps. For this, they have an understanding and are appreciative of the time and work that an intern puts in. My daily tasks vary from day to day, but some of the work you may classify as grunt work include:
• Completing media coverage reports
• Pulling editorial calendars
• Developing media lists
• Social media and news monitoring
• Meeting note taking
• Distributing media mailers
This list is by no means the entire list of my responsibilities or all of the work I have completed, but this may give you an idea of the tasks I have mastered. As Steve mentions, some may complain of the “misery” they have been subjected to as they slaved over their current or previous internship tasks, but I would like to tell those people that they should appreciate the assignments they are given. I am sure they could be put out of their misery and there would be more than enough people willing to take their spot.
I know I am very grateful for all of the work I can get my hands on (whether it’s grunt work or not) and would like for my superiors to feel comfortable enough to consider me that go-to-person. I want to be the best possible grunt, as Steve mentions. Whether my task is big or small, I know that everything I give really does matter and that it contributes to the team’s end result and success.
After speaking with Peppercom’s managing director and co-founder, Ed Moed, this only reassured my latter comment. He mentioned to a group of very attentive interns, that the work we are completing now is providing us with a foundation that every successful public relations professional needs to have an understanding of. The internship offers insight into the faceted skills we must be equipped with to produce and implement strategy and tactics for clients in the future. Ed’s interpretation of an intern was very inspiring and important advice that I will always keep in mind as I continue to work daily.
What is some of the grunt work you have completed and how did this task help you to grow?
