PR + Real Estate = Same Dilemma, Who Knew?

By Samantha Evans, Intern (@samevans24)

“If you're in the business of public relations, chances are that more than a few clients have said their first choice for story placement is the front page of The New York Times or The Wall Street Journal. And chances are you tried to explain that very few companies get front-page play in these newspapers, let alone any coverage in them at all.”

Newsvetter’s piece Forget about The New York Times successfully describes a client’s goal when first entering and investing in the world of public relations. Of course, they want their product or service to receive coverage in the media. But there’s a catch: the coverage cannot be from just any old publication. They want the top of the top, and of course, in print and they think if they are truly lucky, front page.

As I explained in a previous post Never Forget the Past, during a weekly call, I heard a client ask, “I see all of the hits online, but where am I getting coverage in print?” I listened to Suzanne and Meghan’s response to this question and took a mental note of how to do so in the future. Instead of getting defensive, they explained the many successful hits they have received in the last few months, most of which were online, and that the best placement is not always in The New York Times or The Wall Street Journal. Going further, Newsvetter states, “unless your client is a Fortune 100 company that simply wants exposure just for the sake of it, there are more effective (and realistic) ways to generate new business leads.”

Day after day I have learned about this dilemma. I know how to face this issue head on if it is ever presented to me by a client. I also know that due to plummeting print readership, thanks to online availability of almost every publication as well as social media outlets, print newspapers should no longer be the end all and be all. The same goes for other non-media related professions such as real estate. Even though every study has proven that the majority of house hunters browse for homes online; to this day, realtors continue to place advertisements for houses in newspapers. This is because realtor ads have always been found in print, and as PowerSites describes “Sellers expect to see their homes in the newspaper."

My response to all of this: Give up the goals and expectations of the past because the facts speak for themselves!

She Said What?

By Bennie Sham, Internship Program Lead (@beesham)

One of the best things about working on the internship program is that I am able to participate in the interview process. It's interesting to hear the applicants' views on how/why they chose PR, where they see themselves going in the next several years and what career path they'd like to ultimately follow.

Most, if not all, our applicants are juniors in college and still undecided as to what they'd like to focus on for their careers. When asked why they've decided to do a PR internship, responses vary from "I've always wanted to do PR" to "I don't know what PR is but wanted to try it out" to "I don't know." However, there are some that have a specific goal in mind. For example, one such candidate was hoping to open up her own PR firm one day. (I find that amazing. When I was in college, PR was not even on my list of career paths.)

There have only been a handful of times where I've spoken with an applicant and she/he was completely unprepared for the interview. Most of our interviews are done via phone calls, since we receive applicants from different cities across the nation. I've learned a lot on these calls. Mainly, what not to do and what not to say. There are a lot of tips I can give but the most important piece, which everything else would fall under, is professionalism.

This week, I had a chance to meet with the chairperson of BYU-Idaho's Communication's Department and their NYC liaison. They asked what is an important characteristic that applicants should have when applying to Fusion. Suzanne McGee, director, answered simply, "Professionalism." She mentioned that as students begin applying to internships, they have to think about what their brand is, how they are presenting themselves.

Everything you do, online or in-person, adds to your personal brand. A badly written resume, an unprepared interview, provocative photos online, an angry blog -- it all affects your image and in turn, your career. So, I urge you, whether you're a veteran at interviews or a beginner, be careful what you say and what you do.

Suzanne recently sent me a link to a blog post titled "How Not to Get a Job in Public Relations," written by an account executive at Newman PR. While the title should really explain it all, the post shows that even applicants applying for entry-level positions need some help with professionalism.

Why So Serious?

By David Eisele, Intern

Why do I care? This was the title of our most recent ed session on press releases, hosted by our director, Suzanne McGee.

When you’re writing a press release, you need to put yourself in the audience’s shoes. Why do they care or why should they care? At first glance, they probably don’t, so it’s your job to show them. How can you?

Loosen up and stop using the same boring quote. Show your audience that you and your client are real and what they’re announcing is exciting. Don’t revert to the same old quotes “We’re happy to work with…” And you wonder why your release is in the garbage?

Make sure that what you’re trying to convey comes across as interesting and important. Remove the fluff and try a new approach. Maybe you can reach someone that you haven’t been able to before. But you’ll never know ‘til you give it a try.

Are You Fine-Tuned?

By Leilani Needham, Intern

Writing is an essential skill to have in public relations and it is a skill I have yet to develop. Being at Fusion has given me an opportunity to draft press releases and learn AP style writing. I feel I am improving but can always be a better writer.

It is really important to fine-tune your writing and, most importantly, editing skills. Suzanne McGee, director at Fusion, gave us some great advice. She stated, “If the only thing you gain out of this internship is editing skills, it will be one of the greatest assets to you.”

Coming to Fusion has really helped me to understand AP style. It is difficult to break habits and stop writing like I’m in class, but it is possible. If you are not familiar with AP style, The Wall Street Journal and New York Times are great examples of publications that follow this writing style.

The AP Stylebook is a great tool that I have used often. Get it and use it in your papers and classrooms (unless your professor dictates a different style). If you’ve decided to pursue PR as a career because you were trying to avoid writing, it might be a good idea to rethink a different profession.

Silicon Valley...On the Beach?

By Collin Willardson, Intern (@cwillardson)

This week has been very exciting for me; I have been working on a new project with Suzanne McGee, director at Fusion. We are researching the tech business in Florida to see what new businesses are up-and-coming, in what we like to call "Silicon Beaches." The term Silicon Beaches, coined by Suzanne, evolved out of the term Silicon Valley, an area in California where tech businesses boomed in the 1990s and is still running strong.

It has been a lot of fun and, in addition to researching tech, I am also learning a lot about Florida. To be honest, I don't know much about the state. Prior to this research project, I thought Florida was an overly-populated, humid, assisted-living state. In some ways, my initial thought is true but I've found out that there are a lot of companies emerging in the Sunshine State. There is even an alliance for southern Florida tech companies called South Florida Technology Alliance.

Suzanne and I have decided to start tackling a new major city in Florida each day and see what tech companies are already there and which ones are emerging. Silicon Beaches is becoming the new hot spot in the recession. If you're going to open a new business, why not do it on the beach?

Internship, Internship, Internship

By Kemba Francis, Intern

Recently, I had the pleasure of interviewing Suzanne McGee, director at Fusion PR. One question to Suzanne was, “What advice can you give to someone like me, who is preparing for graduation?” Her response was, “Internship, internship, internship.” I couldn’t agree with her more.

Given the current economic situation, it is important that you stand out to future employers. Before you are actually called in for that interview, your resume speaks for itself. Internships are the best thing anyone could have thought of. The experience and knowledge gained through an internship is amazing. With dedication, an internship allows you to learn a lot of information.

I am currently interning here and I love it. This is my first internship, so I didn’t know what to expect. I put a lot of pressure on myself at to do almost everything to perfection. I wanted Fusion to feel like they chose the right person for the task. However, after a couple of weeks, it started to come to me and I realized that I have to stop putting so much pressure on myself and enjoy this time. This is a great opportunity I have been given and I want to be able to walk away with something from it.

Everyday is a new day; learning about the different industries and what the clients do. Most of the time, I am involving myself with a lot of research for clients, but it is all so very interesting. Fusion puts so much effort into teaching us interns and making sure that we are in the best learning environment we could be in. The best way to apply your education to real world experience is through an internship. Internships are preparation for future employment. Why pass up the wonderful experience?