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Pr portfolio

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Transcript

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

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