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 Kate Templeton
Do you stress out before an interview? Don’t worry- you’re not alone! For me, interviews are the most nerve-racking part of the job process. Demonstrating to prospective employers that you are the most qualified person for the job while being asked questions on the spot can be very stressful. However, with preparation and practice anyone can become a pro interviewee! Here are five tips that will help you nail your next PR interview and alleviate some of that stress:
First impressions matter! When going into an interview, it is always a good move to dress professionally. Have you ever heard the expression, “Dress for the job you want, not the job you have?” Dressing up for an interview can show prospective employers that you care about the job and are taking the interview seriously. You want them to be able to picture you doing the job you are applying for. Plus, when you dress well it can help you feel more confident!
When conducting an interview, people are looking for specific responses. They are seeing if you possess the skills needed to work well with their organization. Why not show up extra prepared? As PR students and PR professionals we should be able to think on our feet and effectively promote ourselves. There are certain questions that are consistently asked at interviews (ex: strengths, weaknesses, why do you want to work here, etc.). Practice answers to questions you think you may be asked so that you feel more prepared and confident for the actual interview!
It’s easy to tell people that you have a full public relations portfolio with a variety of creative work pieces through multiple clients. However, actually being able to show off your skills during an interview is even better. Make sure to show your PR portfolio and sample work to an interviewer, whether it be a hard copy or online. This will help differentiate you from other candidates.
Few things are as impressive in an interview as showing how prepared and knowledgeable you really are about what you are applying for. Especially if it’s a job related to PR, you want to know all of the ins and outs of the organization and role. Being able to demonstrate that you have done your research tells employers that you spent time learning about the company and position, and that you genuinely want the job.
After the interview is over and you begin the process of waiting for a response, it is important to follow-up with the person/people who interviewed you. Sending a thank-you note or e-mail is always a great idea. This is an additional way to reiterate how much you want this position and help them specifically remember you when they are picking from a large pool of applicants.
By Erica Freeze
I am graduating in less than two weeks. As I continue to process this, I thought that I should end my UO PRSSA blog contributions with some advice for those who get to enjoy college for a bit longer.
The last few weeks of my senior year have felt like the series finale of a sitcom; you say tearful goodbyes to the dear friends you have made and start to reminisce on all of the good times throughout your college career. Your character development over time suddenly becomes apparent and you realize that this development in this environment is ending.
For those of you lucky enough to still be in college, or who are about to start, I remind you to keep your college friends close before they start their new lives elsewhere. Enjoy the fact that you are only a few blocks away from some of the greatest people you will ever meet. Take a class you enjoy and soak up as much knowledge as possible. Make a bucket list and go on adventures with your friends all over the state. Don’t be afraid to overuse the excuse, “I’m in college” while you can. And when you do have some free time, don’t be afraid to utilize the connections you have made to pursue a future career that interests and excites you.
The job search is a long and strenuous one. I am still on my search and rejection is not easy. But something that I am constantly reminded of is that everyone has a different path and you cannot compare yours to your peers. Being in the SOJC, this is extremely difficult as I compare myself to those who have had jobs lined up since the beginning of the year. I feel behind and as if I will never find a job. But at the end of the day, there is, believe it or not, some positivity to the job search. This search has helped me learn more about my passions and exactly what I want to do. Don’t be afraid to be a little selfish as you embark on the post-grad job search and journey. I have not had an easy spring term and have dealt with a lot of anxiety and stress about my future. But the thing is that it is MY future, no one else’s. Remember that it is your life, and if you want to move to New York and work long hours to survive, then go for it! Yes, I know that some parents may have reservations about where their children go, but a conversation about your future with them can be beneficial when you present them with all of the wonderful opportunities that there are for young college graduates. Don’t move to a big city just because all of your friends are. Don’t go to grad school because it’s what your parents want. Do what makes YOU happy and strive for that!
With all of that being said, in the craziness of senior year, make sure you take at least one moment to realize how beautiful and special life is at this moment in time. Sit back and smile when you have little responsibilities and time to grab brunch with your friends on a Friday morning or gather around a TV with a pizza on a Tuesday night. Take this moment to appreciate the life you are living. Although next year will be different, keep these memories close to get you through your post-grad years. Life is filled with ups and downs, but there are many great years ahead to look forward to.
To those of you graduating, congratulations to the Class of 2017. We did it! Good luck to you all, and to those still embarking on the wonderful journey that is college.
As a college student, you need your sleep – there’s simply no other way to put it. You stay up late finishing homework, wake up early to go to class, work during normal business hours, and sometimes decide to go out on the weekends which, yes, takes away from time you could be sleeping. Almost any student can relate to their morning going a little something like this…
It’s 8 a.m., your alarm is buzzing, and you went to bed at 3 a.m. the night before. You drag yourself to the kitchen for coffee and leftover cold pizza, you shower, throw on whatever clothes are nearest, and head to your first class of the day.
As a young adult still in school, you’re allowed to have a messed up sleep schedule and a morning like the one listed above. However, when you’re entering the professional world it’s time to change up the cold pizza for a hearty breakfast and the sweats for a suit. Waking up fifteen minutes before you need to leave isn’t going to cut it anymore. If you’re a senior looking forward to graduating, it’s time to start transitioning to your new professional morning routine:
Check the news, social media, and your emails.
Start your day with making yourself aware of what’s going on in the world today. You don’t want to be the only one who shows up to work and doesn’t know about the latest news, scandals, and tragedies. Especially make sure to check your email; it decreases the likelihood of surprises when you walk into your office.
Eat a well-balanced breakfast!
It’s cliché, but definitely makes a difference. Breakfast jump starts your metabolism and provides you with energy and nutrients that help you concentrate throughout the day.
Whether it’s a simple jog, a brisk walk, laps in the pool, yoga, or an intense CrossFit workout, you need to get moving. Working out in the morning boosts your endorphins, which results in a better mood for the day. It also relieves stress, keeps your metabolism elevated, and helps keep you focused.
Writing out your plans for the day can really increase productivity. When you fail to plan, you plan to fail. Making a to-do list, writing out your meetings and phone calls, and writing down deadlines will help you remember them. Seeing your day on paper or a computer calendar helps mentally prepare you for what’s to come.
Get your hardest task for the day out of the way.
Putting off the most difficult job can sometimes seem like the better path to take, but it’s not. Often you’ll end up procrastinating too much and it’ll hang over your head, daunting you. If you make it priority number one, tackle the job and get it out of the way, the rest of your tasks for the day will seem small and easy in comparison.
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.
It’s that time of year! We college seniors are scrambling to submit resumes, obsessing over networking with professionals, and praying we magically land the ultimate “big girl/boy” job that fits our career wish list. And pays $1,000 an hour…in our dreams.
Those of us with internship positions are obviously highlighting that experience on our resumes and counting on supervisors to act as references. But what if the perfect job opportunity is closer than we think? Wouldn’t it be nice to transition into being a paid professional without even having to leave Eugene? Read the 5 tips below on how to turn your internship into a real, paying job.
Interview your supervisor.
Your supervisor and you probably engage in light conversation during downtime on the job. But to be seriously considered as a potential new hire, dig deeper! Set aside one hour to have a conversation with your supervisor that will strengthen your professional relationship and prove you care about a career at this agency. You could ask:
Establish new connections.
Take it upon yourself to network with professionals at other agencies in the area. Paid staff at your internship site probably have these relationships already, which is exactly why you have to show them that you are also capable of establishing a presence in the local PR community. Call around, send e-mails, and set up informational interviews. This will give you a competitive edge against other potential new hires.
Take on a solo project.
Your supervisor needs to know exactly what her intern can accomplish as a member of the team. Start by considering your skill set: What do you bring to the agency that sets you apart from veteran employees? Next, sit down with your supervisor to discuss agency needs. Maybe the company’s presence on a new social media platform needs to be developed, a brochure needs to be designed, or a whole new event planned. Utilize your skills to meet the agency’s needs and…ta-da! You’ll stand out as an essential member of the team.
Immerse yourself in the agency culture.
Make friends with coworkers and take up activities that seem popular around the office. In conversation, bring up topics of interest to those around you. This agency needs to know that you can groove with the overall office vibe.
This might seem obvious, but just ask for a job! Let your supervisor know how interested in you are in starting your career with this agency. She will greatly appreciate your passion for the work this agency does. The worst-case scenario is that you are turned down, and then it’s back to the resume submissions and networking frenzy!
Have any other tips on turning an internship into a job? Share them below!
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.
Jen Eisenmann is a University of Oregon SOJC alumna who works as a social media and event production intern for the San Francisco Giants. During her time at the SOJC, she worked as a digital strategist for the University of Oregon Athletic Department and an account supervisor for Allen Hall Public Relations. Below she discusses her experience in the professional world.
Q: What are you responsible for as the San Francisco Giants’ Social Media and Event Production Intern?
A: My responsibilities change depending whether the team is home or away. When the team is home, I help with day-of responsibilities. This changes depending on what is going on at the park. Usually I am responsible for updating our Snapchat, gathering content for Facebook and Twitter, preparing a Run of Show for our social media center, the @Cafe. Since my job also includes event production I will help with any special events going on in the park that day. This can include bringing different groups onto the field for on-field performances, coordinating National Anthems and helping with events around the park. When the team is away, my days are more of the classic 9-5, I have planning meetings and prepare for the next homestand.
Q: How did you get to where you are today?
A: I started working in social media through an internship with The Duck Store. I randomly applied the summer after my sophomore year and ending up getting it. About 6 months after that, the Quack Cave asked if I would like to join their team. After working there the whole summer I was asked to be the lead for football. I tweeted for every home and away football game during the 2013 season. When football ended I took a little break until baseball season started and began tweeting for Oregon Baseball. I was graduating a term early and decided to start applying for jobs in late-January. In mid-February I got a call from the Giants for an interview. After three rounds of phone interviews they called to let me know I had the job. In late March, I moved to San Francisco and started working for the Giants during their preseason games.
Q: Is there anything you wish you had learned or a skill you wish you had spent more time honing during your time in school?
A: I wish I would have taken a CIS class. So many social media jobs these days ask for you to have some experience with HTML coding and I have absolutely no background there. I also wish I would have taken one or two more design classes, just to be more confident in my abilities on Illustrator and InDesign.
Q: What is the most needed skill in your job and why?
A: I think the most important skill for someone who wants to work in sports is flexibility. Things change every single day and it can seem like nothing is going right, but you have to keep going because the game still has to start on-time. I think you need to be ready for really bad days and really good days. You can’t let little mistakes get to you and you really just have to be prepared for whatever gets thrown your way.
Q: What advice do you have for a student seeking a job in PR?
A: Apply for everything and be ready for anything. Everyone says it’s all about who you know; I knew no one at the Giants when I applied for the job here. I was hired because of what I knew. So if you think you are qualified for something and want a certain job, go for it. Don’t discredit what you know.
Be sure to attend our meeting at 6 p.m. tomorrow night in Allen 141 to hear from Jen Eisenmann as she shares her insight with us!
Nicola Hyland, external relations committee member, is a junior pursuing a degree in public relations and a minor in business administration. Follow her on Twitter at @NicolaMorgan_.
As June approaches, graduating seniors are anxious to finish their final classes and finally dawn on those green caps and gowns. But then comes planning for life post-grad. Navigating job listings can often be frustrating. but Twitter can be a great way to find recent job postings. Here are six Twitter resources to help you land a great job:
1. Follow @PRSSANational. Lauren Rosenbaum, PRSSA Vice President of Public Relations, regularly tweets about internships and jobs that are on the PRSSA internship center.
2. Follow @SOJCCareers. The SOJC Advising Office tweets about many local jobs and internships, as well as some national opportunities.
3. Follow @ComeRecommended. Come Recommended is a content marketing and digital PR consultancy for job search and human resources technologies. They tweet helpful job-hunting strategies, and occasionally tweet about national job opportunities.
4. Follow companies that you want to work for. Sometimes those brands will post job openings, but even if they don’t, it is good to learn about that company and what a job might look like with them.
5. Follow professors such as @KelliMatthews. SOJC faculty members often tweet job search advice, as well as any local jobs and internships she learns about.
6. Follow job-listing aggregators, such as @marketjobsUSA, @comminternships, and @EntryPRJobs. These are excellent resources for the newest job listings across the country.
Even if you aren’t looking for a job, it’s helpful to know what sort of skills are necessary for your dream job. Take the time to browse current listings, identify the companies and positions that catch your eye, and make your job search efforts count.
Post by Aimee Gregg, UO PRSSA member for the 2012-2013 school year. You can contact Aimee through our blog editor at firstname.lastname@example.org!
There are many pieces of the job search process that are out of your control: job availability, who else is applying, how organizations find candidates, etc. Therefore, focus on what you can control. One of the earliest career development theories proposed, Planned Happenstance, suggests that one must acknowledge the presence of chance in the career planning process, but also work to increase the likelihood of chance opportunities. For example, if you have an extensive professional network, the likelihood of you hearing about an unadvertised job position will be higher. In order to be a successful job/internship seeker, you must facilitate opportunity by building your network and taking advantage of opportunities that you create.
According to a 2012 study conducted by the US Department of Labor, 70% of all jobs are found through networking. Anecdotal evidence suggests that the use of networking in finding media jobs is even more essential, as students often encounter professional opportunities through an industry professional or well-connected professor. In the media industry, word-of-mouth and networking are critical.
Follow these steps to utilize and expand your network:
1. Start with who you know. Your instructors, who are also industry professionals, have great connections. Friends who have already participated in internships may be able to make appropriate referrals as well. If you have family working in the media industry, approach them too.
2. Spread the word. Tell everyone you know that you are looking for a job or internship. Provide some details on your professional goals so they know which connections are relevant. Your best friend’s mom may work for Edelman.
3. Conduct informational interviews. Once you make new connections, ask if these industry professionals will engage in informational interviews—an interview where you ask questions about a job, profession and industry. You can gather information about a job/organization and expand your network. Who knows, if you make a good impression, it could lead to an internship.
4. Follow up. When people graciously donate their time to help you, be sure to say thank you with an email or a hand-written note. Also remember that networking is reciprocal. Maintain the relationship by checking in or referring your new connection to a recent article of interest.
5. Take advantage of the opportunities you create. As you meet more people, introduce yourself, identify a mutual professional connection and offer to have a conversation over coffee or lunch. You can also attend networking events such as the PRSA New Pros Agency Tours. While putting yourself out there professionally can be intimidating, staying on the sidelines won’t get you anywhere.
While chance plays a role in the search process, you must create opportunities by engaging in the most effective search strategies. Databases are a great place to start and can give you a sense of available opportunities, but they put you in a passive role and are incomplete. Instead, actively work to expand your network; you will create more opportunities for yourself. Put yourself out there.
Guest post by Miranda Atkinson, a current Career & Academic Adviser for the School of Journalism and Communication at the University of Oregon.
A successful cover letter summarizes your relative experience and expresses your interest in a position. Your cover letter should leave the reader wanting to meet you for an interview. During the writing process, it’s important to use your unique voice, while also maintaining a professional and appropriate tone. Here are a few tips for making a great first impression with your cover letter:
Be personal. Whenever possible, address your letter to a specific person.
Do your research. Know what the position entails and learn as much as you can about the industry and organization you are applying for. Doing so allows you to focus on specific assets that match those of the position you’re applying for and tailor your cover letter to best suit the job.
Avoid using clichés. Employers sift through a number of cover letters with the same language. If you’re able to find unique ways to express your enthusiasm and interest for the position, you’re more likely to stand out.
Support your claims. Relate your strengths and experiences to the job description. This gives your letter substance. It also shows you are prepared for the position and prove your written communication skills.
Use active voice. It’s powerful. It shows your confidence. It keeps your ideas clear and easy to understand.
Proofread. Put your cover letter aside for a while, and then reread it. This is an old revision trick, but it works. You will likely discover grammatical errors and sentences that could be improved when you come back to it. Also, consider having a professor or advisor read over your letter – another set of eyes is very helpful when editing.
Don’t forget to format. Take time to make the letter clean and attractive. Keep the same font and header as your resume, but stick to traditional business letter formatting. Don’t forget to include a handwritten signature.
Your letter is the first impression a potential employer has of you as a professional. Remember, be yourself and let your strongest qualities stand out in your writing.
Post by Ruby Betten, PRSSA member for the 2012-2013 school year. You can contact Ruby through our blog editor at email@example.com