Students with Liana Zabowski, from the Wilbert Group, and Lindsay Haynes from the GoTo Foods
Students with Andrew Agan with Cookerly PR, and Allesa Tyus with Fulton County Government
By Kylie Vickers
PRSA Georgia hosted its annual conference in Atlanta Friday, Feb. 16. As a student I had the opportunity to hear from multiple PR professionals about the various types of PR, skills needed for PR professionals, advice for PR students and so much more.
Starting off the day was keynote speaker, Molly McPherson. McPherson shared her indestructible PR approach for responding to a crisis. McPherson has three steps she believes will never fail when dealing with a crisis: 1) own it; 2) explain it; 3) promise it. I learned the importance of trust, accountability and healing when managing a crisis. McPherson said, “Every crisis has an opportunity to make you look better.”
The conference offered student sessions that covered skills needed for early career and the various types of PR. There are many skills that can’t be taught through the classes we take in preparation for our future. PR practitioners Lisa Tilt, Lindsay Haynes, Liana Zabowski, Andrew Agan and Allesa Tyus shared key skills and characteristics they are looking for when hiring interns and early career professionals. Creative problem solving, stamina, resilience, natural curiosity and confidence are qualities that they believe make candidates stand out. I began wondering what I can do while in my undergraduate to develop, grow, and demonstrate these skills to future employers. By taking advantage of campus resources, joining organizations like PRSSA and learning outside of the classroom these qualities can be attained.
Across each breakout session and speaker there was a universal theme that applied to students. Take advantage of the opportunities around you. Join the clubs, attend the conferences, volunteer for experience, shadow professionals, and apply for internships. You learn the most about what to expect after graduation by experiencing the field before you graduate.
Internships are preached to students left and right, but how can we as students do our best to stand out in the application process? LinkedIn is now crucial to students during the application and interview process. Maintaining an updated LinkedIn profile that matches your resume is important to employers. Do your research before you interview. Look into the company's clients, case studies, and history. Coming prepared with questions based on information accessible to you on the company's website shows your interest and dedication. Grow your portfolio and writing samples. Having good writing skills is crucial in public relations and providing employers with examples of your capabilities can put you a step above the rest. Follow up with the interviewer after your interview. Send a thank you note or email thanking them for their time and their consideration.
The PRSA Georgia Annual Conference taught me more than I could have ever imagined and honestly lit a fire within me to push myself harder. We are all busy and stressed, but I know the work we put in now we will be thankful for later. So, push yourself to be your best self and take the advice I was given.