Last month, PRSA-LA hosted a Career Master Class for PR professionals to explore the concrete steps it takes to move a career forward in today’s challenging environment.
The panel included Farida Waquar, AAE, Willis Communications; Jade Stevens, Communications Director, State Assemblymember Sebastian Ridley-Thomas; Melissa Kinch, Managing Director, Ketchum; Phyllis Tucker, Senior Partner T&T Public Relations; Trent Frager, Head of PR/External Communications, Farmers Insurance, and was moderated by Don Spetner, Senior Corporate Advisor of Weber Shandwick Worldwide. These experienced career navigators joined for a lively discussion focused on the best practices that helped them navigate career changes and identify the common qualities they look for in a successful candidate.
Below are a few key takeaways from the discussion:
What Makes You Stand Out?
When making the decision to shift your career from one industry to another, it is important to identify transferrable skills that will make you successful in that new position. Examples may include your ability to generate new business, earn coverage from key media outlets or, frankly, do a job that no one else can do well.
Back row, l-r, PRSA-LA VP Jim Wetmore (EVP Weber Shandwick); Panelists: Farida Waquar, AAE , Willis Communications; Jade Stevens, Communications Director, Asm. Sebastian Ridley-Thomas; Melissa Kinch, Managing Director, Ketchum; PRSA LA President, Philip Sokoloski (VP FilmL.A.) Front row, l-r, PRSA-LA President-elect Diane Bergman, APR, (VP LA Opera); Panelists: Phyllis Tucker, Senior Partner T&T Public Relations; (Moderator) Don Spetner, Senior Corporate Advisor, Weber Shandwick Worldwide; Trent Frager, Head of PR/External Communications, Farmers Insurance
While it would be great for the ideal job to fall right in your lap, the panelists noted that tbig opportunities may not always look like what you expect. They added that you must be resilient, consistent in your use of critical thinking skills, flexible and able to adapt to various work situations — whether your starting an entry level position or moving up the ranks to a senior advisory role.
Top Five Characteristics of a Successful Candidate
The panel identified key characteristics they look for when preparing to bring someone new to their team. The first two characteristics included maturity (especially willingness to compromise) and leadership when it comes to executing a strategy or shifting the direction of a team’s focus. The panel also noted that relationships, with potential new clients and reporters, along with influence, play a huge role in how they envision their ideal candidate contributing to the team and the broader organization. The final, but arguably most important, quality is NO DRAMA. Supervisors appreciate candidates who don’t bring problems, but rather solutions when “stuff” hits the fan.
For more insight on this great discussion, check out what attendees thought by following PRSA-LA on Twitter @PRSALA and using #PRSALA.
