FPRA - Florida Public Relations Association Blog

With a passionate heart, Rick Oppenheim, APR, CPRC, unlocked Pandora’s Box of job searching tips. As a student, if you attended one presentation, the handouts given at this one are worth more then gold. It seems PR should really stand for perfect representation when searching for a job. It's a nerve-racking time for students, but hopefully these tips will help you make it through the storm and seem as perfect as possible.

Rick's "Five Essential Traits for Public Relations Success" should be read every month and burnt into our memories. So here they are!

1) Make a commitment to lifelong learning- Make a personal commitment to continuing education and professional development. As professionals, we have to accept that our education doesn't end with our obtaining a degree - or at the end of the workday. Whether or not we have the finical support of our employers, we must invest the time and resources to continue our professional growth.

2) Be a renaissance person - Recognize that the age of the specialist is dead. Be able (and willing) to embrace and integrate multiple and diverse disciplines, strategies and tactics. PR people- regardless of what industry segment they serve- had better also know something about advertising, marketing, research, psychology, finance and technology.

3) Be a good juggler- Become adept at managing multiple tasks simultaneously. Be able to segregate and compartmentalize ideas, concepts and actions, but look for opportunities to break down the barriers and integrate them synergistically whenever possible. The successful PR person is able to change hats swiftly and seamlessly.

4) Have no fear- ...especially of the unknown. Remember that the other guy is always more afraid of you than you are of him (or, to quote Eleanor Roosevelt, "No one can make you feel inferior without your consent"). Teach your butterflies to fly in formation. Embrace the adventure in every new opportunity of every new day. Just because you've never done something before is no reason not to try it now.

5) Master the art of visualization - Learn how to mentally walk yourself completely through a process or event from A-to Z without overlooking any detail - even the most minuscule. This is a vital planning function for any task (and especially with special events). Lean back in your chair, put your feet on your desk, close your eyes and imagine the process enfolding in your mind like a movie- and pay attention to every detail. Imagine yourself a director blocking a play and identifying every prop, every aspect of the set, and every step that each actor must take.

"Launching Your Big Career in PR"

Finding the Job -
1. Is this the right career path for you?
a. Know what you are getting into?
b. Do you have the personality and temperament?
c. Do you having the training and skills?
d. Do you have the will and commitment being successful requires?
e. Be honest with your prospective employer and yourself; deliver what you promise

2. Preparation
a. Have the right major work
b. Take the right coursework
c. Internships
d. Other experiences
e. Memberships
f. Be seen in professional settings by potential employers

3. How to find/target the right potential employers
a. Pick city
b. Pick area of interest (agency, hospital, corporate, government, financial, not-for-profit, etc.)
c. Find top 5 organizational leaders in the field
d. Do research on each

4. Getting the Interview
a. DON'T send out 100 resumes
b. OK to look at classifieds, but you'll be part of nameless, faceless herd
c. Circumstances change ALL the time be there when the need arises
d. Make an employer want you
c. Be encountered
- Volunteer with charitable/civic organization
- Network like crazy
- Be open and receptive to chance meetings
- Present yourself professionally - always!
d. Follow up
e. Wait, then follow up again....and periodically
f. Be aggressive - but not to pushy
g. Treat looking for a job AS a job

5. When to look?
a. 1st quarter is busiest, agencies looking for help
b. Get foot in door during summer (short-handed due to staff vacations)

6. How to apply?
a. Snail mail? (Tends to get lost)
b. Email
c. Follow up with phone calls
d. Headhunters or employment agencies
e. Job banks of PR associations
f. Get invited to apply! Be recruited.

7. The Resume (and cover letter)
a. Attractive, compelling
b. Truthful
c. Note extracurricular and professional involvements
d. NO TYPOS, perfect grammar
e. Employment pitch package is like an agency new-business proposal

8. The Portfolio
a. Work samples - especially writing
b. Collect samples for every internship and voluntary effort
c. Clean, appealing, organized presentation

9. The Interview
a. Dress Professionally
b. Be prepared (do your homework, know more about them than they know about you)
c. Bring work samples (portfolio to show, sample package to leave behind)
d. Anticipate what questions you'll be asked (and rehearse your answers)
e. Bring list of your own questions
f. Be calm and composed (don't fidget)
g. Speak slowly and clearly
h. Show energy and enthusiasm
i. Emphasize knowledge base
j. Show a professional, mature demeanor
k. First impressions are EVERYTHING!
l. Beware of spies (office receptionists are someone to impress because interviewers will ask them later how nice you were)
m. Sincerity vs. toughness
n. Follow up immediately with thanks

10. Beware of social web sites
a. What goes on the web, stays on the web -forever
b. Employers are researching potential employees online
c. Have a "straight" email address (or online "identity")…no sweetcheeks75@aol.com

You Get The Job! Now What?
1. Learn the "corporate culture"
2. Make friends and influence people
3. Dress appropriately
4. Come early, stay late
5. Work flawlessly
6. Be proactive
7. Make yourself indispensable
8. Don't job-hop

The Bottom Line
1. Take control, don't surrender it.
2. Make things happen; don't wait for something to happen
3. Be aggressive (but not pushy).
4. Love what you do and look for any opportunity to do it.
5. Make it your world and eventually you'll rule it.