National Conference Advice- Days 3 and 4

Here are my top Five PR tips from days three and four of the Public Relations Student Society of America’s 2008 National Conference in Detroit.

Day Three

1. PR professionals who truly understand “the business of business” are few and far between. Take initiative to enroll in some business, accounting or law courses while you still have the chance--it will pay off in the long run (Thomas Hoog, PRSA).
2. The No. 1 rule in public relations is to always tell the truth. The No. 2 rule is to prove it with your actions (John Felton, APR, PRSA).
3. PRSSA or PRSA is the best job insurance you will ever find (Michael Cherenson, APR).
4. In order to effectively deliver messages, spokespeople (especially celebrities) need to have credibility, capability and motivation (Rita Tateel, president, The Celebrity Source).
5. Living in the digital world is both a lifestyle and a career choice (Jud Branam, managing director, MS &L).

Day Four

Many students find themselves asking the question of where to go after college. While there are many options, some professionals recommend getting agency experience while others simply recommend a few years in the corporate world.

The following “Top Five” tips come from Lori George Billingsley’s session on the corporate versus agency world. Billingsley is the director of multicultural communications for The Coca-Cola Company.

1. Working for an agency allows you to work with a variety of clients and broaden your knowledge base, while working for a corporation will increase your expertise by developing a stronger depth of knowledge in one particular area.
2. Agencies generally allow for greater creative freedom, while corporate hierarchies often put up red tape boundaries.
3. At agencies, employees are required to keep track of billing their own time, while at corporations employees generally are not.
4. Agencies offer the opportunity to multitask and shift directions quickly, while corporations help to develop strategic thinking abilities.
5. Working for an agency is a good chance to learn about government contracts and how they work, while corporate advantages also include the chance to develop a broader business acumen.

National Conference Advice- Days 1 and 2

The Public Relations Student Society of America’s 2008 National Conference has been an an amazing experience thus far. I am making lots of great connections with fellow PRSSA members from across the nation, and learning so much about my future career as a public relations professional.

In an effort to share some of the valuable public relations knowledge students are learning, I will be posting my “Top Five PR Tips” from each day, along with who gave the great advice. Below are my Top Fives for days one and two.

Day One

1. Brainstorm before the brainstorm session. By having some ideas ready before your brainstorming meeting, you will demonstrate your motivation and help to generate new ideas (Elon University).
   

2. Understand the office or team hierarchy. Be sure you know who you report to for questions about assignments, proofreading or other issues. You shouldn’t be turning in your first draft of a press release to the vice president of communications (Elon University).
   

3. Always remember to actually attach documents when sending an e-mail attachment. Having to send that embarrassing “oops” e-mail when you realize you forgot to click the attach button is unprofessional (University of Nebraska at Omaha).
   

4. When branding your client or PRSSA chapter, “Stick with simplicity--the rest is history.” Great brands and logos build upon a simple idea to create a winning and memorable look (University of Wisconsin-Milwaukee).
   

5. Always follow up with interviews, client requests or job applications with a thank you note. Whether or not you get the job or client, it is important to maintain a good relationship for the future (University of Nebraska at Omaha).
   

Day Two

1. Remember Churchill’s famous words, “the price of greatness is responsibility.” In the demanding field of public relations, responsibility is synonymous with your rise to the top (Ofield Dukes, president, Ofield Dukes & Associates).
   

2. In crisis communication, your response impacts the organization’s reputation more than the crisis itself. Focus on delivering truthful messages and finding an effective solution to the problem--not on blaming someone for the cause (Tim McIntyre, vice president of communications, Domino’s Pizza, Inc.)
   

3. PR practitioners are not “spin doctors.” We focus on truth--not spin--by offering other perspectives on a situation or product (Tim McIntyre, vice president of communications, Domino’s Pizza, Inc.).
   

4. When used effectively, direct mail is still a great way to reach your target audience(s). For example, many listeners reported that WCSX-FM’s birthday card was the only one they received that year (Ben Perez, regional promotions manager, Greater Media Detroit).
   

5. The less your company’s “top dogs” talk, the more of an impact it has when they do. Delegate your organization’s expertise and resources in order to maximize the chances your message will be heard (David Wieme, director, strategic communication, Palace Sports & Entertainment).

Preparing for the PRSSA National Conference

The Public Relations Student Society of America is hosting its annual National Conference beginning this Friday. For many experienced members of PRSSA, this is a much anticipated event. However, those who have not had the opportunity to attend a national conference before may have some concerns about what to expect.

Dr. Diane S. Krider, associate dean of CMU’s College of Communication and Fine Arts, provides some insight on how to prepare.

1. Be proactive. Conference is not an excuse to fall behind in classes. Make the effort to turn in missed assignments ASAP.
   

2. Be a scout. Use the buddy system when leaving the conference site. Someone should always know where you are. Also, be prepared with your insurance card and emergency contact information just in case.
   

3. Be street smart. As with any major city, you need to be aware of your surroundings at all times. As a precaution, don’t wear your conference name tag around the city, and never go out alone in the evening.
   

4. Behave. At conference you are not only making an impression about who you are as a person, but your behavior also reflects upon your university. Who knows who you may end up working with, or for, in the future.
   

Conference is an amazing opportunity for professional development, networking and learning. Take advantage of everything you can during your time in Detroit and have fun!

What are your suggestions for students?

The Information Age

I was recently shown quite a moving video clip entitled “Information Age...The Future of Technology,” in my public relations writing class at CMU. This Did-You-Know type of message is packed full of some pretty interesting facts that really put things into perspective for me.

For example, it mentions Former Secretary of Education Richard Riley’s comment that the top 10 jobs in 2010 will not have existed in 2004. The idea that students are currently learning skills for jobs that don’t yet exist is both shocking and exciting. In fact, I’m not quite sure how I feel about it.

Will I be technologically illiterate in 20 years? Will my children get frustrated with me when they try to ask me to do something involving new technologies?

Another fact that really drove things home is that the U.S. Department of Labor estimates that today’s learners will have 10 to 14 jobs...by age 38. It is hard to picture myself holding that many jobs in such a short amount of time. The lesson used to be, go to school, get a job, retire. Now its, go to school, get a job, stay there for a few years, move on to a new job, and then a new job, and then...you get the point. When retirement comes into that picture is a whole different issue.

Oh yeah, and much of the information in the presentation is more than a year old. I still really suggest checking it out by clicking here.

All I know is that I am going to make it a point to stay as technologically-savvy as possible. Whether it means attending workshops, taking night classes or coming back to CMU for their new media/online journalism major, I'm determined to face the information age head on.