PR Career Building

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I recently spoke at a PR/Marketing/Advertising career panel at Georgetown University (before the Hoyas had their embarrassing loss to the Bobcats of Ohio U, where I completed my graduate work). Panelists, representing PR/advertising agencies and corporate marketing functions, were asked to define the profession and offer suggestions for developing a career. Here’s what I shared with the more than 50 students who attended.

Public Relations is: Communications in the public interest. Proactive and responsive communications. The responsibility to promote and protect your organization or a personality. The art of persuasion.

How to build a career?

1)    Identify your goals and be open to unplanned opportunities.

2)    Join a professional organization and one of its committees.

3)    Network.

  1. Practice your introduction. 15-20 seconds about who you are and what you do.
  2. Develop a set of stock questions. Standard: Where do you work?  What do you do? Have you been a member of this group long? Conversational: Could you recommend a book or blog that I should read to build my knowledge? Did you read about _____ story? The writer was very insightful. What do you think? I’m a (name your hobby) and always looking for new ideas. Do you know _____? What is the primary business challenge that you have to deal with? When in doubt: weather, traffic or travel.
  3. Distribute and collect business cards. If you are job hunting, ask for an informational interview and/or if they know 3 people you could call for an informational interview.

4) Have fun.


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