You may be wondering how I was able to get an internship during the middle of the COVID-19 pandemic, which wasn’t by any means an easy task to do. There are a few key things that I did that helped me land my position, and I’m here to help out the next student who’s ready to take on the challenge of finding an internship and standing out once you do.

Your “Weak-Ties” Are There To Help You

Weak-ties is a phrase I learned this year: These people are here to help you, whether it’s by putting in a good word for you or looking over your resume before you send it to an employer. Your weak-ties may be your professors, friends in your major, or fellow members of a club you participate in. I give a lot of credit to my weak-ties who helped me find and secure my internship. Whatever the case may be, take advantage of your connections! A please and thank you goes a long way, and make sure to return the favor whenever the opportunity arises.

Say “Yes” To Everything

While I know it may feel difficult at times to take on a lot of responsibility at once, you’re primarily at your internship to learn. Employers want to work with someone who has a go-getter attitude. There’s no better way to stand out than by being ambitious, and if you need help, just ask. Take advantage of your chance to be hands-on in your field of interest, and be sure to show up to work with a smile on your face.

Stay Humble: Your Boss Knows Best

While you may think you have a lot of experience through classwork, you’re now starting out in a professional environment. The extra practice is what helps you grow as a young professional and will make you well-rounded. Communicate with your boss if there’s something in particular you want extra experience with or need something looked over. And again, an extra thank you is always appreciated when they do.

While I’ve only been at my internship for a few short weeks, I’ve already been able to have a variety of hands-on experience that has made me excited for a future career in the public relations field. Being able to take everything I’ve learned in the classroom setting and apply it to real life clients has made the experience feel extremely rewarding. I’m happy to be an intern at Dresden Public Relations and I’m looking forward to my next few months as a member of their team.

In light of this, the PRSA Young Professional Committee has compiled these helpful resources to continue your learning journey and bolster your resume.

Webinars

• PRSA: PRSA's extensive professional development programs offer communications professionals a wide variety of learning opportunities. Most webinars are free for PRSA members. Explore the options here.
• Make Your Fundraising Event Virtual from MobileCause: The current social distancing required by COVID-19 doesn't mean you need to abandon your upcoming fundraising events or campaigns. Watch this free webinar to hear from nonprofits who have held successful virtual events.

Trainings

• Muck Rack: Take your media skills to the next level by attending our quick, practical courses and earning industry-recognized certifications here.
• Sprout Social: Always Be Growing: Your Social Media Career Growth Plan. Learn more here.
• Hubspot: Take your professional skills to the next level with free, online training from HubSpot Academy. From quick, practical courses to comprehensive certifications, learn everything you need to know about the most sought-after business skills. Learn more here.
• Facebook and Instagram: Interested in strengthening your business page management skills? There are a bevy of resources available here.

Newsletters

• The Skinny on PR: From social media and content marketing to crisis management and media relations - PR News will deliver you the top stories in communications. Sign-up for their eNewsletters here.
• PR Daily: Sign up here to receive the latest articles from PR Daily directly in your inbox.
• Social Media Today: Get the latest social media news, trends and tips delivered to your inbox. Sign up here.
• Michael Smart PR: Get Michael’s 5 winning subject-line formulas and best PR tips each week free here.
• Social Media Examiner: Get original Social Media Examiner content delivered to your inbox for free here.

PRSA Rochester

• Stay engaged with the Rochester PR community through PRSA Rochester! Our chapter provides access to a network of professionals who are willing to offer advice and counsel. Join a committee, attend an event, join our mailing list or simply reach out to the YP committee for more information at yprp@prsarochester.org.

If you’re having trouble building or leveraging your network, use the tips below to get you started.

Put Yourself Out There 

Talk to people. Yes, I know, it’s simple, but there are infinite opportunities that can be unlocked by reaching out to someone and initiating a conversation. Research established PR professionals in your area. A great place to start is through the PRSA Rochester chapter. If you find someone interesting, find their email and send them a note. What do you have to lose? Asking informed, industry-related questions can help you learn more about your field of choice, and it shows to the individual on the other end that you care about making connections and seeking advice. If you feel comfortable enough, try asking the individual for an informational interview via Zoom, WebEx, etc. - I’ll bet you they’ll oblige. Keep doing this with professionals in your area. Eventually, you’ll have an established network who will think of you when positions become available.

Use Social Media Strategically  

Social media like LinkedIn and Twitter are key in growing and maintaining networks. If you’re not using them, then you’re willingly passing up on opportunities to establish yourself in your professional network. LinkedIn is your chance to construct a tangible network of industry colleagues, potential employers, and thought leaders. But understand that the benefits of LinkedIn can’t be reaped fully if you’re inactive on the platform. It’s also important to realize that a LinkedIn network is no replacement for the network that you’ve worked hard to build through face-to-face interaction and dialogue, no matter how many connections you have on the platform.

Twitter may not land you a job, but it’s just as important in growing your network. Make sure to follow individuals that you’d frequently be contacting as a PR practitioner - this means reporters, journalists, news editors, etc., in addition to other PR professionals in the area. Growing your Twitter following gives you more credibility as a rising professional, and if you play your cards right, it can also become an effective media pitching tool.

Leveraging your Network

So you did it, you established a professional network - what now? Identify your goals and what it will take to achieve them. For many young professionals, the objective is to find a position in their desired field. To accomplish this, you’ll need to develop an approach to leverage your network to find an open position without exploiting it. Instead of asking your network connections if they know of any positions that you can apply to, try finding the positions yourself, then reach out to a few network connections and ask if they know anyone at the company that you’re applying to. With any luck, one or more members of your network will put in a good word for you, increasing your chances of earning an interview. Remember to be polite and professional when asking favors of your network members - acting entitled to the help of your network connection could be detrimental to the relationship you’ve worked hard to build.

Have Perspective 

Growing your network won’t always be easy. Sometimes you’ll reach out to individuals who won’t be able to make time for you or just simply aren’t interested in talking to you. That’s okay. Remember the people who took time to answer your questions, introduced you to their network, or recommended positions to apply for. Someday, sooner than you think, you’ll find the roles have been reversed and you’ll be the one getting emails from young professionals or college students. When this day comes, reflect on how you felt when you were in their position, and understand that an opportunity to better the career of another is still an opportunity nonetheless.

With passions for media relations, strategic writing, video production and social media management, Alexander Dean has been active in the Rochester PR community since his freshman year at The College at Brockport. In addition to volunteering on the PRSA Young Professionals and PRism Committees, Alex spends his free time working out, gaming, shooting action movies, or watching his Toronto Raptors or Buffalo Bills.

Caroline Seaberg

Caroline puts her passion for storytelling and creative writing into practice as the communications coordinator at 13thirty Cancer Connect. She is responsible for managing social media and collaborating with other staff for event-specific media relations, quarterly newsletter, collateral materials, press releases, email campaigns and more. Caroline joined the team after graduating from St. John Fisher College last spring where she was also an active member of the Public Relations Student Society of America. She’s excited to continue building her network through her PRSA involvement as she enjoys meeting and learning from others in the field. Outside of work, Caroline volunteers at the Urban Choice Charter School and Lollypop Farm Humane Society. Contact Caroline at: caroline@13thirty.org.

Alyssa Whitley

While a student at St. John Fisher College, Alyssa was the Public Relations Student Society of America Chapter President and is excited to continue her involvement as a professional with PRSA Rochester. She is the public relations assistant at Dixon Schwabl Advertising, providing all manner of support for the public relations team. Alyssa is the co-chair of the PRSA Young Professionals committee with Sarah Warren and volunteers of the PRSA PRism Committee. Outside of work, she enjoys hiking with her yellow lab puppy, Honey. Contact Alyssa at: alyssa_whitley@dixonschwabl.com.

Colleen Onuffer

Colleen is a consultant at Break the Ice Media, focusing on marketing and public relations to drive awareness and encourage visitation for clients across the travel and tourism industry as well as wine and craft beverage. She fell in love with PRSA after attending the PRSA Travel & Tourism Conference, and quickly got involved with PRSA Rochester by joining the Membership Committee and organizing the first buddy program. Her passion for writing and storytelling began in elementary school which led her to pursue a bachelor’s degree in communications at SUNY Geneseo, a master’s degree in Integrated Marketing Communications at St. Bonaventure and eventually a career in PR. Outside of work, Colleen volunteers in community projects and loves visiting craft breweries across the state with her husband. Contact Colleen at: colleen@breaktheicemedia.com

Alexander Dean

With passions for media relations, strategic writing, video production and social media management, Alex has been active in the Rochester PR community since his freshman year at The College at Brockport. In addition to volunteering on the PRSA Young Professionals and PRism Committees, Alex spends his free time working out, gaming, shooting action movies, or watching his Toronto Raptors or Buffalo Bills. Contact Alex at: alexanderwdean1@gmail.com

Jennifer Gallo

Jen realized that a career path in public relations was for her while completing her bachelor’s degree at Niagara University. From her PR classes to internships, Jen loved everything about the field. Currently, Jen is the Membership, Marketing and Banquet Director at Brook-Lea Country Club. In her role, she’s responsible for communications with current members, recruiting new members, and planning and managing all member and non-member events. Jen joined the Rochester PRSA YP committee in 2017 after moving to Rochester and credits her involvement with meeting so many experienced local professionals. Contact Jen at: jgallo@brookleacc.com

Josh Baer

A graduate of St. John Fisher College, Josh gained exposure to the PR field during his first professional job. He quickly learned that PR was a great opportunity to work with different sectors of the business and educate customers. Now, Josh is a Corporate Communications Specialist with ESL Federal Credit Union and supports the bank’s social media, media relations and corporate communications. He recently joined the YP committee and credits PRSA Rochester for expanding his professional network. Contact Josh at: jbaer@esl.org

Collin Henrie

While Collin works in marketing, he sees many overlaps with the public relations field. He’s been involved with PRSA Rochester since 2017 and finds it beneficial to stay on top of digital trends. In his role as Digital Marketing Coach at DAC, Collin coaches insurance agents for all their digital marketing needs, including SEO, social media, paid media, content creation and email marketing. Collin graduated from St. John Fisher College in 2015 with a bachelor’s degree in Media & Communication. In his free time, Collin enjoys trail running and exploring the Rochester food and drink scene. Contact Collin at: Collin.Henrie@gmail.com

Sarah Warren

From a young age, Sarah always loved to read and write. This passion led her to pursue a bachelor’s degree in English and communications at SUNY Geneseo. She found the PR field during her studies and instantly knew it was the career for her. Sarah has been a part of the YP committee since 2018 and is currently the chair. She is a Corporate Communications Manager at Avangrid where she manages media relations and crisis communications for the company’s Western New York footprint. Contact Sarah at: smchrist18@gmail.com

St. John Fisher College’s PRSSA Tom Proietti Chapter received national recognition for their participation in PRSSA 2017 Bateman Case Study Competition for their campaign, fisher5signs. This campaign aimed to raise awareness of mental health on campus, and was executed from February 20 - 24.

Meghan Cleary, Alexandra Hristodoulou, Katey Padden, Jade Rood, and Olivia Rotondo were Fisher’s first PRSSA Bateman Team. They worked for months to research, plan, execute, and evaluate their own PR campaign, on behalf of the Bateman client, Campaign to Change Direction. The fisher5signs campaign involved print, interactive media, digital, and social components. The team exceeded their objective of increasing awareness among St. John Fisher College students regarding the five signs of mental illness and other mental health factors.

Fisher’s PRSSA Bateman Team was one of 15 teams to receive honorable mention out of 67 entries, in addition to the three finalists. Fisher’s PRSSA Bateman Team was the only liberal arts college among these top 18. Other schools honored include: Brigham Young University, Loyola University—New Orleans, University of Nevada—Reno, University of South Carolina, DePaul, and Kent State.

“As a professor, it’s very gratifying to see your students implement what they’ve been taught over the years, and to do it so well,” said Arien Rozelle, visiting assistant professor, department of media and communication, St. John Fisher College, and advisor of the SJFC Bateman Team. “To be recognized by the Bateman Competition in our first year is a huge accomplishment and speaks to the hard work and dedication of the team,” she said.

The fisher5signs campaign was designed to create a conversation about a topic that is often neglected. 540 posters were hung around campus representing the five signs of emotional suffering. The five signs that may mean someone could be struggling with mental distress are personality change, agitation, withdrawal, poor self-care, and hopelessness. The 540 posters represented the number of Fisher undergraduate students who could be struggling with mental health according to statistics from the National Alliance on Mental Illness (NAMI).The team consulted with an advisory panel of experts in the subject of public relations, including alumni Kevin Kane and Nadine Krimow-General, along with active PRSA Rochester members Melissa Greco Lopes and Jim Mignano.

The Bateman Case Study Competition is offered at St. John Fisher College for 1-credit, strictly to members of PRSSA, and open to only five students. It was developed by Professor Rozelle in 2016 to encourage participation in the national competition.

To read Fisher’s PRSSA Bateman Team’s Case Study go tohttp://bit.ly/2qcussf. For more information on fisher5signs go tohttp://fisher5signs.weebly.com/.

St. John Fisher College’s PRSSA Tom Proietti Chapter was developed to provide guidance, advice, and the skill-set that is needed to be successful within the ever-changing and evolving Public Relations industry. Connect with us on Facebook, Wordpress, or Twitter.

The PRIMA Group at St. John Fisher College recently held a week-long series of events for Social Media Week, featuring great sessions and speakers like Leah Stacy, Craig Troskosky, APR and Andrew Knoblauch.

PRSA Rochester Young PR Professionals chair Jessica DiLuglio and I had fun speaking on the “why choose a job in social media panel.” So if you’re considering pursuing a career in social media – read on for some of the questions and answers that we covered!

1. What are your day-to-day tasks?

The day of a social media professional is generally filled by developing content calendars, monitoring specific conversations, responding to mentions of your brand, optimizing paid-social media campaigns and analyzing results of campaigns. Much more important, though, is time spent considering and working with colleagues and clients to determine, implement and evaluate different social media strategies that best support a brand’s specific business objectives.

2. Why did you choose a job in social media?

I like to say that I didn’t choose a job in social media – the job in social media found me!
It’s completely true that timing is everything. For me, I happened to be joining an agency at the same time that a client had an expanded need for support on its social media team.

3. What tools do you use in your job with social media?

Spredfast is an enterprise-level tool that I use to plan, schedule and publish content, monitor conversations and measure performance. Social software is becoming more important every day – so I always encourage students and young professionals to experiment with tools like Tweetdeck or Hootsuite – the experience will come in handy later on!

4. Which social platform do you use the most?

Word on the street is that Twitter is dead – but it’s still my personal favorite social media platform. I love that I can talk with my best friend one minute and a complete stranger the next – and both experiences feel completely normal on Twitter. The network is so important in keeping me up to date on trends and news and allows such personalized access to brands and individuals around the world.

5. Advice to students looking to work in the social media industry?

My advice for students who want to work with social media is to read something new every day and to write something new every day. Reading and writing skills are the basis of everything we do in PR and social media, and practice truly does make perfect. By reading and writing every day, you’ll be better at incorporating humor into a 140-character tweet, you’ll develop empathy for your audiences and you’ll improve your technical writing ability.

At the end of the day, I enjoy working in social media because I believe it has given us the ability to communicate with audiences more quickly and easily.

Are you pursuing a career in social media?

Jim Mignano is a senior account executive at Text100 and the immediate past president of PRSA Rochester. Find him on Twitter or connect with him on LinkedIn.

There will be a lot of lasts this year—last semester, last class, last exam, last day. Make the most of the time you still have to better your chances for landing a job after graduation.

Get your work published

• Write for the student newspaper or blog. It’s not that big of a time commitment, plus you’re honing your writing skills.
• Present your research at a conference. Showcase your hard work and get public speaking practice. For example, Brockport has Scholar’s Day every April.
• INTERN. INTERN. INTERN. I can’t stress this enough. You will have references and work to show.

Network on and off campus

• Be on the lookout for career fairs, panel discussions, and all-day conferences such as the WNY Media Conference or Upstate Social Sessions (which offer discounted ticket prices for students).
• Schedule informational interviews. Reach out to professors and your internship advisor to get introduced to professionals doing what you want to do, or working where you want to work. Use LinkedIn to your advantage as well (make sure your profile is on point).
• Attend professional society workshops and events. Set a goal for yourself, such as meet 3 people, get 5 business cards, or introduce myself to so and so. Take this a step further and write notes about the conversation you had on the back of each persons’ business card. You can reference said convo when you follow up with them after the event.

Be job interview ready

• Leverage career services. Get your resume and template cover letter reviewed. Schedule a mock interview. Build your portfolio. Once you think you are in a good place, have your professors take a look, or bring them to your informational interviews for suggestions.
• Kick start your job search and begin applying at least 3 months before you graduate. Have a company in mind you’d like to work for? Scour its career website weekly or snag an informational interview with someone who works in the department you’d like to work in.
• You never know when a recruiter or HR will call. Have a few professional outfits picked out in advance, so if the opportunity arises, you are ready. 

Elaina Mancuso is a marketing communications specialist at Excellus BCBS in Rochester, NY and co-chair of PRSA Rochester's PRism Committee. Connect with her on Linkedin or follow her on Twitter.