Interview with a PR Pro: Deirdre Breakenridge, Part II

Written by Mandy Boyle, graduate student and freshly-minted communications professional

In my last post, we heard Deirdre Breakenridge’s take on dress code, resumes, and first impressions. Now, it’s time to move onto portfolios, follow up, and what to do when you get the job.

Here’s the second part of my interview with Deirdre.

Thanks for staying tuned!

On to experience and skills. What does the ideal portfolio look like?

I’ve seen so many different professional portfolios from website versions to hard cover bound books.  The portfolio is an excellent opportunity to showcase your communications skills, from creative and news style writing to editorial coverage and your ability to organize projects.  Portfolios can be arranged to exhibit different areas of PR expertise, for example, you may have a section that shows your media relations work, or you can showcase an entire campaign and how the PR strategy and execution was integrated into a marketing program.  Of course, if you’re a student, then your portfolio may be based on your education, classes and various school projects.  Nonetheless, you can present your talent through your writing and creativity, in a format that clearly explains how you managed your assignment from start to finish and all of the challenges, strategies and tactics along the way.

Is it better to show off a wide range of pieces or should the portfolio be more specialized? 

There are different schools of thought on this topic. I think it’s important to show a variety of pieces. Although if you can present how the pieces connect to a program, then that’s the best approach. A wide range of pieces will not only show your ability to think strategically and creatively in different areas, but also how you’re able to wear many hats.  Of course, if you know that a particular company is interested in a specific niche area, or type of PR work, then you can include more examples in that specialized area.

Do you check out a prospect’s blog, website, or social media profiles before the interview?  If so, what kind of information are you looking for? 

I think one of the first things we learned years ago was the ability to Google someone to find out more information.  And, today, with social networks it’s easy to uncover a person’s background information, interests and overall brand personality.  Evaluating someone through their pictures and videos as well as their wall posts is commonplace.  It’s important that prospective interns and junior professionals remember that similar to what they should do prior to their interview (look up the interviewer to see who they are and what role they play in a company), we do the same thing when it comes to the hiring process.  You can gain a tremendous amount of information just from social networking profiles.  This should be a reminder to many that what they post on their Facebook and Tumblr is a reflection of their brand and quite possibly may influence a future employer’s decision.

How should a prospective intern conclude the interview? 

The end of the interview is an opportunity for some kind of action or next steps.  If the person who interviews you does not state the next steps in the selection process, it’s important for the prospective intern to ask about the the appropriate time frame regarding when he/she should follow up.  Of course, afterward the intern should always send a thank you email or card, and offer any additional assistance, information or a means to be reached with more questions.  As a communications professional, you will learn quickly that every meeting should close with an action item. The interview is no different.  The prospective intern should use this occasion to address what happens next in the hiring process.

What about follow up? Is there a preferred method? 

I think every interviewer is different, so the preferred method of follow up can vary depending on the individual.  Email should be sufficient, although I have to say that I’m often impressed when someone takes the time to send a hand written thank you note.

If the interviewer asks the candidate to provide additional materials during the meeting, then he/she should forward the desired information as soon as possible.  It’s important to be timely, so that the interview is still fresh in the interviewer’s mind.  Sending follow up information quickly may be seen as a positive reflection on the prospective intern’s future performance. Prompt follow up shows a sense of conscientiousness and an approach that will likely carry forward.  After all, as you advance in your career, you will always want to provide quick information, whether your following up with a client or the media after an interview.

What should a prospective intern do while he or she waits for a response?

If you feel the interview went well, you can do more research on the company to prepare for a call back interview, or to get ready for your first day, should the position become yours. If there was a topic of discussion that you feel required more information, then it’s a great time to gather the appropriate materials and send them over to the person who conducted the interview.  Sometimes, you will find that sending additional, relevant information to your interviewer will be helpful in the selection process and also make that person’s job a little bit easier.

Yay! The position is yours! What should the intern do next? 

When you find out the position is yours, the first step is to give a formal acceptance in writing. You will also be very eager to get up to speed on any of the clients or projects that you will be working on during your internship program.  You should ask if there are any materials you should read or information that needs to be filled out in advance.  It’s easier to complete this beforehand, so that you don’t have to worry about the paperwork on your first day. Reviewing information and filling out employee documents prior to your start date says that you are excited, want to be prepared and already thinking about your first day.

What advice would you give to interns on their first day? 

Advice that was given to me on the first day of my internship included:

1. Listen carefully to information on company processes and procedures.
2. Don’t be nervous to ask questions, especially if you are unsure about a project or a directive.
3. Use a note pad or journal and take notes in every meeting.  It’s also important to keep the same pad nearby should an executive catch you off guard and give you an assignment. You’ll be able to jot down the particulars quickly and not miss a single detail.
4. Show up early on your first day (and every day after that) and don’t rush to leave.  And, if possible, you should check in with your supervisor or manager before you go home every night.  Discuss the day’s activities and ask if he/she needs anything else before you head out.  I did this almost every day of my entire career, until I became my own boss. It’s a good practice to ask what else needs to be done, which translates into an eager and proactive intern, who really cares and wants to be involved.

Thanks so much for sharing, Deirdre!

Deirdre Breakenridge is the author of Putting the Public Back in Public Relations and PR 2.0 New Media, New Tools, New Audiences.  She is the President of Mango!, a hybrid marketing agency, speaks internationally on PR and social media and blogs at PR 2.0 Strategies.

Mandy Boyle is a graduate student and freshly-minted communications professional. As a Search Engine Optimization Specialist for Solid Cactus and published freelance writer, Mandy is no stranger to compelling storytelling. When she’s not at her laptop or in the classroom, you can usually find her in the kitchen. Cupcakes are her specialty. Follow Mandy on Twitter at @mandyboyle or visit her website (http://mandyboyle.com).