How to get hired into PR - part two

There's never been a better time to get into PR - so don't blow that one-time opportunity to make a great impression.

Ruder Finn’s Hong Kong-based SVP for reputation management Charles Lankester wrote an excellent piece for us this week containing 11 top tips for getting hired into the PR profession.

It’s a great read for anyone wanting to snag that tricky first job, but actually it’s just as relevant to those looking to secure a new position.

The tips may seem like basic commonsense, but as anyone who does much hiring knows, commonsense somehow seems to go out of the window when people sit down to start the job application process.

I’m referencing our Global Agency Business Report a lot at the moment, because it is dominating all our lives at PRWeek Towers, but one theme that comes across loud and clear in the US, UK, and Asia is that the war for the best PR and communications talent is vicious and ongoing – and it’s set to remain so.

In our report, which will be published on April 27, Edelman UK’s CEO Ed Williams says "it’s like a scene from a Hitchcock movie: people constantly pecking talent away from us, or trying to anyway." This prompted the agency to beef up its employment benefits in the year, increasing holiday time and maternity provisions.

Mike Coates, new CEO of the Americas at Hill+Knowlton Strategies, made work-life "blend" his top priority when he arrived last July, in a bid to stem the talent flow away from the WPP firm. Flexible working hours and a new maternity leave policy were inspired by Sheryl Sandberg’s Lean In.

In addition, every agency, and many in-house corporate comms departments, are completely redefining themselves and reshaping the way they are structured.

Frankly, workforces are changing, and many people are falling out of the funnel at one end to be replaced by a different, more digitally savvy breed of individual. And this is providing fantastic opportunities for bright young people who want to enter the industry.

As Lankester says in his piece, a high awareness of data, strategy, and overall business themes and objectives are table stakes for the modern PR pro. Ally this to great writing skills, the ability to build relationships, and an appreciation of how video is revolutionizing the brand storytelling arc, and you have a compelling offer for potential employers.

I hope this clamor for talent with new skills doesn’t make prospective recruits lazy, arrogant, or complacent. And, on the flip side, young people should not be afraid to put their best foot forward and sell themselves to get that elusive first opportunity.

Don’t assume that people in senior positions are not interested in hearing from the next generation of PR pros - precisely the opposite is true, especially now.

I was reminded of this at the Arthur W. Page Society Spring Seminar Dinner last week. The winning entry in the society’s case study competition was submitted by three students from DePaul University College of Communication – Maggie Christ, Renata Sandor, and Andrew Tonne.

Their faculty advisor Dr Matt Ragas interviewed the trio on stage about their Cigarettes Out. Health In. An Analysis of the Rebrand of CVS Health case study and they gave a lucid analysis of why actions such as this are so important for a Millennial generation that expects the brands with which they interact to behave with a conscience, sustainably, credibly, and transparently.

It was great to be introduced to the students afterwards. We swapped business cards. A few days later Maggie emailed me pitching an op-ed about the case study. The piece will appear on PRWeek’s website in the next few weeks. I realize I’m potentially setting myself up for a deluge here, but if the pitch is targeted, smart, and timely, then we will always consider it.

Another student contacted me recently, from the University of Alabama, and asked if she could interview me for an article she was writing for her university magazine Platform. No problem, of course, happy to spare a few minutes.

I wasn’t surprised to hear she has already secured an AAE position at Ogilvy PR in New York City and I look forward to following her progress in the industry. One day she may make PRWeek’s coveted 40 Under 40 list, the entry deadline for which is today.

I know from talking to agency CEOs, who are far busier than I will ever be by the way, that they will always do their best to answer such enquiries and encourage young talent. And why wouldn’t they – that is the bedrock of their firms and the talent of the future.

So, if you want to make it in PR, I recommend you follow Charles Lankester’s commonsense suggestions, stay hungry, enthusiastic, and hard working, and don’t be afraid  to reach out to influential people in the industry – you never know, it might be your first step towards a career in one of the most exciting professions there is.

Πηγή: PR Week.

How to get hired by a PR firm in 2015

Charles Lankester, senior vice-president with Ruder Finn, offers 11 pieces of free advice for job-seekers in the PR field.

Over the past week I heard of two cases where very academically bright candidates delivered poor quality (read: dreadful) interviews. Book smart and street stupid is a dangerous combination in 2015, in any industry. I thought I would share a few notes on how to maximize your chances of getting hired into a PR firm.

1. Understand what public relations is in 2015. It’s not about building relationships, events or making connections. It’s increasingly a data-driven, carefully planned and strategic business that should deliver measurable business outcomes.  You must be able to define public relations from an industry standpoint—and ideally offer your own definition.

2.  Understand the industry. Read the trade media. Learn about the latest campaigns, client moves, industry trends, client wins and losses. Get to know the industry lexicon. Have an opinion on campaigns. Did any of them impact or impress you? Why? Why not? Again, it is vital to have a point of view.

3. Research your potential employer. Find out where they do business, who are their biggest clients and research their strategy/positioning. Immerse yourself in their world. Research and understand their product and service names. Find out about their latest developments, people moves, hires, client wins. The more you sound like an insider, the more impressed we will be.

4. Getting the interview. It’s always better to be introduced via a friend of the firm or a client, but we tend to be a fairly egalitarian industry. We have also all "been there" looking for work. Hint: research the CEO/MD of the office where you want to work and email her/him directly. Establish yourself as an individual with the boss vs. be one of many CVs sent to him/her by the HR department. Hint: Don’t wait for a job to be advertised! If you like and respect the firm, write in and seek an interview. This kind of "can do" initiative and approach always impresses.

5. Social and digital insight. You must understand this area and have a point of view. What new knowledge or insight can you bring? What are the hot three social media platforms in China that we should care about? Why? If you write a thought piece like this you will automatically be in the Top 5 percent of candidates. But is has to be good and it has to be original! We also look carefully at your social media profile, so have a decent LinkedIn, Facebook and/or Twitter presence.

6. Make a big effort with your first communication. Be memorable. Explain why we can’t live without you.  Remember: your communication is one of many we will see every month. Competition is fierce. Why should we care about you? Show your social-media skills. Share a POV about a PR industry trend. By all means send an email, but consider something more memorable. Maybe create a Facebook page? Your personal business website? Or even consider a letter on paper that you send as a document and email as a PDF?

7. Three things that will kill your chances with your first communication? 1) "Dear Sir or Madam". This shows you can’t even be bothered to find the right name. 2) A typo in the name of the person you are writing to and/or in the text of your email or letter. If you are too lazy or disinterested to check spellings when we hear from you for the first time, why should we even consider trusting you with our clients? 3) Using a "standard" introduction letter and/or where you use a different font or point size so we know you are too lazy to make the effort to write a personal, tailor-made approach. "I am pleased to contact COMPANY about your advertised role for ACCOUNT EXECUTIVE". See what I mean?

8. The interview. So many candidates make the same old mistakes it makes me want to weep. Let’s start at the beginning. Repeat after me "I will never get a Second chance to make a First impression". When you meet your interviewer, be it in Starbucks or the boardroom, remember it’s all business. Shake hands firmly whether you are male or female. The "wet fish", "soggy" or "finger clasp" handshake are total no-nos.  Also print up some smart business cards so you have something to hand over. The card is a vital part of the business introduction. Hand it over with confidence. They cost very little. Just put your name, phone number and Email/Twitter/WhatsApp/WeChat details. It’s 2015. Reflect the channels of today.

9. Act like you mean it. Make eye contact with your interviewer. Be confident. Dress the part for the role. Dress for success. Be clear about what you want. But also be yourself. Bring some examples of your work—but not pages and pages. References from former employers (even if just when you were interning) are great and always impress. The bigger the name the better!

10. Be prepared for, and ask, questions. Think about the questions you may be asked and have good answers. Be prepared when the interviewer asks "Why do you want a career in PR? What does PR mean to you? Why did you not chose advertising? What are the greatest challenges facing the industry?" Feel free to also ask your interviewer questions. In most cases they will be happy to answer. "How could I increase my chances to get a job in your firm? Why did you choose public relations? What are the three pieces of advice you would give someone considering a PR career in 2015?"

11. The follow-up. A short thank you email is fine. If you get our cell phone number, by all means send an SMS or WhatsApp. Keep it short and sweet. Also consider  sending something that will impress via email a few days after the interview to keep you top of mind. Maybe a news article that supports a point we discussed. Or a Tweet or social media comment. Use your judgment; make it interesting and supportive of your employment case.

There are no guarantees in life but by adhering to these principles, I am confident you will move into the top 25 percent of potential candidates in the interview process.

Πηγή: PR Week.