Let's Be Frank: Some Advice for PR Graduates

Today’s blog post was meant to be about personal branding, and the importance of it. And, it is – for another blog post. This past week, I have spent a lot of time giving advice to soon-to-be PR graduates and listening to what they are looking for. Disclaimer: This is my blog and I can be frank if I want to.

I have seen a couple of GREAT resumes, and I wish they had graduated when I did, or earlier – back when the economy wasn’t so bad and companies weren’t cutting their PR and communications departments left and right. So here it is: some frank advice for the soon to be PR professional. I wish I could sugar-coat this and make it easier, I really do. 

1. It is great to be goal-oriented, but one also needs to be realistic

Before I graduated, I had that kind of semi-arrogance that I have seen before in many college graduates: I had had 3+ internships, I had a great range of experience, was PRSSA president and did a lot of community service. Surely, the big names would just be stupid not to take me. But what I realized is that those big names had become big names because they retained employees like a camel retains water – and job openings were few and far in between. Clients, once they have built trust with an agency and  that certain account exec, it is very difficult for them to be introduced to someone new. It was the small to medium sized agencies that were hiring entry-level PR, because they were young agencies that had some really exciting start-up clients, and were constantly drumming up new business. At these small agencies, you can gain a lot of experience because you really get to see the ins and outs of an agency, unless your agency operates on the closed door policy and AAEs arent privy to a lot of conversations.

Also, look into non-profit and associations. Contrary to popular belief, this is where a lot of job opportunities will be coming from. They all need in-house PR, and they also have a great need for the 20-something who is great at social media. In non-profits/association, you truly know the ins and outs of your client, because you ARE the client. In these settings, you also gain a ton of experience because you get to do a lot more, and are trusted a lot more, than in the agency atmosphere. I never dreamed that I would be walking 60 Minutes around the national convention 2 months after I started at Mensa…. or landing a segment on Good Morning America. I get to be PR counsel to 134 Local Groups, and handle all national media relations/PR for American Mensa and sometimes, the Mensa Foundation. 

2. A college degree + A paid internship after grad isn’t always bad

If you are set on the big agency, be prepared to take a paid internship for a couple of months before being offered an entry type position. This might not happen, but you do have a great name on your resume, and if you can get a recommendation it’s even better. From these internships, you can further your skills even more, and since you have a degree, you will be trusted with more. We all have had dues to pay, and unfortunately, this is how it sometimes is in the PR field.

3. Don’t turn your nose up at offers that might come in

You are not better than any offer that you receive. Note: You are not God’s gift to PR. Not even those with 10+ years of experience are. Sure, you’re better than the scammer agency that you found on Monster.com, but if it is a small agency with a good reputation, I say go for it. You might find it’s a great fit, and you will definitely learn from it – good or bad. Also, you might hear of a development coordinator job opening – this is geared toward fundraising and developing the brand. This is great for a young PR pro because you can really fine-tune your pitching and customer service skills.

4. The ripe time for you to go on interviews/be hired is right before graduation – Network until then.

Sure, your finance and business major friend already landed a job back in December. Guess what? This is PR and communications. Those hiring, unless its stated, usually want someone to start within a month of the interview process. This is a field that is constantly on the go and constantly changing. Network with those in the area you wish to work in. Network with those outside of it so you can get great advice. Twitter is a wonderful source for this, and there are some amazing PR people on there. Also, if you email any PR pro, make sure that you double and tripe check for grammar, spelling and punctuation. Make sure to say please. Even if in a big metroplex like Dallas, it’s still a small PR community. Word gets around, and you don’t want to be blacklisted.  I hate using that word, but it happens. Once you make a connection, make sure you are constantly checking in with that PR pro – we might know you are only looking for a job, but this business is about building a foundation for relationships. Go to a PRSA meeting and write thank you notes, handwritten, to anyone you met. Trust me, it will go a long way.

I love to help any PR grad who is passionate about the field. It all depends on how they handle building a relationship and what they strive to do.

So, let’s be frank: How are you handling your looming graduation?