2010 Vol. IV

What Have You Done
To Further Your Career Development Lately? 

By Tina Carroll, APR

As PR professionals, it's no secret we working in an industry changing at lightening speed.  The channels we use to communicate, 24-hour news cycles and a demand for return on investment are just a few of the challenges influencing our work and our effectiveness.  So what are you doing to stay on top of your game? 

If you have ever asked yourself whether you would be a stronger PR practitioner if you pursued your Accreditation in Public Relations (APR), you're not alone. It's the number one question I hear as the St. Louis Chapter accreditation chair. 

The truth is that regardless of how our industry changes, having a solid foundation in the principals of competent PR practice has never been more important.  In fact, in 2009, four PRSA-St. Louis chapter members received their APR and a number of others are preparing for the exam.

Whether you've just started thinking about getting your APR, just want information, or started the process then got side-tracked, I extend a personal invitation for you to drop by the sign-in table at our April 21 luncheon at Ces & Judy's.  You owe it to yourself to find out more about what it takes and what it means to earn your APR and how the St. Louis chapter APRs can best support you in preparing to take the exam. 

If you would like more information about obtaining your APR but won't be at the April meeting, contact me at accreditation@PRSAstlouis.org or (314) 494-5960.

New Web Site
News Feature

Have you checked out our new Web site?  One new feature is to share articles of interest from other places. Like these:

  • As Journalism Changes, So Must You
  • Five Myths about PR
  • Is Your Crisis Communications Plan Anti-Social?
  • Power to the People (FH's Dave Senay)
  • LinkedIn to a Lawsuit
  • Firm's Philosophy: PR Can be Fun
Review these and other stories here.

New Jobs Posted


Visit our Careers page and check out three current Job Listings.

 

Social Media Gets Serious: Developing
A Solid Strategy Tied to Business Needs

Wednesday, April 21, at Ces & Judy's, Frontenac; Register Now

Social media marketing budgets are expected to increase in 2010, and marketers have an increasing array of social media tools at their disposal. But many firms still struggle to link activities back to measurable business results. Two co-directors of the Social Media Club of St. Louis, - Brad Hogenmiller, an integrated marketing strategist, and Reem Abeidoh, director of social media at GroupM Search - will address how companies can develop a social media strategy that really sticks. The duo, co-directors of the Social Media Club of St. Louis, will share strategy and techniques on how to look beyond a checklist of tools and metrics to isolate business needs and goals that social media can support. At Ces & Judy's, 10405 Clayton Road, Frontenac, 63131.

For complete details, menu options and to register, go here.
 
Brad Hogenmiller
 
Reem Abeidoh

Resume Tips:  5 Ways to Grab Employers' Attention

With today's level of competition for good jobs your resume has only one chance to make a great first impression. To be considered for interviews your resume must have that special something that grabs reader attention and motivates them to call you. Here are five strategies for transforming a blah document into a WOW resume that will get employers calling you.

1. Keep your focus clear and to the point.

The first thing potential employers need to know is what you do and the position you are interested in ... With the lightning speed scanning approach that recruiters take in viewing resumes, a wordy, vague objective statement taking up three or more lines of text just doesn't get the job done. In most cases they don't get read.

Instead, write a short, direct professional summary that clearly illustrates your career focus. Include your profession, how long you've done it and particular areas of expertise. Something like:

"Senior purchasing professions with 10 years' procurement expertise in: strategic sourcing, contract negotiation, financial analysis, strategic planning, leadership, contract law and process improvement."

Remember, your resume is not an historical tell-all. To keep your focus clear make sure that everything following in your resume relates to your focus. Leave off extraneous details.

2. Stuff your resume with key words.

The more key words you use the more frequently your resume will show up in online searches like LinkedIn, TheLadders and CareerBuilder, etc.. Employer resume data bases also use key words to query for qualifying candidates. Without appropriate key words your resume will be electronically ignored. Without them, your resume is being shot off into a black void each time you submit it.

A good way to make sure your resume is full of key words is to check it against job postings. Use as many of the key words found in the responsibilities and qualifications sections of job postings. As much as you can, match up your terminology with what you find in job postings.

3. Keep your resume reader-friendly.

Nothing gets ignored like a resume full of lengthy blocks of text. No one has time to read through that much information. Resume screeners need to be able to absorb your information quickly. Leave out extraneous details ... Separate text blocks into smaller easy-to-digest snippets of information. Use white space to separate bullet points so that each stand out. Use a readable type font: nothing smaller than 11 point.

4. Include plenty of accomplishments.

To stand out from the crowd, include accomplishments throughout your resume. Write those that show how you solve universal problems - saving time, cutting costs, improving performance and increasing customer satisfaction. Your accomplishments should stand out on your resume in bullets separate from your responsibilities. Do not combine responsibilities and accomplishments. Instead, list responsibilities in a small block of text and accomplishments in bullet form following.

5. Get your best information on page one.

It's true, if you can't grab their attention on page one they won't stick it out to find out the wonderful things you've got on page two or three. This presents a problem for those who experienced their most productive work five or more years back. The solution? Use the hybrid resume format that allows you to create a highlight of accomplishments section at the top of page one of your resume. This area of your resume is reserved for the best examples of your work. The accomplishments you include should illustrate the key transferable skills needed for the position you are interested in.

Don't delay in implementing these resume changes. Employers are waiting for you with opportunities for a better career and a better life.

 Deborah Walker
    Certified Career Management Coach

Visit www.AlphaAdvantage.com for more career tips/sample resumes.

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