PR Start by Nick Lucido

Back in my freshmen year, I served on our PRSSA Chapter’s committee to host a regional activity. This was the first event (of many) that triggered my passion for the public relations industry. We had some great sessions and I learned a lot. But if I can remember anything, it was Rhoda Weiss’ keynote address to us.

While this regional conference was occurring, Rhoda was serving as Chair and CEO of the Public Relations Society of America. I could go on about her accolades as an industry leader, but suffice it to say that she rocks.

She talked about investing in your career as one of the best things that you can do as a pre-professional. For some of us students, professional development can be expensive. Add up traveling to conferences, membership dues, magazine subscriptions… you can easily drop a couple of grand in a year. I recommend planning out your year and setting aside money with each paycheck to be used for professional development. I don’t want to disclose any details of my sad bank account, but I do have a separate account strictly for professional development things.

Here’s a list of some of the things a pre-professional should be spending their money on:

Professional association membership
If you know me, you’re probably heard me say, “you know, you really should join PRSSA…”At the beginning of the semester, I promised our eager group of students that if you make the most of this organization, you will walk out of MSU with a job. And I mean it. The economy affects the amount of jobs, the changing indsutry affects the amount of jobs, but if you make the most of your student career, you can prove your worth to any company.

After discussions with a couple professionals, there are three general things companies look for: education, professional experience and professional development. You can get good grades in school and have a couple of solid internships, but there will be people who have done the same as you AND been involved in student organizations and associations. Don’t underestimate the power of networking with your peers – after all, you will be working with them when you graduate.

Professional development seminars
Your group or organization that you join will most likely have some kind of conference. Go to it! It makes a world of a difference when you list your group on your resume and being able to answer the question, “so what did you do with _______.” Recruiters will know the difference between an active member and a non-active member.

Some pretty awesome PRSSA Chapter Presidents at the PRSSA Leadership Rally in Scottsdale. I had a blast and met some of the coolest people in the world.

For PRSSA, the most common objection I hear is “it’s too expensive.” I’m not made of money. But I do have my conference registration saved up for next year. And the year after. Professional development takes priority in my pre-professional career over a new car or spring break. I’m not saying don’t spend money for fun, I just can’t emphasize enough the importance of saving your money for the right things.

Dress the part
You will be judged if you don’t look your best at interviews. Once you get the job, it’s important to stay on top of your appearance, too. Make the investment in a really good suit or two that will last for a long time. A good friend of mine, Jenni Lewis, pointed out to me that she will buy expensive business clothes because she knows they will last a long time. Also, keep in mind that people look from the bottom up. Give a nice pair of shoes, too.

Industry publications
Making yourself knowledgeable of the current industry news sets you apart from other interns and entry level employees. You never know when you’re going to run in the CEO of your company – it’s best to have something to talk about.

The good thing about industry publications is that most will have student discounts. PRWeek and Advertising Age both do – check them out. Also, pay attention to when these publications are seeking participants for surveys interviews. It’s a nice way to get some ink before you graduate and makes you look pretty cool to potential employers.

There’s a nice supplement to the above list. Please note that I did not say alternative – it’s important to do both. You can do some of these things online! Read blogs and news. For blogs, get started on Alltop.  Check out podcasts – you would be surprised what a quick search of “public relations” or any other industry search shows up on iTunes. Also, follow the right people on Twitter and you will hear about Web seminars and discussions.

What else can you do invest in your career? Is there a way to invest too much in your career? Not enough?