everyday public relations

A recent study has finally determined what fashion conscience women and men have known for years. Appearance really does make a difference, not just in everyday life but in your career.

When I was in college, a Public Relations professional came to lecture my class on some of the tricks of the trade per Se of breaking into and getting a foothold into the PR world. Here are some of her tips that have now been confirmed:

1.Dress for the job you want, not the one you have. If you take the time and put forth a little extra effort then it can pay off big down the road. Looking well groomed should always be first and foremost. A sloppy appearance shouts to the world that you don’t care enough to take care of yourself, and therefore you probably won’t take the time to care about your job either.

2.If given the choice between hands or feet always go with the manicure. As a firm handshake is always the hallmark of a confident person, so too are a great set of nails. Minimal or clear polish, but well rounded and filed neatly is a must. Never chew your nails or allow them to become jagged. As for your feet, a pedicure is nice, but most jobs will require you to wear more sensible shoes, which means no open toes. The manicure is definitely the better investment.

3.Don’t smoke in public, or better yet quit! Smoking causes fine lines which make you look tired and can add years to your face. The long term effects of smoking are well documented and include yellow teeth, bad breath and stained fingers, not to mention the possibility of dying from lung cancer or emphysema. Rushing outside after a meal to smoke is entirely unprofessional, as is wearing too much perfume or constantly chewing gum to hide the odor. You may as well quit altogether. It will save you money and maybe your job.

4.Exercise and eating right really do make a big difference. This goes back to having a neat and professional appearance. A recent study published in a widely read magazine confirms that men and women who are in better shape are perceived to be smarter and more productive, even when that is not the case. The reasoning behind this is this: if you care enough about yourself to take good care of your body, then you will take care of your responsibilities. So given the choice between working through lunch, long extra hours or taking a walk and eating a proper lunch, put yourself first and your career will thank you.

These are just a few of the tips that just may prove to be a lifesaver. It all boils down to taking care of you. After all, you can’t take care of your clients or instill confidence if you look like you are falling apart.In Public Relations appearance can mean the difference between a successful campaign and a mediocre one, so make sure you are always dressed and ready for the success you deserve.

In my continuing quest to improve my public relations skills I admit I have become somewhat of an Amazon.com junkie…always on the prowl for new resources to hone my skills and keep my knowledge fresh during the interim between college and the career world. The following are three titles that I discovered that have proven especially useful. All three were under $20 and two were actually under $5, quite a deal!

1) On Deadline- Managing Media Relations: 4th Edition Carole M. Howard and Wilma K. Mathews – This book delivers what it promises on the cover: “Virtually an encyclopedia of media relations” as quoted by Chester Burger. The book is broken up into easy to understand principles with chapter summaries and real world examples and applications for what you learn. The majority of the real world examples come from both corporate giant AT&T and The Reader’s Digest’s public relations team. This text is perfect for those just getting started as well as a convenient reference for anyone already working in the field. I especially appreciated the section on going global and managing international public relations with the unique challenges it presents.

2) The Publicity Handbook: New Edition, David R. Yale and Andrew J. Carothers –This book deals primarily with the Publicity aspect of Public Relations as the title implies, but it does not disappoint. It serves as a useful primer for those who wish to brush up on their skills after college or as an excellent introduction for those new to the profession with no formal education. While Public Relations is much more than just publicity, this book is a great reference to keeping your business, product or service on the radar.

3) Streetwise: Complete Publicity Plans, Sandra Beckwith –Written by the president of Beckwith Communications, this book is written in classic text book style complete with chapter summaries and break out examples and case studies for review. It is written in an easy to understand format that highlights all aspects of publicity and what it can do for your business. Intended for beginners it is also a great reference for those in the PR field who need a refresher course. I especially liked the chapter on defining your audience in Part One and all of Part Three; Elements of a Publicity Plan. It includes everything from press releases, pitch letters, press conferences and planning special events. I found this book to be an exceptional reference that I will keep around for the remainder of my career.

Having said all this, I can only add that it pays to keep your eyes open for great deals on the Internet. All of these books were used but in excellent condition. They can only serve to enhance your reference library without emptying your wallet.

What happened to good old fashioned toys? With the rash of toy recalls lately I am seriously considering boycotting the capitalistic Christmas we all know and love. It would seem from the near constant news reports that no toys are safe anymore. Surely somebody dropped the ball….BIG TIME! The current crisis is LEAD. It is in everything apparently, even my newborn’s plush Baby Einstein Blocks. The source of the problem appears to be China….and lackadaisical enforcement of certain expectations that American consumers have come to expect. I know that I certainly don’t want my kids mouthing toys covered in lead paint, regardless of how “negligible” the amount may be.
So what exactly is going on and how can we as new Public Relations Practitioner’s learn from this? In a word: Crisis Communications. With so many companies announcing recalls it is important to remember that despite the current problems, these are well known, established and respected corporations who are now facing embarrassing and crucial consumer problems that could affect their customer base as well as their shareholder profits for years to come.
So what does a company do during a crisis? Every university public relations program teaches a course on crisis communications, but how much actually sticks in our heads and how much do we learn on the fly when the unthinkable happens to us, in our brand new entry-level job? Hopefully we have retained some of the following key points for dealing with a company crisis, whether it is a multi-national corporation or a mom and pop start up in small town America. (All info can be found in “On Deadline-Managing Media Relations” by Carol Howard and Wilma Mathews)

1) BE HONEST! – You will never, ever be able to gain back the credibility you will lose when you are ultimately discovered, so it pays to be honest and forthright up front. Consumers who may be upset by the announcement will ultimately appreciate the announcement and the opportunity to rectify the situation before the unthinkable happens. (In this case before children develop medical complications.)
2) Provide options –Allow the consumers to choose what is most convenient in regards to rectifying the situation. If this means offering a replacement, a modification kit or a full refund, so be it. A crisis is no time to make consumers or stakeholders jump through hoops.
3) Adapt and adjust—Crises don’t happen the way you want them to or on your schedule. You should have a specific individualized plan for each eventuality. Although this may seem excessive, it is important to remember that there is no one plan that will work in every crisis or emergency situation.
4) Be available—This seems simple, but it is amazing still how many stories are misrepresented by the media due to lack of information from the company in question. Answering the phone or an email may mean the difference between a slight misunderstanding and small business’ destruction. Prompt matter-of-fact management of smaller issues will go a long way toward containing them so they do not develop into major media events.
5) Know who is in charge—Have a clearly defined chain of command, preferably before a crisis occurs. As stated in “On Deadline, managing media relations” The person in charge may or may not be the CEO. The person in charge should be a strong coordinator and responsible for bringing together all aspects of the company from rescue, legal issues and media statements to employee evacuation and back up files.
6) Lastly, understand the needs of the media—in many cases this means “first means better” regardless of accuracy. Reporters have deadlines and often whoever is first with the scoop is rewarded even if their “eyewitness” accounts are entirely inaccurate. So be timely and quick. This is why it helps to have an established relationship with key media personnel before a crisis occurs.

So the next time you see a breaking news alert, or another toy recall, pay attention to more than the screaming headlines. Reign in your frustration for a moment and use the opportunity to develop your crisis communication skills. You never know when you may need them. As for this Christmas….maybe we should just all skip the toys and go with gift cards. As for me, I am making all my gifts unless I know for sure that the fat man in red is delivering them personally.

While the job search continues for many of us recent college grads, I feel compelled to share a recent interview experience in order to stave off some of the frustration and perhaps provide a little hope.

In school I attended a few a career counseling sessions specifically geared towards finding a job. Subjects ranged from building an outstanding resume, creating a cover letter to having a great interview. I took these lessons to heart, pouring over books on improving my image, writing and re-writing my cover letter and constantly modifying my resume. All of these things got me several interviews, but still no job….until it came to me. RESEARCH! I have been told time and time again to research the company you are applying with, but for some reason, it jut didn’t sink in….until now.

I had an interview for a real dream job. If selected I will be able to combine my passion for saving the planet with my training as a PR professional. This job called to me and really made me sit up and take notice.

I combed the website for information, downloading brochures and poring over press releases. I even went so far as to informally interview a former employee. All the work really paid off as I can say with confidence that I gave the best interview of my life. I walked out of there feeling that I was walking on air. Even if I am not selected, I know I did my best and that I learned a valuable lesson that will continue to serve me throughout my career.

Always take the time to properly identify your market, whether for a public relations campaign, advertising, or a job interview. It may take a little extra time, but the rewards are definitely worth it!

As for the job….well keep your fingers crossed and I will keep you updated.

I have often heard people say that they love PR because they love people. This has always made me pause. Yes you should enjoy interacting, but “puh-leeze!” Public Relations is so much more than that. One of my Professors said it best….”if you are in this class because you like people then you are in the wrong room.” [Thanks Dr. Lariscy]

I myself have always been an introvert. I was the bookworm who would rather read than go out with friends. I love a good puzzle and I love to write, but the stage never called to me. Even now I would rather cozy up to a good Harry Potter than spend a night “out on the town”. Maybe because of this I have become a little shy.

Being a good public relations practitioner means being in contact with many people all the time. You are responsible for the image and reputation of your organization, for better or worse. If you are timid, you will never make it in this industry. Knowing this, I have taken steps to overcoming my fear of speaking in public, and my tendency to avoid troubling issues, confrontation and rude people.

I am proud to say that since I made the decision to go into Public Relations, I have developed a confidence that I never thought would be possible. I can say this because this past week, I did something I never thought possible.I faced my biggest fear.

We all have people we disagree with, people we are intimidated by, people we would rather avoid than clear the air. In public relations, this person could be a reporter we disagree with, a co-worker we clash with or an angry public we would rather not deal with. For me, it was a former team mate. I was intimidated by this person for ridiculous reasons that I will not elaborate on. It should suffice to say that If I never spoke with him/her again, I don’t think I would have minded.

But as a great proverb tells us, we can learn nothing from giving into our fears, only from facing them do we become strong and wise.

So in preparation for a wonderful career, I chose the recent PRSA awards banquet to finally face my fear. I spoke with this person. I approached, I spoke, and I walked away, feeling glorious. I think this is what it means to feel on top of the world. I faced my fear and I feel stronger for it. I faced down a bully with a confident smile and a firm handshake. As a Disney musical tells us….

“You go through life and never know the day that fate may bring,
a situation that may prove to be embarrassing.
You hide your head, your face gets red,you wish that you may die,
but that’s old fashioned, here’s a new thing you should really try..say
how do you do and shake hands…state your name and business.”

That’s a great song, and a great advice. So goodbye fear and hello success. It only appears when the student is ready, and finally, finally….I am.

Apparently the world of work has changed and is continuing to change all around me. I have been doing some reading in order to try and become enlightened on the subject.

To back up a bit I came across this phenomenon quite by accident. I receive an informative e-newsletter from Opportunity Knocks, which is a resource for non-profit organizations, job seekers and employers. In a recent installment there was a link to a column by Penelope Trunk called the Brazen Careerist. After reading the column which dealt mainly with the importance of a great cover letter I elected to order the author’s’ book, also called The Brazen Careerist (The New Rules for Success) to further broaden my mind.

The book was an easy read and very informative and up-to-date without being too text book. I liked the way the chapters were broken up into common sense components. The author did a great job of explaining the new career path without being condescending and her advice made sense especially to a recent college grad.

The new world of work is all about having a better work-life balance and a less is more attitude. As a mother of three I totally get this and after reading up on the importance of a personal brand and becoming a specialist in order to increase leverage at the negotiating table I was hooked. These days everyone can be a consultant, in fact as years spent with a company decreases (the average is now only three years), it is increasingly important to spend more time marketing your self rather than your organization.

Here is one lesson that really sunk in: It is not enough to work in Public Relations. According to Trunk, you need to have a unique niche, something to call your own. In my case, as a green advocate, I am leaning towards environmental advocacy and sustainable development, especially in developing countries. Becoming highly educated and having hands on experience in these areas is now a requirement in order to become and remain marketable. For me it means a return to school, to get a masters degree as well as continued advocacy work, even if it is mostly volunteer.

As I continue to learn more about becoming a professional in a career that I can be passionate about I will continue to write updates, so that others can join and maybe learn a little from my journey.