But yet – your work doesn’t end here.  Your first job in PR is more than learning how to develop a mean media list, write a decent pitch letter, and monitor client-related news.  Where you decide to hone your skills as an assistant or coordinator will also determine the types of clients and professionals you’ll get to meet and work for, how much hands-on practice you’ll receive, and in which areas you’ll be able to gain significant expertise.

Assuming you’ve narrowed it down to agency life (considering the less likelihood of breaking into an in-house PR job right out of school), you might ask yourself the following questions:  Multinational or boutique?  Established name or young startup?  Full-service or specialized?  As you might expect, there aren’t any right answers.  Depending on what you want, every agency offers a unique experience that you can tailor to fit your personality and career goals. 

For instance, take global Agency A, with a name that could be mistaken for any law firm or vineyard.  The credibility factor of the name is alluring – a surefire resume builder and networking hit.  The clients will also likely be large, well-known brands.  Your responsibilities however may be limited to your job title.  Client interaction could consist of Fedexing a package or arranging travel.  Media relations could be handed off to the designated “media team” whom already has established relationships with the WSJ or GMA.  Some may prefer an organized hierarchy, while others find it confining. 

On the contrary, Agency B, with forward-thinking, kitschy name is a relatively young company brewing with fresh ideas.  With only a few offices across the country, this boutique has a few specialties and is working to establish its name through inventive campaigns incorporating new distribution channels, viral and grassroots activities, and a unique branding that separates itself from its competitors.  You are certainly gaining invaluable experience, but maybe it’s too overwhelming?  There is less of a hierarchy and might feel that you’ve bitten off more than you can chew.  Agency B is not a “well-oiled machine” and you’re learning as you go, realizing that you are not just a number, but rather making a tangible impact on the company.

Now keep in mind – these are two opposite ends of the spectrum, with many agencies falling within and between.  The lesson is that research is essential.  More than just visiting a Web site, the job search should consist of talking to people within the field, attending industry conferences and meetings, and recognizing what environment is most conducive to YOU.

Ready…Set…GO, and good luck!

I recently read an article by Paul Holmes titled A Manifesto for the 21st Century Public Relations Firm where he very succinctly recapped the Internet revolution and the role of PR, advertising, etc.

His basic premise was that one discipline can never claim ownership of the online medium, but that public relations has failed so far to even make a case for its rightful leadership in developing strategies to help clients make the most of the medium.

The reason he called it “rightful leadership” was because the Internet is really and truly a public relations medium – all about information and education and it gave everyone the opportunity to earn attention. And if something smelled funny, you can call B.S and share your POV on the subject. And now, with the second generation of the Web (buzz word: Web 2.0) being all about community and sharing, I think we all in the industry are fiddling and tweaking and brainstorming and recommending and uncovering (little by little) authentic communication strategies.

With that said, Mr. Holmes’ theory that PR needs to take its rightful throne is truly inspiring, and should be for all of us in the industry, and to those PR students sitting in their PR classes.

How are we going do it? And how will the next generation help us?

I leave you with this thought.

I can’t wait for the day a 21-year old intern comes in for an interview without a single iota of “PR experience” on their resume. Instead, their sales pitch is, “Well, I do have 10 + years of firsthand experience developing UGC content and sharing it with friends, plus bookmarking stuff I like on my del.ic.ious page. I also like to share video and photos with all my friends from my mobile phone. Did I mention I have a personal blog where I review gadgets just for fun? I think it gets about one million views a week.”

You see, PR is not like sports, where a rookie stud can come in and hit 50 homeruns and become a leader right away. In PR, unfortunately maybe, there is a “climb the ranks” approach. But with social media becoming so important, I can almost see the day where the hotshot graduate shoots right up to the clean-up spot in the lineup because they can flat out rake (that’s baseball lingo for hit the ball well).

In fact, I think we are there now…