1. Setting Yourself Apart as a
Candidate + Entering the
World of PR
2. first, get your foot in the door
3. full disclosure
on our advice:
4. resume don’t
• Use crazy fonts.
• Worry about the length.
• Write an objective.
• List skills unless you’re
• List, “references available
• Waste money on fancy
5. resume do
• Highlight your education at
• List relevant experience.
• Share your GPA if it’s over
• Include relevant
6. more resume do’s
• Tailor your resume for each
• List the kinds of clients or
industries you’ve had
• Have a professional email
7. interview don’t
• Wear your dad or
mom’s suit to an
• Forget to ask questions.
Lots of them.
• Go in blindly to
interviews. Find out
who you’re meeting,
8. interview don’t
• Be too persistent or
• Have a limp handshake.
Don’t have sweaty hands.
• Speak in hypotheticals.
9. interview do
• Have an opinion.
• Be aware of your body
• Highlight relevant coursework
• Have realistic expectations.
• Think about perks +
benefits, not just pay.
• Bring a portfolio if you have
10. entering the PR world
12. work for one, work for many?
• higher starting salaries, • fine tune skills quickly
with variety of clients
• maybe less growth
• more minds, more teams
• intimate exposure to the
• greater growth +
• no timekeeping/billable
• greater diversity of clients
and projects + more
• account management
skills aren’t taught
15. a day in the life…
– account executive
– New York office of a global agency
– technology practice group
– large public technology organization
– global provider of enterprise search software,
– global managed security services provider (MSSP)
*borrowed from PR QuickStart
16. • 08:30 Scan headlines online in major daily newspapers
, including The Wall Street Journal, New York Times and CNET
News.com, read industry blogs and technology trade
publications. Discuss any relevant articles or major news
stories with colleagues.
• 09:30 Participate in conference call with enterprise search
client to discuss product launch activities and a messaging
• 10:00 Receive details about new computer virus outbreak.
Draft media pitch and begin outreach to targets. Send report
of interview opportunities to MSSP client and secure
spokesperson availability. Work with team members to
develop briefing notes for spokesperson.
17. • 10:30 Field inbound media inquiry about virus
outbreak. Answer reporter’s questions and report back
to internal team.
• 11:00 Participate in customer briefing for enterprise
search client, during which a new user reference is
interviewed about the installation and benefits. Take
detailed notes to later draft a press release.
• 11:30 Answer call from client at technology
organization. Switch gears and run through status
updates for upcoming campaign.
18. • 12:30 Return calls from reporters: CNET News.com needs
answers to questions via email regarding the computer virus;
InformationWeek will take an interview if we can produce a
• 01:00 Draft responses to CNET News.com questions and
send to MSSP client for review before finalizing content with
• 02:00 Incorporate manager’s feedback on launch targets
and pitch media for enterprise search client. Research
additional media targets.
19. • 03:00 Work with account coordinator to scan for resulting
coverage of computer virus outbreak.
• 04:00 Conference call with marketing team at technology
organization regarding upcoming campaign. Provide PR
updates on call and answer questions. Send detailed recap to
• 05:00 Follow-up with MSSP client to ensure reporter’s
questions are answered. Call back InformationWeek and let
reporter know we don’t have a user reference.
• 05:30 Review notes from customer briefing and begin
outline of press release for enterprise search client.