Tips from a (soon-to-be) college graduate
In January, I set up a countdown widget on my Macbook dashboard for the MSU Communication Arts & Sciences commencement on May 7. For a long time, the countdown seemed to barely move. Now, with nine days and six hours left, graduation is coming up very quickly. With my time ending at Michigan State University, and a new chapter of my life soon beginning in Seattle, I wanted to share some of the most important lessons I have learned during my time in college.
Get involved and network early
As a freshman, I declared finance as my major because I had always heard that business majors got good jobs. For my first year, I did not join any related clubs and did not research what the major could lead to for a career. By the time I entered junior year, I had spent two years studying something that did not interest me and that I did not really know anything about. Knowing I needed a change, I started researching and happened upon the public relations specialization at MSU. The more I learned about public relations, the more I knew it was the right fit for me. I became very involved my junior and senior years in extracurricular activities and PRSSA and gained very valuable experience, but I would have doubled that experience if I had known to do my research and get involved when I first started college. It’s perfectly fine to not know what you want to do with your life as a freshman, but getting involved in various activities can help you figure it out.
Try something new
I never considered myself a student government type of person. I have always had an interest in politics, but was never involved in student senate or any similar activities. When searching for a public relations position to work during my upcoming senior year, my good friend and fellow-PRSSAer Jenni Lewis talked to me about the Residence Halls Association (RHA), the on-campus student government at Michigan State University. In short, the Director of Public Relations position with RHA involves heading media relations, concert promotions and marketing, public affairs and more, all rolled into one. Not being a “government” person, I probably never would have found this position on my own. With Jenni’s encouragement, I decided to go for it and try something new. In the end, my position with RHA has been one of the most valuable experiences of my college career, both in preparing me for working in the public relations industry and for the great friends I have made. Trying something new will always teach you something, and you will be more well-rounded because of it.
Stay balanced
When I started to get heavily involved with activities at Michigan State during my junior and senior years, I quickly learned the importance of staying balanced. Being involved in several organizations, taking a heavy class load, volunteering, spending time with friends and finding time to make some weekend trips home was a lot to juggle. This was also all on top of trying to find internships and jobs, and just finding some time to relax every once in a while. After many days of feeling completely stressed out, I began to find methods of staying balanced that worked for me. I budgeted my hours every day to ensure I would complete everything necessary on time, and getting it on paper helped to put my mind at ease when it was time to relax or enjoy time with friends. Whatever method works for you, find a way to stay balanced and organized, and you will be able to accomplish everything you need to (hopefully) without wanting to pull your hair out.
Do all the cliche activities
With only nine days left in my college career, I find myself regretting that I never did many of the cliche activities at Michigan State. I’ve never taken a tour of Beaumont Tower on a Tuesday. I’ve never pulled an all-nighter in the library with friends. I’ve never seen an MSU Theatre Department play, or bought season tickets for basketball. Until now, these things always felt less important than doing something else or spending money on something else. Now, I wish I had taken advantage of all these amazing (yet often cliche) activities that Michigan State has to offer. Take the time to enjoy these things, and you won’t regret it.
Study abroad
I never thought I would be able to study abroad, simply because of the cost. However, being at a school that has such an expansive study abroad program, I knew I had to try to make it work. I took part in a program called “Internships in London,” where I had the opportunity to live in London for 12 weeks and work as an intern at Idea Generation PR, an incredible entertainment, arts and cultural public relations agency. While the program was very expensive, I applied for numerous scholarships and received a few. These scholarships helped to curb the costs, and I still got 13 credits needed for graduation. There are ways to finance the trip, and the memories you create, friends you make and experiences you have will last a lifetime. Look into programs you might be interested in ahead of time to plan your semesters around the classes you will take abroad.
Stay positive in your job search, and aim high
Job searching can be daunting in college, whether you are looking for a summer internship or a full-time job. The jobs are definitely out there; you just need to do a lot of research and follow through with applying. Don’t ever rule out applying for a job because you don’t think you will get it– you might be surprised. Earlier this school year, I read up about the Daniel J. Edelman/PRSSA Award for the Outstanding Public Relations Student, which entails an internship in an Edelman office, as well as a monetary award. I knew that working for Edelman would be an ideal experience after graduation, but applying for a national award is intimidating, especially when you know how awesome so many PRSSA students are. When trying to decide whether or not to submit an application, I read Nick Lucido’s post on tips for applying and one part really stuck with me: just apply already. I decided to stop analyzing whether or not I thought I would be chosen, and just put together an application with confidence. I knew it would be an honor to even be considered. When I received the call letting me know I had been selected, I was both thrilled and honored. I cannot wait to start working with Edelman.
Keep looking forward, but don’t lose sight of the present
This might be the most important lesson I’ve learned in my four years. It is important to always look forward during your college career. Stay involved, get experience and always keep your eye on the prize– your degree. Most of the decisions you make in college will, in some way, affect your future after college. Each job you take will lead to the next. It is important to keep the momentum going, and to pack in as much experience as possible. In doing this, however, it can be easy to lose sight of the present. It is easy to become so focused on your education and career goals that you forget to just sit back and soak it up sometimes. Go sit on the patio at the Peanut Barrel for a couple hours with friends. Take a walk around the gorgeous campus. Take the time to appreciate the little things that you won’t have anymore after you leave. Live in the moment.
Looking back on my time at Michigan State, I am so happy with the way it turned out. I feel excited to graduate and begin my career in the “real” world, though I know I will be singing the fight song every Saturday this fall, and the Spartan head will not be removed from the back window corner of my car. I hope that sharing the lessons I have learned will help some of you that are still in college. I know I will take them with me to the next stage of my life. Go green 
Event planning is full of surprises
It’s been some time since I’ve posted. This has been mostly due to working on several events between MSU PRSSA and the Residence Halls Association that have required a lot of time. The past few months, I have delved into a crash course in event planning and have learned a lot that I would like to share, especially because many of my peers are interested in pursuing this career avenue. Here are my top five tips for planning a successful event:
1. Have a plan
This sounds simple, but having a detailed event plan will be infinitely helpful. This plan can include a timeline, a list of contacts that will be helpful throughout the planning process and a list of materials to make and buy. Having a plan can help you visualize your event, and save time later by providing a clear overview of your goals and tasks.
2. Put together a team and delegate tasks
Creating a team of volunteers and assigning specific roles to each member can help event planning go smoothly. By delegating a specific facet of the event to each person, that person can become an expert on that part of the event. They can then serve as the main contact for any vendors or other partners associated with their assigned portion. This also creates a clear distinction of who is in charge of what, avoiding any communication issues that might result from tasks overlapping.
3. Have a promotion plan
The best event in the world would have a poor turnout if no one knew about it. It is important to remember event promotion throughout the planning process. Have an advertising plan in place that ensures your message will reach everyone that might be interested in attending. Have a public relations plan, and write media documents, coordinate interviews and compile a press kit if necessary. A successful event is both well-planned and well-attended.
4. Pay attention to detail
Little details can make or break an event. For MSU PR Links, MSU PRSSA’s annual career fair, we created custom name tags and table cards that included the event logo. We created branded signage to place strategically around the building, which helped avoid any confusion as to where students and employers should go. We provided mints at the employers’ tables in case they needed something for their throats after talking for two hours. These small details can add up, and we received a lot of positive feedback relating to our attention to these details.
5. Be prepared for setbacks
One of the most important things I have learned about events is that there will always be setbacks. People will cancel, orders will be wrong and the weather can even take a turn for the worst. Many of these setbacks will be beyond your control, but you can handle them efficiently and professionally and do your best to correct the situation. An event will never run perfectly, but staying calm and using problem-solving skills will help you to keep the event on course.
What other tips do you have for event planning? What major setbacks have you encountered during an event and how did you take care of them?
10 tips for career fair success
As part of my executive board position with MSU PRSSA, I serve as the director of PR Links, our annual career fair catered specifically to public relations students and professionals. With planning well underway for the February 12 event, I’ve compiled my list of 10 tips for PR Links success, and they can certainly be translated to other career fairs as well.
BEFORE THE EVENT
1. Do your research. The PR Links committee has set up a blog that is updated daily with a list companies that have RSVP’d for PR Links. Check out the Web sites of the companies you are interested in and learn about their cultures, practices and clients.
2. Prepare your “elevator speech.” Create a 30-second pitch about yourself that serves as both an introduction and a brief summary of your experience/skills. To do this, be sure to think about your strengths and, from a recruiter’s perspective, what points they might like to hear about you.
3. Have a plan. Make sure you know which companies you want to speak with the most so you can try to visit them first. Think about questions you might be asked and how you would answer them.
4. RSVP for the pre-event reception. This is a fantastic opportunity to speak with some of the professionals in a more casual environment. Tables will be set up in the lobby with name cards, and each table will have a random mix of students and professionals. There will be different PR topics at each table, with some background information and possible discussion questions to spark the conversation. (note: this tip is specifically for PR Links)
5. Know what you are looking for in an internship. Internships are not all the same. It is important to think about what qualities you are looking for in a company and in a job. Do you want to write a lot? Do you want to pitch to the media? Do you want to plan events? Know what you are looking for and ask the representatives you talk to if their internship can offer you that experience.
AT THE EVENT
6. Look professional. A business suit is an important investment for the public relations student, and they can be purchased within any price range. Avoid wearing shoes that are uncomfortable or difficult to walk in, and be sure you are not revealing too much.
7. Be prepared with the proper materials. Have plenty of resumes (printed on resume paper) on hand and business cards if you have them. A padfolio is a nice way to organize these, and can also store any brochures or informational packets you pick up at the event.
8. Avoid clumping together in groups of students. Networking can be nervewracking, but you won’t make connections if you do not talk with the company representatives! Grouping together is a natural tendency, so be conscious that you are making the most of your time at the career fair.
9. Do NOT just stand in line! At career fairs, it is common for major companies to have long lines of students waiting to speak with them. If a big company you are interested in talking to has a long line, visit some other companies with shorter lines while you wait for the big company’s line to go down. You just might be surprised at the opportunities you might find.
10. Be genuine. Remember that the professionals are there because they WANT to talk to you. Think of the event less as looking for a job, and more as building connections with companies in the industry you are studying. And remember, a smile can never hurt!
What tips do you have to add for students planning to attend PR Links or any upcoming career fair? What have you found to work (or not) at these events?
MisinterPRetation
I normally do not utilize the ever-present insertion of capital “PR” when writing about the field. However, in this case, I think it fits. PR remains misinterpreted by many of those who are not directly involved with the industry. This was evidenced by the ridiculous Collegiate Times article that circulated around Twitter two weeks ago. Although I have only been involved in the field for about a year and a half, I have heard falsities about the industry on a daily basis. So, in hopes that I might better educate the general public about our industry, I sought to find the 5 biggest misconceptions about public relations.
PR is just “spin”
We’ve all heard this one. Many people think that PR centers around lies and deceit; that it involves tricking the public into thinking what we want them to think. Ironically, the basis of ethical public relations could not be more opposite. PRSA describes public relations in the following way: “Public relations helps an organization and its publics adapt mutually to each other.” PR revolves around conveying accurate and truthful information and promotes open communication. A quick read through the PRSA code of ethics quickly disputes the “spin” misconception.
Anyone can do PR
I will admit that some of PR is intuitive and good PR professionals tend to just have a “knack” for it. Some methods of PR are common sense. However, this does not mean that anyone can do it. Many non-industry people that I have interacted with do not realize the amount of technical training and creativity that is necessary to be a successful public relations practitioner. PR especially requires strong writing skills and the creative muscle to come up with a truly outstanding campaign.
PR is the same as advertising (and sometimes hypnotism)
I’m only half-joking about the hypnotism. The Collegiate Times article actually suggests we use hypnosis, but that is beside the point. I have had many fellow students and non-industry professionals express to me that what I do is exactly the same as advertising. While advertising can be included in a public relations campaign, the two fields are far from the same. One of the main differences between advertising and PR is third-party credibility. PR earns media as opposed to paying for it. A news article provides a third-party endorsement, while an advertisement can be (obviously) biased and comes directly from the brand.
PR is all about event planning
Many students I know are interested in PR only because of event planning. Events are certainly important to public relations, however, public relations is not just about events. The problem with this misconception is that people who are only interested in event planning often overlook necessary writing skills or learning the technical or strategic sides of PR. This leads to an unprepared pre-professional.
Every PR person is like Samantha on “Sex and the City”
This is my personal favorite. Thanks to Julia Wendzinski for the suggestion via Twitter. Too many people think public relations is all glamour, parties and champagne. “Sex and the City” has not helped this perception. The simple truth is that PR is hard work, and can sometimes get physical. I have found myself carrying heavy boxes, using power tools and loading sound equipment into tour buses; it is really just about what the client needs you to do. Most of the time, that isn’t mingling with celebrities over Dom Perignon.
These are the major misconceptions I have heard about PR during my short time in the industry. What have you heard? For PR folks, have you found that others believe you when you attempt to refute their misunderstanding?
Lady Gaga gets PR
I read a Forbes article this week entitled “The Business of Lady Gaga” and it made the PR wheels in my head start turning. I have put a lot of thought into the PR genius of Lady Gaga and her creative team Haus of Gaga, so it was intruiging to see another opinion on the matter. In the Forbes article, magazine industry veteran Simon Dumenco attributes Lady Gaga’s massive success to “understand[ing] viral marketing better than anyone on the pop scene today.”
It is undeniable that Lady Gaga does understand viral marketing and knows the formula for creating hype and excitement. However, much more than this contributes to her success. Lady Gaga also understands the importance of brand loyalty, and of customer appreciation. Gaga never does an interview without thanking her fans and saying how much she loves and appreciates her followers. When her new record, “The Fame Monster,” reached the top of the iTunes chart, she tweeted “To all my beautiful fans, I love you more than anything. Thank u 4 making the fame monster #1 on iTunes. You are the only reward I need.” When there was a long line of people camping outside of L.A.’s Best Buy the night before she was scheduled to make an in-store appearance, she ordered pizzas and had them delivered to those who were waiting in the cold. Gaga has even created a pet name for her fans, “little monsters.”
Overall, Lady Gaga never leaves her fans wondering if they are important to her. She has a knack for making each and every fan feel accepted in her eyes and feel proud to express themselves as they are and not hide it. This may sound cliche, but it is true, and it creates a Gaga army with a force to be reckoned with. The Forbes article cites the power of Gaga fans by referencing one of her recent tweets. She linked to Alexander McQueen’s Web site and so many of her Twitter followers clicked through that the site’s servers were crashed.
Organizations can learn a lot about brand loyalty from Lady Gaga. Repeat customers and retainer clients stay with a product or service for a reason, and it’s more than just the quality of what is received. Making people proud to be associated with a brand is just as important to keep them coming back.
What do you think? Has Lady Gaga been successful more because of her viral marketing or because of her loyal following? Is Gaga a PR genius or is she simply genuine?
Are social media restrictions holding companies back?
I wrote a post for a class blog in October that I think is still quite relevant to the social media conversation. At the time, I had recently read an article on Mashable that reported more than half of employers are now blocking Twitter, Facebook and MySpace on work computers.
This article referenced a recent survey conducted by Robert Half Technology, where 54% of companies reported completely blocking employees’ access to the social networking sites. 36% of companies surveyed do not entirely disallow usage of the sites, but restrict how employees can use the tools.
This issue has sparked a heated debate, with both sides of the argument well-supported. Blocking social media at work could potentially lead to higher productivity among workers, as they would not be distracted by the sites. Blocking social media at work might also prohibit workers from posting an impulsive tweet about a boss that ticks them off or a co-worker making an inappropriate joke.
But at what point do restrictions on social media usage begin to hold companies back? Twitter, Facebook and other new media outlets have proven to be valuable tools in brand reputation and promotions when used correctly. Perhaps social media should not be blocked, but employees should be taught (and encouraged) to use it personally and positively.
PR Week responded to this debate in its most recent article for the “Gloves Off” section of the magazine. Mike Soltys, VP of US networks communications for ESPN argued that these restrictions are understandable and necessary. While ESPN does not completely block employees usage of social media, they have policies in place for how employees can use it. Soltys contends that most employees do not find these policies restrictive and understand that it is simply a move to help protect ESPN’s reputation.
On the other side of the argument, David Binkowski, SVP of word-of-mouth marketing for MS&L Digital describes the social media restrictions as “censorship in an age of transparency,” which I find to be a very accurate representation. Binkowski makes the point that the business landscape has changed with the age of social media, and that business is now commonly run through social media tools.
Binkowski continues to say that restricting social media at work restricts enthusiastic employees from talking about how great your company is. These employees can become fans of their company’s Facebook page, tweet happenings at company events that intrigue non-employees and potential clients, and even tell their networks about new job openings within the company. Binkowski sums it up by saying “these rules kill your brand’s true evangelists – those who show up every day, work late, pour their blood, sweat and tears into your business, and want to talk about you.”
What are your experiences with using social networking sites at work? Have you ever worked for a company that has blocked or encouraged this usage? Where should companies draw the line between strictly controlling their messages and allowing employees to show transparency?
Blogging for business
Businesses and other organizations are continually hopping on the blogging bandwagon in an effort to better connect with consumers. But blogging from a business standpoint can be much different than personal blogging. Business blogs should focus on the organization’s products and services, and also relay the organization’s ideals and mission. Business blogs are a great way to add a personal perspective to a brand name.
In some ways, however, it is important for business bloggers to still follow the same principles that any blogger should in order to maintain a successful site. There are three very important aspects of successful blogs of any nature that business bloggers should be sure to utilize: consistency, interactivity and authenticity.
As with any blog, it is important that businesses maintain consistency in frequency of posts, in topics and in authors. Consistency leads to credibility. By staying consistent in how frequently a new blog post is written, regular readers will keep coming back because they know when to expect new content and discussions. By staying consistent in topics that are important to a business, business bloggers can ensure that all comments and discussion can be taken into consideration to improve the business itself. Finally, by staying consistant in which employees blog for a business, regular readers can get to know these bloggers which ultimately leads to readers establishing trust in the bloggers and feeling more comfortable discussing the issues at hand.
Interactivity is perhaps one of the most important aspects of a business utilizing a blog or any type of social media. A business blog is not there to tell; it is there to discuss. Any consumer can hear about a business’s new product by seeing and advertisement or reading about it on the Web site, but blogs exist to open up lines of communication. If a consumer has questions about how to use a new product, or concerns about a new product, blogs provide the perfect outlet for discussion. However, in order for this discussion to occur, businesses must stay on top of comments made on blog posts and respond to what readers have to say. This interactivity is likely to build brand loyalty, as it makes a business stand out amongst its competitors.
Authenticity should be a given, but this is not always the case with business blogs. Speak from the heart, in a personal way rather than as if you are giving a speech, and allow readers to really get to know you as a representative for your brand. Be honest, be transparent and provide full disclosure when necessary. There has been a considerable amount of debate about whether ghostwriting for business blogs is ethical, and I say that it is not. Dave Fleet wrote a great post about the ethicality of ghostblogging. From my perspective, I simply have not heard an argument for ghostwriting that I could not refute. The most common argument I have heard is that no president or CEO of a company has time to write a blog. Richard Edelman alone can discredit this argument. His blog, 6 a.m., is one of the best examples of a business blog I have encountered, and he does not utilize ghost-writers. As with any blogger, the question is not of time, but of dedication. However, if a president or CEO is not interested in blogging, how about having lower-level employees blog as themselves? I could definitely still relate to a brand or a business by interacting with an entry-level employee as opposed to the CEO. Some readers might even have an easier time relating to these employees.
In the end, consumers want to interact with businesses and blogs can be an outstanding way to open that door. However, as with any facet of new media, it is all about how businesses choose to use the blogosphere that will determine the business’s success.
If it isn’t on Google, it doesn’t exist
Search Engine Optimization (SEO) is just as (if not more) important to any company as having a phone number or a mailing address. Your clients and customers must be able to find and reach you before they can utilize your services or products. “The New Rules of Marketing & PR” by David Meerman Scott and numerous Web sites offer many useful tips on how to utilize SEO for yourself or your organization. Here are some of the helpful tips I found in my SEO research:
From SEO Book
Teach yourself one step at a time. Read blogs and forums to see what other people are saying about SEO and take their advice. SEO Book also has a great glossary of SEO terms that can be very helpful when trying to learn the ropes.
From SEOmoz
SEO goes beyond making the homepage of your Web site easily findable in a search engine. It is important that once someone gets to your site they can find what they are looking for. An article on the SEOmoz blog addresses strategies for making the most of on-site searching.
From Copyblogger
Write copy for your Web site in a way that makes people find you. Copyblogger offers tips on copywriting specifically for SEO in order to proactively help bring traffic to your page. Some articles include “How to Create Content that Ranks Well in Search Engines” and “The 5 Essential Elements of Search Engine Keyword Research.”
From Your Search Advisor
A common theme in social media is credibility, and SEO is no different. Your Search Advisor claims that SEO-friendly Web sites are “authoritative based on links from other relevant sites.” It is important to keep authenticity and truthfulness in mind in order to gain credibility so others will reference your Web site.
From myself
I think I speak for the majority of my age group when I say that if it’s not on Google, it doesn’t exist. Search engines are the first tool I turn to when looking for any sort of product, service or information. SEO is arguably the most important tool for a company or business to be noticed with this new way of finding information. Utilize it!
