One internship, two internships, three internships…more!

An internship is good, right? What about two internships? What about, dare I say, six internships?

Working as an intern in public relations is an almost guaranteed way to get hands-on, relevant experience in the profession. You have the opportunity to surround yourself in a communications environment, work on projects and network with fellow employees.

Is one internship enough? What are the advantages of having multiple internships? It seems logical that the more internships the more likely you are to land a job after graduation.

Having more than one internship allows you to explore multiple interests and determine what type of environment you would enjoy most. I was an intern in two entertainment public relations firms in Los Angeles last summer. After those experiences, I knew I would be more than content employed in an agency setting.

“How is non-profit work different than agency? What about corporate public relations? How much can you do with freelancing?” These thoughts plagued me since last summer. To answer my questions, I decided to intern for two non-profits this summer and become a freelance writer for another non-profit.

When I interview for positions after graduation, I will have a wide range of experience because the projects I completed for each employer were unique. Not only did I create media lists, pitch journalists, and aid in developing events, but I also wrote articles published in media outlets, acted as a supervisor for a non-profit volunteer, and created promotional materials. The more internships you have the more responsibility you will have for various projects.

Networking will help you get that job you want after graduation. Consider the chances to network while interning at several different places during college. You can meet and learn from more practitioners if you intern at more than one organization. At the non-profits I work at, I get to work alongside more than public relations professionals. I cross paths with accountants, a board of directors and volunteers.

Although I have had incomparable experiences at the non-profits and the summer is only half over, I know my heart is in the agency world. How did I figure that out? By interning at multiple organizations.

Have you had multiple internships?  If so, how has it benefitted you?  If not, do you plan to intern again or do you feel you are prepared for the professional world from your intern experience?

Evan Nicholson is a senior at Temple University in Philadelphia, majoring in public relations and minoring in marketing and art history. She is the public relations director for Temple’s PRSSA Chapter. Nicholson is also director of finance and an account executive for PRowl Public Relations, Temple’s student-run firm associated with PRSSA.

PRSSA Recruitment 101: Building Your Brand on Campus

One of the most popular questions I’ve been asked recently is how to recruit members. While every Chapter is unique and has different needs to meet, here are some basic tips that can help you get started.

1. Identify your target audience. Are you looking to recruit freshmen? Seniors? People of other majors? Decide what type of members you’re looking to recruit. This is a key factor when planning your Chapter’s recruitment tactics.

2. Set up a consistent meeting time and place for ALL meetings. This will help new and returning members find you even if they can’t make the first meeting. If the time and day remain consistent, people can also plan their schedules around PRSSA.

3. Plan to have a new member meeting each semester. This will be a great way to inform new members of PRSSA benefits without boring your returning members. Plan it for at least a half-hour before the regular meeting and discuss National Conference, scholarships, internship opportunities, professional development, committees they can get involved with, Chapter happenings and dues. Serve food or light refreshments, if possible, and invite them to stay for the first meeting (plan an interactive meeting like a workshop to encourage participation).

4. Set up a mentorship program. While this isn’t a program that can blossom overnight, it is a great starting point for providing value to your members. Often members are encouraged to stay actively involved when they connect with the people in the organization. By matching new members with existing members who have the same interests (both inside and outside of PRSSA), you’ll help establish a connection and they’ll be more likely to return. They’ll also have someone to turn to with questions.

5. Create new member packets. Get folders and fill them with important information about PRSSA: Chapter history, meeting dates, contact info for the executive board, a welcome letter from the president and Advisers, info about the student firm, etc. Have your executive board members write handwritten notes for a more personal touch. Hand these out at your new member meeting. It will prove to be a great resource.

6. Attend student organization fairs. Get a table and hand out prizes and promotional items.

7. Contact your bookstore and see if they’ll allow you to put bookmarks with PRSSA meeting dates and information in the communication books. (Ask your Adviser or dean for help with whom to contact.)

8. Start early with transfer students and freshmen at orientation. Often times admissions will have organization fairs. Latch on to the “get involved” mentality and promote PRSSA before the school year even begins!

9. Organize “Class Chats.” Get a list of all the public relations/journalism/communication classes and contact the professors to ask for a few minutes of class time to talk about PRSSA. Divide the classes among the executive board. Have a script of what to discuss (for some ideas, e-mail me), give your contact info and leave time for brief Q&A.

10. Hang fliers or posters. Dorms. Classrooms. Academic buildings. The gym. The cafeteria. Be sure to cover all the places students spend a lot of time.

11. Take advantage of e-mail announcements. Most schools have an e-mail announcement system where you can submit your organization’s news. Take advantage of it and announce the first PRSSA meeting and where to get more information.

For more recruitment ideas, be sure to check out Penn State’s Chapter Development Session at the 2010 National Conference.

What are some ways your Chapter recruits members?

This is a guest post from Vice President of Chapter Development Kim Ciesla.

Advocacy 101

As future leaders of the public relations industry, we must understand that advocacy is essential to a client’s success. As developing professionals, we need to learn what advocacy is and how it can be applied to real world practice. To do this, let’s take a look at the definition of the word:

The act of pleading for, supporting or recommending; active espousal.

Definition Part One: Pleading

As many of you may already know, advocating issues that matter to you  shows your talent in the public relations profession. As an intern or employee, you must understand advocacy to effectively promote your client. Now, you may be thinking, “Why would I plead for my company?” Although “pleading” insinuates desperation, which does not apply, an important underlying principle still remains.

If you have ever found yourself pleading for something or someone, it is most likely because you are passionate about that person or subject and want a specific outcome. In public relations, it is important to be passionate about your company or client. That passion, in conjunction with your other public relations skills, will set you apart from other employees as well as other companies, and essentially, will show your talents. You may not necessarily be pleading for your company, but you must have that same sense of passion. Passion will help you grow as a professional and will have outstanding, long-lasting effects on your client.

Definition Part Two: Supporting

As public relations professionals, we support our clients and guide them as needed while making professional decisions to help them succeed. Support is essential for effective advocacy. It means being there for your client every step of the way, and helping them make educated decisions that will contribute to their success. I often make the comparison between advocacy and cheerleading. Supporting your client means cheering them when they are successful and offering guidance and support when things are difficult. The encouragement that you give to your clients will not only help their overall success, but it will also keep their attitude positive when crises occur. Support them, be there for them and cheer for them.

Definition Part Three: Recommending

Recommending your client to potential customers or consumers is an important part of effective advocacy. As you are promoting, tell the public what your client does and why you love working for them. For example, “My company is great because it gives back to the community. If you are looking for a way to get involved, this company will be a great resource for you.”

With recommending comes understanding. You must understand what your clients are about, what they stand for, how they operate and what they bring to the community. Once you understand your client, you can effectively advocate them, promote them and help them grow.

Remember that passion, support and encouragement are essential to a client’s success. As a future public relations professional, you should advocate your client in every ethical way, despite tough circumstances and possible frustration. Be proud of your organization, and your employers will be proud of you, as you leverage their success. It’s a win-win situation.

How do you define advocacy? What other ways do you advocate your clients?

This is a guest post from Vice President of Advocacy Adam Aisner.

Collaborating With PRSA

One of the cool parts of my job as National President is my responsibility to work with PRSA. In June, I attended the PRSA Leadership Rally on behalf of PRSSA. Connecting with PRSA leaders from around the country made me realize that PRSA Chapter leaders share many of the same challenges and goals as PRSSA Chapter leaders. Among the most apparent challenges we share are membership recruitment, engagement and programming participation. It was more evidence that our two organizations are one large community.

When collaborating with PRSA, it’s important to remember they have members to serve too. Of course, PRSA supports our organization and goals, but collaboration efforts should be mutually beneficial. Below are tips to help you establish mutually beneficial relationships with PRSA.

Successful Student Outreach

• Find a PRSA leader to serve as the main contact for this effort.
• Create a committee, preferably of new pros, to work with and engage students.
• Secure board support and buy-in for student outreach activities.
• Work with local educators to establish relationships.

Recommended Activities

• Offer mini-internships.
• Invite students to events.
• Create student-focused programs.
• Present classroom lectures.
• Set up field trips.

Benefits for PRSA

• Increased number of students interacting with professionals.
• Increased Chapter member participation in mentoring and networking.
• Increased distribution of membership information for local Chapter.
• Implementation of student-focused events
• Structure established for long-term mentoring.
• Opportunities for members to scout and recruit new employees and interns.
• Build a loyalty to the Chapter among students who will then be more engaged as Chapter members and leaders.

Working With PRSSA Members

During the Rally, I was particularly interested in how PRSA leaders view PRSSA. Overall, most PRSA Chapter Presidents were pleased with PRSSA and the relationship they have with the students. However, encouraging students to apply for scholarships is surprisingly difficult, and it’s even harder to get students to attend Chapter luncheons or breakfast events.

As PRSSA leaders, this is a membership benefit often overlooked, but it is important to take advantage of the networking and professional development opportunities PRSA provides. When offered spots for a PRSA lunch or seminar, reward your most active PRSSA members with this opportunity. You might also want to consider highlighting these people through your Chapter newsletter or blog.

Get Creative With Best Practices

As all advice goes, sometimes you have to get creative to build a better relationship with local PRSA professionals. Be sure that both sides can benefit from the partnership. Also, don’t be afraid to try a new event or seminar. The public relations community is large and we can all learn from each other.

How do you collaborate with PRSA? Can you share some of your best practices?

This is a guest post from National President, Nick Lucido.

Unemployment’s Silver Lining

For members currently without full-time work and seniors fearful of the economy, take heart – there is a silver lining to unemployment. I’m living it.

If you’re like me, you’re passionate about one communications niche. After interning for the Philadelphia Flyers, experiencing the rush of working the Stanley Cup Final and, as a result, recognizing my passion for the hockey industry, it’s hard for me to look at much else. Yet the sports world is, by far, one of the most challenging nuts to crack.

If you’re still like me, you’re not giving up on that passion, despite the odds. Rather than camping out on the couch waiting for the next job listing to pop up, take steps to stay active professionally and use your time to the fullest.

Before you look at the list below, remember to stay positive. If it’s doing yoga, going to church or chatting with an old friend, find a way to maintain an optimistic attitude. Rejection (or no response at all) from potential employers can get discouraging very quickly. Combat this by surrounding yourself with people who provide solid advice and activities that help you achieve your goals.

Here are five tips to make the most of your free time:

1. Work with what you’ve got. If you have contacts in your chosen field, don’t be afraid to use them. In a confident, not-desperate way, be specific about your needs and what you’re looking for. Be sure to thank them often as they help you find a job.

2. Broaden your network. Ask your contacts if they can put you in touch with other professionals who can benefit you long-term and during your job search. Attend area networking events, even if they’re more general than your desired career path, to meet new people. Check out free webinars and online conferences, and start talking to potential mentors and employers on Twitter.

3. Learn a new skill. Somehow, in the midst of my four years of college (and four years of high school), I never learned to use Adobe Photoshop as proficiently as InDesign. Now that I have time, I’m working through Adobe’s Classroom in a Book chapter by chapter. If you missed out on a specific skill during college, dedicate time to methodically learn it. [Extra tip: If you apply for jobs and see a pattern of skills you don’t have listed as specific requirements, make them your first priority.]

4. Add depth to your portfolio. Find a way to produce professional-quality work in your chosen field. Many industries, like sports, lend themselves extremely well to blogging. Other industries may require freelancing. Find whichever avenue works best, and go after it. Look for flexibility, as your priority still needs to be finding full-time work. And, ensure that whatever you’re working on ties back to communications in some clear way, thereby truly boosting your portfolio.

5. Take a break. Go on vacation, check out a museum, read a book – no matter your financial status, you can find ways to kick back and relax. The job search is draining, so take time to recharge. Enjoy your time off from full-time work.

Did you find these tips helpful? What others do you have for using free time well?

Rebecca Timms is the immediate past president for the 2010–2011 PRSSA National Committee, having served as National President from 2009–2010. She graduated from Rowan University in May 2010 with a degree in public relations and minor in journalism, and is pursuing a career in ice hockey communications.

What’s Up Social Media?

A series of blog posts discussing new things in social media and how Chapters can take advantage.

Number One:  LinkedIn Gets a Makeover and YouTube Allows Easier Editing

LinkedIn

LinkedIn has recently released its first major enhancement since the introduction of “Groups” in August 2008.  The new features are intended to make the look and feel of the entire site more enticing, as well as make it easier to use and understand.  This video provides a visual overview of what’s new.  This blog post from LinkedIn goes over the features in greater detail.

What does it mean to you?  Your Chapter (or Firm) can take advantage of the Groups because all the updates encourage participation.  There are options to “like” a person’s comments and see who has contributed the most in the past week.  Users can keep track of discussions chronologically or based on popularity.

Use this as a professional atmosphere in which to foster discussions and decision-making when real-life meetings are hard (i.e. during the summer or holiday breaks).  LinkedIn is a great way to have virtual executive board meetings, or just keep in touch with the Chapter in general.  As you begin to participate in Groups based around your Chapter and Firm, also branch out into industry groups and discussions where you can learn and contribute.

YouTube

YouTube is adding a few updates of its own in the form of a new editing tool (Note: You will need to sign-in to YouTube to view the tool).  Whereas video editing has previously required (expensive) software, now all it takes is a browser.  You can trim up the beginning and end, add music and publish multiple clips together with a few simple clicks.

What does it mean to you?  YouTube is a powerful way to include as many members as possible in everything you do.  Not everyone can make it to Conference? Take some video and put it on your Chapter’s YouTube channel. (Just be sure to ask permission before filming presenters or other students.).  Or if you plan a great event for one of your student-run firm clients, record it and post it to the client’s YouTube, blog and Facebook page.

These new editing tools won’t make major transformations or add wild effects, but they allow almost anyone to make basic changes and improvement.  To be a part of more new and exciting things from YouTube, take a look at their test tube.

This is a guest post from Vice President of Professional Development Therese Kuster.

The Value of Promotions

When planning an event, no matter the size, the success or failure can largely depend on promotions. Promotions are the key to making others aware of your event and the value it can bring to the attendees. Behind each promotional tool is also a strategy to reach your target audience. Here are a few ways to reach your audience in a strategic manner.

Twitter

Everyone tweets about events they are attending or planning. However, generating buzz over the event starts with branding the activity. Regional Activities at Boston University and Drexel University used the hashtags #pradvanced and #bizarrepr respectively to organize their tweets. Whenever anyone had a question or comment about the upcoming event, the hashtag brought it immediately to the attention of the coordinators.

At the beginning of a promotional campaign using Twitter, you should focus on updates about the event including speakers, sponsors and other activities. However, as time goes on, you should transition toward encouraging people to attend the event because of the value it will bring to them personally and professionally. The last phase of the promotions should focus on the excitement and enthusiasm the coordinators and speakers feel. Sharing the number of attendees can also be a great way to generate publicity and encourage the last few stragglers to sign up. After all, you do not want people to miss out on a great experience!

During the event make sure people know your hashtag and are tweeting about the speakers and activities. This simple action will get the attention of people who aren’t at the event and build interest in your future events.

YouTube

When planning for events, people do not use YouTube well enough. It does not take more than a half hour to shoot a promotional video and more than an hour to edit the video. Promotional videos can be corny or serious but will really get the attention of viewers. Many times it is easier to watch a video explaining the details of an event than reading a long description on a website. Showcase the benefits of the event and why it is a “must attend” for your target audience. Posting the video on YouTube (and then tweeting about it, of course) will get the attention of people around the world.

Facebook

Facebook events get people’s attention, but you cannot depend on a RSVP list from them. Most people will click “Attending” whether or not they are actually planning on coming. However, it is a way to disseminate information and potentially encourage more people to attend. Message all of the guests (who have clicked attending or not) and give them information about registration, speakers, travel and even special opportunities like discounts and giveaways.

Fliers

Flier your campus. Post fliers in the central location on campus. Post fliers in bathroom stalls. Post fliers in hallways. Write messages on chalkboards. Put advertisements on bookmarks to insert in textbooks (that idea comes from University of Georgia). Change screen savers to display your flier. Make sure everyone knows that you have a spectacular event or organization, and they must be included. Don’t be shy about it.

Word of mouth

Spread the message to your friends, and encourage them to do the same. When there is buzz around a particular event, people will talk about it before and after the event occurs. Word of mouth is one of the more convincing ways to encourage people to attend the event. Tell people about your experience, and make sure they know what they will be missing if they do not have a part of the event.

These are five ways to promote among many. As public relations students, we can be creative with these promotions and really get the attention of our target audience. How did you first hear about PRSSA? Was it through an advertisement on campus? A friend? An event on campus? Take your past experiences and transform them into the future of your organization or event.

This is a guest post from Vice President of Regional Activities Rachel Sprung.

Make the Most of Webinars

Webinars offer a unique way to learn from an expert without getting anywhere near a conference room. This online tool has expanded the world of professional development through its freedom and ease of use. You have the opportunity to enhance your career from your very own home (or office or library), often with the chance to interact. Webinars are so popular and successful that people have actually hosted webinars on how to host a webinar.

Because of the high price sometimes associated with these Internet presentations, you may have overlooked the possibility of using this resource. However, webinars are also available for little or no cost, especially for PRSSA members, and can serve as a valuable experience for you.

Follow these five tips to get the most out of each webinar experience.

1. Know the experts or presenters. Learn what you can about the people hosting the webinar. Are they truly experts? What other information can you learn from them? What do you need to know to understand the point of view they will present?

2. Research the topic. It may seem redundant to learn about something before you learn about something, but it’s not. Just do a little surface level Googling to grasp the most basic understanding of your topic. You’ll learn a lot more from the experts if you have enough background knowledge to comprehend their advice and participate in their question and answer sessions.

3. Take notes. Treat a webinar as you would a guest speaker in your favorite class: pay attention and take notes. Don’t waste this great opportunity to have an expert in your very own home (or office or library). Write down new information or your questions. There won’t be a test, but treat the experience as though there will be.

4. Engage in conversation. Webinars nearly always have an interactive component that allows people to ask questions or comment. If you have a question, ask it! Just like in the classroom, if there’s something you don’t understand, there are probably five others who don’t understand either. If you have valuable information, share that as well. Let others learn from your success just as you will learn from theirs.

5. Download the presentation. If you’re lucky enough to participate in a webinar that allows the PowerPoint, audio or visual to be downloaded for free, do it. You can use this as a way to review for your imaginary test (mentioned in Tip 3) or as a way to share your knowledge with others.

The following links are webinars that are offered to PRSSA students at a discounted rate of $35.

http://www.prsa.org/Learning/Seminars/view/672/Gulf_Spill_Communications

http://www.prsa.org/Learning/Seminars/view/670/Using_Location-Based_Social_Media_to_Promote_Events_and_Venues

http://www.prsa.org/Learning/Seminars/view/665/Build_a_Thriving_Online_Brand_for_Yourself

What else can you do to increase your learning from a webinar? Have you participated in a great webinar recently?

This is a guest post from Vice President of Professional Development Therese Kuster.

Are you the right candidate for a future position?

Lee Bush from Elon University recently wrote an article about the abundance of entry-level candidates and how students can set themselves apart. She discusses the benefits of internships and the hands-on experience students can glean from student-run agency opportunities.  Read the entire article on the PR News website, and then let us know how you have benefitted from your experience in a student-run agency. What have you done to become the right candidate for a future position?

Most Asked Questions about National Affiliation

Because National Affiliation is required for firms to apply for the Student-run Firm Awards, directors have been doing a lot of work to achieve this status.  Below are answers to the most frequently asked questions regarding National Affiliation to help out during the application process.

Q. What is National Affiliation?

A.  National Affiliation is status for which student-run firms can apply if they meet certain standards.  Being Nationally Affiliated gives those firms access to certain benefits, as well as a level of prestige.

Q.  What are the standards/requirements?

So many of the firms that exist are well established in their connections, professionalism and structure.  These are the very requirements a firm must meet in order to achieve Nationally Affiliated status.  The application process is explained fully here http://www.prssa.org/resources/firmStandards.aspx.

Q.  What does National Affiliation cost to firms?

A.  NOTHING!  There is no cost to apply and PRSSA does not require any commission, dues or any other fee once the status is granted.

Q.  What are the benefits of National Affiliation?

A.  Student-run firms who are Nationally Affiliated are not only recognized as the most prestigious firms in the society, but also have access to a client referral system.  Additionally, they qualify to apply for the “Best Campaign” and “Best Tactic” student-run firm awards.  In time, PRSSA hopes to increase the number of awards available and Nationally Affiliated firms will continue to be the only firms that qualify.

Q.  Can I apply for this year’s student-run firm awards if I become Affiliated now?

A.  Sadly, no.  The deadline for qualification for this year’s awards has passed, but National Affiliation is still an option for your firm!  Achieving this status will allow you to apply next year, as well as start reaping the rewards upon the acceptance of your application.

Q.  Who should apply?

A.  All firms that consider themselves connected, professional and structurally sound.  So many established student-run firms already meet the standards we have developed; they simply need to apply for official affiliation.  I encourage you to apply before the school year begins so you can start the year with a new status which will bring a renewed sense of professionalism to your group.  I also encourage you to come to me with any questions, concerns, comments or suggestions you have regarding student-run firms, the application process or National Affiliation.

This is a guest post from Vice President of Professional Development Therese Kuster.