Tag: advice

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Five ways to succeed as an intern

Paid or unpaid, navigating the role of intern for the first time can be a challenge for anyone. Internship experience is an important part of building your resume as a student. Here are some of our favorite tips for being successful in an internship role:

1. Dress Professionally. Be sure to dress appropriately and modestly at your internship. Be wary of cleavage and be sure your skirt is at least knee length. Your office is not the place to showcase your eccentric personal style. “Inappropriate dress will hurt your quest for professional respect,” said Lorra Brown (PR Daily). Take a look around you, get a feel for the office dress code, and look to model that.

2. Understand Your Manager’s Expectations. Your managers do not expect you to know how to do everything. They do, however, expect you to be able to follow directions. Bring paper and a pen to meetings so that you can write detailed notes when your manager is speaking. Don’t hesitate to ask questions; you want to leave the meeting with a clear understanding of how to complete any given task. Be sure to brainstorm ideas before reaching out to your supervisor so you come prepared and with a possible solution to the problem you are trying to address.

3. Learn to Take Criticism. At some point in your internship you will receive criticism. Your supervisors criticize your work for your benefit as well as the organizations. If you aren’t receiving any feedback, just ask; constructive criticism is key to improvement.

4. Act as an Employee. Although you are an intern, you should conduct yourself with the dignity and integrity of an employee. “Employers frequently criticize interns for lacking problem-solving abilities or their unwillingness to be proactive in generating ideas,” Lorra Brown (PR Daily)  Keep yourself busy even when you don’t have a project to work on, ask others if they need help, and bring creative ideas to meetings.

5. Be an Advocate for Your Goals. Be clear with your manager about your expectations for the internship. If you begin the internship with the intention of gaining a certain skill, or creating a particular portfolio piece, communicate that with your manager. If they don’t know what your expectations are, you may end up performing a greater number of mundane office tasks. Your goals are an important priority, however, you are in charge of achieving them!

Photo Credit: Bill Dimmick via Compfight cc

Post by Katie Keene, PRSSA member for the 2012-2013 school year. You can contact Katie through our blog editor: cgisler@uoregon.edu.

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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.

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Starting an internship? Make sure to measure.

The secret to a standout resume is to measure your results, and you’ll need to plan ahead to do this. Here are the steps to follow:

1.    Identify the ultimate goal of your efforts. Why are you about to engage in this public relations endeavor? What is the purpose?

2.    Set objectives. Your objectives are how you measure whether you’ve achieved your goal, so each objective must be measurable. To set objectives, you’ll want to find out what your past performance was. You want to do better than last time, but you don’t want to set objectives that are tough to reach. Make sure to set your objectives with your manager.

Ideally, you’ll have access to the organization’s prior performance, so you can report the difference you have made (e.g., increased museum memberships by 5 percent).

If you cannot get information about the organization’s prior performance, you can at least report on your resume whether you met your objectives, and you can potentially report that you exceeded your objectives by a particular percentage (e.g., exceeded attendance objective by 20 percent).

If you will manage your organization’s social media, make sure to use tools to measure your organization’s performance before you take the helm. You can find these tools through an Internet search for “[name of tool] measurement.”

Some of my favorite measurement tools are Edelman’s TweetLevel and BlogLevel, Statigram, and PinPuff. There are plenty of other good tools, as well. Facebook has built-in metrics you can use through Facebook Insights, which you can access as soon as you’re an account administrator. Make sure to record the “before” scores, so you can measure the percentage of improvement at the end of your internship. You might also take some screenshots of the before and after measurements, which would be good visual illustrations for the professional portfolio you’ll prepare during J454.

Another important online tool is bitly, which you can use to measure the number of times people have clicked on a link you share.

3.    Measure your results. To figure out the percentage change between your performance and the prior performance, follow this simple formula:

A. Subtraction: Your performance – prior performance = X
B. Division: X divided by the prior performance

Then move your decimal to the right by two numbers, and you have your percentage change.

If you’re interested in reading more about measurement, subscribe to Katie Paine’s blog, check out one of her books from the library, or do both. Best wishes with your summer internship!

Photo Credit: MarcelGermain via Compfight cc

Guest post by Professor Tiffany Gallicano,  public relations faculty member for the UO School of Journalism and Communication. Visit her blog The PR Post.

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How to write a shining cover letter

A successful cover letter summarizes your relative experience and expresses your interest in a position. Your cover letter should leave the reader wanting to meet you for an interview. During the writing process, it’s important to use your unique voice, while also maintaining a professional and appropriate tone. Here are a few tips for making a great first impression with your cover letter:

Be personal. Whenever possible, address your letter to a specific person.

Do your research. Know what the position entails and learn as much as you can about the industry and organization you are applying for. Doing so allows you to focus on specific assets that match those of the position you’re applying for and tailor your cover letter to best suit the job.

Avoid using clichés. Employers sift through a number of cover letters with the same language. If you’re able to find unique ways to express your enthusiasm and interest for the position, you’re more likely to stand out.

Support your claims. Relate your strengths and experiences to the job description. This gives your letter substance. It also shows you are prepared for the position and prove your written communication skills.

Use active voice. It’s powerful. It shows your confidence. It keeps your ideas clear and easy to understand.

Proofread. Put your cover letter aside for a while, and then reread it. This is an old revision trick, but it works. You will likely discover grammatical errors and sentences that could be improved when you come back to it. Also, consider having a professor or advisor read over your letter – another set of eyes is very helpful when editing.

Don’t forget to format. Take time to make the letter clean and attractive. Keep the same font and header as your resume, but stick to traditional business letter formatting. Don’t forget to include a handwritten signature.

Your letter is the first impression a potential employer has of you as a professional. Remember, be yourself and let your strongest qualities stand out in your writing.

Photo Credit: Wim Mulder via Compfight cc

Post by Ruby Betten, PRSSA member for the 2012-2013 school year. You can contact Ruby through our blog editor at cgisler@uoregon.edu

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How to have a productive summer as a PR student

Summer is just around the corner. You know what that means? It’s time to start making those summer vacation plans. Summer is also a good time to advance your skills and take advantage of networking connections and opportunities. Whether you are working at home, backpacking through Europe, or interning for a public relations firm, here are some simple tips from PR professionals on how to have a productive summer as a PR major.

1. Write, write, and write

Writing is arguably the most important skill a PR professional can have. It is important to keep writing skills polished, even when school is not in session. Try starting a blog about your summer adventures, writing in a journal, or creating something as a portfolio piece.

2. Learn a new skill

Without the stress of deadlines and assignments that come with being in school, summer makes the perfect opportunity to learn something new. There are plenty of fun skills that you could learn or improve on this coming summer. Photoshop, Final Cut Pro X, and photography can all make valuable additions to your skills toolbox. Personally, I am hoping to improve my InDesign skills this summer.

3. Volunteer.

Volunteering is a great way to get involved and start networking. These experiences can reveal jobs, expand professional networks, help make new friends, provide career experience, and teach valuable skills- all while working for a greater cause.

 4. Schedule Informational Interviews

Informational interviews are a great way to learn applicable information firsthand within a specific field. You might also find out about career paths you were unaware of before, and it can provide great tips on how to fix up your résumé and land an interview.

5. Get an Internship

Last, but not least, having an internship over the summer can lead to exciting things. Not only do internships give you an edge in the PR job market, they also provide valuable experience, networking opportunities, and could potentially transition into a full time job.

These are just a few tips on how to have a productive summer as a PR major. Don’t be afraid to go above and beyond this list! Try new things, learn something new about yourself, and most importantly This is an exciting time in our lives and the future holds many opportunities and possibilities, especially in the increasing prosperity of the public relations field. How are you planning to have a productive summer?

Photo Credit: martinak15 via Compfight cc

Post by Claire Ion, PRSSA member for the 2012-2013 school year. You can contact Claire through our blog editor: cgisler@uoregon.edu!

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PRofessional: Kelli Matthews

Kelli Matthews is a public relations instructor at the University of Oregon School of Journalism and Communication (SOJC). She has been the faculty advisor for Allen Hall Public Relations (AHPR) for eight years, and when she was a student at the SOJC, she was on the first AHPR team. With years of experience, Matthews knows a thing or two about success in the public relations industry.

Q: What is the most important advice you have for budding public relations professionals?

A: I think that my biggest piece of advice is to be curious. Be curious about everything. Like how the world works, how news gets made. Just being active in organizations like AHPR, PRSSA or Oregon News associations really stem for being curious and making that attempt to fill your knowledge gaps. Even as you get in your profession, that curiosity will carry you a long way.

If you continue to be curious, you will pay attention to how to advance in your industry and your job. Curiosity will keep you up to date and, because everything changes so frequently in public relations, you really need to keep searching for those answers.

Q: You briefly touched on opportunities like PRSSA and AHPR, do you have any specific advice about how to get involved and build up a résumé?

A: I think that you should keep your eyes and ears open all the time. Opportunities may not always come in the form of a formal interview. There are lots of ways to gain exposure and to learn about the (PR) industry to be exposed to the environment, jobs and structure outside of formal settings. The point is really to keep your eyes open for opportunities that may not be directly related to a job experience. It’s not just about getting three internships on your resume because that’s what supposedly gets you a job.

Get involved with what interests you even if it’s not directly related to public relations. Life isn’t just a big checklist. There are many opportunities that add to the richness of your life and to the richness of you as a person, and all of these aspects tie into becoming a better public relations professional. Students tend to look for certain job experience on their resume without looking at the bigger picture. Stay curious and interested, you’ll be surprised at what opportunities lay in front of you.

Q: Could you give me an example of these life experiences that have helped you in public relations?
A: Part of my core values is to be connected and involved in the community. My personal commitment is to the community not to public relations. I am very involved with Rotary International, and I am on the board of directors of United Way of Lane County. I make conscious commitment to spend time with organizations that relate to my core values. As an adult, I knew what I was giving up in order to do that and as a young professional these choices are harder.

But as a young professional, you need to keep yourself aware of your core values, it could be a number of things, like family commitment. For me, it was about figuring our how my time is best spent and this had to do with my core values. It’s about finding a fit with your personal values and where you spend your time.

Post by Kaitlyn Chock, PRSSA member and project manager for the 2012-2013 school year. You can contact Kaitlyn through our blog editor: cgisler@uoregon.edu!

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Guest Post: The Pigeonhole Trap

“In Alabama, you can’t be for both. You have to choose. It’s either Alabama or Auburn. And once you choose, you are branded for life.” – Unknown Auburn fan
“Personnel? That’s for assholes!” – Clint Eastwood as Inspector Harry Callahan
“I was in Personnel for 10 years.” – Bradford Dillman as Captain Jerome McKay
(Long pause)
“Yeah.” – Harry Callahan

Recently, a fellow public relations graduate school classmate was excited about her prospects of landing a position with Intel Corporation. The only problem was the job was in Human Resources (with all due respect to those in HR).

I couldn’t help but immediately think about Dirty Harry’s reaction about being reassigned to “Personnel” in the 1976 feature film, “The Enforcer.” This point is amplified by his one-syllable response to Captain McKay informing him about his 10-year tenure in what we now label: Human Resources or HR.

My serious concern for my academic colleague had absolutely nothing to do with the largest semiconductor company in the world, Intel, but the position itself. Instinctively, I took into account that jobs are precious in this lethargic economy, even at a time in which we are celebrating the nation’s unemployment rate “declining” to 7.7 this past November as more-and-more job seekers give up the hunt.

In particular, I urged caution to her about inadvertently heading down the path to pigeonholing. She could record 10 years in human resources and suddenly come to the realization that she is permanently dropped into the lethal “HR” bucket. If she subsequently wanted to shift her career back to public relations, marketing, advertising etc. — what she actually studied as an undergraduate and in grad school — she may find the doors closed for her because she is now permanently branded as a “HR” professional, similar to “The Evil Director of Human Resources, ‘Catbert,’” in the Dilbert cartoons.

Another example is one of my students, who was saddened that he lost out for a retail management trainee job for Macy’s. This may have been a blessing in disguise unless he really wanted to spend his life in retail, which very well could have been the result if he was “successful” in attaining this particular job.

The point of this epistle is that we live in an increasingly demographic world and there is no going back. Think about how everyone is worshipping at the altar of Barack Obama political guru David Axelrod because his team correctly projected that 72 percent of the electorate would be composed of white voters…a number too low to elect Mitt Romney.

The exercise was to identify single women, African Americans, Hispanics and young voters and target the GOTV campaign (Get Out The Vote) to these demographic groups in their respective buckets. Some of this segmentation is obvious: Males and females; married or single: young or old. And someone is always dividing and subdividing each subgroup into tiny slivers to determine buying and behavior patterns for political or monetary gain.

From the Census to Facebook, we are compulsively segmenting people whether we like it or not (e.g., privacy advocates). From the Spartans to the Athenians, the Hatfields to the McCoys, the North and the South, Red States and Blue States, Israelis and Palestinians, we have a long history of putting people into groups. In Alabama, it is the red and white of the Crimson Tide or the blue, orange and white of the Auburn Tigers. There is no straddling the fence in ‘Bama.

To many Sean Connery will always be James Bond. Simon Cowell will be the absolutely brutal talent judge on American Idol. Simon Bond will always be the guy who wrote, 101 Uses for a Dead Cat. Reportedly, his subsequent books on any other subject were not accepted…he was always the “Dead Cat Guy.”

So does someone specifically trained in the verbal, written, digital media and communications choreography skills of public relations want to wake up one day and ask: ‘How did I become saddled in Human Resources?’ I am fearful that the lousy economy of today may result in some very painful and for the most part irreversible results a decade or more from now.

Should a graduate turn down a “position” in this crummy economy to avoid the dreaded pigeonhole? Or should that same graduate take a “job” to keep food on the table and gas in the tank, while continuing to search for the position that fits her or his career? This is a difficult predicament. And in many ways, it is an easy answer.

Choosing between Auburn and Alabama is tougher.

http://en.wikipedia.org/wiki/Pigeonholing
http://www.youtube.com/watch?v=DGCMyF-sA58
http://en.wikipedia.org/wiki/101_Uses_for_a_Dead_Cat
http://search.dilbert.com/comic/Evil%20Catbert
http://www.nytimes.com/2012/12/08/business/economy/us-creates-146000-new-jobs-as-unemployment-rate-falls-to-7-7.html?_r=0

OLYMPUS DIGITAL CAMERAA huge thanks to Kevin Brett, UO School of Journalism and Communications faculty member, for this guest post. Visit him at (Almost) DailyBrett Blog or Twitter (@kevinmbrett).

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National Leadership: Q&A with Ellie Boggs

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Boggs poses with the 2013-2014 PRSSA National Committee.
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UO PRSSA Exuective Board members Ellie Boggs and Callie Gisler attended the event in New Mexico in early April.

 

 

 

 

 

 

 

 

 

Say hello to a new “generation” of PRSSA leadership. The 2013 PRSSA National Assembly was held in Albuquerque, New Mexico, from April 4 to April 7. The event marks an important time for the organization, as delegates vote on bylaws and leadership for the coming school year. Current UO PRSSA chapter president Ellie Boggs was elected to serve as the National Vice President of Career Services for the 2013-2014 term. UO PRSSA is incredibly excited and proud for Boggs as she moves forward into her new role! Here is what she had to say about her new position and her thoughts on leadership: 

Q: What inspired you to apply for a position with the National Committee?
A: I first started thinking about applying to the National Committee during the National Assembly last year where I was the UO PRSSA delegate. The National Committee is a group of students who are so passionate about the PRSSA organization and the overarching ideas and plans that make the society run; I wanted to be a part of implementing those big plans. Leadership is also something that I enjoy immensely, so the decision to take the next step and apply for a national leadership position was an easy one.

Q: What do you hope to accomplish as the vice president of career services?
A: My No. 1 goal is to increase the number of PRSSA students who are given the opportunity to complete an internship. Every student deserves the chance to practice and improve their learned skills through internships, and serving as vice president of career services puts me in the position to help more PRSSA students get that practical experience.

Q: What is your definition of a successful leader?
A: I think a good leader is someone who knows how to listen, as well as act. Balancing these two qualities is essential but quite difficult. If the team you’re leading knows that you will listen and care about their concerns, they are more likely to work hard on your behalf. On the other hand, a good leader also should know when to take action and get things done.

Q: How do you think this experience will shape your future as a professional?
A: This is a really exciting position, because I get to interact with chapters and students, as well as businesses and professionals. Essentially this position is all about making connections in order to expand the PRSSA Internship Center, so it will help me develop the skills to interact on a professional level, instead of just a student level.

Q: Why is it important for students to seek out and apply for leadership positions while in college?
A: Leadership pushed me outside my comfort zone, and I’d venture to say it does that for most students. Learning to lead effectively takes practice and hard work. In your professional career, you most likely won’t have the opportunity to lead and manage people for several years, so learning to lead while in college will put you a step ahead.

Q: What advice do you have for other PRSSA members who might be interested in applying for a similar leadership position?
A: Start leading on a small level. Like I said before, learning how to lead effectively takes time and practice; it doesn’t happen overnight. Try seeking out a leadership position in your university or local PRSSA chapter. Then, once you’ve taken on several smaller leadership roles, you can begin researching leadership positions that allow you to take on larger responsibilities, such as the PRSSA National Committee. Be sure to do thorough research when applying to these positions. I prepared my application for several months before submitting it, and the time spent preparing was definitely paid off.

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Get Digital: Four Programs to Know

Post by Samantha Hanlin, University of Oregon PRSSA Member.

While the Gateway to Media series attempts to equip journalism students with the basic skills they need, learning the in-depth function of computer programs like the Adobe Creative Suite are useful skills. Here is a list of some of the most important programs PR majors should add to their resumes:

1) InDesign
As intimidating as this program may seem, you need to know the basics. For many internships and positions, this layout and design program is highly desired – if not required. Think of it as a sophisticated Microsoft Word document with 10 times the amount of opportunity. This program can transform a dreary poster into a professional and impressive advertisement.

2) Photoshop
Many people have dabbled in Photoshop. This program opens the door to flawless photos and sharp graphics . Photoshop plays into InDesign with any type of photo placement. Though sometimes an overwhelming program, Photoshop skills are incredibly useful to creating high quality images.

3) Prezi
Public relations is all about communication. When communicating with a large group, as many will have to do, visuals are key; and sometimes you have to go beyond PowerPoints presentations. Instead of persuading more yawns, try adding interest and flair with Prezi, an online presentation builder. Completely free and easy to use, Prezi gives every presentation edge, movement and easy access to embedded videos or graphics.

4) Final Cut Pro
Even if you don’t think video editing is essential, Final Cut Pro offers some perspective to what goes into a production piece, which starts with patience. The Gateway to Media series focuses on this program because you can learn vital skills about interviewing, and the importance of good audio and footage. Beware perfectionists, you can easily get addicted!

Success in the public relations industry means being a Jack (or Jill) of all trades. Take the time to explore popular computer programs like Adobe Creative Suite. Visit your professor for a quick tutorial, pick up a book or Google tutorials to teach yourself the basics. Adding these basic skills to your resume will make for a much stronger resume.

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How to Survive the Gateway Series

Post by Audree Nethercott, University of Oregon PRSSA Member.

Congratulations to the students who recently (and successfully) made it through Gateway I and II. The UO SOJC Gateway to Media series can be a few of the most rewarding classes you will take in college or it can be the longest two terms of your life.

It wasn’t too long ago that I was staying up until 4 a.m. in Agate Hall editing the “ums” and “buts” out of my audio to meet the 90-second project requirement. For many students, the Gateway series consists of long, lonely nights in computer labs and shamelessly asking everyone you know to participate in multimedia projects. Need some help? Here are a few ways to avoid the Gateway gloom.

1. Go to every class
Sounds obvious, right? Some students think that the lectures can be skipped occasionally. Wrong. Every single class is extremely important to your success in the series. By skipping class, you risk missing a quiz or class project, which can both affect your final grade, as well as your development of essential skills.

2. Attend the workshops
The workshops are where you learn the basics of Final Cut X and InDesign step by step. In my opinion, these workshops are more valuable than any other aspect of the class. Your instructor will guide you through mini projects that teach you the details of each program, resulting in higher quality work.

3. Use the Gateway instructors as resources
The Gateway instructors are there to help you. If week three has rolled around and your interviewee hasn’t replied back to your email, it is probably an indicator to move on to something else; this is a great opportunity to use your instructors as resources for alternate options. Visit them in office hours. They will give you ideas for a new topic and refer you to interesting people in the area. As an added bonus, you will have a chance to hear their amazing experiences, such as Dan Morrison’s stories of being embedded in Afghanistan.

4. Have a backup audio recorder
Sometimes your technology fails during an interview. Most interview subjects are busy and won’t be able to reschedule to another time. To avoid this problem, always have a backup recording device. It can be an audio recorder from the J-Cage or your iPhone.

5. Do not procrastinate
This is an obvious one, but a few graduates have told me they graduated with two degrees; the first a Bachelors of Arts and the second a “Bachelors of Procrastination.” Creative work is not something that should be rushed through the night before a deadline. Pulling an all-nighter will negatively impact your work and your grade. Plus, your instructor can tell the difference between work that is well-done and work that is rushed through.

The Gateway to Media series is supposed to teach you what is expected in the world of journalism, not inhibit your excitement for the journalism industry. Follow these tips and stay organized. It might surprise you how fun the classes really are, if you take the time to do them right.

Photo Credit: Pink Sherbet Photography via Compfight cc