Beyond Your PR Textbook

When it comes to knowing your info about public relations, textbooks can only take you so far. While textbooks and time spent in the classroom can teach many valuable skills such as how to write a press release, plan a campaign, and evaluate strategies and tactics, soft skills are not found buried beneath pages of text. In order to obtain the soft skills vital to success in the public relations industry, one must spend time studying the world outside of the classroom.

The best way to get a head start on soft skills is by being involved. Within the Grand Valley Student Society of America (GVPRSSA) alone, many involvement opportunities exist to help students practice skills to help them thrive in their future careers. Here are just three ways you can get involved within PRSSA along with the skills you will learn from each:

1. Attend an Agency Tour

After attending an agency tour, you quickly learn the importance of dressing professionally. If you are like me and never had to dress business casual before your first tour, that means it is time to go shopping. While a full suit is not always necessary, a blazer, blouse, dress pants, and conservative dress or skirt can go a long way for setting a great first impression.

Participating in an agency tour also teaches you how to speak in a professional manner and ask the appropriate questions. While you tend to act more professional in a classroom than with friends, speaking during a tour requires an additional level of professionalism. It is expected for students to sit up, maintain engagement when someone is speaking, use appropriate lexicon, and ask relevant questions that prove your interest in the PR industry. It is always recommended to come prepared with questions, however it is even better to ask questions based on the content shared during the tour. This skill can prove your understanding, engagement, and professional manner to future employers.

2. Apply for a Committee or E-board Position

Employers often look for those who are capable of working well with others in a group, while also being confident enough to lead projects when necessary. While joining a committee and serving on the executive board of GVPRSSA can be an extra responsibility, it teaches both leadership and teamwork. In these leadership positions, you will often have the opportunity to contribute ideas and possibly turn them into real events or media content.

A leadership position will also allow you to practice time management skills. In the real world, there is little to no room for projects to be completed past deadlines. Therefore, it is important to plan with plenty of time in advance. In a PRSSA leadership position, you will be able to practice organizing events and planning media content months in advance. In addition, members hold each other accountable and encourage organization within the team.

3. Write a Blog

When asking professionals about which skills are the most important for success in the PR industry, the number one answer I’ve received is: “be a great writer.” While skills such as grammar and spelling can be learned, it can be more difficult to master creativity and storytelling within writing. However, one of the best ways to become a better writer is to simply practice.

Within GVPRSSA, students are given the opportunity to practice creativity and storytelling by writing a blog. The endless possibilities of blog topics give students the creative freedom to publish copy that they are passionate about. In addition, the blog has the opportunity to be seen by many other PR professionals and students.

Networking and Relationship Building

Taking advantage of all the opportunities I just listed, you are bound to meet many PR professionals and students in the process. Every connection you make has the potential to help advance your career in the future. Therefore, it is important to start building your network.

LinkedIn is a great tool to help you maintain relationships with people online. After making a connection, be sure to add them on LinkedIn and send a brief message about where you met and how you appreciated their time. By taking time to practice skills learned outside of the classroom, the impact on your professional development will surely be noticeable to others.

Alexia is a junior pursuing a degree in Advertising and Public Relations and a minor in Digital Studies. Last year, Alexia served on the E-board as Co-VP of Professional development. This year, she will serve on the E-board as the VP of Chapter Development. Alexia has a particular interest in a career in the technology field. Additionally, she works on campus at the Office of Student Life where she helps students get involved around campus. In her free time, she likes to watch movies with her cat Leo.