Interview advice from PR pros

I thought I’d share this with all of you.

Last month, I asked PR pros Kelly Baita and Robin Smith what’s the best piece of advice for students beginning interviews. Should students prepare a portfolio, joke, etc? Here’s what they said:

Do you have any advice or experiences you want to share?

What is a strategic communications placemat?

We’ve all heard the word “strategic” misused, abused and over-used when it comes to communication. I’m going to tell what you what a strategic communications plan/placemat is, what it does, and the key components. I’ve also included a template to get you started.

What is a strategic communications plan/placemat?

“A roadmap that aligns corporate communications in support of a company’s vision, goals, values and priorities, thereby enhancing corporate performance and reputation in a measurable way.” – David Moorcroft

Strategic communications planning should:

• Analyze the public environment
• Align communications with business goals
• Set SMART communications objectives
• Define a strategy to meet the objectives
• Recommend tactics based on the strategy
• Identify target audiences
• Tailor messages for each target audience
• Recommend actions to manage issues
• Measure results and effectiveness
• Identify timing, resources, and responsibilities

Key components of a good plan: 

1. Vision:

    – What does the company want to become?

2. Goals:

    – What are the main business achievements the company wants to accomplish?

3. Business priorities:

    – What are the company’s short-term strategic business priorities to get there?

4. Reputational priorities:

    – What does the company want its core stakeholders to think of it?

5. Communications objectives:

    – What are the key objectives of communication?

6. Communications priorities:

    – What are the short-term communication priorities to get there?

7. Tactics

    – Activities specifically created and selected to reach specific and measurable objectives

8. Key messages

    – To inform the public in an easily understood and professional manner about emerging issues or about the business of your organization

Click here to view template.

So there you have it! Try creating a placemat the next time your asked to do a communications plan or when your new boss asks for your help on the “big move”.

WE DID IT!

To all my fellow CCPR friends, in the word’s of Reese Witherspoon in Legally Blonde, “WE DID IT!”

Congratulations and best of luck at your internships!

– Kat

Farewell Advice from a super hero

Today was my final class with instructor Jeremy Cammy, Vice President & Executive Producer, Events & Marketing, Indigo.

He left us with:
1. Work for someone who will teach you something
2. Be careful of the water cooler
3. If you don’t ask, you don’t get
4. He quotes PR maven Kelly Cutrone “Normal gets you nowhere”

I thought I’d share it with all of you.

Thanks Cammy!

Rob Ford’s former chief of staff stops by Centennial College to chat with CCPR students

You probably know who he is or at least heard of the name before. Centennial College’s corporate communications and public relations (CCPR) program was pleased to welcome Rob Ford’s former chief of staff Mark Towhey into our communications management class yesterday. My fellow classmates and I couldn’t wait to meet him. Click the image below to read the reaction on Twitter leading up to his appearance.

Towhey discussed his background; talked business and politics; provided advice to young professionals; and addressed questions.

It was fascinating to hear his perspective on communications. His lessons for the class:
1. Do the right thing first and foremost
2. Keep confidences
3. Tell the truth
4. Advance the mission

What are his thoughts on the upcoming election? Here’s what he had to say:
– It’s important to take a risk and get your name out there
– The three he believes stand a chance: Ford (everyone on earth knows him), Chow (pretty well-known) and Tory (reasonably-known)
– He believes it will be a close election, predicts someone wins in the 30% range

Thanks again for your insights and communications advice Towhey!

IABC Toronto’s Student Networking Event

This past Wednesday I attended IABC Toronto’s Student Networking Event: Get face time with communicators in the know held at University of Toronto’s Hart House.

This was an opportunity to speak with experienced communicators and learn about their career paths, educational backgrounds; stand out experiences, tips and more.

 

The event featured 13 savvy communication professionals, including:

• Christine Andrew, MBA, National Marketing Director, KPMG
• Daina Astwood-George, Account Manager, APEX Public Relations
• Emilie Baille, Content Marketing Specialist, Kensington Tours
• Yvonne Catty, ABC, Managing Director, Vitamin-3 Communications Inc.
• Roxanne Cramer, Partner, CCI Search and CCC Academy
• Katy Francis, ABC, Director, Strategic Communications, Division of Human Resources & Equity, University of Toronto
• Mary-Ellen Hynd, MBA, Social Responsibility Strategist / Educator / Co-Active Coach
• Neil Hrab, Manager, Public Relations, OMERS
• Elena Iacono, Professional Communication Expert, Bell Internal Communication
• Anne Locke, ABC, Senior Consultant, Environics Communications
• Rob McMahon, ABC, Director of Communications, Office of the Information and Privacy Commissioner
• Sonia Prashar, Founder & Principal, spPR Inc.
• Shirley Smith, Freelance Writer, Business Communications

For those of you who didn’t take advantage of the opportunity, here’s what you missed:

• Roxanne, partner at a leading national recruitment firm provided insight into what employers are looking for and encouraged emerging professionals to start at an agency.
• “Be hungry! Know the industry, business and what you bring to it.” – Daina Astwood-George
• Katy Francis advised students and young professionals to contribute everything as learning. This mean exploit your experience and transfer your skills from previous work/studies.
• Most important thing you can do as emerging professionals is to network, attend events and read the newspaper according to Neil Hrab.
• Christine provided insight into what makes a candidate stand out: related experience; demonstrated success; and demonstrated ability to work effectively in a team.
• Anne Locke from Environics Communications stressed lateral thinking – solving problems through an indirect and creative approach.
• Mary-Ellen Hynd provided insight into what she believes young professionals should do:
  • Join/volunteer;
  • Be one-step ahead;
  • Connect via social media;
  • Leave something for someone to remember you by;
  • Say thank you.
• Elena contributes her personal success to consistency. “Be consistent. Continue to develop your value and always deliver.”
• “It’s a buyers’ market so what makes you stand out? Remember it’s a small industry with hundreds of applicants.” – Rob McMahon
• “Tell the employer how you can make an immediate impact on their business. It not only articulates why they should hire you but that you understand the business.” – Sonia Prashar
• Insights from Yvonne Catty, ABC, Managing Director, Vitamin-3 Communications:
  • Always have a mentor. This may change over time but it’s important to have someone who will provide honest advice, sometimes harsh yet your biggest supporter;
  • Know your craft and what you can bring to the table;
  • If you’re deciding corporate vs. agency, whatever you do you’ll end up wanting to do the other.
• AND a lucky student from Humber College won a Cramer Company International Career Academy Package, courtesy of Roxanne Cramer. Valued at $500, the package includes a two-year career plan, resume tailoring and interview package to be used in the first two years of your career. I wish I won!

About IABC
Learning from experienced communicators is a major benefit of IABC student membership. The International Association of Business Communicators (IABC) is the premier international knowledge network for practitioners engaged in strategic business communication management. Toronto is the largest IABC chapter in the world, with more than 1,700 members. To become a member or for more information, visit the website.

Status Update: Connecting the dots

I apologize for my lack of blogging recently. Remember at the beginning of the semester when you asked, “How do you do it?” Well I did it! I made it through the semester, however, I just didn’t find time to update my blog. Work/school 1 – blog 0.

It’s been a couple of months, so here’s a recap:

I’m a Corporate Communications and Public Relations postgrad student at Centennial College. I double as a circus performer, juggling my life as a full-time student and part-time consultant at Desperado Marketing. No two days are alike and its fast paced but I’m up for the challenge. I’ve learned SO much in the past three months so stay tuned.

I can’t believe I’m in my second and final semester! In just one month, I’ll begin my internship in PR!

My perception of public relations (PR) has evolved immensely since September. I started the program focused primarily on corporate communications with no interest in working for an agency. Two months into the program and countless guest speakers later, I found myself torn between the two.

The big question – do I look at opportunities for internship in an agency or in corporate communications?

John Vincic, vice president of investor relations and corporate communications at Hudbay and guest speaker, worked at an investor relations and communications firm before starting at Hudbay.

One of my instructors, awarded Canada’s Top 40 under 40, credits the agency she started at for the tools needed to succeed. She wasn’t only the one.

Four of my instructors also started at an agency before transitioning into corporate communications. Was there a connection?

The more I thought about it, the more I realized a trend. Most corporate PR practitioners began at an agency and transitioned later in their career to a senior position in corporate communications.

What are your thoughts?