THE JOY OF JOB-SEEKING
FOR BEGINNING PUBLIC RELATIONS PROFESSIONALS
Outline of a Periodic Workshop
Copyright 1996. Kirk Hallahan. All rights reserved.
Develop a First-Job Strategy
Determine Timing of Search
Immediate
Deferred
Geography: A Critical Decision
Specific city
Choice of cities
Open to any location
Employment in the Interim
Wait for right job
Work in another field
Sign on in hopes of transfer
Management training programs
"Work in the mail room"
Working as a secretary
Issues to Consider
Finances
Stress
Family, health concerns
Significant others
Career momentum
Examine Your Skills
Identify your top 2-3 interests, pursue them
Know your shortcomings
Build upon your strengths
Supplement your education
with additional training
Settling for Less Than The Ultimate Job
Good training
Find a mentor
Learn everything you can
Graduate School as an Alternative
Pros and Cons
Job Possibilities
Corporate - For a public relations, public affairs, corporate
communications department
PR Assistant
PR Writer
PR Editor
Researcher
Specialist
Marketing assistant/coordinator
Agency
Account Assistant
Account Coordinator
Management Trainee
Writer
Media Assistant
Not-for-Profit -- Corporate titles listed above plus:
Development Assistant
Events Coordinator
Public Information Assistant
Finding Openings
Newspapers
Local
Regional Wall Street Journal (Tuesdays)
WSJ National Employment Weekly
Weekly city business journals
Chamber of Commerce-type publications in your city
Trade media
See attached list, others
Trade journals in specific fields
Employment Services
Public Agencies
Executive Recruiters
Fee Employment Agencies
Local universities (job postings) and communications schools
Online
Job Postings by Employers
Resume Services
PR Job Services
PRSA Headquarters (Job Connection)
PRSA Chapters
IABC Headquarters (San Francisco)
IABC Chapters
Local PR, Publicity, Advertising, Communications Clubs
Targeted Letter Writing
People you know
People in businesses in which you have direct experience, or
otherwise will be well received.
Targeted "cold" list
See attached listing of leading directories. Many local
PR/advertising clubs also have directories. Consider yellow pages,
Chamber of Commerce directories, and leading business lists
published by many local business publications.
Networking
Extended circle of friends
Current, past employers
Professional group meetings
Conferences, meetings (local)
Cold Calls
Target PR departments
Be prepared to send follow-ups
Ask for advice and whether they know of other openings, other people
who might assist (e.g. placement chairs for clubs).
Cover Letters/Packages
Form
Follow standard business format
Neat, clean
Paper: Doesn't need to be expensive
Typewritten, including envelope
Show name, address, phone on the letterhead
Salutation: Name of Specific Individual; OK to leave blank
Content
Short, to-the-point
Business-like; avoid being "clever"
Indicate job interest in first graph; be
specific
Tailor content to the vacancy
Focus on how you can help the firm
Highlight your relevant experience; let your resume provide detail.
Indicate you are available at employers' convenience, repeat phone number.
Closing: " Sincerely," is best.
Enclosures
Resume: 1-2 pages sufficient
Be prepared to send 3-4 writing samples that are most relevant to position. (Suggest having 6-8 already duplicated)
Use large envelopes for enclosures
Correct postage.
Resumes
Purposes
A summary of your experience
Get you into semi-finals
A crib sheet for interviewers
Format
Various acceptable formats
Integrate work experience
and skills.
Content
Be honest and accurate.
Be brief, but complete.
Stress results, responsibility in each job.
Impeccable spelling, grammar
Include references, with phones, if cleared in advance
Include current contact information and permanent phone number.
Date
Portfolios
Purpose
Conversation starter in interview
Demonstrate skills, potential
Format
8.5x11-inch format is easy to handle.
Flexible to rearrange order
Organize by client, campaign or employer--whichever seems most
most relevant and allows you to talk about your experience.
Originals are nice, but not essential.
Interviews
Follow directions from employer
Research the Company
Ask friends, acquaintances
Read annual reports, clippings
"Shop" the company's facilities, stores, products, etc.
Learn about the industry
Be Prepared
Bring portfolio and extra resumes.
Dress professionally and be well groomed
Get a good night's sleep.
Be 10-15 minutes early; become comfortable with surroundings.
Interviewers
Human Resources
Direct supervisor
Upper management
Lateral colleagues
Selling Yourself
Answer all questions honestly.
Listen carefully, think, then answer.
Ask intelligent questions.
Avoid obvious blunders: comments related to age, gender,
ethnicity, etc.
Be prepared for general questions, such as "Well, tell me a
little about
about yourself." Develop a list and rehearse your responses.
Be able to answer "Why do you want this job?" Be prepared to
explain how it's a good opportunity for you and how you can
contribute to the organization.
When asked "Why did you go into public relations?" NEVER
respond "Because I like dealing with people."
Questions on the Minds of Interviewers:
Does this candidate:
Have the skills for the job?
Fit well into the group?
Present himself/herself well?
Exhibit maturity, judgment to deal others, including top
management?
Have potential for growth?
Appear to be willing to stay?
Appear motivated?
Second Interviews
More in-depth discussions
Meet additional people
Answer your questions
Discuss details about availability, benefits, interests, salary
in general.
Offers
Usually done on the phone later.
Often made by the human resource department, not the direct
supervisor.
Salary, other compensation usually not discussed in specific
terms until then.
Will request a start date
Will ask for a response soon.
Salaries for Starting Positions
Some Pointers:
Based on pre-determined ranges.
Be less concerned about initial amount, more about salary growth
and advancement in 3-5 years.
Most entry-level staff on probation for 90 days; if not told,
ask about date for first performance/salary review.
Getting Ready to Go to Work
Transition
Always give 2 weeks notice if currently working in another job.
Handle special situations, vacation needs before you start.
Inform employer at time of employment about special commitments.
Organize Yourself
Housing
Transportation
Basic Wardrobe
More Research on Company, Industry
Readings from employer
Publications
Talk with friends, acquaintances
Visit direct supervisor.
Getting Along on Your First Job
Within the Organization.
Develop good work habits.
Respect others.
Adapt to the culture.
Be friendly, but wary of personal involvements with others.
Consider your boss a mentor.
Observe everything.
Read everything. Ask for materials to learn the business.
Accept compliments with modesty.
Maintain confidences.
Avoid rumors, office politics.
Don't be afraid to work.
Getting Ready for the Next Step
Plan to stay 3-5 years.
On the Job
Ask for additional responsibility.
Maintain a portfolio file of everything you do, recognitions
received, etc.
Heed performance reviews.
Outside
Become active in at least one professional organization.
Take additional job-related courses, as possible.
Ask to attend seminars,conventions.
Volunteer in at least one organization that interests you.
JOB SEARCH SOURCES
Directories of PR Practitioners/Potential Employers
Public Relations Society of America Register
33 Irving Place, New York, NY 10003 212/995-2230
Inside PR Agency Yellow Pages 235 W. 48th Street, New York, NY 10036 708/289-3075
Interational Association of Business Communicators Directory
One Hallidie Plaza, Suite 600, San Francisco, CA 94102 800/776-4222
O'Dwyer's Directory of Corporate Communications
O'Dwyer's Directory of Public Relations Firms
O'Dwyer's Directory of Public Relations Executives
271 Madison, Avenue, New York, NY 10016 212/679-2471
Trade Publications With Ads for PR Positions
AdWeek (Midwest Edition: Merchandise Mart, Chicago, IL 60654) 312/464-8525
5 editions: East, Midwest, Southwest, Southwest, West
Advertising Age
740 Rush Street, Chicago, IL 60611 312/649-5266
Bulldog Reporter
P.O. Box 2248, Berkeley, CA 94702 415/664-3501
Business Wire Newsletter
44 Montgomery Street, San Francisco, CA 94104 800/227-0845
Communication World
One Hallidie Plaza, Suite 600, San Francisco 94102 415/421-9342
O'Dwyer's PR Marketplace
271 Madison Ave., New York, NY 10016 212/679-2471
PR MarCom Jobs National:800/874-8577
Five regional editions Midwest: 312/283-8455
PR Week
New York
PR Tactics
33 Irving Place, New York, 10003 212/995-2230
PR Employment Services/Hotlines
IABC Job Referral 800/776-4222
PRSA Job Connection (Phone Job Listings; also CompuServe:PRSIG) 212/995-0476
Return to The Joy of Job Seeking
Return to Hallahan Course Resources
July 1996.