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Building Your Brand For A Job Search


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A presentation to help junior level PR professionals prepare themselves for an entry level job search withint he PR industry.

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Building Your Brand For A Job Search

  1. 1. Building your brand for a job search<br />Target Companies<br />Digital Imprint<br />Job Search/Research<br />Education/Internships<br />Expertise/Trend awareness<br />Professionalism<br />Personality<br />Perspective<br />Accountability<br />Resume/Cover letter<br />PRSA/YP/Pub Club<br />Outside Experiences<br />
  2. 2. Always be building your personal brand<br />
  3. 3. Setting yourself apart<br /><ul><li>Study hard to get the best grades possible and study relevant course work
  4. 4. Participate in the PR industry even as a student through your education and class projects (usually you can do pro bono PR work as a student)
  5. 5. Excel at your internships. Be reliable, ask lots of questions, seek out work/projects, always deliver work product you are proud of
  6. 6. Talk to PR Agency and In-House PR professionals whenever possible about their experiences
  7. 7. Read and learn about PR
  8. 8. Volunteer at events as a press aid or media liaison
  9. 9. Make great contacts with your professors so that they can be contacted as references and possibly identify job leads for you when you graduate
  10. 10. Join student PR organizations such as PRSSA and PRSA/YP
  11. 11. Have some outside experiences that you can draw upon
  12. 12. Create professional social network applications for yourself</li></li></ul><li>The Basics<br /><ul><li>Narrow your job search by industry and by companies within it (8-15 companies is ideal)
  13. 13. Thoroughly research the industry and the companies you are targeting
  14. 14. Create a resume that clearly defines you as a candidate
  15. 15. Develop a concise, appealing cover letter
  16. 16. Get engaged with social networks (LinkedIn and Twitter most importantly)
  17. 17. Determine how best to apply to companies and identify the appropriate HR/recruiting contact (s)
  18. 18. Set aside job search time and don’t rely on anyone but yourself</li></li></ul><li>The Resume<br /><ul><li>Make sure your resume is error free and has been proof read by at least three people (the more professional experience your proof readers have the better)
  19. 19. Keep the format simple and easy to ready with no more than 2 fonts
  20. 20. Bulleted resumes are easier to read than paragraphs
  21. 21. Include job title and dates
  22. 22. List the clients and programs you worked on (specifics can be relevant)
  23. 23. Keep employment experience to professional activities within the industry if possible
  24. 24. Refresh your resume so it is up to the minute</li></li></ul><li>It’s YOUR resume<br /><ul><li>You will hear advice, tips and pet peeves from just about everyone when it comes to resumes. Just make sure to remember that the document is a reflection of your candidacy and of you as a person/professional. Make sure you are comfortable with it and that YOU like it
  25. 25. Keep it focused (a targeted resume is critical in this age of specialization) and full of good information about your experiences
  26. 26. Make the resume “active” and explain what you accomplished at each internship or professional experience
  27. 27. Show your enthusiasm for Communications by taking the time to create an appealing document </li></li></ul><li>The Cover Letter<br /><ul><li>Write a cover letter with 30 seconds in mind (have you ever heard of an elevator speech???)
  28. 28. Should reflect your qualifications as well as your interest in the company
  29. 29. Steer clear of gimmicks such as a press release about yourself or leadoff questions such as “why should you hire me?”
  30. 30. Include all your contact information
  31. 31. Create a professional letter even if submitted via email. Think about using snail mail
  32. 32. Must be error free and proof read just like your resume</li></li></ul><li>Seek and you shall find<br /><ul><li>Investigate the Communications/PR industry
  33. 33. Research companies, trends, In-House and PR Agency communications strategies
  34. 34. Read PR Week (, Bulldog Reporter (, and head to the Council of PR Firms (
  35. 35. Notice “hits” in news stories…follow the news closely. Consume media.
  36. 36. Start to become aware of major journalists/editors
  37. 37. Think like a PR professional
  38. 38. Find a mentor within the industry</li></li></ul><li>Making contact<br /><ul><li>Organize your research so that you have a working list of contacts at each company you have targeted
  39. 39. With a googlesearch, LinkedIn search and/or a phone call you should be able to find out the name and preferred contact information of the appropriate HR/recruiting person (at any Internship note the HR staff)
  40. 40. (Option A) Monitor the job boards and apply when there is an appropriate opening
  41. 41. (Option B) Make a presentation to the recruiter and seek a “general meeting”
  42. 42. Keep your follow through professional, consistent, and optimistic- never close a door and be careful not to follow up too often or with too many demands</li></li></ul><li>Relying on yourself<br /><ul><li>First rule of thumb is that “connections” are great but no substitute for putting in the work to create your own opportunities
  43. 43. Organize your schedule so that time for your job search is set aside
  44. 44. Dare to go after your “dream job”</li>