Are you ready to get a job in public relations? Are you hungry to learn how to set yourself apart from the thousands of applicants? We hosted a webinar on “Getting a Job in Public Relations” that examined the characteristics and traits in demand for public relations positions, offered helpful tips on how to stand out from the competition in your job search and provided insight on how managers attract, retain and develop top performers. The webinar featured experts who discussed their observations on the hiring process within public relations agencies and corporations. The experts were: Keith Burton, principal, Grayson Emmett Partners Rick Looser, president and COO, The Cirlot Agency Virginia Noriega, associate, Heyman Associates Kevin Saghy, manager of communications, Chicago Cubs

2. Virginia Noriega,
Associate,
Heyman Associates
Kevin Saghy,
Manager, Communications,
Chicago Cubs
Rick Looser,
President, COO,
The Cirlot Agency
Keith Burton
Principal
Grayson Emmett Partners

3. GETTING A JOB IN PUBLIC RELATIONS
WHY THIS MATTERS: COMPETITION IS FIERCE
SOME SCARY STATS…
Recent Cubs PR Job Searches:
• 1,200+ applicants (1,850 for one role)
• Narrowed down to 35 or so semifinalists
• 10-15 selected for phone screens
• Just a handful brought for in-person
interviews
• Thousands will apply; hundreds will
email; dozens will call or mail; few will
arrive in-person
• One will get the job
@PlankCenterPR

4. GETTING A JOB IN PUBLIC RELATIONS
SOME SCARY STATS
@PlankCenterPR

5. GETTING A JOB IN PUBLIC RELATIONS
HOW DO YOU BREAK THROUGH?
FIRST: Possess the right skills
• Writing and editing (AP Style)
• Presentation, verbal communication
• Media relations, proactive PR
• Measurement
• Attention to detail
• Sound judgment
• Proactive
• Work ethic, overall ethics
@PlankCenterPR

6. GETTING A JOB IN PUBLIC RELATIONS
• Social media for business
• Analytics, data interpretation
• Blogging / microblogging / blogger relations
• SEO
• Coding
• Design
• Social media ethics
PLUS NEW SKILLS/ATTRIBUTES
@PlankCenterPR

7. GETTING A JOB IN PUBLIC RELATIONS
HERE’S THE SCENE:
• Hiring managers are looking for the best match
for the opening
• They are balancing job duties with trying to fill
the role
• Getting multiple referrals from inside and
outside of the company
• Limited time to view résumés and cover letters
• Needs to be sure the new hire is a professional
and cultural fit
NEXT: WHAT’S YOUR APPROACH?
@PlankCenterPR

8. GETTING A JOB IN PUBLIC RELATIONS
THE CAPTURE STRATEGY
• Who do I know that knows the company
or hiring manager?
• What do I know about the position?
• What do I know about the company?
• What makes me unique for the position?
• What can I do to improve my chances of
being interviewed? Hired?
@PlankCenterPR

9. Job Description: Scripps Networks' Corporate Communications team is
currently looking for an energetic, detail-oriented public relations intern in our
communications department at the company headquarters in Knoxville, Tenn.
Corporate communications interns at Scripps Networks receive multi-faceted, hands-
on experience in a variety of PR disciplines including consumer and trade media
relations, marketing, event marketing, internal communications, public affairs,
and presentation services.
Projects and Assignments Planned for Internship:
- Research, write and distribute a weekly e-mail newsletter about GAC programming and
promotions.
- Research, compose and revise bios of Scripps Networks employees involved with the corporate
communications speakers bureau.
- Research / assist in the planning and/or executive of events on behalf of the event marketing team.
- Research and write articles for internal communications including daily, weekly and quarterly
newsletters. The intern will work with corporate communications team members to develop ideas and
story outlines.
- Assist in the development of story ideas and pitches for trade media.
- Shoot and edit video for internal and external use.
- Research media coverage of a particular topic, company or industry and generate a clip book that
would be distributed to senior executives.
Successful candidates for this internship are very goal oriented, work well in a team environment, and
must have a desire to invest in their experience with us to reach personal and professional goals. In
addition, the intern candidate must:
- Demonstrate strong writing/editing skills (AP-style proficient)
- Major in Public Relations, Marketing, Journalism or related field
Source: Gary McCormick, Scripps Networks Interactive

10. Source: Gary McCormick, Scripps Networks Interactive

11. GETTING A JOB IN PUBLIC RELATIONS
POSITIVE LEARNINGS:
• Directly address the job description
• Highlight tangible results
• Increased revenue by X percent; increased following by
X percent; exceeded target impressions by X percent;
secured placements in X publications
• The best candidates often have the best experience
• Get referrals
• Recommended: one-page résumé, always include cover
letter
• A handwritten thank you card still goes a long way
@PlankCenterPR

12. GETTING A JOB IN PUBLIC RELATIONS
NEGATIVE LEARNINGS:
• Avoid blanket cover letters
• Focus on relevant information
• Proofread! Avoid “fatal flaws”
• Focus on what you can do for the company, not what you
hope the company can do for you
• Yes, your digital presence can count against you
• Have you Googled yourself lately?
• Balance assertiveness with aggressiveness
• Know the right time and place for certain questions
@PlankCenterPR

13. GETTING A JOB IN PUBLIC RELATIONS
BUILDING A RESUME / PORTFOLIO
• Include qualitative and quantitative
examples
• Revise to include keywords from job
description and/or use in website
• Have samples you can leave behind
• Consider an electronic portfolio,
possibly linked by QR Code on your
business card (think if you personalized
it!)
@PlankCenterPR

14. GETTING A JOB IN PUBLIC RELATIONS
COVER LETTERS
• Your cover letter should be your best
writing sample
• Never use template cover letter,
replacing company and contact names,
etc.
• Connect your experience with the job
description
@PlankCenterPR

15. GETTING A JOB IN PUBLIC RELATIONS
INTERVIEWS
• Practice interviewing – i.e. media
training
• Develop an “elevator” speech
• Research – Show you’ve put in the
effort to learn about the company
• Be careful not to act like you know it
all
• Interview the company as much as they
interview you
• Dress the part
@PlankCenterPR

16. GETTING A JOB IN PUBLIC RELATIONS
NETWORKING
• Anyone can network. Effective networking is a learned skill, not
some innate talent that you either have or don’t have.
• Networking is a process. Networking is about building a career,
not finding a job tomorrow. It takes follow-up and a commitment to
building genuine connections with people.
• Networking is a two-way street. Focus as much on what you
can offer others as on what they can offer you.
• In-Person > LinkedIn. LinkedIn is useful for many things, but it is
tough to make a meaningful connection through computer screens.
• Avoid networking faux pas.
@PlankCenterPR

17. GETTING A JOB IN PUBLIC RELATIONS
NETWORKING IS A PROCESS
Determine your goal
Choose your “targets”
Attempt to get in front of them
Prepare for your meeting/event
Make the connection
Make the “ask”
Follow up
Reevaluate and adjust
@PlankCenterPR

19. PLANKCENTER.UA.EDU
@PLANKCENTERPR