PRos in Training

Author: Kelli Matthews

  • Guest Post: Creating the Job You Want

    This is a guest post from UofO alum, Sarah Essary. You can follow her at @ConsumingPR.

    I like to think of job descriptions as simple suggestions. Coloring outside the lines is perfectly acceptable in the workplace, but only if your art becomes a masterpiece.

    Not too long ago, I was hired as a Reservationist at The Citizen Hotel. My job duties included answering the phones, filling reservations, assigning room numbers and routing payments. After a few weeks, I offered to develop the hotel blog and Twitter account. Soon, I proved to be knowledgeable in public relations and took on more responsibilities. Before I knew it, I was launching a social media campaign and taking a dual position as Public Relations Coordinator.

    Currently, I am the Reservationist and Public Relations Coordinator for both The Citizen Hotel and Grange Restaurant & Bar. My duties include updating and writing all social media content, handling media inquiries, working with our public relations agency, editing all press materials, coordinating local media outreach, media monitoring and brand awareness, as well as writing and distributing the restaurant newsletter.

    Practicing public relations during a dodge ball game is the best way to describe my typical day. It is imperative that I stay on top of all public relations activities while answering the phones at first ring. I may fill 10 reservations while at the same time edit an entire public relations plan.

    This dual role is the best way for me to understand the market first hand. I’m in the trenches and the lookout tower all at the same time! It’s fulfilling when customers choose to stay at our hotel after noticing our Web site, news coverage, blog posts or even our Twitter!

    As a Reservationist and Public Relations Coordinator, I am able to pitch and position my business with a first-hand understanding of the current market. There is nothing like disseminating a message to media and observing the impact on the target audience. It’s a blessing to have both worlds at my fingertips.

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  • Balancing a Reverse Coaching Role as a Young PRo

    Balancing a Reverse Coaching Role as a Young PRo

    Most entry-level PR PRos will start in a technician role, participating in the “craft” side of public relations: writing, editing, taking photos, running special events and doing the legwork of media relations. The technician implements the management’s communication strategies.

    I always try to focus on helping students show that, while they have the skills to be a technician, that they have the capacity for the problem solving, planning and counsel that is required of managers.

    With social media, I think we’re seeing entry-level practitioners, well-versed in the tools of the trade, being asked to provide solutions, the strategic planning and serve as “reverse coaches.” I was chatting with my friend and colleague Pat McCormick from Conkling Fiskum McCormick about how important this “reverse coaching” role is in today’s business, especially in public relations and communications. CFM has hired several Ducks and recognizes how much its entry-level employees have to offer.

    The balance, however, is that while, as new employees, you bring much-desired skills to the table, they have much to learn that only experience and strong senior mentors can bring. The way that young PRos get information, exchange information and build relationships is shifting fundamentally the way that we all communicate and they are the natives. I also think that as educators, professionals, employers – and even students – we’re just starting to really get a handle on this shift.

    We have the responsibility to help prepare our students for this “reverse coaching” role, and also help them to approach that role with grace, professionalism and an open mind. They have much to learn to from their colleagues to fully realize their potential to be remarkable strategists, problem solvers and counselors.

    What do you think about the changing face of communications and the entry-level practitioners role in it? I’d love to hear your thoughts.

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  • Finding Friends & Building Your Network on Twitter

    My social Network on Flickr, Facebook, Twitter...Image by luc legay via Flickr

    The question that I hear the most about Twitter is “How do I find people to follow?”

    Twitter often seems a bit overwhelming at first, but when you find the right people to follow (and follow you back) you can start to build really meaningful connections.

    To start, figure out who the thought leaders are. You can get a good sense of these by checking out lists of recommended people to follow.

    Three great lists:

    • Dave Fleet’s two lists of people to follow: one, two.
    • The Twitter Power 150 (the twitter IDs of the top 150 marketing, advertising and PR bloggers)

    But maybe you’re looking for people in a specific niche or outside the realm of marketing, PR and advertising? Some good applications to try.

    • TweepSearch: This site will let you enter keywords or locations and searches people bios.
    • WeFollow: Twitterers tag themselves with up to three categories. You can search by tag. This is a pretty new service, but seems to be very popular and populated with lots of people.
    • Nearby Tweets: Just enter a zip code, keyword and/or radius and find people in your community.
    • TwitterPacks. Find like minded people sorted by category and interest.

    Hopefully this list will give you some fuel for your twitter bus. You can also check out this great list of 100 twitter tools, designed for educators, but the tools can be used by anyone. And of course, lots of tips and resources via my Delicious bookmarks.

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  • J-School’s Portland Center Hiring Instructor

    Instructor
    School of Journalism and Communication, University of Oregon
    George S. Turnbull Portland Center

    The Position

    The University of Oregon School of Journalism and Communication seeks an instructor for its George S. Turnbull Portland Center for the 2009/2010

    The "Made in Oregon" sign located at...Image via Wikipedia

    academic year. This is a full-time, nine-month, renewable appointment, based in Portland, beginning on September 16, 2009. A part-time summer appointment is attached to the position, beginning on August 1, 2009.

    The instructor will arrange internships and supervise students in the Portland Senior Experience program, and teach undergraduate courses in public relations and graduate courses in our strategic communication professional master’s program. The successful candidate will have a graduate degree, a professional background in communication, and university teaching experience. Familiarity and connections with the Portland media market are preferred.

    The School of Journalism and Communication

    The School offers doctoral and master’s programs in communication and society as well as professional master’s programs in news/editorial, magazine, strategic communication and literary nonfiction. The undergraduate program serves more than 1,400 majors and pre-majors in four majors: advertising, communication studies, journalism and public relations and approximately 80 graduate students in master’s and doctoral programs. Accredited by ACEJMC, the School is nationally known for its commitment to teaching excellence. In 2006, the School opened the George S. Turnbull Center in Portland, where it offers undergraduate and graduate classes, workshops and seminars for students and for the professional community. More information is available through our web site at: http://jcomm.uoregon.edu.

    The University of Oregon Portland

    The University of Oregon’s Portland programs include journalism and communication, architecture, digital arts, product design, law, business, and continuing education. They are

    UO White Stag: First Ave.Image by andrewb823 via Flickr

    housed in the White Stag Block, a refurbished, 103,000-square-foot facility, in the city’s Old Town Chinatown district, which is LEED Gold certified and has been honored for both sustainability and historic preservation. The Portland metro area is noted for its high quality of life, vibrant cultural environment, and access to outdoor activities, including the scenic Oregon Coast and the Cascade Mountains.

    To ensure full consideration, applications must be received by April 24, 2009. The search will remain open until position is filled. Please send a letter of interest and qualifications, resume, and contact information for three references to:

    Alan G. Stavitsky
    Senior Associate Dean and Professor
    Director, George S. Turnbull Portland Center
    University of Oregon Portland
    70 NW Couch Street
    Portland, OR 97209
    ags@uoregon.edu

    The University of Oregon is committed to creating a more inclusive and diverse institution and seeks candidates with demonstrated potential to contribute positively to its diverse community. We are an equal-opportunity, affirmative-action institution committed to cultural diversity and compliance with the Americans with Disabilities Act.

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  • Building a Strong Mentor-Mentee Relationship

    My mentor has been an important part of my professional life and, over the years, a trusted friend, confidante and adviser in many aspects of my life. She’s given me opportunities to earn experience in areas of public relations that I might not otherwise have had and is always ready with advice if I ask. If I don’t need advice, she’ll just listen.

    We met when I volunteered for a nonprofit organization as an undergrad where she was serving as the communications director. We had a chance to work together on maybe a project or two before she left. I continued to volunteer for the organization and frequently asked my mentor for her advice on projects.

    It wasn’t long before she asked me to help her with a client project – doing some basic media relations work. That was 8 years ago.

    I am not exaggerating when I say that my career would not be where it is without her guidance and advice (and trust!). I’m a better person and a better PR professional because she’s in my life.

    I think I’m pretty lucky. But how did I build this relationship and how can you seek out and develop one that works for you? I also asked my twitter network. I’ve noted their advice with a twitter ID after each point.

    Being a mentee.

    Being a “good” mentee has to be a part of figuring out a mentoring relationship. From the very beginning, think about this relationship as two-way. As a mentee, you have responsibilities:

    • Know yourself. Know what you’re looking for in a mentor and can identify the qualities that you want to grow in your own life. Think about your values and priorities. For example, for me a mentor without the same family-focus that I have would’ve been a problem. I need someone who understands, and encourages, work-life balance (mostly because I can forget the “life” part). (@AmandaJones)
    • Talk about your goals. Being clear about your goals and aspirations will help your mentor be clear about what you expect. (@sarahannelilly)
    • Do outstanding work and be enthusiastic. It’s rewarding to mentor someone who is learning and growing and doing work that you can both be proud of. If you’re seeking career guidance, show that you’re actively working toward those goals and making progress. (@krhodey)
    • Listen. Listen to what your mentor has to say. Only you can make the right decision for you, but good advice is valuable. Showing that you’re listening can strengthen the relationship and encourage your mentor to continue sharing his or her insights and experience. (@RichBecker & @aplambeck)
    • Reciprocate. Everyone has something to offer. Figure out how you can give back to the relationship.

    Finding a mentor.

    • Set some goals. Be clear to yourself about what you’re looking for in a mentor relationship. A mentor can be helpful in many ways, and often more than one mentor is necessary and appropriate.
    • Consider logistics. Do you need a mentor who works at your company? or would you like (or need) someone from outside the organization?
    • Be proactive. Just ask! I was flattered to be asked to be a mentor recently. It really only took an email and I was on board. I also recognized that she and I would be a good fit and so it was easy to say yes. (@ntindall)
    • Ask for referrals. Ask friends, your peers or family to help identify a good mentor. You may be able to extend the possibilities far beyond your own personal network.

    Being a mentor

    As I mentioned early on, the mentor-mentee relationship must be two-way. The mentor also has some responsibilities besides just sharing what s/he knows. Two important “duties” stand out to me. My mentors have excelled in these areas, and that has truly benefited our relationship.

    Listen. Listen to what your mentee says and needs to meet his or her goals. Clearly s/he respects you and your work, but everyone has a different life path. So your path might not be the right path. (@RichBecker)

    Be genuinely interested. It is flattering when you’re asked to be a mentor, but it must be more than an ego boost for you. You need to be genuinely interested in your mentee’s life and career and eager to help meet the goals he or she has set.

    Setting expectations.

    Women for Hire has a great list of questions to consider at the outset of mentor relationship. I don’t know that something this formal will work for everyone, but it’s worth considering these questions and determining if the answers are important to creating a functional relationship. A few of the questions worth considering:

    • How often will you meet? Before you approach your mentor, have a good idea of how much time you’d like from her. Do you need to meet once a month or once every other month?
    • Under what circumstances will you meet? Coffee shop, home, office? Morning, lunch, evening, weekends?
    • How you will stay in touch? By phone or email? Ask what is easiest for her and be willing to accommodate that.
    • Confidentiality. This is a must on both sides, especially if you work for the same company or know many of the same people professionally. You’re likely to discuss work situations and professional relationships in the course of your work together, and you must agree to keep all information just between you.
    • Honesty. If you can’t exchange ideas freely there’s no use in getting started

    So what are you waiting for? Just ask! It won’t cost you more than some time and a cup of coffee and the rewards can be tremendous.

    If you have (or are) a mentor, I’d love to hear your tips and stories! Please share in the comments.

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  • The Finish is in Sight Linky Love

    200 metres sprintImage via Wikipedia

    The short sprint that is our 10-week academic term is coming to a close. Just two more linky loves on the agenda for this term. Lots of interesting stuff this week.

    Shame: This post from the Ruder-Finn ethics blog argues that shame is a powerful emotion and can have a profound effect on someone’s behavior. What are the implications for public relations professionals in our daily work?

    Working the Bottom Rung: Ryan Anderson offers tips for junior PR professionals about making themselves valuable in a scary economy.

    An Introduction to Social Media: Our friend, Paull Young, gives an overview on the use of social media for business (video).

    Memo From Kafka’s Castle and What Employers Want to See on Your Resume: Some handy tips from a technology CEO, via Guy Kawasaki’s blog.

    HOW TO: Measure Online Influence: A Mashable.com post by Micah Baldwin about understanding and measuring influence online.

    Keep Your Eye on the Ball    : The last in the series of posts by my friend, Leo Bottary, on client service. This post remind us to focus on the client’s goals and help them to understand that you’re a partner in their business and striving toward to the same ends.

    Print Closure Hastens Move to New Media: Some recent newspaper closures are punctuating the changes that that are occuring in the media world. PRWeek gives its take. Do you feel like you’re prepared for this world?

    Did Skittles Scuttle it’s Brand & Skittles Smackdown, A Sociological Viewpoint: Skittles (as in the candy) did some weird stuff with their Web site this week. What do you think?

    The Ultimate HARO (Help a Reporter Out) FAQ: You may have heard about HARO on Twitter or in your online adventures. Do you know what it is and how it’s relevant to you and other PR students and young PRos.

    Do You Speak Recession?: Michael Allison talks about the loaded words that are being used around the current economic crisis. Understanding the power of words is important.

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  • Are You Active? Including Social Media on Your Resume

    The first term my students blogged, I was thrilled if they completed the assignment and seemed to enjoy it. A few did (my favorite was Stu Holdren’s blog, Stu’s Clues), but almost no one kept the blog up longer than the end of the quarter. That’s been the case most terms since then.

    Of course there are a few (extremely notable) exceptions. Staci Stringer, Jessica Lomelin, Sarah Essary and Beth Evans all come to mind immediately.

    But for the most part, the blogs are abandoned after the 7 weeks assignment.

    Twitter seems to get a little bit more traction and become part of the students’ routines. But I would be lying if I said it was more than 25% of students that continue using twitter after it’s not required.

    There are lots of reasons for letting your blog and twitter profile to go seed. Students (and young professionals) are busy people. But recently a student came to me to help edit her resume for an internship. She listed “social media” in her skills. In her case, she seems like she’s in it for the long haul, but that’s neither here nor there. The point is, it got me thinking about when you should list “social media” on your resume as a skill – especially as a student.

    I asked my twitter friends and got a ton of response.


    My point wasn’t wording, specifically, but whether someone can claim social media as a skill if they aren’t actively participating (with the assumption the individual would not explicitly reveal that the blog was abandoned or the twitter stream had run dry). I’m going to share the replies here and then follow up with another post and my own thoughts on this subject later this week:














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  • Linky Love of Numbers

    Spiekermann House NumbersImage by Stewf via Flickr

    Sorry for the delay in posting this week’s linky love. But I found lots of good stuff and and each is a numbered list. How handy!

    Debunking Six Social Media Myths (BusinessWeek, written by BL Ochman aka @whatsnext)

    Five Digital Trends to Watch for 2009 (Authenticities, written by Steve Rubel aka @steverubel)

    Five Stories of Twittering Gone Bad (Network Solutions via @SuziSteffan)

    Five Ways to Gain More Value from Your PR Agency (PR Squared, written by UofO Alum Nicole Jordan aka @nicolejordan)

    10 Social Media Questions Worth Asking (Socialized aka @jpostman)
    ** think about some or all of these questions as your post this week.

    5 Essential Social Media Strategies for a Bad Economy (Social Media Explorer, written by David Finch aka @davidfinch)

    10 Ways to Boost Your Blogging (Danny Brown aka @dannybrown)
    ** Thinking about continuing your blog beyond this term? Some good tips and ideas to think about/write about.

    Lessons From TED: 5 Simple Tweaks (Slideology)
    ** Great tips for your presentations this week, J452 students.

    Three Ways to Give a Good Interview and One Way to Shake Things Up (Blazen Careerist, Penelope Trunk @penelopetrunk)

    Six Warning Signs of a Problem Client (Freelance Switch aka @freelancesw)
    ** I know you won’t really get these yet, but trust me, it’s worth considering what makes a good client.

    Not on theme, but very useful.
    How to Run an Informational Interview (Darren Barefoot)
    ** Spring break is a great time to do info interviews, read up.

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  • Personal Branding: Advice for PR Students on the Job Hunt

    Erika Penner, one of my PR Campaigns students, also happens to be an HR professional about mid-way through her MBA program at the University of Oregon. Lucky us!

    She spent some time last week giving her best advice for resumes, portfolios and interviews and she is allowing me to share her PointPoint with you here.

  • Weekly Linkity Love Posts


    Well, I thought I’d avoided the Oregon Plague (i.e. the terrible head cold that’s been going around), but I think I was wrong. Fortunately, not everyone’s brains are filled with fog and some folks managed to put out some great stuff this week.

    PR Colleagues: Don’t Forget to Brush Up on the Basics (Arik Hanson on PRSarahEvans.com)

    Facebook Faces the Music: As the Multitudes Lash Out Over Privacy Infractions, Social Media Giant Reverses Its Policy (Bulldog Reporter)

    Five Crucial Tips for the Perfect Pitch Letter (Bad Pitch Blog)

    Dig Deeper & Never Stop Bringing New Ideas to Your Client (Leo Bottary’s Client Service Insights)

    Small Steps to Improve Client Relations (Dave Fleet)

    Making the Most of a Phone Interview     (Barbara Nixon)

    Target Practice (Megan Soto)

    Build Blog Posts Like Building Blocks (Chris Brogan)

    A Quick ‘n’ Dirty Guide to Setting up Social Media Monitoring (Social Media Explorer)

    The Dangers of Astroturfing (MWW’s Blogworks)

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