A Young Pro’s Take: Media Relations and the New PR Blacklists

As a new—brand new!—PR professional, this tug-o-war between public relations practitioners and the media is exhausting. For those of you who don’t know about this already, another public outing of PR agencies that apparently spam bloggers and journalists has been created. Coming only a couple of months after Chris Anderson’s infamous blacklist, this shows that PR pros haven’t learned their lesson yet. But what exactly is the lesson that needs to be learned when it comes to media relations?

After reading the slew of posts covering this topic that popped up on the blogosphere yesterday, I think I’ve narrowed it down to a couple of core issues:

• That’s not how I want to be contacted. These PR pros pitched the blogger at her personal e-mail address, when she clearly said this is not how she wanted to be contacted. This should be the first step in media relations—if you are trying to build a relationship with someone, you should respect their requests. All relationships are built on trust and respect, right?

**UPDATE: In this particular instance, Cision listed the blogger’s personal e-mail address as her main form of contact. Clearly a mistake on this company’s part, which might account for the heavy influx of pitches sent to this address. I’m interested to see how Cision handles this specific case. I am not making excuses as I still think it’s important for PR pros to monitor their media lists, making sure that they are up-to-date and correct.

• 587 new e-mails…Bah humbug. Bulk pitching is, apparently, the devil. Bulk pitching equals laziness. It shows that the PR professional didn’t take the time to read the journalist’s past work, comment or engage in the material, and decided to send out mass pitch e-mails instead. Brian Solis’ post broke down e-mail pitches into three categories: spam, bacn, and tofu. The varying levels of processed (eh, or fake) meat depend on the level of connection the pitcher made with the journalist. I won’t go into too much detail because I really want you to click on the link and read the post for yourself—the post and the comments make for an interesting read. The point is that you have to know who you are pitching. Todd Defren at Shift Communications posted a terrific guideline to blogger relations and how to build these relationships before you pitch. He makes his employees laminate it and stick it on their desks—I’ll be doing it, too.
• But I write about technology, not pet care. Another problem is that the journalist never writes about what we are pitching. This is the issue I have the most difficulty understanding, because it seems like common sense that you would only pitch those writers who have an interest in your client or product. I find it hard to believe that every agency listed on that wiki pitched an unrelated topic, which makes me wonder how broad is too broad? If you cover technology, and my client is releasing a new product related to Web development, shouldn’t I pitch you? Maybe I’m over thinking the whole process, but this is where my knowledge of media relations grows thin. How can I ensure that my message is wanted without being a mind reader?
• What do you expect? I don’t know what I’m doing! Jeremy Pepper thinks the main issue is that PR pros aren’t being properly trained when it comes to media relations. While I can’t speak from the professional side, I can agree with him from the academic side. As a recent grad, I can tell you that I have had minimal exposure to pitching the media. This is, obviously, very difficult to do in the classroom setting, and most of my internships would let me pitch only when everyone else was swamped with bigger clients. For many of my peers, pitching is the thing we know the least about after graduation, which means it’s the area we need the most training in when we enter the workforce. What do we need to know? How do bloggers and journalists want to be pitched? Better yet, professionals, what are your media relations training programs like in this PR 2.0 world?

Back when I was a baby blogger, I wrote about this topic. I asked how to be better, and I got very few responses. So here I am, a PR professional, asking (again) what I can do to help make the relationship between PR and the media more beneficial for both sides. What’s the lesson that needs to be learned?

Because, personally, I want to stop this tug-o-war. My hands are getting blisters.

Building “Brand You”: 10 Easy (and Free!) Ways to Market Yourself

To be successful in any industry, you have to differentiate yourself from the competition. With new technology, building a personal brand has never been easier, and “Brand You” is what will make you stand out from your peers. “Brand You” is a concept that I learned from my mentor, Professor Bob Batchelor, at the University of South Florida.

You can build a spotless personal reputation with hardly any financial investment, but it’s setting aside the time that might prevent some students from developing their own brands. Here are 10 easy ways that you can start building your brand, even as a busy student or young professional:

1. Spring Clean your Social Networks: You’ve heard it before, but let me reiterate how important it is to maintain a professional appearance on Facebook and MySpace. It doesn’t matter if your profile is set to private, you should still take pride in who you are and the image you are portraying. Remove those keg stand pictures and tasteless bumper stickers now, please!

2. Use Google Reader: This is a valuable tool when it comes to starting a personal brand. Subscribe to news sites that are industry-related or about current events. I suggest PR Newswire, PR Week, the New York Times, and BBC, especially for an international perspective. To be a proficient communicator, you must know what’s going on in the world and in public relations. The only way to do this is to educate yourself. Google readers makes it simple—it’s free and easy to navigate, plus almost every site has an icon that allows you to subscribe to their updates.

3. Add to your Reader: After you subscribe to news feeds, search for blogs on topics that interest you, such as marketing or public relations. Read a few posts and see whether the material interests you enough that you’d want to read it on a regular basis. If so, subscribe! Some blogs that I suggest you read are: PR Squared, More with Les, Teaching PR, copyblogger, and the Bad Pitch Blog. Each of these sites link to other great blogs that will keep you entertained and informed.

4. Comment on Blogs: Don’t be afraid to voice your opinion! Bloggers love receiving comments, and most will respond back to you. Always comment using your full name so you can start building your personal brand. The more you comment, the more people will start to recognize your online presence. Make sure you bring value to the conversation—don’t just say “great post!” Tell the blogger why you agree or disagree, or point out something he or she may have overlooked or did a great job explaining.

5. Create a Digital Portfolio: It’s a lot easier than it sounds, especially if you use www.freewebs.com. The site has tons of templates that you can choose from, and is self-explanatory. It’s easy to upload your résumé and writing samples, which allows potential employers to view all your work online. Since your Facebook and MySpace profiles should be professional, link to them so that employers can see your other interests and get a glimpse into your personality. Potential employers are people, too! Most enjoy people with intriguing personalities, and you never know when you might share a common interest with the person interviewing you. Any possible connection could be to your advantage!

6. Make Business Cards: Personal business cards are a great way to pass on information about yourself when you first meet someone. Include your basic contact information, but also links to any sites you have created for yourself, such as a blog, digital portfolio, or LinkedIn profile.

7. Join LinkedIn: This social networking site is more professional than Facebook, and is a great way to interact with those already in your desired career. Check it out at www.linkedin.com, and then make a profile. I actually landed a couple of interviews through this network, including ones at Ogilvy PR and Fleishman-Hillard.

8. Experiment with Social Media Tools: There are a lot of interesting tools at there that can help you make your presence known. Twitter is simple, and helps initiate conversations with people you might never get the opportunity to speak to otherwise. It can be found at www.twitter.com. Another tool you should familiarize yourself with is www.ning.com.

This site is a group-based community that allows you to search for those with similar interests. For example, I am a part of the 20 Something Bloggers ning, which has helped drive traffic to my blog and allowed me to communicate with other young bloggers around the world. Another great forum is the new PR Open Mic, started by Professor Robert French at Auburn. The site has only been up for a couple of weeks, but it’s already a remarkable resource for students, professors, and professionals. I highly recommend joining!

9. Just do it! Start a Blog: Maintaining a blog is easier than you might think. Most of my posts are less than 500 words and take me no more than an hour each week to write. This minimal commitment has been one of the most beneficial and fun things I’ve done as an undergraduate student. The benefits are innumerable: I’ve received job offers and freelance requests, I’ve been able to communicate with top-tier professionals and professors, I’ve enhanced my knowledge about the industry, and I’ve been able to practice my writing skills.

10. Ask for Help: Building a personal brand can seem overwhelming, so don’t hesitate to ask for help. Both professors and older students are excellent resources to guide you through this process. It is never too early to start building “Brand You,” and I hope that all of you will start soon so that you can impress potential employers with your outstanding reputation.

(This article was originally published in the University of South Florida’s chapter of PRSSA’s newsletter, imPRessions, which can be viewed at our Web site: http://www.prssausf.com. It has been edited for the Internet and updated since the original publication date.)

I Aimed High, and So Should You

Let me give you some advice: apply for that job you think you aren’t qualified for, or submit your entry to win an award you think will probably go to someone else. You never know when the people selecting the winners will think that YOU are the perfect candidate.

Last fall, I was browsing the PRSSA Web site for scholarships and internships that I could apply for when I stumbled across the Daniel J. Edelman Award for the Outstanding Public Relations Student. I read over the qualifications, and thought it seemed out of my league. After researching past winners, I saw that almost all of them were presidents or vice presidents of their own chapters with impressive resumes that made mine look weak in comparison. Defeated, I clicked off that page to look for other awards that I might have a chance to win.

A couple of days later, I returned to the site. I thought– why not? What did I have to lose by submitting an entry? I respected the Edelman agency, and wanted to learn more about its culture, clients, and past work.

Once I sent out my entry, I thought that was it. I honestly wasn’t expecting to hear anything, and took the experience as an opportunity to learn how to piece together a portfolio.

I am very honored to say that I was wrong. In January, I received a phone call from Heather Crowley at Edelman informing me that I was a finalist in the competition. Only the friends who were with me that night can truly understand the shock, amazement, and joy that I felt upon receiving that call. It was an exhilarating moment that made me appreciate all the work I had put into my PR education.

From then, it only got better. I had a phone interview with Heather that went beyond discussing my qualifications for the award because Heather was so open to questions I had about Edelman and the public relations industry in general. Our forty-five minute conversation was one of the most informative and interesting talks I’ve shared with a professional, and that was reason enough to be happy that I applied for the award that I never thought I had a chance at winning.

A week later, Heather called and told me some great news: I was the runner-up in the competition, which meant I had won $500 and the chance to interview at any of Edelman’s offices for an internship position.

Just recently, Edelman posted a press release about the competition. It’s surreal and very humbling that an agency I have admired for some time saw something in me that I didn’t even see in myself.

I can’t believe I almost passed up this opportunity when I thought about not applying back in December. I shared this story not to brag, but to encourage other students to aim high. I know a lot of my peers talk about not being qualified for certain positions they want, or not having the experience or achievements to apply for an award, but everyone feels that way. Half the battle is placing yourself in a position to succeed, and you’ll never get anywhere if you don’t try!

Dear College: Breaking Up is Hard to Do.

Dear College,

I knew it would be difficult to write this, but I didn’t really understand how hard it would be until now. Even though I entered this relationship knowing it would never last, the abrupt ending has caught me off guard. When I made this commitment in 2004, four years seemed so long— receiving a diploma as I walked across a stage was a distant dream, so was the fact that I would actually have to repay $7,000 in student loans one day.

I guess what I’m trying to say is that it isn’t you, it’s me. I’ve been living in this fantasy world for long enough, and now it’s time to move on.

Don’t get me wrong—I will always look back with fondness on the times we shared: the 3:30 a.m. roadtrips with my roommate to get milkshakes, the days I stayed in bed until 1 p.m. because I had nothing better to do, the BBQs at the pool on a Tuesday afternoon, the midnight volleyball games, the tailgates before football games. Remember that one time a group study session turned into a mid-day happy hour at Chili’s that lasted until 2 in the morning? Those are great memories that will keep me going when I’m working 60 hours a week to afford my rent payment. And my health insurance. And my phone bill. And groceries. And…

They say that no relationship is bad because you come out of it with more experience, more wisdom. Well, I learned more from you than I hoped, whether it was from a professor in the classroom or life lessons that come with getting older and growing more independent. There was that time when I was a freshman who had no concept of budgeting money, and I accumulated $250 in overdraft fees. Or that time in Spain when locals tried discussing simple current events with me that I knew nothing about, so I started following international news more closely. Then there were the transfer students leaving behind homes destroyed in Hurricane Katrina who taught me to never take anything for granted, and the single mom working two jobs to pay her way through college that made me appreciate my own mother’s struggles.

All these memories make me wonder if I’m doing the right thing by ending this, but somehow, deep down, I know that I’m ready to take the next step. Even though it’s difficult, it feels right to trade in the keys to my dorm room for an apartment far away from any loud fraternity houses. I’ll exchange beer pong tournaments for dinner and drinks with co-workers. I’m ready to leave behind the 15-page term papers so that I can work on project briefings and campaign proposals.

It might sound a little crazy, but I’m excited for the challenges that the real world will bring. My relationship with you has prepared me well for the journey, and for that, I’ll be forever grateful.

Until we meet again (I’ll be back for Homecoming next year…),

Meg

Gen Y Embraces Social Responsibility, Defies Stereotypes

On Friday night, I stood with a group of my friends in the University of South Florida gym wearing bright green shirts that said “Dance Marathon: The Party with a Cause.” We were participating in Dance Marathon, a nation-wide event that raises money for the Children’s Miracle Network, and were two hours into the twelve hour event when a small girl stepped onto the stage. Few people stopped what they were doing to listen to the girl’s mother speak in broken English about her daughter’s nearly-fatal condition, but when the 5-year-old survivor took the mic and started singing “Only Hope”, the entire room fell powerfully silent. No one moved, no one spoke, and little Katie sang to each of us with so much emotion and gratitude that we understood why we were spending our Friday night raising money for children like her.

At the end of the twelve hours, the directors of the event (all Gen Yers) announced that we had raised over $17,000 for All Children’s Hospital here in Tampa. Five hundred college kids. Members of Generation Y. Giving back to the community and being selfless.

Then, last night, my Greek organization planned a campus-wide event to raise money for Prevent Child Abuse America (PCA) and its local affiliates. This week, we will be writing PCA a check for over $18,000 and donating a wide array of blankets, clothes, and school supplies to these organizations. $18,000 dollars…!

Right now, I am very proud of my peers and excited to be a part of a generation that expects citizens to volunteer and be active in social causes.

Gen Y may be getting a lot of bad press lately, but my experience is that we are quickly shattering these stereotypes. We may be ambitious, but our hard work isn’t all self-serving. While I can’t generalize, I can say that based on my experiences, Gen Y is committed to doing good and actively participating in community service events.

For those of you who don’t think this is true, I challenge you to do research on the number of philanthropic events that take place each year on college campuses around the world. I guarantee you’ll be pleasantly surprised.

Advertising in Outer Space Generates Plenty of Publicity Here on Planet Earth

“Greetings, earthlings. Take me to your nearest 7-11 so I can buy some Doritos.”

Not the words I thought extra-terrestrials would be uttering in their first conversations with us, but maybe Doritos is on to something.

Doritos new contest invites the British public to film 30-second spots about life here on Earth while simultaneously promoting the cheesy tortilla chips. On June 12, the winning commercial will be beamed into outerspace—to Ursa Major, some 42 light years away.

This advertising campaign is fascinating to me, and not because Doritos is trying to target alien consumers, but because of the relatively large amount of press coverage Doritos is receiving from this far-fetched idea.

All of the links in this post are articles about the competition, and I’ve seen mentions of it in numerous print publications. Not one article exposes the company for implementing a highly developed, extremely creative, very expensive media campaign. But, isn’t that exactly what this is?

The idea is so outlandish and innovative that it makes pitching relatively unnecessary. Who wouldn’t be intrigued about intergalactic advertising?

Even if the message doesn’t reach its target audience, Doritos has done a great job of capturing the attention of those here on Earth. And, aren’t we the ones with the buying power?

Want a job in PR? These recent grads give advice that can help you!

Finding a job in the PR industry is doable. Recent University of South Florida School of Mass Communication graduates Meggan Mabry and Katy Parsons can attest to this.Both Meggan and Katy are assistant account executives at Roberts Communications, one of the top integrated communications agencies in the Tampa Bay area.

“Going from recent grad to young professional is a huge transition,” Meggan said. “I am still learning new things every day, and I am happy to help other students and young professionals in any way that I can!”

Here is our interview:

How would you explain Roberts Communications to those unfamiliar with the agency?
Meggan: Roberts Communications is a full-service agency that specializes in Integrated Marketing Communications. We do branding, marketing, public relations and advertising – all equally well. We utilize media-buying, print, radio and TV advertising. Our clients range from B2B, health-care, non-profit and B2C. Our agency mantra is “Create Change” – we are advocates for positive change to ensure our clients succeed.

What are your responsibilities at Roberts?
Meggan: I am involved with daily client relations and act as the liaison between the client and creative department. I assist in all client needs including writing the creative brief, copywriting, production and managing accounts and consulting.

What is your favorite part about your job?
Meggan: My favorite part of the job is the variety. Working with different clients and accounts allows me to experience a little bit of everything. No two days are the same! I love interacting with the client and delivering positive change.

Katy: My favorite part of my job is the variety of work I get to do. I never have the same day twice- it’s always something new. I really enjoy seeing how our projects create change for our clients. It’s very exciting to see a strategy come full circle and generate positive change for a client’s brand.

What do employers expect recent graduates to know for an entry-level position?
Meggan: You must be adaptable and willing to work hard. Anyone can have a sparkling resume, but you must have a strong work ethic to back up your skills. Employers expect to see a portfolio and evidence that you can multi-task (jobs, internships, school, etc.).

Katy: I think employers expect recent graduates to have a strong grasp on the basics- writing (AP Style), tactics, strategy and research. Recent graduates must also be knowledgeable of the industries they hope to work within (healthcare, finance, non-profit, etc.).

What are some industry trends that students should be aware of as they enter the workforce?
Meggan: Technology is providing easy access to almost anything. You can order food, movies, cars and homes all online. As technology grows, communication grows and people expect things FAST! You have to be able to keep up.

Katy: Keep your eye on the ever-changing world of media- Always understand how and where people are getting their information from.

What advice do you have for students who are currently looking for employment in PR?
Meggan: Get as involved in as many things as you can. Join your local PR organizations, get internships, get published (write for blogs, your college newspaper, newsletters) and be sure to take journalism classes (this will help you understand journalists and how to approach them). Look for jobs before you graduate. Apply to as many jobs and go on as many interviews as you can to gain experience. It will all pay off. Even if you don’t land the first job you will MEET people.

 

Katy: It’s a competitive world out there. Understand that and be able to communicate to potential employers what your strengths are and exactly how those strengths will be an asset to an organization.

What are some tough questions you were asked during your interview, and how did you handle them?
Meggan: Be sure to know facts about the company. Don’t go to an interview just talking about YOU – talk about the COMPANY that is interviewing you. Be prepared; if you are prepared there are no scary questions.

Katy: If you are honest and prepared, you can answer all interview questions with ease.

How big of a role does a portfolio play in the hiring process at a PR agency?
Meggan: You must have a portfolio. Besides your resume and cover letter, your portfolio is your only differentiator. This is your chance to shine and show you’ve already invested in your future career. Employers, especially creative ones, want to see how you stand out among the thousands of other candidates.

Katy: It’s huge! Some firms won’t give you an interview without one. You absolutely must have a strong portfolio with plenty of writing samples.

What is one skill you didn’t learn in the classroom that you wish you had learned prior to entering the workforce?
Meggan: One thing that I think is very important to learn is how to talk and deal with different personalities. This is not something that is learned in the classroom. You learn how to talk to professors and peers, but unless you work in customer service you don’t truly understand. I was fortunate enough to work in hospitality for six years, so I had some experience with this. However, many of my friends had not and talking directly to clients seems daunting to them.

During your undergraduate education, what class or activity most prepared you for your position today? Meggan: My writing classes definitely prepared me more so than any other class. Having a strong background in writing is the single most important tool you can have in the PR field.

Katy: Advanced PR [USF's campaigns class] really puts all the concepts learned throughout the sequence to practical use. This course offers students an opportunity to see a project through from beginning to end, while using research to develop a strategic plan. Not only is this class a great portfolio builder, but also it’s an exceptional learning experience.

As a PR practitioner, what campaign or project stands out in your mind as being the most exciting and/or educational?
Meggan: I think the most exciting campaigns are the ones that help people in need. One of our clients, Verizon Wireless is very involved in domestic violence philanthropy. I helped at one of their signature “Clothesline” events where victims of domestic violence, shelters, and law makers speak about their experiences with the subject and give hope for escaping the violence. I witnessed women crying and thanking us for spreading the word. There is nothing more fulfilling than knowing you helped someone change their life. It was a powerful experience where I felt my work truly made a difference.

Do you have a mentor? How did you develop or initiate that relationship? How has your mentor helped you as a young professional?
Meggan: My boss, Christine O’Connor, is my mentor. She has worked at Roberts for 10 years. She started here when she was my age and is now a principal in the agency. Christine has taught me so many things in such a short amount of time. She always gives me guidance and support. I look to her for advice and wisdom. The great thing about Roberts is that there are so many brilliant people to have as mentors. I continue to learn from all of my co-workers. Each one has valuable insight and experience.

Katy: I am very fortunate to have an entire office full of phenomenal mentors. I work with an incredible group of talented individuals who have openly shared their own career experiences with me. Having a mentor has definitely helped me as a young professional. It would have taken me a lifetime to learn some of the valuable advice my mentors give on a daily basis.

Is there anything else you’d like to add for our readers? Advise? Words of wisdom? Warnings?
Meggan: Believe in yourself and your abilities. Everything happens for a reason and the possibilities are endless if you are willing to go after it.

Katy: Love what you do! You will always be more successful doing something you love as opposed to doing something you hate. Raise your hand, be tenacious and never stop setting goals for yourself and your career.

A Brief Recap about D.C. - Yes, I Survived!

I can’t believe how long it’s been since I last posted. Time is moving quickly, and the days seem to be slipping from my grasp.

Last week was USF’s spring break, and I spent 11 days in the Nation’s Capital sightseeing, meeting up with old friends, and job hunting. Although most of my friends thought I was crazy for packing coats and scarves while they were packing swim suits and sunscreen, I still had an amazing trip and met a lot of fascinating people in the industry.

I interviewed with 8 different companies, and met countless professionals with a wealth of knowledge. Even if I don’t get an internship position with a particular agency, it was great to network with so many brilliant minds who have interesting experiences working in communications in D.C. It was very insightful to see how the city’s political landscape shaped many of the agencies’ cultures.

Well, sad to say, but spring break caused the inevitable– I’m behind in my school work, which leaves little time for the in-depth post I wanted to write today. I hope you all will stay tuned, because I have two great ideas for posts swimming around in my head.

A little teaser: one will be about the interviewing process itself and the other will be an actual interview with a recent college grad working at a premier agency here in Tampa.