7/29/2019 Fall PRemiere
1/8
As the PRSSA National Conference launched in the
core of San Francisco, students were dressed to impressed
oaming the busy streets of downtown. Students from across
he country worked to put their best foot forward as they attend-
ed countless sessions to expand their knowledge of public rela-
ons, networked with professionals in different elds of PR and
stened to keynote speakers exploring
he future of the industry.
Rita Tateel, founder and pres-
dent of The Celebrity Source, gave a
ession worth honorable mention, inspir-
ng students to Reach for the Stars, a
how-to on recruiting celebrities for PR
campaigns and special events. The
Celebrity Source was founded by Rita Ta-
eel in 1988 and has become one of the
eading celebrity booking agencies in Los
Angeles working with clients such as Will
Smith, Mary-Kate and Ashley Olsen, Pierce Brosnan, Queen
Latifah and many more. Tateel highlighted that working with
celebrities is an art and a science. As she talked to students,
he gave them a crash course in
I Left My Heart in San FranciscoCelebrity Psych 101, as she calls it, and spilled the secrets of
what motivates celebrities to say yes.
As I sat in the session, I was beaming from ear to ear
as I frantically scribbled notes on everything she had to say. For
someone who is interested in entertainment PR, Rita Tateel is one
of the best in the business to learn from. I was able to speak with
her after the presentation where she encouraged
me to start looking for internships in New York and
California to possibly take my PR career into the
world of entertainment. Any student walking away
from talking to her felt inspired.On down time from the conference, everyone
was able to explore the streets of downtown San
Francisco. I was able to walk the storefronts in
Union Square, experience Chinatown, observe the
sea lions at Pier 39, eat fresh Ghirardelli chocolate
at Fishermans Wharf and sit on the hill where my
favorite childhood show, Full House, opening scene
was recorded.
Every part of my National Conference experience was
an adventure no matter what activity I was taking part in. Many
students left happy to be going back to their hometowns, but for
me, I left my heart in San Francisco.
by Stephanie Cardaris
Resume
pg.2
Whatto
wear?
pg.3
Socialmedia
pg.6
Emailetiquettepg.6
Interviewspg.7
CENTRALPREMIEREFall 2012 CMUPRSSA.COM Volume 12 Edition 1
Diane S. Krider Chapter of the Public Relations Student Society of America
at Central Michigan University
The Internship Issue!Afteryoulandaninternship.pg.8
7/29/2019 Fall PRemiere
2/8
Presidents AddressDear CMU PRSSA Members,
I would like to start by saying how
proud I am of every members dedi-
cation and hard work for CMU PRSSA.
This semester, our organization devel-
oped as a strong chapter. Each meeting
is presented with a how-to attitude toprovide more chances for professional
development for members. For the rst
time, our chapter was able to plan the
internship fair, which allowed members to network with a
number of professionals without having to leave campus.
There are many ways to get more involved with CMU
PRSSA. Joining a committee is an excellent way to learn
how to plan events, write professionally and network with
your peers. Committees can give you hands on experience
with public relations while expanding your professional skills.
Another way to get involved is to join the mentor/mentee pro-
gram. With this program, you get the opportunity to be linked
with an older member who can advise you on how to make
business cards, how to nd your niche in public relations and
advice on which teachers you may like best while introducing
you to other students.Ally Conver
One of the most misunderstood elements of career
preparation is the format of our rsums. While technology
continues to advance, rules to update our rsums have also
changed. Keeping up with todays expectations is necessary
in order to gain the attention of prospective employers and to
show your talents in the best way possible.
Its important to note, the majority of information is
being sent out electronically, rsums included. Therefore,
you should know the format before e-mailing or attaching it for
potential employers. Converting the le to PDF form is always
a safe bet if you are unsure. Fonts should especially be paid
attention to when switching from a PC to a Mac format, andvice versa.
Many people do not know that employers put r-
sums into specic computer programs to help in their selec-
tion process. These programs look for key words to match a
person with the right qualities for their company. If you want
your rsum to be noticed in these programs, you should use
certain action verbs to start each bullet point. Examples of
these are: organized, improved, attained, promoted, strength-
ened, administrated, planned and designed. These key words
are what could help you stand out from a handful of rsums.
Your rsum should also be consistent, such as
Winter break is a great time to plan shadow day
with professionals in your hometown area. Shadow days
can give you insight on what elds you may want to pur-
sue in the future. Winter break is also a good time to tak
advantage of the time off school to update your resume,
create a portfolio, make business cards, create a blog,
research different PR elds and read up on professional
PR blogs.
Our chapter has countless amounts of exciting
opportunities planned for spring 2013, such as, several
agency tours, professional guest speakers, workshops,
spring conference and banquet.
Spring semester is the prime time to start shado
ing any executive board positions you may be interested
in. Being an executive board member is an excellent wa
to utilize and improve leadership skills, grow your profes
sional capabilities and learn benecial networking skills.
Best of Luck to you
CMU PRSSA President 2012-20
Resume How-ToA guide to building your perfect resume
spelling out dates throughout the whole piece. Proof-reading your work should be done multiple times to be on
top of your game. It sounds easy, but one small error can
make a huge difference in how you are viewed for a posi-
tion, or even stop an employer from reading your resume.
Dr. Diane S. Krider, founder of Central Michigan
Universitys PRSSA chapter, has a background in r-
sum development. She explained that in order to make
yourself stand out to your employer, you must tailor your
rsum specically for the job youre applying for.
Too many people write a rsum for themselves
instead of the employer, Krider said, You have to show
the employer how you t the position.
She also stressed the importance of having adifferent rsum for every job prospect. A general rsum
just isnt acceptable anymore.
Another trend that has taken off in the art of
rsum building is removing the objective portion, as
it takes up too much space and tends to be redundant.
One page is all a rsum needs to be, and the objective
portion lls space that could be needed to show other
strengths.
If you have any questions Career Services offers
free rsum-building tips and even holds mock interviews
to further your preparation for job prospects.
byKelsi Haas
2
7/29/2019 Fall PRemiere
3/8
Women:
Lets start at the top. Its pretty simple - cover
it up. Cleavage might catch the atten-
tion of potential dates at the bar, but its
not going to land you the attention of a
potential employer.
A high neckline blouse is a
good option for you to put under a blaz-
er or cardigan. You want to stick withneutral colors that arent too distracting
or busy.
Next are the bottoms. Ladies, there is no
need to shy away from being feminine, but if you are
considering wearing a skirt or dress, knee-length is
the most appropriate. Tights are denitely a necessity
with a skirt or dress.
Gray slacks or black dress pants are very
standard and you cant go wrong with these classic
pieces.
The business casual look is suggested. Something
that is not too formal, but still professional is recommended.
Many employers look for a well-tting
blazer or sports coat with a tie and button
down underneath it. This shows style and
effort put in to prepare for the interview.
Its still respected to coordinate you
suit coat and pants, and some suggest it is
the safest thing to do. Keep your colors neu-
tral and match your pants to your jackets to
look professional. The biggest factor in dress
pants or slacks is making sure they t well and are tailored to
the tee.
Black or brown shoes are the winner. Neon shoes are
always nice but neutral and subtle colored shoes will not take
the interviewers attention off your credentials.
You know your favorite spaghetti strap
belly shirt you wore to the Wayside last night,
yeahthats not it.
Working on those curves at the SAC
is great, but there is no need to wear too tight
of pants or skirt to an interview. Find the happy
medium between Kim K. and
your grandma.
Youre signed Verlander jersey from the World
Series game is super cool, but business wise, its a bust.
Lets face it, your boxers
and sagging pants dont necessarily
scream hire me!
You want your employer no-ticing your career skills and not your
coolest pair of Nikes!
Dressing the Part: Dos and Donts
All your extensive work has nally paid off and you have landed the interview of your dreams at your
favorite company. Its all smooth sailing from here, right? Not if you dont have the perfect interview attire. An
outt is part of the rst impression you give when going for your interview.
by Katelyn Sweet
What NOTto wear:What to wear:
Men:What to wear: What NOTto wear:
3
7/29/2019 Fall PRemiere
4/8
Name: Ashley Stein
Class standing: Junior
Where and when your internship was?
I was the social media intern for Joan Brausch, Democratic Candidate for House Representative of the
98th House District, during the summer of 2012 (May-August)
What do you think was the most challenging aspect? What was the most rewarding part of your internship?
Working for a political campaign is challenging. On some days it felt like I did nothing, then something in the n
would happen and Im quickly writing a press release, pitching to the media Joans stance on the issue, creating an e
campaign to send out to our followers...all within a couple hours. While it by far the most challenging experience Ive h
I would still highly encourage any PR student to work in a campaign at least once in their career. Every key aspect of
is used, and while the time crunch is stressful it really teaches you how to be efcient with your time management.
The most rewarding part of this experience was the knowledge I gained on the political world. As I said befo
never cared about how politics affects my life before I worked on this campaign. Now I see the importance in having yoadults get involved with our election, and speak up for what they believe in. For example, over the summer I met Ad
Lawrence, Candidate for the 99th House District, who was a CMU alumni. He was only in his twenties and already runn
for house rep. He really showed me how important it is for young adults to stand up for the future we want.
What is the best advice you have for students?
Never turn down an opportunity. I was scared out of my mind to work for a campaign in the 2012 election this summer,
Im so happy I did! Even if you know you dont want to go into that eld of PR in the future, any experience is experien
Sometimes not knowing anything about what youre working for gives you an advantage. You have to ask questions
research constantly to keep up, but in the end your nal product will be better because your facts are always right.
Name: Amanda Martlock
Class standing: Senior
Internship: SS Digital Media, Royal Oak MI
Responsibilities as an intern:
As an intern, I was responsible for writing press releases, developing web content, writing blog posts
for clients, using HTML, website management and working with a variety of social networking sites.
Things learned from this internship:
My internship made me realize that I wish to go far in this business. In the future, I wish to be working
in a top position of an entertainment agency or company.
Internship advice:
When looking for an internship, only apply to places that really interest you. If you intern somewhere
that you either hate or is not benecial to your learning, you have just wasted four months of your
time. Also, make sure you can get along with those that work in the ofce. If something doesnt feel
right during the interview, trust your instincts and do not accept the position. Not getting along with
those in the ofce will make your time there very difcult, even if you enjoy the work.
Fou
lations stu
their past
and have
things you
as you gerst, seco
internship
The
represent
public rela
agency, n
and insur
4
7/29/2019 Fall PRemiere
5/8
Name: Jill Simpson
Class standing: Senior
nternship: From January to October I was at the Humane Animal Treatment Society. Ofcially my internship
ounted for credit from May to August so I was there a lot longer than just for credit.
Did your internship make you more or less interested in the specic PR eld that is as involved with?
Non-prot PR is a lot different than agency work or corporate work. In the non-prot world, you have to do a lot more than just
PR. You have to do miscellaneous clerical work, answer phones, and help out when people need you, no matter what theyre
oing. Its A LOT of work! With that being said, it also gives you freedom to explore every aspect of PR, because youre
most likely the only intern, or the only person doing PR there. So I wrote press releases, I pitched some stories to local news
ources, I acted as the HATS spokesperson at community events, I set up community events, I helped plan and organize
wo large fundraisers, did social media, oversaw the website maintenance, promoted dogs and cats (especially Pitbulls! Love
hose little babies! I did a lot of Pitbull awareness work), and SO much more! It made me excited to do PR when I had been
working hard at promoting a certain dog or cat and then to see them go to a happy family and nally nd a forever home wasn AMAZING feeling. I know I directly helped that animal nd a home.
What are some pieces of advice youd give to people while looking for an internship or while they are actually doing
heir internship?
Go above and beyond. You will never ever be punished for doing more. If you nd an area of PR youre passionate about, its
mpossible not to go above and beyond, because you love what youre doing. Dont leave on a bad note, even if you hated
. Do your research and nd some place you will be happy. Make sure your boss/mentor knows you want to work for them.
ve public re-
CMU shared
experiences
e advice on
eep in mind
start yourn third
periences
elds of
uding
public affairs
Name: Ally Converse
Class standing: Senior
Internship: My internship was in the summer of 2012 at the Insurance Institute of
Michigan. IIM is a trade association for insurance companies and regularly lobbies in
State Congress for insurance related policies.
Did your experience make you change your eld of interest?My internship broadened my horizons of the variety of elds one can go into after studying public re-
lations. I would have never thought working for an insurance related company would interest me. The
more I learned, the more I found doing public relations for a trade association for in the insurance indus-
try more interesting. It is a very complex eld that affects everyone.
What were your favorite aspects of your internship?
I enjoyed writing press releases and the newsletter for the company. I had the opportunity to teach my
boss how to use twitter, which was really fun for me because I love social media.
How do you feel your internship prepared you for a future career?
I dont know if I will go into a career regarding insurance but through this internship opportunity I was
able to network with great contacts in Lansing. The experience was valuable to my writing skills because
I learned how to do primary research on a eld I was not educated on.
5
7/29/2019 Fall PRemiere
6/8
Professionalize Your Social Media
Social media is used frequently by college students
to share personal experiences, pictures and to stay in touch
with friends and family. Websites such as Facebook, Twitter
and LinkedIn are now common means of communication and
a place where people can gather and share their thoughts
and opinions.
Using social media professionally is essential asstudents get ready to graduate and begin their careers, but
its also still important to incorporate their personal lives.
With the increase in social media use, many employers are
now using search engines to nd information on prospective
employees. There are many things they are looking for that
could possibly affect the chance of you getting the job. There
are ways to professionalize the social media you use and tips
on what not to advertise on these websites.
Facebook is the most commonly used social media
website and there are several ways people can use it for both
their professional and personal lives. Restricting access to
who can view your posts is the rst step. You dont want your
colleagues and professional contacts to see your party pho-tos from last weekend and maybe your close friends arent
interested in articles on 25 tips to improve your writing. Face-
book has a privacy setting that allows you to choose who
gets to see what you post. Swearing or negatively speaking
about past or present employers or other people may affect
your chances of getting hired. Employers dont want to hire
people that are noted for undesirable behavior.
Subscribing to Facebook groups is another way to
make your site more professional and network. Search for
groups relating to your degree or interests and participate in
their discussions. You can do this by posting links for relating
to the topic. When you see a topic you can add valuable
information on, do it. This can get you noticed by potential
employers.
Twitter is another way you can connect with
professionals in your industry. After creating a
username, include your professional experiences
and interests in your bio and upload a professional
looking photograph. To network on Twitter, search
for associates or industry leaders, follow them and
reply to their posts by adding your opinion or asking
for advice. Asking for advice from professionals inyour eld will help you get useful information.
Participating in Twitter chats is also a good
way to use the medium to its full advantage. Twitter
chats are a way for people to post their opinions
on specic issues and network with their peers and
professionals. PRSSA National hosts chats every
month for members to network and share their opin-
ions.
One of the newer social media websites is
LinkedIn, which is specically for networking with
professionals. Again, youll want to upload a profes-
sional looking photo of yourself and make the most
of your headline.Your headline should say what you do and
what your skills are. Share information and articles
youve come across with professionals who you
think may be interested in it, and explore the list of
applications LinkedIn has to offer. Check your inbox
regularly and reply to messages in a timely manner.
One important thing to remember is to per-
sonalize a connection request. LinkedIn will provide
you with a standard request message but deleting it
and providing your own will remind the person who
you are and show them you care about connecting
with them.
There are many ways to increase your
knowledge of your industry by exploring different
social media platforms.
With the rise of technology, e-mail has become an
essential tool in communication. As with many other commu-
nication tools, there are some rules of thumb to keep in mind.
To be successful and professional through e-mail, follow thesesimple tips.
First, make sure to be timely in responding. After an
interview, send a thank you e-mail that day. This shows that
you are serious about getting a position, and are appreciative
of the opportunity given to you. Nothing threatens your chanc-
es more than showing that you are neither timely nor motivat-
ed.
Second, check your grammar and spelling. Not only
should you be checking for any and every small mistake, its
even a smart idea to have multiple people check your work. It
is also helpful to read the email out loud as this often helps
you catch wording issues and mistakes. Employers want t
see that you have excellent written communication and pa
close attention to details.
Third, be concise. Do not type a ve-paragraph
essay just to get your point across; use the telephone if it
involves that much content. Employers get dozens of e-ma
a day and do not have time to sit and read lengthy e-mails
Finally, keep your e-mails formal. Formally addres
the contact, unless you are on a personal level with him or
her. Follow letter format in your e-mail as well, starting with
dear and closing with a salutation such as sincerely.
When addressing the contact, use Ms. or Mr. along with th
last name. Avoid abbreviating words and using slang.
Overall, these simple rules will help show that you
are a professional individual and care about your commun
cation with others. Email is sometimes the main form of co
munication available for people so it is important to make a
lasting impression through word choice and formatting alo
to be memorable.
Email Etiquetteby Scott Stewart
by Amanda Nickerson
6
7/29/2019 Fall PRemiere
7/8
Rock the Interview
Your rst professional interview is in three days.
Dont worry. Its completely normal to be nervous in this
type of setting. For a better understanding of what is ac-
ceptable and unacceptable, take a deep breath and follow
the next three instructions. Interviews are rather easy once
you understand the dos and donts.The rst is your appearance. Men should get a
haircut and clean up any facial hair they might have. Wear
nice tted dress slacks with a belt, and a single color button
down dress shirt accompanied by a matching tie. A nice
matching suit jacket is a good touch, but not necessary. A
watch with a medium-sized face will make the outt com-
plete.
For women, button up shirts and tted suit jack-
ets with straight leg dress pants are recommended. Skirts
are acceptable as long as they are of appropriate length,
usually ending at the knee. Make sure you can climb stairs
comfortably. If you decide to wear a dress make certain it
is not too tight, this can send an inappropriate message.Once youve chosen your outt, make sure it is clean and
without wrinkles. Stick to conservative colors such as white,
navy blue, black and grey.
Next, be sure to know exactly when and where
your interview is. If you are not familiar with the location of
your interview, go for a drive to nd the building and gure
out how to navigate it. Also, keep note of how long it takes
to travel there and what trafc will be like that time of day.
On the day of the interview, make sure to arrive ve
to 10 minutes early. Do not arrive earlier than 10 minutes,
but no later than ve. Arriving earlier than 10
minutes, but no later than ve. Arriving earlier than 10 min-
utes could mean youre sitting in the waiting section, poten-
tially in the way. Coming with less than ve minutes
to spare is cutting it too close. Depending on the interviewer
this can portray a laid back or untimely personality.
Finally, do not forget the manners you learned at a
young age. This is a professional interview, not a casual con
versation with your friends. At the beginning and end of your
interview, give a rm handshake (but dont break their hand)
Practice with a friend before if needed.
While in the interview, smile and show interest in
being there. Do not dget or slouch and sit up straight in you
chair. Posture can say a lot about your personality. When ad
dressing the interviewer, use titles such as mister or miss
with their last name until invited to address them otherwise.
Be sure to keep eye contact with the interviewer and
pay attention to the questions being asked. Answer question
how you feel they should be answered, and not with what yo
think the interviewer wants to hear.At the end, provide intelligent questions that were
prepared prior to the interview. These questions should show
youve done research about the company. Letting the inter-
viewer know youve done research communicates initiative
and interest in the company.
For further tips for interview preparation, CMU of-
fers a career services center for students. The ofce is
open MondayFriday 8 a.m. to 5 p.m. and is located in
Ronan Hall, 240. They can also be reached by telephone at
989.774.3068.
Professional Advice!Anne Veltema, CMU PRSSAs alumni advisor and
the college and communications consultant for Spectrum
Health, shared some insight on interviews that students
should keep in mind.
What are the responsibilities of the internship?
Could you describe the culture of the company?
Are there professional development opportunities available?
Would I have the opportunity to work with a mentor, if selected
for the internship?
What questions can I answer for you about my experience?
(I like this question as it gives the person being interviewed
one last chance to close the deal, so to speak, in terms of an
opportunity to sell him/herself as the best candidate
Not getting enough sleep the day before. The last thing
you want to do is be yawning during the interview.
Being too serious or too casual
Being too early (15 minutes early is adequate. If you
get there earlier, its okay to stay in the car until closer toyour interview) or being too late
Bringing your cell phone to the interview
Poor handshake
Inappropriate dress
Not following up with a thank you note. In todays mobile
society, its a nice idea to send a briefemail thank you with-
in a few hours of the interview. You should then send a
hand written note in the mail. Dont say the exact same
thing email and the note.
Not accepting a bottle of water if offered. You will want a
drink of water, I promise.
Its natural to be nervous for an internship or jobinterview. Reduce the jitters by practicing before your
interview. Take advantage of CMUs Career Services ofce.
Participate in multiple mock interviews in advance of your
internship interview.
My best piece of advice is to be condent of your an-
swers without being arrogant. You will be interviewed many
times during your life. Each interview is a new experience
and helps you prepare for the next. Relax and be yourself,
which is easier said than done.
Questions to ask the interviewer:
Common interview mistakes:
by Derek Wooton
7
7/29/2019 Fall PRemiere
8/8
You Land the Internship...now what?
Congratulations! Youve just landed your rst intern-
ship. Not sure what to expect? Thats perfectly normal, expe-
rience comes with time. In order to gain that experience, you
must prove to your supervisors and experienced peers that
you are the right choice for the company. You show this by
performing any tasks and duties you are presented to the bestof your abilities. Here is some advice for how you get the most
out of your internship experience.
First: Stay Professional.
No matter where you are in your career, experienced
or just beginning, stay professional in all aspects. This includes
your attire. Dress pants and tted suit jackets are necessary
but not all the time. You will often be spending time with your
professional associates outside of the ofce, start building a
wardrobe with casual-professional clothing.
Another aspect of staying professional is remember-
ing to stay uninvolved in ofce drama and politics. Do not talk
negatively of other staff members and associates. Behavingthis way will tarnish your professional reputation and could cost
you future promotions and opportunities.
Second: Take Initiative
You will nd that when you are in an entry level or in-
tern position you are asked to complete tasks in a timely man-
ner and with 100% effort. I you nd yourself unsure of ho
to accomplish a task, do not be afraid to ask questions. It
is better to ask questions right away, than to do somethin
wrong and need to go back to x it.
If you nd yourself without something to do or wa
ing on the next task then ask someone around the ofceif they could use your help. Asking for something to do
shows that you have initiative and a drive to help others,
and also to learn during your internship. Just make sure
you complete all of your primary tasks rst.
Third: Find a Mentor
Developing professional relationships is always
benecial to future success. Look for a mentor or teacher
in the professional world. Mentors can answer questions,
teach you techniques and help you with other important
aspects of your job.
Fourth: Stay PositiveIts normal to run into problems and stressful situ
tions in your internship. Remember to always stay positiv
and continue to move forward in an ethical manner no
matter what. Mistakes will happen, but the most importan
thing to remember is to learn from those mistakes.
by Derek Wooton
8
Top Related