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BUILDING YOUR BRAND & FINDING THAT FIRST JOB
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Gary McCormick, APR, Fellow PRSA Director, Partnership Development, HGTV
Kevin Saghy, Manager, Communications, Chicago Cubs
TRADITIONAL SKILLS/ATTRIBUTES Advice from Dave Fleet • Writing • Communications skills • Attention to detail • Media relations • Proactive • Work ethics • (I’m adding) Curiosity / Competitive
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NEW SKILLS/ATTRIBUTES • • • • • • •
Blogging / Microblogging Social networking tools Understand SEO Coding RSS / RSS Readers Blogger relations Social media ethics – astroturfing, ghost blogging, sock puppets,
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WHAT’S THE REAL STORY Looking for employees, the hiring manager • Wants to mitigate risk • Is filling an opening on a team • Is balancing the time it takes to hire with his/ her real job • Will never find the “perfect” candidate (think of that prom dress search…)
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FINDING A JOB, IS A FULL TIME JOB! • • • • • • •
Who Are You? What Have You Done? Who Do You Know? What Are Your Skills? Where Do You Live? How Committed Are You? What Are Your Dreams? Passions?
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THE CAPTURE STRATEGY • Who do I know that knows the company or hiring manager? • What do I know about the position? • What do I know about the company? • What makes me unique for the position? • What can I do to improve my chances of being interviewed? Hired?
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Job Description: Scripps Networks' Corporate Communications team is currently looking for an energetic, detail-oriented public relations intern in our communications department at the company headquarters in Knoxville, Tenn. Corporate communications interns at Scripps Networks receive multi-faceted, hands-on experience in a variety of PR disciplines including consumer and trade media relations, marketing, event marketing, internal communications, public affairs, and presentation services. Projects and Assignments Planned for Internship: - Research, write and distribute a weekly e-mail newsletter about GAC programming and promotions. - Research, compose and revise bios of Scripps Networks employees involved with the corporate communications speakers bureau. - Research / assist in the planning and/or executive of events on behalf of the event marketing team. - Research and write articles for internal communications including daily, weekly and quarterly newsletters. The intern will work with corporate communications team members to develop ideas and story outlines. - Assist in the development of story ideas and pitches for trade media. - Shoot and edit video for internal and external use. - Research media coverage of a particular topic, company or industry and generate a clip book that would be distributed to senior executives. Successful candidates for this internship are very goal oriented, work well in a team environment, and must have a desire to invest in their experience with us to reach personal and professional goals. In addition, the intern candidate must: - Demonstrate strong writing/editing skills (AP-style proficient) - Major in Public Relations, Marketing, Journalism or related field
YOUR PUBLIC PERSONA • • • • • •
Facebook – it’s more about what you like Microblogs - Twitter, Instagram, Tumblr Posts on blogs, comments on articles Have you Googled yourself lately? What will friends, co-workers say about you? Do you have a BRAND?
BUILDING YOUR BRAND & FINDING THAT FIRST JOB #Plank1stJob
WORK EXPERIENCE What is it and how crucial is it? • Be creative in what you have done • Don’t be afraid to ask for references and letters of recommendation • Don’t limit yourself to jobs for your experience • Bottom line - You better have it!
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BUILDING A RESUME / PORTFOLIO • Qualitative and Quantitative examples • Revise to include keywords from job description and/or use in website • Have samples you can leave • Consider an electronic portfolio linked by QR Code on your business card (think if you personalized it!)
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COVER LETTERS AND INTERVIEWS • Your cover letter should be your best writing sample • Never use template cover letter, replacing company and contact names, etc. • Practice interviewing – i.e. media training • Develop an “elevator” speech • Interview the company as much as they interview you
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NETWORKING • Three degrees of separation • Provides access and opportunity any where in the world • Transitions you into new “cultures” • Eliminates a lot of the competition • Malcolm Gladwell’s “Outliers” - Leverages someone else’s 10,000 hours • Social media isn’t connecting!
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THE JOB SEARCH • The Hot Line / Change phone habits • The Email Address • The Wardrobe • The Appropriate Follow Up
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RESOURCES • • • • • •
Culpwrit column Culpwrit advice by Abby Stollar, Univ. of Delaware University of Alabama Platform Magazine Mashable, PRNewser Keith Ferrazzi’s “Never Eat Alone” Flipboard, Streamboard
• RSS Feeds
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PRESENTERS’ CONTACT INFORMATION
Gary McCormick gary.d.mccormick@gmail.com @garymac865
Kevin Saghy ksaghy@cubs.com @CredibleKev
The slides and audio from this Webinar will be archived on The Plank Center website at: http://plankcenter.ua.edu/resources/webinars
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