PRos in Training

Tips, tools and discussion for students, newbies and veterans of public relations.

Archive for the ‘Getting Started’ category

Using LinkedIn: A Primer for Undergrads

December 16th, 2009

Connecting with people in your industry is as easy as creating a LinkedIn profile and using it as a live resume. Treat LinkedIn as the “suit & tie” social network and put forward your most professional self. Your profile should be kept up-to-date and polished regularly.

A LinkedIn profile, as you’ll see, is a great way to build your network & a place to send prospective employers to get info about you and your experience.

So how do you get started?

First step is to sign up & complete your profile:

Use your complete name
Fill in your title (Public Relations student at the University of Oregon is ok… but what about Intern at XYZ Company or Account Executive at Student PR Firm?). You can have more than one title & then choose the one you want as your headline. My profile includes significant volunteer experience in my title alongside my business titles. Your primary title is what people see first, so be smart about what you include.
Create a summary of your experience, aspirations and inspirations. Keep it relatively short and edit like a madman/woman. This is your first impression and the info that people see before they’ll see your specific work experience details.
Include the last three positions you’ve held. Internships, volunteer positions and student organizations are all okay and show your breadth of experience.
If you have a blog, add it.
Claim your custom URL/public profile link. Then use it! Include it in an email signature line, on a business card, etc. Mine is: http://www.linkedin.com/in/kellimatthews

When you think you’re done, walk away and come back later. Try to look at it with fresh eyes – they eyes of a potential employer. Does this profile say, “wow! I need to hire this person!”

The second piece is to make connections:

Start by letting LinkedIn scan through your email address book and find people who are also on LinkedIn. People who are on LinkedIn will have the little “in” blue box next to their name. You’d be surprised how many people you find. I always am! Don’t just add everyone, but go through each contact and be smart about who you add (especially at first).
Want to connect with particular people or particular types of people? You have two options. Look at the connections of those in your network and ask for an introduction (more on that in a minute) and also do a search for people by location, employer, job description and more.
When you add connections, be sure to include a personal note. The standard LinkedIn templates are boring and well, standard. This is particularly important if you are asking someone you don’t know to be part of your network. Tell them why you’re knocking on the door.

A word about introductions: Asking for an introduction is a great way to meet people and build your connections. When you do, though, be extra conscientious of the message you ask your contact to forward. For example, I should feel comfortable forwarding what you write to me with a note that says, “this person is worth your time.” As a general rule of thumb, treat that message as a mini cover letter.

Now, my LinkedIn contacts are comprised of people I know in real life and those I know via social networks, but they are all people to whom I could forward a message and make an introduction. It’s important to note that everyone cultivates their networks in different ways, however. It’s always good to ask first if someone is comfortable with this process generally and making an introduction to a specific person.

This should get you started, but here are some other LinkedIn tips worth a read:

Amber Naslund’s Social Media Starter Kit series is fabulous. Check out her LinkedIn basics post (then go read some of the others).
Chris Brogan says to write your LinkedIn profile for your future. Good advice and a helpful post.
Confused about the introduction process? Butterscotch has a video tutorial (this is just one in a series).
LinkedIn has a video and tutorial for new grads, too.

Thanks also to @jmartens, @mihaela_v, @ValerieSimon & @mhonald for their tips, too. In an upcoming post I will talk about how to join and participate in groups. There are several for PR students that are worth checking out.

If you’ve already started with LinkedIn, what tips would you share or what questions do you have?

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Posted in Getting Started, Professional Advice

Tags: connections linkedin network professional profile public relations

Guest Post: Creating the Job You Want

April 22nd, 2009

This is a guest post from UofO alum, Sarah Essary. You can follow her at @ConsumingPR.

I like to think of job descriptions as simple suggestions. Coloring outside the lines is perfectly acceptable in the workplace, but only if your art becomes a masterpiece.

Not too long ago, I was hired as a Reservationist at The Citizen Hotel. My job duties included answering the phones, filling reservations, assigning room numbers and routing payments. After a few weeks, I offered to develop the hotel blog and Twitter account. Soon, I proved to be knowledgeable in public relations and took on more responsibilities. Before I knew it, I was launching a social media campaign and taking a dual position as Public Relations Coordinator.

Currently, I am the Reservationist and Public Relations Coordinator for both The Citizen Hotel and Grange Restaurant & Bar. My duties include updating and writing all social media content, handling media inquiries, working with our public relations agency, editing all press materials, coordinating local media outreach, media monitoring and brand awareness, as well as writing and distributing the restaurant newsletter.

Practicing public relations during a dodge ball game is the best way to describe my typical day. It is imperative that I stay on top of all public relations activities while answering the phones at first ring. I may fill 10 reservations while at the same time edit an entire public relations plan.

This dual role is the best way for me to understand the market first hand. I’m in the trenches and the lookout tower all at the same time! It’s fulfilling when customers choose to stay at our hotel after noticing our Web site, news coverage, blog posts or even our Twitter!

As a Reservationist and Public Relations Coordinator, I am able to pitch and position my business with a first-hand understanding of the current market. There is nothing like disseminating a message to media and observing the impact on the target audience. It’s a blessing to have both worlds at my fingertips.

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Posted in Getting Started, Guest Post

Tags: Journalism public relations twitter

J-School’s Portland Center Hiring Instructor

March 25th, 2009

Instructor
School of Journalism and Communication, University of Oregon
George S. Turnbull Portland Center

The Position

The University of Oregon School of Journalism and Communication seeks an instructor for its George S. Turnbull Portland Center for the 2009/2010

Image via Wikipedia

academic year. This is a full-time, nine-month, renewable appointment, based in Portland, beginning on September 16, 2009. A part-time summer appointment is attached to the position, beginning on August 1, 2009.

The instructor will arrange internships and supervise students in the Portland Senior Experience program, and teach undergraduate courses in public relations and graduate courses in our strategic communication professional master’s program. The successful candidate will have a graduate degree, a professional background in communication, and university teaching experience. Familiarity and connections with the Portland media market are preferred.

The School of Journalism and Communication

The School offers doctoral and master’s programs in communication and society as well as professional master’s programs in news/editorial, magazine, strategic communication and literary nonfiction. The undergraduate program serves more than 1,400 majors and pre-majors in four majors: advertising, communication studies, journalism and public relations and approximately 80 graduate students in master’s and doctoral programs. Accredited by ACEJMC, the School is nationally known for its commitment to teaching excellence. In 2006, the School opened the George S. Turnbull Center in Portland, where it offers undergraduate and graduate classes, workshops and seminars for students and for the professional community. More information is available through our web site at: http://jcomm.uoregon.edu.

The University of Oregon Portland

The University of Oregon’s Portland programs include journalism and communication, architecture, digital arts, product design, law, business, and continuing education. They are

Image by andrewb823 via Flickr

housed in the White Stag Block, a refurbished, 103,000-square-foot facility, in the city’s Old Town Chinatown district, which is LEED Gold certified and has been honored for both sustainability and historic preservation. The Portland metro area is noted for its high quality of life, vibrant cultural environment, and access to outdoor activities, including the scenic Oregon Coast and the Cascade Mountains.

To ensure full consideration, applications must be received by April 24, 2009. The search will remain open until position is filled. Please send a letter of interest and qualifications, resume, and contact information for three references to:

Alan G. Stavitsky
Senior Associate Dean and Professor
Director, George S. Turnbull Portland Center
University of Oregon Portland
70 NW Couch Street
Portland, OR 97209
ags@uoregon.edu

The University of Oregon is committed to creating a more inclusive and diverse institution and seeks candidates with demonstrated potential to contribute positively to its diverse community. We are an equal-opportunity, affirmative-action institution committed to cultural diversity and compliance with the Americans with Disabilities Act.

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Posted in Getting Started

Tags: SOJC turnbull University of Oregon

Building a Strong Mentor-Mentee Relationship

March 17th, 2009

My mentor has been an important part of my professional life and, over the years, a trusted friend, confidante and adviser in many aspects of my life. She’s given me opportunities to earn experience in areas of public relations that I might not otherwise have had and is always ready with advice if I ask. If I don’t need advice, she’ll just listen.

We met when I volunteered for a nonprofit organization as an undergrad where she was serving as the communications director. We had a chance to work together on maybe a project or two before she left. I continued to volunteer for the organization and frequently asked my mentor for her advice on projects.

It wasn’t long before she asked me to help her with a client project – doing some basic media relations work. That was 8 years ago.

I am not exaggerating when I say that my career would not be where it is without her guidance and advice (and trust!). I’m a better person and a better PR professional because she’s in my life.

I think I’m pretty lucky. But how did I build this relationship and how can you seek out and develop one that works for you? I also asked my twitter network. I’ve noted their advice with a twitter ID after each point.

Being a mentee.

Being a “good” mentee has to be a part of figuring out a mentoring relationship. From the very beginning, think about this relationship as two-way. As a mentee, you have responsibilities:

Know yourself. Know what you’re looking for in a mentor and can identify the qualities that you want to grow in your own life. Think about your values and priorities. For example, for me a mentor without the same family-focus that I have would’ve been a problem. I need someone who understands, and encourages, work-life balance (mostly because I can forget the “life” part). (@AmandaJones)
Talk about your goals. Being clear about your goals and aspirations will help your mentor be clear about what you expect. (@sarahannelilly)
Do outstanding work and be enthusiastic. It’s rewarding to mentor someone who is learning and growing and doing work that you can both be proud of. If you’re seeking career guidance, show that you’re actively working toward those goals and making progress. (@krhodey)
Listen. Listen to what your mentor has to say. Only you can make the right decision for you, but good advice is valuable. Showing that you’re listening can strengthen the relationship and encourage your mentor to continue sharing his or her insights and experience. (@RichBecker & @aplambeck)
Reciprocate. Everyone has something to offer. Figure out how you can give back to the relationship.

Finding a mentor.

Set some goals. Be clear to yourself about what you’re looking for in a mentor relationship. A mentor can be helpful in many ways, and often more than one mentor is necessary and appropriate.
Consider logistics. Do you need a mentor who works at your company? or would you like (or need) someone from outside the organization?
Be proactive. Just ask! I was flattered to be asked to be a mentor recently. It really only took an email and I was on board. I also recognized that she and I would be a good fit and so it was easy to say yes. (@ntindall)
Ask for referrals. Ask friends, your peers or family to help identify a good mentor. You may be able to extend the possibilities far beyond your own personal network.

Being a mentor

As I mentioned early on, the mentor-mentee relationship must be two-way. The mentor also has some responsibilities besides just sharing what s/he knows. Two important “duties” stand out to me. My mentors have excelled in these areas, and that has truly benefited our relationship.

Listen. Listen to what your mentee says and needs to meet his or her goals. Clearly s/he respects you and your work, but everyone has a different life path. So your path might not be the right path. (@RichBecker)

Be genuinely interested. It is flattering when you’re asked to be a mentor, but it must be more than an ego boost for you. You need to be genuinely interested in your mentee’s life and career and eager to help meet the goals he or she has set.

Setting expectations.

Women for Hire has a great list of questions to consider at the outset of mentor relationship. I don’t know that something this formal will work for everyone, but it’s worth considering these questions and determining if the answers are important to creating a functional relationship. A few of the questions worth considering:

How often will you meet? Before you approach your mentor, have a good idea of how much time you’d like from her. Do you need to meet once a month or once every other month?
Under what circumstances will you meet? Coffee shop, home, office? Morning, lunch, evening, weekends?
How you will stay in touch? By phone or email? Ask what is easiest for her and be willing to accommodate that.
Confidentiality. This is a must on both sides, especially if you work for the same company or know many of the same people professionally. You’re likely to discuss work situations and professional relationships in the course of your work together, and you must agree to keep all information just between you.
Honesty. If you can’t exchange ideas freely there’s no use in getting started

So what are you waiting for? Just ask! It won’t cost you more than some time and a cup of coffee and the rewards can be tremendous.

If you have (or are) a mentor, I’d love to hear your tips and stories! Please share in the comments.