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Category: Free Advice

Before You Begin…

Before You Begin…

February 21, 2014January 31, 2023 Margot HorganBlog, Entry-Level PR Job, Free Advicehow to get in the news, media release, news coverage, news release, press release, Public Relations, when to write a press release

Ahh, the news release. It’s one of the fundamental tools of the public relations industry. Unfortunately, it is also often one of the most abused. With its streamlined format and detail-packed text, it can be the perfect way to quickly and efficiently disseminate the who, what, where, when, why, how. 

But, just because the press release is tried and true, that doesn’t mean it is the right choice for every situation. If you’re struggling to decide if you need an announcement, here are four questions to ask yourself before even thinking about writing, “For Immediate Release”

1. Why? This should be the very first question you ask yourself. Do you have a big event approaching? Is your company releasing a new product? Are you being honored with a major award? If you find yourself struggling to answer this question, you might not need a release. Simply wanting to be in the news is not a good enough case. Use this as a chance to understand what types of announcements lend themselves to successful media pitching and stay on the lookout for future opportunities.

2. What? If you distribute a press release, what type of results do you want? Are you looking to increase awareness? Or, perhaps you want to boost sales? Whatever it is, you need to have a clear answer to this question. Establish your objectives, make sure they are realistic and then ask yourself if a news release will help you reach them.

3. Who’s your audience? So you’ve answered the why and you’ve answered the what, now let’s think about the who. Who is your target audience? Who are you trying to reach with this media release? Thinking about which publics will be reading your release can significantly change its text. Writing for investors is different than writing for families with young children. Establish who your audience is and how you will reflect this in your announcement.

4. Who’s your media contact? If you’ve made it to the point where you think you’re ready to write a news release, there is one more very important question to ask: Who is your media contact? Have you decided on a point person that will field all media inquires or requests for more information? Is this person well versed in the history and messaging of your company and prepared to thoughtfully answer questions? Picking the correct media contact is an important task not to overlook. With reporters on ever tightening schedules, responding to the media should be timely and informative.

After reading this list do you think you are more prepared to write a press release (or to not write a press release)? If you’re feeling overwhelmed, an experienced PR agency may be just what you need to help you through the process. Let us know if you have any questions!

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#Xmasjammies is Viral! Now What?

#Xmasjammies is Viral! Now What?

December 20, 2013January 31, 2023 Dana PhelpsBlog, Free Advice, Public Relations#xmasjammies, Greenroom Communications, Kim Dean, Penn Holderness, viral video, Xmas Jammies2 Comments on #Xmasjammies is Viral! Now What?

To the surprise of all those around me, I blurted out, “I know her!” when I saw Kim Dean on the movie screen opposite Robert Downey, Jr. in Iron Man 3. Repeat that scenario about 50 times in the past week when I’ve turned on the news, checked out Facebook and scanned the Internet.

Enter #Xmasjammies. If you haven’t seen the video by now, you must be living under a rock. I certainly wouldn’t be the first to call out the finer points of why this particular video hit pay dirt in a society of all we want for Christmas is a viral video. However, before we get to the real point of this post, I can’t resist sharing three quick things I think Kim (and company) did particularly well to help their video spread faster than head lice at a daycare.

  1. Never underestimate the cute factor. Attractive parents. Even cuter kids. Let’s admit it, they are all adorable, and that gets our attention. They also weren’t afraid to be a little goofy and show us a family having fun together. Keep in mind that the video was posted by Kim’s video production company, Greenroom Communications, and is being used as a promotional piece touting the company’s video skills. Involving the family spiked the cute factor and personalized it by inviting you into Kim’s home and melting your hearts with her adorable children. Okay, the part about Penn’s butt is pretty funny, too.
  2. ‘Tis the season. Anyone in PR knows the value of a timely or seasonal pitch. News outlets are looking for holiday stories this time of the year. In this YouTube era, this is extra topical.
  3. Can you relate? Watch the video all the way through and you’ll see that Kim’s hubby, Penn, is leaving his job as a news anchor at one of our local stations. Media people are naturally inclined to be interested in what other media people are doing. Maybe they also want to quit and become entrepreneurs. Maybe they think he is insane for leaving a steady job. Either way, it is intriguing, and it isn’t every day that news people are the news.

Okay, so 12 million views and still going. Now what? Kim’s business partner invited us to help ponder that question, and we know that anyone who is successful at nabbing the elusive viral video (as we’ve said before, there is no “viral button” you can just hit — extra kudos to Greenroom for this accomplishment!) has to think about how to harness the power of it.

  1. Recognize you have a finite window of opportunity to ride the wave before the next Internet sensation moves you down the page. Because #Xmasjammies was made as a video Christmas card, there are natural event marketing and live PR opportunities around the holiday. Depending on Greenroom’s strategic business objectives and client targets, they might want to do live performances at local museums or banks or big corporation holiday parties.
  2. Don’t forget the end goal. You’ve got all of this attention so how do you use it to increase your bottom line and hit your business goals? Let’s say Kim and team have been trying to get into a particular company all year long without success. Now is the time to show up — yes, in the jammies — with coffee for the CEO first thing in the morning, cleverly packaged with a proposal on what Greenroom can do for the company. Or, maybe one of your corporate goals is to help a charity. If benefiting the charity wasn’t baked into the video strategy from the beginning, use the celebrity factor you have gained to help your charity of choice.
  3. Consider the impact of 12 million (as of this posting) views, how the video now defines your company and what you want to be moving forward. One of our team members offhandedly remarked, “They should change the company’s name to Xmas Jammies!” Crazy idea or brand recognition? You be the judge.

Our holiday gift to you is this advice on viral videos. Realize that not every video has the ability to go viral. Getting millions of views is no easy accomplishment and doesn’t happen for most brands. If you do go viral, make sure it is with a video or initiative that aligns with your strategy and that you are prepared to utilize the visibility to further your goals. Have you seen brands that are particularly skilled at doing just that? If so, we’d love for you to share your faves with us.

Happy Holidays!

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How to Land an Internship

How to Land an Internship

October 10, 2013January 31, 2023 Margot HorganBlog, Free Advice, The Clairemont Teaminterns, interview advice, interview tips, NCPRSA, PR, PR Agency, PR Internships, PRSA, public relations internships1 Comment on How to Land an Internship

Today, the North Carolina Public Relations Society of America is hosting its annual Public Relations and Marketing Seminar at the Friday Center in Chapel Hill. Each year, communications professionals from throughout the state attend the conference to listen to industry experts discuss a variety of topics and share strategy and tactical experiences that are shaping how we communicate for our companies and clients. This year, Clairemont’s Dana Hughens will conduct a session instructing students on the do’s and don’ts of internship and job searches and interviews. In preparation for this session, we asked our interns – Sam Halle, Margot Pien and Kate Fedder – what is your best advice for landing an internship? Here’s what each had to say:

1012127_10151736860421974_329229897_nSam Halle:

If the folder on my computer littered with countless cover letter and resume files is any indication, the internship search can be a draining numbers game. And, while it’s true that you can’t control each outcome, you can control whether or not you show your potential and best self to a prospective employer. Here are a few simple ways I’ve learned to do this:

Check (and then double and triple check) for typos. This goes for both grammatical and spelling errors. Applying to positions at multiple companies? Avoid the copy-paste faux pas by making sure the company and contact names are correct too. For jobs and internships in the industry, it also doesn’t hurt to get reacquainted with your good friend the AP Stylebook.

Study up! Research both the company and specific position you are applying for. This will allow you to tailor the language of your cover letter or introductory email, as well as the experiences highlighted in your resume. Oftentimes, I’ll tweak the word choice throughout my resume to better fit each position. It should go without saying that research is an absolute must before an interview!

Thank you’s aren’t optional. When someone has taken the time to consider you as an applicant, it’s important to show that you’re grateful. This applies to email, phone and in-person correspondence. Importantly, you can use the thank you note following an interview to really drive home why you’re a great fit for the position.

Google yourself and make sure you’re happy with the results. Companies will search for you, so make sure your social media profile pictures are appropriate. If your account is public (and even if it isn’t), you should ask yourself if you’re comfortable with your future co-workers viewing your tweets, photos and posts. After all, your Internet presence is a reflection of who you are.

Use your resources. Check out what’s available at your university’s career center. Not a strong interviewer? Go to an interview workshop or participate in a mock interview. Struggling with your resume or cover letter? Most career advisors will review these and offer suggestions. Overwhelmed with the job/internship search? Most schools offer an online portal with hundreds of opportunities for students just like you. LinkedIn is also a helpful place to find connections.

Be positive and persistent. It’s hard work to find work, but in the end, it will all pay off. Remind yourself of that throughout the application, interview and follow-up process. Keep track of deadlines, try your hardest to avoid the procrastination bug and get excited for interviews. My pre-interview ritual? Review my resume and then blast Hakuna Matata.

margotclairemontMargot Pien:

I’ve had the opportunity to intern at a few wonderful companies, and have learned a lot from the application process. For every acceptance letter I have received, of course there just as many – if not more – internships or jobs that I have not gotten. That’s the nature of the game. Here are some useful tips that I’ve learned along the way:

Don’t use your cover letter to rehash everything from your resume. You can refer to it, of course, but use this chance to really catch your potential employer’s attention. Try to tell them something about yourself that they wouldn’t know from reading your resume.

Show your creativity/demonstrate your expertise. If you say that you are an experienced graphic designer, then design your cover letter and resume. I used InDesign to make a resume a few summers ago and ultimately landed the internship I wanted. My employer said that my resume design caught his eye.

Send follow up emails that don’t simply say “thank you for the interview.” Take this chance to re-iterate your interest in the company and explain why you’re the best candidate.

Tailor your resume to the job you’re applying for. If you want to intern at an advertising agency, they probably don’t care about your stint babysitting in high school. Make your resume relevant for each job opportunity.

If you direct your employer to any of your social media sites, make sure they’re professional. Don’t provide your Twitter handle if your tweets consist of you complaining about school and posting party pictures. Consider creating a separate professional account if needed.

kateKate Fedder:

In May of 2014, I will graduate from the University of North Carolina at Chapel Hill with a bachelor’s degree in Journalism and Mass Communications specifically focusing in Public Relations. At this stage in my life, I constantly worry about whether I will find a job when graduation rolls around. This past summer, I had the opportunity to intern for Clairemont and was lucky enough to continue the internship into this fall. Here are just a few tips I’ve found helpful in landing past internships:

Use the career services at your school. You’d be surprised how many opportunities your university offers to help you find a job or internship. Take the chance to practice interviewing by doing a mock interview. The more practice you have, the more comfortable you will feel during the real deal. Don’t wait until the week before summer break to look for an internship or the week before graduation to talk about career opportunities. Go talk to an advisor and have them look over your resume. Also, most universities have databases where you can search for alumni in your desired profession who you can reach out to for advice.

Network. Everyone I’ve ever talked to says finding a job in today’s world comes down to who you know. Try to connect with as many people as you can and reach out to later. If you don’t have a LinkedIn account, go ahead and make one – you’ll need it!

Do your research about the company beforehand. Be prepared and knowledgeable about the company so you can ask the interviewer at least two good questions. The interviewers are seeing if you are right for the job, but you should also ask questions to make sure the company is a good fit for you. The more you know about a company during an interview, the better off you are.

Be persistent and follow up. Send your resume and cover letter out to any company that interests you. If you don’t hear back within two weeks, send a follow-up email expressing how interested you are in the position.

Check and recheck emails you are sending to companies. Nothing looks worse and more unprofessional than having typos and bad grammar throughout an email. These emails as well as your resume and cover letter are the first impressions the company will have of you so make them flawless.

 

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What to Wear to a Job Interview

What to Wear to a Job Interview

August 23, 2013January 31, 2023 Margot HorganBlog, Fashion, Free Adviceentry-level PR job, entry-level PR position, interns, Interview Attire, Interview Outfit, PR Agency, PR Internships, PR jobs, Raleigh PR Agency, Raleigh Public Relations Agency

I’m a big believer in the mantra “dress for success.” And, although it’s not yet scientifically proven, I am pretty positive that you will always feel more confident and secure if you are dressed in a crisp, clean and appropriate outfit. This especially rings true for job and internship interviews.

As the internship coordinator at Clairemont, I’ve seen plenty of interview candidates – and often been one myself in the (somewhat) recent past. For an interviewer, few things are more distracting than an inappropriately dressed or sloppy candidate. For a job hunter, dressing the part for an interview can be just as stressful. Is this too dressy? Is this too casual? Is this too boring? As a college student seeking internships and jobs, I often asked myself these questions. From experience (on both sides of the interview table), this is what I have decided.

Sporting a suit should always be your first choice. It doesn’t have to be expensive, but it should fit well without being too revealing. For women candidates, this can be a skirt or pant suit, or the alternative suiting dress, like this one from J.Crew. Suits are classic and classy and show you are serious about the job. For more inspiration, see our Interview Appropriate board on Pinterest.

J. Crew Suiting Dress
J. Crew Suiting Dress

If a suit feels too stiff for the occasion, opt for a tailored pencil skirt or pair of slacks, a blouse and a cardigan or blazer. For a creative job in an agency setting, take the opportunity to show your individuality with statement accessories or a fashionable blazer like this one from Nordstrom. We also love this simple pencil dress with subtle leather detailing from Asos.

Smythe Blazer from Nordstrom
Smythe Blazer from Nordstrom

In the end though, don’t ever minimalism the fact that this outfit is for a job interview. Being fashionable is great, but making a good first impression and landing your dream job is way better. Steer clear of anything too short, too tight or too low-cut. Always err on the side of conservative caution, and you’re sure to be dressed for success. (Here’s a hint: If you’re stuck for ideas on what to wear, check out this fabulous blog stock full of great office attire and where to buy each of the pieces!)

What are your tips for dressing for an interview?

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Tips for a Successful Job Search

February 8, 2013January 31, 2023 Margot HorganBlog, Entry-Level PR Job, Free AdviceCover letter tips, How to land a job, Interviewing tips, Networking tips, Portfolio tips, Public relations jobs, Resume tips, Successful job search4 Comments on Tips for a Successful Job Search

Come May, all three of our Clairemont interns will be turning their tassels and leaving the beautiful UNC campus behind to officially enter the job market. With North Carolina currently at a 9.2 percent unemployment rate, we challenged our intern, Erin, to find out exactly what recent college grads and other young professionals need to do to make sure they get hired in an oversaturated job market.

1Twenty years ago looking for a job meant checking the newspaper, asking around town and simply submitting an application or resume. Today, the search itself has become a full-time occupation. With endless access to job postings through search engines and social networking sites such as LinkedIn and Glassdoor, companies that at one time may have received 50 resumes for an open position now receive thousands.

So, just how do you beat out all those other applicants to land your dream job?

According to Richard Spector, Public Relations Society of America Jobcenter manager, you have to be just as strategic and persistent in your search as you would be if you were hired. In his recent webinar, “Your Guide to Career Success,” he outlined the top facts and “dos and don’ts” of a successful job search.

Interviewing

  • Do your research. Know the company inside and out from social media sites to media coverage.
  • Come prepared. Have a mock presentation with a strategic answer to that company’s needs.

Resume

  • On average, resumes are judged within six seconds, so keep it simple.
  • Your resume is your calling card. Use measurable examples to show things you accomplished.
  • Use technology such as a QR code to show you can be both digital and creative.

Cover Letter

  • Employers want to know what you have done, so start off with how you solved a problem.
  • Take note from the cover letter that went viral and stay away from personal attributes.
  • Be authentic! Keep to keywords and refrain from flowery language.

Online Profiles and Portfolio

  • Make sure your Linkedin profile is 100 percent complete. Recruiters can see the holes in your profile.
  • Google yourself. Are your online profiles easily accessible – and just as importantly, are they appropriate?
  • Utilize your social profiles to position yourself as an industry thought leader. Follow different agencies and industry professionals on Twitter and re-tweet and share interesting news with your followers.
  • In your portfolio, always remember quality over quantity. Only show the best examples of your work to potential employers.

Networking

  • Use social media, informational interviews, job shadowing, volunteering and freelancing to meet other industry professionals.
  • Build relationships by connecting over commonalities or giving recommendations.

BUT, what’s the most important thing to remember in every aspect of the job hunt? Be authentic and never give up! Twenty percent of job rejections will actually end in a job offer. As the old saying goes, when one door closes another door opens. Good luck and share your job search tips in the comments section below!

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