Meet Erin Rohrer, one of this year's Dr. Willard Thompson Scholarship winners and a recent graduate of Minnesota State University, Mankato.

1.  Tell me about the jobs that you held while at Minnesota State University, Mankato.

Much like several college students, I worked almost daily during my college career. I held a variety of positions throughout college. I first worked as a supervisor, server and bartender at Mexican Village in Mankato. After two years of demanding work, late nights and lack of social life, I realized I needed to focus on a college job that could potentially help me in the future. After recognizing my passion for public relations, I knew it was time for my first internship. I worked on campus in the Athletic Communications department for one semester. During this internship, I conducted research on the history of athletics at MSU, worked at athletic events and even had the opportunity to announce at baseball games. I then took on a position at MSU in the College of Allied Health and Nursing. I served as an assistant to the dean and administrative assistant. This was definitely a step in the right direction. It made me realize how much I enjoyed a fun and challenging office setting and that I was also ready for my second internship. I was hired on at Snell Motors in Mankato in May 2009, as an intern in the Public Relations and Marketing department. After working just one summer as an intern, I was offered a part-time position to stay with the company. This internship led me into my senior year with an even stronger passion for public relations. Not long after, I started writing for the Reporter, MSU’s student-run newspaper. I was a reporter for the paper until I graduated in May 2010.



2.  Which story are you most proud of that you wrote for MSU Reporter and why?

My decision to join the Reporter was one of my best. I had an opportunity, unlike many students on campus, to dig deep into the depths of student organizations, programs, events and the latest news around campus. Before joining the Reporter, I think I took for granted how great it is to be a student in the Mankato community. Throughout my several stories working with community and student organizations as well as significant individuals on campus, I learned more than I could have ever learned in the classroom. Although I was proud of several of my stories, I think the one I enjoyed the most would be my article in the Halloween issue, “A (sham)-rockin’ costume on a budget.” This was the story I spent the most amount of time on, and it ended up front and center of a rather large issue. For this story, I went to almost every thrift store in Mankato and created two costumes for under $15. It was a fun process, and I even persuaded my boyfriend and best friend to dress up in the costumes and pose for the front page article. Although I was mainly a news writer, this variety piece ranks in my top five!



3.  How did your involvement in PRSSA prepare you for a public relations career?

Although I give every bit of gratitude to my incredible professors at MSU, I truly think that my involvement in PRSSA made me who I am as an up-and-coming professional. I had the amazing opportunity to connect and work with a variety of professionals. I often found it discouraging to live in a city smaller than Minneapolis or Saint Paul because I had to compete with students who had endless opportunities in the Twin Cities. However, PRSSA helped get me involved in everything that was going on around the Mankato and the Twin Cities area. If not for the job shadowing, leadership retreats, executive meetings, agency tours and several networking events, I undoubtedly believe I wouldn’t know more than half of the professionals that I continue to keep in contact with. PRSSA played an extensive role in leading me to become the motivated, knowledgeable and involved leader I aspire to be everyday.



4.  How is your job search going?

My job search has actually just recently come to an end, as I have accepted a full-time executive assistant position with Snell Motors. You know how everyone tells you it’s all about who you know? Well, it’s true. I have continued to grow professionally with this company and that’s what I think it’s all about – to put yourself in a situation to grow as a person and as a professional. My dedication to this company was fortunately recognized and it led to me to my first full-time position just one month out of college.



5.  What would be the optimal employment opportunity for you?

I really enjoy where I’m at right now. I think it’s extremely vital to appreciate the people you work with, and have enthusiasm for the company you work for. These two aspects are two of which that have placed me in my current position. However, I’m only 23 years old. I look forward to professionally growing in my current position, yet potentially trying out new opportunities in my future. I have a lot of life to live and my passion in the field of public relations could, and hopefully will, lead me to a little bit of everywhere.



6.  How would you improve BP’s image?

Well, to expand off the previous question, being placed in this position would not be the optimal employment opportunity for me as a recent college grad. However, just as in any crisis communications situation, I truly believe there is a distinct right and wrong way to handle a major crisis such as the oil spill. Most importantly, BP needs to trust an individual enough to serve as the respected voice for the company. We’re all human, and when we’re faced with truthful, encouraging words, we adapt more to a horrific situation than when we are deceived. All things considered, improving BP’s image is going to be a tremendous challenge, but just as several PR cases have showed us – nothing is impossible.



7.  What advice do you have for fellow job seekers?

Network. Network. Network. I know, you’ve heard this a million times. I heard it, too. However, it wasn’t until my final two years of college and even after graduation that I truly recognized its significance. If I wouldn’t have been so involved in college, I honestly don’t think I would have had a chance with any company in my job search. Sometimes it’s the little networking opportunities that students tend to overlook. Even if you don’t think you want a particular job, still take the interview so you meet individuals within the company. Don’t be too proud to take an internship before a full-time position. Job shadow a professional, apply for scholarships, ask for informational interviews, and attend every possible event or informational sessions that are offered to you. I can completely admit that the job search can get tremendously discouraging. Sometimes you feel that no matter how involved you were throughout college, it is still not enough to land a job. However, believe me as a fellow college graduate; staying energetic in your journey and committed to your future will eventually get you what you want – a job that pays the bills and a future worth getting excited about! Nevertheless, don’t sell yourself short. Keep reminding yourself how much you deserve a solid position. Confidence is key in interviews. I like to live by the motto, “Don’t tell me the sky’s the limit, when there are footprints on the moon.”


Contact via Twitter at .


-- Brant Skogrand, APR, MBC / Risdall McKinney Public Relations

Q & A with a PR Professional: Lena Michaud

In order to gain a more complete understanding of the public relations industry, it’s important to expose yourself to a number of different work settings. These settings may include corporate, agency, non-profit, or other non-traditional workplaces. I recently had the opportunity to chat about life in corporate communications with Lena Michaud, a senior communications manager at Target Corporation in Minneapolis.

SVN: Can you tell me a little bit about how you ended up where you are today?

LM: I actually got started in the field kind of by accident­­­­. I went to Northwestern University in Chicago, and my first job out of college was not in public relations. I did some non-profit work and learned a great deal about public affairs and got an introduction to the PR world in that way. Eventually I moved to the agency side, and I’ve worked for a number of agencies in B2B, consumer, public affairs, and everything in between. I joined Target on the media relations side, and today I’m responsible for both internal and external communications. I’ve been at Target for seven years now, and I think all of the experiences I’ve had have helped me succeed in my current position.

SVN: What’s your favorite part about your job? What about your least favorite part?

LM: I hate to sound cheesy but I don’t know if there’s anything about my job that I honestly don’t like. I’ve been at Target for over seven years, and I don’t think I’ve ever had that ‘Sunday night dread,’ if that makes sense. I love being a spokesperson, and I love to figure out ways for us to best deliver our message. Whether it’s speechwriting, internal employee communication, media relations…I really do enjoy it all.

SVN: What three words would you use to describe corporate public relations?

LM: First and foremost, variety. People may think that you can only get variety in an agency setting, but I find that there’s a great deal of it in my job. I also think corporate PR is developmental. There are huge benefits to having worked in a setting such as this one. Finally, I would say that corporate communications is courageous. It’s essentially our job to help senior leadership understand the importance of communication, which can be extremely difficult at times.

SVN: Walk me through a typical day in your life at Target.

LM: I think the most important thing I do each day involves scanning the external environment, and it’s something that is important across all industries and all settings. It’s important for us to be aware of what’s going on out there, and leadership needs to be prepared to act on it. In general, I have so many main priorities. I think each day it’s just a matter of focusing on the ones that will deliver the most value for the company at the end of the day. I try to balance my short term and long term priorities, and each day really is very different from the next.

SVN: Speaking of day-to-day activities, what role, if any, does social media play in your day? How do you think this new way of thinking will impact the industry as a whole?

LM: You know, I think it’s one of those things that is changing so fast, it can be hard to stay on top of it. Honestly, it’s still a work in progress for us. We’re still strategizing the best way to take advantage of that medium. I think it’s important to be out there quickly, and using an authentic voice. Those are two things that can be extremely difficult to achieve, and everyone is struggling with that right now.

SVN: Finally, what advice would you give to recent graduates and young professionals interested in a career in this field? What do you know now that you wish you would have known at the beginning of your career?

LM: All I can say is network, network, network. That is my biggest piece of advice. I cannot stress enough how important it is to build those relationships, both professionally and personally. You never know how those connections are going to come in handy. Everyone is really just one to two degrees of separation from everyone else, and building your network is one of the best things you can do to continue to grow.

recently graduated from the University of Minnesota and works at a public relations agency in the Twin Cities.

Last month, it seemed that the entire world was up in arms over Facebook privacy. (I discussed my thoughts, as well.) And, while Mark Zuckerberg was taken to task about whether or not the new controls were fair or easy enough for the public to understand, discussions of Facebook's more egregious move - the implementation of Community Pages that are holding brands hostage - haven't been nearly as loud.*

Bold statement? Maybe. Here's the skinny. You tell me what you think ...

Adding to existing user-generated Fan Pages, Facebook has auto-generated thousands of Community Pages based upon items listed in public profiles. Community Pages co-exist in Facebook right along with any official Fan Page with the same title, and in many cases, the unofficial Community Page outranks the official Fan Page in search rankings.

Where brands are being hijacked, though, is the fact that they have no control over the content of these pages.

Content from Wikipedia ...

Here's a look at the Facebook Community page for Kane Consulting:

Notice the stock icon of the briefcase. That is Facebook's default for Community Pages for businesses. You'd think we could go in and put our company logo there, right? Wrong.

Now, notice that Facebook asks to suggest a relevant Wikipedia article or the Official Site. Ok, fine. At least Facebook is making an attempt to connect to official information. But, while Kane Consulting has both an official Fan Page and website (both of which have been "suggested") we do not have a Wikipedia entry. Within Wikipedia's policies is the statement, "Do not create pages about yourself, your company, your brand or your friends, nor pages that advertise, nor personal essays or other articles you would not find in any encyclopedia." Doing so is likely to get your page deleted from the Wikipedia altogether.

If a brand is fortunate enough to have a valid Wikipedia entry, that entry just became a highly visible online communications tool.

Notice that Starbuck's Community Page entry is a nearly mirror image of their Wikipedia entry:

Content from public posts ...

Feeling overwhelmed, yet? Let's move to the body of the Community Page. Instead of a Wall, Community Pages contain "Related Posts," - aggregated content from status updates of all Facebook users. These appear in two sections, "Posts by Friends" which will display any post by one of your Facebook friends referencing the subject of the Community Page, and "Related Global Posts," which includes any public post by any Facebook user who references the subject.

What is troubling is that, oftentimes, these posts are ...

... not necessarily favorable to brands:

For instance, here's a post I just grabbed from the Starbucks Community Page:


... or, even all that "related" to the subject:

As you can see in these posts taken from the Community Page for the retail store, Target:


And, I can't help but wonder if this proud mom knows that her birthday wishes to Josh are displayed on various Community Pages for "Beer":


So, what can we do to manage online reputation?

Despite the thousands of Community Pages that have been created, and the confusing mess it has spawned, for the most part, it's fairly apparent that the content on Community Pages is auto-generated, and not being provided by the brand itself. At the same time, in order to preserve or establish official brand presence on Facebook, here are a few things to consider:

• Increase the likelihood that customers will find an official Fan Page instead of any related Community Pages by including links to the official Page across any social media channels and on the company website.
  

• Continually "suggest" relevant pages to Facebook, via the Community Page.
  

• If the brand has a valid Wikipedia entry, ensure that the information displayed is accurate and that the image is consistent with the current logo/brand identity.
  

• Make sure that your clients and their staff understand the difference between Community Pages and Fan Pages, and help them to establish policies and brand guidelines and to manage privacy settings so that their own posts don't compromise brand reputation.
  

In the end, Facebook holds the reins, and we've chosen to go along for the ride. We are held to their guidelines and the moves they make, but that doesn't mean we can't look ahead and shape the path a bit.

*There were, in fact, some smart people who were talking about this early on. Take a look at the posts by Kammie Avant and on The Social Path as well this from Ike Pigott.)

There has always been a generational tension over the writing quality of public relations professionals. When I was in school, I endured hours of drilling on AP Style and grammar pitfalls from a copy editing professor that I thought was just shy of Attila the Hun in style. He would bemoan the state of writing from our classes as most of us struggled with his examples that we swore we'd never see in the "real world" after graduation.

Today, I hear constant concerns from experienced PR leadership on the need for better writing from less-experienced staff. In many ways, the issue is nothing new. However, there has been a change in expectations with the emergence of technology that increases the number of ways to communicate while decreasing the time spent on each message. Tweets of 140 characters, a 24/7 news cycle with fewer staff covering the news thanks to downsizing, and a wider number of audiences online than ever before are pushing PR writers to adapt to get it all done.

But before you trash that old AP Stylebook (or app on your iPhone) remember that your success depends on your ability to connect with your reader. If you're seeking to secure coverage for your client or company, it's a story that will catch the eye of that producer you're wooing. What makes a good story? A concise, well-written lead that outlines the benefit to the audience and why your idea makes sense isn't a bad place to start.

How can PR pros improve their writing and chances for connecting with an audience?

• Find ways to practice your writing across platforms: Mandatory AP Style in internal emails? Yes indeed, I heard of this one from a good friend. The expectation for their agency is AP at all times. Why? I believe it has to do with the old sports adage of you play how you practice. If you write in shorthand constantly but expect to break out brilliant copy on-demand, you're likely to be a bit rusty.

• Change your perspective: If you want to connect with your audience, put yourself in their shoes. It's great that your company may have a wonderful new product but if the audience has no idea why they might need it you've already lost them. However, if you quickly illustrate how you can help increase the amount of free time they have each weekend you may be on to something. It's the "So what?" factor. What are you doing that makes it relevant to the audience? It's not about you.

• Keep it human: In my opinion, one of the positive aspects of our evolving writing culture is the expectation that every piece of communication should be personalized. Generic pitches addressed to "Dear sir or madam" have never been a good idea but now they are absolute career-limiting moves. A story aimed at a niche blog should not feature the same elements and content that a PR pro is offering to a mainstream news outlet. The days of having any reason for not knowing what a television program, website, or blog really covers are long gone. Spend time doing your homework and make sure that your writing conveys a sense of respect for the work your contact puts into their work. Nobody appreciates feeling like an afterthought.