By: Emma Honn
As a senior in the public relations program at the University of Central Missouri, I am often asked “What is public relations?” I get the question at family functions, social gatherings and different events around campus. Sometimes, I get tired of the question and think to myself “How do they not understand?” I have realized that people do not know what public relations is because PR professionals have been doing PR for their clients, and not for the profession itself.
Public Relations Society of America defines public relations as “Public relations is a strategic communication process that builds mutually beneficial relationships between organizations and their publics.” To a public relations professional, this makes sense. However, to someone who knows nothing about the industry, it may not. Here are a few things you need to know about public relations.
We are strategic storytellers. We use narrative to build our brand and relationships with our intended audiences. It can be through social media, brand specific communications or the media. We tend to try and humanize a brand, meaning we add a human element to a story or brand to help our audiences relate. For example, instead of saying “buy this product,” we say, “this is important because…” We do this to build trust between our company and our audiences.
We work with the media. Read that correctly: we are not the media, we work with the media. The goal here is to earn media placements. We build a story with a human element, and earn media coverage on the subject. This gets our brand in front of our audiences for something that may not necessarily be our products. Although there is no guarantee of media placement, when we do earn a spot, there is a third party validation of our brand, our products and our story.
We write press releases and speeches, and plan and execute events. A press release is typically written by a public relations professional with the goal of it being picked up by a media outlet. These, however, are written with much thought, newsworthiness and human element. If you are ever listening to a speech, chances are, the script was written by a public relations professional. The basis of speech writing is solid writing skills. PR professionals have an eye for detail and design, two things that are essential to a great speech. Public Relations departments typically handle the planning and execution of events meant for public outreach and media relations. If you are ever at a large event, it was probably handled by someone who works in PR.
We manage social media and handle crises whenever they arise. Social media is a tricky subject. Since it is a relatively new thing in public relations, we have had to learn how to adapt and work with ever-changing platforms. We handle crises that may come up for organizations. For example, think of Volkswagen’s emissions scandal. Every statement given by VW, press conference held, you name it, was planned and handled by a PR team. Crises can range in severity, but whatever the crisis may be, a solid PR professional can handle it.
We are strategic storytellers, work with the media, write press releases and speeches, plan and execute events manage social media and handle crises. These topics are all under the public relations umbrella, but this just scratches the surface. Now, the next time someone says “I work in public relations,” or “I am a public relations major,” you will know a little bit about what they do.
By Shelby Bueneman
Podcasts have become increasingly popular. You can listen to them on Spotify, on the app itself and on Apple music. With such a wide variety of podcasts it can be difficult to find the right one that will benefit you. For public relations professionals there are five basic podcasts to listen to that will help them grow their skills and their business. Listening to these podcasts will help them stay on top of trends, revamp their creativity, find ways to be a better leader, keep up with the actual PR industry and benefit from writing tips.
Stay on Top of Trends
Public relations professionals need to keep up to date on what is trending within their business area, nationwide, and globally. Keeping up with different trends allows PR professionals to see how their target audiences are affected and how they react to the trends. They can use this to their advantage to reach their publics more efficiently. For news podcasts I ,recommend NPR News Now by NPR and Global News Podcast by BBC. Both of these podcasts are updated daily and are fact based with some occasional humor.
Having a creative mind is important for PR professionals. It’s how campaigns and other communication strategies are created. PR professionals should keep their mind flowing with these different podcasts. The Accidental Creative by Todd Henry is a great podcast that showcases different speakers, artists and thought leaders. In this podcast Henry points out different ways to be happy, healthy, and creative, not only at work but in life.
Find Ways to be a Better Leader
I previously attended a conference where it was noted that leadership does not only come from those with higher up positions. Leaders are found throughout the whole company. This sentiment is shared through different podcasts such as Leadership and Loyalty by Dov Baron and This Is Your Life by Michael Hyatt. Baron talks about leadership by using honesty and emotional intelligence. This provides a more insightful way to connect with those you oversee or those with whom you work closely. Hyatt’s podcast is more about helping those with fast-paced lives lead with confidence.
Keeping up with the PR industry
While it is important to stay on top of current trends, it is also important to stay on top of what is currently happening in the PR world. With so many new ways to keep track of everything it is helpful to have much of you need to know wrapped up in an episode. You can follow The Spin Sucks Podcast by Gini Dietrich and Inside PR podcasts to keep up with the PR world. Both of these podcasts follow the inner workings of the PR world and talk about current trends within it.
PR professionals are constantly writing and there is always room for improvement. While professionals usually use AP style, these podcasts can provide a bit more of a fresh narrative. Check out Writing Tips by Brian M. Taylor and Copy that Pops by Laura Peterson, M.A.E.D. for inspiration. Both of these podcasts has some humor to them so you won’t snooze on your way to the office.
With the PR world always changing, listening to podcasts is one of the easiest ways to stay in touch. They are great to listen to on your commute to work or even when you are unwinding from a long day in the office. Happy listening!
By: Sarah Arnett
Searching for a job can be overwhelming, no matter what stage of your career you are in.
“Where do I start? Do I have what it takes to find a good job? How can I set myself up for success? How am I supposed to find a job if I am not sure what I want to do?”
If you’re anything like me, you may have asked yourself these questions. Thankfully, there are many experienced professionals who are happy to share tips and tricks with you. Whether you are entering the job market for the first time or considering changing career paths, there are a few steps you can take to set yourself up for success.
First, know your why. As a public relations professional, you have probably heard this phrase a hundred times. It may seem cliche, but it is important to understand why you are in the public relations field. It may be because you are a talented writer, a big thinker, passionate about helping others, or a variety of other reasons. No matter what it is, it is important to establish your personal why to figure out what motivates you to succeed. Knowing this will allow you to continue to grow personally and professionally. At the end of the day, you are your most important client.
Once you have established your why, it is important to find a company that is a good fit for you. While a job is a job, it is a great benefit to work for a company that you enjoy. Research companies and learn about their values and corporate culture. It is important that a company is a good fit for you on both a professional and personal level, and if you’re the right fit for them.
Another important step after establishing your why is to take a leap. No matter the size of your professional network, ask those you have connections with about potential opportunities. They may not have a position open within their organization, but more often than not, they will pass on your information to other professionals. Not only does this expand your network, but you might be presented with an opportunity you did not know about. In the past year searching for internships and full-time positions, I have learned that you will never know if you do not ask! The worst thing that can happen is someone will say “no”.
While I have learned countless things during my time in college, I have discovered that everything works out in time. No matter what stage you are at in your education and career, the things happening right now will all work out in the end and it will be okay, if you work hard, stay
focused and maintain a positive attitude. While it may be hard to believe at this time, you will realize it is true ten years from now as you reflect on the past.
As you search for jobs, keep these tips in mind. If you become overwhelmed, remember your why and continue to work hard. A positive attitude and strong work ethic will help you succeed in the job market, no matter what challenge you face.
By: Shelby Bueneman
This summer I was fortunate enough to get an inside look into the life of a blogging influencer. Getting a behind-the-scenes look into how the blog runs, different events that the blogger is invited to, and the creation of pieces after event attendance was eye opening. Influencers are on the rise and they can be beneficial to public relations professionals through their outreach, honesty, trust and mutual benefits that exist between blogger and clients.
Influencers can have a big outreach or a small one. The influencer you choose depends on what audience you want to reach. The blogger I worked for had a small outreach, with followings of one thousand or less. Based in Kansas City, she had a strategic way of connecting personally with audiences. Her posts and blogs were pointed toward the interests of those who were from Kansas City and those who wanted to visit. Because she intentionally solicited a smaller outreach, she could make posts and promotions seem more personable and real. She talked about things her audiences knew about or had experienced themselves. She had a lot of clients and they all wanted to reach Kansas City folks. So, it’s clear that to reach your exact target audience you need to find the right influencer. There are many different bloggers ranging from lifestyle, entertainment, fashion, DIY’s, and so many more. Once you find the right one, it is as simple as reaching out to them with the right pitch. They are always looking for their next blog and more events to attend.
One thing that I found stimulating was that influencers want to be honest with their audiences. As a consumer it’s easy to think that they are only saying a product works or that an event was great because of the deal they have. That is not the case. Just like public relations professionals, they are looking to gain trust with their audiences. The amount of research they put into their blogs to make sure they have all the relevant facts is notable. Honesty is one of their main concerns; if they are dishonest with their audiences, they lose their credibility. Credibility gets and keeps clients. This leads into the third benefit, trust.
Honesty and trust are intertwined. Without honesty there can be no trust. Influencers that are labeled as the everyday person are seen as the most trustworthy in the consumer’s eyes. Business 2 Community talks about how over ninety percent of consumers trust people within their network. Generally, the larger a blogger’s reach, the more celebrity status that influencer holds. If you choose a mainstream celebrity as your influencer, your product or event may not be perceived as authentic because it’s most likely that money changed hands. When you choose an influencer with a smaller outreach, you find the audience that has the most trust. This benefits your brand through the relatability to influencer holds with audiences. Working with the correct influencer can help your brand to stand out against the competition.
Partnering with a blogger is mutually beneficial. By promoting for a public relations professional, the influencer is creating more content and catching the eye of more consumers. This can generate more engagement for both the influencer and the professional. Working with an influencer as a company allows you to be seen in a more positive light and gives you more organic engagement with potential customers.
By: Sydney Halas
In college, time seems to fly quickly. One moment you are moving into a dormitory room for the first time, and the next, you are a senior, hopefully, well-prepared to embark on your professional career. Like many students, I was lost as a freshman. I entered school with an undecided major and no specific direction. After taking a class where I had the opportunity to explore many majors, I found myself considering either a degree in public relations or speech pathology. In several hours of discussions with my academic advisor, we decided a career in public relations would be more fulfilling for me.
My first class in the public relations program was taught by Professor Tricia Hansen Horn, and she wasted no time emphasizing the importance of networking. Being a first year student, I didn’t understand the importance behind her message. I wasted more than two years doing absolutely nothing to connect with public relations professionals. I sat through presentations by guest speakers in classes and conferences hardly paying attention to the speakers’ names. My grades have always been incredibly important to me but taking the extra step to connect with professionals who could offer me future opportunities did not register with me.
Finally, a few months into my junior year, something clicked. I needed an internship. I knew I had a better chance at securing one if I made connections before applying. I began taking extra steps after listening to a guest speaker. I would go up to a speaker after he or she spoke and shake their hand and introduce myself. I would connect with them on LinkedIn, and in some cases, send them a message about what I learned or extra questions I thought about later. They often responded. Networking enabled me to get a summer internship at Worlds of Fun through an employee who reached out to me. Had I not learned about the value of networking, I may have failed to check LinkedIn, and I likely would have missed the opportunity.
Another incredible networking opportunity was presented to me earlier this year. I was discussing my plans as a future public relations professional with my best friend from back home, and she gave me the name of a young woman who might be of interest to me. I connected with her online, and we made plans to get coffee in Kansas City. As a gesture of good will, I offered to buy her coffee, just like Professor Hansen-Horn had always instructed us to do. And, as Professor Hansen-Horn predicted, she instead bought mine. I followed up the day after the meeting with a hand-written thank-you note. Now, she is personally helping me tailor my resume to apply for an internship with her public relations firm, which is one of the largest in the world. I would have never had this incredible opportunity if I was not brave enough to make the first move and capitalize on this valuable opportunity to meet a professional in my chosen field.
I hope that any college student who reads this learns from my mistakes. Networking is an incredibly valuable skill for any student and young professional, not just those who plan to work in public relations. You never know who might offer you your next internship, job or phenomenal career. Never let your laziness, or fear, or whatever it may be, stop you from reaching out to a professional in your field. Remember, the worst they can do is say “no.” What’s the best thing they can do? Well, you will never know until you reach out!
By: Samuel Jordison
For the past year, I had the opportunity to work as a human resources intern for a manufacturing plant in Kansas City. When comparing PR and HR on the surface it looks like two completely different fields, but there is a lot they have in common. I’ve found that certain commonalities extend not just between PR and HR, but PR and almost every field in business. One of those things is that you have to know your audience.
One of the first things we learn in Intro to Public Relations is that you need to understand who your “public” is if you want to relate to them. That advice is universal across the world. If we want to communicate something to someone, first we need to make sure they are interested in what we are communicating. If we want them to respond, we need to communicate in a way that is clear to them. If we want them to have a positive reaction to what we say, then we need to say it in a way that encourages them in a positive way. All of these things hinge on knowing who your audience is and understanding what is important to them.
This is not exclusive to those in the PR world. In the workforce, managers need to know that their employees have an interest in their work to be good employees. Parents want their children to understand them, and will try and communicate in ways their children will understand. Even friendships are built with recurring positive interaction.
Knowing your audience, whether it’s employees, co-workers, friends, or family members, is important in any setting. As an HR Intern, my primary audience was the employees inside the company. I strived to gain an understanding of how they think and the best way to communicate with them. Otherwise, the programs or events we would roll out would be ineffective.
When we take time to figure out how those around us will best receive our message, we are strengthening a relationship. Whether that relationship is with consumers, employees, family or friends, it’s extremely beneficial.
By Meredith Trapper
As graduation quickly approaches, I cannot help but reflect on my time here at UCM and the defining moments that brought me to where I am today. Everyone has a reason for why they picked the degree they did, but for me, there were many reasons and many people.
I thought I knew exactly what I wanted to do when I came to UCM in 2015. However, I quickly realized I had absolutely no clue. I somehow found myself sitting in class thinking about the things that I enjoy the most in life: interacting with people, writing, giving presentations, problem solving, and having not one day be alike. I love always being on the move and challenging myself in every opportunity. Knowing that, I wound up sitting in Dr. Tricia Hansen-Horn’s office trying to understand what on Earth this degree called Public Relations was all about. Little did I know, that Public Relations is all of those things I loved and so much more.
Thank you, Dr. Hansen-Horn, for always taking time to talk through things with me. I will forever be grateful for the life advice you give and for challenging me to do things I never thought myself capable.
From that conversation on, I was sold. Not only do I love everything about the degree I am pursuing, but I love the people within the program. I have never related better to a group of people than I do with those in my program. Prior to starting the program, all my friends were in my sorority, and I never really tried to make friends within my classes. However, that quickly changed as I became more involved in Public Relations.
Thank you Kylee Julian for being the friend I never knew I needed and for pushing me out of my comfort zone to opportunities like Innovative Public Relations (IPR) and studying abroad in Australia with the PR program. You are a true life-long friend that I know will continue to push me out of my comfort zone for many years to come.
Innovative Public Relations has been one of my favorite memories while in college. Not only did I receive real-life experience, but I made friends and memories along the way that I will hold with me forever. My teams and I have accomplished work I can be proud to show off and did so in a fun and exciting way.
Thank you Blake Hedberg for turning me into that nerd who is truly excited to go to a class. You have been a great mentor and someone I respect immensely.
Lastly, thank you to Dr. Horn, Dr. Hansen-Horn, Professor Heapes, and Professor Mullins for not only pushing me to be the best version of myself, but for going above and beyond the call of duty. Thank you for always making time to help with classes, internships, jobs, and so much more. I am so fortunate to have professors that not only want you to succeed in their class, but want to set you up for success in the future. You all make me proud to be graduating from UCM’s PR program, and I know many others in my shoes feel the same way.
By Maddison Armbruster
If you’re anything like me, I felt incredibly lost freshman year. I had no idea what I wanted to major in or what I wanted to do with my life. After some time, I selected public relations as my major and began to find a path post-graduation. However, there are a few more things I’ve learned during my time at UCM I couldn’t resist sharing. Follow these tips and you too can benefit!
Attend class and ask questions and actively listen to lecture and discussion. Attend events that are going on around campus. It’s a part of putting yourself out there and meeting new people. There are plenty of opportunities to learn something new outside of the classroom or participate in a new, fun experience.
It is so beneficial to take the time to introduce yourself to your fellow classmates and professors. It allows you to make connections and practice your networking skills. It’s also the start of creating and building relationships with those around you in your major. This is crucial when the time comes to search for your first job after graduation. These individuals can help guide you to the right location. It cannot hurt to connect to future colleagues early.
Take advantage of the resources that are available to you. There are so many different offices on campus that you can benefit from. Become a better writer through the Writing Center or take a break at The Mule Post in between classes. Everything from meeting with your advisor to heading over to the Career Services Center to make sure you are interview ready, this campus can help prepare you for life after college.
Remember college is not all about school. It’s also a great time to try out different clubs and organizations on campus, regardless if they pertain to your major or not. This is a great way to give yourself a mental break and remind yourself to have fun on campus. You can expand your network, meet new friends, and gain invaluable experience!
Opportunities are everywhere and can benefit you in a number of ways. Make the most of your time on campus by getting involved and stepping out of your comfort zone!
By Amanda Walls
From someone who is weeks away from college graduation and hunting for a full-time job, trust me, finding a position you are happy with is difficult! Landing that position is even more challenging. Here are some tips on how to create a resume that stands above the rest.
Short, but sweet.
A general rule for college graduates, keep the resume one page only! Sure you have work experience, but it is unlikely that the person who is hiring for the entry-level position in which you are applying wants to read a book about your work experience. In fact, the average time a recruiter spends looking at a resume to decide if it is relevant is 10 seconds. Keep it brief, but keep it relevant. A lengthy, wordy resume is much more likely to get tossed aside than a resume that is well organized and to the point.
Cater to each position.
No two resumes that you send out for job applications should be the same. Your resume should be edited so that your work experience directly relates to the job you are seeking. Better yet, use some key terms that the job description uses, the person reading your resume will notice! It is also important to put the most relevant job experience first. If a professional glances at your resume, the first things they should see are your name, and your most relevant experience. That way, they immediately know this applicant has the experience they are looking for.
Add some personality!
Reading the same document over and over is tedious. That is basically how hiring committees feel when they are exposed to several generic resumes. It is important to include some personality, without overdoing it. Add a pop of color, a unique layout or an attention grabbing introduction to set your resume apart from the others. Make certain your resume is still clean and professional, but show the employer how you stand out! This will help the employer have some sort of memorable takeaway from your resume.
Go beyond the resume.
If you are in any industry where you create some type of content, it is obvious that just simply writing about it isn’t enough. Visuals are important, so consider creating an online portfolio. Your portfolio should follow the general theme of your resume, while showing off all of your created content. Dropping a link to your portfolio on your resume is an easy way to show the employer that you are organized and mean business!
Ready to make a show-stopping resume? Follow this link for some great guidelines and ideas to get you started https://zety.com/blog/public-relations-resume-example