I’m graduating. Now what? Dr. Debra Miller Responds.

Dr. Debra Miller, Senior Director, Marketing-Communications, Clark Atlanta University spoke to students in Detroit about her experiences in the PR field and her advice for their futures.

 

1.)  Failure. What did you learn?

Always be responsible for what you do. If it’s on you, don’t give it up.

2.)  What trait has most helped you succeed?

Be open to lifelong learning – read! “You don’t have to be deep, but you have to be a mile wide.” Personal conversation skills are key to sealing the deal.

3.)  What can we do to increase diversity?

Make commitment to bring diversity into organizations, whether quietly or publically.

4.)  What’s your best resume or cover letter tip?

Internships and on-the-job training. Put in extra time for free. Get as many opportunities as you can.

5.)  PR continues to struggle with its professional image. Why is PR honorable?

PRSSA Code of Ethics. If you give it your all, you can change the world one step at a time by influencing the behavior of one person at a time.

6.)  What books have influenced you?

The Art of War, Notes to Myself on Becoming a Person and The Bible (from a literary perspective of how words are used to motivate) have all given me an in-depth perspective.

7.)  How can graduates stand out in job searches in today’s economy?

Shadow, do informational interviews, work with alumni, volunteer to find out what you like. There are huge numbers of people in public affairs for entry-level jobs, specifically for young people in government that usually pay $50,000, $60,000, $70,000.

PR and business go hand-in-hand

Thomas Hoog, Retired President and CEO of Hill & Knowlton, one of the U.S.’s top PR firms, gave students a practical outlook on the business side of PR.

 

1.)  What is the best mentor advice you have received?

PR professionals who really understand the business of business is important. Live a balanced life. Don’t forget you have a family and a community.

2.)  Does the economy represent opportunities for PR?

Our role is of truth telling which society is begging for.

3.)  What trait has most helped you succeed?

Surround yourself with good talent. Vary skills to make the whole greater than the counterparts.

4.)  What can we do to increase diversity?

Add in different skill sets, for example psychology. Include globalization in diversity.

5.)  What’s your best resume or cover letter tip?

Differentiate yourself.

6.)  PR continues to struggle with its professional image. Why is PR honorable?

The profession is honorable. Some people are less than honorable. “Spin” is not what our profession is; it’s the truth.

7.)  Who specifically influenced you?

My high school civics teacher told me that I could amount to something if I could just learn to listen.

8.)  What books have influenced you?

Plato’s Republic to help establish values. Leading from a specific set of values makes being an executive easier. Hemingway’s Immovable Feast tells how to live and enjoy each day. And Lonesome Dove, because I just love westerns!

9.)  How can graduates stand out in job searches in today’s economy?

Internships are low budget. Get in, get your foot in the door, prove your metal, and THEN ask for a job. You’ve proved it. 

Words from the Wise

John Felton, Founder, Institute for Public Relations advised students on how to get ahead at a panel discussion in Detroit.

 

1.)  What is the best mentor advice you have received?

 Number one, tell the truth. Number two, prove it with your actions.

2.)  What trait has most helped you succeed?

Everything is about specifics. type A, detailed planning

3.)  What can we do to increase diversity?

Start recruiting in high school. Students don’t know what PR is.

4.)  What’s your best resume or cover letter tip?

Be more modest about your accomplishments – don’t exaggerate. Your cover letter is very important. Make it brief and addressed the your interviewer. Do not just start with “I.” Instead try, “I have always loved your products and because of your credibility, I want to work for you.”

5.)  PR continues to struggle with its professional image. Why is PR honorable?

You can make a difference and have the ability to change an audience.

6.)  What books have influenced you?

Hemingway, because he is precise and careful. “I write bare bones and then I address them carefully,” said Hemingway. I also love Shakespeare for its continuation and the King James Version of The Bible. I fall in love with the words.

7.)  How can you make management see things your way?

When making a budget presentation, I brought in a fishbowl to show how Reagan taking over would change their donations. They are very exposed and as the government cut back programs, people would examine the company to ask for money since programs had been cut. Make it interesting – put life in your presentation. 

Tips from the Pros

Steven Harris, Vice President, Global Communications, GM offered students in Detroit advice he has learned over his career.

1.)  Given past experience, what’s the one thing you look forward to in public relations?

Aggressive new tools of communication

2.)  What is the best mentor advice you have received?

There is no one right, but choose what you’re doing, where you’re doing it and with whom carefully.

3.)  How do we bridge the gap between seasoned professionals and media-savvy young professionals?

Find an organization that will embrace change.

4.)  Does the economy represent opportunities for PR?

Who can you trust? It may be looked back on as the finest hour of need for PR. “This is the golden age. This is the golden opportunity.”

5.)  What trait has most helped you succeed?

The era of the lone wolf is gone. You need a large group of people that are better than you in other areas.

6.)  What can we do to increase diversity?

Invest in young people and students. Give them an incredible experience and hope they will stay.

7.)  What’s your best resume or cover letter tip?

Those that have done their homework and know about the company and their needs.

8.)  PR continues to struggle with its professional image. Why is PR honorable?

This can be asked of any profession. It’s all about what you want to do and who you want to be. Display the courage of speaking up and doing what’s wrong. I go by the “Three Time Rule,” I give myself three times to throw myself into the wall.

9.)  Who specifically influenced you?

People at every level of the organization. Learn to listen well to everyone. The best idea can come from anywhere.

10.) What books have influenced you?

Made to Stick by Heath brothers tells how to make messages memorable.

11.) How can you make management see things your way?

Develop relationships and do not waste their time. That way, when you ring the alarm, they know it’s worthwhile. 

Detroit 2008 – a weekend in photos

Living Legends and Social Media Savvy

Greeting everyone from D-Town, as it is affectionately called! 

The past few days have eye opening and the professional sessions have provided all five of us, along with the other 1,000 plus students, with great information! Yesterday morning we all attended “Meet the Living Legends of Public Relations” made up of a panel of four wonderful PR professionals with a long list of accomplishments behind each of them.   I know we’ve all gotten really great quotes and I hope that we will be able to share notes with everyone real soon.

Another cool session we got to attend feature Craig Newmark, founder and customer service representative of Craigslist, as the keynote speaker. A self-proclaimed nerd, Mr. Newmark compared his top 10 Internet company to a flea market. Weird, I know, but it actually does make sense! Both talk to people and while they are trying to buy or sell something it isn’t necessarily the main goal. Starting as an informal email between him and a dozen of his friends, determining what his community wanted and/or needed has turned in to a multi-million dollar business.

I just wanted to close with something that has become even more apparent to me while being at the PRSSA National Conference. I know Leslie already touched on the Social Media session we attended, but I just wanted to reiterate what stress has been placed on this form of communication in multiple sessions in the past three days. If you aren’t on Twitter and actively using it – change that now! I wasn’t a believer and now I can’t get enough of it! Many professional speakers are on Twitter along with their company! Get up-to-date with the current Web sites and applications. I promise you won’t be sorry! This is a quickly growing part of our industry and it’s part of our job to know what we’re talking about and doing. It just might help you land a great job out of college to jump-start your career. And if you are social media savvy then I would suggest getting in contact with Leslie and write a short article about one medium for the PRecedent!

Hope we are giving y’all good information and updates! Can’t wait to get back and share everything with everyone!

– Jillian Bowin