Books That Will Prepare You For the Future of PR

Posted on January 30, 2014 by Kate Perrin

As I was preparing what I wanted to tell the audience that I believe will be key to “The Future of PR in Washington“ as part of the PRSA-NCC panel this week, a list of books came to mind.  That’s because what will be critical isn’t knowing the inImages-and-outs of the ever-changing array of new social media tools, but rather understanding how the human mind works, how people decide what to believe, how they process information and how they make choices.

The “father of public relations”, Edward Bernays, was adamant that public relations is “applied social science”.  He was a nephew of Sigmund Freud and understood that planning campaigns, tailoring messages and choosing the right message delivery method can all be better done if you understand the ways emotional responses and unconscious thought patterns work. 

What books did I recommend?  Some big and some slim, but all with something of value on how to motivate and understand human behavior:

  • The Engineering of Consent, Edward L. Bernays’ classic
  • The Tipping Point by Malcolm Gladwell,
  • Drive, by Daniel Pink
  • The Black Swan by Nassim Nicholas Taleb
  • Thinking Fast and Slow by Daniel Kahneman
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This Year, Dress for Success

Posted on January 25, 2014 by Kate Perrin

When we started our Pinterest pages showing office appropriate attire, interview outfits,and even interview body language, it was more about demonstrating that PRofessional Solutions and our associates are familiar with all kinds of tools than giving pointers on appearanceImage. 

But in these challenging times for job search and career advancement, we’ve been surprised by the increase in people following our pages and re-pinning them.   Looking for “an edge”, a way to distinguish themselves from the many others competing for jobs or promotions, has many more individuals considering how wardrobe and body language can enhance their image and facilitate their career growth.

“Like many before me, I’ve always advocated dressing for the job you want, Imagenot the one you have, as well as being able to step into any meeting or presentation at a moment’s notice and looking like you belong there,” says PRofessional Solutions’ CEO Kate Perrin.  “I can’t tell you how often over my career that wearing the right business attire has put me in an advantageous position when least expected.”

Career dressing need not be expensive or require an extensive wardrobe.  And contrary to the concerns of those who want to have their own look or style it need not look regimented, as can be seen in the examples here.  Proper fit and proportion are essential whatever you wear.  Using color or accessories that demonstrate your own style will help you look in command.

 

 

 

 

 

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Creativity Doesn’t Replace Required Skills – Look for Personal Contacts Instead of Gimmicks for Delivering Resumes

Posted on January 24, 2014 by Kate Perrin

Over the past two years PRofessional Solutions has seen a change in the resumes it receives – for the worse.  Instead of highlighting skills gained and how they have achieved specific accomplishments, more applicants instead are praising themselves for all many of personal qualities and mentioning vague results without explanation or definitions of success.

Now the Wall Street Journal has reported on the creative, though often silly, ways that applicants are using to deliver resumes in an attempt to get theirs noticed among a crowded field of bland on-line applications.  (“When the Going Gets Tough, Job Hunters Call In the Stunt Resume”, January 24, 2014)

They note that while companies received an average of 383 applications for every opening they advertised in 2013, for the most part “whimsical applications are just good for a laugh”.

 “I’m sort of immune to this stuff,” said one employer.  “We have a set of hard skills an applicant has to meet” and creativity can’t compensate if those are missing.

Our advice to job seekers is always to be let results speak for themselves and satisfied employers and clients speak glowingly of you.  Don’t be the one to claim that you are an extraordinarily accomplished writer or that you are uniquely qualified to be the perfect match for our clients.  We’ll be the judge of that.  And use that creativity to find a connection to someone key at the organization to which you’re applying so you can get your resume into the right hands instead of hoping a gimmick gets it there for you.

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People Who Have Made PRofessional Solutions Grow

Posted on January 17, 2014 by Kate Perrin

Each month this year we want you to meet one of the hundreds of people who’ve helped build PRofessional Solutions’ success over the past 20 years. This month, meet communications consultant Pat Kelly.
The tiImageming couldn’t have been worse. As a relatively new Vice President for Communications at Conservation International, I was gearing up for a major release of a long-term project that would define our unique mission when my team suddenly started to “disappear.” My media director was going on maternity leave sooner than we thought, and a part-time writer was moving across the country. Help! I needed it quickly.

Then I remembered meeting Kate Perrin, who had just started her company, the first PR temp agency in Washington — in fact, the only professional PR temp agency I had ever heard of. PRofessional Solutions to the rescue!

Within a week, I had a new media director who was so multi-talented that she could take on writing duties as well. She stayed for many months and got us through our branding program with flying colors. I was sad to see her go! I later learned that we were PRofessional Solutions’ first client, and I couldn’t have been prouder.

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PRofessional Solutions, LLC Resolutions for 2014

Posted on January 16, 2014 by Kate Perrin

It’s not just another year here at PRofessional Solutions – it’s our 20th anniversary year! So we’re thinking beyoImagend short-term goals for us and about how to improve the careers of others and better support improvement in the profession.

So, here are our three resolutions for 2014:

1 – Support organizations and programs that build our profession.

PRofessional Solutions, LLC is a staffing agency, but the profession we know and serve is public relations. We resolve to continue our professional society sponsorships, find new ways professionals can build their skills and careers, and share the trends and skills needed for the future with our readers.

2 – Encourage more young and mid-career professionals to participate in professional societies.

Networking and the camaraderie that comes from collaborating and building relationships with your professional colleagues are as important to our careers as learning the needed skills. Throughout 2014 we’ll be bringing young professionals to programs as PRofessional Solutions’ guests and sponsoring memberships as our 20th “birthday” gift to the community.

3 – Learn from our clients what they think the profession – and they – need.

We’ve seen and learned a lot from 20 years in business. This year we’ll form a PRofessional Solutions Client Council to learn more about how seasoned communicators see our field evolving, as well as how service providers can help them meet the needs of the future.

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What Works: Video, E-Greeting or Card?

Posted on November 8, 2013 by Kate Perrin

To help us with our decision about what format to use for PRofessional Solutions’ holiday greetings we asked some respected colleagues to weigh in on trends they’ve observed with recent holiday business communications.  

Susan Rink, award-winning strategic employee communications professional, formerly with Sprint Nextel and Marriott International, Inc., and now owner of Rink Strategic Communications, LLC, has tried a variety of approaches to seasonal Imagegreetings to clients and prospects. As one of our clients earlier in her career, and someone we hold in high regard as an expert in internal communications, we asked Rink what works with holiday greetings.   

“A few years ago, when I was recording internal communications videos for my YouTube channel, I also recorded a brief holiday greeting video, which I posted on my company’s Facebook page and distributed via an electronic greeting card (check it out at http://www.youtube.com/watch?v=xGo-AOMX2ws&feature=c4-overview-vl&list=PL56D475CC8AEF95BF). I received excellent feedback the first year I distributed a video greeting, but the second year the number of views dropped off a bit,” shares Rink. 

“I’ve since come to understand that my target client is bombarded by broadcast emails and the end of the calendar year is a particularly busy time for most of them. As a result, my attractive, fun electronic card would be deleted unread.”

“So I’ve reverted to mailing out holiday cards with a short personal note, timed to arrive the week after Thanksgiving. Roughly 75% of the recipients take the time to email or call to thank me for the card, and many tell me that they have it displayed in their office or reception area.”

“I haven’t entirely given up on digital greetings”, says Rink. “In the days leading up to the New Year, I make a habit of posting holiday images and notes on my company’s Facebook page to reach followers not on my mailing list.”

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Sending Holiday Greetings: Direct Mail or Digital?

Posted on November 7, 2013 by Kate Perrin

Fall’s beautiful colors and cooler temperatures make it one of our favorite seasons, but they also signal the holidays are near. As we plan our holiday greetings, we’re debating whether to use direct mail or digital.

To help us with our decision, we asked some colleagues to weigh in on trends they’ve observed with recent holiday business communications.

Mary Fletcher Jones of Fletcher Prince marketing communications firm reports, “Among our clients, we are seeing less of an Imageemphasis on print holiday greeting cards, and more emailed versions. However, we firmly believe in the impact of direct mail and the marketing research from the  Direct Marketing Association backs this up.”

Fletcher Jones further shares, “I remember walking into a client’s office and seeing a holiday card we had designed and sent on her credenza.  And this was May!  She said she really liked the image and kept it up all year.  That was a testament for me on the impact of print cards.”

The Direct Marketing Association reports that in 2012 the average response rate for direct mail was 4.4% for B2B and B2C mailings–higher than electronic mail’s response rate of 0.12%.

“Holiday greeting videos weren’t widely used by PR firms and companies until recently”, says Fletcher Jones.  “We were one of the first agencies to do one in the DC area, but then Capitol Communicator started showcasing them on their website, and now you see more and more!”

“The important thing to me is to incorporate those fun things you want to do for your business in a way that is branded and on message, being creative, heartfelt, and not overly commercial. Designed holiday cards and holiday greeting videos, which also can be embedded in email greetings, are perfect ways to do that.”

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My Choice for WWPR’s PR Woman of the Year

Posted on October 22, 2013 by Kate Perrin

I am SO excited about WOY this year!  (That’s the Washington Women in Public Relations’ PR Woman of the Year Award.)  I always love this event, but it is even more wonderful when someone I have nominated makes it to the Big Three — the three finalists hoImagenored at the luncheon. 

I’ve gotten three previous nominees into the winners’ circle, but only one — Denise Graveline — made it to the finish line.  This year I’m on pins and needles waiting to see if Pam Jenkins joins the ranks of PR Women of the Year.

The Woman of the Year luncheon, established in 1990, is WWPR’s signature event.  It honors the achievements of those who have reached a pinnacle in the profession.  Three finalists are honored, but at the luncheon one is named as THE PR woman of the year. 

This year’s finalists are three terrific, smart and accomplished women:

Allyson Burns, SVP of Communications and Marketing at the Case Foundation,

Hilary Beth Rosen, lobbyist and former CEO for the Recording Industry Association of America, now at SKDKnickerbocker, and

Pam Jenkins, president of Powell Tate. 

I’ve known Pam for many years — we served together on the WWPR Board more than 20 years ago.  Pam led the team that developed the award-winning Heart Truth/Red Dress Campaign that so effectively built awareness of heart disease among women.  She was awarded the first Red Dress Award by Woman’s Day magazine for contributing to women’s heart health.  And her personal service to the community has been no less impressive; she served six years on the Board of the DC Rape Crisis Center from whom she received the Visionary Award for Service.

It promises to be a great event and includes a terrific raffle to support WWPR’s pro bono client, Thrive DC. It’s Wednesday, November 13, 2013, and it will be filled with winners. 

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DC Association Execs Express View Of Economy, Jobs

Posted on October 8, 2013 by Kate Perrin

This is an association town as much as a government town, and at a lunch in DC held by Bisnow for top association execs to talk about the economy a few days before the government shutdown participants weren’t seeing growth.

Consumer ImageData Industry Association CEO Stuart Pratt said consumers are getting better at understanding changes in the economy but it means they spend less and save more.

Heidrick & Struggles practice leader Julian Ha said that companies, generally, are not increasing their employee base and large organizations are trying to get more productivity from middle managers and junior level employees.

American Forest & Paper Association CEO Donna Harman reported that her member companies have cleaned up their balance sheets, are holding onto cash and are concerned about pending federal regulations affecting the paper industry.

According to Manufacturers Alliance Stephen Gold  most of the association execs at the lunch say the economy is split between people who think things are looking better and those who are bracing for tougher conditions.

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PRSA Thoth Awards Format Changes, But Sterling Treatment of Sponsors Continues

Posted on September 23, 2013 by Kate Perrin

For years the Public Relations Society of America – National Capital Chapter (PRSA-NCC) has been head and shoulders above other communications professional societies in executing a first class sponsorship program.  It was evident to me again last Wednesday at their 45thannual Thoth Awards Gala in the Pavilion Room of the Ronald Reagan Building and International Trade Center. 

ImageThe gala attracted nearly 200 people, and it was gratifying to see PRofessional Solutions, LLC’s name on signage and the program, and mentioned by chapter president Samantha Villegas from the podium as a sponsor.  My name tag included a sponsor ribbon, and PRSA members acknowledged the company’s support during a relaxed and enjoyable cocktail reception.

PHOTO: Newly accredited PRSA member Sabrina Kidwai with PRofessional Solutions, LLC CEO Kate Perrin.

But as sometimes happens with a new format, too much was crammed into the evening.  In fact, the first part of the evening saluting two new inductees into the PRSA-NCC Hall of Fame was in danger of eclipsing the very award recipients the evening was designed to honor – Washington, DC area professionals who created outstanding public relations campaigns and initiatives. 

It took an hour for Bill Novelli, a member of the Hall of Fame and one of the original founders of Porter Novelli to introduce the inductees Judy Phair, a former of president of PRSA National and president of PhairAdvantage Communications, LLC and William Oliver, former Senior Vice President ications for AT&T now operating Bill Oliver Public Affairs, and hear their remarks.  That meant the actual Thoth Awards recognition — and dinner! — wasn’t begun until almost 9:00 p.m.

ImageIt’s likely that the planners have reached the same conclusion along with some of the audience and in future will celebrate the Hall of Fame inductions apart from Thoth.  The split could benefit PRSA by differentiating the two awards programs and offer a chance to create programs with  appeal to two different audiences.

PHOTO:  A terrific turnout of past PRSA-NCC chapter presidents at the 2013 Thoth Awards!

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