Thank You #PRStudChat

Yesterday I had the pleasure of serving as a guest student moderator for the #PRStudChat Career Day discussion. For those of you who don't know, #PRStudChat is a monthly Twitter chat for public relations students, professionals and educators--although since we've started trending, many questions about Puerto Rican "studs" have been raised by the general Twitter population.

I just wanted to express my sincere gratitude to the #PRStudChat community, especially Deirdre Breakenridge and Valerie Simon, who have made the chat such a success. I was really humbled by all of the support I received from #PRStudChat participants, some of which is highlighted above.

But really, I feel like I'm the one who should be giving thanks. Moderating was fairly easy because it is the discussion amongst all participants that keeps the chat going strong.

As a PR student I can say that we are truly lucky to have such a valuable resource at our fingertips. Many of the professionals often comment that they wish #PRStudChat was around when they were students, and it's true! How else can you instantly connect with public relations practitioners from across the nation and world? The opportunity to pick the brains of some of the most successful pros, educators and students in the industry [and in real-time] is priceless!

So thank you all for making #PRStudChat such a valuable resource. I hope you'll join in for next month's discussion, December 16 at noon EST.

For highlights and takeaways from past #PRStudChats, click here. You can also view a full transcript of Career Day here. You can follow me on Twitter at @AngelaHernandez.

My #PRStudChat Story

As president of the PRSSA chapter at Central Michigan University, I often answer various types of questions from members. Not too long ago one member came to me with the following question: "I'm still not sure public relations is the right field for me, how can I find out?" Aside from making a few recommendations, I decided to dig a little deeper. I came up with some questions that I thought would help shed light on this issue and began asking some PR pros for their responses. Before I knew it, a five-part interview series called "Is PR Right For Me?" was born.

To make a long story short, the series caught the attention of Deirdre Breakenridge and Valerie Simon, who came up with the idea of expanding it into a Twitter chat for PR students, educators and professionals. To date, we've held three successful sessions of #PRStudChat, and even made it as a Twitter trending topic last month!

I am honored to have been invited to serve as a guest student moderator for the next #PRStudChat session, scheduled for Tuesday, Nov. 17 at noon EST. My role as guest moderator will be to facilitate discussion by introducing a series of questions for participants to respond to. This month #PRStudChat will have a special Career Day focus, with an exciting list of guest experts on hand to give their input. Be sure to check out Deirdre's recent post for more details on our guests and what kind of questions to expect this time around.

For those of you who have not participated in a Twitter chat before, have no worries. Check out some of Valerie's tips for more information on how to prepare and what to expect. Also, be sure to join the LinkedIn group to connect with other #PRStudChat participants and provide feedback for future sessions.

I personally have found #PRStudChat to be a great way to learn from PR people that I might not have otherwise connected with. For those of you who have participated in past sessions, I would like to thank you for making it such a valuable resource. If you haven't had a chance to join us yet, I hope to "see you" Nov. 17 at noon for #PRStudChat Career Day and for my debut as guest student moderator!

What's your #PRStudChat story? How has it helped you? What have you learned? Do you find it to be a valuable resource? What can be done to keep sessions creative and exciting?

Always Include References With Your Resume

Every once in a while I like to share a bit of "Old Polish Wisdom" from one of my former professors, Central Michigan University journalism faculty member Jim Wojcik.

In his public relations seminar class last semester, Wojcik once told us to always include references with a resume when applying for a position.

The reasoning behind his advice is clear. If you've already included your list of references, it is one less step the employer has to take. You want to make it easy for the interviewer to find out everything they need to know about you. If you say you have references "available upon request," it requires the employer to put in additional time and effort that may negatively impact your chances of success. Given the competitive nature of the current job market, some employers will toss your resume aside over the littlest of details. Avoid this situation by always including a list of professional references with your resume.

One exception I can think of is if your resume is openly accessible online. In this case, you don't want to give out too much personal information (whether it is your own or someone else's). Be careful with posting references online to avoid compromising personal information.

Also, always exercise caution when sending out your resume and references to employers. Be sure the company is legitimate and keep in mind that you are granting them access to personal and sometimes confidential information.

How One PR Grad Went From College Town to Chi-Town

As I quickly realize how fast senior year really does fly by, I find myself thinking more and more about my impending job search. I had the opportunity to speak with a recent PR grad and fellow Central Michigan University Chippewa, Ms. Lacy Quinlan, to get a bit of insight on how she landed her first job at CME Group.

Can you tell me a little about your job search? When did you start? What steps did you take?

I started searching for jobs casually during my first semester of senior year. I just wanted to get an idea of what was out there. I started searching more seriously in the middle of my second semester and through the summer.

I started by becoming more active in different social networks to connect with alumni and businesses I was interested in. LinkedIn and Twitter (especially) were good for this. I found a lot of jobs were posted on these sites. I also regularly checked sites like CraigsList (make sure the positions are legitimate!) and Indeed.

Is there anything that would have made your job search a little easier?

I really didn’t know where to start. Do I look in newspapers? Do I make cold calls? Do I stick to the Internet? I tried to do all these things, but it was really intimidating. It helped to dig around for alumni contact information to ask for advice.

What kinds of thoughts were running through your head when you were offered a position?

“THANK GOD!”...“My mom is going to be so happy!”...“Wow. I have one week to move to Chicago!”...“I hope I know what I’m doing.”...“Yay public relations!”...“I’m a grown up.” I was pretty nervous about moving and changing my world so quickly, but I was thrilled that my hard work paid off.

What has the transition from college student to professional been like?

Strange, but mostly good. I am still wrapping my mind around the fact that I will be working without Christmas/spring/summer breaks, and it’s weird living in a new city with no friends or family close by. It’s also been very challenging to get a handle on the language and concepts used in my industry. It has taken a lot of reading and research to even begin to understand the complexities. However, I like waking up each day having a purpose and learning more about the public relations field. It’s exciting to put everything I’ve learned into practice. I go to bed earlier now, too.

What do you miss most about being a college student?

I definitely miss having my family, friends and boyfriend at an arm’s reach. But now at the end of the day, I can do whatever I want! There’s no homework to hold me back.

What is the best part of your new job?

I love the opportunities I have to learn, not only about PR, but also about my industry. My world gets bigger on a daily basis, and I am constantly learning how to improve myself as a PR professional.

Any advice for soon-to-be graduates?

Don’t freak out too much. It’s okay if you have a little time after graduation without a job. Enjoy it! Go to a lot of concerts, hit the beach and unwind from 4+ years of hard work.

Be aggressive when you are job hunting; there are opportunities everywhere. Utilize all your networks (online and off); people will be happy to help.

Don’t be afraid to call companies that aren’t posting jobs. Ask if someone would be willing to look at your resume and offer tips.

Any other comments or advice?

I really used to think a lot of social networking Web sites were silly. Particularly Twitter (I was a hater). But, they have proven to be very useful for job hunting and my current work. My position was advertised exclusively on Twitter and LinkedIn.

Have fun! Move to Chicago!

Lacy Quinlan graduated from Central Michigan University in May 2009. She majored in Integrative Public Relations with a minor in Media Design, Production and Technology. At CMU, Lacy was an active member of PRSSA and PR Central, and also worked as an advertising manager at Central Michigan Life. She now lives in Chicago and works as the corporate communications specialist at CME Group, the world’s largest and most diverse derivatives exchange. You can connect with Lacy on Twitter at @LacyQ

and on LinkedIn here.

The Minor Details: Why I Dropped My 2nd Minor

I recently made a decision not to pursue a second minor for my undergraduate degree. After much debate, I decided against trying to cram 12 credits of upper-level advertising classes into my last semester. The issue is I need at least 124 credits total to graduate. With my major in integrative public relations and leadership minor combined, my total falls at 112.

Instead of enrolling in a semester of advertising classes, I decided to take the opportunity to pursue some areas I haven't had the chance to. I've always wanted to take a class in yoga, pottery or photojournalism. This spring, I'll finally be able to. My spring schedule is completely open--the only requirement is that I enroll in 12 credits. What a feeling...

Now trust me, as an overachiever, this has not been an easy choice for me. Some may consider this "the easy way out" or even the wrong decision. However, I'm confident that my knowledge, work experience, internships and extra curricular involvements speak volumes more than a second minor would.

The reason for this decision came about after I had a major wake-up call this summer. I realized I was heading into my senior year of college. People say college is the best four (or five) years of your life. I've already begun my final year and there are still so many things I want to experience as a college student. This is time that I will never get back. I have my entire life to work, but only one year left to enjoy the luxury of being a college student.

Don't get me wrong, I'm not looking to blow off my responsibilities. In fact, I think having a lighter class load will allow me to put forth more effort toward my involvements and passions. Not to mention I'll have a chance to experience things I've been putting off. For example, I finally stopped making excuses and joined the intramural tennis team.

I've really been making an attempt to take advantage of the little time I have left at CMU. After this year, my roommates and I will be going our separate ways and no one knows exactly where we'll end up. As college students, it's important to find the balance between responsibility and freedom. There will always be work to be done, but some opportunities won't come around more than once. Make the most of each and every day.

What do you think? Do people put too much emphasis on degree minors? Grads: Is there anything you wish you would've experienced during college that you never got around to?

Let Others Surprise You

Sorry it has been a while since my last post. With my senior year at CMU kicking off, I've been busy getting things on track. In addition to working on my honors senior capstone project and my leadership internship, I've been serving as president of CMU PRSSA (among other commitments).

One of the things I've learned through my leadership minor and experience is not to be afraid to let others lead. George S. Patton once said, "Don't tell people how to do things, tell them what to do and let them surprise you with their results."

I really like this quote because it exemplifies the concept of delegation and the type of leadership philosophy I try to exemplify. I really am not a fan of micro-managing because I know I personally love having a little creative freedom.

I also think it is extremely important to demonstrate appreciation and value for the work of others. If you assign someone a task and you don't exactly like the results, don't just re-do it yourself. Go over it with the person and talk about your concerns so they can learn and improve upon the project while maintaining ownership of it. Similarly, if you ask for the input and opinions of others, don't just let them speak and then ignore what they said. Listen to their thoughts and give each serious consideration before making a final decision.

As president this year, I'm really hoping to shake things up a bit and get out of the mindset of "this is how it's been done in the past." I want to try new things and take our chapter to the next level.

So far, I've tried to just put my faith and encouragement into my executive board members and give them the tools they need to get their jobs done. I've been pretty pleased with the dedication and efforts the executive board has put forth thus far and I'm really excited to see where things will take us in the future...

Has anyone ever surprised you with their results? Do you have any tips for effective team leadership?

"Is PR Right For Me?" Part 5

This is the final installment in a five part question and answer series aiming to help students decide if PR might be a good career fit. Thank you to all the PR professionals who took the time to make this series a success.

Also, be sure to check out #PRStudChat, a Twitter chat inspired by this blog series that takes place tomorrow, August 19 at noon EST. For more information, check out the LinkedIn Group.

David Teicher is a Social Media and Digital Strategist. You can connect with him on Twitter at @Aerocles or at his blog, Legends of Aerocles.

1. How did you end up in PR?

That is a very interesting question. I started college as a premed student and over the course of my first 3 years, I bounced around from, medicine to psychology, to law, to philosophy. All the while I had been taking writing classes, expository, creative, professional…etc. because I enjoyed writing. It wasn’t until my senior year that I considered applying my penchant for composition, vocationally. At that point, it was a matter of identifying a discipline in which I would be free to write and express my creativity, while becoming active in the ‘business world’ – as opposed to struggling through journalism in a flailing media industry. I landed an 8-month internship at an NYC PR Firm and the rest is history.

2. What are some of your past job titles? (Feel free to include any non-PR-related titles as well, if they helped you get where you are today).

I worked as an EMT for a few years, volunteering on my local ambulance corp. I worked in a cardiologist’s office too, as a medical assistant, concluding my medical career. I’ve been a camp counselor (like the rest of the world), and in college I worked as a research assistant and student teacher.

3. What do you consider to be the top three absolutely essential abilities a PR pro must have?

Confidence is number one for me. Regardless of who you’re talking to, reporter, client, boss, or anyone else, you must exude confidence, feigned, authentic, or otherwise. We are traffickers of information, and that information is only as credible as you can convey. If you don’t speak with confidence in a clear and articulate manner, no one will buy what you’re peddling.

Passion. In this regard, I mean passion for advancement and furthering your own career through an ongoing reeducation and continuous efforts to improve your understanding of our discipline. As the media landscape is in the throes of upheaval and new paradigms are constantly being tested and replaced, the PR industry is very much affected. Only those who are passionate about what they do will take to time to read up on the latest and greatest tools, norms, accepted practices, and case studies. This is a daily requirement. The nebulous industry we’re in is evolving at an astounding pace; if you don’t keep up and make adaptation a priority, you’ll find yourself on the fast track to obsolescence.

Writing. As obvious as this may sound to some, I’ve seen some pretty terrible pitches and press releases floating around out there. And writing isn’t limited to these two common forms. Writing copy for client websites or blogs has become an increasingly significant requirement in Public Relations. In fact, I’d go so far as to suggest that every Publicist and Media Relations Practitioner should have a blog, or at the very least, write for leisure on a semi-regular basis. The only way to develop your writing abilities is consistent practice, just like everything else. It doesn’t matter if no one reads your blog; the authorship is the essential element. We are counterparts to journalists and reporters and as such, our writing skills must be on par with theirs.

4. What are some "unexpected" skills you've used in your job?

Social media savvy, first and foremost. This was an arena I found myself in completely by default – most likely due to my age and familiarity with the territory, even if it was only through personal use, and not professional utilization. I, like so many others, became the de facto social media expert and realizing the opportunity this presented, I was quick to embrace this role. I pushed it on clients and coworkers, alike. I’ve found this realm to fantastically interesting and an essential element to any modern PR campaign.

Diplomacy. Whether you’re mediating between coworkers, trying to explain a situation to your higher-ups, or handling a delicate client situation, patience and politics are key traits I didn’t know I’d need in this field and practicing restraint and diplomacy may very well save your job or help you land a big client one day.

5. How big of a role does personality play in PR job success? Are there any personality traits that are important to have (creativity, extroversion)?

Arguably, personality plays as big of a role in PR job success as any individual skill set or talent, if not bigger. Creativity, extroversion, confidence, maintaining composure under pressure, balancing aggressive tactics with an understanding and non-confrontational disposition – these are all personality aspects that come in handy every single day, dealing with coworkers, bosses, clients, bloggers, and reporters.

There are two things here I’d mention. One, effectively employing whatever your natural passion and interests may be. Two, ‘creativity as a necessity’ is an understatement. Forget thinking outside the box, in PR – and especially within social media – THERE IS NO BOX. There are no set rules. Learn from the successes and failures of others. Devise strategies, tactics, and innovative approaches to campaigns that reflect your personal flavor. This doesn’t come quick and easy, but consistent reinvention and applying your unique perspective on things can really set you apart.

6. Fill in the blank: PR probably isn't the right field for you if you hate _____.

Talking.

7. What academic course did you despise taking? What was your favorite?

Philosophy of Paradoxes was by far and wide my favorite. My least favorite – any and every math class – precalc, calc, stats…etc.

8. What percentage of your job takes place in a traditional office setting?

75%. But that’s changing rapidly and is very dependant on personal style. Can you efficiently work from home? Can you effectively converse with clients via email and phone or are you better face-to-face. In this field, individual preferences play a bigger role than in other industries, so figure out what works best for you. For me, I’m finding that I’m on a steady course of moving things to casual, non-office settings, but that’s what works for me and may not be true for everyone.

9. How much of your job involves teamwork/working with others?

1000%. The best ideas go nowhere if you can’t work well with others. To this day, I’m so grateful that I got to work with such amazing people. From my first day on the job, they took me under their collective wing and showed me the ropes, offered constructive feedback (whether I asked for it or not), and really helped shape me and guide me to where I am today. If it weren’t for this bond and teamwork, so many good ideas would have failed on execution, so much would slip through the cracks, and it would have made it very difficult to get up and go into work every day.

10. What is the best part about your job?

The boxlessness I described earlier. If you can make something work; if you can prove to a client or your boss that a certain strategy has a good chance of success or delivering results, it doesn’t matter how crazy it is or if it’s never been done before. I love that challenge to constantly innovate and think big.

11. Any other comments?

I think that about does it! Go Twitter!

"Is PR Right For Me?" Part 4

This is the fourth installment in a five part question and answer series aiming to help students decide if PR might be a good career fit.

Alicia Wells is a Senior Account Executive at Peppercom Strategic Communications in New York, and also manages the company’s internship program. Prior to starting her career at Peppercom, she held a variety of PR internships, including a hospital, a boutique PR agency, and the FDR Presidential Library and Museum. Alicia has a passion for helping other entry-level PR professionals find their way, and recently started the blog PRiscope for this purpose. You can find her on Twitter @Alicia_Wells.

1. How did you end up in PR?

I originally went to college for journalism, but after working on the school newspaper I decided it wasn’t for me. So, I went to my advisor and he told me about PR, which at the time I had no clue about. It sounded like it could be a fit for me, so I took a couple of courses and ended up loving it.

2. What are some of your past job titles? (Feel free to include any non-PR-related titles as well, if they helped you get where you are today).

Intern, Junior Account Executive, Account Executive.

3. What do you consider to be the top three absolutely essential abilities a PR pro must have?

Organization/time management- you have to be able to work on several projects at once and constantly shift gears from one assignment to another. Because of the nature of the business you can’t plan your day out exactly, but you still need to stay on top of all of your responsibilities.

Attention to detail- Your communications with clients, the media, superiors and the public need to be flawless. Anything you write, any excel grids you format, any coverage reports you pull together, etc. all need to be perfect.

Writing skills- I think the others summed this up nicely.

4. What are some "unexpected" skills you've used in your job?

I didn’t realize how much art was incorporated into PR- I’ve used interior design, graphic design, Web design, drawing and painting over the course of my career.

5. How big of a role does personality play in PR job success? Are there any personality traits that are important to have (creativity, extroversion)?

You generally need to be a person who’s fairly upbeat and willing to talk to people at any time. Having a positive attitude goes a long way, particularly when you’re just starting out. You won’t always get the most thrilling assignments, but if you do them with a smile on your face people will always appreciate it.

6. Fill in the blank: PR probably isn't the right field for you if you hate ___________________.

Talking to people, researching, writing, sitting in a cubicle for long stretches of time.

7. What academic course did you despise taking? What was your favorite?

I’ll follow the trend and say I hated anything math related. My favorite was a class I took senior year, which was taught by the head of PR for our school. It was the most real-world experience I got from a class.

8. What percentage of your job takes place in a traditional office setting?

Almost all of it, unless I’m working on a client event (but I don’t do this often).

9. How much of your job involves teamwork/working with others?

All of it. Even when I’m working on an assignment alone, that assignment contributes to a larger group effort.

10. What is the best part about your job?

Doing something different every day and constantly facing new challenges. Also, I love the people that I work with. The culture of my agency is very friendly and inviting, so it’s a pleasure to come to work everyday.

11. Any other comments?

At the beginning of your career, you’ll likely spend most of your time doing the “behind the scenes” work. Media lists, coverage reports, research, binding, etc. won’t always seem valuable, but know that the work you do really does contribute to the overall goals of the team. Once you master these tasks, I’d recommend trying to step up and ask to take on higher level work (as long as the culture of your organization allows for that). By showing that you’re proactive and can do great work, you’ll start to get the more “fun” assignments (pitching, writing, etc.).

"Is PR Right For Me?" Part 3

This is the third installment in a five part question and answer series aiming to help students decide if PR might be a good career fit.

Deirdre K. Breakenridge is President, Director of Communications at PFS Marketwyse. A veteran in the PR industry, Deirdre leads a creative team of PR and marketing executives strategizing to gain brand awareness for their clients through creative and strategic public relations campaigns. She counsels senior level executives at companies including RCN Metro Optical Networks, Quality Technology Services, JVC, Michael C. Fina and Kraft.

Deirdre is an adjunct professor at Fairleigh Dickinson University in Madison, New Jersey where she teaches Public Relations and Interactive Marketing for the Global Business Management program. She is the author of three Financial Times business books: "PR 2.0, New Media, New tools, New Audiences," "The New PR Toolkit" and "Cyberbranding: Brand Building in the Digital Economy."

You can connect with Deirdre on Twitter at @dbreakenridge. Also be sure to check out her blog, PR 2.0 Strategies, for a great follow-up post.

1. How did you end up in PR?
I knew in high school that I wanted to get a degree in communications. I loved to write, speak and I had an interest in the media. Public relations appeared to be a great fit for me. I remember being very excited that I could receive a Bachelor’s degree that taught me how to solve problems through cases, challenged me to work with different groups of people and also, at the time, had a strong focus in journalism and working with the media.

2. What are some of your past job titles? (Feel free to include any non-PR-related titles as well, if they helped you get where you are today).
In the past working all the way up to the present, I have held the following titles: Intern or Junior PR Assistant, Assistant Account Executive, Account Executive, PR Manager, Director of Business Research, Director of Public Relations, Executive Director of Public Relations, and President. The only title that was outside of the realm of public relations was Director of Business Research. I worked for a pharmaceutical consultant, and we did niche marketing for large brand pharmaceuticals companies. Most of my responsibilities included detailed business research and competitive intelligence. I learned a tremendous amount about business and the pharmaceutical market landscape. I truly believe that many of the skills that I learned during my days with this consultant led me to be an entrepreneur and business owner.

3. What do you consider to be the top three absolutely essential abilities a PR pro must have?
In the past, I would have said that excellent writing, good oral communications, and strong listening skills. However, today not only is it required that you have those skills, but also PR 2.0 and social media communications has a new skill set. PR pros need to be up to speed with technology and the web 2.0 collaborative communication, web analytics, CRM and web marketing.

4. What are some "unexpected" skills you've used in your job?
There are a few “unexpected” skills including web programming, backend content management of websites, and customer service (although this naturally comes with the PR territory). I believe that every “unexpected” skill makes you that much more valuable for your organization. If someone wants to teach you how to do something that may fall somewhat outside of your realm, take the opportunity to learn because the more you know about your company, the more quickly you can travel to the top!

5. How big of a role does personality play in PR job success? Are there any personality traits that are important to have (creativity, extroversion)?

I do believe that PR people need a certain personality to succeed in this industry. As you stated, you must be creative and an extrovert. You should know how to work well with other people, especially on teams. PR people need to be avid readers! It’s important that you’re tapped into the news whether you’re finding information from mainstream media or on the Internet. A PR person is usually very driven and doesn’t give up easily (persistent) and is able to handle rejection well. You need to be on your feet at all times and prepared for crisis and damage control. Lastly, PR comes with heavy deadlines (similar to journalism), so be prepared for a fast paced environment!

6. Fill in the blank: PR probably isn't the right field for you if you hate to _________.
I would finish your sentence with: write, talk to people and be involved with the public.

7. What academic course did you despise taking? What was your favorite?
I didn’t appreciate philosophy when I was in my undergraduate program, although now I think I would love it. I enjoyed all of my writing courses (journalism and magazine writing) and probably was one of the few students who wanted more public speaking classes! To this day, the classes I enjoyed most are what I do the most on a daily basis, in my role as an author, speaker and President of an agency.

8. What percentage of your job takes place in a traditional office setting?
I usually spend about three to four days a week in the office, but this changes from week to week. I’ve been speaking a lot at conferences and seminars around the country and I’ll be in Australia, Germany and hopefully Holland later in the year and in early 2010. When I’m traveling, then I’m only in the office a couple of days a week, if that. However, most of my responsibilities are achieved outside of the office setting. Because of the Internet and Web 2.0, I have the ability to connect with people all over the world and I’m able to work from anywhere.

9. How much of your job involves teamwork/working with others?
I would say that 90% of what I do involves teamwork. From the strategy and planning on client campaigns to working with my agency’s financial team, I rely on a skilled group of people to tackle challenges and reach goals. I learned in my MBA program very quickly that in business, it’s better to work in teams for synergy and to achieve a more productive workflow process.

10. What is the best part about your job?
I love the people! From my own employees to the many professionals that I meet at conferences and in my social networks, they are all extremely knowledgeable and talented professionals. They teach me something each and every day. In the PR business, you always have to keep learning. When you surround yourself with incredibly smart people it will help you to discover, develop and grow faster in your own career.

11. Any other comments?
Now is in incredibly exciting time in public relations as we are reinventing our industry through PR 2.0 and social media communications. With all of the changes and challenges that we’re experiencing, the rewards are even greater. Today, PR professionals are learning how to connect directly with people in social networks and to become important resources of information. We, too, are becoming influencers, helping and enlightening others. As such, we’re also educating our brands on the best way to listen and engage in the social media landscape and how to reach their public(s) directly with customized stories, timely information and meaningful interactions.

"Is PR Right For Me?" Part 2

This is the second installment in a five part question and answer series aiming to help students decide if PR might be a good career fit.

Jason Mical is a senior account manager and Digital Strategist at Spook. An American Ex-Pat and award-winning blogger, Jason first dialled into a BBS in 1990, where he moderated his first forum.

He began working professionally online in 2000 for the filmmaker Michael Moore during an internship on The Awful Truth, and came to Edelman’s Seattle office in 2006 after working for three years for WizKids, a groundbreaking tabletop gaming company. He specializes in consumer, entertainment and tech PR, although his client list is diverse and ranges from Visa Europe to RBS to Krispy Kreme to Xbox to Starbucks. You can connect with Jason on Twitter at @BrotherMagneto.

1. How did you end up in PR?
I ended up here by accident really. I studied English Lit and Religion in college and was going to work in publishing or writing. I ended up working as a social worker in Oklahoma for a couple of years, while freelance writing and volunteering within a gaming community to run games. Turns out the games company who made the game was hiring, so I moved to Seattle to work for them in an official capacity. After 6 months the company had a round of layoffs and I ended up in the PR role at the company, and my career took off from there. It was a really interesting situation because the company was extremely cutting-edge (for its time) in terms of digital PR and social media – a lot of our efforts were done online. And this was 2003.

2. What are some of your past job titles? (Feel free to include any non-PR-related titles as well, if they helped you get where you are today).
PR Manager. Communications manager. Senior Account Executive, Account Supervisor. Freelance writer (is that a title?)

3. What do you consider to be the top three absolutely essential abilities a PR pro must have?
First – writing skills. If you can’t write to express yourself – and are able to adapt your writing to any audience, from an executive to a 14-year-old on the Internet – you will struggle. Imagine sending a memo to Bill Gates and then turning around and replying to a question from a Halo fan in the same hour. If you can do that, you’ll be alright. As a corollary, I would add the ability to talk to other people. I don’t mean a naturally extroverted ‘talk about nothing’ which passes for good PR a lot of the time. I’m an introvert by nature but I can make myself understood - again based on audiences, from executives to people at trade shows.

Second – creativity. Don’t be afraid to push the envelope with ideas. Who cares if it sounds dumb? Who cares if it’s completely unfeasible within the budget? If it sounds cool, suggest it, and then see where it takes you.

Third – the ability to synthesize and analyse information. This is what separates a good PR person – someone who can get coverage, is buddy-buddy with a reporter or an analyst, or can give a powerpoint presentation – with a great PR person. The great PR person will look at past campaigns and current efforts, take the measure of an entire landscape and say ‘OK, this is what this all means, and this is what we should do about it.’ It’s remarkable how many people in this field can’t do this.

4. What are some "unexpected" skills you've used in your job?
Poker playing. The ability to make a mocktail look like a cocktail (can’t drink too much at client functions!) The ability to speak coherently about a topic while you’re organizing your thoughts about what you REALLY want to say.

5. How big of a role does personality play in PR job success? Are there any personality traits that are important to have (creativity, extroversion)?
Definitely creativity – especially if you want to start doing the really cool PR stuff. As I mentioned before, introverts can do this job too (I do it!) but I think it appeals more to extroverts – I absolutely hate cold-calling journalists, even though I can do it.

There’s also a certain personality that will be more successful at this job than others – the hours are sometimes very long and tempers can be short. The ability to work well with others cannot be stressed enough, and a lot of people approach PR from a ‘live to work’ mentality – to the point where they literally ‘show value’ by the amount of time they spend at the office, rather than the quality of their work. That’s a great way to burn yourself out very quickly. You need to take a ‘work to live’ mentality to it, and not take the job too seriously – obviously take it seriously, but remember that you’re not a surgeon. You’re not saving lives on a daily basis, you’re selling things for companies. Approach it with that mentality and you’ll save yourself a lot of trouble.

6. Fill in the blank: PR probably isn't the right field for you if you hate ___________________.
Sometimes having to work on weekends or off-hours.

7. What academic course did you despise taking? What was your favorite?
Math, because i’m terrible at it. My favourite was any of the history courses I took – but I’m a liberal arts major, not a PR/comms major. :)

8. What percentage of your job takes place in a traditional office setting?
About 90-95% of it, although that varies based on what we’re doing at any given time.

9. How much of your job involves teamwork/working with others?
All of it. This isn’t a solo job, unless you set up your own practice.

10. What is the best part about your job?
On a personal level I am a believer in and a fan of the democratization of conversation that the Internet allows us to have. Companies have just as much (or just as little, depending on your point of view) right to their view as anyone else, and in the end it will only be beneficial for businesses to participate in online dialogue. This is a drastic change from the control-and-spin methods of traditional public relations, and helping companies understand this – and participate online – is extremely rewarding to me. Someone will say that, say, a massive oil company will not benefit from online engagement. On the contrary, being forced to face the massive amounts of criticism for their unethical actions might actually lead them to change how they operate, as the window for ignoring what’s happening online is becoming smaller and smaller and will eventually disappear completely. So there is most certainly a value in all companies participating in online conversation in one way or another, and helping them see this and take these steps is personally rewarding for me.

11. Any other comments?
PR is becoming more and more about building relationships with the wider communities than simply talking to journalists. The entire industry is on the verge of a major change, which is very exciting because those who understand what’s going on and more importantly what’s coming next will be well suited to forge excellent careers for themselves in PR. PR is essentially merging with customer service, because the customer is the ‘influencer’ now – and we need to talk directly to customers once again. It’s also much more about helping our clients become influencers themselves – the great dichotomy of PR at the moment is traditionally, PR was about speaking to influencers and hoping their ‘influence’ would carry your messages through. It’s now about becoming an influencer yourself, and helping your clients do the same. Those who understand that principle will go far in this field.

"Is PR Right For Me?" Part 1

As president of the PRSSA chapter at my university, I answer a lot of questions. During a recent conversation I had, one member expressed the following concern: "I'm still not sure if PR is the right field for me."

::GASP!:: A college student who is undecided on a course of study...wait, that happens all the time. Personally, my internship experience is what has assured me I've chosen the right major, so it's easy to see why many students may be unsure.

The following post is the first in a five part question and answer series aiming to help students decide if PR might be a good career fit.


Lauren Fernandez is a marketing and public relations professional in the Dallas-Fort Worth area. She currently works as marketing coordinator for National Office of American Mensa and it’s philanthropic arm, the Mensa Education & Research Foundation. She is a student of the American Society of Association Executives (ASAE) Leadership Academy, and Social Media SIG Co-Chair for Ft. Worth PRSA. She’s also an avid sports fan, loves shoes and maintains the blog LAF. She can be found on Twitter @CubanaLAF.


1. How did you end up in PR?
I was dead set on being a journalism-news editorial major in college. After two years on the high school newspaper, as well as a summer internship in a newsroom after my freshmen year of college, I knew that news-editorial was not for me. The hectic and unorganized hours would have driven me crazy. I went and met with my advisor, not knowing what I should do. I still loved writing and research, and wanted to stay in the journalism program. He suggested with my demeanor and driven attitude that PR would be a great fit.

2. What are some of your past job titles? (Feel free to include any non-PR-related titles as well, if they helped you get where you are today).

Intern - The Kula Group (Healthcare PR)
20th Century Fox/Fox Searchlight Intern - Dallas (Moroch Entertainment)
Sony Pictures Intern - Dallas, Albuquerque, Tulsa and Oklahoma City (Moroch Entertainment)
Assistant Account Executive for a healthcare IT and technology PR agency
Marketing Coordinator, American Mensa (all PR and social media for AML and the Mensa Foundation)

3. What do you consider to be the top three absolutely essential abilities a PR pro must have?

1. Writing
2. Research
3. Dedication and Willingness to Learn

4. What are some "unexpected" skills you've used in your job?

In PR, you really have to able to think on your feet - and understand that nothing is below you. If you need to go run a quarter of a mile in heels down a tradeshow floor to get something, you do it. I also never thought I would need to know HTML, although I had learned it during my computer science classes.

5. How big of a role does personality play in PR job success? Are there any personality traits that are important to have (creativity, extroversion)?

Honestly, it depends on your brand, organization or agency. Some are much more conservative and want an aloof, over-professional demeanor. Some let you wear jeans, and want your personality to shine. For example, we view Mensa as a quirky brand - and you have to have a personality to work here. Through my social media work, I've learned that personality is even more key. Again, it's all about finding your best fit. Some want you to be more extroverted, others more silent and listener. Most are surprised to learn that I'm not as extroverted as I come across, but my job has made me more so, to the point that I'm extremely comfortable.

6. Fill in the blank: PR probably isn't the right field for you if you hate: ________.
Research and not thinking outside the box.

7. What academic course did you despise taking? What was your favorite?

Anything math related - I can do it, but my brain is not wired that way. A + B = C always made me wonder if I could veer off and find D. My favorite classes were PR related - the capstone classes that were a challenge, such as campaigns, case studies and PR ethics. The challenge made me think and explore other areas of thought.

8. What percentage of your job takes place in a traditional office setting?

I would say about 80 percent does. I help with local events, as well as our national events - but we only have a couple of those a year. Attending events is not a big part of my job, but handling all media relations and PR for them are.

9. How much of your job involves teamwork/working with others?

Right now, I am in a two person marketing department. I handle all PR and social media, but I do serve as in-house PR counsel for 135 local chapters. Therefore, teamwork is a big part of what I do on a local level. Also, our office atmosphere is very team oriented - we all ask each other for advice, questions, etc.

10. What is the best part about your job?

Knowing that what I do will always be different. There is never a dull day around the Mensa office - something new is always going on, whether it is an event or member accomplishment. I love the media relations aspect of my job as well - I've gotten to work with 60 Minutes, NPR, Good Morning America and the Washington Post, to name a few. I also get to work with cable TV shows, which is something I have never done before.

11. Any other comments?
PR is all what you make of it. Find your niche and what you like to do best. This is why internships during your college career are key - not only will it give you experience, but it will give you an idea of what you're good at, and which industry is best for you. Venture out and try something new, because corporate or agency isn't for everyone. Associations and non-profit have given me much more learning experience as entry level than my entry level agency job did.

Students: Avoid "Common Sense" Mistakes

This summer, I've been working hard to improve my work as a PR intern. I always ask for advice and wisdom from my co-workers and supervisors, who've been more than willing to share their knowledge with me.

During a recent Tweetup I attended, one PR pro mentioned his surprise at how many "common sense" bloopers he's seen from students. This prompted me to dig deeper to see if I could find others who've witnessed similar student blunders.

So I've been asking, "What's the biggest common sense mistake you've seen an intern/student make?" Here is some advice based on the responses I've received so far:

• Don't Be Afraid to Ask Questions. If you're not sure about something, it's better to ask a question than spend time doing something incorrectly--only to have to go back and re-do it. You could waste more time and resources screwing up a project than you would asking a few questions here and there. Remember, we're still learning (about the profession and about the company/client), so don't be ashamed if you have to ask for guidance every once in a while. And if your work environment isn't exactly "question-friendly," it probably isn't going to be the best learning experience, and you may want to re-evaluate your goals for the position.
  
• Don't Expect People to Hold Your Hand. Never expect a handout from someone, especially someone you've only met once or twice. Example: After a brief initial conversation, one student told a pro to contact him to set up an agency tour. If an agency agrees to make special accommodations and allow you to come in for a tour, that is called a favor and you should be thankful. It is then your responsibility to follow up with an email or phone call and try to set up possible dates, unless the person specifically says they will get back to you.
  
• Follow the Corporate Dress Code. Every company is different, but there are almost always guidelines for office wardrobe. Some offices allow sleeveless or short-sleeved shirts to be worn, others do not. Some permit blue jeans on Fridays, some do not. It can be difficult to find a happy medium between being under-dressed and over-dressed, but after a while you start to catch on. The important thing here is never to dress inappropriately. I can't speak from experience on what is inappropriate for men to wear, but women definitely shouldn't wear clothing that shows too much chest or leg, or anything that you can see through. Dressing inappropriately often makes others in the office feel uncomfortable around you, and usually will lead to an awkward conversation between you and your supervisor. If you're not sure about what is appropriate for your office, ask! Many companies have written guidelines to follow. When in doubt, if it's something you would wear to the club on Friday night, it's probably not office-appropriate.
• Remember, we all have to start somewhere. One intern was surprised she was assigned to make copies of a proposal. Another never thought he would have to build a media list. Like it or not, both of these tasks are very common in the PR world. And while they may seem monotonous to some, these assignments can actually be very beneficial learning experiences. Making copies of a proposal often allows you to get an understanding of what makes a good proposal, while building a media list helps you learn the names and beats of members of the media. Acting like you're above a task is not only bad character, it shows you are not willing to work your way toward more responsibility. Every project should be greeted with enthusiasm and an eagerness to learn--unless of course it is unethical or inappropriate. Chances are your supervisors and co-workers started off as interns themselves, and have been able to move up with a little hard work and determination.

While making mistakes is a part of life, I feel students need to take a proactive approach to learn from the mistakes of others. Attending workshops and conferences and asking others about their experiences are great ways to ensure you're on top of your game. And remember, if you make a mistake, don't be ashamed or afraid to admit it--learn from it.

What are some other "common sense" mistakes interns/students make? Were any of them unforgivable?

5 Tips For Effective Follow-Up Calls

Today I had the opportunity to follow-up with some members of the media regarding one of our client projects. Here are 5 things I learned from my experience that might be of help to other PR interns who are picking up the phone.

1. Do your research. Since I just started as an intern, I wanted to be sure to have a strong understanding of both the client and the project I was pitching. This way, I would feel more comfortable discussing the project with reporters and would be prepared to answer their questions to the best of my ability. Make sure you go over the client’s Web site, clip reports, promotional materials, etc. to understand the basics of their mission and background.
   

2. Be prepared. I made sure to have everything I needed at my fingertips in case I was thrown a curve ball by one of the reporters. In front of me I had the media list of reporters to call, a copy of the op-ed piece I was calling about, the client’s Web site on my computer screen, a piece of paper to jot down notes and even a glass of water in case my throat got the best of me.
   

3. Know what you’re going to say before you dial. I wrote out a list of bullet points of exactly what I wanted to say to each reporter (in order) so I made sure I wasn’t missing anything. The key is to write down key messages, not a script, so you sound casual--not rehearsed. Also, keep in mind many reporters will not be able to answer, so know what you plan to say in a voicemail if it comes to that. Keep messages short and to the point. Be sure not to ramble, but also make sure you include all the imperative information such as who you are calling on behalf of, what you are calling about and your contact information. You might want to have a separate bulleted list of key messages for voicemail. Oh--and remember to write down your work phone number if you don’t have it memorized. During the first call I made, I reached the reporter’s voicemail and began thinking about what I was going to say. It was then that I realized I did not have my work phone number memorized yet. Thankfully, I was able to hang up without leaving a message and retrieve the information I needed. I ended up calling the reporter back later and leaving a fully detailed message, but it just goes to show you the importance of being fully prepared.
   

4. Know the answers to commonly asked questions. Many reporters will ask things like, “When did you send the information?”, “How did you send it?”, “What e-mail address did you send it to?” or “Do you have a photo to include?” Knowing the answers to these questions ahead of time will prevent you from seeming uninformed and will ensure you get reporters the information they need right away.
   

5. Keep track of responses. This may be a given, but make sure you are keeping track of the progress you make. I found it easiest to save a new spreadsheet of the media list and include a column titled “Follow-Up Status.” You can use this column to write down if you left a message, if the reporter requested more information or even if the outlet has plans to run the story.
   

These are just a few tips I came up with based on my experience making follow-up calls today.

Interns, have you done follow-up calls before? What are some of your own tips?

My Agency Debut

Having completed other internships, I know what it’s like to go through the intern “first day” jitters. However, it seems like no matter how many other first days you’ve experienced, the process of becoming adjusted to a new position and environment is almost always exciting.

This will be my first time working at a PR agency, where employees handle multiple client accounts at one time. I’ve heard many people say, “You either hate it or you love it.” I’ve also heard agency work is something every PR pro should experience. On one side, working with more than one client keeps things different and exciting. On the other, it can sometimes be difficult to manage multiple projects at a time. Personally, I thrive on stress. I don’t know what it is, but I just don’t feel right if I’m not accomplishing something with my time. I always have to-do lists with my priorities written out in detail, so something tells me I’ll do just fine in an agency environment.

Today everyone was very welcoming, friendly and more than willing to help. Although much of my first day was spent getting on track with paperwork, setting up my desk area and understanding the office basics, I definitely learned some things. Based on my first day experience, here are three challenges I’ll be facing in the upcoming months:

1. Tracking my Time. Most agencies use a time tracking system where employees must record their time based on how long they spent working on something for each client, and outlining what tasks were completed during that time. This information is used for many purposes including billing, but it also allows the agency to give clients detailed reports about their investments. From others I’ve spoken to, time tracking is often one of the most difficult adjustments to make because you can get caught up in other things or forget to monitor how much time you spend on each task. Although it may take some getting used to, I think time tracking can be really helpful for monitoring productivity and keeping things on track. One of my coworkers suggested updating your log every time you shift tasks. Others update periodically throughout the day. Either way it seems like everyone finds what works best for them. My suggestions for time tracking: a.) Keep your time tracking system open (or in sight) at all times as a reminder to monitor your work. b.) Be sure you’re logging your time under the correct categories. When in doubt, ask!
   

2. Time management. As I mentioned, I like to think I’m good at prioritizing. However, prioritizing at an agency is somewhat different than prioritizing my life. When it comes down to it, there are going to be times when there are three or four things to do at once. Since I’ve had some time off from my stressful routine, it will be a little challenging to get back into the mindset of juggling multiple projects at once. My tips for time management: a.) Make to-do lists and number them based on what deadlines need to be met first. b.) Don’t expect your list to be all encompassing. There are going to be times when things come up and throw your plan for the day completely off. Flexibility is important.
   

3. Driving downtown. Now before I go off sounding like it was my first time behind the wheel, I should mention I don’t live too far from Detroit and have driven downtown more times than I could ever count. However, no matter how many times you’ve driven in a downtown setting, I’m not sure you ever get used to the hair-pulling, hand-on-the-horn traffic that can be found in most major Metropolitan areas. Since I’ve been to the Detroit Renaissance Center many times, I knew where I was going this morning. Despite this, I still left one hour before my start time (the drive generally takes 20 minutes without rush hour) to ensure I’d be on time for my first day. But of course, I was stuck in bumper to bumper traffic for 45 minutes! The entire time behind the wheel I was having minor panic attacks about how terrible it is to be late for the first day on the job. No matter how hard I squeezed the wheel or how many times I watched the same traffic light change from green to yellow to red, there was nothing I could do except wait it out like everyone else. In the end I was just one minute late when I walked in the front door, and of course it was no big deal. In fact, one of the other employees experienced the same backup, and said it was the worst traffic she has ever seen in the two years she has worked downtown. Lessons learned about driving downtown: a.) Always give yourself at least 30 minutes extra until you’ve gotten your route down to a science. Even then, traffic is unpredictable. b.) Sometimes you have to unclench your fists and come to terms with the fact that some things are just out of your control.
   

Overall I had a great first day. I already have an assignment ready to work on first thing in the morning, so I’ll be diving right in. I spent a little time searching for some things to bring in to spice up my cubicle and make it a little more me. I’m excited to get back into the office and continue learning, I can tell this is going to be a great experience.

Do you have advice on facing these challenges? What are your tips on time tracking, time management or dealing with downtown traffic?

Michigan's Newspapers

Today I attended a panel at CMU entitled “Michigan’s Newspaper Industry: Our Past, Present and Future.” Journalism professionals [who also are CMU alumni] from around the state gathered for a very interesting and thought-provoking discussion.

The panelists included:

1. •Lonnie Peppler-Moyer, past president of the Michigan Press Association and publisher of the Monroe Evening News and Bedford Now.
   

2. •Laura Varon Brown, audience editor and columnist for the Detroit Free Press and member of its digital transition team.
   

3. •Tony Dearing, former director of the Flint Journal and now content director of annarbor.com.
   

4. •Mike MacLaren, executive director of the Michigan Press Association.
   

Each of the panelists brought up some great points. One of my favorites was Mike MacLaren’s unique comparison of the music and newspaper industries. Ten years ago almost everyone purchased CDs from music stores like Harmony House or other smaller shops. Then, before we knew it services like Napster came along and--BAM!--record shops were closing their doors and purchasing music became a digital transaction.

The point is music is still being produced; the demand for it didn’t die with the digital revolution. Similarly, the need for news is still there and always will be. The challenge now is for newspapers to figure out how to successfully reinvent themselves during this time of change. Despite the rather gloomy industry outlook, many journalists see opportunity in addition to challenge. As MacLaren so wonderfully stated, “I’m scared, but I’ve never had so much fun in my job.”

Another memorable moment was when Laura Varon Brown described what it would be like to walk into a car dealership and tell one of the sales associates, “I want that car for free.” Her question brought up the debate of newspapers charging for online content. Some may see her comparison as a stretch, but when it comes down to it, there has to be a way for the Internet to be mutually beneficial for both readers and reporters.

For example, Freep’s new Electronic Edition [free-trial available until this Thursday] will be “very different” from freep.com and will give users more information and options. I played around a bit on the new site and have to say, its probably something I would be willing to pay for.

But Tony Dearing brought up a good point--what works for one paper isn’t necessarily going to work for another. There is not going to be one correct model. As Dearing pointed out, many people mistakenly consider newspapers, not the news itself, the core product of the industry.

What are your thoughts about the future of newspapers?Which online publications are you willing to pay for, if any?

5 Things You Don't Learn in College

On Monday during my public relations seminar, two speakers gave a presentation on some of the things they wish they would have learned in college.

Natalie Ebig Scott is the communications manager for Project GREEEN at Michigan State University. Eric Lingaur is a senior account executive at MS&L Detroit.

Here are some pointers they feel future PR pros should keep in mind.

1. Never be above any task. Just because your boss asks you to file papers or take the lunch orders doesn’t mean they think you aren’t capable of greater things. The way in which you respond to such tasks says volumes about your attitude and work ethic. Show eagerness (even if you have to fake it a little) no matter what you are working on, and you will earn greater responsibility and respect from others.
   

2. Keep your own “ego” file. There are going to be times when something you do goes unnoticed. However, there also will be times when you receive praise for a job well-done. Keep a file where you can store thank-you notes, client evaluations, praise e-mails and other documentation of your accomplishments. These materials come in handy as a nice pick-me-up on a bad day, or especially when it comes time for annual reviews.
   

3. Be travel savvy. There may be a time when you will have to travel for your job. Whether it is once a week, once a month or once every five years, knowing how to travel quickly and lightly is valuable. Know what the packing “essentials” are and stick to them. If you are flexible, you might have an opportunity to see many great places. Oh, and if you don’t have a passport yet--get one!
   

4. Start building a corporate wardrobe now. Sure, you may eventually end up in a job with a casual corporate culture. However, there are always going to be occasions such as interviews, guest appearances and fundraisers that require professional dress. It is important to have a variety of appropriate professional attire readily available. Shop the sale racks and clearance centers. Don’t wear the same suit/outfit to your first and second interviews. Oh, and ladies--if you wear heels, always keep a pair of tennis shoes at your desk. You never know when your day may be turned upside-down and all you can think about is how badly blistered your feet are going to be.
   

5. Don’t be the stereotype. PR isn’t about celebrities, glitz and glamour. To avoid sounding like you have no idea what public relations is, never say the following statements in a PR interview:
   

• “I’m a people person”
  
• “I love planning events”
  
• “I have a lot of friends”
  
• “I’m good at talking”

Although these may very well be true, find other ways to express them that incorporate more relevant job skills.

PR professionals: What do you wish you would have known before entering the job field?

PR students: What advice has guided you in the right direction?

10 Ways to Nail Your Next Phone Interview

As students begin to apply for summer internships, many will face phone interviews as a part of the application process.

Having been through a few myself, here are some helpful tips to keep in mind next time you pick up the line:

1. Ask the interviewer ahead of time to call you on a land line. This way you won’t have to deal with cell batteries dying or bad reception areas. Even using a hands-free headset can be beneficial.
   

2. If possible, temporarily turn off your call-waiting option so you won’t be distracted by those annoying beeps.

3. Have your resume and portfolio handy. It is often difficult to remember details about your past experiences off the top of your head, so having them on paper in front of you will make it easy to talk about. Also, tab important pieces of your work you want to mention, making sure to highlight skills relevant to the position you’re applying for.
   

4. Prepare bullet point notes of answers to commonly asked questions. Can you tell me about yourself? What has been your biggest challenge? What has been your greatest accomplishment? Why do you want this position? Having three to four key points prepared ahead of time will help you stay on track and avoid rambling on.
   

5. However, don’t expect to have an answer ready for every question. Be prepared for the curve ball. I was once asked, “If you were a vehicle, what would you be?” I’ve also heard of interviewers asking you to spell the company’s name. Expect the unexpected and do your homework to learn as much about the company as possible.
   

6. Ask your roommates to keep things quiet for awhile. You can even put a small “Interview in Progress” sign on the outside of your bedroom door.
   

7. If possible, sit at a desk with your computer. In fact, having the company’s Web site up can be helpful in case you need to access fast facts.
   

8. Have water handy. The last thing you want is to go into a frantic coughing spell during your time to shine.
   

9. Always ask a question when given the opportunity. You can ask when they plan to make a final decision, what some job responsibilities are or even what the corporate culture is like. Asking questions shows you aren’t afraid to engage in conversation.
   

10. Send a thank you card. This isn’t just for in-person interviews. An email is acceptable to send, but a handwritten note is still the best gesture. Purchase a card beforehand and send it out immediately after your interview. You never know what a difference it could make.
    

What are some of your own interviewing tips?

What I've Learned Doing PR For My Mother

My mom began face painting many years ago. It was a skill she picked up to provide some extra fun at my Girl Scout troop parties. I’ve long since outgrown my mint green vest and skirt, but my mom has fine tuned her face painting abilities ever since.

About a year ago, she decided to start her own side business providing face painting for other people to enjoy. While my mom has found a way to do something she loves, I have found a way to practice what I’ve been learning about public relations.

Here are some skills I was able to put to use for my mother’s business:

1. Web site creation. Using Apple’s iWeb made creating a Web site for my mom easy. The templates provided an easy-to-use guide, but I was still able to make the site my own by adding in graphics and logos I custom made in Photoshop and InDesign. The skills I learned in my intro to visual communication class came in handy here. I also have learned a lot about domain names, nameservers and hosting through trial and error. Web site creation can be very frustrating at times, but I am glad I was able to put these skills to use. I took an intro to multimedia design class last semester where I learned how to create sites in Flash, but I think it will be awhile before I’m ready to start from the ground up.
   

2. Video/audio editing. I was inspired by my intro to multimedia design class to put my audio/video skills to the test. I was able to record video and use Apple’s iMovie to create two short clips for my mom’s site. The process of getting everything to look and sound like I wanted was challenging, but in the end having video/audio on my mom’s site adds an exciting element of interactivity for the end user.
   

3. Graphic design. On top of coming up with a name for my mom’s business, I helped her establish a brand by designing a logo in InDesign. The logo, as seen above, now appears on her business cards and polo t-shirts, and also can be used for many other promotional purposes.
   

4. Photography and photo editing. Using my own digital camera and software, I’ve been able to take and edit photos for use on the Web. Again, my Photoshop skills came in handy here. This way, potential customers can see exactly what to expect when they book an event with PegFX.
   

5. Relationship building. Knowing how to communicate with a client is key to achieving successful results. Obviously, my relationship with my mother is going to be different than with other clients. However, working with my mom to promote her business has given me a taste of what to expect. For example, having to explain what I do to someone from a non-PR background has given me good practice. Not everyone understands what public relations is or why it is important. What matters is that you are on the same page and understand what it will take to achieve your goal(s).
   

6. Overall, working with my mother has not only given us a chance to get to know each other better, but it has proven to be beneficial for both of us. We both have the chance to do something we love while helping one another grow and learn. I’ve got more creative marketing strategies for PegFX in mind, but finding the time to work on them is a different story.
   

7. Students, if you’re looking to get some good experience, ask around at local businesses to see if any would be interested in some free PR. It doesn’t have to be an internship per say, but perhaps you can offer some help publicizing upcoming events, writing or designing promotional materials or launching a new campaign. Take advantage of your time as a student to gain as much experience as possible before entering the job market.
   

If you’d like to check out my mom’s face painting Web site, click here.