FORUM Spring 2017

SPRING 2017 VOL . 49 , ISSUE 3 www . prssa . prsa . org / FORUM

FORUM

ADVANCING THE PROFESSION AND THE FUTURE PROFESSIONAL

The Revolution Continues

BY RACHEL MCLEAN
BOSTON UNIVERSITY
Join us in Boston this October , the host city of the PRSSA 2017 National Conference , for a weekend of professional development , networking and exploring this exciting city . Come to Boston to learn more about how the revolution in our industry continues .
Boston is historically known for being a city of revolutionary thinkers and doers , and from Oct . 6 – 10 , more than 1,000 public relations students will gather there for the PRSSA 2017 National Conference . The Conference being hosted in Boston gives attendees the opportunity to learn about the evolving public relations industry in a place with progress in its nature .
Founded in 1603 , Boston quickly became a hub for industry and communication . One of the most famous Boston communicators , Paul Revere , served as an emblem of the American Revolution . His infamous midnight ride to alert the state “ the British are coming ”
BY SHEENA LAKHANI
CLIENT STAFF ASSISTANT , BURSON-MARSTELLER
Going from a student to a full-time professional can be tricky . You may not be used to the 40-hour work week or managing your time between multiple clients and projects . Internships are the perfect “ in-between ” time period to learn what it ’ s like to be a working professional .
Treat your internship as a job . If you did your research , you landed an internship at a company that gives you valuable work day to day . When it ’ s time for full-time employment , those day-to-day tasks will smoothly transition with you .
An internship is all about learning the ropes of the business , raising your hand as often as possible and being indispensable to your team . Moving into the full-time role , you ’ ll have new ( and more ) responsibilities , learn to be more independent and be expected to get the job done .
Here are five tips to succeed as you transition to a full-time employee .

1

Ask the Right Questions
Don ’ t be afraid to ask questions . When you ’ re given a new task or responsibility , it ’ s always better to ask those upfront questions and do it right the first time . Be strategic and only ask the questions that will help you better understand the direction of the assignment . If you still have questions once you get started on a project , try to figure out the answer on your own
An evening in Boston on the waterfront . Photo courtesy of creativecommons . org .
can be considered an early form of public relations .
Ed Bernays , the “ father of public relations ,” called Cambridge ,
Boston ’ s close neighbor , home . Just across the Charles River , Bernays set the foundation for the public relations industry and revolutionized the way people think about their target audiences . With campaigns like “ Torches of Freedom ,” Bernays
used storytelling and earned publicity to reach his publics , making public relations professionals a hot , new commodity .
With the birth of public relations came the birth of the agency .
Boston is not only known for its groundbreaking history , but also for being a current center for innovation . Agencies such as FleishmanHillard , Weber Shandwick , MSLGROUP and CONE Communications
are leading the charge in revolutionizing public relations , representing global clients and influencing international audiences .
At Conference , you ’ ll learn about crisis strategies for traditional and digital platforms , how these methods intersect and how to use each to its full potential in “ Mitigating and Gladiating : How Crisis Public Relations Isn ’ t Just What You See on Scandal .” Learn how

Five Tips for Transitioning to Full Time

and then present recommendations to your manager . Whether you are right or wrong , he or she will be impressed by your resourcefulness — a critical skill for success in any position .

2

Be Proactive
Proactivity shows that you want to be involved , that you ’ re eager to learn and demonstrates your value to the team . Ask to take the lead on an internal meeting as practice . Volunteer for projects that come up rather than waiting for things to be assigned to you . Stay on top of industry news and trends , and let your team know how they affect the business or your clients . Speak up when you have an idea . Going above and beyond will show your commitment to the team and may lead to future opportunities for growth .

3

Know When to Say No
Time management is a crucial part of being successful at a full-time position . You ’ ll work with multiple clients and juggle different projects with conflicting deadlines , and you ’ ll be expected to complete everything on time . Be honest about what you can manage and make sure you set expectations with your manager . When you ’ re feeling overwhelmed , work with your manager to identify the best approach for tackling your assignments .

4

Find Work-Life Balance
With all these new responsibilities , you might wonder how eight-hour work days are enough to get everything done .
Learn to master prioritization . At work , try setting aside blocks of time to finish different tasks . This will help you stay on track and finish everything that needs to get done within those eight hours . At lunch , step away from the computer and take a break . This will give you a fresh mind when you ’ re back at your desk and help you stay focused for the rest of the day . Make sure you ’ re leaving time for yourself after work hours , whether that ’ s spending time with friends or family , reading a book or exercising . You ’ ll feel more fulfilled and less fatigued with a better and healthier work-life balance .

5Establish Goals Work with your manager

to establish realistic goals for the next few months . Setting goals gives you clear direction and something to work toward . When you know what you ’ re working for and how it contributes to the overall success of the company , it gives you motivation . It ’ s also a way to evaluate your own performance . Doing a self-check of where you are in terms of the goals you set can help you prioritize tasks moving forward and identify what ’ s holding you back . When it comes time for advancement and promotion , achieving these goals will be the perfect proof points to why you should get the promotion .

SPRING 2017 VOL . 49 , ISSUE 3 www . prssa . prsa . org / FORUM

Constant leadership turnover is a fact of life for PRSSA Chapters . In fact , it is prevalent in most student organizations . The reality is that students step up as defined leaders within their Chapters , most often for a year or two , and then graduate . Ideally , these outgoing leaders inspired and developed the emerging leaders they left behind to keep the Chapter ’ s momentum going . But how does a leader accomplish this ? To help answer that question , I ’ ll be using quotes of some of the world ’ s most influential leaders .
First , let ’ s outline the qualities of a great leader .
“ A leader is best when people barely know he exists , when his work is done , his aim fulfilled , they will say : we did it ourselves .” — Lao Tzu
The power of servant leadership is something I wholeheartedly believe in , and this quote describes the very core of that leadership

OPEN

2 6 9

FORUM

BLACK PR HISTORY MONTH The Museum of Public Relations kicked off the first-ever Black PR History Month
FAKE NEWS What it is , how to spot it and how the public relations industry can combat it
PRSSA 2017 National Conference to be held in Boston
FROM THE PRESIDENT ’ S DESK
inbound marketing combines SEO , data , marketing , community management and traditional public relations from industry professionals in the “ Inbound Marketing : Shifting From Push to Pull Communication ” session . Make the world a better place through public relations using the takeaways you ’ ll get from the “ Corporate Social Responsibility : Doing Well by Doing Good ” session . Also , remember to preregister for resume critiques , agency tours , and attend the PRSA 2017 International Conference General Sessions at the Boston Marriott Copley Place . These are just a few of the things on the Conference schedule you won ’ t want to miss .
Conference will give you the opportunity to explore a city of revolutionary thought , make valuable professional connections and learn a lot about the public relations profession . Make sure to take advantage of all that Conference has to offer this year and register today .
We look forward to seeing you in Boston !
Leadership as Told by Great Leaders
Quotes to Inspire a Successful Leadership Transition
BY EMMA FINKBEINER
PRSSA NATIONAL PRESIDENT style . Though I certainly hope your Chapter knows who its leaders are , those leaders should be approachable and genuinely want to dedicate their time to serving their members . Chapter leaders should help provide a vision for their members , but they should trust in these members to carry out that vision and feel accomplished at the end of the year .
“ If your actions inspire others to dream more , learn more , do more and become more , you are a leader .” — John Quincy Adams
We all know that saying , “ actions speak louder than words ,” but embodying it has real positive effects . Avoid a leadership style that requires you to say , “ do as I say , not as I do .” In order to earn trust and inspire your members to believe in your vision for the Chapter , you have to show them — not just tell them — that you believe in it too through positive forward action . Be the leader that others ask , “ How does he / she do it ?” Be the leader that offers to help when others are struggling . Be the leader that leads by example .
“ Leadership and learning are indispensable to each other .” — John F . Kennedy
Leadership is a journey . I like to say you should never be the smartest person in the room , because there is always more to learn . A great lead-
see page 2
TAKING OFF THE EDGE How the Syracuse University PRSSA Chapter is giving students real-world experience
FORUM ADVANCING THE PROFESSION AND THE FUTURE PROFESSIONAL The Revolution Continues SPRING 2017 VOL. 49, ISSUE 3 www.prssa.prsa.org/FORUM PRSSA 2017 National Conference to be held in Boston BY RACHEL MCLEAN BOSTON UNIVERSITY Join us in Boston this October, the host city of the PRSSA 2017 National Conference, for a week- end of professional development, networking and exploring this ex- citing city. Come to Boston to learn more about how the revolution in our industry continues. Boston is historically known for being a city of revolutionary thinkers and doers, and from Oct. 6–10, more than 1,000 public rela- tions students will gather there for the PRSSA 2017 National Con- ference. The Conference being hosted in Boston gives attendees the opportunity to learn about the evolving public relations industry in a place with progress in its nature. Founded in 1603, Boston quick- ly became a hub for industry and communication. One of the most famous Boston communicators, Paul Revere, served as an emblem of the American Revolution. His infamous midnight ride to alert the state “the British are coming” An evening in Boston on the waterfront. Photo courtesy of creativecommons.org. can be considered an early form of public relations. Ed Bernays, the “father of pub- lic relations,” called Cambridge, Boston’s close neighbor, home. Just across the Charles River, Bernays set the foundation for the public re- lations industry and revolutionized the way people think about their target audiences. With campaigns like “Torches of Freedom,” Ber- nays used storytelling and earned publicity to reach his publics, mak- ing public relations professionals a hot, new commodity. With the birth of public rela- tions came the birth of the agency. Boston is not only known for its groundbreaking history, but also for being a current center for in- novation. Agencies such as Fleish- manHillard, Weber Shandwick, MSLGROUP and CONE Com- Five Tips for Transitioning to Full Time BY SHEENA LAKHANI CLIENT STAFF ASSISTANT, BURSON-MARSTELLER Going from a student to a full-time professional can be tricky. You may not be used to the 40-hour work week or managing your time between multiple clients and projects. Internships are the perfect “in-between” time period to learn what it’s like to be a work- ing professional. Treat your internship as a job. If you did your research, you landed an internship at a company that gives you valu- able work day to day. When it’s time for full-time employment, those day-to-day tasks will smoothly transition with you. An internship is all about learning the ropes of the busi- ness, raising your hand as often as possible and being indispens- able to your team. Moving into the full-time role, you’ll have new (and more) responsibilities, learn to be more independent and be expected to get the job done. Here are five tips to succeed as you transition to a full-time employee. 1 Ask the Right Questions Don’t be afraid to ask ques- tions. When you’re given a new task or responsibility, it’s always better to ask those upfront ques- tions and do it right the first time. Be strategic and only ask the questions that will help you better understand the direction of the assignment. If you still have questions once you get started on a project, try to fig- ure out the answer on your own OPEN FORUM 2 and then present recommenda- tions to your manager. Whether you are right or wrong, he or she will be impressed by your resourcefulness — a critical skill for success in any position. 2 Be Proactive Proactivity shows that you want to be involved, that you’re eager to learn and demonstrates your value to the team. Ask to take the lead on an internal meeting as practice. Volunteer for projects that come up rath- er than waiting for things to be assigned to you. Stay on top of industry news and trends, and let your team know how they af- fect the business or your clients. Speak up when you have an idea. Going above and beyond will show your commitment to the team and may lead to future opportunities for growth. 3 Know When to Say No Time management is a cru- cial part of being successful at a full-time position. You’ll work with multiple clients and juggle different projects with conflict- ing deadlines, and you’ll be ex- pected to complete everything on time. Be honest about what you can manage and make sure you set expectations with your manager. When you’re feeling overwhelmed, work with your manager to identify the best approach for tackling your as- signments. 4 Find Work-Life Balance With all these new re- sponsibilities, you might wonder how eight-hour work days are enough to get everything done. BLACK PR HISTORY MONTH The Museum of Public Rela- tions kicked off the first-ever Black PR History Month Learn to master prioritization. At work, try setting aside blocks of time to finish different tasks. This will help you stay on track and finish everything that needs to get done within those eight hours. At lunch, step away from the computer and take a break. This will give you a fresh mind when you’re back at your desk and help you stay focused for the rest of the day. Make sure you’re leaving time for yourself after work hours, whether that’s spending time with friends or family, reading a book or exer- cising. You’ll feel more fulfilled and less fatigued with a better and healthier work-life balance. 5 Establish Goals Work with your manager to establish realistic goals for the next few months. Setting goals gives you clear direction and something to work toward. When you know what you’re working for and how it contrib- utes to the overall success of the company, it gives you motiva- tion. It’s also a way to evaluate your own performance. Doing a self-check of where you are in terms of the goals you set can help you prioritize tasks moving forward and identify what 2FrR&6vVগB6W2FRf"Gf6VV@B&F6WfrFW6Pv2v&RFRW&fV7B&`G2FvR6VBvW@FR&F`dRUu0V6F2&RVFrFR6&vP&WfWF旦rV&Ɩ2&VF2&W&W6VFrv&6ƖVG2BЦfVV6rFW&FVFV6W2B6fW&V6R^( V&&WB7&627G&FVvW2f"G&FFЦBFvFFf&2rFW6PWFG2FW'6V7BBrFW6PV6FG2gVFVF( ֗FЦvFrBvFFsr7&60V&Ɩ2&VF26( BW7Bv@R6VR66F( V&p&VB&WFr6&W24TFF&WFr6VGЦvVVBBG&FFV&Ɩ2&RЦF2g&GW7G'&fW760FR( Ė&VB&WFs6gBЦrg&W6FV6V6ЧF( 6W76RFRv&B&WBЧFW"6RF&VvV&Ɩ2&VF0W6rFRFVv2^( vWBg&ЧFR( 6'&FR66&W76&ЦGFrvV'FrvN( Ч6W766&VV&W"F&W&VrЦ7FW"f"&W7VR7&FVW2vV7FW'2BGFVBFR%4#pFW&F6fW&V6RvVW"Ц6W762BFR&7F'&G@6W6RFW6R&RW7BfWpbFRFw2FR6fW&V6P66VGVRRv( BvBF֗726fW&V6RvvfRRFRЧ'GVGFW&R6Gb&WbЦWF'FVvBRfV&P&fW766V7F2BV&B&WBFRV&Ɩ2&VF2&ЦfW76R7W&RFFRGfЧFvRbFB6fW&V6R2FffW"F2V"B&Vv7FW"FFvRf'v&BF6VVrP&7Fe$DR$U4DTN( 2DU4VFW'62FB'w&VBVFW'0VFW2F7&R7V66W76gVVFW'6G&6F%Td$TU %54D$U4DT@67FBVFW'6GW&fW"2f7BbƖfRf"%546FW'2f7BB2&WfVB7B7GVFV@&v旦F2FR&VƗG2F@7GVFVG27FWW2FVfVBVFW'0vFFV"6FW'27BgFVf"V""GvBFVw&GVFRखFVǒFW6RWFvrVFW'2Ч7&VBBFWfVVBFRVW&vpVFW'2FWVgB&VBFVWFP6FW.( 2VGVvr'W@rFW2VFW"66Ɨ6F3FV7vW"FBVW7F( &PW6rVFW2b6RbFRv&N( 07BfVVFVFW'2f'7BWN( 2WFƖRFRVƗFW2`w&VBVFW"( VFW"2&W7BvVVP&&VǒrRW7G2vV0v&2FR2gVfVBFWv6vRFBBW"Ч6VfW2( ( BGPFRvW"b6W'fBVFW"Ч626WFrvVV'FVFǐ&VƖWfRBF2VFRFW67&&W0FRfW'6&RbFBVFW'6vBB2rF7B@BrFRV&Ɩ2&VF0GW7G'66&B@7GRFVv6W'FǒRW 6FW"w2vG2VFW'2&RF6RVFW'26VB&R&6Ц&RBvVVVǒvBFFVF6FPFV"FRF6W'frFV"V&W'26FW"VFW'26VBV&fFPf6f"FV"V&W'2'WBFW6VBG'W7BFW6RV&W'2F6''WBFBf6BfVV66ЧƗ6VBBFRVBbFRV"( ĖbW"7F27&RFW'0FG&V&RV&&RF&RB&V6R&RP&RVFW"( ( BV7F0vRrFB6r( 7F07VVFW"Fv&G2( 'WBVЦ&GrB2&V6FfRVffV7G2fBVFW'67GRFB&RЧV&W2RF6( F26@2F( &FW"FV&G'W7B@7&RW"V&W'2F&VƖWfR৖W"f6f"FR6FW"PfRF6rFV( BBW7BFVFV( BFBR&VƖWfRBFF&Vv6FfRf'v&B7F&PFRVFW"FBFW'26( ĆpFW2R6RFC( &RFRVFW FBffW'2FVvVFW'2&P7G'VvvƖr&RFRVFW"FBVG0'WR( VFW'6BV&r&PF7V6&RFV6FW"( ( @bVVGVFW'62W&WƖRF6R6VBWfW"&RFR6'FW7@W'6FR&&V6W6RFW&R0v2&RFV&w&VBVBЧ6VRvR DrdbDRTDtPrFR7&7W6RVfW'6G%546FW"2vfr7GRЦFVG2&Vv&BWW&V6