Fall 2011
Volume 11 Edition 1
Central PRemiere Dr. Diane S. Krider chapter of Public Relations Student Society of American at Central Michigan University
I am PR: Roles of a PR Practitioner
Multi-tasking is a key skill every public relations practitioner needs to hone, even you. You will wear many different hats to provide your company or organization with the most efficient public relations possible. When wearing these different hats, you will not only be communicating with your company’s target audiences, but also to other practitioners, potential clients and potential employers. To sharpen up your skills, here are some roles you may play and how to be effective when working in these roles:
pres post
now what
photo credit: CMU IPR program website [http://www.cmich.edu/x31990.xml]
PRogrammer (\’prō-,gra-mər, -grə-\ a person who prepares programs) Who will your company call for an event? You! As a programmer you may have to coordinate special events, campaign tours and many other types of events. These events will not only tell your audiences about your company, but will also display your creative skills, organizational skills and communication skills.
how do we tell them questions. In this role remember to: Maintain a level head and calm demeanor. Also, remember time isn’t on your side. Don’t rush to say anything, but remember the longer you wait the more “out of the blue” stories may pop up in the tomorrow’s paper.
PRovider of information (\prə-‘vī-dər\ one that provides) Everyone needs a guru to fall back on In this role remember to: Make clear objectives for information. As a public relations practitioner in the beginning; you are the promoter of your you will need to be the Webster of your organiorganization’s brand and these zation, knowing the ins and “Everyone objectives will help determine outs, ups and downs and in many aspects of the event later. needs a betweens. People will referAlso, research other events of guru to fall ence you for many different the kind you want to produce; pieces of information, such back on for not every event is successful as declines in sales in previbecause it sounds good. information.” ous years, why the previous president resigned or even the number of people PRoblem Solver (\’sälv, ‘sȯlv\ to find a solucurrently employed. tion, explanation, or answer for) It isn’t a hidden mystery that controversy sometimes comes up in In this role remember to: stay in contact with, organizations, getting to the media and causing if possible, all departments to stay up to date on a whirlwind of hearsay and speculation. In these changes and transitions, in order to maintain the situations you will become the turn-to person for most up-to-date records. the answers to many questions. You will need to answer the who, what, where, when, why and CONTINUED ON PAGE 6
social deals
checking in
link to a job
prssa nc
President’s Address
November 12, 2011 11:22 p.m. tags: president, hard work, leadership, blogs, nationals Dear CMU PRSSA Members, I would like to thank you for all your hard work and dedication to our chapter and university this semester. I hope that you all are taking full advantage of PRSSA and what the organization has to offer. PRSSA is a great way to gain experience, network and prepare you for your internships and jobs. Our chapter has tons of exciting opportunities planned for Spring 2012, such as exciting agency tours, guest speakers, spring conference and banquet, alumni panels, workshops and so much more. I encourage you all to get involved as much as possible. Join a committee, attend meetings, conferences and events. Spring semester is also a great time to start shadowing executive board members. Holding a position on eboard is a great way to exorcise and expand leadership skills, professional capabilities and networking skills. Our chapter’s executive board will be reconstructed for next year in order to improve, and maintain a high standard of leadership. I am dedicated to the advancement of our chapter and will continue to provide opportunities that will benefit each member. Make sure you utilize all the resources national PRSSA and our chapter has to offer; applying for scholarships, using our internship book, search job postings on prssa.org, attend professional development workshops and stay connected with alumni. I hope you all had a wonderful winter break. I hope you took advantage of the time off and did things in preparation for your career. Worked on your portfolio, updated your resume, job shadowed at your favorite company, read pr blogs and stayed up to date on social media. Best wishes,
e Cierra Wallac
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CMU PRSSA 2011-2012 President
? So you have your degree, now what? (MollyPrzybysz) Michigan can be a great place to live, but when it comes down to it is it the best place for a future public relations career? When going into the ‘working world’ it is important to know what to expect. Different factors also come into play when looking for a job. Here are some things to keep in mind while searching for your dream job. Pay isn’t everything, but it can help. Don’t be afraid to ask for what you are worth. Do research for your job type and location to negotiate a fair price. Some of the top paying firms can be found in Washington, D.C, Toronto, and Denver. Even in this economy, you shouldn’t have to work for any less than you’re worth. Try new things. You may know what you want to do but ultimately experience is what is going to get you in the door. Maybe moving to Toronto wasn’t in your life plan but if it can affect your career path, you might consider going for it. Leaving the country not only provides opportunity for growth at worth but also in your personal life. If you’ve heard it once you’ve heard it a million times. Get networking! Get out there and meet people. Professionals in the field have resources to help you find that job you’ve been looking for. The public relations industry is a close-knit group and if you network many professionals are willing to help you.
escapes
meganschaper presents
your daily deal
PRSSA ACTIVITIES
Throughout the fall 2011 semester members of the Dr. Diane S. Krider chapter of Public Relations Student Society of America at Central Michigan University enjoyed social escapes to Island Park and Papa’s Pumpkin Patch. Members also had the opportunity to go on a professional development adventure in Grand Rapids, Mich. for an agency tour. The group visited Hanon McKendry, a multi platform branding agency, and Lambert, Edwards & Associates, LE&A, an investor relations firm.
today’s tip “Tell the consumer why first… why controls behavior” -Bill McKendry
Founder and Chief Creative Officer of Hanon Mckendry
take now!
adventures
To kick off the year, PRSSA members escaped to Island Park, in Mount Pleasant. Members engaged in conversation, fun games and enjoyed the warm sunshine with a barbeque. Socials are an effective ways to get to know others members in PRSSA. “Socials are important for our organization because they are a way for us to get out of the formal setting and get to know each other” said Amy Crockett, Director of Member Services. “Socials are a great way to build relationships; the whole point of public relations.” With Halloween approaching, members gathered at Papa’s Pumpkin Patch, on October 4, to enjoy all things fall: apple cider, fresh doughnuts, a hayride and pumpkins. Each member was able to pick their own pumpkin from the patch. The activity provided a relaxing atmosphere and another opportunity for members to get to know each other. “Papa’s was a ton of fun, Papa himself took us on a hayride and tour,” said Crockett. “We just laughed a lot and had a lot of fun.” An opportunity available exclusively to paid members of CMU PRSSA, agency tours. On October 7, CMU PRSSA visited Hanon McKendry, a multi platform branding agency, and Lambert, Edwards & Associates, LE&A, an investor relations firm. “On the agency tour you definitely get a vibe for office culture” said CMU PRSSA Historian Ellen Trudell. “The agency tours gave me a glimpse into what my future might hold, depending on which avenue I choose to take,” said Trudell. “They give a glimpse into the different aspects public relations can offer one professionally.”
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Taylor Brehm Company: Taylor Herring Public Relations (I landed my internship through Dream Careers) Location: London, England (Notting Hill Area) Graduation Year: Spring 2013 Most important lesson took from classroom to your internship: That you are the controller of your own internship. Your internship is everything that YOU make of it. As long as you stay positive, employers will trust you more and more. Lesson wished I learned before my internship: How to pitch stories to media. Favorite part of job: Working with celebs such as Elle Macpherson (Britain and Irelands Next Top Model), Jo Frost (Supernanny), and working large festivals. Main function: Helping plan events and pitch stories. Taylor Herring, however, is a PR agency that specializes in any and all PR.
Shana Fu
ller Title: Marketing Director Company: JCPR Location: Parsippany, NJ Graduation year: 2008
e t n I & Alu
Most important lesson you took from the classroom to your working career?: Learning the AP stylebook – not even joking! A lesson you wish you would have learned in the classroom you didn’t learn about?: Public relations is closely related to marketing and advertising. Since I fell into the marketing position at our agency, I wish I would’ve learned more about marketing beforehand. The Integrative Public Relations program offers many classes related to public relations with the exception of marketing. Favorite part of your job: Managing the company’s social media – and learning about how social media is becoming an important tool in PR. If you could give one piece of advice to students going into the field what would it be?: Be adaptable – don’t go into the job market thinking that PR is the only thing you can do. I never imagined I would now be the company’s marketing director with only two years of career experience beforehand. This was my first job after graduating from Central and I’m glad I decided to take it even though they could only offer me a receptionist position at the time.
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Every year Central Michi public relations students are p and graduating and moving on Unless we know these student though, we don’t get to hear t ternships and work experience
In this feature, you will h and two CMU alumn working i about their experiences, lesson have learned prior to their pos for those still in school and tho the field.
Company: Chippewa River District Library Location: Mount Pleasant, MI Graduation Year: May 2012
Amy Crockett
Most important lesson took from classroom to your internship: Don’t be afraid. There were some classes where I really didn’t know what I was doing at first (especially when I started JRN 302 with no knowledge of graphic design). But those classes taught me that sometimes you just have to dive right in.
erns & umni
Favorite part pf internship: They gave me a lot of freedom to come up with and implement my own ideas. For example, my supervisor would come over to me and tell me that we needed more people to sign up for an event, and that is the only direction he would give me. It was a little intimidating at first, but it was a great way to help me learn. I had to really think about how to best reach our audience and come up with my own plan.
igan University integrative participating in internships n to their careers in the field. ts and grads personally, the feedback from their ines.
hear from two student interns in the field. They will tell you ns they wished they would sition and other helpful hints ose graduated and working in
Main function: I was the PR and Marketing Intern, which came with a lot of different jobs and responsibilities.
s Kelli Krep Company: United Way of Greater Toledo Location: Toledo, OH Graduation Year: 2007 ... on the five-year plan Most important lesson took from classroom to your working career?: Your writing must be impeccable. Having strong writing skills truly does set you apart. Just remember that when Wojcik, Hutch, Will, etc. are busting your chops! Worst part of job: When bits of it become monotonous. For example, I’ve written hundreds of news releases since I’ve been here and many of those communications are about the same thing from year to year. The challenge is finding a way to make the information different and more relevant. If you could give one piece of advice to students going into the field what would it be?: Be a problem solver. In our department, we not only promote United Way itself but serve every internal department’s marketing and communications needs. Nothing is worse than when my employees come to me with a question or issue that could have easily been resolved by asking a question directly of the department involved, doing an extra five minutes of research, or even by Googling it! The less your supervisor has to hold your hand, the more they will appreciate you and ultimately trust you with greater responsibility.
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Using LinkedIn to increase job opportunities is easy. LinkedIn is an excellent tool to us developing a professional identity on the Web. Creating a profile can be the hardest done. Recruiters and hiring managers use view profiles to scope out candidates. Follo create a practical and effective LinkedIn profile.
CentralPRemier Today: See all Tips for Using Customized LinkedIn URLs: Try and use your first name and last name. This will improve Google search rankings and increase profile recognition.
Connect: Invite co-workers, business professionals you’ve networked with and other important individuals to connect with you. Profile updates will be shared with connection and keep them interested in you.
Search the Competition: Majority of LinkedIn profiles are public, and searching individuals in a desired job field can help you understand what industry leaders are including in his or her profiles and the KEY words that are used.
Update your Profile and Contribute to Conversations: Update information, join more groups and keep connecting. Your LinkedIn profile will continuously be updated. Also, contribute and comment in these groups to help you stand out.
Key
Headhun more att profile if words a descrip PR key w include P Media Event Man Commu Message
PRSSA National Conference 2012 CMU PRSSA is Attending
5 Attending Cierra Wallace Jill Simpson Kamaria Thornton Kelli Cesarz
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Morgan Schaefer
See All
Time
Friday, October 14 - Tuesday, October 18
Location
Orlando, Fl
Created By
PRSSA National Committee
Written By Kelli Cesarz More Info Over the course of five days, at the PRSSA National Conference in Orlando, I learned how to land an internship, market myself in different areas of public relations and was able to network with PR professionals across the nation. We also attended a number of workshops, went to a diversity mixer with international PRSA members and socials. Speakers from well-known businesses, such as Disney, ESPN, Major League Soccer and the NBA, came and spoke about public relations in the real world. Meeting professionals allowed me to network and meeting other students allowed me to learn how other chapters deal with similar PRSSA issues and how their PR majors are structured. The most important thing I learned from the PRSSA National Conference would have to be to maximize the positives of a brand, minimize the negatives of a brand, and look at crisis through strengths. I will remember these tips and utilize them in my career in the future.
se for networking and t part, but it must be ow these simple tips to
brought to you by:
LAUREN
schneider
LinkedIn to Find a Job Words:
nters may be ttracted to a f industry key are utilized in ption areas. words would Press Release, a Relations, t Planning, nagement, unication, Key e Articulation, etc.
Join Groups and Add Websites:
Get Recommended:
Join groups of professional organizations you are a part of, such as PRSSA. Join groups relating to your career or interest, such as Social Media Marketing groups. Also, add links to blogs, Twitter and company sites.
Letters of recommendation are often a pain to ask for and difficult to present to potential employers. Asking your boss or uppermanagement for a recommendation is an easy way to show a future employer your work ethic and job skills.
CONTINUED FROM COVER Also, do not be afraid to say “I don’t know” when asked a question. It is better to say you don’t have the answer, rather than give an incorrect one. PRactitioner of ethics (\prak-‘ti-sh(ə-)nər\ one who practices) Spin. A word commonly associated with public relations and sometimes used in definitions to describe public relations actions. As public relations specialists you will use your knowledge of the industry and your organization to honestly, openly and accurately disperse information. Ethics should be at the top of the totem pole for you while working in the field. In this role remember: Some tips from the Public Relations Society of America about ethical public relations, such as: free flow of information, competition, disclosure of information, safeguarding confidences, conflicts of interest and enhancing the profession. For more information on ethics visit prsa.org/aboutPRSA/Ethics/CodeEnglish. You can always stick to the book, but looking at these roles can help you remember to take opportunities outside of the public relations norm. Take advantage of these opportunities and you will build your knowledge and skill base to be successful in future positions at organizations.
Taking Full Advantage of Your School by: Cierra Wallace Everyone knows public relations is a very competitive field. Students must make sure they are going the extra mile to stay updated with the latest information, network and stay connected with professionals while also getting experience to help them stand out from peers in the job and internship search. During the semester CMU PRSSA had Professor Jim Wojcik as a guest speaker. Wojcik spoke about professionalism, internships and ways to gain experience. Many students get caught up in the term “internship” and forget that it’s the experience not the title that helps you to stand out. A student could have interned at one of the most elite pr agencies but didn’t learn anything on the job. The title of the company may help you get a job but it won’t help you stay there. What good is it to have an internship if you don’t have anything to show for it? There are tons of ways to get involved and get the experience you need for your future job by joining other RSOs on campus, volunteering and other “outside the box” ideas. PRSSA is a great way to get involved, network and gain experience, however do not limit yourself to one organization. Many employers like to see that a student has a diverse background, with many skills and talents, to bring to their company or organization. Working on campus is a great way to gain experience as well. Your hours can be tailored to your schedule and you don’t have to go far to get the experience you need. Don’t wait until its time for you to graduate to start taking advantage of what CMU has to offer. “Make sure you get every experience you can here at CMU. This college is going to suck every penny out of you. You need to make sure that you are getting your money’s worth,” said professor Jim Wojcik.
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CMU PRSSA 2011-2012 Information Section Executive Board: Cierra Wallace, President Dayna Lucio, Vice President Ally Converse, Treasurer Kelli Cesarz, Secretary Kamaria Thornton, Publications Director Amy Crockett, Director of Member Services Ellen Trudell, Historian Megan Bumgarner, SGA Representative Rebecca Kerster, PR Central President Ed Hutchison, Faculty Advisor For more information: visit www.cmuprssa.org check our Facebook - CMU PRSSA tweet us @CMUPRSSA
Thank you to a major sponsor Central Michigan University’s
University Communications your support for the next generation of PR professionals is well appreciated.