by Madeline Reeves

College students hear repeatedly that the key to a successful future in the public relations field is largely dependent upon completing several quality internships. Some experts would say that internships, or the lack thereof, can ultimately make or break your career. Is this really true? If it is true, what do you need to know to make sure you get the most benefit from your internship experience? And how do you conquer the transition from lowly PR intern to prosperous PR professional, by the means of internships?

The primary benefits of internships are tri-fold: professional experience, contacts and future employment. PR internships in particular are said to jump-start students’ careers by providing a number of invaluable opportunities prior to college graduation. Internship experience often makes the difference between finding a good job in your career interest area versus settling for whatever job you can land. A good internship provides professional experience, a clearer understanding of what type of work you enjoy and resources that can help you throughout your career.

Internships challenge students to apply classroom theory to complex workplace demands. They also allow students the opportunity to explore their options, experiment in different fields within their industry and diversify their background, all while gaining professional experience and exposure.

Brian Camen, author of The PR Practitioner blog, said that each internship experience will teach you new things about the PR world and about yourself. He advises four steps on how to make the most of an internship: “Ask questions, take initiative, act professional and don’t sweat the small stuff.”

Cynthia Nichols, a PR professor at the University of Alabama, thinks that going the extra mile during an internship truly pays off. Nichols said, “Be willing to make sacrifices to get the job done. There are tons of other undergrads out there that they could have hired, so make it worth your and their while. No one is expecting you to be perfect, but they are expecting you to be a go-getter.”

Although internships offer significant career experience and professional networking, the personal gain on behalf of the student is often even greater. Students regularly complete internships with accumulated evidence of their abilities, newfound wisdom and understanding in their field and an increased self-confidence.

Kelly Backus, an account coordinator with the Wyche Group, a PR agency out of Atlanta, Ga., said that her PR internship work experience was critical to landing her first full-time, professional PR job. “My internship experience helped distinguish me from the many other job seekers who were recent college graduates. I did not realize it at the time, but once I started my first full-time PR job, I realized just how valuable it was to already know something about PR in the real world in addition to everything I learned at school,” she said.

Most important, internships build a bridge between college and the professional world, easing the transition from amateur PR student to distinguished PR professional. According to Backus, “Internships are the easiest way to gain the needed experience to transition from a ‘green’ intern, to a seasoned professional.”

Backus said that it’s imperative to pay attention to every detail during your internship in order to make a smooth transition. “Immerse yourself into the professional environment and strive to be adaptive to the workplace. Make mistakes, listen to what you’ve been told, observe your environment, push your limits and evaluate your progress,” she said.

Additionally, the efforts you make after your internship are equally as important as the efforts you make during your internship. As many practitioners would say, your contacts are your best tool in PR. It’s important to keep the line of communication open and available with your former colleagues and superiors. Backus states, “Keep in touch with all those you have worked with, ask them to review your resume and keep you updated on job openings.”

In regards to getting the most out of an internship while paving the way for a smooth transition to full-time employment, Camen also encourages students to keep in contact with their former employers. Camen advises students to go a step further find a mentor at each internship and stay in touch with them. “We all need advice professionally and personally. If you set yourself up with a network of mentors, you’re setting yourself up for a better chance of success.”

However, according to Camen, the transition is all about progress. “No matter how many internships you have, you still won’t be prepared for your real-world responsibilities. Interns aren’t on the front line talking to the media. Interns aren’t dealing with crisis, full-time employees are. The biggest transition problems you will face is your workload responsibility, and of course the level of work you will be doing.”

Nichols agrees and says the biggest part of the transition from intern to professional is your new workload and increased amount of responsibilities. “You are required to know everything and stay on top of current trends. You are the professional now, and it is your responsibility to teach yourself what you don’t know.”

by Ashley Ross

College students are continually warned about the negative effects of irresponsible management of social media accounts such as Facebook, Twitter and MySpace. Concerns of this nature arise because personal social media accounts can either assist or hinder one’s search in the job market. Employers have easy access to potential employee’s accounts and possess the ability to research more background information on a job candidate than ever before. Personal online brand management is key to maintaining a reputable image in the eyes of employers.

Maybe you think that you have your social media profiles under control. Maybe you do not see a need to change your profiles to better your online reputation. You might want to think again because you cannot neglect the fact that online search results provide information as to what potential employers know about you, especially during the process of job searching.

According to the E-Business Architects Web site, Online Reputation Management concerns the management of your reputation on the Internet. ORM encompasses marketing and public relations that helps to “protect and manage your reputation and brand becoming actively involved in the outcome of search engine results.”

Keith Burton, president of Insidedge, said, “Young professionals need to know that just as we counsel CEOs and other corporate leaders that they are always “on call” and under the public microscope, so, too, are emerging professionals.”

Because social media profiles allow for us to display our creativity and a sense of individuality to the public, sometimes we lose sight of the benefits that we can receive from utilizing these resources as tools for self promotion.

Jessamyn Katz, director at Heyman Associates, said, “… don’t let your creativity and knowledge of new media overshadow your understanding of traditional media or the overall business. At the end of the day, employers want a ‘business person’ who uses communications/social media as a tool.”

Ron Culp, partner and managing director at Ketchum, said, “…so a page on FB [Facebook] or a Twitter feed is a great way to highlight that you understand the space and can use it to help clients. However, digital media also highlights your personal brand, so if you have inappropriate pictures or language on any of the social media sites, it can damage your chances.”

Social media accounts and any other types of personal Internet sites are meant to display the uniqueness of a person and to connect with friends and family. Those sites should not be abused. Exhibiting pictures of a wild and crazy party last Saturday night is not going to be very appealing to employers. Publishing scandalous pictures or having a friend tag you in such pictures could work against you.

Katz said, “Be careful, though – you can show who you are and demonstrate knowledge of current technology without going overboard.”

Managing your social media profiles is easy if the focus is directed toward responsible management. First, when creating an online account, always remember to engage in the content and continue to be interactive. Allowing your online accounts to remain untouched for long periods of time is careless. Second, by incorporating links to other personal profiles or sites increases awareness and self-promotion. Third, never forget your true purpose of creating online accounts as a tool. Do not manage your sites with recklessness. Always maintain a positive image and watch what others are saying about you.

Not only are employers using Facebook, Twitter and MySpace to uncover information about potential employees, but also they are looking toward LinkedIn and using a general Google search to find any pertinent information Katz said.

By searching through Google, employers can find a broad range of information about a person, including personal Web sites, picture sites, Blogs and Internet portfolios. So why not impress employers and “show ‘em what you got” through online tools like Blogs and/or Internet portfolios?

“A person’s experience (resume) and how they present (and sell) themselves in person, as well as references are more important. That said, more and more employers are doing a quick Google search on candidates to see what might be out there,” said Katz.

Highlighting your accomplishments and exhibiting previous work experience through the Internet are always good ideas. Using the Internet to get to the next step in your career shows resourcefulness and can give you a leg up on the competition in your job field. Inappropriate pictures and information about yourself on your social media accounts do not demonstrate the same work ethic as creating a blog for self promotion of your job-related abilities.

“Those who demonstrate a personal commitment to leadership set their personal brand apart from other candidates,” said Burton.

Leadership in the area of personal brand management on the Internet includes those people that care about their reputation in the working world. Those leaders have more opportunities to flaunt their positive educational or work experiences to potential employers by using social media sites not just for fun, but as a tool to gain an advantage on the competition.

“Just remember, nothing on the Internet is ‘private’ and once it’s out there, it’s usually near impossible to remove.” Katz said, “And, if you do have some dirty laundry that’s easy to find, be prepared to address if it comes up.”

Photo by Niki Gautier

by Meg Watson

Three little letters behind a PR professional’s name can make a big difference in that person’s career. Most people are familiar with some professional credentials, such as CPA, MBA, Ph.D., and M.D. However, many PR students and young professionals are unaware of an important credential in their own field—the Accredited in Public Relations (APR) credential.

What is APR accreditation?

The APR accreditation program is the only post-graduate certification program in the PR industry. According to the PRSA Web site, the program “measures a public relations practitioner’s fundamental knowledge of communications theory and its application; establishes advanced capabilities in research, strategic planning, implementation and evaluation; and demonstrates a commitment to professional excellence and ethical conduct.”

The accreditation process is completely voluntary and is administered by the Universal Accreditation Board (UAB).

How do professionals obtain the APR credential?

The UAB recommends a minimum of five years’ experience practicing or teaching public relations for candidates who wish to pursue accreditation. In order to begin the accreditation process, a professional must first complete an application. Once accepted, a candidate assembles a portfolio reflecting experience gained throughout her career. The candidate then presents the portfolio to several panelists in a Readiness Review, which is similar to an oral exam.

After the presentation, the panel makes a recommendation to the Universal Accreditation Board to advance or not advance the candidate through the Readiness Review. If advanced, the candidate may then sit for the accreditation exam. If accredited, professionals must earn a certain number of points every three years in order to maintain accreditation.

What is the value of APR accreditation?

Felicia Blow, 2009 chair of UAB, explained the value of the APR designation. “Having the APR credential is an indication of lifelong learning,” Blow said. “It is a well-known credential within the PR community that sets apart those PR practitioners who have it.”

Unlike accountants or attorneys, PR practitioners are not required to pass a post-graduate certification test to practice the profession. There are no set standards practitioners must meet in order to continue working in the industry, and no license that can be revoked for unethical practice. Thus, the PR industry is often misunderstood, criticized and stereotyped. Meg Lamme, Ph.D., APR believes accreditation helps resolve this issue.

“Accreditation helps to establish professional standards in a way that licensed professions are able to do,” Lamme said. “The idea of it is to raise the bar on the practice. Having your APR designation is good for the field of practice and good for you as a practitioner.”

Lamme, like many other professionals in the PR industry, believes the APR accreditation lends credibility to PR practitioners, and to the industry itself, by demonstrating the dedication, knowledge and skills of those who hold the APR mark.

Holly Lollar, president of The Lollar Group, believes this credibility also leads to increased job security. “During periods of layoffs, it is the accredited PR practitioners companies are going to keep,” Lollar said. “That designation carries a lot of weight, and makes the company as a whole look better.”

Lollar earned her APR accreditation earlier this year and recently started her self-titled business, The Lollar Group. “It has been a tremendous asset to have my APR,” Lollar said. “I could not have gone out on my own without it.”

Studies show that APR accreditation leads to a higher salary as well. _PRWeek_’s “Salary Survey 2005” revealed that accredited PR practitioners earned an average salary of $102,031 in that year, as opposed to $85,272 for unaccredited practitioners.

The Public Relations Society of America (PRSA) emphasizes the importance of accreditation by requiring that all national officers and board members be accredited. This requirement recently sparked a debate after the PRSA Assembly voted down a recommendation to eliminate the APR requirement for national leadership positions. Art Stevens blasted PRSA’s decision to keep the APR requirement in an article in the Daily Dog.

Stevens argues that APR accreditation is not universally embraced by members of the profession, and there is evidence to support his claim. According to prsa.org, only about 5,000 professionals hold the APR designation, although PRSA has approximately 21,000 members.

In a poll on twtpoll.com, 52 percent of voters responded they were accredited and believed earning accreditation was worth the effort. In the same poll, only two percent of respondents indicated they were APR accredited but did not feel that the process was worth the effort.

Regardless of stance on the PRSA accreditation requirement debate, it is evident APR accreditation has tremendous value in the PR industry. Those three letters behind a professional’s name represent dedication to the industry and appreciation of lifelong learning, and can lead to increased job security and a higher salary.

Though practitioners must be out of school for at least five years before pursuing accreditation, Lollar has some advice for students and young professionals about accreditation.

“I heard about APR accreditation as a student, and it was on my radar screen from the beginning,” Lollar said. “My advice to students is to start thinking about accreditation now. Do as much as you can to prepare before you turn in your paperwork and begin the process.”

by Niki Gautier

When sports teams or players have a crisis, who gets them out of that crisis? When there is a sporting event that needs to be planned, who is there to get everything together? Behind the scenes of every press conference, who is coaching the coach on what to say?

A degree in public relations covers education in a variety of occupations. Students learn basics as an undergrad in various areas like marketing and journalism. However, how often do students consider sport management as the next step in PR?

Josh Maxson, assistant coordinator of media relations for the football team at The University of Alabama, coordinates all the player interviews, compiles notes packages, writes media guides and oversees awards campaigns. He is the go-between with the players and the media.

“The media sends me their requests and I work to fill those requests around our players’ schedules,” said Maxson. “I also try to give our players an idea of what kind of questions they are going to have to answer and work with them on ways to answer the difficult ones.”

Obviously, his main duty is “dealing” with the media.

“They have a job to do, I have a job to do, and they don’t always work in harmony,” said Maxson. “… [Media] headlines can be distracting to our players, who are here to get an education and win football games. So I work to find a happy medium.”

Maxson said, “PR students with a little bit of a journalism background are the perfect mix for media relations,” because of all the writing that he has to do. However, he said, “… Even more important than that, I have to build relationships with both my athletes and coaches and the media. I have to be able to work both sides of the fence, and I have to know what both sides need from me, and that is where the public relations comes in.”

According to Maxson, there are two things that a public relations practitioner in sport management should possess: good verbal and written communication skills. “You need to be able to relate to people and in different ways,” he said. “I have to deal with two kinds of people every day – the media and my players and coaches. … If you don’t have those [communication skills], success in this business is limited.”

Maxson gave his advice for students who want to pursue a degree in sport management and/or want a future in the area: “… Be willing to work. It is long hours for average pay, but it has its perks. Develop your written and verbal communication skills and go find job experience. You need to have an idea of how to step in and do the job of your first day out of college. A master’s degree is a great thing to have, but the job experience is what will distinguish you from other job candidates.”

“You can’t learn in the classroom what you can learn doing the job every day and learning from those experiences,” says Maxson. “I learned more about the business working 30-plus hours a week at Oklahoma State as a student in the media relations office than I ever learned in class.”

Many universities across the U.S. provide undergraduate and graduate degrees for sport management.

Laurence Chalip is the author of Sport Governance in the Global Community and is currently a professor at the University of Texas at Austin who teaches public relations to undergrads and sport management to graduate students. He believes that “a degree in communications or business can be good training for working in sport, but we have gotten to the stage that it helps to have more specific skills.”

Chalip said, “There are lots of sport-specific things to know about, such as fan development strategies, event operations, etc.,…[and] sponsorship is key in sport (and other industries), but is rarely if ever covered in business or communications training.”

Although he believes that it may be better to have a more sport-specific degree going into sport management, he said, “The quality of your training (regardless of the name of the discipline) is more important than what the discipline is called. … It’s up to the student to make sure they are getting the best [training] possible.”

Chalip believes good qualities a sport manager should have are “expertise and knowledge relevant to managing in the sector of the sport industry in which they are working. … Good managers are reflective people who have the knowledge and training on which to ground their reflections on their working lives.”

According to Chalip, there is no “typical” future for sport management graduates. “We have graduates in every facet of sport, and some who have gone into other or related industries (such as entertainment, corporate services, government, etc.),” said Chalip. “People make their own careers, and use their training to do so.”

There is significant work behind the scenes of sports, and management is definitely a huge part of any team or player. Management is the backbone of any sports team, and public relations is a major player on that team.

Photo ed. by Niki Gautier

by Enelda Butler

The current state of the U.S. job market is less than stellar. According to a recent study by the National Association of Colleges and Employers, employers are expected to hire seven percent less graduates from the Class of 2010 than they hired from the Class of 2009. Because of this, many students are exploring options after graduation other than entering the traditional workforce.

Some students seek internships in their prospective fields, while others plan on attending graduate school before beginning their careers. Some choose to become involved in community service programs. Volunteer organizations like the Peace Corps, Teach For America and AmeriCorps have grown in popularity over recent years. These programs allow participants to gain work experience while helping their communities.

Community service is nothing new for many young people. “Today’s college students have really been involved in service throughout their lives for the most part,” said Wahnee Sherman, director of the Community Service Center of The University of Alabama. “This generation of students has been taught to give back and to see the world as broader. Continuing that in college is just a natural progression.”

This kind of work can give participants a different perspective than other types of employment. “If a student does not have a job lined up for after graduation, volunteering is a great alternative,” said Tiffany Goodin, a consultant at the Career Center of The University of Alabama. “It keeps students active so there is no major gap on their resume between the time they graduate and find a full-time job. Some students choose to find a temporary or part-time job to have an income, but will look for volunteer opportunities more relevant to their field.”

One benefit of volunteer work is that it can give students a competitive edge when they decide to apply for other jobs later in their career. “Students really see the value of contributing to society in a positive way,” said Sherman. “They understand that giving a couple of years of service to something like AmeriCorps, the Peace Corps or Teach For America will make them better employees one day for companies who are looking for employees who see the world as bigger” than their immediate environment.

According to Tasha Smith, a consultant at the Career Center of The University of Alabama, the Peace Corps, Teach For America and Youth Villages are some of the most popular organizations targeting graduating seniors. These organizations are connecting with students in many different ways. “They are reaching our students through the Career Center, student organizations and the Office of Community Service,” said Smith.

However, national community service groups can be very selective. They are often promoted to students as elite organizations. For example, Teach For America was founded by a Princeton University graduate, and the program was originally marketed to Ivy League students. Being part of an elite group appeals to many young people.

Because of this competition, some students choose to work for smaller or local nonprofit organizations. This type of work has advantages for the organizations and the students. “I think that it is a mutually beneficial relationship between nonprofit agencies and college students,” Sherman said. “Agencies are able to get much needed assistance, and college students are able to give back and even get valuable work skills.”

These organizations also draw on the desire of many young people to make a difference in their community. Volunteering not only helps students give back, but it can have an impact on them as well. “Community service really does change the world and change the individual,” said Sherman. “Students are able to help make their communities better by engaging in meaningful service. It allows students to understand others. Students can also gain valuable career skills through service. And many times college students are able to find their passion and what they want to do for their careers — or solidify a previous choice — through their experience with community service.”

Considering future career options can be overwhelming for some students. Goodin offered the following advice to students who are approaching graduation:

1) “Be open minded. Some of the best career opportunities exist where you never would have imagined.”

2) “Network. Studies have shown that approximately 80 percent of jobs are obtained through some form of networking. This can include face-to-face interactions as well as electronic interactions.”

3) “Keep in mind that one opportunity leads to another. You may or may not fall in love with your very first professional position. Even if it is not your dream job, it will most likely be great experience and you will certainly increase your professional network.”

by Nick Lucido, Contributing Writer

Strategic counselors. Creative thinkers. Corporate partners.

Today, public relations agencies brand themselves in different ways to demonstrate their diversity of services and expertise in practices. Even so, they all have one thing in common: they are looking for fresh, talented and driven young professionals.

Securing an internship at an agency—whether it is a boutique shop or a global firm—is one challenge, but the hardest part is being able to contribute to the company once you have been hired. As an intern with a small, mid-size and currently global firm, I have made mistakes and learned along the way. I have especially learned a couple things interns often overlook.

I made a list of the top things I wish I had known before getting started at my agency internships. Before you start working at an agency, make sure you are proficient in the following:

• Asking questions. From day one, you should be asking questions about everything. When you are assigned a new project, you should have a clear understanding of how this piece fits in the puzzle of your client’s strategy, when the deadline is and what the priority is compared to other assignments. Even though you might think you are pestering your supervisor, they will appreciate it when you turn in quality work that meets their expectations. Also, don’t be afraid to ask what the next step is and offer your help.
• Be able to effectively research. As an intern, you will likely end up doing a lot of research. That means you will be collecting and analyzing data, looking for trends in media clips, providing insights into the data, and becoming an expert for your client. It’s best to be able to know and understand tools that will make your job easier. First, know Google like the palm of your hand. Check out this cheat sheet to see the full list of Google’s search capabilities. If you can, also try out online tools such as LexisNexis, Cision and Radian6. In addition, make sure you know how to use social search tools such as Google Blogsearch, Technorati, Twitter Search, Convotrack and Facebook Lexicon.
• Clear your mind of perceptions. If you haven’t worked for an agency, I encourage you to clear your mind of things you have heard and what you have seen on TV. Every agency is different and internship programs will also be different. It’s up to you to make the most of your internship and learn from your projects.
• Attitude is everything. It should go without saying that having a positive attitude makes a world of a difference in how your colleagues view you. Even when you have had a long day at the office and your to-do list never seems to shrink, having a smile on your face and an eagerness to help makes you a better teammate. Also, try to predict what your team might need help with next and offer your help.
• Understand billing. Most agencies will require you to fill out time reports documenting how much time you have spent on specific projects. This is how agencies bill clients for your work. When you are working on these projects, make sure to give that client your undivided attention and dedication for each time period you bill them for. One of the most challenging parts of working for an agency is being able to consistently offer high-quality service, and it takes time to develop this skill. Learn how to be productive at work and make the most for your clients.
• Know how to balance your time. As an intern, you should learn when to say "yes" and "no" to new projects. Your first instinct will probably be to say ‘yes’ to everything and offer to help everyone out, but if you get overwhelmed and are unable to finish everything, you will let your team down. Work with your supervisor to plan out your day and be sure to plan time for new projects you may encounter.

Agency life isn’t right for everyone. It is fast-paced, the workload is always changing and the day is never what you expect it to be. However, if you work hard and have the right attitude, you will find your work is highly rewarding and you will achieve success with your company.

by Emonica Dames, Contributing Writer

Education will always be important to those seeking to practice in the field of public relations. Pursuing a degree in public relations is not only rewarding intellectually and financially, it’s also fun. But what may change is how we use our education.

For centuries youngsters were told to graduate college, get a good job, be loyal to an employer and you will be set for life. The landscape of how business works has changed. Companies streamline, reorganize and downsize as often as they file taxes. All this change means a first job can be lost without even getting your feet wet. This is most unfortunate, so students and recent graduates must keep self-loyalty in the back of their minds at all times. Thus, if you find yourself in the unemployment line, there will always be self to fall back on and an opportunity to start your own business.

One promising self-reliant area is online public relations services. The Internet and social marketing have increased the need for creative, analytical public relations specialists who are quick studies and can help with writing copy for blogs, Web sites and banner ads in conjunction with providing traditional services. Along with the Internet comes easy access for satisfied and dissatisfied customers, competitors and critics to quickly make their assessments about a business, publicly. Therefore, companies seek strategic people who can manage their reputations online.

Entrepreneurship, however, is not for everyone, especially those who cannot or do not want to handle all aspects of running a company. Typically in the beginning you have to do all things: accounting, marketing, sales and customer service.

This can be overwhelming, so you may want to take the route of providing freelance services as a sole-proprietor, allowing you to work under your own name and Social Security number; this way filing taxes is not such a burden. Further, becoming a PR consultant or freelance writer has low start-up fees. Of course for many, the ultimate goal is to find that first job when you get out of school, but it is okay to set yourself up for success when you find that your job situation continues to put your future in jeopardy.

The best time to begin a self-reliance plan is when you are still a senior in college. Decide which area of PR fits you: media relations, writing, account management, creative. Focus on securing an internship or volunteer for a nonprofit organization where you not only gain experience but have keen focus on building a portfolio and list of testimonials.

After graduation, continue to build your portfolio and testimonials as you work. Always ask clients if you can add pieces that you have worked on to your portfolio and request recommendations from your employers. It is also a good idea to secure at least two or more freelance projects per year. Take all of this information and market yourself as a freelancer in a professional and fair manner.

Tools for self marketing

• Web site—Check out MS Office live for free Web site, domain and e-mail services.
• Business cards—Design your own or hire a graphic designer.
• Letterhead—Easy to self design, ensure it matches business cards.
• Soundbite—Develop a 20-30 second soundbite to introduce yourself and services as you meet new people.

Ways to get to promote your PR services

Contact family, friends and others to let them know that you are offering freelance PR services.

• Sales Advantage
• Word Worker
• Google

How you think about your education and career aspirations has to be broader than in the past. Stay focused on your goals and see how you can include self-loyalty in your quest to be successful, while proving to employers that you are the best person for the job or too good to let go. If in fact one day you do receive a pink slip, your loyalty in developing yourself into a marketable, independent commodity will help you soar to heights farther than imagined.