The first post in Marcomblog happened on Saturday, November 13, 2004. We’ll celebrate our third anniversary in just a few months. That’s a long time ago. Many students have passed through my classes and participated in our social media activities. So, I had this funny idea. Hundreds of those students have graduated and gone on to careers in public relations and marketing communications. Why not hear from one of them? I asked Mary Kneeland (MK) if she would write a post reflecting on the transition from student to practitioner. Here it is.
Welcome Mary Kneeland Metcalf back to Marcomblog.
Currently I am experiencing a lot of firsts in my life. 
First big move, first time living alone and out of the south, first time without the parent’s money, first job … and the list could go on forever. After graduating from Auburn last year, I was offered the job of a lifetime: working for Edelman with their me2revolution group.
I was, as you will be, given the tools during my time to make myself unique among college graduates looking for PR jobs. I was given the incredibly powerful knowledge of social media.
Out of my first job sprung my first conference, BlogHer. And out of that came the opportunity to meet in person some of the practitioners that take the time out of their lives to teach us some of their vast knowledge. Josh Hallett and Susan Getgood, both Marcom contributors, were present. The whole weekend, all I could think about was this transformation I had just made from student to practitioner.
From this conference and the subsequent online conversation, I learned many valuable ideas from which we all could really benefit. Take some time to read Susan Getgood’s post on the weekend. Follow all the links and you will get a good idea about the conversation that took place after BlogHer.
At the most basic level, the most important thing I took from the weekend is that relationships matter. If you take the opportunity that you have been given with the PR curriculum at Auburn, you have the chance to form relationships with some of the most powerful people in the business.
No example of this is better than my classmate, Christi Eubanks. Christi searched and searched for the right jobs coming out of college. She is the one of the best writers and strategic thinkers that I ever came across at Auburn. She had all of the tools to make a hugely successful practitioner. After months of searching and unsuccessful interviews, she dedicated herself to updating her blog and getting involved with the ongoing public relations conversation online. A few weeks later, Christi now has a dream job working at Converseon in New York City with Paull Young and Constantin Basturea, two influential practitioners. I am confident that if you ask Christi why she got her job, she would say her involvement with social media.
Use this time now to stay ahead of the learning curve by dedicating time everyday to reading the blogs of those who spend their lives learning about the power of social media. Form relationships with the contributors of this blog, because these are brilliant people. Then, one day, you could be lucky enough to work for one of them. Social media is here to stay and if you want to be a player in the PR world, you have to grasp it now. Do not throw away a chance to learn the ins and outs of this vast world. To steal Seth Godin’s idea, don’t settle with being good enough.
Best of luck to you guys this semester in Style and Design. There will be moments where you will want to pull your hair out and just start crying. (WARNING: If you guys do this, leave the room because the #1 rule is that there is NO CRYING IN LAB!) I promise you that if you commit yourself to truly understanding the information that is being thrown at you at warp speed, you will be many steps ahead of the thousands of people across the US graduating with the same degree.
And always remember, relationships matter.
I’m very grateful to Mary for making the return visit to our class activities. Last time we saw Mary around these parts, she was leaving comment number 7243 on Dave Forstrom’s post - Tech PR…What Do You Want to Know? Now, she’s back as a guest contributor. This makes me very happy. Thank you, MK. I appreciate you returning to the loveliest village and to Marcomblog. Please visit her blog, too. Mary’s writing about life as a southern transplant Displaced in Chicago.
16 comments
9/6/2007 at 6:00 pm
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9/6/2007 at 10:14 pm
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9/8/2007 at 1:56 pm
Christin Eubanks
Thank you for the very kind words, MK
And yes, everything she says about relationships and making your social media activities count, really is worth doing. Try your hardest to get the most out of your Style & Design experience and, LISTEN TO ROBERT. The man knows he’s talking about.
9/13/2007 at 9:06 pm
Alana
Before taking Robert’s Style and Design class, I had always thought of blogging as just an outlet for teen angst. Now, after only being in class for four weeks, and after reading your post, I realize blogging is a much more diverse and practical phenomenon. As you stated, it has brought networking to a new level. With just the click of a mouse, we are able to pick the brains of industry giants. I can’t think of a better tool for students who will soon be entering the workplace, or anyone simply searching for a new outlook, opinion, etc. Robert has been emphasizing the advantages of social media since this semeser started, but it just means more coming from someone who was in our shoes just a few short months ago (sorry, Robert). Thanks for your insigh and best of luck in your new career.
9/14/2007 at 12:02 am
Jordan
Reading this post was a breath of fresh air. It is good to see a fellow Auburn student using the skills I am currently learning to go far in their PR career. I appreciate your ecouragement and emphasis on the importance of social media. I know that these skills will put us a step ahead of other students and while overwhelming at times, Style and Design is one of the most useful and practical classes I have ever had.
It is great to have a teacher, like Robert, who cares so much about our future. It is also refreshing to see past students get jobs due to their social media skills. Through Style and Design I have come to understand just how important and useful social media is. I love that I can take the things I am learning in Robert’s classroom and use them to not only network and make connections but as a tool when entering the world of PR.
9/14/2007 at 1:19 am
sarah.
Thank you for making the transition seem a little less scary. I sometimes undervalue the education that I’m getting at Auburn, assuming that these are just the basics and that I’m going to have to learn so much more just to compete with other entry-level practitioners. Your post is an affirmation that we really are ahead of the curve and have great opportunities ahead of us.
Like Jordan said, Robert is a wonderful teacher. Although extremely sarcastic and sometimes a bit scary (in a good way), he is insanely knowledgeable about the world outside. It’s always nice to think that you are going to succeed, and with the help of people like yourself and Robert, I think I may just do that.
9/14/2007 at 1:30 am
Kathryn C
Lately I have heard so much about how important relationships and networking are in this major. Of course I have heard it over and over the past few years, but this year it is really beginning to hit home. This class has been my first introduction to social media and the vast world of communication through blogging. The number of people that I have the potential to meet is overwhelming, and a bit intimidating. It is refreshing to hear how beneficial all that we are learning has been to you. This is not to say I don’t enjoy and appreciate all that we are learning in class, but at times it can be very overwhelming. Knowing that all of this hard work and stress will pay off in the end, and hearing it from someone who was in our shoes not too long ago is encouraging. So thank you for the encouragement!
9/14/2007 at 3:45 am
Elizabeth
It is so refreshing and encouraging to see someone so successful that can testify to the power of everything that we are learning in these classes. It can be overbearing at times and seems a bit obscure as well, but I have no doubt that I will be hugely grateful for the experience in the very near future.
Social media is so interesting in itself, and I had not considered it’s possibilities until I began this class. It is so far reaching, and I have a feeling that I have not yet even begun to grasp the extent to which I will be using it in my job. I am beginning to better understand that there are no limits on the potential of social media. I feel privileged to have such an advanced class available to me, and I know that it is allowing me to be a part of cutting edge developments in PR.
Your tips and suggestions are welcomed and greatly appreciated. I take comfort in reading your testimony of success and your words of encouragement for the next year.
9/14/2007 at 9:10 am
Rachel
I never understood what social media was or the endless advantages that would come from this type of communication, until I began this Style and Design class. It is nice to know that the hard work we are putting into this class will pay off in our future. As Kathryn said, what is stressed to me the most by all of my professors and mentors is the importance of networking and I never really thought about how blogging and networking can go hand-in-hand.
I feel very fortunate to be learning about the importance of social media and networking now, especially after hearing how this knowledge has helped a former Auburn student land a great job. I know that I will learn the most valuable information for my future from Robert’s class and this does ease my anxiety about entering “the real world” and finding a job. It is still early in the semester and I have almost cried (outside the lab, not inside), but at the end of the semester I feel like I will have more confidence to enter the work force. I appreciate hearing from a former student in my same position and wish you the best of luck in your career.
9/14/2007 at 9:18 am
Mary Kneeland
Hi everyone. Thanks for your comments! I am sure things are getting busy as the semester is now in full swing.
The meme that Kami discussed on her post was very interesting to watch unfold. As you get more accustomed to this space, think about the role blogging will play in your life. Will you be a personal blogger or a professional blogger? I think I am a mix of both. If the answer is professional, then truly take into consideration boundaries. Of course, if someone is doing something unethical, speak up and make your voice heard. If it is something you disagree with, be tactful about the way you address it. Blogging is about generating conversation so don’t just listen to the conversation, participate in it- but do so wisely.
Everyone cheer on our Tigers this weekend…we need a win!!
9/19/2007 at 12:59 pm
Tyra
I just want to say that it is great to hear these words from someone that’s in the real world doing real PR work. We are always hearing about you guys in class and how we should follow in your footsteps. Honestly, I am mind blown by Style and Design right now, but I am willing to take it one day at a time to learn because this is not something you learn over night.
The whole concept of blogging it new to me. I had heard the word before but didn’t know what it was and had never done it before. Now it seems easier that talking on the telephone in order to stay in contact with someone. This is indeed an easy way to form and maintain relationship because we all know that regardless of what your major is networking and who you know is key in getting jobs.
9/19/2007 at 4:40 pm
Evyan Mischke
I decided to comment on this post as well and agree with everything that was said. I recently started at a smaller agency in NYC called Evins Communications, Ltd. and other than my referral over there I am 100 percent sure I was offered this position due to my experience in social media. I am going to be spearheading the social media aspect of this agency and my employers came to this conclusion primarily based on my website and blog. I know Robert’s class is a lot of work and very time consuming, but look at all the success is coming out of that classroom.
9/20/2007 at 1:06 am
Morgan
I am graduating in December, so I will be coming upon many firsts in my life as well. It’s a scary time. However, I have heard nothing but great things about this class and just knowing about social media in general. Even reading some of the comments that were posted on this blog stress the importance of newtworking through social media. I am truly encouraged by your story about your friend who committed herself to networking through social media and that was her saving grace. As much work as it seems right now, the whole idea is really becoming clearer to me. And I feel like i am learning so much just by reading blogs from professionals who really know what they are talking about. I would have never known about this channel of communication if it weren’t for this Style and Design class. Thanks for you encouragement!
9/20/2007 at 5:08 pm
Sara
This post really has me thinking. At some point, i actually have to leave Auburn and get a job! Yes I know, so does everyone, but it is really starting to sink in, especially after my graduation check last week. Honestly, reading this post scared me a little bit. I am still so new at social media and I honestly feel like it is completely over my head most of the time. Luckily, Robert pretty much knows everything and is patient enough to help me with my ridiculous questions. We are now starting to work on our final project and i have to admit, after looking at the sites from last semester, I am even more nervous because at this point I am just happy to get my loveliest village to post correctly and on time! However, I have hope. I’m sure I’m not the first person to feel so overwhelmed and I know that many students have survived style and design. I also am fortunate to be taking this class this semester. I do not graduate until May, but will have my digital resume set up by December which makes me happy. As nervous as I am, it is nice to see things working out for Auburn PR graduates!
9/21/2007 at 1:43 am
Stephanie
I almost had a nervous breakdown tonight-and it’s only September! I’m pretty sure that’s a bad sign. Reading this post made me feel a little bit better. I know all of the knowledge Style and Design has to offer will make me stand out after I graduate, but that class makes my muscles tense up…seriously. It’s hard to balance everything that is going on this semester (and there is A LOT), but I guess it is all preparation for “the real world.” That thought also makes my muscles tense up at times. Once I have a real job I think I will get a professional massage. All of the PR Auburn grads doing wonderfully in “the real world” deserve a professional massage too! Great job tigers! You all remind me that one day I will see the light at the end of the tunnel!
10/26/2007 at 1:50 am
Ashley D.
I appreciate you sharing a piece of your life story. It’s nice that someone is willing to reveal their secret to success, and make it heartfelt at the same time. I’m sure what you learned while attending Auburn University did have a crucial impact on you, and you enjoyed what you learned and succeeded because your heart was in it.
However, not everyone who chooses public relations wants to deal with social media or distinctive public relation jobs. I want to attend law school and become a corporate attorney. While I’m sure that a lot of what I learned at Auburn University will be helpful, I can honestly say that it’s not my focus. However, I am glad that you are successful.
If law school doesn’t work out, which I don’t plan on that going wrong, I can always look to methods like yours and incorporate them into my own ideas.