In a time where social media
has become increasingly prevalent, professionals can now leverage social
media to improve their careers. For public relations professionals,
it is essential to create an effective online presence to attract
prospective employers, as well as to consistently monitor the media
to stay current with public relations news.
Importance of online
presence to employers
With the pervasiveness of technology,
employers are turning to social media to conduct background searches. Forty-five
percent of employers used social networking sites to research candidates,
according to a CareerBuilder survey.
Previously, it was beneficial if an employer found nothing to an applicant’s
name. Nowadays, the same situation is harmful to the applicant because
employers will wonder why someone with an established career has no online
presence.
Increase online
branding presence
For college students entering
the workforce, creating an effective online presence requires the
following steps, according to a Mashable.com article:
·
Know who
you are online: Google search yourself and eliminate any undesirable
results.
·
Boost your
personal brand: Write your own brand message that conveys your interests,
strengths, and goals.
·
Use social
media: Choose a select few social media outlets, such as Twitter,
Facebook, and LinkedIn, and update them frequently with relevant content to
your field.
For instance, an aspiring public relations professional
hoping to be hired by LivingSocial could use tip three by creating a blog that
evaluates Living Social’s public relations strategies.
Monitor
traditional and new media
It is vital for a professional
to stay current with events and updates specific to his or her field. A public
relations professional should use outlets such as newspapers, websites,
blogs, and social media to monitor news in the public relations fields. Several tips for effective media monitoring
from E-Releases.com
include:
·
Know your purpose for monitoring. If
there is a certain aspect of public relations that interests you, target that
area.
·
Identify key phrases to focus on relevant media
outlets.
·
Leverage the influencers. If there is an expert
that could be invaluable to your career, reach out to him or her.
For more information on what new media sources public
relations professionals should follow, look at PRWeb’s list of 25 essentialpublic relations blogs.
For a traditional media outlet, subscribe to PRWeek
or access it online.
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