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: Emma Honn
We have all heard it before: to be a public relations professional, you have to be a creative storyteller, think outside of the box and be quick on your feet. There’s still not much talk about being analytical. As technology develops and our means of communication becomes more sophisticated, PR professionals must begin to think about how data can provide value to their work.
People have a hard time believing what companies say about themselves. Facts can substantiate a claim, but using data alone does not build a personality for your brand. Creative storytelling can be amplified by incorporating facts along the way, and bringing credibility to a message will help audiences believe and trust in your brand. Research and data can also help in measuring attitudes before and after a PR effort. It’s a win-win situation on both sides. Remember, being a creative storyteller is one thing, but incorporating analytical thinking into storytelling is another.
Connecting with your audience
Often times, we believe that being creative and having great ideas will lead to success. While that may be true, there has to be a way to measure how well the great idea actually performed. By using big data, we can understand how audiences have reacted to a certain idea or campaign, or if they behaved in a certain way because of PR strategies. The element of measurement that big data offers allows PR professionals to be strategic in decision making. Instead of guessing what target audiences want or how they think, big data offers improved insights about what our audiences did, what they want and what they expect.
A seat at the table
We can also use big data to conduct attitudinal and behavioral research. This is essential to the success of a campaign or initiatives that PR professionals develop. By conducting attitudinal and behavioral research before and after a campaign, we can see how well our campaign actually performed.
It seems like, nowadays, PR professionals are standing in the corner instead of sitting at the table. Professionals are having a hard time proving what PR is worth to an organization, but having cold hard data to show the C-suite will prove the worth of any PR team, and show that we are a vital and valuable part of every company.
When students get into PR, they think, “No more math! I get to be creative all the time!” This may have been true 30 years ago, but with the developments in technology and communication, a background in data is more important than ever. If PR is going to have a seat at the table, build stronger relationships with their audiences and amplify communications, data must be in the conversation.