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Constructing a public relations portfolio
<ul><li>It’s a compendium of materials that demonstrate your expertise in public relations </li></ul><ul><li>It’s used to ...
Clean and crisp is more important than new or expensive
<ul><li>A portfolio for someone working in the arts should look quite different from on for a person in banking </li></ul>...
<ul><li>Review basic skills required in job postings to see what employers are looking for </li></ul><ul><li>Emphasize bas...
<ul><li>Resume (CV)  </li></ul><ul><li>Generic reference letters from employers, teachers, volunteer supervisors, etc. </l...
<ul><ul><li>Anything  can be documented  </li></ul></ul><ul><ul><li>Club newsletter showing your activities </li></ul></ul...
<ul><li>RESULTS: Not just that you wrote or designed PR materials, but what happened because they were distributed </li></...
<ul><li>Try to include a variety of materials, preferably in their original form </li></ul><ul><ul><li>Print, Internet and...
<ul><li>Room for creativity </li></ul><ul><li>By job/position held </li></ul><ul><li>By item type (i.e., PSAs in one secti...
<ul><li>Organize it so someone could figure it out if you weren’t there to explain </li></ul><ul><li>Most employers just s...
<ul><li>Do: </li></ul><ul><ul><li>Clean, crisp pages (use protectors) </li></ul></ul><ul><ul><li>Clean copy </li></ul></ul...
<ul><li>Show off your online skills </li></ul><ul><li>Convert writing/design samples to PDF files </li></ul><ul><li>Links ...
<ul><li>Take it with you on every interview </li></ul><ul><ul><li>If you have an electronic portfolio, bring a paper versi...
<ul><li>Don’t just shove it at them and sit silently </li></ul><ul><li>Use it as a chance to link your experience with the...
<ul><li>Make photocopies of the very best items, put in a packet that you can leave behind </li></ul><ul><li>Can include a...
<ul><li>Now what do you do with your portfolio? </li></ul><ul><ul><li>Keep it </li></ul></ul><ul><ul><li>Keep adding to it...
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Pr portfolio

Pr portfolio

  1. 1. Constructing a public relations portfolio
  2. 2. <ul><li>It’s a compendium of materials that demonstrate your expertise in public relations </li></ul><ul><li>It’s used to show potential employers that you know what you’re doing </li></ul>
  3. 3. Clean and crisp is more important than new or expensive
  4. 4. <ul><li>A portfolio for someone working in the arts should look quite different from on for a person in banking </li></ul><ul><ul><li>Both exterior and interior </li></ul></ul><ul><ul><li>Color choice </li></ul></ul><ul><ul><li>Font </li></ul></ul><ul><ul><li>Elements included </li></ul></ul>
  5. 5. <ul><li>Review basic skills required in job postings to see what employers are looking for </li></ul><ul><li>Emphasize basic PR tools that you will actually use in your first job </li></ul>
  6. 6. <ul><li>Resume (CV) </li></ul><ul><li>Generic reference letters from employers, teachers, volunteer supervisors, etc. </li></ul><ul><li>Writing and design samples </li></ul><ul><ul><li>It’s okay to include items created in class </li></ul></ul><ul><ul><li>“ We know they’re students.” </li></ul></ul>
  7. 7. <ul><ul><li>Anything can be documented </li></ul></ul><ul><ul><li>Club newsletter showing your activities </li></ul></ul><ul><ul><li>Special event on paper: </li></ul></ul><ul><ul><ul><ul><li>Checklists </li></ul></ul></ul></ul><ul><ul><ul><ul><li>Event planning materials </li></ul></ul></ul></ul><ul><ul><ul><ul><li>Fliers or invitations </li></ul></ul></ul></ul>
  8. 8. <ul><li>RESULTS: Not just that you wrote or designed PR materials, but what happened because they were distributed </li></ul><ul><ul><li>Pictures of a special event to document attendance </li></ul></ul><ul><ul><li>News stories resulting from media relations </li></ul></ul><ul><ul><li>Evaluation materials (survey results, etc.) </li></ul></ul><ul><ul><li>Web copy (links from blogs or Web sites, etc.) </li></ul></ul>
  9. 9. <ul><li>Try to include a variety of materials, preferably in their original form </li></ul><ul><ul><li>Print, Internet and broadcast </li></ul></ul><ul><ul><li>Research, strategic thinking/planning </li></ul></ul><ul><ul><li>Variety of publics targeted, positions held </li></ul></ul><ul><li>Choose only your best </li></ul><ul><ul><li>One great news release is better than one great one plus two okay ones </li></ul></ul>
  10. 10. <ul><li>Room for creativity </li></ul><ul><li>By job/position held </li></ul><ul><li>By item type (i.e., PSAs in one section, events in another) </li></ul><ul><li>You can also customize it for each interview </li></ul>
  11. 11. <ul><li>Organize it so someone could figure it out if you weren’t there to explain </li></ul><ul><li>Most employers just skim, so you should highlight what’s most important </li></ul><ul><ul><li>Tabs/section breaks, table of contents </li></ul></ul><ul><ul><li>First page of each section </li></ul></ul><ul><ul><li>Headlines, attention-getters </li></ul></ul>
  12. 12. <ul><li>Do: </li></ul><ul><ul><li>Clean, crisp pages (use protectors) </li></ul></ul><ul><ul><li>Clean copy </li></ul></ul><ul><li>Don’t </li></ul><ul><ul><li>Poor design </li></ul></ul><ul><ul><li>Anything that will detract from skimming </li></ul></ul><ul><ul><li>Crazy fonts, clip art, frills </li></ul></ul>
  13. 13. <ul><li>Show off your online skills </li></ul><ul><li>Convert writing/design samples to PDF files </li></ul><ul><li>Links to news coverage based on your media relations activities </li></ul><ul><li>Remove personal information such as address and telephone numbers (yours, references, etc.) </li></ul><ul><li>Social media resume </li></ul><ul><ul><li>Links to blog, Web site, Twitter account, podcasts or other online activities </li></ul></ul>
  14. 14. <ul><li>Take it with you on every interview </li></ul><ul><ul><li>If you have an electronic portfolio, bring a paper version to the interview </li></ul></ul><ul><li>Ask the interviewer if they would like to see it </li></ul><ul><ul><li>They won’t necessarily ask you to see it </li></ul></ul><ul><ul><li>They assume you will bring one if you have one </li></ul></ul>
  15. 15. <ul><li>Don’t just shove it at them and sit silently </li></ul><ul><li>Use it as a chance to link your experience with their needs </li></ul><ul><ul><li>Narrate what they’re seeing </li></ul></ul><ul><ul><li>“ You were asking about my experience with newsletters. Here’s an example of an article I wrote for my club’s newsletter. I also took the pictures.” </li></ul></ul>
  16. 16. <ul><li>Make photocopies of the very best items, put in a packet that you can leave behind </li></ul><ul><li>Can include a page with link to your electronic portfolio or other links </li></ul>
  17. 17. <ul><li>Now what do you do with your portfolio? </li></ul><ul><ul><li>Keep it </li></ul></ul><ul><ul><li>Keep adding to it </li></ul></ul><ul><ul><li>Reorganize as needed – the beauty of page protectors </li></ul></ul><ul><ul><li>PRSA suggests using it for </li></ul></ul><ul><ul><ul><li>Negotiations (raise, promotion) </li></ul></ul></ul><ul><ul><ul><li>Scholarship, grant, bonus applications </li></ul></ul></ul>

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