Whether you aspire to work at the U.S. Embassy of China or never plan to dip a toe off the continent, cross-cultural communication matters. With the composition of the United States changing rapidly and advancements in technology made every minute, it can be hard to know who you will need to communicate with throughout your professional career.
Knowing the rules is just as important when communicating across cultures as when dealing with African wildlife. Heather Farr gets a little cheetah love in Zambia.
This winter break, I spent a month studying international media and interning in Zambia. I knew the trip would teach me about communicating in a foreign country, but I never expected to learn so much about communication in general. Regardless of where you are, communicating to individuals who think differently can be difficult. Communicating with other cultures can be made easier by following these five steps:
1. Do Your Research
The golden rule of public relations is know your audience. This is especially the case when communicating across cultures. It only takes a little secondary research or a few interviews to figure out what is relevant in other geographic areas or in other cultures of people.
2. Take an Interest
A little understanding goes a long way. Whether you are in another country or working with someone from a different background, getting to know another person’s culture is not only a nice gesture, but also a sign of respect. You don’t have to forfeit your own holidays or traditions for someone else’s, but showing an interest is impressive — and hey, you just might learn something.
3. Be an Active Listener
Even when two people speak the same language, there are many words, phrases and hand gestures that can have different meanings. It is better to ask a client or co-worker a million questions than to assume you understand what he or she means and get it wrong. Always repeat things back to clarify.
4. Stay Flexible
Even the most brilliant ideas might not be doable in a different environment. Social media, for example, is the answer to many consumer communication questions in the United Sates. Creating a Facebook or Twitter page in a country with unreliable and slow Internet connection, however, is likely not the best option. Always keep your end audience in mind when developing ideas.
5. Keep an Open Mind
Some aspects of other cultures can be shocking, but by no means does that make them wrong. For example, in many African countries, it is normal for someone to be late to a meeting simply because they got wrapped up in another conversation. Once you catch on to these cultural habits, embrace them — in my case, I used that time to grab some coffee or send an extra email.
When have you had trouble communicating across cultures? What did you do to overcome the problem?
We’d like to thank everyone who participated in the January PRSSA Twitter chat. Specifically, we’d like to thank co-moderators Vice President of Public Relations, Lauren Gray and Chapter members Katlin Hess and Christian Williams for leading the conversation.
As a public relations professional in the tourism industry, I handle the communications for Hotel Valley Ho, a AAA four-diamond hotel in downtown Scottsdale, Ariz. My daily activities include several traditional and nontraditional public relations tasks such as:
Kristin Heggli works in public relations for Hotel Valley Ho.
Coordinating Writer Visits
We frequently have journalists visit and then write about the hotel. They either contact us directly or they are a lead from one of our local convention and visitors bureaus. We get primarily travel journalists, but also receive writers and editors from publications about food, spas, design and more. I coordinate their entire visit, including providing a press kit, assisting with planning daily activities, taking them on a tour of the hotel grounds and often joining them for a meal in our signature restaurant, ZuZu. It is my job to ensure they have a pleasant stay and become educated about the property. After they depart, I follow up and thank them for their visit and assist them with anything they may need for their articles.
Handling Photo and Video Shoots
We often have on-site shooting or filming, whether it be a feature film, short film, television show, commercial, product photo shoot or editorial spread. It is important for us to maintain a balance between shoot activity and guest satisfaction. Though we want to ensure that the crews shooting get the footage they want, we also want to ensure that our guests are happy and comfortable. I coordinate these shoots and arrange for trades with local photographers to increase our library of lifestyle photography.
Creating New Photography and Videos
I create videos to share on our YouTube page, website and social media pages. I also take photos of our food and drinks. These images have been used by the hotel for print advertisements and online, and they have been included in media coverage as well. In many instances, I have been able to get a mention in articles only because I had a photo to go along with it. This has been a great tool — journalists are always in need of great photography.
The best thing about my job is spreading the word about a place I love. I also enjoy working for a business that is locally and independently owned and managed; it provides a lot of flexibility and freedom in the way I work.
What experiences have you had in travel and tourism public relations? How do the responsibilities of professionals in different specialties compare?
Kristin Heggli is the communications and public relations manager for Hotel Valley Ho. She holds a Bachelor of Interdisciplinary Studies in tourism and history with a minor in film and media production from Arizona State University. She is a member of the Phoenix Chapter of PRSA.
Recruiters and human resources staff are often overlooked but are vital to a career in public relations. For many companies, these are the people who decide if your résumé is “worth” sending on to the desired internal teams. For this reason, it is important to network with these professionals when you’re at PRSSA, PRSA or other networking events, as they may hold the key to your future career success.
So, how do you stand out from the crowd and impress these recruiters? Amy Sadek, HR assistant for Ketchum San Francisco, outlines four recruiting tips for securing your dream internship.
1. Raise the Bar
The bar for interns has risen dramatically in recent years. The ability to show your creativity is extremely important. Candidates can create videos, blogs and personal websites to showcase their individual creativity and expertise.
2. Think Digital
It is important that candidates have a digital footprint. You need to show companies that you understand the social media space by using social media to engage in a dialogue with other thought leaders.
3. Experience
Gaining experience is no longer a plus. It’s a necessity. You can do this through real-world experience in PRSSA, internships and volunteering. It is also important to make your experience relevant to your desired career path. For example, if someone is applying to intern on the food team at Ketchum, it helps if the candidate emphasizes his or her experience in the food industry.
4. Double-Check Everything
Always double-check your work. You don’t get a second chance to make a first impression — so make sure to put your best foot forward.
What tips do you find vital in securing an internship? How do you set yourself apart from the pack?
This is a guest post by California State University, Long Beach, PRSSA Chapter president Brittany Mehciz. Mehciz is a journalism major with an emphasis in public relations and a minor in communications.
The benefits of PRSSA membership are invaluable resources for students. Some of those benefits may go unnoticed by members. To make the most of your membership, don’t miss “hidden gems” such as the PRSSA Internship Center, PRSA Jobcenter, PRSA webinars and PRSSA scholarships and awards.
PRSSA's member benefits help build the foundation for a successful career. Image via www.dzinepress.com.
PRSSA Internship Center
The PRSSA Internship Center has several hundred internship opportunities posted from around the country and as far away as Japan and Germany. You can also build a résumé through the Internship Center and save internships to your account so you can apply later. Check out the “Career Resources” section for tips on cover letters, interviews, portfolios and more.
To access the Internship Center, you must be a dues-paying member and use your Chapter login code. Contact your Chapter President to obtain this code. If he or she does not have it, contact Vice President of Internship/Job Services Joe Clarkson.
PRSA Jobcenter
The PRSA Jobcenter lists thousands of jobs nationally and internationally. The Jobcenter includes an advanced search engine where you can search for more than just jobs in the public relations industry, but in fields such as advertising, consumer marketing and strategic communications. For more career advice and help, visit the Career Tools page.
Free Webinars
PRSA now offers free webinars throughout the year to PRSA members, led by distinguished public relations professionals and firms. Topics include leading issues in social media, crisis communication, market research, campaign techniques, leadership abilities and more. PRSSA members now receive free access to one webinar a month. Join PRSA for January’s free webinar on Jan. 19: Digital Media and Today’s Digital News Release.
Scholarships & Awards
One of the best things PRSSA offers is the many scholarships and awards made possible by the PRSA Foundation, Champions for PRSSA and other dedicated individuals. The recipients of these scholarships and awards can receive up to several thousands of dollars to support their education and garner national exposure.
Take full advantage of your PRSSA membership by participating in these member benefits! Make sure your fellow Chapter members are aware of these incredible benefits as well as PRSSA’s other member benefits.
What benefits of PRSSA are most valuable to you? What would you like to see more of from PRSSA?
This is a guest post by Vice President of Public Relations Lauren Gray.
If coordinating a benefit for an organization is difficult, coordinating a benefit in Monaco from the United States is next to impossible. But that is how I have spent recent days at SeaKeepers, the “yachting industry’s charity.”
Jen Mangham works in nonprofit public relations at SeaKeepers.
I started at the organization as an intern and quickly made the transition into a full-time employee as the sole member of the communications department. I was fresh out of college and excited to not spend another summer lifeguarding in the hot Miami sun. Boat show season in South Florida starts up October 1— I started at SeaKeepers in August. There was much to get done in a short amount of time.
A typical day for a communications coordinator at a nonprofit during boat show season involves donor follow-up, sponsor targeting, newsletter writing, event organization, Web design, creative marketing collateral development, networking events attendance, media relations and print advertisement design.
1. Nonprofits have low budgets and rely on creative ideas.
Designs need to stand out by removing clutter and delivering a quick message to targeted audiences. All images should be eye-catching and be able to stand alone. Be simple, to the point and concise.
I use creative marketing strategies such as calling for a photo contest from constituents to supply us with photos for the future. I also work to secure as much free print ad space as possible, usually through boat show promotional program cards, fishing tournament programs, community bulletins, event calendars and media partners like Yachts International magazine.
2. Social media is your friend; know it well.
In my experience, there is no better way to get your organization’s name out there than with free networking. Make sure that your organization’s website is linked to your social media pages, create a YouTube channel and check your accounts daily. Most importantly, know which sites your constituents frequently use. Social media is a great way to provide your constituents with quick updates and industry news.
3. Know your audiences.
Know what they like, what they care about, where they are from, how much they donate and why they want to be a part of your organization. Most likely, you will not be able to conduct professional research studies, so use already-published studies and identify trends for metrics such as donations, click rates, social media responses and event feedback.
Some key lessons to learn if you want to go into nonprofit communications:
• Know how to make a dime stretch.
• Trust your co-workers; lean on them and let them lean on you.
• Offer to take on several projects so you can build your portfolio.
• Believe in the organization!
What experiences have you had in nonprofit public relations? How do the tasks of professionals in nonprofit settings compare to those in for-profit organizations?
Jen Mangham is an energetic addition to the SeaKeepers communications team. Mangham is a PRSA member and a graduate of Florida State University. Mangham specializes in social media marketing, event production and media relations.
Emerson College’s PRSSA Chapter took chef James DiSabatino off his cooking duties for the night when he came to speak to PRSSA members at his alma mater. DiSabatino, founder of the wildly popular Boston food truck, Roxy’s Grilled Cheese, competed with his food truck on the second season of Food Network’s TV show “The Great Food Truck Race.” Competing on the show created an opportunity for DiSabatino to gain a firsthand approach on how to represent and market a product.
DiSabatino (left) is the founder of Boston food truck, Roxy's Grilled Cheese.
“We finished the show and came back to Boston and weren’t just a truck anymore,” DiSabatino said. “We were a brand.” Running his food truck business requires both entrepreneurship and social media skills. Below are the four top tips from DiSabatino on building your business and brand.
Connect With Your Audience
While DiSabatino believes that social media is a simple and effective tool for communicating, he stressed that his business uses it to engage people with the brand. On Roxy’s Twitter account, everything about the food and the people who make it is documented with tweets and pictures.
“I don’t mind if people come up to me and know me and my staff. That is what I want,” said DiSabatino. Getting people involved with the company and product is the best way to engage customers.
Create a Culture
DiSabatino said one line from a book he read in a college marketing class will always stick with him.“No matter what you do, you have to connect with the people you are serving.” Creating a brand personality, being expressive and being yourself on social media will help form a company culture that will get customers to connect with your product.
Leverage Yourself Through Media
DiSabatino with the PRSSA Chapter at Emerson College.
While DiSabatino appreciated the fame that came along with him and his truck on a TV show, he did not want to “just be that guy on TV.” So he used his time spent on one form of media to create other media opportunities, including developing ideas for another TV show and possibly writing a cookbook.
DiSabatino emphasized the importance of letting “one opportunity snowball into something really big” — from one thing you can create multiple facets of your brand identity.
Keep the Business Running With Core Values
In a very heartfelt way, DiSabatino said that when he goes to work, “the excitement every day is still like the first day.” He still works with the same core ideals and entrepreneurial spirit he had when he first started the truck.
“We are still a little food truck with a bunch of friends working together,” said DiSabatino. “If we keep those ideals, then it works.”
What do you think is important for building a reputable brand? How can entrepreneurs use new media to strengthen their brand?
Sofia Nasr is a junior at Emerson College studying marketing communications. She is vice president of the Emerson College PRSSA Chapter.
Whenever I pictured myself as a future public relations professional, I had always envisioned myself at an agency. I had never thought about doing public relations for a hospital until my internship in the media relations department at Mercy – St. John’s in Springfield, Mo. I received experience interviewing both doctors and patients, writing feature stories and news releases, utilizing social media platforms and even event planning.
This internship taught me the importance of having a good relationship with the media because I worked with the media on a daily basis. To improve your relationships with the media, follow these three tips that I learned in my internship.
1. Invite one of the key players out for lunch or coffee
Missouri State Chapter Vice President, Bethany Parry (right), presents the Top Blogger Contest Award to Susan Venker (left).
If there is a reporter that is new to the job or a reporter that you will be working with a lot, you should take the time to get to know them to start building a trusting relationship, now. Getting to know this person on a more personal level, rather than just through emails, will make a world of difference.
2. Know how the reporter likes to be contacted
Contacting reporters through a channel that they do not prefer can lead to missing deadlines and damaged relationships.
3. Sometimes it is best to pitch by phone
Talking on the phone is more personal than email, which will build your relationship even more. It is also much harder to say no to someone on the phone than it is through an email. My supervisors had great relationships with the media, so they could just call and pitch a story, and it was typically well received.
I would not have learned all of these things if I had not had my internship, stepped out of the classroom and immersed myself into media relations.
What insights have you learned about media relations from real-world experience? What tips do you have from past internships?
Susan Venker won the Top Blogger Contest at the Missouri State Chapter of PRSSA. She recently graduated from Missouri State’s public relations program in December 2011. She has been hired as the public relations specialist for CARE Animal Rescue in Springfield, Mo.
Winter break is a time for relaxation and spending time with family and friends before the spring semester. In between the holiday parties and New Year’s toasts, get the most out of your winter break by investing time in your career. Use the following tips to make 2012 a successful year for you as a student and soon-to-be professional!
1. Link with Professors and Professionals
Use LinkedIn to connect with the great professors you had last semester and personalize the message to thank them for the course. Also, be sure to connect with professionals you met this year. Each connection could potentially lead you to connections with future employers.
2. Mail Out Cards
Take the Christmas card tradition to a networking level. Send thank you’s, holiday or New Year’s cards to your inner network. It’s a great way to reconnect with your summer internship contacts or professionals met at a PRSSAevent.
3. Review Your Resume
Even if you have a stellar resume, take some time to read it over and decide if you want to re-word or change anything. Pass your resume along to your Faculty or Professional Adviser for a second opinion.
4. Develop a Personal Website or Blog
In public relations, an online presence is not only suggested, but required. Take winter break to step away from long papers and move into blogging. Purchase a domain with your name to go the extra mile.
5. Create Business Cards
Use a website like VistaPrintor Moo to make your own personal cards. Have the cards link to your website and social media networks to extend your professional presence.
6. Make a List of Target Companies
Where are your dreaminternship/job companies? Develop a list that links to their websites so that you can stay up to date on opportunities. You can also check the PRSSAInternshipCenterfor more opportunities.
Work your way through this list so when you return to school you can keep focus on your internship or job search. Good luck!
What do you hope to get accomplished during winter break? What advice do you have for students with a little extra time to spend on professional development opportunities?
This is a guest post written the Vice President of Professional Development, Jessica Noonan.
Leaving college life and transitioning into the professional world can be a daunting process. I know this from experience because I am currently searching for job opportunities and getting ready to transition into the “real world.” That being said, I have a few ideas for getting ahead in the industry. The key to success is in these few simple steps:
1. Join PRSA as an Associate Member
If you are a PRSSA member and graduating this winter or next spring, fill out your PRSA Associate Membership application. You will be able to network, build long-lasting relationships, continue your professional development and have access to all PRSA member benefits, but will only pay $60 per year. You may become an Associate Member as early as five months before you graduate.
2. Join the New ProsSection
The PRSA New Professionals Section can help you transition into the professional world and help you connect with professionals in your area. It is a great way for new graduates to begin their professional networks and learn with the pros.
3. Conduct Informational Interviews
Informational interviews are a great place to start the job search. Ask questions about the company, get a feel for their work, and use it as a way to interview the company and determine if you are a good fit.
4. Be Prepared for Stress
Transitioning can be a stressful process that can take a toll on you. I am graduating within the next few weeks , and I find myself worrying about “what’s next.” It can be easy to get caught up in the job search, but take time for yourself to relieve stress and relax. You will thank yourself later.
How are you making the transition to the profession? What advice do you have for students beginning the transition?
This is a guest post from National President Adam Aisner.
