Photo by raoultrifan

I recently started a weekly e-mail to the marketing/PR/events team in my office with three to five articles and resources relating to trends in the field. I decided to use the format of a brief overview of the article, and a question for our team to think about in relation to our organization based on the topic of each piece. All of the articles and blog posts are saved under my Delicious account, but I thought it may be useful to share them here as well in the format described as many of the questions can apply to any organization. If you have ideas, suggestions or additional resources please post them in the comments.

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It’s not news that the news industry is suffering. Major newspapers and local papers (i.e. five more metro Detroit papers) are making cuts or shutting down completely. This means more competition for less column inches to promote and recognize our programs and events. How will we continue to reach our audiences and share our message? How can we make our news releases more relevant and effective?

1. ComPRehension, Public Relations Society of America blog: Who Is the Target for Your News?

Overview: Since 2000, one in four media jobs have become obsolete according to a 2008 Bureau of Labor Statistics study. In the past, 80% of the time news releases were intended for journalists. Now, with the shift to online news, at least 50% of the audience of a news release is search. (Here is an example of a Social Media Release integrating components mentioned in the article.)

Question: How can we make our releases more search-friendly?

2. Online Marketing Blog: Charting Effective Search Engine Optimization

Overview: Search Engine Optimization (SEO) is the key to cracking the code of achieving high “organic” or natural ranking in search engines such as Google. Though SEO can be confusing and overwhelming, five essentials are outlined emphasizing the importance of a plan of action and measurable components.

Question: What are some keywords that relate to our programs?

3. Editor and Publisher Journal: Are J-Schools Today Taking the Wrong Approach?

Overview: Despite the hype on new media, journalism schools still need to focus on basic reporting, writing and editing skills rather than technical Web-based skills. Teaching students about social media and blogging is important, but writing is still number one.

Question: How can we uphold a high standard for writing while still making it translate to the online community?

Another resource

PR Tactics and The Strategist Online: Study determines top gobbledygook phrases used in press releases (aka don’t use these words!)

“Can you get a job with that major?” “What exactly would you be doing?” “Isn’t that, like, party planning?”

MSU PRSSA Executive Board 2007-2008 (I’m in the front row, far right.A few years ago, I may have been asking similar questions. But, needless to say, I’ve learned since my wide-eyed freshman year on campus. A lot of my knowledge came from joining the Public Relations Student Society of America (PRSSA) at Michigan State University. Last Tuesday, the MSU PRSSA chapter invited me back to speak to its members about “PR 101,” and this is what I shared.

PR is…

The Public Relations Society of America (PRSA) accepts the following definition: public relations helps an organization and its publics adapt mutually to each other. I like their use of “adapt mutually” because as audiences evolve and change the way in which they receive information, public relations professionals evolve and change the way they attempt to deliver information. People want to make decisions and form opinions based on accurate information. The center of any PR professional’s job is to communicate messages that are clear, concise and truthful through appropriate channels.

PR is NOT…

…the same as advertising.

It is not about having level-five-restricted control over every word, font, color and person behind your message. It is not about purchasing space in a newspaper, or minutes on TV and radio. PR is about earning said space by serving as a credible and reliable source and often relinquishing full control of your message to a second party. (This is not to discredit the power of advertising, rather to highlight one of the main differences.)

…glamorous.

PR professionals can face high-stress, high-pressure situations, tight deadlines, multiple projects and long hours. The prospect of planning events can falsely paint a picture of cheek-kissing, elbow rubbing and sipping champagne. But, as I touched on in a previous post, event planning involves more minutia than most would like to ever consider. At an event, you rarely have a chance to eat let alone snap a picture with VIPs.

…about making a lot of money.

Entry-level PR professionals can make as little as half of what their business-major peers make. Agency and non-profit new professionals make less than those in corporate or other in-house positions. However, there is generally an opportunity to move up quickly, particularly in agency settings.

So, what is it you do…exactly?

• Write: letters, invitations, Web copy, news releases, newsletters, e-mails, plans, you name it, we write it and usually at around a fifth grade reading level
• Research: audiences, communication channels, client industries, reporters
• Counsel management: serve as an expert and resource
• Design and maintain Web sites
• Pitch: stories, ideas, concepts
• Use social media to communicate and connect
• Plan events
• Create and execute communication plans
• Make to-do lists (I seriously need to buy stock in Post-It…)

Skills needed:

• Writing, writing, writing. Have I mentioned writing?
• Time management
• Ability to problem-solve
• Be organized
• Think creatively
• Multi-task
• Stay informed on trends and news
• Be detail-oriented
• Learn quickly

I’m interested, now what?

As a student

• Join your local PRSSA chapter. Don’t just sign up for the listserv. Show up, be engaged and volunteer for working on projects.
• Intern, job shadow, freelance
• Talk to peers and professionals about the field
• Take writing courses

As a new professional

• Join PRSA, AND your local PRSA chapter, AND the PRSA New Professionals Section. Again, the best way to take advantage of your membership is to be present and be involved. A local chapter and the New Pros Section are the best ways to acquaint you with the association, and connect with other members.

PR may not be as sexy as many perceive it to be. But, I would not trade anything for doing what I love and starting each day knowing it will be different from the last and the next.

For more information about PR 101, check out PR Quickstart from the Council of Public Relations Firms and PRSA Counselors Academy. Also, see below for an unflattering video of me summarizing my presentation, and check out MSU PRSSA’s YouTube channel. (Gotta love freeze frame…)

How do you define PR? Any other skills needed come to mind?

[youtube=http://www.youtube.com/watch?v=Lf3CF0lFivs]

But by the end of last May, nearly every single one of my friends moved. I would go to places where a mere few weeks earlier knew or recognized 90 percent of the people there, and not know a soul. I felt like I was back to the first day of third grade starting at a new school after moving over the summer. That day, I walked into the classroom attached to my Mom’s arm with the strength of a Vulcan death grip seeing all of the unfamiliar eyes on unfamiliar faces stare at me. I didn’t even know where the nearest bathroom was. Scarring childhood memory aside, I eventually made plenty of friends and loved my school.

So, if as a third grader I could start the year barely able to let my Mom leave the room and end up with friends, what is stopping me as an adult? Upon reflection, it becomes obvious what the largest obstacle is to making new friends as a working professional. From kindergarten to senior year of college, we are constantly surrounded by people our own age. It’s pretty safe to say, most first-job offices are not full of 22-25 year olds eager to be your BFF.

Meeting other YPs (center with black skirt) at a Grand River Connection event

An initial thought to finding people in their mid-twenties is at a bar. However, I would advise against going to a bar alone (for many reasons, but mostly because that would make you a creeper), and going with friends requires making friends first. A different way to find young professionals is to join a young professionals group. It seems like a no-brainer, but I have found that a lot of people don’t realize these exist. Literally Google “young professionals [your city]” and it’s highly likely you will find one, if not more, groups. Look at their calendar and figure out when the next event is, then actually go. I started attending events for the local Grand River Connection group and have made some great (no pun intended) connections and actually met other cool YPs in Lansing.

Another way I have met new people is by turning my interests into opportunities.

Tennis

• I found a class at the local indoor facility, and now play once a week.

Dogs

• I recently started volunteering at the local Humane Society where it’s always easy to strike up a conversation with a cute puppy in hand.

With another local YP volunteering at the Alzheimer’s Association eventEvent planning

• I volunteered to help the Alzheimer’s Association plan an event and joined a committee with other local YPs.

Guilty pleasure TV shows

• I invited an acquaintance over to watch the latest episodes, and we now get together frequently.

Current friends and network

• It’s also always a good idea to keep your network in mind. Who do you know that may know other people in your city they can connect you with? One of my friends introduced me to her roommate she went in blind with. Her roommate happens to be a fun person to hang out with and will be in Lansing for another year finishing grad school.

I don’t think I will ever replace some of the friendships I have built over the years even though many of them are now long-distance. But having friends to hang out with is an important part of work-life balance and overall happiness. By putting myself out in the community, I have had the chance to meet other people my age. When I meet someone I think I can get along with, I am sure to get their card or number. Then, I try to initiate a time to get together whether it’s to go to the next YP group event, watch some mindless TV or play with puppies. I also keep in mind that at some point, everyone feels the same third-grade anxiety of meeting new people and most are not maxed-out on friends.

How do you make new friends? Any tips on meeting new people?

Create a five-year vision

Photo by Brian BarneI decided I don’t like the word “plan” because nothing ever goes exactly as planned. I am also a visual person and believe in the core message behind the secret. Instead of a typed list of goals, I am creating a notebook with collages of pictures and words that depict what I want in my life. It will be an ongoing, ever-evolving project but will help me to stay focused on achieving my goals.

Burn 2,000 calories per week

Polar Heart Rate Monitor

I am not on a crazy diet, nor do I need to be, but I do want to be more active and healthy. Setting a specific number of calories to burn will help me to stay committed to regular exercise. I already track the number of calories I burn during each workout by using my Polar heart rate monitor (which p.s. I love!) Starting tomorrow I will keep a running tally attempting to reach 2,000 by every Sunday.

Volunteer for the local humane society

I have wanted to volunteer for the Capital Area Humane Society for literally four years now, ever since I started at MSU and heard of its existence. For one reason or another I was never able to make it to a training session which is required prior to volunteering. No more excuses! The next training is on January 17, and I will be there to begin what I hope is a weekly visit.

Update my professional portfolio

I have put together a couple of portfolios with work examples over the last few years. But I have not done an update in more than six months. Eeek! I think it is important to keep a portfolio current and relevant especially in this fragile economy. It is a challenge to present your strengths in a clear, creative and organized manner. But, in any field it is a must to have physical evidence of your successes.

Scrapbook my college days

Sigh. It is still hard for me to accept at times that I am no longer a college student. In an effort to always remember the good, the bad and the ugly I want to scrapbook the hundreds (and hundreds) of photos documenting my four glorious years at MSU.

Visit friends who live in cooler cities than me

Rota in Minneapolis, Shawna in Chicago, Bobby and Hillary in NYC, Nadia and Kelly in DC

What about you? Any resolutions you are trying to stick to this year?

As I have alluded to, the Women’s Leadership Conference (WLC) and I share a special history. When I was a wide-eyed freshman at MSU looking for opportunities to be involved on campus I saw a flyer for

the conference. I thought, “I’m a woman and I like leading” so I registered hoping it would be worth my Sunday aka day to catch up on a week’s worth of homework. Needless to say, it was. I spent that day in 2004 with hundreds of other women learning about leadership (duh), but also women’s issues, my personality, setting goals, and being assertive in sessions led by MSU faculty and staff, and community members. I was able to meet other students, learn about new ideas, and be inspired by the keynote speaker over dinner.

Every year, the WLC has a banner with the conference theme on it that each attendee signs. Banners from previous years are on display. Here I am pointing to my signature on the 2004 “Lead, Follow or Get Out of the Way” banner.

But, my most notable memory of the day was seeing students wearing matching shirts passing out evaluations, introducing speakers and running from room to room. During the closing remarks, I learned they were the conference planning committee. Where do I sign up??

Thus began my relationship with the WLC planning committee, now known as the Women’s Initiative for Leadership Development (WILD) who has a mission “To inspire and prepare the women [students] of Michigan State University to become leaders on our campus, in our communities, and for our world.” I served on the committee for three years, two of which as co-chair. I was able to meet and work with amazing women who ranged from freshmen to graduate students all studying for varying degrees and all offering a refreshing perspective on life and leadership.

My signature on 2005’s “Leadership is NOT a Spectator Sport”

This year, when I was asked to come back as a speaker I wasn’t convinced I had a topic to contribute. But as the WILD adviser, and one of my own personal mentors, said “we can all learn from each other and turn our passions, interests, skills and lessons learned into a session proposal.” After some thought, I realized I experienced what many, if not all, students experience in the form of the “what am I going to do with my life?” question.

I started my undergraduate career majoring in zoology convinced I would become a veterinarian. In case you haven’t noticed, I am a PR professional now. Making that transition was a journey for me. In my session called “Declared, Undecided or Simply Unsure?” I shared my personal story, and some tips and resources for students struggling with answering that looming question.

2006 “Woman by Chance, Leader by Choice”

The presentation alone may not make complete sense, and I hope it doesn’t. PowerPoints are meant to supplement a presentation, not give it. My message was about discovering your passions through student leadership, networking, and evaluating your strengths, weaknesses and interests. Though some MSU resources were included, my presentation was less academic and more self-reflective.

One of the main points was that getting involved in organizations on campus can help you find your niche. At MSU you would be hard-pressed to think of a club that doesn’t already exist. Joining organizations that relate to your major, or even a field you are interested in, exposes you to the profession and opportunity for hands-on experience. I may have started on a path towards becoming a veterinarian and a part of the Pre-Vet Club, but I have always been a communicator, writer and event planner at heart. At the first meeting I attended for PRSSA (Public Relations Student Society of America) I realized I was “among my people” and wanted to know anything and everything about PR. I was awakened to the fact that I could turn some of my strongest skills into a career. Through my presentation I hoped to inspire others to take a step towards finding their “ah-hah” moments too.

2007 “Leadership…Pass It On!”

Speaking at the conference this November, four years after my first ever WLC, I was able to appreciate the path I have taken and will continue to take discovering my life passions. I returned again as a participant watching the women in matching shirts work the registration table, collect evaluations and introduce speakers like me.

Signing the 2008 banner “Leadership Unexercised is Leadership Forfeited”How did you figure out what you wanted to “do” with your life? Are you in a profession that relates to your major?

I would like to dedicate this post to my mentors and friends Jodi, Nicolas (and his wife Susan) for their inspiration, guidance and support on my journey to discover my passions.

Click here for the live feed

Videos that become viral are usually funny, heartwarming, shocking or cute. Nothing is cuter than watching puppies nap, pounce, nip and tumble. So it is no surprise that a litter of six Shiba Inu (sounds like She-buh E-new) puppies have become the viral flavor of the month. These five-week-old balls of fur are live 24/7 thanks to a webcam and the interactive video site UStream. As I type, there are 26,428 viewers watching the pups sleeping in a pile of crossed paws and noses. According to the TODAY show, there have been more than four million views in the last week.

With millions of fans tuning in from around the world, it seems like there should be a push or campaign driving people to the site. But in true viral-fashion, as described in a recent presentation I attended by Leah Jones, this video’s popularity is an outcome not a strategy. A San Francisco couple wanted a way to keep an eye on the litter while away at work. They installed the puppycam with a public live feed and it was quickly discovered by others on the UStream Web site. The precious teddy bear faces, and adorable high-pitched squeaks entice viewers to check-in as an escape from their daily routines. Each new “awwww” led to the sharing of the video link through e-mails, twitter, facebook, blogs and eventually news media.

These puppies are one example that demonstrates the exponential power of information gone viral. In this age of evolving communication, I find it important to understand and embrace how news of the good, bad, ugly and irresistibly cute travels instantly.

Even though these puppies are to die for, some of my other favorite viral videos include the Evolution of Dance and 3-year-old vs. Monsters. What are some of your faves?

]]> http://www.sarahsiewert.com/test/?feed=rss2&p=102 0 http://www.sarahsiewert.com/test/?p=87 http://www.sarahsiewert.com/test/?p=87#comments Mon, 17 May 2010 00:39:02 +0000 Sarah Siewert http://www.sarahsiewert.com/test/?p=87 My ticket to free Starbucks, Krispy Kreme or Ben & Jerry’s in the form of the most patriotic sticker in the country can answer that one. Yes, I completed my civic duty and am thankful for the blessing of having a voice.

Happy to have my “I voted” sticker and pizza

I drove past my polling location on my way to work this morning and noticed a line out the door, planning to go back later. I didn’t have a chance to get away from my desk to vote during the day, but was hearing about long lines and expectations of record voter turnout. Waiting in line seemed inevitable and likely to take at least an hour. But I was determined to vote even if it meant camping out. Being prepared and planning ahead is second nature to me so of course the first thing I thought of was…food. I had to bring something to eat; it would be prime dinner time. For those who know me well, skipping or delaying a meal makes me less than favorable to be around. I decided to order a small pizza from a place by work to bring along.

Feeling ready to brave the wait with my hot pizza in hand, I pull up to the location only to find no line out the door and few cars in the parking lot. Pleasantly surprised, I leave my pizza in the car, fill out my ballot and am back home all within 20 minutes. But I swear if I didn’t bring food, my polling spot would have had a grueling three hour wait with only one open booth. Alas, I voted and came home to enjoy my lukewarm pizza while watching the election drama play out.

Similarly to millions of other Americans, I am sitting with my TV on but more notably with my laptop nearby working in overtime. Experts are calling 2008 “truly a historic election” for many reasons. One of these is the advent of using the Internet and social media throughout the entire process. Tonight I am following a few online resources that are fluid and ever-changing as the evening progresses. Twitter has an election page streaming hundreds of comments per minute from across the twitterverse (twitter universe) relating to the election.

Twitter election page

On facebook, users can declare that they voted and are added to the running tally. This page even makes it simple to find your polling location by entering your address.

YouTube and PBS are broadcasting voting experiences from across the country organized on an interactive map for the Video Your Vote campaign. One of the coolest things about this page is the “notable voters.” Watch video of John McCain, Sarah Palin, Barack Obama, Joe Biden, rapper T.I., Craig Newmark (founder of craigslist), and even a 99-year-old woman as they put in their votes.

There are countless other resources, blogs, wikis, social networks and beyond that are buzzing about the election tonight. After I post this, I will likely find others. This is definitely what can be called information overload. But it’s a great opportunity to engage in the conversation and more importantly engage youth in the conversation. I’m proud to say that I am a 20-something woman and today, I voted!

What was your experience like at the polls? How are you keeping up with the action tonight?

AIM held steady throughout junior high, high school and even into college. But then as a freshman at MSU, less than a year after its 2004 launch, I discovered facebook. I heard people talking about the site and was skeptical at first. But one night my roommate and I decided we would try it out. Five hours later, we had profiles created and went crazy adding anyone and everyone we knew. When I first signed up it was still called “thefacebook.com,” you could not upload photos (aside from your profile pic) and it was for a select few colleges and universities only.

Now facebook “facebook.com” has more than 110 million users and is the fourth most trafficked Web site in the world. Throughout college, phrases like “tag me,” “add me,” and “post these” became a part of my normal vocabulary. Logging into facebook became as routine as brushing my teeth. Forget the buddy profile, this offered photos, video, links, messages, groups, and the newly defining relationship status. My favorite facebook reference is this eHarmony parody.

Facebook is still one of my most frequented sites as I find it to be a great way to stay connected and be entertained. But now that I have transitioned to life as a young PR professional, my social media involvement has exploded. It started by reading blogs. I would find blogs about PR and social media, many of which linked to other blogs and so forth. Going to each site individually to look for recent updates became daunting, and then along came RSS. (I currently use Google Reader and netvibes because I love folders and tabs for categorizing!) Next I signed up for twitter. Again, at first I thought it was pretty useless. I quickly discovered it’s like AIM plus blogs plus industry news plus networking (and then some) on steroids. I also created a Linkedin (aka facebook for professionals) profile and frequent bookmark sharing Web sites like del.icio.us and digg.

There are countless other sites I sign in to, but they share a similar purpose – to connect people, ideas, and resources in online communities with the ideology of transparency, open communication and user-generated content. The PR world is witnessing a seismic shift in the way it reaches audiences. I still believe in traditional tactics but am excited by the possibilities yet to come.

How did you first become involved in social media? What is your favorite tool to use now?

With some of my coworkers at the start line

It was my second race experience, having done the same 5K in 2007. This year I was less than prepared for the run. On the days leading up to the race I had moments of panic when I realized I committed to running more than three miles and the last time I ran that far was exactly one year prior.

As I stood at the start line Sunday morning I could feel the nervousness and adrenaline surging through my body. I was surrounded by hundreds of people in my lane and hundreds of (crazy) people in the half marathon lane. There was so much electricity and excitement in the air I felt like I could reach up and grab a piece of it. I even made a nervous joke about my heart rate already being high just standing waiting for the countdown. (My heart rate monitor/watch read 138 so it was one of those times when you act like you’re kidding, but really you are completely serious.)

5…4…3…2…1 and the mass begins to move, forcing me along. I turned up my mix of techno, rap and dance music and tried to get into a rhythm. But, right before the one mile mark I started to cramp and had to walk. After walking for about a minute and watching others pass me, I realized it would be more of a mental than physical challenge. At that moment I decided I was going to run the rest of the way not to get a good time, or beat anyone but for my own sense of accomplishment.

So I picked it up again and then I hit the zone. I got into a pace, albeit a slow one, and had tunnel vision with my focus on finishing. With runners all around and spectators cheering I pushed myself to keep running. Then I came around a corner along the River Trail for a glorious sight of the finish. I could hear some of my coworkers cheering me on as I looked down at my feet crossing the finish line. I was greeted with music, food, friends and the satisfaction of completing my goal.

Here I am (left) giving a thumbs-up to my coworker’s husband seconds before finishing.

Despite the challenge, nerves and sweat I experienced, I would encourage anyone to try a 5K race. Not only is it a great way to be active, but most runs are also supporting a cause. Running is an activity that simply requires shoes and stepping out the front door. For those intimidated by running (as I was at first) I would recommend one of my favorite training plans I found called the Couch-to-5K. Then take the step to actually sign up for a race to try to stay motivated and committed.

It does not need to be about finishing first or last. As one of my coworkers pointed out, we all finished before the person sitting at home.

Sex and the City PR exec Samantha Jones makes planning events look sexy and fabulous. All you have to do is make a few calls, show up in a killer outfit, grab a cocktail and greet your famous guests with a kiss on the cheek.

Event planning in reality:

Countless of hours of work, endless to-do lists, 4 a.m. wake-up calls and 12-hour days. Coordinating the location (back up location), theme, guest list, invitations, speakers (back up speakers), food, drinks, itinerary, name tags, agenda, talking points, and promotion. Just to name a few.

Planning events can be fun, but it’s definitely not always sexy. I have found that sweating is not uncommon at some point during an event. Carrying boxes of materials and supplies, setting up decorations, and moving tables…all in a suit and stilettos seems to be a right-of-passage to becoming an event planner. Then there is the nerdy three-ring “master binder” that is never far from reach and includes all contact numbers, a guest list, confirmation numbers, sponsor names, people to talk to etc. organized with color tabs of course (see Exhibit A).

Exhibit A: Here I am talking to a sponsor at an event  captured on film with my “master binder”

Challenges can also come up throughout the process including up until the day before an event, the day of an event and hours or even minutes before it is to begin. This is where a lot of the stress can come in. But it’s also one of my favorite aspects of event planning because it gives me the opportunity to be a fast-thinker and put my problem solving skills to the test. In those last-minute crises it is all about evaluating the situation, figuring out a plan of action and sticking with it. Most of the time participants and guests don’t ever realize there was a problem or a change.

Event planning is demanding and requires the abilities to multi-task and work well under pressure. I love walking into my office during event planning season (which is basically from March – November) knowing that this day will be different than the previous and the next. Although there are moments I can become buried in details, I always have my trusty post-its and to-do lists to divide and conquer my tasks, and pull off a successful event.