FORUM Spring 2017 | Page 5

A LETTER FROM THE EDITOR

How PR Professionals Can Affect Positive Change

BY KRISTA WATSON
PRSSA PUBLICATIONS EDITOR IN CHIEF
Not long ago , I was chatting with a former colleague and friend of mine about summer jobs and internships . I mentioned I was looking for public relations experience and he responded by saying I was joining “ the dark side .” A few days after that conversation , I was chatting with a friend who had experienced the same reaction when she expressed her interest in journalism .
Like several of you , I am frustrated by this . Many communications professionals , specifically public relations practitioners , strive to create positive messaging and seek the truth , not alter the facts and play dirty . I ’ d be lying if I said there was no spin in our profession . However , spinning a situation to entice a consumer while presenting facts in a creative way and sharing false information to make something appear better are not the same .
There may have been a time when companies released messaging that misrepresented the reality of a situation , but that ’ s no longer the approach of choice . Today , public relations professionals abide by the PRSA Code of Ethics and focus on helping their clients remain as transparent as possible .
This is especially true in crisis situations . When everything falls apart , public relations teams make amends with the public and work tirelessly to get their brands back on top . The most effective crisis strategies get to the bottom of what happened , break the news and share exactly how they ’ re going to fix it — no spin attached . Jeni ’ s Ice Cream and IKEA are great examples of this .
The industry has become as ethical as it is now because of the work PRSA has done to instill a sense of accountability in industry practitioners . Because of this accountability , the industry is the perfect vehicle for people with a passion for social
Write for PRSSA publications for your chance to enhance your portfolio . justice and activism .
Communications and public relations professionals have the opportunity to tell a story in a way it has never been heard before , and to be a voice for those who don ’ t have one . And through strategic messaging , we have the opportunity to affect real change in the lives of others , whether it ’ s sparking interest and demand for a new product , helping pass legislation or raising awareness for issues clients care about .
Sure , there are a few bad apples in every bunch . But countless public relations practitioners demonstrate good ethical decision making and work to better the industry as a whole . We are not on the dark side . We shine light on things that matter the most to our clients and their publics .
FORUM ® STAFF 2016 – 2017
Publications Editor in Chief Krista Watson
Managing Editor Amanda McDonald
Design Editor
Jack McCusker
Advertising Manager Hannah Bailey
FORUM ® is published three times a year for PRSSA members . The opinions expressed are not necessarily those of the Society or staff . The editor in chief reserves the right to refuse all copy .
Article submissions , comments and suggestions may be made via email to the editor in chief at forum @ prsa . org . FORUM ® is produced by students at Loyola University Chicago in Chicago , Illinois .
If interested , email Publications Editor in Chief Krista Watson at forum @ prsa . org .

To Call or Not to Call ? Advice for Staying in Touch With Connections

BY KALEY CONSFORD
TEXAS STATE UNIVERSITY
Connecting with professionals is how we grow and enhance our careers . For most aspiring public relations professionals , making connections is an important part of finding good mentors and learning about the industry . Networking is the easy part , but after you make that first impression , how do you further develop that relationship on a professional level ? Below is some advice from seasoned professionals for keeping in touch with your connections .
1 . Create the connection .
It ’ s important to be bold and prepared at any networking event . You never know who you might meet or where that person could lead you in the future , so always be prepared to connect with them by introducing yourself or adding them on LinkedIn . Always make note of when , where and how you met this person .
“ When I collect business cards at an event , I always try to write a note on the back about our conversation . Whether it ’ s more about their professional role or a personal tidbit about what they like , those little details help personalize any follow-up discussions . I also try to connect with new people I meet on LinkedIn after our first or
second discussion .” — Sarah Luden , global communications consultant , Internet of Things at Dell
After you ’ ve established a connection with someone , don ’ t forget about it . It ’ s valuable to follow up with that connection in a timely matter . Showing immediacy proves you felt that meeting that person was important to you .
“ Networking can happen anywhere , at any time . If you walk away from the conversation with any kind of contact info , follow up in good time . If you did not get contact info , but feel strongly about the possibility of a connection , then do the same via LinkedIn .” — Meghan Butler , account director , Arrow
2 . Be genuine .
The most important thing to remember when networking is to be your authentic self . Great relationships come together seamlessly when they are built organically . Future communication will feel effortless because you have established a real relationship .
“ Networking is like any relationship — each party should enjoy the other ’ s company and see value in that person . The fact that you ’ re ultimately going to ask for their assistance in getting a job should have no bearing on the friendship .” — Michael DiSalvo , vice president of health care , Ogilvy Public Relations
If you are struggling with how to personally connect with a professional connection , follow them on social media to find common interests . They will appreciate that you took the time to notice what they enjoy and you ’ ll be able to connect this with your own interests .
“ If you ’ ve connected with professionals on social media , keep track of what they ’ ve been up to in an authentic manner . When you reconnect with them in the future , knowing what they ’ ve been up to will show you really care about them as a person , versus just using them as a resource .” — Paige Vaughn , account executive , Edelman
Lastly , don ’ t just contact your connections for your own career motives . You should contact your connections because you want to get to know them better and you want them to know you better as well . Whenever you find something that makes you think of them , don ’ t be afraid to let them know .
“ If you are an aspiring professional interacting with your connections , don ’ t only hit them up when you are looking for a job . You should get in touch with people because you are interested in them , not because they can do something for you . Ask to grab a coffee , let them know about an event you think they would find interesting , share an article on a topic you once spoke about . In other words , act like a human and not a robotic job hunting machine .”
— Michael DiSalvo , vice president of health care , Ogilvy Public Relations
3 . Respect their time .
Professionals want to help you and be there for you , but they also have their own jobs and personal lives to manage . If you are asking something from them , make sure to make it as convenient as possible .
“ Keep in mind that most of the time , professionals want to help those looking for guidance in their career , but they also expect you to do the footwork . Want them to look over your resume ? Bring them something solid . Looking for a job recommendation ? Do the research and make sure a position is open .” — Paige Vaughn , account executive , Edelman
4 . Value the relationship .
Once you have made a connection with a professional , it ’ s important to value that relationship . Keeping up with these connections throughout your professional career is worthwhile . These connections make the public relations community stronger because we continually learn from one another .
“ Our professional lives are made so much better when we have a community of like-minded people to turn to outside of our day to day . As a young professional , it ’ s important to continue to
learn and be a sponge to those around you , and preserving those relationships is an easy way to accomplish that .” — Paige Vaughn , account executive , Edelman
Remember , as a young professional your connections bring opportunities , no matter what stage you ’ re at in your career . It ’ s important to value each connection you have because each one will bring something different to you along the way .
“ We ’ re in the business of people . When you think the world can ’ t get smaller , it will . Being an active participant in your professional community only stands to widen your worldview and make you a more informed counselor . You should learn something new from each one . Connections open doors , and open doors can change your life .” — Meghan Butler , account director , Arrow
5 . Be bold and put yourself out there .
It ’ s easy to feel nervous or conflicted when deciding how and when to contact a connection . It ’ s comforting to remember that the professionals that you admire and respect were once in your position . They understand how you ’ re feeling and can relate to your current drive and urgency . Don ’ t be afraid to be confident and take a chance on yourself .
SPRING 2017
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