NEW PERSPECTIVES

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Four tips for aspiring PR practitioners
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By Gloria Lopez – Gil

Student members participated in Passport to PR on November 15, 2011. The event is a half day tour that gives behind-the-scenes access to some of Toronto’s top PR practitioners. 

As a student, it becomes a big concern as to what exactly our soon to be career actually intakes. Having the opportunity to visit Citizen Optimum, Toronto Board of Trade, and National allowed a glimpse into the reality of PR life. Advice given from practitioners working in the industry, being able to distinguish ways in which future practitioners are able to be successful.

Tips to be successful:

Nina Kalos and Stephanie Nadalin from Citizen Optimum

1. Network
If there is one thing to note about working in the PR industry, is the sole fact to network with as many people as you can. Get to know the people working in public relations. Working in public relations is a field in which many candidates are striving to make it to the top. It is important to maintain relationships amongst practitioners whom you may meet.

Nina Kalos from Citizen Optimum suggests students to “find a mentor”. Take advantage of mentorship programs, like the one that CPRS offers. Mentors are able to provide full insight on their experiences that they have come across while working in the industry.

2. Keep it all
It is that simple –keep it all, all the work that you have done keep it. Why forget about a piece of work that you have spent your time on? Scott Brownrigg, from Toronto Board of Trade made the point clear that it is vital to keep what you have worked on.

Having a portfolio prepared of your previous work only shows future employers that you are committed to your career. With a portfolio of all your work you are able to always look back to reference something that you may have forgotten about. Also collect any comments or recognition letters that you may have received.

Elisabeth Mozel-Jury and Stephen Ledgley from National

3. Refine your writing skills
It is essential to have strong writing skills is in the PR industry. The English language seems simple, but it has its hidden complexities. Elisabeth Mozel-Jury and Stephen Ledgley, from National both had the same advice to students. Their advice that they have for students is to continuously work on writing.

Writing is a tool in which technology will never be able to replace. Constantly working on your writing will only prepare future practitioners for the reality of life. In careers, like PR, having to write a test as a requirement during an interview should come as no surprise. (Editor’s note: If you’re a member interested in writing for the CPRS Toronto New Perspectives blog, send us a note.)

Matthew Kofsky and Scott Brownrigg from Toronto Board of Trade

4. Choose your agency
The agencies are not out looking for you, as a PR practitioner it is your responsibility to choose the agency in which you feel is best suited for you. Stephanie Nadalin, from Citizen Optimum suggests students to “be choosey.” Ask questions when looking into PR agencies, as in what will your tasks be for a standard day.

Matthew Kofsky, from Toronto Board of Trade also advises students who are looking into internships to “make sure you enjoy it.” Make sure that the internship or the selected agency is the one fit for you. Research and educate yourself about the agency before stepping foot inside the front door.

So what are your tips for students studying public relations? Speaking on behalf of students, we’d love to hear from you. Fee free to post below.

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October 2011 PD: Social Media Reality Check
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By Cora Timofte @Cora_T

Members can view an archived webinar of this October 27, 2011 presentation (length 37:20) by David Scholz, Executive Vice President, Leger Marketing and Carolyn McGill, President and CEO, CNW Group in the members’ only blog.

Social media is the new normal, according to results from the Social Media Reality Check 2011, a unique study that looks at professional communicators’ use of social media in comparison to consumer opinions and the influence social media has on purchasing behaviour.

The study was first conducted in 2009 and reproduced twice in 2011. The results of all three sessions were contrasted and presented to an audience of communication practitioners, during the last CPRS professional development session, held on October 27, 2011.

A total of 590 communication professionals and over 1000 Canadian consumers were surveyed. According to Statistics Canada, 77 per cent of Canadians are online (connected to the Internet), with results of the survey indicating that 69 per cent of online Canadians use social media.

Social media tools and usage

The most popular social media websites among professionals and average consumers alike are Facebook and Twitter, followed by YouTube and Google Plus. Most people use social media at least once a day or more, but the reasons for use are different in professionals versus the general public.

Professional communicators use social media to find out news and information, share knowledge and ideas, keep updated with industry news and monitor talk about their organization.

A surprising finding indicates that only 40 per cent of practitioners use social media outlets to monitor their competitors or engage with journalists and bloggers. This is an area of downfall and in need of immediate update, according to David Scholz (@dave_scholz), VP at Leger Marketing – the company responsible for conducting the Social Media Reality Check 2011.

The majority of consumers use social media very differently compared to professionals, namely to keep in touch with friends and family, for entertainment purposes and to read about specific topics of interest.

Even though the study discovered a significant number of Canadians using social media to research information about various products and services, the majority of consumers don’t let this information affect their major purchasing decisions.

According to survey results, both communications professionals and consumers believe that social media can help shape opinions because people tend to generally trust information presented through social media channels more than information presented through advertising (46 per cent).

Social media in corporate communications

Carolyn McGill (@CarolynDavidson) President and CEO of the CNW Group, pointed out that with increased consumer demand for social media presence, senior management teams at most organizations are becoming increasingly supportive of online communication channels.

Most corporations still lack a proper budget for social media activities, but almost half of communications professionals surveyed expect an improvement in that area by next year.

The tools most commonly used by communications professionals, as reflected by survey results, include Twitter, blogs and multimedia elements.

More than half the number of Canadian organizations have at least one Twitter account, used to promote product launches and events, engage stakeholders and provide customer service assistance.

Blogs are becoming more influential and are recognized by communicators as an opportunity for opinion shaping, as a result of their seemingly unbiased structure.

Multimedia, as a communications tool, has seen increasing demand from consumers and the media, to increase visual interest, enable sharing and increase viewership.

Social media communication has increased from 2009 to 2011 in the professional and consumer sectors, with users discovering new ways to apply it.

Contrary to what most communicators believe, extensive social media exposure does not guarantee loyalty or a good reputation among stakeholders. Survey results show that consumers realize social media is just another communication vehicle and what they expect from organizations and professional communicators is more than just an online appearance.

Photos provided by CP Images

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Your guide to Google+
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By Joanna Nicholson @joannanicholson

After a three-month field trial period, Google+, the Web’s freshest social networking site, opened its doors to the public on Sept. 20.

You’ve likely heard the hype about Google+ (or G+), the new kid on the block that could be bigger, better and brighter than Facebook. Despite being in its infancy, Google+ had an estimated 25 million users in August. It’s also been fuelling a fierce competition with Facebook.

Why sign up?

At first glance, G+ seems to be a positive addition to the PR practitioner’s toolkit and users will likely find its intuitive feel a refreshing change from other social media tools. Why? Because it’s Google’s answer to all things social media—combining the elements we love about Twitter, Facebook, LinkedIn, FourSquare, etc. into one, easy-to-use tool. Additionally, Google+ aims to solve the ongoing struggle of awkward, clunky online interactions.

In a Google Blog post from June 28, Vic Gundotra, Senior Vice President, Engineering and a lead developer behind the project wrote: “Today, the connections between people increasingly happen online. Yet the subtlety and substance of real-world interactions are lost in the rigidness of our online tools. In this basic, human way online sharing is awkward. Even broken. And we aim to fix it.”

Whether you’re already using Google+ or are planning to join, here’s some terminology that will make you a G+ guru in no time.

Get organized

Circles are a core feature of Google+ and let you organize your contacts into different groups. This means that you can keep your close friends, family and professional networks separate. What’s more, Circles make it easy to share the information you want with who you want.

Having PR-specific Circles will keep you informed on your contacts’ latest happenings—whether they’re launching new products or sharing industry best practices. Google+ can also send you updates via email or text so you’ll always know what your professional Circles are up to. Networking is essential in the PR world and G+ is always one step ahead. The intuitive tool even suggests other G+ users you might know so you can continue to broaden your professional network.

Strike up a conversation

Sparks are based on the idea that interesting content “sparks” conversation. Consider Sparks a more social version of Google Reader and a personalized search engine that instantly delivers content you’d mostly likely find interesting.

For example, if you’re a social media junkie you can type “social media” in the search bar and read the latest about everything from Twitter to G+. Many PR pros track specific companies, brands, stories and events on a daily basis. Sparks can help keep on top of issues so you’re always up to speed on the latest developments.

If you find an interesting result in a Google search, simply click the +1 button to instantly endorse it to your contacts on G+. Think of it as a simpler version of Facebook’s “Like” function. The +1 button shares content with your Circles and keeps them in the loop about what you’re reading.

Google+ on the go

Google+ also attempts to minimize frustrations when using a mobile device—something everyone can relate to. G+’s mobile app instantly publishes your photos instead of having to manually upload them. All you have to do is personalize your privacy settings. With Huddles, you can communicate with your Circles on the go. This G+ feature is a faster, more sophisticated version of group texting. If you’re trying to arrange a meeting with multiple colleagues, it’s an ideal way to make plans.

Meetings made easier

You can also arrange meetings via Hangouts. In simple terms, Hangouts are group video chats that attempt to break the awkward barriers of online interactions. Google compares it to dropping by a friend’s house to visit. You can let friends know you’re available to catch up and see who joins the conversation. It’s a simple interface that works for up to ten people.

What’s next?

In a short time, G+ has revitalized online sharing and continues to improve social networking, keeping the user at the forefront. And, as it continues to grow, PR professionals will likely see the benefits of Google+ in personal and professional realms. Although Google+ does not yet have business profiles, they’re in development and are expected to be added later this year.

I would like to hear your feedback on Google+. Feel free to share your comments below.

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2011 CPRS Toronto annual Open House kicked off season Oct. 4
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By Giovana Chichito

Members, non-members, seasoned professionals and PR students were gathered, at the Toronto Canadian Public Relations Society (CPRS) annual open house event on October 4, 2011, at the Metropolitan Hotel, in downtown Toronto. More than 250 people had the opportunity to meet this year’s board of directors, learn about their portfolios and the great initiatives planned for the upcoming year.

Current president of CPRS Toronto Vincent Power introduced new board members including Diane Bégin, in charge of Internet and Member Communications, and Laurie Smith, responsible for the Achieving Communications Excellence (ACE) Awards. Bégin, who is a former member of CPRS Edmonton spoke of the new CPRS Toronto blog, open to the general public, and also about the ‘members only’ blog (not yet launched), that will have elements like archived webinars of past CPRS Toronto professional development sessions and useful case studies.

Laurie Smith expressed her excitement in becoming a board member and also talked about the ACE Awards, that each year “celebrates the best of Toronto public relations.” Entrants from corporate, agency, not-for-profit, government sectors and also individuals who have demonstrated outstanding leadership in the pursuit of bettering the profession must submit their entries by January 2012. The award ceremony will be held at the end of April.

Laura Ballantyne, CPRS Toronto representative for Students and Mentoring committee, called attention to the diverse crowd present at the open house, members and non-members who also came from places like Durham and Oshawa.

The need for volunteers was pointed out by many of the event’s speakers. “All of our activities are run solely by volunteers, so it’s very important to get out there. It’s a great way to network, to build your own portfolio and to contribute with the society in this profession,” said Heather Agnew, volunteer committee representative.

Click play below to view images courtesy of The Canadian Press.

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