Students from Temple University’s PR program prowlpublicrelations.blogspot.com have this advice for students new to the PR field. Mack the Flack agrees the advice is worth sharing.
1. Keep a lookout for blog posts and articles that discuss how people view public relations professionals and what our role is in the new media landscape. The question I keep in the back of my head when looking for this sort of information is: What does the ever-changing industry landscape mean for current college students as we enter the workforce?
2. Instead of controlling all information you give out, serve as a connector for your client as well as your media contacts. Being a connector means that you make connections that help people in ways that do not necessarily benefit your client.
3. Press releases aren’t dead but you need to specifically target the channels that will effectively reach your publics. Sending press releases to thousands of media contacts without a specific target is like sending a beauty industry client’s information to a men’s lifestyle magazine – not productive.
4. Stay in contact with the people you have formed relationships with. Correspond with them about things happening in your area of expertise over lunch or through a quick email or phone call. These conversations may have little to do with your client, but as mentioned before it is all about your connections.