Kari Mather: How to Get a Job

By Amy Fleishans

Kari Mather presented on Tuesday’s meeting, packing so much information into
the presentation that we’re breaking it up into two blog posts. Part one focuses
on her tips on how to get a job; part two will compare the differences of working for
a corporation, agency and the government as a PR practitioner.

In 2010, Kari switched jobs three times. She started in an agency job she’d had for
five years, moved to a federal government position and then hopped into corporate
PR. “I was lucky, at each switch I had multiple job offers,” she said. In a time when
the economy is still weak she easily found job opportunities—here’s here secrets.

1. Know the Web

Social media is a huge part of our industry—make sure you are comfortable
with the different platforms and use them yourself. “Start a blog, it’s fun,” she
suggested. She also issued warning about what students post online. During
the intern hiring process at her agency the top candidate on their list ended
up nixed after her Facebook account was found. “Her questionable profile
picture that had her and a girlfriend in lingerie was a deal breaker,” Kari
warned. “Future employers really do check that stuff.”

She also encouraged students to know the difference between search
engines. “Although Google has most of the web traffic, it’s still important to
have a working knowledge of what makes each search engine unique.”

2. Network

Kari encouraged PRSSA members to get involved with professional
organizations in the Valley. In addition to the Phoenix PRSA chapter, she
suggested looking into IABC, AMA and the Social Media Club for industry-specific networking.

3. Informational Interviews

“If there’s a company you really want to work for, ask for an informational
interview—even if there isn’t an opening at the time,” Kari encouraged.
Showing an employer that you’re seriously interested in the company,
even before there’s a position, makes a lasting impression. You’ll be the
first person he/she thinks of when an opening does open. Be sure you’ve
provided a current copy of your resume at the information interview.

4. Always Follow-Up

“Anytime I’ve had a meeting with someone and I don’t get anything from

them acknowledging our conversation it’s disappointing,” she said. Send a
quick thank you via social media, email or even a hand-written letter.

5. Use LinkedIn Effectively

Kari gave members a tour of LinkedIn, stressing the importance it plays in
the job search. Her two biggest tips: Make sure you’re profile is filled out 100
percent and get as many recommendations as possible. She also suggested
users create a custom URL address for a LinkedIn profile to ensure it shows
up when a potential employer googles your name.

Stay tuned for part two of Kari’s presentation.

Independent PR Practitioner Panel

By Amy Fleishans

The spring semester kicked off its first ASU PRSSA meeting featuring three independent PR practitioners from the Valley. Beth Cochran, Andrea Aker and Charlotte Shaff explained what independent practitioners do and how it’s different than an agency, while offering general PR advice and tips.

Aker explained how independent PR practitioners are different than freelancers: “We work for ourselves and run a business, freelancing means you work for someone else.” Shaff added, “On the surface it’s run like an agency, but with just one employee—me.”

Independent practitioners don’t always work alone. For bigger projects or during a busy month they create “teams” or outsource some work to other practitioners or freelancers. “Sometimes it’s like a virtual, temporary agency,” Cochran explained.

All three practitioners worked in agencies before starting their own companies. Cochran emphasized that agency experience is a vital prerequisite for becoming an independent practitioner. She explained how the daily exposure to running an agency prepared her to manage her own company. Aker urged students not to become an independent practitioner straight out of college, saying agency experience was vital for her success as an independent practitioner.

For all three women, the biggest benefits of being an independent PR practitioner are being their own bosses and the flexibility it provides. “It’s totally a lifestyle,” Aker bragged. “I can take my walks at one o’clock and work at 9pm.”

General tips offered for PRSSA students included:
• Don’t form friendships with clients—it always burns you. –Shaff
• Phoenix is the biggest small town, everyone knows each other—don’t burn bridges. –Cochran
• Always keep networking, you don’t know where your next job will come from. –Aker
• It’s okay to have a secondary, side job during the first few years in the industry to supplement your income. I was a bartender. –Shaff

Links to their company websites:

Aker Ink
Wired PR
The Media Push