Fall PRemiere

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As the PRSSA National Conference launched in the

core of San Francisco, students were dressed to impressed

oaming the busy streets of downtown. Students from across

he country worked to put their best foot forward as they attend-

ed countless sessions to expand their knowledge of public rela-

ons, networked with professionals in different elds of PR and

stened to keynote speakers exploring

he future of the industry.

Rita Tateel, founder and pres-

dent of The Celebrity Source, gave a

ession worth honorable mention, inspir-

ng students to Reach for the Stars, a

how-to on recruiting celebrities for PR

campaigns and special events. The

Celebrity Source was founded by Rita Ta-

eel in 1988 and has become one of the

eading celebrity booking agencies in Los

Angeles working with clients such as Will

Smith, Mary-Kate and Ashley Olsen, Pierce Brosnan, Queen

Latifah and many more. Tateel highlighted that working with

celebrities is an art and a science. As she talked to students,

he gave them a crash course in

I Left My Heart in San FranciscoCelebrity Psych 101, as she calls it, and spilled the secrets of

what motivates celebrities to say yes.

As I sat in the session, I was beaming from ear to ear

as I frantically scribbled notes on everything she had to say. For

someone who is interested in entertainment PR, Rita Tateel is one

of the best in the business to learn from. I was able to speak with

her after the presentation where she encouraged

me to start looking for internships in New York and

California to possibly take my PR career into the

world of entertainment. Any student walking away

from talking to her felt inspired.On down time from the conference, everyone

was able to explore the streets of downtown San

Francisco. I was able to walk the storefronts in

Union Square, experience Chinatown, observe the

sea lions at Pier 39, eat fresh Ghirardelli chocolate

at Fishermans Wharf and sit on the hill where my

favorite childhood show, Full House, opening scene

was recorded.

Every part of my National Conference experience was

an adventure no matter what activity I was taking part in. Many

students left happy to be going back to their hometowns, but for

me, I left my heart in San Francisco.

by Stephanie Cardaris

Resume

pg.2

Whatto

wear?

pg.3

Socialmedia

pg.6

Emailetiquettepg.6

Interviewspg.7

CENTRALPREMIEREFall 2012 CMUPRSSA.COM Volume 12 Edition 1

Diane S. Krider Chapter of the Public Relations Student Society of America

at Central Michigan University

The Internship Issue!Afteryoulandaninternship.pg.8


2/8

Presidents AddressDear CMU PRSSA Members,

I would like to start by saying how

proud I am of every members dedi-

cation and hard work for CMU PRSSA.

This semester, our organization devel-

oped as a strong chapter. Each meeting

is presented with a how-to attitude toprovide more chances for professional

development for members. For the rst

time, our chapter was able to plan the

internship fair, which allowed members to network with a

number of professionals without having to leave campus.

There are many ways to get more involved with CMU

PRSSA. Joining a committee is an excellent way to learn

how to plan events, write professionally and network with

your peers. Committees can give you hands on experience

with public relations while expanding your professional skills.

Another way to get involved is to join the mentor/mentee pro-

gram. With this program, you get the opportunity to be linked

with an older member who can advise you on how to make

business cards, how to nd your niche in public relations and

advice on which teachers you may like best while introducing

you to other students.Ally Conver

One of the most misunderstood elements of career

preparation is the format of our rsums. While technology

continues to advance, rules to update our rsums have also

changed. Keeping up with todays expectations is necessary

in order to gain the attention of prospective employers and to

show your talents in the best way possible.

Its important to note, the majority of information is

being sent out electronically, rsums included. Therefore,

you should know the format before e-mailing or attaching it for

potential employers. Converting the le to PDF form is always

a safe bet if you are unsure. Fonts should especially be paid

attention to when switching from a PC to a Mac format, andvice versa.

Many people do not know that employers put r-

sums into specic computer programs to help in their selec-

tion process. These programs look for key words to match a

person with the right qualities for their company. If you want

your rsum to be noticed in these programs, you should use

certain action verbs to start each bullet point. Examples of

these are: organized, improved, attained, promoted, strength-

ened, administrated, planned and designed. These key words

are what could help you stand out from a handful of rsums.

Your rsum should also be consistent, such as

Winter break is a great time to plan shadow day

with professionals in your hometown area. Shadow days

can give you insight on what elds you may want to pur-

sue in the future. Winter break is also a good time to tak

advantage of the time off school to update your resume,

create a portfolio, make business cards, create a blog,

research different PR elds and read up on professional

PR blogs.

Our chapter has countless amounts of exciting

opportunities planned for spring 2013, such as, several

agency tours, professional guest speakers, workshops,

spring conference and banquet.

Spring semester is the prime time to start shado

ing any executive board positions you may be interested

in. Being an executive board member is an excellent wa

to utilize and improve leadership skills, grow your profes

sional capabilities and learn benecial networking skills.

Best of Luck to you

CMU PRSSA President 2012-20

Resume How-ToA guide to building your perfect resume

spelling out dates throughout the whole piece. Proof-reading your work should be done multiple times to be on

top of your game. It sounds easy, but one small error can

make a huge difference in how you are viewed for a posi-

tion, or even stop an employer from reading your resume.

Dr. Diane S. Krider, founder of Central Michigan

Universitys PRSSA chapter, has a background in r-

sum development. She explained that in order to make

yourself stand out to your employer, you must tailor your

rsum specically for the job youre applying for.

Too many people write a rsum for themselves

instead of the employer, Krider said, You have to show

the employer how you t the position.

She also stressed the importance of having adifferent rsum for every job prospect. A general rsum

just isnt acceptable anymore.

Another trend that has taken off in the art of

rsum building is removing the objective portion, as

it takes up too much space and tends to be redundant.

One page is all a rsum needs to be, and the objective

portion lls space that could be needed to show other

strengths.

If you have any questions Career Services offers

free rsum-building tips and even holds mock interviews

to further your preparation for job prospects.

byKelsi Haas

2


3/8

Women:

Lets start at the top. Its pretty simple - cover

it up. Cleavage might catch the atten-

tion of potential dates at the bar, but its

not going to land you the attention of a

potential employer.

A high neckline blouse is a

good option for you to put under a blaz-

er or cardigan. You want to stick withneutral colors that arent too distracting

or busy.

Next are the bottoms. Ladies, there is no

need to shy away from being feminine, but if you are

considering wearing a skirt or dress, knee-length is

the most appropriate. Tights are denitely a necessity

with a skirt or dress.

Gray slacks or black dress pants are very

standard and you cant go wrong with these classic

pieces.

The business casual look is suggested. Something

that is not too formal, but still professional is recommended.

Many employers look for a well-tting

blazer or sports coat with a tie and button

down underneath it. This shows style and

effort put in to prepare for the interview.

Its still respected to coordinate you

suit coat and pants, and some suggest it is

the safest thing to do. Keep your colors neu-

tral and match your pants to your jackets to

look professional. The biggest factor in dress

pants or slacks is making sure they t well and are tailored to

the tee.

Black or brown shoes are the winner. Neon shoes are

always nice but neutral and subtle colored shoes will not take

the interviewers attention off your credentials.

You know your favorite spaghetti strap

belly shirt you wore to the Wayside last night,

yeahthats not it.

Working on those curves at the SAC

is great, but there is no need to wear too tight

of pants or skirt to an interview. Find the happy

medium between Kim K. and

your grandma.

Youre signed Verlander jersey from the World

Series game is super cool, but business wise, its a bust.

Lets face it, your boxers

and sagging pants dont necessarily

scream hire me!

You want your employer no-ticing your career skills and not your

coolest pair of Nikes!

Dressing the Part: Dos and Donts

All your extensive work has nally paid off and you have landed the interview of your dreams at your

favorite company. Its all smooth sailing from here, right? Not if you dont have the perfect interview attire. An

outt is part of the rst impression you give when going for your interview.

by Katelyn Sweet

What NOTto wear:What to wear:

Men:What to wear: What NOTto wear:

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4/8

Name: Ashley Stein

Class standing: Junior

Where and when your internship was?

I was the social media intern for Joan Brausch, Democratic Candidate for House Representative of the

98th House District, during the summer of 2012 (May-August)

What do you think was the most challenging aspect? What was the most rewarding part of your internship?

Working for a political campaign is challenging. On some days it felt like I did nothing, then something in the n

would happen and Im quickly writing a press release, pitching to the media Joans stance on the issue, creating an e

campaign to send out to our followers...all within a couple hours. While it by far the most challenging experience Ive h

I would still highly encourage any PR student to work in a campaign at least once in their career. Every key aspect of

is used, and while the time crunch is stressful it really teaches you how to be efcient with your time management.

The most rewarding part of this experience was the knowledge I gained on the political world. As I said befo

never cared about how politics affects my life before I worked on this campaign. Now I see the importance in having yoadults get involved with our election, and speak up for what they believe in. For example, over the summer I met Ad

Lawrence, Candidate for the 99th House District, who was a CMU alumni. He was only in his twenties and already runn

for house rep. He really showed me how important it is for young adults to stand up for the future we want.

What is the best advice you have for students?

Never turn down an opportunity. I was scared out of my mind to work for a campaign in the 2012 election this summer,

Im so happy I did! Even if you know you dont want to go into that eld of PR in the future, any experience is experien

Sometimes not knowing anything about what youre working for gives you an advantage. You have to ask questions

research constantly to keep up, but in the end your nal product will be better because your facts are always right.

Name: Amanda Martlock

Class standing: Senior

Internship: SS Digital Media, Royal Oak MI

Responsibilities as an intern:

As an intern, I was responsible for writing press releases, developing web content, writing blog posts

for clients, using HTML, website management and working with a variety of social networking sites.

Things learned from this internship:

My internship made me realize that I wish to go far in this business. In the future, I wish to be working

in a top position of an entertainment agency or company.

Internship advice:

When looking for an internship, only apply to places that really interest you. If you intern somewhere

that you either hate or is not benecial to your learning, you have just wasted four months of your

time. Also, make sure you can get along with those that work in the ofce. If something doesnt feel

right during the interview, trust your instincts and do not accept the position. Not getting along with

those in the ofce will make your time there very difcult, even if you enjoy the work.

Fou

lations stu

their past

and have

things you

as you gerst, seco

internship

The

represent

public rela

agency, n

and insur

4


5/8

Name: Jill Simpson


nternship: From January to October I was at the Humane Animal Treatment Society. Ofcially my internship

ounted for credit from May to August so I was there a lot longer than just for credit.

Did your internship make you more or less interested in the specic PR eld that is as involved with?

Non-prot PR is a lot different than agency work or corporate work. In the non-prot world, you have to do a lot more than just

PR. You have to do miscellaneous clerical work, answer phones, and help out when people need you, no matter what theyre

oing. Its A LOT of work! With that being said, it also gives you freedom to explore every aspect of PR, because youre

most likely the only intern, or the only person doing PR there. So I wrote press releases, I pitched some stories to local news

ources, I acted as the HATS spokesperson at community events, I set up community events, I helped plan and organize

wo large fundraisers, did social media, oversaw the website maintenance, promoted dogs and cats (especially Pitbulls! Love

hose little babies! I did a lot of Pitbull awareness work), and SO much more! It made me excited to do PR when I had been

working hard at promoting a certain dog or cat and then to see them go to a happy family and nally nd a forever home wasn AMAZING feeling. I know I directly helped that animal nd a home.

What are some pieces of advice youd give to people while looking for an internship or while they are actually doing

heir internship?

Go above and beyond. You will never ever be punished for doing more. If you nd an area of PR youre passionate about, its

mpossible not to go above and beyond, because you love what youre doing. Dont leave on a bad note, even if you hated

. Do your research and nd some place you will be happy. Make sure your boss/mentor knows you want to work for them.

ve public re-

CMU shared

experiences

e advice on

eep in mind

start yourn third

periences

elds of

uding

public affairs

Name: Ally Converse


Internship: My internship was in the summer of 2012 at the Insurance Institute of

Michigan. IIM is a trade association for insurance companies and regularly lobbies in

State Congress for insurance related policies.

Did your experience make you change your eld of interest?My internship broadened my horizons of the variety of elds one can go into after studying public re-

lations. I would have never thought working for an insurance related company would interest me. The

more I learned, the more I found doing public relations for a trade association for in the insurance indus-

try more interesting. It is a very complex eld that affects everyone.

What were your favorite aspects of your internship?

I enjoyed writing press releases and the newsletter for the company. I had the opportunity to teach my

boss how to use twitter, which was really fun for me because I love social media.

How do you feel your internship prepared you for a future career?

I dont know if I will go into a career regarding insurance but through this internship opportunity I was

able to network with great contacts in Lansing. The experience was valuable to my writing skills because

I learned how to do primary research on a eld I was not educated on.

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6/8

Professionalize Your Social Media

Social media is used frequently by college students

to share personal experiences, pictures and to stay in touch

with friends and family. Websites such as Facebook, Twitter

and LinkedIn are now common means of communication and

a place where people can gather and share their thoughts

and opinions.

Using social media professionally is essential asstudents get ready to graduate and begin their careers, but

its also still important to incorporate their personal lives.

With the increase in social media use, many employers are

now using search engines to nd information on prospective

employees. There are many things they are looking for that

could possibly affect the chance of you getting the job. There

are ways to professionalize the social media you use and tips

on what not to advertise on these websites.

Facebook is the most commonly used social media

website and there are several ways people can use it for both

their professional and personal lives. Restricting access to

who can view your posts is the rst step. You dont want your

colleagues and professional contacts to see your party pho-tos from last weekend and maybe your close friends arent

interested in articles on 25 tips to improve your writing. Face-

book has a privacy setting that allows you to choose who

gets to see what you post. Swearing or negatively speaking

about past or present employers or other people may affect

your chances of getting hired. Employers dont want to hire

people that are noted for undesirable behavior.

Subscribing to Facebook groups is another way to

make your site more professional and network. Search for

groups relating to your degree or interests and participate in

their discussions. You can do this by posting links for relating

to the topic. When you see a topic you can add valuable

information on, do it. This can get you noticed by potential

employers.

Twitter is another way you can connect with

professionals in your industry. After creating a

username, include your professional experiences

and interests in your bio and upload a professional

looking photograph. To network on Twitter, search

for associates or industry leaders, follow them and

reply to their posts by adding your opinion or asking

for advice. Asking for advice from professionals inyour eld will help you get useful information.

Participating in Twitter chats is also a good

way to use the medium to its full advantage. Twitter

chats are a way for people to post their opinions

on specic issues and network with their peers and

professionals. PRSSA National hosts chats every

month for members to network and share their opin-

ions.

One of the newer social media websites is

LinkedIn, which is specically for networking with

professionals. Again, youll want to upload a profes-

sional looking photo of yourself and make the most

of your headline.Your headline should say what you do and

what your skills are. Share information and articles

youve come across with professionals who you

think may be interested in it, and explore the list of

applications LinkedIn has to offer. Check your inbox

regularly and reply to messages in a timely manner.

One important thing to remember is to per-

sonalize a connection request. LinkedIn will provide

you with a standard request message but deleting it

and providing your own will remind the person who

you are and show them you care about connecting

with them.

There are many ways to increase your

knowledge of your industry by exploring different

social media platforms.

With the rise of technology, e-mail has become an

essential tool in communication. As with many other commu-

nication tools, there are some rules of thumb to keep in mind.

To be successful and professional through e-mail, follow thesesimple tips.

First, make sure to be timely in responding. After an

interview, send a thank you e-mail that day. This shows that

you are serious about getting a position, and are appreciative

of the opportunity given to you. Nothing threatens your chanc-

es more than showing that you are neither timely nor motivat-

ed.

Second, check your grammar and spelling. Not only

should you be checking for any and every small mistake, its

even a smart idea to have multiple people check your work. It

is also helpful to read the email out loud as this often helps

you catch wording issues and mistakes. Employers want t

see that you have excellent written communication and pa

close attention to details.

Third, be concise. Do not type a ve-paragraph

essay just to get your point across; use the telephone if it

involves that much content. Employers get dozens of e-ma

a day and do not have time to sit and read lengthy e-mails

Finally, keep your e-mails formal. Formally addres

the contact, unless you are on a personal level with him or

her. Follow letter format in your e-mail as well, starting with

dear and closing with a salutation such as sincerely.

When addressing the contact, use Ms. or Mr. along with th

last name. Avoid abbreviating words and using slang.

Overall, these simple rules will help show that you

are a professional individual and care about your commun

cation with others. Email is sometimes the main form of co

munication available for people so it is important to make a

lasting impression through word choice and formatting alo

to be memorable.

Email Etiquetteby Scott Stewart

by Amanda Nickerson

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7/8

Rock the Interview

Your rst professional interview is in three days.

Dont worry. Its completely normal to be nervous in this

type of setting. For a better understanding of what is ac-

ceptable and unacceptable, take a deep breath and follow

the next three instructions. Interviews are rather easy once

you understand the dos and donts.The rst is your appearance. Men should get a

haircut and clean up any facial hair they might have. Wear

nice tted dress slacks with a belt, and a single color button

down dress shirt accompanied by a matching tie. A nice

matching suit jacket is a good touch, but not necessary. A

watch with a medium-sized face will make the outt com-

plete.

For women, button up shirts and tted suit jack-

ets with straight leg dress pants are recommended. Skirts

are acceptable as long as they are of appropriate length,

usually ending at the knee. Make sure you can climb stairs

comfortably. If you decide to wear a dress make certain it

is not too tight, this can send an inappropriate message.Once youve chosen your outt, make sure it is clean and

without wrinkles. Stick to conservative colors such as white,

navy blue, black and grey.

Next, be sure to know exactly when and where

your interview is. If you are not familiar with the location of

your interview, go for a drive to nd the building and gure

out how to navigate it. Also, keep note of how long it takes

to travel there and what trafc will be like that time of day.

On the day of the interview, make sure to arrive ve

to 10 minutes early. Do not arrive earlier than 10 minutes,

but no later than ve. Arriving earlier than 10

minutes, but no later than ve. Arriving earlier than 10 min-

utes could mean youre sitting in the waiting section, poten-

tially in the way. Coming with less than ve minutes

to spare is cutting it too close. Depending on the interviewer

this can portray a laid back or untimely personality.

Finally, do not forget the manners you learned at a

young age. This is a professional interview, not a casual con

versation with your friends. At the beginning and end of your

interview, give a rm handshake (but dont break their hand)

Practice with a friend before if needed.

While in the interview, smile and show interest in

being there. Do not dget or slouch and sit up straight in you

chair. Posture can say a lot about your personality. When ad

dressing the interviewer, use titles such as mister or miss

with their last name until invited to address them otherwise.

Be sure to keep eye contact with the interviewer and

pay attention to the questions being asked. Answer question

how you feel they should be answered, and not with what yo

think the interviewer wants to hear.At the end, provide intelligent questions that were

prepared prior to the interview. These questions should show

youve done research about the company. Letting the inter-

viewer know youve done research communicates initiative

and interest in the company.

For further tips for interview preparation, CMU of-

fers a career services center for students. The ofce is

open MondayFriday 8 a.m. to 5 p.m. and is located in

Ronan Hall, 240. They can also be reached by telephone at

989.774.3068.

Professional Advice!Anne Veltema, CMU PRSSAs alumni advisor and

the college and communications consultant for Spectrum

Health, shared some insight on interviews that students

should keep in mind.

What are the responsibilities of the internship?

Could you describe the culture of the company?

Are there professional development opportunities available?

Would I have the opportunity to work with a mentor, if selected

for the internship?

What questions can I answer for you about my experience?

(I like this question as it gives the person being interviewed

one last chance to close the deal, so to speak, in terms of an

opportunity to sell him/herself as the best candidate

Not getting enough sleep the day before. The last thing

you want to do is be yawning during the interview.

Being too serious or too casual

Being too early (15 minutes early is adequate. If you

get there earlier, its okay to stay in the car until closer toyour interview) or being too late

Bringing your cell phone to the interview

Poor handshake

Inappropriate dress

Not following up with a thank you note. In todays mobile

society, its a nice idea to send a briefemail thank you with-

in a few hours of the interview. You should then send a

hand written note in the mail. Dont say the exact same

thing email and the note.

Not accepting a bottle of water if offered. You will want a

drink of water, I promise.

Its natural to be nervous for an internship or jobinterview. Reduce the jitters by practicing before your

interview. Take advantage of CMUs Career Services ofce.

Participate in multiple mock interviews in advance of your

internship interview.

My best piece of advice is to be condent of your an-

swers without being arrogant. You will be interviewed many

times during your life. Each interview is a new experience

and helps you prepare for the next. Relax and be yourself,

which is easier said than done.

Questions to ask the interviewer:

Common interview mistakes:

by Derek Wooton

7


8/8

You Land the Internship...now what?

Congratulations! Youve just landed your rst intern-

ship. Not sure what to expect? Thats perfectly normal, expe-

rience comes with time. In order to gain that experience, you

must prove to your supervisors and experienced peers that

you are the right choice for the company. You show this by

performing any tasks and duties you are presented to the bestof your abilities. Here is some advice for how you get the most

out of your internship experience.

First: Stay Professional.

No matter where you are in your career, experienced

or just beginning, stay professional in all aspects. This includes

your attire. Dress pants and tted suit jackets are necessary

but not all the time. You will often be spending time with your

professional associates outside of the ofce, start building a

wardrobe with casual-professional clothing.

Another aspect of staying professional is remember-

ing to stay uninvolved in ofce drama and politics. Do not talk

negatively of other staff members and associates. Behavingthis way will tarnish your professional reputation and could cost

you future promotions and opportunities.

Second: Take Initiative

You will nd that when you are in an entry level or in-

tern position you are asked to complete tasks in a timely man-

ner and with 100% effort. I you nd yourself unsure of ho

to accomplish a task, do not be afraid to ask questions. It

is better to ask questions right away, than to do somethin

wrong and need to go back to x it.

If you nd yourself without something to do or wa

ing on the next task then ask someone around the ofceif they could use your help. Asking for something to do

shows that you have initiative and a drive to help others,

and also to learn during your internship. Just make sure

you complete all of your primary tasks rst.

Third: Find a Mentor

Developing professional relationships is always

benecial to future success. Look for a mentor or teacher

in the professional world. Mentors can answer questions,

teach you techniques and help you with other important

aspects of your job.

Fourth: Stay PositiveIts normal to run into problems and stressful situ

tions in your internship. Remember to always stay positiv

and continue to move forward in an ethical manner no

matter what. Mistakes will happen, but the most importan

thing to remember is to learn from those mistakes.

by Derek Wooton

8

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