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Back to ‘The PR Playbook for (all) Strategic Communicators’

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We are excited to announce the newest edition of The PR Playbook is available from www larry litwin dot com and elsewhere. We will try to include some of the latest in each week’s blog. This week’s topic is “crisis communication.”

These suggestions come from public relations guru, Anne Klein of Anne Klein Communication Group. Anne’s work is legendary.

“Important Don’ts in Dealing With the Media” during a crisis:
1. Do not speculate about anything.
2. Do not give out unconfirmed facts. Give only the facts you are sure of until further information can be obtained.
3. Do not speculate on the potential impact of the incident on employees, neighbors, the community-at-large, etc., unless you know, for sure.
4. Do not estimate on dollar figures for damage that occurred.
5. Do not release the names of anyone injured or killed until family members have been notified.
6. Do not give out any medical reports on condition(s) of the injured. This is the responsibility of the attending physician or hospital
spokesperson.
7. Do not assume liability for the incident or guess how the incident occurred.
8. Do not ever respond to a question with “No comment.” It is never an acceptable answer. Say you don’t know if you are unsure of the
answer or that you will put reporters in touch with someone who can answer their questions. If a question requires an answer that you feel
is proprietary to the organization or would violate confidentiality, just explain that fact.
9. Do not speak “off the record,” “not for attribution” or “on deep background.” This is an area of high risk, and it is best not to venture
there.
10. Do not get angry at a reporter or raise your voice.

Klein and others who have been successful in dealing with the media during crises agree on the importance of remaining calm. Take time to compose
yourself and craft your message as you formulate your answers. Remember, you are a professional doing your best to be helpful.
Practice the highest ethical standards. Succinctly, you want to be open, honest, thorough and valid in your responses and dissemination of
information. Above all, never lie to a reporter, but do not answer a question if you don’t have the answer and don’t offer unsolicited information unless it
is to your benefit. Klein recommends you notify the media before they contact you when the community is in danger; your organization’s operations
are affected; if having the media first learn about the situation from someone else would damage your organization’s image or credibility; a good number
of employees know or could possibly know about the situation; there are regulatory infractions that would embarrass your organization if the media
learned about them in some other way.

More next week.

[To comment: larry at larrylitwin dot com]

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From the PR News Blog — 9 Tips for Public Speakers Who Hate Public Speaking

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The following was carried “The PR News — the Skinny on PR:

Butterflies in your stomach. Dry mouth. Fantasy of escaping through the back door. It’s inevitable: at some point in your career, you’ll need to speak in front of an audience. Whether at a small meeting, a conference, a general session, on a panel, or on your own. For most of us, it’s about getting out of our comfort zone. If it’s any consolation, the number-one fear of Americans is Public Speaking. Death is the number-2 fear. So you are not alone (until you die). Based on my own experiences and interviews with countless public speakers over the past year, I offer these nines tips to help you get through your next speaking gig with flying colors:

1. Research your audience: why are they there, what are their job responsibilities, how knowledgeable are they of the topic you’ll be speaking about? If possible, ask the event producer to survey the audience in advance w/a few questions that will help you tailor your presentation.

2. Avoid death by PowerPoint. Put another way, don’t talk them to sleep. Slides are important but they should be springboards to your speech and not littered with words and cheesy clip art. Large point size, consistent style and about half the slide blank are the rules. Show some video if you can – but not of cute puppies or kittens, unless you’re speaking to an animal rights group.

3. Master your content:. a corollary to tip #1, speak of what you know. You’ll be more relaxed and confident if you know your material. If you’re asked to speak about a topic that is complicated and not in your wheelhouse, decline the invite.

4.  Interact with your audience. Build a quick community with the attendees and encourage questions.

5. Limit talking about yourself. You know the speaker bio provided to the audience in advance? They already know who you are. Make it about them.

6. Wear your storytelling hat. There’s nothing better than a story to illustrate your point. That is what the audience will remember. Bring one great story to your speech – not 3 mediocre ones – and you will connect with your audience.

7. Own your content. I was listening to a speaker recently whose entire presentation was about quoting other authors and experts and not sharing an original thought. Find something unique and original to say to your audience. There’s a reason you were asked to take the stage.

8. Remember social media. Be careful what you say and how you say it. One off-color quote can go viral on social media and affect your reputation and your organization’s.

9. Don’t picture your audience naked. This is an old bit of advice predicated on the notion that the naked attendee is more vulnerable than you and so you have the upper hand. This advice doesn’t hold true — better to picture your audience thinking positive thoughts about you, and cheering you on. The crowd wants you to succeed, they are rooting for you. That‘s the naked truth.

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Posted on

2013-2014 PayScale College Salary Report

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This might interest you. Check out the link, too.

Best Schools for Communications Majors

http://www.payscale.com/college-salary-report-2014/best-schools-by-major/communications-majors

So you want to write, edit, or otherwise tell the story of the world? Start by fact-checking our list of the best colleges for communications majors. We’ll help you get one step closer to your byline.

Best Schools for Communications Majors – Full List

RANK

 SCHOOL NAME

STARTING PAY

MID-CAREER PAY

1

 University of California, Berkeley

$45,800

$100,000

2

 Santa Clara University

$50,300

$99,300

3

 University of Southern California (USC)

$45,100

$97,000

4

 Baylor University

$36,000

$89,400

5

 Boston University

$41,600

$88,000

6

 San Francisco State University (SFSU)

$40,000

$87,700

7

 Northwestern University

$40,000

$87,600

8

 University of Texas at Arlington (UTA)

$38,000

$87,000

9

 Rowan University

$36,000

$86,800

10

 St. John’s University, New York

$40,000

$86,000

11

 University of Washington (UW)

$41,400

$85,000

12

 Northeastern University

$45,000

$84,000

13

 San Jose State University (SJSU)

$44,600

$83,200

14

 Syracuse University

$42,000

$82,800

15

 San Diego State University (SDSU)

$41,400

$82,600

16

 University of Arizona

$38,400

$82,500

17

 University of San Diego (USD)

$40,000

$81,500

18

 University of Colorado – Boulder (UCB)

$42,800

$81,000

19 – tie

 Boston College

$43,000

$80,000

19 – tie

 Rutgers University – New Brunswick

$42,000

$80,000

 

Posted on

Major that Pay You Back

[To comment: larry@larrylitwin.com
* Data represents those in the civilian labor force, not active service members.
** Results based on 2012 data due to insufficient data in 2013.
Majors by Salary Potential – Full List
1
Petroleum Engineering
$103,000
$160,000
2
Actuarial Mathematics
$58,700
$120,000
3
Nuclear Engineering
$67,600
$117,000
4
Chemical Engineering
$68,200
$115,000
5
Aerospace Engineering
$62,800
$109,000
6 – tie
Electrical Engineering (EE)
$64,300
$106,000
6 – tie
Computer Engineering (CE)
$65,300
$106,000
8
Computer Science (CS)
$59,800
$102,000
9
Physics
$53,100
$101,000
10
Mechanical Engineering (ME)
$60,900
$99,700
11
Materials Science & Engineering
$62,700
$99,500
12
Software Engineering
$60,500
$99,300
13
Statistics
$52,500
$98,900
14
Government
$43,200
$97,100
15
Economics
$50,100
$96,700
16
Applied Mathematics
$52,800
$96,200
17
Industrial Engineering (IE)
$61,100
$94,400
18
Management Information Systems (MIS)
$53,800
$92,200
19
Biomedical Engineering (BME)
$59,000
$91,700
20
Civil Engineering (CE)
$54,300
$91,100
21
Environmental Engineering
$49,400
$89,800
22 – tie
Construction Management
$51,500
$88,800
22 – tie
Mathematics
$49,400
$88,800
24
Electrical Engineering Technology (EET)
$57,900
$87,600
25
Computer Information Systems (CIS)
$50,800
$87,400
26
Information Systems (IS)
$51,900
$87,200
27
Finance
$49,200
$87,100
28
International Relations
$41,700
$85,700
29
Geology
$46,100
$85,300
30 – tie
Chemistry
$44,100
$84,100
30 – tie
Information Technology (IT)
$49,900
$84,100
32 – tie
Biotechnology
$48,700
$84,000
32 – tie
Mechanical Engineering Technology (MET)
$54,100
$84,000
34 – tie
Supply Chain Management
$52,800
$83,700
34 – tie
International Business
$43,800
$83,700
36
Industrial Design (ID)
$44,800
$82,200
37
Industrial Technology (IT)
$50,800
$81,500
38
Telecommunications
$43,100
$81,200
39
Food Science
$45,200
$80,500
40
Occupational Health and Safety
$50,500
$80,300
41 – tie
Biochemistry (BCH)
$42,900
$80,200
41 – tie
Marketing Management
$42,100
$80,200
43
Civil Engineering Technology (CET)
$49,200
$79,700
44
Advertising
$40,000
$79,400
45
Philosophy
$39,700
$78,300
46
Marketing & Communications
$40,200
$77,600
47
Fashion Design
$39,400
$77,100
48
Political Science (PolySci)
$41,700
$77,000
49
Linguistics
$39,700
$76,800
50
Molecular Biology
$40,400
$76,400
51
Architecture
$41,900
$75,800
52
Accounting
$45,300
$74,900
53
Agriculture
$38,500
$73,600
54
Microbiology
$40,800
$73,400
55
Global & International Studies
$39,600
$73,200
56
Urban Planning
$41,100
$72,200
57
Nursing
$55,400
$71,700
58
Environmental Science
$41,300
$71,500
59
English Literature
$40,800
$71,400
60 – tie
Business Administration
$43,500
$71,000
60 – tie
History
$39,700
$71,000
62
Film Production
$38,200
$70,900
63
Biology
$40,200
$70,800
64
Health Sciences
$38,400
$70,500
65
Hotel Management
$40,600
$69,800
66
Communication
$40,000
$69,600
67
Forestry
$40,000
$69,400
68
American Studies
$41,400
$69,000
69
Broadcast Journalism
$32,700
$68,800
70
Landscape Architecture
$41,200
$68,700
71
Speech Communication
$39,400
$68,100
72
Journalism
$38,100
$67,700
73
Zoology
$37,400
$67,600
74
Geography
$40,800
$67,200
75
Public Administration
$40,600
$66,900
76
French Language
$40,900
$66,700
77
English Language
$38,700
$65,200
78
German Language
$41,400
$65,000
79
Human Resources (HR)
$38,800
$63,900
80
Public Relations (PR)
$37,400
$63,300
81
Hospitality & Tourism
$35,700
$62,600
82
Humanities
$37,900
$61,800
83
Anthropology
$36,200
$61,400
84
Multimedia & Web Design
$41,600
$61,300
85
Psychology
$36,300
$60,700
86 – tie
Medical Technology
$48,900
$60,500
86 – tie
Liberal Arts
$36,600
$60,500
88 – tie
Kinesiology
$35,600
$60,400
88 – tie
Visual Communications
$37,300
$60,400
90
Organizational Management
$41,900
$60,300
91
Interior Design
$36,000
$59,300
92 – tie
Nutrition
$41,300
$59,100
92 – tie
Fashion Merchandising
$39,100
$59,100
94
Art History
$36,900
$59,000
95
Sociology
$37,400
$58,800
96 – tie
Health Care Administration
$39,300
$58,600
96 – tie
Theater
$36,200
$58,600
98
Criminal Justice
$35,300
$58,400
99
Radio & Television
$37,900
$58,300
100
Fine Arts
$37,400
$58,200
101
Religious Studies
$34,900
$57,900
102
Sports Medicine
$39,300
$57,400
103
Art
$36,100
$57,100
104
Classics
$38,700
$57,000
105
Dietetics
$44,200
$56,600
106
Public Health (PH)
$35,900
$56,500
107 – tie
Physical Education Teaching
$34,900
$56,300
107 – tie
Drama
$35,600
$56,300
109
Graphic Design
$37,000
$56,000
110
Photography
$36,200
$55,500
111
Sports Management
$37,000
$55,400
112 – tie
Education
$37,400
$55,200
112 – tie
Animal Science
$33,600
$55,200
114
Social Science
$37,300
$54,800
115
Interdisciplinary Studies (IS)
$37,600
$53,400
116
Paralegal Studies
$35,000
$53,000
117
Theology
$34,000
$52,200
118
Recreation & Leisure Studies
$35,000
$51,900
119
Music
$35,700
$51,400
120
Culinary Arts
$34,800
$51,100
121
Exercise Science
$32,600
$51,000
122
Horticulture
$35,200
$50,900
123
Biblical Studies
$35,400
$50,800
124
Special Education
$33,800
$49,600
125
Human Development
$35,900
$48,000
126
Athletic Training
$34,800
$46,900
127
Social Work (SW)
$33,000
$46,600
128
Elementary Education
$32,200
$45,300
129
Child & Family Studies
$30,300
$37,200
Methodology

This chart is based upon PayScale Salary Survey data for full-time employees in the United States who possess a bachelor’s degree and no higher degrees and have majored in the subjects listed above. These results may not represent all graduates with these degrees. More than 1,000 colleges and universities across the U.S. were included. As a result, median salary figures may be skewed toward large state universities, since these schools have the largest attendance. Salary is the sum of compensation from base salary, bonuses, profit sharing, commissions, and overtime, if applicable. Salary does not include equity (stock) compensation.

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From Inc.com — 10 Things Extraordinary Bosses Give Employees

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By Jeff Haddon

http://www.inc.com/jeff-haden/10-things-extraordinary-bosses-do-for-their-employees.html

According to Jeff, “Good bosses care about getting important things done. Exceptional bosses care about their people.”

1. Autonomy and independence.

Great organizations are built on optimizing processes and procedures. Still, every task doesn’t deserve a best practice or a micro-managed approach. (I’m looking at you, manufacturing.)

Engagement and satisfaction are largely based on autonomy and independence. I care when it’s “mine.” I care when I’m in charge and feel empowered to do what’s right.

Plus, freedom breeds innovation: Even heavily process-oriented positions have room for different approaches. (Still looking at you, manufacturing.)

Whenever possible, give your employees the autonomy and independence to work the way they work best. When you do, they almost always find ways to do their jobs better than you imagined possible.

2. Clear expectations.

While every job should include some degree of independence, every job does also need basic expectations for how specific situations should be handled.

Criticize an employee for offering a discount to an irate customer today even though yesterday that was standard practice and you make that employee’s job impossible.  Few things are more stressful than not knowing what is expected from one day to the next.

When an exceptional boss changes a standard or guideline, she communicates those changes first–and when that is not possible, she takes the time to explain why she made the decision she made, and what she expects in the future.

3. Meaningful objectives.

Almost everyone is competitive; often the best employees are extremely competitive–especially with themselves. Meaningful targets can create a sense of purpose and add a little meaning to even the most repetitive tasks.

Plus, goals are fun. Without a meaningful goal to shoot for, work is just work.

No one likes work.

4. A true sense of purpose.

Everyone likes to feel a part of something bigger. Everyone loves to feel that sense of teamwork and esprit de corps that turns a group of individuals into a real team.

The best missions involve making a real impact on the lives of the customers you serve. Let employees know what you want to achieve for your business, for your customers, and even your community. And if you can, let them create a few missions of their own.

Feeling a true purpose starts with knowing what to care about and, more importantly, why to care.

5. Opportunities to provide significant input.

Engaged employees have ideas; take away opportunities for them to make suggestions, or instantly disregard their ideas without consideration, and they immediately disengage.

That’s why exceptional bosses make it incredibly easy for employees to offer suggestions. They ask leading questions. They probe gently. They help employees feel comfortable proposing new ways to get things done. When an idea isn’t feasible, they always take the time to explain why.

Great bosses know that employees who make suggestions care about the company, so they ensure those employees know their input is valued–and appreciated.

6. A real sense of connection.

Every employee works for a paycheck (otherwise they would do volunteer work), but every employee wants to work for more than a paycheck: They want to work with and for people they respect and admire–and with and for people who respect and admire them.

That’s why a kind word, a quick discussion about family, an informal conversation to ask if an employee needs any help–those moments are much more important than group meetings or formal evaluations.

A true sense of connection is personal. That’s why exceptional bosses show they see and appreciate the person, not just the worker.

7. Reliable consistency.

Most people don’t mind a boss who is strict, demanding, and quick to offer (not always positive) feedback, as long as he or she treats every employee fairly.

(Great bosses treat each employee differently but they also treat every employee fairly. There’s a big difference.)

Exceptional bosses know the key to showing employees they are consistent and fair is communication: The more employees understand why a decision was made, the less likely they are to assume unfair treatment or favoritism.

8. Private criticism.

No employee is perfect. Every employee needs constructive feedback. Every employee deserves constructive feedback. Good bosses give that feedback.

Great bosses always do it in private.

9. Public praise.

Every employee–even a relatively poor performer–does something well. Every employee deserves praise and appreciation. It’s easy to recognize some of your best employees because they’re consistently doing awesome things.  (Maybe consistent recognition is a reason they’re your best employees? Something to think about.)

You might have to work hard to find reasons to recognize an employee who simply meets standards, but that’s okay: A few words of recognition–especially public recognition–may be the nudge an average performer needs to start becoming a great performer.

10. A chance for a meaningful future.

Every job should have the potential to lead to greater things. Exceptional bosses take the time to develop employees for the job they someday hope to land, even if that job is with another company.

How can you know what an employee hopes to do someday? Ask.

Employees will only care about your business after you first show you care about them. One of the best ways is to show that while you certainly have hopes for your company’s future, you also have hopes for your employees’ futures.

IMAGE: PAPER BOAT CREATIVE/GETTY IMAGES
LAST UPDATED: AUG 6, 2013

JEFF HADEN learned much of what he knows about business and technology as he worked his way up in the manufacturing industry. Everything else he picks up fromghostwriting books for some of the smartest leaders he knows in business.
@jeff_haden

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Timing could not be better

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http://emuprssa.com/tag/books/?blogsub=confirming#subscribe-blog

The Public Relations Practitioner’s Playbook: A Synergized Approach to Effective Two-Way Communication by Larry Litwin
A veteran reporter, editor, public relations counselor and strategic advisor, Litwin gives readers the anatomy of the public relations profession. The book is overflowing with how-to and hands-on techniques, tips, tactics, tools and strategies. From writing techniques, to planning campaigns to budgeting Larry covers all topics play by play.

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Posted on

Branding via artist Brendan O’Connell

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Meet Brendan O’Connell, Walmart artist — or at least the mega retailer is his muse. O’Connell has taken to painting the things you can find the big-box store and the people who roam its aisles.

The below link takes you to Marketplace.org. Well worth listening to to learn more about branding’s importance.

http://www.marketplace.org/topics/life/art-walmart-painter-turns-his-canvas-store-aisles

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Posted on

$$$ for Public Relations Manager

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CareerBuilder’s Debra Auerbach recently published “Talk your way into a new career. She says “Every job requires some degree of communication. And, for some jobs, communication is integrated into every aspect of the role. If you are a natural communicator — you are a strong public speaker, are good at storytelling and enjoy situations where you are constantly interacting with others — you should put those skills to use in your career.

Auerbach offers this example of an occupation for a strong communicator is:

Public Relations Manager (Average annual  pay = $108,260):

Communication is the backbone of a public relations manager’s job. You are responsible for representing your company or your client’s company and maintaining a positive public image. You communicate in the form of news releases you distribute about new products or initiatives, interviews you conduct as a company spokesperson or conversations you have with media outlets. You also communicate daily with clients or other agencies you employ to help execute campaigns. And as a manager, you are likely overseeing a team, which requires constant and clear communication.

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Rhyan Truett named Litwin Family Medallion Recipient

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On Sunday, May 5, 2013, Rowan University’s Public Relations Student Society of America hosted its annual Spring Gala — Graduation Dinner. Among award recipients was graduating senior Rhyan Truett of Pittsgrove, NJ. Rhyan was chsoen for the Litwin Family Gold Medallion for Outstanding Strategic Writing. Here is my intro for this special individual:

Nancy, my sisters Janice and Eileen…and I are thrilled to present this year’s Litwin Family Medallion for “Outstanding Strategic Writing” to a student…who not only meets all of the criteria but far exceeds them…

Grade Point Average = 3.982

  • Has extensive Community, College and

University service and…

  • “Outstanding, persuasive, strategic and

objective-oriented writing that drives audiences to the desired “Call to Action.”

In a nut graph, this medallion recognizes THEeee “Outstanding Strategic Writer” among all public relations seniors.

It is worth noting…I did not judge. Those who did…point out that while all those considered had excellent credentials, our recipient…is simply outstanding in EVERY facet.

We have had incredible recipients over the years. But this year’s recipient is unique – unlike any other.

This is intro is longer than most of my previous intro and for good reason. It tells a story.

In Spring 2012 I walked into Room 131 – the Writing lab and sitting there in the second seat… right in front of me…was a student I had only briefly known through being her adviser. I was impressed at that FIRST and…at the time…ONLY advisement session and said to myself, like many others, THIS is a student with a bright future. To quote Professor Fulginiti, she was poised, articulate, professionally dressed… in business attire – for an advisement session – and came across … again quoting Tony…mature beyond her years.

Before that first Basic Writing class was finished, I discovered…this student appeared to be an outstanding strategic and critical thinker. Her first assignment was error free, as were her second, third and much more difficult…in-class- assignment number four.

Her writing had been flawless. I had never before experienced this. Finally, on assignment number five, a more complicated News Feature Release, I was able to mark it up in red. Oh, just one red mark. I knew – before long – I had before me…the makings of the best strategic writing student I have ever had – and I’ve had nearly two thousand. Many were GREAT writers – even in college and have gone on to wonderfully successful careers. But this student was even better. Yes, she was unique.

That same quality continued throughout Advanced Public Relations Writing. Her brochure and her team’s Annual Report were quintessential. They established new benchmarks.

Well, you get the idea. I was so thrilled when she applied for the medallion…and I wish for her… what I wish for all of YOU, that you take your talents and achieve your life’s ambitions. For this year’s recipient, it is to work for a National Hockey League team, after she receives her master’s degree in sports management.

Please join me in congratulating the 2013… Litwin Family Medallion Recipient…Rhyan Truett.

I would like Rhyan’s Mom (Dawn) to come up here, too.

Mrs. Truett…we have a little something for you – your own Gold Medal. You deserve it.

I’ve had to deal with Rhyan for only a year and a half. She is a whirlwind. Labor intensive is an understatement. She wears me out on a regular basis.

I cannot imagine what she’s like at home. For that, I present you this. Nance and I thank you for giving us and Rowan, Rhyan. I know you are proud.

Congratulations to you both!!!

[To comment: larry@larrylitwin.com]

 

 

Posted on

Promo Graduation story on “Landing that first job or internship”

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Rowan University’s Public Relations Student Society of America (PRSSA) Chapter’s final PRomo (award-winning newsletter) for 2013 includes the following article that could help them get that first job. The story is below. (Formatting may be a problem, but the information is right on.)

By M. Larry Litwin, APR, Fellow PRSA

Whether you are a graduating PRSSA senior trying to land that first professional job or a junior embarking on an internship, the future is now.

This three-step process includes customizing a résumé that matches the advertised job description, crafting a strategically persuasive cover letter reflecting you and your personality, and preparing a knock “their” socks off interview. Segment yourself from other applicants as you would any other product. Remember, you are the product.

Even if your résumé is in its infancy, it might be time to refresh it. “CareerBuilder’s” Susan Ricker has spent years researching and writing about door-opening resumes. NPR’s (National Public Radio) Paddy Hirsch has done his share, too. Both offer up-to-date spring cleaning tips:

  • Contact information– This first résumé section needs to include your name, address, a professional email, phone number and links to your portfolios or websites. Regularly check the links to make sure they work and are up to date.
    • Summary of qualifications or Applicant Statement – Do not include an “objective.” They are obsolete. Instead, view this section as the best place to include keywords taken from the job description, since most hiring companies now use applicant-tracking systems to eliminate candidates. However, be sure to incorporate keywords throughout the résumé, and don’t copy and paste the job description. Keep your résumé clean, professional and focused.
    • ·        Experience – Because you are just graduating, you might include professional experience, experience from internships and experience from service jobs that provided funds that helped pay for your education. If you include work as a server, for example, be sure to tie in relationship marketing and the Triple Bottom Line theory and be able to define both. If you provided service beyond expectations to “make a family’s dining experience an evening to remember,” explain it as part of your strategy to earn you a larger tip and praise from your supervisor. Place the most relevant and interesting experience at the top. Hiring managers spend only seconds skimming résumés the first time through. Lead with your strongest qualifications.
    • Education – Include details about your Rowan University years and other colleges you attended. There is no need to list relevant courses unless you’ve taken a course that sets you apart from others. Because you are applying for your first full-time position you may include your GPA.
    • References – Unless the job posting specifically asks for references, do not include them on your actual résumé. The line, “references available upon request,” is also unnecessary. If you get invited in for an interview, you may want to take a list of references, but keep it to yourself until asked.

Some other tips  

  • Design your résumé with a focus. Every detail should support the idea that you are the best candidate for the position.
  • Use specific, concrete language that measures your accomplishments and stresses positive results.
  • Remove overused words, such as “outstanding, effective, strong, exceptional, good, excellent, driven, motivated, seasoned or energetic.” Beware of unsupported claims of greatness.

Ricker and Hirsch stress going over your résumé drafts before settling on one that works for you and then have several friends or family members proofread it. There must be no typos or formatting errors. Aim for a clean, refreshing and simple résumé that can be submitted online, easily.

Hirsch offers these tips to, not only keep your résumé in the “mix,” but get in to the top of the heap:

  1. 1.     Create two résumés– a search-engine-optimized (SEO) version and a regular version. If you are applying through a search engine, such as Monster or Jobscore, a computer completes a first pass of all applicant résumé before a human ever reads them.

 

  1. 2.     Make your SEO résumé plain and include keywords. Use bold type sparingly. Format everything to the left side of the page. Make sure everything is spelled correctly. Search algorithms tally the number of keywords to evaluate résumés. The easier you can make it for the computer to find keywords, the better.

3. Old resume rules still apply. After you’ve gotten past the computer review, your résumé will be read by a human. Make sure it is clearly written, typo free, and emphasizes relevant work experience.

www.larrylitwin.com provides some excellent resume and cover letter examples under Student Resources>handouts>No. 70.

Now that you have the interview, here’s your chance to ace it. Some of the more popular questions interviewers ask include:

  • What are your goals?
  • What are your weaknesses?
  • Why did you leave your last job?
  • What was your greatest take away from your internship?
  • If you are working, when were you most satisfied with your job?
  • From what you have learned about this company from your research, what can you do for us that other candidates might not?
  • What are the positive things your boss would say about you?
  • If you were having a dinner party and could invite three famous people plus two others (not so famous), who would they be and why?

While there are no guarantees in strategic communication, research is clear, if you practice your ABCs: Anticipate, Be Prepared and Communicate Clearly, you stand an excellent chance of landing that first job. After all, not only are you a Rowan graduate, but you were also a member of the most honored PRSSA chapter in the nation.

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  [To comment: larry@larrylitwin.com]