5 Questions To Check Your Ethics

PRSA has dubbed the month of September Ethics Awareness Month. Ethical practice is something briefly mentioned in some PR classes, but is rarely delved into at great length. Many of the misconceptions about public relations stem from the belief that practitioners do not strive to live ethically.

As public relations professionals, it is critical that we are ethical in our practice. The many misrepresentations of our industry mean that we are constantly under a magnifying glass. Also, the power of our services is heightened immensely when we practice ethically, as it increases the amount of trust between us, our clients and our publics.

To help keep yourself on the right track, here are 5 questions you should ask to check your ethics.

1. Am I following the PRSA Code of Ethics?
2. Am I disclosing all necessary information to my clients and my publics? Read up on disclosing the right way, here.
3. Could this potentially be a conflict of interest for myself or another client?
4. Am I protecting the free flow of information?
5. Am I making responsible decisions for myself and my client?

The answers to these questions should be obvious, and should be used as a guide to practice your profession ethically. To take the ethics code on the go with you, download the PRSA Ethics App to help keep yourself in check.

(image source)

6 Ways To Discover A Great PR Client

When working at an agency, clients come and go. There are good clients, bad clients, mediocre clients, and there are great clients. At PRowl PR, we have been fortunate to have a history of retaining great clients. 

After working with PRowl PR for the past three years, I have noticed that there are certain traits that really make a great client stand out. I think this article from Maven Communications puts it best:

1. The client is open to exploring initiatives that they’ve never done before because...
2. The client trusts your expertise and respects your professional recommendations. 
3. The client is on board with adjusting the campaign to keep the results aligned with the business objectives of the company. 
4. The client pushes you to continually be innovative. 
5. The client’s campaigns are intellectually stimulating… 
6. And also intellectually demanding. 

Next time you are meeting with a potential new client, be sure to keep these six traits in mind and hopefully you will discover your next great PR client. 

My Adventure with the PRSA Philly Pepperpot Awards

The Pepperpots are an annual award ceremony hosted by PRSA Philly in order to recognize outstanding public relations efforts across the city.  I'm luck enough to be attending the event tonight because of my current internship at LevLane Advertising.  The award categories arrange from special events to social media to medial relations.  LevLane entered several of the categories and it was a whirlwind process.

The great news is that we won a Pepperpot in at least one category! I'm honored to have been part of the submission process.  One of my duties was coordinating the submission binders.  These binders were packed full of clips, releases, media alerts, and the works, some of which totaled over 50 pages.  

The biggest benefit that I got from working on the Pepperpot submissions was familiarity with the clients.  It's often hard to really get the 360 degree view of a client when you're only interning somewhere for one semester.  I really got my hands dirty (metaphorically, of course) with the submission binders, so I got to see a lot of the previous work that was done and I saw tons of great information.

I would highly recommend asking to get involved with these types of projects.  Even if it means you have to stand in front of a photocopier for three hours like I did, you're going to be rewarded with a wealth of information and understanding about your clients.

I'll be updating this post after the awards ceremony tonight, so make sure to check back tomorrow!

#RealTalk: Crisis Communications

"In the middle of difficulty, lies opportunity."

This is a quote from a session at the PRSSA National Conference called From the Crisis Trenches: Blazing a New Trail in Communications. Speakers from the Mach 1 Group discussed the crisis the Livestrong Foundation was faced with when the Lance Armstrong scandal broke.

No matter how prepared we try to be, crisis will always knock us off balance.  Only so much can be learned about crisis communications in a classroom but it is something that will most likely face all of us one day. Here are some key takeaways that I learned in this PRSSANC session that made me feel more comfortable in my ability to handle a crisis situation.

• Work your company's mission statement into any answer you're giving the press
• Think "how can we turn this around?"
• Remember: we are more than the sum of the actions we take
• Be sure to show the big picture, not just focus on the problem at hand
• You always want to be the one to break the news so you can shape it
• Ethical and transparent communication is essential

Keeping these things in mind when handling a crisis situation will help ensure that it goes as well as possible. 

What tips do you have for dealing with crisis communications?

Public Relations Program Receives Certification At International Conference

The following article was published on SMC News and Events on October 26, 2013.

The public relations industry has converged on Philadelphia this weekend and Temple University is playing a starring role.

The city is playing host to the International Public Relations Society of America Conference Oct. 26-29. A silver-level sponsor of the conference, Temple has secured its place as an important part of the future of public relations. On Saturday, the PR program within the School of Media and Communication’s Department of Strategic Communication has officially earned the PRSA’s Certification in Education for Public Relations. Only 32 other PR programs in the world have received this certification.

“Our public relations program is approaching a level that can be described as exacting, compelling and rigorous,” said Professor Cornelius B. Pratt, department chair.

The certification is something to which future students should be attracted as they search for a college program that fits their needs.

“It should offer a high level of confidence in the quality of the education that we will provide them,” Pratt said.

He said the depth and breadth of the department’s five full-time public relations faculty members, two of whom are accredited in public relations, were key factors in receiving the certification. All five have practical public relations experience.

Brianna Rooney of Ambler, Pa., is a senior in the public relations track. As president of the Temple Chapter of the Public Relations Student Society of America, she understands what the certification means for her degree.

“Hearing that PRSA is offering its support to our program is beyond exciting,” she said. “It brings great and necessary attention to the program and everything that it offers to students. It is a huge testament to the program, department and school and makes me so proud to be part of something so great.”

Strong SMC presence
Temple will be visible throughout the conference. On Monday, SMC Dean David Boardman will make introductory remarks at the all-conference networking luncheon. This opportunity will enable the new SMC dean to introduce himself to more than 2,500 international communications professionals, and tell them a little bit about Temple and its undergraduate and graduate programs. That same afternoon, adjunct instructor Amanda Bednar will be presenting a workshop on non-profit and association PR at the Public Relations Student Society of America conference, which is being held concurrently with the professional conference.

On Tuesday morning, Heather LaMarre, assistant professor of strategic communication, will present a workshop on “Defining Corporate Character Advocacy on Character Reputation and Relationships” at the professional conference.

More than 40 of SMC’s PR students have registered for the student conference. Members of Temple’s PRSSA chapter, student-run PR firm PRowl Public Relations and the Temple chapter of the Black Public Relations Society have been intimately involved in planning ways to get the most out of the school’s sponsorship. They are staffing tables throughout both conferences, promoting SMC’s graduate and PhD programs. Additionally, student are surveying conference attendees to see what they know about Temple and are exploring future opportunities to speak in classes and perhaps even teach.

Kaitlyn Sutton, PRowl firm director, said she and her fellow students are focused on networking this weekend.

“For many of us, this will be our first time interacting with professionals within the field,” Sutton said. “I think the other main benefit is the chance to explore new realms for the PR world that we may have not thought about before. Being exposed to professional development sessions at such a young age, I feel that we will be gaining an advantage over other students who do not have this opportunity during their college career.”

3 Reasons To Join PRSSA

With the start of a new school years comes the opportunity to become more involved on campus. If you are interested in a career in public relations what better way to learn more about the field than to become a member of a professional public relations student organization.

PRSSA, which stands for Public Relations Society of America, has over 10,000 members nationwide and has chapters located in thousands of universities. At Temple University, our PRSSA chapter meets every Tuesday from 3:30 PM to 4:15 PM at the Howard Gittis Student Center. Click here for more information: http://templeprssa.org/. The first meeting of the semester will be held in 217B.

Interested? Here are three reasons to join a PRSSA chapter near you according to www.PRSSA.org:

1. Enhance Your Education
Events. Network, learn and interact with public relations students from around the country at PRSSA events like National Conference, National Assembly and Regional Conferences.
Competitions. Apply what you’ve learned in the classroom, add to your portfolio and work with high-profile clients by taking the opportunity to compete in one of our many case study competitions.
Leadership. Add to your résumé and gain valuable leadership skills by running for office in your Chapter, student-run firm or the PRSSA National Committee.
Scholarships and Awards. Be recognized for your accomplishments or let us help you fund your education through one of the many scholarships and awards PRSSA offers students each year.
News and Intelligence. Stay current on industry news and the latest trends in public relations through PRSSA and PRSA news and intelligence resources.
Writing. Add to your portfolio and be published nationally by taking the initiative to write for FORUM® or PRSSA's blog, Progressions.
Places to Study. Find a school with a PRSSA Chapters near you by browsing the list of Chapter in the United States and one in Argentina.

2. Broaden Your Network
Events. Develop valuable relationships with future colleagues and current professionals through national and regional events.
Social Media. Start discussions and connect with PRSSA members from all over by plugging in to PRSSA social media.
PRSA Sponsor Chapters. Meet current professionals, ask questions and get professional advice through your Chapter’s PRSA Sponsor Chapter.
Champions for PRSSA. Browse the Champions for PRSSA Directory to see this network of professionals dedicated to supporting PRSSA members and your education.

3. Launch Your Career
PRSA Jobcenter. Browse career resources and search for public relations employment opportunities all over the world with PRSA Jobcenter.
Internships. Get job-hunting tips, upload your résumé and find the most recent internship opportunities through the PRSSA Internship Center.
PRSA Associate Membership. Start networking and get connected to 20,000 public relations professionals when you join PRSA as an Associate Member for only $60 up to five months before or two years after graduation.
PRSA Sections. PRSA Professional Interest Sections connect you to others who work in a niche industry, such as sports, health care or the military. Check out PRSA’s Section specifically for New Professionals.

Do you love your chapter of PRSSA? Tell us about it!

Networking: PRowl & PRSA Philadelphia

Networking is essential in the public relations industry. Effective networking goes well beyond introducing yourself and shaking hands. The ability to make valuable connections with industry professionals well before your job search begins is crucial in today's world. 

Get to know local organizations within the field that plan events in which networking can take place. Subscribe to their free emails newsletters so you can be notified about upcoming networking opportunities. Create business cards so you are always ready to give a new connection your contact information. 

PRSA Philadelphia put on their annual Spring Sunset Happy Hour this past week and members from PRowl PR and Temple University's PRSSA chapter were lucky enough to attend. This event allowed us students to meet public relations professionals who work right here in Philadelphia! Held at the Waterworks Restaurant and Lounge, we were able to enjoy food and drinks while taking in the gorgeous views of the establishment, the Delaware River as well as Boathouse Row. 

PRowl PR members from left to right: Samantha Wanner, Emily Storz, London Faust, Amanda White, Jessica Mancuso, Kaitlyn Sutton & Gregg Fesitman, Faculty Advisor

What Is PR?

Just what is public relations? Sure, we discuss the topic in our classes and amongst our peers and with professionals.  There's a dictionary definition and there's even a definition that the Public Relations Society of America released but what does the definition of public relations mean to us individually and for those aspiring young professionals who are about to enter the workforce?

The role of public relations in businesses and organizations and the responsibilities of the practicing professionals are changing at too rapid of a rate to hold true to any written definition. The emergence of new technologies and the now required use of social media has changed the face of public relations and how practitioners do their jobs.

About a month ago, PR Newswire asked their friends and followers on their social sites to complete this sentence, "PR is___". The organization received an overwhelming response. The responses were then compiled into an insightful infograph that can be found below.

 

So, what do you think? What is PR?

Is It Time To Pay Up?

Until I started searching for internships at the end of my freshman semester, I hadn’t put much thought into paid versus unpaid internships. As my search began however, I quickly discovered most internship opportunities, at least for PR, don’t offer compensation. Although there is an abundance that will gladly provide you with college credit, there is a huge absence of paid internships.

The debate over paid versus unpaid internships continues to rage in the United States and United Kingdom where hundreds of thousands of college students are not receiving fair compensation for they work they do. An incident that occurred just last month has further fuelled this debate. Arcadia, the company that owns popular fashion brands including TopShop, sent dozens of its former Public Relations interns backdated payments.

In the United States where the prevalence of internships has been growing rapidly, it is estimated that $600 million dollars is saved by the U.S. firms employing unpaid interns. Although there is no official count of how many unpaid interns there are throughout the country there is evidence that supports the idea that the number of unpaid internships are on the rise.

According to its set of guidelines, recommendations and best practices, PRSA believes it’s “ethically improper to employ anyone who adds real value to a public relations agency or department without compensating them for their work – whether that compensation is monetary or in the form of educational credits. If billable work is being performed by an intern, he or she deserves some form of legal compensation.”

Does this mean that there will eventually be a movement to abolish the use of unpaid interns? Personally, I don’t think so. But it is nice to hear that this issue is gaining some attention.

On Why the Public Relations Industry Could Use Some Help with Public Relations

PRowl Public Relations wrote about the Public Relations Defined initiative several months ago (see the post here), where PRSA invited public relations practitioners to submit their definition of public relations. The submission period began in November and drew widespread interest as well as a not-so-small amount of complaints about the initiative.

What results of the initiative? A definition was selected from the three finalists and announced on Friday, March 2, 2012. The verdict? Public relations is a strategic communication process that builds mutually beneficial relationships between organizations and their publics. PRSA defines each part of their found definition:

Simple and straightforward, this definition focuses on the basic concept of public relations — as a communication process, one that is strategic in nature and emphasizing “mutually beneficial relationships.”

“Process” is preferable to “management function,” which can evoke ideas of control and top-down, one-way communications.

“Relationships” relates to public relations’ role in helping to bring together organizations and individuals with their key stakeholders.

“Publics” is preferable to “stakeholders,” as the former relates to the very “public” nature of public relations, whereas “stakeholders” has connotations of publicly-traded companies.

As a management function, public relations also encompass the following:

• Anticipating, analyzing and interpreting public opinion, attitudes and issues that might impact, for good or ill, the operations and plans of the organization.
• Counseling management at all levels in the organization with regard to policy decisions, courses of action and communication, taking into account their public ramifications and the organization’s social or citizenship responsibilities.
• Researching, conducting and evaluating, on a continuing basis, programs of action and communication to achieve the informed public understanding necessary to the success of an organization’s aims. These may include marketing; financial; fund raising; employee, community or government relations; and other programs.
• Planning and implementing the organization’s efforts to influence or change public policy. Setting objectives, planning, budgeting, recruiting and training staff, developing facilities — in short, managing the resources needed to perform all of the above. (via www.prsa.org, PRSA’s Official Statement on Public Relations).

What do you think of this definition? Is it in line with what you know about PR? Let us know!

This guest blog was written by PRowl Public Relations staff member Kurie Fitzgerald.

Networking Tips for Owning the Room

I can't tell you how many times I've heard the saying, "It's not what you know, it's who you know." As I have been looking for jobs, I've come to realize more and more how true it really is. On Tuesday, one of Philadelphia's biggest networking events for students is being held - PPRA Careers 101. Panelists from the event include professionals from all areas of the profession including travel and tourism, agency, corporate and sports. Additionally, several PR professionals will be there to network with students about their current job search, resume and cover letter critiques and how to become more involved with professional organizations such as PPRA and PRSA. With this highly anticipated event approaching, its important to learn how to work the room like a networking pro. An article from Forbes' Deborah Jones outlines a few great tips on being a networking all-star:
1. Go with a purpose. Remind yourself why you are there. You are using your precious time to network and to make some useful connections, so make sure you aren’t wasting energy. Set a couple of targets like: speak to three new people; or try to learn at least two new pieces of information or gossip.

2. Use inside contacts. If you know the event organizer and he or she is around during the event, ask for an introduction to key people who you ought to meet there. Having a warm overture will make the process of networking easier. It will also save you the time of trying to find people who you don’t know.

3. Be a lone ranger. If you’re attending the event with people you already know well, such as colleagues and friends, don’t fall into the trap of sticking together for the whole event. Talking to people who you already know will lessen your chances of meeting new ones. To extricate yourself, deliberately sit next to someone you don’t know during a talk or a meal that takes place during the event.

4. Break the ice. Don’t feel like you have to say something profound. Breaking the ice can be as simple as commenting on the venue, the program or the food; asking people where they’ve traveled from or whether they’ve been to the event or place before; or expressing an interest in why they are attending.

5. Ask open-ended questions. These are questions that ask who, what, where, when and how – as opposed to questions that can be answered with a simple yes or no. Your goal is to explore ideas and opinions and also to show your listening skills.

To read the rest of the article and Deborah's great tips, click here.

What other advice would you add to this list of networking tips? Let us know!

The Ultimate PR Student Holiday Wishlist

When I was six-years-old, I would have never imagined that years later I would be asking Santa Claus for a new AP Stylebook or a fancy new set of business cards. The truth is, being a young professional isn't always easy on the wallet. For most college students, its a struggle to feed themselves anything other than Ramen, yet alone find the cash to invest in a suit. With the holidays (and graduation) fast approaching, I have assembled what I like to call the "Ultimate PR Student Holiday Wishlist."

1. AP Stylebook: Every PR pro needs to stay up-to-date on the latest with AP style. The bound version will cost anywhere from $13-20, or you can get an online annual subscription for only $25. (http://www.apstylebook.com/)

2. Premium Business Cards: Looking to grow your network? You'll definitely want to have some business cards ready to hand out at the next professional mixer. Vistaprint is a great resource for business cards. You can either purchase free ones (just pay shipping) or you can upgrade to Premium starting at $19.95. Vistaprint is almost always running a special on discounted premium business cards so subscribe to their email list to hear the latest about special offers. (www.vistaprint.com)

3. Padfolio: When you are heading to your next interview and you find yourself whipping out a neon pink Five Star notebook (sounds like a situation I found myself in last year), you know its time to invest in a padfolio. They are a great way to add an extra professional touch, helping to make an even better first impression. There are a ton of places you can find an affordable padfolio, however Staples is always a great place to start. They offer padfolios ranging from $7 for the basics to $75 for the ultimate padfolio experience.

4. PRSA Membership: As someone who has been a member of PRSSA for four years, I have every intention of becoming a PRSA member upon graduation. I have reaped the benefits as a student and know that becoming a PRSA member will only help enhance my career with the many tools and resources it offers. Luckily for recent graduates, PRSA offers a very nice discount for anyone who was a PRSSA member during their time as an undergrad. As long as you have graduated within the past two years, you can become a member for only $60. (http://www.prsa.org/joinus)

5. Business Suit: As a freshman, khakis and a sweater may have done the job, but as someone preparing to enter the workforce, first impressions are everything and often times those first impressions come in the form of a suit. Suits can be incredibly expensive, however there are always sales and remember, its a long-term investment. Macy's is a great place to start and often runs several discounts and sales, offering name brand, quality suits for a fraction of the price. For ladies, suits start at $40 and for men, suits start at $50.

6. Thank You Cards: Whether you are interviewing for an internship or a job, having an informational interview or chatting with a mentor, you always want to leave a lasting impression by sending a thank you card. Target is always my go-to place because they sell them cheap and in bulk. Prices range anywhere from $3-25.

7. Starbucks Gift Card: You've heard PR is one of the top caffeinated professions, right? There is nothing more jolly than a Starbucks gift card in a PR pro's stocking. The great thing about it? Its reloadable! (https://www.starbucks.com/card)

8. Yearly Planner: There's nothing that I love more than writing down everything I have to do and keeping it neatly organized (and often times color-coded). Check out OfficeMax for a wide selection of planners, ranging from $8 - 150, depending on how generous Santa is feeling.

9. Reading Material: As young PR pros, we should be constantly educating ourselves on an ever-evolving industry. I know many college students scoff at the idea of "leisurely reading" (who has time for that during the semester?) however, there are definitely some great reads to make time for. One book that I'm asking for this year is Putting the Public Back in Public Relations: How Social Media is Reinventing the Aging Business of PR by Brian Solis and Deirdre Breakenridge. Buy it at Amazon for a discounted price of $18.78.

10. A home-cooked meal and a good night's sleep: That's right. Sometimes its as simple as a comforting plate of your favorite meal and a good night's rest over the holiday break that will help you clear your mind, relax a little and wake up even more prepared to conquer the world. Although many of us like to think we're unstoppable, sometimes its important to stop once and a while and just relax. Put down the smartphone...Twitter will be there in the morning, and your inbox full of emails can wait. Take some time this holiday season to rest up, because I'm sure you'll be plenty busy once the semester resumes in January.

Are there any items on your PR holiday wish list not included here? Please share and let us know!

Define: Public Relations

There are many definitions of public relations floating around. According to the Merriam-Webster dictionary, public relations is "the business of inducing the public to have understanding for and goodwill toward a person, firm, or institution." However, the most widely practiced definition today was introduced by the PRSA 1982 National Assembly. It reads, "Public relations helps an organization and its publics adapt mutually to each other.”

In recent years, PR professionals has felt that this definition is not all encompassing or sufficient enough to inform the public of what PR practitioners do. This is primarily because since 1982, PR has done a 360. In 1982, social media did not exist. Now, it plays a major role in PR strategies and tactics. In response, PRSA has decided to redefine public relations by starting the "Public Relations Defined" initiative. Public relations practitioners are welcome to send in their definition of public relations in an effort to put out a more standardized definition.

If you would like to submit your definition, PRSA has suggested that you phrase it in the form of they [DO WHAT] with/for [WHOM] to [DO WHAT] for [WHAT PURPOSE] and fill out The Definition of PR Submission Form. Good luck!

Greetings from #PRSSANC in Orlando!

After traveling by plane, train and automobile, Doug, Emily and I arrived in Orlando, FL last night for PRSSA National Conference!

Today marks the first day of the conference and we have been busy attending Chapter Development Sessions learning invaluable information ranging from "Being the Best Chapter in the Sea" courtesy of University of Northern Iowa and "How Your Chapter Can Dominate National Competitions" from University of Wisconsin - Oshkosh.

The sessions have been very insightful providing advice on how to secure "starfish" speakers such as CEOs of national corporations, how to develop relationships with your local PRSA Chapter and how to prepare for national competitions such as Bateman and NODAC.

With one day of sessions almost over, we are all incredibly excited about what the rest of conference has in store for us!

Check back next week for updates on conference sessions and workshops!

Public Relations vs. Journalism

Originally starting my college career as a journalism major, I have been asked countless times why I switched to public relations and how it differs from journalism. While there are similarities that require journalists and public relations professionals to coexist, there are a number of differences that need to be highlighted if a journalist was considering a switch in careers and vice versa. PRSA chair and CEO, Rosanna Fiske, has written an article explaining these differences and similarities and how it could affect professionals considering a position in the public relations field.

Below I have outlined 5 tips she gives on what to remember when working in public relations.

• Know your audience. Your audience can be any combination of client, employer and new audiences that can change almost daily. You need to be able to change direction at a moment's notice.


• Understand short and long-term business implications of your work. Every decision you make for your client impacts their business. Any mistake you make can cost your employer money, so think twice before making split-second decisions.


• Know, respect and appreciate PR's ethic code. Every professional needs to uphold these standards in order to be credible.


• Be an advocate. Promote others' work whether you are advocating on behalf of a client or employer.


• Focus on outcomes, not outputs. PR professionals can be judged on the business value of their work, so keep in mind the business's goals to help them succeed in the long run.

To read Rosanna's entire article, click here.

PRSA Philly hosts Twitter Chat on Crisis Communication

Have you ever browsed through your Twitter feed noticing a surge of tweets focused on one specific topic, sporting a shared hash tag? You were most likely reading the tweets of someone participating in a Twitter chat- a great tool for PR students to engage in a specific conversation with peers and professionals in their field.

The Philadelphia chapter of the Public Relations Society of America hosted its first Twitter chat last Wednesday, August 3rd, with the conversation centered on crisis communication. The chat featured insight and real-life examples from Anne Buchanan, president of Buchanan PR, as well as a number of PR practitioners from around the country. By using the hash tag #PRSAPHL, the 32 participants of the chat were able to follow and engage with each other throughout the hour-long conversation. The #PRSAPHL hash tag peaked at 250 mentions during the height of the chat, and was also a trending topic in Philadelphia.

Some ideas discussed during the chat included the development of a crisis communication plan, the importance of including the legal team in crisis management, and the roles that the press and social media play in a crisis situation. Make sure to check out the chat transcript here to see what all was discussed.

The PRSA Philly chat was my first Twitter chat, and I highly recommend that other PR students get involved! There are plenty of other PR-focused chats out there for students to get involved with, and lots of helpful tools to make these chats more manageable.

Be sure to follow the @PRSAPhilly handle on Twitter for updates about future chats!

This guest blog was written by PRowl Public Relations staff member Mackenzie Krott.

Public Relations in Business Schools?

As we have seen from recent examples in crisis communications, companies affected by these conflicts would have greatly benefited from some training in public relations or strategic communications.

For example, if Tony Hayward, formerly of BP, was knowledgeable on how to protect the reputation of his corporation, he would have replaced his complaints for wanting his life back with an effective plan on how to move on from the devastating effects of the oil spill.

PRSA did an analysis of highly ranked MBA programs and found that only 16 percent offer a single course in crisis and conflict management, strategic communications, public relations, or whatever you choose to describe protecting the reputation of their company.

While the inclusion of these classes would most likely be considered electives, business executives need to consider that especially in today's digital environment, they need to not only effectively run their company, but also know how to protect it in times of need.

To read the full PRSA article click here.

Adding a Human Touch to Social Media

Most of us today have used some sort of social media. Whether it was Facebook, Twitter, LinkedIn, or one of the numerous others, everyone communicates differently when using these sites. A recent study by the University of Missouri found that websites that use a conversational human voice have more positive reactions than websites with a strictly organizational presence.

When people are using social media, they want to know who they’re talking to, even when the dialogue is with a company or a brand. The goal of social media should ultimately be to strengthen relationships and reach out to others, through the interaction on these sites. Using a human touch is very important when trying to create a personal and sociable image for your client. With some sites, they include the name and picture of the organizational representative, along with a few words about what they stand for, while others do not. According to the study, sites using a personal human voice received much higher ratings than those relying on impersonal communication.

Using a human voice during social media outreach will form a level of trust, commitment and satisfaction for your users. This information can better prepare PR practitioners when trying to understand relationship management.

Read the rest of the PRSA article here.

Searching Across Country

The last semester of your senior year is a hectic one without the added stress of the job search. I have added the additional hardship of searching for a job in Los Angeles and not in Philadelphia or even on the East Coast. Searching for a job located 3,000 miles away makes the process a bit more difficult. You cannot be there at the drop of a hat for an interview. You cannot necessarily start next week. However, throughout my search for a job on the other side of the United States, I have learned some useful tips and lessons. I want to share them with those who are considering searching for a job in a different city.

Resume/Cover Letter

- If you have a place to live or an address where you can receive mail in the city you are searching for a job, include this address on your resume and cover letter.

- It is important to explain in your cover letter that you will be moving to the select city. If you have a time frame, include this information as well.

- Be sure to note it is best to contact you by email or phone and not by mail.

Job Search Process/Interviewing

- Start contacting places several months before your estimated time of moving with your resume and cover letter. Again, explain in your introductory letter you will be moving to the city.

- Employers may encourage you to contact them closer to when you will be in the city. Thank them for their response and make sure to follow up in the month or so before you plan to move.

- Consider setting aside a week or two to stay in the city before the move. Inform employers you have been conversing with of your potential stay in the city and let them know you will be available for an interview then.

- When discussing interview options, mention the possibility of phone or Skype interviews before you move to the city. Most employers will be accommodating to this request.

Networking In Another City

- Consider reaching out to professionals in the area to ask for an informational interview. One of the best places to seek professionals from is the local PRSA chapter. Ask these professionals about the job market in your desired city and if they know of any places hiring.

- These informational interviews can be conducted via phone or Skype as well before the move. If you plan to be in the city for a week or two before the move, make sure to set up an informational interview while you are there.

There are numerous other things you can do to make your job search in another city easier. If you have any additional tips, please share them with our readers.

PR Careers 101 Recap

Last night I attended my first PR Careers 101 event, which was hosted by the Philadelphia PRSA chapter and Philadelphia Public Relations Association (PPRA). The event included a panel discussion with four PR professionals, round table discussions with young PR professionals, and the opportunity to have your resume critiqued by a PR professional. The four panelists were Erin Allsman – Public Relations Director at Brownstein Group, Meredith Avakian – Public Affairs Specialist at DuPont, Marlo DelSordo – Director of Communications and Marketing at Philabundance and Ike Richman – Vice President of Public Relations at Comcast-Spectacor. The panelists and young professionals offered differing perspectives on many topics relevant to new and future PR professionals. Here were some of the points that resonated with me:

1. On how to set yourself apart as a job candidate: Show what you have done, not what you have studied. Move your experience above your education on your resume and show that you are active beyond school.

2. On how the economy has affected hiring decisions: Companies are working leaner and hiring decisions are not taken lightly. Now more than ever it is important to make yourself stand out. The more skills you have, the better: companies are looking for people who can take on more responsibilities.

3. On networking: Spend as much time you can networking and try to find a mentor. Do informational interviews, they can lead to opportunities down the road. Professors are a great resource because many belong to professional organizations and have careers outside of the classroom.

4. On social media: Social media allows messages to be sent out faster than ever. Ike Richman's early morning tweet about the Wachovia Center's name change resulted in a top story on Philly.com before the press release was even sent. Marlo DelSordo added that social media has become an important vehicle for non-profit organizations and almost every campaign now has a social media aspect.

5. On obtaining advanced degrees: The panelists had different opinions on this topic. Richman advised getting out and starting your career as soon as possible. Erin Allsman shared her experience of going back to school to take courses which were more relevant to her field. Moderator Gregg Feistman suggested looking into employers that will pay for employees to obtain graduate degrees.

6. On print portfolios vs. digital portfolios: The panelists seemed to agree that either form would be acceptable, but said they would still prefer something printed. Richman said he looks at the computer screen all day and would rather look at something tangible, which he could potentially take home and spend more time with.

7. On immediate turn-offs in an interview: Not knowing about the organization, not seeming fully engaged or interested and not following up with a thank you note are definite don'ts. Candidates should also have answers and opinions about current issues in PR, such as recent social media successes.

8. On how to overcome not yet having media contacts: Richman suggested reading newspapers, listening to radio shows and watching news programs to get a sense of who to go to with different types of stories.

What do you think about the panelists' insights on these topics? Are their views in line with what you have heard and experienced, or did some of the answers surprise you?