I recently attended the PRSSA (Public Relations Student Society of America) National Conference in San Diego. Among the thousands of students from colleges and universities across the nation, there were also many seasoned PR professionals who imparted to us some of their knowledge, advice and life lessons.

PRSA

I was fortunate enough to get to sit in on some great sessions including:

  • A glimpse into media relations with Joseph Trahan, III, APR, Fellow PRSA
  • A lesson in crisis management with April Bolduc, Public Relations Manager for Sempra Energy
  • A “Living Legends Panel” featuring Joe S.  Epley, APR, Fellow PRSA; John L. Paluszek, APR, Fellow PRSA; and Frank W. Wylie, APR, Fellow PRSA.
  • A PRSA general session with Arianna Huffington, founder of The Huffington Post
  • An entertainment and sports panel with Sue Bodis from the San Diego Padres, Harry Medvet from Fandango.com, Rosaline Jarret from the Screen Actors Guild Awards, and Bill Shaikin, a sports writer for the Los Angeles Times.

All of these professionals shared helpful tips for how to be successful in the PR industry.

  • It’s all about relationships so building meaningful ones.
  • Be nice to everyone.
  • You never know who you will meet on the way up.
  • The most effective communication is face-to-face.
  • Make yourself an expert on a specific niche. Find your passion and set your focus.
  • Always take a change; don’t let anyone tell you no.
  • Learn how to write—be an excellent writer.
  • Be a news junkie (no matter where you get your news).
  • Always maintain personal integrity.
  • Have enthusiasm!
  • Be honest. Maintain your integrity.
  • Do what you need to do.
  • Don’t wait for someone else to take the lead.
  • Learn from your mistakes.
  • Be a good listener.
  • Never stop learning.
  • Read, read, read. Write, write, write.
  • Be well read in lots of different areas. Broaden your horizons.

These professionals also shared resume and job searching advice. Some of this advice included:

  • Prepare yourself for economic times. Look past this period. In the interim, further improve your skills through internships, volunteer work and pro bono work.
  • Life isn’t a cakewalk.
  • Don’t be discouraged.
  • Know where you want to work. Know what that company does. Know what you can bring to the table.
  • Do internships—internships get you noticed.
  • Volunteer and do pro bono work to learn as much as you can.
  • Have assets that other people need.
  • 95% of jobs have not been advertised—can only hear about them through networks.
  • Tailor your resume to your target audience.
  • Be resilient.
  • Be persistent.
  • Be yourself!

From my experience at the conference, I got the notion that PR professionals are eager and willing to help the next generation of professionals—us students. So it’s up to us to take advantage of the opportunity to learn from these professionals, take their advice and grow into the best professionals that we can be. Afterall, we are the professionals of tomorrow and it’s our responsibility to shape the PR industry for the future.