Just Relax: Questions That Make Interviews More Conversational

I think I’m one of the few people who enjoys interviews. This doesn’t mean I’m immune to the anxiety that comes along with them, but I look at interviews as conversations with people who are doing what I hope to be doing down the road. Shifting the framework about interviews not only helps ease the tension, but it will also helped me to learn more about the company and the industry.

From my experience (and I’ve had a lot of it in the past year), the key to changing attitudes about interviews is to be prepared. We’ve all heard it before: research the company and prepare questions. The latter has been invaluable – no matter what type of interview I had.

Having questions prepared is critical – and not to make you look better in the eyes of the interviewer, but to help you understand the company and the position better. Think of things you need to know about the company before agreeing to work there, and don’t be shy about asking the person interviewing you.

I have a list of questions I always pull from that match what is most important to me in a work environment:

• How is the company organized? How often do entry level employees interact with executive leadership?
• What’s the company’s vision for the future?
• How can my position help the company achieve its goals?
• Does your company have a mentorship program? Is it formal or informal?
• How does your company’s evaluation process work?
• Do you have professional development programs? What types?
• What is the typical career path for an entry level employee?
• How did you get to where you are now?
• How would you describe the culture here?
• How do you think your competition views you?
• What’s the ratio for teamwork versus individual work?

Most interviewers will cover key topics, but if they don’t, you should never leave an interview without asking the following:

• How many employees does the company have?
• What are the responsibilities of the position?
• Who does a person in this position report to?
• What are the next steps in this process?
• May I have your business card?

Not only do these help me understand the company and position more, but it also allows me to get to know the interviewer – who is most likely in a position that I’d like to be in one day. It always comes back to networking, people!

Whether an interview is for an internship, a job, a scholarship, or a promotion, the important thing to remember is that it should be a conversation that provides both parties with more information and a better understanding of who they might be hiring or where they could be working. Just think of it as another way to meet more people, and you should be able to breathe a little bit easier before your next interview.

Building “Brand You”: 10 Easy (and Free!) Ways to Market Yourself

To be successful in any industry, you have to differentiate yourself from the competition. With new technology, building a personal brand has never been easier, and “Brand You” is what will make you stand out from your peers. “Brand You” is a concept that I learned from my mentor, Professor Bob Batchelor, at the University of South Florida.

You can build a spotless personal reputation with hardly any financial investment, but it’s setting aside the time that might prevent some students from developing their own brands. Here are 10 easy ways that you can start building your brand, even as a busy student or young professional:

1. Spring Clean your Social Networks: You’ve heard it before, but let me reiterate how important it is to maintain a professional appearance on Facebook and MySpace. It doesn’t matter if your profile is set to private, you should still take pride in who you are and the image you are portraying. Remove those keg stand pictures and tasteless bumper stickers now, please!

2. Use Google Reader: This is a valuable tool when it comes to starting a personal brand. Subscribe to news sites that are industry-related or about current events. I suggest PR Newswire, PR Week, the New York Times, and BBC, especially for an international perspective. To be a proficient communicator, you must know what’s going on in the world and in public relations. The only way to do this is to educate yourself. Google readers makes it simple—it’s free and easy to navigate, plus almost every site has an icon that allows you to subscribe to their updates.

3. Add to your Reader: After you subscribe to news feeds, search for blogs on topics that interest you, such as marketing or public relations. Read a few posts and see whether the material interests you enough that you’d want to read it on a regular basis. If so, subscribe! Some blogs that I suggest you read are: PR Squared, More with Les, Teaching PR, copyblogger, and the Bad Pitch Blog. Each of these sites link to other great blogs that will keep you entertained and informed.

4. Comment on Blogs: Don’t be afraid to voice your opinion! Bloggers love receiving comments, and most will respond back to you. Always comment using your full name so you can start building your personal brand. The more you comment, the more people will start to recognize your online presence. Make sure you bring value to the conversation—don’t just say “great post!” Tell the blogger why you agree or disagree, or point out something he or she may have overlooked or did a great job explaining.

5. Create a Digital Portfolio: It’s a lot easier than it sounds, especially if you use www.freewebs.com. The site has tons of templates that you can choose from, and is self-explanatory. It’s easy to upload your résumé and writing samples, which allows potential employers to view all your work online. Since your Facebook and MySpace profiles should be professional, link to them so that employers can see your other interests and get a glimpse into your personality. Potential employers are people, too! Most enjoy people with intriguing personalities, and you never know when you might share a common interest with the person interviewing you. Any possible connection could be to your advantage!

6. Make Business Cards: Personal business cards are a great way to pass on information about yourself when you first meet someone. Include your basic contact information, but also links to any sites you have created for yourself, such as a blog, digital portfolio, or LinkedIn profile.

7. Join LinkedIn: This social networking site is more professional than Facebook, and is a great way to interact with those already in your desired career. Check it out at www.linkedin.com, and then make a profile. I actually landed a couple of interviews through this network, including ones at Ogilvy PR and Fleishman-Hillard.

8. Experiment with Social Media Tools: There are a lot of interesting tools at there that can help you make your presence known. Twitter is simple, and helps initiate conversations with people you might never get the opportunity to speak to otherwise. It can be found at www.twitter.com. Another tool you should familiarize yourself with is www.ning.com.

This site is a group-based community that allows you to search for those with similar interests. For example, I am a part of the 20 Something Bloggers ning, which has helped drive traffic to my blog and allowed me to communicate with other young bloggers around the world. Another great forum is the new PR Open Mic, started by Professor Robert French at Auburn. The site has only been up for a couple of weeks, but it’s already a remarkable resource for students, professors, and professionals. I highly recommend joining!

9. Just do it! Start a Blog: Maintaining a blog is easier than you might think. Most of my posts are less than 500 words and take me no more than an hour each week to write. This minimal commitment has been one of the most beneficial and fun things I’ve done as an undergraduate student. The benefits are innumerable: I’ve received job offers and freelance requests, I’ve been able to communicate with top-tier professionals and professors, I’ve enhanced my knowledge about the industry, and I’ve been able to practice my writing skills.

10. Ask for Help: Building a personal brand can seem overwhelming, so don’t hesitate to ask for help. Both professors and older students are excellent resources to guide you through this process. It is never too early to start building “Brand You,” and I hope that all of you will start soon so that you can impress potential employers with your outstanding reputation.

(This article was originally published in the University of South Florida’s chapter of PRSSA’s newsletter, imPRessions, which can be viewed at our Web site: http://www.prssausf.com. It has been edited for the Internet and updated since the original publication date.)

Want a job in PR? These recent grads give advice that can help you!

Finding a job in the PR industry is doable. Recent University of South Florida School of Mass Communication graduates Meggan Mabry and Katy Parsons can attest to this.Both Meggan and Katy are assistant account executives at Roberts Communications, one of the top integrated communications agencies in the Tampa Bay area.

“Going from recent grad to young professional is a huge transition,” Meggan said. “I am still learning new things every day, and I am happy to help other students and young professionals in any way that I can!”

Here is our interview:

How would you explain Roberts Communications to those unfamiliar with the agency?
Meggan: Roberts Communications is a full-service agency that specializes in Integrated Marketing Communications. We do branding, marketing, public relations and advertising – all equally well. We utilize media-buying, print, radio and TV advertising. Our clients range from B2B, health-care, non-profit and B2C. Our agency mantra is “Create Change” – we are advocates for positive change to ensure our clients succeed.

What are your responsibilities at Roberts?
Meggan: I am involved with daily client relations and act as the liaison between the client and creative department. I assist in all client needs including writing the creative brief, copywriting, production and managing accounts and consulting.

What is your favorite part about your job?
Meggan: My favorite part of the job is the variety. Working with different clients and accounts allows me to experience a little bit of everything. No two days are the same! I love interacting with the client and delivering positive change.

Katy: My favorite part of my job is the variety of work I get to do. I never have the same day twice- it’s always something new. I really enjoy seeing how our projects create change for our clients. It’s very exciting to see a strategy come full circle and generate positive change for a client’s brand.

What do employers expect recent graduates to know for an entry-level position?
Meggan: You must be adaptable and willing to work hard. Anyone can have a sparkling resume, but you must have a strong work ethic to back up your skills. Employers expect to see a portfolio and evidence that you can multi-task (jobs, internships, school, etc.).

Katy: I think employers expect recent graduates to have a strong grasp on the basics- writing (AP Style), tactics, strategy and research. Recent graduates must also be knowledgeable of the industries they hope to work within (healthcare, finance, non-profit, etc.).

What are some industry trends that students should be aware of as they enter the workforce?
Meggan: Technology is providing easy access to almost anything. You can order food, movies, cars and homes all online. As technology grows, communication grows and people expect things FAST! You have to be able to keep up.

Katy: Keep your eye on the ever-changing world of media- Always understand how and where people are getting their information from.

What advice do you have for students who are currently looking for employment in PR?
Meggan: Get as involved in as many things as you can. Join your local PR organizations, get internships, get published (write for blogs, your college newspaper, newsletters) and be sure to take journalism classes (this will help you understand journalists and how to approach them). Look for jobs before you graduate. Apply to as many jobs and go on as many interviews as you can to gain experience. It will all pay off. Even if you don’t land the first job you will MEET people.

 

Katy: It’s a competitive world out there. Understand that and be able to communicate to potential employers what your strengths are and exactly how those strengths will be an asset to an organization.

What are some tough questions you were asked during your interview, and how did you handle them?
Meggan: Be sure to know facts about the company. Don’t go to an interview just talking about YOU – talk about the COMPANY that is interviewing you. Be prepared; if you are prepared there are no scary questions.

Katy: If you are honest and prepared, you can answer all interview questions with ease.

How big of a role does a portfolio play in the hiring process at a PR agency?
Meggan: You must have a portfolio. Besides your resume and cover letter, your portfolio is your only differentiator. This is your chance to shine and show you’ve already invested in your future career. Employers, especially creative ones, want to see how you stand out among the thousands of other candidates.

Katy: It’s huge! Some firms won’t give you an interview without one. You absolutely must have a strong portfolio with plenty of writing samples.

What is one skill you didn’t learn in the classroom that you wish you had learned prior to entering the workforce?
Meggan: One thing that I think is very important to learn is how to talk and deal with different personalities. This is not something that is learned in the classroom. You learn how to talk to professors and peers, but unless you work in customer service you don’t truly understand. I was fortunate enough to work in hospitality for six years, so I had some experience with this. However, many of my friends had not and talking directly to clients seems daunting to them.

During your undergraduate education, what class or activity most prepared you for your position today? Meggan: My writing classes definitely prepared me more so than any other class. Having a strong background in writing is the single most important tool you can have in the PR field.

Katy: Advanced PR [USF's campaigns class] really puts all the concepts learned throughout the sequence to practical use. This course offers students an opportunity to see a project through from beginning to end, while using research to develop a strategic plan. Not only is this class a great portfolio builder, but also it’s an exceptional learning experience.

As a PR practitioner, what campaign or project stands out in your mind as being the most exciting and/or educational?
Meggan: I think the most exciting campaigns are the ones that help people in need. One of our clients, Verizon Wireless is very involved in domestic violence philanthropy. I helped at one of their signature “Clothesline” events where victims of domestic violence, shelters, and law makers speak about their experiences with the subject and give hope for escaping the violence. I witnessed women crying and thanking us for spreading the word. There is nothing more fulfilling than knowing you helped someone change their life. It was a powerful experience where I felt my work truly made a difference.

Do you have a mentor? How did you develop or initiate that relationship? How has your mentor helped you as a young professional?
Meggan: My boss, Christine O’Connor, is my mentor. She has worked at Roberts for 10 years. She started here when she was my age and is now a principal in the agency. Christine has taught me so many things in such a short amount of time. She always gives me guidance and support. I look to her for advice and wisdom. The great thing about Roberts is that there are so many brilliant people to have as mentors. I continue to learn from all of my co-workers. Each one has valuable insight and experience.

Katy: I am very fortunate to have an entire office full of phenomenal mentors. I work with an incredible group of talented individuals who have openly shared their own career experiences with me. Having a mentor has definitely helped me as a young professional. It would have taken me a lifetime to learn some of the valuable advice my mentors give on a daily basis.

Is there anything else you’d like to add for our readers? Advise? Words of wisdom? Warnings?
Meggan: Believe in yourself and your abilities. Everything happens for a reason and the possibilities are endless if you are willing to go after it.

Katy: Love what you do! You will always be more successful doing something you love as opposed to doing something you hate. Raise your hand, be tenacious and never stop setting goals for yourself and your career.

A Brief Recap about D.C. – Yes, I Survived!

I can’t believe how long it’s been since I last posted. Time is moving quickly, and the days seem to be slipping from my grasp.

Last week was USF’s spring break, and I spent 11 days in the Nation’s Capital sightseeing, meeting up with old friends, and job hunting. Although most of my friends thought I was crazy for packing coats and scarves while they were packing swim suits and sunscreen, I still had an amazing trip and met a lot of fascinating people in the industry.

I interviewed with 8 different companies, and met countless professionals with a wealth of knowledge. Even if I don’t get an internship position with a particular agency, it was great to network with so many brilliant minds who have interesting experiences working in communications in D.C. It was very insightful to see how the city’s political landscape shaped many of the agencies’ cultures.

Well, sad to say, but spring break caused the inevitable– I’m behind in my school work, which leaves little time for the in-depth post I wanted to write today. I hope you all will stay tuned, because I have two great ideas for posts swimming around in my head.

A little teaser: one will be about the interviewing process itself and the other will be an actual interview with a recent college grad working at a premier agency here in Tampa.

The Key to Landing Your First Job Post-Graduation

Before I delve into the crux of this post, let me lead with this little disclaimer: No, I don’t have a job lined up for after graduation, and I’m fully aware that I might be breaking the cardinal rule of counting my eggs before they’ve hatched, but I am writing this to explore my feelings on the job search process. I also want to offer some advice that I’ve stumbled upon along the way, commiserate with others going through this stressful ordeal, and solicit help from those who have been in this position before (hmm… that broadens my audience a bit, doesn’t it?)

Thanks to Facebook’s stellar countdown application, I am agonizingly reminded that graduation is looming a mere 1 month, 28 days away. I know there are professionals and professors reading this, rolling their eyes with knowing smiles spreading across their faces, but for us students, this job search business is nerve-racking. It may seem like we have plenty of time to line up that first job, but every day that passes only adds to our increasing stress levels. We dread the prospect of being unemployed!

I admit that I probably worry about finding a job more than most, but I promise I don’t need to be prescribed blood pressure meds yet. I’m learning that it’s a normal process—college seniors WILL ALWAYS want that sense of security that comes with job offers, and because we aren’t sure how to handle ourselves, we worry.

We get stressed. We spend hours reviewing our résumés. We meticulously edit every line in our cover letters. We hound our professors. We whine to our junior and sophomore friends who are lucky to have a couple more years. We e-mail and call potential employers until we feel like stalkers.

It gets a little daunting, not to mention time consuming.

Personally, I’ve been feeling the pressure for the past two weeks. For USF’s spring break, I decided to head to Washington, D.C., which is where I want to move after graduation. I planned on visiting old friends from Elon University and sightseeing, but I figured I’d set up some interviews while I was there. I thought this would be a relatively easy process—contacting agencies, expressing my interest in the firm and industry itself, and networking along the way, while agencies raved about their opportunities for recent grads.

Um, right…

At first, the results were discouraging. Few e-mails were returned, and the ones that were felt like letters of rejection. Résumés and cover letters went unanswered. My confidence was waning, but I was determined to schedule at least one interview while I was in the area.

The turning point came when I enlisted the help of several outstanding
professors and reached out to what I thought was a limited network of friends newly relocated to the D.C. area. These two separate entities selflessly sent out e-mails and made phone calls on my behalf, which eventually led to interviews at some very renowned PR and consulting firms. Working off this confidence, I took it upon myself to directly contact some agencies’ HR departments. After speaking with them and sending my résumé, I added a couple more interviews to my itinerary. So, no, I don’t have a job lined up, but making that first step has suppressed my anxiety (a little bit, at least).

So, here’s the secret:

The new rule for landing that first job isn’t really new. It’s merely a reminder to maintain confidence in yourself and your abilities. Yes, you will feel discouraged, but find comfort in knowing that there are people out there who want to help you succeed. Even when you think you’re fighting a futile battle, you aren’t. Don’t be afraid to ask for help or advice, and use the network you have to meet new people and find out about the field, not just job opportunities.

If anyone has any words of wisdom for the class of 2008, feel free to share. I’m very interested on how my peers are handling their own job searches, and what professors and professionals recommend we do from now until graduation!

Building Your Personal Brand Online

If you knew how many hours I spend a week searching for jobs online, you’d probably roll your eyes and laugh. Especially when I let you in on my little secret– I haven’t applied anywhere. (Sorry, Tory, but I promise I save the countless job listings you forward me!)

I want to start applying for jobs and setting up interviews, but I’m nervous about this whole process. I have tons of questions, but more importantly, I feel lost in a vast sea of talented graduates searching for the same entry-level positions as I am.

This leaves me wondering– what can we, those graduating in May 2008, do to differentiate ourselves from our peers AND those who have been in the field for some time?

The answer that I keep hearing is to build Brand “You” using resources that are readily available. I have to give credit to Professor Bob Batchelor for this advice, and I’m thankful that I chose to follow it by launching this blog and interacting in the PR digital network.

The one thing I can say, is that I’m jealous of all the PR departments across the country that offer courses in Digital and Social Media. These topics are growing increasingly important in the communications industry, and employers are expecting the next generation of PR practitioners to be proficient with new online technology.

Because USF does not offer a class on this subject (yet), students in my sequence must be proactive in learning about these tools on their own. Those who take the opportunity to advance their own educations will be more employable post-graduation.

But how can we level ourselves with students in other programs who spend entire semesters learning how to do these things?

My best advice is to use the blogging world to learn. For example, I never would have thought to create a digital portfolio if I had not stumbled across Professor Robert French’s blog and visited some of his students’ web sites. I asked him for advice, and he quickly responded with a detailed e-mail about how to design digital portfolios. This is why I love the blogging community as a PR student– everyone is willing to help, and I know that I will be a more enlightened professional because of it.

(If you’re interested in seeing how my site turned out, here’s the link: www.megmroberts.com. It’s still rough, but you should get the general idea.)

The 13 Questions I’m Asking Right Now – Maybe YOU Can Help

I need some help down here at the bottom of the young PR professional barrel. I just realized that I’m graduating in four months. Sixteen weeks. Four courses. The freak-out has officially begun. I’m not alone, either. Many of my peers are starting to get that throat-closing, palm sweating, head pounding anticipation of entering the real world, and we could use all the help we can get. If you are in a philanthropic mood, please take the time to answer some of these tough questions. I promise I’ll share with my classmates.

• When should students graduating in May start sending out resumes?
• Are job finder websites like Career Builder and Monster worthwhile tools during the job search process?
• If you want to work in a city different than the one you live in now, what is the best way to build a long-distance network?
• What and how much should go into a portfolio? Should we anticipate leaving copies with prospective employers?
• Are digital portfolios replacing traditional ones? Should we have both? Which is better?
• What type of writing tests are used in job interviews?
• What is the best outfit to wear to a job interview for both genders? Is a suit the best option?
• How can you negotiate salaries tactfully?
• Are e-mail thank you notes acceptable? How do you know if a standard letter will get to the company before it makes a decision?
• Do you have to have internships with big-name companies/agencies to land a job with a prominent firm?
• What if you don’t know anyone at an agency where you are applying? Do you still have a chance?
• If you have ever interviewed someone, what is the BEST and the WORST thing that a candidate did in an interview?
• What other questions should we be asking?

Please feel free to answer any of the above questions in the comments section. I’ll appreciate it!

The Pay It Forward Mentality

Like most of my peers, I’m terrified of graduating. As students, we have this pessimistic notion that we’ll never find jobs after graduation, and to curb these fears we take on as much as we can to enhance our resumes and build portfolios. But as we go from our internships to classes to PRSSA meetings to the library, I think we lose sight of the best way to get through the doors of corporate America—developing relationships with those already in the field.

Chuck Hester’s recent post presents the ten steps to the Pay-It-Forward philosophy, which encourages students and professionals to help others, not themselves. I am a huge proponent of this philosophy, especially among students.

PR students are bright. We’re intelligent, ambitious, and determined—we set goals, and we will do anything to achieve them. Unfortunately, because we are all struggling to set ourselves apart, we lose sight of how to really get ahead in the profession.

It’s actually pretty simple: network and make connections, but do it for the right reasons.

Hester encourages us to enter business relationships “without an agenda.” I thought this was common sense, but I realized I was wrong when I attended the 2007 PRSSA National Conference in Philadelphia two weeks ago. Every workshop featured countless students standing up and repeating the same monotonous statement: Hi, my name is _______ from the University of _________. I’ve had seven internships and have an extensive portfolio. Even though I love my current internship, I am really interested in your field. How does your company hire people?

How do interactions like these benefit anyone, especially in a workshop with hundreds of other students equally as interested in the speaker’s line of work? The workshops would have been much more beneficial if students asked specific questions about the industry, or tried to find out more about the actual subject matter rather than trying to get an interview.

After leaving Philadelphia, members of my PRSSA chapter talked about how the conference swarmed with self-promoting students who were focused on finding their future jobs, not learning about public relations. I walked out of many workshops feeling disgruntled, not enlightened. I wanted to know the ins and outs of PR in the sports industry, or how to develop a creative political campaign using YouTube—not how many internships the person next to me had.

Yes, self-promotion is important in an industry as competitive as PR, but it should be done subtly. Like Hester said, the best connections are made when they are mutually beneficial. Show interest in an organization and strive to give something back to that group. This will bring more attention to you than listing off your resume as soon as you meet someone. Not all connections bring about immediate results, but a positive relationship has been started. You never know where that relationship will lead you.