A new view: agency PR

I’ve officially completed my first two weeks at Maple Creative, a Charleston, W.Va. based public relations firm. This is my first foray into agency PR after having worked the past two summers in corporate PR, and I’ve already seen in my very limited experience how different the two are. Here are some of my key observations of these differences:

1. Billing your time. At most agencies, you have to track the time you work for each client on a daily basis. For me, this has been the hardest thing to get used to. It does help me remember what I’ve accomplished each day, which is a definite plus in such a fast-paced environment. Which brings me to my next point:
   
   
2. Fast-paced environment. In any PR job this is likely to be the case, but in my opinion the agency world steps it up a few levels. Non-stop phone calls, e-mails, meetings and trying to fit in everything else in between is no easy feat. I finally gave in and invested in a BlackBerry, which has been a lifesaver in helping me keep up.
   
   
3. Time management. When managing several clients instead of one, there is a lot more juggling involved. I’m still trying to figure out the best way to stay organized, and so far that has been keeping an ongoing to-do list and making sure I write down everything I possibly can.
   
   

Regardless of the differences I’m thrilled to have this opportunity and I’m loving everything I’m doing so far. Good luck trying to catch me this winter break, ‘cause I’m going nonstop!

PR happens

Never in my life have I seen more focused and driven students as I saw at this weekend’s PRSSA National Conference. You could just feel the energy in the sessions as PR minds came together for a common purpose: surviving and thriving in our chosen industry.

Back in Athens, there is a stereotype of the “Scripps kids” as being highly involved, very confident and exhibiting an eagerness to learn. I can report with certainty that our hunger and passion for journalism and PR is not unique to our neck of the woods, but is shared across the country.

With the current state of the economy, it seems that our generation seeks an omniscient power to descend upon us and give us the answers to our questions of whether or not to go to grad school, if we should choose agency or corporate PR and what makes us stand out from our competitors in the job market. While I’m sure most professionals, advisors and professors have opinions of what the answers to these questions should be, I’m beginning to see that in reality there is no one answer.

I admit that I am guilty of asking these questions to everyone who will listen to me, lately emphasizing the grad school inquiry. Not only is my incessant interrogation likely annoying, but in reality nobody has a clear answer for me, and they shouldn’t. Decisions about something as important as my career need to be those that I can personally be proud of and stand behind.

As public relations students and practitioners, we are so focused on our clients and our other “publics” as we strive daily to please them, but I would argue that we are forgetting one very important key public: ourselves. There is no possible way that we can be all things to everyone in this industry—there are simply not enough hours in a day. And while I’m not advocating limiting yourself by any means, deciding what your key values are and finding something you are passionate about are integral steps to becoming the professional you want to be.

Some overall advice from the PR pros at National Conference:

•Be hungry and demonstrate hard work, but also be a team player.

•Always show your thanks and gratitude. That extra mile can go a long way.

•Present A+ work all the time.

•Become an expert in something—it will set you apart.

•Listen to the conversations going on about your company.

•Passion is not a substitute for planning.

•Never limit your creativity.

•Be who you are.

What else would you add to this list? I’d love to hear your thoughts.

A senior's guide to surviving and thriving in college

Senior year. It’s hard to believe that three years have gone by so quickly. It seems like just yesterday that I was moving into the dorms without a clue as to what college was all about. I can say that it was everything that I expected and nothing at all like I thought it would be. I’ve had lots of ups and downs, make lots of mistakes and enjoyed lots of successes.

While I can see the light at the end of the tunnel, I will attempt to savor these last nine months at Ohio University. Despite the expense of attending an out of state school, I have never regretted my decision to come here. I cannot image being anywhere else, and I will be a Bobcat for life.

For those of you who haven’t started college yet or those of you who still have a couple years left, I hope the following advice will help you make the most of your college experience.

1. Get involved. I know it’s intimidating to join an organization in which you don’t know anyone or know anything about, but it will be worth it. If I hadn’t gone to my first PRSSA meeting in fall 2007, I would have never gotten the chance to network with professionals, meet other PR students or even join ImPRessions. Not only have I met some amazing people, but I’ve had the opportunity to gain leadership experience that has been vital to my success.

2. Work hard. The workload in college is extremely intimidating at first, but if you stay on top of things you’ll be fine. I’m not saying you need to get a 4.0 or study 24/7, but establishing a killer work ethic early on in your college career will not only make the next few years seem easier (because you’ve realized you can handle the work) but it will show future employers that you have what it takes to shine. My secret to long nights of studying: energy drinks, studying in groups and taking breaks so you don’t get too burnt out.

3. Save time for fun. This may seem contrary to my previous tip, and it is the lesson I’ve had the most difficult time with. I get so caught up in school work, meetings and my organizations that I forget to let myself have some free time. Take time away from your stressors and go see a movie, go to the gym, hang out with friends or simply do nothing at all. Nobody expects you to work 100 percent of the time, so you shouldn’t expect that of yourself either.

4. Try something new. While I’m not exactly adventurous, I have taken opportunities to try new things in college. I’ve gone to a Latin dance night and attempted to keep up with the authentic dancers, played intramural softball (a sport I’ve never played in my life) and flew to Chicago, my first flight without a chaperone.

There’s no doubt that I will be sad to leave Athens in the spring. I’ve made a lot of good memories in my time here and have made amazing friendships that I hope will last a lifetime. Even so, I am looking forward to what the future brings. People say that college is the best four years of your life, and while I agree that it is a unique period of time like which you will never again experience, I don’t think it’s a completely true statement. My belief is that these four years will be my gateway into fulfilling my dreams and is a foundation upon which I can build my future.

How to sort through media clutter

With the Internet at our fingertips now more than ever, the amount of information we are exposed to continues to grow exponentially. Every time you log in to Facebook or Twitter, you are inundated with information like what your best friend ate for breakfast or what song John Mayer’s latest heartbreak has resulted in. When you search for anything on Google you will probably get at least a few million results, not to mention the paid ads that show up.

With so much information at every turn, just trying to figure out what is going on in the world can be mind-boggling. Luckily, there are ways to make sense of it all. I’ve come across some useful tools to make the web a little less intimidating.

RSS: If you’re like me, you probably get most of your news online as you are drinking your morning coffee, checking e-mail and contemplating what the rest of your day will entail. I use Google Reader to aggregate all my news sites and blogs into one space. It lets me organize them however works best for me, and I get the day’s news in a much shorter amount of time than I would trying to search for news sites on my own.

Tip: Most news sites have a separate RSS feed for breaking news, so if you are just looking for the top headlines, that’s a perfect way to go.


Twitter lists/columns: According to the Twitter website, there are currently more than 100 million users on the site and about 750 tweets per second. That is a LOT of information even if it’s only in 140 character increments. If you use Twitter frequently, you are probably following a lot of users. Luckily, Twitter now allows you to organize the people you follow into “Lists.” You can create separate categories for as many things as you like and can label each followee with a “List” category. Each list can be made private or public, allowing other users to follow your list.

If you want to get more advanced with your Twitter use, you can download (for FREE) a desktop application like Tweetdeck to help you organize your information. Tweetdeck allows you to personalize your application with an unlimited number of columns and even lets you administrate several different accounts at once.

Google Alerts: If you’ve ever searched anything in an online search engine, you have experienced the endless pages of search results that appear for almost anything you could look up. This can be overwhelming, especially if you are trying to research for a client and stay on top of online discussions that include them. To make the task easier, I suggest using Google Alerts to filter the information for you. You can choose in your settings to subscribe to an “Alert” of any keyword/s you like. I have Google Alerts for individual clients as well as the student PR firm and my employer for the summer. You can set each Alert to send you an e-mail with any new search results pertaining to your keyword daily, weekly or as Google finds them. Within each Alert setting you can choose to include news, blogs, videos, discussions or everything in your Alert e-mail.

Of course, the tools I use are far from the only ones out there. I’d love to hear about other things you may come across.

Creating customer loyalty

After working for a health system two summers in a row, I’ve become very immersed in many if not most aspects of the company. You would never realize unless you were on the “inside” how much work it takes to run a hospital on a daily basis. The sheer amount of organization necessary to just keep up with the basics is unreal.

As an employee of the marketing office, I’ve had the unique opportunity to look at the system in a different way than most of the clinical staff. While doctors and nurses are working tirelessly day after day to keep up with the patients’ needs, my office researches and creates ways in which we can better serve our patients. This has lead to the realization for me that patients are the customers.

Just like any other industry, those in the health care field must strive to keep their patients—in other words, create customer brand loyalty. While many things in the health care field are industry-specific, there is a lot to be learned from a health care model in terms of customer service.

After participating in service learning training in the health system, many connections between marketing/PR and health care have been solidified in my mind. Here are three tips for building customer loyalty to take to heart no matter what industry you work in:

1. Anticipate the needs of your customers/audiences/clients. Whether you are a nurse taking care of a patient or an account executive working for your client, it is important to know what they expect of you. Go above and beyond when at all possible, and not only will you impress them, but they will turn to you for all their needs in the future.

2. Be open and honest. Sometimes the truth hurts, but it is never as painful as a lie. If you are straightforward with your customers, you will build a sense of trust that is vital to any working relationship.

3. Stay calm in a crisis. No matter how hard you try to prepare, unexpected problems are bound to come up during your career. While your first reaction might be to run, take a deep breath to clear your head and begin finding out key information about the issue. Once you’ve done that, decide how to move forward to correct the problem and to alert your audiences. While developing a public message, refer back to number two.

If you follow these steps, you will gain a great deal of respect from your customers and will benefit from their loyalty because of it.

Some information taken from ServicePlus training at CAMC Health System.

Photo from Google Images.

Eye on the prize

Goals. I cannot live with out them. I set goals for every aspect of my life: a goal of how much sleep I should get each night, how many times a week I should make it to the gym, and even how quickly I can finish a book.

I recently led the final meeting of my ImPRessions account, and we started talking about what everyone was doing for the summer and what he or she wanted to do next year. I then imposed my bit of wisdom on them: it is important to have goals. One of the girls told me that I reminded her of Rachel Berry from Glee with her obsession of goals (which I take as a compliment), but I was serious, and still believe that goals help us succeed.

The trick is choosing the right goals. You don’t want to set an unattainable goal; that will only set you up for failure and end in a downward spiral toward depression. For example, I would not realistically set a goal of becoming a Broadway star. That goal is not likely to be met, and setting that goal for myself would only give me false hope.

You also don’t want to let yourself off the hook too easily. Setting goals that are too easily met only limits your potential, which is no way to live. I’m a believer of pushing yourself, because that is the only way you will grow.

So, here is my advice for setting goals: identify two or three things that you most want to accomplish. For me, writing my goals down helps solidify my dedication to reaching it. Then figure out what individual steps you will need to take to accomplish your goal. It doesn’t have to be written by any means, but you should give it some thought.

Having said all of this, sometimes the best option is to simply go where the wind takes you. I’ve realized in my 21 years that on occasion, things do not go according to plan. This has been the most difficult lesson for me to learn, because I try to do everything “by the book” and cannot live without structure. But recently, I’ve been forced to do so (see my post “The power of collaboration”) and have grown because of it.

What are your thoughts on goals? Do they help you succeed? I would love to hear what you think.

This post was inspired in part by a post written by Skip Lineberg on the blog "Professional Studio 365."

The power of collaboration

This quarter I have learned the power of collaboration. While I have worked with many student organizations in the past and still do, my organizations have never done a large-scale collaboration with another organization.

This spring was different. My ImPRessions team and our client, Backdrop Magazine, decided to produce a huge outdoor event to celebrate the release of Backdrop’s latest issue. We couldn’t fund it ourselves, so we looked to two major student organizations on campus, University Programs Council and the Black Student Cultural Programming Board, got funding from Vision Ohio, and the rest is history.

Collaborating is such a unique experience because it allows everyone to bring their most valuable talents to the table to produce something amazing. It also proves difficult at times trying to make sure everyone’s goals are met and that communication is optimal.

Through this event I also learned a lesson or two in crisis communication. The artist canceled 16 days before the event, which is arguably the worst problem that could come up in planning and implementing a huge concert. However, we were not daunted. The team was incredible and acted quickly in searching for a new artist. I was very impressed with UPC and BSCPB in their experience and poise in such a difficult situation, and am very grateful Backdrop and ImPRessions (the rookies in implementing huge concerts), had “seasoned professionals” working with us.

We were very nervous about publicly disclosing the fact that we had no artist two weeks before the event, but we made a statement on our Facebook group and, to my amazement, received nearly zero criticism from students. In fact, many tried to offer solutions to us. This to me is a testament to the power and importance of being open and honest and communicating effectively 100 percent.

Once we found a new artist (two actually: Clipse and Consequence), everything else came together seamlessly. There was not a cloud in the sky on the day of the event and I think people really enjoyed the concert.

I have learned so much from working on this event and throughout the year with my client in general, and I’m actually going to miss it all next year, but I have the utmost confidence in my successors and look forward to seeing what they come up with for 2010-2011.

Get it write

As I progress in my education and subsequent jobs and activities, I’ve found that I only get busier. While I have become more adept to managing my time, I’ve realized that one area where I’m lacking is paying close attention to detail.

In our fast-paced world today, it seems that we are more often apt to lean toward quantity over quality. To-do lists get longer and longer by the minute and with texting and social media it is nearly impossible to escape from work, school or any other commitment we have. We are now reachable 24 hours a day, and while this may have its advantages, it tempts us to work around the clock.

After failing to catch some basic editing errors in some of my recent work, I got a major wake-up call: I need to slow down.

It is not uncommon for me to have to pump out a story for the Web or a press release in a relatively small amount of time, but sometimes the pressure of deadlines makes us forget to take the time to really get back to the basics, that is the target audience, key messages and readability.

Having said all this, I’ve come up with some tips for writing well—ones that I will work on following consistently and hopefully they will help you out as well!

1. Slow down. Don’t write in a rush—it will only end poorly.
   
   
2. Step away from the computer. Leave your work, literally walk away from the computer and take a break before you do a final edit.
   
   
3. Get a little help from your friends. Ask someone else to read over your work. You may know what you mean, but does it make sense to the general public?
   
   
4. Use your AP Stylebook. There are stylistic things such as states and addresses that I cannot seem to remember offhand, so it is important to keep your stylebook by your side at all times.

I'd love to hear some of your best practices for writing!

Time flies

As the time for me to schedule quickly approaches, I cannot believe how fast my time in college is going by. It is impossible for me to comprehend that, in a little over a year I will be graduating and going out into the “real world.” This is probably the scariest and most exciting time of my life.

I’m beginning to realize how little time I have left at Ohio University, and it’s bittersweet. Part of me wants to graduate and start working and doing what I love, but I’ve found a whole other family here that I’m simply not going to be ready to leave next year.

I feel like I’ve finally found my footing in college, finally figured out the balance between classes, work, extracurricular and fun, and now that I’ve figured it all out it seems that my life is in fast forward.

So, after coming to that realization, I’ve made a conscious effort to experience new things while I’m here. For my online journalism class I am working on a blog about the arts at Ohio University, and that has pushed me to talk with people I wouldn’t normally and to attend events and performances that I might not otherwise make time for. I’ve started playing the piano again (I hadn’t really learned a new song for years before now), and have taken up running, which I previously despised.

If anyone has ideas of things I need to accomplish before leaving college, I’d be more than happy to hear them!