Alumna Q&A Danica Delia

How Selling Purses Can Teach You

PR Skills

How successful is the elevator pitch?

ent

COMMAPRIL 2012

Volume 2, Issue 5

AN RWU PRSSA PUBLICATION

PR firms vs.in house PR

Kassandra Ricci_COMMunicator

purses

During school hours, I’m a PR student. However, by night and weekend I work at a purse retailer in Providence. PR isn’t just for the classroom. In fact, it is surprising how PR can creep into every aspect of our lives, even our part-time jobs. Here are three PR lessons I learned while working retail:

Don’t speak with jargon

Every profession has jargon, even pocketbook sales. I may know what double-quilted cotton with a double stitch means, but all the customer wants to know is that it is durable and machine washable.

The same can be said for pitching journalists. You may understand your PR jargon, but they want the bare bones facts in order to provide their readers with the best information. Don’t clutter your releases with jargon.

Show the client both the features and the benefits

When I sell a bag to a customer, I make sure to tell them the features of the bag and how those features will benefit them: “This purse has three slip pockets on the outside (feature), which are perfect for easy access to the things like your keys and phone (benefit).”

Clients want to be reassured about their return on investment (ROI). Make sure that when you are pitching your ideas, you are selling both the ideas and the potential results or monetary rewards.

Do your research

When I sell a customer a purse, I make sure to ask all of the important questions in order to find them the right bag. My goal is to create a happy customer by selling them a bag that fits their personality and is efficient.

When creating a PR campaign, it is important to do thorough research before the planning and implementation process. The campaign must address the important issues, while remaining loyal to the company’s image and values.

3 PR lessons I learned from selling

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118 seconds- The average length of an elevator ride in NYC and the amount of time you have to sell yourself or

your company while getting from point A to point B.

It’s Monday morning; you almost miss your elevator and spill the coffee in your hand. The door closes and you look up to find the CEO of your dream company – let’s hope you have something better to say than “nice weather outside, eh?”

Kyrie Perry_COMMunicator

purses

The elevator pitch is an art and such a powerful conver-sation starter when perfected it has been broken down to a science. First, it is important to compose a profes-sional pitch that is still conversational. A wise man once said, “if you can’t say your elevator pitch to friends and acquaintances over a Bud, or a tasty Arnold Palmer at the backyard barbeque, it is not an effective elevator pitch.” Now that you’ve got the tone down, there are a

few things you must include:

Forget about “we,” now is the time to toot your own horn and brag about yourself.

Focus on impact. Explain how your efforts have benefit-ed your company to show how you can influence theirs.

Slow and steady wins the race. You obviously don’t have a lot of time in this situation, so you try to cram in as much as possible, but if you talk so fast that no one un-derstands you, you’re better off not opening your mouth and embarrassing yourself. Stay clear, concise and at a comfortable talking pace so you do not seem nervous.

Always be ready. Just because elevator is in the name does not mean you have to save this short scripted masterpiece for an actual elevator. The world is your elevator, no reason you can’t pitch your-

self to someone you’re waiting in line with or who’s at your family get-together.

Like any other speech, practice makes perfect! So, go grab a piece of paper and jot down everything accomplishment and success you’d want the hiring manager of your dream job to know, then cut it

until it is tailored and crisp and jump at any opportunity to try to out!

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Common advice among job seekers is that when you attend an interview, you need to interview the employer right back. After all, you’re the one who will potentially fill the position. You need to know if it’s going to be a good fit, right? While salary ranges, benefits and schedule flexibility are important details you deserve answers to, hiring managers don’t appre-ciate questions like those until at least your second interview (or maybe even after they make you an offer). During your first interview, the “impress me” dance is still in full swing. When a potential employer asks if you have any questions, she doesn’t want inquiries about parking validation; she wants to see if you’re prepared, educated and inquisitive. Here are six questions to ask at the end of your interview that will help you master the twisted tango of getting hired.

1. “If I were to start tomorrow, what would be the top priority on my to-do list?”The answer to this question will give you more insight into the current state of the position while showing you’re invested and interested in learning how you can start things off with a bang. The added bonus lies in the Jedi mind trick: You already have your interviewer picturing you as the position holder.

2. “What would you say are the top two personality traits someone needs to do this job well?”The answer to this question will be very telling. You can translate “creative” and “intuitive” to mean you will be on your own, while “patient” and “collaborative” could mean the opposite. Not only will this question allow you to feel out whether you’ll be a good fit, it will get your interviewer to look past the paper resume and see you as an individual.

3. “What improvements or changes do you hope the new candidate will bring to this position?”This answer can shed light on what might have made the last person lose or leave the job, as well as tip you off on the path to success. Asking this shows an employer you are eager to be the best candidate to ever fill this position.

4. “I know this company prides itself on X and Y, so what would you say is the most important aspect of your culture?”This question is sure to impress. It shows you researched the company, and gives you a chance to gain insight into what values the company holds highest.

5. “Do you like working here?”This question might take the interviewer back a bit, but his answer will be telling. A good sign is a confident smile and an enthusiastic “yes,” paired with an explanation as to why. Consider it a red flag if he shifts in his seat, looks away, coughs and starts with “Well…” Regardless of their answers, employers appreciate the chance to reflect on their own opinions, and it turns the interview process into more of a conversation.

6. “Is there anything that stands out to you that makes you think I might not be the right fit for this job?”Asking this question can be scary, but also beneficial. Not only does it give you a chance to redeem any hesitations the employer might have about you, it demonstrates you can take constructive criticism and are eager to improve. These are valuable qualities in any candidate.

PR DAILY

6 interview questions that will make any employer want to hire you

By: Kelly Gregorio_Posted March 26,2013

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RWU COMMent: What did our PR program provide you?

Danica Delia: RWU PRSSA provided me with not only knowledge of the PR industry, but an amazing network

of incredible people that share the same interests as myself. It also provided me with professional experience that has helped me out im-

mensely since graduating in May. Interacting with professionals, whether they are in the PR industry or not, is half of the battle and RWU PRSSA gave me so many

opportunities to network and build relationships with professionals.

RC: What did PRSSA help you with?DD: PRSSA has helped me with becoming a responsible, mature, and successful person. Since

I held the presidential position for one year during my senior year, I had to manage a number of events and people and make sure that the organization was run smoothly and efficiently. This re-

sponsibility and opportunity that RWU PRSSA provided me with is something that I would not have been able to find anywhere else.

RC: What do you wish you knew about PR before you graduated?DD: I wish I knew how rigorous the process of breaking into the PR industry is, especially when it comes to agency PR. A lot of the people I know that are currently working at an agency had a relationship with them prior to graduating. The agency environment is very cutthroat and it takes a lot to prove

your worth, but this should only motivate you to work harder.

RC: What did your internships give you that your classes didn’t?DD: My internships are, hands down, what got me hired at my current job in July after gradu-

ation. Experience in the professional environment is incredibly crucial to have and is simply impossible to gain just from school. Take as many internships as possible, even if they are

unpaid, because they will pay off for you in the end and help you get a job. In the work force, experience is everything.

RC: What is your current position in the working field?DD: I am currently working at a company called Daymon Design in the

Design/Marketing Department on the account team as Packag-ing Development Coordinator.

Alumna Q&A Danica Delia

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As a sophomore I had my first intern-ship with a retail company doing in-house public relations and marketing. As a junior, I had my second internship doing in-house non-profit public rela-tions. Currently, I am working at a pub-lic affairs firm that takes on and repre-sents numerous clients. My advice to students looking for their first public relations internship is to start with a firm, not doing in-house. While work-ing doing in-house public relations you do learn a lot but while working for

PR Firms vs. In Housea firm, I have learned more than ever before. You get to work with different clients who are looking for different services. This broadens your horizons and allows you to learn new skills with each new client. After interning with a firm, trying in-house public relations is definitely a valuable experience as well. Because you have already gotten your feet with so many different clients and experiences working for a firm, you will be able to offer more skills at your in-house public relations job.

Caitlin Galeotti_COMMunicator

With the end of the semester approaching fast, students are mentally preparing themselves for summer. The weather is getting nicer and stu-dents are letting the homework pile up as they let their mind wander into thoughts of sand, sun, and relaxation. For seniors, our minds are trying to remember this happy place as we prepare for graduation, but the harsh reality is that we may not have our perfect summer back as we now have to look for jobs and be real 9 a.m. to 5 p.m. working people.

An important way to be preparing for the job search process is to start by doing informational interviews. These aren’t your typical job inter-views where you are drilled for 20 minutes on why you fit the company best, but rather a casual conversation with someone in the field or com-pany that you would want to work for.

If you are looking for a career that is more writing based then it would be a good idea to start your informational interview by contacting a writer that you enjoy reading. Find a specific article or piece that they wrote and pick out the pieces that you like the best or you think really stands out. Write a personal letter to the writer indicat-ing what you liked the most about the piece and anything you agreed with. Then, ask them if they would be interested in going over some of your pieces in person. If this writer is located some-where far, then ask them if you could email them some samples you have written.

This type of informational interviews is great be-cause not only are you putting your name out there into a place where you could potentially work but you are also networking in the field. The worse thing that the person could say is no. And if they do say yes, then it would be great to get feedback from a professional.

Michelle Lee_COMMunicator

The second type of informational interview is easier than the first. Communication ma-jors need an internship to graduate and have bosses who are professionals. Our bosses have most likely gone through internships themselves and may have already had numer-ous jobs.

Pick their brain one day when you’re hanging around the office. Ask them about their past internships and experience to see if they have done any jobs that you might be interested in. Everyone loves talking about themselves, especially communications professionals, so they will probably love that you are taking an interest in them.

Another easy thing to do is to Google people who have jobs you may want. Say you are in-terested in being a travel writer and want to work near Boston. Googling something like “Boston Globe travel writers” will give you names of current people who are travel writ-ers for that publication. The Internet allows for everyone’s email to be readily available, so send them an email asking about what they do specifically, how they got started, and the best/worst things about their job. Again, the worst thing they can do is not respond but if they do then you have information on what it is like to work at their publication or field!

Don’t be shy to even cold-call professionals just to talk to them about their jobs. Trust me, as a journalism major people love talking about themselves and it will can never hurt to put yourself out there.

Informational Interviewing 101

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Theresa Agonia_COMMunicator

It seems the Kardashians are not the only people who appreciate good alliteration. Having confidence really is cey when attending a conference. After attending three, in which I presented at two, my confidence is doing great when it comes to engaging in con-versations with people I do not know and networking with pro-fessionals in the field. Through the public relations program here at RWU, I attended and presented at conferences in San Francisco and Washington D.C. I also attended a conference in Orlando.

These opportunities gave me the chance to ask questions. Nor-mally, I believe in finding the answers myself, but when I was at these conferences I found myself asking every question I had. Why? Because I realized everyone was in the same boat I was and it was okay to want to know more.

I also got to practice my presentation skills. I have always loved speaking in front of crowds (the bigger the better), but after I pre-sented at two national conferences I found I loved it even more. Why? I have attended some really boring presentations and when I say boring, I mean boring. When I was presenting at conferences I incorporated my personality into my segments and had fun with it. This allowed me to be approachable after my presentations and made it easier for those attending to pay attention.

Lastly, these conferences boosted my confidence with what I know regarding the field of public relations. As an underclass-man, I sometimes used to question how much I really knew or how ready I really was to graduate. After attending sessions and learning great tips and tricks from professionals, I am confident enough to say I understand the value of public relations.

Confidence is Cey at Conference

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Editor-in-ChiefSofia Giovannello

COMMunicatorsTheresa AgoniaCaitlin GaleottiMichelle Lee Kyrie Perry

Kassandra Ricci

Want to write for us? Contact: rwucomment@gmail.com