As you seek entry-level talent for your organization do you wonder what college students are learning and how it is priming them for PR careers? To inform you, the senior executive, about this we asked newly minted PR pros Farley Fitzgerald, communications manager, National Geographic Society, and Ariel Miller, account manager, INK PR, to share their thoughts. Their former professor, Dr. Julie Lellis, also provides insight on how good academic programs should shape our generation’s best communicators.
1. We are digital natives. Farley Fitzgerald: We recognize the value of staying current on the latest social media and digital platforms. We’re not only using social media to build our personal brands, but we also became aware in college how social can be applied in professional settings. For example, we understand that although most journalists still prefer to receive information via email, Twitter may be a top tool to track news trends and research media opportunities. I came into my job with experience using Facebook Live and Snapchat and an understanding of how they can be used to get out messages.
Elon University
Julie Lellis:College students generally love social media because it enhances their social lives. My job is to show them how what they already know about it can be used to bolster communications goals and objectives. My goal is to have students depart with a basic understanding of ethical decisions—what to post or what not to post. While social is about immediacy, I urge students to slow down and look critically at what works or doesn’t for brands.
2. We want to understand the business. Ariel Miller: I learned very quickly that PR no longer just equals media relations. To reach business goals, most of our clients are looking for integrated programs that incorporate social media, email marketing and many other activities that fall outside the traditional PR umbrella. We’re also starting to hear and use more marketing concepts—like KPI’s, for example—which we establish at the onset of any program and use to track our goals. Coming into my current role with a strong familiarity of business concepts has been critical, especially as the definition of PR continues to change and we see the field evolve in a more integrated direction.
JL: Educators certainly see the value in preparing students for the reality that PR supports business goals. Our program requires students take at least one of a few selected classes in the business school, and many of our students choose to minor in business. I help students examine the marketing process so that new hires can come to you with an ability to see how PR shapes the future and reputation of a business.
3. We know how to network and want your support in continuing to do this. FF: Although classroom experience and a solid GPA can help students land jobs, we understand early on that internships and networking are the best ways to gain real-world experience.
Internships helped me apply the skills I learned in the classroom to real-life experiences. I started to understand what it’s like to work in the industry before I graduated, which was critical. Networking, whether through internships, industry groups or personal contacts, allowed me to make solid connections with endless opportunities. Young PR pros want to continue networking after graduation. In addition, they will seek jobs with companies that enthusiastically support professional development.
JL: Preparing students for the profession includes helping them build and refine their online presence, portfolio pieces and connections with the industry. I definitely want PR pros at all levels to be part of the educational experience for my students. Connect with your local colleges and universities to find the best programs and identify potential talent.
CONTACT: @NatGeoPR [email protected] [email protected]