Learn what skills and talents are in hot demand for a changing economy. Discover how journalists can transition to new career tracks in communications and PR. Presentation given by Lynn Hazan at National Federation of Press Women (NFPW) National Conference, Chicago, IL (August, 2010)

1. © 2010. Lynn Hazan & Associates. Journalism: The Stepping Stone for Careers in Communications and PR Lynn Hazan and Associates

3. 5 Minutes each© 2010. Lynn Hazan & Associates.

4. Why Change? – World has changed . . . © 2010. Lynn Hazan & Associates.

5. © 2010. Lynn Hazan & Associates.

6. © 2010. Lynn Hazan & Associates.

7. Call to Action “It is not the strongest of the species that survive, not the most intelligent, but the ones most responsive to change.” - Charles Darwin © 2010. Lynn Hazan & Associates.

8. © 2010. Lynn Hazan & Associates. Opportunity to Reinvent “Success always comes when preparation meets opportunity” -Henry Hartman Case Studies of former journalists who made career transitions

9. Case Study #1: Michelle Damico President, Michelle Damico Communications Originally in Radio News, now in PR 25 years in media and communications From broadcast journalism to government to integrated marketing agencies and PR firms © 2010. Lynn Hazan & Associates.

10. Pluses in transition from Radio to PR + Can anticipate media responses + Journalistic instincts + Good writer + Understands how to protect co. from communications crisis + “Sprinkled fairy dust on the rest of my career” + Well known companies opened doors © 2010. Lynn Hazan & Associates.

11. © 2010. Lynn Hazan & Associates. How Michelle Grew Learned about strategy Social media and blogging Entrepreneurship

12. Would you recommend people to go into journalism today? Always a need for journalism Depends how journalism transforms © 2010. Lynn Hazan & Associates.

13. © 2010. Lynn Hazan & Associates. Michelle’s Advice May take 6 months to get job Find ways to connect with people Have network in place to get freelance work Make sure writing is up to par

15. Started in print journalism

16. Saw writing on the wall

17. Find new career

18. Started blogging

19. Recruited to launch blog for Classified Ventures

20. Used Journalistic skills

21. Created Content – Knew what would attract readers© 2010. Lynn Hazan & Associates.

22. © 2010. Lynn Hazan & Associates. Amy’s Career Path Transitioned to social media Hired because she understood marketing and strategy Researched Twitter and Facebook Drew on food and culinary background Created position at GrubHub – SM Manager from scratch Job evolves

23. GrubHub Stats: Staff grew from 12 – 64 Facebook: 500 - 4,000 fans Twitter: 600 - 3,000 followers © 2010. Lynn Hazan & Associates.

25. Journalism has been dying for 30 years

27. “Jump before the boat sinks”

29. Saw trends earlier on

30. Apply for jobs that make you happy© 2010. Lynn Hazan & Associates.

31. Case Study #4: Pam StallsmithMember of NFPWCommunications Consultant Federal Reserve Bank of Richmond Welcome Pam! © 2010. Lynn Hazan & Associates.

32. REINVENT-Transition to New Careers, Professions Social Media Manager Evangelist Community Manager © 2010. Lynn Hazan & Associates.

33. Common Thread- What makes Journalists such good candidates? Brainstorm for answers … © 2010. Lynn Hazan & Associates.

34. Who are YOU??? Write your story in six words – The Hemmingway Challenge © 2010. Lynn Hazan & Associates.

35. © 2010. Lynn Hazan & Associates. Anyone Can Tell a Story For Sale. Baby shoes. Never worn. What is your story in six words?

37. Why should I hire you?Write your answers © 2010. Lynn Hazan & Associates.

39. Future of Journalism? © 2010. Lynn Hazan & Associates.

41. © 2010. Lynn Hazan & Associates. Future of Journalism Amy Le - GrubHub: Journalism is not dead Hopes newspaper industry can adapt with how information is communicated Blogging often incorrect

43. free of charge to ‘partner’ news organizations

44. also published on ProPublica.org

45. Launched June 2008

46. newsroom of 32 active journalists headquartered in Manhattan

47. Philanthropic funding

48. Herbert and Marion Sandler Family Supporting Foundation: $10 million/year commitment© 2010. Lynn Hazan & Associates.

51. © 2010. Lynn Hazan & Associates. Strategy for Job Search Set a goal-what kind of job Plan A, B, C Corp, Agency, Not for profit Do your Research Get active in organizations

52. Reality Check-Candidates More candidates apply for all jobs Overqualified candidates seek lower level positions Stiff competition

53. Business Sectors: Consumer Business to Business Non-Profit Government Professional Services like Legal, Accounting, Medical © 2010. Lynn Hazan & Associates.

54. PR Agency Model Write: Press Release, Q & A, Letter to Editor, Pitch Letter, Bio Client Projects: Press Tour, Video News Release, Press Conference, Media Kit, SM Strategy Media: Pitch & Place, Establish Relationships, SM Write PR Media Client Projects/ Manage Client Relations

55. PR Specialties Reputation Management Crisis Communications Public Affairs/Community Relations Government Affairs/Political Issues Management Product Publicity Investor Relations/Financial Communications

56. Do You Have What it Takes for PR Agency Jobs? Superb writing skills on deadline Quick learner: client business, e.g. Client focus Results oriented--Metrics Bottom up learning Relationship building

57. Do You Have What it Takes for PR Agency Jobs? Hierarchical structure: AAE to Sr. VP Fast paced Long hours

58. Government Executive Communication Corporate Communication 1 Voice 1 Company PR/Media Community Relations Employee/ Internal IR / Financial Issues Management Corporate Communication

59. Not-For-Profits Cause (American Cancer Society) Issue (Mothers Against Drunk Driving) Professional Association (American Bar Association) High commitment Lower salary Multitask Jack of all trades

61. Corporate: minimum 3-5 years’ experience, small departments, fewer large companies

62. Entrepreneurial Sector

63. Non-profit: growing sector for employment, many more non-profits, cause-oriented

64. Freelance: project-based© 2010. Lynn Hazan & Associates.

65. Create Demand for Your Talent Subject Matter Expert: © 2010. Lynn Hazan & Associates.

66. Create Demand for Your Talent, cont. Blogging Kevin Merida – Washington Post-on hiring bloggers Create content – www.ezine.com Public speaking © 2010. Lynn Hazan & Associates.

67. Resumes Highlight Accomplishments Quantify and Qualify as much as possible Case Studies/Stories Tell your story © 2010. Lynn Hazan & Associates.

68. Your Resume © 2010. Lynn Hazan & Associates. How do you measure up?

69. Portfolio Chronological order, most recent first Consider electronic portfolio – visualcv.com Writing samples: press releases, pitch letters, communication plans, newsletters, fact sheets, backgrounders Creative Samples: copywriting, art, design Spec Work Projects © 2010. Lynn Hazan & Associates.

70. Professional Associations PRSA IABC Ragan Community LinkedIn Prof. Groups Charities and Causes: Volunteer and get involved Networking © 2010. Lynn Hazan & Associates.

71. Online Communities Linkedin: Professional Facebook: Social College alumni groups Blogs Create electronic trail--participate © 2010. Lynn Hazan & Associates.

72. WOW Project Candidates who are dazzled by a job opportunity should “dazzle employers back” with a “Wow!” project. © 2010. Lynn Hazan & Associates.

74. Go to: myLynnHazancareer.com

76. LinkedIn: Lynn Hazan

77. Facebook: Lynn Hazan

78. SlideShare: Lynn Hazan

79. EzineArticles: Lynn Hazan312.863.5401 55 E. Washington Suite 715 Chicago, IL 60602