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These days, you must network in social media to land your first career position in public relations. The Internet is changing everything, including the internship/entry-level job search. Finding a job is probably the most formidable task that you face as an entry-level communicator.

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Traditionally, public relations jobs were the first to go when times got tough. Now, this is not as true. Smart organizations understand the importance of candid and transparent communications. CEOs need to consider once-great companies laid to waste by leaders who refused to level with the public.

As Ivy Lee said 100 years ago, The public must be informed.

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Get serious about it and follow these steps:

1. 2. 3. 4. 5.

Consider what interests you, and start early. Get a name. Dispatch a personal letter. Call. Prepare an elevator speech.

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Most often, it is your responsibility to control the meeting agenda. Walk in with a game plan and a script. Be sure to:

1. 2. 3.

Take charge. Lead with your knowledge and strength. Indicate what youll add to the mix. 4. Get more names. 5. Follow up.

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Career advancement is not a straight, upward line. Every career takes twists and turns.

You must gain experience in each of the fields major skill areas.

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A typical corporate career path: 1. Entry-level professional 2. Professional manager 3. Senior professional director 4. Senior professional vice president For details on each of these positions, see p. 405 of your textbook.

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Based on research, the seven keys to a successful public relations career are:
1. 2. 3. 4. 5. 6. 7.

Diversity of experience Performance Communications skills Relationship building Proactivity and passion Teamliness Intangibles
Lets take a look at each one of these

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1.

Diversity of experience Focusing on one specialty throughout a career is counterproductive. Diversify and take some risks.

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2.

Performance
Successful public relations executives must deliver results. This involves: solving problems meeting goals providing counsel

Performance also involves being creative, taking risks, and at times challenging top managers.

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3.

Communications skills
Highly honed technical communications skills are imperative. These include: writing design production of sophisticated materials

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3.

Communications skills, cont.

These skills must be evident at every level of your career: Entry level: technical skills of writing, editing and design. Second level: more analytical skills of strategic planning. Third level: interpersonal communication and networkbuilding. Top level: advocacy skills of dispensing advice and making decisions.

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4.

Relationship building
While building external relationships is key, you must also nurture internal relationships to gain influence and to get ahead. These relationships may provide more power to you than your title or formal position implies.
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5.

Proactivity and passion

Public relations people must be: go-getters self-starters risk-takers opportunity-seekers

with boundless energy, great curiosity and passion for the public relations profession.

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6.

Teamliness
Achievement demands dedication on three levels: the individual the organization the group or work unit Fewer than 10% of public relations jobs depend solely on individual performance.

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7.

Intangibles
Personal character traits Chemistry Likeability Personality Presence Cultural fit

All of these are critical in determining your ultimate career success in public relations!
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Public relations dialogue still revolves around finding a seat at the management table. Until this occurs, public relations will always be subject to the whims of economic change. Employers will increasingly seek experienced and competent public relations professionals to help them communicate.

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How can entry-level professionals accommodate this catch-22 need for experience?
1.

Hone writing skills. Well-written content is still king.

2.
3.

Seize internships. Firms hire based on internship experience.

Join a professional communications organization. Also, become involved in their professional committees.

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Additional keys towards advancement in public relations: 1. Use technology to your advantage. Dont be shy. 2. Pay attention to details. Treat everything like its a big deal. 3. Read, read, read. This is the key to good writing. 4. Be a student. Constantly keep learning. 5. Find a mentor. Often, its who you know that counts.

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Public Relations Society of America http://www.prsa.org

Public Relations Student Society of America http://www.prssa.org

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