After a brief discussion of the exciting and upcoming PRSSA trip to New York, executive members, Brittany Leuth and Stephen Abramawitz, led the group with lessons on writing professional emails and how to get press releases noticed by search engines.
A ten-minute long Lynda (the JMU provided online tutorial resource) video was used where a Public Relations professional outlined some key tools and tips on how to make your press releases more search friendly. To conclude the meeting, the group was instructed to take this information and draft it into an email just as you would if your boss requested a summary from you after a meeting or conference. This was pointed out to be a common task for interns. Leuth was then able to provide feedback on each of the emails based on her experience. How to Optimize Your Press Releases for Search Engines 1. Focus Phrases The Lynda instructor’s first tip was to utilize “focus phrases” within the press releases. These phrases are just a couple of words that tie in the main theme of your release. For example, a piece on a new administrator at a company in D.C could use a focus phrase of, “Washington CEO.” This focus phrase is to be placed into the press release early on within the URL, headline and/or sub headline but then also frequently throughout the piece’s content. This “early and often” technique will allow search engines to find these terms at a higher volume and make them more likely able to connect searches with your press release. 2. Links Search engines are looking for architecture, code and content. By placing links into your press release you are giving search engines more to feed on when searching. These links can be attached to keywords in the content and can send readers to other parts of your website such as other important articles. Another benefit of this is that by being able to have easy access to other important or interesting places in your site, you are giving your reader a boosted experience. 3. Perfect Your Upload There were a few important things to remember even after you’ve finished writing the content. First is to make sure you are uploading the release in a search friendly way. This includes uploading the press release with a unique URL and not just with the general website URL it is found on. This way search engines can attribute the link to the specific press release. The URL can be unique and ideally include the focus phrase discussed earlier. 4. Employ the Power of Social Media Last but not least, it is important to get your press release on many different social media platforms. Search Engines are looking for sites that are traveled on a lot and having a link on twitter or a blog will boost your press release. Also, social media posts with a conversational tone and the same keywords from the piece will help lead a person to clicking the link to the press release. - Caroline Rice, PRSSA member
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The temperature had just dropped to a morbid 26 degrees, with Google indicating it felt like a crisp 22. It was refreshing in some way, considering I had just submitted an application to become an editorial intern and was on the verge of having heat flashes on the 2nd floor of Carrier Library. It’s easy to think you’re not doing enough or that these internships will ultimately have no bearing on your future success since you’re so unsure at the ripe age of 20.
This is where Dr. Shana Meganck, an assistant JMU professor in the School of Communication Studies, came in to save my Monday. With her background in public relations and advertising as well as her Ph.D from VCU in the media, art and text program, M.A in journalism at UGA and B.A. from Mary Baldwin College in mass communication, I sat in awe. A plethora of disciplines, all of which led her to her current profession at JMU. It gave me a sense of reassurance knowing you’re not confined to one path or forced to stick with it. She dedicates her journey to the importance of internships, which she says had she not had several, she wouldn’t have gotten her first job. “They [internships] help you figure out what you want to do and differentiates you from others,” Meganck said. “Though for me, some were great, some were awful. But something is to be said about all of them.” At this moment, I was reminded of my marketing internship two years ago where I realized how much I refused to be stuck in a grey cubicle for the entirety of my working career. I wanted a fast-paced environment where I’d be on my feet constantly doing something, which goes into Meganck’s time at Padilla, an advertising agency that combined her skills in media relations to event planning. In her time here, she would work on multiple accounts at the same time, Thorlos and Nascar being the biggest. With odd hours and constantly traveling, Meganck opted to change her path and work for Altria in internal communications, which was more corporate and stable than agency life had been. She learned the importance of narrowing the target audience and communicating with outside communities. Yet how do you decide the path you want to take? Meganck says it’s all about personality, working style and career aspirations, but there’s no harm in gaining experience on both sides. Here was her quick run-down: Agency Life
Since her major wasn’t PR, she suggested trying workshops to learn skills in a new career path that diversify your resume despite the major you graduated with, which provided me a sigh of relief in a time where it’s no longer enough to be a good writer and your portfolio is expected to be the answer to curing malignant human diseases. Her biggest takeaway? Always make sure you’re learning. Even at the internship you know will not become your future career, it’s important to make connections or seek a mentorship with someone who knows the ins and outs of the industry and is willing to help you grow. Taking advantage of externships as well can provide a glimpse into the vibes of a company with the span of a week or a couple days. As she wrapped up the Q&A, she mentioned one thing she feels all students should make an effort to learn: soft skills, a.k.a. writing emails, learning how to present oneself in the workplace, knowing when to ask questions and when to be quiet. I was left feeling grateful, not only due to the knowledge and solace she unknowingly provided me, but because I grew up in an age where the power of Google is exquisite and only a click away when I want to know more. - Sabrina Moreno, PRSSA member On Tuesday, October, 10, seven members of Public Relations Student Society of America (PRSSA) got together in front of fellow members to talk about their personal experiences with previous or ongoing internships. These internships were located all over the country, from Frederick, Maryland, to Washington D.C., and even all the way out in Los Angeles, California. One student even had the rare opportunity to intern for Edelman, the largest public relations firm in the world, and others worked for smaller start-up companies, such as DPR Group, and even the Daily Duke here at James Madison University (JMU).
Each PRSSA member discussed what their job consisted of, and while no two jobs were alike, everybody mentioned how heavily their job was centered around writing and social media. Throughout the panel, each speaker repeatedly mentioned the importance of writing as students for anyone thinking of applying for internships. One word of advice was to write for “The Odyssey” or “The Breeze”, through JMU. In short, be ready for intense writing at your internship. As the panel went on, people from the audience asked about the pros and cons of each speaker’s internships. Some warned us about intense bosses and long hours, and even how quickly the public relations (PR) departments and firms moved along to overcome challenges. Stories were told about how employees and interns alike would have to come together to solve crises within as little as ten minutes. However, each student speaker mentioned that they wouldn’t have traded their experiences as interns for the world. Depending on what company you apply to, the process of becoming an intern can be incredibly painstaking, or it could be something as simple as calling a company and asking for an internship. However, each speaker advised everyone to start looking and applying sooner rather than later. Open-mindedness was greatly encouraged, as well; don’t be afraid to work for smaller start-up companies. Starting small gives you the experience needed that can later be used to work for larger companies and corporations. Overall, all members were in agreement that their internships were wonderful experiences that they will always remember. Despite the few hardships that you may face, working as an intern will give you the skills necessary for a post-grad job in the real world and memories that you will look upon fondly for the rest of your life. - Caroline Rice, PRSSA member |
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