Business Communications

PRSA Progression

Business Communications, Leadership, Public Relations, Social Media

Let me get this out-of-the-way right at the beginning.  I am a huge PRSA supporter.  I’ve been a PRSSA and PRSA member for roughly 15 years now.  This could be construed as negative but I want to make sure that everyone understands it is meant only as a valid question in the hopes of continuing to consistently improve the offerings provided to the organization’s membership.

When I began as a recent graduate, I recall attending monthly meetings featuring some of the best and brightest in the Twin Cities.  I was honestly in awe of what many of these professionals had accomplished as I was starting my career.  Over the next decade, I was able to build relationships and connections that helped me along as I learned how to stand on my own.  PRSA played a valuable role in enhancing my career.

However, in today’s environment when so many senior communications professionals are only a Tweet or webinar away, I”m wondering if PRSA needs to alter its traditional approach to delivering value to its membership.  Access that was stunning to me years ago is now commonplace, and expected.  As professionals continue to shell out a few hundred dollars each year to be a member, what can the organization do that really delivers a significant benefit to those of you out there that support it?  What methods of programming are you interested in? Should there be a greater emphasis on webinars or perhaps more focus on a regional set of programming versus strictly local?  Or does the price point need to change to more frequent but targeted lower cost events?

As more and more professionals are struggling with justifying the cost of professional development to their employers (or paying it on their own during a tough economy) what’s the mix you’d like to see?

Meet Elyse Kyro

Business Communications, Public Relations, Social Media

In this entry, as part of Help A PR Pro Out or HAPPO, I’d like you all to meet Elyse Kyro who is seeking a full-time job or paid internship here in the Minneapolis/St. Paul area.  She’s looking to expand on a great start to her career thanks to an internship at the Mall of America and is open to a variety of opportunities but has a particular interest in gaining agency experience.   

In May 2009 I graduated from Minnesota State University, Mankato, with a bachelor’s degree in mass communications and a minor in studio art. My emphasis of study in mass communications was public relations.

After graduation I was a public relations intern at Mall of America. During my internship with the Mall I frequently wrote press releases and media advisories; worked with members of the media and maintained Mall social network sites including Twitter, Facebook and YouTube; maintained coverage reports; and helped plan and execute the Big Green Conference, an environmental conference held at the Mall with more than 100 guests.

I enjoy working with people, posses a high level of energy, complete assignments with efficiency and enjoy the challenge of working under pressure. I have experience working with the Microsoft Office Suite, Adobe PhotoShop and InDesign.

I look forward to hearing from you.

Thank you,
Elyse Kyro
Elyse.kyro@gmail.com
651-470-0063
www.twitter.com/ElyseLynnae

Five Things I Wish I Knew When I Started

Business Communications, Public Relations

Photo Courtesy of Plutor

To be fully transparent, since that’s still a favorite buzzword thanks to our FTC friends, this list could be much longer.  However, “The 77 Things Dave Didn’t Know” doesn’t have a great ring to it.  We all like lists and tips so here are a few things that could have helped me as I transitioned into the day-to-day world of communications and public relations.

1. Asking Questions is a Good Thing

I came into the working world with a misconception that asking question was somehow admitting defeat.  After all, I’d just graduated and felt like I’d accomplished a great deal in my time at school.  I had a hard time admitting that I didn’t know something.  What would everyone think?

Over the years, I’ve seen a strong pattern that those who ask questions, and listen closely to the answers, are often times the smartest ones in the room.

2. Business Background Buys Credibility

I’d done the econ and finance classes throughout college but really hadn’t thought of really spending time studying how the best business leaders achieved their goals.  Organizational management wasn’t a common crossover for communications students but I wish I would have thought of it.  Understanding operations and management styles are critical for communicators.

3. Confidence- Trust Yourself

*Caution on this one – it can easily go the wrong way if confidence moves to ego.  As long as you’re really putting in the work, be comfortable speaking up about your areas of responsibility.  It help others understand that you’re making the transition to a true pro and that you’re capable of providing immediate value to the organization.

4. Watch the Office Politics Closely

I had no idea how important this is when coming out of school.  It only takes one big miss to get off on the wrong foot with someone you’ll need as an ally down the road.  I don’t like power plays.  Those that use internal status to move their own agendas but I won’t pretend they don’t exist.  Watch closely and see where both friction and allegiances lie.  Think of it as high-stakes Survivor. You don’t want to quickly become tied to the person in the office that’s sinking or on their way out.  Take the time to watch and learn from the dynamics you see.

5. School Isn’t Over

Something changes every day in the communications industry.  Might be new technology or a new contact you should meet but there should never be a day when you don’t learn something new.  Literally, keep notes on who you met today that will help down the road or tag your calendar with an idea for tomorrow before you go home for the day.  Simple steps like this will keep you learning and keep you ahead of the pack.

This is in no way a comprehensive list.  As I said, I could add more on my own but what have others learning in the first years of a communications career?  What other tips do you have for the future of our industry?

Common Sense in Communications

Business Communications, Public Relations

There are times I really shake my head at some businesses and what they try to roll out as “good policy” to consumers.  I had one of these moments recently with the H&M fiasco regarding shredding clothing that doesn’t sell versus finding a better way to remove inventory. 

This situation hits a number of important issues where communicators should have stepped forward to raise questions that could have improved the situation.

  • Ethical Inquiries- O.k. this could be raised to anyone in leadership frankly.  Common sense says that destroying clothing while so many are in need is a waste.  At a bare minimum, I hold communicators to a higher standard in at least thinking about this perception if nothing else.  Why didn’t anyone raise this issue internally?  Too scared of internal arguments or do they just really not care.
  • Policy Issues- If you have to write a two-page explanation justifying your corporate viewpoint, there’s probably something wrong. 
  • Leading the Culture- As communicators, wheat we say publicly has a major impact on how a culture operates internally.  Trainwrecks like this H&M incident have a very real impact on everyone associated with the company.  If your public communications appear phony, you’re hurting the reputation of every employee in that company.  Not a great long-term retention tool is it?

I think most communicators have a good sense of judgment and should understand how audiences will view and evaluate these types of problems.  Let’s collectively step-up and put our skills in understanding audiences, and some common sense, to good use.

MacGyver is a Nonprofit

Business Communications, Life, Public Relations

A World of Tools for MacGyverYes, that MacGyver, the one that can create a bomb out of a paper clip, some lint, and maybe a ketchup packet if he’s fortunate to have such luxuries around.  For anyone seeking a trip down memory lane, or context for some of my younger readers, be sure to check out the original geek adventure hero online and have some fun with the SNL spoofs too.

Aside from a good retro laugh, the real prompt for this post was chatting with my friend Arik Hanson who is working with a couple of Minnesota nonprofits in the digital space.  He commented on how dedicated the staff and leadership of these organizations are and how much of themselves they truly put into their work.  The comment Arik made that hit home with me is “this is their life; they don’t leave the job when they go home. It’s part of them.” 

I’ve been fortunate to work with so many outstanding people from a variety of nonprofits and it’s a spot on comment.  As you may know, I  work for a nonprofit so I am commenting as an “insider” but have also worked for a global PR agency, a Fortune 500 medical device company, and a small specialty pharmaceutical company.  I can tell you (relatively objectively) that nonprofit staff invests themselves in their work just as much as any corporate or agency pro…maybe more. 

However, I believe that many in the PR world view nonprofits as a second-tier job.  It doesn’t carry the status that some in our industry want on their resumes which is too bad because nonprofit pros are MacGyver-like problem solvers.   They’re working on addressing major community challenges with limited budgets, increasing demands for accountability, typically lean staffs, and doing it all for less pay and prestige.  So next time you’re at an industry get-together, keep an eye out for some of these smart MacGyvers in the room.  I bet you’ll meet some great new friends filled with passion and creativity.

Resources:

Noted below are some great contacts if you’re interested in learning more about smart nonprofit thinking and other communications pros working to help their communities and important causes.

  • Beth Kanter who has a great blog and a ton of ideas around nonprofit leadership
  • In Minneapolis, for my local contacts, be sure to check out Ashley Schweitzer who is a constant advocate for nonprofits
  • My inspiring pal up north, Danny Brown with his outstanding 12for12k social media/charity efforts
  • Or maybe Katya Andresen focusing on marketing for nonprofits on her blog