Public Relations 101 with MSU PRSSA

I started my collegiate career with the sole intention of going to veterinary school (obviously). The word “veterinarian” brings most people images of puppies, kittens, white lab coats, and furry little legs wrapped in gauze. But when my choice in major took a 180 degree-turn to communication and public relations, the vision people had for my future became blurred.

“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?

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