Advice for Students and Recent Graduates Seeking a Career in Public Relations

By Gina F. Rubel, Esq.

 

Over the years, I have frequently been asked to speak at universities or to host informational interviews with students seeking a career in public relations. As a result, I have compiled the following FAQs based on a myriad of interviews.

 

What are some of the characteristics you look for in a candidate seeking a job in public relations or corporate communications?

 

Some of the most important characteristics to me, in no particular order are that the candidate is well-spoken, a good writer, demonstrates leadership abilities, is creative, likes being behind the scenes and making sure that it’s the clients that shine, is motivated, driven, has integrity and is well-balanced with both academics and extra-curricular activities.

 

What are a few key things you look for on a resume?

 

Since I receive upwards of five to twenty resumes per week, very few actually stand out. Most resumes today come via e-mail so it is particularly important that the “cover letter” (a.k.a. e-mail) be well written, address to me personally (I once received one addressed to “Mr. Rubel”), is customized and targeted for my agency, and articulates clear and concise points. Once they’ve gotten past the “cover letter test” then I will look at the resume.

 

The resume needs to be well-organized, targeted, and customized for Furia Rubel and the job being applied for. It also needs to demonstrate solid skills and knowledge of integrated communications – not just public relations. I don’t typically get hung up on “experience” if the resume is coming from a student – however experience does help. I do look for solid academics and extra-curricular activities – and if those activities are “raising a family” – the resume should state that to show balance, drive, and initiative. Proper spelling and grammar are a must grammar.

 

On a typical day, what do you read?

 

In no particular order, I read feeds from all of the following in either iGoogle, Google Reader, via e-mail notices or in print: Wall Street Journal, New York Times, The Legal Intelligencer and Law.com, The Philadelphia Inquirer, The Drudge Report, Huffington Post, PR News, PR Week, and posts by Chris Brogan, Seth Godin, Jason McCabe Calacanis, Michael Port, Steve Rubel, Ron Culp, Adam Smith Esq., Above the Law, The Philadelphia Business Journal, Duct Tape Marketing, Strategies (LMA), several ABA publications and local / regional publications and quite a few others.

 

What advice would you give to someone just entering the public relations field?

 

Take your first job very seriously – it can define you. Learn how to apply social media to traditional public relations. Hone in on your writing skills. Learn how to manage up. Find a mentor. And make yourself invaluable.

 

What are some of your most valuable experiences?

 

In no particular order:
-Being a mother
-Being in the Delta Zeta Sorority in college
-Participating in the co-op program at Drexel University
-Practicing law
-Reading “The Four Agreements”
-Serving as The Justinian Society Chancellor
-Traveling abroad
-Volunteering on boards
-Working for agencies
-Working in a family-owned business
 
What is your daily routine?

 

Every day is different. 

 

How do you manage work and family (traveling, long hours, etc.)?

 

Managing work and life is not an easy task and I really don’t believe that there is a true “work-life balance” when you’re the CEO of a company. I do my best to always be there for my husband, children and parents. I have a lot of sleepless nights. I have a mother who assists with everything around the house. I have the most supportive husband one could ever ask for. I try to get to yoga when I can. I say “no” a lot. I work with Neen James to keep me productive. I set a lot of boundaries. And I always remember that my family comes first.

 

What are some work habits that make your job easier?

 

I keep a notebook with me all the time (okay – I do forget it once in a while) and I jot down notes from meetings, to do items, things I don’t want to forget, etc. Then I use our project management system and Outlook to keep me on task. I try to schedule telephone calls rather than reacting to every time the phone rings. And I understand and honor my own limitations and boundaries.

 

Who were your mentors, and what did you learn from them?

 

My father – loyalty, commitment, perseverance

My mother – give first, don’t ask to receive, be trusting, love with all you’ve got

Joe Lanzalotti (my first boss when I started practicing law) – believe in yourself and those around you

John Roska (my first agency employer) – learn to manage up and always expect the best from the people on your team – don’t settle for less

My grandparents – remember where you came from

My husband – if you don’t create false expectations, you won’t be disappointed

My children – love, love, love, love, love

Myself – I really can do anything I set my mind to

 

If you could do something differently (or the same) that greatly impacted your career, what would it be?

 

I’d start my own business all over again – it’s the best decision I ever made in business.

 

Where do you see yourself in the next 5-10 years?

 

Exactly where I am. I love my life.

 

What advice can you give on networking?

 

Read every networking book and article written by Neen James at www.neenjames.com

What advice do you give about how to dress for an interview and in business?

 

Hire a consultant and make sure you always look your best. Don’t subscribe to the “navy blue suit and white shirt” – especially if it looks awful on you and makes you feel uncomfortable. Be authentic and professional. For more tips, read Megan Kristel’s blog: http://thewelldressedlife.blogspot.com/

 

What makes a person you meet stand out?

 

Chemistry – radical transparency (a Seth Godin term) – genuineness

 

How did you gain credibility, and how do you maintain it on a day-to-day basis?

 

By making mistakes and not repeating them, by being honest, true to myself and not getting involved in office politics. By being a leader. By taking responsibility for my actions and never making excuses.

 

What tips would you give for staying calm in hectic/crisis PR situation?

 

Just that – stay calm – learn to manage stress and prepare in advance – be proactive – anticipate crisis and eliminate drama.

 

Where you always interested in public relations before you entered into this field?

 

As long as I can remember.

 

What influenced you to get into this particular field?

 

See: http://www.furiarubel.com/articles.php?action=view&id=22

and http://www.furiarubel.com/articles.php?action=view&id=28