Steve Cody, Peppercomm’s co-founder and CEO, knows how competitive the public relations industry is, especially for recent communications graduates. New public relations professionals’ success is dependent on the perfect balance of fitting in and standing out. IPR Trustee Steve Cody offers three insights for new grads on how to thrive in the workplace.
Preparation: Preparation is key in landing a job that is right for you. Cody said it is “fundamentally important to find the right internships during you college career.” In addition, recent communications graduates must narrow down the areas of public relations in which they would like to concentrate. “Don’t say, ‘I’ll take any job with any agency,’” said Cody. “You should focus on where you want to begin your career, then do your due diligence through trade publications like Holmes, O’Dwyer’s and PR Week. See what they say about firms, culture and accounts. Then put together a top five and top 10 list.”
From essays to videos to presentations, firms are receiving unique applications every day. Cody said researching organizations is what makes applicants stand out from a crowd. “The more tailored and creative you can be, the more you differentiate yourself from the hundreds—if not thousands—of contenders looking for that same full-time, entry-level position.”
Cody also stresses the importance of mentorship. Prior to interviews, it is beneficial for new PR pros to roleplay job interviews with a trusted mentor. This will allow applicants to get a feel for what type of questions will be asked. “Think about why they should hire you,” said Cody. “How can you prove that you will hit the ground running? How will you start being a problem-solver from day one?”
Corporate Culture: Another key to thriving in the workplace is finding an organization with suitable corporate culture. Corporate cultures vary, and it is essential to find an atmosphere in which you fit. Peppercomm’s corporate culture is centered on comedy.
Cody implemented comedy into Peppercomm’s culture as a way to make employees confident speakers. In turn, it has shaped the organization’s culture. Comedy serves as a “cool screening process,” creates a sense of comradery among Peppercommers, and raises philanthropic funds.
“After doing two years of stand-up comedy, I became unbelievably relaxed at business presentations. If you can stand in front of a group of strangers and connect with them and make them laugh with a spotlight blinding you, business situations become easier and you are more confident,” said Cody. “I thought, ‘This would benefit everyone at Peppercomm.’ So we started with our senior managers—they got it immediately—and it rolled down and is now built into our management training.”
Industry Trends: Being familiar with industry trends and growing along with them is essential for public relations success. While content was all the rage 18 months ago, according to Cody, today’s most relevant trend is digital. Firms and agencies are currently focusing on content that connects with an audience through the most appropriate mediums.
“More and more millennials are now in decision-making positions on the client side. They are looking for really smart, savvy, paid, earned and owned content curation specialists and, now more than ever, digital specialists,” said Cody.
In addition, Cody says research and measurement have never been more important. Agencies that want to thrive, or even survive, cannot depend on outsourcing, according to Cody. They must have solid research and measurement capabilities of their own. Successful firms are bringing in nontraditional hires from backgrounds in analytics, engineering, and math and science to fit this need. “The composition of a PR firm a few years ago is dramatically different from the composition of employees today,” said Cody. “And it is just going to continue to change.”
“The biggest challenge for agencies and also people coming out of college is to make sure you know exactly what is on the cutting edge in terms of successful communications and you better make sure you know how to use it.”
Hailey Gerhard is an intern at the Institute for Public Relations. Follow her on Twitter @HaileyGerhard.
