How To – Page 4 – University of Oregon PRSSA

September 18, 2014

How to Prepare for a New Term

As exciting as a new school year may seem in the weeks leading up to it, that can quickly fade to resentment without the proper preparation. Use these tips to manage your assignments and commitments while making the most out of your year:

Get organized. Whether you love old-school paper and pen or swear by your iPhone calendar app, make sure to have a plan in place before showing up to the first day of class. A planner with plenty of room to write or a multi-functioning app such as Fantastical is key.

Start early. Keep track of important due dates right from the beginning. Professors generally give out due dates with the class syllabus (which is often available on Blackboard before the first day of class). Take advantage of this by outlining your calendar early. That way you’ll know ahead of time when you can take on extra responsibilities or have time to plan something with friends.

Freshen up your online presence. Between sunny vacations and demanding internships, it can be easy to let your social media accounts go dormant during the summer. Take the week before school to bring them up-to-date. Add that summer job or internship to your LinkedIn profile, send out a few professional tweets, and remove the bikini pic from your Facebook profile. Now you’re all set to begin networking with professors, peers and professionals.

Join a new campus organization. Make this the year you go above and beyond by getting involved on campus. Before you head back to school, do some research on the organizations you can join. Whether that’s applying to be part of Allen Hall Public Relations, attending the first PRSSA meeting, or lending your skills to a campus cause, be sure to try something new. You’ll never know what passion or career path you may discover until you do.

How are you preparing for the new term?

Hannah Osborn, Public Relations Director, is a senior pursuing a double major in public relations and magazine journalism. She manages all UO PRSSA social and digital media platforms. Follow her on Twitter at @hannahmarieoz.

April 23, 2014

How To Stand Out in an Interview

Landing an interview is the most exciting and nerve racking experience in a new graduate’s life. In this day and age, we face extreme competition not only from our classmates but also from kids across the country. This is why it is important to do your homework before heading into an interview. Here are a few tips to impress an employer at your next interview:

Research. You should never underestimate the importance of research. Your insight will show your employer that you have come to the interview prepared. Most importantly, it will demonstrate your ability to problem solve and give them confidence that you can complete assigned tasks.

Bring Questions. Have at least five questions written down that you can refer to in case they slip your mind. Make sure your questions show you looked into the company and you have a good understanding of how the company operates. Something you might ask is, “I see that your company’s motto is … can you explain to me how that is seen in day to day operations?” This will show that you have done your research and that you are assessing whether or not this company is right for you.

Take a deep breath. Everyone knows that interviews are scary and stressful, but you want to appear calm and collected. Deep breaths help to calm you down so you can think more clearly, and a calm demeanor will show confidence in your abilities.

Send a thank you note. It may sound old school, but it is always good to follow up with a hand written thank you note after the interview. Thank you notes show you appreciate the opportunity to interview and handwritten notes will set you apart from other candidates. Start off your letter by thanking the employer for taking time to meet with you. Then in the body talk about things you learned from the interview and referring to your relevant skills. Conclude by thanking them again and encouraging them to contact you if any questions arise.

The job market is full of stiff competition and you need stand out. If you enter an interview with a solid understanding of the company and bring good questions, you will be sure to make a good impression. What are some of your interview tips? Feel free to leave them in the comments.

Austin Zerbach is a senior majoring in public relations. Austin plans to pursue a career in event management post graduation. You can contact Austin at austinz@uoregon.edu.

March 10, 2014

How to Be Authentic in Your Branding

As PR majors, we’re often told about the importance of personal branding while looking for a job or internship. While telling an interviewer what they want to hear may land you the job, it won’t land you the right job. Here are few tips to branding yourself before you start the job hunt:

Be consistent. Branding yourself is about more than a neat heading at the top of your resume. It’s about being consistent across multiple platforms. This means employers can draw the same conclusions about you from looking at your Twitter or your LinkedIn. It’s about showing not telling. One great way to show an employer your passion is to consistently show off your niche. And on that note…

Embrace your niche. The truth is, you produce better work when you’re passionate about the work you’re doing. So, if you’re into technology or the environment or health care, don’t be afraid of letting employers know that. It will not only set you apart from other applicants but also open doors for which clients you work with at an agency.

Know what excites you. Yes, flexibility and a willingness to try new things can look great in a job candidate, but knowing exactly what you like does too! Don’t lie and say you love social media if you could really care less about Twitter. Instead, focus on what does excite you and why that makes you a great hire. Plus, if you are hired, you will be able to do something you actually enjoy!

Remember, everything you do reflects on your personal brand. So, keep it clean, consistent and authentic.

Have any other tips on how to stay genuine when starting off? We’d love to hear them! Comment below to keep the conversation going.

Mandy Shold is the 2013-2014 University of Oregon PRSSA chapter vice president. She is currently a senior double majoring in public relations and environmental studies. Follow her on Twitter at @WayToRepresent or check out her portfolio at mandyshold.wix.com/portfolio.

February 26, 2014

How to Write a Standout Cover Letter

Although writing a cover letter can often be frustrating, it is the first and most important thing a potential employer sees. The right cover letter can get you one step closer to an interview. Here are a few tips to make the writing process easier and your cover letters more successful:

Keep your cover letter well organized and easy to read. Use the first paragraph to explain why you are contacting the organization. Be sure to include any mutual acquaintances and mention your interest in the company or a specific position. In two to three concise body paragraphs, elaborate on your relevant skills, experience, knowledge and expertise. Conclude the cover letter by reiterating your interest in the company and mentioning a call to action, such as “I look forward to hearing from you.”

Tailor your descriptions of skills and experiences to fit the position. Use the job posting as a guide to identify two or three key skills that the employer is looking for. Then, brainstorm the ways in which your skills or experiences illustrate those reoccurring themes. By using key terms from the job posting, you can show that you not only understand what the job entails, but that you’re the right fit for the position.

Remember, they want to know what you can do for them. The more clearly you illustrate how you can benefit the organization, the more likely they call you for an interview. Consider concluding each of your body paragraphs with a sentence summarizing how the skill or experience you mention is relevant and how it will impact the employer.

For more advice on writing a standout cover letter, read this post on the seven-step resume makeover and this article on the mind trick that will help you write a more creative and passion-filled cover letter.

What has been your most successful trick to writing a unique cover letter? Let us know by leaving a comment.

Photo credit: Kazuho Okui via Flickr

Hannah Osborn, external relations committee member, is a junior pursuing a double major in public relations and magazine journalism. Follow her on Twitter at @hannahmarieoz.

February 10, 2014

How to Follow Up After Agency Tours

An extensive personal network is a valuable tool for any budding public relations professional, and agency tours are a great way to build these relationships. UO PRSSA recently visited three agencies in Seattle: Edelman, Weber Shandwick and Porter Novelli. Here are a few tips on how to follow up after agency tours to build your personal network:

Connect with the professionals on social media. Reach out to the professionals you spoke to and request a connection on LinkedIn. Personalize each request by mentioning something that specific person said. Also, follow the professionals on Twitter, tweet a thank you and engage with their tweets.

Send a thank you email. Did any particular people stand out? Thank them for their time and note an aspect of the agency that you enjoyed. If any conversations or tips reminded you of an article, include the article in the email. Be specific but concise, and keep the email under two paragraphs. Aim to send the email within a week of the agency tour. Also, don’t send a resume unless you were asked to – you don’t want to be pushy, you want to show your gratitude.

Want to go the extra mile? Send a handwritten thank you card instead. Be sure to send your card as soon as possible. Like the email, the handwritten thank you note should be personalized.

Cultivate a sustainable relationship. Don’t send one email and never reach out again. Check in every six months or so by sharing a relevant article or engaging on LinkedIn. But remember, networking is about mutuality. Don’t reach out to people to get something out of them – try to make every relationship mutually beneficial.

These tips also work for informational interviews! The key is to stay personal, engaged and courteous. Networking is about cultivating relationships; you have to give value to receive value.

What’s your take on networking? Share your tips for following up after agency tours in the comments below.

Kaitlyn Chock is a PRSSA project manager for the 2013-14 school year. You can contact Kaitlyn at kchock@uoregon.edu.

December 17, 2013

Six Tips for Finding an Internship

A common issue among public relations majors is landing an internship. Although seeking out a public relations internship can be intimidating, especially if you have little to no experience, it is possible. Here are some quick tips to get you started.

Use job search tools daily. Although checking the career center website every once in a while is a step in the right direction, checking frequently gives you a much better chance of finding the right position for you. Plus, while many internships have deadlines, it never hurts to apply early. If you happen to be right for the job, they may hire you before the deadline has even arrived.
Think outside of the career center. While the SOJC does a fantastic job providing internship and job opportunities to students, these opportunities tend to be much more competitive because every journalism student has access to them. In addition to checking the career center’s website regularly, check out indeed.com (that is how I found my first internship) or Monster.com. If you are a dues-paying PRSSA member, check out the job and internship database available for PRSSA members! A smaller pool of applicants means better chances of getting hired.
Reach out to non-profits. Although these are not always the most glamorous jobs, there are so many opportunities to help out organizations that really need assistance. Plus, working at a non-profit is a great way to develop a wide variety of PR-related skills.
Keep your social media presence clean. This is crucial. You do not want to miss out on a great opportunity because you posted too many photos from Halloween on your social profiles. Be yourself and show that you have interests other than PR, but always air on the side of caution.
Cross your t’s and dot your i’s. When sending out resumes and cover letters, check for misspellings, typos and formatting issues. Keep cover letters as brief as possible and resumes to one page. If you’re not quite sure how to write a killer cover letter or a stand-out resume, be sure to attend PRSSA’s Winter Workshop series next term — we will have an entire night dedicated to this very subject.
Do not give up. It is easy to get discouraged when getting turned down, but there are many more opportunities ahead of you. Although you may not have the right experience for a particular job that does not mean that you are not well suited to another position.

With strategic searching and persistence, you will have an internship in no time.

Amelea Renshaw is the 2013-2014 University of Oregon PRSSA operations director. She is currently a junior double majoring in advertising and public relations. You can contact Amelea at amelea@uoregon.edu and follow her on Twitter at @amelearenshaw.

December 2, 2013

How to Brand Yourself

Why does branding matter?
As public relations students, we are aware of the importance of company branding but often overlook our own personal brand. This post will explore personal branding, discuss value proposition and key publics, and how to market your brand.

Determine your brand
SWOT Analysis: A personal SWOT analysis can help you determine your capabilities and interests, which will help you figure out where you should be heading professionally.

What are your strengths? Your strengths can include your skills or certifications do.
What are your weaknesses? What tasks do you avoid doing or what do you struggle with?
What opportunities have you been presented with? Is there a void you could be filling at the office? Could you use your network as a resource to find new opportunities?
What obstacles stand in the way of your goals and what competition are you facing?

Identify your value proposition
Value proposition identifies who you are. What image do you want people to associate with you? Use your SWOT analysis to help you identify what makes you unique. Here are a few questions to ask yourself to help determine your value proposition:

What are your goals and what do you have to offer?
How will you promote these goals and strengths?
Can you incorporate storytelling into your proposition?
Does your value proposition capture your personality?

Once you have identified your value proposition, think about how to translate that into a 60-second, a 30-second and a 10-second elevator pitch to tell potential employers.

Have a targeted approach
You need to be strategic with your brand and identify your target audience. Consider factors like:

Who should you target to get the job you want? What do you have to do to get the attention of that demographic?
What keywords should you use to attract the attentions of those in the industry you are pursuing?
What kind of business are you looking for (boutique/start-up; SMB; Fortune 500)? What company culture do you want?
What can you contribute to this industry?

Market yourself
Social media profiles are a great way to get your name out there and to connect with others. Do not try to be on every social media platform because you cannot devote enough time and effort to each account.

Choose two to four social media platforms that are relevant to you and your chosen industry. Be strategic about what platforms you choose and use them regularly.
Focus on building relationships. Reach out to other users because your connections will help you succeed in the professional world.
Emphasize storytelling and consistency. It is easier for others to relate to stories, so talk about your life and your experiences.

Remember
Branding yourself is a continuous process. Everything that you do reflects on your personal brand. Think about how your online interactions reflect on your brand.

How do you market yourself online? Please tell us about your personal branding efforts in the comments below.

Photo Credit: Oliver Beattie

Kaitlyn is the PRSSA External Relations Project Manager for the 2012-2013 school year. She is a senior studying public relations at the University of Oregon. You connect with Kaitlyn at kchock@uoregon.edu or on Twitter @thtwhtkatiesaid.

November 14, 2013

How to Prepare for an Agency Tour

Agency life can be exciting yet intimidating. As public relations students, we are often told that starting off in an agency is a great way to launch our careers in “the real world.” The big question that always seems to come up is “what does a PR agency even do?” To answer that question, our Chapter hosts agency tours every term in a different city. Agency tours give students a taste of what it’s like to work at an agency and see if its a right fit for them.

If you’re looking for insight on agency life, a UO PRSSA agency tour is the first step in the right direction. Agency tours are not only an opportunity to see the office space and surrounding city but also an opportunity to embrace the agencies’ culture. To understand the agencies’ culture, ask professionals who work there. Ask questions like:

How did you end up this agency?
What conflicts do you find most difficult to deal with in the industry?
What advice do you have for students interested in starting a career at an agency?
What do you love most about working for your agency?

It’s important to remember that professionals are taking time out of their day to meet and provide insight. Do not waste their time – research the company and its clients, and prepare to ask questions. Most importantly, absorb as much as you can!

If you have questions regarding upcoming agency tours, feel free to contact Abigaelle Mulligan at acm@uoregon.edu.

Abigaelle Mulligan is 2013-2014 chapter liaison. She is passionate for booming culture within the realms of music, entertainment, and fashion. She hopes to pursue a career in corporate PR upon graduation. You can reach Abigaelle at acm@uoregon.edu and follow her on twitter at @abbsmulligan.

October 21, 2013

How to Prepare for Open-Ended Interview Questions

Preparation is key when it comes to job interviews; however, interview questions are often open-ended, which can be intimidating and seem difficult to prepare for. These questions are challenging, but they also show who you are and how you think.

Tell me about yourself. Instead of reciting what’s on your résumé, surprise your interviewer with something they don’t already know about you. This is your opportunity to show who you are and what makes you unique – your passions, hobbies, and personal experiences. Your interviewer is probably talking to numerous candidates with the necessary qualifications, so use this time to differentiate yourself from your peers.

Tell me about your previous position. Your interviewer wants to know if you were a reliable, trustworthy, and capable employee. Even if you hated your previous position, focus on the positive aspects like what you learned, goals you accomplished, or challenges you overcame. Remember, your interviewer already has your résumé, so use this time to delve deeper. Previous projects and tasks are an excellent way to demonstrate that you are hardworking and capable of delivering results.

Do you have any questions? This is probably the most important interview question. By asking questions you can demonstrate your passion, curiosity, and thoughtfulness. On the other hand, if you don’t ask questions you are communicating to your interviewer that you aren’t invested in the company. You should research the company before your interview so that your questions are meaningful and specific. Here are six questions you can tailor to your interview needs:

Who would make the ideal candidate for this position?
What do you love about working for the company?
How can I contribute to the company’s goals beyond the job description?
What are the biggest challenges of this position and how can I overcome those challenges?
What is your vision for where the company will be in one year? Where would I fit into that vision?
What can I do to add value and to help the company succeed?

At the end of the day, companies hire people and not résumés. Use these tough questions to engage with your interviewer, showcase your strengths, and leave a lasting impression. What tough interview questions have you faced and how did you handle them?

Photo Credit: Renee Bertrand via Compfight cc

Chloe Loveall is a writer, an artist, and a slave to the creative process. After spending two years traversing the globe, she has temporarily settled down to study journalism and advertising at the University of Oregon. Follow her on Twitter at @ChloeLoveall.

June 11, 2013

Creating Opportunity with Networking

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.

Photo Credit: thinkpanama via Compfight cc

Guest post by Miranda Atkinson, a current Career & Academic Adviser for the School of Journalism and Communication at the University of Oregon.