As the class of '16 leaps into the real world, it's time for some advice on how to move from graduate to real, live PR professional.
The cliché has it that millennials are lazy, uninvolved or complacent, but recent events have persuaded me that the narcissism label slapped on millennials has been partially earned.
I'm not talking about anecdotes about how 20-somethings don't like cereal because cleaning a bowl and a spoon is too much work . I'm referring to serious incidents, such as not getting a job or an internship because of being late to an interview or showing up hung over.
What makes that so troubling is that millennials endlessly point to the poor job market and their inability to get a foot in the door as the reason for their malaise.
Here are a few tips for whippersnappers with PR aspirations looking to list something other than "resident dorm monitor" on their résumé.
1. Be on time.
If you've got an interview at 10 a.m. and you pop in at 10:16, you've blown the gig. If you’re going to be late, call. Let someone know.
WHITE PAPER: How to communicate with a millennial workforce.
Most hiring managers are human and understand traffic or a faulty alarm clock. If you are going to be tardy, call at 9:45 a.m. to say you'll be late. That shows a decent sense of responsibility.
2. You're hung over? Fine, but don't LOOK hung over.
You're a student or soon-to-be-grad and your career is to drink as much Boone's Farm Strawberry Hill as possible . Many of us have been there.
Recently, a well-qualified college student scheduled a Skype interview for a highly sought-after internship. Her suggestion to conduct the interview on Skype showed initiative and an understanding of technology and proactive thinking ... until she debuted on camera in flannel PJ's looking and sounding like she drank the world's supply of Jägermeister the night before.
Guess what? In PR especially, you need to put on a positive persona when you feel anything but. Combing your hair and throwing on a clean white shirt will not make your brain fall out of your head. Take some Tylenol; you'll live.
Dress for an interview, yes. You must look professional, but not like Tom and Gisele at a $500K-a-plate gala.
No yoga pants, baggy sweaters, or gym socks with a suit. Don’t wear anything that's as wrinkled as a pug dog's face. Guys: If you want GQ elegance, writer Gavin McInnes wrote a great article about how to dress like you know what you're doing . Women: You have the entire internet for tips on clothing and personal presentation.
3. You still need to do homework.
Just because you have a diploma doesn't mean homework is over. In fact, millennials should have an advantage, being so connected online. The interweb is such a source of information.
On too many occasions, candidates for internships and job interviews didn't have the faintest idea of what our firm did, who we've worked with or the success we've had. Before any job application or interview, research the company. Find their clients, which industries they work in and in what kinds of PR they are most adept.
Take notes and work what you found out into your cover letter and your interview:
"I really like the diversity of your client list. Working with _______, ________, and _______ would be exciting because it’ll give me experience in many different industries"
"I saw that your firm has had a lot of success with media placement, like the story I saw in ______ for ______. I’d like to be on the team that has such great media relationships."
"That story I saw in _______ was great and I see that you represent that client. How did you coordinate that coverage?"
Don’t say your love of Snapchat/Twitter/Instagram is the reason you want to work in PR. We know you love social media and are familiar with the 72 new platforms that pop up every day, but it's just one tool in the PR shed. Not every client will want the PR firm to handle that job.
One final tip: Make sure you eat a good breakfast before your interview. I suggest a bowl of Cheerios.
Roger Mecca is an award-winning public relations, social media and broadcasting professional. This article first appeared on LinkedIn.
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