Tales of a PR Enthusiast

My New York trip next week is looking better than ever. Late afternoon yesterday I received an e-mail from another global communications firm in NYC asking to meet with me while I was in NYC next week. Obviously I said yes, so now I not only have one, not two, but three interviews in NYC! I am so ecstatic I can barely even concentrate on anything else. Of course I’m not getting my hopes up too high, but it would be an absolute dream come true if I ended up landing a position with any of these amazing firms.

Over the last few weeks I have been preparing non-stop for these interviews. I have been meeting with some of the best PR/social media mavens in Columbus to listen to their insight and advice, I have been turning to my mentors to help me prepare all of my interview materials and I have been researching, researching, researching. I even went as far as printing out these firms’ entire Web sites and reading them over and over again. Every time I read their Web site’s or Google them, I find something new and interesting about each firm. I am extremely impressed with both firms and I hope they will be just as impressed with me and what I can bring to the table for their company.

I am also extremely excited to be having a Tweetup with all of my NYC Twitter friends. I can’t wait to finally meet them, even though I have met some already, I am looking forward to seeing everyone. My NYC Twitter friends have all been so supportive of my goal to get a PR/social media job in NYC and I want to thank each and everyone for their help and guidance. It amazes me that people I have never even met in person are so willing to help me. Twitter is one of the best things that has happened to me over the last year and it has given me the opportunity to meet some of the best people I know. Plus, I’m really stoked that we are having the Tweetup at Justin Timberlake’e restaurant Southern Hospitality.

Even though I haven’t actually secured a job in NYC yet, I want to start packing my stuff and rent the U-Haul already. I am so ready to get out of Columbus and be in the Big Apple it’s not even funny. Hopefully after this week it will actually happen sooner than later. Stay tuned to hear how my NYC trip goes. Fingers crossed!

As a public relations enthusiast and an avid Twitterer, I tend to follow a lot of PR agencies on Twitter. Something I have observed from following these agencies is that their Twitter pages do not show as much potential as they could and should have. I keep looking at their pages and wonder if they are ever going to “get it.” I’m no Chris Brogan or Scott Stratten, but don’t you think if these PR agencies are using social media strategies to enhance their client’s business development that they should understand social media and how to utilize it themselves first?

Social media is becoming a necessity for businesses, small, medium and large, and a PR agency is where businesses turn to for social media training and implementation. If these businesses, who are already clients or are potential clients, look at a PR agency’s Twitter page and other social media sites and see a less than mediocre site, my guess is that they are not going to be running at the chance to work with that agency.

With this in mind, I came up with a few strategies and tactics for PR agencies to improve their Twitter page. A lot of these strategies can be used for their Facebook page and other social media sites as well.


1. Know the goals and objectives for the Twitter page
First and foremost, agencies need to plan out a Twitter strategy and what their goals and objectives are for their Twitter page. It would be a horrible decision for an agency to get on Twitter and have no clue why or how it is going to utilize it. Agencies need to know why they want to use Twitter and how it will benefit their company and clients. They need to know who their target audience is, how to brand themselves, what goals/objectives they want to set and how to measure their success. Setting goals, reaching them and measuring how successful those goals were met is key when using Twitter, as well as any other social media site.

Some goals could include: how many followers do we want to gain in a certain amount of time, how many media pitches do we want to send out through Twitter, how many media impressions do we want from pitching through Twitter, how many replies/retweets do we want to send and/or gain, how many Twitter lists do we want to create or be on, etc.

When measuring success on Twitter, agencies need to see results. To do this, they must monitor things like who is engaging and commenting on their Twitter page and measure brand awareness. PR agency Waggener Edstrom even created its own Twitter brand awareness measuring application called the WE Twendz Pro. According to its Web site, The WE twendz pro “provides you with impact metrics and key performance indicators such as your overall reach and influence within Twitter along with an audience emotion gauge to measure the impact of your messages within key audiences.” I think it is a great idea for agencies to create their own social media measuring application because every agency’s goals/objectives may be different and they need a measuring system that works for those specific goals/objectives.

2. The point of social media is to be social
When looking at some of the PR agencies Twitter pages, they are not social in any way, shape or form. To put it rather bluntly, they are lifeless with no personality showing and they are boring. Who wants to follow a Twitter page like that? Probably not too many people. So, here are a few tips for agencies to create and maintain an interesting and social Twitter page:
-Interact: One of the worst Twitter sins is to lack interaction with followers. If agencies continue to post the same formatted tweets every single time without replying, retweeting or hashtagging, followers will lose interest and unfollow, and potential followers will not even start to follow. PR agencies need to take advantage of the reply, retweet and hashtag functions. They are there for a reason, so use them. Agencies should be replying, rewteeting or hashtagging anything they deem relevant from their followers and the people they follow so they can begin conversations and a more personal relationship. Which leads to my next point…
-Be personal: The best part about Twitter is that it allows businesses to reach out to their target audience and potential clients on a more personal level. Agencies need to show through their Twitter page that they care about their audience and want to get to know them personally. Agencies don’t want to get too personal, but they should be able to show through their tweets who they are as a company, their mission and philosophies and any exciting or interesting projects they are working on. If people can see an agency’s personality through Twitter, they are more likely to follow and become aware of that agency.
-Post interesting tweets: Something I see a lot on PR agencies Twitter pages is the same formatted tweets with a headline and a link. The tweets never explain anything about the company or what they are working on, and I wonder what the relevance of their tweets is. As a follower, I want to see what type of company it is, I want to see their views and opinions on trending topics, I want to see what cool and exciting projects they are working on and I want to see how they incorporate their employees into their tweets. Agencies that connect and interact with their employees on Twitter show a lot about that agency’s culture and work atmosphere. Also, agencies should always, always, always continue to update their tweets on a daily basis. Without current or updated tweets followers will definitely lose interest. By incorporating interaction and personality, PR agencies should be able to create more interesting tweets that followers will be drawn to reading and responding to. Some examples of interesting tweets I have seen PR agencies post in the past have been tweeting Twitter contests for a client, posting interesting case studies, starting their own hashtag(s) or having Twitter awards for their company.

3. Package the Twitter page as a brand
When PR agencies use their Twitter page to create brand awareness, they should always consider every aspect of their page. For example, the Twitter background, font colors, the avatar picture and the profile section (name, location, Web site and bio). A good example would be digital agency 360i. 360i has a creative, colorful background that represents its company by including the company e-mail, blog URL, Web site URL and other social media sites it belongs to. Incorporating the company’s other social media sites on its Twitter page is a great idea because it will bring attention to all of those different sites and it’s easy for people to find them. Along with other creative settings, 360i’s font colors are the company colors and the avatar picture is the company logo. 360i’s profile section is short, sweet and to the point. In my opinion, Ogilivy PR’s digital Twitter page has a much better bio section because it is creative and more detailed. Agencies need to have an overall inviting Twitter page for their followers and potential followers.

4. Conclusion
PR agencies seem to be having a difficult time being their own client when it comes to social media, especially with Twitter. They need to treat themselves like their own client by forming a strategic social media plan with their goals and objectives thought out. Social media is still new to the business world and a lot of companies are using social media on a trial basis. I think it is good for a company to explore what works and what doesn’t when it comes to social media. If you don’t try it, how will you ever know if it works? Social media is changing the way our society communicates with one another and PR agencies need to start taking more advantage of all the social media opportunities that are out there.

As you all know, I have been working my bum off over the last few years to get to New York City and unfortunately, there haven’t been too many job leads coming my way. Well, not any more! This past week could possibly be one of the most life-changing weeks of my life. With hard work and a little help from some amazing people, I have had a serious breakthrough in my job hunting efforts.

Last Friday I was walking out of the office, looking forward to celebrating my younger sister’s 20th birthday that night, and all of a sudden I got a phone call from a number I didn’t recognize. The first thing I noticed was the area code “212” and I knew this phone call could be major. I answered and it was a very nice lady named Karyn who is a PR recruiter in NYC. She said a colleague of mine had forwarded her my resume and she wanted to sit down and chat with me about my NYC/PR plans when I visited NYC in December. Even though the meeting isn’t technically a job interview, it is a meeting that could lead to a job, which is one step closer to my dream.

After my talk with Karyn on Friday, I was starting the new week off on a positive note and feeling oddly optimistic. When Wednesday rolled around I never expected what was about to happen. I was walking to my car from the office and I must not have gotten reception in the parking garage, but I looked down at my phone and had a voicemail. Thinking it was probably my mom or dad reminding me to let the dogs out when I got home, I was extremely mistaken. The voicemail was left by a woman from the global and award-winning communication firm Fleishman-Hillard in NYC saying she had received my resume and wanted to know my availability to come to the NYC office and meet with her and her team.

After hearing this jaw-dropping voicemail, I sat in my car for a good minute in complete and utter shock. Once I overcame the shock, I had a 20 minute freak out/screaming session in my car. People walking by probably thought I was either a.) having a seizure or b.) I was dieing. I finally calmed down enough to call the lady back. When I called back we set up a day (Dec. 11) for me to come in and meet her and the Fleishman-Hillard digital team. Although, she didn’t mention a specific position I would be meeting for I’m hoping that there will be a fit for me somewhere.

For the next three weeks I am solely focusing on preparing as much as possible for my two meetings in NYC. I am so ecstatic I can barely even concentrate. I know I haven’t secured a job just yet, but I’m actually starting to get somewhere and see some progress. I will keep you posted on how the interviews go and keep your fingers crossed!

Ever since the news of the recession broke out, I have been hearing comments and reading articles that the death of public relations is among us. The word on the street is that companies are having to downsize and restructure their business, which means the PR department is the first one to boot. I have also been hearing that PR agencies are lacking in company earnings. For example, if you take a look at the “Earnings” section on the PRWeek Web Site(http://www.prweekus.com/earnings/topic/33/) you will see that almost every single agency listed is facing a decline in revenue.

I refused to believe all of this “PR death” talk, so I decided to do my own research. I visited the U.S. Bureau of Labor Statistics (BLS) and what I found was quite surprising.

According to the BLS Occupational Outlook Handbook, 2008-09 Edition, “Employment of public relations specialists is expected to grow by 18 percent from 2006 to 2016, faster than average for all occupations. The need for good public relations in an increasingly competitive business environment should spur demand for these workers in organizations of all types and sizes. Those with additional language capabilities also are in great demand.”

On the other hand, the BLS also states that there will be a continuation of “keen” competition for entry-level public relations positions due to the number of qualified candidates exceeding the number of job openings.

There you go. The death of PR is NOT among us. Even the government tells us so and if you can’t believe the government, then who can you believe?

Unless you have been hiding under a rock for the last two years, we all know our country is facing a serious recession and a troubling job market. According to a recent news release from the U.S. Bureau of Labor Statistics, “In October, the unemployment rate rose to 10.2 percent, the highest since April 1983.”

As a 2009 college graduate, that unemployment percentage not only scares me, but it depresses me. I became even more depressed when I read an article in the Associated Press saying that in October 2009 the unemployment rate for college graduates was up to 4.7 percent. Yikes.



Out of everyone I know who graduated from college in ’09, I can count on one and a half hands how many of them landed a full-time, “real” job. Many of the college grads I know are resorting to serving tables, working in retail stores, working unpaid internships or, like me, are working temporary positions. It is a shame and unfair for us college grads who have worked so hard throughout college to build our resumes and do whatever we can to obtain a job after college and not see any results.

Personally, I am utterly frustrated with the entire situation. For the last two years I have been working my bum off to be able to find a public relations job in New York City and after five and a half months with a college degree I still have nothing.

My junior year of college was when I decided I really wanted to move to NYC. So, I started networking, working internships, getting involved with the Public Relations Student Society of America, utilizing social media and even making seasonal trips to NYC for informational interviews. For the last two years of college and up until now I have been doing whatever I can possibly think of to land a PR job in NYC. The result: four phone interviews that led to nothing. Nada. Zilch.

At this point I really don’t know what else I can do, except move to NYC with no money and no job. As tempting as that sounds, I’m going to continue what I’m doing and pray that this job market slump ends soon so I can find a job in my dream city.

P.S. If anyone has any suggestions, tips or advice on my NYC job search, I am all ears.

1. Research the company
Always, always, always research the company you are interviewing with. Researching the company should be the first thing you do after setting up an interview. You should learn everything there is to know about the company: their clients, services, awards, etc. Being knowledgeable about the company you are interviewing for will give you a better sense of the type of company it is and how it runs. It will also show in the interview that you take initiative and you really want to become a part of that company.

2. Get your resume/portfolio/leave-behind looking perfect
While prepping for your interview, make sure your resume, portfolio and leave-behind looks clean, organized and polished. Check for spelling and grammar errors in your resume, as well as in your portfolio and leave-behind labels. In your leave-behind, be sure to include a copy of your resume and business cards. If you need to, have your mentor or another professional look everything over beforehand for any feedback.

3. Write out questions they might ask you and questions you want to ask them
This is one of the best ways to prepare for an interview. Write out as many questions you can think of that an interviewer might ask you and then prepare your answers. This way, you will be prepared and you won’t be caught off guard by some of the questions asked. Even think of random, off-the-wall questions like, “If you could write for any television show, what would it be and why?” Just don’t answer The Sopranos like I did once in an interview. Let’s just say with the last name D’Amico and my answer being The Sopranos, the interviewers were a little frightened. If you’re stumped about what questions they might ask you, here is a link to About.com with a list full of potential interview questions: http://jobsearch.about.com/od/interviewquestionsanswers/a/interviewquest.htm.

Also, don’t forget to write out questions you want to ask the interviewer. In a way you are also interviewing them, so come prepared with questions you want to know about the company. For example, ask why they enjoy working for that company, what their favorite projects are or maybe ask something about how the company is utilizing social media.

4. Figure out what you are going to wear
It’s no secret that girls take 18,723,947,892 hours to figure out what they are going to wear for an occasion. So, girl or boy, I recommend putting together an interview outfit a few days in advance. Knowing that PR is a pretty hip, trendy occupation, I like to wear an outfit that is fashionable, yet professional. Girls, you can’t go wrong with a pencil skirt, blazer and heels. Guys, you can’t go wrong with a nice suit. Don’t forget, if you have tattoos, which I’ll admit I am guilty of, COVER them!

5. Do a mock interview
A mock interview is a great way to prepare for the real interview. Have a past internship/job supervisor or one of your former professors lead you through a mock interview and act as if it is the real deal. Set a date and time, meet them at their office, bring your portfolio and resume and have them interview you for a fake job position. If you can’t find a supervisor or professor to help with your mock interview, ask your roommate, parents or a friend. Doing any type of interview practice is always beneficial and helps reduce the stress.

6. Know where you are going and arrive to the interview early
When you are setting up the interview, confirm the address and location of where you will be meeting the interviewer. Print off directions a few days before the interview so you can plan ahead for when to leave. Always arrive at least 10 to 20 minutes before the scheduled interview so you have some time to prepare and gather your thoughts.

7. Come prepared to take notes
Always remember to bring a notebook and a pen or pencil to take notes during the interview. I don’t think you have to go as far as bringing a laptop, but have something available to write with/on to jot down notes or reminders from the interview.

8. Be confident, even if you’re not
It sounds kind of like an oxymoron, but if you act like you’re confident then you will be. I can’t even count how many interviews I have gone into feeling nervous and self-conscious, but acting confident got me through them. You don’t want to act overly confident or anything, but you do want to show the interviewer that you are deserving of the job position and you have the experience to prove it. When the interviewer sees your confidence come across, they see someone who is reliable, hard-working and determined.

9. Show your personality while staying professional
Be yourself in the interview. You want to be able to form a connection with the person who is interviewing you, so show who you are as a person and as a professional. I’ve found that if you are more personable with the interviewer, the interview tends to run more smoothly and you feel less nervous. Worst case scenario, the interviewer doesn’t like your personality. Their loss.


10. Listen to Britney Spears


Well, maybe not Britney Spears but before the interview I suggest listening to your favorite music and relax. Whenever I am stressed or anxious before an interview I always put my ipod on and listen to my favorite playlist. This might sound extremely geeky, but I’ve even made a pre-interview playlist before. Listen to your favorite music in the car on your way to the interview as a way to clear your head and let the nerves settle.

When I told people that my first job as a media relations specialist was going to be with a startup company, some of them were a little hesitant. Seeing as there were only three of us working at the company, some thought it might be too risky and I wouldn’t get enough experience for my first big girl job. Fortunately, this was not the case. I gained some of the best PR experience and I gathered tons of knowledge on starting a business and making sure it grows successfully.

From my experience working as the media relations specialist for a startup company, I have developed four key rules to making sure your first PR job with a startup is successful.

1. Be Your Own Teacher
Knowing that I would be the only PR/media person working for the startup was a little overwhelming at first. Of course I had taken my PR classes in college and had PR internships, but I wanted to make sure I was doing my job as best as possible. One of the first things I did as my own teacher was read. I went to Barnes and Noble and purchased two extremely helpful books, “Dirty Little Secrets of Buzz” by David Seaman and “The Publicity Handbook” by David R. Yale with Andrew J. Carothers. Both of these books are excellent guides to helping your business, product or whatever it may be, to grow and build its brand successfully through PR tactics and strategies.



Another way to be your own teacher is to be aware and knowledgeable of all local media outlets, as well as national media outlets, that could benefit your company or product(s). For example, make a local and national media list comprised of print publications (i.e. magazines and newspapers), television and radio outlets. It would also be very beneficial to subscribe to some of the publications from your media list or visit their Web sites to be updated and aware of trending topics and research beat reporters who you could potentially pitch to.

This brings me to the next step of being your own teacher. You want to research the media and get to know them. Like I said, you want to subscribe or visit the media outlets’ Web sites to research reporters and get to know their work. Another way to get to know reporters is by using social media. If they are on Twitter, follow them. This way if they tweet a story idea or if they need interviews or sources for a story that relates to your company, send them a reply saying you can help. It’s kind of like a 140 character pitch. Using other Web sites, such as Help a Reporter Out (HARO), is a fast, simple way to know what reporters around the country need to complete a story. By signing up for free at www.helpareporter.com, you receive three e-mail updates a day with requests from reporters that need interviews or sources for a story. If you see a request that applies to your company, you can e-mail that reporter with the e-mail address they provide in their inquiry.

2. Be willing to ask for guidance
Don’t be afraid to turn to your mentors, old professors or colleagues for advice. You aren’t going to look stupid and no one is going to think any less of you. In fact, people will probably appreciate your efforts in making sure you are doing your job correctly. Asking advice from mentors, former professors or other colleagues will help guide you in the right direction and give you more confidence.

Using social media sites, like Twitter and LinkedIN, for guidance is also a good way to go. People on Twitter and LinkedIN are always looking to help others out. Whether it is giving advice, referring you to other people who can help, or suggesting certain blogs to read, your Twitter followers and LinkedIN connections can offer great advice and guidance.






3. Be responsible
Being responsible should come naturally in any situation, especially when you are working your first job for a startup company. But, sometimes you may feel overwhelmed and lose track of what you need to get done. That is why you need to stay organized, make deadlines, communicate with fellow team members and make sure you are getting your job done correctly. You also need to take initiative and be one step ahead of the game. You don’t want your fellow team members worrying that you aren’t reliable and are unable to complete your work tasks. In taking initiative, you earn trust and your company knows they can always rely on you.

To be responsible you need to be dedicated as well, which means working late nights, sacrificing some of your social life and maybe even relocating. Networking is also another part of dedication. Networking is a job in and of itself. Attending networking events, meetings and planning your own networking events involves a lot of time and dedication that you need to be willing to give.

4. Be passionate and confident
I will keep this one short, sweet and to the point. To be passionate and confident in your first job with a startup company you MUST love what you do, show passion and confidence when talking to others about your company and be optimistic.

By following these four guidelines, you will be on the right track to making your company successful and yourself successful as a PR/media professional.