Real World Public Relations:The Things Your PR Teacher Never Told YouDeanna McKinley, APR

Friday, Sept. 17, 2010

"Real World Public Relations: Things Your PR Teacher Never Told You"

About This WebinarThis webinar describes one PR pros experiences through the ranks of the industryIt 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"

About the SpeakerDeanna McKinley, APR, handles community media relations for PepsiCos Frito-Lay North America business unit.She was the youngest APR in the Dallas PRSA chapters historyShe holds a bachelors degree from Florida A&M University and is pursuing a masters degree from Gonzaga University

"Real World Public Relations: Things Your PR Teacher Never Told You"

Why Did You Choose Public Relations?Because youre 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"

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 theres so much more to the industry than you ever imagined!

"Real World Public Relations: Things Your PR Teacher Never Told You"

What is Public Relations?There are many definitions for public relationsAt its core, it is two-way communication between an entity and its publics and vice versaIt is often reputation management

"Real World Public Relations: Things Your PR Teacher Never Told You"

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"

How Will You Succeed in PR?Learn to write.

Clearly. Succinctly. Quickly.

"Real World Public Relations: Things Your PR Teacher Never Told You"

How Will You Succeed in PR?Use your textbook knowledge as the background youll need for conducting research and creating strategic plans in the real world

"Real World Public Relations: Things Your PR Teacher Never Told You"

How Will You Succeed in PR? Resourcefulness

"Real World Public Relations: Things Your PR Teacher Never Told You"

Resourcefulness?Be the person who can get the accurate information quicklyHave the ear of the influencer/decision maker and you will be on the right path to successKnow 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"

Resourcefulness?Become an internet search king/queen!Develop relationships with key stakeholders in various industries so that you can tap their expertise when necessaryStay 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"

How Will You Succeed in PR?Flexibility

"Real World Public Relations: Things Your PR Teacher Never Told You"

FlexibilityKnow now that no two days are the same in public relationsHave a wardrobe that ranges from clothes you can paint in to formal evening attireGet your passportLearn how to pack a weeks worth of clothes in a carry-on bagSomething ALWAYS goes wrong; Have a contingency plan in place

"Real World Public Relations: Things Your PR Teacher Never Told You"

How to Prepare for Your Career in Public RelationsGraduateComplete your bachelors degree programConsider a masters degree

"Real World Public Relations: Things Your PR Teacher Never Told You"

How to Prepare for Your Career in Public RelationsBegin/refine your rsum and portfolioClean, simple rsums are the rule, not the exceptionHighlight your relevant PR-related experience FIRST on your rsum (internships!)Portfolios should highlight your best writing and design work

"Real World Public Relations: Things Your PR Teacher Never Told You"

How to Prepare for Your Career in Public RelationsSecure an Internship Now!

"Real World Public Relations: Things Your PR Teacher Never Told You"

Why an Internship?An internship gives you the critical experience that is necessary for success in public relationsRemember, 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"

Why an Internship?Internships help narrow down your area of focusNot only do you find out what you like, but you find out, more importantly, what you DONT likeYoure supposed to be tired and broke in college. Its the American way!

"Real World Public Relations: Things Your PR Teacher Never Told You"

How to Prepare for Your Career in Public RelationsBegin 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"

How to Prepare for Your Career in Public RelationsAnalyze your presence in cyberspaceGoogle yourselfAnything 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"

How to Land a Job/InternshipKnow what you wantIts not ok to just want a jobWhat industry lines up with your specific skills and passions?In what area of the country do you want to live?Do your researchWhat 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"

How to Land a Job/InternshipCultivate relationships with influencers that can assist you in your search career counselors; professors; peers in the industry; alumniPresent a stellar rsum and portfolioIf applying online, be sure to include key terms that will help a computer pick your rsum out of the clutter

"Real World Public Relations: Things Your PR Teacher Never Told You"

How to Land a Job/InternshipLook the part at an interviewBusiness attireAccessorize accordinglyFlashy maybe ok at a fashion house, not so much at a conservative corporationDepending on the place of business, be sure youre not inadvertently representing a brand made by a competitor

"Real World Public Relations: Things Your PR Teacher Never Told You"

How to Land a Job/InternshipDont be afraid to start smallSmall companies need the assistance; and you may get more hands-on experienceDont shy away from an internship even if youre 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"

How to Land a Job/InternshipCheck your ego at the doorEVERYONE is smartEVERYONE is talentedEVERYONE will succeed if given the chanceHow 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"

How to Land a Job/InternshipRemember, sometimes you have to take a step back to move forwardDont get hung up on the job title or descriptionBe realistic about salary and benefits

"Real World Public Relations: Things Your PR Teacher Never Told You"

QUESTIONS?

"Real World Public Relations: Things Your PR Teacher Never Told You"