Tag Archives: public relations

How a New Communications Graduate Can Stand Out

May 26, 2013

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Image courtesy of Flickr user stevendepolo

It’s graduation season and once again, the resume, internship, and informational interview requests are rolling in. You’ve just graduated with a degree in communications, advertising, PR, or marketing, and have joined the thousands of other grads in competition for hundreds of entry level jobs and internships. It’s a tough market out there and I don’t envy the position you’re in at all. On the one hand, you’re being told you need to have experience to get the job, but to get that experience, you need a job. It’s a Catch-22 that many people never figure out, leading to them either going back to school hoping things will be easier with an advanced degree (they won’t) or giving up hope entirely.

As someone who has reviewed hundreds of resumes and hired a number of entry level folks over the years, I wanted to share five things that make those resumes stand out to me:

  1. Internships located away from your hometown and college - Ultimately, it’s the quality of the internship that is most important – did you get a chance to hold real responsibility? Interact directly with clients? Learn from respected professionals? Aside from that, one of the things that catches my eye is when I see that your internship was located in another city, away from your familiar surroundings. It shows me that you’re willing to take a risk, to go after an opportunity even if it’s not the easiest path, and that you can do it and come out better for it on the other side. There’s nothing wrong with taking the internship that will get you your college credits – with a local business, a family friend, or even with your own college, but if you want to stand out, consider taking that internship that’s a little bit scary and totally outside your comfort zone. After all, if you get a job in this industry, that’s pretty much where you’ll be every day – might as well get used to it now.
  2. Specific, detailed examples - One of my pet peeves is when I read resumes that read like job descriptions. Don’t spell out your job duties in a laundry list of bullets telling me what you were hired to do. Tell me what you did do. Rather than taking five bullets to tell me that you wrote press releases, managed social media sites, created media guides, and pitched media, tell me a story. How many press releases did you write? Can you link to them? What were the results? How many social media sites did you manage? What types of content did you share? What were the results? How many media guides did you create? How were they used? If you pitched media, was it local, regional, or national? Where were the results? What was your approach?
  3. An active, professional online presence – Link to your blog, your Facebook page, your Twitter profile, your Tumblr, your LinkedIn profile – anything that will give me more information than what’s on your resume. Every new grad has a resume. Not as many have a credible, professional online presence. And please, at least make it look like these profiles weren’t started the day after you graduated. The people who have built and maintained their online presence over a long period of time will stand out over someone with no search results at all.
  4. A point of view on…something – If you’re going to have an online presence, make it worth something. Pretty much all recent grads have a decent resume. Most have a LinkedIn profile. Some have an About.me or similar site, but very few have a point of view on something related to marketing, advertising, or PR. You’ve got fresh eyes. You haven’t been jaded by years of bureaucracy, clients, and budgets. What needs to be changed? What do you want to accomplish? What are your thoughts on the future of social media? Are you a PR specialist? Then start a blog and talk about your thoughts on the industry. Get on Twitter and share your thoughts on the latest PR crisis. Share links to articles you’re reading on Facebook. This isn’t rocket science. If you’re a graphic designer, talk about the latest trends in graphic design. Share your opinion on who’s doing it right. Show me your thoughts and beliefs and what sets you apart from the hundreds of other people who claim to do that as well.
  5. A recognizable name – And by a name, I mean your name. It’s pretty easy to find the names, blogs, Twitter accounts, and LinkedIn profiles of people working at the organization you’re applying to. Before blindly filling out some form, attaching your resume and hitting submit, do some research first. Comment on the blog posts of the people in the department you’re applying to. Follow them on Twitter. Share one of their status updates with your network. That way, when your resume hits their desk, you’re not just another applicant, you’re that person who’s been making those insightful comments on your blog or retweeting your tweets.

There are a lot of new graduates and not a lot of available positions. Working three or four internships even after graduating is common. Many will get frustrated and give up. Don’t let a boring, run-of-the-mill resume keep you from reaching your potential. Spend some time now updating your resume and online presence to set yourself apart. Even that may not be enough to get you the job, but it should at least help you get your resume printed out and put on the boss’s desk a lot more often.

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Ten “Boring” PR Skills You Need to Have

November 9, 2012

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A few weeks ago, I was talking to some college students about PR, advertising, living in Chicago, and the work I'm doing at C-K. They loved hearing about the work that we've done with Corona, Porsche, and Cedar Fair. We talked about branding, TV commercials, media tours, and social media. By the end of our conversation, they were all telling me that I had their dream job and were asking me if we had any openings. At this point, I was feeling pretty proud of myself – after all, this was a much cooler reaction than when I'd regale them with stories of working with the IRS or the TSA. However, when I got got back to my office, I realized that I did those students a disservice. I got them all excited about riding roller coasters, drinking beer, and driving fast cars, but failed to mention the really fun stuff that I do every day. 

You want to get really excited about PR? Check out my budget spreadsheets and staff forecasting tools! Join me as I write a statement of work and analyze row after row of statistics! Excited yet? Maybe you'd rather stay at the office until 8PM writing a performance review? 

The best PR pros do a lot more than Tweeting, drinking with press contacts, and attending events. That might be what got you into the industry, but if you want to move up the ladder, you better sharpen these ten boring PR skills too. 

You may think these things are about as exciting as watching grass grow, but you'll want to learn these things if you want to keep growing.

  1. Manage Upward. Do you know how to pitch new ideas and get fast approval to try them? Can you manage your boss and his/her time so they don't become a bottleneck? Learn what makes your boss tick. Learn how they work so that you can expedite getting things done when you want to try something new. Gain their trust so are empowered to take risks and know they've got your back. 
  2. Manage your time. How many hours does it take you to write a press release? Do you know how to estimate how long it will take you to do something and then manage your own workload to get that job done on time? One of the best skills a junior person can develop is the ability to accurately estimate how long it will take them to do a job. 
  3. Give feedback. Do you know how to give honest, constructive feedback to a colleague? To your boss? Learn how to give both positive and negative feedback. This goes beyond saying "good job" – it means giving feedback so that people are motivated to do better. It means giving feedback so that they learn from their mistakes without feeling like an idiot. 
  4. Analyze statistics. Do you know how to make sense out of a mess of numbers? Can you comb through a bunch of spreadsheets and tables to find something meaningful? Learn how to analyze data, but even more than that, learn how to distill it down to laymen's terms. 
  5. Build and manage a budget. Do you know how to allocate $10,000 to get the job done? How many hours do you need? How many hours does your Assistant Account Executive need? How much of that should be allocated to hard costs like giveaways or vendor fees? Learn about hourly rates, profit margins, and scopes of work. Learn how to adjust on the fly and reallocate costs as needed while still staying under budget. 
  6. Delegate. You aren't scalable. You may think you're a hard worker and that you'll do whatever it takes, but at some point, you're going to realize you can't do it on your own. Learn how to delegate work to other people. Learn how to accept that other people may do things differently than you, but that doesn't make them wrong. Learn how to leverage your team's strengths and understand their weaknesses so that you use everyone's time most efficiently. 
  7. Develop and manage a project plan. Can you break up a big project into small tasks, assign them deadlines and then manage to those deadlines? Learn how to create a project plan that integrates deliverables, interim deadlines and costs and how to manage against that. This goes for small projects and multi-million dollar accounts. I've used project plans to help plan my work for everything from website content to huge accounts with multiple workstreams. 
  8. Work remotely. Can you be productive from your couch? How about on a plane? In line? Learn how to maximize your productivity when you're not in the office. I'm not just talking about using technology like wireless cards, cell phones, and video conferencing. I'm talking about knowing how to manage your work so that you're able to take an early weekend because you know you've scheduled your conference calls for while you're on the road. I'm talking about using your time on the plane to write your blog posts or catch up on your RSS reader.
  9. Ask for help. I don't care how smart you are or how hard you work – you're going to need someone's help at some point. Maybe it's because they've got a skillset or experience you need. Maybe it's because you're on vacation and need someone to handle a client crisis. Learn that you don't have to do everything on your own. Learn how to ask for help before it's too late. 
  10. Write a performance review. Sooner or later, you're going to have to write someone's performance review or at the very least, contribute to one. Many organizations have implemented 360-degree reviews where you may be responsible for collecting feedback and writing a colleague's review. Learn how to objectively solicit feedback about someone else, analyze that data and write an objective review of that person's work.  

What other "boring" skills would you add to this list? The opportunity to pitch an idea to the producers of the Today Show or to go bar-hopping with the editors of Maxim may be what got you interested PR in the first place, but those opportunities only happen once someone has done the dirty work first. Someone has to build the strategy, develop the project plan, allocate the resources, manage the budget, and get someone to sign off on the idea before you're going to get the opportunity to make that call. Learn these boring skills now so that you can contribute to the entire process, not just the fun stuff at the end. 

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Why I Hate the Word “Pitching”

July 4, 2012

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I've grown increasingly frustrated when I hear my PR colleagues tell me they're going to "pitch the media." Maybe it's because my non-PR friends look at the term so pejoratively. Maybe it's because it implies a certain level of salesmanship. Maybe it's because it erodes my own idealistic view of the media as the fourth estate and that I hate seeing so much of it be controlled by pitchmen who take advantage of lazy journalists. Maybe it's all of the above. For me, it's almost as bad as our industry's most hated word – "spin." Then I read Amber Mac's excellent piece on Fast Company about how social media can help save the PR industry from bad pitches as well as Gini Dietrich's follow-up post on Spin Sucks, and I got all riled up again how PR people rely on blind pitching instead of focusing on the "relations" part of public relations.

When someone tells me that they're pitching something to the media, the default image in my head has sadly become this -

From spamming thousands of reporters and bloggers at a time in the hopes of getting 1% of them to cover your "news," to copying and pasting entire pitches and only changing the name, to using outdated information, PR people have become used car salesmen, interested more in making the sale than on building an honest relationship. At some point, it became acceptable to send an awful pitch out to 10,000 people and hope that 1% would cover it instead of crafting customized pitches that go to 200 people with the expectation that 50% would cover it. Wonderful. Glad to see that we're modeling our pitching approach after Nigerian email scams. Aren't we better than this? PR people have to stop trying to take the easy way out. Stop being lazy and start taking pride in each and every pitch you make. It is YOUR name after all that will be tied to that pitch. It's YOUR agency's name that may end up on a blog somewhere as an example of a bad pitch.  Act like every pitch you make is a reflection of you and your agency…because it is.

One of the things I've told my teams over the years is that the best media pitch is usually pretty simple. It's usually something along the lines of "hey man – just read your latest post and wanted to clue in on a client of mine who's got a cool new product that I think you'd like. Check it out and let me know what you think." While the "pitch" is surprisingly simple, the reason it works is because of all the work that's required to get to that point. For it to work, it assumes that you've established a relationship with this person, that they trust you, that you only share things like this that they are truly be interested in, that you've interacted with them before when you weren't pitching him on something, and that the link they click will give them everything they need to know – photos, videos, quotes, contact information, research, etc. In other words, there's no need to worry about crafting a perfect pitch if you've already laid the groundwork – at that point, it's just two people talking with one another.

Let's all work together to change the connotation of the word pitch and agree that we should aspire to be better than used car salesmen and spammers.  Let's make pitching less about trying to sell the media on something and focusing on providing them with what they need – good stories to tell that will be interesting to their readers. Let's pledge to:

  • Get to know the people covering our clients before we start pitching them
  • Read at least three different stories/articles/posts they've written before reaching out to them
  • Know if my contact prefers to be contacted via Twitter, email, Facebook, phone, or carrier pigeon
  • Avoid making our first contact with the blogger/reporter our pitch email – Retweet them, comment on a blog post, answer a question they have
  • Help the media do their job even if there's no direct benefit for me
  • Pitch fewer people but aim for a higher success rate
  • Stop blindly "trying to create more buzz" and instead be more of a PR consultant to my client
  • Write my pitches in actual English like I'm talking to a person instead of my client's key messages
  • Refrain from spamming dozens of reporters with the same email
  • Never ever send an email with any form of the words – "just checking to see if you got my email" (because they did, and then they deleted it)
  • Validate everything that I find out about a reporter/blogger from a PR database
  • Clearly identify the "what's in it for me?" for everyone I contact
  • Include my name, contact information, and links to more information
  • Stop overselling our pitches – when everything is ground-breaking, innovative, and the first-of-its-kind, nothing is
  • Coordinate our pitches with our clients so that they aren't surprised by questions from the media
  • Realize that no one likes to feel like they're being pitched, but they do enjoy hearing a good story
  • Read and proofread and read and proofread everything before I hit send

These are just off the top of my head – I'm sure there are plenty of others. If you're a PR pro, what other tips would you add here? If you're a reporter/blogger, what do you wish PR people would do better when pitching you? 

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The Future of Branding is About Making Friends, Not Ads

May 12, 2012

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Make friends, not ads.™

That's the message that greeted me when I first opened the Cramer-Krasselt homepage and again when I walked into the lobby for my first interview five months ago. Seemed especially fitting for me as I've railed against traditional advertising ("look at me!! come buy my stuff!! Now! Now! Now!") and traditional PR ("we're the world's leading provider of innovative solutions…") for what seems like forever. Five months after that first interview and six weeks after my first day, I realize that this is much more than a tagline – it's the future of branding. 

For years now, I've been telling my teams, my clients, and anyone else who will listen that they need to read the Cluetrain Manifesto, internalize it, and put it into action. In fact, stop reading this post and do yourself a favor and read the 95 theses included in that book. It has really changed the way I think about business, branding, public relations, and advertising. Now, maybe I'm just naive or I haven't been in the private sector long enough, but I'm seeing signs that this industry is finally starting to get it. Success isn't about creating that one really cool ad, but about creating lasting relationships with your employees, your customers, and the public. 

Here are a few of the recent articles that I've come across that seem to back this up - 

Consumers Are Most Likely to Forgive USAA, Hyatt, Chick-fil-A and Costco Because Of Their Customer-Service Records, According to New Research — But Much Less Likely To Forgive Chrysler, US Airways, Comcast and BofA

"Forgiveness is a valuable asset that you earn by consistently meeting customers' needs, but many companies don't have enough forgiveness stored up to recover from their miscues"

It's Time for Advertising to Take a Lesson (Gasp!) from Public Relations

"They're not your customers; they're your constituents. It's been said often, but it bears repeating: People don't buy brands. They join them. So modern brands must function like political parties, identifying issues, expressing a coherent world view, staging debates and structuring dialogues."

Social Media Is About Cultivating Community, Not Corralling Cattle

"The harder you try to sell, the more you scare — or simply bore — people away. This central truth is not difficult for brands to understand, but for some reason it is hard for them to internalize and act upon. What is first required is to embrace social relationship-building not as the latest marketing fad, or even as a new reality that has been forced upon you, but as a means to revaluate who you are, what you stand for and why you are in business in the first place."
"As agencies, we have to be honest with clients and help them figure out how big or small their footprint should be in an ever-expanding social universe. Are we crafting community strategies with the brands' objectives truly in mind? Marketers should take the time to step back, look at how many things their consumers have in common and build social presences around what their customers care about and why they are connecting."
To a PR guy like me, I'm reading these articles nodding my head saying "ummmm…no shit. I've been saying all of this for years, and Cluetain said it more than a decade ago." Unfortunately, to many, this is still revolutionary thinking in the advertising, marketing, and even PR industries. THIS is the future of branding – it's not about social or mobile or location aware apps or retargeting – it's about fundamentally rethinking what we learned about PR, advertising, creative, and digital in college. It's about making friends, and not Facebook friends or Twitter friends – it's about making real, honest-to-god friends. Friends who will forgive you when you mess up, who will accept a higher price because they understand and empathize with you, who will step up and defend you when you're being attacked, who will pay more because they share similar beliefs, and who will talk about you with their friends and family because they believe in you. 
 
Ads alone aren't going to win you many friends. The most successful brands have already realized this and are using all of the tools at their disposal – advertising, public relations, community relations, creative, CRM – to build real friendships based on mutual trust, integrity, and respect. So, take the advice I see every day when I walk into work and start focusing on making friends, not ads.  
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