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Q.  Out of college, I landed a job through a friend of mine at an engineering firm, doing marketing. I have changed jobs since, going to another engineering firm to create their marketing efforts, however I’ve learned that this is not the field I want to be in.   How would you recommend making a career change, without having to intern at a PR firm? 

A.  Although I didn’t join the agency world until after many years in corporate PR positions, I firmly believe agencies are the best places to begin PR careers.  Young professionals and creative ideas flourish in most agencies; you get incredible hands-on experience and have fun in the process.

Although you want to bypass the internship route, you’ll find that most entry-level agency jobs are filled via the internship route.  Either you advance within the agency where you intern, or the experience at one agency lands you at another. 

A few other possibilities:

1. Research agencies that have major engineering firms as clients.  Those agencies might be willing to forgo an internship requirement due to your relevant on-the-job experience with two engineering companies.
2. Respond to internship postings.  Situations change rapidly within agencies and a full-time position could open, especially if you have relevant experience that meets an account staffing need. 
3. Keep an eye open for job postings within corporations where your current experience has relevance.  Focus on larger companies since I suspect you would prefer being surrounded by other PR people.  It is lonely for young professionals to be the sole PR practitioner in any organization. 

I’ve confessed openly that I wasn’t an early adapter to the Internet.  In fact, when I headed PR at Sears, I tried to avoid being assigned development of the company’s intranet back when the technology was first emerging.  I gave in thanks to arguments by Bob Carr and others on my team.  But it took the better part of a year before I realized I had been wrong to avoid the inevitable.  Since then, I’ve continued to be surrounded by talented early adapters who help me push the proverbial digital envelope. 

Realizing that I’m mostly speaking to the converted, the fact remains that digitally savvy professionals remain in the minority.  However, that’s changing at the speed of light–or should I say faster than a T1 line.  An increasing number of PR agencies are beginning to require that all new hires are proficient in digital technology.  Enlightened companies are putting executives through digital immersion programs, and every PR program is expected to have a digital component. 

Emanate PR’s Kristen Commander writes on her agency’s website about the importance to “Embrace Your Inner Tech Nerd!”  In the post, she notes the University of Misouri’s School of Journalism requires all incoming freshman to have either an iPhone or iPod Touch.  Despite some early criticism, this requirement will ensure students are working digital technology into every aspect of their college careers, not just out-of-classroom games and social networking. 

If you’re no longer in college, a number of free and paid websites provide helpful tips and tutorials about the Internet.  One of my favorites is Learn The Net.com, a fun “owner’s manual” for anyone seeking additional information about any aspect of the Internet. 

In the 15 years since I tried to avoid the unknowns of the Internet, much has changed–including the new reality:  Digital literacy is required for career success.  This is good news for everyone already comfortable with everything digital. 

PRSA Chair-elect Gary McCormick is a long-time friend, who works for the cable organization that produces my favorite television programing, HGTV.  We also serve together on the board of the Plank Center for Leadership in Public Relations. 

Here’s a personal snapshot of what led to Gary’s successful PR career. 

   Gary McCormick

While I knew that I wanted to be in public relations after discovering it in college, it was still a relatively new career. Many times I found I had to create my own job or at least add it the list of “duties as assigned” by my initial employers.

But it was inevitable that I would become an advocate of networking given my career and the many people who have positively affected it. Starting in high school with a small radio station manager in rural western Colorado who first encouraged me to work for him (who met me through my favorite eighth grade teacher and his wife), I have had a succession of opportunities provided to me by others. Often, I found I had to challenge myself and grow in order to achieve what others clearly expected me to deliver. Which brings me to the second reason for a successful career - amazing mentors which continue even today! This is clearly a profession of life-long learning.

I worked as a production manager for the university paper, The Collegian, and continued at the radio station during summers until I graduated. After graduating from Colorado State University with a degree in Technical Journalism/Public Relations Concentration, my contacts/networking landed me my first job.

Read Gary’s entire Career Capsule by clicking here.

  Craig Grabiner

I was flattered when everyone’s favorite PR careers mentor asked me to write a post for his blog covering entrepreneurship in communication.  For the past several years, Ron has been a trusted advisor of mine.  Our visits would always have the same feel.  I’d tell him that I really wanted to branch off on my own, we’d kick around a few ideas, and then he’d tell me I’d probably be better off being patient and gaining more experience first.

Finally, back in 2007, when my stint as Director of Corporate Communications at the Chicago Board of Trade was coming to a close, Ron had something different to say.  Of course, as usual, I felt I was ready to do my own thing…but this time, he agreed.  His vote of confidence gave me added motivation to start my own consultancy, 34Media, and to engage in a strategic partnership with my colleagues at Outside Eyes.

Two years later, Ron has asked me to share what I’ve learned.  He tells me that many of the young communication professionals who frequent this space are very much intrigued by the idea of entrepreneurship.  I think that’s terrific, but generally speaking, I’d like to pass along the same advice Ron gave to me many times:  bide your time and gain invaluable perspective.

Here are a few things to consider if you’re a young pro with an entrepreneurial bent:

Find Your Passion; Follow It – Throughout our lives we engage in new activities, enjoy them, perhaps become obsessed with them for a time, and eventually push them aside for something else.  This can happen with toys, games, books, hobbies, foods, exercise and, yes, careers.  Communication is a pretty broad field, and I’d recommend exploring its many facets.  Manage media relations, write promotional materials, dabble in financial communications, develop internal communications strategies, become an expert in new media, learn all you can about crisis communication…

Perhaps you’ll excel in one of these disciplines…perhaps you’re a natural at every one of them.  Odds are you’ll find at least one that you really enjoy – and when you do find that passion, then push as hard as you can to become an expert.  If it’s your objective to work for yourself one day, you’ll quickly learn that there are a host of new pressures that you’ll have to deal with on a daily basis.  Make it easier on yourself by offering services that you truly love to deliver.

Gain Experience – I know what you’re thinking…is there a more obvious a piece of advice to give a young professional in any field?  Probably not, but I ask you to think more deeply about this.  Experience isn’t always about time, it’s about situation.  In an ideal world, you want to have been in as many situations as possible so you can pass along the knowledge you gain to future clients.  Time doesn’t necessarily lead to expertise; it’s what you do with your time that will build your credibility.

Of course, the ‘catch-22’ is that you can’t really put yourself in unique new situations without spending a significant amount of time as a professional.  The bottom line is that we all have plenty to learn and those with the widest range of experiences to draw upon are most likely to appeal to prospective clients.

Network As Much As Possible – And then…when you feel like your network is really impressive, network some more.  I won’t go into a great deal of depth here, because Ron just discussed networking 101 on June 22.  Who you know really does matter, and it matters a lot.  Those with the biggest networks are most likely to get “warm introductions” to potential clients…and warm introductions are a major advantage.

Keep networking after you find a job.  Keep networking when you’re really busy with work.  Don’t be that person who only reaches out to past and present colleagues when you need something.  And here’s my favorite piece of networking advice – always offer to help your contacts in any way you can.  The more assistance you provide, the more likely folks will be willing to do you a favor down the road.

Save Money – Again, I’ll keep this simple.  Earlier, I mentioned that there are new pressures for those who go the entrepreneurial route…and you must learn to deal with them quickly.  The most obvious of these is financial pressure.  It’s much easier to build a consulting practice if you’re not constantly worrying about your finances.  Save as much as you can before you take the plunge.

It takes a different sort of personality to build a successful career as an entrepreneurial communicator.  It’s certainly not for everyone.  If you have the desire, the passion, the expertise and the contacts to make it happen, it can be extremely rewarding.  So bide your time, gain perspective, and maybe some day down the line, Mr. Culp will deliver the same message he eventually delivered to me:  “Go for it!”

(Craig Grabiner spent 15 years in corporate communications, including stops at 3Com/U.S. Robotics, JPMorgan Chase and the Chicago Board of Trade, before launching his own consulting practice–34Media.) 

A record crowd showed up at 7 a.m. last Thursday for the Chicagoland Chamber of Commerce annual meeting.  Nearly 2,000 attended the Executives’ Club luncheon in the same ballroom that afternoon.  A group of PR professionals holds frequent networking events under the Facebook handle of Chicago PR-TY.  Many organizations, including PRSA, organize networking groups of young professionals. 

During each of these events, hundreds of business cards are exchanged and potential future business relationships are established. 

My advice:  Begin networking early in your job search and career.  And continue doing it throughout your professional career.  Too often, I have witnessed people become so thoroughly engaged in their jobs that they avoid any “outside contact” or relationship building.  When their jobs are in jeopardy, they must start from scratch to establish a professional network.

Valuable networking tips are provided through an helpful site called Career Networking 101.  You can get the low down on the Three Deadly Sins of Career Networking:

    1.  Waiting until you need a job to begin networking
    2.  Developing an “all about me” mindset
    3.  Expecting others to do your networking for you

Career Networking 101 provides a free lesson plan that consists of the following topics:

• Online networking
• Structured groups
• Networking for the shy
• Managing the network
• Working the room

Q.  It took me several months after my ‘08 graduation to land a job that I don’t like.  I’ve given it eight months and want to quit.  But friends tell me I have to stay a year or two in order to avoid getting labeled a job hopper.  Suggestions?  -AL

A.  There’s nothing worse than being in a job that you hate, except perhaps the possibility of extended unemployment.  Be sure to have another job lined up before you flee your current position. 

During the early stages of your career, you can risk more movement than when you are more established.  In fact, the Bureau of Labor Statistics reports individuals born between 1957 and 1964 held an average of 10.8 jobs by the time they turned 42.  They’re not going to call you a job hopper.  However, be sure to move for the right reasons and try to stay in the next job for at least a year, ideally two.  In the case of a first job out of college, you should feel comfortable moving when the right opportunity presents itself.  Just remember to remain positive, don’t burn any bridges, and be thankful for the experience.  Good luck. 

Columbia College’s Sandra Allen, who is a long-time friend and PR colleague, invited me to speak to her Social Change Communication class yesterday.  Her students are focusing on corporate social responsibility (CSR) and they clearly have been giving a lot of thought to the subject.

We discussed the evolution of CSR from over the past 30 years, which allowed me to touch on key CSR programs at my corporate alma maters–Eli Lilly (orphan drug program and community healthcare initiatives), Sara Lee (support for the arts) and Sears (the American Dream Campaign; support of home ownership opportunities). 

Since I spoke without notes, I forgot to mention the importance of doing a SWAT analysis before embarking on a CSR initiative.  Here are my 5Ws:

1. Who is driving CSR in the enterprise?
2. What is the company currently doing?  What is the competition doing?
3. When is the best time/place for a program?
4. Where should you focus?  Where is the gap that needs to be filled that doesn’t exit in current CSR initiatives?
5. Why? 

All truly successful CSR programs have full support of the top person in the organization, usually the CEO.  But, I also thought of a great example that has grown more successful over the years and involves the City of Chicago. 

JPMorgan Chase and others joined Mayor Daley, who wanted a city-wide program that encouraged bicycle use in the city.  (The Who).  Up to that point, nothing much was happening but a lot of bicyclists and the Mayor (an avid bike rider) wanted safer paths and places to park their bikes.  (The What).  The When answer was clearly Spring/Summer when people are especially focused more on biking.  Where:  Initially, central city/high visibility areas that would get people thinking about the biking alternative.  Why:  It promotes a green and healthy city–two points being mentioned prominently in the city’s current effort to win the 2016 Olympic Games. 

Yes, there are CSR-related jobs, which I’ll cover in a future post.  Unfortunately, CSR isn’t a growth sector within PR since many companies cut back on initiatives that don’t directly improve their bottom lines.  Some companies, however, are finding that CSR programs–especially in the environment–can help them reduce their own costs, which is a win/win for everyone.

There are numerous awards programs but the three biggies, including PR Week and SABRE, but the granddaddy is the coveted Silver Anvil presented by PRSA. 

I attended two of the three programs this year and judged several categories in the other, so I got a great overview of the incredible work being done in our profession.  Of the hundreds of entries, PRSA last week picked the perfect recipient of its top Silver Anvil award–the Northern Illinois University (NIU) Office of Public Affairs.   

NIU President John Peters and PA Assistant VP Melanie Magara got a standing ovation when the award was announced.  They inspired the audience with their account of the university’s brilliant response after a gunman on February 14, 2008 burst onto the stage of a large lecture hall and began firing into an audience of nearly 150 students. When his rampage was over, six people lay dead and 19 others were injured. Melanie and her team immediately launched into crisis mode, working around the clock for several days to provide accurate information to the media while working with university officials who needed and responded brilliantly to PR counsel. 

You can get highlights of other excellent PR efforts that won Silver Anvils through the following PRSA links.

Click here for more information about the 2009 Best of Silver Anvil Award Winner.  Click here for a complete list of 2009 Silver Anvil winners.  Click here to view photos from the 2009 PRSA Silver Anvil Awards Evening.

A young friend wishes he could have had a second chance after blowing an impromptu phone interview the morning following his best friend’s bachelor party.  You get the point. . .he didn’t get the job. 

Many companies make impromptu calls to job prospects, especially if they are being considered for public-facing jobs.  I learned this from the CEO of the company that didn’t hire my young friend.  He said they intentionally make calls early in the morning and only consider applicants who nail the initial phone interview.

My friend really wanted this particular job, and realized he should have let the call go into voice mail until he recovered.  Fortunately, he was better prepared for the next several phone interviews and is now gainfully employed.   Here are some of the lessons he learned and how he prepared himself for subsequent phone interviews. 

Plan for the call.  Ideally, the recruiter will pre-arrange the call via email so you can be sure to find a quiet place for the conversation.  Think through logistics for the spur-of-the-moment call, and use “silence” hand signals if you are with others and can’t get to a private location.  Background noise and barking dogs are a distraction for both the interviewee and interviewer.  Have a “cheat sheet” handy with information and questions regarding your main job prospects.  This helps you come across as both informed and interested. 

Professionally Answer All Calls.  Thanks to cell phones and caller ID, it’s easier to control your incoming calls and whether you answer them immediately.  But if you share a phone line, be sure to ask others to be on their best behavior when answering calls.  First impressions are critically important.  Answer in an upbeat voice and identify yourself rather than simply with “hello”. 

Short Answers.  High Energy.  You can’t assess body language of the interviewer, but you can influence perceptions by giving clear, concise answers in an entergetic manner.  Refer to your notes, but don’t read them.  Be prepared for the often-asked two final questions:  1).  Do you have any questions about the company or position?  2).  Do you have anything that you’d like to add about yourself that I didn’t cover?  An effective response to these open-ended questions demonstrates your interest in the job and sets you apart from those who are so nervous that they just want the call to end.  Sometimes the recruiter will share the next steps in the process.  Key is to come across so persuasively that you end the conversation with an invitation for an in-person interview with the hiring managers. 

Relax.  Be Yourself.  A couple of deep breaths before you answer the phone will pump some oxygen into your brain to help jump start the conversation.   This is especially important if you’re in bed when the phone rings.  Let your confidence, enthusiasm and personality come through.  But don’t try to be someone you’re not.  Your authentic “voice” will carry the day in a phone interview.