Whether you are ironing your gown for graduation next month or looking to make a career switch, finding a place in the public relations industry can be tough. I know. I did it just a few months ago.

After 8 years of working as TV news anchor and reporter, I was tired of waking up before dawn, fed up over lack of incentives and not ready to move to a strange town, again. So last summer, I jumped in with the millions of other Americans looking for a job – and I had no idea what I was in for.

Here are 5 tips to keep you sane and help you land that dream PR job:

1. Be Persistent: You know those sayings; “it takes 6 months to get a land a new position” or “it is a full-time job to find a new job?” They are all true. Jump off your Instagram feed and put the DVR on pause so you have time each day to research and connect. It takes time. Chances are you will not find a job and be hired overnight. You will be discouraged, you will hear the word “no” and it is okay if you cry (once or twice) but don’t give up.

2. Network: Yes, reaching out to family, friends and former co-workers is helpful but get creative. You do want to be in PR, right? So think outside the box. If you are zeroing in one company, do more than just email in your resume. Comment on their blogs, interact with them on Twitter and reach out on LinkedIn. I set up 2 interviews just by messaging people on LinkedIn. One of those turned into my current job.

3. Put Yourself Out There: Become a PR pro for yourself. Learn how to market your brand, your expertise and the value you will bring to a company. Then, just as you would for a client, make sure that message is consistent in your cover letter, resume and your professional social networking sites. Stand out, be creative and show your personality.

4. Ask For Help: Not everyone has to be a mentor, but reach out to who you know in the business. Take a risk and email that alum from your college or that woman in yoga class. Ask to meet for coffee, pick their brain, and find out how they got their job. This may not turn into a position right away but you never know what will happen down the road.

5. Get Involved: No new job yet? Look where you can use your skills elsewhere. Volunteer with a non-profit who needs marketing help. Connect with a small-business owner who doesn’t have the budget to hire a full-time PR professional. See if your church, your gym or the charity walk you do each summer needs help. Even though there is no paycheck – these positions are invaluable. They keep you current, on trend and show you are doing the job.

Any PR job-hunting questions or tips, I’d love to hear them. Tweet me @kierstentomson!

Over the last few years, I’ve finally come to terms with the fact that I will never love networking. So instead, I’ve learned to network smarter.   Here are a few tips I use to help maximize the benefits of networking with minimum pain:

1.  Have a Game Plan:  Don’t go into these situations blind – have a plan and execute. Most networking events or conferences will publish a list of attendees prior to the event, so take advantage. Create a list of who you want to connect with and make it your business to talk to them at least once during the event.  If you don’t know the person, take a look at your existing contacts. Is there a client or co-worker who may be able to broker the introduction?  If so, tee it up ahead of time so it will appear seamless when you meet them.

2.  Make People Come to You:  One way to avoid being the stranger in a room is to make your presence known.  For me, one way to do this is to become a panelist, speaker or company sponsor of the event.  By putting yourself in the limelight, you create an opportunity for people to seek YOU out for a change. It also helps position you and your firm as an expert, which makes for easier introductions and follow up after the event. If you are sponsoring the event, ask for the opportunity to say a few words about your company – this will ensure other attendees understand your business and can follow up with you directly  if they are interested in learning more.  

3.  Maximize Your Opportunities: By way of illustration, I recently spoke at a large real estate association event that typically attracts around 3,000 attendees.  These big events are expensive and tend to me a little overwhelming.  To make sure I wouldn’t get lost, I worked with the event organizers in advance and secured a speaking slot on their social media panel, a topic I enjoy and am comfortable sharing my expertise.  Leading up to and following the panel, we promoted the panel via the association newsletter and social media platforms, along with Maven’s own newsletter, facebook and twitter feeds.  During the event, I connected with the association’s director of social media, who then asked me to participate in a video Q&A that would be posted to the national website, association e-zine and e-newsletter.  The panel ended up being standing room only, and afterwards I was able to connect with dozens of people I consider to be excellent new business leads.   By increasing my visibility and leveraging it for additional exposure, I was able to create new relationships with relatively few awkward introductions. 

4.  Play to your strengths:  Some people thrive in the large “cattle call” events, while others need a more intimate setting to shine. Personally, I get lost in the former and do much better in smaller settings – dinners, smaller cocktail parties and association panels and speaking events.  Know what format works for you and choose events that meet that criterion.

5.  Follow up in a Timely Fashion:  After you’ve collected that business card or had a particularly meaningful interaction, to send an email or thank you card within one week to those you were able to connect with.  Add them to your LinkedIn network and schedule time for coffee, lunch or an in-office meeting. Sometimes it’s hard to remember HOW you met the person, which makes follow up a little tricky.  To prevent short term memory loss, I jot down a few notes about them in my Blackberry or on the back of their business card (e.g. Jack Taylor:  met @ ULI social media panel on Jan. 1; knows Kevin Smith; has upcoming business event that needs PR support). These little notes make follow up a breeze and add a personal touch to your outreach.

There are too few jobs for too many people. Entry-level openings are receiving interest from over qualified professionals, so what is a college soon-to-be graduate to do?

My colleague Jessica covered how students can better market themselves. I am going to follow her with my own advice. Like Jessica, I also handle the vetting process for internships with Maven. Maven utilizes Drexel University’s co-op program, but we also accept resumes, interviews and interns from the other universities. I receive and sort through hundreds of emails, cover letters and resumes, and conduct most of the interviews, with other Mavens stepping in of course.  I also attend a number of career events held by area schools and associations. You can say I am well-versed in the subject.

What I have learned is that people tend to give the same advice over and over again to student. What students crave are practical steps and knowledge they can do now. I have gathered five pieces of real advice for PR student and provided a list of resources to actually follow it. I like to call it an official ‘PR handbook’ but think of it as ‘CliffNotes.’

I realize the following resources are geared for those looking within the Philadelphia region, but wherever you are, you can do the same for students in your area. Believe me, they will appreciate it. If you are a student, your future looks bright because you have already found this entry and thus are looking in all the right place! I hope you enjoy and good luck on your exams, job hunt, interviews, etc:

The PR Student Handbook:

5 Pieces of Advice & the Resources to Follow It

ADVICE #1: “RESEARCH AREA FIRMS”

Public Relations Society of America Philadelphia – Directory of Firms: If interested in working at an agency, take an interest in these agencies by visiting their websites, signing up for their email updates/newsletters and stalking their social media profiles. Also be SURE to sign Up for PRSA Philadelphia’s Job Bank, a weekly email (free for members & $45/year for nonmembers) of completely NEW communications jobs. Every week new regional industry jobs land in your inbox – it can’t get easier than that! The Job Bank subscription is a free benefit to all PRSA Philadelphia members. For non-members, it is an annual fee of $45 for 52 issues of the publication.

Philadelphia Public Relations Associations – Directory: This is a directory of their members and their contact information – this is job searching gold. PPRA also offers Job Postings which is another great place to look for local, public relations jobs.

Another method is to scope out the Philadelphia Business Journal‘s annual Book of Lists for PBJ_BOL_PRFirms (80+ lists like interactive marketing, advertising and graphic design firms). While the information within the lists has recently become more reliable (read this entry about it on the PBJ‘s blog), the information is not verified and some agencies do not like disclosing such intimate details, us included (er – excluded?). Maven does not submit for the list because agencies ranked only by annual fee income – but we LOVE seeing the list when published!

ADVICE #2: “GET TO KNOW THE LOCAL MEDIA”

PPRA’s website offers a list of Philadelphia media outlets within their other area resources: Most local resources, not all but enough to get started. Start by frequently reading the big ones (Philadelphia Inquirer & Philadelphia Business Journal) so you get to know the reporters and their beat (subjects/topics they cover). It will pay off in the future. Do the same with national outlets.

ADVICE #3: “LEARN ABOUT THE INDUSTRY”

Read case studies and current news about public relations. Also subscribe to the newsletters of industry publications and experts. Here are my absolutely-all-time-favorites websites to keep tabs on new PR trends, tips, analytics and tools of the trade. The following all are completely free too.

         HubSpot: Marketing Resources

         Ragan.com: PR News & Resources

         Mashable: Follow the topics Public Relations & Social PR Guide Series

         Dan Zarrela

         PR Sarah Evans

                  ~ More to follow below in the ‘& More’ section.

ADVICE #4: “JOIN AN INDUSTRY ASSOCIATION TO NETWORK”

List of Associations in Philadelphia Region (not all but most)

         American Marketing Association – Philadelphia Chapter

         eMarketing Association

         Greater Philadelphia Chamber of Commerce

         Innovation Philadelphia

         Philadelphia Advertising Club

         Philadelphia Area New Media Association

         Philadelphia Chapter of the International Association of Business Communicators

         Philadelphia Public Relations Association

         Philadelphia Interactive Marketing Association

         Professional Marketing Forum

         Public Relations Society of America – Philadelphia Region

         The Philadelphia Direct Marketing Association

ADVICE #5: “LOOK FOR JOBS ON SOCIAL MEDIA”

Facebook (10 Facebook Pages Every Public Relations Professional Should Follow)

         PR Job Watch

         PR Jobs

         Help a PR Pro Out

Twitter

         @mediabistrojobs – Media job listings from mediabistro.com

         @media_pros – Jobs for media professionals

         @PRSAjobcenter – Jobs in public relations, communications and marketing

         @socialmediajob – Jobs in social media

         @JobAngels – Helping the unemployed find jobs

         @findinternships – Internships and entry level jobs for college students

         @freelance_jobs – Freelance jobs

         @heatherhuhman – Entry level jobs and internships

         @Project4Hire – Freelance and temporary jobs

         @ Philly_Jobs

         @JobPhiladelphia

& MORE:

Looking for free tools to follow PR/marketing trends and analytics? Well then don’t miss my annual list of of free tools for PR pros. Click here for 2010′s list and click here for 2011′s list.

Help A Reporter Out (HARO): Sign up as a ‘source.’ This is a free email service that 3x a day will send you a long list of journalists looking for people, places and companies for their stories. It is a great way to get a feel for what is trending right now and what journalists want.

         PR News:  Free Webinars

         PR Week: Whitepapers (some content is subscription-based, but whitepapers, blogs, etc is free)

         PRSA:  Blog & Free Webinars

         PRDaily

         Brain Solis

         Bad Pitch Blog

         Cision Free Webinars

         Vocus Blog