"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?