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

1. Real World Public Relations:The Things Your PR Teacher Never Told You Deanna McKinley, APR Friday, Sept. 17, 2010

2. 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"

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

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

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

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

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

8. How Will You Succeed in PR? Learn to write. Clearly. Succinctly. Quickly. "Real World Public Relations: Things Your PR Teacher Never Told You"

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

10. How Will You Succeed in PR? Resourcefulness "Real World Public Relations: Things Your PR Teacher Never Told You"

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

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

13. How Will You Succeed in PR? Flexibility "Real World Public Relations: Things Your PR Teacher Never Told You"

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

15. How to Prepare for Your Career in Public Relations Graduate • Complete your bachelor’s degree program • Consider a master’s degree "Real World Public Relations: Things Your PR Teacher Never Told You"

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

17. How to Prepare for Your Career in Public Relations Secure an Internship Now! "Real World Public Relations: Things Your PR Teacher Never Told You"

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

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

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

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

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

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

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

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

26. How to Land a Job/Internship Check 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! "Real World Public Relations: Things Your PR Teacher Never Told You"

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

28. QUESTIONS? "Real World Public Relations: Things Your PR Teacher Never Told You"