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Title Slide Preparing students for jobs & working with local media
Jan. 3, 2013 Business Journalism Professors
Seminar
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Wong Mike
• Director, Cronkite Career Services • Manage 600 internships per year • Teach career-‐preparaKon course for
seniors and graduate students • 16 years of professional experience as TV
news manager in Phoenix (NBC and PBS affiliates)
• 11 years of experience providing media training for internaKonal journalists from Bosnia, Bulgaria, Romania, Macedonia, Montenegro, Slovakia and Serbia.
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Lavelle ChrisKne
• Business journalism, digital media management and strategy. • Guided two major Arizona news websites – The Arizona Republic’s azcentral.com and eastvalleytribune.com • Former business editor and digital media manager at The Phoenix GazeZe and The Arizona Republic.
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Building for success Key role for professors - help students acquire work experience and publication in media outlets. • Prepare the students • Relationships with local media
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Who are these students? From Deloitte Consulting
How do they talk? Produced by Ryan Jenkins
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How do you reach them? Less is More. Or, Get Right to the Point Millennials are used to ge]ng info in short bursts (through texts, 140 characters for TwiZer, one-‐liners on FB, etc.)
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How do you reach them? Video Presenta=on Consider: One of every five millennials has posted a video of themselves online. That’s three Kmes more than any other age group. Source: Pew Center
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The building blocks 1. Experience & Skills 2. Resume 3. ReputaKon 4. Professional RelaKonships 5. Local media
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1. Advise students to build experience and skills.
• Internships • Immersion programs • Campus media
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Where should students search?
J-Jobs
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2. Advise students to build resume, porHolio.
• Relevant experience • Resume (traditional and online) • Organizing a portfolio
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3. Advise Students to prac=ce professionalism, build reputa=on • In EMAIL address [email protected] [email protected] [email protected] • VM greeKng “Hey, this is Stan, The Man. I can’t get to your call at the moment ‘cuz I’m out ballin’. Leave a message. Out.”
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In wriMen communica=on to employers, faculty, staff • Avoid ALL CAPS • Avoid exclamaKon points and
Doubles and Triples-‐ !!! (see how bad it looks?)
• Write “Thank You” Notes
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Maintain professionalism . . .
• In social media
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According to a study by Reppler (a social media-‐monitoring service): 91% of recruiters use social-‐networking sites to screen prospecKve employees.
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During the hiring process, which social networks do you use to screen prospects?
FB: 76%
TwiZer: 53% LinkedIn: 48%
Source: Reppler
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During which phase of the hiring process, do you look at social-‐networking sites to screen prospecKve employees?
• Aoer receiving applicaKon: 47% • Aoer iniKal conversaKon with prospect: 27% • Aoer detailed conversaKon: 15% Source: Reppler
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Have you ever rejected a candidate because of what you saw about him/her on a social-‐networking site?
• Yes: 69% • No: 26% • Don’t use those sites to screen candidates: 5% Source: Reppler
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4. Advise students to build professional rela=onships.
• Use professors as resources and recommenders • Network at internships
• Get involved with career-‐related clubs • AZend professional development, seminars, mixers • Reach out to alumni • Find mentors
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5. Work with local media. The professor’s relaKonship with local media and employers in your market is criKcal for your students’ success. TOP PRIORITY: get published, aired. Professional experience builds confidence and porrolios.
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How? Who? • Internet sites, newspapers, radio, TV in your local market • NaKonal media
• WSJ, USA Today, LA Times, Reuters, Bloomberg, CNBC
• Trade publicaKons • Corporate media / investor relaKons . . . Think beyond tradi=onal media.
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Your examples • Liu Lihua – local media and China Today • Sandra L. Combs – Arkansas State University – local media, campus media • Kathryn Jones Malone – Tarleton State University -‐ Texan News Service • Leonard Horton – Florida A&M University – CBS News, local media • James Nelson – MarqueZe University • Micheline Maynard – Central Michigan
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Success stories at Cronkite • CareerBuilder /JOBS arKcles for The Arizona
Republic • Small-‐business features for The Phoenix Business
Journal • Entrepreneurs for The East Valley Tribune • TV packages, videos: Jerome marijuana, Luke AFB,
East Valley Business Expo. • Non-‐tradi=onal: U-‐Haul communicaKons, CSP
Magazine • Student media – Downtown Devil, State Press,
Cronkite News Service
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Story ideas that work • Careers, jobs
• IdenKfy topics and assign to students. Use local resources – career advisers, HR experts
• Small-‐business features • Send students out to visit local businesses and find
an interesKng angle.
• Entrepreneurs • Talk to Chambers and other business organizaKons
in town to find out who is starKng businesses.
• Future of your town – economics, growth • Downtown – what’s happening? • ResidenKal development • Any manufacturing in your town? What?
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Beyond tradi=onal media • WHAT? Industries in your markets
• Retail • Pets • Manufacturing • EducaKon • Entertainment, etc.
• What companies are in your market, and what industries do they represent? • Look for trade publicaKons, corporate media.
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Bring the editors to the classroom. • Face-‐to-‐face with the students • Tell about their companies. • What do they value in their coverage? • What skills do they need most? • Describe the “ideal reporter candidate”? • How can students contribute best and get published?
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Make your media partners happy. • Know the editors’ needs.
• Find niches for student work (Career pages, Spotlight on Local Business). • Ask for assignments – press releases. • If possible, pair students & reporters on local business coverage.
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Make it ‘easy’ for the editor. This is another key to success …
Student work should be “ready to publish.” • Spend class Kme reviewing student work. • Get students involved. • Re-‐work, edit
Yes, it takes *me – but it’s the surest way to help students get those clips, por;olio they need.
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Takeaway Do’s • Do challenge / require students to be published. • Do encourage students to seek their own outlets for their work. • Do ask editors for assignments. Meet with them before class begins to idenKfy needs, pain points. • Do engage the class in reviewing each others’ work. CriKque, revise. • Do reach out to corporate communicators.
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Takeaway Don’ts • Don’t overlook non-‐tradiKonal outlets. • Don’t miss opportuniKes with companies, organizaKons and trade publicaKons. • Don’t underesKmate the Kme it takes to work with students on ediKng, revisions. • Don’t forget – it’s all about clips and porrolios that lead to internships and job.
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And don’t forget ~ • Make it easy on the editors, and they will be your friends for many semesters.