PR's new career path starts in school, not the newsroom

In the next week, 70 or so first-year Creative Communications students at Red River College will declare their "major" area of study for their second year: Advertising, Journalism, Public Relations, or Media Production (formerly "Broadcasting").

Many already know what they want to do when they leave college, but some are still on the fence, weighing their options and trying to figure out which major will be the best fit for them.

A fair number have come to ask me for advice, and I tell them all the same thing: they should major in whichever of the fields they plan get a job in, because that's what their portfolio will be best-suited for when they graduate.

I read an interesting article on the New York Times Education blog recently, about Mary Ellin Arch, a news editor who'd been 'downsized' from the newspaper where she worked, after 29 years in the news business.

Not yet ready to retire, she did what many journalists had done before her: she decided to look for work in public relations.

And after four months of  “no bites, no interviews, no calls, no interest whatsoever,” she realized she was losing all the PR jobs to people who were educated in PR.

The way it was

Not that long ago, it was a pretty normal thing for journalists to make the move to PR once they either realized they weren't going to become Walter Cronkite/Barbara Walters/Bob Woodward/Carl Bernstein, or they decided they wanted a job that might be a little more family-friendly.

In fact, if you talk to many veteran PR pros today, they'll even tell you that you should go work in a newsroom before making the move to PR, because it'll make you a better PR guy.

They say that, because that's how it worked for them, back then.

It made sense, really. Even a decade ago, a good understanding of how the mainstream media worked was sometimes the most important characteristic of a successful PR professional. The mainstream media represented one of the very few ways we could practically get our messages out to our external audiences. Logically, who'd know better than someone who'd been on the other side, right?

On top of that, working in a newsroom was how you learned to write like a journalist, which is what PR folks aim to do.

The way it is

Today, a few variables in the equation have changed.

First, public relations programs have grown and expanded in colleges and universities around the world, at the certificate, diploma, degree, and graduate levels.

Students in these programs learn the fundamentals of organizational communications, and put them into practice. They learn what they need to know about their audiences in order to get -- and hold -- their attention. And they explore the creativity they need to figure out how to break through today's noise with a meaningful and persuasive message, on top of learning how to write for PR.

The "learn-it-by-watching-it-from-the-outside" approach of reluctant journalists doesn't hold up as well anymore. They are competing for PR jobs against people who can show employers work samples illustrating the range of skills they're looking for. PR grads don't have to say "trust me -- I have experience in a related field, so I'll probably be pretty good at PR."

Secondly, while understanding how the media work remains important for PR pros, organizations' reliance on media relations for mass communication will decrease steadily as social media grow.

There's a reason newspapers and magazines are fighting for audiences these days -- and it's because those audiences are getting their information online. Today's PR pros do need to understand how to work effectively with the mainstream media, but they also need to be able to communicate much more broadly -- a skill that requires a far greater breadth of PR knowledge and experience than having written for a newspaper.

Don't get me wrong

Please don't think I'm saying it's impossible for a journalist to switch into PR today, because it isn't. It continues to happen, and I expect it always will, for certain people.

When I was the director of a corporate communications department, I hired a number of former journalists -- all of whom demonstrated in their portfolios and in interviews their understanding of how PR works.

I also interviewed and declined to hire many more, who didn't.

If you want to work in PR today, you'd do yourself a favour by entering a formal PR program in a post-secondary institution, and by building a portfolio that shows your understanding of the fundamental principles of effective communications and how you respond creatively to a range of communications challenges.

Writing articles is only one of many writing-based skills a PR pro needs -- not to mention the need to understand different stakeholder motivations, to be able to create effective strategies to reach them, and how to use the growing number of communication tools at our disposal effectively.

I got lucky.

I entered this profession in the mid-1990s, before the Internet was even widely used. I received my PR education "on-the-job," when I was mentored by a partner in the communications firm that hired me based on my English degree, my strong writing, and the strength of my interviews.

Today I wouldn't stand a chance. There are far too many grads of public relations programs who can prove they already know what they're doing, and are ready to hit the ground running for their client.

My PR majors would have beaten me out for that first job in a minute, I can guarantee it... and I'd have been back to school.

Deadlines matter

Here's the headline on a story in today's Winnipeg Free Press:

Really.


The story says that, under a new provincial policy effective February 1, 2011, [high school, I assume] teachers in Manitoba "will be allowed to dock students marks for late or missing work."

Congratulations (better late than never!)

In the Creative Communications program here at Red River College, where I teach PR, many instructors have a zero tolerance policy on late assignments. If it's due by 9:00 and you hand it in at 9:01, it's late, and you get an F -- even if the work is brilliant.

Harsh? Maybe. Do we need to do this to instil professional attitudes towards work? For some students, you bet we do. (The others are well-organized, and would hand in their work on time whether there was a strict deadline policy or not.) Either way, we're generally the last stop between these students and the professional workplace; it's a far less painful lesson to learn here than out there, where it counts.

There's a bit of a learning curve on this one with some people, and I don't blame them: I blame the system that has raised them to think deadlines are optional. I can't tell you how many students who've entered our program with undergraduate degrees in hand, have told me they've never been penalized for late assignments.

What's the big deal?

The big deal is that, once you get into the working world (in PR, but I'm sure in many if not most other professions), deadlines matter immensely. And if you haven't had to train yourself to organize your work and manage your time, you're going to have a tough go of it (and potentially lose some great opportunities) because you're unreliable.

The 6:00 news can't start at 6:02.

A proposal due at 2:00 won't be accepted at 2:01.

A job interview may well be cancelled if the interviewer enters the lobby to greet you and finds you're not there on time.

As it happens, I was writing this post as the "Solo PR" chat (a forum for freelance PR folks) was happening on Twitter. Here's one tweet that turned up on my desktop as I was writing:

Even when your deadline doesn't involve a timed broadcast, or an acceptance deadline for a proposal, or an important interview, in PR you have to be on time for everything.

Why? It's not just about showing that you have your act together and are reliable: it's also about showing that you recognize the value of other people's time.

Want to be taken seriously and have credibility as a professional? The first step is to be on time. Always, with everything. Being late for a professional commitment can be humiliating, I've learned (the hard way).

It's never too early

I could never quite believe our educational system had a policy against penalties for late submissions, but now that it's been overturned, all I can say is "phew." I realize that high school is not college or university - but it is where we're supposed to learn all the foundational lessons we'll need to be productive adults (besides the lessons we need to learn at home, that is).

While I'm not a science or math guy particularly, I fully appreciate the value of forcing students to get a well-rounded education before choosing a specialty to build on.

But if you want to know which topics I think are most vital to professional success, time management would be near the top of the list.

Actually, it IS about what you know.

Oh never mind, 

I'll just go to the next mixer.

I read a good piece on the CPRS Calgary blog this morning about the value of having a strong professional network in public relations.

The writer, recent University of Calgary Communications Studies grad Tammy Schwass, is absolutely right: any PR pro (and especially one just starting out) deciding not to take advantage of professional networking opportunities does him/herself a disservice. If a hiring manager can associate a face (and a positive impression) with the name on one of 200 resumes, that name is far more likely to stick.

Even more importantly, if the hiring manager can see you've actively participated in the local communications community (by volunteering on the local CPRS or IABC or PRSA board, for example, or helping out with special events, or organizing a local tweet-up), that says some things about you:

• "I'm active in my professional community."
• "I have energy and am willing to use it for my own professional development. (Additional subtext: I'm not lazy.)"
• "I may have connections that could help you meet your objectives... if you hire me!"

And, as we know because it just makes sense, a recommendation from a trusted colleague trust can carry far more weight than an "unknown's" resume alone.

But it's not ALL about whom you know.

Ms. Schwass opens her post by saying: "It’s not about what you know, but who you know. These were words that I heard many times over the course of my university career."

I, too, have heard this expression many, many times; usually, the people who say it understand that it's a bit of an exaggeration. (Ms. Schwass' degree tells us she gets it.)

It is, of course, what you know. And, in the longer term, even more so than whom you know.

I've been privy to some conversations online and in person lately involving people who still somehow believe that success in PR is less about learning how to create effective strategies and use a wide range of tools to execute them, than about whom you know and being able to sell yourself.

That may have been the case 20 years ago; but 20 years ago, employers simply didn't have access to nearly as many job candidates who had been trained to do what we do. Twenty years ago, you might have been able to get by with the right friends, good common sense, and good writing skills. Not anymore.

Today's successful entrant into the PR profession needs far more than the right connections and a basic understanding of the structure of a news release. (Also, on a side note, (s)he needs to know not to call it a press release, but maybe that's a topic for another post.)

If you want to give yourself the best possible odds of landing a job in PR, you should absolutely network.

But there are a few other things you should absolutely do.

1. Get some foundational knowledge in the practice, whether that's through a formal program like Red River College's Creative Communications program, or by taking a part-time certificate program at a college or university, or even by going through your professional association's accreditation process (for example, the Canadian Public Relations Society's APR). In 2010/2011, you're competing against hundreds of other candidates who have done just that; good luck to you if you think that won't matter to a potential employer.

2. Build a portfolio of work that shows you can actually do the things you've learned about. Make your portfolio reflect your own versatility and flexibility; an employer wants to be able to see, through your work samples, what you might be able to do to help meet his/her organizational objectives.

3. Wherever you can, show the impact of your communication work. If you developed and executed a strategy to get a new city councillor elected, show how your work translated into votes. If you wrote a news release for an organization, show the coverage it earned. If you built and ran a blog, show how many readers/subscribers it earned, and how much discussion it generated among the client's audiences.

Whom you know will open the door; what you know will get you invited in.

Unless a hiring manager is an idiot, quite frankly, he/she isn't going to hire based solely on someone else's word. (And if he/she is an idiot, plan not to be working there too long, even if you do get the job...) A hiring manager is looking for someone who can make a positive contribution toward achieving the organization's objectives; what you know (and how you can show it works) is key.

So, do get out there and network. All other things between you and a competitor being equal, who you know may make the difference in getting you hired.

But it's what you know that will keep you hired.