Progress Report: The Dream

BY:SHAWN JONES

Today marks the 50 year anniversary of Martin Luther King’s iconic, “I Have a Dream” speech.

We cannot deny the progress society has made, to bring his dream to reality. Though we have made great progress, there is more that needs to be done, to make his ideals for this country a permanent standard, and not an abstract concept.

We can physically see the progress in everyday society; we must be reminded of the work that lies ahead of us. Here are some facts you may not know:

• The median household income among blacks in the US is $39,780, whites $67,380
• The current employment rate among blacks is 14 percent, only seven percent for whites.
• Minorities attending college over the past decade have risen over 60 percent.
• 33 percent of Americans between the ages of 25 and 29 years of age have at least a bachelor degree.
• Approximately 8000 to 9000 African-Americans are murder in the United States annually, 93 percent of those murders are committed by other black people.

There are two statistics that all American should be concern with, the income and unemployment gap among whites and minorities.

It has been projected by 2043; whites will be the minority in the United States. With rising cost of living, the country will face a huge economic crisis, if the majority of the people have a median income under $45,000, and an unemployment rate in the double-digits.  

King’s dream was not just the wish for us to be judge on our character equally, regardless of color, but we all have a right to equal pay, and ability to up lift ourselves from our current environment, through the means god gave us.

If the country does not start to change these two stats by 2043, King’s dream will not be the only thing fallen short of its fulfillment, the United States will come up short on its promise to all of its citizens.

I think, we (as American)  don’t truly understand the visionary King was. For his words were not meant for the African-American community, but a nation of many. We can all do and be better, for this nation to ever reach its greatest promise to its people. We must love, care, and see each other as brothers and sisters, to not see a stranger, but a friend. That we are all, at our core, equal, and only character makes us different.

We will need that sense of togetherness to meet the needs and challenges of the 21^st century. 

(President Obama's speech, on the 50 year anniversary of MLK's Dream)

(Email Me: Shawn.JonesPR@gmail.com | Connect with me on LinkedIn | Follow me on Twitter)

Trayvon’s Legacy: The Lessons & Takeaways

By SHAWN JONES

Over the last few months, the nation was captivated over the story of a boy and neighborhood watchmen.

This tragedy had everything; it divided the nation, caused outrage, celebrity involvement, even the President of the United States weighed in. From the 9-1-1 call, to the verdict, we were glued to the TV.

After all the dust has settled; what did we learn from this tragedy; what is the ever-lasting imprint of Trayvon’s story on this nation?

This is Trayvon’s Legacy.

Media Miss

We all watched and read, hours and hours of coverage, from every media outlet in the nation on this story. 

My problem with the media; they place the tragedy in the context of race (preferably the issues of black and white in America). Trayvon was not a victim of racism, or the history of blacks and whites in this country.  He was a victim of bias, something we all have, and does make an individual racist. But, can be just as negative, and a breeding ground for racism. 

To frame this story as a white man killing a black boy was tasteless and a cheap narration - beside Zimmerman is Hispanic. By the media not taking this opportunity to educate the public on the difference (Bias and Racism) is a huge disservice to Trayvon’s memory.

CNN's “Anderson Cooper 360” featured a segment on bias, in the after-math of the verdict, but this was a little-to-late. The narrative of “black and white” had already dominated the story-line.

Check Yourself, Your’re Bias

A study done by Psychologists at Harvard, University of Virginia and Washington define bias as a “exaggerated belief”.

“Image or distorted truth about a person or group — a generalization that allows for little or no individual differences or social variation.”

Can we say Zimmerman is racist, because of his actions?  Or, did he allow his bias of young African-Americans to place him in a nightmare.

In the “Project Implicit” study, physiologists believe, if people are aware of their hidden biases, they can monitor, and change attitudes over time. That is the challenge Trayvon’s story leave with us, the second phase of Civil Rights and King’s dream; to see individuals as individuals. 

Just because it’s Law, Doesn't make it Right

Beside the killing, what took center-stage in this story was the "Stand Your Ground" law.  Before this case, most Floridian – let alone a nation, knew about this law. At face value it sounds good; given citizens power to stand up to criminals, but the results tell another story.

The Tampa Bay Times reviewed nearly 200 “stand your ground” cases in the state of Florida. Their finding can be described as “shocking”:

• Those who invoke "stand your ground" to avoid prosecution have been extremely successful. Nearly 70 percent have gone free
•  Defendants claiming "stand your ground" are more likely to prevail if the victim is black (73 percent of those who killed a black person faced no penalty compared to 59 percent of those who killed a white.)

According to the Huffington Post, “Since the law was enacted, justifiable homicides in Florida have risen from an annual average of 13.2 between 2001 and 2005 to an average of 42 between 2006 and 2012, including a record 66 in 2012.”

The FBI reported similar increases in other states that ratified similar laws.

I’m guessing, it comes to no surprise the NRA (National Rifle Association) help construct, and lobby to get the bill passed that carried the stand your ground clause.

I understand the “explanation” for the law, but you can clearly see why people (Especially minorities) are outrage.  The law – unintended or not, created a license to kill in neighborhood around America. All-anyone has to do is create a situation that is plausible and rational to kill.

Anyone can create the conditions to kill - can you imagine a place like Chicago, if it had “stand your ground”?

As citizens, we must hold our elected officials accountable and be aware of what is being done -  not only on our behalf, but the interest of big business, and being masked has the public good.

A Black Problem

The President of the United States, Barack Obama spoke on the black experience in America, why people were outraged at the verdict, and why he relates to Trayvon.

It was a nice gesture by the president, but for all the outrage and marches that occur in the name Trayvon Martin. The African-American community needs to come to this realization;

AFRICAN-AMERICANS ARE ONE OF REASONS TRAYVON MARTIN IS DEAD!

Now - before you get ready to email me some not-so-nice messages. Lets go back, to why Zimmerman felt and thought – the way he did, moments leading up to Trayvon's death.

It was reported, a number of burglaries and crimes occurred a few weeks prior to the altercation, most of these crimes were committed by young black males, Whoever those kids are, along with their parents, contributed to Trayvon's death that night.

I watch so-called “leaders” of the black community criticize the media for the way black people are portrayed. But, it is the responsibility of the black community to control the content, don’t attack the messenger for reporting your message.

It is hypocritical of the African-American community to tell America, “You must value black life” – when we (The black community) don’t value our own lives.

According to the Tampa Times, defendants claiming "stand your ground" are more likely to prevail if the victim is black; most of those defendants were black.

In a Bureau of Justice Statistics report, approximately 8,000 to 9,000 African-Americans are murdered annually in the United States. What is more shocking about that statistics, 93 percent of these murders are committed by other black people!

African-Americans must look inward to change their current narrative in modern society.  Provide more support and resources to our communities, youth, and parents. Establish morals and ethics in the household, and don't allow injustice to go unpunished in the community, these are small things everyone can do, and it doesn't take money.

If we – as black people don’t change the current state in our community, all the marching and support for Trayvon will be perceived as shallow, and his death would have been for nothing. 



(Email Me: Shawn.JonesPR@gmail.com | Connect with me on LinkedIn | Follow me on Twitter)

PR’s Diversity and Skill Problem: The Road Forward

By SHAWN JONES

In part one; I identify some of the reasons for the extreme lack of diversity and skill in the public relations industry.

A combination of lack of resources, skills development, and self-identification among minorities are just some of the reasons the profession is searching for answers.

Though, it took years for the industry to trend in its’ current direction. I believe steps can be taken in the immediate future (2-5 years) to form a strategic plan to reach PR’s diversity goals and objectives.

Creating a Farm System

The first step, professional communicators, educators (on the university and junior college level), and special interest group (PRSA) must come together and asset all the variables effecting the diversity mission, and skill development.

Community colleges around the country hold the most opportunity to introduce the field to minorities and development of fundamental skills.

According to a study, minorities make up 60 percent of all students attending community colleges around the country, and are more likely to attend two-year institution compare to a four-year school after high school. Community college can service as an introductory doorway for minorities into the profession.

Public relations biggest selling point and challenge, it flexibility and vastness (A profession that service everyone, needs everyone).

At major universities, minorities can make up sometimes less than 20 percent of the student body. In a field that is so dominate by one group, anxiety and a feeling of isolation can occur (remember, the ability to self-identify is very important).

Also, professors that teach PR should be mindful of individuals taking up other majors in their classes, and try to use examples of how PR is used in their field of study. You never know, a sociology or psychology student may not know how important their background can service in consumer or behavioral analysis.

I stated earlier, community colleges can provide the biggest opportunity in terms of industry introduction and fundamental skill development among minorities. But, universities as a whole, are grossly under-performing in its’ ability and potential to create an atmosphere for constant, basic skill and advance skill development.

At the top, professionals and special interest groups should always have an open-line of communication with educators, always providing feedback on talent entering the work force, and how well-rounded the talent is culturally and intellectually.

More than PRSA

Have you ever heard of NBPRS or HPRA? If not, that OK. I didn't either before writing this piece. NBPRS stand for, The National Black Public Relations Society, HPRA is, The Hispanic Public Relations Association. (The fact, I went through four years of college, without even hearing a rumor of these organizations, is an issue I won’t even elaborate on at this time.)

Along with PRSA, these three groups working together can create the grassroots effort needed to uplift the industry profile. In order for this to happen, NBPRS and HPRA profile need to be uplifted first.

Maybe, because I went to a majority white public university, they had no ties with these groups. They may be more common on the campuses of HBCUs (Historical Black Colleges & Universities), but the important thing is, they exist and must be utilize everywhere.

Though, these groups can greatly assist the PR industry’s diversity problem in terms of, self-identification, talent acquisition, and networking opportunity. I would hope they work through a len of integration (PR deal with everyone, so you will work with everyone).

Groups like NBPRS and HPRA can also help in terms of the economic isolation that many minorities have, in comparison to their white peers.

In undergrad, I wanted to join PRSSA, and go to the national and regional conferences. Because of my economic situation, I was never able to join. Now. I understand, many students miss out these opportunities every year, for whatever reason, but understand the message this may send to minorities interested in the field.

To be denied an opportunity to grow and develop in any form; because you are too poor financially, is one of the most disheartening things a person can deal with. It can create a sense of doubt and rejection

If we provide more resources to groups like NBPRS and HPRA, no student regardless of color or background should feel isolated.

Welcome! To Agency U!

Earlier, I stated, “Universities as a whole, are grossly under-performing in its’ ability and potential to create an atmosphere for constant, basic skill and advance skill development.”

Here are the reasons, why I made that statement.

Universities have multiply components, different schools and fields of study, sports, and industries. A university has an alumni network; outreach program for enrollment, and the list goes on. All these groups are producing thousands of pieces of content every year, content students could be gaining experience with.

With that realization in mind, I would like to welcome everyone, to Agency U!

Agency U, a full-services agency provided by schools to meet all of the school’s strategic communication and image needs, and provide the constant skill development needed, for the PR industry.

Students will experience every component of agency life (from RFPs to writing press releases) before stepping foot into the workplace. It will give a whole new meaning to, “Hit the ground running.”

Each component of the university will represent an “account”, and that account will command a team.The firm should be open to all majors, for diversity of ideas and prespectives.

The universities able to successfully provide this simulation for students, will hands-down, graduate some of the best skilled young talent in the country, if not the world. 

Power in Mentoring

To keep an industry healthy long term, its greatest performers must, at some point, replace themselves. And hope their replacements reach achievements, they could not.

Personally, I have three mentors in the communication industry, who influences, have laid a foundation and framework for my career. I hope this narrative gives you an idea of what I mean by, the power of mentoring.

My mentors are:

• Teddy Greenstein, Sports Writer, Chicago Tribune
• Pilar Ellis, Co-Founder, 4^th and Long, LLC (PR agency for Sports & Entertainment)
• John Digles, Executive Vice President & GM, MWW Group

My first interest was journalism. I was an athlete in my younger years - got to see what they did from the outside and it appealed to me. I met Teddy Greenstein through a friend, we always talk about sports, and the reasons for current state of athletes in modern society.

When I express my interest in journalism, Teddy, without hesitation, arranged for me to accompany him to Comcast SportsNet in Chicago, for a live show. I got to see a full production, and how vast the communication industry was. Being a kid from Chicago’s South side  I really didn't go downtown or enter any of the buildings; I always felt a sense of rejection, I was not good enough to be there. Everyone seem to be everything, I was not.

Teddy showed me the power of kindness and helping others, and I could be successful in something other than sports. He didn't have to take me to the studio, or call me to see how I was doing. He taught me, place value in myself, and no matter how far you get in life, you’re not above helping others.

As my college years progress, I figure out - I liked the story telling component of journalism, but it lack a challenge of critical thinking to me. I like getting to know people, and I always liked helping others. So, I needed a field of study that had all those components (Public Relations).  

I had a few friends playing college football, so to gain some experiences, I operated their Twitter and Facebook pages to engage with the fans, just to improve and increase their image. In the off-season of one of my friend’s last year in college, I arrange some interviews for him, places like Clear Channel in Chicago.

He later signed with an up-start firm called, 4^th and Long (Introduce, Pilar Ellis). He told the owner about me and how I helped him with his image in college; she gave me a call and offered me a job. Since, she was in Las Vegas; she needed a representative to act on her behalf on the other side of the country.

On word can to describe Ellis, “Workaholic”, she taught me to be good in any profession, a time allocation must be met. If you are not willing to put the time in, you don’t love what you do. Every basic skill I learned in class, she broke it down, reassemble it, and magnify it.

My time with Mrs. Ellis made me interested in agency life. I told her about it, and she introduce me to John Digles

The first time I met John, he was the Executive Vice President at Edelman. He told me to meet him at the Edelman office in Chicago, we sat down and just talk about my interest. Unknown to him, I was beyond nervous. I couldn't believe a kid from Chicago’s South side was sitting with one of the brightest minds in the field, at the biggest company.

During our talk, John told me of his background, and how he got into public relations. We later, talked about the Blackberry account he looks over for Edelman. At the time, I was a Blackberry user, and we talk about that extensively.

I wanted to repay John for the time he shared with me, but I really had nothing to offer. Then I remember, for my senior project at Illinois State University, one of my classes require  me to design a full six month to a year marketing campaign for a brand, I am interested in. In our sit down, John told me about Blackberry’s effort to create content that appeals to Millennials. 
So, I emailed him, and told him about the project and my brand selection.

Over the semester, John provided me with great insight and knowledge, not just Blackberry, but the mobile industry as a whole.

In all honesty, John gave me more than just knowledge on an industry; he left me with an ideal to work for. I had a chance to see his desire, work ethic, intelligence, preparation, and his willingness to put in the extra hours to be great. His intellect was only surpassed by hard work.

He let it be known, if you were going to beat John, it was not going to be it easy. It was almost like watching a professional athlete get ready for a season.

When I see John, I see the example, the standard of excellence in the profession. He took the illusion of what life is like - to work in the agency business, and left me with the reality. This sparked inspiration and more importantly, drive.

This is what I mean by, there is power in mentoring. If they could do this for a kid from the bottom, we can all grad someone and inspire them to reach the top.

Diversity does not have to be a problem, but an opportunity to better our profession - provide clients and employers with the necessary worldview needed for the modern age. As society continues to trend toward the idea of a "global community".

(Email Me: Shawn.JonesPR@gmail.com | Connect with me on LinkedIn | Follow me on Twitter)

PR’s Diversity and Skill Problem: The Reasons Why

By SHAWN JONES

Recently, I have read a lot of articles, case studies, and heard discussions on the issues of “Diversity in PR”.

I feel, everyone has an opinion, with many valid points, but no real solutions to the problem. To solve this issue, we must understand the reasons “why”, and from that understanding, design a real strategic plan for the long-term health of the profession.

The two-part series will provide reasons for the issue and recommend methods moving forward.

Here are some statistical points to keep in mind:

• 85 percent of public relations’ (PR) professionals are women.
• 70 percent of PR professionals are Caucasian women
• 15 percent of PR professionals self-identify as Hispanics/Latinos
•  Almost nine percent of PR professionals are African-American
• Seven percent of  PR professionals are Asian-American/ Pacific Islanders

To make a change in these numbers, we must understand the trend; here are some issues in the debate and the reasons for them.

The Education, Opportunity, and Resource Gap

According to the US Census Bureau, there are currently, almost 44 million African Americans in the United States.  Almost 28 percent live at, or under the poverty line; the average household income in the black community is a little over $33,000 (The national average is $50,000). More than half, of African-American household make $50,000 or less. The numbers for the Hispanic population are better, but not by much.

First question asked, “How do these numbers affect our profession’s diversity issue?”

Because, of the social economic status (SEC) of the African-American and Hispanic communities, it’s becoming nearly impossible for youth to develop the necessary fundamental skills to blossom in the profession.  With so many minority communities experiencing high unemployment, lose in business and enterprise, and resources, the talent pool will only lessen.

Many of these communities’ educational institutions (schools and out-of schools programs) continue to become victims of budget cuts, denying potential young talent a road to develop their skills and vision for themselves.

According to data from the Department of Education, there exist a widening “achievement gap” between African-American and Hispanic students in comparison to their white peers.

Since the 1960s, the gap between African-American and Hispanics students increased by 40 percent in core skills (math, science, reading, and comprehension) compare to white students, according to Sean F. Reardon, a Stanford University sociologist.  

This can be seen visibly, go to any major university in America, and count how many black or Latino freshman are in classes like, Math 099 or an under-performing, developmental writing and English courses , in comparison to their white peers. The discrepancy is undeniable.

Now historically, education has always been considered the great equalizer in American society, but we have to be honest with yourself and say, “All education is not equal."

Lack of Skill…. Not Talent

I talk with veteran PR professionals all the time, and always ask, “What do you look for in young public relations professional interested in joining your team?” The most common response is “talent”; this vague answer often upsets me. So I ask, “How do you define talent?”

In a Public Affairs Council debate, President and CEO Bill Heyman, of Heyman Associates see talent as a set of skills.

“Our clients complain about the lack of basic writing skills.” says Heyman. “The issue of the intangibles such as presentation skills comes up, and the understanding of business.”

Now, I believe. Talent is something you do naturally, students around America would not be allowed into their selected programs without a naturally ability to perform the task asked of them.

Skill is something developed through constant repetition, not in a three to four month internship, or four years (well really two years) of school. If a lack of skills is the universal consensus among the leaders in PR, in regards to young inspiring professionals across the board, add on to the fact, that minorities already enter college behind their white peers. The probability of them developing properly is slim to none.

The status of the economy over the last several years is also a contributing factor to the loss of skills development. Of the 19.7 million college student in the U.S., 72 percent of them work at least a part-time job, according to the U.S. Census Bureau.

Let me be clear, there is nothing wrong with kids working while in school (I did it too), but understand, there is a trade-off for this large number of students working - their ability to improve their skill while in school.      

With the growing demands of modern business, we must ask, “Are institutions of mid (high school and junior college) and higher learning, creating an atmosphere for constant skill development?"

I Don’t See Me… So I will not Come

It’s a universal, physiological truth that people tend to gravitate, or are attracted to things they self-identify with and see regularly. A lot of African-American youth gravitate towards sports and entertainment, and a significant number of Latinos move towards landscaping, construction, and other blue-collar laboring jobs.

Now, African-Americans are not attracted to sports and entertainment, because of some natural genetic trait or gift they have, and others groups lack. They identify with the likes of LeBron James, Derrick Rose, Ray Lewis, Lil Wayne, or Jay-Z.  African-American youth see themselves, as these individuals, and know (through numerous examples), there is a realist path to get where they are, through the limited resources available to them.

It is relatively cheap to develop the fundamental skills to play a sport or become an entertainer. Also, there is a farm system in place for them to see the opportunities and rewards of putting the hard work and time in.

Many Latinos, have family members working blue-collar jobs, and often work with their parents or family members at an early age. According to the U.S. Hispanic Chamber of Commerce, Latinos make up 35 percent of all workers in the landscaping and lawn care industry.

With that being said, the public relations industry must answer the question, ‘Do we have practitioners that minorities can self-identify with, and speak on the opportunities and rewards of the profession?”

If that answer is yes, the follow-up question should be, “Are these individuals being seen by potential prospects?”

In part two, I will recommend some long-term solutions to the problems identify




(Email Me; Shawn.JonesPR@gmail.com | Connect with me on LinkedIn | Follow me on Twitter)

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The Sit Down! (Interview Tips)

The Bureau of Labor reports unemployment drop to 8.5 percent, lowest in three years. 

According to Economic Policy Institute, for every one job opening there are four workers ready to fill it. The biggest part in securing a job is the interview process. Here are some helpful tips to interview effectively.

Dress the part.
Interviews are not the time to express individual fashion sense. Below are videos for men and women on interview dress code.

For men, Image Consultant and Wardrobe Coordinator Angel Sanchez

For Women, Global Image Group.

Be on time.
You want to arrive at the interview location at least five or ten minutes early.  Make sure you calculate the time it takes to get there. Know what type of traffic you can except on the day of your interview and add that into your calculated time of arrival.


Stay calm.
It's hard to sale yourself if you have anxiety and fumble over your words. It can take away from the message and image you are trying to communicate to the employer.

Research (Pre-Interview).
Make sure you know facts about the company. Know some of the verbiage used in the company. This can be found on the company website, social media outlet or any media cover the company has receive over the past few years.

Most recruiters will ask, "What do you know about the company?".

Even if you answer some questions in vague detail. It shows the interviewer you did try to place it to memory. Make sure you know the interviewer's name. If possible, call and ask for the name prior to the interview.

Eye contact.
Non-verbals and body language say a lot about an individual. You don't want anything to take anyway from your message. Always keep eye contact with the interviewer. Constant eye contact shows you are focus on what is being discuss and the information is important to you.

Show what you know.
One of the biggest mistake many people make is, bring a portfolio of previous works, place it on the table and never open it. If you know the duties of the job and what is require of you, don't be afraid to show you have prior experience. Showing examples and the results of your work can only increase your chances of getting the position.

Show passion for your craft & not the job.
This is hard to put into words because it involve an individuals make up and emotional drive but I will try.

Intangibles are often hard to measure but a big element in determining the amount of success a person will have in their professional career. I encourage you to remember this saying,

"Hard work beats talent when  talent does not work hard."

Employers are looking for the best talent this is true but they are looking for hard workers as well. Many times, if two individual are equal in talent, often intangibles wins the day. Showing passion and pride in any and everything you do, no matter the pay or title, goes a long way.

If you display passion it will go a long way in your career development. Titles and money are always changing but what has to be constant is the love for what you do.

The follow up.
Make sure to thank the interviewer for the time, opportunity and considering you for the position. If you are interview by multiply people send each a thank you email.

Millennial Job Hunt.

In today's job market we are familiar with nine percent, the current unemployment rate in the United States.

If you are a younger American, between the ages of 17 and 24, you may want to look closer at that number because it hides your truth. Your number is FAR WORSE thnn the national average

According to Tamara Drauts report, "The Abandoned Generation: Creating Jobs and Opportunities for Young Adults, " between the ages of 17 and 24the unemployment rate is at 17 percent in the U.S. The rate for Latinos in the same age range is 20 percent, and in the African American community it is nearly 30 percent. The Millenials must understand this: while the country in recession, they are looking at a depression. Many experts fear the Millennials will be the first generation that will not be better off than their parents.

Even though the Millennials are the generation for which many are scared for, the world is set up to help them not only beat the odds, but also thrive. The fundamental ways to get a job will never change, but the format in how it is done is another matter.

INTERN, RESEARCH & CONNECT.

Intern (Get experience)
All the knowledge you learn in the classroom over a your college years means NOTHING, if you do not apply that knowledge in real situations. Almost, every field of study offered on a college campus gives you an opportunity to work and learn in a professional setting. It's not enough to just go to school four or five years. Employers want to see if students used their time to work on their craft.

Remember your employers were once college students as well. They know there is time each year you can spend outside the classroom gaining professional experience. It's not just helpful for students, but the employer as well. The more you know less the company has to teach you. There will be more than enough on-the-job training/learning in your first job. So try to shorten the learning curve as much as possible.

Professors will tell students, "Do at least one internship." But in a global job market and a generation looking at 17.3 percent unemployment, One out-of-classroom field experiences is not going to cut it. Technology and the work environment changes too fast for just one internship. Many professionals encourage college students to do two or three internships for the four to five years you are in school.

Research (Know yourself and target companies)
To get the best out of your internship or see what entry-level positions are out there, you must do research. It is very important to have a realistic outlook on what is out there and what you qualify for.

Make sure to visit a company's website and look at its mission statement and values, if presented. Mission statements give you an idea of what values a company does and is built on and do those ideas match your beliefs.

Look at any reviews and reactions from current and  former workers. Websites like Glassdoor provide in-depth breakdown of companies. Find approval rating of company CEO, salaries, and pro and cons of the organization from current employees and  former interns. Websites like this helps your job hunt have some direction and insight to what companies best fit you.

Connect (Are you LinkedIn?)  

LinkedIn for those of you that don't know, is a social media website for professionals to build their networks share knowledge and find new career opportunities. With over 120 million users, it allow professionals to take charge of their career in new ways. 

What I find odd is, with a website that provides so many resources in a stuggling economy, why does it seem more college students are not a part of the LinkedIn Community? 

According to Leela Srinivasan's article, "LinkedIn launches Career Explorer for college student," over 200,000 college students join LinkedIn per month. Many professionals argue that many college student are not as active with their LinkedIn account as they are with Facebook and Twitter. Here are some ways to get the most out of your LinkedIn page.

 The one thing that separates LinkedIn from other social networking sites. It gives you the active email of the employees at the company, organization or field you have an interest in. It's a great way to great inside information and up-to-the moment reviews of the company you would like to work or intern. 

Below is the email I sent out to several employees about the Internship and Trainee program at Edelman, the public relations giant.

"Hello [ place name here]

I am interested in applying for the Edelman Intern and Trainee Program. 


I am currently a student at Illinois State University, majoring in the Public Relations. 


Before I apply, I want to ask current employees at Edelman about their work experience at Edelman?  What is the work atmosphere like, and what are some of the things I can expect as a trainee? 


If you can provide any information or feedback, it would be greatly appreciated.

Thank you for your time.

[Your name here]"

Notice in my letter I kept it short, simple and clear. Always be mindful these are working professionals, so their time is very valuable. You are collecting information for yourself, but it's on their time, so make it as easy and as quick for them to answer as possible.  

You do not want to leave room for miss interpretation. Make sure your message is clear about why you are contacting them and what questions you would like answered. 

Finally, always thank them for taking time to read your letter, even if they do not reply back.

Getting involved in discussion forums is another way to increase your reach and connect with professionals. Feel free, to voice our opinion because you never know who may value it.

Most of us have been in school and heard nothing but how bad the economy and job market is. The horror stories of former classmates returning home to work at McDonald's. There are resources in place to insure that four or five years of your life was not wasted, if you so choose to use them. Be proactive in securing your future. 

Micheal Gartner's Gift

As a young inspiring public relations professional I learned early that writing is the fundamental skills you need to excel in the profession.

The great thing about Gartner's piece, "12 Step Program to Good Writing" it's a writing for dummies guideline that I think all writing professionals should follow and use as a reminder EVERY TIME they place their hands to a keyboard or pen to paper.

Though all 12-Steps are important but their are four elements I hope young writers, public relations professionals and students would place at the base of their professional foundation

Listen

Gartner 

" The good writer must listen for the nuance, the emotion, the detail, the odd fact. The good writer must listen for the GREAT quote-- a quote, after all, is just the print version of a sound bite--must listen so carefully that he, or she, can follow through on a dropped hint, a fumbled answer or a punted reply."

For public relations professionals becoming an effective listener is the second most important skill, it's after writing and before working well with others. PR is a service and you have to remember your success is often judged on your clients reaching their goals and objectives. Good listening can save a client from making a mistake or finding a new innovative way to reach the audience they are targeting.

PR acts often has the middle man between an organization or individual and multiply audiences. So your ears must be open to both ends to create successful communication. 

Simplify

Gartner

"The easiest thing for the reader to do is quit reading." So you have to keep the reader interested. You must not bore him. You must not confuse him. You must not alienate him or her.

You must cut the complex to the simple, you must turn the simple into the eloquent. You cannot be lazy, and you lose the reader often enough, you will lose your job"

We live in an era were NO ONE HAS TIME. I encourage PR people to remember that when trying to pitch something to a journalist or media outlet. The fact they took the time out to even read your pitch is a blessing in it self, so do not use up your good fortune by giving them pages of useless information. Often. you could have said that same information in one page.With that in mind remember, KEEP IT SIMPLE!

Your pitch letter should have the general idea of what yo are doing and why it's important. If they decide it is newsworthy they will call you, that why you leave contact information. The follow up call or email is the time you can give them more details.  

Trust 

Gartner

"Trust means honesty and respect, openness and courtesy. You simply cannot work with someone you don't trust."

Trust is everything, not just in your career but life in general. You can have all the accomplishment and experiences in the world but if you can not be trusted it's all for nothing. Nobody will never down you for being honest and straight forward with them. 

Remember you have a duties to the clients you service to give them honest feed back and truthful input.  

Trust is the NUMBER ONE ELEMENT in establishing creditably.

LOVE
Gartner
"You cannot be a good writer if you do not love writing and love reporting. It's simply impossible. If you do not love what you are doing , quit now and find another job, another line of work. For you'll never be happy--and you'll never be good."


You can not progress in a profession if you do not LOVE want you do. I am not talking about the good times but you have to love the bad ones. They low moment that keep you up at night.  Often in those times is when you have the opportunity to become better.

You can only enjoy the finish product if you love the PROCESS. When i say "process" I mean the step by step tasks that get you to the end result. If your employer see passion for the process and you excel at given quality work consistently. You will find yourself taking on bigger roles and larger company projects.

Michael Gartner's testimony is valued wisdom to ANY writing professional both young and old. Its always good to see a very accomplished professional share their experiences for future generations to follow. I just hope we all listen. Beside no matter where you are in your career, you can always improve your writing.



To view the Full Micheal Gartner's "12 Steps Program to Good Writing" Click link below
http://journalism.unl.edu/cojmc/alumni/jnews/archive/97spring/gartner.html