Your Public Relations and Communications Community

August/September 2011 Newsletter

In this Edition

A Message from the Chair

The best part about being PR practitioners is that we can combine our personal interests with our professional strengths, as every industry needs communicators. One of the biggest growth sectors for PR today is in digital/tech. This month, our contributors give their perspective on life as tech PR pros.

Best,
Sarah Siewert
PRSA New Pros Section Chair

Feature Articles

Evaluating the Merits of a Career Spent in Technology
Kevin Sangsland, APR

In the public relations profession, there are so many choices today that it’s easy to become overwhelmed by the vast array of possibilities. As you begin a career in public relations, you’re asking yourself a lot of questions. Should I focus my talents on developing expertise for a specific industry? Should I sharpen my skills for the emerging communications channels of the digital age? Our responses to these questions often tie to our interests or what makes us happy, so if you answered them with “yes,” a public relations career specializing in technology might be right for you. 

Technology expertise is a very portable set of skills. What do I mean by technology? One dictionary definition is “a manner of accomplishing a task, especially using technical processes, methods, or knowledge.” However, in the U.S., the word technology has largely been co-opted by the computer industry where the pace of development, adoption and obsolescence is arguably the fastest. The term makes us think of Silicon Valley, the internet and such brands as Amazon, Facebook, Microsoft and Zynga. In truth, technology permeates and is a driver of all industries. Innovation in the automotive, financial services and health care sectors is almost always the result of technological advances. Consequently, people who know how to examine new or complex concepts, break them down and communicate their importance to the market place will always be in demand.

The technology industry feeds the competitive spirit and desires for new experiences. Ask anybody who has been working for more than a decade what their major was in school and it’s likely you’ll find that their current profession doesn’t directly correlate with their degree. In many cases, people’s expectations don’t match their experiences when they first enter the workforce. Those who cite boredom or lack of diversity as a reason for leaving their initial profession in favor of another frequently shift to technology. Fierce competition is the hallmark of the technology industry. Companies rise and fall based on how quickly and effectively they can introduce innovation to the marketplace. For communicators, each innovation that a brand brings to market represents a new challenge and an opportunity to directly contribute to the company's success. 

Emerging technologies define relevant communications skills. Before there was Twitter and Facebook, there was email. And before that came television, radio, the typewriter and so on. The fundamentals of communications do not change, but the technology that carries the words and imagery we rely upon as professionals does. A significant benefit to PR professionals working within the technology industry today is that the majority of the innovation that is transforming how we communicate today is being led within the tech sector. Early adoption of technology within the industry gives tech PR professionals a leg up on their counterparts in other industries – in many cases, a tech PR professional will have several months of direct user experience with a new product, such as Twitter, by the time that technology emerges as a popular communications tool. In this way, the technology specialist keeps his or her communications skills sharp.

Technology specialists are better compensated than their peers in other industries. As a result of the high profit margins in technology and a limited labor pool to upon which to draw, the demand for talented tech PR professionals remains high. So technology communicators make more in salary and benefits; the technology sector consistently ranks among the top in salary surveys and other reports published by industry trade publications and similar sources. 

Like anything else, a career in the technology industry is not for everyone, but those who find it attractive will discover many personal and professional benefits.

Kevin Sangsland, APR is the 2011 chair of the Technology Professional Interest Section of PRSA and sales and marketing director at Airfoil Public Relations.

The Value of Using Digital Tools In PR
Sarah Barnes

We’ve all heard it before: digital media is forever changing public relations. As I stepped into the new professional’s world with my job at the digital media agency, VM Foundry, I learned how far reaching digital media can be and how much more there is to learn.

As a PR student and practitioner, I had a great understanding of social media. We are taught the ins and outs of utilizing social media channels strategically. I am confident that most new pros entering the workforce today can take Twitter, Facebook and Foursquare beyond personal use, and successfully leverage these tools for a brand’s needs. But beyond outreach, where does digital media fit in?

PR is becoming more integrated with overall digital strategies, and the capabilities of social media are moving beyond outreach. Digital agencies like VM Foundry are often brought in by clients and agency partners to accomplish these goals. Whether you’re looking to work specifically in digital media, or want to work better with your agency partners, the tactics below will help you push your social media strategies further. 

  • Introduce New Technologies: As a part of a digital agency, it is my job to be on top on emerging trends, and more importantly to know how to successfully leverage them for our clients. Foursquare largely debuted in March 2009 at SXSW and since then, location-based services have increasingly been integrating into mainstream social media use. Facebook introduced Places in August 2010. Now, Facebook Places sees 1.8 million check-ins per day. Users check in to get individual discounts, share savings with friends, earn rewards for repeat visits or secure donations for good causes.

    The key point is more U.S. adults now own a smartphone than hold a bachelor’s degree and 90 percent of them use their phones as Internet portals. Now that location-based services can be linked directly to American Express cards, the use of discounts on a mobile phone is even easier.  Factor in social sharing, and redeeming specials becomes an effortless experience for consumers now living in a Groupon and Living Social world.
  • Provide Insight on Digital Influencers: Bloggers and digital influencers are increasingly incorporated into the PR mix, as they should.  Compete,Quantcast, Alexa and Technorati are among some of the most valuable free tools for quantifying these digital influencers. Be proactive in determining who should and should not be included in pitches and press tours, and use these tools to define the value of any media based on your specific goals and objectives. 
  • Track Overall Digital Efforts: One of the biggest takeaways I’ve learned my first few years working at a digital agency is where the responsibility of social media outreach lies. With my PR background it always seemed natural that the agency should craft all social media messaging. After working with consumer brands, nonprofits, and B2B clients, it’s become clear that your PR or digital agency should not be handling all social media. Instead the brand itself should work with agency partners to develop a social media strategy. Social media experts don’t exist; successful social media is reliant on quality content. No one knows that better than the brand, so form a partnership between client and agency to develop an editorial calendar. Since often the social media is the backbone for promoting all digital projects, maximize the value of your content for greater success across all digital efforts.
  • Measure and evaluate traditional campaigns: Google Analytics is an excellent way to see the effects of your outreach efforts. The tool can track goals and monitor user behavior to in order to measure your campaigns and better organize strategy moving forward. Adding Google Analytics tracking code to your site will give you valuable information about your audience such as: where visitors are coming from, how long users stay on your site, what visitors view on your site and what actionable, measurable goals (conversions) users complete.

    Google Analytics can be used to track purchases and e-commerce, overall traffic, specific page views, or completing forms, registrations or downloads. No matter what goals your social media, traditional media, promotional or advertising campaigns are driving, organizing your campaigns around measurable actions taken by your audience will focus your efforts and increase success.

Overall, I encourage everyone to explore tools beyond social media outreach. Become familiar with web analytics and user behavior. Start to learn SEO, SEM, and even more advertising-based aspects like Google Adwords and Facebook ads. Whether you’re on the agency or client side, start learning the value in other digital tools now and never stop exploring.

Sarah Barnes is an Account Executive at the Austin-based digital agency, VM Foundry. Before working at VM Foundry Sarah worked in consumer and corporate public relations and public affairs at Austin PR agencies including Edelman and Wyatt Brand. Sarah received her bachelor’s degree from The University  of Texas at Austin in public relations in 2010.


Upcoming Free Section Brown Bag: Exploring Post-Graduate Options in Public Relations

Are you considering options for further public relations study, including a master's degree or Accreditation in Public Relations (APR)? Be sure to sign up for the New Pros brown bag teleseminar, "Exploring Post-Graduate Options in Public Relations," Sept. 23, 2-3 p.m. EDT. This event, free to New Pros Section members, will feature a virtual roundtable of three professionals' career trajectories, and an open discussion about each. Visit the PRSA Calendar of Events to register.

Please note that the registration form will request your credit card information, but your card will not be charged.

Member Spotlight

Janelle Huelsman, account executive, Fahlgren Mortine

Type(s) of work performed: Social media counsel, media relations, event management, digital projects

Specializations or areas of interest: Tech, Healthcare, Nonprofit

Educational background: Bachelor's of Science Degree in Journalism from Ohio University

Hobbies:  Volunteering, reading, biking, cooking, creative writing, photography

Community service or extracurricular activities: volunteer, story writer and script writer for Local Matters, a Central Ohio nonprofit dedicated to educating and promoting Ohio food; volunteer with the American Red Cross

Favorite tech tips/sites/apps to share:

  • Mashable: it's a one stop shop for all social media news and best practices. It also highlights some great social media campaigns and innovative ideas.
  • TechCrunch & Gizmodo: they both fulfill my tech nerd news! I'm really into gadgets and anything technology, and having clients in the technology industry, they're a great source to stay on top of a field that's ever-evolving.

Memorable moment in your PR career so far: I worked on a really inspiring community gardening project for one of my clients. I was really proud of that particular project because gardening and food is a cause I am close to and passionate about on a personal level. The cherry on top was a feature story in the Los Angeles Times on one of the gardens that was a part of the project. It was really cool to see the project come full circle.

Your Turn: New Pros Share Their Fave Tech Sites

Sharpen Your Skills: Seminars, Webinars and Conferences

Resource Blogs

Young PR Professionals Blogs

PRSA New Pros Blog – Recent Posts

Check out our latest blog entries written by New Pros for New Pros!

We invite members of the New Pros Section to contribute posts to our blog, and we invite everyone, including non-members, to contribute comments. Blog posts may consist of career advice, personal experience, case studies and more. If you are interested in contributing, please reach out to Blog Chairs Heather Sliwinski or Diahnn Henderson. Visit the PRSA New Pros Blog

PRSA Resources

Welcome New Section Members
The following members have joined the New Professionals Section in June and July. You can view the entire Section roster on the PRSA Member Directory.

Mary-Dale Amison, Bridgeton, Mo.
Suzanne P. Anderson, J. Simms Agency, San Diego, Calif.
Jenna Andre, Orange Communications, Minneapolis, Minn.
Quesia Arrington, PrimeWay Federal Credit Union, Houston, TX
Lindsay Michele Bailey, Charleston, W. Va.
Angela Rose Bassolino, Ossining, N.Y.
Benjamin Bazemore, Omaha Nation Community Response Team, Walthill, Neb.
Kelly Beatty, Rowan University, Wayne, N.J.
Raina L. Bell,  RepairClinic.com, Canton, Mich.
Michelle Deanna , Blackerby, Onsted, Mich.
Alexandra Bradley, ANCOR, Alexandria, Va.
Katie Brandt, Grove City, OH
Allison Elizabeth Broyles, The Engine Room Creative, Tulsa, Okla.
Josephine Bowers Butler, Raleigh, N.C.
Meghan K. Callahan, MSL Atlanta, Atlanta, Ga.
Jemalyn Anne Chavez, PRSA Foundation, El Cajon, Calif.
Aimee Chiu, American Islamic Congress, Washington, D.C.
Danielle Ciarlante, Newtown, Pa.
Kimberly Ciesla, Anne Klein Communications Group, Mount Holly, N.J.
Robert George Cisneros, Marmora, N.J.
Christina Clark, Las Vegas Urban League, Las Vegas, Nev.
Teresa Cooney, San Diego, Calif.
Jacquelyn Costello, Rochester, N.Y.
Greg Manuel Coya, Rehab Matters Home Health, Tampa, Fla.
Bryan Virgil Crist, CRT/tanaka, Alexandria, Va.
Courtney Danielson, TriMed Media Group, Seekonk, Mass.
Amber M. Davis, Akhia Public Relations, Ravenna, OH
Ashley A. Davis, McLeod Addictive Disease Center, Charlotte, N.C.
Tiana Joy Day, Edmonds, Wash.
Alexander Jeffrey Degener, Madison, Wis.
Julie Nicole Dickerson, United Way of Northwest Arkansas, Rogers, Ariz.
Todd Ryan Dickey, Mississippi State University, Starkville, Miss.
Tara Elizabeth Doerzbacher, Cleves, OH
Michael Dommer, UW Medicine Advancement, Seattle, Wash.
Kathy Jean Don, Levy Atkins, Winter Springs, Fla.
Joyce Marie Donohue, HESS Construction + Engineering Services, Gaithersburg, Md.
Sandra Eblevi, West Texas A & M University, Greenwood, Ind.
Jennine Elias, Native American Contractors Association, Washington, D.C.
Scottie Ellis, Peppercom Strategic Communications, Henderson, KY
Page Noel Englert, The Artigue Agency, Phoenix, Ariz.
Megan Fariello, TAG Group, LLC, Baldwinsville, N.Y.
Fayola Felix, Covington & Burling LLP, Washington, D.C.
Sarah Ferreira, Paradise Public Relations, Hilo, HI
Rose Finnerty, Hunter PR, New York, N.Y.
Brittany Fisher, Murrysville, Pa.
Gladys Fonseca, Bauzá&Associates, Hartford, Conn.
Nicole A. Foo, Atlanta Convention & Visitors Bureau, Atlanta, Ga.
Jonathan Frey, Galena Park ISD, Houston, TX
William Michael Galliher, Verizon Wireless, Salem,Va.
Nihara Gonsalves, Hunter Public Relations, New York, N.Y.
Amanda Nicole Greuel, Flagstar Bank, Fishers, Ind.
Andrew Hall, ITT Technical Institute, Hillsboro, Ore.
Adrienne Hartman, Bank of America, Charlotte, N.C.
Samantha Hauser, Arizona State University, Peoria, Ariz.
Elizabeth A. Hildenbrand, Charlotte, N.C.
Brad Hilderbrand, Sourcebits, Lakeland, Fla.
Alison G. Himelhoch, Seyferth PR, Grand Rapids, Mich.
Aubrey Thomas Holder, Lemon Grove, Calif.
Melissa H. Houser, Positive Force Consulting, Katy, TX
Brian T. Hunsicker, Research!America, Alexandria, Va.
Heidi Huntington, Longmont, Colo.
Alexa King Itkin, The Caliber Group, Tucson, Ariz.
Lisa Jablon, Hunter PR, Long Beach, N.Y.
Meg Jackson, Creative Oklahoma, Oklahoma City, Okla.
Kellsey James, Indianapolis, Ind.
Rachel Jasculca, Walker Sands Communications, Chicago, Ill.
Jessica Leigh Jones, Nashville Predators, Nashville, Tenn.
Sarah Kehr, McKeesport, Pa.
Christa Keizer, California State University, Fullerton, Garden Grove, Calif.
Rachel Kerstetter, Louisville, OH
Kristen King, US Army, Shreveport, La.
Meggie Anne King, Cincinnati Art Museum, Cincinnati, OH
Danielle Rose Kirsch, Paramus, N.J.
Caroline Ines Jeannine Lalonde, World Affairs Institute, Washington, D.C.
Carley Lang, Carnegie, Pa.
Jacquelyn Lange, Garden City, Mich.
Joseph Gerald Lepone, Centerville, OH
Jeremy Liebman, Maxwell PR, Portland, Ore.
Brooke K. Lock, F.A. Wilhelm Construction, Indianapolis, Ind.
Kristin Loe, Los Angeles, Calif.
Elizabeth C. Longcrier, Norman, Okla
Michele Lucero, LA Law Library, Los Angeles, Calif.
Mary Kristen Lueck, Hunter Public Relations, New York, N.Y.
Ben Luttrull, Newburgh, Ind.
Lauren Brooke Lytle, Current Lifestyle Marketing, Sammamish, Wash.
Megan Ann Mahoney, Xata, Eagan, Minn.
Melissa Marasco, San Diego, Calif.
Zachary Boldt Marquess, Wenatchee, Wash.
Ian Chesley Marsh, Leesburg, Va.
Kerry May, Pittsburgh, Pa.
Gregory Scott McKinley, Rancho Cucamonga, Calif.
Melody Haslon Meade, Johnson & Johnson, New Brunswick, N.J.
Adam J. Mohney, Brookville, Pa.
Sarah Mojarro, The Port of Long Beach, Temecula, Calif.
Katherine Elizabeth Mowery, Vivid Ascent, Chicago, Ill.
Mbugua Muchoki, Cliffside Park, N.J.
Lauren Denise Musso, Lawrenceville, Ga.
Elizabeth Neal, Saint Mark's High School, WilmingtonDel.
K D Nelson, Karson Communications, Novi, Mich.
Maureen Nelson, Walnut Creek, Calif.
Evan Nicholson, Los Angeles, Calif.
Rebecca M. Odell, Big Red Rooster, Columbus, OH
Maria Omar, IFANCA, Chicago, Ill.
Chris Kennedy Orris, Glen Ellyn, Ill.
Erica Oslosky, Moon Twp, Pa.
Jodi Osmond, Green Bay, Wis.
Emilie O'Toole, GMMB, Washington, D.C.
Ryan Cullen O'Toole, Milagro Modern Mexican, University City, Mo.
Ana Pineda Perez, San Jose State University, Houston, TX
Paul Reed, III , Valparaiso University, Lake Station, Ind.
Meghan Reilly, Walker Sands Communications, Lincolnshire, Ill.
Kathleen Therese Riehl, Fahlgren Mortine, Columbus, OH
Elizabeth Roberto, Anaheim, Calif.
Christian Rooney, South Barrington, Ill.
Joseph Roziner, Hill & Knowlton, Inc., Washington, D.C.
Jenny Rutledge, Rancho Cucamonga, Calif.
Carman Janenne Sanchez, Strasburger & Price, LLP, Grand Prairie, TX
Toriell Elise Sanford – Finch, University of Memphis, Memphis, Tenn.
Karla Ailed Santiago, Syracuse, N.Y.
Elise Schwartz, Minnesota State University, Mankato, Apple Valley, Minn.
Jasmaine Seaberry, University of Hartford, Rosedale, N.Y.
Katie G. Sewell, Technology Consulting, Dallas, TX
Iris Ivana Simmons, Cathedral Foundation of Jacksonville, Jacksonville, Fla.
Ja'Salyn Tiara Smith, FEMA, Atlanta, Ga.
Kristine Snodgrass,  New Brunswick, N.J.
Kelsey Spellman, Hilliard, OH
Collen C. Sproul, Health Plus, Michigan, Flint, Mich.
Ashlyn Stallings, Alpha Delta Pi, Atlanta, Ga.
Lindsey Steinseifer, Padilla Speer Beardsley, Woodbury, Conn.
Madeleine M. Stevens, Girard, OH
Jennifer Strieter, Direct Impact, Southgate, Mich.
Kallie R. Sulanke, Employ Indy, Indianapolis, Ind.
Crystal Sullivan, Natixis Global Asset Management, Boston, Mass.
Levy Matt Sun, Braille Institute of America, Long Beach, Calif.
Lauren Elizabeth Swearingen, Wheeling, W. Va.
Katherine Thornhill, E.B. Lane, Phoenix, Ariz.
Susan Voight, Forest Creek Communications, Plainfield, Ind.
Chris Walen, Wells Fargo, Chanhassen, Minn.
Carrie Walker, The B3Vision Group, New York, N.Y.
Ray Weikal, International Association of Administrative Professionals, Kansas City, Mo.
Julia Wendzinski, Procter & Gamble, Troy, Mich.
Lindsey Wichern, Tulsa, Okla.
Shavone Williams, Eda Kalkay Public Relations, Glen Oaks, N.Y.
O'Sheaka V. Williams, New Orleans, La.
Marley Krisman Wing, GolinHarris, Dallas, TX
Jamela Wintons, Wells Fargo & Company, Charlotte, N.C.
Eric P. Wittke, Evanston, Ill.
Brittany Renee Wright, IUPUI, Fishers, Ind.
Nicole Terese Wrigley, Morris, Ill.
Lauren Yanow, Flossmoor, Ill.
English Young, GolinHarris, Alexandria, Va.
Maryn Young, Vernon Hills, Ill.
Angela Zott, Inteva Products, Troy, Mich.

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