Guest Post: Embracing the Next Phase

This guest post is from my Twitter friend, Kellye Crane. Kellye is one of those PRos that I always recommend students follow. She’s super smart and has good advice for PR people at all levels.

As the school year draws to a close, I’m sure many PRos in Training are thinking about the future, and pondering what Modern PR means today. Whether you’re on the job market, starting an internship, beginning a new position or just trying to keep up with the latest advancements, you’ve no doubt heard and read a great deal about the vast changes taking place in the approach to public relations.

As current students know, whether it’s called PR 2.0, New PR, or some other catchy label, it’s clear that public relations is moving into a new age. At the forefront of this evolution is PR’s incorporation of a more conversational approach to communications, made possible – and necessary – by social media.

All this change can feel a bit intimidating, but the good news is this is truly an exciting time! Those who stay abreast of the changes and adapt to the evolving climate will thrive. If you’re worried, I’m going to let you in on an open secret:

Today’s students are every bit as prepared as the more experienced PR pros to succeed in this fast-changing environment.

For most of the class of 2009, adapting to new technologies, conversing online and being authentic is second nature. Much of what my colleagues and I are trying to learn – from the social norms of texting to the unspoken rules of Facebook – is old hat to you. PR is going to look very different in the near future, and the truth is some of the experienced pros are set in their ways.

Of course, the fact that the methods of communicating have changed doesn’t alter the fundamentals of public relations we should all be practicing. This is where the PR veterans have much to teach new PR pros.

These circumstances create a unique opportunity for emerging and experienced PR pros to join forces for a perfect partnership of wisdom and new ideas. While it’s essential to give appropriate respect to your managers, at the same time you should feel comfortable to share your perspective. The best workplaces will welcome your input and – whether it’s used or not – you’ll be credited with thinking strategically.

Your fresh perspectives combined with the expertise of your senior colleagues will be a powerful alliance. Together, you’ll be unstoppable!


Kellye Crane founded Crane Communications, LLC in 1995, and has 18 years of experience in strategic public relations and marketing communications. Her blog is Solo PR Pro and you can find her on Twitter at @KellyeCrane.

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  • RockstarJen

    I concur Kellye! I’ll let all the young people just getting started in on another little secret. Many of the experience PR folks are great at the basics, but are intimidated by all the new tools and avenues. Things are moving quickly, and they need help.

    Questioning the status quo will not only help you grow, but you might just teach an old dog new tricks, too.

  • Kellye Crane

    Thanks for your thoughts, Jen. You’re right — it’s my hope that today’s grads will be treated as valued members of the team!

  • kern8604

    Thank you for reassuring a soon-to-be-graduate. I have been hearing that we need to prepare ourselves for a tough job market, and that we need to be able to do any variety of tasks (all at the same time) and still maintain our sanity. It is not an easy task — but you reinforce that we have been given the skills to enter the job market prepared for whatever may come our way. We are armed with professional blogging, tweeting and the basic skills of writing and communication that will help use be sucessful!

  • Kellye Crane

    Hi Kern8604 – you’re exactly right! I’m so impressed with today’s professors who make social media participation a class requirement. This will go a long way to help new grads be successful from the get-go. Best of luck!

  • Rachel

    I agree with all of this post! I am hoping my social media skills will help with the job search. Graduation is rearing its head and I am very eager to see where my new-found media skills can take me!

  • Alison Belter

    As a soon to be graduate I appreciate this post! It’s reassuring to hear that new pros entering the work force are every bit as prepared to deal with the changing scene of PR as the experienced pros. I’m excited to put my media skills to use and thankful that my professors embraced social media with open arms. Besides staying up on current trends, what else do you feel is key to a new pro being successful in a PR position?