Collaborative post by Kasey Skala and Laura Fernandex. You can find them on Twitter at @kmskala and @CubanaLAF.
A blog post went up today on the PRSA ComPRhension blog that was titled Status Updates: Millennial Staffers Can Update Your Social Media Plans. Kasey Skala and Laura Fernandex are both PRSA members (Minnesota and Ft. Worth, respectively) and found that the article, if followed, might lead to social media disaster. They were both offended as PR pros – but what can you do to ensure that you take a positive approach to social media in the PR world? As a Millennial or senior staffer?
We found three things that really stuck out to us (there is more, but let’s leave that to the comments conversation.)
1. Tapping on these new professionals may seem like a gamble. You don’t want them speaking to clients, let alone producing messaging.
The biggest issue with this thinking is the rationale behind the hiring. As an agency or corporation, especially in today’s economy, the ball is definitely in your court in regards to acquiring the right talent. It’s always a “gamble” bringing a new person into your organization. You want to be sure they’re a right fit with your current staff, your organization’s mission and the clients you represent. However, if you base your hiring on someone’s age instead of his or her talent – especially when it comes to social media – then your organization has a lot bigger issues it needs to straighten out. If you don’t have enough faith and trust in their ability and talent, then why did you hire them?
2. However, to increase your organization’s toolbox and capture the attention of younger staffers eager to get ahead, the social media space is an ideal testing ground.
Social Media is an enhancement of your communications strategy already in place. It should never be an ideal testing ground. It represents your brand, just as much as a Web site, press release or marketing campaigns. Just because someone grew up online, that doesn’t automatically give them credibility in the social space. The biggest reason brands struggle with social media is because they treat as an experiment. The space may be new, but that doesn’t mean you shouldn’t have an effective strategy in place. You can change or alter your store layout, you can modify your cute promotion. Your online footprint is permanent.
3. A good starting point is to task new professionals with building up senior staffers’ profiles and networks on the organization’s social networking accounts.
Social Media is about your personality, your brand, your authenticity. Having a millennial build up your profile and network doesn’t show you. What if they state something wrong? Are they going to engage for you as well? Social media is about engaging and putting yourself out there. You lost total authenticity when you are speaking for someone else.A new professional brings the technology platform knowledge to the table, while senior staffers know branding strategy. Work together to meet a common goal.
So, what do you think? What approaches do you utilize in social media? How can millennials and senior staffers work together on campaigns and strategy?
LAF Note: This Young Minds post was written by Rebecca Denison.
As I’ve become more and more active on Twitter, one thought keeps popping into my head: how do I get to know these people in real life (IRL)?
I’ve found myself talking about people I follow as though I had coffee with them after work or had a great chat after a meeting. I don’t even notice much of a difference in the way I interact with those I do know IRL and those I’ve only “met” online.
Because I’m still young and newbie, I don’t get a chance to travel much for work, and I don’t get the chance to make it to a lot of Tweetups. So how can I transition from being that girl that everyone @replies on Twitter to a regular coffee buddy?
More than once someone I chat with on Twitter has suggested that we get some time, but then it doesn’t happen in large part because I
don’t know what the next move is. Once I’ve expressed excitement about the idea, how do I make it happen? I mean, how do I make it happen without being awkward?
One of the big reasons I decided to become more involved on Twitter was because I wanted to build relationships, but I’m struggling to make that next big step.
There is only so much of myself I can show on Twitter and through my blog. I’m very passionate about public relations measurement, but there is only so much I can learn from the big names in this field by reading their blogs and asking 140-character questions.
I know that networking is never easy, but I think that the added dimension of the online relationship makes the whole process slightly more complicated (and awkward). It’s weird that there are people who know a great deal about me but have never actually seen me. Meeting someone you already “know” online is what I would imagine it would be like to talk to an old friend when you have amnesia. The steps to a relationship just aren’t the same
So how do you move relationships into the real world? And how do you do it without being a total dork?
*Image is a copyright of www.superbsuccess.com.
Professional networking can be hard. It can be intimidating. It’s about putting yourself out there and hoping you don’t fall flat on your face and ruin a potential career connection.
But guess what? It’s not about you.
That’s right. Networking is not all about what you get out of it. Say what? “Isn’t networking supposed to be about how I can advance in my career and make connections to help me?” you might be asking.
Here’s the thing: Have that mentality, and you’ll probably discard professional connections as fast as you acquire if they can’t do anything for you immediately.
It’s easy as PR professionals to think we automatically know how to communicate. It’s in the job description, right? But just because that’s your chosen career path doesn’t mean you can communicate easily.
The fundamentals of relationship building are the key to networking. Make those relationships with anyone you can. You never know – the fashion columnist you met during an internship might be your next boss – in technology PR. They could be a great mentor. Trust me, though – it’s just as easy to ruin them by only using people for your own gain.
So how can you combat the ‘me me me’ attitude? What is the key to successful networking? Why aren’t all communicators great networkers – or do you think they are?
*Picture of some great friends and fellow North Texas PR alums – Jake, Hess, Libba and Shawn. This was taken at an alum networking event. Notice the smiles – it’s all about shooting the breeze.
LAF Note: Katie Wall is the second regular contributor on the LAF blog. Please welcome her!
Like Chevis, I was more than honored when Laura asked me to contribute to her blog. Every day I scroll through countless Twitter posts and find myself drawn to people who I consider “valuable contributors” or “key players.” I can’t help but marvel at the content and worth of the information they share and wonder how they do it…
Why didn’t I think of that?!
Before I ever post anything on Twitter, I try to ask myself “Do I really have anything worth saying?” “Is anybody really going to care?” or “If no one responds to my questions or re-tweets what I say, does that mean I am not saying something that matters?”
On August 16 David Spinks wrote a post on his blog entitled “Are You a Social Media Expert or Evangelist?” I was intrigued. He talked about enthusiasm for social media versus actual application of the medium, and how, as a social media evangelist, it’s easy to share someone else’s ideas or advice, but experts build their own content and add value to the conversation.
*Sigh* I’m just an evangelist. But why?
First there’s the issue of having time to create valuable content. I’m sure we’ve all been there before: sitting & wondering “How the heck does *generic PR person on Twitter* post so many things that I want to read in one day?!” It seems that no matter how many times I revisit Arik Hanson’s post on the LAF blog PR pros: Overwhelmed by social media? Stop complaining and start taking action, where he encourages PR professionals using social media to stay focused, take time and start small – I still tend to be distracted, rushed and try to take on the world.
Then there’s the matter of understanding the medium as a tool for generating conversation and disseminating information. I think this has been one of the biggest challenges I’ve faced in my recent transition from college life to the professional world. I’ve grown up on social media – it’s just something you do. I guess I still need to learn how to change my mentality from a simple college status update (i.e. “5th floor, Davis Library—come find me (and bring chocolate)!!”) to a thought provoking post that can get people talking.
So how can we change that? How can we learn? Any secrets to share? I’m all ears.
————————————————————————————————————————-
Katie has an ever-playing jukebox in her head, and when writing this, all she could think of was the song “Q” by Cartel http://tinyurl.com/ltkxxy “If you’re not getting answers ask better questions…”
If you’re a Gen Y-er, technology sometimes makes you believe you are – brand knowledgable, that is. Meaning: you understand how to execute campaigns from a full strategy plan.
Think about it. 20 something’s straight out of college are being entrusted with huge brand campaigns in the form of 
social media. The reason? Some (not all) older generations that don’t understand aren’t willing to buy-in and learn, but are willing to pass off their hard work and the foundation they’ve built in their brands communications to an entry-level.
It’s bound to make some feel pretty important. The 20 something is now the face of your brand. With the evolution of technology, social media and how people get their news – they are more than likely to turn on a computer than flip open a paper. They are more likely to look at Twitter than your company Web site. Why? Ease and people on the go need information quick.
How does this work? Why is this now the trend? As 20 somethings, what can we do to make sure we don’t endanger the brand? This doesn’t mean 20 somethings aren’t qualified – if they approach it correctly. Many just aren’t ready, and that’s a fact.
My thought? Stratagize with your boss. Ask them for advice. Ask them what messaging they want to see. Have them monitor it for a bit to make sure you are on the right track. Show that you want to earn their trust and you deserve to have it.
What do you think? Why is this the trend? Is it right? How can we make it so the brand doesn’t take a hit?
This guest post is part of the Young Minds Series, and written by Kate Ottavio.
Forgive me if I make an overgeneralization here, but it seems us Gen Y-ers come off as a bit “entitled.”
Boss: “We’d love to have you be a part of our firm. We will start you at $XX,000.”
Kid fresh out of college with a PR degree: “Um, excuse me? $XX grand? That’s it?”
Yes, my dear, that’s it. Face it, even with that expensive college degree, your experience level and skill set hasn’t yet made your time “worth” much more.
It’s the young people who react in such a way that give a less-than-wonderful name to many of those happy to work hard and bust their behinds in their brand new careers as PR professionals. When Laura first introduced me to her Young Minds series, I was thrilled and flattered she asked (of all people) me to contribute. In my humble opinion, who am I?
This reaction reminded me though, that I (hopefully) have my head screwed on straight. Some in my age group can really harm the value of the work so many others put forth.
Gen Y-ers seem to have given themselves a bad stereotype that we deserve the world and more. What’s important for me to get across here is that there are so many young professionals out there willing to work hard…willing to take constructive criticism…willing to better themselves. Check out Michael Coffey for example. Michael directs a Young Professionals Group aimed at connecting young pros across the country to share networking ideas and best practices for their local groups.
We young people have so much to share, so much to say. I recall a story from when I was born, the nurse told my mom: “this ones going to be a talker.” Ha! Little did she know…I digress. Let us first, before we spew our thoughts unnecessarily and expect great praise, learn from professional mentors…be sponges and soak up every bit of knowledge we can from those more experienced. It is then we can truly process and produce worthwhile, fresh and fantastic ideas! I will quote a friend of mine, Kathy Hokunson, who recently commented on a post where I discussed “self-labeling” with the “expert” title:
“The reality is that there are some very important traits and skills that come from wisdom – time in the trenches. No matter how smart or educated you are it takes time to really learn and understand the important nuances of what we do.”
As a young professional myself, I’m the first to say I don’t have all the answers. So what do you think? Are you a young professional who has made great strides? Are you a more experienced professional willing to contribute your thoughts on how we can shatter this stereotype? Please share…I will happily be the sponge.
Kate Ottavio is an Account Coordinator at Co-Communications. She maintains and writes for the firm’s new blog and contributes to PRBreakfastClub.com.
So I was feeling a little blue yesterday because a press release I wrote went through two people, but then was edited hardcore by the third. We’ve all felt it – we put a lot of effort into something, and it comes back with a ton of red. Sometimes we take it personally, but as PR professionals, we have to brush it off as constructive criticism and learn from it. This time, it felt like I wasn’t doing a good job, and I want to produce the quality that I expect of myself. I was told that I had, but this stuck with me when discussing it with my boss:
“It’s never our work, but the brand’s work.”
True? Absolutely. Is it hard to be humble in this profession? At times. Do we do it? Yes. Guess what? It’s not about us. It’s what being said about the brand. You might strategize with the CEO, but they are the ones saying it. Press releases have the stamp of the brand on them – not your stamp. Press releases are a team effort – and they are vital to your organization. I’ve always viewed it as PR professionals leave their mark on materials, efforts, events, etc – but the brand leaves its impact on the public. Is this wrong? Why is it called public relations if that’s the case?
So how do we overcome that feeling? Is there such a thing as too much editing? We all think differently. Some people edit just to edit, but many others have great ideas that you never thought of.
Being a PR professional can be different than being a working professional. Our hard work is recognized internally, but it resonates with the public in a variety of ways. Could this be why it’s so hard to define our jobs?
Yes, there is a difference. Publicity might be a component of public relations, but there is a whole other world that is just about publicity. I have previously interned for both 20th Century Fox and Sony Pictures in a field office, where hard work, perseverance and long hours paid off in the form of packed advanced screenings, grass roots marketing success and red carpet hits.
Here’s the thing. Everyone seems to be complaining about Kim Kardashian and her new reality show with Command PR – which touts how it’s about public relations. Actually, it’s publicity, but why complain? There will be a spotlight whether we like it or not. Let’s take this opportunity to educate – this is a key component as a public relations professional. When something WRONG is being stated about our client, profession, whatever – it is our job to educate and show the positive facts about it. PR professionals communicate on a daily basis and engage in their communities. So, why don’t we?
Differences between PR and publicity:
1. Publicity is all about grass roots marketing.
2. Publicity rarely encompasses press releases, but focuses on media alerts and blast e-mails, phone calls, etc.
3. Publicity focuses on planning events, and crisis tends to arise a bit more frequently – but on a smaller scale.
But guess what? They both work just as hard. They both deal with media. What else would you add? Do you disagree? Are you disgusted by the reality show, or do you think it’s an opportunity?
*Photo copyright of People Magazine.
