Pitching Tips From a Tribune Editor

Over the weekend I attended a PRSSA regional activity at DePaul University in Chicago. The conference, "Get in the Loop Chi," featured agency tours, workshops, speakers and much more.

One of my favorite sessions from the conference was presented by Linda Bergstrom, lifestyle editor at The Chicago Tribune. The workshop, "Perfect Pitch: What You Need to Know About Media Relations," was both informative and entertaining.

I've been to pitching workshops before, but this one was unlike any other. Bergstrom started the workshop off by opening up her email inbox on the projector for all to see. A cloud of unopened email pitches from PR pros covered the screen. To amuse us, she read a few aloud.

Pitches starting with the generic, "Dear Editor" were abundant. Emails about upcoming concerts, art shows and other misguided information irrelevant to Bergstrom were not in short supply. One email seemed never-ending as it lacked any paragraph structure, and another clearly used exaggeration to make a client appear more sophisticated.

Bergstrom even brought along a stack of snail mail and gave each audience member a piece. While a small few were actually relevant, most was spam or addressed to the wrong person. One mailing actually included Bergstrom's title from upwards of 15 years ago.

Bergstrom, whose session mirrored lessons from the Bad Pitch Blog, did offer some advice to the budding PR pros in the audience. While some of her tips may seem obvious, you'd be surprised at how often editors like Bergstrom encounter them.

1. Have an attention-grabbing subject line. Your subject line should give a basic overview of what can be expected in the email without being too lengthy. If it doesn't sound interesting from the subject line, chances are the journalist is going to delete it. To save on words and allow for more detail, Bergstrom suggests leaving "Media Alert" out of the subject line as she believes the nature of the email is already implied.

2. Always include contact information and make it easy to find. Don't make a journalist search for your phone number. Contact information should be clearly provided at either the top or the bottom of a pitch every time, not buried somewhere in the story or included somewhere else.

3. Don't simply ask, "Did you get my email?" Most journalists get more pitches in a day than they can count. If you do a follow-up call, don't just ask them if they got your email--that question will only irritate the reporter and most likely will result in a dial tone on your end. Instead, say your name, organization and a quick overview of what the email was about before asking if they are interested in more information.

4. Know the editor's timeline. For pre-event coverage, Bergstrom suggests sending information six weeks in advance. While this may vary depending on the size of the media outlet, timing is everything. What good is a release if it's sent after story assignments have already been given? Unless it is something truly compelling, late information will not be covered.

5. Don't be the boy who cried wolf. As simple as it sounds, don't send information that is not newsworthy. If you have to send something that you feel is lacking, find a way to make it newsworthy. If you send elaborate pitches and releases for every little thing, it is likely that journalists will not be interested when you actually do have something worth covering.

Those are just a few of the many lessons on pitching from Bergstrom's session. Pitching is an art and is not something that comes easy. It takes practice and experience in order to do well, and even then there are no guarantees.

What pitching tips can you add?

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?

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 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.

National Conference Advice- Days 3 and 4

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

Day Three

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

Day Four

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

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

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

National Conference Advice- Days 1 and 2

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

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

Day One

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

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

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

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

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

Day Two

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

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

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

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

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

Preparing for the PRSSA National Conference

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

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

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

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

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

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

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

What are your suggestions for students?