A Newsletter for IABC Student Members
January 2008, Issue #3
Welcome to the third edition of IABC’s student newsletter, Student Connection. This monthly newsletter will provide tips to guide you along your career path, highlight the possibilities available to you after graduation and showcase articles from seasoned communication professionals.
If you have any suggestions on how to make this newsletter more useful, or if you have information you would like to share with other chapters, please e-mail
.
In This Issue:
Features:
We Have a Name!
Congratulations to Matt Jeneroux of Alberta, Canada for entering the winning name in the “Name the Newsletter” contest. Matt suggested Student Connection, which echoes name of the student page of the IABC web site. That made sense to the judges. Thanks to everyone who entered for your creative and clever submissions!
Increase Your Chances of Being Hired: Get an internship (or two or three)
University graduates looking for a job are often caught in a catch-22: Employers want to hire candidates with experience, but how do you get experience if no one will hire you because you don’t have any?
The answer: internships.
As the job market becomes increasingly competitive, a higher level of education may not be enough for you to land your first job out of university. Employers look for potential employees with real-world experience under their belt, and internships are an excellent way to gain this experience.
Internships allow you to:
- Gain valuable knowledge in your field of study while getting an inside look at a company, industry or particular occupation.
- Improve your critical thinking, leadership, and oral and written communication skills.
- Grow academically and personally by recognizing your strengths and overcoming your weaknesses.
- Work in an office setting and observe office culture.
- Network and meet potential employers.
- Prove your ability to be professional.
- Complement your education with on-the-job experience.
- Decide if your selected major and career path are right for you.
- Build your résumé and portfolio.
- Increase your chances of gaining full-time employment after graduation.
- Start your career.
With all of these benefits, why wouldn’t you decide to pursue an internship? Perhaps because you’ve heard stories about boring assignments associated with internships. You can avoid this by finding an internship that challenges you.
Analyze the internship description and ask questions about the position’s specific tasks to ensure that you will learn from the experience. Research the company and see if there is advancement potential or connections to other companies, and ask students who have interned there in the past about what they gained from working at the company. Make sure the internship is a fit for you, one that will push you to enhance your skills and give you applicable real-world experience.
How do you find an internship to start your career? A great resource is your university’s career center. The center’s staff is hired to help you find a job or internship; they want to see you succeed. Tell them what you’re looking for and they can help you find it.
Another helpful source is the Internet. Many job boards feature internship sections, and some web sites are specifically geared toward internship-seekers. Here are some suggested sites:
www.backdoorjobs.com
www.internshipprograms.com
www.internweb.com
www.vault.com
www.wetfeet.com
Many students find internships in listserv e-mails from their major’s department or university career center. Sign up for as many e-mail lists as possible. Employers know that university students make excellent interns, so they often contact universities searching for students majoring in related subjects. Don’t just sign up for the e-mails, read them! You don’t want to miss an ideal opportunity.
Once you find an internship that matches your career goals, maximize your experience. Evaluate your feelings about the industry and position. Has working in this internship confirmed your decision to pursue a certain major or career path? Or have you discovered that this line of work isn’t for you? Take the time to reflect on the skills you have, how they’re improving, what new skills you’re learning and how you can apply all of these in the future. Once you feel you’ve learned enough, you may chose to gracefully exit the internship and find another one to continue your real-world education.
Prepare for life after graduation by looking for an internship today. It’s never too early or too late to start. Whether you’re a first-year or fifth-year student, now is the time to start gaining the experience you need to be hired after graduation.
Start your career today and impress your potential employer tomorrow.
Cool Communication Jobs: Doug Wolch at the Policy Secretariat Unit of Alberta Justice
Doug Wolch’s story is one of constant change and altered aspirations. Doug graduated from the University of Victoria in British Columbia with a law degree. He practiced law on and off for eight years, alternating with a legal research business, before joining the Alberta Public Trustee’s Office in 2000. When his position ceased to challenge him, Doug decided to pursue a longtime interest by delving into the communication field.
Doug returned to school for a public relations diploma. He started with night classes at Grant MacEwan College, but then took a leave of absence from his job to study full time and finish school. After earning his PR diploma in July 2006, Doug began his career in communication as senior policy consultant for the Policy Secretariat Unit of Alberta Justice, a position that requires his unique combination of knowledge about law, government and public relations.
Doug’s biggest dream is to fulfill his potential and never become complacent. He says he would have to be starving and hypothermic, living on the streets of Edmonton, before he’d return to any of his former positions, as he’s already learned everything he can from them. Doug’s drive for change and challenges motivates him to continually develop his skills.
Read the following interview with Doug Wolch to see how a second career can come at any time in your life, if you keep an open mind about your options.
Q: Why did you decide to enter the communication field?
A: When I was in junior high school, I took a career aptitude test that told me I should become a journalist. I’ve always liked the field. I’ve written articles for local newspapers and even hosted a radio show. After eight years of working in law, I became disenchanted with the subject and knew I wanted to change my path. I considered being a beat reporter in a small town, but decided against it. I returned to school to complete a PR diploma. When I finished my diploma, I wasn’t destined to become a public relations director for a large company and found a job that was one-third communication work. Some people get clear visions of what they should do, but I only get small pieces of a vision and follow those.
Q: What influenced your decision to start a second career?
A: It’s in my DNA. My dad had multiple careers in various industries throughout his lifetime, so I’m following my legacy. The tipping point happened when I was at my old job and could hear the seconds ticking on the clock, like my life ticking away. I knew I had to do something else. More specifically, at the end of one workday, I couldn’t remember what I had done that day. My actions had become so automatic that I was numb, in autopilot mode. I didn’t want this to continue, so I began exploring my options.
Q: If someone who knows you well described you in one word, what would it be?
A: The joke answer would be “committed.” Half the time I am, and half the time I should be. But the real answer is “striving.” No matter where I am, I am always trying something new. I don’t always like change, but I’m not happy staying somewhere if it’s become routine.
Q: What are you most passionate about?
A: In a way, new things. I have to change my situation if it no longer inspires me, both personally and professionally. Justice is my true passion. The injustices of the world hit me hard. I want to use my skills to affect the justice system and make improvements. I also love music. I recently purchased a digital piano and saw Billy Joel perform in Edmonton. It was amazing. And of course, Jill and Lily (my lovely girlfriend and her lovely cat).
Q: Speaking of music, what is currently in your CD player?
A: I’m going to be honest instead of trying to make myself look cool. I have an interesting mix in my five-CD rotation right now. I have the Blind Boys of Alabama, a gospel group of blind singers I saw perform in Ottawa; Jimmy Barnes, a rocker from Australia; Bruce Cockburn, a Canadian singer; and Collective Soul. The last CD in my rotation: ABBA’s Greatest Hits. I recently saw the Broadway show Mamma Mia, based on ABBA’s songs, and loved it. I also listen to Johnny Cash, AC/DC, the Eagles and the soundtrack from the movie Boogie Nights on my iPod when I run.
Q: How did you hear about your current position?
A: When I was in Toronto fulfilling the two-month practicum required for my PR diploma, a friend e-mailed me about the position. When I first called to apply, they had removed the position from the market. Six months later, the position became available again and I reapplied. The same thing happened with my condominium. Someone outbid me when I first tried to purchase it, but then six months later my realtor called with an available condominium next door to the original one.
Q: What does the Policy Secretariat Unit of Alberta Justice do?
A: We have a number of divisions in the Ministry, including the prosecutor's office, maintenance enforcement (securing child support payments from delinquent parents), civil justice department (lawyers on-staff to help with government legal issues) and the judiciary. We want to develop strategic policy ministry-wide, where all affected divisions, branches and units have input. To do this, we facilitate coordination between divisions and provide research support. Our goal is to help make strategic policy decisions in a better way.
The unit also focuses on citizen engagement. When we make justice policy, it’s not just the bureaucrats making decisions—we want the people involved. We collaborate with outside organizations affected by justice decisions, such as the Law Society of Alberta and the Sexual Assault Center. In addition, we try to work with the media to provide more accurate portrayals of the justice system to the public.
Q: What is your current title, and what does the position entail?
A: My job title is senior policy consultant. I am part of the Justice Policy Advisory Committee (JPAC) that works with outside stakeholders who have an interest in the justice system, as mentioned before. Our mandate is to improve the justice system through collaboration.
As part of JPAC, I also help run and prepare presentations for the Community Leaders and Media Working Group. The audience at these meetings is very diverse. My communication skills help me build relationships and convey important information better. The media working group recommends strategies for building relationships with and educating the media to facilitate more accurate reporting of the justice system. We also plan to ask the media for their concerns and address these, making it a two-way street.
Additionally, I work with the justice communications department, where our press releases and speeches are written, to create communication plans to share initiatives with the public and organize JPAC and other Policy Secretariat activities.
Q: How many other jobs have you held? What were they?
A: I’ve done everything from being a laborer to practicing law in a big law firm. I completed my law degree in 1991 and either practiced law or worked in a legal research business for eight years. I practiced family law, civil litigation, criminal and divorce law. When I did research, I contracted myself to law firms to provide research support for aboriginal lawsuits such as land claims and treaty rights. It wasn’t as satisfying as I thought it would be.
At the Public Trustee’s Office, I administered estates of deceased persons who didn’t have a will, acted as trustee for people deemed mentally incompetent and managed sums of money for children. For example, if little Johnny received CDN$15,000 from his grandma when she died and no one was designated to manage the money, my job (as the government) was to step in and distribute the money, as per the terms of the will (in this case).
Q: What is your favorite part about your job? What is the most difficult aspect of your position?
A: I love the fact that in my unit, I have to know a lot about different areas because our unit is becoming increasingly involved in strategic policy decisions for the Ministry. I provide input into how the justice system will operate and hopefully influence policy decisions in the future. I play a part in changes in the justice system, which aligns with my passion for justice.
When I give presentations to the working groups, I have to accommodate all the different perspectives and agendas in the room. Coming up with a collaborative recommendation for such a diverse group is exhausting, but rewarding. Police officers, judges and lawyers don’t all think alike.
Q: What skills do you think are most important to do your job well?
A: My job requires a unique combination of government, legislation and public relations/journalism knowledge, which my diverse background provides. Another trait that serves me well is my enthusiasm. I become passionate about my projects, which helps me present my ideas to diverse groups effectively. Collaboration is a new concept in policy-making. The process used to be a lot less collaborative and the public would have little input. This shift toward collaboration means I have to be persuasive and enthusiastic about policy decisions to convince others to work together.
Q: Do you have a mentor?
A: We have a mentor program in my Ministry, which is nice. My mentor holds a top policy position in Alberta Justice. We’ve had a mentoring relationship for three months and we meet monthly to discuss career options and related topics. Next month, we plan to discuss how to run meetings effectively, since that’s a becoming a larger part of what I do. I like the concept of mentoring; I think it’s very helpful.
Q: What is your ultimate career goal?
A: Tune in next year! Truthfully, all I can answer right now is that I want to gain as much experience as possible in justice and communication. I want to take these mobile skills and become a consultant to help other regions improve their justice systems by becoming more responsive to the needs of the people. I’ll do this after I make Alberta Justice the best justice system in the world.
Q: Is there anything you wish you would have known coming out of university that you know now?
A: It’s okay to do what you want to do. When I attended university, I thought more about what I should do. I should go to university. I should go into a respected profession, such as law. But you need to follow your passion because there are no real “shoulds,” other than you should follow your heart. If you don’t, you will never truly be happy.
Q: Do you have any recommendations or advice for students thinking about entering the communication field?
A: Keep an open mind about your career options. Try a few things. I always thought I wanted to do something with media relations and mental health, so I tried it. It was a good experience, but it wasn’t the best fit for me and I wouldn’t have known that unless I tried it. So, do what you think you want to do, but keep an open mind. You never know what might come your way.
Member Benefit Highlight: MemberSpeak
When you have a question about a communication topic, who can you ask?
As an IABC member, you can have your questions answered by IABC’s international network of over 15,000 communication professionals through MemberSpeak.
MemberSpeak is IABC’s online forum designed to allow members to exchange ideas, request advice, discuss strategies and share information. MemberSpeak also serves as an ideal networking tool, as you make your name visible in the field and converse with seasoned communication professionals about relevant topics. The forum facilitates discussions with people across the globe at any time, day or night.
The newest features added to MemberSpeak include private chat rooms (if you’d like to speak to individuals without sharing your discussion with every member) and the ability to create personalized profiles and upload your own author icon.
MemberSpeak forums include:
- MemberSpeak: IABC’s original, all-purpose, members-only forum, primarily for IABC related issues.
- The IABC Buzz: A place to share personal and professional member news with the IABC community.
- Accreditation: An open discussion forum for those already accredited, those going through the accreditation process and those considering the program.
- My Communications (MyComm) Help Desk, Bug Reports and Enhancement Requests: Forum for discussions related to the MyComm communication-planning tool.
Use the MemberSpeak forum to speak with communication professionals and explore your career options, contact other communication students at universities, and brainstorm about specific job challenges. Use the IABC Buzz section to search for new job opportunities, announce your graduation or share other exciting news. Browse the Accreditation forum to learn about the possibilities for accreditation in the future and ask for assistance at the MyComm help desk when using the program to plan your member communication or school project.
Keep up-to-date on developments in the field, ask questions and generate discussion with communication experts by logging on to MemberSpeak.
Diving in to Social Media
by Angelo Fernando
You’ve probably already gotten your feet wet in MySpace or Facebook. You’ve most likely looked up an organization or celebrity on Wikipedia or watched a silly video on YouTube. But if you haven’t shed your inhibitions and experimented with some of the more interesting features of what’s being referred to as the “read-write web,” you’re missing out.
When I say experimented, I mean going out on a limb and contributing to the new media environment that’s not owned or managed by someone else. In fact, this new media is not managed or moderated in the same way as many traditional online sites.
For discussion purposes, social media involves seven broad categories: social networks, wikis, blogs and micro-blogging, social bookmarking sites, video sites and e-tailers.
As an IABC member, you probably visit your own chapter web site and the IABC web site, both of which allow you to connect to the larger universe of communicators through the Communication Commons (http://commons.iabc.com) and MemberSpeak. But outside of this walled garden of members-only content are other sites worth joining, such as social networks LinkedIn and Plaxo and social bookmarking sites del.icio.us and digg.
But how should you conduct yourself in an online social space? Think of social media as your future résumé. The time is quickly approaching when standard résumés will be replaced by something akin to a blog or a collection of social media breadcrumbs. Here are three ways to approach that future.
1) Be yourself.
This seems obvious, but it’s been so easy to maintain online anonymity that many people believe they can use fake personas online and pull it off. The truth is, the intricate connective tissue of social networks make it possible for people to be outed, grilled and embarrassed. This usually happens to celebrities, or people under media scrutiny (think Dan Rather and Paris Hilton). But don’t kid yourself. Human resources managers are learning ways to uncover the truth about current and potential employees. There are organizations and software solutions that do this type of muckraking, and many people know how to find information using free web tracking sites.
Being sincere also means being sensible about the persona you create online. Those embarrassing videos on YouTube get copied, embedded and archived, so it will be nearly impossible to erase your digital tracks a few years down the road.
2) Be daring.
This doesn’t contradict the previous point. Taking risks means trying something new in the social media environment. Not everyone may want to start his/her own podcast or blog, but it is simple to participate in the media that interest you.
Participating could be anything from leaving a comment or idea on a blog or podcast to reviewing content on sites such as iTunes and Amazon.com. The social media space consists of millions of content co-creators like you!
3) Be original.
Once you conquer your inhibitions, you can move into authoring your own content. Start your own blog, and write about something you are passionate about. You never know what it might turn into; many blogs have been the incubating space for books.
Or you may want to become a Wikipedia editor. Many people do not know this but there are thousands of Wikipedia editors who are not Ph.D.s or librarians. They are often people who are subject experts in their own field and have decided to share their knowledge, no credentials required. It’s often said that nearly 50 percent of Wikipedia editors are below the age of 25. Good news for you!
If you have something original that could best be demonstrated on video, it’s worth putting it online. A couple in Arizona started a blog about wood carving, and The Wood Whisperer—now a video blog about the trade—soon became their main business. Check them out.
You are here!
Now’s the time to go beyond dipping your toes, to full-body immersion. It’s a great time to be here. The web is evolving at a tremendous pace, essentially moving from a static medium to a participatory one, something extremely fluid. The fluidity is mainly due to the collaborative potential that many of these social media spaces allow. “The web needs editors,” remarked Michael Eisner, former Disney chairman, commenting on the range of serious, unique content (as opposed to idiotic content and illegal copies of movie clips) finding its way onto YouTube. Those editors, authors, moviemakers, pundits and subject matter specialists could be you!
About the author
Angelo Fernando, whose avatar in Second Life is not exactly agile, has been covering technology and communication in the real world for over 10 years. He frequently writes about the intersection of analog and digital marketing in emerging social media at HoiPolloiReport.com.
An Interview with Daniella Cross, 2007 Student Gold Quill Award Winner
Who would imagine that a 22-year-old university student could (and would) run for mayor? University of Guelph-Humber student Shaun Bruce did just that in Toronto’s 2006 municipal election. The campaign created by his fellow classmates received the 2007 Student Gold Quill Award.
Rather than write an essay about Canadian politics, the students in Professor Scott Langdon’s public affairs class chose to become involved in a political campaign. But they didn’t just get involved in a campaign, they actually created their own. As campaign chairperson, Daniella Cross ran the team meetings, prepared agendas and recorded minutes, as well as approved all media materials before release. Her vision established a detailed path and strategy that led the team’s efforts.
The public relations students took advantage of the powerful influence of the Internet during the six-week campaign. The team created an official web site with information about Bruce’s background, platform and media coverage. The web site improved Bruce’s visibility by allowing more people to view his media appearances through streamed video and audio, and by linking to articles about him in the Toronto Star and the National Post. The students also used MySpace, Facebook and LiveJournal to convey Bruce’s messages and distributed flyers via e-mail to potential voters attending universities in Toronto. In addition, the group hosted an event—“Shaun Bruce Rocks the Vote”—before the election, which was filmed for an episode of the Comedy Network show “Punched Up.”
These marketing strategies informed the citizens of Toronto about Bruce’s plans to provide free public transportation for all full-time university students, create more affordable housing and provide eviction protection for students, and decrease gun crime through more police presence and social initiatives such as youth clubs to deter violence. Most of all, Bruce’s campaign aimed to engage Toronto’s youth in the political process and increase youth voter turnout.
In the end, the students achieved their main goal. Bruce placed ninth out of 38 candidates for mayor, receiving 2,820 votes. Bruce’s message was adopted by the three campaign frontrunners as the politicians began discussing youth issues and incorporating Bruce’s platform ideas.
These impressive fourth-year university students, led by the fearless and well-organized Daniella Cross, deserved the honor of the 2007 Student Gold Quill Award for all of their hard work and the success of their campaign. Learn more about Daniella’s experience leading the campaign, applying for the Student Gold Quill Award and winning in the following interview.
Q: Tell us a little about yourself.
A: Last April, I graduated with honors from the University of Guelph-Humber in Toronto with a bachelor of applied arts in media studies and a diploma in public relations. I used the knowledge gained in my studies at an internship with NATIONAL Public Relations in Toronto, working on the marketing communication team from January to April 2007. In May, Environics Communications hired me as an account coordinator, but I decided to move to Waterloo, Ontario instead. Here, I am working at the University of Waterloo as the alumni officer for the faculty of engineering. I currently manage all alumni relations for the faculty and plan events both in Canada and internationally.
Q: What did you learn while preparing your Student Gold Quill entry?
A: I learned that it is important to be thorough. I was glad my team documented our actions as we were working on our campaign; it helped make the entry process easier. We never imagined we would be contenders for the Student Gold Quill Award, so when I decided to submit the Shaun Bruce Mayoral Campaign, I had to start from scratch. Fortunately, because the campaign was also a university class project, we had done a good job of tracking our progress and tangibles during the six-week campaign.
Q: What impact has winning a Student Gold Quill Award had on your life/career?
A: Winning a Student Gold Quill Award has been such an honor. Attending the International Conference in New Orleans, Louisiana, to receive our award was an inspirational experience. The communication industry highly values the IABC Gold Quill Awards and I know employers notice that I received this prestigious award, giving me an edge over the competition. I think it also creates rapport with other communication professionals when I’m networking.
Q: How has IABC helped you in your career?
A: IABC provides excellent networking and professional development opportunities. I have met several wonderful people by attending networking events who now act as my professional mentors. I am so thankful that IABC gave me the chance to meet such successful communication practitioners who are willing to give advice to students and recent graduates.
Q: Is there a person or event that has influenced your thinking as a communication professional?
A: Most definitely. Professor Scott Langdon acted as our faculty advisor for the Shaun Bruce Mayoral Campaign. He went above and beyond his role as our teacher and helped us grow as communication professionals. I am so grateful to Professor Langdon for the guidance he gave our team and for the way he helped shape my personal perceptions of the communication industry. Professor Langdon taught me that relationship management is the most important element of public relations. I sincerely believe this was the most important concept I learned while attending university.
Q: What would you say to other students who are thinking of submitting entries for the Student Gold Quill Awards?
A: Without hesitation, I would encourage other students to submit entries to the Student Gold Quill Awards. Although the process is a lot of work, especially formatting the entry properly, the effort is well worth the chance to be recognized on the global stage. IABC Gold Quill Awards are world-renowned and winning one as a student is a tremendous accomplishment!
Q: Looking to the future, what’s next?
A: When I moved to Waterloo in August, I transferred my IABC membership to the Grand Valley chapter where I plan to increase my involvement with IABC by volunteering to plan networking and professional development events. I’m hoping to have the opportunity to submit another Gold Quill entry for one of my professional endeavors in the near future!
Student Gold Quill Awards
Build Your Portfolio: Submit a piece to the newsletter
IABC members want to hear from you. See your byline in an internationally distributed newsletter by submitting an article for a future issue.
Sections for submission include:
- Advice – Articles with practical tips on what to do while in school and after school to find a job (interviewing recommendations, internship insight, etc.).
- Cool Comm Jobs – Interviews with young professionals working at interesting jobs in the communication field.
- Member Benefit Highlight – Explain how using a member benefit helped you and why other students should take advantage of it.
- Student Spotlight – Interview an IABC student member you admire.
- Miscellaneous – Discuss a past event or current job. Recommend classes or books. Write about any other issue relevant to students.
You can submit any original article you think would interest your fellow IABC student members. You will be notified if we decide to use your piece.
Submit your original work to
and gain bragging rights about being published!
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