Advice for Young PR Pros from Richard Toth
I recently sat down with Richard Toth, APR, Fellow PRSA, and lecturer at the University of Maryland-College Park. For my first post, I thought I’d share some of the thoughts from one of my former public relations professors. Let’s jump right with some young pr pro questions…
What’s your advice for recent public relations graduates in terms of the some of the skills you find that young PR pros lack?
New PR pros and students need to demonstrate and follow through on basic curiosity about tactical and strategic communications — the classic five w’s and h on a broad and flexible range of topics. They need to absorb and sort lots of information, going beyond the superficial to ponder and position the “what if?” of situations. Beyond that philosophical big picture, I suggest students and new pros should:
- Read, listen, observe, ask, write, edit, practice more. In a variety of media — traditional, mainstream and otherwise.
- Take every opportunity for feedback and to explore and propose options.
- Take what I call positive risks. Dare to be different, positively.
- Network, collaborate, participate, mentor and be mentored. Getting started early in organizations — such as PRSSA, PRSA, IABC, their local chapters and members. Such activity can help with all of the recommendations above and below. Don’t forget personal, face-to-face interaction. Follow up with personal thank-you notes and updates. Add value to a contact and relationship as a deposit in the bank of goodwill — for both the giver and receiver.
- Keep a file of and leverage ideas, examples, stories, contacts, quotes, testimonials, results, successes, experiences, Web sites, blogs, etc. Then connect them to each new situation, challenge or opportunity.
How can public relations education incorporate some of these ‘new social media’ tools like podcasting, blogging, etc. into the curriculum?
As you know, John, as a student in my class a few years ago — you are now using technologies and media that really weren’t around to teach in 2004. That’s why it’s more important for professors and students to know and practice the basic principles and theories with traditional and existing media and technologies, then adapt them as new technologies are introduced, implemented and fine-tuned.
The demonstration I use in class: You and your skills need to be fluid, like water. As professors, we can bring new and more seasoned pros and researchers to orient us to the cutting edge, but not dwell on what may be the latest technology — because it may change the next day, based on your situation, organization, client, goals, experience.
Finally, an interesting exercise is to project some best-case and worst-case scenarios for the future of communication and technology. One of my favorite sites for students to view a video and ponder for challenges and opportunities was recommended by one of our regular guest speakers in the public relations program at the University of Maryland-College Park, David Forstrom of Connect PR.
What are some of differences between starting out in PR in a big agency, small shop, or in-house? There seems to be a lot of debate out that topic and I’d be eager to get thoughts from someone who has had a variety of pr experiences.
Again, just as in technologies and skills — flexibility and variety are keys. I recommend a good mix of different experiences and environments, especially during the first half of a public relations career. Depend on professors, mentors, colleagues, your heart and network for specific advice. But never burn your bridges, nor walk away from any organization or client unless the decision-maker and you can say you did your best. Your individual reputation for dependability, credibility and trust is all you can take with you wherever you go. Preserve, protect, maintain and build on your reputation and relationships — throughout your career.
On a personal note, I encourage students and young pros to avoid limiting their focus to just public relations and communications. Learn the ops side of all businesses and position yourself to be ready for job and career burnout, cutbacks, promotions, demotions, moves, etc. Your careers and circumstances are likely to change more and last longer than my baby boomer generation. Know the business-side of organizations and clients, because you might want or have to do it. Be a generalist with select specialties to differentiate you from and for the market.
Finally, I look forward to students and new pros giving back at least as much — and ideally, more — than they received, for the future of the profession, its education, standards and practitioners.
Technorati Tags: pr, public relations, pr students, young PR pros, pr education
This post caught my eye because I am a PR student looking for any advice and insight I can find. I really like your idea of branching out in the PR profession and not just focusing on communication, but also the business aspect of it and what we should expect. We are learning all the technological aspects of PR along with the foundations and basics, but like you said, flexibility and variety are key. Good advice!
Comment by Jessica — February 11, 2007 @ 6:00 pm
THANK YOU! As a student looking forward to graduation very soon, it is hard to gauge what it is exactly that firms are looking for. I personally want to work in sports. I’d rather be with a team and not a firm, but one never knows what will happen.
It is very important to me to take pride in my work. I don’t want to do anything unless I know I can give everything. I realize that most people in interviews will be able to see that in my personality. But I think the problem for most of us is getting to that interview. What makes one person’s resume look better than the next? (other than the obvious grammar)
Comment by Stephanie — February 12, 2007 @ 12:10 am
This is great advice. I especially agree with the suggestion to learn about business and industries outside of public relations and communications. You always need to be prepared for career changes within or beyond your control and be able to adapt to new situations. Plus, broadening your skills and knowledge will make you more marketable.
I know that most students are strapped for time with jobs, internships, classes and volunteer activities, but if you can, I suggest picking up a new non-fiction book every so often on a topic you know little to nothing about. This could be a book on starting your own business, how to be a good leader, investing, managing, blogging, politics, economics — even knitting — if that’s something that interests you.
When I interiew candidates for public relations internships and full-time positions, I already expect them to know about PR. So once we finish discussing their professional experiences, I like to learn about what they’re REALLY interested in; what else they know; what fascinates them; what their goals are. I want to know what kind of PERSON they are. So you should spend time exploring your interests, forming your own opinions (not just repeating things you read in text books) and considering these factors so that you’re prepared to discuss them with a potential employer.
As for getting that first interview, I think many employers will answer differently. Personally, if the resume is formatted nicely, there are no spelling or grammatical errors and there are a wide range of relevant experiences listed, I look at the person’s references (yes, list your references). Hopefully, I’ll see someone I know. Even if I don’t, I usually call one of them right away. If that person says good things about the candidate, I call them in for an interview. It’s even better when someone I know e-mails me a resume and says, “Hey this person’s really good. You should check them out.”
So I guess my point is that you need to network with peers, professors and professionals. It’s cliche, but it really is all about who you know and what kind of impression you make on people.
And don’t think for a second that I won’t look you up on myspace.
It can be an AMAZING tool if you’re thoughtful about what you post on your profile. Or it can devastate your chances of ever getting that first interview.
Good luck!
Comment by Stacey — February 12, 2007 @ 9:51 am
[…] There is some interesting advice for young PR professionals from Richard Toth over at Forward Blog. Here’s one piece of advice that I wholeheartedly agree with — “avoid limiting their focus to just public relations and communications. Learn the ops side of all businesses and position yourself to be ready for job and career burnout, cutbacks, promotions, demotions, moves, etc.” […]
Pingback by More PR Advice - Be Balanced » Personal Insights on Web 2.0, Blogging, and Business — February 12, 2007 @ 10:06 am
Thank you for such detailed and pertinent advice. I am a senior public relations major and your answers have not only informed me but encouraged me. Your emphasis on variety and flexibility really stand out to me. What I like about public relations is that one can do a variety of jobs with the degree. Thank you for reminding me that the flexibility of the profession is not a scary aspect but instead an exciting one. I am also encouraged by your advice to work in different atmospheres with a variety of experiences in the beginning of my career. It is from these experiences that I will not only learn more about the profession but about where I can best use my talents.
Your advice has also encouraged me to use the resources of the people around me to prepare for my future. I am already learning so much from my classes, but forget what an incredible resource my professors and mentors are. As I look forward to starting a career in the upcoming months I am so thankful for professionals who are willing to help guide me in the right direction.
Comment by Allison — February 12, 2007 @ 4:01 pm
Allison — I’m glad my former professor’s advice has encouraged you. Good luck in your last semester and with the job hunt. It can be a scary time but it sounds like you’re well prepared.
Stacey — Thanks for the added perspective. Couldn’t agree more on the idea of picking up a non-fiction book. I can’t believe how many times something I read comes up in day to day client work. Fair warning on the MySpace. Employers will look you up on MySpace, Facebook etc. It’s just a fact of life in 2007.
Stephanie – Getting into that interview takes a combination of networking and good ‘ol fashioned research. Check out the websites of the local sports teams in your area and let the communications director/media relations specialist contact know you’re interest in the industry. It’s probably best to reserve sending a resume/cover letter to only contacts who have asked, but it never hurts to reach out with thoughtful email. Also, visit your univserity’s career center. That department is often overlooked by students, but it typically offers a wealth of information with resume building, cover letters, alumni contacts, etc. Use every resource available. And of course, check out Forward’s Career Advice section. Best of luck.
Jessica – Well said. Learning different aspects of the business – marketing, sales, regulatory, operations, advertising – is what makes a good PR pro so valuable and earns him/her a “seat at the table”. Good luck in your studies.
Thanks for all the comments. Certainly a warm welcome to the Forward team. I’ll be posting again shortly.
Cheers.
Comment by John Stauffer — February 12, 2007 @ 6:07 pm
I am a senior in PR right now and I find myself wandering what to expect when I enter the real world. So often you hear differing opinions as to what you responsibilities will be. This is good advice for whatever job comes your way. We have been working on our technical skills in many of my classes and I have recently been introduced to the world of blogging. I am trying to use as many of my resources while I am in college to try to position myself above my future competitors. I think the thing that stuck out to me the most was be flexible. It is becoming so clear that all skills are needed when you get to a job. The likelihood of you getting a job over someone else is so much greater when you are flexible and can succeed in many different areas. We have been learning about everything you said, but it makes it so much more clear when it is all compiled right in front of you. I appreciate your advice and will keep it in mind as I continue in the field of PR.
Comment by Dana — February 13, 2007 @ 12:32 am
This is a very interesting and helpful piece. The point that struck home the most was the idea of dependability and accountability being all you can take with you. The advice you have given in this article is logical and simple that it sometimes is overlooked. I plan to use your advice to my advantage. Thanks.
Comment by R. Efrain — February 13, 2007 @ 2:45 pm
Through all my frustrations with public relations right now, this post was like a deep breath.
“You and your skills need to be fluid, like water. As professors, we can bring new and more seasoned pros and researchers to orient us to the cutting edge, but not dwell on what may be the latest technology — because it may change the next day, based on your situation, organization, client, goals, experience.”
Knowing that my talents and abilities are flexible, and do not have to be set in stone based on curriculum here at Auburn University make me quite happy. I love that you encourage us to broaden out away from just public relations and to make the other aspects of business just as important. This post was definitely something I will use in my professional life.
Comment by Christopher — February 14, 2007 @ 10:51 pm
Thanks for the advice! I’m currently looking for an internships and any feedback I can get makes my search a little easier. Like many of the other blogs I’ve read, you’ve emphasized the need to learn the new technology, but not forget the old theories and principles. The two work best when adapted and used together.
I also found your advice about the agency, small shop, and in-house in public relations helpful. I’ve been putting a lot of thought into which I want to start my career in, but you suggest dabbling a little in each. I found it interesting that you encourage students not to limit themselves to one field. This makes me feel a little better because if I get into public relations and it’s not what I expect, I can always move on to another field.
I loved your reference to Epic 2014’s worst-case scenario video. My teacher showed this video to me in class, and it left a lasting impression. I think my teacher wanted to show that while this new technology is exciting, it has its down side. While the video is a little extreme, it does bring up some interesting questions about the future of the media. It reminds me to be weary of this new technology and wonder…by destroying the gatekeepers, are we destroying the news?
Thanks for all your suggestions. I’m going to keep it in mind during my job search.
Comment by Lauren N. — February 18, 2007 @ 11:28 am
Toth is cracking horrible teacher. But, ok, he has some good info in here I see. Notice he tells you nothing concretely to do. just follow his dumb-witted directions.aaaaaaah i HATE him! only a few more weeks left!
Comment by student of Toth — April 17, 2008 @ 6:28 pm