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Looking to Get into PR? Tips on How to Sell Your Skills 04.06.10

The Puget Sound chapter of PRSA asked Evado PR to speak at its annual PRSSA Jumpstart event, which took place this past weekend at Seattle Pacific University. We were excited to be part of Jumpstart since we value professional development and want to help in any way we can to prepare the next generation for success. Our topic, “How to Sell Your Skills,” aimed at helping students and those transitioning into the field learn how to turn their existing experiences into assets that PR teams need. We put our heads together and came up with a list of the top skills we look for in entry level candidates or those looking to break in. If you couldn’t make it to the event, here is our tip sheet for you (with a bonus added on):

1. Pitching: Pitching news stories to media is a mainstay of PR. Be prepared to discuss how you understand the concept of pitching someone to reach a business goal, and provide an example for how you executed it successfully in the past. Even if you haven’t reached out to media previously, other relevant examples could be in sales, marketing, fundraising, or business development. For one of our partners, she was able to break into PR years ago by explaining to her interview panel that pitching media requires the same skills as convincing doctors that referring patients to her company’s medical facility was a must!

2. Networking: Everyone has heard, “it’s not what you know, it’s who you know,” and it couldn’t be more true in PR. Strong and meaningful relationships that rely on merit and sincerity are essential in getting that job and professional growth, whether it is relationships with your clients, friends that can evangelize your clients, or media contacts that spin the message to the public. Look deep within your network for these contacts and continue to grow the list of contacts by getting out there and meeting people at industry events, networking events, tweet-ups, etc. Become connected and engaged in the community and the industry to become an expert in your field.

3. Project Management: PR is often affiliated with fun. And fortunately for us, we enjoy what we do. Meaningful campaigns require a lot of organization, the ability to prioritize, track every last detail and execute. Tell us about a time when you managed a project from start to finish, understood the limitations you were working with and brought your wherewithal to deliver a triumphant campaign. The term “workback schedule” might be a good place to start.

4. Writing Skills: Writing is essential in PR but you don’t need years of journalism experience or a Masters in English to succeed. However, being able to write a cohesive, grammatically correct, and thoughtful email, press release or letter, free of errors is expected. Bring a portfolio of your best work that represents your writing style and ability. If you’ve never written a press release or media alert, write a sample one to show your skills and interest in PR. Also familiarize yourself with the Associated Press style by picking up an AP Stylebook, which explains the writing rules that journalists live by. All media materials should be written as such.

5. Verbal Skills: Good verbal skills are also an important attribute in PR. From answering phone calls as an intern or account coordinator, to working your way up to running client meetings and presenting proposals – your verbal skills can make or break it to the client and either help or hurt your media relationships. In the PR industry you need to be able to verbally deliver to the client or media person a clear and concise message either in person or on the phone. Everyone’s likely taken a speech class or given a presentation, so if you feel your skills are not up to par or you are just out of practice, try speaking or presenting something in front of friends to get comfortable speaking to a group.

6. Creativity: PR is known for its creativity and out-of-the-box ideas; those strong promotions that have created a difference and moved the bottom line. Everyone is creative in some sense and you’ve applied that creativity in school and/or work. Demonstrate examples of your creativity coupled with strategy that moved a specific goal forward and created a meaningful impact!

7. Social Media: Social media is revolutionizing the way companies and its PR departments reach customers and its publics. If you’re not using social media, start; Mashable.com is a great site to get you going. If you’ve been using it, share an example when you’ve mobilized the public to act and/or spread the word due to your social media savvies.

8. Tech Competency: College students are usually up to par on computer knowledge, but to stand out amongst the crowd make sure to include any special areas of expertise on your resume and during your interview like InDesign or Photoshop. Your early PR years will be spent mostly creating media lists and calculating PR values in Excel so it is important to know the program inside and out so you can hit the ground running. Thorough knowledge of PowerPoint can also be an asset as it allows you to assist in creating presentations and being a resource for the company. If you need to brush up we recommend taking a class on Excel or Microsoft Office to get back in the game!

Bonus: Details: Details can make or break a promotion, an event or a newsworthy story. Whether a visual merchandiser that can apply your attention to detail to PR, or a journalism student that fact checks until exhaustion, the details often take the most time, but attention to detail is at the core of PR.

TAGS: AP Stylebook, Creativity, Details, Evado PR, Excel, How to Sell Your Skills, InDesign, Mashable.com, Media Alert, Microsoft Office, Networking, Photoshop, Pitching, PowerPoint, Press Release, Project Management, PRSA, PRSSA Jumpstart, Social Media, Tech Competency,

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