5 key traits of a successful PR professional

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This story first appeared on PR Daily in February 2012. 
To be successful in the world of modern public relations, there are certain essential characteristics that one must possess to fight adversity, capitalize on opportunities, maintain a positive image, encourage word of mouth, and build strategy.

While drafting this post, I jotted down 17 must-have characteristics. But I whittled the list down to these top five:

Thick skin. This is definitely not a profession for the timid or faint of heart. Modern PR pros need to develop the ability to withstand personal and brand criticism, and not be easily offended.

Resiliency. You are going to get knocked to the mat quite often, how quickly you can recover from and adjust to misfortune or change often acts as the barometer of your personal and brand image. Since you are most likely the face of your brand or provide counsel to those that are, developing or coaching resiliency is a key characteristic of a PR pro.

Attention to detail. Digital communication has placed brands on the slide and under the microscope requiring meticulous review and careful planning of all communication to media and the community. An infinitesimal error can be magnified 1,000-times and although few expect perfection, egregious errors, especially on first impressions, can shift the tides of sentiment from positive to negative.

Creativity. To say in today’s society that consumers are inundated with content and journalists receive a deluge of pitches daily is a radical understatement. Often, what tends to resonate best is creativity born of ideas outside the norm. Learn to be creative.

Relationship builder. In PR, relationships are everything. The core of our profession is the ability to build rapport and bridge communication chasms through quality conversations that build strong relationships. What characteristics would you add to the list?

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Kick Start Your Career — 10 tips to boost your interview skills

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By Carole Martin, Monster Contributing Writer. This article was taken from Sunday’s Feb. 3, 2013 “Stand out from the crowd” column in The Philadelphia Inquirer produced by the newspapers Advertising Department.

Even the smartest and most qualified job seekers need to prepare for job interviews. Why, you ask? Interviewing is a learned skill, and there are no second chances to make a great first impression. So study these 10 strategies to enhance your interview skills.

Practice Good Nonverbal Communication

It’s about demonstrating confidence: standing straight, making eye contact and connecting with a firmhandshake. That first nonverbal impression can be a great beginning — or quick ending — to your interview.

Dress for the Job or Company

Today’s casual dress codes do not give you permission to dress as “they” do when you interview. It is important to know what to wear to an interview and to be well-groomed. Whether you wear a suit or something less formal depends on the company culture and the position you are seeking. If possible, call to find out about the company dress code before the interview.

Listen

From the very beginning of the interview, your interviewer is giving you information, either directly or indirectly. If you are not hearing it, you are missing a major opportunity. Good communication skills includelistening and letting the person know you heard what was said. Observe your interviewer, and match that style and pace.

Don’t Talk Too Much

Telling the interviewer more than he needs to know could be a fatal mistake. When you have not prepared ahead of time, you may ramble when answering interview questions, sometimes talking yourself right out of the job. Prepare for the interview by reading through the job posting, matching your skills with the position’s requirements and relating only that information.

Don’t Be Too Familiar

The interview is a professional meeting to talk business. This is not about making a new friend. Your level of familiarity should mimic the interviewer’s demeanor. It is important to bring energy and enthusiasm to the interview and to ask questions, but do not overstep your place as a candidate looking for a job.

Use Appropriate Language

It’s a given that you should use professional language during the interview. Be aware of any inappropriate slang words or references to age, race, religion, politics or sexual orientation — these topics could send you out the door very quickly.

Don’t Be Cocky

Attitude plays a key role in your interview success. There is a fine balance between confidence, professionalism and modesty. Even if you’re putting on a performance to demonstrate your ability, overconfidence is as bad, if not worse, as being too reserved.

Take Care to Answer the Questions

When interviewers ask for an example of a time when you did something, they are asking behavioral interview questions, which are designed to elicit a sample of your past behavior. If you fail to relate a specific example, you not only don’t answer the question, but you also miss an opportunity to prove your ability and talk about your skills.

Ask Questions

When asked if they have any questions, most candidates answer, “No.” Wrong answer. Part of knowing how to interview is being ready to ask questions that demonstrate an interest in what goes on in the company. Asking questions also gives you the opportunity to find out if this is the right place for you. The best questions come from listening to what you’re asked during the interview and asking for additional information.

Don’t Appear Desperate

When you interview with the “please, please hire me” approach, you appear desperate and less confident. Reflect the three Cs during the interview: cool, calm and confidence. You know you can do the job; make sure the interviewer believes you can, too.
Articles in This Feature: 

Take advantage of these links:

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Ragen’s PR daily says ‘Stop the madness! Rules for using the exclamation point’

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You too may subscribe to this RSS feed. Go for it at:

http://www.prdaily.com/Main/Articles/13860.aspx#

A recent study reported on PR Daily found that “43 percent of online daters consider bad grammar a ‘major’ turnoff.”

So I think it’s safe to say that bad grammar can affect relationships. And so can punctuation. Does anyone remember the “Seinfeld” episode in which Elaine breaks up with her boyfriend over his failure to use an exclamation point?

In case you missed it, Elaine’s boyfriend had written down some phone messages, one of which said that her friend had baby. Elaine found it “curious” that he didn’t think someone having a baby warranted an exclamation point.

“Maybe I don’t use my exclamation points as haphazardly as you do,” he quips.

When Elaine later tells Jerry about the break up, he responds: “It’s an exclamation point! It’s a line with a dot under it!”

RELATED: A punctuation mark for the mildly enthused

Oh, no, no, no, Jerry, an exclamation point is so much more than just a line with a dot under it. It is one of the most exploited, abused, overused, and misused punctuation marks in the English language. I can’t count how many times I see an exclamation point after the most mundane statements.

“Thank you for setting up your account with us!” 

“Your order has shipped!” 

“Laura!” 

“I’ll see you at the conference!” 

Why all the emphasis? Does anyone remember what we were taught in grade school? “If everything is emphasized, nothing is.” And this is exactly what our style guides tell us.

From the Associated Press Stylebook:

“Emphatic expressions: Use the mark to express a high degree of surprise, incredulity or other strong emotion.

“Avoid overuse: Use a comma after mild interjections. End mildly exclamatory sentences with a period.”

Likewise, from The Chicago Manual of Style:

“Use of the exclamation point. An exclamation point (which should be used sparingly to be effective) marks an outcry or an emphatic or ironic comment.”

The American Medical Association Manual of Style—which I use in my day job as a medical writer—takes an even more conservative approach.

“Exclamation points indicate emotion, an outcry, or a forceful comment. Try to avoid their use except in direct quotations and in rare and special circumstances. They are not appropriate in scientific manuscripts and are more common in less formal articles, such as book reviews, editorials, and informal essays, where added emphasis may be appropriate. If they are used, limit their use to one.”

In the words of novelist Elmore Leonard: “Keep your exclamation points under control. You are allowed no more than two or three per 100,000 words of prose.”

PR Daily readers, care to comment on the use and abuse of this “line with a dot under it”?

http://www.prdaily.com/Main/Articles/13860.aspx#

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The 25 best places to work

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Last week I ran 2013’s most stressful jobs. Today, here’s a look at the 25 Best Places to Work, according to www.forbes.com:

1. Facebook = 4.7/5.0

2. McKinsey&Company = 4.5

3,. Riverbed = 4.5

4. Bain & Company = 4.5

5. MD Anderson Cancer Center = 4.3

6. Google = 4.3

7. Edelman (Public Relations) = 4.3

8. National Instruments = 4.2

9. In-N-Out (Burger) = 4.2

10. The Boston Consulting Group (often referred to during Professor Litwin’s classes) = 4.2

11. careerBuilder = 4.2

12. Southwest = 4.2

13. Chevron = 4.1

14. LinkedIn = 4.1

15. Rackspace Hosting = 4.1

16. Gartner = 4.1

17. Akamai = 4.1

18. Shell = 4.0

19. Workday = 4.0

20. Cummins = 4.0

21. REI = 4.0

22. Salesforce = 4.0

23. Citrix = 4.0

24. Trader Joe’s = 4.0

25. Slalom Consulting = 4.0

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Most stressful jobs moving into 2013

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Because this blog focuses on public relations and strategic communication, it is only fair to note, according to Forbes Insights, public relations executive is rated the fifth most stressful job for 2013. Compensation: median salary is $58,000.

Here are the others (with their median salaries) from www.forbes.com: (http://www.forbes.com/pictures/mkl45jimk)

1. Enlisted Military Personnel – Median salary = $46,000 (with eight years experience)

2. Military General – $196,000

3. Firefighter – $42,000

4. Commercial Airline Pilot – $92,000

5. Public Relations Executive – $58,000

6. Senior Corporate Executive – $101,000

7. Photojournalist – $29,000

8. Newspaper Reporter – $36,000

9. Taxi Driver – $22,000

10. Police Officer – $55,000

Next week, I’ll have the best places to work.

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Job interviews — so much information

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The purpose of this week’s blog was to help prepare would-be interns and job applicants for that all important interview. Research revealed dozens of tips  — much already on www.larrylitwin.com under Student Resources > Handouts (see Number 29 and 30). Take advantage, but also link to:

http://www.americanrecruiters.com/Our_Company/Quick_Tips/Tips_for_Job_Seekers/

It will keep you busy for hours.

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Horrific Act — Sandy Hook Elementary — Newtown, Connecticut


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This week’s blog is supposed to predict Time Magazine’s “Person of the Year” and why. However, the terrible shooting attacks on Sandy Hook Elementary School students in Newtown, Conn. trumps anything that could be written here today. Suffice it say I predict Time will choose President Obama. To find out why he is Time’s choice and mine, read next week’s magazine.

As for Newtown and its loss of 20 first graders and six staff, details are still unfolding and no doubt by the time this blog is read, much more will be known. Below are important websites for those who want to know how they and their families who are coping from a distance should act. Before I list those sites  may I commend Connecticut State Police Lt. Paul Vance on his handling of the communication. His approach has been textbook. Media and others are listening to him. It is obvious he is respected and believed. While others in our profession pray that we never ever have to stand before microphones after events like this, we should all take away from Lt. Vance how it is done. Kudos to Lt. Vance under the most difficult circumstances.

Now websites to help you and your families:

www.ascap.org/galleries/default-fie/TipsforTalkingtoChildrenaboutSchoolShooting.pdf

www.apa.org./helpcenter/aftermath.aspx

www.pbs.org/parents/talkingwithkids/news/talking.html

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A Public Affairs chief’s views of her profession — Public Relations in the Air Force

Earlier this fall, my Introduction to Public Relations students interviewed strategic communication professionals. Casey Kelly has given permission to reprint his — including actual notes before they were turned into a narrative  This young professional shared her public affairs duties with Casey. Now, he and I share Lieutenant, Alexis D. McGee sage advice with you:

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Casey Kelly

Professor Litwin

Interview Paper

Public Relations in the Air Force

For my sit down interview, I spoke with 2nd Lieutenant, Alexis D. McGee of the United States Air Force. Lieutenant McGee is Chief of Community Relations, and Public Affairs at Joint Base McGuire-Dix-Lakehurst. I was able to contact Lieutenant McGee for my interview because my father is Gary Kelly and the Deputy Operations Officer at the Joint Base. I asked my father if I could speak with someone from Public Relations and he gave me Lieutenant McGee’s contact information. For me personally, it was more than just an interview process for the Public Relations class.

As a senior at Rowan University, I am going to receive my Radio, TV, and Film bachelor’s degree in December. Just like many students graduating college, I want to make the correct career choice to be successful now and in the future. So during the interview, I asked her questions about her career, the benefits of joining the Air Force, and why it would be good for me to join the Air Force after college. With Lieutenant McGee being twenty-three years old, I could relate to her very well compared to an older person not understanding what it is like finding a job as a young person in 2012.

Lieutenant McGee is from a small town in Iowa and graduated college with her bachelors in Illinois. As a sophomore in college, she joined the ROTC program. She told me she joined the program not to be selfish. She wanted to be a part of something and she couldn’t think of anything better then being a part of serving her country. During the ROTC program, she found out she wanted to join the Air Force. After graduating with her bachelor’s degree, she went to officer training school.

Now as Chief of Media Relations and Public Affairs, she wears a lot of hats. For Chief of Media Relations, she is in charge of community tours, events, orientations, and guest speaker requests.

For public relations, she answers all media phone calls, in charge of supervising Facebook, Twitter, the newspaper, and writes press releases. Recently, “The Today Show,” came to the Joint-Base to highlight an airmen becoming a United States Citizen.  She answered the phone call, managed where, when, and how the producer, audio technician, and camera operator would get onto the base. With the military, civilians cannot just drive onto the base. A civilian is someone who isn’t in the service, or doesn’t have someone in there family in the service. This makes Lieutenant McGee’s job much more difficult compared to civilian work with Public Relations. A person can get onto the base by either having an identification card (I.D. card) or in special circumstances having a major back round check by the security police on base. After getting to know Lieutenant McGee a little bit, these are the questions I asked her for the interview.

Question: What is your definition of Public Relations?

Response: Building and gaining community support.

Question: What is the hardest part of your job?

Response: Since I am so new, I am still learning so many things at once. I still need to know what course of action needs to take place and who the correct people are to ask for answers.

Question: What do you think is different between Public Relations in the service and civilian world?

Response: I think they are really similar. I haven’t worked outside of the service for Public Relations, but I think they are the same when it comes with coming together and meeting a goal.

Question: What happened to the person that previously had this job?

Response: With the military, we work with the three corner stones and Lieutenant Murphy just switched duties. He works with me with Media Relations, Community Relations, and Internal Information. They switch duties so people can become more well rounded and keep learning different jobs. In my department, we move after two years to a different part of the country just to be refreshed and energized.

Question: So after two years, you wont be living in New Jersey anymore?

Response: No, I will be assigned a different place to live. That’s another reason why I joined the Air Force because it enables me to travel. I want to live in Italy, and all over. If I hate the Air Force after four years, then I can move on, but at least I can say I served my country and I love that.

Question: If you had one wish to make Public Relations better, what would it be?

Response: Having every answer at your fingertips.

Question: How can the Air Force become more popular and well known?

Response: I would say, to continue to tell people our story. That we are much more then people in a uniform. The story on, “The Today Show,” is a great example of that airmen’s story. Some people are intimidated by people in the service, but were just normal people too.

Question: What is your next step?

Response: I am going to continue to honor my three years I have left on my four-year contact with the Air Force. I am moving in a year, so when I move I am going to get more experience.

Question: What keeps you motivated to come to work every day?

Response: I work with really great people and I love my job. I might have to work ten or even eleven hours sometimes, but it’s ok because I am doing what I love and it’s a part of who I am.

Question: If you were to get out of the Air Force tomorrow, what organization would you like to work for?

Response: Well I know this is silly because we just spoke about it but I would love to work for “The Today Show.” It would be a dream come true.

Question: How will Public Relations change in ten years?

Response: Well, ten years ago I had no idea that I wanted to be involved with Public Relations. Since I was just a kid at that time, I don’t know the exact tactics that they used. I do believe that companies used advertising and marketing a lot more compared to Public Relations back then. In ten years, I believe companies will hold Public Relations at a higher level and less about advertising and marketing.

Question: What makes Public Relations important?

Response: In Public Relations, the opportunities are endless. It doesn’t matter what job you have, or what degree you earn, public relations is needed everywhere.

Question: Many people wish they could go back in time and change something in the past in their career, what would you change?

Response: I am a firm believer of never regretting anything, so nothing. Of course I have made mistakes, but with those mistakes I have learned from them and everything. So whether I have made a mistake or not, it is a learning experience.

After the interview was over, I thanked Lieutenant McGee for everything she did for me. She was extremely nice and was a great person to contact for this interview. From the moment I met her, I had a feeling she knew what she was speaking about, very educated, and was confident in herself. With the smile on her face speaking about her job, it was easy to see she truly loves what she does. I am proud to have met her, and hope that one day I will wake up and be as happy as she is going to work. She is one of the most proud and positive people I have ever met. I am honored that she represents the Public Relations Department for the United States Air Force.

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18-point clothing checklist for every speaker

Will your jewelry make noise? Will the pattern on your shirt be distracting? Consider these points and more before your next speech or presentation.

This is reprinted from Ragan’s daily Headlines. The entire link is terrific. [To comment; larry@larrylitwin.com]

By Denise Graveline | Posted: December 4, 2012

[Related: Women: 5 ways to present yourself professionally.]

1. Are my clothes clean, pressed and mended? Will they likely look wrinkled after a short time?

2. Do my clothes suit the occasion at which I’m speaking? Think in terms of formality, what the audience will be wearing, and the event itself.

3. Do my clothes fit me?

4. Is my outfit comfortable from head to toe?

5. Will my outfit allow me to do things like crawl under a table to plug in a cord, or reach high to point at a chart?

6. Have I rehearsed my presentation movements and gestures while wearing my intended outfit?

7. Am I using color to my advantage? Will it help me stand out in the setting, or work against me?

8. Is there anything about my outfit that will distract me or my audience? If so, can I make a change?

9. If I plan to gesture, have I removed rings and bracelets that may be visible or audible distractions?

10. If I will wear a lavalier microphone, do I have a lapel or collar on which to clip it? Will it be easy to hide the wire under my jacket and clip the pack on my waistband or pocket?

11. If I stand behind a lectern or sit behind a skirted table, have I focused attention and color near my face?

12. Which parts of my outfit will the audience see? For example, small jewelry might not be visible, and the audience will focus more attention on your upper torso and face.

13. If I’m on a panel, will the table be skirted? Will I be sitting in a big armchair? Have I thought about how my outfit will look when I’m seated and facing the audience?

14. If I have white, gray, light or no hair, am I wearing a dark suit to bring my face into focus?

15. Am I wearing French blue near my face (shirt, scarf or tie)? This color flatters all skin tones.

16. Have I inquired about the color of the background that will be behind me so I can make sure my suit doesn’t blend in or clash?

17. If my talk will be recorded on video-whether on television or for another purpose-have I avoided wearing clothes that will:

  • Appear to bleed at the edges on camera, like a red jacket?
  • Draw the viewers’ focus away from my face, like a white shirt?
  • Look like they are moving on their own, like a checked or plaid jacket?

18. If I’m going to walk in and around the audience, have I considered what will be visible to someone who’s seated in front of or behind me?

Denise Graveline is the president of don’t get caught, a communications consultancy. She also writes The Eloquent Woman blog, where a version of this article originally ran.

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A Day in the Life of a PR Pro — R U ready?

Below is Corinthea Harris’ report after she interviewed a public relations practitioner for Corinthea’s Introduction to Public Relations class. It is a major requirement. it’s worth a read as it illustrates the profession, its rapid changes and its transition into strategic communication. Its contents reinforce what students learn in the classroom.

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Albert Einstein once said, “In the middle of difficulty lies opportunity.”

Jennifer Tornetta, public relations director at Atlantic Care in Egg Harbor Township, N.J., and her career choices almost replicate Einstein’s motivational saying — and should be an inspiration to college students across the board.

With more than 14-years experience in the industry, Tornetta didn’t always envision herself in public relations.

The 5-foot-2-inch, slender blonde has quite an extensive resume, which she jokes is embarrassing because in the public relations world, one’s resume shouldn’t exceed more than one page, unless there’s a special request or circumstance regarding an interview and/or certain position.

Tornetta received her bachelor’s degree from Temple University in radio/television/film and her master’s in business from The Richard Stockton College of New Jersey.

From working morning shows in Philadelphia, the assignment desk at Fox29 Philadelphia, freelance reporting for KYW breaking news and New Jersey 101.5, an internship at Channel 6, a column in The Press of Atlantic City called “it’s your party,” to covering planning board meetings for the Times-Herald in Norristown — Tornetta dipped her hand in many opportunities in both radio and print.

While working at Light Rock 96.9 in Northfield and volunteering one day a week at the hospital, Tornetta asked the then-public relations director at Atlantic Care if he had any recommendations for her.

“He said, ‘you know, we actually have something here you might be interested in,’” said Tornetta “[Immediately] I started working here, and I’ve been working here for over 14-years now.”

According to Tornetta, when she made the switch from radio into public relations she looked for another radio position, not specifically public relations.

“I was always interested in public relations for the right company,” said Tornetta.

Turns out, Atlantic Care was the right fit for her.

“Having volunteered at the hospital, I saw a glimpse of what they [Atlantic Care] did,” said Tornetta. “I was interested in helping people be well — not just while the patient is being treated in the hospital.”

When Tornetta made the decision to leave radio behind for a career in public relations, it was a strategic decision.

“[The] radio business back then was not stable and the pay was not conducive to my years of experience in the business — which can be the case with many media related jobs, even today,” said Tornetta. “I wanted something new.”

Tornetta’s wish was granted.

At first, her primary responsibility lay in writing press releases and handling media. Over the course of 14-years at Atlantic Care, Tornetta’s duties have increased.

Now Tornetta is a part of the Emergency Preparedness Team (EPT), which is more than just crisis communication. It also deals with the planning so that during a crisis or natural disaster her team is prepared on how to handle it properly.

For example, the EPT handles natural disasters like hurricane sandy and communicates internally, as well as externally, about how Atlantic Care dealt with the storm.

Tornetta also contributes to the writing and production of paid marketing including commercials and radio spots. And due to her radio background, she does voiceovers and records some of the corporate messages.

Atlantic Care’s public relations team is also responsible for about 60 percent of all the written materials that go out from the department including stories about a patient, an ad, a calendar mailer, etc.

But Tornetta and her team’s tasks don’t stop there. In addition to everything else, they also coordinate video and photo shoots, leading key messages and ensuring the public relations plan aligns with the strategic goals of the organization.

One of the most successful projects Tornetta implemented was the social media program.

“I went straight to administration and said, ‘listen, we need to be doing this [using social media],’” said Tornetta.

The social media plan included creating a new policy with the co-chair of Tornetta’s team, putting together a team of representatives from areas within Atlantic Care including Human Resources, Nursing, Information Technology, Physicians, among many others and educating them on the appropriate use of social media — not only at the hospital, but also in their personal lives — to change the way social media was done at Atlantic Care.

But, it’s not always a breeze.

One of the more challenging aspects Tornetta’s worked on involved getting a handle on media monitoring.

“We’ve put a lot of work into things that sometimes haven’t gotten media coverage, but that’s just the luck of the draw,” said Tornetta. “We spent a tremendous amount of time trying to work with auditing services and it didn’t give us the return on investment we expected

“And the challenging thing is that there’s really no (most public relations professionals would agree) accurate way to say here is the value of your media coverage.”

Now Atlantic Care’s Public Relations Department does its own media monitoring, which Tornetta is responsible for.

“We have an access center that we punch numbers of press materials into, and it’s how we determine our profit on investment,” said Tornetta. “For example, the access center shows that typically for every $1 we generate, we receive $9 in return.”

According to Tornetta, for the first three quarters of 2012, Atlantic Care had approximately 600 separate media mentions—which she assures is a conservative measurement on the company’s mentions because she only counts the first one.

Although her specialty is public and media relations including writing press materials, Tornetta considers it a must for any public relations professional to have a seat at the table with the leaders of the organization for which they work.

“And we do have a seat at the table,” ensures Tornetta. “We have a seat at the table whether it’s for a crisis or a new program. We share the pros and cons of how to develop something. Because PR isn’t just there to write the press release, or pitch the story to the media or get something up on social media.”

During any planning process, Tornetta’s team looks at what’s trying to be accomplished, the budget, as well as looking at the strategic goals of the organization, and putting together strategic plan and methods to use such as direct mail, paid marketing or a press release depending on what’s appropriate.

One thing that’s helped Tornetta grow as a strategic communicator was keeping her hand in freelance writing while working in radio.

According to Tornetta, radio is a tough career and professionals should have something to fall back on — and that something should include being a proficient writer.

“Now [to be successful in public relations] you have to be able to learn different things and assume different duties because that’s what we have to do in our business,” said Tornetta.

However, to be successful that’s not all an aspiring public relations counselor must be able to do.

In 2012, society is truly seeing the convergence of “new media” at work.

“A person must truly believe in the mission of the organization for which they’re working, said Tornetta. “You must be committed to transparency and accuracy, know your industry inside and out, be able to adapt to new technologies since everything now is electronic, be able to tell a story — communicate it clearly and succinctly — and you need to continually grow as a professional.”

When Tornetta first started, she primarily used fax machines to get out press releases, and would be “on-call” on occasion in case a reporter needed to reach her.

Now there’s the 24-7 news cycle.

“If something happens [in today’s society] it can be on video and/or on the Internet instantaneously,” said Tornetta. “And it’s not just traditional news media posting it, it’s now anyone with a smart phone—which makes it even more challenging to ensure your company’s message is getting our there accurately.”

Public relations professionals, now more than ever, need to be available 24-7 to control the message.

“PR is really morphing from traditional media relations to encompassing many forms of communication, including paid, said Tornetta. “I think as organizations look at different ways to promote their message, and every organization at some point, if not all the time, relies on public relations.

“So you should know how to write a factual press release, but also understand how to write copy for an ad and understand the difference of what’s effective.”

The future is now and so is the future of public relations. And although Tornetta’s not psychic, she is sharp.

“With the changing media landscape from every business wanting print ads in the newspaper, to everyone wanting to dabble in mobile apps and mobile marketing, public relations professionals need will need to be even more well rounded than in the past,” said Tornetta.

When, and if Tornetta retires, she will keep her word about always falling back on writing because she advocates that she’ll continue freelance writing, as well as trying to speak at colleges to pass on her knowledge.

Tornetta has experienced her fair share of overcoming obstacles, but within everyone, she’s learned something new and seized the opportunity.

Overall, Jennifer is nothing short of a sharp professional who students should emulate.

[To comment: larry@larrylitwin.com