A while back PRChannel published a series of posts on “Advice for the PR Grad“, PR pros from around the world wrote in to share knowledge and give advice to those recent grads just starting out.  This time we sought out a different point of view – recent grads who have followed all the advice, but in this economic climate are still finding themselves ‘jobless’. Here’s a spotlight written by a recent grad finding herself in a jobless situation despite doing ‘all the right things’.

There are endless tips out there from pros helping recent PR Grads take-off on their professional endeavors. Although I’ve done most everything the pros suggest, I still find myself jobless. Some say that if you haven’t landed a position within the first month after graduation, then it takes an average of eight months to find your first post-college position.

Well, I graduated two months ago, and have followed to the “T” every piece advice given to me from various sources in my efforts to put theory into practice. Thus far I have gained several contacts, secured a few interviews, even was a top ten finalist of the MS&L Worldwide Chicago Internship Challenge of 2009, but no full-time job. All (or at least most) of my efforts started back when I first set foot on my college campus; indeed, I’ve done everything from paid and unpaid internships to workshops on interviewing. But my efforts were put into high gear three months before graduation. Here are more details of what I’ve done.

1. Get involved: Over and over career services, employers and professors will argue that “practice makes perfect.” I’m not perfect but practice has helped me decipher where I want to be in the future. My collegiate involvement and employment background have given me the opportunity to perform various PR activities, presentations—and most importantly—I have worked as a team leader as well as a team member. I completed a B.S. in Public Relations and Broadcasting, but when I declared them as my majors I was unsure what each profession really entailed. Getting involved and networking led me to my first internship in radio allowing me to learn, hands-on, what each was all about. My first internship was during the summer of my sophomore year at a local radio station. I was exposed to every department, including sales, promotions, productions account and even engineering. This hands-on experience started the ball rolling—and I’ve done a total of five internships in both PR and Broadcasting; only 2 were paid. These positions include: Promotions Intern at a radio station; Program Coordinator for a YMCA branch; Public Relations Intern for the Communication Department at NWMSU; Creative Promotions Intern for a television station and Firm Director for a Student-run Firm.

   These internships have helped me narrow down what I want to do. I’ve learned much about the industry, found some of the greatest people and advisers, networked and received stellar recommendations during my internships, but I have not found the position that I want to pursue.

2. Build Bridges: Ever heard of “make sure to always leave a good first impression?” More than just making a good impression with the people you meet and/or work for, it is extremely important to keep in touch with them—they can be your ticket to a better job. This becomes especially important with the media’s rapid change because it not only shows you stay current with the media but it allows you stay connected to those who you are no longer working for but would like their support and, hopefully, their recommendation.

   I have created several profiles on online networks like LinkedIn, Monster, Experience and Facebook, which I regularly update and make sure they look very professional. I have a couple recommendations on my LinkedIn profile, some are from internships I did and the others of supervisors from the University (Northwest Missouri State University) I recently graduated from. I spend an average of 20 hours a week exploring twitter, LinkedIn, and other network links. Having said that, I think it’s actually knowing who I “follow”, contacting them, and the type of content I post on twitter that has generated such opportunities (including this one! I found PRChannel on Twitter) Through Twitter I have found and applied for a total of ten positions.

3. Clean and Revamp: Speaking of updating and looking professional, I have reviewed my resume around fifty times within the last two months. I have cleaned it up so that it looks well-organized and, most importantly, so it shows results. I think of it as a cheat sheet for employers; they can see the results of my projects while I was an intern, or as an employee. I also had several contacts, who are all part of the workforce, take a second look. In addition, I subscribe to several different newsletters where I read about how I can bolster my presence online.
4. Word of Mouth: Talking to everyone you meet and know is the key to networking. I’ve kept in touch with friends who graduated last year for their advice and/or leads as to who is hiring. Through this I found two different companies that I was really interested in and as a result I applied. I’ve found this process to be more efficient due to my friend’s influence and recommendations.I normally request to know more about the position available and who exactly to contact before I submit a cover letter and my resume—if it is through their website. In the case of the positions where I had a contact I will wait to see which method works best for the human resource office, which usually is through their direct email. This is always better than just emailing a generic company email address.

In my research I have also been very flexible about the location of where I apply. I do not mind moving to another state for a job position and I’ve made it very clear in my cover letters and emails when requesting more information.

A professor once told me that in order to be successful in your job search you must make it “a full time job to find a job.” His words remain in the back of my mind, making me restless as I’ve had to get a part time job in order to pay bills and stay afloat—sadly I’m still a “college student” in that sense.

This post was written by Alejandra Alvarez, a recent grad from Northwest Missouri State University with a double major in Public Relations and Broadcasting. She lives in the very center of the U.S. but hasn’t always; indeed, before moving to Kansas City she lived in California for a few years. However, her story starts in Guatemala City, Guatemala. Fluent in Spanish and English, she’s still looking for a full-time position where she can exercise them both. Want to give Allie a job? Get in touch with her using Twitter (@alliealvarez) or visit her LinkedIn profile.

All organizations are vulnerable to crises and the fallout can be severe (read AIG, Wall Street etc.) so it makes sense that Crisis Management is a big part of traditional PR.

Here are 5 common mistakes made when dealing with a crisis, and why they should be avoided at all costs.

1. Assuming the truth will set you free. Perception can be just as damaging as reality, sometimes more so.  Even if your client was in the right, don’t rely on those facts to set the record straight.  Chances are the damage will already be done and you’ll need to proactively rebuild your image.
2. Strictly sticking to ‘the plan’. Albert Einstein said it best: “The definition of insanity is doing the same thing over and over again and expecting different results.”  Most companies/PR agencies have some sort of crisis communication plan put in place, but rigidly sticking to said plan in the face of changing circumstances can hurt your recovery.  Example:  If you haven’t gotten results by sending in written statements to the media in the past, why would you continue to stick with that strategy in your current crisis? Maybe its time to grant a face-to-face interview or explore other sources.
3. Ignoring the public emotion behind the issue: Take the example of a product recall for safety or health issues.  Of course you initiate the recall and maybe even discontinue the product, but stopping at that is a mistake.  Sure the issue at hand is resolved, but that does nothing to repair the consumer trust your client previously held.
4. Thinking of the media as ‘the enemy’: It may be natural to form an us vs. them attitude when reeling from a recent crisis, but your PR team better not let it show.  Giving media the cold shoulder or being disrespectful to a reporter will only backfire.
5. Attempting to let your reputation speak for itself: No matter what the reputation of a firm, any crisis that arises deserves immediate attention and action.  The public (your consumers) are fickle and have short memories; it’s been said a thousand ways but that does not make it less of a fact.  Not to sound all gloom & doom, but no one is immune here – a big enough crisis can take down anyone. Remember Arthur Andersen?

If there was one thing that all of our PR pros could agree on it would be that experience is important.  Grads should have some type of work experience under their belt before applying to their first post-college job.  Get an internship, do some volunteer work, something related to the field…anything.

Here’s what the pros had to say in their own words:

Mike Santoro, President of Walker Sands Communications says “Get experience however you can. PR firms always need interns. An internship is a great way of getting in the door, as those internships often turn into full-time jobs.  Of course, if nothing comes directly from it, you’ve got resume-ready job experience and some portfolio work that will make your next search even easier. If you can’t get your foot in the door at a firm, look to use your skills elsewhere to build that needed experience. You could help promote a local restaurant or theatre. Or help with internal communications at a corporate job. It’s crucial to tell a success story in that first interview so try and get it wherever you can. My firm is actually currently seeking PR interns for the summer” Chicago PR Summer Internships

“If you haven’t already, get an internship with a government agency or non-profit. You will have the opportunity to work on a variety of projects and often have more responsibility than you may get in a corporate environment, plus many of these internship opportunities pay better than entry-level pr agency gigs or corporate jobs. It is great experience that you may not be able to afford to get later on” says JP Clark Regional Communications Manager for Grainger

“The best advice I can offer new PR grads jumping into the shaky job market is to swallow your pride and don’t be afraid to knock on every door, no matter how remote the possibility. When I graduated from college with a degree in corporate communications, I had already completed three PR internships and still struggled to find a job. I ended up calling a regular from the bar I was working at (had to pay the bills!) who owned an advertising agency. He offered me an internship in their PR department, which pained me since I’d already done three internships and now need to make real money, but I enthusiastically accepted and resigned myself to tackling menial and sometimes humiliating tasks cheerfully and thoroughly. And within three months I was a PR account executive running my own accounts. Just keep a positive attitude and be persistent, it pays off. Once your foot is in the door, do everything you can to make a company want to invite you in for good.” ~Katrina Limbaugh, Director of Communications at Zig Ideas

Experience doesn’t necessarily mean Internship.  Mary White, author of 101 Successful PR Campaign Tips and co-founder of MTI Business Solutions encourages grads to “consider doing PR oriented volunteer work for a local nonprofit. This will give you  a chance to get some practical experience to put on your resume, and to get to know influential people in your community.” If you do land an Internship she says to “Treat the internship as if it is your dream job – what I mean is, take it seriously. Act as if you are making a huge salary and can’t afford to lose the job for anything. Work hard, prove yourself invaluable, and make a positive impression in terms of your attitude, skills, eagerness, etc. You just might find that the internship becomes a job, or at least a few terrific referrals that can help you land the job of your dreams. “

Recent grad Jennifer Seeley knows first hand what she is talking about (she nailed an Assistant Account Exec position at RFL) and has this piece of advice for getting that all important experience.  “With this economy and this job market, beggars can’t be choosers. Many of my friends wanted to find jobs in very specialized fields of public relations (ex. sports or entertainment public relations) however, this is such a narrow field, that finding a specific job was impossible for them. At our age, the most important thing we can get is experience in all aspects of public relations.  Applying for jobs/internships is a numbers game…send as many resume’s and cover letters out as possible. If you have a solid resume/cover letter, eventually you’ll build interest.” She also suggested job seekers “expect the unexpected. As cliché as this sounds…what I found myself doing after graduation was the complete opposite of what I had always thought I’d wanted. This wasn’t a bad thing at all; it just wasn’t what I had initially expected.”

“Take an internship while still in college! Employers are looking for someone who has taken the initiative while still in college to explore the field and gain experience. A previous internship will also minimize on-the-job training and allow you to impress your employer with your prior achievements. If you don’t already have an internship under your belt when applying for jobs, your resume will be at the bottom of the pile, because so many other students will already be ahead.  CampusCompare is actually hiring PR interns right now” ~Brittany Burton, Campus Rep Coordinator…p.s. here’s the link to the job

Alright, we’ve established that having some sort of experience is important.  In fact in the PR field it’s closer to a must-have.  So go check out those links to internship opportunities – see what we did there…

But don’t worry, even if you’ve graduated without internship experience Meg Fullenkamp, PR Specialist with Captiva Marketing says its not too late “First, don’t be afraid to do a post-grad internship. My first internship was after graduation at Opera Theatre of St. Louis. It was for 2 months, not much pay, but I learned so much and got to work with major editors at publications such as the Wall Street Journal, Dallas Morning News and more! This internship gave me valuable experience that made me more attractive to employers.  Secondly, don’t be afraid to do more than one post-grad internship. After my time was over at Opera Theatre, I landed a position as an intern in the marketing communications group at Fleishman Hillard. I had applied at FH twice before and didn’t even get an interview. My internship at Opera Theatre made me extremely attractive on paper and I landed the job. While my six months at FH were crazy, it was great having such a large agency on my resume.”

“Take an internship your senior year or immediately after you graduate. This will give you the opportunity for an on-the-job interview. PR firms look at their internship programs like farm systems. The best talent is brought up to the majors. If you cam excel at the basics, you will be considered for a major league roster spot. Work hard. Work long hours. Do what us asked of you and then some. Be a sponge and learn from the jr staff as well as execs.” ~ Donald Martelli CP with MS&L

Last, but not least, we received 2 pieces of advice that were especially relevant to finding a job when the economy is less than stellar.  Mandy Kimmer, Marketing/PR Coordinator for The OC Club also struggled to find a job straight out of school in 1983 and since then has been let go from a few positions because, unfortunately, the PR and Marketing budget is often the first thing to go during an economic downturn.  Her advice is to “(1) get some experience as an intern while in school; (2) be patient and try to get in a company that has potential, but (3) don’t wait for the perfect job – you need to be a responsible adult now and get a job, so take what you can find, and keep looking; (4) send resumes even when employed.”

Also, its important to remember that when very few people are hiring an internship may be all that is available.  Claire Gibbons, PR Account Director and Exec. Communications Trainer at Rawle Murdy has this to say “Internships are one of the best ways to get in the door at your dream employer. Don’t expect to be paid, which means you’ll need a part-time job as well. But, if you come in everyday with a positive attitude, if you are armed with strategic ideas and suggestions, if you consistently look to add value – even if it’s grunt work – when budgets loosen up, they’re not going to want to let you go.”

Next up in our Advice For PR Grads series: Networking

It’s obvious that we are living in troubled economic times, and new grads are facing a pretty tough job market.  So we decided to reach out to PR professionals with the goal of collecting the very best advice they had to offer.  The response was amazing – our inbox, and various other social media spaces, were flooded with responses from both seasoned PR vets and recent grads who have had success in their own job hunts.

We received so much advice it would be impossible to include it all in one place.  Rather than making edits and leaving out huge amounts of truly valuable advice we’ve decided to do a week-long series “Advice For The PR Grad”.

So stay tuned – starting next week we’ll be presenting a huge amount of quality advice broken up into different areas of the job hunting process and the PR industry itself!

Here’s a preview…

“Lots of young people have come to me over the years about trying to get into public relations as they see it as a glamorous job.  Invariably they tell me they love people or are good with people and so want to go into the field.  Here’s what I tell them….if you want to go into PR because you love people…it’s the wrong job for you…it’s not about smoozing…it’s about strategic and creative thinking that often has to be out-of-the-box, the ability to conduct effective research and then analyze situations (seeing both sides of an issue), understanding the science of public opinion and psychology, and then effectively advising/convincing senior management on a course of action.  At different times and in different situations, you have to be able to be both a leader and an effective team member, and you always have to be able to write and speak succinctly and convincingly. It’s amazing how many of these young people leave my office realizing it’s not the job for them…they want the glamour of their name in the paper or being on television…and none of the hard, hard work!” ~Lindsay Shearer, Director of Public Relations, CIGNA HealthCare