Hana Bieliauskas's presentation on "How to be a PR rockstar - on and offline" from Scripps PRSSA on April 30, 2012

1. Hana Bieliauskas• @hanab08
hana@gebencommunication.com
twitter.com/gebencomm
facebook.com/GebenCommunication
Be a PR rockstar– on and offline

2. So, Who am I?
• Hana Bieliauskas (@hanab08)
• ‘08 Scripps J. School Grad
• Magazine Journalism, specializations in PoliSci& English
• Account Exec at Geben Communication in Columbus
• From Cincinnati
• Former positions:
– The Children’s Partnership, Washington, D.C. (Communications)
– Marketing Works, Columbus, Ohio (Account Coordinator)
– CMA, Columbus, Ohio (Based in KC – Project Manager)
• Experience especially in social media/digital PR
• Favorite OU bar: Red Brick
• Favorite Athens food: Bagel Street (Turkey Tom)

3. Let’s talk a little social media.
• Who’s on….
– Facebook (do I have to ask?)
– Twitter
– LinkedIn
– Google+
– Others?
• What do you do on social media?
• Anyone networked with PR pros or found an internship/job
using social media?

4. Let’s pause for story time.
• Facebook started fall of freshman year (back in the old days of 2004).
• People were JUST starting to see the Internet as an online news
source. I got involved with Speakeasy Magazine – OU’s first online
magazine – during winter quarter. (The Post wasn’t online yet)
• During my internships, I witnessed the shift from print to online –
and used it to my advantage
• When I graduated, the economy was terrible. I got my first job only
because of the online skills (web design, HTML, social media) I’d
learned at Speakeasy and during my internships.
• Case and point: My digital skills have played a huge part in getting me
every job I’ve ever had.
• My advice – Bobcat to Bobcat: Stay ahead of the game,stay in the
game and create opportunities wherever you can

5. Why social media matters for you.
• Finding a PR job isn’t the same as it used to be.
• Networking is key to learning new skills, identifying what you
want to do and making valuable connections.
• Having digital skills isn’t optional anymore in PR.
• Being in-the-know about the latest news, tools and trends puts
you ahead.
• Stand out from the rest – you know you’re a rockstar, so show it.
• Take a hint from the experts – because they really do know what
they’re talking about.
• Do you research and get to know the people and companies
who specialize in what you want to do.
• Then, keep up with them.

6. Nail the Basics
twitter

7. Virtual networking for PR pros.
• Think of Twitter as a massive virtual networking meeting
• So, think about how you’d carry yourself at an in-person
meeting: What would you ask people there? What would you
want them to know about you?
• Use that to help develop your Twitter personality, figure out
what to talk about and who to follow
• Believe it or not, a lot can be said in 140 characters
• Twitter provides a direct connection to individuals and
companies that didn’t exist before, which also gives you
exclusive access
• Look at Twitter as a place to establish yourself as an expert

8. A few tips.
• If you’re looking for jobs/internships, make sure your profile is
“Twitter friendly.”What’s that mean?
– Include a bio with your job pitch
– Professional-looking avatar & background
– Link to your bio or online portfolio (LinkedIn works!)
– Be YOU.
• Employers are likely to look at your Twitter account
• Follow interesting companies and job boards
• Help a PR Pro Out (#happo)
• Build a network before you need it
• Follow the 80/20 rule

9. Relationships matter.
• On- or offline, build and maintain relationships
• You can’t have a one-way relationship. Tweeps are much more
likely to follow back if you engage with them in a meaningful way
and tweet interesting content
• What’s that? Retweet, respond, comment
• Tip: Create private lists of users you’re interested in getting to
know and find opportunities to engage, Don’t over-follow
• Take the conversation offline, if possible
• Join in Twitter chats to meet new people
– #pr20chat (Tuesdays 8-9 p.m.)
– #prStudChat
– #u30Pro
– #internchat

10. Starting point.
• A few PR peeps to follow:
– Sarah Evans (@PRSASarahEvans)
– Heather Whaling (@prtini)
– Brian Solis (@briansolis)
– Jason Kintzler (@jasonkintzler)
– Peter Himler (@PeterHimler)
– Lizzie Grubman (@LizzieGrubman)
– Amy Jo Martin (@AmyJoMartin)
– Lee Odden (@leeodden)
– Deirdre Breakenridge (@dbreakenridge)
– Jeremy Pepper (@jspepper)
– Dorothy Crenshaw (@dorothycrenshaw)

11. LinkedIn

12. Why LinkedIn?
• World’s largest professional network
• Valuable resource for finding jobs and internships
• Find out about interesting people and companies
• Showcase your experience and skills
• Fill in your profile completely – include good info
• Keep in touch with professionals you meet and may need to
connect with in the future, such as:
– Speakers at student groups (yes, you can connect with me!)
– People you meet at conferences, job fairs or other events
– Peers at jobs and internships
– Professors, mentors and student leaders
– Classmates and friends
– People you engage with on Twitter

13. A few more tips.
• Don’t add just anyone on LinkedIn. Make sure they know you first
and would want to add you to their networks
• If you want to get to know someone but haven’t met or engaged
with them, see if anyone else in your LinkedIn network is already
connected, then ask for an introduction
• A personal message is always a nice touch – and may make all the
difference.
– Busy people may not remember you, so remind them (nicely)
– Thank-you goes a long way
– Compliments are appreciated
• Don’t only call on connections when you need them
• Again, build your network in advance

14. The perfect profile.
• Update your LinkedIn profile – and keep it updated!
• Think of it as your online resume. Check spelling, grammar and
formatting.
• Add a professional-looking photo
• Beef it up. Link to your website, Twitter, blog, etc. (but, only if they
are updated often and are well-written!)
• Join groups for organizations you’re in (such as PRSSA) or follow
companies that interest you
• Always ask yourself: What would I think if I saw this profile? Would
I want to hire me?
• Look at other profiles for guidance and inspiration

15. So, what else?

16. Offline tips.
• Never doubt the power of an informational interview – even if
you’re not looking for a job right now
• Use your time at OU to explore what you want to do afterward
Get as much experience as you can while in college, while still
enjoying college
• Be a star intern. They’re harder than you think to find
• Being a good writer is one of the most important skills you can
have in PR, hands down
• Don’t rely only on the Internet to make connections. Face-to-face
interactions are still the most meaningful
• Go on as many interviews as you can – it’s good practice!
• Never stop believing in yourself, but don’t expect everything to be
perfect right away
• Don’t forget those who have helped you. Thank-you
cards, friendly emails and phone calls are still “in”

17. Interview tips.
• Be prepared. Research the company, employees, achievements
and awards. It’s okay to be a stalker.
• Write down answers to potential questions. Find a list of common
interview questions and think about how you’d answer them.
• Be early. It’s always better to sit in your car for a half hour than
show up late.
• Bring a portfolio showcasing your work – and pay a little more for
color printing. I cannot emphasize how much mine has helped me.
• Always look nice. Looks do matter in this case.
• Bring at least three copies of your resume. Just in case.
• Take in your surroundings. Find ways to connect with your
interviewer and calm your nerves.
• Ask questions. Come up with a list before so you’re ready.

18. So you got a job... Now what?
• What you do outside of work also builds your resume.
– Volunteer activities
– Professional organizations and associations
– Young Professionals groups
– Nonprofit boards
• If you’re not 100 percent happy in your first job, it’s okay. Do
everything you can to make the best of it and learn skills you can
apply wherever you go.
• It’s also okay not to stay at the same job forever – often despite
what Mom and Dad think (shhh)
• Find a mentor – or mentors! Someone to look up to for advice and
words of wisdom is so helpful
• Stay in touch with fellow Bobcats – they’re now your coworkers
and a great network to have

19. #PINKITUP
• Got involved with Komen Columbus when I moved back in 2009
• Serve on Communications, Race Planning and Grant
Committees, and participate in Komen Columbus Young
Professionals
• Started Pink It Up (#pinkitup) a social media-based campaign to
encourage the local community to join to fight breast cancer
• Encourage local businesses to decorate for the annual Race for
the Cure and coordinate media outreach around effort
• In 2011, #pinkituphashtag was trending in Columbus the week
before the race and on Race Day

21. #PINKITUP
• Why does this matter?
– Gained professional experience while
supporting a cause I’m passionate
about
– Formed relationships with local
leaders, media and influencers
– Forced me to be creative!
– Applied and enhanced my
professional skills
– Reflects well on employers
– Self-fulfillment – see the difference
you’re making in the world
– Resumeand portfolio builder

22. Questions?
Your turn to interrogate me.
Keep in touch!
hana@gebencommunication.com
@hanab08
linkedin.com/hanabieliauskas