If you missed the first Social Media Seminar of the DC Chapter of the Black Public Relations Society, you didn’t get a copy of my whitepaper “Selling Social Media”. But fear not: I’ve compiled the main points here for you.

If you’re like me, you are in charge of convincing business owners why social media is important to their bottom line; and you’re probably also trying to get them actively  engaged in it.  It’s a process to truly win over those who are extremely private or just simply averse to telling the world what they’re doing.  Here are a few tips to get those you’re working with on board.

Sell It. Before you can expect your client or boss to buy into the virtues of social media, you must first answer the obvious questions: “What’s in it for the company? Why should we invest our resources here?” As your client or company’s social media ambassador,you have to do your homework. Offer up clear examples of where social media worked for a similar company. Show where a direct competitor saw results and you’ll get and keep a client’s attention.

Educate the Gatekeepers. Consider hosting a half-day social media camp for your client or Marketing Director to go over the basics. Make your presentation fun, interactive and easy to follow. Remember: those who don’t use social media are often intimidated by it or at the very least, don’t understand how far-reaching it is. Hold your boss or client’s hand and let them know you understand their apprehension. Repeat your belief that social media is a worthwhile investment.

Offer a Roadmap. What good does it do you to create an incredible plan that can’t with real ways your client or boss can begin using social media immediately. Set up accounts on social media sites for them and hand them a username and password.

Set Metrics. Be sure that you set goals that your client can really measure. Give them participation goals (i.e., two blog posts per week, or 1 Twitter update a day) as well as goals for the newly implemented social media program (i.e., 200 new Twitter followers by [date], or an improved online brand image by [date]). If you set goals, you can chart your progress easily. Knowing your progress allows you to change course if your strategy isn’t working.

Build It In. Developing your marketing and PR calendar for next year? Build social media into the plan so those in charge can
see exactly where it fits, and exactly how it complements the work you’re already doing.

Communicate the Commitment. While implementing a social media program may seem to have no real associated costs, developing quality social media programming can be extremely time-consuming. Communicate this fact to your client or director to be sure that you are well-compensated for your time.

Christine Randle

Christine Randle, 38

DPR Group, Inc.

Account Executive, about 3 years

Mopwater: Describe your path to PR. What made you want to get into the field?

CR: This is a difficult question, because I really fell into this field. I have a B.A. in history and an M.A. in Urban Studies. When I was looking for jobs after graduate school, I wanted to work in nonprofit—likely in a research capacity. I landed a position with a large workforce development agency in Philadelphia as a communications manager, simply because I was a good writer, understood the issues and could synthesize information quickly and concisely. I immediately fell in love with communications and can’t see myself doing anything else. In particular, media relations are an enormous amount of fun. There’s nothing quite like seeing an article appear in print or online that you’ve pitched and placed.

Mopwater: What aspects of the industry are you most excited about?

CR:I think  social media is exciting, in part because so much of it is uncharted territory. The rules are changing as quickly as they are created, so you really have to be on your toes.

Mopwater: Describe your office and workplace.

CR:My company, DPR Group has two offices—one in Germantown, MD and one in Cary, NC. It is a fairly laid-back environment, as long as you deliver results for your clients. We are lucky enough to have a casual dress code and the ability to telecommute on an as needed basis. How many co-workers do you have? DPR Group is a small firm with 7 people in the MD office and 7 people in the NC office. Where, how, and how often do you collaborate with them? I collaborate with my co-workers quite frequently, seeking regular advice on a range of issues from media relations to client relations. We connect several times throughout the day using email, phone and face-to-face contact most often, but we also connect via Twitter, sharing industry news related to both PR and our clients’ respective markets. Continue Reading

Rebekah Lovell of Renown Promotions in Atlanta

Rebekah Lovell, 24 Woodstock, GA (Atlanta)

PR Strategist to Small Business

Owner of Renown Promotions,  going on 2 years

Renown Blog

Twitter: @Renown

Mopwater: Describe your path to PR. What made you want to get into the field?
RL: Back in high school I was elected to the Public Relations seat on our Student Council and something clicked. Since then, I’ve always gravitated towards managing people, business, and events and loved the idea of creating value for businesses and organizations by doing so. I started in college as a Dance Pedagogy major, then Journalism, and then quickly changed to PR upon learning what it was really all about. I was the nerd who sat on the front row and actually read the textbooks and started a blog upon my professor’s suggestion. After a stellar experience at my internship, I took a job in Marketing with a top Atlanta Real Estate Firm. I couldn’t wait to strike out on my own once I saw the depth of small businesses in our area needing counsel and direction. I like to be behind the scenes, and position people and causes for success. It seems PR is a natural extension of my personality and gifts and I’m very passionate about what I do. I enjoy the fast-paced climate of PR and always learning what’s next.

Mopwater: What aspects of the industry are you most excited about?

RL: Strategy and Campaigns, Writing, Social Media, Causes and Events. I like to help businesses get from A to B, and help them look back at how far they’ve come.

Mopwater: Describe your office and workplace. How many co-workers do you have? Where, how, and how often do you collaborate with them?
RL: I work from my home office and communicate with the world outside non-stop via phone, email, and social media. I work hand-in-hand with a couple of other PR companies and freelancers to accomplish everything on my plate.

Mopwater: Describe a typical workday including your work hours. What do you do all day?
RL: My days are always different-but that’s half the fun! I start early and end late, and even work weekends most of the time to catch up. I may have a few office days a week, but I travel a lot to meet clients, attend events, and network.

Mopwater: What are your favorite and least favorite PR tasks? Do you love to pitch? Do you dread writing releases?
RL: Reverse of your example answers-I love to write and don’t enjoy pitching! I have a knack for the written word and really enjoy getting a client’s message across so that a certain media’s listeners, viewers, or readers can relate to and identify with the idea or story behind the feature. Continue Reading

I have some fresh communications job leads courtesy of my extremely plugged-in husband and MLMG partner Marc Littlejohn.  I’m featuring a Deputy Communications Director for a policy/lobbying org., a social media savvy Online Communications Director a political organizing group and a Communications Director for an economic policy think tank. Enjoy!

Deputy Communications Director : Transportation for America

Transportation for America seeks an experienced, energetic communications professional to help manage the communications activities of a dynamic, fast-paced campaign to reform the nation’s transportation spending and policies. The Deputy Communications Director will assist the Communications Director in developing and executing strategic communications in support of the campaign’s legislative and public education goals.

The successful applicant will have a minimum of five years experience in journalism and/or media relations, advocacy communications, message development and marketing, or similar, preferably with project and/or personnel management duties. Special consideration will be given to applicants with relevant knowledge and experience connected to issues concerning transportation, urban planning and development, and related arenas.

Interested applicants should send a cover letter, resume and at least two writing samples (preferably unedited), along with three references, to jobs@T4America.org. Transportation for America is an equal opportunity employer. People of color
are strongly encouraged to apply. Continue Reading

Tiffany Young of Young PR Group and Arts Institute of Washington

Tiffany Young,  26

Alexandria, VA

The Art Institute of Washington Public Relations Specialist, 3 years

Owner of Young PR Group

Volunteer: Interim Communications Director for Northern Virginia Urban League Young Professionals

Mopwater: Describe your path to PR. What made you want to get into the field?
TY:My path to PR has been rewarding and challenging because I had always wanted to be a writer or journalist every since I was 10 years-old but my passion for wanting to help people and serve as allowed me to be fulfilled in the PR field.  [I spent a year as a community beat reporter covering Southern Prince George's County Maryland for the PG County Gazette Newspaper in 2004 and]  I wanted to get into the field because there were no PR people like me when I was a reporter.  I didn’t find a PR person that was honest and caring, so I wanted to be that person for me and other journalists.

Mopwater: What aspects of the industry are you most excited about?
TY: I am most excited about  social media. Social media is the best way to [connect with people], no one picks up the phone anymore.

Mopwater: Describe your office and workplace. How many co-workers do you have? Where, how, and how often do you collaborate with them?
TY: I work in a small department surrounded by other supporting departments including Career Services and Admissions.  There are two people in my department-my direct supervisor and me.  Sometimes, I collaborate with my co-workers during weekly meetings and planning meeting for projects.  But most of the time, I work independently.

Mopwater: Describe a typical workday including your work hours. What do you do all day?
TY:My workday begins at 7:00am.  Before I eat breakfast or take a shower, I am checking my blackberry for scheduled appointments or meetings for the day.  I head into work via Metro, which I love so I can read a book or catch up on the Essence Magazine articles with my iPod blasting.  As soon as I get into the office I’m back on my blackberry and logging into my computer checking more email, putting out quick fires.  I make a few phone calls, draft several press releases, update the school Web site for the day, manage student projects and make sure people have been paid.

In the afternoon I take a break from my [job at the Arts Institute] and get to working on my community service gigs.  I am the Interim Director of Communications for the Northern Virginia Urban League Young Professionals Network (YPN).  I have afternoon phone calls with the President of YPN during which we discuss updates for the Web site and future communications efforts for our members.  I am also the Second Vice President for Black Public Relations Society DC Chapter, often times I am emailing members back about the status of their membership, upcoming meetings and other PR opportunities in the DC area. Continue Reading