PRWeek editor-in-chief Keith O'Brien held a virtual roundtable with six current students or recent graduates as part of the 2008 Career Guide. The students discussed mentors, their goals for employment, new media, and diversity in the classroom.
Keith O'Brien (PRWeek): So - what is the most important lesson or thing you've learned from your PR education?
Nick Lucido (Michigan State University): To be honest, the majority of it occurs outside the classroom. While I'm getting the fundamentals in my classes, the industry is changing so quickly, especially with the impact of Web 2.0, that the best way to keep up is with real experience.
Kate Scozzaro (University of Rhode Island): The most important lesson I have learned is to always establish relationships. You will not gain the trust of the media, your clients, whoever you are pitching to if they don't believe you and know what you're about
Marsha Dawes (Indiana University): I'd definitely agree with that Nick. There's so much to learn outside the classroom. Internships are a necessity in this field.
Joe Burke (University of Northern Iowa): I agree with Nick. There is so much about the industry that has to be learned from seasoned professionals and hands on experience.
Heather Papsun (Boston University): To add onto what Nick said, the most important lesson I've learned is that you cannot learn everything in the classroom, and that you need to have real-world experience before entering the PR profession.
O'Brien: So - much of the learning process is real-life experience. How do you accomplish that besides internships?
Erika Gonzalez (University of Texas at Austin): I agree with Nick and Kate. Relationships are key and it's important to develop and foster those relationships.
Papsun: It's also important to learn what will distinguish you as a leader both in the classroom and in a professional environment.
Gonzalez: Mentors! So much of my experience and advice has come from mentors. My mentors were also the ones that helped me land my internships.
Papsun: I think you should look at every meeting, interview, class, etc. as a learning opportunity. Learn what publications you should be reading, and who is writing the articles you're interested in.
Burke: I would also say that there is a good deal of personal networking and research you have to do yourself. One of the most beneficial things I have done has been to set up informational interviews with professionals and HR people. They can tell you what is important and what you need to make it in PR.
Lucido: Besides internships, working on your public relations skills, such as writing and strong communication, can be practiced in everything from papers, e-mails, and student organizations.
Papsun: I agree with Joe 100%. As students, we do have a certain advantage in that people seem more willing to help us. Students should never be afraid to reach out and ask. If you never ask, you'll never get anything!
Burke: Absolutely, Heather. I'm sure we can all agree that in the PR industry, there are always professionals willing to do whatever they can to help students who seek them out.
Dawes: Exactly. So much of my education has come from asking professors, professionals, and other students about public relations.
Lucido: Especially PRSSA alumni- they love reaching out to students.
Gonzalez: I also gained experience by volunteering. Some students are hesitant to work or intern for free but doing so can help you land those paid internships!
Papsun: You can be a straight-A student and not really know what PR is all about.
Scozzaro: It's that little extra you do outside of class, and the people you talk to and interact with that makes the difference
Burke: Many of the professionals I've talked to not only expect their applicants to have had an internship, but prefer two to three to be competitive
Gonzalez: To add on to Nick's comment, alumni at your university will definitely help out as well! You just have to research and read bios of PR professionals. Learn their background and don't be afraid to outreach to them.
Dawes: I've found that doing that extra is what sets you apart from other applicants for jobs. The things I never thought would matter (my religious studies degree) actually helped me get my first job.
Papsun: Agreed! PRSSA is a great opportunity. Too many students join just to put it on their resume. The student who goes the extra mile to do everything in their power to learn (such as what everyone here has suggested) will succeed.
Burke: Reaching out to professionals for advice also sets you up for internship and career opportunities as well as added contacts. The internship I am at right now resulted from an informational interview.