PR Links interview with MSU PRSSA alum Aubrey Zimmerman

Recently we had the opportunity to interview MSU and PRSSA alum Aubrey Zimmerman. Aubrey is currently working in Chicago at Zimmerman Advertising and gladly answered a few questions related to interviews, living in a big city and working at an advertising agency.

Q: Since you’re working at an advertising agency, what are some of your day-to-day tasks?

A: As the account coordinator at Zimmerman Advertising it is my main responsibility to support our account executive, supervisor and director with day-to-day tasks. No two days are the same; some days I will be reviewing traffic charts to make sure our client (Nissan) is on air and that their weight spans the correct flight dates; some days I will be researching our competitors’ creative and their offers. I work closely with the AE to produce client materials, ensuring that all materials are error-free and are at our client’s disposal any minute. I also work closely with our team in Florida (headquarters) to make sure our creative is where it needs to be and is reflecting the message that our client has chosen. I’ve learned to become very good with Excel and PowerPoint

Q: How was the transition from living in Michigan to moving to a big city (Chicago)?

A: The transition of moving from Lansing to Chicago was a fairly easy process since living in a big city was always something I wanted to do. The challenging part was finding an apartment because the most desirable apartments are gone in a matter of days, sometimes hours, of it being listed. Apartment search companies are easy to work with and are free for the renter to use. If you’re looking to move to a big city be prepared for a steady increase in your cost of living; rent, groceries, public transportation tickets, everything costs more money.

Q: Do you have any advice on how to prepare for a phone interview?

A: The best advice I can give for phone interview etiquette is to be prepared (do your homework and research the company, the position, the person you’re speaking with, the person that previously had the position, etc.) and be yourself. HR people understand that phone interviews are awkward sometimes but if you don’t stumble around and sound confident and prove that you should be selected for an in-person interview, they will notice. Also be sure to know your resume frontwards and backwards. It seems elementary to “know” what you’ve done in the past, however, more times than not, the recruiter will say, “walk me through your resume,” or “tell me a little bit about yourself.” This is the perfect time to give your :30 elevator pitch and “brag.” Be concise, thorough and confident.

PR Links would like to thank Aubrey for her wonderful advice and insight. Check back with our blog for more interviews and guest posts in the future! If you are interested in writing a guest post for our blog, please contact Allison Lacey at ablacey90@gmail.com.

PR keywords for your resume

We’ve all heard that the typical resume is scanned for only a few seconds before it’s either thrown out or set in the interview pile. How then, does a PR student keep their resume at the top of the pile?

Of course, a resume should be mistake-free, well-organized and contain strong snippets of experience, but it should also contain keywords that catch the attention of recruiters.

Keywords are words or phrases that a recruiter may use to screen resumes. These keywords are relevant to an industry, and are sometimes even embodied in a job description. In public relations, keywords may vary by sector (i.e., corporate, agency, government, etc.), but there are general terms that most professionals find appealing on a resume and in a cover letter. Usually, the right keywords equate to the right qualifications. With that said, these terms should be used truthfully and in the right context.

 

Where to look for keywords

Look for terms and phrases relevant to the internship, job or company that you are applying for. These terms usually specify the qualifications, character traits, expertise and competencies that a position requires. Check out the company’s website and the job description of the position you’re interested in and come up with a list of terms. Then match these terms to the experience and skills that you possess. Once you’ve determined the keywords you’d like to use, place them, as applicable, in your resume and cover letter.

 

Sample keywords

Here are some example keywords for PR resumes:

Communications plan

Corporate planning

Crisis management

Event planning

Issues management

Government relations

Social media

Facebook

Twitter

LinkedIn

Media planning

Media placement

Press conferences

Press releases

Media advisories

Search engine optimization

Strategic planning

Public service announcement

Website development

Press kits

Media relations

Public speaking

Community relations

 

What keywords should not be used?

There aren’t any specific keywords that should be necessarily avoided, but some are vague and overused. These words are generic and may not be interpreted by recruiters as keywords and don’t suggest any specific skills or experiences. Here are some examples:

Team player

Self-motivated

Good communicator

Organized

Motivated

The catch, however, is that if these traits are highlighted in a job description, they can be used—in addition to more substantive explanations.

Remember, keywords should be used if they’re relevant to the skills and experience you actually have, and if they are emphasized by an employer.

 

Weigh in

Students, professionals! What do you think about keywords? Do you have any others to share?

Join us at PRLinks 2012!

PRLinks will be held February 17, 2012 at Spartan Stadium from 2-4pm.

Keep checking back here for information, updates and career fair tips.

And follow us on Twitter! @MSUPRLinks

Last Minute Reminders

PRLinks is this Thursday, February 17!

• Hosted in the MSU Union Ballroom
• 2-3 p.m. Social- Enjoy informal conversation with professionals before the career fair.
• 3-5 p.m. Career Fair

All students are encouraged to attend this opportunity! PRLinks is free for PRSSA members, and $5.00 for non-paid members.

If you didn’t already know..

• PR Links is Michigan State University PRSSA’s annual career fair.
• PR Links recruits companies looking to network with MSU students.

This is an amazing opportunity for all!

• Discuss opportunities for internships and/or full-time positions.
• Meet recruiters from more than 30 companies.
• Network and build relationships with experienced professionals
• Develop interviewing experience and hone networking skills

Look back on past PRLinks’ blog posts for information on how to dress, preparing your portfolio and resume, and how to follow up with companies after the fair.

Also check out the “Attending Companies” tab at the top of the page. This will give you a full list of the companies that will be attending this Thursday, as well as company background information and opportunities for internships.

We look forward to seeing you at PRLinks 2011, this Thursday!

Outfits Creating Opportunity: How to Dress Professionally as an Intern.

You’ve just landed an internship and start on Monday. Not only do you have to worry about first day preparation and controlling your nerves, but more importantly – what you’re going to wear!

Before you begin to plan your outfit, talk to your supervisor to see if there is an employee dress code or specific expectations. Some offices require professional dress every day, while others may have casual Fridays or similar circumstances. First impressions are important, so if you’re still unsure about how dressed up you need to be, remember it is safer to be overdressed instead of underdressed.

An important part of dressing appropriately is making sure you are conscious of revealing or overly tight clothing. Wearing short skirts or low necklines will give off the wrong impression and make your boss pay more attention to your wardrobe instead of your work.

Your image is not as important as your work, but maintaining a professional image will make your work look even better!

• Helpful article for females: includes pictures of wardrobe options http://collegecandy.com/2010/12/10/what-to-wear-to-your-winter-internship/
• Great article for males: from a guy’s perspective http://www.internqueen.com/blog/2011/01/fashion-for-the-male-intern/

Going up? Preparing a no-fail elevator pitch

The elevator speech is a clear, concise pitch to communicate to a potential employer who you are, what you’re looking for and what you have to offer to a company.  This brief and powerful bit of knowledge is an accelerative statement about you as a person and professional that can be delivered in about the time it takes to travel all floors of a building by elevator.

As PRLinks approaches, it is a smart move to prepare an elevator speech to present to employers at the career fair.

An elevator speech generally follows several basic guidelines:

1.     An introduction: State your name, year in school and university as you shake the employer’s hand and offer a smile.  For example, “Hi, I’m Jane Smith, a junior at Michigan State University.”

2. An assertion of your field of interest: State the industry you’re interested in getting into.  You may also get specific and describe a niche.  For example, Jane would say, “I’m studying communication and specializing in public relations, with a particular interest in social media.”

3.     A description of your USP (unique selling proposition), demonstrating to the employer how you are different from other job-seekers: State your primary differentiation from others.  This is the most important tool in ensuring that you stand out.  Jane might add to her pitch, “My digital strategy internship experience and ability to build relationships online using personal branding techniques makes me a valuable professional in the viral marketing sphere.”

4.     An assertion of the type of company(s) you are interested in: Make known to the employer whether you are interested in a small or large, public or private or corporate, agency or non-profit lifestyle. Keep in mind that you would ideally select the type of organization of the company representative you are talking with, if you are seeking their position. Jane would say next, “I aspire to contribute such skills to a non-profit organization, such as ABC Company (the company she is speaking with).”

5.     Awareness of what employers can expect from your skills if hired: You should be able to answer the question “Why should an employer hire you or give you information to help you in your job search?”  Jane would answer this question by saying. “My social media expertise and online branding skills would play an effective role in earning your company positive media exposure.”

6.     A request for contact information or intent to follow up: Close your conversation with an expression of thanks, a stated interest in the company, a request for more information or a time to follow up and a solid handshake.  Jane could end her conversation by saying, “It was a pleasure meeting you, (employer’s name).  Thank you for your time and interest in speaking with me.  May I have a business card?  Thanks.  I will call within a week to discuss an internship opportunity in more detail.”

After rehearsing her speech in front of a mirror, recording herself via webcam and/or seeking evaluation from peers or mentors, Jane’s completed pitch would sound like this:

“Hi, I’m Jane Smith, a junior at Michigan State University.  I’m studying communication and public relations with a particular interest in social media.  My digital strategy internship experience and ability to build relationships online using personal branding techniques makes me a valuable professional in the viral marketing sphere.  I aspire to contribute these skills to a non-profit organization, such as ABC Company and consider my social media experience and online branding skills effective in earning your company positive media exposure.”

After the conversation, she would say what is written in step six.

Remember that when sharing your speech, you should not sound rehearsed, but natural and sincere.  Also keep in mind that you will need to allow the employer time to talk as well.  Prepare for interruptions by having your roommate or friend act as an employer, responding to your statements.

Practice makes things run smoothly, but sounding canned can cost you a job opportunity.  Act friendly, confident and enthusiastic, make eye contact, and DON’T FORGET TO SMILE.

Also, research the company(s) you will be speaking with, and tailor your pitch to each one, emphasizing specific skills required for particular jobs.

It is not unheard of to leave your pitch as a voicemail when cold-calling a recruiter, just make sure, once again, that you are sincere, clearly speaking and that you sound natural.

A useful tool in practicing your speech exists through MySpartanCareer.com.  Login and click on the interview stream icon in the bottom right corner of the Web page.  This tool allows you to practice interviewing and reciting your 30-second pitch via webcam and play it back for you to review.

For more elevator pitch information, visit http://www.southwestjobnet.com/what-is-an-elevator-speech/

Maintaining a Professional Persona on the Web

Facebook and Twitter are no longer outlets for strictly friendship and social connections. Although these are social media websites, maintaining a professional appearance at all times is vital to land almost any job.

First thing to do: DELETE, DELETE, DELETE! Pictures you have posted and pictures you’re tagged in may be inappropriate outside of college parties. Employers search for you on Facebook more than you may think! You do not want your first impression to be a profile picture of you holding a shot glass in your Halloween costume. Check out your privacy settings. If you’re hesitant to delete those college memories, make sure your public profile is appropriate enough to show your grandmother, and then edit it further!

No matter what your opinion is on the issue of privacy invasion and social media sites, it’s something we all must accept.

Use your social media websites productively! You are the future of public relations professionals and experts. Social media has become a vital tool for agencies and corporations alike to promote clients and maintain successful public communications. Think of your social media sites as part of your profession. Use Twitter and LinkedIn to network with professionals and sell yourself effectively. Follow PR professionals and experts in your area of interest. Follow companies to receive notifications on job postings and openings.

By effectively controlling your privacy settings and utilizing professional networking to the fullest, social media websites can reflect your professional capabilities and set you up with opportunities to not just find employers, but impress them!

Read more at: http://articles.cnn.com/2010-03-29/tech/facebook.job-seekers_1_facebook-hiring-online-reputation/2?_s=PM:TECH for student and employer opinions.

Another good article that contains opinions for and against Facebook privacy and employers: http://www.businessweek.com/debateroom/archives/2008/03/employers_get_outta_my_facebook.html