One of the main reasons I am in Public Relations Student Society of America (PRSSA) is for the chance to visit PR agencies and to attend meetings with guest speakers. Today, PRSSA and American Marketing Association (AMA) at St. Cloud State University was fortunate enough to host Account Executive John Poferl from Weber Shandwick.
After AMA went through its weekly meeting of officer reports, we watched a short video about life at Weber Shandwick and after a quick introduction, John jumped right into questions and answers. Being a young professional (a 2007 SCSU graduate), John was quick to stress the importance of personal branding of both the online and in-the-flesh sense. He found this important because it seems that resumes now are all so good. Keeping up with trends in social media and showcasing that you have a good grasp of how to use online social networks and how to measure and monitor social media is important. However, John did point out that having a reputable social media presence is important, but if you’re not careful, it can bite you. One example he mentioned was someone who made it through a series of interviews and when it came time to take a writing test, the candidate was tweeting during the allowed time.
Most of the questions from students were geared on resume/interview tips and essentially how to land that first job with a public relations agency or marketing firm. John’s story was a testament to showing initiative and the importance of follow through. John was having a hard time finding an internship as an undergraduate and ended up approaching a business group in White Bear Lake, Minn. He essentially made up his own (non-paid) position as a public relations practitioner to help the group promote its services with a small budget. John later participated in Pro-Am Day at Weber Shandwick where he made a great connection and learned a lot by asking questions. He kept in communication during the following months and when an internship opened up near his graduation date, he was contacted. His internship turned into a full-time job and he’s been at Weber Shandwick ever since.
Some of the other main points gained from this guest speaker are to be confident in the job hunt, always have good questions to ask after an interview, content of a resume is more important than design and being a good writer is maybe the most important quality a public relations agency is looking for. I always love listening to someone share their life journey and always find something valuable from listening. What I got out of John Poferl: Be confident. Show initiative. Always follow through.