BY KERI COOKLiberty University

It will not take long for an aspiring professional to dis-cover the industry’s competi-tive nature. Entry-level appli-cants are up against a growing number of contenders vying for that same coveted position.

The task for young hopefuls is to differentiate themselves from this sea of qualified appli-cants. With these self-market-ing tips from experts at some of the industry’s leading agen-cies, you’ll be better equipped to do so.

IntERn SmaRtERRare is the applicant who

has not completed a handful of solid internships. Novices seeking a competitive edge need to start interning early in the game and find the right places to do so.

“Students without intern-ships will have a hard time ob-taining a position, especially at an agency,” Lori Kifer Johnson, APR, senior vice president at Edelman, said.

Johnson suggested pursu-ing internships in a variety of sectors to gain an understand-ing of the role public relations plays in corporate, agency and nonprofit settings.

Ken Luce, global chief oper-ating officer at Hill and Knowl-ton, emphasized the impor-tance of being able to show the results garnered through an internship experience. Interns should keep copies of their projects for portfolio material and be able to quantify achieve-ments on their resumés.

nEtwORK HaRdERNetworking happens in two

dimensions: in person and online.

Gillian Edick, managing director of human resourc-es for Burson-Marsteller’s United States offices, stressed the importance of develop-ing face-to-face relationships.

She recommended fostering strong connections with pro-fessors and classmates, who will soon become professional colleagues.

“Networking is the way to learn what you want to do, hear about opportunities and get your foot in the door,” Edick said. “Ask questions and find mentors. If you are a public relations person, network-ing is a skill you will always need, so start developing it now.”

The social media sphere is a robust new land of networking

opportunity.“Social media is the best

recruitment tool to connect with technology-savvy and forward-thinking candidates,” Alyssa Boule, vice president of recruitment at Edelman, said. “Because there are so many qualified applicants, just applying to a position won’t cut it. Get noticed. Connect with people at companies you’re targeting on LinkedIn and Twitter. Start a conversation,” said Boule.

”“

‘PERSISTENCE PAID OFF’If there is one trait that improves a jobseeker’s chance of success, it is old-fashioned perseverance. Burson-Marsteller associate and former PRSSA member Brittany Fish’s experi-ence has taught her that, and the lessons she has learned can be boiled down to a few key principles.

DON’T RELY ON JOB POSTINGS. Sniff out opportunities. Fish learned this valuable lesson while seeking an internship during college. To her disap-pointment, CNN had no internships listed on its website, but Fish went out on a limb and sent an email anyway. Sure enough, she received a phone call and went to New York that summer to intern with CNN. KEEP YOURSELF IN TOP PROFESSIONAL SHAPE.In the limbo between graduating and starting your first job, be intentional about professional development and strive to stay relevant. “Have a good sense of what’s going on in the world and be well-read,” Fish suggests. “Our clients expect us to know the trends, so stay apprised of current events.”BE WILLING TO DO WHAT IT TAKES. An eagerness to go above and beyond will set you apart from the beginning. Sometimes candidates must endure a several-months-long interview process or the reality of relocation. Maintain a positive attitude and focus on your long-term goals as you take these steps.BE RESILIENT IN THE FACE OF REJECTION. The first position for which Fish interviewed at Burson-Marsteller was offered to another candidate. Instead of giv-ing up, Fish kept in contact with her interviewer and sent congratulatory notes when the firm acquired impressive coverage for one of its clients. She did her homework, and she kept at it. When a position opened in the firm’s Houston office, Fish was offered an interview. The rest is history.

Perseverance and hard work will help you to distin-guish yourself from your peers. Get yourself out there and be persistent. I can tell you that in my case, persis-tence paid off.- Brittany Fish

FORUM FALL 2011 | VOLUME 44, ISSUE 1 | www.prssa.org/FORUMThe Publication of the Public Relations Student Society of America

Making professional connections through the PRSA network BY SOnja POPP-StaHlY, aPRPRSSA National Professional Adviser

Looking for a mentor? Want to learn more about a particular industry? Wondering what the differences are between agency and in-house work settings? In-terested in interning or working in a specific market? Need an objective review of your resume?

PRSA members are here to help.

While October is celebrated as PRSSA/PRSA Relationship Month, you will benefit more by reaching out to PRSA contacts all year round. Relationship building takes time.

You know you can get lots of valuable advice and information from professionals, but how do you make that initial connec-tion? Don’t be shy!

taP IntO YOuR PROfESSIOnal advISER

Not sure who your Profes-sional Adviser is? Check with your Faculty Adviser or PRSSA headquarters. In addition to counseling you directly, your Professional Adviser can help connect you with other PRSA members based on your needs and interests.

COntaCt YOuR SPOnSOR CHaPtER’S PRSSa lIaISOn

A PRSA Chapter spon-sors every PRSSA Chapter. Many of these PRSA Chap-ters have assigned PRSSA liai-sons who are responsible for helping students make con-nections with both the PRSA

Chapter itself and its individual members. Check the PRSA Chapter’s website for a list of committee chairs.

attEnd PRSa EvEntSPRSA Chapters have regular

meetings and often offer dis-counted registration for students. Not only are these great profes-sional development opportuni-ties, but they also are a perfect venue for in-person networking.

Arrive early enough before the program starts so you have time to introduce yourself and talk with professionals. Also check the PRSA Chapter’s calendar for general networking events and new professionals events.

uSE tHE PRSa dIRECtORYPRSSA members have free

access to PRSA’s member direc-tory of more than 21,000 pro-fessionals nationwide on PRSA’s website. You can search for pro-fessionals in specific Chapters, cities, companies, industries or professional interest sections.

Once you have identified pro-fessionals you would like to con-nect with, feel free to send them an email introducing yourself as a PRSSA member and ask if they would be willing to talk with you about whatever you are interest-ed in learning.

fInd a CHamPIOnMembers of Champions for

PRSSA have a particular in-terest in PRSSA and support-ing students. PRSSA mem-bers are encouraged to contact

COuRtESY PHOtO | WWW.PRSA.ORG/DIReCTORY

PRSSA members have free access to the PRSA Member Directory, a useful tool to connect with professionals around the country.

OPEN FORUM 6 One member’s studies abroad bring fresh ideas to her Chapter.

DREAM EMPLOYERINSIDE THE MIND OF YOUR

Agency professionals share advice for entry-level jobseekers

See EmPlOYER, PAGe 3

4 Learn about PRSA Foundation scholarships available to students.See nEtwORK, PAGe 2

FORUM Fall 2011 | Volume 44, Issue 1 | www.prssa.org/FORUM 2Recent PRSSA graduate overcomes obstacles with man’s best friendBY BEtHanY PaRRYMissouri State University

While in high school, Tony Selvaggio lost his eyesight, but he found his career, and the unexpected path turned out to be the right one.

This past May, Selvaggio, a PRSSA member from St. Louis, Mo., graduated from Southeast Missouri State Uni-versity with degrees in com-munication studies and mass communication, with an em-phasis in public relations and advertising.

In spring 2005, Selvag-gio lost his eyesight because of an autoimmune disease called sympathetic ophthal-mia. This incident left some of Selvaggio’s original ca-reer paths just out of reach, he said.

“Dream jobs like wanting to be an architect or an engineer just were not panning out,” Selvaggio said. “My counselor at the school told me some-thing about public relations, so I looked into it, and decid-ed that was what I was going to do.”

In his three years at South-east Missouri State studying public relations, Selvaggio and his faithful guide dog, Marvel, participated in many student activities, including

the Delta Chi fraternity, Student Activities Council, and the Southeast Missouri State’s Chapter of PRSSA.

“I think it [PRSSA] helped me out professionally because the things that it taught me about résumé and cover letter writing were unmatched,” he said.

All of Selvaggio’s hard work in PRSSA paid off after he was offered a communication in-ternship with the U.S. Olym-pic Committee assigned by the U.S. Association for Blind Athletes last summer, he said.

“I learned a lot first hand, and that was the most fun I think I had at school,” he said.

Selvaggio served as the Chapter’s associate vice presi-dent of professional develop-ment for one year, and Mar-vel served as the Chapter’s mascot. He said the Chapter’s Faculty Adviser, Dr. Susan Gonders, immediately fell in love with Marvel during one of their first meetings.

“In one of my very first classes I had with her, she was going over the syllabus and she said, ‘There is no excuse for coming to class and saying your dog ate your homework,’ and she turned to me and said, ‘Even you, Mr. Selvaggio’,” he said.

Marvel not only became

PRSSA’s mascot, but the whole building’s mascot by the time Selvaggio graduated, he said.

Currently, Selvaggio is training in discus for the Paralympic Games and look-ing for a job possibly in the non-profit arena. He is inter-ested in a job where he would look forward to going to

work each day. “I would like to make

a difference in someone’s life,” said Selvaggio. “I don’t want to just work to im-prove a company’s overall bottom line of more money and more money, but actu-ally help someone with public relations.”

COuRtESY PHOtO | HeRFF JONeS

Southeast Missouri State PRSSA Chapter member Tony Selvaggio and his guide dog, Marvel, celebrate graduation with caps and gowns.

TO CALL OR NOT TO CALL? How to stay in touch with contactsBY CIERRa wallaCECentral Michigan University

Work performance, net-working and building relation-ships are key elements in the public relations world. Intern-ships are a great way to demon-strate all three.

However, many students fail to maintain relationships with their former managers and coworkers once the internship is over.

“I wish I had made more of an effort to keep in contact,” Central Michigan University PRSSA alumna Brooke Adams said. “It was my first internship and my first real experience in the public relations world. I did

not realize how important it would be to keep in touch.”

Ideally, students should keep in contact with their internship coordinator as a mentor and professional reference. Main-taining the relationship after the internship is a way of cre-ating a network outside of your peers and professors. Having professional contacts can allow opportunities students cannot normally get on their own.

“I have gotten almost every professional opportunity I have had because I knew someone or knew someone who knew someone,” Adams said. “Most jobs are not posted for all to see, so it is always good to

know people in the loop who will help you out.”

There are many ways to stay in contact with professionals with-out being overbearing and an-noying. Sending a friendly email is a great way to keep in contact, especially for birthdays and holi-days. LinkedIn and Twitter are also a good way of not only stay-ing in touch, but staying aware of what the company, product or organization is doing.

“Social media has been a great tool in keeping in touch with former interns of mine,” Heather Smith, account ex-ecutive and public relations specialist at AGP & Associates, Inc. in Midland, Mich., said.

“LinkedIn is a great tool for networking, and it is very help-ful as they move from college into their careers.”

Internships are all about quality, not quantity. Interning is a way of networking and im-proving of work performance, whether you have completed 10 internships or three.

“It is all about networking,” Smith said. “Keeping the ties you have made — especially if you had a positive internship experience and left a good im-pression — is very important in our profession. You never know when you can utilize those rela-tionships to learn new things or advance your career.”

SOCIAL MEDIA CONNECTION FOLLOWERS, FRIENDS & MOREtwIttER CHatS Sept. 20, 9 p.m. eDT

Oct. 25, 9 p.m. eDT

Follow the Twitter chats using #PRSSA.

fREE PRSa wEBInaRSept. 13, 3-4 p.m. eDT

How To Be the Best Trend Spotter

Find free webinars and more at bit.ly/PRSAWebinar.

fEatuREd twEEtPRSSanational Apply for the Chester Burger Scholarship for excellence in Public Relations for grad students! http://cot.ag/pDAgLH

Share your own PRSSA news by using #PRSSA in your tweet. Tweet National Conference related content using #PRSSANC.

Champions for mentoring and advice. The Champions direc-tory of members is posted on PRSSA’s website. The directory even notes which members be-longed to PRSSA during their college years. Follow the Cham-pions’ Facebook page for news and updates.

COnnECt On SOCIal nEtwORKS

Comment on a professional’s post on Twitter or share an ar-ticle you think he or she would find of interest and start a con-versation. Once you have es-tablished a dialogue, connect on LinkedIn. Be careful with Facebook – many professionals do not connect with students there. Ask first.

Building relationships with professionals should not be a daunting task. PRSA members are more than willing to help students. Once you make a con-nection with a professional, keep the conversation going via email, telephone, Skype, Twitter or in-person meetings. Be sure to thank them for their time and keep them apprised of your successes.

Sonja Popp-Stahly, APR, is PRSSA’s National Profes-sional Adviser. She also serves on the PRSA Health Academy executive committee and the PRSA Hoosier Chapter board of directors.

nEtwORKCONTINUeD FROM PAGe 1

FORUM® STAFF

Editor in Chief Amy Bishop

design EditorSarah Thacker

assistant designerJayne Flax

Copy EditorKristina Hunter

Photography EditorAutumn Scaglione

web EditorAlisa Wiersema

advertising managerKelsey Smith

FORUM® is published three times a year for PRSSA members.

The opinions expressed are not necessarily those of the Society or staff. The editor in Chief reserves the right to refuse all copy. Article submissions, comments and suggestions may be made via email to the FORUM® editor in Chief at amylbish@indiana.edu.

FORUM® is produced by students at Indiana Univer-sity in Bloomington, Ind.

2011-2012

COnnECt mORE

FORUM Fall 2011 | Volume 44, Issue 1 | www.prssa.org/FORUM 3BE a SElf StaRtER

Generation Y has been diag-nosed with the entitlement syn-drome. Sadly, many experienced practitioners have come to ex-pect their younger counterparts to demonstrate a lax work ethic coupled with a sense of superi-ority. Hiring managers are onto this trend and are watching for it in interviews.

“If you are entry-level, your resume matters less to me than your attitude. I want to see a spark. A zest for life. Hunger. An interest in working hard,” Dush-ka Zapata, executive vice presi-dent at Ogilvy, said. “Now that I think of it, I’d like to see this in applicants at any level.”

Rachel Wallins, partner and director of global human re-sources and talent management at Ketchum, likes to see entry-level applicants display a team attitude, rather than an inflated ego. “It’s about knowing there’s always something we can learn from each other — and that in-cludes everybody,” she said.

Robert Mathias, president of Ogilvy Washington, looks for candidates who display a sense of purpose and a passion for the industry. Mathias said these traits are demonstrated through the way applicants present themselves at interviews.

wHat nOw?Hopefuls preparing to enter

the industry can begin by devel-oping their own distinct brands and communicating those brands with clarity, enthusiasm and conviction.

Claudia Patton, president of Edelman’s Southeast region, summed it up. “There isn’t a more exciting time to be in our profession than right now. What is your narrative and why did you choose the public relations path? Be sure you can articu-late your purpose in an authen-tic way, because no amount of education can help you if you are unable to express your own unique value.”

4THINGS YOU WILL WISH YOU WOULD’VEKNOWN IN COLLEGE

BY janEllE HuElSmanAccount Executive, Fahlgren Mortine Public Relations

As I sat down to write this article, I came across a signifi-cant milestone in my new life as a young professional—my one-year anniversary at my first post-college job. A week after graduating from Ohio University’s E.W. Scripps School of Journalism in 2010, I moved to Columbus, Ohio, to begin my career at Fahl-gren Mortine, an advertising, public relations and marketing firm. And what a year it has been. While my job has cer-tainly kept me busy, there are a few things I wish I would have known a year ago — inside and outside the walls of work.

nEtwORKIng dOES nOt End aftER YOu gEt tHE jOB

A few months into my job, I found myself suddenly jealous of a good friend who, while unemployed, took it upon herself to network with public relations professionals she ad-mired. She did not bribe them with coffee in exchange for a job interview or even ask for freelance work; she was just doing it to learn as much as possible and to meet new peo-ple. Since then, I made it a goal of mine to meet a new profes-sional I respect for lunch or coffee once or twice a month. Although I am not looking for a job, it has been a great way to see what others are doing

and to get an outsider’s perspective.

BE COmfORtaBlE BEIng unCOmfORtaBlE

“Stepping outside the box” is a phrase we often hear in creative environments, but that does not apply to just the right side of your brain. You also need to know how busi-ness models work and how analytics and data tie into your job. This will allow you to showcase your added value and prove to others you un-derstand how to demonstrate value. This principle also ties into your willingness and flex-ibility to learn other business practices and to “wear more hats,” which can lead to more responsibility.

CREatE a lIfE OutSIdE Of wORK

After spending my entire college career engaged in PRS-SA and a host of other student activities, I was looking for-ward to a mental break when I started my job. I liked the idea of a daily routine limited to working, making dinner and relaxing in the evening. How-ever, relaxing became boring soon after it started, and if I was not relaxing in the eve-nings, I was tempted to check email or to put in more hours at work. I reevaluated my need to be involved in organizations outside of work and to make friends. Joining PRSA and volunteering for nonprofits in which I am interested has been

a great way to meet new peo-ple with similar interests and to explore my new city.

lIfE In tHE REal wORld IS nOt dOOmSdaY

Leaving the comforts of college and becoming a func-tioning member of the “real world” is intimidating. There are a lot of responsibilities I did not necessarily enjoy — including creating and follow-ing a budget, paying back stu-dent loans and learning how my health insurance works. However, being a young pro-fessional is more enjoyable than most make it out to be. Many cities have social clubs and activities specifically for our age group and, as a young professional, you can bring fresh ideas to the table at work, follow your other pas-sions other than public rela-tions by volunteering in your community and ensure you budget enough money to al-low yourself to have fun.

Janelle Huelsman is an ac-count executive at Fahlgren Mortine, where she provides me-dia relations, social media out-reach and event management for clients. She is an active mem-ber of Central Ohio Public Re-lations Society of America, a member of the Chapter’s PRSSA Liaison committee and a profes-sional advisory to the PRSSA Chapter at Ohio University. Janelle holds a bachelor’s degree in journalism from Ohio Univer-sity and is a former member of the PRSSA National Committee.

Collaborating with other Chapters

Get to know your peers

BY KatE RYanUniversity of Toledo

National and Regional Confer-ences are not just for networking with professionals. They are for networking with other public re-lations students, too. Make use of those business cards and actu-ally hand them out. Make con-nections at events and follow up. There is no way of knowing who else could share your ideas or who could open some doors during the journey of a job search.

SHaRE and dISCOvER CHaPtER StORIES

Draw from the experiences of what other students are learning and doing in their Chapters. Use this as a great conversation starter, as well. Sure, everyone likes to talk about what school they are from and what they ultimately would love to do with public relations, but the process of discussing ideas and sharing stories could prove to be far more beneficial.

taKE advantagE Of OtHERS’ ExPERIEnCES

There are ways to avoid doing something that has been proven not to work just by reaching out to other students and hearing their experiences. Ask questions and discuss ideas to find out how to go about something that could be great for your Chapter. Bounce ideas off each other.

CREatE and maIntaIn RElatIOnSHIPS

This is where the concept of exchanging business cards comes into play. These people are your peers as students, and they will soon become your peers as professionals. This could be an immeasurable ben-efit when it comes to searching for a job or implementing new business opportunities down the road. Keeping good, professional relationships can increase your chance for sharing knowledge and seizing even more network-ing opportunities. Stay in touch with people through email, Facebook, Twitter or LinkedIn. Good things will come your way.

In addition to in-person networking, be sure to use the PRSSA discussion platforms as a tool to stay connected as well. Join Facebook groups, LinkedIn discussions and Twitter chats. Participate, participate and par-ticipate some more! Chances are there are other Chapters and stu-dents who have the same ques-tions, concerns and ideas.

WANT MORE ADVICE? VISIT US ONLINE @ BLOG.PRSSA.COMIf you can’t wait until the next issue of FORUM® for public relations tips and industry news, check out the PRSSA Blog. It is updated regularly with posts from professionals and other Chapter members. Some of the recent posts have included:

Business Casual vs. Business Confused [Infographic]

a day in the life of a Brand marketing Professional

Porter Novelli assistant account executive Tes-sa Kurman shares her experience working for a global public relations firm and reveals the common daily tasks of a brand marketing pro-fessional including:

• Monitoring• Writing• Pitching• Research• Planning and strategy sessions• event planning

the art of disney Storytelling:Q&a with Conference Keynote

Speaker Craig dezern

Dezern, Vice President of Global Public Relations for Disney Destina-tions, shares his experiences using so-cial media for Disney. Check out this post for professional advice from this PRSSA 2011 National Conference key-note on story telling, using social media and setting goals for a public relations strategy.

EmPlOYERCONTINUeD FROM PAGe 1

FORUM Fall 2011 | Volume 44, Issue 1 | www.prssa.org/FORUM 4

BY jEmalYn CHavEZPRSA Foundation

College is officially in session: classes are in full swing, Facebook networks are expanding, and in the midst of a recovering re-cession, financial aid lines seem to be longer than ever before. Now more than ever, PRSSA students need to know the PRSA Founda-tion is here to help.

Since it was founded in 1990, the Foundation has provided thousands of dollars to deserving stu-dents throughout the na-tion. More than $168,000 has been awarded to more than 69 students and 80 PRSSA Chapters since 2003 alone. However, only a lim-ited number of students are aware of the philan-thropic organization and its services.

“It’s essential for PRSA and PRSSA members to become aware of what our organization has to of-fer,” President-elect of the PRSA Foundation Gail Rymer said. “Through the fundraising activities of the PRSA Foundation, deserving students can receive the needed sup-port to finish their edu-cation and become con-tributing members of our

important profession.” The Foundation aims

to serve students who will eventually become the fu-ture practitioners of the public relations profes-sion. Striving to spearhead initiatives that impact the public good, the Founda-tion’s three objectives are:

RESEaRCHThe Foundation funds

research on a national and international level that impacts the industry. Re-cently, the Commission of Public Relations Educa-tion received $20,000 from the Foundation to con-duct a study of public rela-tions education programs around the world.

EduCatIOnal OutREaCHAdvocacy for the profes-

sion is another goal of the Foundation, and it exer-cises this goal by educating the public, businesses, gov-ernment and community leaders about the role of public relations.

SCHOlaRSHIPSWhen it comes to schol-

arships, the Foundation not only secures funds for PRSSA scholarships, such as the John D. Gra-ham and Marcia Silver-man Scholarship, but also

aids PRSA Chapters in es-tablishing scholarships for PRSSA students in their local areas.

“All three initiatives are designed to maximize contributions to the PRSA Foundation and help fund the scholarships and re-search that will help our future professionals com-plete their education to step into a career where they can help our industry support the public good,” Rymer said.

PRSSA Chapters that want to get involved and take action can do so in a variety of ways. First, all graduating seniors can make a $30 gift donation to the Foundation when transitioning to PRSA. Second, PRSSA Chapters can and should encour-age local PRSA Chapters to consider a local schol-arship fund. Finally, stu-dents can help by spreading the word.

The PRSA Foundation aspires to continually create opportunity, provide finan-cial aid and advocate for the public relations profes-sion as a whole — it is up to future professionals across PRSSA nationwide and globally to create a strong, sustainable Foundation for generations to come.

PRSA provides ‘foundation’ for studentsSCHOLARSHIPS AND AWARDSaltschul Champions for PRSSa Outstanding Internship awardduE datE Sept. 13awaRd $300 REQuIREmEntS » Application form » Letters of recommendation » 1,000- to 1,200-word essay Chester Burger Scholarship for ExcellenceduE datE Oct. 17awaRd $1,000REQuIREmEntS» enrolled in a graduate studies degree program» Application form» essay» Letters of recommendation » One page resume

gary Yoshimura ScholarshipduE datE Jan. 30awaRd $2,400REQuIREmEntS» Application form» Minimum 3.0 GPA» Letter of recommendation» 1,000-word essay» Official transcript

COuRtESY PHOtO | PRSSA

Receiving an award from the Betsy Plank/PRSSA Scholarship Program, Scott Wofford of the University of Tennessee - Knoxville Chapter meets Mickey G. Nall, APR, PRSA Fel-low, at the 2010 PRSSA National Conference.

Students receive awards, scholarships for research and educational outreach

BY aaROn SmullInMissouri Western State University

Jennifer Ecclestone, as-sistant manager of executive and social media communi-cations, product and tech-nology communications at General Motors, was a 2008 graduate and PRSSA member at Michigan State University. Ecclestone said she believes PRSSA mem-bership is vital for aspiring public relations profession-als and stresses the value of membership for those look-ing for a career in public relations.

“The connections, nation-al opportunities and real-world experience that comes with membership makes it worthwhile,” Ecclestone said.

Ecclestone’s first experi-ence with GM came from PRSSA’s 2006 National As-sembly in San Francisco, where she had the op-portunity to participate in the Day-of Competition sponsored by Chevy.

Ecclestone stayed in touch with the contacts she met there — Travis Parman, APR, employed by GM at the time, and contacts at GM’s agency of record, Weber Shandwick.

Through her networking at Assembly, she received the opportunity to participate in an on-campus Chevy Aveo grassroots campaign, and from there she applied for a summer internship. GM ac-cepted Ecclestone as an in-tern in the summer of 2007 and offered her a full-time position at the end of the internship.

Ecclestone said she en-joys her position at GM and that no day is the same in public relations. The day she was interviewed she had already done three confer-ence calls, organized for a media trip next month, pro-vided content for a corporate blog post, planned for a so-cial media tech conference in November and edited a media release.

Ecclestone has re-cently joined the Detroit PRSA Chapter. She was a

Where are they now?Membership develops into career for former PRSSA member

See nOw, PAGe 5

BY COdY nEd ROmanOUniversity of Florida

More than 1,000 public rela-tions students from universities nationwide are expected to attend presentations and networking op-portunities set against the magi-cal backdrop of Orlando’s Sea World during PRSSA’s National Conference this fall. The annual event, hosted this year by the Uni-versity of Florida Alpha Chapter, will educate young professionals about emerging concepts in pub-lic relations while providing an elite environment for network-ing, through which participants can establish lifelong professional relationships with each other and with industry leaders.

This year’s Conference theme, “Perception is Reality,” will ex-amine new strategies that public relations professionals can use to understand the feelings and at-titudes that motivate their target audiences.

Beginning on October 14, the five-day Conference will feature experts and executives from vari-ous industries, including enter-tainment, sports and nonprofit. Presenters will offer insights into the future role of social me-dia, strategies for excelling in competitive fields, new ways of advocating for causes and the

entertainment industry’s secrets for following — and sometimes predicting — hot trends. Debut sessions such as creativity and story telling will speak to all at-tendees, as they bring to light the power of public relations’ most powerful strategies.

The first of two Conference keynote speakers will seize the podium Saturday, October 15. Craig Dezern, vice president of global public relations for Dis-ney Destinations, will provide first-hand insights into one of the world’s largest tourism cen-ters. On Sunday, October 16, Rick Leventhal of Fox News, the second keynote, will explain the news media’s evolving place in public relations.

Members will learn along-side seasoned professionals at the PRSA General Sessions, aas they get insiders’ points of view from professionals such as Joe Rohde, creative executive of Walt Disney Imagineering, and Chris Brogan, a New York Times best-selling author who teaches For-tune 100 companies how to use social software to build organi-zational value. All PRSSA Con-ference attendees are invited to attend PRSA General Sessions at no additional cost. In addition to the breakout sessions, you will have the opportunity to receive

instruction in the resumé and portfolio critique workshop. All attendees are encouraged to bring business cards to share with other PRSA and PRSSA attend-ees, as well as copies of their re-sume should potential internship and/or job interview opportuni-ties arise. Speed networking and media training require students to pre-register, as space in lim-ited. All attendees are invited to attend the Career Development Exhibition where you can chat, share your resumé and learn how to be an ideal job candidate from corporations and agencies across the nation.

Hear more fresh ideas and build on your Chapter’s success in the Chapter Development sessions. This year, eight of the nation’s lead-ing Chapters will share successful fundraising practices, recruitment tactics and ways to improve your Chapter’s relationships with lo-cal professionals. Some sessions highlight topics such as how to re-brand your Chapter, dominate Na-tional competitions and develop relationships with public relations agencies.

Beside career enrichment op-portunities, the Conference of-fers plenty of time for students to socialize, celebrate and explore Orlando’s nightlife. During their first night in the city, guests can

indulge in Carnaval, a Brazilian masquerade sponsored by Walt Disney World. Additional events allow students to mingle before they venture off to explore world-class amusement parks and at-tractions. With such possibilities abound, members should regard both their visit to the city — and to PRSSA’s National Conference — as a precursor of adventures and opportunities to come.

FORUM Fall 2011 | Volume 44, Issue 1 | www.prssa.org/FORUM 5

member of the Georgia PRSA Chapter while living in Geor-gia and served as the co-chair for the membership develop-ment committee and was a member of the social media committee.

Ecclestone has the follow-ing advice for current PRSSA members: Get as active in whatever you can as soon as you can. Join committees, volunteer for fundraisers, be-come a part of your Chapter’s student-run firm – if it doesn’t have one, help to create it!

Another bit of advice: It is extremely impor-tant to make professional connections.

“I can’t tell you how impor-tant it is to create professional connections early on,” Eccle-stone said. “Connections are everything in this business. The earlier you start, the better off you’ll be.”

nOwCONTINUeD FROM PAGe 4

Summer internships are im-perative because they give you a true taste of what to expect from a job after graduation. I mean, why wouldn’t you want to know what you are spending tens of thousands of dollars in tuition to become?

I made good decisions to pre-pare myself for a career in pub-lic relations — three internships, broadcast and print media expe-rience, national PRSSA involve-ment and solid grades. Despite my efforts, there were still a num-ber of surprises to come after I received my first full-time job.

tRIal BY fIREThe first thing worth noting –

I was not expecting to pitch me-dia on day two of my job.

When I interviewed for the in-ternship position, the internship coordinator touted how interns are valued as integral members of account teams, carrying out many tasks that an account coor-dinator would normally handle. This was one of the foremost reasons why Taylor Global, Inc., seemed like the best fit for me – I

wanted to show my worth.My orientation period quick-

ly came and went, and my first week coincided with a crazy acti-vation period for both of my cli-ent accounts.

Instead of having a cushy week of getting to know names and where the water cooler was, I was immediately thrown into the fire.

KEY taKEawaYS Ask questions. It does not hurt

to solicit feedback or collaborate with colleagues to share best practices. Take that extra minute to clarify any confusion; this will save you time in the long run of having to redo your work. As a second point, learn to effectively manage your time. This includes finding a system that works for you, as well as keeping the lines of communication open with your supervisors. As work gets hectic, supervisors have a tendency to lose touch with other things on which you may be working. It is your responsibility to speak up if your plate is too full. If you allow the work to pile up, deadlines will

be missed or the quality of the work will suffer.

luCK & tImIngOne of the more common

paths to a full-time position in the industry is through an intern-ship, which is especially true in the agency setting. My post-grad internship at Taylor was sched-uled to run from June through mid-August, but things did not quite work out that way.

No matter how well you per-form during your internship, timing and luck play a crucial role in determining your future with the company. In my case, our office’s largest client account was bought out, leaving budgets and our staffing model in ques-tion.

Luckily for me, new business came, and I was offered the job.KEY taKEawaYS

Work quickly to establish re-lationships with your colleagues. Find a mentor in the office — someone who knows the land-scape and carries some weight with upper management. Having

the support of your colleagues can help buy more time before a decision is made. Also, do not stop networking. If the timing just is not right, it helps to have relationships with managers who may have something available.

SPRInt vS. maRatHOnThis last surprise hit me about

a year into working on the same program. Your job, if you are lucky, has a never-ending work-flow.

As a student, classes and teachers come and go, but that is not always the case in a working environment. Some projects will continue for years with no tan-gible end point.KEY taKEawaYS

You need to find a work/life balance. A year-long project does not need to be finished by this weekend, but it is important to not let off the gas. In other words, the different structure of work re-quires the mindset of a marathon-er rather than a sprinter. A career is a long-term commitment that has its ebbs and flows. It might

take awhile to figure out, but finding that comfortable cruising speed will help you maintain your production (and sanity). Sure, there are times that require a full-speed effort, but it is important to reward yourself with a life outside of the workplace.

Ryan McShane is an account executive at Taylor Global, Inc., and works from the agency’s Char-lotte office. He served as FORUM Editor in Chief in 2007-08 and was a member of the Hanna E. Norton Chapter of PRSSA at Ar-kansas Tech University. In 2010, McShane was named Young Pro-fessional of the Year by Charlotte’s PRSA Chapter. His blog, ryanmc-shane.com, is dedicated to pub-lic relations students and young professionals.

talES fROm CuBEland

What classes didn’t teach me about my first jobRYan mCSHanE Account executiveTaylor Global Inc.

» TURN THE PAGE FOR MORE COLUMNS

2011 NATIONAL CONFERENCEEXAMINING NEW STRATEGIES, ATTITUDES

wHat PRSSA 2011 National ConferencewHEn October 14-18wHERE Renaissance Orlando Hotel at SeaWorldREgIStRatIOn The registra-tion and hotel reservation deadlines are Sept. 12.full REgIStRatIOn $295 for PRSSA members$300 for affiliate members$330 for non-membersSInglE daY REgIStRatIOn$170 for PRSSA members$175 for affiliate members$180 for non-membersOnline: www.prssa.com/events/conferenceBy mail: 411 Lafayette Street, Suite 201, New York, NY 10003By fax: 212-460-5460

If you have questions about registration, please call 1-800-350-0111. For other questions regarding the PRSSA National Conference, contact PRSSA Headquarters at (212) 460-1474.

PRSSa IntERnSHIP CEntERBrowse internship listings, post your resumé and find career resources at www.prssa.org/ internships.

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FORUM OPINION Fall 2011 | Volume 44, Issue 1 | www.prssa.org/FORUM 6

This summer, I spent five weeks studying abroad in Paris, France. Studying abroad has al-ways been something I wanted to do, but I never anticipated the kind of learning I would actually be doing. As cliché as it sounds, I truly learned so much about myself.

Prior to departing for Europe, I considered myself an indepen-dent person. I thought going abroad would be a breeze.

Fast forward to the first time I realized working with the same 17 students from the time I woke up to the time I fell asleep was stressful. I knew then I was in over my head, and I needed to make some mindset adjustments to succeed. The things I learned in Europe will be useful to me this year as I prepare for my vice presidency in our Chapter. I hope the tools I learned working as a team member will benefit you and your Chapter as well.

Everyone’s voice needs to be heard. As a group of 17, we had to make decisions on a daily ba-sis. It was hard at first because we had a very opinionated group, but as the weeks passed we learned to respect one another and listen to what each person had to say. This made the deci-sion-making process smoother.

Think about this when mak-ing a decision in your Chapter. When everyone feels like their ideas are appreciated, they are less likely to become angry, even if their idea was not the most suitable.

Respect that people have dif-ferent ideas than you do. This was our biggest problem in France, because even if we each listened to everyone’s ideas, pleasing ev-eryone was still a struggle. Some people wanted French cuisine, others did not. Some people wanted to stop at shops along the

walk to the restaurant while oth-ers did not. However, when our small groups presented at the end of the course, we saw that when everyone had different ideas, the rest of us were able to learn some-thing new. We realized if we had all thought alike, the trip would have been a lot different.

Likewise, the members in your Chapter and executive board have great ideas that might be different than yours but are still valuable and need to be considered. Who knows – someone might come up with a great fundraiser that supports your Chapter heading to Nation-al Conference or think of a great speaker who will benefit every-one. Different is good.

Remember everyone is work-ing toward the same goal. We all went on the Paris trip because we wanted to expand our horizons and learn to become more in-dependent. We wanted to share an experience that would lead us to have a different mindset than others. This holds true with both your Chapter members and ex-ecutive board leaders. Everyone is working together because they enjoy PRSSA and want your Chapter to be successful. Re-member that when things seem frustrating.

Armed with everything I learned while abroad, I cannot wait to get back to Illinois State University and work with my executive board and Chapter. Remembering the experiences I had while abroad with help me to recognize how to deal with conflicts as they arise. Learning these tips and knowing every-one in our Chapter is passion-ate about PRSSA is inspiring and will help me be the best leader possible – I hope these tips help you and your Chapter as well.

Chapters benefit from member’s

experience abroad

fROm PaRIS tO IllInOIS

KaItIE RIES, Illinois State University

This column was created to help members get the most from their Faculty Adviser. The position is a tough and often thankless job, but a key factor in your Chapter’s suc-cess. Most scholars agree that Faculty Advisers can have a huge impact on an organiza-tion. Evans, Evans & Sher-man (2001) went so far as to say, “Faculty Advisers really can make or break a student organization.”

But advisers do not oper-ate in a vacuum. They oper-ate in relationships with a host of others, including their administration leaders and public relations practitioners. That said, their most impor-tant relationship is with you, the Chapter members. As in any relationship, understand-ing where the other party is coming from is critical, so that’s where I’m going to start.

One of the first things to understand is the environ-ment in which your faculty adviser is operating. All ten-ure and tenure-track profes-sors are evaluated for pro-motion, tenure and salary increases on three areas: re-search, teaching and service.

At larger, research-orient-ed universities, the Faculty Adviser may be judged on the quantity and quality of their scholarship (aka, research). At many universities and col-leges, teaching is the most val-ued area. In almost every situ-ation, advising your PRSSA Chapter is considered “ser-vice,” which often gets short shrift unless your Adviser is on a professional or con-tract track. Understanding

his or her situation will go a long way toward helping you figure out how to make the job easier.

Another part of your Fac-ulty Adviser’s operating en-vironment is the tremendous investment in time he or she makes to accomplish the task of educating the leaders of tomorrow. For every hour in the classroom, the typical instructor will spend three hours preparing materials. Most Faculty Advisers also serve on department or col-lege/university committees, which means meetings in aca-deme are typically intermina-bly long. As mentioned above, they need time to develop scholarship. Then there is grading, which usually takes another several hours.

Time rapidly becomes a very valuable commodity. My wife has commented on many occasions that she saw more of me when I was in the Navy! Again, understanding that will help you realize why your email, text or phone call does not always get answered immediately. Patience and be-ing respectful of your Advis-er’s time will go a long way to helping him or her meet your and your Chapter’s needs.

Finally, everyone wants to feel appreciated in a relation-ship – you know that from your own experience. In my experience, teachers appreci-ate an occasional “thank you” or pat on the back. Hearing from students that you made a difference in their lives is almost as rewarding as a pay-check. It increases your Ad-viser’s motivation and sense

of satisfaction, which is in-evitably returned to the mem-bers ten-fold.

Some of my most cherished “thank you” moments have been when some of my Chap-ter leaders have given me a small token of appreciation at the spring induction cer-emony on behalf of the entire membership. These treasured mementoes help me identify fondly with each cohort of students under my tutelage over the years. Whenever I am feeling under the gun or my motivation starts to flag, I just have to glance at a few of my treasures and I’m back on the step again!

I am not suggesting this is always appropriate. But I am suggesting that every Chap-ter find a way to say “thank you” to its Faculty Adviser. A simple “thank you” card will often suffice. You would be amazed at what such a simple gesture will do for you and your Chapter.

Bob “Pritch” Pritchard, APR, Fellow PRSA, is PRSSA’s National Faculty Adviser and Faculty Adviser for the Uni-versity of Oklahoma Chap-ter. Pritchard also serves on the PRSA Educational Affairs Committee and the MBA Ini-tiative Task Force. He is a re-tired U.S. Navy Captain, and has more than 25 years of expe-rience as a public affairs officer in the U.S. Navy.

advICE On advISERS

Understanding what your Faculty Adviser really does

Many factors can be at-tributed to the success of the most successful names in his-tory. There are singers, ath-letes, artists and thousands of others, including great public relations professionals. But what makes them great?

As professional soccer player David Beckham said, “My secret is practice.”

To perfect a skill, one must first practice it – then im-prove it. It is a constant circle that gradually perfects the art of a skill.

We cannot automatically

be great at something. We must build our way to the top one step at a time. Most of us dream of leading the indus-try and obtaining great jobs. For us, practice is a secret weapon and a fundamental training tool in the process of leadership and professional development. With practice, we can be great.

To perfect our skills of professional practice, we must gain professional ex-perience. The best way to practice our skills is through internships. Internships can

teach us the fundamentals for public relations practice and can offer professional development. While prac-ticing our current skills, we can also acquire and use new skills. It is the constant cycle of learning and perfect-ing that gradually builds our

adam aISnER2011-2012 PRSSA National President

BOB “PRItCH” PRItCHaRd,aPR, fEllOw PRSa PRSSA National Faculty Adviser

PRaCtICE maKES PERfECt

The secret to sharpening skills

See SECREt, PAGe 7

FORUM OPINION 7Fall 2011 | Volume 44, Issue 1 | www.prssa.org/FORUM

expertise over a period of time. The key is to remember that learning is a constant process that continues throughout our career, and we need to embrace this process to become better at what we do. Having one or more internships can help you hone your fundamental public relations skills. Once you have mastered these, you can prac-tice and master more challeng-ing projects and assignments.

While it is necessary to prac-tice our professional skills, we must also practice and perfect our leadership skills. To work in public relations, we must be able to work effectively in teams, motivate others and exhibit pro-found leadership skills. With a little practice, this mission is easy. Practicing leadership helps develop us into well-rounded professionals and enhances our expertise.

As students, we should be-come members of PRSSA to stay on top of industry trends, be team players in the office and take advantage of Chapter lead-ership opportunities that chal-lenge our skills. Leadership is a challenge, and there will always be accomplishments and frus-trations, but working through these experiences will prepare you to lead a team of profes-sionals in the future. We need to practice leadership when-ever we have the opportunity, so that later we may lead the industry.

As we practice both leader-ship and professional skills, we make errors and accept that these mistakes are an essential element to the learning pro-cess. It is acceptable to make mistakes as long as we learn from the experience and im-prove for the better. Sometimes we learn what to do, and other times we learn what not to do. This constant process helps craft our skill and develop us into highly effective strategic communicators.

Don’t be afraid to make mis-takes because there is always something to be gained. In the end, challenging yourself to learn from your missteps will make you a phenomenal leader.

As we move through our aca-demic and professional careers, we must remember that prac-tice makes perfect. It is essential to constantly develop our skills and further our learning.

The more we practice, the better we become. Take ad-vantage of every opportunity that comes your way and learn something new from everything you do. Practice, practice, prac-tice and you will be a fantastic leading professional in years to come.

SECREtCONTINUeD FROM PAGe 6

My receptionist Georgia Enty routinely calls me when I have a visitor arrive for an ap-pointment. I usually tell her I will be right out to greet the guest, but one day she told me to take my time. When I arrived in the lobby, she and the guest were deeply engaged in an ani-mated conversation I was reluc-tant to interrupt.

When I brought the guest back to the lobby, he and Geor-

gia finished their conversation. Later that afternoon, Georgia told me he was the most im-pressive job applicant ever to visit the office. This unexpected third-party endorsement car-ried considerable weight as we determined if the candidate would be invited back for a fol-low-up interview. He eventually received an offer and landed a job at the agency.

Moral to this story: Treat

everyone with respect during every aspect of the job search. Georgia notes that a majority of applicants politely introduce themselves, but sit quietly on the couch as they await their in-terviews. By the way, in her ex-perience, male applicants gen-erally are more talkative than women. Georgia is not neces-sarily looking for a prolonged dialogue, but those who share relevant small talk are show-

ing her respect that she notices and appreciates.

Besides properly greeting people, perhaps these additional 12 tips for job interview etiquette will help you navigate the inter-view process from door to door.

CulPwRIt On CaREERS

12 tips for a successful interviewROn CulP Professional Director of Graduate PR & Advertising, DePaul University

This issue’s “Setting the Pace” column focuses on the recently revitalized Chapter at New York University in New York, NY.

Though New York Univer-sity received its charter years ago, it recently underwent a revitalization process. Chapter president Doreen Naor sought to regrow the Chapter with the mentorship of her friend and recent NYU graduate Natan Edelsburg.

With a lot to do in a short time, Naor chose the execu-tive board through an applica-tion process and invited PRSA members and former PRSSA National Presidents Cedric Bess and Jeremy Bridgman to be advisers.

NYU PRSSA took several steps to grow its Chapter in re-cent months:• Created a fresh logo that rep-resents the Chapter and adheres to PRSSA National’s Graphic Standards • Worked to increase aware-ness on campus by organizing a

kick-off event with other com-munication organizations• Built connections with both local PRSSA and PRSA Chap-ters• Promoted Chapter best prac-tices by writing for FORUM

As a vice president of com-munication of the NYU Chapter, after more than nine months of planning and foun-dation building, I feel confi-dent in saying our new Chap-ter has succeeded in several ways. Throughout the stages of the Chapter’s growth, we have learned several lessons about successful leadership.

PaSSIOnatE lEadERS wItH gREat COntEnt

The first lesson we learned is that guest speakers who are passionate and inspiring, along with their engaging content, will surely bring a crowd.

More than 50 NYU stu-dents attended the Chapter’s first meeting to hear Elias Bu-chwald, APR speak about his

experience as former presi-dent of the NYU Chapter from 1987-88.

Bridgman, then an account supervisor at Ogilvy Public Re-lations Worldwide, became one of our Professional Advisers and welcomed us to the orga-nization, providing insight for new and prospective members on the industry.

HandS-On ExPERIEnCE We engaged with

communities on a larger scale by getting experience with lo-cal organizations. We took the opportunity to begin tackling our first project at a local Ger-man cultural institution. We have been tasked with rebrand-ing and raising awareness of The Deutches Haus, a historical landmark.

This experience not only provided great hands-on, prac-tical experience for members, but also brought the group to-gether to create a stronger foun-dation for the Chapter.

lEaRn fROm OtHERS At the PRSSA Leadership

Rally this summer, our presi-dent learned valuable advice to make the member experience as beneficial as possible. One of the most valuable pieces of advice we received is that it is important for new Chapters to grow by taking one strong step at a time, without scrambling to tackle everything at once. So our third tip? There is always much to learn from PRSSA conferences and professional development, so get involved!

We are thrilled to be a part of the PRSSA community and are eager to delve in more. We welcome and encourage every-one to follow us @NYUPRSSA, “like” our NYU PRSSA Face-book page, and visit our new blog at nyuprssa.tumblr.com.

SEttIng tHE PaCE

How to revitalize your ChapterSHIRa PalKa New York University

dO nOt OvER-CaffEInatE BEfORE tHE IntERvIEw. It speeds up your conversation and often makes you come off as overly nervous. aRRIvE 10 mInutES EaRlY. Better to sit in the lobby and wait than be late. Use the extra time to practice mental relaxation exercises and dry sweaty hands. Do a test run prior to the day of the appointment if you have not been there before. One applicant last year was nearly an hour late for an interview, so she only man-aged to meet one of the three people scheduled to interview her. She did not get the job.dRESS fOR tHE OCCaSIOn. even if you have been told it is a business casual environment, dress a level above what is expected. dO YOuR HOmEwORK. Study the firm’s website so you become familiar with the business. I quickly dis-missed an applicant after she said she always wanted to work for an ad agency, clearly missing the point she was interviewing with a public relations firm.aSSumE EvERYOnE YOu EnCOuntER fROm tHE mOmEnt YOu aPPROaCH tHE dOOR maY HavE a vOtE In tHE HIRIng PROCESS. Georgia proved that point.maKE SOlId EYE COntaCt. Smile with your eyes when you greet people.

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EnSuRE a fIRm HandSHaKE. Practice with family and friends because you do not want to crush anyone’s hand. An overly firm handshake, however, is rare. SIt uP StRaIgHt. Good posture says you are paying at-tention and showing respect. EngagE tHE IntERvIEwER In COnvERSatIOn; do not wait for them to ask all the questions. BE PREPaREd wItH tHOugHtful QuEStIOnS when asked the proverbial final question: “So what questions do you have for us?” A memorable question will stand out and let them know you cared enough to study up on their business.jOt dOwn tHE namES Of all PEOPlE YOu mEEt. I have often asked candidates whom they have already met, and I am amazed with how many cannot recall the names of people who had just interviewed them. When the interview is arranged, be sure to ask for a list of people you are going to meet and their titles. And be sure to do a Google search on each of them, which will help you engage in conversation.SEnd fOllOw-uP nOtES. It is okay to send via email, but hand-written notes get the most attention. Ron Culp is a Chicago-based independent public relations consul-tant who has held a variety of senior-level corporate and agency positions. He writes a career advice blog, www.culpwrit.com.

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An Integrated PartnershipA Shared Vision

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West Virginia University’s Integrated Marketing Communications (IMC) online graduate program and PRSA share the same goal – to develop the best PR professionals in the world. That’s why WVU’s IMC program and PRSA have formed an educational partnership. WVU IMC graduates have the skills needed to lead their company’s communication strategy in today’s dynamic digital environment, and they’re ready for what the future holds.

Learn how you can gain a cutting-edge, customizable graduate education from anywhere in the world at:

http://imc.wvu.edu/prsa

Look for WVU IMC white papers and program information in PRSA’s:

• Strategist

• Tactics

• ComPRehension blog

• JobCenter

• E-newsletters

• PRSSA’s FORUM

And, look for us in Orlandoat the PRSA 2011 International Conference

Scan the QR code to learn more about our program: