So, What Do You Do?

Mary Catherine Banister

Family events. High school reunions. Catching up with college friends. These are times that, in the post-graduate world, give many people (some who you probably haven’t seen in a while) the opportunity to ask you lots of questions. About everything. You know what I’m talking about? I thought so.

Now, being a recent college graduate with an exciting new career, I would expect to be asked plenty of questions about my job by those family members and friends who are interested in keeping up with my activities. I would obviously be prepared to answer their questions, but recently I got to thinking…do my family members even remotely, kinda-sorta understand what I do for a living?

So, I did an experiment. I emailed my mom, dad, grandmother and two younger brothers with the question of all questions: “What do you think I do at work?” And, even better, “What do you think public relations is?”

My parents had a solid understanding of my job (probably because I talk to them about it every day). They chalked it up to me spending my time promoting a company’s brand or image to the public and working with traditional and social media. They were also spot-on regarding how much of my time I spend writing.

One of my brothers – the one who bothered to respond (Thanks, Will!) – had more of a “Mad Men” view of what I do as a PR practitioner. He thinks that I work with various accounts to make sure they are all happy with their public image. Not bad!

My wonderful 91-year-old grandmother gave me some great insight, as well. She told me that her thoughts about what I do encompass many areas – computer skills, paperwork, sales, event planning, working with TV and radio, producing websites, writing and acting as “a connection between people and companies.” She even touched on the importance of brainstorming and research! On the surface level, she was 100 percent correct.

So, my immediate family has a decent grasp on what my job entails. However, what would I tell my extended family about the work that I, and my fellow PR professionals, do (and do well)? Would I leave it at the surface, the level that my parents and siblings know and understand? Or do I explain the importance of strategy and planning and the meticulous way we do research, develop tactics and follow up with the media?

It can be tough to explain our jobs in a way that everybody can fully grasp. The fact that we have clients from all industries, with varying goals and objectives, makes every work day different from the last. But to me, that’s what makes PR fun! So, do what you do best, and craft a little PR pitch to explain your work to everyone who stops you at your next class reunion or sits near you at family dinner. Let them know that what you do is important, and there’s no doubt that they will be impressed!

Social Media – PR Pros Should be Savvy, Not Sassy

Mary Catherine Banister

It is a PR professional’s top priority to make sure that all information presented about, and by, a client is sending the right (and appropriate) message. In the age of social media, it is all too common for an individual or a brand to present messages that are not conducive to the image it wants to maintain, or that is offensive or harmful to its audience. This can turn into a public relations nightmare and can tarnish the person’s or the brand’s reputation. That’s where we, the PR gurus, come into play. We work to prevent these problems from happening in the first place, but then we are ready to react appropriately on behalf of our client should an issue arise. It’s our job to deal with such situations, and we do it well!

Yes, we are able to recognize when an individual or a company posts a questionable photo and caption on Facebook or writes an insensitive tweet. We know where they went wrong, and how they should try to resolve the problem. But what about when it comes to our own social media presence? Are we always presenting ourselves with poise, dignity and respect to our audiences? Here are a few rules of thumb regarding being appropriate on social media platforms, especially when the line between being professional and being personal can get blurry:

• You have your right to free speech, but be mindful when putting your personal thoughts and opinions on the Internet. State your own points of view, but never attack others’ – you never know who you might offend with whatever “clever” political statement you decide to make while watching The State of the Union address.
• Don’t go overboard. I have been guilty of this a few times – when Auburn lost its bowl game over the holidays, I could have spoken my mind about it in 10 separate 140-character posts. But, I kept it to a short tweet about my Tiger pride and left it at that. Your followers don’t want to see a million tweets and retweets about a sports team or TV show that they might not even care about – you could lose credibility (and a few followers) if you let it all out!
• Post meaningfully. Don’t try to tell a long, drawn-out story via Twitter – if you feel the need to express yourself in a long post, use Facebook or a personal blog. Or, in all honesty, don’t post at all! Call your parents, have coffee with a friend or write in a journal – some things are not necessary to share publicly with your “closest” 250 Twitter followers or 1,500 Facebook friends.
• Keep your audience in mind. If your Facebook friends are primarily acquaintances from high school, college sorority sisters and relatives, posting a silly photo or funny video shouldn’t be a big deal. However, if your Twitter followers are a mix of friends, family, members of the media and coworkers, you should probably think twice about sharing that “super cute” #TBT photo of you and your BFF dancing on the bar at a fraternity formal in 2012.
• Watch your language. If you use your personal social media accounts to also interact with coworkers, the media or other professionals, you should always be on your best behavior. Not all of your posts have to be work-related, but steer clear of any foul language, inappropriate photos or emotionally charged interactions with others. Once it’s published online, there’s no going back!

Don’t be afraid to use your social media platforms as a way to appropriately mingle your professional and personal lives. You can brand yourself as a well-rounded and interesting individual if you play the game correctly, and that’s what it is all about. Don’t put yourself into a situation where you have to clean up your own social media crisis. Instead, stick to a plan and be mindful of your messages, and your reputation and image will continue to grow.

Being Organized and Flexible

Mary Catherine Banister

I’ll be the first one to admit it – I’m not good with plans that change at the last minute. If I’m in the middle of a project and then am asked to work on something urgent, it takes me a minute to get through an inner freak-out and process the change in plans. If I’m meeting friends for dinner but they decide last-minute to cancel, you’ll find me in a bit of a bummed-out tizzy. It’s safe to say that I like to have structure, an itinerary and a to-do list at all times, and when my list suddenly flies out of the window, I have to learn to roll with it.

Sometimes, a change in plans is out of the blue and cannot be predicted. However, when prioritizing time at work and setting goals and an agenda for each day, planning for any surprising turn of events is a smart and realistic approach to planning. Here are a few of my Type-A personality organizational tips that will help keep even the most inflexible person (yours truly) sane in the fast-paced world of PR:

• Keep your calendar up-to-date. Sync your work calendar with your personal calendar, and make sure you can access them on your phone, tablet and laptop. Setting reminders and alerts can be helpful, too!
• Keep a planner. I’m a bit old school, and I love having a planner that I carry in my work bag. I write in pencil so I can change dates and times as necessary, and each week is covered in post-it notes of things I need to do and personal reminders. To me, there’s nothing like a hand-written to-do list to keep me in line!
• Make a weekly to-do list. Then break it down into daily to-do lists. This goes for work and personal things. These lists can help you stay on task while also offering the opportunity to physically (or digitally) cross things off as you complete them. There’s nothing more rewarding than crossing off the last item on a to-do list! (Okay, maybe I’m an organizational nerd.)
• Prioritize. Within your to-do lists, make notes of which items are the most urgent and which ones can take longer for completion. This way you know what you should tackle first and how long it might take you to do it.
• Breathe. If an unexpected project falls into your lap, take a breath. Then, prioritize it. If it’s a client emergency, dive right in. But, if it can wait until your current task is complete, set it aside for now. Make the most of your (and your clients’) time by understanding what is most important, and everything else will fall into place!

Even a rigid, live-and-die-by-the-to-do-list person (like me) can learn to be flexible at the necessary times. All it takes is a little organization, a deep breath and the confidence you need to get the job done!

Coloring Outside the Lines

Mary Catherine Banister

There are an abundance of rules when it comes to working in the public relations field. Some are written and strictly kept inside of an ever-updating AP Stylebook, and others are unspoken and passed down from employee to employee in an agency. There are rules for writing, editing, formatting press releases, sending pitches to reporters and corresponding with clients. From both the outside and the inside, it seems as though everything must be done by the books.

However, as most creative people tend to understand, there are a few rules that are OK to be broken – in a good way, of course. For example, instead of always sending reporters extremely professional emails that could be from anyone, build relationships with them. Ask how their day is going, slip a joke into the conversation (as appropriate) and reference subjects you know they enjoy. Reporters receive so many emails every day, but if yours can stand out, both you and your client win.

Another “rule” that can be broken is the idea that interns and junior-level employees cannot be assertive in their positions. Of course, those at the senior level have been working in public relations for a long time and have in-depth experience. However, after taking some time to learn the ropes, interns and juniors should take the chance to dive in and explore their creative boundaries. Take the initiative to research and come up with a relevant, pitch-worthy story idea; reach out and introduce yourself to clients and the media; suggest ideas for how efforts for an existing account can be enhanced. The sky is the limit, as long as you keep your senior partners and supervisors informed!

My point is simple – coloring inside of the lines will keep you neatly on track for a fulfilling PR career. But why not let your ideas and creativity spill out and away from the traditional? Challenge yourself to embrace the road less traveled, and you will reap the rewards.

Your Personal Brand

Mary Catherine Banister

During my senior year of college, I took a required (and pivotal) class in the public relations program – it was called Style and Design in Public Relations Messages. I knew the class was going to be tough – we would be learning HTML code, using Adobe Photoshop and InDesign, and writing feature stories (with filmed interviews) every week. What did all of this lead up to? The creation of my very own website, completely coded and designed by me, myself and I. It was a huge task to be completed in one semester, but I was excited to get started.

I soon found that one of my biggest challenges for my website would not be the code or the stories or the personal information I needed provide. No…it was something more - my brand. How did I want to portray myself to not only my peers and professors but also the public relations professionals who I would share this website with when I began searching for a job? This question made me think about my personal brand and the reputation I wanted to maintain as a professional.

I decided to make my website very eye-catching – I used large photos and a cute, bright green theme throughout. This style is who I am. I did not want to keep the simple, plain templates that quite a few of the other students used. I wanted to stand out, and I did! I also used personal language in an effort to seem friendly and inviting because I wanted my viewers to get to know me a bit from simply visiting my site.

Developing your personal brand does not have to be about websites, business cards or other material items. In fact, the most important brand you want to create is the impression you make on others during face-to-face interactions, through emails and phone calls and even on social media. For example, if I am working with a journalist for a story and we exchange pleasant phone calls and emails, but then I ignore him at a public event or he notices an inappropriate tweet that I send, what is his opinion of me going to be? The negative certainly outshines the positive, which can lead to a poor professional relationship that not only hurts me but also my place of work.

So, be aware of the personal brand you are upholding, even at times when you do not necessarily think you are sending a message to others. Be yourself. Shape the way you want people to perceive you through the positive ways you interact with them, and your brand will stand out and keep people coming back for more.

Solving the Staring Problem

Mary Catherine Banister

I have had 20/20 vision for my entire life. No glasses, no contacts, no vision problems whatsoever. However, last summer I began working two jobs that included sitting at a desk and working on the computer for 10 hours a day. Once classes began in the fall, I continued working at my PR internship three days a week, where I continued to spend long periods of time looking at a computer screen.

Eventually, about two months ago, I started getting horrible headaches, and it hurt to read anything on the computer screen without squinting. I knew my body, and I knew it was time to go to the doctor and get it figured out. As I suspected, I needed glasses. Thankfully, they are only necessary while I’m sitting at my computer, and the eye doctor filled me in on what I had been doing wrong at work: not giving my eyes a break.

Now, as I’ve started my full-time job at Obsidian, I have been trying my best to keep my eyes healthy while at my desk. Glasses or not, I would suggest that everyone who has a desk job and spends much of their time at a computer follow these tips:

• Look around: For every 30 minutes you spend staring at the bright computer screen, take a few minutes to fix your gaze on something else. Look out the window, focus on something on the other side of the office or take a minute to organize your desk. Just a couple minutes away from the screen can make a huge difference.
• Write it out: If you have a story to write or a blog post to brainstorm, skip typing it out and use a pen and paper. Write an outline or a bulleted list the old-fashioned way – it’ll save you some screen time and your eyes will thank you!
• Get up and walk: Make sure to take a stretch/stand/walk break every once in a while. Sitting at the computer for hours on end can make the day seem endless and, to be honest, isn’t healthy. Walk to a coworker’s desk to ask a question, head to the back to refill your water bottle or step over to the shop next door for a coffee. Little breaks throughout the day will relieve the pressures from sitting and staring at a screen during the workday.

Although mine was an extreme case, most people who work at computers experience some sort of eye exhaustion and stress. Make sure to keep yourself healthy during the workday – your productivity will increase as your eye strain and headaches decrease. Sounds like a win-win solution to me!