Title Slide Preparing  students  for  jobs  &  working  with  local  media  

Jan.  3,  2013  Business  Journalism  Professors  

Seminar  

Wong  Mike  

•  Director,  Cronkite  Career  Services  •  Manage  600  internships  per  year  •  Teach  career-­‐preparaKon  course  for  

seniors  and  graduate  students  •  16  years  of  professional  experience  as  TV  

news  manager  in  Phoenix  (NBC  and  PBS  affiliates)  

•  11  years  of  experience  providing  media  training  for  internaKonal  journalists  from  Bosnia,  Bulgaria,  Romania,  Macedonia,  Montenegro,    Slovakia  and  Serbia.  

Lavelle  ChrisKne  

• Business  journalism,  digital  media  management  and  strategy.    •   Guided  two  major  Arizona  news  websites  –  The  Arizona  Republic’s  azcentral.com  and  eastvalleytribune.com  •   Former  business  editor  and  digital  media  manager  at  The  Phoenix  GazeZe  and  The  Arizona  Republic.  

Building  for  success  Key role for professors - help students acquire work experience and publication in media outlets. •  Prepare the students •  Relationships with local media

Who  are  these  students?    From Deloitte Consulting

How  do  they  talk?  Produced  by  Ryan  Jenkins  

How  do  you  reach  them?  Less  is  More.  Or,  Get  Right  to  the  Point  Millennials  are  used  to  ge]ng  info  in  short  bursts    (through  texts,  140  characters  for  TwiZer,  one-­‐liners    on  FB,  etc.)  

How  do  you  reach  them?  Video  Presenta=on  Consider:    One  of  every  five  millennials  has  posted  a    video  of  themselves  online.  That’s  three  Kmes  more  than    any  other  age  group.  Source:  Pew  Center  

The  building  blocks  1. Experience  &  Skills  2. Resume  3. ReputaKon  4. Professional  RelaKonships  5. Local  media    

1.   Advise  students  to          build  experience  and  skills.  

•  Internships  •  Immersion  programs  •  Campus  media  

Where  should  students  search?  

J-Jobs

2.  Advise  students  to  build  resume,  porHolio.  

•  Relevant experience •  Resume (traditional and online) •  Organizing a portfolio

3.  Advise  Students  to  prac=ce    professionalism,  build  reputa=on    •   In  EMAIL  address  cuKepie@asu.edu  NewsDude@asu.edu  Sweetcaroline12@asu.edu  •   VM  greeKng  “Hey,  this  is  Stan,  The  Man.    I  can’t  get  to  your  call  at  the  moment  ‘cuz  I’m  out  ballin’.        Leave  a  message.    Out.”  

In  wriMen  communica=on  to  employers,  faculty,  staff      •  Avoid  ALL  CAPS  •  Avoid  exclamaKon  points  and  

Doubles  and  Triples-­‐  !!!  (see  how  bad  it  looks?)  

•  Write  “Thank  You”  Notes  

Maintain  professionalism  .  .  .      

•   In  social  media  

According  to  a  study  by  Reppler    (a  social  media-­‐monitoring  service):  91%  of  recruiters  use  social-­‐networking  sites  to  screen  prospecKve  employees.  

During  the  hiring  process,  which  social  networks  do  you  use  to  screen  prospects?  

 FB:  76%    

TwiZer:  53%  LinkedIn:  48%  

Source:  Reppler  

During  which  phase  of  the  hiring  process,  do  you  look  at  social-­‐networking  sites  to  screen  prospecKve  employees?    

•  Aoer  receiving  applicaKon:  47%    •  Aoer  iniKal  conversaKon  with  prospect:  27%  •  Aoer  detailed  conversaKon:  15%  Source:  Reppler  

Have  you  ever  rejected  a  candidate  because  of  what  you  saw  about  him/her  on  a  social-­‐networking  site?    

•  Yes:  69%    •  No:  26%  •  Don’t  use  those  sites    to  screen  candidates:  5%  Source:  Reppler  

 

4.  Advise  students  to  build    professional  rela=onships.  

•  Use  professors  as  resources  and  recommenders  •   Network  at  internships  

•   Get  involved  with  career-­‐related  clubs  •   AZend  professional  development,  seminars,  mixers  •   Reach  out  to  alumni  •   Find  mentors  

5.  Work  with  local  media.    The  professor’s  relaKonship  with  local  media  and  employers  in  your  market  is  criKcal  for  your  students’  success.    TOP  PRIORITY:    get  published,  aired.    Professional  experience  builds  confidence  and  porrolios.    

How?    Who?  •   Internet  sites,  newspapers,  radio,    TV  in  your  local  market  •   NaKonal  media  

•   WSJ,  USA  Today,  LA  Times,  Reuters,  Bloomberg,  CNBC  

•   Trade  publicaKons  •   Corporate  media  /  investor  relaKons    .  .  .  Think  beyond  tradi=onal  media.  

Your  examples  • Liu  Lihua  –  local  media  and  China  Today  • Sandra  L.  Combs  –  Arkansas  State  University  –  local  media,  campus  media  • Kathryn  Jones  Malone  –  Tarleton  State  University  -­‐  Texan  News  Service  • Leonard  Horton  –  Florida  A&M  University  –  CBS  News,  local  media    • James  Nelson  –  MarqueZe  University  • Micheline  Maynard  –  Central  Michigan          

Success  stories  at  Cronkite  •  CareerBuilder  /JOBS  arKcles  for  The  Arizona  

Republic  •  Small-­‐business  features  for  The  Phoenix  Business  

Journal  •  Entrepreneurs  for  The  East  Valley  Tribune  •  TV  packages,  videos:    Jerome  marijuana,  Luke  AFB,  

East  Valley  Business  Expo.  •  Non-­‐tradi=onal:  U-­‐Haul  communicaKons,  CSP  

Magazine  •  Student  media  –  Downtown  Devil,  State  Press,  

Cronkite  News  Service  

Story  ideas  that  work  •  Careers,  jobs  

•  IdenKfy  topics  and  assign  to  students.  Use  local  resources  –  career  advisers,  HR  experts  

•  Small-­‐business  features  •  Send  students  out  to  visit  local  businesses  and  find  

an  interesKng  angle.  

•  Entrepreneurs  •  Talk  to  Chambers  and  other  business  organizaKons  

in  town  to  find  out  who  is  starKng  businesses.  

•  Future  of  your  town  –  economics,  growth  •  Downtown  –  what’s  happening?  •  ResidenKal  development  •  Any  manufacturing  in  your  town?  What?  

Beyond  tradi=onal  media   •   WHAT?  Industries  in    your  markets  

•   Retail  •   Pets  •   Manufacturing  •   EducaKon  •   Entertainment,  etc.  

•   What  companies  are  in  your  market,  and  what  industries  do  they  represent?    •   Look  for  trade  publicaKons,  corporate  media.  

Bring  the  editors  to  the  classroom.   •   Face-­‐to-­‐face  with  the  students  •   Tell  about  their  companies.  •   What  do  they  value  in  their  coverage?  •   What  skills  do  they  need  most?    •   Describe  the  “ideal  reporter  candidate”?  •   How  can  students  contribute  best  and  get  published?  

 

Make  your  media  partners  happy.   •   Know  the  editors’  needs.  

•   Find  niches  for  student  work  (Career  pages,  Spotlight  on  Local  Business).  •   Ask  for  assignments  –  press  releases.  •   If  possible,  pair  students  &  reporters  on  local  business  coverage.  

Make  it  ‘easy’  for  the  editor.   This  is  another  key  to  success  …  

 Student  work  should  be  “ready  to  publish.”    •   Spend  class  Kme  reviewing  student  work.  •   Get  students  involved.  •   Re-­‐work,  edit  

   Yes,  it  takes  *me  –  but  it’s  the  surest  way  to  help  students  get  those  clips,  por;olio  they  need.

Takeaway  Do’s   •   Do  challenge  /  require  students  to  be  published.  •   Do  encourage  students  to  seek  their  own  outlets  for  their  work.  •   Do  ask  editors  for  assignments.  Meet  with  them  before  class  begins  to  idenKfy  needs,  pain  points.  •   Do  engage  the  class  in  reviewing  each  others’  work.  CriKque,  revise.  •   Do  reach  out  to  corporate  communicators.  

Takeaway  Don’ts   •   Don’t  overlook  non-­‐tradiKonal  outlets.  •   Don’t  miss  opportuniKes  with  companies,  organizaKons  and  trade  publicaKons.  •   Don’t  underesKmate  the  Kme  it  takes  to  work  with  students  on  ediKng,  revisions.  •   Don’t  forget  –  it’s  all  about  clips  and  porrolios  that  lead  to  internships  and  job.

And  don’t  forget  ~   •   Make  it  easy  on  the  editors,  and  they  will  be  your  friends  for  many  semesters.