PR Spin: Behind the Scenes of a Misunderstood Industry

Ryan Greives

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Top 10 Things to Consider When Applying for a Job in Public Relations

Tips on how you can put yourself in the best position to land that PR position

Looking for a job in public relations or know someone who is in the market? With graduation fast approaching and the seemingly flooded job market, it’s probably a good time to think of how you’re going to differentiate yourself to land that great PR job at the agency or company you’re pursuing. Like we preach to our clients, you not only have to have a good product (in this case, you), but you also have to figure out your unique selling proposition (USP) and how to best explain that to your target audience (in this case, your potential employer). Having gone through this process just a few years back, as well attending quite a few career fairs from both sides of the coin, I’ve compiled some tips on how you can put yourself in the best position to land that PR position.

1) Check Yourself

It seems like a no-brainer, but you would be surprised at how many people don’t take the time to make sure their cover letter and résumé are addressed to the right company, the right industry (i.e. “I am looking for a job in human relations”), the right contact at the company, etc. We get a lot of résumés saying the candidate is looking for a position in advertising, in which case they should probably contact an ad agency instead.

2) Welcome to 2010

The PR industry is constantly evolving and it’s imperative you stay up with it. Still banking on your knowledge of social media with a presence on Twitter, Facebook or YouTube? They’ve became a tool of our trade and there are strategies to engaging in social media. Be knowledgeable of companies who have employed meaningful social media strategies and be able to reference them.

Side note – if you are on any of those social networks, be sure to think twice about your profiles and what you post. They’re some of the first places your potential employee searches – including us. You might want to reconsider that profile pic of you downing a beer bong on spring break, or that Tweet about PR girls just being talking heads. Being online makes you transparent, so be careful.

3) Networking is Key

You severely limit yourself by only relying on job posts to find open positions. Tweetups, PRSA events and the use of social media will all help get your name out there. Be active in the PR and business community and you’ll be sure to have opportunities come your way. Follow PR industry influencers and people from potential firms in which you are interested, and then add relevant commentary to get your name in front of them. We have interviewed a ton of people that were referred by a friend we met at an event or online – and even hired a few that way.

4) Informational Interviews

Often underutilized, informational interviews are a great way to learn not only about your potential job or career field, but also about the company you’re interested in pursuing. Narrow down your list of companies or agencies you’re interested in and setup an interview. CareerBuilder.com Editor Kate Lorenz has some great insight on how an information interview works.

5) Always Be Selling (Yourself)

Maybe not today or tomorrow, but realize anyone you meet on a daily basis could become your next job lead. It’s important to always be dressed appropriately, keep a positive attitude and always let people know you are in the market for a PR career. Author and Motivational Speaker, Brian Tracy, said, “Network continually – 85 percent of all jobs are filled through contacts and personal references.”

6) Don’t Be Afraid to Take an Internship

I know you’re looking to land that dream job right out of college, but sometimes you’re going to have to take an internship. We all feel we are overqualified to start yet another internship, but it can often times be the best route for a company you have identified as your ideal employer. Taking an internship when a full-time position can’t be found may be your best option – especially if it’s with an interesting company or in an industry you’re looking to pursue. Hey, that’s how I worked my way into BLASTmedia!

7) Do Your Homework

So you got an interview with a PR agency or company, now what? Take some time and research them before you show up for the interview. It sounds obvious, but we often get the deer-in-headlights look when we simply ask, “What do you know about BLASTmedia and what attracts you to our agency?” Duh, right?

Look over the company’s Web site, check out the types of clients they represent and read the company blog. Who knows, you might even get tips for securing a job at that company like this post! If you show up to an interview asking the employer what they do you might as well go ahead and put your résumé in the paper shredder as you walk back out the door. In addition, come prepared with specific and original questions that show you have done your research. If you read on our blog that we are expanding our office, a great question would be: “I noticed you are experiencing some growth – are you planning to continue your efforts in the technology sector or are you looking to branch out into other industries?” Then offer a statement based on the answer, such as.”It seems wise to stick to technology given the amount of new companies popping up every day. I would love the opportunity to be a part of the growth and help forge new media relationships for your clients.”

8) Show Your Personality

In your cover letter and at the interview, don’t be afraid to show your true personality. This doesn’t mean going overboard or being your Saturday-night self, but PR agencies want to see your personality, as we are in a field that hinges on it. If you’re unique, let it show. We know all of the canned interview responses so we expect you to be sincere and original in your responses.

9) Send a Thank-You After an Interview

There are many reasons why you want to write the interviewer a letter expressing appreciation and thanks for the interview, but here’s a few of the top reasons:

  • Show your appreciation in their interest in you
  • Reiterate your interest in the position and the agency
  • Remind the employer about how your experience or qualifications would be bring value to the organization
  • Show that you have good manners and know to write a thank-you letter

10) Be Persistent

It’s a prerequisite in our industry, so why not show off your persistency before you are hired. This can obviously be taken to the extreme, but if you really like a company, be persistent in getting your foot in the door, securing an interview or helping your résumé move to the top of the stack through great interview follow-ups.

Hopefully this helps those PR job seekers out there looking to break into the industry or to get back into the field. However, just as we tell clients and potential clients all the time – no amount of messaging, marketing, networking, etc. can hide a bad product. Hard work, desire and a willingness to add value to an agency and their clients is – and always will be – a must.

More Stories By Ryan Greives

I am the senior public relations specialist at cleverbridge, a proven leader in global subscription billing technology, services and expertise. I lead the development, execution and measurement of the global PR and social media strategy. Prior to cleverbridge, I was vice president of BLASTmedia’s B2B Practice Group, providing strategic counsel, while driving tactical execution for a diverse range of clients. I led some of the agency’s largest campaigns, conducted launch campaigns for numerous startups and helped many emerging brands build their profile. Working with a wide variety of companies at all stages of growth, I have managed client strategy and messaging for clients such as 3Tera (acquired by CA in 2010), Bluelock, iGoDigital (acquired by ExactTarget in 2012), Code 42 Software, Tanita, NuCurrent, Woopra, Gordano, Ontario Systems and Mi Media (FRA: 8MK).

You can connect with me on Twitter, LinkedIn or Google+.