Lessons Learned as a Public Relations Intern

By: Ashley Vickney, Intern, Leonard & Finco Public Relations

 

With graduation looming and Christmas almost upon us, my time as an intern at Leonard & Finco is quickly coming to a close. The past seven months here have taught me almost as much as the past three and a half years of college have. With that in mind, here are the top five lessons learned as an intern.

Public Relations is about the clients: When looking at practicing public relations it’s important to look at what works for each client. This was my first agency public relations internship and I had never had the experience of working on multiple client accounts. It’s easier said than done, but just because something works for one client doesn’t mean it will work for another. Knowing your client and their industry well will help you the most!

You are the public relations professional: While it’s easy to get in the habit of just asking the client what they want, it’s important to take a look at what they need. As the professional, you are the expert and it’s especially important to remember that when a client asks you to do something that isn’t a good idea. They hire you to be the expert, and it’s important that you keep that in mind.

Take advantage of what is already there: Some of our clients already have a very loyal fan base, or are doing some great programs. It’s important to highlight what they’re already doing and leverage their existing fans. Don’t reinvent the wheel, rather take what your client is already doing or has and expand on that!

Client relationships are key: Many professionals put in a lot of time and effort into attracting new clients; however existing clients are just as important. Scheduling lunches, emailing and calling your existing clients regularly will help keep the relationship healthy and may even bring in more business for you.

Passion changes everything:  As a soon-to-be graduate I am very biased towards the fact that I have found a job that I want to do the rest of my life. What I have learned here at Leonard & Finco is that passion changes everything. Each person here has a passion for public relations, and doing the job to the best of their ability. Our clients are passionate about what they do, and it shows in their work. As I begin my career, I can only hope that I get to continue to work in an industry I am passionate about.

As I look to graduation and what lies ahead, I am grateful for the experiences that I have had here at Leonard & Finco. One last piece of advice to other college students, make it a priority to have internships before your graduate. Knowing that what you are studying is what you want to do after college is satisfying, as well as gives you the opportunity to figure out exactly what you want to do.

The Holiday Spirit

By: Susan Finco, President, Leonard & Finco Public Relations

 

Well, the holidays are here. I’m among those who really, really like the holidays. Kicking things off with Thanksgiving and then cruising into Christmas and New Year’s (with my wedding anniversary on New Year’s Eve). What’s not to like? 

Apparently, if you peruse social media, there’s a lot not to like; a lot of things to be angry about. And to that I say, “Bah Humbug!” There are all sorts of people posting about perceived snubs by people who don’t say “Merry Christmas” or by those who are offended by people who do say “Merry Christmas” or “Happy Hanukah” or whatever holiday they celebrate.

To me, the great thing about America is that it allows for religious freedom. At the heart of it, no matter what our beliefs or religion (or no religion at all), we all pretty much want the same things in life: health, happiness, friends, family and the ability to live our lives in peace. If there’s a day or time of year when we reflect on that and are happy about it, that’s a good thing. There are a lot of REAL problems in the world that have nothing to do with someone saying or not saying "Merry Christmas."

If someone says “Happy Festivus” to me, I’m not offended. I will smile and say thanks. It’s the spirit in which it’s offered that matters. So however you choose to celebrate, I say good for you and I hope you enjoy the holidays. Merry Christmas and Happy New Year!

Why headlines (or subject lines) matter and where to find "free" money!

By: Steve Scaffidi, Account Executive, Leonard & Finco Public Relations

Read these two very different headlines. An Earth-like planet found in a habitable zone! Hot cakes are actually not selling well at all. Now admittedly these two actual news headlines don't have much in common. One announces what could be one of the most amazing space discoveries of all time, while the other flips a popular saying on its head to relate a challenge in the food and restaurant industry. Which one grabs your attention?

You could certainly argue that the discovery of a planet that could host alien life light years away from Earth warrants not only one exclamation point, but perhaps two or three. But is the headline interesting enough to make you want to click on the link and read more about the discovery? I would argue no. I've seen these stories before, and frankly, most never turn out to be much of anything. Now perhaps if the headline writer had put it this way: "Far away planet could host life?" I might be inclined to give it a closer look.

Who doesn't like hot cakes? And using a fresh spin on the "selling like hotcakes" analogy makes me-as an avid consumer of both flapjacks and waffles-want to know more. What's causing this lag in popularity for one of my favorite breakfast menu items? And will this threaten my morning routine? Now that's just me, maybe my neighbor sitting next to me at the local coffee shop has much different tastes, and wouldn't give it a second look. That's the challenge for a headline writer. 

Humor works in many ways, and successful writers of news stories, press releases, or even tweets and facebook posts understand that most readers like to be entertained, and grabbing their attention is certainly the most obvious point of a well-written headline. In the rapidly increasing pace of mobile technologies and smartphones you get a few seconds to make your case. Is the story worth clicking on or not? 

Building a successful headline or subject line isn't easy and with over a million folks working in public relations, most news reporters or editors have seen everything in the way of clever ways to get a story noticed. It's an art form, and probably more important than any text you could put in a news release, since most people don't spend much time reading all the way through them. Whether your headline shocks, amuses, piques or informs, spend some time crafting the best possible attention-grabber you can. It could pay off in real measurable interest in what you're "selling." 

And for that "free" money, check the washer and dryer. That's the only place I ever find any extra cash lying around!

What's the best subject line or headline you've ever written?