What advice do you have for new grads in PR/journ/marketing/comm?

I find so much information about what GenY is not doing right in regards to the interview process, but I know plenty of people who don’t show up to interviews in a bath robe; they have their resumes reviewed by experts; and, they ask what they are told are really great questions; but, they still don’t get hired. I wondered if there is still something that we’re doing wrong.

On August 17, 2009 I was participating in a hashchat called #journchat on Twitter. Towards the end of the discussion the professionals on the chat responded to this question from the host, @journchat: “Q8 What advice do you have for new grads in PR/journ/marketing/comm? Doesn’t have to be social media specific. #journchat” I re-tweeted what @katcalbes said, and, after speaking a few more times, I asked if she would mind offering more advice.

Kat Calbes is a PR strategist and branding counselor based in Los Angeles. What follows is her advice for interviewees on other statements or behaviors that can result in a poor interview.

In general, telling an interviewer that you are a “people person” because you’re an outgoing social butterfly doesn’t mean you should be in PR.  Here are other “no-no” behaviors and statements that can jeopardize one’s potential for landing a job:

Dropping the L-word too many times. This is a personal favorite of mine because I learned this lesson through one of my mentors early in my career. Plenty of young (and not-so-young) professionals wander through life using the “L-word” a bit too much.  It’s distracting. It’s unprofessional. And frankly, I want my company to be represented by someone who can clearly articulate their thoughts.  For example, We represented this “like” one company that “like” offered this “like” product that “like” does X, Y and “like” Z.  It was “like” the best campaign that I “like” ever got to work on and “like” I would work there in “like” a heartbeat.

Showing up to an interview without a portfolio or writing samples. We want to know if you can actually write (not just talk talk talk!). In PR and marketing, writing is one of the most basic, yet most important, tools for success. Writing means both internal and external documents – from press releases and byline articles to internal newsletters and basic memos to your bosses or clients.

Telling the interviewer you don’t really read the news. As PR pros, we need to be alert and on top of current events and trends in order to leverage our company/clients for timely media coverage or promotional opportunities. Make sure to follow the news, read industry-related blogs and pay attention to what is being covered in the media landscape. Hearing an entry-level candidate say, “Oh, I get my news from reading People, InStyle, etc.” is not what you want to hear (unless the position is for entertainment PR, which would then of course be relevant).

Don’t say “Oh, I don’t have any questions, you answered them all already.” It’s important to ask intelligent questions that show your genuine interest in the company. Even if the interviewer has covered every nook and cranny, always have questions handy. Write them down on a notebook (I’ve seen this and totally support it!). If the conversation truly covered every topic under the sun about the job or company, ask questions about the interviewer.  It’s just as important to know more about your future supervisor as it is for them to get to know you. “How did you get started in this company? What have you learned so far in your position?  What do you enjoy the most about your job?  What is your management style? Can you tell me a little about the department or team that I’d be working with?”