Help These PR Pros Find A Job

Update: please scroll down to see several more HAPPOers – the afternoon edition of this post. Again – these are all wonderful people who have unique skills and personalities – so if, while you’re reading their bios and posts, you can think of a connection that will help them – do make it. It’s social karma. Thank you!

I wrote earlier about why I’m participating in #HAPPO, so I won’t bore you with those details again (but if you need a refresher, the post is here).

Since today’s the actual HAPPO “event,” I thought I’d aggregate any DC-area HAPPO pitches I could here, to make it convenient for recruiters and folks with job openings to connect with them.

So if you do find someone below you’d be interested in talking to, or think one of the folks featured here could fit a bill you know about, please leave a comment or contact them directly, not me (but why not leave a comment anyway?).

Good luck, HAPPODC-ers!

Heather Mahoney

Heather (@Heather_Mahoney) attended the University of Maryland, College Park, graduating with honors in Communication (PR specifically). She’s involved with UCA, NCA, and PRSSA/PRSA. Published writer/editor for two publications; interned for Brotman Winter Fried and CBS Radio. A current reporter for The Scene Bisnow. Now, she’s looking for a full-time entry-level position in PR, specifically for a large publicity firm. She’s a fresh young professional simply looking for a place to allow her talents to shine.

Emilie O’Toole

Emilie’s a senior public relations major and business administration minor at Boston University, searching at the intersection of government, public affairs and communications for her first job. She’s a highly motivated and creative communicator looking to sink her teeth into a career in public relations. She’s an idealist, looking for an opportunity to make the world around her a better place through creative thinking, strategic planning and most importantly, action. Check out her full HAPPO pitch here or her resume.

Ashley Marshall

Ashley Marshall is a highly energized, self motivated, communications professional with experience in various avenues of public affairs, public relations, and television production. A recent graduate of Georgetown University with a Masters degree in corporate communications and public relations, Ashley completed a public affairs apprenticeship at one of Washington DC’s K street public affairs firms, Adfero Group. She had the opportunity to work with the U.S. Chamber of Commerce, Microsoft, The American Institute of Architects, and many congressional offices on Capitol Hill. This experience provided her with many transferable skills such as written communications, new media, web-based research, website development, developing communications strategies, advocacy campaigns, and Internet advertising analysis. Reach her at http://www.untaintedpr.wordpress.com.

Eli Baratz

Eli is interested in entry-level and intern positions with a PR firm in public affairs. He’s a 2007 graduate of Indiana University, BA in Telecommunications, BA in International Relations. Read his #HAPPO pitch here, and contact him at 317-626-7674 or elibaratz (dot) eli (at) gmail (dot) com.

Kim Allen

Kim is a recent PR professional, and loves the PR game. She’s looking for an entry-level position and to build a stronger networking base. And more then anything, she would love to relocate from Indiana, in fact she would consider that a requirement. Here’s more on Kim.

Andrew Elwell

Andrew is a senior at The George Washington University majoring in political communication and graduating in May.  He has experience working in communications with nonprofits and in an agency setting, as well as journalism experience.  He enjoys running, listening to bad pop music and constantly checking his twitterstream. Read his #HAPPO pitch here.

Laura Peck

Laura (@peccolina) is an organized, fast learner with great people skills, who loves to creative brainstorm. She’s graduating with a degree in public relations with minors in english, sociology and international studies from Penn State. She took the initiative to help co-found Penn State’s first student-run PR firm, Happy Valley Communications. Her extracurricular experience along with my education & internship experience make me a great addition to any team. For more, check out her blog.

The Afternoon Edition

Ann Marie van den Hurk, APR

I am an award-winning Accredited Public Relations (APR) professional with more than a decade experience leading all areas of integrated public relations planning and implementation including: digital media, issues/crisis management, media relations, organizational change, advocacy, events, and publication design. I am knowledgeable, skilled, realistic, and principled. I have a strong foundation in all areas of integrated public relations planning and implementation. I can design a plan through research then make it happen while doing it on time and within budget. My passions lie in doing good and have spent my career in nonprofits doing just that. Learn more about me that a resume can’t say: http://bit.ly/9CwaIL

Therese Pompa

Therese Pompa has five years of Marketing and PR experience.  Therese is diverse in her skill set and has an understanding of the connection between PR, Social Media, and Marketing; thereby allowing her to see the big picture when implementing a strategic plan. She has a strong attention to detail, is a creative thinker, a keen observer, sees the big picture and will go above and beyond until success is achieved. Learn more about her #HAPPO journey here.

Paula Newbaker

HAPPO-potomuses crash Internet!!!  To avoid such PR pitfalls in the future, view www.paulanewbaker.com. I’ve been doing this a few years, so you can check out my case studies and other samples for ways in which I can help you.  Strategic communications, PR, media relations, content-providing and writing, broadcast producing … I’ll even do your voice over work. Says Maury Tobin of Tobin Communications, “There are strategic thinkers and there are creative thinkers, but what makes Paula atypical is that she is smart when it comes to both approaches.”

Erica Lawton

Erica Lawton is an up-and-coming professional in the communication industry who is looking for opportunities in the DC area.  She graduated from Bryant University in May 2009 with an Honors BA in communication and minors in business administration and political science.  She is currently a master’s candidate at American University and will graduate with an MA in Public Communication in August 2010.  Her academic background and internship experience makes her an excellent candidate! Read more about Erica and #HAPPO here.

Faith Dow

I’m an Online Content Editor and Community Manager seeking to combine social media with marketing. I’m greatly interested in advocacy work surrounding access to technology and broadband internet. My writeup on #HAPPO is here.

Image (right at the very top): Blake Patterson, Creative Commons

Help A PR Pro Out: The Michael Clendenin Edition

I know I’ve been talking (or having other folks talk) about job hunting, do’s and don’ts, etc., quite a bit lately. Honestly, I can’t help it; given this blog is all about “personal” musings on our business and our lives, it really is a reflection of what’s going on with, in, and around me.

Even though I’m not looking for a job myself, I’ve been helped countless times by both friends and strangers (who then become friends… what a wonderful world!) when I have been in the market – and the least I can do is pay it forward.

So when Arik Hanson and Valerie Simon asked me to be a part of a wonderful initiative: “Help a PR Pro Out” or #HAPPO for short, where several of us PR pros are going to do our bit to help our colleagues in the job market make excellent connections – and hopefully, find a great job – on February 19 – of course I said “yes.”

You’ve probably already heard the buzz online, but if you’re still getting up to speed, here’s the 4-1-1 on the HAPPO website itself.

Today’s #HAPPO Focus: Michael Clendenin

Specifically today, I want to tell you about a good friend and an excellent communicator, Michael Clendenin. Mike was most recently with Freddie Mac (yup) and is now in the job market. Having known and worked with him in a volunteer capacity at IABC/Washington (he’s on my current board of directors too) I can tell you that not only is he one of the most patient people around, he’s a really smart guy too; and whether it’s through sheer persistence or the luck of the Irish, invariably manages to pull the proverbial rabbit out of a hat when most needed.

Please – if you have, or know of, a senior-level communication position in the DC market, will you contact Michael? Or leave a comment below so that he can get in touch with you. And thank you in advance for your time and thoughts!

And now I’ll let Mike speak for himself. Please help this PR pro out!

Job-hunting Long Distance? Five Do’s and Don’ts To Jumpstart Your Search

Job-hunting’s still very much on people’s minds, judging by the number of emails I get – and, I’m sure, you do as well. As I was reading Chuck Hemann’s fabulous guest post from yesterday on how to land a job in social media, as well as Thursday Bram’s post on online networking over at Women Grow Business, I thought I’d share what I’ve learned about job-hunting long-distance – because that’s what I did when I moved from the San Francisco Bay Area to the nation’s capital.

1. With an open mind, you’ll find opportunities in the unlikeliest of places

I’ve always been the kind of person to get involved in clubs and organizations. In San Francisco, I was on the board of a small publicity-oriented group, but wasn’t at all involved with IABC, simply because I didn’t have the time (ironic, huh?).

But when I knew I was moving to DC, which houses the largest IABC chapter in the country, I knew I had to check them out. After arriving here and settling in, I looked up their events calendar and started going for EVERY event I could, regardless of whether it catered to me or not; I figured the more people I met, the better for me.

One of those meetings happened to be an “accreditation funshop.” I’d started getting interested in accreditation a couple years prior, so off I went to learn more about it, even though it wasn’t a job-hunting or networking event per se. At that event, I got to know, and hit it off with, an extremely active IABC-er who ended up sending me the way of her neighbor… whose organization just happened to be looking for a PR professional of my level.

I interviewed and ended up getting a job offer, which I considered strongly, but didn’t take (I’ll tell you why in a moment). But I’m still in touch with some of the folks from the organization and none of that would have happened had I not ventured out.

2. Put your money where your mouth is… wisely

Even before I moved, I’d looked up IABC (as I mentioned) as well as the other networking groups in the area. Now, I’ll be the first to admit that trying to get the lay of the land when you’re completely new to it isn’t easy. Still, through some pretty intensive Internet searches, I knew that WWPR and PRSA were a couple of other groups I should start getting to know.

At the time, I couldn’t afford to join IABC or PRSA before I’d moved, but WWPR’s membership fee was relatively inexpensive. So I signed up – while still in the Bay Area – and once my membership went through, promptly emailed a couple of board members to introduce myself and let them know I’d be moving to the area.

Then, when I got to DC, I followed up with them and joined the organization’s pro bono committee. Through my activity with them, I not only made some great friends I have to this day, I got… you guessed it, another job offer (which I also didn’t take… yes, I’m coming to that).

If you want people to take you seriously, you have to show them you’re serious. And more often than not, that means putting your money where your mouth is. I know it’s tough, so do it wisely… but you really shouldn’t expect something for nothing.

3. If you think a job is right for you, use your leverage if you have it

The year we moved to DC – 2003 – was memorable for another reason; it was my first encounter with Katie Paine, measurement queen, mentor extraordinaire and who I’m fortunate to call a good friend. I’d organized an event at which Katie was speaking (there’s that professional development thing again!) and we hit it off. She gave me an introduction to a good friend of hers who was with Hill and Knowlton at the time – and I followed up when I was in DC.

After meeting, and getting along with, me, said friend gave me an introduction to four extremely highly-placed and well-connected agency friends, one of whom happened to be the Director of Media Relations for Ruder Finn. The minute I heard “Ruder Finn,” I knew I wanted to work there; I wanted large agency experience and their origins in art-related PR struck a chord with my entertainment background. I followed up with her, we had lunch and she set up a series of informational interview for me at RF. They loved me; I loved them. And over the next few months, I kept hearing that… but no offer was forthcoming.

One week the stars aligned. I received not one, but two job offers (#s 1 and 2 above). But I really, REALLY wanted to work at Ruder Finn. So I called my contact and let her know – nicely – that I had a great job offer on the table to which I needed to respond by week’s end. That this was not a shakedown, but that, if they were at all considering hiring me, now would be the time to make that known.

I had an offer in 24 hours.

Make no mistake, I would have taken that other job. But I leveraged the job I wanted. And you can too; just be prepared to walk the talk in case it doesn’t go the way you want.

4. Networking’s not a right, it’s a privilege

“It’s not a right, it’s a privilege,” is one of my husband’s frequent remarks about driving, and I think that applies to networking as well.

I know many people who make introductions and connections on a regular basis – I’m far from the only one – for no monetary gain whatsoever. There is certainly the “karma” aspect, though I don’t think any of us are intentionally trying to earn karma.

So when people give of their time and connections, remember this isn’t just a favor they’re doing you; they’re making a choice to spend time with or on you, as opposed to something else (which could quite possibly be earning them money). So please, please, please don’t take it for granted.

What does that mean? “Thank you” will go a long way, especially as a hand-written (yes, hand-written) note or card.

Along those lines, please don’t tell someone you’ve never met to “feel free to pass my resume along to anyone you think might be interested.” It’s not their job to help you. It’s YOUR job to help you.

5. Stay in touch and return the favor when you can

One of the first things I did before I moved to DC was get advice on my resume. Through a friend, I was put in touch with a senior executive at APCO Worldwide and while she didn’t have any openings for me at the time, she did spend an inordinate amount of time making suggestions on reformatting my resume (and it’s a format that has remained, to this day, and which I share freely with others, so if you’d like to see it, all you have to do is ask).

I can’t tell you how grateful I was – and still am – for all the time she spent with me. And even though we still haven’t met in person (I know, I know), I make it a point to keep in touch and one day, I’m convinced, will get that proverbial cup of coffee. Not because I want anything from her; but because I’m genuinely grateful for the time she gave me, which was invaluable to my job search.

Take it from me; when someone’s taken the time to review your resume, introduce you to a few folks via online or offline, they deserve more than a bcc email you send all your contacts to announce your new position before you disappear into the blue yonder.

Sure, send the bcc email; but always follow up and thank them personally. And keep in touch over the years as best you can. It’s the right thing to do.

And now, for some additional resources:

• Ned’s Job of the Week is a free, weekly jobs e-zine that I’ve written about before, and to which you should subscribe
• If you’re moving to DC and are looking for a job in communications, IABC, PRSA, WWPR and WNG are just a few of the organizations you should check out and start getting active in
• Again specific to DC and the PR field, PRofessional Solutions is a terrific PR temp agency
• If you haven’t already created one, VisualCV is a terrific complement to your LinkedIn profile; I strongly suggest you have both, and keep them updated

Those are my top tips for job-hunting via long distance, though I think they apply to job-hunting in general. What can you add? Do you have stories to share that we can learn from, perhaps get a chuckle out of? The comment section is yours!

Image: Ame Otoko’s Flickrstream, Creative Commons

Five Ways to Land a Job in Social Media

This is a guest post from Chuck Hemann, someone I’ve enjoyed connecting with in the online world, and whom I very much hope to meet offline soon. Read on for great tips on landing a job using, and in, social media.

Social media jobs are popping up around every corner, and so are the people looking for those jobs. Unfortunately, the economic downturn took a heavy toll on the PR profession. Jobs aren’t as available for the experienced, or entry-level, professional. Because of the dearth of opportunities, many pros have taken to the Web in an effort to network and potentially land a new career.

If you’ve ever connected with me online or offline, you’ll know that I recently accepted a social media associate position with WCG, global media services company focused on the corporate and product marketing and communications needs of leading healthcare companies. I have enjoyed my current role as manager of research and online reputation for Dix & Eaton, but was hoping to land something more social media-focused.

If you currently have a job, or are recently unemployed and looking for something new, or even a recent college graduate who is trying to break into the workforce here are five tips that helped me land my job in social media.

1. Identify your niche

Social media may be new, but that doesn’t mean there aren’t a host of cottage industries within the space. Are you interested in measurement/monitoring? Are you interested in community management? Are you interested in SEO? For me, that space was in monitoring and measurement so I made sure I got to know the folks from Radian6, Katie Paine, Don Bartholomew, Ken Burbary and a host of others you can find through my Twitter lists.

Do not try to be all things to all people. The end result will be you’ve spread yourself too thin, and probably not become noticeable in any one category.

2. Identify the “influencers”

I usually hate the term “influencers” as there’s really no standardized method to determine who’s truly influential, but in this case it makes sense to determine the 10-15 people in your niche that you’d like to read, and interact with. A Google search for any of the topics I’ve mentioned above will certainly help in that process, but don’t be afraid to ask. Use LinkedIn forums or Twitter or your own blog to ask people who they find influential.

3. Take a position

One of the pieces of advice I give to entry-level pros, and even more experienced professionals, is take a position. Nobody likes the guy/gal who waffles (unless you’re Switzerland), so figure out what your position is on the hot topics within your niche and express them.

Is this potentially dangerous? Sure, but prospective employers are looking for the ability to articulate and defend an argument. My first opportunity to do that on a large scale came when Jason Falls allowed me to share the approach to social media listening that I helped cultivate here at D&E on his blog. Search for those same opportunities within your niche.

4. Engage those “influencers”

Social media, regardless of the particular tool, does not come with an engraved invitation.

You either take the time to get to know the folks who are influential or you don’t. I haven’t “met” a person yet who is unwilling to engage people who engage with them. Take the time to get to know the influencers in your space and then engage them where they live.

5. Take it offline

Your online interactions can only take you so far. At some point, you need to meet the influencers in your space in real life. Whether you meet them at a conference, a tweetup, or just strolling through their neck of the woods you’ll no doubt gain more value from the relationship after you’ve met them in person. I’ve had the opportunity to meet many social media folks over the last two years and wouldn’t trade those experiences for the world.

These are just five things that worked for me. If you’re interested in other takes on landing a job, I’d encourage you to check out the posts from Teresa Basich and Lisa Hoffmann, both of whom have recently started new jobs in social media.

If you’ve recently landed a job in social media what worked for you? Do share!

Chuck Hemann, a 2010 Society for New Communications Research Fellow, is currently the manager of research & online reputation for Dix & Eaton, a communications consultancy with specialized expertise in social media strategies and tools. On February 15, Chuck will begin a new role as social media associate for WCG, a global media services company focused on the corporate and product marketing and communications needs of leading healthcare companies.

Image: Laurie Nadeau, Creative Commons

3 Reasons Why Being a Volunteer Leader Helps Your Business

One of the great things about joining a professional development organization is that you can get hands-on leadership experience as a volunteer; experience which, they say, will serve you well in your “real” job. Certainly that’s a selling point for such organizations and in the PR/communications field, organizations such as IABC and PRSA thrive on it.

What kind of leadership skills do volunteer leaders actually gain though? And do these skills actually benefit them in their careers, or are they simply good volunteer leaders because of skills they’ve acquired through their day jobs?

At the end of the day, is being a volunteer leader—with all the time it takes—worth it?

I recently started my term as President of IABC/Washington after having previously served on the chapter board as VP, Professional Development, for three years until a couple of years ago. Before moving to the DC area, I served on the board of San Francisco Bay Area Publicity Club and now, in addition to my duties at IABC/Washington, I volunteer on IABC International’s Accreditation Council.

Lessons in leadership

Here are three leadership lessons I continue to learn that have been assets in my own business:

1. “Decision by committee” and “democracy” are two different things.

I’m all for healthy debate and respectful disagreement. Heck, that’s why we have boards—to discuss and debate the pros and cons of decisions that will affect chapter members as a whole and, possibly, be held up by other chapters as precedents or best (or worst) practices.

But if you’re in a leadership position such as president, you’ve got to know when to close that debate and make a decision.

It’s ok if all decisions are not unanimous. That’s why boards have quorum requirements. What’s not ok is to drag on the debate until you’ve practically twisted everyone’s arm to agree with your viewpoint.

Debate the heck out of the issue, get the majority vote, make the decision (setting your ego aside, if you have to) and move on.

2. Boundaries don’t just work, they’re necessary.

It’s easy, as a volunteer, to get sucked into doing things that other board members should be doing, but aren’t, or delay on…because you’re passionate about the organization you’re volunteering with, and want to succeed. “If so-and-so can’t do it, or doesn’t do it, I’ll just do it myself.” That’s all well and good, but you’ll get very tired being Superwoman after a while.

Successful delegation is a critical aspect of successful leadership, management and growth. If you don’t learn to set boundaries on your time and activities, you’ll constantly be at the receiving end of unrealistic expectations and will burn out. So be clear about what you expect and when you expect it, and then—and this is the tough part—let your team work its way through its collective charge. You can’t do everything for everyone all the time and if you do, it’s an indication that your team has some serious weaknesses.

3. Setting benchmarks and measures of success is critical.

I write (you may have to log in to read this op-ed I wrote in PRWeek earlier this year) and present often on measurement in public relations, because that’s my field.

But measurement itself is intrinsic to the success or failure of a business—and it should be at a volunteer level as well.

Passion, by itself, does not make for success. By definition, success implies meeting or exceeding stated goals and objectives. Which means we’ve got to start at the end—what do we want to achieve? Put it in writing, and working towards it will be so much easier. And if you don’t meet your goals, there’s no shame in that. But tracking your progress will at least show you what’s working and what’s not. And when it’s time to pass the torch, the new set of volunteer leaders will be grateful for the lessons you can pass on to them.

It’s quite a ride, this volunteer thing.

It’s exhausting, energizing and exhilarating all at the same time (and I’m sure you could come up with a few choice words yourself). And it’s the very best thing I could have done for myself to grow not just in my profession, but as a leader, manager and now, business owner.

I very much hope it is for you too, and I would love to know what lessons in leadership your volunteerism have taught you.

Would you continue the conversation by leaving a comment so that we can all learn from each other?

This post – with a very few minor differences – is featured today as a guest post on Women Grow Business. Many thanks to Jill Foster for allowing me to cross-post here. And this great image, called “Out in Front,” is from monkeyleader’s Flickrstream (also found by the redoutable Jill).

PR: Make 2010 Your WIIFM Year

Last week I (and several others) attended IABC/Washington’s holiday party. I think a decent time was had by all (I had fun, but then, I’m the chapter president so I’d hardly rat my own chapter out).

We had wonderful holiday music provided by the Marsh Brothers (one of whom, Greg Marsh, is a chapter member; I learned this thanks to Judy Gombita, who is, I’m convinced, omniscient). We raised money for Bread for the City via a raffle ($450) and donations and we networked our hearts out. I can’t thank our raffle donors enough.

Measurement legend Angela Sinickas made a surprise appearance, which thrilled me, measurement fanatic that I am. She generously made an on-the-spot raffle donation as well, as did Paul Duning of the Capitol Communicator. The food wasn’t great, but the bonhomie was.

What really warmed the cockles of my heart, though, was when we did a slightly different iteration of what we call the “go around.” (We say this is an IABC/Washington tradition, but I have no way of knowing if any other chapters or groups do it.)

At any rate, the “go around” is where we invite anyone new to the chapter or IABC, looking for a job or with a job to offer to stand up and share that information. It’s a way for us to welcome newcomers as well as for job-seekers and providers alike to be able to identify each other, not to mention put them on the radars of those who might be able to help them.

Last week, we added something to the GA. We asked people to share good news – account wins, new jobs, etc. – as well.

You know what? Many people did; quite frankly, way more than I expected in this economy. And almost all of them had something good to say about IABC in the bargain. One even credited his new job – a 17-month process! – with a specific IABC-sponsored workshop and offered to share his learnings with anyone who wanted. Which, obviously, is a great thing for potential new members and sponsors stopping by to hear.

WIIFM

One of the questions I hear over and over again, when it comes to association membership, is “What’s in it for me?” Even if it’s not explicitly stated, you know that’s where the questioner’s going.

If you’d been at our holiday party, I believe you’d have gotten the answer very clearly. What’s in it for you is camaraderie. What’s in it for you is experience. What’s in it for you is giving and receiving through the generosity of spirit.

What’s in it for you are the completely unanticipated consequences of throwing in your lot with a bunch of your fellow communicators who, once they see you’re along for the ride, will start bringing value to your life in ways you probably never imagined.

And while no one can promise you a job, or a raise, or a promotion as the result of joining such a group, chances are you’ll get more out of it than you ever dreamed of. But you’ve got to show up and get involved.

My Wish for You: a 2010 Resolution

If there’s one thing you do for yourself as a PR or communication professional, as 2009 gives way to 2010, please consider this: commit to a professional development group and pitch in. That last part is important; you’ve got to get involved.

It doesn’t have to be IABC; choose your local PRSA chapter or any other group where you feel a gathering of kindred spirits. I know it’s not inexpensive and believe me, I’ve felt the pinch.

But it really is the best investment you can make in yourself and your growth as a professional. You’ll make incredibly strong bonds with people you might otherwise never have met along the way… and you know what else? Your career will follow.

That’s what’s in it for you.

All photographs © 2009 Marvin T. Jones

Getting a Foot in the Door with GoodieRecruit

If you’re in the PR field, a Gen Y-er, a recruiter, based in the Washington, D.C., area, or “all of the above,” you’re well aware of Heather Huhman. Heather’s one of the most prolific tweeters and writers I’ve had the pleasure of getting to know, and she focuses on helping entry-level job seekers navigate the often- (and now, it seems, always) turbulent waters of getting their feet in the proverbial door.

In addition to her “day job,” keeping up her column and religiously sharing job leads, Heather recently launched Come Recommended, an “exclusive online community connecting the best internship and entry-level job candidates with the best employers.”

And if that weren’t enough to keep her busy, she’s now getting ready to add GoodieRecruit to the CR family of services, again focusing on entry-level recruiting. She calls it “next-generation recruiting for the next generation.”

I thought this was really interesting; one doesn’t typically think of hiring a recruitment firm for entry-level employees, so I asked her to tell me more about it.

What interested you about focusing on recruitment services for Gen Y-ers – what got you started?

I am passionate about helping students and recent college graduates pursue their dream careers – have been since I was in their shoes. Because of my experience as a hiring manager of interns and entry-level employees, I understand the needs of today’s employers and job seekers. I realize there is a need for change in the recruiting process as more and more baby boomers turn 60 every day and organizations seek more cost-effective hiring processes.

Have you ever been a recruiter yourself? What interests you about that field?

I have not been a “recruiter” by trade, but I’ve been in the position of hiring interns and entry-level professionals and very much consider myself a skilled college/campus recruiter.

Tell me a little about “experiential hiring.”

Employers always tell me they wish there was a way to “test out” entry-level candidates before hiring them – short of a three-month internship program, of course. Well, now there is – experiential hiring. This concept capitalizes on the notion that Gen Y learns best by jumping in with both feet and participating and serves as an extended interview of sorts. Think NBC’s The Apprentice.

How did the idea for GoodieRecruit come about?

The national unemployment rate has reached more than 10 percent, and the number is even higher among entry-level professionals. Because of this, there is a huge shift taking place in how organizations are going about attracting new candidates. Organizations are forced to work harder and smarter and not spend nearly as much money as they are used to. Many employers are reluctant to hire simply because they are not sure if the candidate is perfect for the job after only meeting with them for a very short period of time.

I saw a need to offer a cost-effective service for even the smallest organizations where employers and candidates could build a relationship. GoodieRecruit looks to create a recruiting service that is personalized so employers are sure they are hiring the right person.

You can read more about why I’m launching GoodieRecruit on our blog.

What’s the GoodieRecruit process?

For employers, the process looks like this:

1. If you are not already a Come Recommended member, we will work with you to complete your account.

2. A GoodieRecruit representative either comes to your office to observe the culture or surveys current employees electronically.

3. The GoodieRecruit representative meets, either in-person or over the phone, with whomever in your organization typically writes job descriptions to help them craft a description that will both appeal to Gen Y and clearly demonstrate what you are seeking in a candidate.

4. GoodieRecruit will work with you to identify a local nonprofit at which the “experience” can take place, based on both the specific position(s) you have open and preference for a particular nonprofit.

5. GoodieRecruit takes over the entire process from there—coordinating with the nonprofit, attracting candidates, evaluating candidates during the “experience” based on conversations with you and your team, narrowing down the selection for you to 2 to 3 top candidates, and providing you with a complete portfolio on each as to why you should hire them.

Will GoodieRecruit focus on specific industries?

Yes, GoodieRecruit currently focuses on identifying top entry-level talent in the following fields:

• Public relations/communications
• Public affairs/public policy/government relations
• Marketing
• Graphic design
• Development/fundraising
• Sales/customer service

Can you share five tips for new professionals to put their best foot forward when entering the job market?

1. Personalize your job search materials: Employers like to see that you have taken time to research their organization and have found ways to contribute if hired. This means describing how your past experience has prepared you for work with their organization in your cover letter and including accomplishments relevant to the job description in your résumé.

2. Dress professionally: Even if an interviewer says the interview will be casual, it is always a good practice to dress to impress. If the interview is business casual, you do not need to wear a suit, but slacks (or a skirt) and a nice shirt or blouse is appropriate and dress shoes are a must!

3. Come to interviews prepared: Show you have done your research. This is more than simply glancing at the organization’s Web site 10 minutes before walking into the interview. Research ways you can help the organization by thinking about how your past experiences fit into the job description and organization as a whole. Also, always come with thought-provoking questions.

4. Network online and off: It is crucial that Gen Y knows how to professionally use social networking sites and how to conduct themselves at networking events. These days, networking is one of the best ways to land interviews and be the first to know about upcoming opportunities.

5. Keep an online portfolio: This is less cumbersome to take to interviews and employers can peruse your work at their leisure. Also, online portfolios illustrate your technical abilities.

It’ll be fascinating to see how GoodieRecruit takes off as it integrates social media into the recruitment process; not to mention the obvious benefits to hiring organizations as well as non-profits who sign up to be the “lab” – what a great way to identify potential candidates for non-profit organizations as well. And candidates – remember those dress shoes!

Heather, thanks for taking the time to fill us in and please do keep us posted. By the way, Heather is also generously donating a GR package to the IABC/Washington holiday party raffle, where we’ll be supporting Bread for the City, so if you’re at an organization with entry-level hiring needs, you might want to come check us out, or contact Heather, or both!

What do you think of the GoodieRecruit premise and process? Do you have more questions for Heather? Do let us know by leaving a comment below.

One To Watch Out For: Rebecca Denison

I’ve “talked” so often to Rebecca Denison recently that I’m liable to forget I haven’t met her IRL yet. Tell you what, this young lady knows the right way to network.

Rebecca, a “new professional,” and I first connected on Twitter, where she asked if she could pick my brain on career options. I said, “yes.” Then we set up a time to talk, and I was impressed with her lack of entitlement. So now I’m doing whatever I can to help her with her career goals.

Rebecca’s an odd cookie. I say that in a good way, because here’s someone, very new to the field, wh

o’s in love with research and measurement as it applies to PR. When was the last time you met someone like that? So I thought a Q&A with her would be interesting. You can also read more from Rebecca on some pretty cool blogs, including those of Lauren Fernandez, Mark Schaefer and Heather Whaling. Oh, and on her own as well (highly recommended).

Tell me about yourself. Brag a little.

I’m a recent graduate of the University of North Carolina at Chapel Hill, one of the best undergraduate journalism programs in the country. I studied biochemistry for two years at UNC until I realized that my heart just wasn’t in it. Despite switching to the journalism school, I never lost my analytical mindset and critical thinking skills, and I think that this really gives me an advantage. I also feel like I’m on the cutting edge, so to speak, as I was in the first class on PR measurement ever taught at UNC.

I have two sisters (one older, one younger) who have truly become my best friends as we’ve grown older and more mature.  I am an avid college basketball fan (Go Heels!) and love to run when I have time. I’m fun and bubbly and rarely get embarrassed, but I do end up laughing at myself a great deal of the time. I have a loving boyfriend, who I am excited to visit in Australia next month.

You’re unusual in that you’re a new PR professional who’s extremely interested in research and measurement, an area that many pros grapple with even after years in the business. How did this come about?

My passion for PR measurement was instilled in me by Katie Paine.  I really credit Katie and my professor, Dr. Craig Carroll for where I am today.  Dr. Carroll helped me choose the best courses to hone my measurement skills and asked me to work with him for a variety of extracurricular programs.

During my first class in the journalism school public relations sequence, I heard a guest speech from Katie Paine about PR measurement, and I fell in love. Because it was my first class in PR, I assumed that this was something everyone in the industry was doing, and I was interested to be able to help measurement grow and change. I talked with Katie after the class and ended up taking an internship with her at the end of the semester which lasted through the end of my collegiate career. What I learned while working with her shocked me: barely anyone considered measurement to be as important as I did. My professors at UNC and Katie all taught me extreme importance of measurement, and it’s hard for me to understand why there are folks out there who still haven’t embraced it in their own work.

Once I discovered my passion for measurement, but realized that there wasn’t a degree program which would fit this passion exactly, I knew that a degree in public relations would be the best choice. I learned a great deal about the industry and about PR, and I think this only enhances my ability to understand PR measurement.

Working with Katie has given me the absolute best experience in measurement, and I was able to work with one of my professors, Dr. Carroll, to find a specific passion.  I helped him with the Carolina Observatory on Corporate Reputation which studied how the reputation of the top 50 companies in North Carolina were portrayed by the media.

Now that I have graduated, I am eager to become more involved with social media monitoring and measurement.  Particularly I am really excited to help measurement grow and change with the social media space.

What are your observations on the state of measurement in PR?

I am still surprised at how new PR measurement seems to be. Because of my own timing, hearing about it in my very first PR course and then being part of the first PR measurement course, it’s something that has always been an integral part of PR in my mind. I cannot understand public relations without the measurement and research aspect.

It’s encouraging to see that lately PRSA and the Institute for Public Relations have both endorsed measurement, so to speak.  The PRSA recently sought to come up with universal measurement standards, which is definitely a great step in the right direction. As I said before, I’m still baffled by the number of companies and professionals that don’t seem to understand the incredible value and necessity of measurement. I’m even surprised at what kind of research passes as acceptable. Some clients I have worked with only want to know how many mentions they have, which to me is just the bare bones, skimming the surface. There is so much else to learn and know.

Have you found PR different in practice than what you were “taught” it would be?

I’ve found that PR measurement can be so much more than what I was taught. There are so many different dimensions, and it really all depends on what a client wants and what is possible. I haven’t had any traditional PR experience outside of the classroom as I’ve been solely pursuing measurement. I have noticed that measurement is not as pure as it was taught. I understand that there are practical limitations to some measurements that just weren’t addressed in the classroom.

You’re also extremely interested in social media. What’s the RD take on SM?

Social media is the next big thing, well, it is the big thing. Everyone is talking about social media, and it seems to be the opinion that almost all companies need to be moving into social media in some way. For me, I’m just thrilled to be able to watch the space evolve and match measurement to new types of needs. As conversations happen more and more, how will measurement change? What new metrics will there be tomorrow? It seems that new tools and metrics are popping up every week, and I just want to be part of it!

What’s your dream job/client?

My dream job would be to be able to work as a consultant or with a small company doing measurement. I would really love to be able to start from scratch with a client, and to figure out what kind of measurement to do based upon their needs and how they want to measure success. From there I want to be able to perform the actual measurement, write the report and help the client understand exactly what the data is telling them. If possible, I would even like to help become more involved in the strategy moving forward based upon research.

Your must-have PR/industry related books are…

The books that I’m reading right now (or want to read) are Trust Agents, Twitterville, Measuring Public Relations and Putting the Public Back in Public Relations.

Isn’t she something? Rebecca, you’re an absolute delight. One to watch out for, for sure.

Who are the other young professionals you’ve come across who you think are the future of our profession? What makes them special? Do give the props via a comment below.

DC Conference Mania

There are two great events coming up in DC next week that I’m really looking forward to. Here’s my not-so-subtle pitch for you to come and be a part of them, if your schedule and wallet allow, because I think they’re smart conferences for smart people to attend.

The first is the Grow Smart Business conference on Tuesday, Sept. 29 (you’ll have noticed my blog’s been sporting the badge recently). I was lucky enough to be invited to it and I can’t wait to hear from Chris Anderson, Sen. Mark Warner, Bob London, Jill Foster (I’ll finally get to meet her!) and so many others. I’m also going to be helping to staff a “learning center” that will be open throughout the day at the conference, so if you’re planning to attend, please do stop by and say hello.

I’m chuffed that IABC/Washington (y’all have heard enough about how I’m involved with them, no need for me to go on about it, right?) is a partner of the conference; with a significant number of our members at or owning consulting firms, this is a golden opportunity to learn from some real movers and shakers. So if you’re an IABC/Washington member interested in attending the event, you can get $100 off the conference registration fee ($299) by using the code IABCGROWSMART here.

The second is Communitelligence’s Rethinking Corporate Communications conference, immediately following GSB (Sept. 30 and Oct. 1). There are some really interesting speakers lined up, including Mark Weiner, David Henderson, Jack Holt from the DoD, my friends Mark Phillips, APR and Ned Lundquist, ABC, and many more. Yours truly will be part of the measurement panel along with both Marks (MarkyMark?) on Oct. 1.

IABC/Washington is also supporting this conference, which is built around delivering value in a tough economy; again, if you’re a member, you can get $300 off the standard registration of $900/$600 (depending on whether you work in a corporate or government/nonprofit setting). The details are on our website.

There’s always a lot going on in DC and no doubt I’ll be wiped after next week, but I wouldn’t miss either of these for the world. I hope I’ll see you there.

Photo: brianjmatis

Job Hunting? Give JobShouts a Holler

I came across JobShouts the way I seem to come across many new things these days: on Twitter. I’m not looking for a job (hey, my boss is very good to me), but I know many people who are, and for them, it’s definitely worth investigating.

According to its website, JobShouts is “no longer just a job board in the traditional sense,” but “a job search engine integrated with social media, helping to create connections and deliver better matching results for both employers and job seekers.”

Basically, you can search for jobs – and receive real-time postings – across multiple social networks with one click, which is a huge bonus for job seekers. Recently, it introduced a similar feature for those looking for candidates called Talent Search.

I thought this was a very smart use of social media, particularly Twitter, so I sat down virtually with Robin Eads, the co-founder, and asked her to tell me more about it.

Who’s behind JobShouts?

Robin Eads & Michael Quale. (AKA @imjustagoyle & @tall_geek). Michael has 20+ years working in technology, with a strong focus on technology integration. I have more than 15 years of experience in IT/telecom staffing, business development, resume writing and career coaching.

What inspired you to do this?

As a user of job boards all through my staffing career, I knew that every year job boards got more expensive; and every year they delivered less quality and more restrictions. I was so fed up with job board results that I quit using them and resorted to using only my strong Boolean skills.

Late in 2008, after my second layoff that year, I decided to start my own recruiting and career consulting company. Demand wasn’t nearly as high for recruiting due to economic conditions and I found myself providing a lot of pro bono assistance to job seekers, mainly via Twitter. I felt Twitter was a great tool for interacting and receiving real time information.

That’s when the idea was born. Michael and I were discussing the need for a better job board; one that provided fresh information about real jobs, in real time.  We discussed that the “pay to post” job boards would have to evolve with demand, which was rapidly moving away from that model. Michael came up with the name JobShouts when we talked about integrating with Twitter and it stuck.

We decided Twitter would be our first platform, since it was fastest way to receive information about jobs being posted. We liked that we could “tap in” to the API as a means to providing information more quickly. So JobShouts.com was born in January of 2009.

What can job seekers to do to optimize being found via JobShouts?

They can create a free (and private) user profile, that will allow them to receive notification via Direct Message on Twitter whenever a job is posted that matches their profile.

We’re working on a solution that will also allow them to choose how they receive that message (email, Facebook message, etc). For now, all job seekers that sign up for a profile must also have a Twitter account. However, they can set their Twitter DM settings to forward to their e-mail or phone so that they don’t have to monitor Twitter actively.

What PR and marketing efforts are you putting into JobShouts?

All PR and Marketing is home-grown, trial by fire. During my career I’ve had plenty of marketing experience including business development. The PR is all new and self taught, with the help of some great friends on Twitter. We’ve experienced a tremendous amount of support from some key industry people; namely Alison Doyle, Job Searching Guide from JobSearch.About.com. Her help and exposure landed us in the L.A. Times only 2 weeks after our launch!

Eight months later, we’ve been featured in the Baltimore Sun, New York Times, Tampa Tribune and on FOX-TV across the country. Most of this effort has been largely due to my own learning and relationship building. I write all of our press releases as well as our blog. I create and maintain relationships with people in PR, HR, Recruiting, News Media, etc and I pay attention and learn from them.

Our marketing plan is being refined as we currently take on the task of writing a formal business plan. JobShouts.com needs capital to continue to grow and pursue more innovation, so our business plan is crucial in developing investor interest.

How are you planning to measure success?

I think success has multiple levels. Personally, I consider what we’re doing as a success already – we’ve already done what the big job boards don’t do. We’ve already given recruiters, employers and job seekers a better and more cost effective resource.

As far as monetary success, there will be an enhanced set of features available to paid subscribers in the very near future. Some features will always remain free – but even the subscription costs will be reasonable. We strive never to be a Monster.com, so I suppose the ultimate success for us would be to us to eventually gain market share from them.

***

I imagine aggressive job seekers will be leery of focusing their efforts on just one service, but I do think JobShouts is worth a shot; if nothing else, for the time it can free up for them online, allowing them to focus on networking and relationship-building, which are still incredibly important, perhaps even more so today. (And if they’re still part of the “I don’t think Twitter’s much use” brigade, this might change their collective mind.) Their blog is fun to read as well, and if you’re not already doing so, follow them on Twitter here, here and here.

If you’ve been helped by JobShouts, would you let me know? How are you using social media in your job search? Do share by leaving a comment; successes and failures, we can learn from them all.

Email Lists: One Step at a Time

I took a completely unscientific Twtpoll a couple of days ago. The question was: you’ve met someone once, and like a good networker, exchanged business cards. Next thing you know, you’re on this person’s email list, which is clearly being used to market his/her small business. OK or no way?

Out of 28 votes, seven thought it was ok. The rest (75%) pretty much said no way (if it’s going in your spam filter, I take it as a sign that it’s unwanted) and the comments are pretty clear.

My Take

In my opinion, this is the quickest way to eliminate what could have been potentially a very good contact for you from not just your database, but your life. Or worse, fall afoul of CAN-SPAM.

You want to grow your business; I get that. But building a business is based in no small part on building relationships, as yesterday’s #soloPR Twitterchat made perfectly clear (and many of those participating were/are small business owners).

Building relationships, like everything else, takes time. So you met a few people you think could be potential customers or advocates down the line. Great. Don’t start bombarding them with “this is the dream of my life” emails when you have no idea if they even want them.

Get to know them first. Shoot a quick email saying you’d like to keep in touch. If they respond, kick it up a notch; maybe set up a phone conversation or, if they seem willing, a cup of coffee. Find out what they’re about, what they are interested in. Find out what you can do for them – that whole social karma thing.

If it goes well, ask if they’d be interested in hearing more about what you’re up to, and go from there. And once they’re on your marketing list, always, always make sure there’s a way for them to extricate themselves. In Seth Godin’s words, it’s permission marketing.

Or, as Chris Brogan put it, “I’m reaching out to shake your hand and you’re trying to put your tongue in my mouth.”

What do you think? What are your tips for small business owners trying to grow their base? Have you had great – or not-so-great – experiences you’d care to share? I’d love to know and, as always, thanks for stopping by.

Want to Freelance? TwitterSource

I had a lot of fun co-hosting the first #soloPR chat on Twitter today. It was a shame that my co-host, Heather Huhman, was locked out of Twitter for the duration, but pros like Kellye Crane, Jen Wilbur, and many more shared great tips on a career as a freelance PR professional, especially for new/recent grads. That’s right, I put “career” and “freelance” in the same sentence; because it can be a great one.

You can see the entire transcript of today’s chat at the #soloPR What the Hashtag?! page, but here are some gems from today’s chat:

It was great to meet new folks and reconnect with friends like Jennifer Mitchell, a feisty San Diego-based pro. Jen and I agreed to use the term “an agency of one” (which I first heard from her and promptly appropriated – with her permission – for my website earlier this year) on separate coasts. And Shane Kinkennon put me squarely in my place with a beautiful definition of “higher marketing”:

Many thanks to everyone who signed on today. I hope you’ll join the erstwhile Kellye Crane as she moves the #soloPR chat forward every Wednesday, from 1 – 2 pm ET. If today was anything to go by, we just tapped into an amazing resource.

You.

Do you have more tips you’d like to share on a career in freelance PR? Do leave a note in the comments, I’d love to know.

Photo: Photos8.com

Of Job Hunting, Cologne… and Twitter

On April 2, a few friends and I put on the “Dream Team” hats that Ned Lundquist, ABC, bestowed on us some years ago, to help folks “Pimp My Job.”

What on earth is “Pimp My Job,” you ask?

If you subscribe to Ned’s free, weekly “Job of the Week” newsletter, which I sometimes guest-edit, you know what we’re about. But in essence, we’re a group of communicators from near and far who provide advice – sometimes mercilessly – to those brave enough to ask for it. They submit their on-the-job – or job hunting – nightmares to us, and we have at it, maintaining their privacy. Advice is compiled and published in the newsletter. You can read previous PMJs here.

PMJ Meets IABC

A few years ago, when I ran IABC/Washington’s programming, I thought it would be fun to do a real world version of PMJ – and sure enough, it was. A couple of weeks ago, we reprised our “act” at IABC/Washington’s Senior Communicators Council meeting (disclosure: I’m President-Elect for the chapter, currently also Acting President).

Given how dramatically the economy has changed in the past few years, I wasn’t quite sure how the SCC meeting would go (it’s one thing to pimp your job while you still have it, quite another when you, and more and more of your peers, are out of work).

It was wonderful. Folks shared their experiences, asked for advice, gave advice, and I felt a tremendous sense of camaraderie among the attendees. We had some fun too: can you guess which Indian goddess the Dream Team is trying to portray here?

“It’s Not Rocket Science”

Now, none of what we said is rocket science (I couldn’t resist). Career advice abounds, especially these days. But there were two things that stayed with me:

1) It’s easy to get depressed when you’re in a go-nowhere job/laid off/have been job hunting for years, etc. But as Kate Perrin of PRofessional Solutions said, you cannot afford to let the “stink of desperation” cling to you. That’s when you’re in such a poor frame of mind that it comes across no matter where you are, who you’re talking to, or what you’re talking about … and that will come through in your interviews.  Do I need to give you examples? I didn’t think so.

2) Senior communicators must start understanding and using online social networks. Being… well, me, I gave the attendees a quick demonstration of Twitter which, as we all know, is just one of the many platforms you can use to connect with people. Time and time again, I hear “we don’t get it,” “I’m not technologically savvy,” what the heck is the point of (fill in your epithet network of choice) anyway?”

The point is two-fold: first, it’s networking. If you have experienced the advantages of meeting and communicating with your peers outside of your work, you cannot afford to ignore online venues that afford you the same opportunities. Yes, you have to then take your online network offline and put it to work for you. But you can’t do that if you don’t have an online network.

Second, you are probably finding that these days, more and more jobs require a knowledge of the online sphere and social media. How can you be competitive if you don’t explore the spaces potential employers need you to have an understanding of? It doesn’t matter if you don’t consider yourself an “expert” (there are too many wannabe experts floating around these days anyway, as Beth Harte points out in this most excellent post). But you’ve got to be able to talk knowledgeably about it – and you can’t do that if you don’t engage.

In my enthusiasm to bring a Twitter dimension to the meeting, I asked my tweeps to submit questions for the Dream Team to me via Twitter, hoping to be able to answer them live from the session. Many thanks to all of you who did (you can read the entire event-related tweetstream here). The meeting had so many facets to it that we weren’t able to get to all the questions, but they (and the answers) have been published in today’s edition of JOTW.

A final word: if you don’t subscribe to JOTW, I strongly recommend you do. It’s completely free and you will experience the “positive, unanticipated consequences of nedworking” first-hand. Subscription (and unsubscription) instructions are at the top and bottom of every email. The annual March 32nd issue itself is worth the price of admission.

The Bottom Line

Yes, it’s tough out there. But it’s tough for everyone, not just you. So check your desperation at the door and start using the networks around you. That’s what they’re there for, and you’ll be the better for it.

(Thanks, Ned for the use of your photo)

To ABC or Not, That is the Question

A couple of weeks ago we started talking about accreditation on Twitter (at least, I did). I serve on IABC’s Accreditation Council so, clearly, think it’s a good thing. I was curious about what others thought, so I asked my networks why they had pursued, or were pursuing, accreditation, and what value they derived from it.

What’s the Value of Accreditation?

The response overwhelmed me, not just by how many there were, but by how strongly people feel about accreditation.

There were a few recurring themes: curiosity as to whether one “measured up,” validation of one’s approach to communications, and value in staying involved with process by being a mentor or grader. On LinkedIn, Mary Hills, ABC, who’s director of marketing for the Council said:

And Jason King, ABC, accreditation liaison for IABC/Washington, said:

You can read all the LinkedIn answers here, but I found Maureen Ryan, ABC’s answer particularly interesting:

Maureen’s accreditation was accepted by two universities in lieu of the GMAT. Bill Spaniel, ABC made good use of it too:

Accreditation v. MBA

So: you’re thinking of getting accredited, but should you be considering an MBA instead? What if you already have one, does accreditation still make sense? Here’s what Dora Smith, currently an accreditation candidate, told me:

Sue Johnston, MBA, ABC said:

The “Official” Accreditation Value Study

A study on the value of accreditation was conducted by L.C. Williams & Associates for IABC late in 2007. I encourage you to read the executive summary, which is extremely interesting; some key findings were:

• Seventy-nine percent of ABC respondents said the designation improves their résumés;
• Sixty percent said it’s given more credibility to their department or organization;
• Eighty percent said it benefits the profession by providing a professional global standard; and
• More than one-half of them (53%) said that since being accredited, they ensure that evaluation, measurement and monitoring are part of their plans.

So far, then, we have increased credibility, greater confidence, more rigorous use of communication best practices and advancing the profession.

Not All Peaches and Cream

Amy Mengel made several points from a different perspective; first, that accreditation is not inexpensive, when you consider the initial cost as well as the cost of maintaining it. She said (via email, and all emphasis is mine):

“I’ve worked in corporate communications for about five and a half years now, so I guess I’m ‘eligible’ to go through the process now if I wanted to. But I’ve never felt like having ABC or APR after my name would help me move up the career ladder or land a better/different job in corporate communications. I got my MBA two years ago (entirely company-funded) and I think that’s been much more relevant and opened more doors for me. I think accreditation would be much more important if I were an independent consultant or ran my own business – or even a member of a smaller PR firm.

If I were to do it, I think my reasons would be purely personal – for the experience and personal knowledge gained from going through the process. If I set out to do it with the expectation that it would get me a better job, a promotion, a pay raise, etc., then I think I would be disappointed. It’s not a credential that most hiring managers in corporate comm roles seem to be  familiar with or understand - it’s not like a CPA for accountants where it’s almost expected that practitioners have it.”

And, finally:

“I’ll also admit that I think a lot of these programs (beyond PR/comm. accreditations) are ‘profit centers’ for organizations… I can still be a good communicator without it, and the variety of designations handed out (IABC, PRSA, AMA, etc.) somewhat diminishes the strength of any one accreditation program.”

Gulp.

My $0.02

I promised Sarah Ann Walters I’d also share my opinion and story, so here they are:

I earned my accreditation four years ago, starting the process just after moving to DC. I did it because I don’t have formal training in PR, and I wanted to know whether my work – which I “thought” was good – really measured up. I attended an accreditation “fun shop” held by Ned Lundquist, ABC (who’s also founder and editor of Ned’s Job of the Week), and since I wasn’t working (I’d just moved to DC, remember?), figured I might as well start on my accreditation.

It took me one and a half years, from application to certificate. I paid for it myself, but it’s one of the best things I’ve ever done. It wasn’t cheap and yes, it was time-consuming. But I grew in confidence and learned a great deal which was reflected in my work, which led to the promotions and pay raises.

It’s one of the reasons I focus so much on smart measurement as an intrinsic part of strategic communications. It has helped define my approach to business communications, and the business of communications. So while accreditation has certainly been a personal achievement for me, it’s one I’ve put to good use for employers and clients, and they’ve appreciated it.

As to hiring managers being unfamiliar with accreditation… well, that’s a little of a chicken and egg situation, isn’t it? Until we, as accredited business communicators, take the time to educate them, why should they care? The Accreditation Chapter Toolkit might have been designed for chapters, but it’s got a wealth of resources we can all adapt and use to grow awareness of accreditation.

Michael Sponhour, ABC, puts it best:

“I find it works in the most simple ways – I have ABC on my business card, websites etc. and it often prompts questions from people who want to know what it is – that allows me to explain about the whole process. People should not expect an earth-shattering change in their professional career, but a greater sense of confidence and new opportunities to tell their stories without resorting to bragging or overbearing self promotion.”

The Last Word: From Shel Holtz, ABC

There are a lot of issues the PR profession faces, and this post certainly isn’t going to get to grips with them all. But one of the most critical issues is our validity as a profession, which Shel Holtz’ recent post on the issue examined extremely well. I’ll give him the last word:

Accreditation, unlike certification, is voluntary, and there are plenty of outstanding, professional PR practitioners who are not accredited. And it’s as likely you’ll find an accredited communicator who behaves badly as you are to find a lawyer who acts less than ethically.

But when faced with two communicators who are unknown to you, but who both seem to be equally capable, you can be more assured that the accredited communicator is going to perform his job based on a thorough understanding of communications’ models and standards because he has gone through a process and judged knowledgeable.

Photo credit: hartlandmartin. My thanks also to everyone who responded to my query, via Twitter, LinkedIn and email, several of whom are quoted in this post. The lack of space that prohibited me from using all your quotes in no way diminishes the value of your responses – thank you again.

What do you think? Is accreditation important to you, or are you curious about it? What else do you want to know? I’d love to have you join the conversation.

Recruiters: PR Also Means “People Relations”

Yesterday I received one of the most unusual calls in recent memory. It was from a recruiter with Profiles, who’d presented me for a position here in DC several months ago. Times are bad, hiring is slow; still, the process with this particular position has been dragging on for several months now.

When my path first crossed that of this recruiter, I made it clear to her that I didn’t expect her to “get me” this job; but what I did ask for was for whatever the final decision was to be communicated to me. I’ve encountered some recruiters who don’t do that, and there is nothing more off-putting than not knowing where you stand. As Rachel a.k.a. Jennifer Aniston said, “That, my friend, is what they call ‘closure’.”

Well, this recruiter walks the talk. While I have no idea whether we’re anywhere near the finish line, she has consistently kept in touch with me to try to keep me engaged. She follows up regularly with the hiring organization, and lets me know what their response has been. And when they do make their final decision, I know she will communicate it – whatever it is – to me.

For someone who’s not working for me, as Lindsay Olson explains in this excellent post, I call that pretty good “people relations.” Good people relations is something that not just PR professionals, but everyone, should aspire to – including recruiters.

Recruiter Horror Stories

We’ve all heard the horror stories about job candidates. Ad nauseam, I might add. But what about the recruiter horror stories?

Apparently there are quite a few, as my Twitter network told me:

Jason Buck “had an ‘interesting’ experience at temp agency party, where one very drunk recruiter told me exactly what she wanted from me, in earshot of all… I won a bottle of champagne at the next party for being ‘the most adaptable temp.’ ”

Another (whose identity is concealed on request) had this experience:

1. Brought me in to interview in October – seemed positive
2. Sent writing sample, never heard back
3. The main recruiter left – still hadn’t heard back
4. Move to November, I got laid off
5. They had me come in to interview three times, and meet with about eight people
6. Never heard from them again – by then I was so put off I didn’t care anymore though

And one of my Facebook friends, who also requested to remain anonymous, went through 10 (yes, 10) interviews to join a global recruiting firm; discussed a possible niche practice with the COO; drove 100 miles through a snowstorm for the final (10th) interview only to be told she was “more concerned with moving up the ladder than learning the ropes of the  business.” Her subsequent emails and phone calls were not returned.

The Bottom Line

No, job candidates should not chew gum or eat brownies during interviews. They should present themselves professionally, and follow up diligently and politely. And they should not expect recruiters to work for them – that is certainly not the way it works (though often good recruiters will give candidates tips and an insight into the recruiting process, as Lindsay and several others do).

But candidates can expect recruiters to work with them, and afford them the same courtesies they would like to see returned. After all, job hunters are people too. And when the economy turns, these same candidates, who are beating down every door they can see right now, might just be in a position to do someone a favor.

It’s called good people relations.

What do you think? Do you have tips for recruiters – or candidates – that you’d like to share?

Thanks to @KarenRussell, @jasonbuck and everyone else who contributed to this post.

Writing: PR’s Sleeper “R”

My foray into the U.S. public relations world dates back to 2000, when I had just moved to this country. Apparently “networking” was the way to go (in India we called it the “old boys’ club”) and, dutifully following the lead of more experienced professionals, I plunged myself into monthly meetings of the San Francisco Bay Area Publicity Club (which we fondly called “The Pub Club”).

Of all the characters – some offbeat, some extremely colorful – that I met, no one left a more lasting impression on me than “Mr. T.” I can’t remember his full name, but I do recall that his first name began with a “t,” was older than the average Pub Clubber (20-something), had worked primarily in Tech PR, and had recently been laid off (we’re talking late 2000/early 2001 here).

Mr. T said to me, “I can’t write, but I don’t think that’s important. I know how to do PR, and there are enough writers to go around.” (Or words to that effect.)

I remember being quite taken aback by that pronouncement. However, being a (fairly) well-brought up Bengali girl, I smiled politely and moved on to exchange pleasantries with the less-outré attendees at the event. But Mr. T’s words stayed with me. Every now and again, I wondered if he was right.

I don’t think so.

If you’re a journalist, author or successful blogger, you already know why.

PR professionals – especially those who are new to the industry – if you ever had doubts about the importance of being able to write well, consider:

Your communications with clients, the media and internal constituents invariably comprise a high volume of writing. How will you convince them of the validity of your plans, pitches or whatnot if you can’t express yourself well in the written medium?

We live in an age where short attention spans are not just the norm, they’re “ADOS,” as Peter Shankman famously describes himself. Lose your audience before your first paragraph is complete, and you risk the possibility of losing their attention for good.

We are trying to survive through a time of record job losses and the fear and self-questioning that accompany them. If ever there was a time to showcase the diversity of your talents, it is now.

Getting Started on Writing Well

Being able to write beautifully may be a gift, but being able to write well – both succinctly as well as with meaning – can be learned. Here are just a few ways:

Give yourself a précis exercise. One of the most useful high school English classes I had to go through was “précis,” or the practice of distilling several, often long-winded, paragraphs, into a finite number of words without losing the essence of the original writing. Try it: create a table in Microsoft Excel of “x” number of cells, and allow yourself no more than one word in each cell (punctuation marks can be included after a word). How good are your compression skills?

If you haven’t already jumped on the bandwagon, get thee on Twitter. What better exercise in expressing yourself succinctly than in being restricted to 140 characters?

Capture your soundbites. While this word may have been bequeathed to us by audio-visual media, there is nothing more potent than a catchy phrase that rolls off the tongue, that not only captures the essence of what you’re trying to say, but can be used across many mediums, be they press releases, op-eds, or messaging documents.

You may be well ahead of me and, if so, please do share your tips. If you’re still trying to figure out the skills you need to hone as a public relations professional, though, don’t dismiss the ability to write well.

It might make the difference between being – well, Mr. T and you.

Image courtesy Debbie Ridpath Ohi.

What Makes a Mentor?

About a month ago, I saw a tweet from Shel Holtz, ABC, that piqued my curiosity:

Not one to bridle said curiosity, I followed the link Shel provided and immediately signed up for the Mentorship Connection. Again, almost immediately, I was told (via e-mail) that I had been matched with a willing mentee: Nick Lucido – and now it was up to the two of us to connect and figure out how I could help Nick move towards his PR career goals.

What Nick and I have in common are a passion for smart PR and the desire to give back to the broader PR community by being actively involved in it. Thanks to the similarity in our natures, it took the two of us almost a month to speak via telephone this past Friday (though we’ve been corresponding via e-mail and Twitter since we were put in touch). I was struck by his drive and conviction – how many of us knew while still in high school that PR was our chosen path? – but most of all, by his willingness to extend himself along paths unknown.

What Makes a Mentor?

About a week after I saw Shel’s tweet, Kami Huyse wrote an insightful post on why mentors are vital to the development of one’s career. I’ve had many friends, colleagues and supporters who have helped me over the years, and I hope there will be many more.

But as I read Kami’s post, it reminded me of the mentors who have – perhaps without knowing it – been instrumental in helping me navigate my career and grow into my PR shoes. John Mason, one of the most visionary educators this world has seen, was an early mentor; since I moved to the U.S., I can never repay the kindnesses my first boss, Charly Zukow, and measurement queen Katie Paine have shown me. More than kindness, though, they exemplify the dictionary definition of a mentor:

What John, Charly and Katie have even more in common is that – at least from my point of view – they didn’t come to me and say, “Hey, I’m going to mentor you.”

What they did, instead, was lead by example, letting me know their respective doors were always open. They recognized potential that I did not, and armed me with the confidence to plumb that potential. They steered me towards taking on ever-increasing challenges that, when I succeeded, showed me possibilities I didn’t even know existed. And when I failed – because we all do – they let me lick my wounds but, before long, picked me up, dusted me off and set me back on track.

What John, Charly and Katie have in common is that they earned the title of mentor. And whether they know it or not – or like it or not – they will always be my mentors.

If I can do even one-tenth for Nick of what has been done for me, I will count myself fortunate. And perhaps then I’ll earn the title of being his mentor.

What about you? How have your mentors inspired you and earned your trust? I’d love to know your thoughts.