Getting Hired in PR: Three Critical Skills

This is a great blog for me to read because I am a senior in pr and I am already looking at jobs. I’m afraid because although my writing is OK, it is nothing spectacular, and feature writing isn’t my favorite thing to do. I can handle writing press releases, but I would rather write a shorter article and include podcasts and other social media instead. I have talking to Robert about different areas I can get into that includes less feature writing and more use of the internet and various social media tools.

To score a successful PR job, one must know the basics, but I believe that you learn more when you experience the PR process first-hand. Newly applying members of the workforce, such as our soon-to-be-selves, should not however, be expected to know everyhthing. That is why internships are important. You gain the knowledge you need by being part of something and knowing how to handle yourself and/or your client. The post above is, on the other hand, an eye-opener. Life isn’t easy, it’s what you make it.

Thank you so much for this helpful post. As I near the ever-anticipated graduation date (T minus 11 months), I am constantly filled with fear that I am not quite ready for the real world as much as I want to be. I am being bombarded (through shadowing interviews and other conversations, blogs,etc.) with the idea that experience is of much greater value than grades and education. I sometimes get frustrated with those statements because students have to start somewhere. I have gained much valuable experience, though it may not be in the form of formal PR experience, throughout my college career. I am in no way discrediting the need for experience, I just think it can come in many forms. To me, what is learned and how it is applied is much more important than where it was learned. I agree with Mr. Goldstein that “The only way to develop agility is to embrace throughout life all ‘discomfort zones’ as opportunities and not perils.” I think that includes taking a chance on new-comers to PR.
Your list of employable skills is obviously of utmost importance. I truly appreciate your time and effort in helping students. Your insight is invaluable and I will not quickly forget this post.

I could not agree with you more with all of these tips. I am currently working at my internship that will become my full-time job upon graduation. I participated in the cardinal rule of internships, failing to ask questions and go on assumptions. I don’t know whether it is my inexperience, or that I was misinformed, but never assume something. That should be emphasized during an internship. I had to learn the hard way, but in the end I did learn.

I think students are doing themselves a disservice because they are not focusing on the “real world” aspects of their curriculum. I being one of those is anxious to graduate, in less than two months (gasp), fail to take to heart the things I am taught. Robert is teaching his heart out and all I can think about is graduating. This goes with my theory that students should take time off before grad school so they do not get burned out and fail to pay attention to their teacher.

I wish I could turn back these past few years and re-learn everything, but I cannot. I will however use this internship as the ultimate learning tool to utilize the culmination of four years of education to my advantage. Good luck to my fellow classmates as well. It is a great learning experience.

Do not be discouraged. Experience will come in time. It is our job to never stop learning and be open to the experience and knowledge of those who came before us. Kami sums up great pointers for the entry-level practitioner, but these are great pointers/reminders for those of us already in the industries.

I would like to add mentorship. Go beyond networking (a buzz word that gets under my skin). Learn from everyone good and bad. Keep your ears and eyes open because there is no black and white.

Can I add a couple of tactical suggestions here?

1) Learn how to present yourself to prospective employers. Don’t rely on your classmates … find someone who is a position of responsibility at a company — perhaps even your parents — and ask them about issues such as dress, telephone etiquette, e-mail etiquette, how to follow up, etc.

2) Remember that the people doing the hiring are typically older and probably have a different outlook on jobs, the workplace, etc. They are looking for someone who can represent the company professionally … someone who is committed to learning and growing. At an agency, for example, they are judging you the same way a client will judge you — “do I trust this person with my business?”

3) Don’t be selfish in your interview — don’t ask about vacations, gym memberships, free parking, bonuses or other issues that shouldn’t be a concern to a entry-level person. Focus instead on communicating what you can offer the firm.

4) Finally, be willing to tackle new things, and to work hard. Employers love people who are enthusiastic and eager to grow. Don’t worry about getting credit … just do the best job you can do and the rewards will follow.

Forgot to add this … it’s a link to a post I wrote awhile back that prompted quite a bit of discussion.

http://wagnercomm.blogspot.com/2006/01/attention-transparent-generation-that.html

Kami and John Wagner’s advice is spot-on. Here’s some more advice…

Frankly, as an employer, I don’t care all that much about your experience. We can teach you what we need you to know fairly quickly.

I am looking for ZEAL, ATTENTION TO DETAIL, and CHARISMA. I look for the confident, frequent smile and the “leaning forward”/engaged look.

Bring those, and you’re probably getting hired.

Also:
Dress nicely.
Make sure that there are no typos on your resume or cover letter.
Show me that you’ve read my blog and website and have a few (not a hundred) questions ready. If I hire you, I’ll do my best to make you feel special every day. During the interview, though, why not make your interviewer feel special, by demonstrating a sincere interest in their company?

Good luck!

Helpful post. I recently sent out my resume for my internship and got an uplifting e-mail back about how they wanted to set up a time with me for an interview next month. There is so much going on through my head right now, but the biggest thing is how to set myself appart from everyone else. In my mind it’s kind of like a speed dating thing where I have to say something funny and interesting for the dater to remember me.
I like that John added to present yourself in a positive maner. With all of the people that I have talked to that interview/hire employees for their company it is their positive attitude that they like the most. And for someone that has worked with too many negative people, it is so refreshing to have someone new that brings a positve light on things. The negative people I work with seem to contiually drag me down to where I become less productive.
Also a good tip about not being selfish. When I listen to prospective new employees come in for their interview it is amazing what they ask when they are asked if they have any questions. Maybe you do have a question about the great benefits, salary, and “actually work I’m REALLY going to HAVE to do,” but perhaps best not to say that.

These are great tips. I would add two things: I look for someone who has passion for what our organization care about and someone who takes initiative. I can help you learn editing and help you learn about our business. And writing is something we always are learning to do better. The first sign to me regarding initiative is the thank you note after a job interview. No thank you note, no job.

Thank you so much to everyone for the encouraging and informative words. I think all of these helpful hints could be combined to make a very helpful book for up and coming college grads like ourselves. I would buy it! I get excited when I think about the future and how many opportunities are available, but there are so many small details to remember that seem to get overwhelming. I think I am going to make a check list before each interview in order to make sure I give my best to each and every company that makes time for me. I also liked the idea about the thank you note after each interview from Christie. My mother would be happy to hear me say that. I feel that with the internet things can get somewhat impersonal and a written thank you note shows that you really care. Thanks again.

I also believe that being able to communicate with journalists is an important skill to have. After reading Todd Defren’s post about the trouble with the undergraduate programs I noticed I only had to take two journalism classes. Though those classes taught me about AP style and how to write in that format I believe a class that would incorporate communicating with journalists and the best ways would be useful. I see it as how we both rely on each other, journalists rely on PR practicioners for content and PR practioners rely on journalists to get that content out in the public. So while the 3 critical skills you listed are essential I believe communication skills play an integral role, especially with journalists. Those communication skills could definately show you a way to act professional and handle your clients carefully too.

As my college career ends and my future career begins, I find myself apprehensive. Are college graduates today, ready for the real world tomorrow?

All these suggestions are imperative to success in this business, or most businesses perhaps. Among all the ideas, the way you carry yourself is the most crucial characteristic.

Knowing how to handle certain situations, especially in p.r., and keeping your poise is a necessity (we all know, plan for the unexpected). Clearly it is an asset to be able to write well and experience can be learned…but like Todd Defren said, it’s all about charisma and character. No one wants to hire an uptight, unorganized individual. Employers want someone that brings something new to the table.

In an interview you only have one chance to shine; you only make a first impression once. As a potential representative of a particular company, someone that is fun and has charisma would more likely strive in this business.

Kami,

Thanks for your informative and relevant post! Posts like yours are what a lot of use job-hungry, soon-to-be graduates (including myself) are looking for.

I found a lot of what you posted to be true for myself. I am preparing to graduate in August and right now my biggest fear is that I have a degree in PR and think I know what I am doing, but I won’t be able to apply my skills I have learned in Auburn towards my job.

Out of the three employable skills you mentioned in your post, the one skill that I will need to work on most is the critical thinking skill. In school, the majority of the time we are given a task to do (whether it be homework, a paper, group project, etc) and given an outline to follow. We are taught to mimic or “parrot” what our professor wants. So, when the time comes for us to think on out feet, without an outline, it often times becomes difficult. I know I like having the crutch of a guide or outline to help out the process, but unfortunately that rarely happens.

Although I seem to be struggling through my style and design class, I know that the things I am learning will be irreplaceable once I get out there in the real world.

The writing aspect does not scare me as much because I feel that it is one of my stronger points in PR. However, i need far far more improvement in all areas including writing.

Among the imperative qualities listed above I think that just your confidence in what you know, and just the way you carry yourself is also extremely important. I realize that confidence only comes with experience.

Not only are these 3 skills important, they are crucial for any person who hopes to get any sort of job in the real world. If you can’t write or solve problems without having someone else explain what to do step-by-step then you aren’t prepared for a real job. However, these 3 skills are not the only important thing for a PR graduate to know when going out in search of a first job. I think that knowing how to handle communication with the media and journalists is also crucial. I fully agree that without these basic skills, there is no hope for getting a good job.

This is true, and I guess this problem is also a dilemma on most industries. The lacking knowledge and experience should be supplemented with right training job and should be well-equipped with updated books. I guess what is very much needed is a mentor with the right hands-on on the subject matter, meaning with a lot experience and not just the right knowledge. In short, experience as a professional in a particular field counts a lot.

I have made a previous comment on this post, but I started to re-read some of the other comments and it got me to thinking. My thoughts were spurred on by the words of recommendation to “dress nicely” when going for an interview. While I do think that a put-together appearance is a plus, I wonder how many employers take the extra time to gauge an interviewee’s attractivness outside of their clothing. I have been told that it is not the best idea to put a picture on my resume because often it can go one of two ways with a potential employer. I’m either going to thought of as “the pretty one” or it might be that the person is turned off to my appearance and that I put a pic of myself on my resume. Either way I’m going to lose. I want to be hired for my work wthic and skills, but I don’t want to be discriminated against for being considered attractive. As I begin the interview process myself. I often wonder which way it’s going to go. Not wth all, but there can always be that vibe from one that is not forgotten.

Newbie grads and to-be grads, listen up: If you want to get a job in PR, think beyond the agency. In fact, if you really want to succeed, specialize in another field and then apply your PR skills to that field. The more specialized you are in something else, the easier time you have getting hired.

I spent 18 years in commercial real estate - 12 years as a commercial real estate writer and publicist, and nine of those 12 years with my own commercial real estate and writing business, representing some of the largest companies in the industry.

Even in New York City — the largest commercial real estate market in the world — there simply were not that many people who had that combination.

PR is a skill — getting the word out, writing releases and stories that are publishable, knowing how to keep a company OUT of the press when needed — these are invaluable skills

Publicists are needed in every industry, but generalists won’t cut it. You need to really know a field — be an insider — and then you’ll have people calling you.

Specialize, specialize!

This is my last year at Auburn as a PR student, and I am happy to get all of the advice I can get when it comes to finding a job in the PR world. Also, as a student who has recently become introduced to blogging, I was very happy to find this blog because it directly adheres to my life right now.
I am excited about the opportunities in the “real world” when I graduate next May, but I want to know how to take full advantage of these opportunities.
I appreciate the outlined 3 skills necessary; writing, critical thinking and knowing PR skills and techniques. I will always keep this information in mind.
As far as I’m concerned, the more advice the merrier!

It’s not just knowing the PR skills, it’s knowing the PR mindset. Remember, even though you want a job, the job search is not about you. Just as you should understand how to develop a customized pitch to a journalist, you also should understand how to customize your pitch to prospective employers. See this recent post of mine for a little dose of the real world. http://hoover.prblogs.org/2006/08/01/helping-a-pr-job-seeker-out/

Blog posts like these are what interest me most. Just about everyone who is an undergrad is looking to get hired after graduation. Being a senior, that time seems to be right around the corner, so this post grabbed my attention. I will try and take everything that you and Todd Defren have said to heart. I loved his comment about what it takes for him to hire someone. I wish there was a class dedicated to the business side of PR, unfortunately I don’t know much about the topic, but with all the access we have to the internet and teaching websites I am sure that I can educate myself on the subject. I think that the best teaching tool can be actually doing it. Unfortunately not everyone gets that oppurtunity before they graduate and begin looking for jobs. We will all have an internship under our belts before graduation, however our internships may not entail press releases and the like. I think the idea about the journalism majors and the Public Relations majors working together to pitch and be pitched ideas to is a great idea. I wish Auburn would look into that. Basically what I am trying to say is thank you for posts like these, they may make all the difference in the world between getting a job and not getting a job.

Kami,

This is great advice! As an intern this past summer, I discovered how important it is to be a critical thinker. There were many times I had to ask questions and research before starting a project. Like you said, as students we are used to being walked through every step of a project or assignment. Although this helps us in the classroom, I found it more helpful to understand what I could before asking too many questions. My boss was also happy that he did not have to give me directions through every step of the project.

Although I have taken numerous writing courses, I feel I could improve my writing skills. I know you mentioned blogging as a great way to do this. Do you have any advice for someone who is beginning to blog? I’ve also heard that PR professionals and employers have commented about PR graduates lacking writing skills, what do you think is the cause of this? Thanks again for the advice!

I really appreciate this blog entry. I am graduating in PR in May and I still feel a sense of confusion about what is expected of me as I enter the job market. Your guidelines are extremely helpful. I have been in the workforce a little longer than most of my classmates however the skills I have are basically all clerical.
When I am searching for a job should I highlight some that past experience or stick to what I have done in PR? I know it can’t hurt, but at the same time I don’t want it to seem irrelevant.
Thanks!

Thank you for the advice! As a senior facing graduation in the upcoming months, I am especially interested in blog entries that give tips for entering the professional world. In the sea of tips and pointers, your post is refreshing because you highlight three crucial skills I am developing and can work on improving. Although I am not sure where I am taking my career at this point these skills will be important in any aspect of the field.

After reading your blog entry and Todd Defren’s entries, I am most interested in your emphasis on critical thinking and his on the business side of public relations. I always want to continue learning and asking questions. I think a critical mind will not only help me perform well in the duties of my job but will help me move forward in my career. I wish I had more experience and knowledge of the business side of pr. Our curriculum requires that we take business courses, however I do not feel prepared to work with business professionals in the real world yet. How do you suggest students learn business etiquette or become more business savvy before entering the professional world? Once again, thank you for your insight!

You spoke right to the heart of what I’m dealing with at this moment trying to find a job! Luckily, as I read your post and Todd Defren’s, I actually feel better about finding a job. I realize more and more the value of being in Auburn University’s public relations program. We’ve been exposed to many areas that Defren says many public relations graduates lack. Our classes include practice with blogs, campaigns, press kits, and even dress codes. These areas have allowed me to acquire the three critical skills you suggest, writing, critical thinking, and knowing pr tools and techniques. I think my program does a good job of focusing less on theories and more on practical experience.

Although I do think I’ve been blessed to be part of a wonderful program, my business knowledge is lacking. While I have knowledge in public relations, I’m still worried I won’t know how to apply it in a business world. How do you suggest making this transition? I’ve learned that a great deal of public relations is understanding my public, but I’m still trying to figure out the best way to do that, especially when my public is a large corporation.

For now, I’m just trying to read as much as I can and keep my eyes and ears always open! Any suggestions would be much appreciated! Thanks!

Our graduation programmes mostly focus on theoritical approach rather than practical and they also lack in paying attention to fill the communication gaps and to ensure whether the message reaches the targetted audience. Writing, critical thinking and PR skills make a good carrier out of any one with a good decision making power and acting quickly upon to changes in the business environment is also important

I found this to be a very interesting and helpful blog. I am a PhD student in political science and have campaign, but I have been thinking about pursuing a career in public relations when I finish, but I am not sure what the process is to look for or try to find jobs in public relations. Is there a certain way to go about finding jobs in this field? Thanks!