Here are a few takeaways from the conversation for those who could not participate.

Answer: Don’t rule out post-grad internships. While this may not be exactly what you were looking for post-graduation, it’s something that graduates should consider, as this position could lead to full-time employment. Post-grad internships are often times a test-run before a company makes a full-time hire. They are looking for how you work within their organization, your level of talent and to see if you fit into their culture.

Answer: During the chat, a student posed the question, ‘why not have both?’ to deciding between an online or physical portfolio – this is a great point. An online portfolio allows employers to view your materials prior to an interview or meeting, which is an obvious benefit. But, at the same time, a leave-behind is just as important so interviewees can refer to your work throughout the interview.

Two things: your writing skills and being  involved. Writing is often a skill that is overlooked, but it is actually one of the most important skills there is for PR professionals. Employers love candidates with strong writing skills. Also, getting involved during college is crucial. Join PRSSA, apply for internships, get involved with a student-run PR firm and/or volunteer to be on the PR committee for other organizations.

A big thank you to the students who participated in the chat earlier this year and to Callista Dammann for helping facilitate the conversation.

There will be another opportunity for recent graduates and young professionals to pose questions to area professionals during our second Twitter chat on Thursday, June 13 from 7:30 to 8:30 p.m.

Professionals will be answering questions about making the most out of your career. From professional development opportunities and continuing your education to finding a mentor and getting involved in the community, mark your calendars and come prepared with questions!

While we all have watched and “followed” news coverage in other situations, I was simply dumbfounded when I flipped to CNN and saw John King and Anderson Cooper standing live on-camera while reading tweets off their iPhones from the Boston Police Department and announcing the suspect was in custody.

Boston Police Dept. ✔ @Boston_Police
CAPTURED!!! The hunt is over. The search is done. The terror is over. And justice has won. Suspect in custody.
8:58 PM – 19 Apr 2013
143,925 RETWEETS 48,288 FAVORITES

The incredible rate of change in the practice of media relations became so clear to me in that moment. Over the course of my career, we have moved from faxing news releases (a big technology development in the early 90s) to announcing the end of a worldwide drama in 140 characters over mobile technology.

Veteran reporter, Liz Halloran, Washington correspondent for NPR Digital News, observed, “Through the saturation of social media, we were also able to experience it equally, whether reporting from the streets of Boston or the scorched explosion site in Texas, from newsrooms in New York or Los Angeles or Berlin, or from our own living rooms and college dorm rooms. This week, these awful events have cemented the reality that the media is now everyone, anyone with a computer or a smartphone, a Twitter account or a Facebook page.”

Indeed, that reality affects us all, and in more ways than I certainly realized. The age of social media dawned years ago, yet many are still finding their way as the medium itself molds and evolves around the users. From my vantage point, these developments mean we now have more competition and difficulty reaching above the noise to get our message out. And, the burden to monitor and correct raging rumors that pop up from nowhere and spread like wildfire is omnipresent. And yet, now more than ever we have the best opportunity to independently become a recognizable, credible and reliable source of information for our publics.

When the world cannot distinguish between Jon Stewart, John King and John Doe the source of information, not the traditional gatekeeper, becomes the voice of credibility and reliability. This adds yet another dimension to the practice of public relations. How do we provide information to the “media” and the “public” in the most ethical manner? And further, if the line between journalists and practitioners has truly blurred so much that everyone is now a reporter, what responsibility do we have to be “fair and balanced” beyond being open and transparent?

These questions need to be considered carefully, but quickly as we all race to keep up with the technological advancements affecting our profession and our daily lives.

With this notion in mind, the Central Ohio Public Relations Society of America (COPRSA) New Professionals Committee hosted a panel discussion to examine the costs and benefits of a PRSA Accreditation (APR) or higher education, shedding light on questions young PR professionals face. Five panelists, including four individuals who pursued professional development and higher education opportunities and one recruiter, shared their experiences and expertise. The conversation yielded interesting insight to popular questions, as well as tips for anyone who has thought about getting a master’s or APR. We’d like to share their feedback with you.

APR vs. Higher Education

• If you’re a public relations professional who seeks to build credibility, refresh your skills and raise industry perceptions, the APR may be right for you. An APR will help you elevate your public relations acumen through a commitment to lifelong industry learning.
• A master’s program can help professionals fill a knowledge gap and broaden skills gained through work experience.
• Let your career goals inform your professional development path. If you want to focus on traditional media relations, you may benefit from an APR. If you want to run a department and work with budgets in the future, an MBA might be an excellent option for you.

Do I have enough time to pursue an APR or higher education?

• Pursuing higher education takes significant time – an especially important consideration if you have a spouse and/or children. If you choose to pursue a master’s while working full time, weigh your options appropriately. Many programs offer weekend classes and online options for those wishing to work simultaneously.
• Those who pursue an APR must devote several months to developing a portfolio, preparing for a readiness review and studying for the written exam. Yet despite that commitment, the time does seem reasonable for most working professionals.

Will my employer support me?

• Some companies offer financial support or tuition reimbursement for employees who want to pursue higher education, but it’s not common. Many that offer this benefit require employees to sign contracts, which ensures the human capital investment is not lost.
• If pursuing higher education or accreditation is important to you, take tuition reimbursement and professional development into consideration when job hunting and weighing offers.
• Planning to ask your company for financial support? Start with your supervisor. Explain how your education will benefit the company.

When should I pursue professional development opportunities?

• The majority of our panel agreed that it’s ideal to get five years of experience under your belt before pursuing an APR or master’s degree.  Five years will give you enough experience to successfully navigate through the APR test, and it also gives you time to possess the management skills needed for an MBA. Some MBA programs do not require applicants to take the GMAT if they’ve worked in the field for several years.

Will my investment pay off?

• Whether you choose an APR or higher education, it’s important to note that expanding your knowledge makes you more valuable to an organization. A balance between education and work experience is important to recruiters. Experience, a certification or a degree can help prove your value to an organization while building credibility.
• Master’s programs can be expensive. When choosing a program, you must decide if the investment will increase your lifetime earning potential. Weigh your options and look for the best values among schools that offer your chosen program.
• Although MBA graduates do earn higher salaries on average than their undergraduate counterparts, the payout can vary based on geographic location, job function, organization and experience.

The Central Ohio PRSA New Professionals Committee would like to extend a sincere thank you to the panelists who participated:

• Kerry Francis, APR and Master’s in Business Administration, The Ohio State University
• Vince McMorrow, APR, Fahlgren Mortine
• Jeff Dennis, pursuing an Master’s in Business Administration, Kegler Brown Hill & Ritter
• Megan Canavan, Master’s in Integrated Marketing Communications, City of Powell
• Kay Lavelle, President, Little Green Hen, LLC, a recruiting consultant

Seasoned professionals: How did you choose to pursue an APR or master’s degree?  What influenced your final decision?

Young professionals: What questions do you have regarding pursuing an APR or higher education?

Countless professionals have heard a version of that speech, and I am not ashamed to admit I am one of them. Like many recent graduates and recession victims, I am on the hunt for a public relations job. I hope to share what I’ve learned, what I’ve done and what I wished I had done throughout my time in the job market, and I am eager to gain your thoughts as we navigate these unemployment waters together.

After being forced into the unemployment ranks, you will likely feel sucker punched, and a heavy ball of rage, frustration, self-doubt and panic will weigh in your stomach, as if you decided to snack on a gallon of mercury.

(For those of you who have never experienced that grab bag of emotion, I’d liken it to what you felt when you learned that both Kim Kardashian and Snooki made more money last year than you will see in your lifetime.)

My first nugget of advice would be to give yourself time to process your situation. Your life is now awash in uncertainty, and you might make a rash and impulsive decision you will regret later. Give yourself the evening to grieve, and start fresh in the morning.

Good morning! It’s time to be proactive. The obvious step is to begin applying for jobs. You might see a job that you think has your name written all over it. You submit your resume, and you are sure you are going to be contacted for an interview. But guess what? Hundreds of other people with similar backgrounds have seen that position and are anxiously awaiting that same phone call.

You have to start reaching out to other professionals. You won’t get anywhere as a faceless name in a stack of resumes. I remember being baffled when I first heard the term “networking.” Everyone talked about its importance, but I had no idea how to start. It was a phenomenon I knew existed but had never witnessed, like Honduras’ Rain of Fish or a subtle Nicolas Cage performance.

I’ve found there are a couple of ways to begin networking. When I was ready to graduate from the hallowed halls of Ohio University, I was convinced I wanted to work in legal marketing. On the suggestion of one of my course instructors, I created a list of law firms and began cold-calling legal marketing teams and OU alumni in the Columbus area to set up informational interviews.

I would advise any recent or soon-to-be graduate to take that step. You probably won’t walk out of the office with a job, but you will learn more about the field and you will have taken an important first step in building a list of contacts.

I know the idea of calling strangers may seem uncomfortable. You are not the first person to do this, and the majority of people are eager to help you on your quest. Just remember they are taking time out of their day, so be prepared for the meeting. Dress as if it’s an interview, research the organization, have a list of questions and see where the conversation takes you.

When I told my older brother I was writing about networking, he offered that, when contacting alumni, do not begin with “Hey, we both went to Blank University. Can you get me a job?”

You’d be surprised how many of those messages he receives on LinkedIn from desperate 20-somethings. Though attending the same university can forge a war-buddies-esque bond, a shared education doesn’t automatically speak to your credentials. You have to prove you’re a qualified candidate before asking for a recommendation.

When you do land that job, don’t forget this time in your life. In about 10 or 15 years, a young PR graduate will nervously call you (or send a virtual text from his or her iPhone 54) and ask for advice. Remember to pay it forward.

That same idea applies to those of us who are no longer fresh out of college. As PRSA members, we have access to an extensive membership directory. Contact other members at companies that interest you, invite them to lunch or coffee and see what they know. Take it to the next level and offer to intern while you search for a position. Even if you don’t end up with a spot at that desired employer, you will be able to fill the gap in your resume with pertinent experience.

Internships are an excellent way for students to gain experience in the public relations field as well as learn the ins and outs of public relations from the professionals they are working under. In order for both parties to get the most of the internship experience, it is important to keep the lines of communication open. Here is my insight into what students expect from their internships and the professionals surrounding them.

Most importantly, interns are expecting quality public relations work at their internship. I have spoken with a number of fellow students who wish they could have done more or were given more responsibility at previous internships. When class is in session, we are used to a full course load, meetings, homework, practice and having a social life. We can handle a heavy work load; by now juggling projects is second nature to us. A press release will not take us all afternoon, nor will “monitoring” the Facebook page keep us occupied.

With that being said, with our workload we expect guidance. Contrary to what we may sometimes think, we don’t know everything. Receiving professional advice is appreciated more than we make you believe. Real-world experience and advice isn’t something that most students get in a classroom. Professional advice is priceless to us. Please enlighten us! Instead of just editing our work and sending it off, tell us what you think, how it could be improved and let us make it better.  We just might learn something.

Finally, we need your trust. I understand there should some type of grace period when your trust is earned, but let us. You hired us for a reason, we can do it. We most likely have learned something at school, have good ideas and can really benefit you and your client or company. Aside from all this learning, we love to hear stories from your college glory days. We are always up for adding new additions to our bucket list, or learning “life” lessons from your stories!

1) You don’t work in social media

2) You work in social media but never have bothered to measure

3) Live under a rock and do your own thing when it comes to measuring social media

At any rate, Katie Paine equates to the godmother of social media measurement. She has written books on the matter, taught workshops and at the last PRSA National Conference, shared with attendees some of her best practices in social media measurement, particularly in setting a common standard. It is a sought after dream, a common language if you will, of what is acceptable best practices when measuring social media. A core set of standards is currently being developed and scheduled to roll out in June of 2013. According to Paine, there are six top priorities: content sourcing and methods, reach and impressions, engagement, influence and relevance, options and advocacy, and finally impact and value.

Although Paine spoke to each of the six priority points above (full presentations can be found at http://tinyurl.com/9y4mvhy), the point of the presentation that the inner geek in me delighted in was her research that had analyzed almost 300,000 posts in a year’s time, discovering some noteworthy results.

Lessons Learned: Chances are that all the hype is not authentic. According to Paine, chances are that “buzz” you are so desperately trying to emulate is either generated by a robot or even bought. She went on to explain that 61% of the posts were suspicious. It’s like looking at the supermodel body in the magazine. You desperately try every diet when all you really needed was a graphic designer to airbrush the final edit. The “buzz” was great, but skeptical. With Twitter the glass is half full… In blogging world it is half empty.

Paine and her researchers found that Twitter as a medium was where the most positive conversations took place, while blogs produced the most negative conversations. Taking this into account when developing public relations campaigns can help develop measurable impact. Bottom line—Dig. Research can be made to look better than it is. You need to dig deeper in order to be sure the measurement has been calculated correctly. It is fine to be skeptical; you may discover that supermodel research is attainable if done correctly!

After maxing out 11 credit cards, and going two years without a salary, the CEO of Pandora, finally started to make a difference with his new start up company. Or so my students tell me – they remember his story.

Storytelling was a dominant theme at 2012′s PRSA International conference. It isn’t new, public relations is steeped in the history of the world’s best storytellers. Yet, in today’s mad dash for content dominance, the story has been replaced with top 10 lists, statistics and analysis of even the most basic event or occurrence.

Rob Biesenbach, corporate communications consultant, actor and author, offered several solid reminders about why stories are important. First, every organization has great stories waiting to be told. It’s true even in the most complicated or mundane industries. And, public relations professionals are in the best position to find and highlight these stories in ways that connect with a variety of audiences.

Second, we are raised on stories. My father never read to me, or my children. Instead, he told stories of everyday life when he was young. My children remember and recite these stories over and over again. Stories tie families, people, places and experiences together in ways simple explanations cannot.

Finally, Biesenbach reminded us that stories trump facts and data. I zone out when a well-meaning expert extols various methods and means to achieve a desired end. But when that same expert tells me a story about how they, or someone else figured it out, I not only remember but I can, and do, retell the story to others.

If our goal in public relations is to connect with our key audiences, there is no better way than through the shared medium of stories.

2012 was an exciting time for our chapter.  We tried new programming formats, secured dynamic speakers and continued to grow and offer new resources and opportunities for members at all points in their careers. I am specifically proud of the New Pros committee that was formed this year through the hard work of Jeana Harrington and Janelle Huelsman. This committee provides members with less than 5 years of experience networking and programming opportunities that specifically meet their needs.

We also had several pros breathe new life into our professional development efforts. Lisa Arledge Powell and Anthony Rodriguez chaired this year’s committee and used their media relations expertise and contacts to organize an ever-popular media panel for our members. And, our Master’s Committee continued to keep our seasoned members engaged with dynamic programming.

2013 is slated to be another outstanding year for our members. PRSA national, as well as our chapter, have plans in the works on a number of new initiatives that will allow all of us to grow in our professions.  While I was at the PRSA International Conference in San Francisco this fall, there was a lot of chatter and excitement about national’s efforts to make PRSA more inclusive and welcoming to industry professionals from diverse racial backgrounds, ethnicities and sexual orientations.

The COPRSA chapter is also exploring how we can leverage these national diversity resources to ramp up our efforts in this area and integrate a diversity element into everything that we do. So, stay tuned, we hope to have our plans for a diversity initiative nailed down in early 2013.

My years of service on the COPRSA board and my time as President have been invaluable and I look forward to everything 2013 has to bring. If you aren’t already involved in a committee, I encourage you to contact one of our board members to learn about opportunities.  Trust me, you won’t regret it!

Here are some updates -

Staff

• All PRSA staff members are okay, but some have been affected by Sandy more than others.  For example, while many of the folks who live in New Jersey are still without power or heat the folks who live on the upper East Side have had no interruption in service.  Perhaps the hardest his was Arthur Yann, PRSA’s Director of Public Relations.  He and his family live in Connecticut.  His house was under 18 feet or water and will probably be declared a total loss.  Bill Murray and others have been working to stay in touch with staff via personal cell phones and Facebook.

Offices

• There has been no physical damage to PRSA’s office building.  The power came back on Monday and the elevators today were back in service today. The heat just was restored an hour ago.  Several of the buildings near PRSA’s contained parking garages on the lower levels and these flooded during the storm.  The cars in these garages were underwater and have leaked gasoline and antifreeze which has contaminated some of the surrounding areas.

Communications

• This is the big issue.  Since the storm PRSA has had no telephone service, no internet service and no email service.  The problem should be resolved sometime tomorrow, although it could be late in the day.  Once service is restored it should only a couple of house to have everything up and running normally.  The good news is that PRSA’s servers and backups were unaffected by the storm.

Business Impact

• While there will be an immediate impact on PRSA’s budget – we’ve missed over a weeks worth of online dues renewals for example – and there could be some additional expenses this should be short term.  PRSA has reserves to carry it thorough situations like this one and insurance should unusual expenses be incurred.

Tell us about you.

I am a wife, mom, PR professional, avid reader, former marathoner, travel lover and novice cake decorator.  I love starting my day with smiles from my son and my husband.  On my weekday drive to downtown Columbus, Dave and Jimmy of the WNCI Morning Zoo keep me company with their incessant ramblings.  As a mother and a professional, there is always a lot of talk about balancing personal and professional expectations.  I try to keep it simple.  I accomplish what has to be done that day and the rest can wait.  If that means, I go to bed with dirty dishes in the sink so I can play with my son and spend time with my family and friends, so be it.  Just make sure you don’t show up for an unexpected visit or you will have to stay outside while I frantically try to clean everything up.  :)

Why did you decide to go into PR?

My initial decision to go into PR was pretty simple – I just wasn’t ready to be done with school!  While finishing up my bachelors degree in psychology from Ohio Wesleyan University, I took a lot of career assessment quizzes, researched graduate degrees and without much other knowledge of PR, I applied to graduate school and decided to go to the University of Florida to get my masters degree in public relations.  I graduated from UF 8 ½ years ago and PR has turned out to be a great career fit for me!

What do you love about your job?

I work at the Alcohol, Drug and Mental Health Board of Franklin County (ADAMH).  We are the public behavioral health system which means we provide mental health and substance abuse treatment and prevention services to Franklin County residents who otherwise would not be able to receive any help.  I get the amazing opportunity to meet people and hear their stories of recovery.  I cannot even begin to describe the inspiration I get from hearing their stories!

Tell us about a project/work you did recently that you’re proud of.

In May, I had the opportunity to organize an evening bus tour for our board of trustees.  ADAMH contracts with 35 non-profit agencies that provide the services in our community so our board of trustees don’t often get the chance to see how their decisions make a real difference in people’s lives.  On the tour, the board met children, families, men and women and heard about their recovery journeys.  The board members were energized by the tour and they have already requested another bus tour next year!

Is there a quote you live by/what motivates you day to day?

Every ending is the start of a new beginning!