Five Common Résumé Mistakes and How to Avoid Them

By Erica Freeze

As the school year is coming to an end, it is important for college students to have updated résumés for future careers or internships. As a graduating senior, I constantly find myself updating and changing my résumé to best represent who I am. A résumé can include other elements besides words – different colors and fonts can all help to show who you are to a potential employer. Potential employers make snap judgments about who you are from a simple glance at your résumé. Because of this, it is important that your résumé makes a positive impression on readers. There are certain mistakes that people make time and time again on their résumés that will make an employer turn his or her nose up. Here are some common mistakes and how to avoid them:

1. There is not enough white space. 

You want your resume to appear clean and professional. Overcrowding the page with too much text will most likely overwhelm an employer and cause him or her to not want to read through the whole page. Being precise and to the point on résumés is the best way to go. When an employer receives your résumé, you want them to be able to glace at it and get a general idea of your experience. Additionally, it doesn’t hurt to have a visually appealing layout with some color or a logo you have created to represent who you are. If you’re adept at graphic design, there are general résumé layouts in Microsoft Word and also simple design platforms online such as Canva which have premade templates.

2. You didn’t include results-oriented language. 

As aspiring public relations professionals, we know that results are very important in understanding how to best target key publics. Employers want to see how you drove change at a previous job or internship. They want to know what you have to contribute to their company to drive change. Your résumé should be clear about results you’ve achieved. It can be as simple as “increased Facebook page views by 15%.” If offered an interview, you can elaborate on how you did so, but it is important that on paper you show them that you do include how you contributed to your past job or internship.

3. Your objective statement could use some work.

If you decide to include a statement at the top of your résumé, try to steer away from an objective statement. An example of an objective statement is, “Seeking a role as an account coordinator to advance my career in the public relations industry.” There are a few problems with this statement. It is very bland, and the focus is on what the candidate wants for herself, to advance her career, rather than providing information on how she can generate change for the potential employer. Instead of that, try using a statement that shows your value to a company. An example of this would be, “Transforming communication problems in the entertainment sector into intensive, results-backed solutions. Creating results through identifying stakeholders, building relationships and implementing change.”

4. You didn’t include skills. 

You can list out your skills in a section or provide them interwoven throughout your résumé in your experiences. Employers need to see your skills and how you applied them in previous positions. These skills can help you stand out from other applicants. In a CareerBuilder survey, 35% of employers stated résumés that don’t include a list of skills is one of the most common résumé mistakes that may lead them to automatically dismiss a candidate. If you decide to weave your skills into your resume, start with the skill and then include how you generated positive results because of this skill.

5. You aren’t confident in your past work experiences. 

As a student in the SOJC, I know that classmates can get competitive with each other, and sometimes it feels as though you may not have enough experience or involvement to stand out. Don’t give up, and don’t represent a lack of confidence on your résumé. If you have no PR experience, highlight the skills you acquired in another job and how they can relate to the position you are applying for. For example, if you are a server, you can say something along the lines of “accurately recorded orders and partnered with team members to ensure satisfaction for our customers.” This shows that you have experience working on a team which most likely helped you enhance you r communication skills. Additionally, if you have no work experience, highlighting certain classes on your résumé is okay to do as well – that’s how I got my first internship! Be confident in what you have to offer an employer, even if it isn’t a bunch of work experience in the field you hope to end up in.

The job hunt can be a tricky one, but be confident in what you have to offer employers with an awesome, updated résumé! This is a first impression of who you are and what you have to offer. Use these tips to help you stand out among competitors!

Five Characteristics of Gen Z and How They are Changing PR

By Kate Miller

Breaking news: Most students attending college right now are not millennials, even though older people still categorize us as millennials. According to The Huffington Post, if you were born in 1995 or later you are part of “Gen Z.” Sorry to all of the thirty somethings who still want to relate to college kids. A “millennial” is a person who is or becomes a young adult in the year 2000.

Although many of us thought we were millennials up until recently, there are some key differences between us and “true millennials.”

  1. We are global.

Since our generation grew up with technology, Gen Zer’s relate closer with internet users across the world than the generations above. We are considered the first to be fully global: meaning we think, relate and interact with a global mindset. Ask yourself if you could go a week without your device or even a day? Huffington Post found 40 percent of Gen Z self-identifies as “digital device addicts.” This is contributing to the change in strategic marketing strategies across the board.

Think about how many TV ads Starbucks put out about the new unicorn frappuccino. I have yet to see one. There very well could be, but Starbucks is targeting “Gen-zennials” a Ketchum term for the cohort of 16-24 year olds in between generations. This Starbucks campaign is meant to be instagrammed.

We are a generation that has device dependency that leaves little time for TV consumption, and little interest for traditional advertising and news consumption causing brands to have to change their strategy. When marketing products, keep in mind that times have changed and Gen Z relates to diversity and responds to visuals. If you are starting a campaign, make sure to tailor it to social media and make sure it is sharable.

  1. We are individuals.

Generational hipsters were born social and started developing a brand for themselves from a young age. Myspace, Tumblr, Musically, Facebook, Snapchat, Instagram, Reddit, Weheartit, Vine etc.; 92 percent of Gen Z has a digital footprint. Local coffee shops, #exploregon and thrifting have become a generational norm. Gen Z looks for uniqueness in their brand and what they consume. They are focused on being different, embracing globalization and diversity.

Being unique is trendy. This is creating even more need for PR professionals to target messaging to specific groups due to the expansive individuality and diversity of this generation. Take a look at Lynda.com and Facebook blueprint. In order to strategically target Gen Z, it is becoming essential to understand your target market and to use paid media as an advantage for your brand.

  1. We are constantly multitasking.

Due to the constant speed of social media, especially on channels like Snapchat and Vine, Gen Z is developing a shorter attention span. There is an instant gratification expectation. We are reshaping the way PR professionals are setting up campaigns because when we are doing five things at once there is a lack of observation and attention to detail that PR professionals pride themselves in. It takes a visual appeal to grab the attention of a Gen Z. But this should not dismiss the work ethic of Gen Z and the way they are reshaping the classroom and workplace in PR.

Gen Z has created a shift within the work and play boundaries, multitasking is increasing productivity for offices, and making work environments more desirable due to the blurred lines. This requires PR professionals to step up their game and target audiences in a compelling and relatable way. When creating messaging keep it short and sweet because your messaging is getting read in between a scroll.

  1. We are self-starters.

Because Gen Z was immersed in technology growing up, they are thinking entrepreneurially. Gen Z likes independence, they are self-starters and 72 percent of teens in Gen Z desire to start their own business one day. A lot of what has shaped Gen Z is growing up in the recession in 2008 which is apparent in how much they value experiences and how frugal they are with their money.

Gen Z is not seeing the value in higher education like previous generations and employers are predicting more young adults go straight into the workforce. The cost versus gain to of school does not seem to be paying off in comparison to the loans Gen Zer’s will be paying off long after.

Gen Z values efficiency and knowledge is included. If there is a way for them to learn something in a more affordable, timely manner that is less traditional, they will most likely take that route. When targeting this audience taking an approach like Starbucks’ unicorn drink, five days only, for a drink most consumers wouldn’t traditionally purchase, not only makes Gen Z want to consume because of the uniqueness, but the limited time increases value for Gen Zer’s.

  1. We have high expectations.

Gen Z expects brands to be loyal to them instead of the other way around. They want to feel appreciated. If they do not feel valued and appreciated they will take their loyalty somewhere else. Because Gen Z has grown up in a culture of innovation and technological advancements, they now expect this level of innovation instead of being amazed by how incredibly advanced technology truly is. As a PR person, sharing the values of the brand and how much you value your customers through messaging is crucial.

Gen Z is changing the PR and marketing world dramatically, causing us to be more strategic and technological when running campaigns. As a Gen Zer, I am sure some of these findings are relatable. Keep in mind now more than ever the importance of targeting.

Five Ways to Increase Press Coverage

By Erica Freeze

When you have finally finished a piece and it receives coverage, all you want to do is sigh with relief. However, just because an article has received some coverage doesn’t mean you should stop reaching for more. Proactively providing audiences with the latest news on your client, and showing them how your client’s goals align with theirs, can help you gain coverage for months after an article has been published. View these tips on how to gain more coverage:

Put it on the FRONT PAGE of the website
Did your client receive recognition for an outstanding product or an innovative idea? It is extremely important to promote this on the website, and have it be the first thing that prospective customers see. Make sure to reach out to the publisher so you can properly and legally use logos.

Share it on social media
Utilize all social media platforms that your client uses to promote the article, even on some that are less utilized for article sharing, such as Instagram. Also, making it more personal and asking upper management to share on their social will show how important increasing brand awareness and customer loyalty is to your client.

Syndicate Coverage
Does the press coverage include a link back to your client’s website? If so, then you can utilize content syndication to keep interaction up weeks or even months after the article has been published. Utilizing syndication networks will help more key publics’ view the news on your client’s key messages or products they have to offer. The purpose of this syndication is to increase brand awareness, and it will help.

Include the article in a newsletter
If your client has a wide email contact base, then utilize this to promote the press coverage. Attach a link to the article in the bottom of your client’s newsletter. Provide a summary on what the article covered and a small back story along with the link. Additionally, if someone in your contact base was featured in the story, make sure to include that person’s name in the newsletter to show the customers that the brand cares.

Include press coverage in email campaigns
Most organizations have email campaigns that feature the promotion of specific products or key messages each month to align with what target audiences want to see. If the press coverage features something that will align with target audiences, make sure to include the news article in your email campaign series. Customers want to see how products and key messages can help them solve problems and provide solutions.

Following these tips will help your client receive more brand awareness and customer loyalty. How will you utilize these tips for your next press coverage?

UO PRSSA’s Top 20 Twitter Influencers

It started as a simple question to a professor: “Who should I be following on social to keep up to date on the industry and learn more about PR and media in general?” From there, it blossomed into an idea to compile a list of people and companies students in the SOJC should be following in order to learn outside of the classroom. Each account was chosen by professors in the SOJC (with a few bonuses added by myself) and includes a small blurb about why students should be following. In no particular order, these accounts will give students a diverse range of profiles so they can learn about the media climate, techniques to use and the wonderful, crazy world outside of Eugene.

Lydia Polgreen: @LydiaPolgreen

She is the editor-in-chief of The Huffington Post. She is believed to be the first woman of color to head a major news organization. She has an international perspective as a former foreign correspondent who grew up in Ghana. She was quick to adapt to digital news and is a prolific Twitter user. She’s working to reenergize a newsroom that had previously had only one editor—Arianna Huffington, the organization’s founder.

Fast Company: @FastCompany

Originally a monthly magazine, now a popular news website, Fast Company focuses on business, technology, and design. Fast Company operates as a network of websites online that focus on a variety of issues from the environment to the economy. Students should follow if they are considering entrepreneurship in their future.

Recommended by Public Relations Professor Kelli Matthews

Brian Stelter: @BrianStelter

He is the host of CNN’s @ReliableSources and is a senior media correspondent. Students should be following him because he will help them to understand the latest developments in modern media. He is especially knowledgeable about media coverage of the political landscape.

Recommended by Journalism Professor Damian Radcliffe

Kelli Matthews: @KelliMatthews

She is a PR professor at the SOJC, but is known nationally for her social media know-how. “She’s the first person I thought of in terms of Twitter importance. I’ve learned so much from her.”

Recommended by Public Relations Professor Dean Mundy

Gini Dietrich: @ginidietrich

Gini Dietrich is the founder and CEO of Arment Dietrich. She is very involved in the PR world and has authored books and blogs on the subject of digital marketing communications. She operates “Spin Sucks,” which students should also follow.

Recommended by Public Relations Professor Kelli Matthews

Salena Zito: @SalenaZito

She writes for The New York Post and The Washington Examiner. She accurately predicted that Donald Trump would win Pennsylvania when no one else did. She is now a commentator for CNN. She lives just outside of Pittsburgh, Pennsylvania, which takes her out of the bubble that tends to envelop media based in New York and D.C. “I’ve found her reporting and perspective highly valuable over this year.”

First Draft News: @firstdraftnews

The account is for a non-profit working on solutions to challenges with trust and truth in news. Following will teach students about social media reporting, verification tips and case studies.

Recommended by Journalism Professor Damian Radcliffe

Arik Hanson: @arikhanson

Arik Hanson is the head of ACH Communications. He focuses on a blend of digital and traditional PR through multiple marketing channels. He has been in the communications industry for more than 20 years and has worked with Fortune 500 companies as well as small boutiques. Students should follow him to learn about theory and different parts of the industry.

Recommended by Public Relations Professor Kelli Matthews

Karen Freberg, Ph.D: @kfreberg

She is from Louisville. She’s amazing and provides a ton of great information on Twitter. I’ve learned so much from her.

Recommended by Public Relations Professor Dean Mundy

Spin Sucks: @SpinSucks

Founded by Gini Dietrich, Spin Sucks intends to “change the perception people have the PR industry.” Tweets focus on how to use PR without becoming a “shark” and to be respected in the industry.

Recommended by Public Relations Professor Kelli Matthews

Margaret Sullivan: @Sulliview

She’s a columnist for The Washington Post and former public editor for The New York Times. She is one of the sharpest media analysts working today. She tweets links to her own work as well as other noteworthy links and engages with followers. “I don’t miss anything [she] writes.” She’s an important figure as the media learns how to handle the Trump administration. “An essential follow for any student who wants to be an engaged citizen of the world. I don’t say that lightly.”

Recommended by Journalism Professor Lori Shontz

News Whip: @NewsWhip

The account offers news, trends and insights from the world’s most advanced content intelligence platform. It has great data on social, including analysis of campaigns, platforms, publishers etc.

Recommended by Journalism Professor Damian Radcliffe

Corey duBrowa: @coreydu

He is a University of Oregon alum and the current VP of Communication for Starbucks. He’s great on Twitter. He not only represents Starbucks well, but has a great Twitter personality overall.

Recommended by Public Relations Professor Dean Mundy

PR Daily: @PRDaily

Advertised as, “your one-stop shop for news on PR, marketing, social media & more,” PR Daily has everything and anything a PR major would need to know about the industry. It is important for students to stay updated on what is occurring on a daily basis in order to stay current in an ever-changing market.

Recommended by Public Relations Professor Kelli Matthews

Jay Rosen: @jayrosen_nyu

He’s a journalism professor at New York University. He is one of the smartest media analysts and critics working today. He tweets links to his own work and shares other noteworthy links. He engages with followers on Twitter and his blog. “I don’t miss anything he writes.” He is an important press figure in the media in terms of politics. “Essential readings for students who want to be engaged citizens of the world.”

Recommended by Journalism Professor Lori Shontz

Bulldog Reporter: @BulldogReporter

“Bulldog Reporter serves PR professionals by delivering industry news, opinion and analysis.” Students should be following because the account is produced by PR professionals for PR professionals and will help students establish career techniques and principles that they will be able to take with them when they enter the job market post-undergrad.

Recommended by Public Relations Professor Kelli Matthews

Tina McCorkindale: @tmccorkindale

She is the President and CEO of the Institute for PR. She is an amazing leader (and all-around amazing person), great Twitter personality and provides a ton of great resources that bridges academics and practitioners. She was the PRSSA national adviser. (I’d also recommend following the Institute for PR. It is a great organization with many resources.)

Recommended by Public Relations Professor Dean Mundy

Pew Research Center: @pewresearch

Data. Data. Data. PR is based on results in so many ways. By following Pew Research Center, students can learn about data and analysis on “issues, attitudes and trends” in the U.S.  Following will help students stay up to date on the latest trends. 

Recommended by Public Relations Professor Kelli Matthews

Juan-Carlos Molleda: @GlobalPRMolleda

Students should be following the Dean of the School of Journalism and Communication for a multitude of reasons:

1) To learn more about the happenings at UO and #LifeAsAJStudent.

2) To learn about the PR industry as Dean Molleda has years of experience working professionally.

3) To get a more global perspective from a very worldly person.

University of Oregon PRSSA: @UOPRSSA

Follow the University of Oregon chapter of the Public Relations Student Society of America in order to stay up to date on our events and meetings and gain firsthand experience networking with local professionals. Engage in our workshops and learn about navigating the SOJC!

Recommended by author/PRSSA member Jillian Niedermeyer