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1. Advertising
Notes
*Television-Based Advertising drives the most Ad Revenue ($71 Billion). *
- Digital Advertising is a close second, however.
The main challenge for advertisers is to make their ads
stand out, since there is so much "noise" out there.
*The revenue generated by the American advertising market is the largest in the world followed by China - in 2nd. *
2. Purposes of Ad- convincing consumers that your product/service is the
vertising
best
enhancing the image of a company
creating needs for a product/products
demonstrating new uses for products
creating brand loyalty
3. Where We
billboards
See/Hear Ads To- websites
day
television
banners/flyers
radio and podcasts
shopping carts
vehicles
e-mails
texts
- inundated with all of this so often
4. History of Adver- 1920s: *Edward Bernays* and the "Torches of Freedom"
tising
campaign (brought on by the tobacco industry; gender
roles heavily present at this time - trying to make smoking
appealing for women)
-- by showing pictures of women smoking in public, more
bought cigarettes; sales up 30% over 30 years
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1950s: radio programs then began to be sponsored by
business, in exchange for on-air mentions; also, advertisements began airing on television, in the form of commercials
- where we see soap operas (the original soap operas
were on radio)
Cable TV: emergence of shopping channels (QVC, HSN,
etc.)
5. 4 P's of Marketing
*Product*
*Price*
*Promotion*
*Place*
Advertising is usually focused on Promotion. The scope of
Marketing is larger ... So ... *Advertising is Marketing, but
Marketing isn't Advertising*
6. Advertising vs.
Marketing
Advertising is a COMPONENT of Marketing. It is part of
the overall marketing strategy often referred to as a tactic
- to help marketing research its goals.
- other aspects include research, design, analysis, sales,
and PR
Advertising is often very costly (promotional or paid media), for a short-term impact, it may not always be the
best fit for an overall marketing campaign. Sometimes,
PR - which is earned media, and also more focused on
relationships - is a better option. Marketing is making the
choice to go either route, or some other route altogether.
Goal of Advertising is to sell something. Goal of Marketing
may include sales, but often has larger goals - such as
brand loyalty and consumer awareness,
7. What is Public
Relations (PR)?
The industry is very young, and is still defining itself.
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A bunch of different definitions exist for what Public Relations is . . .
- sometimes, these more adequately describe a subfield
of PR
- there are a number of these, from publicists to media
relations workers
The one we will use is THIS:
*"Public Relations is a strategic communication process
that builds mutually beneficial relationships between an
organization and their publics."*
8. History of Public Begins with *P.T. Barnum* (point to for political reasons),
Relations (PR)
creating pseudo-events - which are planned events, and
which happen primarily to be reported. (before Barnum
and Bailey Circus happened, he took over and bought a
museum)
- he sent the groundwork for heavy publicity and paved the
way for publicists everywhere
- he created Tom Thumb, a 2-Foot Tall, 15-Pound Performer
- through Thumb, he created "Third-Party Endorsements"
While that happened in the 1800s and 19th Century, it
was the first 50 years of the 20th Century when true PR
pioneers emerged.
- They were Edward Bernays (he generated the first textbook for PR -- modern father of PR if you will) and Ivy Lee
(one of the first people to engage the media heavily and
proactively)
- Bernays worked for the American Tobacco Company;
Lee was the Publicity Counselor for the Pennsylvania
Railroad -- Lee generated a positive relationship with the
media and was able to control the narrative
Arthur Page established PR as an integral part of corporate management.
There was also Eleanor Lambert, who was a fashion
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publicist.
WWII bought changes, including: urbanization, television,
and business expansion.
Women REALLY began to enter the world of Public Relations at this time.
By 2000, PR became a management function within organizations.
9. Public Relations *women now account for 70% of all PR practitioners*
(PR) Trends
increased emphasis on listening, engagement, and dialogues with publics
increased demand for transparency between an organization and its publics
- need to be transparent because credibility and trust are
huge
there is also more increased attention paid to multicultural
audiences
recruiting more individuals from different cultural backgrounds
increased emphasis on measurement and evaluation
10. 10 Steps for Cri- *1) beware of warning signs*
sis Communica- - set up Google News alerts for your organization and
tion:
relevant keywords
- be aware of local news and issues that may impact your
organization or that local media may call you for comment
on.
- direct employees and volunteers to share any phone
calls, social media posts, or messages, website comments, or other communications touch ports that may
signal a concern
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*2) identify and alert stakeholders*
- determine what staff and internal stakeholders, such as
legal counsel or board members, need to be alerted and
what needs to be communicated to them immediately
-- let your employees, investors, etc. know what's going on
- Alert Habitat for Humanity Florida and/or Habitat for
Humanity International as appropriate (specific to a guest
lecture)
*3) assess the situation*
- what is the issue?
- who is affected?
- how did it happen?
- what additional information do you need to fully understand the situation?
- who may need to be alerted?
- what is the media interest?
*4) determine crisis communications strategy and team*
- define the issue and determine the strategy for advertising the issue and communicating with internal audiences
- determine crisis communications team and each individual's roles and responsibilities
-- who will take and log media inquiries?
-- who will serve as primary spokesperson with external
audiences?
-- who will update stakeholders, such as board members,
partner families, and/or volunteers?
- who will monitor social media channels and media coverage?
*5) develop messaging*
- determine what information can be shared and with
whom (such as staff, patients, the media)
- create holding statements and/or key messages specific
to each audience as appropriate
-- partner families, media, volunteers, donors
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*6) develop protocols*
- provide appropriate staff members with protocol and
messaging for answering phone calls
- notify all staff members, site crews, and volunteers to direct media questions to the specified person taking media
requests; this individual should log all media requests but
not provide any comment, as this request will be vetted by
the crisis team for appropriate response
- remind employees, site crews, and volunteers to avoid
commenting on the situation with the public and/or media
*7) create social media process*
- develop holding statement and/or key messages for response on social media channels
- determine protocol for responding to comments and
posts on social media channels ; determine what messaging needs to be added or updated on digital media
platforms, including website and social media channels
- use a disclaimer bout partner family confidentiality for
electronic communication as appropriate
*8) communication with the media*
- determine if a statement needs to be proactively released
to the media
- ensure spokesperson is well-versed on key messages
that can be shared surrounding this issue, including message on partner family confidentiality
- never speak with the media "off the record" - consider
anything you share with the media to be on the record
- never respond with "no comment"
- if you don't know the answer to a question, say so; don't
speculate; promise to find the answer/appropriate person
and follow up as soon as possible
*9) regroup*
- monitor media, blogs, social media channels and other
public communications platforms for ongoing coverage
and conversations surrounding the issue
- determine strategy for ongoing updates to internal audi6 / 30
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ences
- evaluate strategy for ongoing status updates with the
media and other external audiences through social media
channels and website
- evaluate opportunities to strengthen organizational policies and procedures, including communication efforts
moving forward
*10) evaluate how the crisis was handled*
- it is important to evaluate how the crisis situation was
handled. Knowing what was done well and what could
have been done better will only help refine your crisis
communication process and make it more effective in the
future.
- Assess media coverage, review the crisis communication
protocol and actions taken with the crisis communication
tea, and evaluate each action taken.
11. About the Indus- Robust industry. Great fit for entry-level jobs and lifelong
try: Publishing
careers for those educated in mass communication.
- promotion is an option for PR/Marketing
- editing is an option for those who have a strong grasp of
grammar and the English language
12. Publishing: What publishing's existence is rooted in 3 things: writing, paper,
is it?
and printing
BUT ... social development and the spread of literacy has
made the publishing industry such a lucrative one
13. *publishing* de- the dissemination of information for sale
fined
NOT just book-related. Technological advances have expanded the field ... information has been made available
to the public through things such as literature and music
14. Publishing
publishing's existence is rooted in 3 things: *writing, paper,
and printing*
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BUT ... social development and the spread of literacy has
made the publishing industry such a lucrative one
15. History of Publishing
a culmination of other inventions that have collectively
evolved this industry into what it is . . .
1440: *Gutenberg and the printing press*
1640: first published book in the United States, Bay Psalm
Book, in Cambridge, Massachusetts
1690: first US newspaper, Publick Occurences, was published in Boston
1741: the first magazines were published in the US, by
Andrew Bradford and Benjamin Franklin
late 1700s: 100+ magazines in circulation
from then, until today: typewriters, computers, and the
Internet have advanced publishing for the writer and publishers, alike
16. Publishing Today *traditional publishing* is STILL lucrative . . . but not the
only form of publishing available today
*digital publishing/e-publishing*: where books, mags, papers, etc., are not only published online, but also distributed through online channels
*self publishing*: when an author does it on their own,
with perhaps some insight with regards to design, or a
marketing strategy(ies), or distribution
17. Self vs. Tradition- more career opportunities within traditional publishing
al Publishing
in 2008, there were more self-published booked than
those published traditionally
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within one year since 2008, over 75% of all books had
been self-published
18. Publishing Careers
a candidate should tailor their skillset to different areas of
publishing in order to be a better one
each component of the industry is important and interdepending
you can move from one area into another
determine: if you want to work in trade, or academic,
publishing
*trade publishing*: produces the books and magazines we
tend to read for fun
~ can be fiction or non-fiction
~ very commercial . . . must have a sharp eye for sales and
mass adoption potential
~ it's beyond just exceptional writing ... strategy is involved
~ need to be business-savvy; contract negotiations and
promotions are VITAL
*academic publishing*: produced books and papers you
use in school, and for your research efforts
~ works to craft insightful material and original research
~ working with professors who wish to bring their research
to specific audiences to spark dialogue
~ ideas take precedence over sales
19. Big 5 Publishing 1) Pengiun Random House
Houses
2) Hachette
3) HarperCollins
4) Simon & Schuster
5) Macmillan
20. What is Public
Public Administration can blend a lot of the stuff you've
Administration? read about during the back half of the semester. It may
include:
- agency work
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- TV and radio (production) work
- public and private sector work
- nonprofit work
- government work
21. *public adminis- *public administrators* are public servants, working in detration* defined partments and agencies at all levels of the government,
including city, council, country, regional, state, and federal
depts
*public administration* has been defined not only as the
implementation of government policy, but also as the management of public programs
public administration is multidisciplinary and has 6 major
subfields
22. Core Concepts of *Woodrow Wilson* wrote /The Study of Administration/ in
Public Adminis- 1887; he is considered, here in the U.S., to be the father
tration
of Public Administration. He outlined 4 concepts:
• separating politics and administration
• conducting comparative analyses of public/private organization
• improving efficiency with businesslike practices/attitudes
• management and training civil servants
23. Public Administration: Background Info
we describe the people who dedicates their careers to
working in public administration, as *public servants*
- this includes military, police, infrastructure, public transportation, public education, and elected officials
Public Administration jobs are largely within the public
sector, although they do dabble in private sector analysis
private sector businesses are those that aim to earn a
profit, and are NOT under direct control by the government
24. Communication have to engage with multiple audiences, sometimes at the
and Public
same time
Administration
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you have to communicate with *internal audiences*, like
your employees
you also have to communicate with *external audiences*,
like community members, other officials, families, children,
the elderly, and community organizations
25. Public Adminis- if you work at a managerial level in Public Administration,
tration Facts and the average salary is $80,000
Figures
entry-level work requires a Bachelor's Degree
managerial work requires a Masters in Public Administration
Public Administration jobs are expected to *increase by
14% in the next decade *
*5 states with highest P.A. employment: CA, TX, NY, IL,
MA*
26. Non-Profits :
NPOs (Non-Profit Organizations) offer the same opporBackground Info tunities as other industries, including PR, marketing, and
advertising, visual communication, and writing.
careers in NPOs thrive because of dedicated employees
who choose to work in the organizations because of their
desire to help people, places, and things
NPOs, along with non-governmental organizations, are
the fastest growing types of organizations in the world
27. Non-Profits:
organizations with the purpose of doing something other
What are NPOs? than making a profit
often dedicated to furthering a cause or advocating for
particular point of view
- EX: Susan G. Komen Foundation for Breast Cancer
Research
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what constitutes an NPO is very diverse in scope
NPOs are tax exempt for 2 primary reasons:
1) charitable giving
2) civic organizations
many NPOs operate using a "double-bottom line" which
explains that a majority of the funds raised will go to the
cause, but the organization will also use a portion of it to
ensure sustainability
- 75% may go to research, events, etc.; 25% go to workers
NPOs have no "owners", instead they have a Board of
Directors
estimated over 90% of NPOs today, existed since 1950s
charitable NPOs saw surges in volunteerism after wars
political NPOs became more mainstream after Barry Goldwater's defeat in 1964
history of charitable NPOs is much more unknown
28. Non-Profits:
Finding a NPO
Career
first step: knowing what type of organization you'd like to
work for
- professional associations
- educational organizations
- advocacy and political groups
- environmental organizations
- religious organizations
- health organizations
- foundations
second step: finding the right type of job
- 3 categories: direct service, management/administration,
and research
- NPOs often require their employees to be
"jack-of-all-trades"
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- employees should be ready and willing to assist in all
ways, regardless of their official job description
29. Journalism and
Truth
Journalism is called upon to present relatable, accurate
facts.
Journalists employ "Journalistic Truth" - beginning with
discipline to assemble and verify pieces of information.
Then, they try to convey it in a meaningful and accurate
formal for readers.
Journalists have to be transparent in their research methods, and their loyalty should be to the readers/audience not their own best interest.
30. Journalism and
Objectivity
Journalism is a discipline of verification.
Journalists should seek out multiple sources, disclose as
much as possible about them, and present both sides of
an issue in the story.
Journalists must not be swayed by sources of power, or
self-interest.
Must avoid arrogance, elitism, and isolation.
31. Journalism and
the Public
Journalism must provide a public forum for criticism and
compromise, keep the news comprehensive and proportional, and respect the news rights of citizens.
Journalists help people learn what issues they should
be thinking about - according to Agenda Setting Theory
(AST).
Journalists have their content and speech protected so
they can do what AST suggests - and provide content we
need to help us stay informed and make good choices.
32. Importance and
Challenges of
Journalism is purposeful storytelling. We use the information as a map to navigate society.
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Journalism Today
Because more and more people are generating and distributing content, operating like journalists and reaching
similar audiences, the premium on ethics has never been
higher.
Journalists must provide "functional truth" - not just interesting content - to remain significant and credible.
33. History of Journalism
4 distinctive eras: *The Colonial; Partisan; Penny; Yellow
Press Periods*
first newspaper: Publick Occurances, in Boston in 1690
(before the US was even a thing), by Bejamin Harris
- made allegations against King of France, without royal
consent, and was out of business before next issue (heavy
censorship early on)
New York Weekly Journal by John Peter Zenger, soon
followed - with Zenger arrested and put on trial - and
later freed. This is the first real instance of journalism
overcoming censorship, and paved the way for future advancements.
In the Partisan Press Era, aka the Federalist Period in US
History, the Federalist Papers were published throughout
the Nation.
- journalists and government continued to butt heads
- the Alien and Sedition Acts were instituted at this time
The Sun was printed in 1833, sold for a penny per copy,
beginning the Penny Press Era. Telegraph soon followed.
Editorials were printed. The production sped up, etc.
Yellow Press Period followed ... where stunt journalism
and sensationalism were introduced.
34. About the Indus- when it comes to television, the US is divided up into TV
try: TV
markets
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these TV markets are called *designated market areas
(DMAs)*, and are ranked by the number of TV homes in
that metropolitan area.
there are currently 210 TV markets, or DMAs, in the United
States today.
35. Top 5 Television 1) New York (6,842,120 TV homes)
Markets
2) Los Angeles (5,145,340 TV homes)
3) Chicago (3,256,400 TV homes)
4) Philadelphia (2,758,300 TV homes)
5) Dallas-Fort Worth (2,563,320 TV homes)
36. TV Market Info
the top TV market in the State of Florida is Tampa/St.
Petersburg (Sarasota), at #12, with 1,800,600 TV homes.
the company who provides this data is The Nielsen Company
The Nielson Company provides 4 "report cards" to networks in the calendar year, in: February, May, July, and
November
- note: individuals at TV networks can track their ratings in
real time via the overnight ratings
37. Working in TV
a large number of recent college grads who want to be on
TV take jobs at lower-market TV stations
currently, many reporters, anchors, etc. at smaller stations
are called *MMJs", or multimedia journalists; they do all
their own gruntwork
NOTE: a growing trend in the industry is that larger and
larger markets are asking their own on-air talent to do
more of this
a huge part of being an MMJ is shooting and editing your
own work
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there are 2 types of editing: *linear and non-linear*
linear editing: sequential; tape-to-tape; everything needs
to be in a particular order; very "old-school"
non-linear editing: modern-day alternative; can cut, paste,
drag, drop, order, reorder, etc.
- EX: Final Cut Pro, Adobe premium probe, SONY Vegas,
iMovie
- much more convenient; "new school"
38. TV Lingo
VO: voiceover
- delivered from script, read live by an anchor or reporter
in studio
SOT: sound bytes
- these are the interviews from people during a story
VOSOT: voiceover-to-sound
- when an anchor or reporter live-reads a story with a
sound byte or two (or more) in it
PKG: package
- a pre-recorded report that includes SOTs, no live VOs
A-Roll
- primary footage for a story or a report, oftentimes includes interviews
B-Roll
- supplementary video to accommodate a news report
Stand Up
- when a reporter addresses the camera during their story/report
Nat Sound
- natural sound ... aka, background noise
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Lead-In
- one or two sentences delivered by an anchor to preview
the next story
Tag
- the closing line after a recorded report, usually delivered
by the anchors
Tease/Bumper
- preview of upcoming stories; oftentimes a the end of
blocks
Beat
- these are what reporters are members of and cover:
health, politics, etc.
Block
- chunks of the programming during a newscast; labelled
A, B, C, D, etc.
Kicker
- a lighthearted story at the end of the newscast designed
to make you smile
39. Writing for News In the industry, we try to write at a 8th-grade level.
- there is currently a discussion about if we should write at
an even lower level - specifically at a 5th-grade level
- this is so that our audience can understand us; you only
get one shot in TV to get your message across clearly
In giving our audience what they need and desire, Mervin
Block constructed a set of rules, called the *"Dozen Deadly
Don'ts"* - these are 12 of the biggest no-nos when writing/delivering broadcast news, and we try to avoid them
at all costs.
40. Rule #1
don't scare listeners
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why would you start a story with a turnoff, like, "this is a
very complicated and confusing financial story"?
Don't tell the audience how baffled you are by a story. Just
report it. The world doesn't want to know about the labor
pains. It just wants to see the baby.
41. Rule #2
don't give orders
it's not your job to tell the audience what to do
- don't day "listen to" or "watch ...", etc.
- just give them the news
classic: "don't touch that dial"
- why? is it radioactive?
42. Rule #3
don't bury a strong verb in a noun
nouns are the bones that give a sentence its body; verbs
are the muscles that make it go
"a bomb explosion in Toledo tonight ..." vs. "a bomb exploded in Toledo tonight"
43. Rule #4
don't characterize news as good, bad, interesting, or
shocking
what's good for one person or group could be bad for
another
just tell the news and let the listener decide ... unless it is
unarguably good or bad for a particular person or group
Don't classify a story as "unusual", either, #ProTip. If it's
usual, it most likely isn't news .
44. Rule #5
*don't start a story with ...*
- *"as expected ..."*
-- to WHOM?
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-- also: "long-awaited" and "not unexpectedly"
- *"in a surprise move ..."*
-- the news is full of potential surprises for an audience
-- also, audiences oftentimes lack awareness of what's
going on; so, how can you be surprised by something you
weren't aware of?
- *"a new development ..."*
-- you're basically saying, "I've got news for you ..." K.
--also, "we begin with ..." or "our top story is ..." is needless
- *"[someone's] in the news/making news/dominating the
news"*
-- everyone who's in the news is "making news; just tell it
-- also, avoid "... made history today"; let historians decide
if they did ... and guess what? they won't decide that today
- *a first sentence using "yesterday" or "continue"*
-- that's old news ... if you have to give it to us, either update
it so you can say "today," or use a present-tense verb
-- try to find a new angle, a new direction, etc.
- *"another/more/once again"*
-- with few exceptions, these words are turn-offs
-- makes us feel like a story is going to be similar to one we
already heard - more of the same - "the same old, same
old"
-- a lot of times, the story is newsworthy on its own!
- *a first sentence using "no" or "not"*
-- general rule of thumb: make sentences positive
-- "did not remember" = forgot; "did not listen" = ignored
-- not to be confused with "now" if listeners are preoccupied
- *a participial phrase or dependent clause*
-- this is a weak and murky way to back into a story
-- this is also not a natural way of speaking - in news or life
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-- the greater distance between subject and verb, the
harder it is for a listener
- *"there is", "there are", or "it is"*
-- wordy and wasteful; we are not talking about "it", and
surely "it" has to be doing something more active than "is";
avoid other linking verbs (have/seen/feel/become) here,
too.
- *a sentence whose main verb is a form of "such as"
-- not necessarily "wrong" .. but is "weak AF"
-- you can use one if the sentence is short, and the story
is big
-- one-syllable words that end in a hard consonant can
gain impact at the end of a sentence
- *a quotation*
-- it's awkward and people can't see your script
- *a question*
-- this isn't a quiz show
- *a personal pronoun*
-- who's "he" or "she"?
-- withholding identity of subjects is confusing for the listeners
- *the name of an unknown or unfamiliar person*
-- names make news .. if they're recognized
-- many stories don't even need a person's name
-- try to omit the first names of people who have a title
-- never use a middle name, unless it's famous, like MLK's
-- the best way to introduce an unknown is with their title,
a label, or a description
45. Rule #6
don't cram too much into a story
- too many facts, names, numbers, etc. is overwhelming
- our job is to condense the facts and give the listener not
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just the essence of them, but rather a highly concentrated
essence -- the quintessence
- less is more ... and more is a bore
46. Rule #7
don't write for broadcast, how you would write for print
- you aren't writing an essay, a term paper, an article, or a
book
- you need to focus on brevity, clarity, and simplicity in
broadcast
- with newspapers, you can rip out an article, bookmark it,
go back and reread it, etc. -- you don't have the luxury with
live television
- you may not have time for all of the 5 W's + How
47. Rule #8
don't use newspaper constructions
- don't identify a person with their role over separate sentences
-- if you do this in TV, it's difficult for the audience to
decipher if the two are the same
- don't finish sentences with attributions; they should precede assertion
- avoid newspaper terms, like "front page"; "in the headlines..."; "slay (instead of killed)"; "youth"; "former/latter";
"up" as a verb
48. Rule #9 and #10 *don't reach for big words when small words will do*
- there are often simpler, sharper words than the formal
ones we are tempted to use
- save the big words for the scrabble board
*don't use words from source copy*
- use your words and tell the story in your own way
- don't "borrow" others' words .. that's basically plagiarism
49. Rule #11
don't lose or fail to reach listeners
- talk to your listeners, not at them
- effectively compressing long stories into tight time win21 / 30
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dows is a challenge; writing is only "easy" for people who
don't know how
- easy writing = hard listening; hard writing = easy listening
50. Rule #12
*DON'T MAKE A FACTUAL ERROR*
- in the news industry, our credibility is all we have
-- people will tune in to the channels they feel have the
most
-- once we lose our credibility, it's incredibly difficult to get
it back
- if you can't confirm it, don't dun with it; make sure to get
the story right, before you focus on getting it out first
51. Mass Communi- careers in mass communication have a lot of overlap with
cation Careers in careers in business
Business: Background Info
every single business relies upon communication for success
- they need one person to help them communicate internally
- they also need one person to help them communicate
externally
52. Mass Communication Careers in
Business: Role
of Mass Communication in Business
no businesses can function without mass communication
mass communication efforts establish a relationship between a business and a consumer, a market, and society
at the start-up stage, it is the prime time to work with PR
and advertising professionals to create a plan to reach and
engage with your target publics
- how are you going to get the word out???
once you've gotten off the ground, you'll want to carve out
your place within the market and generate demand...
- how???
-- market research and competitor's strategies
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-- launch and maintain a social media presence
-- launch and maintain a website
-- manage customer service
53. Mass Communication Careers
in Business:
Mass Communication in General
Business Operations
why might you need mass communication on a more
general basis?
- to announce a change in ownership/management
- to announce a change of your business' location(s)
- to announce a change of your business' name
- to announce your sales and product changes
- to help people form public opinions
54. Resumes
- clean and consistent format/spacing
- no hyperlinks
- spell out acronyms
- thorough, quantified bullets that each start with an action
verb
- know what your major is!
- use a mixture of bold, italics, and regular font
- font size
--- your name = ~24
--- contact info = ~14
--- body = ~11.5
consider how long an employer/graduate school is going
to look at the resume!
55. Cover Letters
Introduction
How awesome you are
How awesome they are
Conclusion
Simple Introduction:
- position title
- company
- 1 line about what attracts you to them
About You:
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- look at your resume and compare to job description
- choose 2-3 points in particular to elaborate on that either
directly relate or are transferable skills between your previous/current experience and where you are applying
- inject numbers if possible
- humblebrag
- Pro tip: use spell check
About Them:
- you are applying to them for a reason. What is it about
their ...
-- mission/vision
-- company culture
-- clientele/products
-- etc. ... that attracts you to them?
- be specific; this is your chance to show you did research
on the company
Simple Conclusion:
- thank you for your time and consideration
- I look forward to interviewing with you
- if you have any questions regarding my candidacy,
please contact me at *email* or *phone number*
- Sincerely,
- Signature
- Name
- Pro tip: speak assertively about interviewing -- not passively
56. Interviews: Ex- Age
amples of Illegal Marital status
Questions
Children
Religion
Physical disabilities
Criminal record
57. During the Interview STAR
Method
*Situation* - what was the situation?
*Task* - what were the tasks involved?
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*Action* - how did you handle it?
*Result* - what was the outcome?
58. After the Interview
*thank you letter*
- reaffirms interest
- shows you level of detail
*evaluate your performance*
59. After the Inter- if you are calling to check in regarding an interview you
view: Follow-Up recently had, wait at least 10-14 days
Communication - email and call one time each
- be brief and cheerful
60. Hard Skills vs.
Soft Skills
*hard skills* are specific, teachable, and quantifiable abilities that are a reflection of our knowledge base
tests, papers, etc. help cultivate your hard skills
these hard skills are listed in job postings and resumes
to indicate what is expected, and if a candidate is truly
qualified
hard skills are left-brained, or logic-centered, and are measurable through one's IQ
hard skills often have a direct path to success and can be
measured ... it is clear when we are progressing
acquired by training, whereas soft skills are acquired by
trial and error
hard skills are necessary, but should be accompanied by
strong soft skills for optimal success
*soft skills* cannot be measured, are not quantifiable, and
operate with situational rules and standards
soft skills can be cultivated in school, through things like
group work, but are mostly learned via trial and error and
life experiences
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soft skills are harder to demonstrate on a resume, which
is why we have job interviews
*types of soft skills: *
self-management skills (10)
people skills (2 types)
- conventional skills (10)
- tribal skills (8)
61. Soft Skills:
Self-Management Skills
growth mindset: looking at challenges as opportunities to
grow
self-awareness: understanding what motivates, frustrates,
angers, saddens, and inspires you
emotion regulation: being able to manage your emotions
so you can think clearly/objectively, and act accordingly
self-confidence: belief in yourself and your abilities
stress management: ability to stay healthy, calm, and balanced during challenging times
resilience: being able to pick yourself up and try again
forgiveness: toward yourself and others ... so you can
move forward
persistence and perseverance: being dedicated despite
any challenges
patience: being able to take a step back, a deep breath,
and to think/act clearly and objectively
perceptiveness: being able to pick up on unspoken cues
and others' emotional situations
62.
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Soft Skills: Con- communication skills: being able to actively listen and
ventional People communicate your own ideas through writing and speech
Skills
teamwork: being able to work well with different people
interpersonal relationships: being able to build trust, express empathy, and build relationships with coworkers
presentation skills: being able to verbally communicate
effectively
meeting management: being able to lead effective, worthwhile meetings that achieve productive results
facilitation: coordinating/soliciting opinions and feedback
from different groups to find the best solution
sales: being able to get others to buy in to ideas, products,
actions or decisions
management: creating/motivating others of various skills
and backgrounds
leadership: being able to define and communicate ideas
that inspire others to follow through with dedication
mentoring or coaching: being able to provide constructive
wisdom and guidance to help others further their careers
63. Soft Skills: in
general
these are what set candidates apart from others
while you might not see the importance of them straight
away, committing to developing them over time is a good
way to boost your chances to be successful
in job applications, the cover letter is an ideal time to put
your soft skills on display
- since hard skills take center stage on a typical resume
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64. Tribal-Based
People Skills
managing upward: proactively managing your relationships with your superiors to be positive and fruitful
self-promoting: subtly promoting your skills and work results to people of influence in your workplace
dealing with difficult personalities: being able to achieve
results despite working with difficult people
handling difficult situations: staying calm during chaos
navigating office policies: understanding, as well as proactively; constructively dealing with unspoken nuances
influencing/persuading: being able to influence perspectives of decisions while still allowing others to feel like they
made up their own minds
negotiating: understanding the other side and leveraging
to reach a win-win
networking: being interested and engaged in business
talks
65. Rapport vs. Report Talk
women typically engage in rapport talk; they self-disclose
and connect emotionally, very quickly; they are typically
able to develop closeness in an expedient manner
men typically engage in report talk; they don't do the
whole emotional/self-disclosure thing nearly as well; in
their case, they compete/show off/prove how worthy they
are
66. Types of Interviews
*phone or skype*: preliminary interview; usually scheduled; it's okay to ask to schedule a time if you get a call
out of the blue
*traditional one-on-one*: typically performed by the person
you'd be reporting to if you land a job
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*panel interview*: either before or after a one-on-one; several higher-ups will chat with you simultaneously; be sure
to jot their names down and address them by them
*group*: multiple candidates, one (or two) interviewer
*lunch interview*: typically a follow-up interview; allows
both parties to get to know each other a little better; it is an
ideal time to ask questions; be mindful of your manners;
don't take leftovers home; don't order alcohol; don't run up
a huge tab
67. Interviews: Exe- get there 15 minutes early
cution
don't diss/take advantage of the receptionist
be prepared to not only articulate your ability to perform on
the job, but also perform it better than the other candidates
listen ACTIVELY, remember the acronym, SOLER
Square off
Open up
Lean in
(make) Eye contact
Relax
68. Tips for Answer- SOLER
ing Questions
be concise
provide examples as often as possible (quantify)
be honest
ask great questions
pay attention to nonverbals (read the room)
69. 5 Things Interdo you have the skills?
viewers Look For how well will you fit into the organization?
knowledge of the company; right attitude.
how well you stack up vs. competition.
did you seem to want the job?
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70. Interviews: Follow-Up
they will usually give you a time frame for a decision
afterwards, thank them for their time by sending a note
send an email if you think it's more appropriate, or if you
have a doctor script
give a grace period if they don't stick to the time window
(a few days to a week)
send one to the receptionist too
send a thankyou note if they decline you too
71. Mentoring
they don't just show up in your life - you have to seek them
out, within reason
these mentoring relationships should happen naturally/organically
a mentor should be someone who makes sense in your
industry and career trajectory; it should be someone who
you already know and are comfortable with
*give back, BE a mentor too*
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