The “Non-Interview”

A few weeks ago, I told PR students: Don’t Completely “Check Out” in December! I posed six productive alternatives to spending the Holiday Break vegging on the couch. Little did I know, however, that a fellow Florida State student was trekking around Tallahassee with an awesome plan of her own.

So here’s the story. I’m sitting in my office at work, doing my usual PR biz, and in walks a girl about my age, all dressed up looking interview-sharp. To my knowledge, the spring internship positions are filled and our agency isn’t hiring full time employees – so who is this chick? She and the CEO head to the conference room, where interviews are conducted, and stay in there chatting for a good 30 minutes or so. Definitely sounds like an interview.

As it turns out, the girl wasn’t there for an interview after all…well, at least not a please-hire-me type of interview. In fact, she already has a PR job at another local agency.

She was merely dropping by our office for what I like to call a “non-interview.”

A “non-interview” is where (smart!) students take the initiative to meet with established professionals to learn more about the agency/company, industry, etc. The goal is not to land an immediate job, but to network and develop relationships that might lead to future opportunities.

I’ve previously discussed the importance of networking and even finding industry mentors, but the “non-interview” has never occurred to me. Career shadowing? Yes. Attending professional events? Absolutely. But a 30 minute “non interview” sounds oh so perfect, no matter how busy we claim to be. Lunch breaks, anyone?

This girl inspired me, and I just had to get to know her better. I’ve learned she is a planner. Although she has a current job, she is not yet certain if a full-time position will be offered to her come graduation in May. She decided to be proactive and seek advice from a trusted source. That decision paved the way for a string of “non-interviews” and she is well on her way to really getting to know community leaders and the industry environment better.

So what am I taking from all this? I think my new friend sums it up best: “Overall, I’ve learned that most professionals want to help their successors. All it takes is an email and some networking to reach out to whoever you want.”

But what do you all think of “Non-Interviews?” Have you ever experienced one and if so, how was it beneficial?

I happen to love the whole concept…and I might just have to take a little Tallahassee Trek of my own in 2010. Details of my experiences, of course, will follow.

 

Mentors: a closer look (part 3/3)

I recently changed my blog’s theme to GEN-Y PROGRESS. Why? Because I believe the more my generation learns, the stronger we can grow, both personally and professionally. So what can we do to keep learning? Read? Intern? Volunteer? Absolutely! These past few weeks, though, I’ve been especially interested in the value of mentor/mentee relationships.

Niki Pocock and Nate Long already have provided useful advice on how to achieve and maintain those connections. Today, I conclude my series by interviewing PR thought leader, Deirdre Breakenridge (@dbreakenridge). She is the author of several highly-esteemed industry books; the moderator for the monthly #PRStudChat; and a frequent speaker at conferences and local events.

As a student and PR pro-to-be, I look up to Deirdre, and am truly grateful to benefit from her insight.

1. Where do you work currently and what, in general, does your job entail?

I own my own marketing communications firm, PFS Marketwyse, in the Metro New York area.  We’re a small boutique firm that customizes creative marketing programs.   We help our clients to blend the best of traditional marketing with new media and social marketing initiatives.  I’m the president and executive director of communications.  As president of the agency, I am responsible for supervising all operations of the company including finance, technology and project management systems.  As executive director of communications, I work with our clients on public relations and social media strategy.  To carry both titles, I tend to wear many hats in a day.  My varied responsibilities keep my job exciting and challenging at the same time.

2. When beginning your career, did you have a mentor? (teacher; boss; colleague)? In what way did he/she/they serve as a mentor to you?

Yes, there were a couple of people who I looked up to and learned from when I was interning and then at my first job in New York City.  My direct supervisor was the office manager/account manager for the firm.  She taught me how to run the office and also how to service client accounts.  I guess that’s why it’s no surprise that I have the skills to handle the jobs I have today.  Another very important mentor in my life was the senior vice president of the same firm, although I don’t really think he even knows how much he influenced me at the time.  He used to call me “eagle eyes” and taught me how to catch the tiniest errors in correspondence by reading everything backward.  In those days, we didn’t have email, so you can only imagine once you found an error how tedious and time consuming it was to retype letters on a manual typewriter.     He also taught me how to pay close attention to the operations of a business and its market (reading the newspaper everyday was mandatory), which ultimately contributed to how I view public relations and conduct business today.

I also had a wonderful mentor at Glassboro State College.  He was my PR professor and I completed my senior internship with his company during my last semester of school. I remember feeling extremely confident with my PR skills after taking his class and working with him during my internship.   Under his guidance, I actually planned and implemented a research study by conducting focus panels with concerned community members.  The research uncovered the frustration and apprehension of residents with respect to a large (and growing) neighborhood garbage dump that was causing controversy in the county.

All of my mentors were extremely smart, savvy and very career minded individuals.  They were also nurturing people who took the time to show me the best practices in the field of public relations, which I believe helped me to excel in my career, and gave me the direction I needed to be the PR professional that I am today.

3. What makes a good mentor? What are some ideal qualities?

A good mentor is someone who will guide you, offer advice and give you open and honest criticism, which is a gift as you are progressing in your career.  I also think that a good mentor is a teacher yet is still willing to learn as well.  It’s very important the mentoring relationship shares knowledge that can lead to learning on both sides.  A good mentor has patience and will involve a PR apprentice in any kind of PR interaction to help that person to grow within the field.

I remember, as an intern at Padilla Speer, I was able to experience pitching live broadcast interviews. Specifically, I secured an entire media tour for an author/economist who was visiting New York and had just launched his book.  I booked and attended a radio show at WWOR with radio host Larry Hatzi (who has since passed) and a Good Morning America interview, too.  The opportunity to experience this type of media tour meant that I had mentors who trusted me.  They were more than willing to let me be a part of any client interaction and media relations program.  There definitely has to be a certain level of trust between the mentor and the protégé so that the PR “student” can experience and learn on the job.

4. What do you feel are important qualities in a “mentee”?

There are definitely important qualities in the “mentee” too.  The mentee must be confident, energetic, enthusiastic, willing to learn through new experiences, outgoing, proactive and someone who asks questions and loves to learn.  Each one of these qualities leads to new found information and experiences that would not necessarily be possible if the mentee did not push ahead and really show a tremendous interest in learning about the best practices of the profession.  A mentee should also be able to receive criticism gracefully and not take anything personally.  I learned early on that the field of public relations is sometimes synonymous with rejection (especially with respect to media relations).  It wasn’t unusual for a journalist to hang up on you if you didn’t do your homework and called them while they were on deadline.  The mentee also has to know that perfectionism doesn’t exist and that in order to truly learn you are going to make mistakes.  Mistakes and learning from them are a natural part of the mentor/mentee process.

5. How can students/young professionals get a mentor?

One of the best ways to find a mentor is to be a part of an association.  For example, the Public Relations Student Society of America (PRSSA) where you can meet professionals as you are learning about PR.  Organizations provide you with a great deal of knowledge and networking with professionals.   Once you join the PR field, it’s important to continue your learning through a professional society.  Through the many contacts you meet, you can always ask a seasoned executive if they have the time or interest in mentoring.

Social networking is also a great way to find a mentor.  Today, you can set up a profile on LinkedIn or Twitter and search for PR professionals or groups of professionals who band together to discuss industry topics.  As you meet people, you can research and discuss mentoring with them, after becoming a part of their community.   Approaching them privately, you’ll be able to ascertain if there’s an opportunity for them to be your mentor.  The ideal mentor situation is when you can actually be in the same physical office space with your mentor.  However, I’ve mentored students via the telephone, through email correspondence and by sharing information and resources (which is especially easy today through social media).

6. Is there anything else you’d like to say about the subject?

Mentoring can lead to very special relationships and I always enjoy hearing stories where the mentor and mentee years later are still in touch and very much connected.  Also, because PR professionals learn so much as they move through their careers, they should give back the same knowledge and insight to young professionals.  Giving back will offer these young professionals, whether beginning their careers or really at any point in their career, the chance to learn and grow in the profession.

Thank you so much, Deirdre, for all you contribute to the PR industry and for taking the time to share your insight with us!

 

Mentors: a closer look (part 2/3)

A couple weeks ago, I asked the question: what does a mentor/mentee relationship encompass? Are mentors all-knowing beings, bestowing bursts of wisdom on their devoted followers? Or are they regular people  who have simply been there, done that and are eager to share what they’ve learned with others? How do we attain a mentor and what can we do to to be a good mentee?

Niki Pocock, a great contribution to the PR community here in Tallahassee, was gracious enough to answer some questions in the first installment of this three part series.

This week, I’ve interviewed Nate Long (@thePRguy), another local PR pro. I’ve gotten to know him through FPRA and consider him my original Twitter mentor. Thanks, Nate, for sharing your insight!

1. Where do you work currently and what, in general, does your job entail?

I work as a Public Relations Representative at VISIT FLORIDA in the travel and tourism industry. I have a very exciting and challenging job that includes working with three audiences: consumers, travel journalists and industry business partners. I promote travel to and within Florida by conducting media missions and receptions in top domestic consumer markets; managing VISIT FLORIDA’s consumer-targeted social media efforts; providing media assistance to travel writers; and coordinating PR efforts with our partner base of more than 3,000 travel industry businesses. I currently lead the PR efforts for the Chicago, Washington, D.C. and Philadelphia markets and provide international media assistance when needed.

2. When beginning your career, did you have a mentor? (teacher; boss; colleague)? In what way did he/she/they serve as a mentor to you?

I’ve looked up to many great professionals since I started my career path in Public Relations, but four stand out immediately in my mind.

My first PR professor: Professor Gerry Gilmer was the first to tear apart my writing and teach me how to write like a PR pro. He provided constructive feedback on assignments and then offered opportunities to teach others. Our personal conversations always motivated me to strive for excellence in my writing.

My last PR professor: Professor Jay Rayburn helped sharpen my professionalism and prepare me for the real world. He taught business etiquette and formal business communications, including proper writing of a resume and cover letter. Most importantly, he always emphasized the importance of ethics and “doing the right thing” at all costs.

My first internship host: Rick Oppenheim allowed me to take on challenging projects at his PR agency, which developed my work portfolio to include media releases, graphic design deliverables, and campaign pitching/planning experience. As an intern, I really felt I was part of the team. After the internship, Rick continues to be a good friend and someone I can turn to for advice.

My first PR manager: Jay Schleuning treated me like an rising star in my first career position as a PR professional when he hired me to be on the team at VISIT FLORIDA. He allowed me to take on large, challenging projects and responsibilities, while training me in best practices and providing invaluable feedback. He taught me the importance of building and maintaining business relationships and introduced me to many important people in our industry.

It’s important to note that I still consider each of these a mentor.

3. What makes a good mentor? What are some ideal qualities?

The best mentors are those who encourage leaving comfort zones to pursue new challenges that further develop emerging strengths and skill sets. They have the ability to critically evaluate in such a way that encourages growth and development. They don’t hesitate to pass on valuable knowledge gained through years of experience and are available and willing to give useful advice and guidance.

4. What do you feel are important qualities in a “mentee”?

One important quality sometimes overlooked is the ability to ask the right questions. To understand what it is you’re trying to learn, and then convey that to those who can help, is the first step to gaining valuable knowledge and experience. Other important qualities include a strong desire to learn, willingness to accept critical review and initiative to take every great opportunity that comes your way.

5. How can students/young professionals get a mentor?

- Attend networking events and join professional organizations – I’ve learned so much from my friends and fellow members of the FPRA.

- Find the right internship(s) – Work hard to get the internship that will provide you with the best experience and contacts, not just one that will provide school credit or higher pay.

- Volunteer – I’m not talking about “free” internships. I’m talking about events, non-profit campaigns and any other opportunity to learn and help and the same time.

- Ask your peers – They may have had a great experience working under someone’s guidance and may be able to make recommendations.

-Turn to your professor – Professors often make excellent mentors and are able to help students in their unique situations.

- Get on board with Social Media – Social networks continue to tear down walls, offering students the ability to bypass gatekeepers and other barriers that used to stand in the way of many potential mentors.

6. Is there anything else you’d like to say about the subject?

Never burn bridges, keep in touch and have fun!

Stay Tuned for the third (and final) installment of this series, in which industry leader, Deirdre Breakenridge, will be sharing her experience and advice on the subject!

 

Mentors: a closer look (part 1/3)

My image of “mentors” has always been a bit odd. When I was younger, I pictured genius-looking characters (glasses, big hair, the works), sitting across the table from timid students. Mentors were all-wise figures with the ability to make even the toughest material understandable.

As a college student getting ready to transition into the professional world, my concept of mentors has again changed. Now, they manifest as PR pros, equipped with advice and direction for their lucky “mentees.”

But in practical terms, what is a mentor? What do mentor/mentee relationships actually entail? How do such relationships form and when (if at all) do they end?

To get a better understanding, I’ve interviewed Niki Pocock (@nikipocock), who is one of the mentors in a new mentor/mentee program between the FPRA (Florida Public Relations Association) professional and student chapters in Tallahassee.

1. Where do you work currently and what, in general, does your job entail?

I am the communications manager of the Florida Dental Association. I am the head of the FDA’s Communications Department, which entails producing the association’s publications, organizing advertising efforts, conducting media relations, writing, editing, implementing the statewide “Dentistry: Gateway to Good Health” public outreach campaign, coordinating social media efforts and redesigning the Web site.

2. When beginning your career, did you have a mentor? (teacher; boss; colleague)? In what way did he/she/they serve as a mentor to you?

I had various mentors when I was in school (older students, teachers, etc.), but I met my two most influential mentors after I started working: Rick Oppenheim (@rickopp) and Karen Thurston Chavez (@ktchavez).

I met Rick when I began interviewing for my second job out of school. I have always wanted to work for him, but every time he had a job open it didn’t match with where I was in my career, and vice versa. One of these days, I hope it finally will work out! He is a fantastic mentor and always is there if I have a question about career path issues or PR techniques.

Karen was my boss when I first came to the FDA. When she left, I was promoted into her position. She has been very helpful not only with career-related questions, but also work-life balance issues. I have a 13-month-old little girl and Karen has two older boys. It is nice to talk to someone who has already “been there, done that.”

3. What makes a good mentor? What are some ideal qualities?

I think one of the most important aspects of a good mentor is that they are accessible. With Rick and Karen, I know that I will either be able to call and talk to them immediately, or I can e-mail them and get a response within a few hours. They are very honest with me and don’t try to “sugar coat” anything. If they think a certain move would be bad for my career, then they tell me so. If they think something would be good, they tell me that as well. They are great to bounce ideas off of.

4. What do you feel are important qualities in a “mentee”?

I think a mentee should be open to advice, whether or not they initially agree with it. There have been several times that I didn’t take advice Rick and/or Karen gave me, but I listened to them and weighed my options (and most of the time ended up kicking myself afterward for not listening!). Mentees also need to have the drive to follow through with advice they receive. You can have a fantastic mentor, but if you don’t continue to advance your career or loose contact with them, it won’t help you a bit. You have to stay motivated and “hungry” to succeed.

5. How can students/young professionals get a mentor?

The FPRA Mentor Program is a great way for students to be matched with local PR professionals. I just met my new mentee, Bethany Swonson, and am so excited to be a part of the program. In general, you just have to keep your eyes open. Interviewers, co-workers, FPRA peers, anyone can be a potential mentor. A mentor can open many doors, but overlooking one can close just as many.

6. Is there anything else you’d like to say about the subject?

One of the best pieces of advice both Rick and Karen gave me was to stay involved in industry organizations, like FPRA and the Tallahassee Society of Association Executives. I didn’t take their advice the first couple years of my career, but I regret it. Over the past year I have become much more involved (I now am on four committees between the two organizations) and have been able to meet so many people and learn so much. Stay driven and motivated. It can be hard to be a young professional, but there are so many people who are willing to help – you just have to ask!

Thanks, Niki, for your thoughtful responses! This post is the first of a three part series. Looking forward to the next interview!