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© 2010. Lynn Hazan & Associates.<br />Journalism: The Stepping Stone for Careers in Communications and PR<br />Lynn Hazan ...
Intro - Paired Share<br /><ul><li> Use your journalist talents to meet someone new
 5 Minutes each</li></ul>© 2010. Lynn Hazan & Associates.<br />
Why Change? – World has changed . . .<br />© 2010. Lynn Hazan & Associates.<br />
© 2010. Lynn Hazan & Associates.<br />
© 2010. Lynn Hazan & Associates.<br />
Call to Action<br />“It is not the strongest of the species that survive, not the most intelligent, but the ones most resp...
© 2010. Lynn Hazan & Associates.<br />Opportunity to Reinvent<br />“Success always comes when preparation meets opportunit...
 Case Study #1: Michelle Damico <br />President, Michelle Damico Communications<br />Originally in Radio News, now in PR<b...
Pluses in transition from Radio to PR<br />+  Can anticipate media responses<br />+  Journalistic instincts<br />+   Good ...
© 2010. Lynn Hazan & Associates.<br />How Michelle Grew<br />Learned about strategy<br />Social media and blogging<br />En...
Would you recommend people to go into journalism today?<br />Always a need for journalism<br />Depends how journalism tran...
© 2010. Lynn Hazan & Associates.<br />Michelle’s Advice<br /> May take 6 months to get job<br />Find ways to connect with ...
Case Study #2: Amy Le <br />GrubHub, Community Manager and Executive Blog Chef<br />From Journalist to Social Media Manage...
Started in print journalism
Saw writing on the wall
Find new career
Started blogging
Recruited to launch blog for Classified Ventures
Used Journalistic skills
Created Content – Knew what would attract readers</li></ul>© 2010. Lynn Hazan & Associates.<br />
© 2010. Lynn Hazan & Associates.<br />Amy’s Career Path<br />Transitioned to social media<br />Hired because she understoo...
GrubHub Stats:<br />Staff grew from 12 – 64 <br /> Facebook: 500 - 4,000 fans<br /> Twitter: 600 - 3,000 followers<br />© ...
© 2010. Lynn Hazan & Associates.<br />Case Study #3: John Frank<br />Editorial Director PL Buyer Magazines & CM & P Magazi...
 Journalism has been dying for 30 years
 Not out of work for more than 2 months</li></ul>ever<br /><ul><li> Used network to job hunt
 “Jump before the boat sinks”
 Do not burn bridges</li></li></ul><li>John Frank – Lessons Learned<br />   Successful Transitions:<br /><ul><li>Willing t...
Saw trends earlier on
Apply for jobs that make you happy</li></ul>© 2010. Lynn Hazan & Associates.<br />
Case Study #4: Pam StallsmithMember of NFPWCommunications Consultant Federal  Reserve Bank of Richmond<br />Welcome Pam!<b...
REINVENT-Transition to New Careers, Professions<br />Social Media Manager<br />Evangelist<br />Community Manager<br />© 20...
Common Thread- What makes Journalists such good candidates?<br />Brainstorm for answers …<br />© 2010. Lynn Hazan & Associ...
Who are YOU???<br />Write your story in six words – <br />The Hemmingway Challenge<br />© 2010. Lynn Hazan & Associates.<b...
© 2010. Lynn Hazan & Associates.<br /> Anyone Can Tell a Story<br />	For Sale. Baby shoes. Never worn.<br />What is your s...
<ul><li>What Makes you Special/Unique?
Why should I hire you?</li></ul>Write your answers<br />© 2010. Lynn Hazan & Associates.<br />
What is your UPS?<br />Unique Positioning Statement<br /><ul><li>Use this to prepare your resume’s summary statement</li><...
Future of Journalism?<br />© 2010. Lynn Hazan & Associates.<br />
© 2010. Lynn Hazan & Associates.<br />Future of Journalism<br />Amy Le - GrubHub:<br />Journalism is not dead<br />Hopes n...
Future of Journalism, continued<br />ProPublica: independent, non-profit newsroom<br /><ul><li>Investigative stories
free of charge to ‘partner’ news organizations
also published on ProPublica.org
Launched June 2008
newsroom of 32 active journalists headquartered in Manhattan
Philanthropic funding
Herbert and Marion Sandler Family Supporting Foundation: $10 million/year commitment</li></ul>© 2010. Lynn Hazan & Associa...
Future of Journalism, continued<br />AOL: <br /><ul><li>to hire hundreds of journalists, editors, and </li></ul>videograph...
Charges for content consumption</li></ul>Google:<br /><ul><li>Developing Newspass - similar to Press+ platform</li></ul>© ...
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NFPW-Journalism As A Stepping Stone For Careers In Communications

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Learn what skills and talents are in hot demand for a changing economy. Discover how journalists can transition to new career tracks in communications and PR. Presentation given by Lynn Hazan at National Federation of Press Women (NFPW) National Conference, Chicago, IL (August, 2010)

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  • Thanks Cynthia. I loved creating and presenting this presentation for NFPW.
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  • Your presentation was inspiring. I've reworked my resume's summary statement and have polished my elevator speech. I appreciate the insight and inspiration. ~Cynthia Price, President, NFPW
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Transcript of "NFPW-Journalism As A Stepping Stone For Careers In Communications"

  1. 1. © 2010. Lynn Hazan & Associates.<br />Journalism: The Stepping Stone for Careers in Communications and PR<br />Lynn Hazan and Associates<br />
  2. 2. Intro - Paired Share<br /><ul><li> Use your journalist talents to meet someone new
  3. 3. 5 Minutes each</li></ul>© 2010. Lynn Hazan & Associates.<br />
  4. 4. Why Change? – World has changed . . .<br />© 2010. Lynn Hazan & Associates.<br />
  5. 5. © 2010. Lynn Hazan & Associates.<br />
  6. 6. © 2010. Lynn Hazan & Associates.<br />
  7. 7. Call to Action<br />“It is not the strongest of the species that survive, not the most intelligent, but the ones most responsive to change.”<br /> - Charles Darwin<br />© 2010. Lynn Hazan & Associates.<br />
  8. 8. © 2010. Lynn Hazan & Associates.<br />Opportunity to Reinvent<br />“Success always comes when preparation meets opportunity” <br /> -Henry Hartman<br /> Case Studies of former journalists<br /> who made career transitions<br />
  9. 9. Case Study #1: Michelle Damico <br />President, Michelle Damico Communications<br />Originally in Radio News, now in PR<br />25 years in media and communications <br />From broadcast journalism to government to <br />integrated marketing agencies and PR firms<br />© 2010. Lynn Hazan & Associates.<br />
  10. 10. Pluses in transition from Radio to PR<br />+ Can anticipate media responses<br />+ Journalistic instincts<br />+ Good writer <br />+ Understands how to protect co. from communications crisis<br />+ “Sprinkled fairy dust on the rest of my career”<br />+ Well known companies opened doors<br />© 2010. Lynn Hazan & Associates.<br />
  11. 11. © 2010. Lynn Hazan & Associates.<br />How Michelle Grew<br />Learned about strategy<br />Social media and blogging<br />Entrepreneurship<br />
  12. 12. Would you recommend people to go into journalism today?<br />Always a need for journalism<br />Depends how journalism transforms<br />© 2010. Lynn Hazan & Associates.<br />
  13. 13. © 2010. Lynn Hazan & Associates.<br />Michelle’s Advice<br /> May take 6 months to get job<br />Find ways to connect with people<br />Have network in place to get freelance work<br />Make sure writing is up to par<br />
  14. 14. Case Study #2: Amy Le <br />GrubHub, Community Manager and Executive Blog Chef<br />From Journalist to Social Media Manager<br /><ul><li>BA Communications
  15. 15. Started in print journalism
  16. 16. Saw writing on the wall
  17. 17. Find new career
  18. 18. Started blogging
  19. 19. Recruited to launch blog for Classified Ventures
  20. 20. Used Journalistic skills
  21. 21. Created Content – Knew what would attract readers</li></ul>© 2010. Lynn Hazan & Associates.<br />
  22. 22. © 2010. Lynn Hazan & Associates.<br />Amy’s Career Path<br />Transitioned to social media<br />Hired because she understood marketing and strategy <br />Researched Twitter and Facebook<br />Drew on food and culinary background<br />Created position at GrubHub – SM Manager from scratch<br />Job evolves<br />
  23. 23. GrubHub Stats:<br />Staff grew from 12 – 64 <br /> Facebook: 500 - 4,000 fans<br /> Twitter: 600 - 3,000 followers<br />© 2010. Lynn Hazan & Associates.<br />
  24. 24. © 2010. Lynn Hazan & Associates.<br />Case Study #3: John Frank<br />Editorial Director PL Buyer Magazines & CM & P Magazine, BNP Media<br />Prior: Editorial Director - American Marketing Association<br /><ul><li> 17 jobs in 34 years in journalism
  25. 25. Journalism has been dying for 30 years
  26. 26. Not out of work for more than 2 months</li></ul>ever<br /><ul><li> Used network to job hunt
  27. 27. “Jump before the boat sinks”
  28. 28. Do not burn bridges</li></li></ul><li>John Frank – Lessons Learned<br /> Successful Transitions:<br /><ul><li>Willing to change
  29. 29. Saw trends earlier on
  30. 30. Apply for jobs that make you happy</li></ul>© 2010. Lynn Hazan & Associates.<br />
  31. 31. Case Study #4: Pam StallsmithMember of NFPWCommunications Consultant Federal Reserve Bank of Richmond<br />Welcome Pam!<br />© 2010. Lynn Hazan & Associates.<br />
  32. 32. REINVENT-Transition to New Careers, Professions<br />Social Media Manager<br />Evangelist<br />Community Manager<br />© 2010. Lynn Hazan & Associates.<br />
  33. 33. Common Thread- What makes Journalists such good candidates?<br />Brainstorm for answers …<br />© 2010. Lynn Hazan & Associates.<br />
  34. 34. Who are YOU???<br />Write your story in six words – <br />The Hemmingway Challenge<br />© 2010. Lynn Hazan & Associates.<br />
  35. 35. © 2010. Lynn Hazan & Associates.<br /> Anyone Can Tell a Story<br /> For Sale. Baby shoes. Never worn.<br />What is your story in six words?<br />
  36. 36. <ul><li>What Makes you Special/Unique?
  37. 37. Why should I hire you?</li></ul>Write your answers<br />© 2010. Lynn Hazan & Associates.<br />
  38. 38. What is your UPS?<br />Unique Positioning Statement<br /><ul><li>Use this to prepare your resume’s summary statement</li></ul>© 2010. Lynn Hazan & Associates.<br />
  39. 39. Future of Journalism?<br />© 2010. Lynn Hazan & Associates.<br />
  40. 40.
  41. 41. © 2010. Lynn Hazan & Associates.<br />Future of Journalism<br />Amy Le - GrubHub:<br />Journalism is not dead<br />Hopes newspaper industry can adapt with how information is communicated<br />Blogging often incorrect<br />
  42. 42. Future of Journalism, continued<br />ProPublica: independent, non-profit newsroom<br /><ul><li>Investigative stories
  43. 43. free of charge to ‘partner’ news organizations
  44. 44. also published on ProPublica.org
  45. 45. Launched June 2008
  46. 46. newsroom of 32 active journalists headquartered in Manhattan
  47. 47. Philanthropic funding
  48. 48. Herbert and Marion Sandler Family Supporting Foundation: $10 million/year commitment</li></ul>© 2010. Lynn Hazan & Associates.<br />
  49. 49. Future of Journalism, continued<br />AOL: <br /><ul><li>to hire hundreds of journalists, editors, and </li></ul>videographers – reorganizes content division <br />(AdAge.com, 6/10/2010)<br />Journalism Online:<br /><ul><li>New e-commerce platform - Press+
  50. 50. Charges for content consumption</li></ul>Google:<br /><ul><li>Developing Newspass - similar to Press+ platform</li></ul>© 2010. Lynn Hazan & Associates.<br />
  51. 51. © 2010. Lynn Hazan & Associates.<br />Strategy for Job Search<br />Set a goal-what kind of job<br />Plan A, B, C<br />Corp, Agency, Not for profit<br />Do your Research<br />Get active in organizations<br />
  52. 52. Reality Check-Candidates<br />More candidates apply for all jobs <br />Overqualified candidates seek lower level positions<br />Stiff competition<br />
  53. 53. Business Sectors:<br />Consumer<br />Business to Business<br />Non-Profit<br />Government<br />Professional Services like Legal, Accounting, Medical<br />© 2010. Lynn Hazan & Associates.<br />
  54. 54. PR Agency Model<br /> Write: Press Release, Q & A, Letter to Editor, Pitch Letter, Bio<br />Client Projects: Press Tour, Video News Release, Press Conference, Media Kit, SM Strategy<br />Media: Pitch & Place, Establish Relationships, SM <br />Write<br />PR<br /> Media<br />Client Projects/ Manage Client Relations<br />
  55. 55. PR Specialties<br />Reputation Management<br />Crisis Communications<br />Public Affairs/Community Relations<br />Government Affairs/Political<br />Issues Management<br />Product Publicity<br />Investor Relations/Financial Communications<br />
  56. 56. Do You Have What it Takes for PR Agency Jobs?<br />Superb writing skills on deadline<br />Quick learner: client business, e.g.<br />Client focus<br />Results oriented--Metrics<br />Bottom up learning<br />Relationship building<br />
  57. 57. Do You Have What it Takes for PR Agency Jobs?<br />Hierarchical structure: AAE to Sr. VP<br />Fast paced<br />Long hours<br />
  58. 58. Government<br />Executive <br />Communication<br />Corporate<br /> Communication<br />1 Voice 1 Company<br />PR/Media<br />Community<br />Relations<br />Employee/ <br />Internal<br />IR / Financial<br />Issues<br /> Management<br />Corporate Communication <br />
  59. 59. Not-For-Profits<br />Cause (American Cancer Society)<br />Issue (Mothers Against Drunk Driving)<br />Professional Association (American Bar Association)<br />High commitment<br />Lower salary<br />Multitask<br />Jack of all trades<br />
  60. 60. Where the Jobs Are<br /><ul><li>Agency: good point of entry, very competitive, internships helpful
  61. 61. Corporate: minimum 3-5 years’ experience, small departments, fewer large companies
  62. 62. Entrepreneurial Sector
  63. 63. Non-profit: growing sector for employment, many more non-profits, cause-oriented
  64. 64. Freelance: project-based</li></ul>© 2010. Lynn Hazan & Associates.<br />
  65. 65. Create Demand for Your Talent<br />Subject Matter Expert:<br />© 2010. Lynn Hazan & Associates.<br />
  66. 66. Create Demand for Your Talent, cont.<br />Blogging<br />Kevin Merida – Washington Post-on hiring bloggers<br />Create content – www.ezine.com<br />Public speaking<br />© 2010. Lynn Hazan & Associates.<br />
  67. 67. Resumes<br />Highlight Accomplishments<br />Quantify and Qualify as much as possible<br />Case Studies/Stories<br />Tell your story<br />© 2010. Lynn Hazan & Associates.<br />
  68. 68. Your Resume<br />© 2010. Lynn Hazan & Associates.<br />How do you measure up?<br />
  69. 69. Portfolio<br />Chronological order, most recent first<br />Consider electronic portfolio – visualcv.com<br />Writing samples: press releases, pitch letters, communication plans, newsletters, fact sheets, backgrounders<br />Creative Samples: copywriting, art, design<br />Spec Work<br />Projects<br />© 2010. Lynn Hazan & Associates.<br />
  70. 70. Professional Associations<br />PRSA<br />IABC<br />Ragan Community<br />LinkedIn Prof. Groups<br />Charities and Causes:<br />Volunteer and get involved<br />Networking<br />© 2010. Lynn Hazan & Associates.<br />
  71. 71. Online Communities<br />Linkedin: Professional<br />Facebook: Social<br />College alumni groups<br />Blogs<br />Create electronic trail--participate<br />© 2010. Lynn Hazan & Associates.<br />
  72. 72. WOW Project<br />Candidates who are dazzled by a job opportunity should “dazzle employers back” with a “Wow!” project.<br />© 2010. Lynn Hazan & Associates.<br />
  73. 73. To join Lynn’s confidential Listserv:<br /><ul><li>Give Lynn your business card</li></ul>OR<br /><ul><li>Email: lynn@lhazan.com</li></ul>© 2010. Lynn Hazan & Associates.<br />
  74. 74. Go to: myLynnHazancareer.com<br />
  75. 75. Find Lynn Hazan & Associates on: <br /><ul><li>Twitter: lynnhazan
  76. 76. LinkedIn: Lynn Hazan
  77. 77. Facebook: Lynn Hazan
  78. 78. SlideShare: Lynn Hazan
  79. 79. EzineArticles: Lynn Hazan</li></ul>312.863.5401<br />55 E. Washington<br />Suite 715<br />Chicago, IL 60602<br />

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