Lessons From Recent Marketing Missteps and Successes

One of the best parts about being active in the PR blogging community is that I can constantly educate myself on industry trends from some of today’s top practitioners. I have a public relations section in my Google Reader that is an archive of case studies for best and worst practices in both traditional and digital PR.  Recently, I’ve been able to add numerous resources to my collection due to recent PR activities of some well-known brands: Motrin, Papa Johns and Burger King.

MOTRIN

In the past week, my RSS was filled with posts about the Motrin debacle.  As people debated whether the incident was blown out of proportion or a significant misstep in marketing history, I tried to decide what big lessons I could take away from this controversy as a young PR pro.

Audience – The ad clearly targeted moms, and sparked a massive revolution among mommy bloggers who demanded the ad be taken down (which it was and replaced with this message from the VP-Marketing). Although a number of people spoke out in support of the ad saying they didn’t understand why it was seen as offensive, the fact is that a vast majority of the target audience DID find it ignorant and distasteful. As some marketing bloggers have pointed out, focus groups that were done correctly could have helped Motrin prevent this advertising faux pas from escalating the way it did. If Motrin had researched the target audience more clearly, they could have come with a more thoughtful ad that created a positive buzz instead of an overwhelming negative roar.

Conversation is Key– Another lesson learned is that with the explosion of social media in the past few years, marketing professionals have to be aware of this environment – one wrong step can be widely broadcast on Twitter and blogs. Whether working on a traditional or digital marketing campaign, conversations are essential to the campaign’s success. As professionals, we need to learn that relationships are the foundation for good PR and two-way conversations help build these relationships. Motrin and numerous other companies suffered when they talk at their customers and not to them. On the other hand, Motrin’s downfall in this instance occurred when a large group of people started talking to each other on public forums like Twitter, Web sites, and blogs. Conversations – those that companies have with consumers and the ones consumers have with each other – are equally as important for marketers to monitor.

PAPA JOHNS

The client campaign I’m currently working on has me immersed in Facebook pages, so when I noticed Papa Johns advertising a free pizza to encourage people to become fans of its page, I was intrigued. According an AdAge article, the promotion is supposed to coincide with the fact that the night before Thanksgiving is a goldmine for the pizza industry.

Know Your Strengths – Even though the company doesn’t spend as much money on advertising as its competitors, Papa Johns’ vice president of marketing and communications recognized the value in WOM and used Facebook to establish a strong fan base in the weeks leading up to the Thanksgiving holiday.

We have to rely on our fans,” he said. “We have to rely on word of mouth much more than Pizza Hut and Domino’s does just from an ad-spend level.”

Provide a Sense of Community – Another reason why the Facebook fan promotion worked so well for Papa Johns is that the company used a platform that the sole purpose is to build – and eventually maintain – communities. On the site, fans can upload their own photos, vote for their favorite specialty pizza, and post their opinions about the product and campaign on the wall and discussion boards. Although some people complained about the offer being misleading (it’s actually buy-one-get-one-free rather than just a free pie), the wall became a makeshift troubleshooting forum when fans had difficulty receiving the e-mail coupon. One fan advised others to check their spam folders, which helped alleviate some of the negativity surrounding the missing coupons. A campaign that builds a community not only enhances word of mouth marketing, it also provides a legacy network that will last significantly longer than the promotion itself.

BURGER KING

I first got wind of the latest Burger King marketing initiative on my friend’s blog, So Good. It seems that the King has been displacing wallets in various locations around the U.S. When people look inside the wallets, they find cash, BK gift cards, coupons, maps to BK locations, and a message telling them not to worry about returning the wallet to its owner.

Timing Can Be Everything- Although people have pointed out that other companies have launched similar initiatives, what will make Burger King’s so successful is the timing. As one PR blogger pointed out, in our economy’s current state, handouts are extremely well received. The combination of cash and BK gift cards was a nice touch – consumers will think highly of the company that gave them “free money” and will be inclined to visit the stores to use the coupons and gift cards. This tactic will produce more brand loyalty than a traditional advertising campaign, and of course, timing was integral in building this positive reputation because it allowed people to view a brand positively in a time when spending money isn’t on the forefront of their minds.

Revisiting Malcolm Gladwell’s The Tipping Point

Lately, I’ve been on a business book binge. In the last two months, I’ve read several books that friends in MBA programs have recommended. Surprisingly, I’ve found myself easily falling into the nonfiction routine I thought I’d left behind in college.

When a friend told me to read Malcolm Gladwell’s The Tipping Point, I shrugged it off because I’d already read it once. Four years ago, I read it as a college freshman – who was pursuing a biology degree. Relationship building, product marketing and trendsetting meant nothing to me, so I quickly skimmed through the book without thinking about what I was reading.

Now, with a public relations degree in hand and a budding career at a digital marketing firm, I’m engrossed in these concepts, so taking my friend’s advice and diving back into The Tipping Point seemed like a good idea. Exploring the novel again opened my eyes to some theories that directly affect my role as a communicator.

Gladwell introduces his readers to three types of people who are integral to the tipping of ideas:

• Connectors – “links”
• Mavens – “information specialists”
• Salespeople – “persuaders”

There is a chapter about each type of person, and every time Gladwell described their roles, I found myself nodding along, thinking “This sounds like me!” Then I realized that it’s important for PR professionals to hone the skills represented by these three personalities.

Many of the traits are necessary for successful careers in public relations and marketing. We have to be “connectors” who are constantly building bridges between our clients and their audiences. As “mavens,” we should be prepared to provide our network with access to new information. And, finally, we need to accept our role as “salespeople” who are capable of negotiating with and persuading others, whether it’s co-workers, clients, journalists, or audiences.

Another striking and applicable theory Gladwell presented was the “Power of Context.” To describe this context, Gladwell presented an anecdote that showed how crime in New York City dipped dramatically after the city enforced a “zero tolerance” policy for lesser crimes such as vandalism in the subway system. Though this is an extreme example, it shows how vital context is to message reception and that certain environments can be created through proactive measures.

Needless to say, I highly recommend this book, especially if you are in the marketing industry. If the thought of reading a theory-based nonfiction book is intimidating, The Tipping Point successfully breaks the standard business book mold. Gladwell’s background as a journalist allows him to clearly explain his theories, and though some might seem far-fetched, his concepts can be applied across numerous industries and platforms, making this an easy and worthwhile read.

Have you read The Tipping Point? What were your thoughts about the book?

image credit: Borders.com

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.)

Dear College: Breaking Up is Hard to Do.

Dear College,

I knew it would be difficult to write this, but I didn’t really understand how hard it would be until now. Even though I entered this relationship knowing it would never last, the abrupt ending has caught me off guard. When I made this commitment in 2004, four years seemed so long— receiving a diploma as I walked across a stage was a distant dream, so was the fact that I would actually have to repay $7,000 in student loans one day.

I guess what I’m trying to say is that it isn’t you, it’s me. I’ve been living in this fantasy world for long enough, and now it’s time to move on.

Don’t get me wrong—I will always look back with fondness on the times we shared: the 3:30 a.m. roadtrips with my roommate to get milkshakes, the days I stayed in bed until 1 p.m. because I had nothing better to do, the BBQs at the pool on a Tuesday afternoon, the midnight volleyball games, the tailgates before football games. Remember that one time a group study session turned into a mid-day happy hour at Chili’s that lasted until 2 in the morning? Those are great memories that will keep me going when I’m working 60 hours a week to afford my rent payment. And my health insurance. And my phone bill. And groceries. And…

They say that no relationship is bad because you come out of it with more experience, more wisdom. Well, I learned more from you than I hoped, whether it was from a professor in the classroom or life lessons that come with getting older and growing more independent. There was that time when I was a freshman who had no concept of budgeting money, and I accumulated $250 in overdraft fees. Or that time in Spain when locals tried discussing simple current events with me that I knew nothing about, so I started following international news more closely. Then there were the transfer students leaving behind homes destroyed in Hurricane Katrina who taught me to never take anything for granted, and the single mom working two jobs to pay her way through college that made me appreciate my own mother’s struggles.

All these memories make me wonder if I’m doing the right thing by ending this, but somehow, deep down, I know that I’m ready to take the next step. Even though it’s difficult, it feels right to trade in the keys to my dorm room for an apartment far away from any loud fraternity houses. I’ll exchange beer pong tournaments for dinner and drinks with co-workers. I’m ready to leave behind the 15-page term papers so that I can work on project briefings and campaign proposals.

It might sound a little crazy, but I’m excited for the challenges that the real world will bring. My relationship with you has prepared me well for the journey, and for that, I’ll be forever grateful.

Until we meet again (I’ll be back for Homecoming next year…),

Meg

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.

4 Reasons Why College Students Aren’t Blogging—Even Though They Should Be

Last week, Ryan Paugh of Employee Evolution gave me the idea to write a post about why more college students aren’t blogging. Immediately, I accepted the challenge and started pounding out a post. Seven-hundred words later, I realized my post had turned into a rant. While it felt great to vent about my lack of peers in the blogosphere, I wasn’t sure the post would actually benefit anyone, so I saved it in my files but never posted in on my blog.

Now that some time has passed, I find myself still thinking about the issue, but with a little less… fiery anger, if you will.

So why aren’t more college students blogging? I can only think of two people my age who actively blog, and one of them I made do it because he is the Student Body President and I’m the Director of Marketing and Public Affairs, which means I can force him to try new marketing programs whenever I want.

The buzz in the industry is that blogging catches attention, enhances your writing skills, builds an online social network, and, ahem,
affects the hiring process.

But that doesn’t seem to be enough incentive, so what keeps students from blogging? I’ve made some assumptions, but please, feel free to add to it!

1. Lack of time – College students have hectic schedules, and after long days of classes, studying, and interning, the last thing they want to do is spend time blogging. This is my advice: posts don’t have to be long! Some of the best are less than 250 words, in fact, readers’ attention spans are short, so no need to write lengthy essays! Also, you can blog as much or as little as you want—it’s about quality, not quantity.
2. Lack of ideas – Many of my peers say they don’t know what to write about. I suggest finding someone’s blogroll and following it for a while. Interact with the bloggers—leave comments and participate in the various dialogues. This will not only give you ideas, it will also get you active in the community. This can help in the “lack of time” category, too (two birds with one stone, anyone?). Kudos to my classmate Tory for being a pro at this. Even though she doesn’t blog right now, she is involved in the blogosphere, which keeps her up-to-date on industry trends and earns her some much-deserved recognition.
3. Lack of Knowledge About Blogging – This one kills me. College students could potentially have some of the most fascinating blogs as they are constantly presented with new ideas in their classes, activities, and social lives, but they don’t blog about it because they “aren’t really sure how.” WordPress and Blogger are fool proof, so log in and start writing!
4. Apathy – The last reason is that many students just don’t care. Unfortunately, there isn’t much that can be done about this, but I hope as more students are rewarded with jobs, internships, and scholarships they will find some value in this medium.

It’s upsetting that more of my friends and classmates don’t blog, and not just because I’d like a larger readership (ha), but because I know the importance of social media. As Chris Clarke said, blogging no longer makes you exceptional—it’s expected.

Well, that’s my take, but I’m interested in what you all think.

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.)

10 Lessons I Learned in the First Week of Classes

I apologize for my absence from the blogging world last week, but I have a good excuse. Last week marked the first week of the new semester—to be more specific, my last semester of college. While the first week of classes has a reputation for being “syllabus week,” I always find it to be extremely hectic, mainly because I haven’t established a routine. Those of you who know me well know my compulsive need for order and organization. Even though most of my time in the classroom was spent perusing syllabi and memorizing exam dates, I did learn some valuable lessons.

10. Take classes outside of your comfort zone. I’ve been trapped in the Mass Communication building for four semesters now, and while I’d grown accustomed to it, I decided to venture across campus for a change of scenery and to “broaden my horizons.” This semester I’m taking three classes that deal with world perspectives including International Relations, World Conflict, and Great Literature of the World. While I’ve always been interested in history, I’ve usually steered away from contemporary world politics, which seems to be a standard ideology for a large percentage of Americans. To enhance my knowledge about a this subject that I have limited knowledge on, I stepped out of my academic comfort zone and into these classes. So far, they’ve been really informative and intriguing and I’m interested in the material. Who would have thought?

9. Visit past professors whose classes you enjoyed. Sometimes, especially at a large university like the University of South Florida, it’s easy to lock away past semesters in a vault for minimal-to-no reference in the future. I highly discourage this. If you really enjoyed a class, let the professor know. It won’t make you look like a suck-up, it shows you have an interest in your education, which will set you apart from your peers. Besides this, professors are one of the best resources you have for your future as a professional. My professors are willing to talk to me about issues in PR, help me in the job search and relocation process, and evaluate my resume. I would not have made these connections if I didn’t take the time to visit them during their office hours. Just because the class ended doesn’t mean the academic relationship has to stop, too.

8. If you don’t know the person sitting next to you, introduce yourself. After growing very close with my classmates in the PR sequence, it was difficult for me to walk into a classroom where I didn’t know anyone. Instead of secluding myself before the start of class, I made small talk with the person next to me. Now, I have a new friend who happens to be a journalism major. You never know when that connection will benefit you in the future.

7. It’s okay to talk—even in a class with over 200 students. It can be nerve racking and intimidating, but it will help you become more comfortable with public speaking—something that I consider one of my weaknesses. Plus, if you have something to say, you should share it with the class. It only improves the quality of the class discussion for everyone.

6. Join PRSSA. Just do it. As a member of the executive board for USF’s chapter of PRSSA, I can’t stress how valuable this organization has been to my public relations education. From networking with both peers and professionals to gaining experience in the field, PRSSA has paved a path for me in public relations. I’ve seen a lot of my friends stop going to meetings because they are too busy and want some free time, but I highly encourage you to make the time for at least most of the meetings. If you can’t attend your chapter’s meetings because of work or internships, contact the executive board and offer your help for any projects they might be working on that require times that work with your schedule.

5. Make time for your friends. Another thing is to remember to have fun along the way. Professionals and former professors keep telling me to “have fun.” I know it seems like I’ve taken on a lot this semester, but I have set aside time when I refuse to schedule any events/meetings/study sessions so that I can make plans with my friends and family. Even though you want to build your resume and land that dream job, you won’t get far if you don’t learn to balance your time.

4. Carry around business cards. I definitely learned this the hard way. I was asked to attend a business meeting at the last minute, and as I was rushing out of the office I realized I had left my business cards at home. I figured it wouldn’t be that big of a deal, I could always just take down contact information as I needed it. Well, while I was eating I discovered the person I was meeting with had graduated with a PR degree and worked in New York, Chicago, Boston, and Washington, D.C.—all places I am interested in moving to after graduation. When she asked for my card, I was left coming up with excuses for not having them, which made me look unprofessional. From now on, I’ll be carrying these little guys with me everywhere I go. You never know who you’re going to meet. (I hate how clichés can be so right…)

3. Take pride in small victories. If you’re like me, you get upset when a big project has a few glitches, even if the main outcome is well-received and successful. Through my work with Student Government here at USF, I’ve learned to reward myself and my team for small victories. Each step in the right direction, no matter how small, only adds to the dynamic of the team, which makes for a better work environment.

2. Buy your books online—it’s worth the wait. I’m a broke college student who suffered at the hands of her college bookstore this month. I wish I had bought my books online so that I could eat something other than peanut butter and jelly sometime in the near future…

1. Let go of your routine. Sometimes it’s okay to just “go with the flow.” As I said at the beginning of this post, I used to have an obsession with schedules and routines. While I still live by deadlines, I’ve slowly deterred myself from having a set plan. With graduation rapidly approaching, I spent my winter break trying to formulate a plan that would have me big city-bound in May with a job and an apartment lined up, but the truth is, I don’t know where I’ll be on May 5, 2008. And, for the first time in my life, I’m okay with not knowing how the future is going to play out. This semester will be a time of change and growth, and I look forward to just going with the flow.