Teaching PR

Cross-posted to WOM Class blog.

I promised my WOM class students a post on "commenting" -- how to write good comments, how to get good comments on a blog. It's long overdue, but here goes:

Writing comments on a blog post

• A blog is a conversation, so your comment is not just tolerated, it's welcomed.
• A comment should help build a conversation by saying something new, providing more information, or suggesting other relevant posts or stories.
• It's okay to disagree, but a blog belongs to a person, not the community at large. Therefore, treat the blogger with the same respect you would treat a host in a home.
• Skip the "I agree" and "you're so wonderful" comments. They do nothing to extend the conversation, and only tend to make you look silly. If you really want to say that you like something they said, explain why in a way that adds to the discussion.
• Don't just use comments as a way to publicize your own posts. Unless you've written something absolutely and completely relevant to the discussion, don't link to yourself.
• If a post inspires you to write a lengthy response, it may be better to write your own post and link to the original. In that case, it would be OK to write a comment explaining that.
• The half-life of a post is pretty short. In general, you should comment within a few days of the original posting.
• Bear in mind that sometimes an e-mail message may be more appropriate than a comment.

Recommended reading: 5 Comments No Serious Blogger Should Ever Post, Tiffany Monhollon; Geek to Live: Lifehacker's Guide to Weblog Comments, Gina Trapani

Inspiring comments on your own blog

• Ask for them. Ask a question, tell your readers you want to know what they think.
• Respond to comments when you get them. If someone has taken the time to respond, you can take the time, too. It may be hard sometimes, particularly if the comment is of the "I agree" variety, but try to engage the person in a conversation.
• Just as you should be a gracious visitor, be a gracious host.
• Return the favor. If the commenter leaves a link, follow it to their blog. If you find something useful or engaging, leave a comment. If not, check back another day. Chances are, you're interested in some of the same things.
• Some people suggest writing controversial or purposely provocative posts. These certainly can inspire comments, but you'd better be sure you can handle the spotlight before you try this tactic, especially if you're new to the field.
• A few words on the technical aspects: If you moderate comments, post them quickly. People aren't likely to wait around for responses if they're slow to come. Similarly, enabling subscriptions to the comments allows people to follow the conversation without checking back to your original post.

Recommended reading: 10 Techniques to Get More Comments on Your Blog, Darren Rowse; 5 Easy Ways to Make Your Comments Section a Conversation, Tiffany Monhollon; Want More Comments on Your Blog?, Mack Collier

Labels: blogging, social media, tips

So you've created a blog, probably for class, and you've started posting content. Now you're hoping someone will read it. How do you get people to notice your blog? That's one of the most common questions I get from my students. Here are the suggestions I give them to get them started (note: you should have 3-5 posts up before you start promotion).

1. At least some of the time, create original content, not just links to news stories or "I agree with so-and-so" posts. Examples:

• Conduct an interview (usually via e-mail; make sure the person knows it’s for publication on your blog)
• Summarize blog conversation on a timely and relevant issue with links to the various posts
• Create a top-10 list relevant to your blog’s purpose
• Present "how-to" information: how to look for an internship, write a poem, etc.
• Do an informal survey and post the results
• Choose headlines carefully so that they are descriptive and use tags and categories or keywords to help people find/notice your post.

2. Start to build a community.

• Include many outbound links in your posts (links to other bloggers posting about the same subject as your blog)
• Post comments on other blogs, using your blog’s URL when you sign in
• E-mail a note to another blogger to call attention to your latest post; make sure it’s someone who has demonstrated interest in that subject before and use this tactic selectively.
• Include your URL on your e-mail signature, Facebook or MySpace page, etc.

3. Remember that a blog is a conversation.

• Sign up for Feedburner, Google Analytics, and/or Technorati to help you track progress--all are free. When these sites show that someone has linked to you, follow the link back to their blog to see what they've written and post a comment thanking them for the link or adding more information.
• Notice which search terms land people on your blog, and consider writing more about those topics.
• When you get a comment, respond back on your blog with another comment (we're going for dialogue). Make sure your blog is set up to tell you when you receive comments, so you can respond as soon as possible. In addition, start watching that person’s blog and comment on their posts if you find one that interests you.
• Use a social bookmarking site like delicious to help you manage content with tags.

I (and my students) welcome any other suggestions or additions to this list!

Cross-posted to WOM Class.

Labels: blogging, education, public relations, social media, students, tips

Back in October I listed a dozen things I wished PR professionals would blog about for the benefit of my students. The response has been great, including a few modifications and additions, so I wanted to post the final list with links to the blog posts. Thanks to all the pros who contributed!

• 5 ways not to get an entry-level job in PR -- David Reich
• The biggest mistake I made early in my career -- Lauren Vargas
• What to expect your first week on a new job -- Kristina Summers
• The cover letter pitch -- Kevin Dugan
• Reasons a student should get involved in social media -- Joe Thornley with Chris Clarke
• What I wish my new employee knew -- Todd Defren
• 5 ways to dazzle a potential employer -- Francis Moran
• 3 things never to say to your boss -- Lauren Vargas
• How to behave in a client meeting -- Sherrilynne Starkie
• Office Politics 101 -- Colin McKay
• How to get promoted -- Judy Gombita on PR Conversations
• If I knew then what I know now -- Donna Papacosta
• 5 things all PR students should know about their choice of career -- Steven Silvers (and he added #6 here)

Labels: public relations, students, tips

What is a PR portfolio?
A portfolio provides prospective employers with evidence of your ability to do the job. Traditionally, the student gathers materials into a binder (use plastic page covers) and brings it to job interviews.

What items are included?
You can choose from a wide array of items based on your interests and career goals. Examples include:

• Resume (CV)
• Reference letters (employers, teachers, volunteer supervisers, etc.)--some people don't like these because they are generic, "To whom it may concern," letters.
• Writing and design samples. You can show the evolution of a project by including drafts, edits, and the final project. Anything can be documented; for example, it may seem difficult to put a special event on paper, but you can include checklists and event planning materials.
• Results: pictures of a special event to document attendance, news stories resulting from media relations work, evaluation materials, Web copy (for example, you could download a blog post with comments/links).

The one thing I do hear is that prospective employers like to see variety--items geared at different audiences or different media; things from different jobs/internships/volunteer projects; and so forth. And the most important thing of all is to choose only your best work. Quality is vastly more important than quantity.

Note: PR newbies can include course work. As a professional once told me: "We know they're students." If you include group project materials, you should specify what you actually did.

How do I organize it?
I've heard different advice on this. First, where to put it. Richard Bailey says at Leeds Met they use large artist's portfolios. One of my former students recommends not spending a lot on a leather-bound book ("We know they're students" comes to mind again here.) The main thing, I think, is making sure it's clean, neat and well-organized.

As for organization, again, there is room for creativity. Some people organize contents by job or project. Others organize by type of material (press releases together, Web content in another section, etc.). Your organization will reveal something about your personality as well as your job interests. If you're a traditional person looking for a job in a conservative sector like banking and finance, bright colors and weird fonts aren't going to work.

Some people give the portfolio a theme and use section dividers that are tied to the theme (for example, a theater theme or an architecture theme)-- I don't actually recommend this because they tend toward the cutesy rather than the professional; and I heard a story (possibly apocryphal) about a person who used a "bomb" theme with lots of "dynamite" and "explosives" throughout. Not a good idea in the post-9/11 world. But the theme approach has worked for some people.

However you organize it, recognize that organization is vital. Most employers say that they only skim over a portfolio, often while they're interviewing you. Those with obvious errors--grammatical mistakes, crumpled pages, poor design--get tossed aside, while good ones may get only 15 minutes. Make the most of your short time.

What about electronic portfolios?
The computer-savvy student can put most of these same items online and provide the link in your cover letter. However, you've got to consider security issues. Don't put personal information online (yours or anyone else's -- references, professors, teammates from group projects, etc.). Convert writing and design samples to PDF files. Provide links to your blog or other social media, or to news stories that ran because of your work. You will probably want to keep a print version to take to the interview as well.

When should I start working on it?
Now. I can say that without equivocation because no matter what stage you're at, you can be doing something. If you're just starting out, think about what kinds of materials you want to include and set about making sure you have them -- volunteer to plan an event and save all the materials; write for the school paper and cut the clips; get an internship that involves media relations or B2B. SAVE, SAVE, SAVE! I've had so many graduating seniors tell me, "I did this or that but I didn't keep it." If you're almost ready to graduate, you have less time but you may be more aware of the exact type of job you want and can therefore focus your efforts on that industry (such as arts, politics, or healthcare) or function (such as media, investor, or community relations). I titled this post "Constructing" because I want to emphasize the idea that you can have a plan and build a portfolio that suits your career goals.

See also: 2003 Minneapolis-St. Paul Star Tribune article on portfolios.

Labels: job search, students, tips

This morning I listened to an Inside PR podcast in which Terry and David discussed client relations, specifically the importance of getting off to a good start with a new client. Although some of the things they mentioned, like deciding how often and how to report to the client, are the responsibilities of upper-level employees, even PR newbies need to understand client relations.

Here are a few tips on ways entry-level PR staffers can help build good client relations, based on conversations I’ve had with former students who are now working at agencies.

1. Sometimes you might get annoyed because a client expects you to drop everything and work on their account. Too bad. The client’s calendar is just as packed as yours.

2. Don’t promise something you can’t deliver, even if it’s just returning a call at a certain time.

3. Attitude is everything. Be sure they know you appreciate them.

4. Know your client’s audience and how to talk to them, and make sure your client knows that you know.

5. Learn what keeps them up at night, and figure out how you can help.

Anyone else want to add to the list?

Labels: clients, public relations, tips