PR and Public Affairs Washington, DC

Keren Odeah Johnson, 25

Washington DC

Job Title and Length of Time in this Role: Communications Associate, 2 years

Dewey Square Group

Blog and/or Twitter Handle: http://www.facebook.com/deweysquare www.latinovations.com www.twitter.com/deweysquare

Mopwater: Describe your path to PR. How did you wind up in this field?  KOJ: Prior to joining the Dewey Square team, I got my start in media relations as an intern for the Congressional Black Caucus Foundation. I was responsible for putting together statements and found that I really enjoyed the communications aspect of the job. That was back in 2006 and I was really just getting my feet wet while still in undergrad. Fast forward to 2008, I worked on the Hillary for President Campaign as a superdelegate liaison. I drafted endorsements for our press shop. That experience really helped me to think about strategy, messaging and rapid response tactics.

I studied Political Science and Spanish at American University. While the coursework taught me the ‘how-tos’ of the field, I have gained the most from hands-on opportunities. At Dewey Square, I am learning a lot and discovering how to apply my background in politics and campaigns to the media relations field.

Mopwater: Describe a pivotal moment in your career. Did you have a mentor or internship that really solidified your interest in this field or helped you hone in on a specific focus area? KOJ: Dewey Square is a really awesome place to work because the people here are the best at what they do. When I came on board, I wasn’t sure what to expect. Working with the principals here has been awesome. The senior level staff have mentored me and shown me how to specialize in a specific skill. In my job, I am also given the opportunities to take on leadership roles. It is really awesome to know that people here trust me, support me and ultimately, everyone works together to achieve our clients’ goals.

Mopwater: Describe a typical workday including your work hours. What do you do all day? Describe your office setting and workplace. KOJ: I work M-F 9 to 6 but the job requires me to be up to speed with all current events. The reality is that we have a 24 hour new cycle and through blogs and social networking, stories are being reported all the time. My friends say that I am always the one at dinner or out on a Saturday with my blackberry in hand. The truth is I love my job and I am probably on my phone sharing ideas with my team.

I work right downtown at Metro Center. I have a beautiful blue office with pictures of my family and mementos from the campaign above my desk. The TV is on all the time (usually CNN or MSNBC) and I always listen to a little music while I work. Those are just some of the things that motivate me and keep me going every day.

On a daily basis, I do a lot of writing (or at least that’s what I love to do). I will staff events and interviews which is really an exciting part of what I do.

Mopwater: What are your favorite and least favorite PR tasks and why? KOJ: I like everything that I do; however, I recognize that I am better at some aspects than others. I am a very behind the scenes kind of girl so I prefer to write and strategize over pitching. My favorite ‘assignment’ is drafting op-eds. It’s not easy to capture another person’s voice and perspective so I really enjoy the challenge of crafting the over-arching story for a client.

Mopwater: Who are some of your (or your company/organization’s) clients, and what kind of projects do you take on for these clients? KOJ: It really varies. We develop communications strategy for non-profit clients as well as private sector companies.

Mopwater: Describe a recent project where you produced results of which you’re really proud. KOJ:Recently, I worked on the iKnow campaign which was aimed at educating African-American youth about the risks of HIV/AIDS. It was so neat to work on a project that gave a new light to a critical issue within my community.

Mopwater: What is your favorite thing about this job and do you think you’ll be in this position in 5 years?  KOJ: What I love most about my job is that every day is different. I’ve never had a dull moment. In five years, I hope to be in this same field but in a different capacity.

Mopwater: What aspect of the industry are you most excited about? KOJ: I am most excited about learning how to blog. I love blogs because it allows everyday people to lend their voice and offer their opinions on current events via the blogosphere. In fact, my favorite blog is Blog On Sisters because it is a diverse group of women (and men) who have come together to create a global online community. It is a great forum for discussion on politics, faith, health and career.

Mopwater: If you could work on any dream project of your choosing, what would it be? KOJ: ANYTHING??? I would open a dance studio in Salvador do Bahia. As much as I love this gig and working in the political communications arena, I am a dancer at heart. I enjoyed visiting Brazil- the people, the culture, the natural beauty- it’s just alive! Most importantly, I believe in the ability to enhance a child’s life through the arts.

Mopwater: What if anything would you have done differently in your career up to this point and what advice would you give someone who is trying to break into your field?  KOJ: I will say that I have been incredibly fortunate and not really had too much experience with this aspect of the field. However, my advice to any newcomer would be to save, save, save. You never know if after one campaign you are going to end up with a great job at a reputable firm or unemployed for months. At one point, I remember having to get to an interview without having the metro fare to get there. I also have several friends who slept on my couch for weeks while they tried to find the ideal position. It can be frustrating. Having the financial means to support yourself is really key.

Also, I would encourage folks to network and maintain those networks. I know it might sound cliché, but I am always sending an email here or arranging coffee there because I want to develop relationships with potential mentors.

Join Mopwater on Facebook
Follow me on Twitter

The other day I got a note from Devon, the Spring intern. She was telling me how her summer and fall were shaping up work-wise and thanking me for the opportunity to work with me and learn on the job. Devon has lined up internships with two PR firms and is on her way. I’m so excited for her. Devon composed a letter for our readers and I wanted to share it with you.

My Internship Experience at Mopwater and MLMG

How much do you really learn when you copy your notes off a powerpoint presentation?  A lot of students sit at their desks, staring at state-of-the-art projectors on the wall, without even attempting to grasp the concepts that their professors are trying to share with them.  There is only so much you can learn from inside a classroom.  Real, hands-on experience is the only way to learn the ropes of the industry and get a head start on your professional career.  This became apparent to me during my first public relations internship.

In the classroom, I had written countless press releases and public relations documents for fictitious companies.  In most cases, just writing the average inverted pyramid style news release was enough.  As a student, it was easy to write a press release without worrying about the outcome.  I mean, who was going to get hurt if I got a B instead of an A on that one assignment?  The company did not exist and therefore they suffered no economic loss or failure due to my inability to sell their product or service.

My internship with Miller Littlejohn Media Group opened my eyes to the real pressures of the industry.  I immediately panicked after I got my first assignment to write a press release for Amanda’s event in January, Twitch!: Public Relations in the Age of Social Media. This was no longer a press release that would be read only by a professor; instead it had to grab the attention of every journalist who glanced at it.  I remember the first draft I wrote was plain to put it nicely.  Amanda met with me after I sent her the first draft to explain the undeniable importance of an “angle”.  “If you want a journalist to read what you have to say, then you better be giving them something that is essential to the lives of their readers,” she told me.

This was just one of the many invaluable lessons I learned while working for Miller Littlejohn Media Group.  Sure, I had been told this in the classroom, but I never saw the consequences.  The business world was no longer an image of my imagination, rather I was part of it and Amanda and her company were depending on me to complete certain tasks and to complete them well.

While working alongside Amanda, I gained knowledge of the skills necessary for the job, as well as how to find and keep a job in public relations.  Most importantly, she taught me the importance of being able to sell “me”.  While selling a product is extremely important, you must first prove that you are a valuable asset to a given company or firm if you want to survive and thrive in the PR industry.

Personally, I never learned these lessons from sitting in a classroom.  The knowledge I have gained from working for a real company is the reason for my current success. I know that my education and my career would not be where they are today if I didn’t have this internship.  I am grateful for the opportunities Amanda gave me and the lessons she passed on.  If I could give any advice to other students out there, it would be to dive in head first and learn the industry from someone who has mastered it.

Follow Devon on Twitter

Looking for a PR Internship? I am  looking for a few resourceful, mature, hard-working, social media savvy interns in various locales. Email info (at) millerlittlejohnmedia (dot) com for more information.

Accenture Health and Public Service Media Relations Manager ( DC, New York, Chicago, Austin)

American Express Public Affairs Manager (New York, NY)

American Red Cross Manager of Celebrity Contacts (Washington, DC)

Asia Foundation Senior Communications Manager (San Francisco, CA)

Center for the Study of Social Policy Communications Director (Washington, DC)

Congressman Rob Wittman Communications Director (Washington, DC) FAX resume and cover to Mary Springer at (202) 225-4382

Consumer Electronic Association Senior Director of Communications (Washington, DC)

Get Well Network Marketing Communications Manager Base Salary: 60-70k (Bethesda, MD)

Humane Society of United States Online Producer Salary 40-45 (Gaithersburg, MD) Email res and cover to hrjobs@ humanesociety (dot) org

Intelligent Transportation Society eCommunications Manager (Washington, DC)

International Association of Firefighters Press Secretary Salary mid-60s (Washington, DC)

Library of Congress Writer or Editor Salary Range: 74,872 – 97,333 USD /year (Washington, DC)

McDermott Will & Emery Communications Coordinator (Washington, DC)

Siemens Corporation Director of Corporate Affairs & Strategic Communication (Washington, DC)

United Way Director of Communications-International Network (Alexandria, VA)

Yamaha Artist Relations PR Coordinator (Nashville, TN)

Burke & Company Public Relations Account Executive (New York, NY)

E-Trade Financial Corporate Communications Manager (New York, NY)

General Electric Communications Coordinator (New York, NY)

Heritage Foundation Digital Communications Associate (Washington, DC)

Hilton Hotels Communications Operator (Park City, UT)

Kimpton Hotels Restaurant PR Coordinator (Washington, DC)

Mass Media Corporate Communications Account Executive (Las Vegas)

McGraw Hill Communications Manager (New York, NY)

Microsoft Director of Business Groups PR

MTV Networks Director of Communications (New York, NY)

Raytheon Manager of Public Relations (Reston, VA)

Strategy One (Edelman Research Arm) Senior Account Executive (Washington, DC)

So…a few people have mentioned to me that they would be freelancer by now if they only knew how to make it happen. I’m here to tell you, there’s no magic formula: but talent and persistence will certainly get you far.

I was inspired to post this by one particular PR pro who I know is going to light the Midwest ablaze as soon as she figures out how awesome she is. If you’re looking for help getting started with a new business idea, or as a freelance copywriter or marketing/public relations professional, you may benefit from my experience. It’s certainly not a road map for everyone, but for those looking for a little direction, it may be a start.

Name: Marc Silverstein
Current City: Washington, DC and environs
Job Title: President and CEO
Company: On The Marc Media
Length of Time in this Role: 5 Years
Twitter: @onthemarcmedia
Mopwater: Describe your path to PR. How did you wind up in this field?
MS: I was a crusty but lovable TV news reporter for close to 20 years, so skepticism of all spokespeople, PR folks and spinmeisters was in my DNA. Over time, I came to appreciate the few who “got it.” They knew how to successfully spar with reporters, leak stories, get out their message—and when they had to—take one for the team (usually a critical story) without too much whining.

Then I left news and hosted a long-running show about restaurants on Food Network called The Best Of. Many of the places we profiled had publicists, some of whom were incredibly helpful, and succeeded in making good stories better. But far too often, we had to deal with what I nicknamed Philadelphia-type PR, based on a company in Philly whose reps were so inept that we stopped covering their clients. They got in the way, raised tension levels with the crew and consistently made the process so difficult that even eating the free food offered by the chefs became a chore. That takes some doing.

From both the news and entertainment experiences, I saw there was an opportunity—to offer the kind of PR that provides a more effective bridge between clients and the media.  Clients need public relations people who know how to:
•    Understand reporters, their pressures and their personalities—and make their lives easier. (Like providing “one –stop-shopping,” and not calling to pitch stories when reporters are under deadline).
•    Speak the language of news reporters (Forget the elevator speech; you’re lucky if you get to ride one floor while you’re pitching them).
•    Identify what their client does that’s newsworthy, and figure out every way we can to get it in front of an audience.
•    Write short, dynamic news releases that don’t waste anyone’s time.
•    Use a lot of bullet points.

After Food Network, I hosted a show on Discovery Channel. After shooting the episodes, I was under contract and couldn’t work elsewhere in TV for several months. Much to my disdain, my wife wouldn’t let me sit home in semi-retirement. That’s when On The Marc Media actively started going after PR clients—and since then, we’ve been successfully getting them on TV, in print and on the Internet, in addition to providing a vast array of other marketing services. Read the full story