The Future of PR Looks Very Bright

Last Friday I participated in the University of Oregon's Portland Paddle event, put on by the college's School of Journalism and Communication. In short, junior and senior communications students meet with a group of local PR pros and get advice on their portfolios and resume, go through mock interviews and ask whatever it is that's on their mind about a career in PR. This was the second time I have done this event but the fourth time (if I'm recalling correctly) I have worked with the college's comms dept. As usual, I found the caliber of students very high. Those kids are smart. Not only are they poised, articulate and savvy beyond their years, but their enthusiasm is refreshing.

Certainly, these kids are facing one of the most, if not the most, difficult job markets in a long time. And they get that. But they also get that PR is, and will continue to be, an integral component to any communications campaign. Afterall, one could make the argument that PR is something many companies can (and should absolutely) continue to invest in during times of economic recession. Am I biased? Of course. Afterall, I have been gainfully employed by PR agencies ever since I graduated from college in 2003 (well, even before that thanks to an internship my senior year). That's not to say that companies aren't cutting PR. In fact, PR, like most sectors of the economy, has faced hardships during this economic downturn. But there's a very valid argument that investing in the right communications opportunity NOW will pay off when things do turn around.

Back to the students. I only met with three students this time but each was set on working for an agency out of college. Do they get that they may not get that job right away? They seemed to. But would I hire them the second they graduated if I could? You bet. Well, not all but a few. In fact, my company did hire one of them following a similar event a few months back. Why? Well, they have the basics down. Press release? Check. Pitching media? Check (well, as much pitching as someone who has maybe interned once or twice does). More than anything, these kids get social media. Speaking of, Sploked is one of my favorite social media blog these days. Filled with tons of interesting thoughts and valuable (read: put in place at work immediately) advice. That's kinda rare in the blog world!

While many of us who have been in the industry for a while think we've got the grasp on HOW to leverage social media as part of a traditional communicatons plan (or even in lieu of), many of us simply do not. Or we're still learning. Or we're hiring people who get it. Well, not much hiring right now. But these kids blog. They Twitter. They Facebook and MySpace. Yeah, so what? Who doesn't? But I saw in their portfolios and plans a clear understanding of how each of those vehicles can impact and enhance a client's communications plan. When these guys do chance upon an agency that is hiring, all those folks above them who have spent their career banging out release for the wires or making cold calls to press will be grateful.

Kudos to the UofO comms dept for doing an amazing job. Looking forward to the next event! Here's hoping the market turns around sooner than later!