Posts Tagged ‘news release’

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Key Points from a PR Professional

February 11, 2008

On behalf of my Public Relations Publications classes at Georgia Southern University, I’d like to thank Jennifer Abshire and Summer Ivie from Abshire Public Relations & Marketing for sharing their expertise with us today.

Below is a quick summary of the key points – in no particular order – of their time with us.

  • Get published. (Actually, it’s GET PUBLISHED – read that as though I’m yelling; it’s that important.) Your potential employers in the field of public relations may be mildly interested in writing you did for class projects. They are intrigued by what you got published for your clients.
  • Start to develop relationships with members of the media in your market.
  • When you write a news release, expect lots of time to be spent with follow-up with both your client and the media. It’s not a one-shot deal. Then scour the media to see if your release was printed. Make an electronic copy of it for your files.
  • The design principle of KISS (Keep It Simple Silly) should be followed in PR publications.
  • Listen carefully to your clients, your co-workers and the media.
  • To show your value to a client, calculate the ad-equivalent for news releases that are published. (Find out how much the equivalent advertising space would cost the client.) Make a booklet with copies of the articles and a spreadsheet that shows the date the article ran, article title, publication name, # of publication readers, and ad-equivalent cost.
  • Start and frequently contribute to a blog about something you’re passionate about. This will help you hone your writing skills. (Starting one here at WordPress is free and literally takes two minutes, max.)
  • PR employers are looking for entry-level employees who are tech savvy – more savvy than they are – and people who can help their company grow.
  • Create a one-page resume if you’re just coming out of college. (Jennifer mentioned that she scans resumes for just a few seconds before she determines if she’ll read the whole thing.)
  • Start looking for a job at least six months before you graduate.

In a future posting, I’ll offer tips (some mine, some Jennifer’s) on writing a resume, specifically for entry-level public relations positions.