I think back on my incredibly fun 15-year communications career and there were several difficult job experiences that stand out to me. I recall certain positions where I was distracted, stressed and sometimes in tears at the hands of ineffective leaders who gave me some good reasons to seek better and more lucrative job opportunities. While some of these examples were difficult at the time, they ultimately allowed me to become a better overall professional and leader for my current staff.

I’m sure you have many lessons of your own, but here are some of mine that I think are valuable.

LESSON 1: Failure to address bad behavior will make you lose credibility in the eyes of your team:

The Situation – Imagine that a colleague of yours, who is technically a superior, comes to the office intoxicated and decides to sleep it off on the floor of his office, or attempts to bill a month’s worth of lunches to a client. Then imagine there are no repercussions. How you feel about the head of your department or company?

My Take Away – Take immediate steps to stop the behavior or terminate the employee. Failure to do so will make you lose credibility in the eyes of your staff. This one is so important because leadership’s inability to deal with unethical and unprofessional behavior destroys morale, distracts staff from their jobs and creates a culture of low performance and hostility.

LESSON 2: Mentoring and teaching junior staff to be great professionals is part of your job and builds a stronger organization:

The Situation – You’ve been given a task that you’ve never done before and the person who gave you the task claims to be too busy to give any direction, and complains when said deliverable is not correct. Talk about being set up for failure by someone who should know better.

My Take Away – Teaching and mentoring should be part of your job. If you want something done right the first time, and consistently right moving forward, spend the time on the front end to clearly explain the context of the assignment and expected results. It will be time well spent. This doesn’t just stop at specific projects, it also extends to professional conduct and career paths. Teach your junior staff how to act in a meeting, how to answer the phone, what to wear and how to interact – if they need it.

LESSON 3: Giving clarity about roles and expectations eliminates confusion and improves work quality:

The Situation – This one is slightly different from being a good mentor but just as important to young professionals who are not in a position of leadership. I’m sure that some of us have been in professional situations early in our careers where no one on your team had a clear role— and in the worst case scenario key pieces of a project didn’t get done correctly. I clearly recall getting sloppy directional emails from a supervisor to our team with no solid assignments and no project lead in place to delegate the tasks. The boss was unwilling to step up and be that critical mid-level manager, and the results showed.

My Take Away – Situational leadership is wildly important. Your team’s experience level will dictate how much you need to delegate and what expectations you have. Simply put: ensure that members of your team know what pieces of a project they own. And when they own it, it means they are moving it forward, know the status and can report on the progress at any given time.

LESSON 4: Getting out of the way and letting talented staff “show you their stuff” builds trust:

The Situation – Micromanagers. We’ve probably all worked for one at some point in our career. They not only want to give you the assignment, they want you to tell you how to complete the project—Every. Painful. Step. Of the way. To me as a mid-level staffer it made me think two things: this person has no trust, and likes to work 70 hours a week because they can’t effectively delegate. I almost felt sorry for this person.

My Take Away – Give clear direction and a deadline, then back off. (Or insert yourself when you need to). This is the number one positive feedback I’ve received from my team. I’ve been told by staff that they value how much I allow them to spread their wings and grow because I’ve challenged them to make decisions and find solutions. It’s what makes works fun.

Do you have other lessons to share?  Post a comment.

Elizabeth Castro is a senior vice president at O’Malley Hansen Communications (OHC) in Chicago (www.omalleyhansen.com). OHC has developed social media strategies and manages Facebook communities for national brands. You can follower her on Twitter at @Eliz_Castro and @thecommsblog.

We all know how important it is to build and grow your personal brand, but when you’re just starting out, it can be tough to figure out just what you should be doing to establish a solid reputation in the industry. So, to help out young professionals who need to start building a brand, here is the first in a series of posts on personal branding and what it means for you as you go through college, internships, and eventually, that first job in the industry.

Where do you begin? Well, let’s start with one of the most important facets of personal branding: your online reputation.

Your online reputation has huge value in today’s job market, especially if you bring something positive to the table. If you happen to have an established brand online, plenty of content you’ve created, and a demonstrated sense of community, you might find yourself with a great advantage over other applicants for a fellowship, internship, or job. But if you have a tarnished online rep, well, let’s just say that your bad reputation can follow you further than just your computer screen.

Where Can I Start?

The best place to start managing your online reputation is by thinking like an employer.

Employers usually start in the same place you would when looking for something: Google. Search engines are the easiest way to access a wealth of information about a potential job applicant. Photos, social media updates, blog posts, comments on websites, and even past employers can be found when you search someone’s name. To safeguard yourself from any branding surprises, be sure that you’re taking the time to search yourself. See what’s out there about you and go from there. If you see something embarrassing or potentially controversial, remove it or request to have it taken down.

Prospective employers also take a look at social networking sites like LinkedIn, Facebook, and Twitter to get an idea of what the applicant is like. They’ll see who your friends are, what photos you’ve posted, and what your status updates look like. Are you using profanity? Do you have interests that make you a good fit for the corporate culture? Are you optimistic or pessimistic in your status updates? Employers want to know how you’ll fit in with or represent their organizations if hired. Social networking sites are a great place to research someone because they’re often a place where one feels most comfortable being his or herself.

In addition to social networks, employers also look through photo and video sharing sites (YouTube, Flickr, etc.), personal websites, blogs, online forums, online communities, and even some gaming sites. Basically, they want to get a better idea of who you are and what things, good or bad, you can bring to the organization.

How Can I Manage My Online Reputation?

Managing your online reputation isn’t just a set-it-and-forget-it kind of thing. It takes some time and effort, but it can definitely pay off during that search for the perfect job or internship. When developing your rep on the web, it’s best to keep in mind these key tips and strategies from recruiters, industry professionals, and even fellow job seekers:

• If you can’t delete something, compete with it. Search engines love fresh content, so if you find yourself with some unfavorable results coming up when you search your name, start creating. Start a blog or publish articles. Share information and get active on social media sites. Start participating more in online communities. The more active you are online, the bigger the digital footprint you leave behind. With some time and effort, you can drive down those negative search engine results and start rebuilding a tarnished reputation with things that can make you look even better in an employer’s eyes, like insightful blog posts or well-produced videos.

• Be mindful of other people in your network. It’s one thing to manage your privacy settings on social networks, but remember, you have no control over what others can do as your friend, follower, or connection. If you have a friend that likes to post controversial statements on your Facebook wall, let that person know about it. Have a family member that enjoys posting embarrassing photos? See if they can hold off on publishing that picture of you in the bathtub. Let others know what you do and don’t want being associated with your online identity.

• Show your knowledge by being active online. Having a Twitter account is great, but you have to keep it updated. By participating on social networking sites regularly, not only do you strengthen your reputation as a good communicator, but you also create more opportunities for networking with people in your industry. Just be sure that you’re offering value. Don’t just tweet about what you ate for lunch. Comment on news stories. Share valuable links. Have conversations. Demonstrate that you know how to use social media to communicate with others effectively.

• Clean up your profiles. Before you send out resumes, give all of your social media profiles a good sprucing up. Make sure things are accurate and updated. Delete the inappropriate photos, status messages, and comments. Tell your friends to hold off on filling your wall with Texts From Last Night. Remember – your profiles will be under the microscope if you’re considered for a position.

• Take control of your online reputation by starting a blog or building a website that uses your name as the domain. Not only will it rank well in search engines, but it’ll also give you a chance to show off your resume and portfolio. Who knows? Maybe an employer will come to you, especially if you take the time to interact with them prior on a social network like Twitter, Facebook, or LinkedIn.

• Make it a habit to Google yourself once a month or so to see what others are saying about you. It’s so much easier to manage your reputation if you know exactly what others are seeing when they search for your name. There are also dozens of tools out there that can help you monitor what others are saying about you online.

What other tips do you have for online reputation management? Is there anything else young professionals should be aware of when building up their personal brands?

About Mandy Boyle:

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://www.mandyboyle.com).

Searching for a new opportunity can be the norm when you’re a young communications professional, but don’t expect to go anywhere unless you have a solid resume. Consider your resume to be a gateway. If you want to land an interview or even get a call back from an internship inquiry, you have to depend on this 8 ½ x 11 inch piece of paper. It’s your introduction into the professional world. 

When crafting communications-focused your resume, remember that first impressions always count. Be sure that your resume stands out and sends the right message by following these five tips:

1.)    Eliminate the clutter. Most people who have the honor of glancing through resumes do simply that: they glance. You only have a few seconds to catch someone’s attention, so use your space wisely. Focus on only the most important stuff. Be clear and concise. Filling up your resume with fluff can mean that once your resume hits someone’s desk, it’s a quick trip right to the trash pile.

2.)    Spell check and grammar check. You’d be surprised at how many young professionals neglect to do this. Double, triple, and quadruple check if you have to. Better yet, take your resume to a writing center or career development office on campus and get a professional’s input. Eliminate any leet speak and emoticons (it’s just unprofessional). Clean up the language to give your resume a more active voice. Keep it crisp.

3.)    Include social media. If you’re looking to get a job in communications, social media experience is going to be key. Let your prospective employer know that you have the skills needed by sharing links to your social networking profiles, blog, and YouTube channel. Get rid of any questionable photos, status updates, and posts. If sending your resume electronically, put it in a PDF format with clickable links or buttons. It makes your life – and the employer’s life – so much easier when it comes to demonstrating expertise.

4.)    Ditch the template. Recruiters, employers, and interviewers have seen those Word resume templates a million times over. Really show that you want to make an impression and be creative with the presentation. Remember, you only have a few seconds. Create your own resume in a desktop publishing program from scratch, or see if you can have a graphic designer friend create one for you for free or a small fee. The investment of time (and maybe a little money) is definitely worth it.

5.)    Consider keywords. It’s sad but true; many resumes go unread completely. Instead, they are scanned into a computer and searched to find certain keywords that pertain to the job or internship that’s available. Without those valuable key words, consider your resume tossed. When drafting your resume, keep those keywords in mind by studying the position description and considering the skills required. Did you know that “leadership”, “problem-solving”, and “oral/written communication” are some of the most sought after keywords?

What are some of the resume writing tips you’ve found to come in handy? Any words of advice for young professionals looking to make a great first impression? Post a comment here.

About Mandy Boyle: 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).

When first beginning our college careers, some of us were faced with this dreaded question:

“So, what do you exactly do with a communications degree?”

If asked, you probably felt a little embarrassed because you didn’t quite know what you wanted to do. Some of us know right from the start, but as our education and experience progresses, we tend to change our minds. Maybe you were thinking about public relations in the fashion industry but discovered your true calling is community relations. Maybe you discovered your passion is in production. Maybe you just weren’t sure if your focus wanted to be marketing instead of advertising.

That’s the beauty of a career in communications. Unlike many other industries, you have choice and a variety of focuses in which you can stretch your legs and develop your talents. As a young professional, the job outlook may be competitive, but it’s most definitely varied.

Let’s take a brief look at some of the most common career focuses in communications:

Media Relations: This is the area of communications that most people associate with public relations. Media relations involves developing strong connections with the media on behalf of your client in order to secure coverage. You’ll pitch, write, and pitch some more as you look to gain exposure for your client’s brand, products, or services.

Government and Community Relations: Facilitating two-way communication between a government and the community it serves can be difficult, but that’s the beauty of government and community relations. If you’re passionate about civic involvement and want to serve your country, state, or local community, this may be a strong fit for you.

Public Affairs: Relaying policy messages and serving as a bridge between the organization and the media is the chief function of a public affairs communicator. Governments, non-profits, universities, and many businesses use public affairs officers to ensure that the right information gets to the right destination.

Crisis Communications: BP and Toyota have something very much in common: the need for professionals in crisis communications. Should you choose to focus yourself in this high intensity area of communications, be prepared to communicate with a variety of constituent groups under pressure to minimize damage to your client’s brand. Organization and a cool, clear head will be key.

Digital Media: Are you passionate about technology? Then digital media might be the best fit for you. In this area of communications, be ready to engage and interact through video, web, podcasting, interactive advertising, and other various media.

Social Media: If you’re the kind of person who loves to have conversations, then you’ll love taking part in the social media sphere. Should you choose to engage yourself in social media communications, you’ll need more than just savvy with the platforms. You’ll also need to know how to build, engage, and grow a community around a brand.

Marketing Communications: Communicating to consumers is the chief function of a marketing communications professional, so it’s important to know how to best convey the brand itself, value propositions, and other important information through a variety of media channels to drive sales. You’ll use a blend of marketing, advertising, and public relations to get your message across.

These are just a few fields one could go in with a communications degree, so feel free to explore them and more to find the one that’s best for you. But no matter which field you choose, it’s important that you have the right skills to get the job done. Every communications professional who wants to succeed must have:

• Strong writing skills
• Knowing how to develop relationships with media and properly pitch
• Social media experience
• Strategy development
• Leadership and management skills (know the difference)

Having all of these skills will give you a competitive edge when it comes time to enter the professional world.

So, in the meantime, if you’re not quite sure of where you want to land when you hit the ground running, continue to develop these valuable skills. No matter where you end up, they’ll undoubtedly make you a valuable asset to any organization.

 About Mandy Boyle: 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).

If you’re trying to land a position in communications, you need to have a portfolio; it’s just that simple. In my previous interviews with Deirdre Breakenridge and Gini Dietrich, these PR pros gave their insights on what makes or breaks a great portfolio. Taking their advice into account as well as the advice of other communications professionals, here are 10 tips for making your online portfolio stand out from the crowd.

1.)    Keep things simple. When putting together a portfolio, it can be easy to get carried away with putting in samples of work. Sometimes, you just want to include everything. However, you need to make sure that include only your best work. Choose 10-15 samples or show several campaigns. The key is to choose work that fully demonstrates your expertise.

2.)    Have a clear idea goal. Do you want to obtain a position in a particular agency or area of communications? If so, what pieces would a potential employer look for? Have a clear idea of where the portfolio is going and how it’s targeted. Play to strengths that can fit in well with the position you’re applying for and put together a portfolio with your goal in mind.

3.)    Make your portfolio accessible. Everyone agrees that digital portfolios can be much easier to find and navigate and if you want your talent to be found, and be prepared to share the portfolio in as many places as possible. Upload it to Scribd and display it on your website. Include links on your Facebook or Twitter pages. Add a link to your email signature. Just make sure that it’s easy to find and navigate. Can’t put it online? At least make it a PDF, which can be read by just about any computer.

4.)    Demonstrate your unique talents. Have experience making videos? Love audio editing? Passionate about graphic design? Find a way to show that in your portfolio by making it engaging to the senses. If your portfolio is digital, feel free to link to some of your best designs, videos or clips. If it’s not digital, include information on where to find some of your more sensory samples and be sure to make everything look neat. Show your personality but do it professionally.

5.)    Turn your portfolio into a website. This is a great way to ensure that all of your talents are showcased while making your portfolio as interactive as possible. Show off your web design skills with a sick layout. Then, upload your work samples into a cool gallery. Show off your writing chops with a built-in blog and About Me page, then finish everything up with a strong call to action and a copy of your resume. Display your knowledge of new communication technologies by syncing up your social media profiles with your site, adding a few podcasts, or even embedding video. Just make sure your contact information is correct and easy to find. Interested in giving this a try? Check out this post on Smashing Magazine for online portfolio tips and tools.

Do you have any other tips for young professionals and their online portfolios? Feel free to share them with us!

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).

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).

If you’ve read the Young Professionals Guide to Internship Interviews, congrats! You’re well on your way to being prepared for that first foray into the communications industry – but let’s take things a step further.

I recently had the opportunity to get some insight from one of the best communicators in the biz and I can’t wait to share her interview.

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. Oh yes, and she actively contributes to the #PRStudChat on Twitter. If there’s on PR pro you want to ask about what it takes to succeed as an intern in communications, it’s definitely Deirdre.

When I asked Deirdre to give some insight into how interns can make the right impressions during interviews, I was amazed at all of the great tips she gave and simply had to share. (My questions are in bold).

First off, it’s fabulous that you donate so much of your time toward educating young PR professionals. Is this something you feel all communications professionals should do?

Yes, giving back to a profession, which has given so much to us, is imperative to the growth of our industry.  Communications professionals will reach a certain point in their careers, and, as busy as they may feel, I believe they need to find the time to educate and invest in students and young professionals (who will be the future leaders in communications).

How can communications professionals help prospective and current interns?

There are several ways that we can help interns, before they come on board for an internship and while they are assisting us.  For example, I think it’s great when a practicing professional agrees to an informational interview with a student.  You should take the time to give at few hours or more if your schedule permits to discuss the “real” business of PR and communications.  You can also have a student shadow you for a day or two.  I did this with Mikinzie Stuart, who was a senior at Ferris State University, at the time. Mikinzie visited with me and my agency, Mango!, in March of 2010.  She spent a couple of days going to client meetings, participating in conference calls and attending networking events. The learning experience was fantastic for both of us. 

The other way to help an intern is on the job training.  Show an intern as much as you can about your role and responsibilities within an organization.  It’s amazing how much an intern wants to learn and how he/she can get involved.  It’s up to you to make sure that the intern is included in daily PR/communications activities.  It’s  also important to remember that interns are on board to get as much experience as possible.  However, without support, guidance and helpful critique, they will not know if they are succeeding in their training.  Be open and honest, and let them know when they are doing well and what needs improvement.  It’s best for interns to learn early on about the gift of criticism, especially as they grow in their careers.

Now, what kinds of experience do you look for in a prospective intern?

With respect to experience, I look at an intern’s involvement in school projects, how he/she gets involved in activities beyond the classroom and also what he/she has done with respect to other internship programs.  Regardless of their educational experience or extra curricular activities, if they exhibit a passion to learn, and have the drive and determination to help, then this attitude will definitely open doors. 

Name five traits you look for in every applicant.

The five traits I look for in every applicant include:

• Confidence
• Strong drive and positive energy
• Good speaking skills
• Good writing skills
• Passion to learn

Now on to resumes. Should resumes be on paper or digital? Do interns need to send a cover letter?

I think that you still need a cover letter and at times, a paper copy of your resume (depending on the individual preference of the interviewer).  For example, it’s great to send a digital copy of your resume, when you first get a point of contact within my agency.  We’ll pass along the digital copy of the cover letter/resume to review the prospect’s information.  But, if you are interviewing with me in person, I don’t mind reviewing the print version of your resume too, which gives me insight into how you present your capabilities (right down to the paper you choose). Now, that doesn’t mean printing multiple copies (I do like to save the trees). I just want to evaluate how you handle the traditional and digital presentation or your qualifications. 

Is it best to email a resume or mail a physical copy?

It’s best to provide a preview of your resume digitally before mailing or presenting a physical copy in person.  There is no sense in sending a paper version, if the digital copy doesn’t spark interest.

Have you ever had an applicant send you a video CV or other creative introduction?

I don’t think I’ve ever had an intern send a video CV or another type of creative introduction.  I would welcome any kind of creativity to get my attention, as long as it’s wrapped with the five traits that I mentioned above, and these traits really shine through.

OK, so a prospect has made the cut and it’s time for the interview. What should the prospective intern be doing before the interview?

Great question and very valuable for the prospective intern to learn.  If the individual makes the cut, then he/she should schedule the interview with enough time to do plenty of homework on the company and the interviewer.  The homework should include researching the following:

1. The company’s website

2. The company blog

3. Recent publicity on the company or news about the industry

4. Executive profiles (the key players in the firm)

5. The person who they are interviewing with (so if it’s me you should check out my author’s blog, PR 2.0 Strategies, as well as read the write-ups on my books to get the gist of what they are about).

6. A few of the company’s clients, partners, and/or associations, if they are included on the website

Try to find out as much intelligence as you can and even ask questions to show interest in what you’ve researched.  This always opens my eyes to someone who takes the time to learn, even before they get the internship position.

How can an intern make a good first impression when he or she walks into the interview?

The best way to make a good impression is your overall appearance and presentation of information. You should be professionally dressed (at least until you know the organization and the dress code) and be very organized with your materials. Walking in with confidence and sharing materials that are neatly arranged in a portfolio show a sense of pride in your work.  When you come in disorganized, it could be a reflection on your future performance.

In addition, a good strong handshake and a friendly smile really says a lot too, in terms of your confidence and personality.

Can you give some examples of questions you always ask in interviews?

A few of the questions you can expect from me are:

• What do you want to learn from this internship?
• Why did you select our company?
• How do you handle deadlines and a fast paced environment?
• Can you handle multiple tasks? Give me an example of a challenging situation where you’ve managed several things at once (this could be personal or a school project).
• Who has influenced you the most in your life?
• How do you think you can help us?

What about dress code for the interview? Should all interns go with a standard black suit or should they feel free to show off some personality? 

I’m not sure it matters if it’s a black suit, a blue suit or a brown one.  It’s the overall professional presentation.  You could be wearing small checks or stripes, as long as your appearance is neat and you look prepared.  In addition, your personality will come through in many ways, from the colors in your outfit, right down to the shoes that you wear.  I also think a big part of your personality is realized when you look someone in the eyes, give a friendly smile, and extend your hand for a handshake.

Have you seen any interns who have crossed the line in terms of dress code?

I’ve seen interns cross the line by dressing down for their first interview.  For example, if you dress like it’s a summer Friday, you risk not being prepared for your first meeting.  It could also be a day when the entire office is wearing suits, because a corporate client is visiting the offices.  At Mango!, even though we are a fun, progressive communications agency (so yes, jeans and black work well with us), you just never know who will be stopping by, on any given day.  As a best practice, you should dress for success until someone explains the dress code to you.

Stay tuned for Part II of the interview with Deirdre Breakenridge next Monday!

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).

One of the greatest things about the field of communications is that the opportunities are vast. You can go in any direction: corporate, consumer, non-profit, marketing, public relations, public affairs – the list goes on. Even in a tough economy like the one we’re experiencing now, I’ve continued to see friends and former colleagues change jobs and find new opportunities. Change is good, especially if you’re looking to grow your young career. I’m a big believer that unless your employer can provide you with growth opportunities as a young pro, you should look at your first few job experiences as stepping stones to bigger and better things.

As a young pro I historically changed my place of employment approximately every three years.  Now I’m not saying that staying with one employer long term is a bad thing, especially if they allow you to grow at your own pace. If you’re lucky to find an employer that can provide you with an amazing career path, by all means take advantage of it. But by and large, I learned that changing my place of employment provided some incredible opportunities I would never have experienced if I didn’t step outside of my comfort zone.

Here are the benefits to moving on and how to tell when it’s time:

Culture Fit – Your place of employment has to offer a culture that is aligned with your values. If it’s not, you could find yourself frustrated and distracted from performing at your highest levels. But it’s actually good to experience working for an organization that isn’t a good fit. It shows you what you don’t want.  And if you decide to work on the agency side, it can expand your understanding of your future clients. For example, I worked for an organization where most of the employees were 20+ year veterans and weren’t accustomed to change. Later in my career I had the opportunity to advise a client on employee engagement and change management issues that shared a similar culture. It was incredibly valuable for me to have had that experience first-hand because I understood the communicators’ challenges.

Professional Growth – I can vividly recall working for an organization where the focus was on the bottom line rather than the quality of work or new ideas. I thought to myself, “If I stay here, I won’t learn anything new.” Really, my biggest fear was that the world of communications was changing and my employer wasn’t changing with it. I worried about becoming a relic in the industry. If you find yourself working for an employer where you’re encouraged not to try new things, after you’ve learned what you can, move on.

What’s Your Management Style? – One of the hardest questions for a professional to answer is, “What is your leadership style?” Great leaders have had the opportunity to work under different managers who showed them effective leadership qualities, or even poor leadership. By working for a variety of other professionals you have the opportunity to gather leadership qualities you think are effective and apply them to your own style as you grow and move up. This is especially important in communications as implementing robust public relations, marketing and social media campaigns rely on team work. To be successful, you’ll need to effectively inspire and delegate.

Move Up  – This is a big one for me. Have you ever had a job and thought, “I’m bored and I know I can do more.” Unless your employer can provide you with greater opportunity for advancement, after a few years you’ve probably mastered your job and it might be time to move on and hopefully up. But just making a change alone isn’t necessarily the right approach. If you want to continue to advance, apply for positions that have incrementally more responsibility. In your existing career, be strategic. For example, if you don’t have staff that report directly to you, volunteer for projects that put you in the lead so that you can show your ability to manage others to future employers.

Time for a Raise – Money is pretty important and don’t let anyone tell you otherwise. One of the best ways to grow your salary at a faster rate is to change jobs. One of my job changes about mid-career nearly doubled my salary, which totally changed my perspective on my earning potential. There is no way that I would have ever made that kind of leap at the previous job.  Of course be realistic about what you’re worth. But your salary level directly connects to the idea of professional growth. If you truly believe that it’s time to move up, your salary will move up with it. You just need to decide if that’s what you truly want.

Elizabeth Castro is a vice president at O’Malley Hansen Communications (OHC) in Chicago (www.omalleyhansen.com) and the editor of TheCommunicationsBlog.com. OHC has developed award winning public relations and social media campaigns for national brands. You can follow her on Twitter at @Eliz_Castro and @thecommsblog.

You’ve probably heard the phrase, “don’t judge a book by its cover” a million times, but when it comes to making a good impression at your internship interview, the cover is just as important as the pages inside.

So where can you find out what others look for in an intern? Well, I posed the question to some communications pros on Twitter, Facebook, and LinkedIn (ah, the power of social media!). When asked about what they look for in a prospective intern applicant, quite a few communications professionals shared their expectations, impressions, and best of all, advice for those seeking to land a position.

If you’re competing for a coveted internship spot, it’s important to come prepared. These tips from communications pros are sure to help you as you seek out internship success.

Preparing for the Interview

One thing rang true in all of the responses I received: come prepared.

“Learn the culture of the company,” said Casey Ficum, a Product Marketer at Acxiom Corporation. “To put it simply, the communications industry is not like the rest of the corporate world.”

Do your research about the company, the position in question, and offer a portfolio as a demonstration of your potential and experience. Portfolios can be either digital or in a physical book, but be sure that it contains samples of your absolute best.

Be sure the portfolio displays a variety of work so that the interviewer can get a better feel for how your skills can apply to the position. For example, if you’re applying for an internship in a PR firm, show off your writing, design, marketing, and social media chops with a variety of pieces. If you’ve worked with clients before, let them know!

Also, make sure that your resume and CV are neat, well-written, and updated. Give experiences relevant to the internship position and show the interviewer what you have to offer.

“I also find newsroom experience extremely attractive,” said Lori Russo, the Managing Director at Stanton Communications. “A candidate who walks in the door with a semester of experience in a TV or print newsroom automatically has a leg up on the others.”

Finally, be prepared to be questioned on your portfolio, CV, and resume. You may even want to do a few mock interviews before the actual one to feel a bit more prepared. NEVER lie on your resume, CV, or portfolio. Just don’t do it.

Dressing for Success

Now, down to business: dress code. This is a hot topic among young professionals and employers alike. What should the dress for the interview be? Can you look professional while still maintaining your own unique sense of style?

“I look for professional attire. I’ve always erred on the side of conservative dress, so I expect to see candidates, even interns, in a suit,” said Russo.

“Dress neatly, well-groomed, smart-looking, business professional or business casual,” said Frank Feather, Business Futurist and President of Glocal Marketing Consultants.

“As professional as possible,” said Dolores Nolan, Vice President, Membership at the Radio Advertising Bureau. “A little something special to show personality and style is great. Tie with style. Interesting jewelry. Also, clean, polished shoes please; will show attention to detail.”

“Women should be certain that the skirts or dresses are not too short or revealing. Men, please make sure that your ties do not have any stains,” said Annette Malave, Vice President, Business Development at the Radio Advertising Bureau. “Those laundry commercials are correct – sometimes a stain on a shirt, tie or dress can be louder than the words you are saying.”

And there you have it.

During the Interview

Always be courteous and friendly to everyone you encounter on the way to the interviewer. Everyone from the administrative staff to the interviewer will be taking note of your demeanor. Greet the interviewer with a firm handshake and a smile.

“A smile can be a great icebreaker – it can cheer up someone’s day,” said Malave. “Handshake – this is what I consider the first sign of someone’s confidence.”

When entering the interview, be prepared to be asked about all of the materials you submitted. If you practiced your questions, you’ll feel a lot better when you first get into that chair. But at the same time, be mindful of your mouth. Communications pros love it when you give great, full answers to questions – but don’t go too long. And don’t interrupt the interviewer when it’s his or her turn.

“Remember: The person doing the interview is always looking at you and wondering: Do I feel confident that this person could meet with an executive and create an immediate positive impression?” said Malave.

Stay as professional as possible, but don’t worry – they know you’ll be nervous.

“You’ll be nervous, and that is to be expected. But remember, we are all judged by others in a matter of a few minutes. That might not be fair, but it’s just the way it is,” said Nolan. “So, put all you got into preparing yourself to make a great first impression! If nothing else, the interview process is a great way to become more socially adept and meet new people.”

Show ‘Em What You’ve Got

You’re in the chair, ready to show what you have to offer. What can you do to make the right impression?

“With regard to substance, I like to see someone who has a grasp of how traditional and ‘new’ media play a role in communication and ideally has thoughts about where things are going,” said Russo.

If you’re entering the communications industry as an intern, you already have an interest and knowledge. Let the interviewer know what you know, especially if you’ve had prior experience with another company, communications firm, or executive.

“Work on your elevator pitch: degree, school, professional aspirations,” said Nolan.

Note conferences you’ve attended. Give details about what you hope to learn from the internship experience. Use the interview as an opportunity to get some feedback on your portfolio. Who knows? Maybe the interviewer will give you a tip that can change the entire course of your career.

Also, always be looking for ways to demonstrate your knowledge and experience.

“The only thing that impresses these day is when a candidate has a blog and/or YouTube channel,” said David Meerman Scott, author of The New Rules of Marketing and PR. “Start marketing yourself right away so that when you graduate, you have years of content on your blog. Having a well-done blog is much more important than a resume to get that first job.”

“Above all, be yourself,” said Nolan.

After the Interview

Thank the interviewer for his or her time and be friendly and courteous to everyone you encounter in the building as you leave. You never know who may be making the decision about your position.

Then comes the time for follow up. As soon as you get to a computer, send a thank you message to your interviewer. Or, give a phone call a few hours later or the next day.  If you really want to make a strong impression, go for a much more traditional approach:

“Follow up with hand written notes through old-fashioned post to anyone you interviewed with or gave you a business card,” said Nolan. “These days, that will stand out.”

Then, comes the wait. If you don’t get the position or hear back, continue to be as courteous as possible toward the company. You never know when you may get another chance. Always thank your interviewer for giving you the opportunity to meet with the company and express an interest in working together in the future. If you get the position, congrats! Be sure you arrive on time, express enthusiasm, work hard, and take things seriously.

“Interns should take their internships very seriously and consider it as potential opportunity for employment upon graduation,” said Lisa Pretko, Publisher of The Back Mountain Community News. “Many times interns leave great impressions on a company and upon graduation, are offered full time employment.”

You’ve heard the input from the pros. You have the tips and tools to walk into an interview with confidence. Now, what’s your take? Do you have any additional tips and experiences to share when it comes to internship interviews? Do all of these tips ring true? What about your own experience as an interviewee?

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).

My love affair with communications started like most. I stumbled into it, found out I was good at it, and decided to stick with it. But that’s not what this post is about. This post is about how I came to be a young professional; how I came to be a communicator.

Most college students enter their programs of study with a goal in mind. In my case, I wanted to be a journalist, and may have even become one (no disrespect to journalists out there) if it weren’t for a parade of very special people who started to show me that there were other perspectives than my own. That is what this post is about: mentors.

Every young communicator needs to interact with  and learn from seasoned professionals. It simply has to happen. Mentoring is one of the most unique and important aspects of career and personal development and young communicators shouldn’t be left out of the professional circle.

What Mentoring Means to a Young Communicator 

Well, for starters, a mentor acts as a sounding board. When you have questions about a campaign or thoughts on a media strategy, your mentor can often offer insight and perspective. Not all learning in communications can come from textbooks. Mentors give you a real-world view of what it’s like to work in the industry. They tell you the truth about what you’re doing and give practical advice on how to survive once you’re out in the real world with a piece of paper and a whole lot of hopes and dreams.

 Having a mentor also:

• Lets you make connections in the industry.
• Teaches you humility (if you get a good mentor who can keep you in line).
• Keeps your mind fresh.
• Affirms you’re on the right path.
• Inspires passion for the industry.
• Teaches you to go beyond what’s in the textbook.
• Gives  you access to professional (and sometimes personal) advice when you need it.
• Opens doors to prospective jobs or internships.
• Gives you the chance at long-lasting professional relationships.

Now, these are just a few of the benefits. The point is that any young professional can benefit from reaching out and making that connection.

Mentors Come in All Shapes and Sizes

When you think of “mentors”, you probably picture someone who has made an impression on you. Maybe it was a coach or a family member. Maybe it was a teacher.

Mentors aren’t uniform and they don’t fit a specific set of criteria. They come from all different walks of life and career paths. Maybe they’re not even in communications. Usually, they come into your life unexpectedly. What they do have to offer is the same: a different take than your own.

When seeking out a mentor, look to find someone who can teach something you want to learn. For young professionals looking to start a career in communications, seek out people who have experience in the industry or are familiar with what it takes to succeed in it. Find people who are knowledgeable and willing to share their perspective.

 Finding Mentors

If you’re a young communicator, you can find mentors in a variety of places. Stuck? Here are a few suggestions on how to track one down:

• Ask a professor.
• Call or email an advertising or PR agency in your area and ask to do some job shadowing.
• Attend a conference.
• Ask your friends about their mentors.
• Network at a local professionals meeting.
• Use social media to make contacts on LinkedIn, Facebook, or Twitter.
• Read and comment on blogs and books by communicators.
• Participate in online communities and conversations, like #HAPPO and #PRStudChat.

Mentors don’t have to be people you spend tons of time with. They don’t even have to live in the same state. You can form relationships with mentors at varying degrees; there’s no set rule on how much or how little you have to interact. Look to connect with people who can offer you solid advice, experience, and connection on a basis that is comfortable for you both and go from there.

Professionals: This Is Your Gig Too

If you’re a professional, dedicate your time to being a mentor, even if it’s in little ways Give advice. Get involved in the #PRStudChat. Answer questions on LinkedIn from students. Offer to be guest speaker at a local college. Work with interns. Having experience in the communications industry is great, but that experience only goes so far. You have to share it. Your expertise can make all the difference in the lives of future communicators who may enter the industry as I am now. 

Make sure we’re prepared.

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).