Date post: | 31-Dec-2015 |
Category: |
Documents |
Upload: | blaze-phelps |
View: | 17 times |
Download: | 0 times |
Real World Public Relations:The Things Your PR Teacher
Never Told You
Deanna McKinley, APR
Friday, Sept. 17, 2010
"Real World Public Relations: Things Your PR Teacher Never Told You"
2
About This Webinar
This webinar describes one PR pros’ experiences through the ranks of the industry
It is designed for college students and recent graduates, however, seasoned pros will be able to relate
"Real World Public Relations: Things Your PR Teacher Never Told You"
3
About the Speaker
Deanna McKinley, APR, handles community media relations for PepsiCo’s Frito-Lay North America business unit.
She was the youngest APR in the Dallas PRSA chapter’s history
She holds a bachelor’s degree from Florida A&M University and is pursuing a master’s degree from Gonzaga University
"Real World Public Relations: Things Your PR Teacher Never Told You"
4
Why Did You Choose Public Relations? Because you’re great with people? Because you will make more money
than if you stay in Journalism? Because you like to party? Because you want to manipulate the
media and the unsuspecting American public?
"Real World Public Relations: Things Your PR Teacher Never Told You"
5
Why Did you Choose Public Relations?
All of these reasons are valid for a career in public relations (well, maybe not the manipulation one – sounds
like code of ethics violations in your future!) Whatever your reason for choosing public
relations, own it. Then realize there’s so much more to the
industry than you ever imagined!
"Real World Public Relations: Things Your PR Teacher Never Told You"
6
What is Public Relations?
There are many definitions for public relations
At its core, it is two-way communication between an entity and its publics and vice versa
It is often “reputation management”
"Real World Public Relations: Things Your PR Teacher Never Told You"
7
What is Public Relations?
No matter what company, government or person you represent in the public relations industry, will be responsible for some aspect of reputation management.
Your job will be to get ahead of the trends and chatter in your industry and make sure your messaging and image (publicly and internally) accurately address those areas.
"Real World Public Relations: Things Your PR Teacher Never Told You"
8
How Will You Succeed in PR?
Learn to write.
Clearly. Succinctly. Quickly.
"Real World Public Relations: Things Your PR Teacher Never Told You"
9
How Will You Succeed in PR?
Use your textbook knowledge as the background you’ll need for conducting research and creating strategic plans in the real world
"Real World Public Relations: Things Your PR Teacher Never Told You"
10
How Will You Succeed in PR?
Resourcefulness
"Real World Public Relations: Things Your PR Teacher Never Told You"
11
Resourcefulness?
Be the person who can get the accurate information quickly
Have the ear of the influencer/decision maker and you will be on the right path to success Know this skill develops over time, and
only happens when an AUTHENTIC relationship is created
"Real World Public Relations: Things Your PR Teacher Never Told You"
12
Resourcefulness? Become an internet search
king/queen! Develop relationships with key
stakeholders in various industries so that you can tap their expertise when necessary
Stay on top of ALL current events – a devastating oil spill is just as important as a celebrity happening depending on your industry
"Real World Public Relations: Things Your PR Teacher Never Told You"
13
How Will You Succeed in PR?
Flexibility
"Real World Public Relations: Things Your PR Teacher Never Told You"
14
Flexibility
Know now that no two days are the same in public relations
Have a wardrobe that ranges from clothes you can paint in to formal evening attire
Get your passport Learn how to pack a week’s worth of
clothes in a carry-on bag Something ALWAYS goes wrong; Have a
contingency plan in place
"Real World Public Relations: Things Your PR Teacher Never Told You"
15
How to Prepare for Your Career in Public Relations
Graduate Complete your bachelor’s degree
program Consider a master’s degree
"Real World Public Relations: Things Your PR Teacher Never Told You"
16
How to Prepare for Your Career in Public Relations
Begin/refine your résumé and portfolio Clean, simple résumés are the rule, not
the exception Highlight your relevant PR-related
experience FIRST on your résumé (internships!)
Portfolios should highlight your best writing and design work
"Real World Public Relations: Things Your PR Teacher Never Told You"
17
How to Prepare for Your Career in Public Relations
Secure an Internship
Now!
"Real World Public Relations: Things Your PR Teacher Never Told You"
18
Why an Internship?
An internship gives you the critical experience that is necessary for success in public relations
Remember, excellent PR skills are not gleaned from pages of a textbook. Employers want to hire people with real-world experience
"Real World Public Relations: Things Your PR Teacher Never Told You"
19
Why an Internship?
Internships help narrow down your area of focus
Not only do you find out what you like, but you find out, more importantly, what you DON’T like
You’re supposed to be tired and broke in college. It’s the American way!
"Real World Public Relations: Things Your PR Teacher Never Told You"
20
How to Prepare for Your Career in Public Relations
Begin to practice reputation management with yourself
How are you perceived by your peers and those in authority?
What skills can you begin to highlight/strengthen?
"Real World Public Relations: Things Your PR Teacher Never Told You"
21
How to Prepare for Your Career in Public Relations
Analyze your presence in cyberspace
Google yourself Anything you need to clean
up/remove? Review your privacy settings on
social networking sites
"Real World Public Relations: Things Your PR Teacher Never Told You"
22
How to Land a Job/Internship Know what you want
It’s not ok to just want a “job” What industry lines up with your specific
skills and passions? In what area of the country do you want
to live? Do your research
What are the top agencies, corporations, artists that do what you love?
Who are their competitors?
"Real World Public Relations: Things Your PR Teacher Never Told You"
23
How to Land a Job/Internship Cultivate relationships with influencers
that can assist you in your search – career counselors; professors; peers in the industry; alumni
Present a stellar résumé and portfolio If applying online, be sure to include key
terms that will help a computer pick your résumé out of the clutter
"Real World Public Relations: Things Your PR Teacher Never Told You"
24
How to Land a Job/Internship
Look the part at an interview Business attire Accessorize accordingly
Flashy maybe ok at a fashion house, not so much at a conservative corporation
Depending on the place of business, be sure you’re not inadvertently representing a brand made by a competitor
"Real World Public Relations: Things Your PR Teacher Never Told You"
25
How to Land a Job/Internship Don’t be afraid to start small
Small companies need the assistance; and you may get more hands-on experience
Don’t shy away from an internship even if you’re looking for a full-time entry-level position. An internship can help you get your foot in the door
"Real World Public Relations: Things Your PR Teacher Never Told You"
26
How to Land a Job/InternshipCheck your ego at the door
EVERYONE is smart EVERYONE is talented EVERYONE will succeed if given the
chance How do your skills fit this particular
company? NO ONE OWES YOU ANYTHING FOR
SIMPLY SHOWING UP!
"Real World Public Relations: Things Your PR Teacher Never Told You"
27
How to Land a Job/Internship Remember, sometimes you have to
take a step back to move forward Don’t get hung up on the job title or
description Be realistic about salary and
benefits
"Real World Public Relations: Things Your PR Teacher Never Told You"
28
QUESTIONS?