How YouTubers Have Changed the Game for Public Relations


Image credit:

By Sarah Schroll

Each day, 1.5 billion viewers watch an hour or more of videos on YouTube. Over the last five years, YouTube has increased its viewership ten-fold and the different kinds of content has expanded. Because of this, companies are contacting popular YouTubers to showcase and promote their products as social media influencer relations has increased in importance. Below are a few ways that YouTubers have changed the game for public relations.


  1. PR Haul Videos

A trend with more popular YouTubers is having videos where the YouTuber strictly opens products that were sent to them from companies. With many of these videos reaching a million or more views, companies are seeing the value of sending an item to a YouTuber with the channel content in mind. This gives the company the potential of not only getting screen time for their products but also gives that YouTuber the opportunity to make a future video using their product.


Image credit:


  1. Trying products sent from companies in a video

Many companies have found it beneficial to send new products to YouTubers because it gives them visibility and credibility that advertisements and paid sponsorships do not. In the PR Haul video that is pictured above, YouTuber Tati opens a product that was sent to her by L’Oreal Cosmetics and says “I think I need to do a video on this actually, not sponsored, just sent to me.” Two weeks after the haul video was posted, Tati made a video using the product.


Image credit:


  1. First Impressions, Favorites and Haul Videos

These are videos that have little to no sponsorship attached. This style of video gives the impression that the YouTuber is providing their honest opinion of the product. If this product is liked by the YouTuber, it can be a powerful component in the consumer’s decision to buy. This is a doubled–edged sword, however, because many YouTubers will discuss products that they didn’t care for as well.


Image credit:


  1. Sponsorships

One of the oldest ways that companies have showcased their products on YouTube is through sponsorships. This could be showcasing products in a video and having a link to the product in the description or simply stating that the video is sponsored in the title. Sponsorships are mutually beneficial to both parties as both receive revenue from the collaboration. The content of these videos tend to have more of an advertisement feel and some people may not find it appealing.


Image credit:


What are some ways that you have seen a product being promoted on YouTube? Did we miss anything? Let us know in the comments below, and check us out on Facebook and Twitter.


Three Ways to Better Self as a Public Relations Student


Image credit:

By Ashley Perry

Being a student and being a well-rounded student are two different things. Students do the bare minimum and settle for average. Well-rounded students try to think outside the box and explore more options than what is required. Being in the public relations field, we need things that will differentiate us from others. After doing some research on qualities public relations professionals need, I have found three key tips for you to try:


  1. Have an organized planner
  2. Pay attention
  3. Break out of your comfort zone


Have an Organized Planner


Image credit:

Organization is key to any college student or working professional. Since public relations is a deadline-driven career, you might as well start organizing a planner.


Image credit: passion

With many places to be and many assignments due  in a day, a planner is must. Having a planner with both a monthly overview and a weekly overview is beneficial. Personally, I like to write down what is needed to complete on the monthly overview, and small details in the weekly overview. Having a check list also helps me to make sure I am completing the tasks needed to be accomplished  that day.




Pay Attention


Image credit:

In class it may feel like some professors are going on and on about irrelevant topics. You need to trust that your professors know what they are talking about. Professors want you to succeed in the public relations field. Showing up to class is always a must. Do not skip out because you think it will be an easy day and you would rather sleep. Every class is vital and was carefully planned out to for your benefit as a student. Really read into your public relations books. Try not to glance over the books or only read certain sections. Take advantage of what the book has to offer. It is always a good idea to keep some of the public relations books for use as future references. Good examples of books to keep would be; Associated Press Stylebook and Start With Why.




Image credit:

Break Out of Comfort Your Zone

Start small with breaking out of your comfort zone. Stay after class to talk with professors about what you can do to improve, or ask them a question about something that was discussed in class. Not only will this allow you to have a better understanding of the course, but you will also be networking with that professor. Take advantage of any speakers that come to campus. Here at Central Missouri, we have Public Relations Pro Day.This is always a great opportunity to get your resume out there and start networking with outstanding PR Pros who could one day be a reference. Get out of your comfort zone by attending sessions with these speakers and network with them. Get involved with organizations on campus to help better brand yourself and receive a more hands-on education with real clients. Any leadership roles you can achieve will look great on a resume. You are branding yourself with everything that you do. Here is a blog written by Andrew Hudson that further explains how to break out of your comfort zone and network.


            I hope that after reading this blog, you are more motivated to continue growing as a well-rounded student. Keep putting in hard word toward your Public Relation classes and future. “Because the people who are crazy enough to think they can change the world, are the ones who do.” -Steve Jobs

Building a Twitter Following


Image credit:

By Mark Bartlett

Building your Twitter following can be daunting and difficult for organizations. Below are several strategies that can be implemented to help increase your following.

  1. Mass follow strategy

The Mass Follow Strategy is a concept in which one follows an abundance of accounts, in hopes that they will follow back.  Stefan Tanese, a social media researcher, implemented this strategy by following 50,000 people—but only 8,000 people followed in return.  That means Tanese had a 17 percent follow-back rate.

There are a couple pitfalls to this strategy, technically and practically. In a technical sense, Twitter has established rules that block users from following over 2,000 profiles unless they are also being followed by a similar number to deter automated accounts, mass marketers, and spam. In a practical sense, most of the followers that follow back automatically will be mass marketers and spammers, rendering the mass-follow technique useless.


  1. Equal ratio strategy

The equal ratio strategy can be defined as having an account that keeps the follower to following ratio as equal as possible. To successfully use this strategy, you should only choose to follow users that seem most likely to follow you back.  This strategy is usually too time consuming, unless the brand is well-known.


  1. Targeted follow strategies

The target follow strategy can be best used by first following (50-150) profiles that have similar interests, target audiences or even ideas as you.  This may include competition for some businesses.

Follow profiles that have the equal follower/following counts, these profiles are more likely to follow back. To increase the chance of a follow back, mentioning the account in a tweet will inform the person about gaining a follower.


Image credit:

The above graphic shows Twitters “suggested followers” option. This is meant to steer you towards followers that might spark your interest or share your interest.


Crafting an Effective Twitter Channel

After you have successfully mastered the framework for building your following, keeping an effective channel with interesting content can be another challenge. Below are several tips and rules to consider for your channel.

  1. Self-promote cautiously

Rule of thumb: Do not market too much. Focusing on relationships first will distinguish you from the crowd of advertisers.

Provide others with links and mentions and they may reciprocate.

Keep a 10:1 ratio in mind at all times. For each self-promotional tweet, there should be 10 mentioned tweets. Generously mentioning other accounts will foster connections for the future.


  1. Choose optimal Tweet times

Post when people are updating the most—midday during mid-week have been shown to be the most frequent times.

A prime example of optimal time was Oreo’s “You can still dunk in the dark” tweet that was posted during the 2013 NFL Super Bowl.

Keep time zones in mind at all times.


  1. Respond to questions

Firms frequently use twitter to answer questions from their publics.

Example, Nike uses a separate Twitter handle @nikesupport to provide a single place to answer user questions quickly.

Micro blogging lets users seek input from others in a business context and responding to comments, questions, or issues that customers have.

Providing useful information can build a brands reputation and thought leadership.


  1. Gather feedback

Ask consumers directly for feedback. This is a much cheaper option then focus groups or other tools. When asked politely, twitter users are happy to give their opinion.

Feedback on twitter can be very helpful, so it is good practice to encourage and reward users who provide it. These give and take relationships can aggregate into a gathering input machine that could have a huge input on your organizations message.


  1. Provide unique value

Why follow and listen to the messages being offered? If you cannot answer this question, then your message is not clear.

A good way to keep viewer’s attention is to offer special deals like coupons, special products, free shipping, promotions, etc.

The most important aspect is that the deal is only available to Twitter users. Coca-Cola’s “Share a Coke” campaign is an example.

  • Followers get a sense of exclusivity and privilege from the special bargain that has their name on it.



How do you build your Twitter network? Let us know in the comments below, and check us out on Facebook and Twitter.

Four Tips for Your Social Media

By Morgan Anderson


Image credit: graphics

Social media has been a critical part of public relations for almost 20 years, and its importance continues to increase. From Facebook to Reddit, this important tool can help you get your message to the public or social media and affect the way people view you. These four tips can help make your brand stand out from the rest.

1. Consistency is key

Having the same layout across each social media account will help to create a cohesive image of your brand for the consumer. Having consumers instantly recognize your brand is a positive outcome of social media. Make sure to use the same photo for each profile picture. On each social media platform you use, make certain to adjust it to the proper length so your page looks professional and appropriate.

2. Know the layout

An image that is not pixilated demonstrates the professionalism of your brand. You want your images to be clear and not appear to be stretched out in any way. Each social media platform has a different layout, so ensuring that your photos are the highest quality is beneficial. Here is a link to all the popular social media page sizes so you are able to have your images look the best. (


Image credit:


 3. Follow the trend


Image credit:

Pay attention to what your consumers are talking about. On most social media, you can find a “trending” section that has all the most popular subjects for that day. Stay in the loop and do some research on the subjects before posting so you know what you are posting about. Some trending items can be recurring and often are tailored to a certain day of the week,such as #motivationalmonday or #throwbackthursday. Others could be about current events or a viral video. Hashtags can expand your reach across social media even further.


 4. Engage the consumer

Engaging the consumer is one of the best things you can do for your brand. Whether it is liking a tweet from a consumer who mentioned your product or engaging with someone who had a negative review, starting a conversation with your consumer could create a lifelong advocate of your brand. Opening a dialogue between your brand and your consumer base enhances the relationship.


Do you have valuable tips for running a professional social media account? Let us know in the comments below, and check us out on Facebook and Twitter.

Wendy’s “Biggest Fan” could break the record for most Retweets


Image credit: CNN Money

By Elizabeth Fisher

Some of the most famous tweets were shared by celebrities including Ellen DeGeneres and President Barack Obama, however, a teenager from Reno, Nev., may surpass all previous retweet records. Wendy’s, “Yo @Wendys how many retweets for a year of free chicken nuggets?” Carter Wilkerson, with one simple tweet, begged Wendy’s to supply him free chicken nuggets for one year. Soon, he may exceed the highest number of retweets ever recorded.

Wendys response was simple, “18 Million.” Now, clearly Wendy’s was joking, however, one simple joke has spawned a firestorm of engagement for both Wilkerson and Wendy’s. The most retweeted tweet in the history was created by Ellen DeGeneres, which has about 3.3 million retweets. This makes 18 million from a 16-year-old in Reno, Nev., sound impossible, but the power of social media may prove otherwise.


Image credit: Mashable


Carter took a screenshot of his interaction with Wendy’s and posted it to Twitter with the caption, “HELP ME PLEASE. A MAN NEEDS HIS NUGGS.” This tweet now stands at 2.6 million retweets and continues to climb. Wilkerson hopes that this number will continue to rise so he can receive free chicken nuggets for a year. He is now known as the “chicken nugget man” at his high school, according to ABC News.

This is a great example about how customer loyalty could create a social media buzz. If Wendy’s had not responded to Wilkerson, there would have been no attention brought to the tweet or Wendy’s. Because Wendy’s tweeted back to Wilkerson, they brought attention to their restaurant and social media.

Personification has become popular for businesses on Twitter. People do not want to tweet to companies who give all customers the same response or no response at all. By creating a personality for your Twitter, people feel like they are actually talking to a real person instead of just a machine. This, in turn, creates strong customer loyalty. Wendy’s did a great job in showing that they were listening to Carter and gave him a unique response.


Will the nuggets tweet surpass Ellen’s record? Other thoughts? Let us know in the comments below, and check us out on Facebook and Twitter.

Five Ways to Use Snapchat for Public Relations

By: Jayla Kearney

According to Snapchat’s IPO paperwork, 158 million people use Snapchat daily. This number is now larger than Twitter’s daily users and still increasing. Mostly millennials and teens are operating Snapchat with 70 percent of users between the ages of 13 and 35 (Omni Core Agency). For this reason, Snapchat is an important platform when it comes to sending messages out to a younger audience.

Here are five ways to use Snapchat for public relations efforts:

  1. Behind-the-scenes footage and sneak peaks:

Snapchat can be used to provide a behind-the-scenes look into what is going on at a company. Snapchat is informal and gives professionals the opportunity to show the personality of employees. For example, fashion brands often Snapchat a behind-the-scenes look at photo-shoots. When posting the final photo or video on other social media websites, mention that behind-the-scenes footage will be shown on Snapchat to direct followers to the brand’s Snapchat account. Also, if there is a product coming out soon, showing a sneak peak on Snapchat can build excitement and get people talking.

Who is doing it well: Forever 21  gives a behind-the-scenes look into photo-shoots with models.


Image credit: Forever 21

  1. Reveal Offers and Promotions

Begin offering exclusive promotions for Snapchat viewers. If there’s an offer on the same day each month, consumers will remember to view the Snapchat stories and tell a friend. Reveal a coupon code that is only shown on Snapchat to measure the amount of sales Snapchat promotions can bring the brand.

Who is doing it well: GrubHub used Snapchat to reveal a coupon code for 15 percent off by removing slices of pizza. It was not only creative, but it encouraged users to continue clicking through their Snaps.


Image credit: GrubHub

  1. Influencer Takeovers


    Image credit: Sephora

Snapchat takeovers occur when influencers in the industry takeover a company’s Snapchat. This could be a social media star or a celebrity that the brand’s target market would be interested in watching. The influencer would mention the takeover on their other social media accounts, building the brand’s social media following.

Who is doing it right: Sephora gave Hannah Bronfman, a beauty influencer with over 350, 000 Instagram followers, a chance to takeover the Sephora Snapchat account. She promoted brands and reviewed beauty products for a short period of time.

  1. Interactive

 Engage with the brand’s Snapchat followers! Give them an opportunity to Snapchat a photo of themselves and a product and showcase it on the brand’s Snapchat story. Another way to engage with followers is to create a contest. Followers can either screenshot a snap to win a prize or reply to win a prize.

Who is doing it well: GrubHub, a food delivery service, asked their Snapchat followers to snap them a drawing of a pizza. Ten snaps were chosen randomly to win a discount.


Image credit: GrubHub

  1. Create fun filters!


    Image credit: Taco Bell

 Filters are what make Snapchat unique and fun. Creating a filter for a special occasion or a geofilter for a certain event is another way to encourage users to engage with the brand’s efforts on Snapchat.

Who is doing it well: Taco Bell created a filter for Cinco de Mayo in 2016 that turned users into a taco.


Although Snapchat’s audience is primarily young, half of Snapchat’s new users are over the age of 25. The user age range is widening and people use it daily, influencing social media professionals for various brands to start a Snapchat account.


Do you have any tips or suggestion for Snapchat usage? Let us know in the comments below, and check us out on Facebook and Twitter.


The future of public relations


Image credit:

By: Hali Mieser

Public relations has always been and will always be about content development and management, but with the fast evolving social media trend, PR must “keep up with the times.” Past PR professionals have taught us to curate creative and strategic stories for clients along with teaching us to measure media coverage. But the PR field has changed. As the lines between advertising, marketing and public relations begin to blur, PR professionals have to learn to navigate these new waters.

The first trend to look out for is specialized experts. In today’s Internet-based world, it is easier (and cheaper) to assemble a group of experts per project basis, instead of keeping the mental processes all beneath the same roof. Sure, it will take more effort from the agency end but the future of PR looks like partnerships between experts.


Image credit:

The next trend is the content train. Agencies used to simply hand over their public relations, marketing and advertising, sit back and approve whatever need be. Today, in order for work to get done smarter, faster and cheaper, promotion and advertising requires participation from the client. Simply put, your client knows the material and you don’t. But what you do know is what kind of content spreads, how to create it, market it and measure it.

You can outsource a lot of duties but outsourcing relationships is a resounding mistake. The client must be involved in forming trustworthy relationships. This means delegating time each day to communicate with the agency’s clients, hence the SOCIAL aspect of social media. Sure, the agency could outsource the building of relationships, but this could be the downfall of the agency. It could go one of three ways: the trustworthiness of the relationship would be a lie, the agency would be posting irrelevant content that is not reaching the clients but rather shouting into the void which in return is getting no interaction or the client could lose any and all of the human aspect which is imperative to forming meaningful relationships.


Image credit:

The last trend to consider is respect of the blogger. Traditional media and advertising is not dead, but it is important to remember the different online opportunities. Building relationships with bloggers is imperative because not only is the advertising cost-effective, it also targets and even narrows down the target audience to whom you are looking for with more precision. Getting creative with other bloggers is a strategic and engaging move; ideas could include guest posts on each other sites or reviews.

Public relations professionals have come a long way. Just years ago the only form of media relations tools was the telephone. Today, there are many more options. But with so many options, our voices could get overpowered, therefore, it is essential to watch out for future trends in the PR world.


Have an additional comments on the future of public relations? Let us know in the comments below, and check us out on Facebook and Twitter.

10 Ways to Influence your Audience Engagement on Social Media

By Elizabeth Fisher

Building audience engagement on social media is an important goal for many organizations. Audience engagement can help you form closer relationships to your consumers and followers. Below are some helpful hints to building your organization’s audience engagement.

  1. Include a Photo


    Image credit:

According to, simply by including a photo in your tweet the amount of retweets can increase by 35%. Almost 75% of content on Facebook includes a photo, if your Facebook and other social media posts do not incorporate photography they could be passed up on follower’s timelines.

  1. Show Your Personality

By featuring humor or an emotional appeal and applying your specific brand to posts, you can create stronger audience engagement.

  1. Use Innovative Ideas to Drive Your Posts

Your social media posts should be unique and differ from your competitor’s content. It is important to keep up with trends, but use these trends in your own creative way. You also want to be sure that you are not repeating yourself too often or users could become bored of your content. Launching new social media campaigns annually can help keep your social media from becoming “stale”, Coca Cola’s #shareacoke campaign is a great example. People were able to find their name and post it to social media, which caused audience engagement.

  1. Know Your Target Audience

Knowing your target audience is the simplest way to reach your followers. You may want to consider the type of content you are posting and even the time of day that your target audience is more likely to be on social media. Track when you are receiving the most engagement and base your future posts off similar content and time of day.

  1. Know the Right Platforms for Your Audience

Some audiences are particular with which social media platforms they use. Know what platforms your target audience is on and focus content to those platforms.

  1. Encourage Engagement

Look for ways to encourage audience engagement through your social media. For example, ask them to “comment for a chance to win a free T-shirt.” You could even encourage people to share their experience, for example, “now that you have heard Becky’s story, share your own and tag us.” Users like to talk about themselves on social media, this would give them the opportunity to do so.

  1. Engage back with Followers


    Image credit:

By replying to users it builds a relationship, especially when each repose is unique. Do not avoid negative comments, this will only make users angry. Send users to a customer support site or customer service number as well as apologize for whatever inconvenience they are having.

  1. What’s Interesting Today?

Social Media trends move very quickly. It is important to stay on top of these trends and find ways to incorporate them within your own social media. When the Hollywood sign was changed, for example, Denny’s restaurants put their own spin on the controversy.


Image credit: twitter/Denny’s

  1. Videos and GIFs Grab Followers Attention

Videos can be compelling to viewers, but they can also loose interest quickly. Keep videos reduced to about two minutes. An exciting caption and introduction to the video will captivate the audience’s attention. GIFs have become popular because they are so quick for followers to watch and will add personality to your posts.

  1. Share Followers Content that Relates

The greatest way to form relationships with followers is by sharing the content that they post that pertains to your organization. This will make users excited about your content and as it makes it more personal and relatable.


Image credit: twitter/LuckyCharms


Do you have any tips for audience engagement? Let us know in the comments below, and check us out on Facebook and Twitter.

A PR Pro Vs. The Alterni-Fact Beast


Image credit:

By Cole Braun

As you go through your Facebook news feeds, there is sure to be headlines for a variety of topics.  Many of them are hilarious, or maybe even scary. But you, the public relations professional, know better than to believe everything. But what about your clients you represent, or your own family? Do they know how to differentiate what is based on fact and what is made up for the sake of increasing click-through reports? You can help them with this guide to addressing fake news and how a professional should deal with it.

The first thing to understand is that PR professionals have no business adding fuel to the fake news fire. We all know it has become a problem which is why we must take a stand against it. The Public Relations Society of America addressed fake news with an official statement in January, 2017 saying that, “Truth is the foundation of all effective communications. By being truthful, we build and maintain trust with the media and our customers, clients and employees. As professional communicators, we take very seriously our responsibility to communicate with honesty and accuracy.”

PRSA & The Code of Ethics

If you are familiar with PRSA, or the student organization, PRSSA, you know this organization established a code of ethics that members take seriously. The official statement on alternative facts, reflects on the organization’s code of honesty, saying that members, “adhere to the highest standards of accuracy and truth in advancing the interests of those we represent and in communicating with the public.” If you wish to know more about the PRSA Code of Ethics, please follow here.

The PRSA Statement on “Alternative Facts” was released in January by the organization’s Chair of the Society for 2017, Jane Dvorak, APR and Fellow PRSA. After addressing how the society values its Code of Ethics, she finished by saying, “PRSA strongly objects to any effort to deliberately misrepresent information. Honest, ethical professionals never spin, mislead or alter facts. We applaud our colleagues and professional journalists who work hard to find and report the truth.”

One of the first things we as professionals must do is research. When dealing with information, we must ask, ‘Where did this come from?’ ‘Where does this link back to and who said what?’ You never jump into strange waters without a life preserver, or in this case, the facts.

A Rule of Three

Check your story three times before you take it seriously and hit the share button. You need to see how many people are saying the same thing and, if it is coming from a credible source. If the topic is breaking news, more than one publication will be telling the story.

CNN Correspondent, Brian Stelter said in his report, The plague of fake news is getting worse — here’s how to protect yourself, from October 2016, that there are three general categories related to misleading online information sites.

  • Hoax Sites: completely fake
  • Hyper-Partisan Sites: Some truth involved but stretched for the sake of the parties involved.
  • Hybrid Sites: A mix of fake and fact combined to make a good story.

Whatever their purpose, these sites are not going away anytime soon, so learn to recognize them. Here are some tips found in the same article from CNN, shared by the Sunlight Foundation’s Alex Howard in a tweet:

  • Search the source link on Twitter
  • Google it
  • Check Snopes
  • Consider record of source

These are all excellent tips, and you can take it a step further with a Google search of the author’s name to see if they are credible as a reporter.

Open the Floodgates of Positivity

When it comes to combating the fake news epidemic, there are multiple recommendations on what to do.

If you have prepared for a crisis already, you probably have a pre-written response to a situation like this; that’s good! In February 2017, an article on How PR professionals should handle the fake news phenomenon appeared in Agility PR, written by Director of Media Insights Jim Donnelly. Donnelly conducted an interview with Hofstra University Professor and Bloomberg contributor Dr. Kara Alaimo on handling fake news.  One question specifically addressed these situations with two or three rules to keep in mind. One positive measure is to have a response ready in advance, because when it comes to experiencing a crisis, every minute counts.

Alaimo also points out making sure you are keeping your client’s values in mind while communicating. If this is something you have been consistently doing before this incident, then it will be no hassle to reference back to, showing your clients’ interests are a priority.



A common question is when is it best to respond?

That answer seems to vary across multiple professionals. In the end, it just depends on the situation. For example, when it comes to internet trolls, it is best to just ignore them so they move along. But when their story trends, then answer with the truth, do not allow yourself to get flustered because that only feeds the trolls.

Alaimo share as well that, “you need to monitor carefully. The time to respond is if a social media post is starting to gain traction amongst stakeholders who are important to the company, such as customers, employees, investors, buyers, or board members.”

Another form of combating fake news is to “flood the media with a positive narrative.” In a November 2016 article for PR Week by Ilyse Liffreing, So your brand is the victim of fake news. Now what?  Liffreing shares that you need to embrace the crisis and make the best of it, reversing the dialogue to positive content about what is happening with your brand. Share the truth and back it up with more positivity. If you don’t counter with good news, you could potentially open yourself up to more fake news.

The question now is, where are we headed as a profession in this new era of alternative facts?

The first thing to remember is accountability. Dan Guttridge from Ragan’s PR Daily notes in his March 6 article, PR pros’ role in the fake news epidemic, that we need to hold journalists accountable and “check credibility through facts and sources.” We can even take this a step forward and hold ourselves accountable for what we say to people and how we represent our brand as we traverse this terrain of fake news.

Guttridge shares some more amazing tips as you continue through his article. Here are some other key points we should consider as PR professionals,

  • Do your own research.
  • Stop reading headlines as facts.
  • Expand your world.

That last tip is fascinating because he makes the argument to find some reputable journalist to read and take the time to learn more about what is happening. Speak to people who challenge your views and make you think.

We as PR professionals can provide the cure for the fake news virus. Know that if we keep our integrity and credibility, public relations will thrive in this fight.


Do you have any thoughts on the “fake news” epidemic? Let us know in the comments below, and check us out on Facebook and Twitter.

How to Gain PR Experience in College


Image credit:

By Jayla Kearney

“We gave the internship to someone else with more experience.” I was stunned to hear those words from a recruiter last year. How could someone already have two years of related experience as a college student? I thought I was on the right track but little did I know, I could have been doing much more.

In public relations and many other fields, it is difficult to obtain a job post-graduation without experience. Employers expect you to already have some type of experience in your field in order to prove that you have built the right skills. Even some internships require you to have experience.

So, how do you build a portfolio of work when the majority of jobs require you to have at least two years of experience?

Here are some ways to gain PR experience in college:

  • Internships: Internships are among the most common opportunities to develop valuable job market skills. Depending on where you live, there are an abundance of internship opportunities in the public relations field. Try getting multiple internships under your belt before graduation. The more you do, the more contacts you make and the more experience you gain. Internships are also a great way to learn what activities and sectors are most interesting to you. In addition, they can be a valuable learning experience.

Image credit:

  • Volunteer: Do you want to work for a particular company? See if there are any events or projects in which you can voluntarily get involved. Many companies post volunteer opportunities on LinkedIn. Here is an example from a nonprofit organization needing a social media plan: Social Media Plan for Family Promise of Hawaii (Remote). Volunteering stands out on a resume and catches the employees of that company’s attention.
  • Blogging: Blogging is something anyone with a computer can easily begin doing. Blogging is valuable because it shows potential employers that you have writing skills and they learn what you are passionate about. It can also be an opportunity to showcase your expertise or intelligence about a particular topic. In addition, it helps develop a personal brand.

Image credit:

  • Campus involvement: If you’re not already involved on campus, you should seriously consider branching out. Join any organization that interests you! The organization may even need someone to do their public relations and social media management. In addition to joining PR/communications organizations such as Public Relations Society of America and the International Association of Business Communicators, you can become the PR/marketing chair for your fraternity/sorority or any organization that plans events.
  • Student Jobs: Ask around. There may even be real PR jobs for students available. At the University of Central Missouri, we are lucky to have Innovative Public Relations as a student-led agency that gives us real world experience. In addition, check with the theater department, television station or any office on campus for available publicity or social media positions.
  • Build connections with a variety of people: Anyone can be a valuable connection, not just recruiters. Talk to your peers from different majors as well as your own. You may be able to help each other out when an employer is looking for another assistant or intern.

Image credit:

  • Pitch yourself: When you cannot find anything that interests you, create your own opportunities. Come up with a list of duties and pick an on-campus organization or a company that can benefit from having a PR Intern. Some small or local organizations may not have a specific person to do their public relations. Ask them about it! It could be a great start for your career. Also, follow professionals on Twitter and people with whom you would like to work. Often, companies and even musicians have gone to Twitter asking for PR professionals.

If you or anyone you know would like to apply for Innovative Public Relations for Fall 2017, navigate to the “Join Our Team” tab.


Do you have any advice for future PR pros looking to get involved? Let us know in the comments below, and check us out on Facebook and Twitter.