Posts Tagged ‘Public relations’

4 Advantages of a PR Agency Over In-house Staff

March 29, 2013

“The internal staff person has problems and limitations that an external communications company doesn’t face.”

A couple of years ago I ended a blog post about the hidden costs of in-house PR with this thought, and I promised that I would one day expand on this theme.To that end, here is a brief examination of several big challenges that in-house communications teams face:

In-house vs PR agency

1. The internal staff often gets too close to the subject matter to be objective. However, many companies look at this from a different perspective. Corporate management reasons that, since internal staffers have a wider knowledge of the company, its people and its products than any agency could have, they’re better suited to communicate externally for the company. But that detailed knowledge is a double-edged sword. Employees become so much a part of the corporate team that they often lose their objectivity. When we come across people like this at client companies we say to ourselves, “She’s been drinking the Koolaid for too long.” The danger of not being able to be objective is that you can’t put yourself in the position of external stakeholders, such as customers, investors and media, to understand their perspectives. And if you can’t do that, you can’t appeal to them with messages that will catch their attention.

2. Counseling senior management is harder for internal PR staff.

When internal PR professionals don’t agree with the directions that top management gives them, it’s a lot harder to verbalize that disagreement (after all, the same senior management has the power to fire them, or at least make their lives very difficult). Even when an internal PR executive vehemently disagrees with senior management, his counsel is not taken as seriously as outside counsel. I’ve been on both sides, as an in-house communications staff member and an agency consultant, and I’ve seen senior executives sit on the edge of their seats when we talk to them and tell them the same thing they ignored when their own staff told them! I think sometimes we’re hired simply to provide back-up for the internal team’s counsel.

3. Agencies can focus better on the media. 

We develop social media programs, design marketing communications strategies and do media relations all day every day and in a variety of companies and industries. An in-house communications team does this only for one company in one industry and doesn’t get the chance to work on each of these areas as extensively as we do.  For example, media relations is only one of a long list of tasks assigned to the internal staffer (unless the internal team is quite large so that duties can be defined very narrowly). In that situation, there’s less ability to focus intensely on media relations, and it’s easy to let media relations slip down on the list of priorities, with the result that the company is less responsive to the media.

4. It’s easier to get professional feedback and input in an agency.

When I worked for an insurance company years ago, I was surrounded by insurance executives who really didn’t understand what was involved in the work I did. But when I joined a PR firm, I was able to turn to my co-workers for feedback and input whenever I needed it. It’s a lot easier to get good feedback on your ideas and plans when you’re working in a public relations agency setting than when you’re on an in-house communications team. I also believe that agencies are better learning environments for people who want careers in communications.

Despite these challenges, from a public relations career perspective it’s a good experience for up-and-coming professionals to put in some time “on the client side” in a marketing communications or corporate communications setting. Working inside a corporation provides insight on what it takes for various departments to work together well, and also on how they sometimes jockey with each other for political favoritism and power. This kind of insight is very valuable to have in an agency setting, because it helps in understanding why agency projects sometimes take forever to get approved by a client, how easy it is for messaging to be inconsistent from one part of a company to another, and why some projects are stopped mid-course for reasons that seem incomprehensible!

Lucy Siegel

Preparing Your Startup for Media Interviews: the Do’s and Don’ts

March 22, 2013

Successful entrepreneurs are known for being risk-takers, putting both their money and reputation on the line to launch a new product or service, often in a competitive or nascent market. Some psychologists suggest that entrepreneurs’ brains are hard-wired to take risks—they live for the dopamine high associated with standing on the edge of a tall cliff (or business deal).

It’s not surprising then that many entrepreneurs get an emotional charge when they are put in the spotlight to talk about their businesses with media. While risk-taking may pay off in certain situations, a media interview is not one of them.  Without careful planning, an interview can result in a wasted opportunity for good exposure, or worse, it can make your company the butt of “funny headline” jokes on the Tonight Show. Here is a list of do’s and don’ts to help you make the best of your interview opportunities:

Do’s:

  • Research the Reporter: Before every interview, you or your PR advisor should research the reporter to determine what he or she has already written about and what the tone of their reporting is like (e.g. investigative, light-hearted, opinionated, etc.)
  • Develop Talking Points:  Always solicit a list of potential questions from the reporter prior to the interview. With few exceptions, reporters will usually share some initial questions, because it makes their job easier when the interviewee is already prepared with important information. These questions should be used to develop talking points to help you steer the conversation in the right direction. The talking points should also include additional questions that could come up, especially the sticky ones.
  • Practice: If this is the first time you have been interviewed on a particular topic, or if there have been significant changes to your messaging since the last interview, squeeze in a little rehearsal time. This is particularly important when interviewing with reporters that have a reputation for being critical or when the format of the interview is broadcast, where a bad 10-second sound bite can spoil an otherwise spotless performance. If you have a PR advisor, make sure they provide you with media training.
  • Follow Up: There are times when you may do all the right things to prepare for an interview, only to find that a story is not produced or that the interview is edited out of the story. Sometimes this is unavoidable, such as when the story has to be trimmed to meet a specific word count or when the reporter quashes the story to make space for another pressing news item.  But other times it can be prevented with proper follow up. When following up, reiterate any points you want to make clear to the reporter and ask if he or she has follow up questions. Also consider sending them references to additional sources, including other potential interviewees, that could support the development of the story.

Homer Simpson

Don’ts:

  • Go Off the Record: The words “off the record” go against the grain of journalistic integrity, and, perhaps more importantly, the basic interest of the reporter in publishing a compelling story. Always assume anything you say is fair game.
  • Respond with “No Comment”: Reporters usually interpret this as stonewalling, and readers will likely think it means you have something to hide. There are situations when it is in your best interest to stay mum, such as when being questioned about sensitive financial or legal information or information that could reveal too much to your competition. In these situations, provide as much information as you feel is safe, and simply explain that you can’t go into any additional details at that time. This is also a good opportunity to bridge the conversation to a different, but relevant, topic that you really want to talk about.
  • Use Jargon: Reporters strive to make their stories as accessible as possible for their audiences. With the exception of trade or special interest media, where highly technical information may be required, you should stay away from industry jargon and try to simplify complex ideas into comprehensible points. Sometimes using metaphors can be a good way to explain an intricate point, but when a metaphor won’t do, you should have a succinct and lucid description at the ready.
  • Talk About a Competitor: This is another one where there are exceptions, but in general, you should let your competitors do their own talking. The two big risks here are that you may unintentionally build awareness for the wrong team, and perhaps more importantly, if you get your facts wrong, you may find your company getting slapped with a lawsuit.

Jacob Seal

Change Your Expectations For Top-Tier Media Coverage

March 19, 2013

The rise of inbound marketing is tied inexorably to the decline of both advertising and the traditional media.

By now most of you who read the Bridgebuzz blog have heard my rants about the death of the mainstream media.  The Pew Research Center, a non-profit research organization, recently reported that for every dollar newspapers are earning from online advertising, they are losing $10 in print ad revenue. Print ad revenues now are less than half what they were in 2006. It’s no wonder that  the newspaper industry alone – not including any magazines, TV or radio, all of which have also had massive layoffs – cut 39,000 jobs between the beginning of 2008 and the end of 2012, according to the website Papercuts, which tracks newspaper layoffs.

The number of (employed) journalists in the U.S. continues to shrink, according to the Pew Research Center’s newest annual report, “The State of the News Media 2013.”The Pew report concludes that a continued erosion of news reporting resources has taken place at the same time that capabilities have improved for bypassing the media altogether and going directly to the public. This is the crucial message that I want the readers of this blog to understand.  Clients and prospective clients, hear this: you can no longer depend on the media to get your messages out to your target audiences.  No matter what your PR firm is telling you about their stellar media relations capabilities, you need to know that:

RIP Newsweek

  • There are now 30% fewer U.S. journalists employed than in 2000.
  • The number of stories produced by CNN has been cut in half since 2007. (You must have known this – how many times can they repeat the same stories over and over again in one evening!)
  • The number of live events produced by the three U.S. cable news channels has decreased by about 30% in the past five years, while interview stories, which require much less resources to produce, are up by about the same amount.
  • Newsweek bit the dust last year and now the only remaining weekly news magazine is Time, which made another cut in its editorial staff just recently.
  • According to the Pew Report, an increasing number of media are using a new automated technology that produces editorial content without the need for any human reporting at all, believe it or not. Forbes is one of the publications using this technology (ostensibly to supplement what its reporters are doing, since it’s inconceivable that a computer algorithm could totally replace the editorial staff – yet, at least.
  • People are noticing that the media they used to rely on for news is a shadow of its former self.  The Pew survey shows that 31% have stopped reading or listening to a news outlet because it no longer provides the news it used to provide.

PR agencies know this has been happening and understand what it means for the work they do: it’s much, much harder to obtain media coverage for our clients than even a few years ago, because the media are producing dramatically less news and information. But companies that hire PR agencies don’t seem to grasp this. Every potential client we speak to is looking for top-tier media coverage, yet getting into that level of media just doesn’t happen as frequently as it used to. As I said, no matter what PR firms are telling you about their ability to do this for you, beware, because there’s very little chance they’ll be able to deliver, no matter how good they.

If you’re one of the many communications and marketing professionals demanding what you have always been able to get in the past from your PR agency, top-tier media coverage and lots of it, please open your mind to new communications techniques.  After all, it’s the end that counts – reaching your audience with the information and messages you want to convey, rather than the means, isn’t it? As the Pew Center Report pointed out, technologies have been improving all the time for totally bypassing the traditional media and going directly to your target audience. The most savvy PR people have already acknowledged the need to do this and have become “PR journalists,” producing their own high-quality materials (articles, videos, podcasts, white papers, etc.) that they distribute online in a variety of ways, including use of social media and other online platforms. You’ll hear this called content marketing, inbound marketing and permission marketing. The same content can be used and repurposed in many ways, a method an NPR executive once called “COPE,” “Create Once, Publish Everywhere.”

In order for this type of communications to be successful in meeting your goals, it must be of very high-quality. It can’t be promotional, it can’t be self-serving, and you must provide value from the point of view of the audience – not the point of view of your boss or your company’s CEO. Luckily, there are some really good PR journalists available these days (some were trained as journalists before they went down the PR agency path). Don’t try to find them at ad agencies or digital marketing firms – look for them where you’ve always looked for help in communicating with the media: agencies that provide public relations and corporate communications services.  They will understand what you’re trying to accomplish and have the skills to be able to help.

Some of you who are reading this are thinking, “But my boss [or the CEO, or the CMO, or the company’s board, or all of the above) wants top tier media coverage, and that’s what I need our PR agency to get if I want to keep my job.” I’ll put the ball in your court. It’s up to you to educate that internal audience about the changing reality in the media today.

I’m sure as hell not saying that PR firms can’t get top tier media coverage anymore. Obviously, we do. But we don’t get it as frequently as we used to or as you’d like us to. There, I’ve put my neck on the line. You can believe me and start thinking hard about inbound marketing and content marketing as a way to inform and persuade your target audience, or not. If you’re curious to know more about how it works, read our new e-book about inbound marketing.

 

Lucy Siegel

The Catholic Church & Social Media

March 15, 2013

PontifexWhite smoke was first seen rising from the Sistine Chapel chimney on Wednesday at 1:06pm EDT. Just hours later, at 3:33pm, the Vatican tweeted “HABEMUS PAPAM FRANCISCUM,” which translates to “We have Pope Francis.” The tweet was retweeted 25,000 times in under 10 minutes.

Pope Benedict XVI made headlines back in December when he became the first pope to start tweeting via the Vatican’s official Twitter handle, @Pontifex. This wasn’t the church’s first foray into social media. Back in 2010, the Pope asked priests take to the web to help spread the gospel. That the Catholic Church has warmed to social media so quickly may come as a surprise. After all, this is the same institution that took over 300 years to apologize for persecuting Galileo in the 1600’s for believing that the earth moved around the Sun. However, if we look at the very tenets of the religion, moving onto social networks was but a logical next step.

Evangelism is a key aspect of many Christian religions, and Christians have successfully used other types of media for this purpose. (Remember the televangelists of the 70’s and 80’s?) Furthermore, the need to gain more followers has never been stronger. The Pew Forum recently reported that “the percentage of U.S. Catholics who consider themselves ‘strong’ members of the Roman Catholic Church has never been lower than it was in 2012.”

Despite having almost two million Twitter followers already, Pope Francis still has a huge, common hurdle to overcome. Religious belief is a very personal thing, and it’s one of the most taboo topics to talk about. Given the very public nature of social media, many believers are hesitant to associate with religious figures and institutions on the web.

Opening a Twitter account was clearly a PR move- a good one, but it was only a start. Pope Benedict XVI’s 36 tweets since December have mostly been one-way broadcasts. Though he invited people to start conversations with him with the hashtag #askpontifex, it quickly became a joke on Twitter and very little was achieved. Pope Francis is starting with a clean Twitter slate, and we hope he makes more of an effort to engage with followers than his predecessor.  To start, he should probably look over our latest eBook on social media.

Who Should Interact With Your PR Firm?

March 13, 2013

This blog post is courtesy of Scott Phillips of Scott Phillips + Associates:

Who-should-interact-with-your-PR-firmYou’ve gone through the process of selecting a public relations firm and are moving fast to get them up to speed and producing.   Depending on the size and structure of your company, you are probably a senior marketing executive, a product or brand specialist or perhaps even the company founder.

You are the interface between your new PR firm and the rest of the company.  Do they need to work with anyone else?   The answer is yes.

In fact, my preference is to get to know as many people in your company as possible.

The Corner Offices:  If you are going to report to superiors about our joint progress, I would like to know those individuals.  Our firm will benefit from understanding the expectations of your company’s most senior executives, as well as their vision, concerns and ideas about your competitive differentiation.

The Inside Guys:  Whether we are supporting a product, service or even a critical issue, somebody in your company was responsible for its creation or the development of the company’s position.  He or she has all the “inside baseball” information and will likely be our go-to source for in-depth explanations, technical details and the answers to questions we haven’t even thought of yet.   He or she might also be a great source for trade interviews, but we need to know that person to help make that determination.

The Finance Guys:  Whether you have a VP of Finance or CFO, that person’s perspective is always important to all of us.  From a strategic position, I want to know his or her financial objectives and concerns.  From a practical perspective, I want to know your company’s requirements for things like invoicing, expenses, etc.

Our Co-Marketers:  If you are working with an ad agency or separate social media provider, our efforts need to be coordinated.  We need to collaborate on everything from messaging to campaign timing.

The Sales Team:  The members of your sales team – the folks in the field – are among our most important contacts.   While you will direct our day-to-efforts, the sales team has information we can’t get elsewhere.   They know what messaging resonates with your audiences, the advantages you have over your competitors and where you might sometimes come up short.  They also are the first alert for pending deals and critical issues that might not get to your desk for some time.

In short, more is better.  We’ve all committed to working as a team, and we can do that best by getting to know all the players.

Unconventional Ways to Get PR Work Experience

March 1, 2013

A few weeks ago, while going over applications for our summer internship program, I wrote a post with tips for landing an internship in PR. Shortly after it went live, I got a call from veteran journalist Jack O’Dwyer, who’s covered the PR industry for over 40 years. He said that while he enjoyed my post, the market for internships at traditional PR firms is so competitive, students and recent grads may need to think outside the box to gain real world experience. He suggested that they go door to door to local businesses and offer their services for little or no compensation. “Do anything they need including sweeping the floor and washing the windows. Do what the regular employees won’t. Bring them news of new products or what the competition is doing. Show them how to create a website if they don’t have one,” he said.

At first, the whole conversation made me very uncomfortable. He was essentially saying that people with little to no PR experience should start freelancing. It sounded like a disaster waiting to happen. Interns make mistakes – it’s a part of the learning process, and a traditional internship is a safe, supervised environment where this can happen (usually) without dire consequences. I couldn’t see how any good could come of letting inexperienced 20-somethings run amuck with a company’s public image.

Over the next two weeks we reviewed over 300 applicants and finally hired one. The process made me reconsider Jack’s advice from the perspective of any one of the many qualified candidates we didn’t hire. If you haven’t had much luck finding a traditional internship, you really don’t have much to lose. You don’t have a professional reputation at stake, and you most likely won’t be signing any major clients. As long as you’re careful and only offer services you’re relatively equipped to handle, it just may be what gets your career started.

Andrea Marilyn GarciaJust ask Andrea Marilyn Garcia. Before becoming an Account Executive at Jaffe Communications, she gave herself a head start, making industry connections early on. “While at school I had an art blog for a journalism class and was looking for fresh new media content,” she said. “I realized that if you have a camera, anyone will want to speak with you. I would go to events and take video and interview people. Before I knew it, I was working with PR and marketing people at institutions and events.”

Christina Dela CruzChristina Dela Cruz, now an Assistant Account Executive at a PR firm in Atlanta, got her start with a virtual internship. “I graduated from college right when the economy took a nose dive in 2009, so I found it extremely challenging to find relevant internships in my area. I decided to take up ‘virtual interning’ as a means to gain experience,” she said. “I was able to intern for a small content marketing and digital PR consultant company based out of Virginia (I am located in Atlanta) via email and Skype.”

Nick Patrikis 3Nick Patrikis, a senior at Ithaca College, took a long shot, answering an ad on Craigslist for a VP of Marketing position at a record label startup. Though he didn’t get that job, the head of the company replied and agreed to meet with him. They talked basic marketing strategy and Nicholas left the meeting with his first assignment: developing a new logo for the record label.

The takeaway? Think beyond traditional internships. There are so many small businesses that haven’t even considered PR – each one is a potential client. The owner of my favorite taco truck once offered to pay me in tacos if I’d manage his Twitter account (sadly, I had to decline because I was moving). Though traditional internships may seem like a safer way to get started, in many ways, they may not be as edifying as branching out on your own. Many firms won’t let interns take on important tasks out of fear, precisely because they do have a professional reputation to consider and client accounts on the line. Mistakes will be made, regardless where you work, but fear of failure should never deter you from taking risks.

Diana Kim

How American PR Is Different from PR Overseas

February 19, 2013

Foreign companies that want to build visibility in the U.S.  are usually surprised to find that there are cross-cultural differences in the role of public relations between their countries and the U.S. In many parts of the world, including most of Asia and some of Europe, the tactics used by most public relations departments have traditionally been limited to media relations and event planning, with social media also becoming more popular recently. The goal is to win over potential customers (both consumers and business customers) and to try to safeguard the company’s public image.Morpheus on PR

In the United States, Canada, the U.K. and a few other countries, there are additional aspects of PR. In these markets, PR is not relegated to building visibility and helping market products, it also includes strategies to build and enhance a company’s reputation. PR professionals look for ways to develop and strengthen relationships that will help the entire company in its interactions with various audiences, including investors, the local community, government officials and employees, among others. In other countries, PR is more top-down, with management deciding what they want to communicate and the PR department executing those decisions. But in the U.S. there is more two-way dialogue with the public, and the PR or corporate communications department is expected to monitor the public dialogue, and also to recommend messaging and develop materials to help support the company in those conversations.

In countries where the PR staff is mostly limited to helping to market products, PR professionals have a significantly lower status than they do in countries where PR professionals have a broader role that includes strategy for and management of corporate reputation. As one would expect, in the countries where PR has a lower status, PR professionals have less contact with top executives and aren’t usually seen as strategic advisors to corporate management. In the U.S., by contrast, the top PR job is often an executive position that reports directly to the CEO. In some cases, the professionals who hold those positions make very high salaries. (In large companies, the salaries are frequently in the range of $300,000. One recent news article reported that the head of corporate communications at a Fortune 500 company was being paid a million dollars a year. Those executives, and the employees and PR firms they hire to help them, manage issues important to the company, trouble-shoot in times of crisis and help with the overall positioning of their companies. They are responsible for fostering good relationships with all of their companies’ audiences, from employees to interest groups to customers and potential customers to government at the local, state and national levels. Some are also responsible for investor relations.

Often when I receive a call from a potential client from overseas, I can see the difference in attitude towards PR right away. I ask what the company is looking for from a PR agency, and the answer I get is usually a prepared list of PR tactics that the executives in the company have already decided will fill their needs. After talking to us and as they begin to work with us, the company’s staff begins to see that we can help in ways they hadn’t anticipated, and they stop telling us what tactics they want us to deploy, asking us, instead, for our counsel on helping them meet their goals.

Cross-cultural PR is a two-way educational process, since the client learns more about the U.S. business culture and sees how communications works here, while, at the same time, we have a chance to learn more about the client’s own culture.

Lucy Siegel

Click here for a free copy of our e-book on international public relations.

 

Ask Not What the Media Can Do for You, Ask What You Can Do for the Media

February 13, 2013

Unfortunately, most emerging companies have approached public relations as little more than an extension of their sales promotion efforts, narrowly focusing their messaging on attributes of their products or services with the expectation that reporters will spread the word to the masses. At best, this approach usually yields a limited number of media placements originating around a product launch. At worst, reporters will view the announcements as editorialized sales pitches and discard them. Then comes the inevitable question from the corporate brass: “What value are we getting from that PR budget?”

kennedy

This scenario often could be averted if the question were turned around: “What value can the media get from our company?” Marketing professionals should appreciate this question—they are accustomed to defining value for potential customers, but reporters are not potential customers. Their needs are completely different.

To effectively engage reporters, it is important to understand how they evaluate information. Their raison d’être is to uncover what’s “newsworthy” to their specific audiences and to report this information in an easy-to-understand format. Thus, for a company’s message to resonate with a reporter it must be perceived to have a certain quality of newsworthiness.

Newsworthiness is a very abstract concept. It differs from company to company. A management change at a large conglomerate, for example, would be considered more newsworthy than a similar change at a startup. It also differs from reporter to reporter. Trade reporters, for instance, view newsworthiness through a narrow lens focused on a specific industry, while reporters with general business and consumer media often (not always) view newsworthiness through a broader lens focused on major social, economic or technological trends.

We’re at a time when major brands seem to wield more and more media influence, and reporters are becoming more and more immune to unsolicited story pitches. So how can a startup company demonstrate newsworthiness in such a tough climate?

The key is to start developing a PR plan early. It’s not uncommon for startups to focus their early-stage efforts on building out core business functions, such as sales channels, product development, logistics and other back office functions, putting off PR until the product launch approaches. This is understandable—resources are always an issue, and expenditures and staff time have to be prioritized. We also understand the competitive reasons for some companies to operate in “stealth mode” until they’re ready to launch sales. However, postponing PR planning until a month or two before going to market can seriously limit the company’s opportunities to drive greater visibility and lead to pitfalls that could have been avoided with proper planning.

As you begin crafting your PR plan, a key component is to identify story angles that will interest the media. This involves brainstorming with your management team and PR advisors to collect pertinent information about your company and its founders that is often scattered across many minds, and identifying the facets that could be used to create compelling story angles. Significant product news creates potential angles, as well as any anticipated milestones (e.g., acquisition of new management, new external partnerships, new funding, etc.). These events may offer good opportunities for exposure in some media outlets, with the highest potential usually being in trade and business media.

But there is no reason to limit the company’s story angles to these business events. PR planning is a creative process that requires you and your PR advisors to look beyond the obvious characteristics of your business to discover other aspects that could distinguish you from the flock. A great example of a company that has succeeded at this is Ben & Jerry’s. The company has been able to command media interest at will. Its products, however, are rarely what grab the headlines. Rather, much of the media coverage has focused on the company’s eccentricities: its unconventional founding (it was originally conceived as a bagel shop), its offbeat management practices (e.g. its erstwhile salary ratio policy) and its reputation as a champion of social issues.

Admittedly, the comparison between the media strategy of an emerging IT or biotech company with that of Ben & Jerry’s is tenuous, but there are opportunities for most companies to seize the limelight in unconventional ways if they try. Before they became iconic brands, companies like Microsoft, Facebook, Groupon and Flickr were successful at this, getting attention for quirks in their corporate cultures,  business models, operational development or founders’ stories.

The bottom line is, in order for your company to derive value from its media strategy, it has to first prove its value (i.e. newsworthiness) to the media. The art of PR is storytelling: mining the various facets of your business to uncover what sets it apart—its newsworthiness—and packaging that information into compelling story angles to engage the media.

Jacob Seal

Landing a PR Internship

February 6, 2013

When I was an undergrad, I started applying for internships without a very clear objective. This approach yielded absolutely no results. Through much trial and error, I managed to land two. Now, sitting on the other side, poring over applications for our summer internship program, it’s quite clear what works and what doesn’t, and why I got the two that I did. Here are some tips for landing an internship in PR:

Internship Problems

The Search

  • Don’t spray & pray. Applying for an internship is not like playing the lottery. Spamming any and every potential employer’s inbox with your resume does not improve your chances of getting hired.
  • Don’t lie. If you think you have to misrepresent yourself to get the position, it probably isn’t right for you. This goes for everything from fudging numbers to faking enthusiasm. Insincerity is detectable in text, and this reflects especially badly on you if you’re applying for a position in communications.
  • Get a referral if you can. This often isn’t possible if you’re a student or recent grad with little to no experience, but you should still explore all your options. As this recent New York Times article explains, it’s more important than ever. One thing you can do while you’re still in school is build great relationships with professors in your department. Many have connections with professionals in their industry, and even if they don’t have an internship opportunity for you, you can ask to use them as a reference later on.
  • Don’t limit yourself to what’s on job/internship listing websites. You already know those listings are getting dozens of applicants. Don’t be afraid to reach out to any company you really want to work for – genuine enthusiasm will only help your cause.

The Cover Letter

  • Include one. If you’re applying through a web form, you can still find a way to include a cover letter. The cover letter is where you make your first impression, and without one, most employers won’t even look at your resume.
  • It’s also your writing test so make sure it’s flawless and have at least one other person look it over.
  • Don’t address it to, “to whom it may concern.” Take the time to find the name of the appropriate person. For a smaller firm, you can address it to the CEO. For a larger firm, find out who’s in charge of human resources or recruiting. If you can’t find it on the company’s website, call and find out.
  • Tailor it to the company and position you’re applying for. Show some indication that you’ve taken time to look into the company and what they do. Everyone likes to feel special.
  • Show, don’t tell. Giving concrete examples of how you’ve demonstrated great attention to detail or stellar interpersonal skills is much more convincing than merely saying that you have these qualities.
  • If you have any especially relevant work experience, summarize it here.

The Resume

  • Keep it to one page. No one applying for an internship has so much experience that it won’t fit on a single page.
  • If you state an objective on your resume, make sure it fits the position you’re applying for.
  • If your GPA isn’t very high, leave it off.
  • Think about how you can best outline your work and academic experience for the position you’re applying for. If you’ve held numerous part-time jobs while going to school, you probably don’t need to include every single one. Job descriptions should be tailored too. For example, if you’re listing your experience as a restaurant server for a PR position, you can focus more on the creative problem solving and guest service aspects of the job than the food handling or cleaning duties you had.

What really made a difference for me was narrowing my focus. I started out applying for many positions but then began to concentrate only on positions that I really wanted. That meant spending a lot of time doing research for every position, but in the end, it yielded positive results.

Lastly, if you do happen to come across your dream internship, don’t be afraid to be a little creative so you’ll really stand out. For a writing test for an editorial internship, I submitted my response using the company’s web template, so it looked like I’d really written a post on their blog. There are many famous examples, like this fellow, who designed his resume to look like an Amazon product page.

In the end, getting hired is never an exact science. Do you have any additional tips or success stories to share?

Diana Kim

347 Days Left for Entrepreneurs’ 2013 Business Resolutions

January 18, 2013

Making New Year’s resolutions is a tradition that has increased in popularity (in the United States, at least) over the years. According to Wikipedia, about 25 percent of American adults set New Year’s resolutions during the Great Depression. That number had increased to 40 percent by the turn of the millennium.  The tradition has a very old history. The ancient Babylonians promised their gods at the beginning of each year that they would pay their debts and retuThere's still time to  make 2013 business resolutions.rn whatever they had borrowed, and, similarly, the Romans made promises to the god Janus (for whom January is named).

There’s still time to make 2013 business resolutions.

Setting goals helps most people to make changes in behavior and move ahead. This is as true in business as it is in our personal lives. I try to set New Year’s resolutions for Bridge Global Strategies every year.  My business goal for 2013 is to invest both time and budget on new sales and marketing techniques to stimulate faster growth (and my personal goal is to lose 20 pounds!).

I asked a few entrepreneurs to share their New Year’s resolutions for their companies with the readers of Bridgebuzz. Ron Dizy, president and CEO of Toronto-based green technology company Enbala, said his resolution was to “start each day thinking about the best way to have the biggest impact on the most important part of our business.” I asked him what he considered the most important part of his business (Enbala operates a Smart Grid platform that helps shift power use on the grid by controlling the industrial equipment of large electricity users, paying the users to participate – a less expensive alternative to expensive electric grid power storage.)  Ron answered, “That changes through the year, depending on what is most pressing. It might be load (client) engagement, it might be utility business development, it might be regulatory affairs, it might be a personnel issue. I guess the point of my resolution is to think about what thing or action would have the biggest impact on the business … And do that TODAY!”

Carol-Davis Grossman, managing partner of New Jersey- based events company The Charles Group , said that she and her partner, Susan Dunkelman have several resolutions for 2013: “Expand our client base by better leveraging our reputation with our existing clients; increase our company’s online presence; and focus our business development efforts on target markets we identified last year.”

Gary Palermo, managing director of Palazzo Investment Bankers, a  boutique investment bank focused on marketing, interactive, digital, information and new media companies, explained that his business resolutions involved separating business from family life. “My goal is to work even harder than the past year, while spending more time with my family. Sound impossible? Maybe … but while I continue dedicating time to business growth and clients (my other family) as a singular focus throughout my work day, when I’m with my family, I want to spend the time to actually remain focused on staying engaged with them. The idea is to not cross the time, event or moment with work-related thoughts while with my family. Work-life balance? Yes, indeed! I am aiming high this year!”

For C. Filipe Medeiros, founder and CTO of online company Ancientfaces.com,  the  most important resolution for 2013 for his company is becoming increasingly focused on identifying and solving the problems of the site’s users. “When you have a site with as much data and as many users as AncientFaces, nailing that down can be a huge challenge,” Filipe said.

Benton Morgan, co-founder and managing partner of Jet Partners, says his resolution is, “To always innovate. Never get comfortable with my normal routine. Find a way to make daily tasks more efficient. The easy way is not a option!”

Most people agree that stating a goal publicly makes it more likely that you’ll reach it. I know this is true for dieting. I believe it’s true for business goals as well. So, dear readers, please feel free to proclaim your New Year’s resolutions here. It’s not too late – we have 347 days left this year!

Lucy Siegel

Learn more about Bridge Global Strategies’ services for startups here: http://slidesha.re/XkGbit


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