A PR Affair

Monday morning I woke up bright and early to attend a PRSSA workshop at PNC Park in downtown Pittsburgh about starting student-run PR firms. Not knowing what to expect, I sat down and began listening to the first remarks by the Cal U professors and faculty--supportive, direct, motivational. This was a good start to a full day of information, discussion and learning. The program consisted of three general sessions and two breakout sessions focusing on different aspects of student-run firms and working in an agency setting.

Off to an engaging start for most senior, public relations majors, the workshop began with "Making the Transition from Student to Professional; A Firm Landing" that focused on the transition from the classroom into an agency. The discussion covered major adjustments for recent graduates, assignments and responsibilities for entry-level employees, advice on standing out as an entry-level employee and advice for new employees that "stumble" early in their career.

This workshop was by far, the most engaging part of the workshop for me. The panel consisted of three public relations professionals that range in years and type of experience--Lisa Tristano Martin, Senior Account Supervisor for MARC USA; Thomas Meinert, Managing Partner for William J. Green & Associates; and Marissa Doyle, Public Relations Specialist for KMA Public Relations. I had three major takeaways from this session.

First, social media is our (soon-to-be or recent graduates') best asset when interviewing. Highlight it, let the employers know that you can apply social media to help their company and clients reach out and maintain relationships. Many agencies are just now beginning to catch on to full-on social media campaigns, which gives us opportunities to help agencies out.

Second, always be confident in a professional manner. All too often, new employees are either constantly second guessing themselves or come across as "too cocky." Don't be afraid to ask questions or participate suggestions during team meetings, but know the balance between being open-minded and knowing it all. Be able to take criticism and have a thick skin--criticism is meant to help you improve, not to put you down.

Last, read the news, continue to seek out new opportunities for clients and your agency. Present your new ideas to your boss and during account team meetings. This is a good way to stand out as a new employee and bring a fresh look to a client.

In the end, the workshop offered much insight into PR agencies by hosting representatives from firms small and large. From Ketchum and Burson-Marteller to Markowitz Communications and KMA Public Relations, there was something for everyone.