Real World Public Relations:The Things Your PR Teacher

Never Told You

Deanna McKinley, APR

Friday, Sept. 17, 2010

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About This Webinar

This webinar describes one PR pros’ experiences through the ranks of the industry

It is designed for college students and recent graduates, however, seasoned pros will be able to relate

"Real World Public Relations: Things Your PR Teacher Never Told You"

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About the Speaker

Deanna McKinley, APR, handles community media relations for PepsiCo’s Frito-Lay North America business unit.

She was the youngest APR in the Dallas PRSA chapter’s history

She holds a bachelor’s degree from Florida A&M University and is pursuing a master’s degree from Gonzaga University

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Why Did You Choose Public Relations? Because you’re great with people? Because you will make more money

than if you stay in Journalism? Because you like to party? Because you want to manipulate the

media and the unsuspecting American public?

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Why Did you Choose Public Relations?

All of these reasons are valid for a career in public relations (well, maybe not the manipulation one – sounds

like code of ethics violations in your future!) Whatever your reason for choosing public

relations, own it. Then realize there’s so much more to the

industry than you ever imagined!

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What is Public Relations?

There are many definitions for public relations

At its core, it is two-way communication between an entity and its publics and vice versa

It is often “reputation management”

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What is Public Relations?

No matter what company, government or person you represent in the public relations industry, will be responsible for some aspect of reputation management.

Your job will be to get ahead of the trends and chatter in your industry and make sure your messaging and image (publicly and internally) accurately address those areas.

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How Will You Succeed in PR?

Learn to write.

Clearly. Succinctly. Quickly.

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How Will You Succeed in PR?

Use your textbook knowledge as the background you’ll need for conducting research and creating strategic plans in the real world

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How Will You Succeed in PR?

Resourcefulness

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Resourcefulness?

Be the person who can get the accurate information quickly

Have the ear of the influencer/decision maker and you will be on the right path to success Know this skill develops over time, and

only happens when an AUTHENTIC relationship is created

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Resourcefulness? Become an internet search

king/queen! Develop relationships with key

stakeholders in various industries so that you can tap their expertise when necessary

Stay on top of ALL current events – a devastating oil spill is just as important as a celebrity happening depending on your industry

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How Will You Succeed in PR?

Flexibility

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Flexibility

Know now that no two days are the same in public relations

Have a wardrobe that ranges from clothes you can paint in to formal evening attire

Get your passport Learn how to pack a week’s worth of

clothes in a carry-on bag Something ALWAYS goes wrong; Have a

contingency plan in place

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How to Prepare for Your Career in Public Relations

Graduate Complete your bachelor’s degree

program Consider a master’s degree

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How to Prepare for Your Career in Public Relations

Begin/refine your résumé and portfolio Clean, simple résumés are the rule, not

the exception Highlight your relevant PR-related

experience FIRST on your résumé (internships!)

Portfolios should highlight your best writing and design work

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How to Prepare for Your Career in Public Relations

Secure an Internship

Now!

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Why an Internship?

An internship gives you the critical experience that is necessary for success in public relations

Remember, excellent PR skills are not gleaned from pages of a textbook. Employers want to hire people with real-world experience

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Why an Internship?

Internships help narrow down your area of focus

Not only do you find out what you like, but you find out, more importantly, what you DON’T like

You’re supposed to be tired and broke in college. It’s the American way!

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How to Prepare for Your Career in Public Relations

Begin to practice reputation management with yourself

How are you perceived by your peers and those in authority?

What skills can you begin to highlight/strengthen?

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How to Prepare for Your Career in Public Relations

Analyze your presence in cyberspace

Google yourself Anything you need to clean

up/remove? Review your privacy settings on

social networking sites

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How to Land a Job/Internship Know what you want

It’s not ok to just want a “job” What industry lines up with your specific

skills and passions? In what area of the country do you want

to live? Do your research

What are the top agencies, corporations, artists that do what you love?

Who are their competitors?

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How to Land a Job/Internship Cultivate relationships with influencers

that can assist you in your search – career counselors; professors; peers in the industry; alumni

Present a stellar résumé and portfolio If applying online, be sure to include key

terms that will help a computer pick your résumé out of the clutter

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How to Land a Job/Internship

Look the part at an interview Business attire Accessorize accordingly

Flashy maybe ok at a fashion house, not so much at a conservative corporation

Depending on the place of business, be sure you’re not inadvertently representing a brand made by a competitor

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How to Land a Job/Internship Don’t be afraid to start small

Small companies need the assistance; and you may get more hands-on experience

Don’t shy away from an internship even if you’re looking for a full-time entry-level position. An internship can help you get your foot in the door

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How to Land a Job/InternshipCheck your ego at the door

EVERYONE is smart EVERYONE is talented EVERYONE will succeed if given the

chance How do your skills fit this particular

company? NO ONE OWES YOU ANYTHING FOR

SIMPLY SHOWING UP!

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How to Land a Job/Internship Remember, sometimes you have to

take a step back to move forward Don’t get hung up on the job title or

description Be realistic about salary and

benefits

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QUESTIONS?