Tag: advice

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A Checkup with Healthcare PR

Erica Freeze

Have you considered a profession in the healthcare industry? Public relations is vital to promoting and improving the reputations of organizations in this sector. What makes healthcare unique is that it is constantly changing and evolving. Think you are ready for the challenge? Keep reading to learn more about this unique sector of public relations.

In a fast-paced industry such as healthcare, organizations need to have a voice in the marketplace. Healthcare is constantly evolving as new science and technology emerges, and it is important that organizations stand out. Healthcare companies can invest in a public relations partner, such as an agency, to create a communication strategy that positions the organization as an innovative leader while increasing demand. Healthcare providers may also have an in-house staff which manages communication between patients and the hospital itself.

Public relations practitioners in the healthcare field are responsible for managing many relationships ranging between the hospital, its clients, visitors and stakeholders. In-house practitioners may work in a variety of settings such as hospitals, nursing homes, rehabilitation facilities, health maintenance organizations (HMOs), psychiatric facilities and community health centers, according to the Health Careers Center. Those who work in an agency may take on a variety of clients who are in these fields. Practitioners in both fields act as guides for an organization and help in making important decisions regarding an organization’s communication strategy. Especially within the healthcare industry, there are many rules and regulations that constantly change and practitioners must communicate any changes with the client. They are also vital in providing recommendations and advice to the client.

Whether in house or at an agency, public relations professionals in the healthcare industry help tell the stories of groundbreaking research and new innovations to help put their clients name out. Healthcare providers create technology and medicines that can potentially improve quality of life all over the world. Healthcare public relations practitioners have many target audiences to remember, and must reach beyond communication between the organization and the client. Suppliers are very important because they must also have a desire to positively impact the health care system and wish to partner with your organization. Because of this, public relations employees in the healthcare industry must approach each target public differently.

Public relations is important in health care, where both patients and clients can feel vulnerable. As a practitioner in this sector, you will be working with your coworkers to ultimately develop  communication to help your publics feel safe and as though their time and money are being used to better society overall. Think this is interesting? Check out healthcare agencies or providers in areas that you want to work and start networking!

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Tips for Writing an Effective Email Pitch

By Erica Freeze

Every day journalists and bloggers receive too many emails to count. Many of these emails are from public relations practitioners across the country who are paid by their employers and clients to reach out to press and hopefully gain some coverage. Because of this mass influx of emails, many pitches are overlooked. This is because pitches received are often too lengthy, not professional or irrelevant to the writer. But believe it or not, there are ways to reach the press, and if you follow these tips you may be able to do so. Here are a few rules to follow for success:

Choose a target:

Choose an outlet that fits your client. For example, if you represent a small coffee shop, pitch to a blogger who explores coffee shops in your area. If you represent a larger company, strive to reach for larger news platforms. Make sure that the blogger or reporter you target tends to write about topics that relate to your client.

Do your research:

Whether pitching to a blogger or a reporter, make sure to read up on the writer’s previous posts or articles. Do this to create an understanding of their interests and the way they write. Think about how your story will help them extend their focus further. When pitching, let the receiver know how your story will fit with their expertise, and most importantly, how it will be of interest to that writer’s readers.

Personalize the email:

After gaining an understanding of the reporter or blogger you hope to utilize, personalize your email with their name and outlet. Writers appreciate emails that are personalized and correctly formatted because it shows that you as a public relations professional took the time to read their material and understand their background.

Pitch a short and precise story:

Address the reporter in your email, and then get straight to the point. Reporters do not have the time to read a lengthy email highlighting details about your company and how it ended up creating a certain product. Don’t pitch your company’s new product without explaining how this accomplishment is part of a larger story. Pitch to the writer how you think its readers will benefit from this new product. Format this information in a structure that is easy to read, with potentially bullet points. Then end with a reasonable and convenient way for the reporter to follow up. The reporter will quickly be able to decide whether he or she will cover your story, and with a massive amount of pitches coming in each day, shorter is better.
You may not always be able to reach the reporter of the blogger of your dreams, but if you follow these guidelines you may be able to reach some great story tellers. How will you use these tips to tell your client’s story?

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Effective Surveys in PR

By Erica Freeze

A public relations (PR) survey is more than just an investigation of a group of people. A PR survey often consists of exploring key publics to gain insight into their opinions or experiences with a certain brand or organization. The information obtained from surveys helps PR practitioners to create a successful plan to target key publics. Because of this, knowing how to create an effective survey is crucial to helping the brand you represent achieve its goals. Here are some quick tips for writing online surveys in the public relations realm:

1) Decide exactly what you want to know about your audience(s):

All practitioners who conduct a survey want their findings to be provoking and eye-opening. But to gain the best insight into your key audiences, you must cater your questions to understand the different individuals in your audience. Would you like to see the differences in education levels, gender, or employment status when it comes to the perception of your organization? Make a list of what you exactly want to discover from your findings, and hone in on the topic that you believe help you truly understand your audience. Decide exactly what you want to find out of the survey and keep it short.

2) Keep questions short and closed:

Keeping the questions on a survey short and concise will make the survey more desirable to respondents. This also helps you concentrate on the key objectives of the survey and will help to get the most accurate and honest results. Additionally, keeping the questions closed-ended, meaning you have to select from a certain group of answers, will make your job easier when it comes to calculating results. Open-ended questions without a selectable answer may be easier to craft, but harder for your audience to answer, as they have to think thoroughly about their answers.  Closed questions will generate the results you need.

3) Think outside yes-or-no questions:

A common mistake people make is writing yes-or-no questions. These questions often frustrate respondents because they cannot always give their honest opinion in their answers. Think of scales involving variation, such as: strongly favorable, somewhat favorable, neither favorable nor unfavorable, somewhat unfavorable, or strongly unfavorable. These words can be interchanged with, for example, “agree or disagree” or “considerable.” Creating your survey in terms of scales will help you gain much more insight into your target audience and will provide you with much more information.

4) Take your own survey:

Take the survey you create and keep in mind how you react to the questions throughout the process. It is important to keep in mind respondent experience. Simple questions with multiple answer choices provide more points of view, which helps you to have more honest results. I once took a survey that asked respondents which music platform they would be, along with something to justify that answer. For example, one answer read “I am Spotify because I am adventurous and discover new things.” Questions such as this are confusing for respondents and also return minimal results.

If you need any additional help, it is always useful to search the internet for example surveys or successful surveys and see how they were constructed. How will you apply these tips to the next PR survey you create? Good luck!

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Four Podcasts for Business-Oriented PR Pros

By Talia Smith

I’m going to be honest; I’m a total Podcast geek. But can you blame me? Podcasts are revolutionizing the way we consume information. First of all, they’re free. There are thousands of Podcasts to listen to in just about every category and they can be download directly to your smartphone. Second of all, they’re great for multitasking. Podcasts are perfect for anyone looking to learn more about any given topic but lacking enough hours in the day to read a magazine or a newspaper. You can learn something new from a Podcast while simultaneously cleaning your room, exercising, riding the bus or walking across campus to your next class. Personally, I love to learn more about the world of business through Podcasts.

It’s no secret that PR professionals need a business mindset in order to succeed in the industry. In fact, many PR majors start out as business majors and many PR majors choose to minor in business. I don’t fall into either of those scenarios, which is why I use Podcasts to learn more about the related field. For those like me, who want to know more about business, but don’t have the time to pick up Bloomberg Business Week, head to your Podcast or Stitcher app and subscribe to these 4 shows:

  1. Freakonomics Radio

Freakonomics will help you rethink the dreaded economics requirement in the SOJC curriculum. The show uses economics to answer quirky sociological questions such as: Should Kids Pay Back Their Parents for Raising Them? How Much Does Your Name Matter? And Why Do We Really Follow the News?

Freakonomics is a must-listen for PR pros because of its array of topics and self-improvement episodes which provide a window into the study of incentives backed up with economic statistics. When you have a better idea of what makes people tick, then you can be successful at selling yourself and a brand you may represent. Many of the findings are surprising which why it is the kind of show you can’t help but share with others.

Listen to Episode: How to be More Productive

Learn about the eight steps to a more productive work day. Here’s a hint: motivation, focus, goal-setting, decision making, innovation, absorbing data, managing others and teams. Check out this episode for more context.

  1. How I Built This

If you like the TV show Shark Tank, and are interested in how modest people grow successful companies from the ground up, then you will like How I Built This. You will hear interviews from millionaires and billionaires talking about how they overcame obstacles and filled a gap in the market with brands such as Patagonia, AirBnB, Spanx, Cliff Bar, and Southwest Airlines. These entrepreneurs became successful because they were able to effectively promote themselves and their products. Listening to their advice will offer insight into promoting a brand, starting a business and the tenacity required to do so. It is helpful to learn about the homemade PR that goes into the success of these companies.

Listen to Episode: Warby Parker: Dave Gilboa & Neil Blumenthal

The founders of this discount glasses company used their PR skills to barter with their supplier for inventory. You’ll see how it pays off to be skillful at both business and PR.

  1. Planet Money

Planet Money offers a powerful punch of all things pop-culture in the business world in just 15-20 minutes. Listening every week is a great way to stay on top of business news headlines while learning something new and interesting each time. Since I started listening, I feel more in-tune to major business news stories such as Brexit, the Wells Fargo bank scandal and oil prices which I might not have paid as much attention to if it weren’t for the podcast’s excellent storytelling. Planet Money has the ability to take these topics and create a capitating and informative audio story.

Listen to Episode: #729: When Subaru Came Out

Subaru was facing an identity crisis back in the early 1990s and it wasn’t until they received help from a small ad agency that the car company was able to subliminally become the America’s hip and outdoorsy car brand.

  1. Marketplace

Marketplace is a daily rundown of everything that is happening with the economy and stock market. Sounds boring, but I promise it is not convoluted. Hint: When they “run the numbers,” upbeat background music indicates the stock market is doing well whereas background music in a minor key means stock prices have dropped. Especially when working for a larger company, it is important to know the basic concepts about how the stock market functions.

Listen to Episode: You know what, just download the latest episode. Listening to marketplace is like listening to the news and you’ll want to listen to the most recent one.

If you’re looking to know more about the business world than listening to these podcasts is a convenient way to stay on top of current events and business trends. Public Relations and business go hand-in-hand and you will benefit from being knowledgeable about both. Next time you are washing your dishes, pop on a Podcast and see what you can learn about business.

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A Look into Travel Public Relations

By Erica Freeze

It is that time of year again, the season of travel! As the holidays quickly approach, many of us are eager to travel the world during winter break. If you are someone who loves to travel, don’t rule out one aspect of public relations that is less spoken of- travel and tourism public relations. Travel public relations’ role typically consists of three major tasks: stimulating the public’s desire to visit a place, arranging for travelers to get to their destination, and ensuring a comfortable stay for visitors once they arrive. While the aspect of traveling in this field may sound appealing, keep in mind that this is only a small part of the job. In any public relations career, you must be on top of the latest trends and news and be ready to tackle any crises professionally. If this sounds like something you may be interested in, here are some tips to see if this is the right career path for you:

Have an industry mindset:

As previously stated, keep in mind that working as a PR professional in the travel industry requires more than just a love for travel. Ask yourself: Am I genuinely interested in the travel industry?

Do I enjoy reading articles about travel trends? Following travel blogs? Am I aware of successful travel campaigns?

Am I prepared for crisis management involving the safety of travelers?

If you answered yes to more than one of these questions, then travel public relations could be your forte.

Get ready to pitch:

The public relations industry relies on publications to get the word out about the clients they represent. In travel public relations this is the same. Many travel public relations firms use bloggers and magazines to promote the services their clients provide. Getting a blogger to agree to post about any of your clients can be a challenge, however, there are certain ways to go about pitching that will help you be successful.

Often bloggers will provide guidelines on how best to pitch to a particular publication. These tips are important to read and adhere to and can create more success for your client.

Also keep in mind that bloggers and all publications seek unique and interesting stories. Only contact them if you have material that is news-worthy and will capture the reader’s interest. For example, if a hotel has recently hired a new critically acclaimed chef who serves up a variety of delicious dishes, then one may consider this newsworthy.

Know how to handle unplanned situations:

Crisis management is a critical part of public relations in the travel industry. A lot of things can go unplanned and some of these things are beyond your control. There can be poor weather conditions which delay transportation or misplaced luggage. Treating travelers well is extremely important in the travel and tourism industry. Travelers have the ability to build or tarnish your company’s reputation with reviews and through word of mouth. Even the best arrangements for guests can fall through and it is best to handle these situations professionally and with care. Being in communication with hotel and travel destination staff to ensure the proper handling of this situation is crucial. If something doesn’t go as planned, staff should be ready to treat travelers cheerfully and with respect to make them feel comfortable and happy. As a public relations professional, it will be your job to convey the importance of a good attitude to travel destination workers and to the clients you represent.

One example of a well-handled crisis in the travel industry was when Carnival Cruise Lines had a series of high profile incidents in 2012 and 2013, including the sinking of the Costa Concordia that resulted in the deaths of 32 passengers and the infamous Carnival “poop cruise.” Because of these incidents, Carnival bookings disappeared, proceeds dropped and the reputation of the corporation suffered. To combat this serious crisis, a new leadership team was put in place and the corporation brought in public relations professional Roger Frizzell as Chief Communications Officer to help recover the company’s reputation.

As you can see, travel public relations is complex. Travel public relations professionals need to ensure that the clients they represent have safe practices and facilities and that all travel staff are professional. In this industry you need to always be aware and ready to combat any crises. Do you think you have what it takes to take on a travel public relations profession? Get in contact with some professionals in the industry to learn more!

 

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Why Holiday Gatherings are an Excellent Time to Practice Your PR Elevator Pitch

By Talia Smith

As Thanksgiving weekend and holiday break are upon us, I think we can all expect an inevitable conversation with a relative that goes something like this:

Relative: How’s school going?

Me: It’s going well, Aunt Maureen. Thanks for asking.

Relative: What is it that you study again?

Me: Public relations.

Relative: Public relations? What’s that?

Maybe it’s just me, but at this point, I am racking my brain for the right words to articulate what exactly PR is. It is hard to summarize the whole industry into a few sentences because each sector of PR is different and the field is changing every day.

I realized after providing a not-so-great answer to a family member that I really should have a few sentences prepared about what I do. Then I remembered there’s a professional concept called an elevator pitch which is a 30-second opportunity to tell someone what you do in the time it takes to ride an elevator.

In preparation for the holidays and the get-togethers that come with it, I encourage aspiring PR pros to create your own PR elevator pitches. Holiday gatherings are an excellent opportunity to test run your pitch in front of a forgiving crowd so when you find yourself in an elevator with an executive seeking PR assistance, you’ll be able to eloquently communicate your message.

To help you get started, here are a few examples about how to construct your own PR elevator pitch. Let’s assume someone asks, “What is PR?”

Provide a general definition and an example of what PR professionals do.

According to the PRSA, “Public relations is a strategic communication process that builds mutually beneficial relationships between organizations and their publics.” This definition is a great starting place for your pitch but you’ll want to customize it to your own voice.

Public relations is a strategy brands use to communicate with their audiences.

 Public relations professionals think of creative ways to help clients reach their audiences.

 Public relations helps companies build relationships with the people who make the company successful.

Public relations professionals work with media outlets to share their client’s story to the public.

Follow with a casual, attention-grabbing statement.

You don’t want to pepper your pitch with industry-exclusive jargon. That’s a surefire way to receive glazed over eyes and the classic “I have no idea what you just said so I’ll just nod my head.” Keep it simple and use relatable words.

We do the behind-the-scenes work to help companies shine in the media.

Just like the name suggests, we help companies relate to the public.

We are like storytellers but for brands and organizations.  

We take elements from advertising, journalism, and marketing to create a plan to help companies succeed.

Narrow in on what you would like to do in the field of PR.

Now that your listener knows what PR is, tell them what it means to you and how the definition relates to your aspirations.

One day, I’d like to help nonprofits spread their message in order to raise more revenue. 

I want to be a bridge between the scientific community and the public.

I want to work exclusively with food and beverage PR to make sure my clients’ products end up in your refrigerator.

I’d like to use my love for writing to help brands get their message out in creative ways.

This holiday season, don’t panic when a relative asks, “So, what do you do?” Taking the time to create your own PR elevator pitch will not only help others understand what you do, but it might even help you better understand what you do or want to do. Make your PR elevator pitch your mantra and hopefully one day you’ll be reciting it to your future employer in an elevator and not to your Aunt Maureen as she passes the pumpkin pie.

 

 

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Tips for Broadening Your Professional Network

By Erica Freeze

Broadening your professional network is essential for a smooth transition into the professional world. Your time in college is crucial for connecting with professionals and exploring possible career paths. So how do you meet potential employers? Here are four ways to get your foot in the door:

Join a career building group on-campus:

Student organizations across the country provide students with a variety of ways to network and meet new people. There are several on-campus clubs that can help broaden your professional network which includes: The International Business and Economics Club, Independent Society of Campus Journalists, UO Toastmasters, the American Institute of Architecture Students, and PRSSA. Many of these clubs bring in professionals to their meetings who give advice on how to succeed in a specific career path. The UO PRSSA chapter invites PR professionals bi-weekly to present at chapter meetings. These meetings can help you network and discover potential firms you might be interested in applying to after graduation.

Utilize the Career Center through the Professional Network:

As an enrolled student, you have access to a professional network through the Career Center. To gain access, you must complete an online networking workshop and quiz, and the login to your Duck Connect account. The Professional Network consists of UO alumni, parents, and friends committed to supporting you in exploring different career paths and preparing you for the working world. Browse various profiles and reach out to those who have a career that interests you in the professional network. If you gain a contact, ask if you can receive an onsite tour or set up a job shadow. This network is a great resource for engagement because all professionals in the network have agreed to share their time and professional expertise with UO students.

Connect with your instructor:

Many of your instructors have great connections in a variety of industries. Your instructors want to get to know you and help you succeed. Get to know your professors and see what realm of public relations each one specializes in. If they have similar interests to yours, don’t be afraid to ask for advice. They also still keep in touch with past students who have entered the public relations industry and can connect you with them. Instructors will often invite professionals into the classroom as well, so feel free to ask questions in class!

Set up an informational interview:

Before reaching out to a professional, look into a company you are interested in and research who they are, what they do and what they support.  Once you have some knowledge about the company, ask the professional if they are willing to speak with you. Schedule a time that works for both of you, and be prepared to ask questions about their daily life at the company, any projects they are working on and the office environment. Remember that informational interviews are different from job interviews and that they do not guarantee a job.

Connect with professionals on LinkedIn:

LinkedIn is a wonderful resource for connecting with employers. If you don’t have a LinkedIn it is definitely time for you to set one up! Take the time to tailor your profile to show potential employers who you are. Many companies are on LinkedIn and you can narrow your searches by location, industry or job openings. LinkedIn is a great way to follow the employees at the companies you are interested in. You can message professionals on the platform and inquire about informational interviews or ask simple questions.

These are just a few ways to broaden your network. What are your tips and tricks for meeting potential employers?

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Why You Want to Intern at a Boutique PR Firm!

 

By Talia Smith

Last year I was living in Portland, dead in the middle of a PR internship search. I applied to companies of all sizes – large corporations such as Edelman, midsize agencies such as Matter Communications, and small, boutique firms where I found the most success. When I shifted my attention to smaller firms, I noticed actual people were picking up my phone calls and responding to my emails.

Three interviews later, I landed an internship at Veracity. The boutique PR firm is owned by Amy and Mike Rosenberg, both UO alums. Their quaint office is tucked away in the stylish Bakery Building in Northeast Portland. For six months, I worked side by side with Amy and Mike, trying to soak up their knowledge about the field of PR.

One of the many things I learned during my internship is bigger is not always better when it comes to employment. I encourage anyone in my similar situation to seek out a boutique PR firm to intern. Here are four reasons why:

You can create meaningful relationships with your mentors.

When you work closely with your employers, you can’t help but get to know them on a deeper level than you otherwise would at a large agency. You have an ability to shine and be seen since, well, there are not as many people in your way. At a large firm, you won’t have the ability to interact with the president of the company on a daily basis. After producing good work and proving yourself to be a valuable intern, you can be assured that you will always have a great reference, letter of recommendation and networking connection. It is wonderful to have someone you can count on to speak highly of you.

There is a likely chance your internship will turn into a job.

All the lovey-dovey stuff aside, PR firms invest a lot of time and energy into their interns and they want a return on their investment. It is in their best interest to hire someone full-time who already knows the ropes of the company. Why would they want to hire someone in need of training when they could hire someone who has already been trained? Larger firms have more funds to test out interns whereas small firms won’t take on anyone who they can’t see working at the company in the future.

You might work directly with clients and media.

With the intimacy of a boutique PR firm comes trust and responsibility when it comes to client and media relations. You cannot necessarily say the same of an entry level position at a large firm. There is no better way to tighten up your email and phone etiquette than calling up a client or reporter on a regular basis.

When you communicate with reporters regularly, you create media relations that carry with you to your next job. Reporters tend to pick up press releases from familiar writers who take the time to understand their beat. A large portion of my internship was customizing emails and matching press releases to the right reporters. At larger firms, media relations can turn into spam at times with automated email pitches. Learning the essential skill of client and media communication is valuable.

You will have the opportunity to create tons of portfolio pieces.

Nothing looks better in a portfolio than an actual writing sample used by a client. In smaller firms, there is plenty of work to go around and a lot of it will fall on you. There is a good chance that you will have the opportunity to write pieces that end up in newspapers, magazines, blogs or social media posts. The work you produce is real and holds weight in a portfolio over something written for a school project. There is more work to dish out to other people in larger agencies but you have to be more of a jack-of-all-trades in a boutique firm – the result will be an array of diverse profile pieces.

As you’re starting to think about summer internships, I recommend starting your search with boutique PR firms. Be aware that many small firms do not post internships online – it’s up to you to create your own position and pitch yourself. This is really only a possibility at boutique firms.

Start by researching and making a list of the firms in your area then give them a call. Once you get someone on the phone, ask if they would be interested in hosting an intern. Practice your pitch and make it direct. Either they will say no and you can move on to the next firm on your list or they will say yes and ask you to send your resume. Make sure to remember the name of the person you spoke with on the phone.

Take some time to research the firm and create a customized cover letter. Then compose an email saying, “Hi, I spoke to so and so on the phone and they told me your firm might be interested in hosting an intern.” Attach your cover letter and resume and wait for a reply email or phone call. I guarantee, there will be a few firms who never invited the possibility of hosting an intern until it was presented to them. Who doesn’t need extra help and cheap labor?

Take control of your internship search by narrowing your choices to the boutique PR firms in your area. It worked for me and it will work for you too. The skills and hands-on experience you will gain in a boutique PR firm could land you a job with the company or act as a stepping stone to your next exciting career move. You know what they say: good things come in small packages.

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How To Stay Focused During Spring Term

Many students check out when the sun makes an appearance, especially at the University of Oregon, where students are far too familiar with the rain and clouds. Instead of using the sun as an excuse to avoid homework and responsibilities, take control of spring term and use it to your advantage. Here are a few ideas on how to stay focused, while also enjoying the weather.

  • Take advantage of the sun, but do your homework when it’s raining.

In order to truly enjoy the nice weather that spring brings, you will need to be prepared to do so. Getting your responsibilities out of the way on cloudy days allows for play on days with blue skies.

  • Divulge in tradition and do a little spring cleaning.

Out with the old, in with the new. There’s not much that feels better than throwing out old junk and clutter. It freshens your room, allows for more free space, and becomes a nice place to focus when needed.

  • Create a springy and upbeat playlist.

May I suggest a little ODESZA? Gather some fun songs that make you put on your happy pants and allow you to dance it out. Listen to the playlist when you’re feeling discouraged and remind yourself summer is only weeks away.

This computer app allows you to put all of your most distracting websites on a ‘blacklist’ and it won’t allow the websites to load for however long you set your focus timer. Take that, Facebook!

  • Study, but don’t forget to take breaks.

After multiple hours of studying and staring at a screen, you often hit a wall and no longer retain as much information. Instead of sulking inside and dreading to continue, go outside, take a walk, a breather, and maybe do some jumping jacks to get the blood flowing again.

  • Treat yourself.

Whether it’s spring term or fall, it’s always a good idea to treat yourself after a good day of work. Eat some cake, get a pedicure, see a movie, or go on a fun weekend trip.

  • Create goals.

Lastly, it’s always good to have goals to strive for. It focuses on an end date and forces you to accomplish what needs to be done before then. Fitness goals, academic goals, or general self-improvement goals are always good options.

Brooke-Adams-150x150

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.

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How to Ace Your Portfolio Review

Time spent studying and sometimes even doing public relations at the School of Journalism and Communication isn’t time wasted, and your portfolio should show that.

At the end of the PR sequence there comes a time where you present a variety of work you’ve done to present your story. For some, this “final” assignment can be daunting, terrifying, and can make you feel anxious as the day for Portfolio Reviews swiftly approaches. To help ease your terror, PRSSA has a run down of what to expect and how to prepare.

The Must-Knows of the Process

Here’s a short and sweet run down of how the review will go the day of:

  • Arrive a few minutes early to your one-hour time slot as the reviewers start on the hour.
  • Go into the room, introduce yourself, hand over your portfolio, and give a short backstory about yourself. You may want to mention things like what type of PR you are interested in.
  • You will then leave the room for 10 minutes with your portfolio in the hands of the 3-4 reviewers.
  • Stay close to the room and come in at the end of your 10-minute wait period to ask if they’re ready for you to present.
  • Once they call you back, you will have 10-20 minutes to give your presentation.
  • After your done with your presentation, you’ll leave the room again for 10 minutes. While you’re waiting outside, reviewers fill out your evaluation form and decide on feedback to give you.
  • The reviewers will ask you to come back in and give you feedback on your presentation or ask you questions on your work. If you have questions for them, this is also the time to do that.

Note that you might want to bring something to take these notes down. A phone may not be the best device to do this.

Tips for a Successful Portfolio Review

Prepping for the review doesn’t mean just practicing your presentation or putting together your portfolio. There are a few other things you should keep in mind and probably execute before.

Do your homework. Think of Portfolio Reviews as a job interview ⎯ in this case an interview to graduate. The week before you have access to the review schedule. Take the opportunity to learn more about your panel. This helps put into context what each professional’s takeaways will be during your presentation.

Conduct a social media audit on yourself. If you haven’t Google searched yourself, now is the time to. You can bet that the folks who are chosen to be your reviewers will most certainly Google search you before your review session. Don’t forget to use the “grandma” rule. If you think your grandma wouldn’t appreciate a photo, post, or tweet get rid of it.

Double and triple check your e-portfolio. Attention to detail is a known attribute for any public relations professional. Make sure your first impression made online isn’t a bad one before the review.

Dress professionally and appropriately. Many students struggle when it comes to dressing professionally. It doesn’t mean wear four-inch heels you bought the day before or a suit jacket you had passed down because it’s the only “formal” thing you have in your closet. You want to look and feel the part. Reviewers know when you swung things together last minute. Follow these dress rules from Ann Taylor for women and GQ for men. Note for women: keep in mind the demographic of your reviewers. When wearing dresses, err on the side of caution.

Present your work as it pertains to your story and these three major points: the problem, solution, and impact. Each piece of your portfolio shouldn’t be there just to be there. It has to tell your story. Figure out how that piece of work relates to your overall theme or has shaped the way you perceive public relations. Remember that your materials have to tell your story without you in the room.

After your review, send them an email an hour to two hours later. Within 24-72 hours, send them a personalized thank you card. These folks are here because they care about how well you thrive in the industry. Take the time to tell them thank you for gaining valuable advice.

For more information on Portfolio Reviews, stay on the look at out on Allen Hall Public Relations’ blog. For more portfolio tips, see our post on how to jump start your PR portfolio here.

Abbie_Outside2-cropped Abbie Mulligan, President, serves as the chapter’s resource and mentor, for our members and the executive board. When she’s not in Allen Hall, you can find her helping to strengthen the university’s relationship within the community. Follow her on Twitter at @abbsmulligan.