By Kate Templeton
Winter break was great, but now we need to refocus as we begin the new term. Below are a few tips to get back into the swing of things and have a successful 10 weeks!
Organize Your Planner
You will be shocked how much better your life is with a planner. It has been proven that writing words down actually helps people retain information better than just reading it. By having a visual list of the work you need to complete, you will be able to actually visualize and better organize the tasks at hand. Plus, I have to admit, I find it very satisfying to cross a completed task off my list!
Winter term is not only a new term, but also a new year! Whether you made New Year resolutions or not, setting some goals for yourself will help start your term off right. It doesn’t matter if your goals are small or large — they will help you keep your focus on what you want to achieve.
Start a Routine
Be proactive and create a routine for yourself. I know that it’s syllabus week and we all want to lie around and finish the TV shows that we binge-watched all winter break. However, implementing a solid and effective routine at the beginning of the term will help you be more successful as the term progresses.
Start Healthy Habits
My next tip is simpler said than done! Starting a consistent workout routine and eating healthier food choices is easier now than when the term gets busy later on. It is crucial to be in both a healthy and a happy mindset. Winter term can bring on seasonal sadness due to the lack of sun and shorter daylight hours. Being mentally and emotionally positive is extremely important to keep your spirits up these next 10 weeks!
I hope these tips help and everyone has a happy and successful 2018!
By Sierra Goodman
Local reporters, Tiffany Eckert, Justina Roberts and Amber Wilmarth, were on our media relations panel at our Nov. 1 chapter meeting. The three answered questions and informed members about relationships with public relations professionals and reporters.
Public relations professionals and reporters have a symbiotic relationship. Public relations professionals provide reporters with newsworthy stories and reporters provide PR professionals a platform to tell those stories. The key is to maintain the relationship on both a professional and personal level. Similar to any other relationship it requires mutual respect, communication and trust. Here are nine ways PR professionals can foster positive relationship with journalists:
1. Use the 5 W format
Journalists live on fast-paced schedule which means they need to know the who, what, when, where and why in a concise manner. Introduce yourself in a short and simple sentence. The pitch should be about a paragraph long to give enough detail about what you are pitching and why it’s important to the reporter and public as well. The ability to write concisely is a skill learned with practice so don’t beat yourself up if it takes an hour or more to write a paragraph.
In the past, it would be deemed inappropriate and unprofessional to resort to texting a reporter instead of calling or emailing. Texting is becoming a more efficient means of communication as reporters don’t have time to go through emails all the time and they are always on the go. Just make sure you have met or talked with the reporter at least once.
“I think that the most important part of PR is communication; communicate well, communicate distinctly, communicate visually.”
3. Initiate and maintain
Yes, we are in the year 2017 where apparently texting between professionals is now acceptable. However, it is still necessary to communicate in-person as well and introduce yourself. It is important to do so whenever the chance is given and to make an effort to make those chances possible. As Gossip Girl would say, “Remember public relations rule number one: your value is your social network.” Building these unique relationships develops overtime, there’s a number of angles to go about maintaining them. This can be anything from complementing them on a recent article they published to going out for a cup of coffee to discuss an impending exclusive. It all depends on where you’re at in the relationship.
4. Keep an exclusive, exclusive
One day in your PR career, you may be given the opportunity to give an exclusive news story to your favorite reporter. If you tell them it is exclusive, stick to your word and only share this information with them. Trust is lost if you tell multiple reporters you have an exclusive story.
5. Be crystal clear about an embargo
Following up on the last statement, be sure to make it clear when a story is an embargo. In this case, the term embargo is described as an agreement between a PR professional and reporter that information given will not be released until the time stated. It’s easy to misunderstand unless it is explicitly said the story is not to be released until the given date.
“What is the most important 15 seconds I could tell this reporter?”
6. Be available
There is nothing more annoying to a reporter than getting an interesting press release only to find out the contact is unavailable for further details. This forces them to move on to the next story making the day harder for both of you. If they are not able to rely on you for a quick response it can severe sever the relationship. Most reporters understand that PR professionals have a busy life too and may not be able to respond immediately. In this scenario, it is important to at least acknowledge that you have received the reporter’s message and let them know when you will be able to get back to them.
7. Get your story in before 8-10 a.m.
Before the day officially starts, reporters meet with the news team between 8-10 a.m. During this time, they are preparing stories for the rest of the day. If you want a reporter to pitch your timely story at the morning meeting, be sure to contact them BEFORE 8 a.m. If you contact a reporter after their morning meeting, the news agenda is set, your story will not be able to be fit in and it is old news by tomorrow.
8. Give plenty of lead time
Although reporters learn to live in a fast-paced environment, letting them know information a few days to a week in advance allows them to take a breather, even if only for a second. This step is important in maintaining a good relationship with the select journalist. No one wants to be working against the clock if they don’t have to.
9. Don’t pitch an advertisement
This part will take some time to master but it’s an important one. In order to not sound like an advertisement, a pitch requires some humanity. Remember to mention how what you are pitching effects the audience who watches the news. At the end of the day it’s one human speaking to another.
By Talia Smith
It’s the PR major’s dream to snag a big-name internship over the summer, plop it on your resume in the fall and have a dream job nailed down by the time your graduate; it doesn’t always work out that way. Some of us spend the summer taking classes, traveling or working. There’s nothing wrong with that, and in fact, there are still plenty of ways to keep building upon your résumé and portfolio if interning does not fit into your summer plans. Here are some options to consider:
Create Your Own Blog
Writing consistently over the summer is a great way to practice discipline. If you can give yourself deadlines to meet, then not only will you improve your writing but you will end up with at least one solid piece to add to a portfolio. Employers like to hear that you write for pleasure because it’s an indication writing is more than a just requirement but it’s also something you are passionate about.
A few summers ago, I wrote a travel blog when I took a cross-country trip. I mentioned it in a cover letter which was later brought up in an interview. Mentioning my travel blog opened up a conversation which would not have otherwise been brought up in an interview, and the more conversational you can make an interview the better!
After creating a collection of samples from your blog, you can take your writing a step further and try freelance writing. There’s a bit more effort required for writing freelance, some trial, and error, but after all of the hard work you could end up with a published piece of writing that will hold weight in your portfolio.
First take a look at the writing opportunities offered on campus. There’s the Emerald, Spoon University, and Her Campus, to name a few. If you’re looking to make a little bit of cash, you could check out a freelance writing aggregator website which will post opportunities. If you have an idea for an article, you could approach a local publication and pitch them an idea. They might want you to write the story and often appreciate articles from a college student perspective.
Manage a Social Media Account
Do you have a family member with a small business? A friend who is an aspiring musician? Or are you a volunteer somewhere that is lacking an online presence? Offer to create or manage a social media account over the summer and see how many followers you can gain. Coordinating social media for someone will provide you with quantitative results to add to your resume and you can include the screen grabs in your portfolio. That’s a summer side hustle well spent!
Volunteer Design Skills
Do you have an eye for graphic design? There are plenty of nonprofits that could use your help designing flyers, brochures, posters, social media graphics and more. Whether you have access to Adobe InDesign or use the “freemium” design website, Canva, you can really make a difference to a local charity or fundraising event by offering your skills. At the end of the event, you’ll have a spread of pieces to add to your portfolio.
If an internship is not in the cards this summer, there are still plenty of opportunities to contribute to your portfolio and expand your resume. Each of these suggestions requires self-initiative which future employers will appreciate. While you’re hitting the books, traveling abroad or working at the pool this summer, see if you can arrange one of these side projects to keep adding to your repertoire of communication skills.
By Talia Smith
As Thanksgiving weekend and holiday break are upon us, I think we can all expect an inevitable conversation with a relative that goes something like this:
Relative: How’s school going?
Me: It’s going well, Aunt Maureen. Thanks for asking.
Relative: What is it that you study again?
Me: Public relations.
Relative: Public relations? What’s that?
Maybe it’s just me, but at this point, I am racking my brain for the right words to articulate what exactly PR is. It is hard to summarize the whole industry into a few sentences because each sector of PR is different and the field is changing every day.
I realized after providing a not-so-great answer to a family member that I really should have a few sentences prepared about what I do. Then I remembered there’s a professional concept called an elevator pitch which is a 30-second opportunity to tell someone what you do in the time it takes to ride an elevator.
In preparation for the holidays and the get-togethers that come with it, I encourage aspiring PR pros to create your own PR elevator pitches. Holiday gatherings are an excellent opportunity to test run your pitch in front of a forgiving crowd so when you find yourself in an elevator with an executive seeking PR assistance, you’ll be able to eloquently communicate your message.
To help you get started, here are a few examples about how to construct your own PR elevator pitch. Let’s assume someone asks, “What is PR?”
Provide a general definition and an example of what PR professionals do.
According to the PRSA, “Public relations is a strategic communication process that builds mutually beneficial relationships between organizations and their publics.” This definition is a great starting place for your pitch but you’ll want to customize it to your own voice.
Public relations is a strategy brands use to communicate with their audiences.
Public relations professionals think of creative ways to help clients reach their audiences.
Public relations helps companies build relationships with the people who make the company successful.
Public relations professionals work with media outlets to share their client’s story to the public.
Follow with a casual, attention-grabbing statement.
You don’t want to pepper your pitch with industry-exclusive jargon. That’s a surefire way to receive glazed over eyes and the classic “I have no idea what you just said so I’ll just nod my head.” Keep it simple and use relatable words.
We do the behind-the-scenes work to help companies shine in the media.
Just like the name suggests, we help companies relate to the public.
We are like storytellers but for brands and organizations.
We take elements from advertising, journalism, and marketing to create a plan to help companies succeed.
Narrow in on what you would like to do in the field of PR.
Now that your listener knows what PR is, tell them what it means to you and how the definition relates to your aspirations.
One day, I’d like to help nonprofits spread their message in order to raise more revenue.
I want to be a bridge between the scientific community and the public.
I want to work exclusively with food and beverage PR to make sure my clients’ products end up in your refrigerator.
I’d like to use my love for writing to help brands get their message out in creative ways.
This holiday season, don’t panic when a relative asks, “So, what do you do?” Taking the time to create your own PR elevator pitch will not only help others understand what you do, but it might even help you better understand what you do or want to do. Make your PR elevator pitch your mantra and hopefully one day you’ll be reciting it to your future employer in an elevator and not to your Aunt Maureen as she passes the pumpkin pie.
By Erica Freeze
Broadening your professional network is essential for a smooth transition into the professional world. Your time in college is crucial for connecting with professionals and exploring possible career paths. So how do you meet potential employers? Here are four ways to get your foot in the door:
Join a career building group on-campus:
Student organizations across the country provide students with a variety of ways to network and meet new people. There are several on-campus clubs that can help broaden your professional network which includes: The International Business and Economics Club, Independent Society of Campus Journalists, UO Toastmasters, the American Institute of Architecture Students, and PRSSA. Many of these clubs bring in professionals to their meetings who give advice on how to succeed in a specific career path. The UO PRSSA chapter invites PR professionals bi-weekly to present at chapter meetings. These meetings can help you network and discover potential firms you might be interested in applying to after graduation.
Utilize the Career Center through the Professional Network:
As an enrolled student, you have access to a professional network through the Career Center. To gain access, you must complete an online networking workshop and quiz, and the login to your Duck Connect account. The Professional Network consists of UO alumni, parents, and friends committed to supporting you in exploring different career paths and preparing you for the working world. Browse various profiles and reach out to those who have a career that interests you in the professional network. If you gain a contact, ask if you can receive an onsite tour or set up a job shadow. This network is a great resource for engagement because all professionals in the network have agreed to share their time and professional expertise with UO students.
Connect with your instructor:
Many of your instructors have great connections in a variety of industries. Your instructors want to get to know you and help you succeed. Get to know your professors and see what realm of public relations each one specializes in. If they have similar interests to yours, don’t be afraid to ask for advice. They also still keep in touch with past students who have entered the public relations industry and can connect you with them. Instructors will often invite professionals into the classroom as well, so feel free to ask questions in class!
Set up an informational interview:
Before reaching out to a professional, look into a company you are interested in and research who they are, what they do and what they support. Once you have some knowledge about the company, ask the professional if they are willing to speak with you. Schedule a time that works for both of you, and be prepared to ask questions about their daily life at the company, any projects they are working on and the office environment. Remember that informational interviews are different from job interviews and that they do not guarantee a job.
Connect with professionals on LinkedIn:
LinkedIn is a wonderful resource for connecting with employers. If you don’t have a LinkedIn it is definitely time for you to set one up! Take the time to tailor your profile to show potential employers who you are. Many companies are on LinkedIn and you can narrow your searches by location, industry or job openings. LinkedIn is a great way to follow the employees at the companies you are interested in. You can message professionals on the platform and inquire about informational interviews or ask simple questions.
These are just a few ways to broaden your network. What are your tips and tricks for meeting potential employers?
By Talia Smith
Last year I was living in Portland, dead in the middle of a PR internship search. I applied to companies of all sizes – large corporations such as Edelman, midsize agencies such as Matter Communications, and small, boutique firms where I found the most success. When I shifted my attention to smaller firms, I noticed actual people were picking up my phone calls and responding to my emails.
Three interviews later, I landed an internship at Veracity. The boutique PR firm is owned by Amy and Mike Rosenberg, both UO alums. Their quaint office is tucked away in the stylish Bakery Building in Northeast Portland. For six months, I worked side by side with Amy and Mike, trying to soak up their knowledge about the field of PR.
One of the many things I learned during my internship is bigger is not always better when it comes to employment. I encourage anyone in my similar situation to seek out a boutique PR firm to intern. Here are four reasons why:
You can create meaningful relationships with your mentors.
When you work closely with your employers, you can’t help but get to know them on a deeper level than you otherwise would at a large agency. You have an ability to shine and be seen since, well, there are not as many people in your way. At a large firm, you won’t have the ability to interact with the president of the company on a daily basis. After producing good work and proving yourself to be a valuable intern, you can be assured that you will always have a great reference, letter of recommendation and networking connection. It is wonderful to have someone you can count on to speak highly of you.
There is a likely chance your internship will turn into a job.
All the lovey-dovey stuff aside, PR firms invest a lot of time and energy into their interns and they want a return on their investment. It is in their best interest to hire someone full-time who already knows the ropes of the company. Why would they want to hire someone in need of training when they could hire someone who has already been trained? Larger firms have more funds to test out interns whereas small firms won’t take on anyone who they can’t see working at the company in the future.
You might work directly with clients and media.
With the intimacy of a boutique PR firm comes trust and responsibility when it comes to client and media relations. You cannot necessarily say the same of an entry level position at a large firm. There is no better way to tighten up your email and phone etiquette than calling up a client or reporter on a regular basis.
When you communicate with reporters regularly, you create media relations that carry with you to your next job. Reporters tend to pick up press releases from familiar writers who take the time to understand their beat. A large portion of my internship was customizing emails and matching press releases to the right reporters. At larger firms, media relations can turn into spam at times with automated email pitches. Learning the essential skill of client and media communication is valuable.
You will have the opportunity to create tons of portfolio pieces.
Nothing looks better in a portfolio than an actual writing sample used by a client. In smaller firms, there is plenty of work to go around and a lot of it will fall on you. There is a good chance that you will have the opportunity to write pieces that end up in newspapers, magazines, blogs or social media posts. The work you produce is real and holds weight in a portfolio over something written for a school project. There is more work to dish out to other people in larger agencies but you have to be more of a jack-of-all-trades in a boutique firm – the result will be an array of diverse profile pieces.
As you’re starting to think about summer internships, I recommend starting your search with boutique PR firms. Be aware that many small firms do not post internships online – it’s up to you to create your own position and pitch yourself. This is really only a possibility at boutique firms.
Start by researching and making a list of the firms in your area then give them a call. Once you get someone on the phone, ask if they would be interested in hosting an intern. Practice your pitch and make it direct. Either they will say no and you can move on to the next firm on your list or they will say yes and ask you to send your resume. Make sure to remember the name of the person you spoke with on the phone.
Take some time to research the firm and create a customized cover letter. Then compose an email saying, “Hi, I spoke to so and so on the phone and they told me your firm might be interested in hosting an intern.” Attach your cover letter and resume and wait for a reply email or phone call. I guarantee, there will be a few firms who never invited the possibility of hosting an intern until it was presented to them. Who doesn’t need extra help and cheap labor?
Take control of your internship search by narrowing your choices to the boutique PR firms in your area. It worked for me and it will work for you too. The skills and hands-on experience you will gain in a boutique PR firm could land you a job with the company or act as a stepping stone to your next exciting career move. You know what they say: good things come in small packages.
By Erica Freeze
In today’s technologically advanced society, more companies are incorporating social media into their marketing and communications plans. For a company’s social media platform to gain attention, strategists should devise a social media plan. Every interaction that is made on social networks should work towards the organization goals. The more time and effort spent on a social media plan, the more effective it will be in its implementation. If your employer asks you to generate a social media plan, here are five ways tips to consider to ensure its success:
Step 1: Define social media objectives and goals
Establishing plan objectives allows you to make changes to your social media campaigns and platforms if they are not coinciding with your goals. Goals need to be established to gauge the overall success of the campaign. When setting your campaign goals, think of the acronym, “S.M.A.R.T.” This acronym is a great way to remember that your goals should be “specific, measurable, attainable, relevant, and time-bound.” Some examples of goals may be: increasing company awareness, increasing sales or increasing visitor loyalty. The goal is important to establish because it is the driving force of a social media plan.
Step 2: Conduct a social media audit
A social media audit is a process of analyzing what is working and what is not across your company’s social media platforms. When first starting your audit, take note of post frequency and follower interactions on each channel. From this, you can compare how your numbers change each month or each year. You can determine which platforms are worth keeping, enhancing or disregarding.
Step 3: Construct a content strategy
Creating a timeline and planning the content to post is helpful in the organization and originality of each platform. Cater your content to your company image, your audience, and the platform. An example: Should we post something funny or more serious? Should a video or a status be posted? Once your content is established, you can decide how frequently to post it on each platform. There are many studies that provide useful information about optimal posting times for each medium. Finding the perfect frequency to post can generate more engagement for your content.
Step 4: Engagement
It is important to see how your followers engage with your content on each platform. Keep track of how well each post is doing on likes, shares, and comments. Be on top of both negative and positive feedback. Instead of deleting negative comments, try to turn the customer’s perception around with positive advice and understanding. Showing that you care about your customers on social media can attract more followers and enhance customer loyalty.
Step 5: Evaluate and Alter your Plan
After you have implemented your plan, you should watch for what is working and what is not. You can use an analytics tool such as Google Analytics to provide data on website traffic. Once you see which content is driving the most traffic, you can apply this awareness to new posts. Because social media is constantly growing and changing, it is important to frequently analyze your successes and failures. From this, you can reconstruct your social media plan to best benefit your organization.
Many students check out when the sun makes an appearance, especially at the University of Oregon, where students are far too familiar with the rain and clouds. Instead of using the sun as an excuse to avoid homework and responsibilities, take control of spring term and use it to your advantage. Here are a few ideas on how to stay focused, while also enjoying the weather.
In order to truly enjoy the nice weather that spring brings, you will need to be prepared to do so. Getting your responsibilities out of the way on cloudy days allows for play on days with blue skies.
Out with the old, in with the new. There’s not much that feels better than throwing out old junk and clutter. It freshens your room, allows for more free space, and becomes a nice place to focus when needed.
May I suggest a little ODESZA? Gather some fun songs that make you put on your happy pants and allow you to dance it out. Listen to the playlist when you’re feeling discouraged and remind yourself summer is only weeks away.
This computer app allows you to put all of your most distracting websites on a ‘blacklist’ and it won’t allow the websites to load for however long you set your focus timer. Take that, Facebook!
After multiple hours of studying and staring at a screen, you often hit a wall and no longer retain as much information. Instead of sulking inside and dreading to continue, go outside, take a walk, a breather, and maybe do some jumping jacks to get the blood flowing again.
Whether it’s spring term or fall, it’s always a good idea to treat yourself after a good day of work. Eat some cake, get a pedicure, see a movie, or go on a fun weekend trip.
Lastly, it’s always good to have goals to strive for. It focuses on an end date and forces you to accomplish what needs to be done before then. Fitness goals, academic goals, or general self-improvement goals are always good options.
Brooke Adams is a junior transfer student, majoring in Public Relations and minoring in Business Administration. Brooke is a native Oregonian, avid coffee drinker, and music lover. Follow her on Twitter @BrookeIAdams.
Time spent studying and sometimes even doing public relations at the School of Journalism and Communication isn’t time wasted, and your portfolio should show that.
At the end of the PR sequence there comes a time where you present a variety of work you’ve done to present your story. For some, this “final” assignment can be daunting, terrifying, and can make you feel anxious as the day for Portfolio Reviews swiftly approaches. To help ease your terror, PRSSA has a run down of what to expect and how to prepare.
Here’s a short and sweet run down of how the review will go the day of:
Note that you might want to bring something to take these notes down. A phone may not be the best device to do this.
Prepping for the review doesn’t mean just practicing your presentation or putting together your portfolio. There are a few other things you should keep in mind and probably execute before.
Do your homework. Think of Portfolio Reviews as a job interview ⎯ in this case an interview to graduate. The week before you have access to the review schedule. Take the opportunity to learn more about your panel. This helps put into context what each professional’s takeaways will be during your presentation.
Conduct a social media audit on yourself. If you haven’t Google searched yourself, now is the time to. You can bet that the folks who are chosen to be your reviewers will most certainly Google search you before your review session. Don’t forget to use the “grandma” rule. If you think your grandma wouldn’t appreciate a photo, post, or tweet get rid of it.
Double and triple check your e-portfolio. Attention to detail is a known attribute for any public relations professional. Make sure your first impression made online isn’t a bad one before the review.
Dress professionally and appropriately. Many students struggle when it comes to dressing professionally. It doesn’t mean wear four-inch heels you bought the day before or a suit jacket you had passed down because it’s the only “formal” thing you have in your closet. You want to look and feel the part. Reviewers know when you swung things together last minute. Follow these dress rules from Ann Taylor for women and GQ for men. Note for women: keep in mind the demographic of your reviewers. When wearing dresses, err on the side of caution.
Present your work as it pertains to your story and these three major points: the problem, solution, and impact. Each piece of your portfolio shouldn’t be there just to be there. It has to tell your story. Figure out how that piece of work relates to your overall theme or has shaped the way you perceive public relations. Remember that your materials have to tell your story without you in the room.
After your review, send them an email an hour to two hours later. Within 24-72 hours, send them a personalized thank you card. These folks are here because they care about how well you thrive in the industry. Take the time to tell them thank you for gaining valuable advice.
Abbie Mulligan, President, serves as the chapter’s resource and mentor, for our members and the executive board. When she’s not in Allen Hall, you can find her helping to strengthen the university’s relationship within the community. Follow her on Twitter at @abbsmulligan.
Attention junior and senior students: it’s time to start networking! “Building a network” may sound like an overwhelmingly large task, but we promise it’s easy as 1, 2, 3. Follow the three steps below to start creating a custom network that will serve as your most useful (and powerful) professional tool.
Do some digging.
Building your network is an exciting process that requires you to connect with many different peers and professionals. But how do you know whom to get in contact with? Start by doing some digging. Reach out to professors, current and past employers and even your parents. Have them suggest friends or colleagues for you to get in touch with. They could even send a friendly email that puts your name on their radar, which really increases the likelihood you’ll get a response.
Once you’ve put together a solid contact list to work with, it’s time to start connecting with folks. Send out e-mails asking for informational interviews about their business, or even to just meet over coffee. Make sure to do your research first. Collect as much information as possible about what this person does for a living before chatting with them. This will show them that you’re serious about starting a professional relationship – they will respect you for it. And don’t forget to make a connection on LinkedIn too.
After making initial contact with a person, do not forget to follow up. Follow-up e-mails and phone calls will instill a lasting impression on your new acquaintances. Ask about what’s going on in their industry, ask for suggestions on other resources…be creative about how you foster this new relationship.
Remember that you, too, should contribute to professional relationships. Offer knowledge on current industry news, connect your peers with professionals in need of new employees, and generally build trust that will carry your relationship far into the future. Your network will be your new BFF. Treat these relationships with respect, stay in touch, and keep them in the loop with any major (professional) events in your life. The possibilities of where your network can take you are endless – so start building!
What are some ways you’ve already started building your professional network?
Anna Williams, external relations committee member, is a senior studying Family & Human Services. She’s obsessed with craft beer, avocados and everything about Seattle, and is pursuing a career in Food + Bev PR. Follow her on Twitter @annaleighwill.