How To Create More Agile Agencies

SXSWOne of my favorite panels I attended at SXSW asked one very simple question: Do Agencies Need to Think Like Software Companies?

Panelists drew from professional backgrounds in agencies and tech companies to discuss the things agencies can do to become more agile businesses. The big takeaway was the idea of hybrid marketing – basically, the notion that development and marketing need to go hand-in-hand.

Really, there were a few big ideas for agencies to consider. Each is rooted in a truth about the way software companies are structured and managed which could prove to be advantages for agencies, too.

 

Eliminate disconnect between the person with the idea and the person executing that idea.

Many agencies divide work between “strategy” people and “tactical” people. While there are plenty of bridges between them, sometimes it only happens in the approval process and there can tend to be a lack of collaboration during the actual creation process.

  • Takeaway: Be sure to have a “translator” who thoroughly understands both the strategy and creative processes so disconnects don’t happen because of lack of communication.

 

Be honest about actual depth of tech capabilities and knowledge.

In many agencies, “tech” is a department – and this lends itself to keeping essential information out of conversations across disciplines. Agency employees – or at least team leaders – should be well rounded and understand the technologies which effect their work. At a minmum, there should be an interest in developing technologies across disciplines.

  • Takeaway: Tech can’t be a department; it must be something woven into the fabric of how projects are completed – from the technology used for collaboration to the development of the creative to the user experience design to the strategy of the media buy.

 

Don’t chase cool.

Sometimes agencies fetishize shiny new things in order to present cutting-edge ideas to keep clients happy and feeling like they’re ahead of the curve. The problem is, this often happens without fully understanding the new technology or flashy idea and they haven’t thought through the implications of actually executing the work (in terms of knowledge, resources and budget). It can be dangerous to bring these ideas to clients because the knowledge gap may not play out until the production process.

  • Takeaway: Avoid shiny object syndrome in campaign planning. Agencies should think more like software companies in terms of product ownership – the notion of totally knowing the product (technology, idea, etc) through and through to be sure it’s really the right move for the client (and the team has the skills or parternships to pull it off).

 

Re-think the “campaign” mindset.

Typically, agencies work with clients to execute campaigns. This is partly due to many clients splitting up different parts of their marketing and communications efforts to different shops and it’s due partly to the traditional agency model based on projects and man hours against a budget. Refocusing mindset with the bigger brand – and its preferred platform – in mind, agencies can create work that’s part of a greater evolution rather than a particular product cycle.

Agency: Platform = Brand (it lives on), Campaign = Product (cycles/seasons)

Tech: Platform = Operating System (bigger structure), Campaign = Software version (iterations on OS)

  • Takeaway: Focus on the platform instead of the campaign, then you always have freedom to iterate products, brand messages, communication styles.

 

Focus on insights.

One thing tech companies can learn from agencies is how to take insights and turn them into relevant messages. Agencies are good at distilling culture when they can take insights from the actual world, not just the world of the product. Good planners are particularly great at this as they are able to remove their own notions and bias and evaluate the world as it actually exists. This skill is fundamental.

  • Takeaway: Having “crazy” people in agencies is a good thing – as is diversity in skills, interests and backgrounds. While software companies are often built of too many similar types of people, agencies have a big advantage when it comes to having quirky employees full of unique insights.

 

What do you think can make an agency more agile?

The Future of PR

There’s no doubt the prominence of social media and its ability to connect people and companies has thrown a wrench in the PR world. There’s a lot of discussion about what the future of this industry looks like, much of which is due to the way social media has evolved all types of communication.

I attended the “Why PR’s Future May Not Look Like PR” panel at SXSW led by Edelman Digital’s David Armano and eBay’s Chief Blogger, Richard Brewer-Hay. In the discussion, the following issues emerged as major pieces of the puzzle that is the future of PR.

Future of PR Panel

The Future of PR Panel

Micro-Interactions
All the credit has to go to David for this term, but it’s a really great way to describe the types of communication touch points PR pros will likely need to focus on. We’ll be communicating on smaller scales. Audience mindset won’t be as effective as individual mindset. Mass media won’t matter as much as niche influencers. Blanket statements will be rejected and customer service will matter more than ever. The prominence of social media has created shorter attention spans, expectations for real-time response and reinforcement that each individual statement or problem is worthy of feedback. The future of PR puts high priority on micro-interactions with individuals and branded content.

Customer Service
In some way, customer service has always been a business practice related to PR. But, traditionally, the two have been managed very separately. In a social media world where bad customer service can become a PR nightmare, the two need to have a closer relationship. The future of PR looks a little different, and brings the two together, possibly even to the same job. The PR staff is the outward facing communication mechanism for a company and must be prepared to handle customer service issues. To the consumer, it doesn’t matter how the internal structure of a company works, it only matters that someone is reachable and can help solve a problem or answer a question. Every touch point should be ready to direct inquiries to the right party, answer simple questions and assure customers their voices are heard.

Discussions, not demographics
Traditionally, strategies for many outward-facing communications efforts have been based on understanding audiences based on demographics. While this can still be effective for marketing and advertising, it’s not a strong strategy for PR. The future of PR will live in smaller, topic-based discussions and in niche communities. Bringing people together based on a specific common interest and having discussions based on that topic is much more powerful than trying to create vague, unspecified discussion topics large enough to cover groups with only location or personality traits in common. Communities will thrive around an interest, not a circumstance.

Proactive, not reactive
In many ways, PR is largely viewed as a reactive part of the way an organization communicates. Crafting messages to deal with a crisis. Addressing concerns once they’ve already been raised by customers. Responding to inquiries from the media. Over time, this system largely contributed to the reputation that PR is “spin.” The future of PR will be in different types of discussion environments, and PR pros will need to be more proactive when shaping the way people think about their brands. It will require putting some skin in the game, making statements and decisions that may not please everyone and influencing the way people perceive the company by not only participating in discussions, but leading them. Community management duties will move increasingly toward PR and away from product teams. Digital footprints will matter more than ever because a lot of the communities where these discussions will happen won’t live within the company’s own online real estate.

Education and Training
David said during the panel, “Don’t be stupid, but don’t be scared. We’re all one tweet away from losing our jobs.” This doesn’t mean PR pros using social media are all ticking time bombs, but it does mean that this type of communication requires taking more chances than many traditional techniques. Richard stressed the importance of both social and traditional media training within organizations, particularly when it comes to the implications each external message has on the overall image of the company. Management will need to have guidelines for social media, but flexibility within those guidelines is just as important. Technology and “best practices” change so quickly that PR pros need to be equipped to handle situations that may fall outside the realm of “predicted” as long as they exercise good judgment. Enabling this bit of freedom is crucial in today’s real-time communications world in which news cycles are 5-10 minutes and there won’t always be time for overly strategized and approved responses.

The panel discussion was largely based on a post David wrote last summer called Why PR’s Future Might Not Look Like PR. Read it. And then go read his post questioning whether PR has a future.

What do you think the future of PR looks like? What will be important? What will be obsolete? What will have to evolve to move the industry forward? Sound off in the comments or on twitter using the #futurePR hashtag.

Distance Makes Facebook Fonder

C.C. Chapman, Becky Johns, Scott Stratten

Two guys constantly on my Top News feed - and almost never within arm's reach

If you’re anything like me, you absolutely love it when that little red notification pops up on Facebook. It means someone is interacting with you and it’s what fuels the entire social networking ecosystem. I can’t remember where I first heard it, but I once heard Facebook described as technology that makes humans behave like mice – pushing the button until we get the food. Posting content until we get feedback. Adjusting future behavior accordingly.

On a normal day, Facebook is one of the browser tabs I have open for a good part of the day. I get alerts through my mobile app, too, but generally I try to focus on work and only consume Facebook in “chunks” of time when I can browse around a little. When I’m bored on the bus going to work or waiting in line at a store, I’ll often hit that refresh button just to see what’s happening. It’s the world’s greatest time waster, something I learned quite well in college the nights before papers were due.

But the really awesome thing about Facebook is that it’s so ingrained in my social fabric that it’s part of the lifeblood of my long-distance friendships. The ability to see random thoughts from friends I can’t spend time with often, photos of what’s happening in their lives, links to things they find interesting, is so incredibly fundamental to those relationships that sometimes I forget that I’m not actually spending time with those friends regularly. Call me crazy, but I love that I can read my friends’ autobiographies as they’re being written. And it helps to feel like I’m not missing a thing.

During SXSW, I experienced (for the first time) the power this social network has in my life. I was in Austin for 5 days and spent, at best, 10 minutes on Facebook. Not kidding. That’s abnormally low usage for me and it’s pretty crazy to think about why. The truth is, my internet was there with me. Not everyone, of course, but the majority of the people I use Facebook for primary interaction with were there and I had the chance to hang out with them. Geography wasn’t a factor, so the digital version of our relationship didn’t matter as much those few days.

The photo I included here is of myself with C.C. Chapman and Scott Stratten at one of the parties during the conference. I had never met C.C. in person until about 10 minutes before this photo was taken. But you’d never know that just looking at it. He and I have  talked so often on twitter, Facebook and Flickr (mostly about our common love of photography) that we had absolutely no trouble striking up a totally effortless conversation. We saw each other, said hi, gave hugs and immediately jumped in to talking about something. Scott I knew beforehand, but we’ve only been in the same room a handful of times – ever. But, same deal, we ran into each other, said hi, gave hugs and jumped into conversation. Nothing about it was strange. In what other universe does that make sense?

It got me thinking about that saying: “distance makes the heart grow fonder.” In a romantic sense, I know that to be true. But in a social network sense, does distance make Facebook fonder? Think about how you use Facebook. Are most of your interactions there with the same people you spend a lot of time with in the flesh? Or are your interactions with people you don’t get to see very often? For me, it’s the far-away friends who rise up in my Top News feed. Truth be told, I’ve never really felt much “local” value from Facebook. Maybe that’s just because I spend a lot of time with my local friends. But I know a lot of people who feel the opposite – that interacting online is a crucial part of the friendships they nourish in real life every day.

Only with friends from all corners of the country physically nearby did I feel like I didn’t need Facebook. And it was the first time I’d ever felt that way since I created my profile six(ish) years ago.

Curious what your thoughts are here. Who tends to rise up in your Top News feed? Who do you interact with the most? Which circle of the friends do you find the most value in interacting with on Facebook? Does distance make Facebook fonder?

 

Handle Digital Content With Care (The Story of How I Failed)

Capturing digital contentNow that I’m home after the SXSW 2011 experience,  I wanted to share a story about what happened to me there. If this can help others avoid the horrible frustration and disappointment I felt my last day there, then I’m happy help teach a lesson. Long story short, I failed to protect my digital content. Don’t make this mistake.

What are you doing to be sure the content you’re creating, or responsible for gathering is safe? Do you get into habits of assuming technology is just going to work? Are you prepared for accidental failure of a device? Misuse of a device by you or someone else? Have you managed expectations to try to avoid disaster? Until we get burned in the content creation process, it’s hard to think about where things might go wrong. But I assure you, they can.

One of the most important reasons I decided to attend the conference this year was to have the chance to meet some of my far-away digital friends in person and really work on solidifying those relationships. Included on that list are a few people I’ve really wanted to interview for my Influencers Series, something I’m loving developing on this blog. I always try to create “conference bucket lists” to make sure I leave the event with plenty to share and people to reconnect with later.

I shot interviews with three people I’ve been dying to get some time with: C.C. Chapman, David Meerman Scott, and Brian Solis. We finally crossed paths at an event and I managed to snag a few minutes of their busy schedules. They gave me GREAT interviews. I was so incredibly excited to have snagged some great content for future posts.

I hadn’t had a chance to upload the videos to my laptop yet, and asked a girl in the blogger lounge to snap a quick photo of a couple friends and me on the same point-and-shoot I’d used to record the videos. I often use this camera for both purposes and have never had an issue. At a conference like SXSW, I thought nothing of handing my camera over to a stranger, not even considering something might go wrong with what was on the memory card.

The girl said she was just turning on the camera flash since we were indoors, pushed a few buttons, snapped the photo, and I didn’t think anything of it. She didn’t say anything had happened. The photo looked fine on the quick first look. About a half hour later, when I finally had a chance to upload the videos and photos to my laptop, the card was empty except for that one photo from the blogger lounge. My influencer videos were gone. Completely cleared. Nada.

If you’ve ever been in a situation like this, you know the feeling of panic and desperation that washes over you. I frantically tried to recover the deleted items. But the files hadn’t only been erased, the girl seemed to have accidentally reformatted the disc.

Brian Solis tweetI failed to handle my digital content with care. Trusting my camera to a stranger, something I’ve done MANY times had failed me. And now I can’t get back what was lost. Both Brian and David had to leave town before we could re-shoot. By total serendipity and a bit of foursquare stalking, I ran into C.C. in the airport and we recorded another interview. But it wasn’t quite the same as that first video and the magic that comes through when people haven’t been asked the questions before. C.C. rocks and gave me GREAT content to use, but not often would people get so lucky.

But now I’ve got two problems.

  1. I look foolish to people I’m extremely influenced by and whose opinions I really care about. They did me a solid by giving me great interviews. They showed enthusiasm about my project. They offered to help spread the posts. They were awesome. And I carelessly let their generosity go to waste.
  2. If we cross paths  in the future and they’re even willing to make time for me again, making the request will feel a little like I’m saying “Hey busy person, remember that thing I asked you to do for me last time I saw you? Well, I messed it up, any chance you’d like to make time for it again?” And that’s just not the kind of person I want to be.

Now, this is content for my blog, something I obviously care deeply about. But what if I’d shot interviews for a client and lost them? What if I’d committed to capture video for a different blog? What if I’d used video to take my conference notes instead of writing them down? What if I’d lost content SOMEONE ELSE was relying on me to capture?

The point is this: technology isn’t perfect. Users of technology aren’t perfect. We’re all pretty used to have technology just work for us so sometimes we forget how stressful it feels when things go wrong.

If your digital content is important to you, or more importantly, crucial for someone else, then take care of it. Upload it right away. Back it up. Save an extra copy on an external drive until you’re done editing. Don’t trust it in the hands of someone else. Do what you need to do to make sure it’s there when you need it.

How someone managed to delete a disk worth of photos when she was trying to turn on a camera flash is beyond me, but it happened. I’m upset about it. And I can only hope the guys will someday be kind enough to let me buy them a beverage and grab another interview.

They’re incredibly nice guys, so I might get lucky. But your clients might not be so understanding. Your boss might not be either. Crap happens. But having to beg for forgiveness isn’t a position you want to be in. So, learn from the mistakes of others (like me) and be sure to protect yourself. You don’t want to feel the disappointment I’ve felt today.

Please don’t make my mistake with your own content. Let’s all get a little more responsible.

 

Things Worth Noticing at SXSW 2011

SXSWAfter five days in Austin for South By Southwest, there’s no way to really describe what the conference was like in a blog post. But, there were a few things I noticed, over and over that may indicate trends to come in the communications and social media worlds. Worth keeping an eye on.

Group Texting
This was easily the most widespread phenomenon among attendees. GroupMe and Beluga were the prominent apps for group messaging. Nearly every person I ran into mentioned they were part of a smaller group sharing info via text throughout the conference. I was part of several, and can say it made things much easier when it came to meeting up for meals or parties.
In this environment, when geography wasn’t a factor, group messaging primarily served the function of coordinating to plans to meet up at a location. But outside this environment, I can easily see apps like these become very standard as business collaboration tools and a replacement for email and Facebook groups in many cases.

Hashable
Tons of people were using this app for networking purposes. I’m not convinced it’s a real step forward in terms of contact information management or even determining relevance of connections, but I can tell you there were a lot of people excited about it at SXSW.

Name Your Price Deals
There was some significant buzz about Zaarly. The company website describes it as “a proximity based, real-time buyer powered market. Buyers make an offer for an immediate need and sellers cash in on an infinite marketplace for items and services they never knew were for sale.” In talking with company reps, it’s essentially a place where a ‘buyer’ lists what they’re willing to pay for something and the ‘sellers’ seek out the business.

Smaller Is Better
Overall, there seemed to be a lot of resistance to the “big” stuff. The huge, sponsored parties. The huge crowds in keynote sessions. Almost everyone I talked with seemed a lot more excited about the ‘core conversation’ setup of panels and the smaller parties or meetups limited to RSVP lists of attendees. I was also part of several conversations about community, and found that the trend is shifting away from focusing on growing communities to boast large numbers and toward keeping them niche-focused and active.

In years past, SXSW has been a launching pad for major platforms that have changed social media (twitter and foursquare) but with the exception of group texting apps, I didn’t get a sense there was a major game-changer in the works.

Feel free to check out some of my favorite photos I took. Or, head over to Flickr for the full photo set.

 

Challenge Your Assumptions

We take comfort in understanding our world based on knowing certain things are true. But what if the opposite were also true?

Spend two minutes of your life watching my favorite TED talk by Derek Sivers. I dare you leave uninspired.


This is a really important issue, it seems, particularly when it comes to the digital world. In a place where everything changes so quickly, many take comfort in clinging to technology they understand and find a niche for in their lives. Have you thought about what you’re assuming is true, what will always be true, and perhaps, that its opposite might be true as well?

One issue that seems especially relevant here is the discussion about “authenticity” online. It’s widely considered a better practice to use a personal photo as an avatar than a logo. We’re encouraged to use our real names on social networks rather than “hide” behind company names or screen names. Our email addresses are our names. Our web domains are our names. We’ve made our digital footprints with our authentic selves, and are concerned about the future of internet privacy because of it.

Earlier this month I read an article about the rate at which the internet is running out of addresses. Think about the concept for a second. The internet, the great connector of everything and everyone, the keeper of all knowledge, is running out of room for all of us.

So, what happens when an entire generation of people are no longer able to name their websites, email addresses and apps the way they want to because their names are taken? When we can’t personalize vanity URLs on social networks? What happens when we simply don’t have the option to be authentic in terms of using an actual name? In that environment, maybe it will be more critical than ever to be more creative about what you’re called in your digital real estate. Maybe being your “true self” online will be old school and out-of-touch business practice.

Something to think about. Just when we get comfortable with a system, it could be ready to change. What we assume to be true might not be the only truth. Challenge your assumptions.

I’m spending the next several days in Austin at SXSW Interactive conference to learn, network and discover things that will shake up the world as we know it.

Guest Post: Learn to Listen, Then Learn to Speak Up

This guest post comes at you courtesy of Ari Adler, an important mentor in my young professional life. He was my first boss in my post-college professional career and taught me more about communications, PR, writing, corporate politics and how to be a grown-up than I ever thought I could learn in a year and a half under his wing. Somehow, he always seemed to have the right advice, ready to help me grow and advance, but one statement in particular stuck with me. On my first day as his intern, I asked him what I needed to do to be successful in this job and beyond. He said, simply, “learn to listen, then learn to speak up.” I asked him to write a guest post for me about that piece of advice, because I think it’s important for everyone, in every industry. I’m pleased to share this with others in hopes they may benefit as much as I have.


Guest Post: Learn to Listen, then Learn to Speak Up
by Ari B. Adler

Ari Adler - Friends in a FrameOnce, when my mother was giving me advice on something, I said, “Yeah, I hear ya.” She replied, “I know you can hear me, but are you listening?”

When students, interns and entry-level employees talk to me about advice on their careers, how to get ahead and how to succeed — I offer them a lot of different things to think about. But I always try to get them to remember one key phrase: “learn to listen, then learn to speak up.”

When Becky Johns posed a question on Twitter the other day asking for the single best piece of advice, I suggested  that learning to listen was key.  Imagine my delight when Becky responded by quoting me, saying she always remembers, “learn to listen, then learn to speak up.”

For those of you unaware of how our career paths crossed, Becky was once the greatest intern I’ve ever had work for me. She was an intern who worked her way into a full-time position at the company at a time when we were scaling back. I have no idea if my advice helped her do that, but I’d like to think it did.

There’s an old saying about us having two ears but only one mouth because we should listen twice as much as we talk. Listening isn’t just hearing sounds though. It’s about actually taking in what someone is saying and giving it a thorough vetting in your brain before responding. This sometimes has to occur within seconds, but you must avoid the temptation to talk before the other person has finished.

Listening also is vital when you’re not expected to respond at all. As an intern, an entry-level employee, or even a senior-level employee who is new to an organization, you’re not always in meetings to contribute. Sometimes you are there as support personnel or to learn more about an issue. That is when listening is another key learning tool. You can learn a lot about the issue at hand, but you also can learn about how various team members interact with each other and with senior management. You can get a sense for the leadership style in an organization. And, occasionally, you can find a way to make a mark for yourself, either in that meeting or afterward.

That’s where the second part of my advice comes in: learn to speak up. Maybe it’s not appropriate for you to raise an idea in a meeting when you’ve been invited merely to observe. But talking with your immediate supervisor afterward can be a great step forward. Never be afraid to offer your ideas. The worst thing that can happen is that they say no. At least you tried, and that supervisor should appreciate that you were paying attention in the meeting instead of multitasking with e-mail and social media, like a lot of folks in the room probably were. And, of course, there’s always the chance that your idea is latched on to and forwarded up the organizational chart. Who knows, you may have even brought up something no one else would have thought of, because you are seeing things from the unique perspective of being a new insider.

So, whether you want to learn to do your job better or help other people do theirs, you have to first learn to listen, and then learn to speak up. My mom was right to teach me the first part, and she knew I’d have no problem with the second. It has served me well, I’ve seen it help those I’ve mentored, and  I hope you find success with it, too.

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Ari B. Adler is press secretary for Michigan Speaker of the House Jase Bolger. If you want to listen to him some more, you can follow him on Twitter at @aribadler or read his blog at www.herecomeslater.com.

 

Influencer: Erik Proulx

Erik Proulx

Erik Proulx changed my life before I even met him. He created a film called Lemonade, the story of people starting to do their life’s work once they were let go from their jobs in advertising agencies. I saw the film right around the time I was graduating from college about to start my career with a fresh new advertising degree. After watching the film, I swore to myself I would never become one of those people who got so sucked into work they lost track of their passion projects. If this blog, my freelance photography business, my Friends in a Frame photo project and bucket list adventures are any indication of pursuing passion, I like to think I stuck with that plan.

So, when I met Erik in Detroit last fall at TEDxDetroit, I was even more blown away by the way he approached life, work, passion and creativity. Since then, we’ve become good friends and talk often about things that inspire us and drive us to uncover new levels of creativity to create amazing things. Without a doubt, I’d call Erik my most important “inspiration” influencer.

His current project is a bit of a follow up to Lemonade, it’s a documentary called Lemonade: Detroit, and it’s the story of the revival of a great American city many have written off. Having grown up in Michigan, the project is close to my heart and I can’t think of a better person to work relentlessly hard to tell the positive story we see from the inside to those in doubt.

I’m thrilled to have interviewed Erik for this series because when I asked him about his passion, he talked my ear off about his kids and how their childhood curiosity teaches him how to look at the world in a simple, beautiful way many adults forget. Anyone who smiles this much talking about something is clearly deeply touched by it. That’s what passion is all about.

Everyone should be so lucky to have an influencer in their life like I have in Erik. His work on his films, his commitment to spreading a positive message and his endless pursuit of creativity are constant reminders that I have a chance every day to do the same. His influence alone has helped me emerge from “artistic dark periods” when I thought I should just give up photography and times when I feel a little jaded about the way people have given up on things (like Detroit) when it’s tough to see the light.

Get to know Erik. Say hi on twitter. Check out Lemonade. Learn how he’s building Lemonade Detroit literally one dollar at a time. He’s absolutely someone worth knowing.

This post is part of an ongoing series. Meet the rest of my influencers here.

 

How To Get the Post-College Job

Becky Johns College GraduationLast week, I had lunch with a student from Central Michigan University. She reached out to me a few weeks earlier to let me know she’d be in Chicago, was job searching and wanted to meet with me to find out more about the agency I work for and if I’d be willing to share any advice for her job search. More students should be doing this. During our conversation, we discussed a lot of things related to finding employment after graduation and I thought some of that information might be helpful to others.

A few things you can do that will undoubtedly help you find your first professional gig:

Decide what you want.
I’ve written before about how to approach a job search for the right position, not just any position. It’s so important to spend time during college exploring your industry and figuring out what you’re good at. Casting a wide net and applying for anything and everything you might be qualified for is the quickest way to burn out on job searching, become frustrated and end up disappointed in your ratio of applications to interviews. Make a decision about where you want to live, what you want to do and in what type of environment you want to do it. Start there. Widen your scope only if you can’t get what you’re really after.

Manage expectations.
It’s important to be realistic about the timeline you set for yourself. It’s also important to manage the expectations of those around you. It’s tough sometimes to explain your parents that you’re working on the process, but don’t have any offers though graduation is nearing. It’s tough to see friends slowly getting their post-college plans locked in and still have no clue what your future holds only months or weeks away. Just keep a level head and understand that you do have some control over how much pressure you feel to get your life figured out.

Get organized.
You’ll really do yourself a favor if you create a solid system from the very beginning to keep track of where you’ve applied, who you’ve spoken with from each company, where each company is located and what types of follow up have taken place or you’ve promised to do. Keep track of the particular cover letter, resume and correspondence you sent to each company or contact. Spreadsheets, email labels, binders, calendar reminders, whatever works for you is fine. Just be diligent about the method you choose. I promise it will make your life easier on the days you feel overwhelmed.

Be patient.
Ambition is great. It’s important to have the drive and motivation to go after what you want. But as graduation is looming and you don’t have a job offer in hand, your stress is going to build. Understand that it is a tough process and even though you feel a sense of urgency to get something locked in, the companies you’re applying to don’t feel that pressure. There are a lot of talented people in the job seeker pool and companies know they have the upper hand right now in terms of hiring. Don’t get too pushy because of your stress. Try to remind yourself to have patience and keep your focus on the bigger picture.

Be open to an internship.
Long gone are the days of entry-level positions awaiting college graduates. I’m a firm believer that internships are the new entry-level. You might be one of the lucky ones to find a company willing to hire a fresh grad, but in highly competitive industries, that’s definitely the exception, not the rule.

Connect with people.
Find ways to get in touch with people who work for companies you’re interested in, find mentors you can talk to about the industry you want to pursue, reach out to your network to let people know what you’re looking for, utilize your alumni network and get active in professional organizations or local events full of people you want to network with. It is so rare to end up getting a job you apply for blindly online. People do business with those they know, like and trust. That includes hiring and employee referrals. Your network is going to be your best asset for your entire life if you build it a nourish it correctly.

Ask for a meeting.
You can’t be afraid to just ask for an informational interview for phone call, the opportunity to job shadow, to have a cup of coffee with young professionals or alumni from your school or anyone else you think may help you along your path. The best way to learn about a company and its culture is to meet the people within it. It’s so important to be confident enough to reach out to someone you know could help you and just ask for some face time.

Practice your interview skills.
You know you’re going to have to do it, so practice. With anyone willing to mock interview you. Seek feedback from mentors and professors. Record yourself giving a one-minute introduction then watch it to see what you find out. Practice talking with people about who you are, what you’d like to be doing and what you can offer an organization. Most people will become more comfortable over time, once they realize interviews work both ways – you’re there to find out about them just like they want to find out about you.

Care about culture.
Don’t forget during your job search that company culture and the vibe among employees is incredibly important to determining whether you’ll be happy or successful in a position. Ask questions about culture during your interviews, try to get to know employees at different levels of the company and really understand what type of work environment in which you’ll really contribute versus the kind in which you won’t be able to work effectively. The working world isn’t like college – you don’t get to change professors and classmates every 15 weeks. Trust me, you’ll ultimately regret it if you don’t put the effort into finding the right fit.

Hope this helps.

Professionals – what would you add to help out this year’s grads? What advice do you wish you’d gotten as a senior in college?
Students – what other questions do you have? How can my network or I help you? If you’re in Chicago, I can easily be persuaded to meet up and chat with a cup of coffee or lunch. Just shoot me a note here.

It’s Okay to Mess Up

One of the biggest problems with the PR industry is that, for the most part, public relations professionals do a poor job of giving a good name to the PR industry. When examples of bad PR pop up, we tend to spread them around like wildfire, mostly because they’re just so extraordinarily horrible that we want to have others join us in shaking our heads.

Not often do we highlight examples of good PR – what it looks like, how it’s handled, why it works and how the model can be adapted for other situations, so this is my attempt to break the mold and give some love to someone doing it right.

The thing is, it’s okay to mess up. Not everyone is going to make the right call all the time. And in the age of internet bandwagons at their worst, people are quick to team up behind the opinion of one influential person, causing a firestorm that may not have been easy to anticipate.

You’re not always going to come out of it looking good. Sometimes, damage is beyond repair. But, you can at least try.

If you screw up, and people find out…

  • Be transparent about it. Really, just admit that you messed up. Read this post by Peter Shankman. It does a really great job of explaining why you’re probably going to get caught.
  • Apologize. “We’re sorry.” “We acknowledge that we made a mistake.” “Our information was incorrect.” “Our message was in bad taste.” “We misjudged the way things were going to play out.” “We improperly used an outlet of communication.” Take your pick. But say you’re sorry and explain that you understand where you went wrong.
  • Try to correct it. Provide updated or correct information, explain where the glitch happened and what you’re doing to fix it, share your plan for making sure it doesn’t happen again. You can’t always make things right, but think about a reasonable response to the issue you’ve created – and then do it.
  • Say thank you. If you have a network of friends and fans in place that come to your defense, thank them for doing so. You’re highlighting the fact that people still like you even when you screw up. Thank your customers for continuing to choose you. Thank the person that brought the issue to your attention, even if that person continues to be a naysayer. Thank your audience for understanding that you’ve made a mistake and you’re trying to make it right.
  • Change the subject. Once you’ve made a legitimate, respectable attempt to turn things around, move on. The more you talk about it, the more others will, too. Life goes on. So should your message. Bridge appropriately and bring the conversation back around to the place you want it.

To see a great example of what this looks like in practice, not just in theory, check out how the Red Cross handled this twitter gaffe.

An employee accidentally tweeted an inappropriate message via the corporate account. That person clearly misused Hootsuite and sent a message meant for a personal account out to the followers of @RedCross.

So they owned up to it, admitted the mistake, apologized, thanked everyone for understanding and circled the conversation back around to the mission of the Red Cross.

Keep your eyes out for examples of companies handling issues like this in a professional, timely, appropriate way. It wasn’t a “corporate speak muddled” press release. It was an honest, clean, simple, straightforward admission of an error and an attempt to fix it. This is good PR. One for the history books.

What other examples are out there of companies handling PR in such a great fashion?