You know the feeling. You’re working on a new project and you’re in the zone. Your brain is rapid firing idea after idea; you’re drowning in a deluge of creativity. You’re thinking to yourself, “Wow...this client is doing some amazing work in the community,” or “This campaign is briliant; it’s so cutting-edge, the PR element needs to be over the top…” Especially when you have a new client whom you are trying desperately to impress, it seems that the ideas just keep coming and coming; you’re ready to produce the YouTube video and tie the Twitter campaign to a creative giveaway. PR superhero to the rescue!

Not so fast. Hang your cape back up on its hook.

If you find yourself working on a project and the scope seems to grow in medias res, take the time to solidify the details of your compensation before you continue doing your work. It can be nearly impossible to do for those of us who tend to get inspired and want to just do the good work. But a big part of our jobs as communications professionals, frankly, is communicating these evolving scopes with our clients.  Educating the client on how long things take, what steps are involved and how much things cost is all a part of that communications challenge.

Should you find yourself ready to rush to save the day, keep these things in mind first:

Don’t Squeeze: The same way you wouldn’t try to squeeze size 8 thighs into size 2 jeans, don’t try to fit a 2-Year campaign Into a 6-Month Contract. When you do, you’re setting yourself up for failure. If your client has limited time and goals that would normally exceed the time frame, let them know that in the future they should plan ahead so that everyone has the time to do a great job. And then let them know what in your professional opinion can be successfully achieved in the time they have left. Read the full story

I recently got an e-mail from someone who is moving to the DC Metro area and wants my advice on landing a writing or public relations job here.  The person requested 20 minutes of my time to sit down and chat.  Fittingly, said person attached a resume for my review.

After  I took a look at the resume, I realized that I need to speak to this person about revamping it before we can go any further.  The person has obvious  communications and writing experience, but I only know that because I have held some of the same types of positions mentioned and can read between the lines on this resume.  A general HR manager most likely won’t be as knowledgeable about the nuances in communications job descriptions.  Nor will they be generous enough to spend time reading between the lines.

Before you ask someone to help you out with your job search and connect you to their very valuable professional contacts, make sure you have an outstanding resume for them to distribute on your behalf.  A personal introduction or recommendation can only go so far; once you get your foot in the door, make sure your resume is so dynamic that it gets your butt in the interview seat.  Here’s how.

1. Think “My Resume=My Brochure”. Your resume is your #1 marketing tool.  It tells a complete stranger why they should bother to invite you in to discuss a job opportunity.  Make it  shine!  It can be tough for you freelancers and consultants who might not want to “toot your own horn.” But trust me: this is the time to toot. Use adverbs and adjectives to glowingly describe yourself and your past work. If you’re doing a professional profile at the head of your resume, don’t be  modest. Call yourself what you are: award-winning, proven, strategic and experienced.

2. Give Hiring Managers What They Ask For. If you’re responding to a job listing, please look at the description to find out what the hiring manager is looking for. Even in the communications field I’m surprised by how many people don’t put two and two together on this point.  If  the manager is looking for someone to “handle media relations, respond to inquiries, and pursue proactive media activities,” be sure to list in your experience where you’ve done just that. Include your most successful freelance or consulting projects; projects where you garnered great media hits to show you know a thing or two about media relations.  Show that you’ve not only done this before, but you’re proven. Take it a step further by listing the outlets or programs where you were able to score coverage. Read the full story