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Advice From the Pros
Networking
There are numerous reference publications that will be very helpful in identifying public relations employers. Nearly all agencies are listed in local phone books. So too are most corporations, nonprofit organizations, etc. But how do you convince an employer to talk to you?
Establishing Relationships
It's not enough to know where public relations professionals are employed, you have to know who makes the recommendations and/or final decisions to hire them. You surely won't find this information in a classified advertisement, so how do you get it? The answer is simple: get to know people who work in the profession. Or, as one motivational writer put it, "Surround yourself with people you'd like to become."
Start by sharing information with your own network of personal contacts. This should include friends in the field and friends of friends and relatives. The idea is to broadcast your qualifications and availability as widely as possible.
Informational Interviews
Expand your personal network through informational interviews--an informal opportunity to meet and talk with an established professional about developments in the field, your qualifications and where, in the professional's view, there might be openings for an individual with your skills and interests.
Be strategic about who you approach for informational interviews. It's very rare that the president of a company will take even a few minutes to meet with you, unless you are the son or daughter of a colleague. Even then, they may simply meet with you as a courtesy. You're likely better off calling on a middle manager. A company president will rarely become personally involved in the search for entry-level job candidates. More often, a middle manager will initiate and manage the search with the president involved in the last round of decisions only. After all, you are much more likely to end up working for that middle manager.
It's a chance to show your wares, to evaluate reactions to your resume and portfolio and, perhaps, to pick up suggestions on where the prospects are the brightest. Don't expect to spend a lot of time and be prepared for interruptions.
Several professional organizations offer services to job seekers. Here are a few examples you might find helpful:
