comment - volume 2, issue 5

7/30/2019 COMMent - Volume 2, Issue 5

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AlumnaQ&ADanica Delia

How Selling

Purses CanTeach YouPR Skills

How successful is the elevator pitch?

e

nt

COMMAPRIL 2012Volume 2, Issue 5AN RWU PRSSA PUBLICATION

PR rms vs.in house PR


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Kassandra Ricci_COMMunicator

purses

During school hours, Im a PR student. However, by night and weekend I work at a purse retailer

in Providence. PR isnt just for the classroom. In fact, it is surprising how PR can creep into every

aspect of our lives, even our part-time jobs. Here are three PR lessons I learned while working

retail:

Dont speak with jargon

Every profession has jargon, even pocketbook sales. I may know what double-quilted cotton

with a double stitch means, but all the customer wants to know is that it is durable and machine

washable.

The same can be said for pitching journalists. You may understand your PR jargon, but they want

the bare bones facts in order to provide their readers with the best information. Dont clutter

your releases with jargon.

Show the client both the features and the benets

When I sell a bag to a customer, I make sure to tell them the features of the bag and how those

features will benet them: This purse has three slip pockets on the outside (feature), which are

perfect for easy access to the things like your keys and phone (benet).

Clients want to be reassured about their return on investment (ROI). Make sure that when you

are pitching your ideas, you are selling both the ideas and the potential results or monetary

rewards.

Do your research

When I sell a customer a purse, I make sure to ask all of the important questions in order to nd

them the right bag. My goal is to create a happy customer by selling them a bag that ts their

personality and is efcient.

When creating a PR campaign, it is important to do thorough research before the planning and

implementation process. The campaign must address the important issues, while remaining

loyal to the companys image and values.

3 PR lessons I learned from selling

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118 seconds- The average length of an elevator ride in

NYC and the amount of time you have to sell yourself or

your company while getting from point A to point B.Its Monday morning; you almost miss your elevator and spill the coffee in your hand. The

door closes and you look up to nd the CEO of your dream company lets hope you have

something better to say than nice weather outside, eh?

Kyrie Perry_COMMunicator

The elevator pitch is an art and such a powerful conver-

sation starter when perfected it has been broken down

to a science. First, it is important to compose a profes-

sional pitch that is still conversational. A wise man oncesaid, if you cant say your elevator pitch to friends and

acquaintances over a Bud, or a tasty Arnold Palmer at

the backyard barbeque, it is not an effective elevator

pitch. Now that youve got the tone down, there are a

few things you must include:

Forget about we, now is the time to toot your own horn

and brag about yourself.

Focus on impact. Explain how your efforts have benet-

ed your company to show how you can inuence theirs.

Slow and steady wins the race. You obviously dont have

a lot of time in this situation, so you try to cram in as

much as possible, but if you talk so fast that no one un-

derstands you, youre better off not opening your mouth

and embarrassing yourself. Stay clear, concise and at a

comfortable talking pace so you do not seem nervous.

Always be ready. Just because elevator is in the name does not mean you have to save this short

scripted masterpiece for an actual elevator. The world is your elevator, no reason you cant pitch your-self to someone youre waiting in line with or whos at your family get-together.

Like any other speech, practice makes perfect! So, go grab a piece of paper and jot down everything

accomplishment and success youd want the hiring manager of your dream job to know, then cut it

until it is tailored and crisp and jump at any opportunity to try to out!

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Common advice among job seekers is that when you attend an interview, you need to interview the employer right back.

After all, youre the one who will potentially ll the position. You need to know if its going to be a good t, right? While

salary ranges, benets and schedule exibility are important details you deserve answers to, hiring managers dont appre-

ciate questions like those until at least your second interview (or maybe even after they make you an offer). During your

rst interview, the impress me dance is still in full swing. When a potential employer asks if you have any questions, she

doesnt want inquiries about parking validation; she wants to see if youre prepared, educated and inquisitive. Here are six

questions to ask at the end of your interview that will help you master the twisted tango of getting hired.

1. If I were to start tomorrow, what would be the top priority on my to-do list?

The answer to this question will give you more insight into the current state of the position while showing youre invested

and interested in learning how you can start things off with a bang. The added bonus lies in the Jedi mind trick: You already

have your interviewer picturing you as the position holder.

2. What would you say are the top two personality traits someone needs to do this job well?The answer to this question will be very telling. You can translate creative and intuitive to mean you will be on your own,

while patient and collaborative could mean the opposite. Not only will this question allow you to feel out whether youll

be a good t, it will get your interviewer to look past the paper resume and see you as an individual.

3. What improvements or changes do you hope the new candidate will bring to this position?

This answer can shed light on what might have made the last person lose or leave the job, as well as tip you off on the path

to success. Asking this shows an employer you are eager to be the best candidate to ever ll this position.

4. I know this company prides itself on X and Y, so what would you say is the most important aspect of your culture?

This question is sure to impress. It shows you researched the company, and gives you a chance to gain insight into what

values the company holds highest.

5. Do you like working here?This question might take the interviewer back a bit, but his answer will be telling. A good sign is a condent smile and an

enthusiastic yes, paired with an explanation as to why. Consider it a red ag if he shifts in his seat, looks away, coughs and

starts with Well Regardless of their answers, employers appreciate the chance to reect on their own opinions, and it

turns the interview process into more of a conversation.

6. Is there anything that stands out to you that makes you think I might not be the right t for this job?

Asking this question can be scary, but also benecial. Not only does it give you a chance to redeem any hesitations the

employer might have about you, it demonstrates you can take constructive criticism and are eager to improve. These are

valuable qualities in any candidate.

PR DAILY

6 interview questions that will make

any employer want to hire youBy: Kelly Gregorio_Posted March 26,2013

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RWU COMMent: What did

our PR program provide you?

Danica Delia: RWU PRSSA provided me with not

only knowledge o the PR industry, but an amazing network

o incredible people that share the same interests as mysel. It also

provided me with proessional experience that has helped me out im-mensely since graduating in May. Interacting with proessionals, whether they

are in the PR industry or not, is hal o the battle and RWU PRSSA gave me so many

opportunities to network and build relationships with proessionals.

RC: What did PRSSA help you with?

DD: PRSSA has helped me with becoming a responsible, mature, and successul person. Since

I held the presidential position or one year during my senior year, I had to manage a number o

events and people and make sure that the organization was run smoothly and eciently. This re-

sponsibility and opportunity that RWU PRSSA provided me with is something that I would not have

been able to nd anywhere else.

RC: What do you wish you knew about PR beore you graduated?

DD: I wish I knew how rigorous the process o breaking into the PR industry is, especially when it comes

to agency PR. A lot o the people I know that are currently working at an agency had a relationship

with them prior to graduating. The agency environment is very cutthroat and it takes a lot to prove

your worth, but this should only motivate you to work harder.

RC: What did your internships give you that your classes didnt?

DD: My internships are, hands down, what got me hired at my current job in July ater gradu-

ation. Experience in the proessional environment is incredibly crucial to have and is simply

impossible to gain just rom school. Take as many internships as possible, even i they are

unpaid, because they will pay of or you in the end and help you get a job. In the work

orce, experience is everything.

RC: What is your current position in the working eld?

DD: I am currently working at a company called Daymon Design in the

Design/Marketing Department on the account team as Packag-

ing Development Coordinator.

Alumna

Q&ADanica Delia


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As a sophomore I had my rst intern-

ship with a retail company doing in-

house public relations and marketing.As a junior, I had my second internship

doing in-house non-prot public rela-

tions. Currently, I am working at a pub-

lic afairs rm that takes on and repre-

sents numerous clients. My advice to

students looking or their rst public

relations internship is to start with arm, not doing in-house. While work-

ing doing in-house public relations

you do learn a lot but while working or

PR Firms vs. In Housea rm, I have learned more than ever

beore. You get to work with diferent

clients who are looking or diferentservices. This broadens your horizons

and allows you to learn new skills with

each new client. Ater interning with a

rm, trying in-house public relations

is denitely a valuable experience as

well. Because you have already gotten

your eet with so many diferent clientsand experiences working or a rm,

you will be able to ofer more skills at

your in-house public relations job.

Caitlin Galeotti_COMMunicator


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With the end of the semester approaching fast,

students are mentally preparing themselves forsummer. The weather is getting nicer and stu-

dents are letting the homework pile up as they

let their mind wander into thoughts of sand, sun,

and relaxation. For seniors, our minds are trying

to remember this happy place as we prepare for

graduation, but the harsh reality is that we may

not have our perfect summer back as we now

have to look for jobs and be real 9 a.m. to 5 p.m.

working people.

An important way to be preparing for the job

search process is to start by doing informational

interviews. These arent your typical job inter-

views where you are drilled for 20 minutes on

why you t the company best, but rather a casual

conversation with someone in the eld or com-

pany that you would want to work for.

If you are looking for a career that is more writing

based then it would be a good idea to start your

informational interview by contacting a writerthat you enjoy reading. Find a specic article or

piece that they wrote and pick out the pieces

that you like the best or you think really stands

out. Write a personal letter to the writer indicat-

ing what you liked the most about the piece and

anything you agreed with. Then, ask them if they

would be interested in going over some of your

pieces in person. If this writer is located some-

where far, then ask them if you could email them

some samples you have written.

This type of informational interviews is great be-

cause not only are you putting your name out

there into a place where you could potentially

work but you are also networking in the eld. The

worse thing that the person could say is no. And

if they do say yes, then it would be great to get

feedback from a professional.Michelle Lee_COMMunicator

The second type of informational interviewis easier than the rst. Communication ma-

jors need an internship to graduate and have

bosses who are professionals. Our bosses

have most likely gone through internships

themselves and may have already had numer-

ous jobs.

Pick their brain one day when youre hanging

around the ofce. Ask them about their past

internships and experience to see if they havedone any jobs that you might be interested

in. Everyone loves talking about themselves,

especially communications professionals, so

they will probably love that you are taking an

interest in them.

Another easy thing to do is to Google people

who have jobs you may want. Say you are in-

terested in being a travel writer and want to

work near Boston. Googling something like

Boston Globe travel writers will give younames of current people who are travel writ-

ers for that publication. The Internet allows

for everyones email to be readily available, so

send them an email asking about what they

do specically, how they got started, and the

best/worst things about their job. Again, the

worst thing they can do is not respond but if

they do then you have information on what it

is like to work at their publication or eld!

Dont be shy to even cold-call professionals

just to talk to them about their jobs. Trust

me, as a journalism major people love talking

about themselves and it will can never hurt to

put yourself out there.

Informational Interviewing 101

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Theresa Agonia_COMMunicator

It seems the Kardashians are not the only people who appreciate

good alliteration. Having condence really is cey when attending

a conference. After attending three, in which I presented at two,my condence is doing great when it comes to engaging in con-

versations with people I do not know and networking with pro-

fessionals in the eld. Through the public relations program here

at RWU, I attended and presented at conferences in San Francisco

and Washington D.C. I also attended a conference in Orlando.

These opportunities gave me the chance to ask questions. Nor-

mally, I believe in nding the answers myself, but when I was at

these conferences I found myself asking every question I had.

Why? Because I realized everyone was in the same boat I was and

it was okay to want to know more.

I also got to practice my presentation skills. I have always loved

speaking in front of crowds (the bigger the better), but after I pre-

sented at two national conferences I found I loved it even more.

Why? I have attended some really boring presentations and when

I say boring, I mean boring. When I was presenting at conferences

I incorporated my personality into my segments and had fun with

it. This allowed me to be approachable after my presentations

and made it easier for those attending to pay attention.

Lastly, these conferences boosted my condence with what I

know regarding the eld of public relations. As an underclass-

man, I sometimes used to question how much I really knew or

how ready I really was to graduate. After attending sessions and

learning great tips and tricks from professionals, I am condent

enough to say I understand the value of public relations.

Condence isCey atConference

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Editor-in-Chief

Sofia Giovannello

COMMunicators

Theresa AgoniaCaitlin Galeotti

Michelle LeeKyrie Perry

Kassandra Ricci

Want to write for us?

Contact: [email protected]

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