Preparing to A.C.H.I.E.V.E.

IMG_8575This year I attended my last PRSSA National Conference. Although I’m excited to graduate and enter the real world this May, it was bittersweet to leave Philadelphia knowing that it was the last time I’d attend Conference as a student.

During the awards dinner on the last night we were all given a note card that says, “today’s preparation determines tomorrow’s achievement.” On the back is an acronym for A.C.H.I.E.V.E., which I think is an excellent summary of the insight shared during PRSSA National Conference.

A is for aspire.

Aspiration has been a main theme of every PRSSA event I’ve attended. Aspire means to align your hopes toward achieving something. PRSSA encourages students to set big goals and chase after them, which is, of course, much easier said than done.

Mary Henige and Mary Beth West are admirable speakers who presented at Conference. These two women are strong role models for pre-professionals and encouraged attendees to stretch further to achieve success. Here are some words of wisdom given during their presentations:

  • Be a life-long learner. I was surprised to see that even West was taking notes when the other panelists were speaking during the Living Legends panel, showing that she embraces that there is always more to learn!
  • Showing up is not enough. Have a roll-up-your sleeves approach to your work.
  • Squeeze everything you can out of college. Learn all you can so you’ll leave with a rounded education.
  • Don’t underestimate the power of reverse mentoring. Just because you’re young does not mean you can’t teach others who are older than you.
  • It’s okay to not know where you’re going, but everything you do should be driven by goals.
  • Quality of experience not quantity (salary). A person of initiative doesn’t sit back and get frustrated about something, they change it. – Mary Heinigie
  • Applying for jobs is scary. Don’t let that stop you.

 “Don’t create obstacles for yourself- stop thinking of yourself as a woman. Think of yourself as a professional” – Mary Beth West

It all comes down to the fact that it’s not someone else’s job to prepare you for your career. College is the best time to start your legacy of initiative and integrity.

C is for challenge

Brian Solis, Principal Analyst at Altimeter Group presented on  learning how to #LeanForward

Brian Solis, Principal Analyst at Altimeter Group presented on learning how to #LeanForward

One of my favorite parts of PRSSA National Conference is sitting in on PRSA ICON sessions. This year Brian Solis presented on leaning forward. Although my generation grew up with social media, I know it will not stop with what we have now. Social media is always changing and what’s “in” today won’t necessarily be “in” tomorrow. It’s important to embrace change and avoid pulling back, because brands that embrace change are the brands that stay relevant to consumers

Social media has a reputation of being narcissistic, but when social media is done well, it’s not about me, or the brand I’m representing. The A.R.T. of social media is actions, reactions and transactions. We live in an age where brands are now people and people are now brands. How can we leverage this as PR professionals?

Here is a Storify summary of the Twitter conversations revolving around Solis’ lecture.

 “Humbly recognize there’s more to learn. Learning helps us lead and learning brings about change.” – Brian Solis #LeanForward

H is for hope

When I was a kid I didn’t think twice about how fortunate I was that I could read. The PRSA ICON presentation by John Wood, who explained how a library card could be the passport to a better life, was very inspiring. Wood is very passionate about making education accessible to boys and girls all over the world. In fact, he is so passionate about this mission that he quit his job at Microsoft to develop his nonprofit organization, Room to Read, from scratch.

I was deeply touched by this man’s passion and willingness to take a risk. He taught that bold goals attract bold people and that hope can go a long way. He encourages attendees to strive for more than just small-scale leadership. “Don’t be the leader of an organization,” he said. “I want to be one of many leaders of a global movement.”

As a future professional it’s important to have big, hairy audacious goals (B.H.A.G.S.) and learn to have hope in what might seem impossible.

“An entrepreneur is someone who does something with resources not yet acquired.” – John Wood, Room to Read

I is for insight

Kingsford Coal's data-driven campaign included sending a special visitor to the nicest social media user. Clever!

Kingsford Coal’s data-driven campaign included sending a special visitor to the nicest social media user. Clever!

Insight is a key asset for job seekers to leverage themselves as an asset to a public relations team. Valuable hires come into a company ready to put their knowledge to work for a company or a brand. In a session on analytics and big data led by Adam Singer, Shonali Burke and Deidre Breakenridge, we learned a few of the ways data is used in real-world applications:

  • Use data to tell stories with visual representations.
  • Use data to pitch- No one likes receiving pitches that are not based on factual evidence.
  • Use data to influence strategy decisions.
  • Use data to predict future outcomes.

One of the best examples given was for crises. Data can help make responses more efficient and can even save lives. Another good example discussed was the clever campaign created for Kingsford Coal, which involved sending Santa to visit the nicest social media user. The lucky winner in the photo (left) was found through data-driven research. The number of times he said, “thank you” and “please” on social media were monitored and his politeness was recognized. Who knew good manners could help you win a visit from Santa?

Here are some of the basic tools PR students can familiarize themselves with, suggested by Adam Singer from Google:

E is for enthusiasm

Of the many areas in PR, agency life was emphasized in the sessions at Conference. Juggling life at an agency is often challenging for new professionals that are employed at agencies right after college.

New professionals are typically younger, unmarried and can handle more stress than employees that have been in the workforce for a longer period of time. Because of this, they are often pushed to accomplish more. Every professional is faced with the challenge at one time or another to decide their limit and maintain the work-life balance that works for them. In addition, if you’re enthusiastic about your job it won’t feel like work, but if you dread going to the office, it might be time to try something new.

Members of the panel included Jessica Noonan of Burson-Marsteller, Joe Clarkson of Taylor Strategy and Nick Lucido of Edelman Public Relations. Here are a few tips they shared during the panel discussion:

  • Have an outlet for creativity and fun. Too much work will inevitably lead to burnout.
  • Don’t work hard; work smart. Working inefficiently is actually a disservice for your clients.
  • Love what you do, because if you’re in it for the money, you’re in for a let-down.

“Be nice to people. The PR world is very, very small and your relationships can help or hurt you.” –Nick Lucido, Edelman Public Relations

V is for voice

There was a special session for Chapter presidents on the first night of Conference. Cassandra Bailey, principal at Slice Communications in Philadelphia shared her wisdom on the importance of uniqueness and drive. She advised students to embrace personal branding as a chance to show authenticity and individuality.

Here are some of her key points:

  • Ideas, time and insights are the currency of PR agencies. What values do your ideas have over those of other agencies?
  • Your personal brand should be unique as a fingerprint. What’s unique about you? How can you communicate this with others?
  • There is inherent value in being different. How can your voice be distinguishable in the sea of noise?

“There is inherent value in being different.” –Cassandra Bailey

E is for enjoy

With all the sessions and presentations at PRSSANC and PRSA ICON, luckily I found some time to enjoy Philadelphia. I ate a Philadelphia cheese steak (Two, actually. We found a place called Zio’s that was so we good we had to come back again before leaving the city), visited LOVE park, saw the Liberty Bell and Independence Hall, and even made some new friends.

This post would be incomplete without photos from the trip!

If you are a PR student I highly recommend joining PRSSA and attending National Conference. Although it’s expensive, attending events helps you meet speakers and other PRSSA members that will help you learn and grow as a future professional. I am so thankful I joined this organization as a sophomore journalism student and that I invested as much as I have so far. I know what I’ve learned and the connections I’ve made will help me succeed as a professional in the pubic relations industry.

View my PRSSANC Recap presentation for UNT PRSSA on Prezi.

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Seeing the Bigger Picture

The view from Weber Shandwick's Dallas office.

The view from Weber Shandwick’s Dallas office.

Last Friday I attended “Diversity Day” at Weber Shandwick in Dallas, which is an annual event hosted to help college students learn more about agency life. I love visiting PR agencies because there is an incredible amount of talent and creativity in many different disciplines. We heard from new and seasoned professionals, social media managers, human resource managers, vice presidents and general managers. Each member of an agency has a niche and working together as a team allows them to accomplish big things for their clients. Each professional serves as a piece of a larger puzzle.

My day at Weber Shandwick gave me inspiration, fueled my passion for PR and my desire to work in an international agency someday. Here are a few keys to success we discussed for future agency professionals:

Pay attention to brands:

  • Read about industry trends in multiple areas, such as tech, consumer, government, digital, etc.
  • Watch brands during a crisis and think of what you would do as a member of the brand’s crisis communications team.
  • Observe good storytelling and look for key elements such as a villain, drama, tension and romance.
  • Pay attention to campaigns and understand the process behind them.
  • Know how brands are spending money.

Learn from your class work and internships: 

  • Build a better understanding of the business approach, social media, economics and research.
  • Learn how to be a good salesman because everyone in business is selling something.
  • If there are things you don’t enjoy doing, at least learn from them.

 Improve your character and outlook on life:

  • Develop a can-do attitude.
  • Be a person of initiative and resourcefulness.
  • Know how to work with a team.
  • Be open to challenges.

Diversity Day helped me develop goals for my last months as a college student and put things into perspective.  Sometimes I’ve had to do work during my internships that wasn’t exactly glamorous. During the panel discussion on transitioning from a student to professional, one of the assistant account executives said that even though what we’re doing might feel like grunt work, the end result will help someone else do their job more effectively and efficiently. Similarly, a press release might seem small, but it’s a piece of a larger puzzle that symbolizes a bigger story that a brand is trying to tell.

I’m at a place in life where I honestly don’t know what’s next, but I’m excited about completing the overall puzzle of my career ahead of me one piece at a time.

PRSSA and NAHJ students from UNT, Baylor and UTA at Diversity Day

PRSSA students from UNT, Baylor and UTA at Diversity Day

Summer Top Ten

As my last day of summer winds down (already?) and I prepare to return to classes for my last fall semester as a college student tomorrow it’s bittersweet, but also exciting. All this hard work is paying off and I’ve had so much fun along the way.

I compiled a lit of my favorite memories or accomplishments from this summer. Although my internship and job didn’t provide me with too much time off, this year I wanted to complete the ten things below:

1. Go somewhere exciting

This year my family went to Alaska. My mom had a goal to travel to all 50 states before her 50th birthday and Alaska was her 49th state (North Dakota was her 50th).  We went on an Alaskan cruise and stopped at Juneau, Icy Strait Point and Ketchikan. We went sea kayaking and I rode the longest zip line in the world! It was a great vacation. Here are a few photos of the trip’s highlights:

2. Intern at an agency

I had the opportunity to intern at an international agency in Dallas this summer with the Digital Team. I learned a lot about social media and analytics and loved being surrounded by young, brilliant PR professionals.

3. Reconnect with PRSSA friends

As president of UNT PRSSA, I had the honor, once again, of representing my Chapter at the PRSSA 2013 Leadership Rally! It was great to see friends new and old and learn more about the profession and planning a great semester. Want to see my notes from the last two years at the Rally? Download the PDF: PRSSA Leadership Rally Notes 2012-13.

When I was in Scottsdale, Arizona I had the opportunity to stop by the scene of summer’s most hilarious PR crisis, Amy’s Baking Company. In case you missed it, view the video here. Although I didn’t have bad service or witness anything notable, it was fun to see the infamous husband and wife team in person after seeing so much about them for a month. Plus, my lemon meringue pie was delicious.

4. Get published

My latest position at UNT has allowed me the opportunity to get my work published several times. I wrote several stories that were posted on UNT’s InHouse blog and even a few news releases. Maybe I’m just new at this, but I get excited every time I see my work published.

5. Read a good book

One of the best books I read this summer was on the airplane to the PRSSA Leadership Rally. It’s called The One Minute Manager. It wasn’t what I was expecting, but I loved the way it was written and the advice it had for busy, successful leaders.

You set One Minute Goals with your people to make sure they know what they are being held accountable for and what good performance looks like. You then try to catch them doing something right so you can give them a One Minute Praising. And then, finally, if they have all the skills to do something right and they don’t, you give them a One Minute Reprimand.

I loved this book because it taught me a lot about leadership and helping those that are following you better understand expectations and how to make them feel valued and appreciated, while at the same time, getting things done.

6. Make a new friend

I always love making new friends. I was at church one Sunday and I sat down next to a girl I didn’t recognize. After talking with her for a few minutes I found that she was from out of state and had come to Denton to take a 5-week class for her major that was only offered at UNT. She didn’t know anyone, so I made myself available and saw her many more times before she flew back to Indiana! I was so thankful I randomly sat down by her and I hope to see her again someday soon.

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Thankful for good times with friends this summer

7. Start one new good habit

I’m really hoping this habit carries over into the school year, but I focused a lot on productivity and prioritization this summer. Time is money and at my internship, I had to be fast in order to meet all the deadlines I was given. I allowed myself a block of time that was long enough to complete the task with no distractions. Sometimes I even set a timer. The countdown really motivated me to move quickly. I also made an effort to use my Outlook calendar to be extra organized and keep track of where my time was going.

8. Cook something delicious

I’ve been wanting to work on my cooking skills and the summer was a perfect opportunity to do so. I rarely make recipes off the side of a bag, but I made a recipe for cheesy chicken monterey and it was delicious! The recipe is below:

Cheesy Chicken Monterey

Cheesy Chicken Monterey

You will need:

  • One package of chicken flavored rice (I used Knorr brand)
  • One 11 oz. can of corn , drained
  • One 11 oz. can of black beans, rinsed and drained
  • One 4 oz. can of chopped green chilies, undrained
  • One pound of boneless, skinless chicken breasts, thinly sliced
  • One cup of shredded Monterey Jack cheese (about 4 oz.)
  1. Prepare rice according to the package directions. Stir in corn, beans and chilies.
  2. Meanwhile, heat one tablestoon vegetable oil in 12-inch nonstick skillet over medium-high heat and cook chicken, stirring frequently, 4 mins. or until chicken is thoroughly cooked.
  3. Arrange rice mixture on serving platter, then top with chicken and cheese

Here’s to perfecting future mom skills!

9. Learn something new

In an interview with a UNT alum for a story I was writing for UNT’s alumni magazine I asked her if there are any words she lives by. I loved what she told me;

“Stress is a choice. You can decide to use your energy worrying about the problem or finding a situation. You can’t change the situation, but you can change your reaction to the situation.”

I love that she shared that with me and I hope I remember those wise words next time I feel the stress building up.

10. Relax

I didn’t have a lot of time to relax (or sleep) this summer, but there were several days I stopped by the pool after work or had a lazy weekend curled up on the couch with a book. It’s so nice to have had that time to rejuvenate for a busy semester.

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So long, summer 2013. It was wonderful knowing you!