This week we have Ishtar Schneider, Senior Account Executive at healthcare PR agency Palin Communications, talking about her career path, working at Palin, her thoughts on company blogs and emerging PR trends and how she keeps up-to-date with all the news out there.
1. Prior to Palin Communications, you worked in a range of roles — from interning at Edelman to community management to media relations assistant — can you give us a quick overview of your past positions?
Haha well there is a fair chunk, I’m one of those people who always likes to be busy. I worked three jobs while doing Uni full time. One of those was as a media relations assistant for my own school – University of San Francisco. I was lucky enough to be hired into that job when I was only a sophomore so I was able to learn a lot through my 3 years there. It was basically entry level in-house PR experience and I got a really great base for my career in that job.
I was also an intern and then asked to stay on as community manager, blogger and stylist for a styling consulting firm in San Francisco called Urban Darling LLC. It was great experience since the company was pretty small and I worked closely with the founder who is a fabulous woman and who taught me a lot about the industry and gave me plenty of exposure to high profile people. I still do the occasional guest blog for them, since fashion is one of those things I never get tired of writing about.
My senior year I studied abroad here in Sydney and was lucky enough to intern with Edelman in their corporate team. I learned a lot and it definitely helped me when I made the big move over here, learning the media landscape in Australia. I met some great people, some of whom I’m still friends with! The PR industry is pretty small no matter where you go.
2. During your studies, you also dabbled in advertising and journalism – why did you settle on PR as your career path?
I’ve always known that PR is the route I wanted to take, not everyone does, but I’m lucky that I did. I took some advertising and journalism courses because I wanted a well-rounded view of the industry. All of those – PR, advertising, marketing, journalism – are so frequently intertwined that it helps to know the distinctions and to have a general understanding of each I think.
3. Can you describe your role as Senior Account Executive at Palin Communications?
As a SAE for Palin (a specialised healthcare agency), I am responsible for supporting the Account Managers on a variety of clients, including Non-profits, pharmaceutical brands, medical devices and medical technology etc. Its a pretty exciting range of projects that I get to work on which makes every day equally fun! I also have a few projects that I handle more autonomously which is great. We’ve just launch an introductory online course in healthcare PR based on industry demand that’s pretty nifty. http://www.chpr.com.au
4. In the past, you blogged for fashion website Guilty Star. In light of the growing demand for original, high-quality content, how do you think blogging fits in the PR industry? Do you think all organisations should have a blog?
I don’t think blogging is for everyone. I think you’ve got to really enjoy blogging otherwise it will show in your writing and no one wants to read what you don’t even want to write. I think organisations need to really identify WHAT the purpose of their blog will be, WHO will be the voice (will you have one main voice or many contributors), and put in the time and effort it takes to make the blog a success.
You can’t just have a blog because it’s what you “should” be doing and expect it to be a rousing success. Interesting, topical, engaging content and a clear voice is key. If you go through all of this and decide a blog isn’t the best thing for your brand/service/product that’s OK! It’s the same as asking is Facebook or Twitter or Pinterest or Instagram right for every company? The answer, in my opinion, is resoundingly, no.
5. What are your thoughts on how the PR industry will shift in the next five to ten years? What sort of trends and changes do you anticipate emerging?
I think the industry is experiencing a lot of change, especially within the health sector. Something that everyone is concerned with at the moment is regulation in the social media arena. People are rethinking their positioning in that space given recent regulations that state you are responsible for EVERYTHING on your page/account including posts by others and (the biggest shocker) suggested posts/videos.
I think this has PR agencies reevaluating the way they approach social media and this will only continue to change in the future. I think online will continue to grow and I definitely think there’s a lot of exciting potential for us as PR professionals in the next 5-10 years. Integration between advertising, pr and marketing efforts will continue to be the way to a winning campaign. Great article on Mumbrella recently on this – http://mumbrella.com.au/does-pr-deserve-a-seat-at-the-boardroom-table-146969
6. As a PR professional, you have to keep up-to-date with all trending news and topics for your clients. I’m curious as to how you stay on top of this while preventing information overload. I know there were some days where I’d absolutely dread looking at my Google Reader!
Haha yeah it can be overwhelming at times, I try to check things out in the morning before I dive into work and periodically throughout the day when I’ve got a spare moment. It helps signing up to relevant newsletters so that when they come through (there are some daily and weekly health ones worth reading)you can just scan them and move along. Twitter is also great if you follow the right people and/or hashtags. That being said, I think it’s definitely worthwhile to take a break (even if it’s over lunch)to tune out otherwise your work life/pressing activities will consume you!
7. And lastly, what would your number one tip for PR students looking to get their foot in the door?
Stay in touch with people you meet. I’ve been really lucky to have worked for people who were extremely encouraging and supportive of my fledgling career. Take advantage of the knowledge around you and keep in contact with those people (and professors!) no matter where you end up after graduation. Also, be ENTHUSIASTIC! It’s contagious I promise. In my experience if you show people you’re excited to be doing something, no matter how mundane, they will remember that and it will get you far.