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Tips for those moving from journalism to public relations

If you build upon skills developed in a journalism career, a future in PR could blossom. (Photo of shrub in my yard.)

If you build upon skills developed in a journalism career, a future in PR could blossom. (Photo of shrub in my yard.)

From time to time, journalists ask me for thoughts on moving into public relations. Somebody tells them about my shift to  PR a couple of decades ago after a dozen years as a newspaper reporter and editor. So I get the opportunity to share what worked for me — and hopefully will help them. Here are a few of the things I did. (By the way, I don’t regret the career change at all.)

(1) Strategic outreach to my network (although I didn’t know it at the time). I sent letters and resumes to contacts at companies I admired and knew were doing well, and followed up with phone calls. I had the great fortune of doing in-depth research as part of my job as a business reporter, so I knew who they were. I didn’t hear back from many of them, got rejection letters from others… Then, one called and said he was working to create a position in the corporate communications office he led at a computer software firm. That landed my first job in PR. I put my background as a reporter to use pitching stories about our software to trade journals and writing customer success pieces.

(2) Join the Public Relations Society of America and start attending its monthly meetings. My first manager encouraged me to join. He said it would be a good place for me to keep up with the pulse of the local PR scene, which would help us identify good candidates if our office expanded and keep us up to date with the latest in PR and communications. He also joked (sort-of) that a single guy like me might find a wife in an organization with so many women. I did end up meeting my wife at an Internal Association of Business Communicators (IABC) meeting!

(3) Connect with people at PRSA meetings. As a business reporter,  I had learned a few things about networking at events. One tip was to set a goal of exchanging several business cards at an event. Take time to ask each person where they work and what they do. Ask where they went to school, etc. Be sure to have a concise description of your role and/or career objective rehearsed and ready, and bridge to it when appropriate. When you leave, jot a note or two about each person on the business card that will help with followup. Be sure to connect on LinkedIn, if you haven’t already.

(4) Reach out to your contacts when the seemingly inevitable happens. I had only been in PRSA for about a year when my first PR job was eliminated as part of a company-wide downsizing. I e-mailed and/or called people in PRSA I barely knew, and several of them gave me good leads. They steered me away from dysfunctional situations and pointed me to possibilities I didn’t know existed. For example, I had seen an ad that stressed desktop publishing ability, which I didn’t have. But a contact who had a freelance job with the government social services agency suggested that I call anyway. Within two hours, I had an interview! Within two weeks, I had a job — one that would keep me gainfully employed for the next 17 years! My manager viewed the ability to write interesting and informative articles in AP style and on deadline was much more valuable than desktop publishing, a skill that could be learned in a relatively short time.

(5) Get your APR (Accredited in Public Relations) from PRSA. This was a game-changer for me. It taught me about areas of PR beyond media relations and newsletter/fact sheet writing. It showed me how to develop strategic communications programs. Now, it’s part of my DNA — Research, Planning, Implementation and Evaluation. I’ve had the great fortune of developing and carrying out plans with worthy goals such as getting employee buy-in for an important foster parent recruitment campaign, making an intranet an essential part of employees’ workdays, and building awareness for a a previously low-key healthcare system.

(6) Get involved in PRSA volunteer opportunities. Another major step came when I joined the leadership team of the Cincinnati PRSA chapter. I gained invaluable experience about event planning while serving as programming chair and, more importantly, about leadership during my year as chapter president. I made amazing contacts, many of whom I now consider good friends. I learned how to work collaboratively with diverse groups of talented individuals. Five times, I served as a National Assembly delegate, which allowed me to connect with PR go-getters from across the country.

(7) Never stop learning. As time goes on, I find myself endlessly reading PR, marketing and digital strategy books and blog posts. I attend not just PRSA meetings, but offerings of groups such as the American Marketing Association, Cincinnati Social Media, the Social Media Health Network… This is a vast field, with lines between PR, marketing, communications and advertising blurring as never before. Technological advances come faster and faster.

(8) Follow the leaders on social media. Twitter opens the door to a treasure trove of valuable information — white papers, infographics, podcasts, videos, webinars… Hashtags take you to conferences around the globe focused on PR, marketing, digital, healthcare communication, innovation, inspiration… you name it. You get access to well-known authors and speakers as never before. LinkedIn is awesome. Facebook and Google+ and YouTube, oh my!

(9) Don’t take yourself too damn seriously. This is just a note to me. I can get super serious and stressed out about this stuff. Lighten up and have fun. The journey into PR is a marathon, not a sprint. Enjoy the process!

 

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PR’s public relations campaign starts with me

March 13, 2010 3 comments

We PR pros need to spread the word about what we do.

The recent post asking “Does public relations need a PR campaign?” has generated some thought-provoking discussion in a couple of LinkedIn Groups. Here are direct links:

PRWise (31 comments)

Network of PR professionals (22)

After contemplating the thoughtful comments, I’ve come to the conclusion that each of us in public relations bears the responsibility of educating others about our profession.

It took me back a decade or so to a time when I made it a priority to help the executive team at my employer better understand the role of professional PR people. I felt that they were under-utilizing my capability.

I used some of our training funds to buy each of the executives a copy of Effective Public Relations, Eighth Edition, by Cutlip, Center and Broom. I put Post-It notes on some of the pertinent parts of the text — the basis for the Public Relations Society of America’s accreditation exam.

Also, I sprinkled quotes from the text as well as other professional publications in reports about strategic communication programs I was leading. I printed out the quotes and posted them in my workspace. I shared these basics when consulting with my clients — some of whom wanted me to “do a flier” or “write an article” without considering target audience or message.

I made a point of doing all of my work in the context of a strategic plan — something that continues today. I set measurable objectives and reported results at regular intervals — also a constant.

Here are a few quotes I found helpful:

“Public relations is the management function that establishes and maintains mutually beneficial relationships between and organization and the publics on whom its success or failure depends.” — Cutlip, Center and Broom

“…public relations conducts a planned and sustained program as part of an organization’s management.” — Cutlip, Center and Broom

“…marketing focuses on exchange relationships with customers … transactions that meet customer demands and achieve organizational economic objectives. In contrast, public relations covers a broad range of relationships and goals with many publics — employees, investors, neighbors, special-interest groups, governments, and many more. Effective public relations contributes to the marketing effort by maintaining a hospitable social and political environment.” — Cutlip, Center and Broom

“Elements of Public Relations include: Counseling, Research, Media Relations, Publicity, Employee/Member Relations, Community Relations, Public Affairs, Issues Management, Financial Relations/Investor, or Shareholder Relations, Government Affairs, Industry Relations, Development/Fund Raising, Special Events, Marketing Communications.” –PRSA

In digging up these quotes, I found a couple others:

From Abraham Lincoln, 1859: “Public sentiment is everything. With public sentiment, nothing can fail; without it, nothing can succeed.”

From Alfred Nobel, 1889:  “A good reputation is more important than a clean shirt. You can wash your shirt but not your reputation.”

Yes. I do think public relations needs a PR campaign. And I think I need to do my part by continuing to perform strategic PR and educate those who may not understand how it works and why it’s so important.

Meeting with the Queen of Measurement

February 12, 2010 4 comments
Katie Paine, nationally recognized PR measurement expert, shared many insights during a visit to Cincinnati.

This week, I had the privilege of meeting with a member of public relations royalty: Katie Paine, the Queen of Measurement. 

Paine, the New Hampshire-based author of Measuring Public Relationships: The Data-Driven Communicator’s Guide to Success, spoke to the Cincinnati Chapter of the Public Relations Society of America on snowy Feb. 9. Her topic: Social Media Measurement & Metrics. 

She walked (sprinted?) the 25 of us who braved New England-like weather through 56 slides packed with information based on her work with a wide variety of clients. 

Before the luncheon, 2010 Chapter President Chris Kemper (director of public relations at Cincinnati USA Chamber of Commerce) and I had the honor of meeting with Paine at the chamber’s Carew Tower offices. We picked her brain for nearly an hour before lugging her bag of books a few blocks through the snow to the Phoenix for the presentation. 

I’m still trying to digest all of the information from the consultation and presentation. On top of that, I’ve been making my way through Avinash Kaushik’s comprehensive book Web Analytics 2.0: The Art of Online Accountability and Science of Customer Centricity.

 Whew, my mind is churning. 

I’ve got nine of Paine’s slides tacked to the wall in my cubicle at work – with a goal of boiling them down into a methodology that won’t take too much of our limited resources, but will help us fine-tune our strategic communication efforts. I’ve ordered her book. 

Some of this seems strangely familiar. It’s based on the same principles drilled into my head while studying for the Accreditation in Public Relations (APR) in the 1990’s. I recall hearing similar measurement strategies and tactics at PRSA conferences in Anaheim, Chicago, New Orleans, New York and Salt Lake City. 

  • Start with a goal. Tie it to business objectives. Measure what’s important to top management…
  •  Use surveys, focus groups, one-on-one interviews, informal observation, best-practice research. Web analytics… 
  • Segment audiences. Craft concise messages. Measure message penetration. Determine if messages drove desired behavior changes… 

But things have changed, too. That’s for sure. 

The Internet has given us a boatload of data and tools (many free) for sorting and analyzing it. 

With the emergency of social media, we’re able to engage in two-way conversations with key influencers in strategic audiences as never before. We can measure quite precisely the actions we’ve taken to produce desired outcomes. 

Stay tuned for more specifics as I strive to implement more of these measurement practices in my daily work. Meeting with royalty makes me realize that I’m more of a servant, actually I am a public servant in my job.

And I’ve got a lot of work ahead of me — work that can be measured!!!

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