FORUM SPRING 2012 | VOLUME 44, ISSUE 3 | www.prssa.org/FORUMThe Publication of the Public Relations Student Society of America

by Kelsey KotniKBall State University

“If this business was split up, I would give you the land, bricks and mortar, and I would take the brands and trademarks,” John Stuart, former chairman of Quaker Oats Company, once said. “And I would fare better than you.”

Why would Stuart want to take the brand instead of the tan-gible pieces? Perhaps because it is estimated that between 30 to 70 percent of a brand’s value is from intangible aspects, rooted in reputation and public trust, according to Bloomberg.

Arthur Yann, vice president of public relations for PRSA, said corporations are finally re-alizing this.

“The difference between as-set value and book value is cor-porate goodwill,” Yann said. “The public has to agree and support you for you to exist as a company.”

The public relations industry is responsible for this corporate goodwill. It is vital that public relations practitioners under-stand what this means: that pub-lic relations plays a large role in contributing to the bottom line of businesses.

To help practitioners and or-ganizations understand, PRSA launched The Business Case for Public Relations™. This campaign provides information

by sonja PoPP-stahly, aPRPRSSA National Professional Adviser

Talking with profession-als is one of the best ways to find out what it is really like to work in a particular industry, organization or city. This can be best accomplished through informational interviews.

While a traditional inter-view is focused on a pro-spective employer asking you questions, in an informa-tional interview, the tables are turned — you are in charge of asking the questions. Usu-ally there isn’t a job opening being discussed. Think of an informational interview as an information gathering session.

You may not have the time or opportunity to do an intern-ship in every area or industry you are interested in, but you can tackle even more through informational interviews.

You can use informational interviews in many ways, all focused on learning and career development:• To learn how public relations

works in different industries, such as technology, health care, government, business-to-business or nonprofits.• To learn about a particular organization.• To learn about different work settings, including agency and in-house.• To learn about the public relations market in a certain geographical area.• To obtain career advice, in- cluding suggestions on how to gain experience in your interest areas.• To have your résumé and portfolio critiqued. • To build a network of con- tacts, including getting refer- rals to other professionals.

Make the informational interview as convenient for the professional as possible. When you request an informa-tional interview, ask for only 30 minutes of the profession-al’s time. If you are going to meet in person, offer to go to his or her office. Information-al interviews also can be done by phone or via Skype.

Remember, in an informa-tional interview, you take the

lead in asking the questions. It is okay to share with the

professional your background and your career interests. That information will help the pro-fessional provide you with more targeted advice and sug-gestions for other networking contacts.

Be sure to send a thank you note to express your appre-ciation for the professional’s

time and the information he or she shared.

Sonja Popp-Stahly, APR, is the PRSSA National Profes-sional Adviser. She also serves on the PRSA Health Academy Executive Committee and the PRSA Hoosier Chapter Board of Directors. She is commu-nications manager for Lilly Bio-Medicines at Eli Lilly and Company in Indianapolis.

SAMPLE INFORMATIONAL INTERVIEW QUESTIONS

kEy RESOURcES FOR INdUSTRy NEWS@PRSSANational@PRSA@PRDailyNews@PRSAtactics@APStyleBook

*

that Day Exchange business cards

that WeeK Follow up through email

that Month Connect with contact on social media

neXt Month #FollowFriday new connection if you are both active on Twitter

2 Months lateR Connect over a common article or current event you find interesting

holiDays Send a holiday card thanking the professional for his or her wisdom

4 Months lateR Ask contact for professional advice on internships or portfolio pieces

6 Months lateR Meet in person to reconnect

by jessica noonan 2011-2012 Vice President of Professional Development

Networking is a critical component to a successful public relations career. It can be hard to keep up with everyone you network with, and while each situation is based on the individual connection, use this timeline to stay in timely contact with your acquain-tances. Once you reach the end, you’ll have successfully established and strengthened a professional relationship. Don’t forget to continue to grow the relationship over time.

NETWORkING FOR SUccESS

Informational interviews facilitate career exploration

OPEN FORUM 2 Follow these tips from a young professional to ease your transition to the real world after graduation. 6 Learn highlights from the PRSSA

2012 National Assembly and ways to improve your Chapter.

Public relations and its role in the bottom line

SEE bUsiness case, PAGE 2

• What is your educational and professional back- ground? How did you get where you are today?• What is your role within the organization?• How is the public relations department structured? How many people work in communications here and what are their roles and responsibilities?• How does public relations fit within the organiza- tional structure? Does it report directly to the CEO or does it report to marketing or another function?• How does public relations collaborate with other functions within the organization?• What qualifications are needed to be successful in this industry, organization or job?• What are the most rewarding aspects of your job?• What are the most challenging aspects of your job?• Can you suggest other professionals I could talk to?

FORUMSpring 2012 | Volume 44, Issue 3 | www.prssa.org/FORUM2to professionals about the value of public relations. It is PRSA’s hope that by helping our indus-try thoroughly understand this value, we can better explain the message to others.

“There’s a startling lack of understanding about what we do,” Yann said. “We changed ideas about smoking and obesi-ty, and provide services pro bono for those that can’t afford them.”

Our message begins with an accurate and understandable definition of public relations. Because of the diverse nature of the industry, it is difficult to explain exactly what we do. For example, public relations for a financial organization may be a different process than public relations for governmental or travel organizations.

It is also important for pro-fessionals and students to advo-cate for the industry. One way to remain an advocate is to con-tinue reading industry news and trends. To start, follow key pub-lic relations organizations and news outlets online.

It is a public relations profes-sional’s responsibility to com-municate relevant issues and trends to coworkers, peers and friends. PRSA’s Business Case for Public Relations initiative is currently advancing the industry by helping the business world understand the contribution of public relations to the bot-tom line. With PRSA’s ground-breaking initiative, young pro-fessionals are responsible for increasing awareness and under-standing of the importance of public relations.

bUsiness caseCONTINUED FROM PAGE 1

FORUM® STAFF

editor in chief Amy Bishop

Design editorSarah Thacker

copy editorKristina Hunter

Photography editorAutumn Scaglione

Web editorAlisa Wiersema

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

You’re about to graduate. Now what?by nicK lUciDoPRSSA Liaison, PRSA New Professionals Section, 2011-2012 Immediate Past President

Completing your college education and making the tran-sition to the real world is one of the most exciting times of your life. You might be considering moving to a new city, starting a new job or moving into a new apartment. During periods of many changes, it’s essential to have something to depend on.

Joining PRSA as an Associ-ate Member before you gradu-ate is an easy way to stay ahead of the curve, continue profes-sional development and have stability during a time of rapid change. While you might be focused on your first job and transitioning to a new lifestyle, maintaining a consistent focus on professional development will help you succeed in your first job and set you up for success in your career.

LANd yOUR FIRST JOB

By using the tools on the PRSA JobCenter and PRSSA’s Internship Center, you will be able to prepare for interviews, learn how to develop a portfo-lio and have the opportunity to scan job listings. During the job searching process, highlight-ing experience and leadership in PRSSA and now PRSA can help separate you from the field.

cONTINUE yOUR EdUcATIONIt’s true that you won’t have

8 a.m. classes or history exams after college, but it’s important for new professionals to strive to learn new skills. Taking ad-vantage of PRSA’s members-only webinars and local Chap-ter events will help keep your skills sharp as the industry con-tinues to evolve.

BUILd yOUR NETWORk BEFORE yOU NEEd IT

When you join and become active in PRSA, you are also eligible to join the New Pro-fessionals Section, which is composed of many other pro-fessionals who are in your

shoes. Taking advantage of this Section is a way to make the student-to-professional tran-sition as smooth as possible. Members have access to a na-tionwide network of new pro-fessionals and obtain access to knowledge and skills necessary to succeed.

Although the days of classes, PRSSA meetings and intern-ships are coming to a close, be-

ginning a public relations career at one of the most exciting times for our industry is upon you.

While making the transition from student to professional seems daunting, leveraging PR-SA’s member benefits can help serve as a tour guide through the process. Join PRSA as an As-sociate Member today at www.prsa.org/joinus and start your career on the right path.

coURtesy Photo | LAUREN ESSNER

Members from the Southeast Missouri State University Chapter celebrate at their 2011 graduation. As graduation comes closer, remember to take full advantage of all the benefits PRSA offers new professionals.

35%

25%

25%

10%

5%

Networking

Researching companies

Applying to positions

Searching for positions online

Working with a recruiter

79 percent of employers now conduct an online search of applicants.

300 jobseekers on average apply to any given job posting online.

18 percent of Fortune 100 companies send emails to applicants when the position is full.

65-70 percent of jobs are gained through personal referrals or network-ing connections.

tiPs anD tacticsDURing the job seaRch, DiViDe UP yoUR tiMe

Job type Job industry

Job category

Location City, State

When seaRching online, Use sPeciFic KeyWoRDs

• Design your own website and online portfolio to showcase yourself.• Tailor each résumé you send to the specific responsibilities and skills listed in the job posting.• Use a blended strategy of social networking for professional outreach with LinkedIn, Twitter and Facebook.

nUMbeRs to KnoW

DiRect connect

• Directly connect with recruit ers through Twitter, email and other personal social network ing sites. • Directly connect with companies through phone calls instead of emails that could be ignored.• Directly connect with profes sionals through informational interviews.

OPTIMIZING YOUR JOB SEARCHby laURen gRay 2011-2012 Vice President of Public Relations

Now & thenPublic relations lessons, interest passed from grandfather to grandson

by saMantha aDaMsUnion University

In 1994, an explosion in Edison, N.J., lit up the August sky, creating what onlookers described as a “fireball” visible from New York City — more than 30 miles away.

An 80-foot length of natu-ral gas pipeline had ruptured, tearing a massive hole in the ground. A nearby apart-ment complex was severely damaged by fire and de-bris. Many were injured and more than 2,000 people were displaced.

In the weeks that followed, the gas company responsible for the pipeline provided ho-tel rooms, living expenses and compensation for the apart-ment residents.

After negotiations with lo-cal government officials, the company began rebuilding the pipeline. The company gained respect in the community for its compassion and willingness to work within extra-cautious guidelines.

Dominic DeSimone was four years old at the time of the disaster. DeSimone was

SEE noW, PAGE 4soURce | CAREER CHANGE CHALLENGE

FORUM Spring 2012 | Volume 44, Issue 3 | www.prssa.org/FORUM 3

PRSSA 2012 National

conferenceOctober 12-16San Francisco

@PRSSANC

www.prssa.org/conference

Be ahead of the game with professional developmentby Kate RyanUniversity of Toledo

With the public relations industry evolving more rap-idly than ever, it’s become far more important for job seekers to develop a variety of skills throughout their undergraduate education.

Everyone wants their “dream job” right out of college, but chances are it may not happen immediately. More and more students are learning early on that professional development is the golden ticket to landing a job faster.

There are plenty of oppor-tunities to get where you want quicker, and those who take

them are the ones who will suc-ceed. Follow these steps and you may be surprised at how far you can get.

LEARN, LEARN, LEARN!Prepare for a career in pub-

lic relations by going the extra mile to learn as much as you possibly can.

Perhaps you are a fantastic writer and really social media savvy but have dropped the ball in the graphic design and cre-ative areas.

Don’t panic. Spend some time playing around with pro-grams like InDesign and Illus-trator. Anything you can do to give your portfolio variety will benefit you in the long run.

UNdERSTANd BUSINESS FUNcTIONSStudents must acknowledge

the role of public relations in the integrated marketing com-munications field.

Divisions within integrated marketing agencies work close-ly together to achieve the needs of clients. Business to business and business to consumer rela-tionships are essential for any public relations team.

BE UP-TO-dATE ON WORLd NEWSWith the international mar-

ketplace merging more rap-idly than ever, it is vital to truly understand international business and news in today’s global economy. Developing

as a student with internship ex-periences in a wide variety of these industries, accompanied by strong attention to business details, will truly show during the job search process and in-terview.

Use all resources offered during your undergraduate edu-cation and start early.

Prep beyond belief – profes-sional development does not need to be an overwhelming semester-before-graduation panic attack.

Breathe, network and fol-low up consistently; you will begin to reap professional ben-efits sooner than most would believe!

coURtesy Photo | ANDy MENG/ CRAIG HUEy PHOTOGRAPHy

Chapter members celebrate the PRSSA 2011 National Conference at the annual Awards Dinner. Attending professional development events with PRSA and PRSSA, diversifying your portfolio and following international news will put you miles ahead of other job candidates.

Hit a homerun with local mediaMedia relations advice from both sides of the fence

by alicia WhitecaVageLiberty University

GETTING TO FIRST BASE: BUILdING ThE RELATIONShIP

One of the first things public relations professionals should do when starting a job is intro-duce themselves to the local media, suggested Bruce Kirk, a professor at Liberty University with decades of experience in broadcast journalism.What to find out from your visit• Outlet’s deadlines• Best communication method• What kind of information the journalist wants• Who would be your best con- tact at that media outlet• How to make life easier for the reporters

Kirk still remembers Brian Knopp, the regional sales man-ager at Wingate by Wyndham in Lynchburg, Va., and a con-tact from years ago because of Knopp’s great media relations techniques.

“People like to do business with those they like,” Knopp said.

ROUNdING SEcONd BASE: WRITING ThE NEWS RELEASE

Joe Stinnett, managing editor for News and Advance, a Vir-ginia-based newspaper, advises to put yourself in the role of the reporter when writing a news release. Think about what read-ers need to know or want to see in the newspaper.

SEE hoMeRUn, PAGE 5

FORUMSpring 2012 | Volume 44, Issue 3 | www.prssa.org/FORUM4

familiar with one of the faces on the TV — the face of his grandfather, James W. Hart Jr., who was then vice presi-dent of public affairs for Pan-handle Eastern Corporation, parent company to the pipeline provider.

Hart, a member of PRSA for the last 20 years, managed relief efforts and negotiations with government officials dur-ing the crisis in New Jersey. As a result of the communications effort, Hart received a PRSA Silver Anvil in the “Crisis Management” category in 1995 and his management of the cri-sis response has made its way

into public relations textbooks his grandson DeSimone would one day read.

“I knew he was a business-man, but I was still at an age where I did not quite under-stand what he did,” DeSimone said. “I always looked up to him as a role model. We have a great relationship, so I’ve had many occasions to talk with him (about his career).”

As DeSimone grew, he be-gan to better understand the breadth and influence of his grandfather’s career. Hart held senior positions at Gulf Oil Corporation, Duke Energy and Hill+Knowlton Strategies.

In 1995, Hart retired from the U.S. Air Force Reserve as Brigadier General who had served as director of public af-

fairs for the Secretary of the U.S. Air Force. Hart’s career was a diverse mixture of pub-lic relations and public affairs, built off business administra-tion and law degrees.

DeSimone became inter-ested in government and law and joined PRSSA as an un-dergraduate at the University of Alabama Birmingham. He earned his degree in public re-lations and political science in December 2011.

Hart said learning from the past is the means by which to prepare for the future.

“The best preparation for dealing with crisis is case study and having a well-prepared and fully-rehearsed crisis commu-nication plan for your organiza-tion that covers the most likely

scenario,” Hart said.Hart said principles applied

during the Edison, N.J., crisis remain crucial for young prac-titioners today.

“Get it all out as quickly and completely as possible,” Hart said. “Show concern for the victims, have a response plan, maintain good relations with all media outlets and always be accessible.”

Like many public relations professionals, Hart said men-tors are important. He should know. His list of mentors in-cludes Edward L. Bernays, rec-ognized by many as the father of public relations.

Though young professionals may no longer have the chance to meet and be personally mentored by the profession’s

founders, Hart said everyone starting in the profession would benefit from reading what early public relations leaders have written.

Hart recommends young professionals read books by Robert L. Dilenschneider about communication, public policy and public relations leadership. Dilenschneider was CEO of Hill+Knowlton Strategies when Hart was senior vice president and general manager.

As much as Hart values learning from the past, he also suggests looking to the future.

“Master the latest in technol-ogy and use it to your advan-tage,” Hart said. “Communi-cation technology is the most powerful ‘force multiplier’ available.”

noWCONTINUED FROM PAGE 2

by KeRi cooKLiberty University

An MBA-wielding public relations pro isn’t someone you come across every day. To some, a Master of Business Ad-ministration (MBA) contributes to successful public relations practice; others claim it unnec-essary in an industry where the necessary skill set of network-ing, writing and event planning is best learned through commu-nications courses or firsthand experience.

Others even argue that an MBA, with its inclusion of corporate speak and analyti-cal structure, can damage the creativity and original thinking needed to practice public rela-tions. Yet many professionals and educators are starting to rethink this position.

ENhANcEd EMPLOyABILITyBruce Bell is a man who un-

derstands public relations’ role in the business world. Bell has served in communications roles for the Pentagon, the U.S. Army in Panama, the U.S. Military Academy at West Point (where he was instrumental in winning a PRSA Silver Anvil) and dean of the School of Business at Liberty University.

“Everybody admires the MBA,” Bell said. “It’s an easy positive discriminator for com-panies. They’re not only im-pressed by the skills you pick up by achieving an MBA, but also by the character qualities that come with it. Companies believe that if you can see something of that caliber through to comple-tion, it bodes well for their abil-ity to retain you as an employee and advance you through the

company. When you do start advancing, you’ll need those skills your MBA brought you.”

Gina Barker, a professor of communication at Coastal Car-olina University, agreed.

“Without the associated skills and knowledge that an MBA drives home, a public re-lations practitioner will likely find himself lacking decision-making power and respect from his peers,” she said.

Another perk Barker noted was starting at a higher pay scale, to which Canada-native Jackson Wightman can attest. Having earned an executive MBA from Concordia Univer-sity, Wightman boasts an ex-tensive background in event marketing and has worked for the Prime Minister of Canada’s issue management team. Wight-man said in his own experi-ences, salary potential rose after earning the degree.

BETTER BUSINESS SMARTSAnother industry-specific

merit of the MBA is its role in enforcing public relations as a management function.

“Public relations is not sim-ply the domain of these creative folks who sit around and think of fun ideas and slogans,” Bell said. “As a management func-tion, nothing is more valuable than thinking strategically. That’s what an MBA will help someone in public relations to do. As we become more global and interconnected, that strate-gic thinking becomes even more valuable.”

While leadership and man-agement skills are quickly picked up through experience,

DO YOU NEED AN MBA?How public relations pros can benefit from a degree

outside their normal realm of study

by laURen RosenbaUMUniversity of Houston

Each year, the PRSSA Na-tional Assembly gathers to make influential, long-term de-cisions about the future of the Society and elect a new Nation-al Committee In addition, those who attend engage in leader-ship training and networking.

On March 15-18, 2012, more than 220 attendees gained the opportunity to engage in real world scenarios and learn from peers at the PRSSA 2012 National Assembly in Charlotte, N.C.

dAy-OF-cOMPETITIONThis year’s Day-of Compe-

tition client was Duke Energy. Duke tasked participants with creating an awareness cam-paign for reporting issues with public lighting. The perception that more street lights were not working than the actual num-ber, along with fewer reported

outages, raised the need for a communications plan.

Participants were divided into teams and had one hour to create a campaign, which included a timeline, key mes-sages and tactics to increase awareness of the importance of public lighting reporting. Each team then made a short presentation and participated in a question and answer peri-od. This year’s winners incor-porated a “Walk in the Park” event into their plan. Each member of the winning team received $50 and a plaque.

LEAdERShIP TRAINING SESSIONSAt Assembly, interactive

workshops provided Chapter leaders with a better under-standing of PRSSA national programs and enhanced their leadership skills. Some of the key takeaways students learned in the sessions included: 1. PRSSA is not a club, but the largest pre-professional orga-

nization for students interested in public relations and com-munications with more than 10,000 members.2. PRSSA scholarships and awards can help individuals and Chapters cover costs for school and attending events, such as the PRSSA National Conference. 3. Diversify your membership by recruiting outside the public relations and communications departments.4. The PRSSA Internship Cen-ter features advice for salaries, networking, resumes, portfo-lios, interviews and cover let-ters, as well as a host of intern-ship opportunities.5. Student-run firms can be-come Nationally Affiliated with PRSSA by meeting na-tional standards and applying for Affiliation.6. When challenged with ethi-cal issues, members can apply

SEE Mba, PAGE 5 SEE asseMbly, PAGE 5

Preparing leaders, establishing connectionsat the PRSSA 2012 National Assembly

coURtesy Photo | ERICA BROWN

PRSSA 2012 National Assembly delegates Reganie Smith-Love, Melanie Tap and Lauren Rosenbaum had the op-portunity to work on real-world cases, attend interactive workshops and elect the 2012-2013 National Committee.

FORUM Spring 2012 | Volume 44, Issue 3 | www.prssa.org/FORUM 5How to write a good releaseNews releases should contain news values, such as conflict, impact, promi-nence, timeliness or any-thing unusual. Unique angles and hooks can catch the eyes of readers.

Stinnett said one of the most overlooked parts of a news release is the subject line on the email. For a pub-lication such as News and Advance, local is key when describing what emails he opens when going through the hundreds that come in each day.

If the subject does not tell how it applies to the local area, Stinnett likely does not even open the email.

Stinnett prefers to receive a very brief description of the event or story including who, what, when, where and why. Many editors and report-ers prefer bulleted factoids to quickly review the release. However, for some journal-ists, it is helpful to include the actual news release with an optional article as an attach-ment.

ThIRd BASE: dISTRIBUTING ThE INFORMATION

Stinnett, Kirk and Knopp agreed that public relations specialists should develop a connection with a primary editor at each outlet included in their outreach and send news releases mainly to that contact.

News releases should be sent no more than once a week, Stinnett said. Do not forget to include contact in-formation, especially a phone number.

For big events, send a re-lease two weeks before and follow up with a phone call or an in-person meeting to discuss event details, parking and any questions your media contact might have.

REAchING hOME PLATE: FOLLOW UP

Media relations profes-sionals walk a fine line be-tween pestering and being persistent. Stinnett suggests calling no more than once a day when following up. On the other side, sometimes journalists will follow up with you – Knopp suggests always being available for reporters whenever they call, for the good and the bad. Key advice to the novice

“Do anything you can to make the reporter’s job easier,” Knopp said.

hoMeRUn CONTINUED FROM PAGE 3

the PRSA and PRSSA Code of Ethics to work through the situation.

PRSSA National Assembly is also a time of selecting the So-ciety’s new leadership. Saturday

was dedicated to electing the 2012-2013 National Commit-tee. See the infographic above for more information.

Assembly ended with an in-spirational keynote address from Mary Tribble, chief of events for the Democratic National Con-vention Host Committee.

Tribble reminded attendees to

not “sabotage your own bliss.” She also spoke about struggles in her career and how she over-came them. She reminded the young professionals in the au-dience that sometimes the best reaction to have in a moment is to “just breathe.”

The Assembly ended with a presentation from the National

Conference Committee, reveal-ing a sneak peek into the PRSSA 2012 National Conference, which will be held in San Francisco from Oct. 12-16.

For more information about the Conference, visit prssa.org/Conference and follow the Conference Twitter account, @PRSSANC.

asseMbly CONTINUED FROM PAGE 4

public relations pros can be-come better equipped with the more technical business tools an MBA offers.

“An MBA not only helps an emerging public relations practitioner understand the dis-cipline’s role in a business set-ting, but also things like the im-portance of ROI metrics and the

critical goal of contributing to the corporation’s bottom line,” Barker said.

REAL REWARdSUnderstanding the degree’s

value, PRSA has created an MBA Initiative that will incor-porate core public relations com-petencies into MBA programs. An increased emphasis on skills like crisis communications and reputation management, for in-stance, will equip future leaders

of the business world to face to-morrow’s issues. PRSA plans to incorporate a carefully selected set of courses, developed by Paul Argenti of Dartmouth Col-lege’s Turk School of Business, into the MBA programs of a handful of charter schools dur-ing the fall 2012 semester. The initiative is set to launch nation-wide in 2013.

While an MBA may not be appropriate for every public re-lations professional, those who

earn it may reap rewards in terms of enhanced credibility, new career opportunities and an improved understanding of their clients’ or companies’ big-picture business goals.

Ultimately for many, the decision to obtain an MBA makes a positive contribution to one’s commitment to lifelong learning, on both a personal and professional level, and that is an invaluable reward in itself.

Mba CONTINUED FROM PAGE 4

by aMy bishoP FORUM Editor in Chief

The new PRSSA National Committee, who takes office on June 1, are eager to begin their work for the Society. Get to know the Committee a little better and learn what their goals are for the next year.

Getting to know the PRSSA 2012-2013 National committee

laURen gRay National Presidentlaurenkgray2@gmail.com@laurenkgray

Goal: Make PRSSA benefits and National Initia-tives more understandable and obtainable for members.Fun Fact: Food that moves terrifies me, and I love sprinkles.

aDaM aisneR Immediate Past Presidentadam.aisner@gmail.com@adamj0seph

Goal: Make PRSA Associate membership a prior-ity among members.Fun Fact: I practice classical voice singing and kung fu.

Zane Riley Vice President of Advocacyzaneriley@gmail.com@zaneriley

Goal: Educate members on cultural differences within public relations.Fun Fact: I own too many vinyl records and will never pass up an opportunity to do something scary.

bRian PRice Vice President of Chapter Developmentbrprice@nmu.edu@briandprice

Goal: Develop strong leaders at the local level.Fun Fact: I love Jimmy Buffett and have been to four of his concerts.

Kate Ryan Vice President of Member Serviceskryan2013@gmail.com@kryan2013

Goal: Promote and encourage members to apply for all PRSSA scholarships and awardsFun Fact: I’m a HUGE hockey fan. Go Wings!

Danielle steWaRt Vice President of Professional Developmentds.lynne@gmail.com@ds_lynne

Goal: Strengthen the PRSSA/PRSA relationship on the Chapter level and increase awareness of student-run firms.Fun Fact: I was adopted at three days old in a closed adoption and a year ago found my birth parents.

laURen RosenbaUM Vice President of Public RelationsLauren.g.rosenbaum@gmail.com@lrose1988

Goal: Increase member interaction within current networks.Fun Fact: I’m superstitious, and anything with human-like characteristics that is not human terrifies me.

KaRissa URRy Vice President of Regional Conferenceskarurry@gmail.com@karissaeurry

Goal: Increase number of Regional Conference bid submissions from Chapters of all sizes.Fun Fact: I’m a kid at heart, I love fruit snacks and my head feels best with a baseball cap on it.

ashley MaUDeR Editor in Chief, FORUMa-mauder@onu.edu@ashmauder

Goal: Engage members in PRSSA publications and keep the content fascinating and relevant to readers.Fun Fact: I do everything left-handed except for play basketball, and I’m obsessed with baseball.

hilaRy jURinaK Vice President of Internships and Job Serviceshilaryjurinak@yahoo.com@HilaryJurinak

Goal: Recruit more internship center employers and educate more members on using the center.Fun Fact: I love the Cubs and have worked at the Haunted Mansion in Walt Disney World.

FORUM OPINIONSpring 2012 | Volume 44, Issue 3 | www.prssa.org/FORUM6

We often hear people refer to the importance of diversity. We hear the definitions and the mis-sion statements. The question remains, however: how do we apply these principles to public relations practice, or in this case, leadership?

Below are a few practical applications of diversity I have learned through my leadership journey and how you can use them to effectively communi-cate with and lead a team.

dIFFERENT PERSONALITIESPersonalities differ from per-

son to person. Some are ener-getic while others are laid back. People can be shy or very outgo-ing. I have learned that by under-

standing individuals’ personality traits, I can interact with them in ways that make them com-fortable and more receptive. As leaders, we should be constantly aware of how we interact with team members. You would be surprised how far this tip can go when trying to motivate oth-ers; know their differences, and mold your coaching to it.

PEOPLE LEARN IN dIFFERENT WAySSome people understand an

idea or project right away; others may take time to catch on. Dis-cover how each person learns.

Some people need long ex-planations, while others may need to experience something first-hand to fully understand it.

You may even have team mem-bers that don’t need any addi-tional instruction; whatever the case, to effectively lead your team, you need to find out how to coach in a way your team will understand. Find out their style of learning and work with it, not against it.

dIFFERENcES IN cULTURAL cOMMUNIcATION

Attending school in Hawaii gave me exposure to students from more than 100 countries. In an international destination, ev-ery team experience is a diverse one. But how do you breakdown cultural barriers? The key is to understand cultural differences. Familiarize yourself with collo-

quialisms, understand language differences and know what might connect with or offend them. As leaders, we must work to effectively break cultural bar-riers down by learning how to interact with our members on a day-to-day basis.

WhAT IS yOUR MOTIVATION?This is the fun part. Figure

out what makes your team work hard. As leaders, we have to del-egate and oversee many tasks while driving success.

Learn your team members’ motivations and use them to your advantage. Does your team like awards and public recogni-tion? Perhaps they are motivat-ed internally by feeling a sense

of self-satisfaction. Are they motivated by challenging work or a competitive atmosphere? Figure out their motivations and you can keep them going throughout the year (or proj-ect). Learning to connect with internal motivations is key for optimum productivity.

Knowing the definition of di-versity isn’t enough in real-life situations. By learning to apply these principles to leadership practice, you can develop an ef-fective leadership style.

aDaM aisneRPRSSA 2011-2012 National President

PRactice MaKes PeRFect

How diversity enhances teamwork, motivation in members

setting the Pace

Earn opportunities, recognition with PRSSA scholarships

coURtesy Photo | ANDy MENG/ CRAIG HUEy PHOTOGRAPHy

Recipients of the PRSSA Gold Key Award receive their awards at the PRSSA 2011 National Conference along with National President Adam Aisner (third from the right) and National Faculty Adviser Robert “Pritch” Pritchard, APR, Fellow PRSA (right). PRSSA scholarships and awards recognize leaders for their accomplishments and achievements in PRSSA.

In an organization of more than 10,000 students, it might seem scholarships would be a benefit all members jump to utilize. However, the truth is that few members apply for scholarships — bypassing a ma-jor opportunity to receive much-needed financial support and recognition among peers and professionals.

PRSSA offers more than $20,000 in scholarships. Stu-

dents might not apply because they do not qualify or the application process may seem-intimidating.

Follow these tips and words of encouragement to get started on the scholarship application process.

REVIEW AVAILABLE SchOLARShIPS

By visiting the individu-al scholarships page on the PRSSA website, members can find a list of all the current scholarships offered.

Members should review the

list and apply for all the scholar-ships for which they qualify.

INFORM yOUR AdVISERSNext, members should let

their Faculty and Professional Advisers know they are applying for scholarships. These profes-sionals can provide assistance with the overall application pro-cess and can supply letters of recommendation.

cOMPLETE REQUIREd MATERIALS

Most of the applications re-quire an essay. Take this op-

portunity to brush up on your writing skills. In addition to letters of recommendation from your adviser, you can also reach out to employers, professors and intern-ship supervisors. With enough notice, these should be plentiful. You may also need to supply a résumé. Be sure to update it with your latest achievements.

There are many scholarship deadlines coming up in June, so now is the time to start applying. Don’t procrastinate – factor in the time it will take to mail your ap-plication to PRSSA Headquarters.

Vanessa PeRKins2011-2012 Vice President of

Member Services

JUNE 8 dEAdLINE• Betsy Plank/PRSSA Scholarships• Lawrence G. Foster Award• National President’s Citation• National Gold Key Award• Star Chapter Award• Stephen D. Pisinski Memorial Scholarship• Teahan National Chapter AwardsFOR MORE INFORMATION VISIT www.prssa.org/scholar-ships_competitions.

FORUM OPINION 7Spring 2012 | Volume 44, Issue 3 | www.prssa.org/FORUM

The Chicago Cubs recently pulled down a job posting for a full-time public relations as-sistant after being swamped with 1,850 resumes in less than two weeks. Ketchum received 667 applications for a recent assistant account executive position, and other agencies have reported receiving several hundred resumes for internship openings.

Don’t let this depress or dis-hearten you.

Coveted entry-level public relations jobs remain hard to find and even harder to land; however, job prospects can be far more promising if you prepare for a post-graduation job search while still in col-lege. The bottom line is: there are jobs. You simply have to differentiate yourself from the masses to land one of them.

Flash mobs and job search-es have a lot in common. Both rely on the Internet and the sheer numbers make it hard for any one person to stand out.

So, the question becomes, how do you separate yourself from the “flash mob” of job seekers? The answer — iden-tify and build points of differ-entiation that can set you apart from the mob.

Here are five areas for dif-ferentiation:

1. BUILd A cOMPELLING RéSUMé. It’s not just about good de-

sign; it’s all about content and real-life experiences such as internships, student organiza-tions, PRSSA, volunteer activ-

ities and other career-relevant experiences.

Always include measurable results when possible.

2. BEcOME dIGITALLy SAVVy. Despite common assump-

tions, many students are not always as digitally literate as necessary for the increasing demand for social media talent. While growth of other commu-nication jobs has remained flat, job boards like AdExhanger report that digital jobs have nearly doubled in the past year.

Social media agencies such as ComBlu and Zocalo Group didn’t exist a few years ago, but they are now growing fast-er than traditional agencies.

3. BUILd ANd MAINTAIN yOUR NETWORk … NOW.

Yes, the old adage is still true: “It’s who you know.” Start building your network with family and friends.

Employers increasingly rely on LinkedIn, so be sure to present yourself effectively in social media. Clean up your social media presence by elim-inating anything you wouldn’t want to show a prospective employer.

4. cONSIdER NON-TRAdITIONAL PUBLIc RELATIONS JOBS.

Too many people rule out the former stepchild of public relations — employee commu-nications — but this area of the profession is growing rapidly.

Boutique agencies such as Gagen MacDonald, the Gross-

man Group, Insidedge and others are doing work that changes the way corporations view and motivate employ-ees. Also consider other posi-tions within major companies that might give you impor-tant experience and knowl-edge of the company and its products.

5. PRESENT yOURSELF WELL. The one-minute elevator

speech is yesterday’s measure of first impressions. Today you have 30 seconds. New York-based public relations recruiter Bill Heyman says his team se-riously weighs intangibles like looking people straight in the eye, a firm handshake, being well-dressed and the important “thank you” note.

The can-do spirit of to-day’s public relations majors impresses me. Superstars will emerge from those who don’t let the “flash mob” numbers in-timidate them. Instead, they’re motivated to differentiate themselves by broadening their base of skills and experiences that ultimately build attention-getting résumés and networks.

Ron Culp is a veteran cor-porate and agency executive who now consults and teaches. He blogs on public relations careers at www.culpwrit.com.

cUlPWRit on caReeRs

Differentiate yourself from the mobRon cUlP Professional Director of Graduate PR & Advertising, DePaul University

The PRSSA National Com-mittee is consistently busy re-viewing new Chapter charter ap-plications. In the course of those reviews, I’ve seen shortcomings in several areas.

One of the areas either miss-ing or ill-defined in some of these recent charter applications is the definition of a quorum. The bylaws template (available on the PRSSA website at www.prs-sa.org/chapters/start/) defines a quorum as “one-third of the dues-paying membership of the Chapter.” The template goes on to elaborate that “a simple major-ity vote of the quorum is required for election to office.” Failing to define a quorum can cause many problems for the members in terms of electing officers.

Which leads me to the sec-ond common mistake made in writing Chapter bylaws: defin-ing exactly which officers are elected. The PRSSA bylaw template specifies the positions of “president, vice-president, secretary, public relations direc-tor, historian and treasurer” must be elected. What many Chapters fail to realize is that the office of secretary and treasurer may be combined. This can be particu-larly helpful to smaller Chapters.

Though not listed in the tem-plate, the trend today is to include both the National Assembly del-egate and alternate delegate as elected positions with the nota-tion that these positions may be held concurrently with one of the other elected positions. I

think this is an excellent trend as it emphasizes and focuses atten-tion on Chapter representation to the governing body of PRSSA.

Finally, we continue to see bylaws that fail to outline the duties and responsibilities of the Faculty Adviser and Professional Adviser, as well as the process for electing these positions. This language provides several ad-vantages for Chapter members.

First, faculty and practitioners with a clear understanding of what is expected of them can do a better job on behalf of the mem-bers. Second, to be clear that this organization is “for the students, by the students,” it is necessary to include in the bylaws that these are elected positions (or at least affirmed by a vote of the members) with a finite term of office. Finally, the members can leverage such language to ensure they get the most qualified pro-fessionals helping with their pro-fessional development.

On the surface, bylaws are an uninspired subject. But if not complete, this set of legal rules for the operation of the Chapter can have many negative conse-quences for members. If your Chapter has questions about your charter, contact PRSSA Headquarters at prssa@prsa.org.

aDVice on aDViseRs

bob “PRitch” PRitchaRD,aPR, FelloW PRsa PRSSA National Faculty Adviser

How to address common Chapter bylaw issues

tales FRoM cUbelanD

Adding rhyme and reason to the job huntLast spring, my column made

the case as to why agency life is the model avenue for many re-cent graduates to start a career versus a job in the corporate sector.

With so many agencies to choose from, it’s imperative to approach a job search with a for-tified game plan. The plan I’ve described below is the method I recommend to students reaching out for professional mentoring and networking.

GEOGRAPhyBefore researching agencies,

list every city/region where you could see yourself living. Con-sider population, local entertain-ment (sports, art, music, etc.), proximity to family, cost of liv-ing and every other factor that will help you determine where to call home. To me, choosing a city was just as important, if not

more, than where I would collect a paycheck.

Tier the list to help yourself prioritize. If at all possible, visit those cities during school breaks and three-day weekends to get a better feel.

cATALOGFor each city on your list, cre-

ate an index of agencies with an office in that city. Use every re-source available to ensure you’re starting your job search with a comprehensive list. The PRSA Find a Firm directory is a great place to start.

dEEP dIVEThis next step will be the most

challenging and time intensive. Using your index of agencies, begin populating available infor-mation about each organization into a database. You can use this table to compare your options by

each agency’s focus of business, revenue, size, reputation, cli-ent roster, existing contacts and presences in other cities.

Information for larger agen-cies may be more readily avail-able, but populating a complete list will be difficult using the web alone.

INFORMATIONAL SESSIONSOnce you have completed

an initial round of research, tier your list of agencies with red, yellow and green indicators — green being a perfect fit and red representing the opposite.

Starting with green, schedule informational interviews with executives from those agencies. If possible, I recommend speak-ing with a young professional who would be able to provide top line information about the company but also accurately de-scribe the culture of the office.

Leverage the research you’ve already done to make a positive impression on the executive.

Keep in touch throughout your senior year, and when you’re ready to apply, make sure to name drop in your cover let-ter. An existing contact within the agency will serve as a benefit during the interviewing process.

Ryan McShane is a senior account executive at Taylor and works from the agency’s Char-lotte office. He served as FO-RUM Editor in Chief in 2007-2008 and provides advice to public relations students and young professionals through his blog, www.ryanmcshane.com.

Ryan Mcshane Account ExecutiveTaylor Global Inc.

PRSSA 2012 LEAdERShIP RALLyJune 1-3Chaparral Suites ScottsdaleScottsdale, Ariz.

www.prssa.org/events/rally

Thinking about graduate school?

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