8 Tips for Getting the Most Out of Class

In 24 hours, my Marist College class covering journalism, PR, social media and life will meet for the first time this semester. With the new academic year now underway, here are some thoughts for students on what makes for a great classroom experience.

First, show up. Yes, my class meets at 6:30 p.m. and continues until 9 p.m. and I do not take a break in the middle. However, in all likelihood, you won't be too tired to go out after my class lets out. Heck, at 9 p.m., your evening is barely getting started. I put a lot of effort into each of my class sessions and I expect students to do the same.

Second, pay attention. That means not checking your email, looking at Facebook, or drafting your next tweet, unless it's about something going on in class. It's easy for me to find out whether or not you're paying attention. Just one example. You ask me a question about something someone else just asked and for which I gave a five minute response. There are other ways I know you're not paying attention, but I won't divulge those.

Third, following up on the point above, ask questions or give an opinion. I do not necessarily have to agree with you. We can have an honest discussion and perhaps learn from each other's point of view. However, be prepared to back up whatever point you're making. Your future bosses will expect that, too.

Fourth, hand in assignments on time. Hundreds of students over the past 20 years will tell you that I do not accept an assignment even one second late. A deadline is a deadline. If your boss asks where your work product is and you say, “Oh, I went out last night and didn't get home until 4 a.m.,” have your resume updated. You'll need it.

Fifth, get to know me and allow me to get to know you. You cannot ask me for a reference and I cannot recommend you for an internship or job if you are just a name on the roster, sit in the back, never look up, never speak, never offer an opinion, never answer a question in class, never even say hello or goodnight, or in any other way show you care about what you're suppose to learn in class.

Sixth, do a little bit extra. Are you involved in a club or organization? Write a story for the school paper or write a news release to send to the media. Attend meetings of PRSSA and the student chapter of SPJ. It's not just to pad your résumé. It's an opportunity to give me something to talk about should I get a phone call from a former student to whom you have applied for a job...and whom you don't even know is my former student. And yes, she or he will call me if they even suspect you are or were in my class, whether you list me as a reference or not.

Seventh, when I bring in alumni or bring you to places where alumni work, dress appropriately, show interest, ask questions, network, say thank you at the end and follow up with a handwritten note or an email. I have brought my students to dozens of PR and ad agencies, corporations, newspapers and magazines, even the headquarters of Major League Baseball. When the presenters, nearly all of whom were my students, finish their presentations and ask you a question, please don't just sit there staring at the floor. I'll let you in on a secret. They're evaluating you as prospective new employees. One of them could offer you a job. Treat this as an opportunity to meet an advocate for your hiring and get the inside scoop on a possible employer.

Eighth, stay in touch. I have placed more than 200 students in internships and jobs over the years. I understand I may not be your favorite person. However, if I don't hear from you for three years and you send me an email that only says, "Can you review my résumé?" I will be less inclined to respond as quickly as I do to those who keep in touch with me on a regular basis and don't just write to me when they need a favor.

Are there other suggestions professionals in the field would recommend to current students? Please feel free to comment below.

One last thing...I am so grateful to my former students who approach me with job openings for current students or recent grads as a way of saying thank you for helping them. Students who graduated 5, 10, 15 years ago are now in positions where they can hire and they remember when someone helped them. Now they want to pay that back. I tweet those openings and put them up on LinkedIn and Facebook. Some draw a lot of attention while others are ignored. Whatever the result, I ask my former students to keep sending those openings to me. You know I will only send and recommend someone who has done the things I mention in this post, those whom I know will succeed and not disappoint you. Thanks for giving back to your alma mater and those who follow in your footsteps.

LinkedIn Etiquette: Woo Before You Pop the Question

It's again time for college seniors to send out résumés as part of the great job search. My most recent Marist PR class focused on branding oneself on social media. A student in the Marist PRSSA chapter, Tatiana Miranda, attended a talk I gave to the college's Emerging Leaders program a couple of months ago and asked me to expand on one of the areas I covered -- LinkedIn etiquette -- for the Marist PRSSA chapter's newsletter, "esPResso." Since I provided Tatiana more than she could include in her Real Advice column, I will share my thoughts on that topic here.

Think of LinkedIn as Facebook for professionals. That starts with your photo. It should be a head shot of you, professionally dressed. It should not be you at a party with your arm around a boyfriend or girlfriend, or worse, holding a beer. Your profile is your first impression upon a prospective employer. Think of yourself as a brand. What image do you want to project? Your name is your brand name. Your appearance, not just physical, but also written and photo representations, are your packaging. Always remain a professional.

You are transitioning from your current brand as a Marist student to what you want it to be: an account coordinator for a NYC PR firm, a cyber criminologist, or a media relations professional representing a nonprofit organization. Use your summary for that. That summary doesn't have to be in great detail, but it should create that bridge from your studies and internship experiences to the job or career you want after your graduate.Stay away from jargon and buzzwords. Be yourself. Again, remain professional.

Don't treat your LinkedIn updates like Facebook updates. Share information that is valuable and informative, not that you went to a great party or ate a bagel for breakfast. Have you read a blog post about job searches that you found was very helpful? Share it. Was there an article in the NY Times online that is in your field of interest? Share it. Are you attending an event that allows you to network with others in your field, or are you speaking at a workshop? Share that info. Don't just mention things, share links. People look at posts that include links more than they do when you just write a short statement.

Follow companies, agencies or organizations that are of interest to you. There are many, many groups of interest to public relations students and professionals. Connect to them. There is a PRSSA group, a Marist PR alumni and student group, and groups that discuss areas of personal interest. There are "influencers" you can follow. They often post great tips for students and people working in their fields of interest. For your first post in any group, start with a very brief introduction so others get to know you.

Link to classmates and friends outside of Marist. Link to alumni in your field. Link to people at companies or agencies or organizations at which you'd like to work. For some of these, you can connect because you share a common connection. For others, explain who you are and why you'd like to link to someone. People like to be flattered, but don't go overboard. Explain to your prospective connection that you are about to graduate from Marist and would like to expand your network of professionals to learn from practitioners who have become successful in their careers. If you have no connection to a person but are friends with someone who does, ask that friend to offer an introduction on your behalf.

Once you follow someone or some group, don't jump in right away. Observe before you participate. Get a flavor for the conversation before you join it. Share and be helpful before you ask for something. I'm pretty liberal about accepting requests for connections. However, if after accepting you start pitching me business or asking me for a job, I will delete you immediately. You don't introduce yourself to someone by asking him or her to marry you. You have to get to know someone first before you take the relationship to the next level.

Your profile will be viewed. With each passing day, LinkedIn becomes an increasingly valuable form of networking and job searches, not just for individuals, but for companies that look to hire people. Remember that your digital footprint is forever, so think before you post. Make sure there are no typos or grammatical errors. Ask yourself, would my boss -- or my grandmother -- be OK with what I wrote? One bad tweet, Facebook post, or LinkedIn update can undo years of image building and personal branding or destroy a career. Don't believe me? Google Justine Sacco.

One last thing...My husband Pete and I thank all who made donations to the Alzheimer's Association in memory of his mother, who passed away Christmas Eve. The national organization and local chapters, particularly the one in the Hudson Valley, report receiving thousands of dollars to support their work. We also received many letters and emails from friends who told us how their families have been touched by Alzheimer's. Together, we carry on and support those who will one day find a better way to treat, or better yet, prevent this dreaded affliction. Again, a deeply heart-felt thank you!

So, You Want to Do Good?

No, that’s not a grammatical error in the title of this post. This is about breaking into a field that allows you to do good things on behalf of others, the field of corporate social responsibility, or CSR. 

A couple of weeks ago, I noticed a discussion thread in the LinkedIn group “Corporate Community, Sustainability and Philanthropy” started by 25-year-old Erik Moss, who works for Catholic Charities in Dallas,Texas. Erik wrote, “I'm a nonprofit professional looking to get into the CSR field. Any tips on making that leap? Do most people start out in PR and then move over to CSR?” It was a good question that elicited several responses, including a couple from me and, with Erik’s permission, I’m sharing my mine with you.

I told Erik I entered the CSR field as a paid professional after more than 30 years in journalism and public relations. What helped me was a long-term involvement with community and nonprofit organizations. My career also included high-profile PR positions, which led to me being asked to join some foundation boards.

All of these experiences developed a profile that led a pharmaceutical company, through a connection there, to reach out to me to start their corporate giving and global philanthropy program. That's the other important aspect of this, or any job search – networking and maintaining contacts.

To learn more about this field, visit Web sites like The Chronicle of Philanthropy and the Council on Foundations to learn about CSR, foundation work, and philanthropy. LinkedIn also provides job openings in the CSR field on a weekly basis to members of appropriate groups, including the one mentioned above.

I also recommend being involved as a volunteer or board member of a nonprofit organization. That will help you understand how they operate. That will assist you when, one day, you are in a CSR position as a donor, cause marketer, or provider of engaged employees to volunteer. Such participation in the nonprofit sector will also help connect you to like-minded individuals who will learn of your interest in this field and see what you have accomplished as a volunteer or board member.

Erik raised a question about his age, with a concern that he would be too young to be considered for nonprofit board positions. I told him at 25, he is a prime candidate to serve as a volunteer board member. From what I have come to learn about him, he has energy, insight into his age group (and others, judging by his current work with parents and children), and he can help breathe new life into an organization.

Daniel Torres, a student friend of mine who recently graduated from Marist College, where I still teach, was elected to his school board at 18 and he is running for the New Paltz Town Board this year at age 23. At 21, I was the chair of our city's transportation commission. Local chambers of commerce have young leaders groups that help develop skills and connect them to their communities.

A good writer is worth his or her weight in gold to a nonprofit organization. With extensive layoffs in newsrooms and a diminishing number of traditional news outlets, prospective newsmakers are fighting for a shrinking number of coverage opportunities. You can help an agency develop a blog, a Facebook presence, or a Twitter account if they don't already have those. You can help them with an online newsletter or enhance their Web site. You can lead them to understand how to pitch stories that will get picked up by media, or perhaps even bypass traditional channels by using your social media skills. I told Erik not to let his age or anyone’s perception of him being “too young” impede him from making a mark on the community in which he lives and works.

My advice: pick a cause about which you are passionate and find an agency that has that as part of its mission. Is there a disease that has impacted your family? What about literacy? Is there a set of social issues about which you have strong feelings? I provided links to groups with which I've been involved, but there are thousands more looking for volunteers.

Erik brings another major skill to the table. He’s bilingual. How many companies, agencies, foundations, or other groups lack the ability to offer services or assistance or information in Spanish as well as English? I have two students in my Marist class this semester who are fully bilingual. My advice to any young person – or anyone for that matter – play to your strengths. We all have much to offer.

Career development takes time and while we can plan for our future, there are twists and turns along life’s path that catch us by surprise. Three years ago, I had no idea I would be in the job I am today, nor did I plan my career to develop as it did. Opportunities arise and you have to be ready to accept and take advantage of them -- and I mean "take advantage" in a positive sense. I also believe in karma -- you do good for others and that good is returned to you. That should not be your expectation. One should do something that is good just because it is good. However, if that good is returned to you through an opportunity, accept it with gratitude and grow with that new experience.

One last thing…After less than two months as a program coordinator at Catholic Charities, Erik was promoted to program supervisor, overseeing a staff of eight. That’s a sign of both who he is and what he can do. Those two aspects of one’s professional and personal life are complementary, so I have no doubt that whenever he decides to make the job into corporate social responsibility of philanthropy, he will land on his own two feet.

Networking Redux

Commencement season is over for the Class of 2013. Time for grads to find a job.

It was a good semester at Marist, with a number of guest speakers agreeing to come up for a visit:  Jake Tapper from CNN; Ryan Davis, then of Blue State Digital and now VP at Vocativ; Matt Soriano from the Council of PR Firms; Adrienne Sabilia of IBM, who brought a famed Big Blue researcher and a PR maven to discuss the results of a study of CEOs’ expectations of graduating college seniors and seniors’ expectations of the marketplace; Stu Shinske, executive editor of the Poughkeepsie Journal; and my husband, Pete Clark, a real estate agent now and formerly one of the top radio sales people anywhere.

As I do each semester, I also brought my class to Manhattan to visit two PR firms where my former students are doing great things. This year, it was Hill & Knowlton, home to David Barton, and Allison + Partners, to visit with Charles Leone.  David and Charles also had human resources execs and newly hired employees join our conversations.

In addition, my former student Andy Clinkman and his girlfriend Caroline Hughes came to hear Ryan Davis’s talk. Andy, at the time, had two entry-level job openings at Kel & Partners, the PR company at which he works in Boston.

These were all great networking opportunities for my students. 

If the concept is understood correctly, networking can provide great value when it comes to landing jobs, and ultimately help you take giant leaps forward in your career.

Networking is nothing more than building a relationship. Done well, networking benefits both parties. How can students network with guest speakers or during visits with alums? First, simply go up to the person, say hello, introduce yourself, thank the speaker or hosts for the taking time to meet with you, and ask for a business card. A thank you email the day after meeting someone reminds the person with whom you’re networking who you are. It also shows you are interested in maintaining contact.

Several speakers, including David and Charles and their co-workers, offered to review student resumes and cover letters. If someone offers to do this for you, take advantage of their generosity. It’s free career advice from professionals in your field. Just make sure what you send is perfect, no typos, grammatical errors, and in proper form.

Follow the person you just met on twitter and ask to connect on LinkedIn. Hold off on Facebook friending. That’s more of a personal social network. Stay professional. Let the relationship develop. You also may not want your new contact to see everything you post on Facebook.

Is there something you saw about your new contact’s company? Send a note to say you caught coverage of the firm in the news. Does your contact have a blog? Read it, Comment on posts.

All relationships require work to be maintained. What do you do with friends? You write, call, visit, go out for a meal or a drink. Networking is no different.

What should you NOT do? Don’t ask for something the first moment you meet, unless you’re invited to do so. When someone connects to me on LinkedIn and his or her first message tries to sell me something, I drop that link. Get to know me and what I do first before you go in for the sales pitch.

We all know the adage, “It’s not what you know, it’s who you know.” That is particularly true in today’s competitive job market. You need an advocate within the company at which you would like to work, someone who will raise your resume to the top of the pile, remind someone in the hiring process of your personal and professional qualities, and fill you in on company culture before you go for the interview. You still need the talent and passion to succeed at the job, but when you’re competing with 50, 100, 200 applicants for a single position, you need more than what’s written on paper to advance through the process.

Someday, you will become the person with whom someone wants to network. You may know of a job opening that is not of interest to you but would be of interest to someone else. I tweet many openings like that. They come from friends who asked me to help identify prospective candidates for the job. In other words, there’s a contact there for you. If the opening isn’t of interest to you, perhaps you have a friend, colleague, or former associate who may be. Pass the info along. Give before your receive.

I am a strong believer in karma. You help someone today and that good deed will be repaid to you down the line.

One last thing…I titled this post Networking Redux because I gave an example a year ago of a Marist student who mastered this art and turned a series of internships into maintained relationships that led him to land his first job. That Marist grad, Bryan Terry, recently celebrated his first anniversary with his employer, YNN, Time Warner’s all-news channel, and has been promoted for the second time. He is now video producer for CapitalTonight, a great job for Bryan, who eats, sleeps and breathes news and politics. Remember, networking gets you to a certain point in the process. You then have to prove your value. Bryan understands this. He epitomizes the 12 Rules for New Grads. The results speak for themselves.

A Case Study in How to Get a Job

With about a month to go until many students graduate, the search for a job should begin in earnest.  Actually, it should be in high gear. A typical hiring process could take a month or two…at least.  A job opening is posted and applications solicited.  Interviews must be scheduled and references checked before an offer is made.  The successful applicant then should give at least two weeks’ notice to his or her current employer.  If this is your first full-time, post-college job, you may still want a couple of weeks to prepare for your entry into the workforce.  Just to give you an example, I left my position at Marist on January 6, and it appears that no decision will be made on a successor until May at the earliest.

A Marist Communication/Journalism major graduating on May 20 personifies the textbook lesson in how to land a job.  A week after he receives his Bachelor of Arts degree, Bryan Terry of Colonie, NY will start as a news assistant at YNN, a 24-hour news channel, in their Albany, NY hub.  How did Bryan do this? He earned it.

Bryan reminds me of myself at his age.  We were both news geeks, very focused on broadcast journalism.  It is that early interest in what he wanted to do with his life that helped Bryan create a path to his first job offer in the field he has wanted to enter since he was in the sixth grade.

Bryan took advantage of many opportunities offered to him.  He has a 3.9 GPA, plays trombone in the band, studied abroad in Florence, worked with the Marist Poll, and selected three internships that provided him valuable work experience from both sides of the reporter’s notebook – the newsroom of WRGB-TV in Schenectady, the team that produces Capital Tonight on YNN, and the press office of New York City Council Speaker Christine Quinn. At each employer (and you should always consider your internship provider as an employer, whether or not you are paid), he worked hard, doing more than was required; was not a clock watcher; and shared his knowledge of social media.

How well did he do? You can see the respect and true affection his employers had for Bryan in their video tributes.  He may forever be called “Intern Bryan,” thanks to being assigned that moniker during his tenure with Capital Tonight.  His dedication, tenacity, and passion for his work left an indelible impression on each employer.

Bryan also maintained his relationships with his supervisors, sending them an occasional email or visiting if he was in the neighborhood.  I have written before about the importance of networking.  When you meet someone, you shouldn’t think, “How is this person going to get me a job?”  You should show genuine interest in the person with whom you’re communicating, and consider how you can help him or her.  Is there information you can provide?  Do you have knowledge in an area the other person does not and that you would be willing to share?  Was there an interesting item you read in mainstream or social media that is worth passing along? Bryan did this. An email here, a phone call there, an occasional visit, none intrusive, just enough to keep his “top of mind awareness” among potential employers.

Bryan blogs as a class project, but his work product shows he has a reporter’s instinct for news, that he writes well, and that he is not afraid to tackle tough issues.  He follows the right people and organizations on twitter, exhibiting an interest in national, state and local government topics, trends in journalism, a familiarization with his craft.

He checked in with people who would know what jobs might be open now or in the future. That’s how Bryan found out about the opening for a news assistant at YNN.  He had advocates within the organization who could attest to his skills.  He had references who could provide specific examples of his outstanding work (rather than a blasé chat that a human resources professional could sniff out as BS in less than a minute).   His résumé and cover letter extolled his virtues but addressed the needs of his employer rather than thumping his chest about who he is or what he’s done.  Both were also error free, having been proofread by several people.  After his interviews, Bryan immediately sent thank you notes to those who met with him, reiterating his interest in and qualifications for the job.

Bryan’s reward:  a job that is waiting for him a month before graduation.  He communicated his passion and ability, put those qualities to work to create a positive reputation, and as much as this is positive for him, it’s just as positive for YNN, which is fortunate to have someone as talented as Bryan on its team.

One last thing…A couple of weeks ago, I tweeted that one of my former students had a summer internship in finance for a prestigious firm in Manhattan and that anyone interested should direct message me for details and I would connect them to her.  Only two people did: A Marist sophomore and a student in London, England. The Marist student follows me on twitter, but I can’t honestly say that I know him well.  Still, the fact that he contacted me quickly, explained his credentials in 140 characters, and went back-and-forth with me to exchange information, always expressing his appreciation for helping him with this connection, spoke volumes about him.  He got the internship and thanked me immediately after getting the offer.  It was networking all around – my former student contacting me; my using social media to connect with prospective employees, and someone who follows me on that medium to reach out, follow through, and land the gig. That’s an age-old process that still yields results in 2012.

Listening to the Stars Will Get You a Job

Last night, two of the best sports communicators in the business gave a down-to-earth lesson in finding a job and enjoying what you do. 

My long-time friend Mike Breen was gracious to accept an invitation to come to Marist to inaugurate the college's new Center for Sports Communication.  Mike and I both went to Fordham, though I was three years ahead of him and did not meet Mike until he joined WEOK/WPDH as a news reporter after his graduation in 1983.  I had gotten out of the radio news business and was the assistant to the chairman of the Dutchess County Legislature, which meant Mike and I had the "hack" and "flack" roles.  I truly detest those terms, but use them here to show how false they are.

I saw in Mike a desire to learn, be the best, set goals, achieve them, and be helpful to others.  We had incredible fun working together in our separate roles, and we spent a lot of time hanging out together outside of work, becoming very close friends.

What impresses me now about Mike is that he is, without a doubt, the most successful and best known sports broadcaster in America today, yet he remains truly humble, giving of his time and talent to young men and women who want to move into any area of the sports comm world, in front of the camera or in the studio.  What was supposed to be a 90-minute seminar on Mike's career and tips for success turned into a Q & A session followed by a meet and greet with 200 Marist students that took us from 7 until 11 p.m.

Mike was introduced and joined by Marist alumnus Ian O'Connor, one of the best sports columnists and authors around.  Between the two of them, they provided Marist students insight into leveraging their talents and connections to get them to where they want to be. They reiterated what I tell my class, but it had more meaning coming from two men who are stars (though they would both dislike being called that).

Here are some of their tips:

Be passionate about your work. "You have to love going to work every day; follow where your heart leads you." You can't value your success by salary alone.  Discover your passion and pursue it.

Excel as a writer, because there aren't a lot of good ones out there. When Mike was asked by one student what classes he should take since he has some spots to fill in his schedule, Mike quickly responded, "English." Take as many English courses you can and write, write, write.  the more often you do it, the better you get at it. The same is true for on-air delivery. The more you find yourself behind the microphone or in front of the camera, the more comfortable you will feel and the more conversational you will be in delivery. Ian added that you need to read great writing to know how to write well, so read, read, read.

Gain as much experience as possible through internships.  As Mike said about Marist, "You guys have something really special here." Marist offers incredible internships, particularly in communication. If you don't take advantage of those opportunities, you will be behind the competition when it comes time to look for a job.

Network and take advantage of connections. Mike will give a closer look to a résumé from a graduate of Fordham because it's his alma mater, or Marist because of his close affiliation with the Home of the Red Foxes. He got his start in TV as an analyst alongside the great play-by-play man Dean Darling, broadcasting Marist men's basketball games in the mid-1980s during the Rik Smits era, and he holds a special place for Marist in his heart. Mike got his job at WEOK/WPDH because his then-girlfriend's mother was having lunch with the mother of the station's news director. It's not even six degrees of separation. It could be just one or two.

Be at your best every day on your job. Mike sometimes broadcasts games five nights in a row. He could be on MSG calling a Knicks-Celtics game one night, a Lakers-Heat game the next night on ABC, then be on ESPN for a Timberwolves-Raptors game the following night. He has to be "on" for each one because while it may be three in a row for him, a fan may only be watching one and deserves the best play-by-play and analysis.

Ian and Mike told some great behind-the-scenes stories, which I'll save for those who were in attendance.  When you can keep students in their seats for two-hours past the scheduled time of an event, you know you've captured your audience, and judging by the tweets during and after their talks, both men hit it out of the park. (I know, it's a baseball metaphor, not basketball.)

I also appreciated Mike's comment to Ian that "Marist is one of the hottest schools in the country." It's nice to have that third-party affirmation, even if it is from a close friend with perhaps just a little bit of bias.


One last thing...apologies for not posting for more than a month. This has been my busiest semester in almost 17 years at Marist. There are many things I've wanted to "say," but trying to eke out some time when I'm not attending meetings and events on- and off-campus, talking with students, or writing news releases and pitches has been nearly impossible.  Last night's seminar was so good and the messages so valid and valuable, I had to break the "cone of silence" and put them here. Congratulations to Dr. Keith Strudler, chair of the communication department at Marist, for putting together a great seminar for our students and for being the driving force behind the development of one of the top sports communications programs at any college or university in the country.

We Can "Be the Media"

When I went to my first TweetUp a couple of years ago in Westchester County, the speaker was David Mathison, who wrote Be the Media, which details how each of us has the opportunity to communicate directly with audiences known and unknown, without being filtered by traditional forms of radio, television, newspapers and magazines.  I was intrigued by his talk, purchased the book, and have used the phrase "be the media" often in my classes.

When an item is posted on twitter, Facebook, LinkedIn, Google+, or other social media, we can directly reach our followers, friends, connections or circles.  When a photo of the completed Route 9 pedestrian walkway was posted on Marist's Facebook page, it made 17,555 impressions and generated 155 likes and 37 comments, nearly all of them positive.  The vast majority of the nearly 8,000 people who "like" the Marist page are current students, alumni, prospective students and their families, elected officials, and the college's faculty and staff.  The page reaches those important constituencies directly to engage conversation, foster reminiscences, inform, and persuade. By now, I hope each person reading this blog understands this is how social media is supposed to function.

Let's see how one individual, a talented, young Marist alumnus, became his own "medium" to successfully raise money for a particular project.  In turn, he gave back to his alma mater in a unique way.

Robert Vijay Gupta, graduated from Marist in 2005 at age 16 with a bachelor's degree in biology.  He went on to get his master's degree in music from Yale in 2007.  That year, he became the youngest violinist (at age 19) with the Los Angeles Philharmonic.  Those in the music industry who do not want to be tied to a particular label fund their own projects through social media. I learned through a tweet from Robert that he was doing this for a CD of recordings, including one of his own compositions, that he will play on a 1716 Stradavarius violin:

guptaviolin87 so many thanks to everyone that's contributed to my @kickstarter album so far - only 5% to go! http://kck.st/jxkF0d

Kickstarter calls itself "the largest funding platform for creative projects in the world."

I promoted this on twitter and Marist's Facebook page.  Among those who read the Facebook posting was Marist President Dennis Murray, who later got an email from Robert detailing the project.  President Murray sent a contribution.  Robert went over his $20,000 goal more than a week before his deadline, raising nearly $22,000 from 216 backers.  I am not claiming credit for that and it would be difficult for me to prove any donations came from Marist's social media efforts on Robert's behalf, but I do know that the Facebook posting alone made 6,709 impressions and 11 people "liked" it.  As a community, Marist is very proud of Robert's accomplishments and I was happy to publicize his efforts.  As a thank you to President Murray and Marist, Robert played a selection from the CD at a Marist Welcome Reception for incoming members of the Class of 2015 on July 20, in Santa Monica, California.

Robert had fun with his fundraising.  His incentives to donors ranged from two hi-res mp3s for a $5 donation to this premium for a donation of $10,000 or more: "A live 90-minute recital in Los Angeles or New York, and...I'll cook you dinner! My Mom's recipe for the *best* lamb curry you've ever tasted" (plus all of the items mentioned for lower levels of donations).  While Robert did not get a $10,000 backer, he got two people to donate $2,500.  He is now providing updates on the strenuous recording process, keeping his supporters engaged throughout the process.  Bravissimo, Robert!

THAT is the power of social media.

One last thing...While I would have enjoyed Robert's private concert for incoming Marist freshmen and their families, and alumni who attended the reception in California, I was at another social media event in Boston on July 21.  It was the first Marist Boston TweetUp, organized by 2004 Marist alumna Liz Swenton (@lizswenton on twitter), who is one of three Marist alumnae working at March Communications in Boston. Fifteen alumni and a Marist senior, Marissa DeAngelis (@MSDe526), about whom I've written in the past, attended.  Three drove up from Rhode Island one drove in from Connecticut.  It was a mixer at Back Bay Social Club (@BackBaySocial), with dinner, the exchange of business cards, the renewal of long-standing friendships and the forming of new ones.  These were public relations and journalism majors, most of whom were my students.  It gave me a chance to talk about developments at Marist and get updates on their careers.  One attendee found she was interviewing at the company of another attendee, an opportune contact.  Remember my post on networking?  It works.  We all enjoyed ourselves and I left with a tremendous sense of pride in these Marist grads.  I look forward to similar TweetUps in other cities in the weeks and months ahead.

Networking for Fun and Profit

Networking is how you will get a job. My students hear me say this a dozen times a semester. That’s why I bring successful former students of mine back to the Marist campus to talk about how they got their first job, progressed into the position they have today, and get noticed for their accomplishments. Those alumni and alumnae, in turn, offer their help to review resumes and cover letters, provide advice on how to conduct the job search from application to interview to acceptance, and generate leads on openings in their own organizations or at other companies.

The Marist network is very strong in many fields.  It’s not just communication; it’s information technology and computer science, teaching, criminal justice, finance and business administration.  Many alums have signed on to be part of the Marist Alumni Career Network, a great resource for students getting ready to graduate and alums who are looking to move up or move into a new field.  Generally speaking, Marist students enjoy their four years at the college, learn, work substantive internships, make many friends, and have a good time.  All of those activities go far in preparing someone for the work world.

I also take my students to Manhattan every semester to see Marist grads at their places of work. This year, we visited Kaplow (@kaplowpr), where Robert Gedarovich (@rgedarov) is supervising digital & media strategist for technology & consumer practice (nice title).  Among his accounts is Foursquare (@foursquare).  We also visited David Heinzinger (@dvyhnz), senior account manager at G.S. Schwartz.  Bob and Dave have made names for themselves in the use of social media in public relations.  Their roads to where they are today serve as an inspiration to current students, many of whom fret they won’t find a job, particularly in this down economy.  Positions, especially entry-level, are opening again, and as part of that Marist network, I often get job leads from my former students or from Marist grads whom I’ve gotten to know through twitter, facebook, LinkedIn, or other social media platforms.

How else can a prospective public relations pro network?  If a student is not a member of PRSSA (@PRSSANational), s/he should be.  There are workshops, conferences, and other events, some of which have minimal cost.  Attend them, mix and mingle, introduce yourself, and exchange business cards.  More and more students are printing their own business cards, which are a great, inexpensive investment.  No matter how technologically advanced we become, the business card will always be around.

The social media platforms I mentioned earlier are also networking opportunities. If you’re a public relations major, I invite you to go through my twitter lists, especially PR and SocialMedia. There are many pros on those lists, people who may someday be a potential employer.  Follow them and create a conversation with them.

Participate in twitter chats.  There are many, but two I recommend in particular are #journchat (Mondays from 8 to 10 p.m. ET) and #prstudchat, held monthly but with frequent hashtag posts daily.  Both are a mix of journalists, public relations practitioners, and current students.  You can also joined their LinkedIn groups –  for #journchat: http://linkd.in/lytBeM; and for #prstudchat: http://linkd.in/kDuSSo.  Search for other groups on LinkedIn that represent your interests and participate in those discussions. 

There are twitter chats on a wide variety of personal and professional interests.  My "adopted son," Luke Shane (@LShane262), is a phenomenal marathon runner.  I've watched him in the Philadelphia Marathon, where he finished 53rd out of almost 9,000 runners in 2:42:52, and the Boston Marathon, where he finished 341st out of nearly 30,000 runners, despite running on no fuel thanks to an errant fire alarm in our hotel at 5 a.m. marathon morning.  He has been networking in the running world, has some very well-known marathoners following him, and participated in his first #runchat tonight.  Luke had many of his points retweeted and he picked up more than a dozen followers because he knew what he was talking about and he knows how to create and encourage conversations via social media.  Luke's blog, Witness the Fitness, was an inspiration for me to start "Looking Through Stained Glass."

Follow blogs and offer your informed opinion.  There are many, but among those I recommend are RepMan, PR at Sunrise, The Bad Pitch Blog, PR 2.0, Euro RSCB Blog, and The Flack (although I despise that term).  Read posts and comment – but use your real name.  Many of these blog writers are partners or other senior members of firms.  If you are on their wavelength, or even if you’re not but can defend your point of view, you will get noticed.  If there is an opening, you could be contacted by the blogger, or you can apply and be a familiar name to the person who will make the hire.  Prove your value, your knowledge, your ability to think strategically.  These are qualities sought by employers.

The days of applying for a job via a newspaper “want ad” are over, and you may be surprised that the offer that comes from a Monster.com posting is a glorified boiler room cold calling operation.  You have a better chance of getting that first job by making contacts and becoming known.  You will still have to prove you have the skills and character traits to earn that job.  Once you get it, work hard, do more than is required, get noticed for your successes, and future offerings will come to you.  PR is a small community.  My students marvel at how intertwined individuals are.  Co-workers today may be competitors tomorrow, and vice versa.  Who knows how someone you meet today can help you down the line, or how you can help him or her.

One last thing…what a week I had!  It was exceedingly busy and will be for the remaining fortnight of the semester, so there goes the idea of posting at least three times a week.  Alex Shippee (@AlexShippee34) graduated from Marist a year ago and is someone whom I greatly respect and deeply admire.  I don’t know too many 20-somethings who read Dante for pleasure.  Alex does.  He is well read, an outstanding writer, and best of all, a wonderful person.  When he gives me advice, I listen.  I asked Alex for feedback on my first few posts and I hope he doesn’t mind me telling you what he said:

“High quality content goes a long way. I was blown away by your ambition to post 3 times a week (!) and definitely wish you luck, but you know better than I that blog content sits a while. Weak posts can do more damage than a period of silence. If you're ever unsure about a particular post, let it sit in 'drafts' while you think about it. Knowing you, you'll have another great story before too long, especially if your first three blogs are any indication.”

Excellent suggestion, Alex.  I’m still learning, too and I appreciate your help.  You can follow Alex’s blog at http://alexshippee.blogspot.com/