Jay Weisberger, APRCultivating the Next Generation of Practitioners & PRSA Leaders

Cultivating the Next Generation of Practitioners and PRSA Leaders

Jay Weisberger, APRSenior Director of Communications & West Region Leader, SkanskaPresident, PRSA Puget Sound Board

Session focus areas

• What schools aren’t teaching PR grads to get them ready for the workforce – and what to do about it

• How to build programming for young professionals that isn’t just a happy hour

• How to engage young professionals while respecting their wallets

• What actions PRSA can take in its communities to help cultivate young talent

College to workforce transition

College to workforce transition

School to workforce transition

What they’re not teaching in PR school

• College courses can only help so much• Leadership development involves work-related experiences.• But, experiential learning has questionable value.• Greater focus needed within higher education and industry.

Office political savvy

Office political savvy

Managing up

What companies do

An example

What practitioners can do• Training &

Onboarding• Don’t rely on

trial by fire• Take the time

to explain

Mentoring (and reverse mentoring)

• Formal programs are good

• Let organic mentoring happen

Bring back clipping

What PRSA can do

YoPro programs that aren’t happy hour

Programming considerations

• Logistics• Costs

Post-grad scholarships

• Opportunity to lower the cost of entry for “big” PRSA• Engage the right people in your chapters• Example: the Frause PRSA Puget Sound Membership Grant

How it works - Frause PRSA Puget Sound Membership Grant

1. Applicant pays National PRSA dues online and saves copy of receipt.

2. Applicant fills out grant form and includes copy of receipt for National dues. Sends form to PRSA Puget Sound Board Member.

3. Student Outreach Committee reviews application and shares form with Bob and Finance Board Chair and copies chapter admin.

4. Finance chair gives admin OK to process invoice.

5. Admin sends an invoice to Bob for applicant’s chapter dues.

6. Bob sends payment to admin and sends congratulations letter directly to applicant.

7. Admin sends name of applicant to National so that National can indicate the Puget Sound Chapter on that individual’s account.

8. Admin sends receipt to Bob.

9. Admin keeps running list of the applicants so that chapter can tell Bob how many new members joined each year. Provides tax info per Bob’s request.

Volunteer follow-through

• Should not feel like taking a number

Questions & discussion (and venue suggestions for such)

• Jay Weisberger, APR• jay.weisberger@skanska.com• @jayweisberger