Refocusing your career doesn't have to be a stressful process, even when you're looking for a new job. The key to navigating new opportunities in the PR field is to approach the job-hunt as an assignment, as important as anything you do for a client, networking strategically and marketing yourself for the next millennium.
The 21st century PR firm will be staffed by professionals who are:
- multi-lingual
- possess global knowledge
- able to travel
- micro-marketing oriented
- knowledge-based and able to provide "one-stop" shopping for the client.
Gail Karp, senior advertising consultant with Executive Placement Associates, Rockville, Md., says PR executives in search of greener pastures need to narrowly target their market focus. It's also important to keep up with the current trends in PR market growth.
"Clients are interested in working with firms that can provide a wide range of services to fit all their needs and employers are interested in hiring executives that are niche-oriented with the capacity to fulfill all those specific needs," says Karp.
From an Employer's Perspective
David Imre, president of Imre & Associates, suggests that PR professionals who want to land a better job develop a self-marketing campaign, as focused as any campaign done for a client. In essence, you need to hire yourself and look at how you can suceed in a changing market.
"That's the beauty of this whole process," says Imre. Even at this level the basic job-hunting rules apply, but with experience of market analysis for your client, you now can analyze the PR market and highlight your qualities in a way that targets your key audience. Imre suggests the following campaign strategy:
- contact two to three prospective employers or key individuals in the field each week by letter;
- Follow-up those letters with a phone call within five business days. "It is very important to follow-up with two to three calls and do not become overbearing," he says. "If unsuccessful, try another avenue such as email or another note;"
- Bring press releases and clips to any meeting you successfully schedule but focus in on all the information given and not only on employment possibilities
- Take this meeting a step further by soliciting other contacts and keep building a networking tree
- Follow everything up with a thank you note the week after the meeting
"Get it out quickly - this keeps you top of mind," Imre says. "If this meeting leads to a job somewhere else, drop a business card to the initial contact once you are settled in, thanking them for the help."
Job-Hunting Don'ts
Seasoned PR professionals can't take the job-hunting process for granted.
"Don't be unprepared, says Imre. "I still can't believe how many people ask to borrow a pen during an interview."
Invite contacts to lunch, suggests Imre, and and come with a list of concise questions. Do more listening than talking. Even though executive-level personnel are seasoned, there is always room for growth, adds Imre. "And the absolute worst thing is when people do not write things down. If I give you a name of someone who can help you, it benefits you to write it down," says Imre.
As always, networking plays a major role in landing a position, but at the senior level, Imre says it's even more vital. According to the July 1998 issue of the recruiting industry's newsletter, Fordyce Letter, 22.8 percent of hires in the communications field originated from networking.
From a Job-Hunter's Perspective
"When networking on the executive level, focus on the communication strategy of not only the field, but how much of a strategic partner corporate communications plays within a company," says Kerri Burch DeLuca, vice president of corporate communications with The St. Paul Cos., formerly USF & G. " Make it the first item on your list to obtain this information on any company you want to work for. DeLuca also suggests examining the employee makeup from top down when applying with a company. "You have to recognize the talent you work with and objectively see how you fit into that puzzle." That information will allow you to analyze what contributions you bring to the mix and decide if a particular company offers you the kind of growth and challenge you seek.
If you are bumping up against a gender- or age-based glass ceiling, consider making a lateral move and focus your self-promotion package on your accomplishments. "The market is competitive, and highlighting your interactive computer experience and software skills keeps you marketable regardless of age," says Marie Gordon, senior advertising consultant with Executive Placement Associates. "As long as you can groove and move, it does not matter if your 68 or 28," says Karp.
(Gale Karp, Marie Gordon, 301/231-8150; Daivd Imre, 410/821-8220; Kerri Burch DeLuca, 410/205-6589).