FORUM Spring 2017

FORUM ADVANCING THE PROFESSION AND THE FUTURE PROFESSIONAL The Revolution Continues SPRING 2017 VOL. 49, ISSUE 3 www.prssa.prsa.org/FORUM PRSSA 2017 National Conference to be held in Boston BY RACHEL MCLEAN BOSTON UNIVERSITY Join us in Boston this October, the host city of the PRSSA 2017 National Conference, for a week- end of professional development, networking and exploring this ex- citing city. Come to Boston to learn more about how the revolution in our industry continues. Boston is historically known for being a city of revolutionary thinkers and doers, and from Oct. 6–10, more than 1,000 public rela- tions students will gather there for the PRSSA 2017 National Con- ference. The Conference being hosted in Boston gives attendees the opportunity to learn about the evolving public relations industry in a place with progress in its nature. Founded in 1603, Boston quick- ly became a hub for industry and communication. One of the most famous Boston communicators, Paul Revere, served as an emblem of the American Revolution. His infamous midnight ride to alert the state “the British are coming” An evening in Boston on the waterfront. Photo courtesy of creativecommons.org. can be considered an early form of public relations. Ed Bernays, the “father of pub- lic relations,” called Cambridge, Boston’s close neighbor, home. Just across the Charles River, Bernays set the foundation for the public re- lations industry and revolutionized the way people think about their target audiences. With campaigns like “Torches of Freedom,” Ber- nays used storytelling and earned publicity to reach his publics, mak- ing public relations professionals a hot, new commodity. With the birth of public rela- tions came the birth of the agency. Boston is not only known for its groundbreaking history, but also for being a current center for in- novation. Agencies such as Fleish- manHillard, Weber Shandwick, MSLGROUP and CONE Com- Five Tips for Transitioning to Full Time BY SHEENA LAKHANI CLIENT STAFF ASSISTANT, BURSON-MARSTELLER Going from a student to a full-time professional can be tricky. You may not be used to the 40-hour work week or managing your time between multiple clients and projects. Internships are the perfect “in-between” time period to learn what it’s like to be a work- ing professional. Treat your internship as a job. If you did your research, you landed an internship at a company that gives you valu- able work day to day. When it’s time for full-time employment, those day-to-day tasks will smoothly transition with you. An internship is all about learning the ropes of the busi- ness, raising your hand as often as possible and being indispens- able to your team. Moving into the full-time role, you’ll have new (and more) responsibilities, learn to be more independent and be expected to get the job done. Here are five tips to succeed as you transition to a full-time employee. 1 Ask the Right Questions Don’t be afraid to ask ques- tions. When you’re given a new task or responsibility, it’s always better to ask those upfront ques- tions and do it right the first time. Be strategic and only ask the questions that will help you better understand the direction of the assignment. If you still have questions once you get started on a project, try to fig- ure out the answer on your own OPEN FORUM 2 and then present recommenda- tions to your manager. Whether you are right or wrong, he or she will be impressed by your resourcefulness — a critical skill for success in any position. 2 Be Proactive Proactivity shows that you want to be involved, that you’re eager to learn and demonstrates your value to the team. Ask to take the lead on an internal meeting as practice. Volunteer for projects that come up rath- er than waiting for things to be assigned to you. Stay on top of industry news and trends, and let your team know how they af- fect the business or your clients. Speak up when you have an idea. Going above and beyond will show your commitment to the team and may lead to future opportunities for growth. 3 Know When to Say No Time management is a cru- cial part of being successful at a full-time position. You’ll work with multiple clients and juggle different projects with conflict- ing deadlines, and you’ll be ex- pected to complete everything on time. Be honest about what you can manage and make sure you set expectations with your manager. When you’re feeling overwhelmed, work with your manager to identify the best approach for tackling your as- signments. 4 Find Work-Life Balance With all these new re- sponsibilities, you might wonder how eight-hour work days are enough to get everything done. BLACK PR HISTORY MONTH The Museum of Public Rela- tions kicked off the first-ever Black PR History Month Learn to master prioritization. At work, try setting aside blocks of time to finish different tasks. This will help you stay on track and finish everything that needs to get done within those eight hours. At lunch, step away from the computer and take a break. This will give you a fresh mind when you’re back at your desk and help you stay focused for the rest of the day. Make sure you’re leaving time for yourself after work hours, whether that’s spending time with friends or family, reading a book or exer- cising. You’ll feel more fulfilled and less fatigued with a better and healthier work-life balance. 5 Establish Goals Work with your manager to establish realistic goals for the next few months. Setting goals gives you clear direction and something to work toward. When you know what you’re working for and how it contrib- utes to the overall success of the company, it gives you motiva- tion. It’s also a way to evaluate your own performance. 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