Career Survival Skills for ’09: Have Patience, Persist & Reinvent

In response to a young professional seeking career advice from the National Black Public Relations Society (www.nbprs.org), I’m encouraged to condense thoughts as the subject for today’s blog.

With the economy at a standstill, a new member wonders what she can do to further her career. The talented young woman, armed with military service, broadcast and agency experience and currently employed at a Florida agency, asks how best to move ahead in the public relations profession—in spite of the economic standstill.

It’s a good question. For those at similar career crossroads, consider the following:

> Conduct a serious SWOT analysis on yourself. Think about your Strengths, Weaknesses, Career Opportunities and Threats, which includes colleagues with similar skills sets. The trick is to set yourself apart from the pack and build on your unique talents.

> What can you do to make your current gig more rewarding and/or make yourself more valuable to your current organization? It pays to be grateful for your current job. Over the past few months, several acquaintances have relayed this in passing conversations. Listen when you’re in line at the ATM, grocery store, barbershop, at the drug store or in retail outlets … most are singing the same tune: “I’m just happy to be working.” You certainly don’t want to be “right sized” before you’re ready to go. The one good thing about this economic downturn is that it’s teaching us all to be a little more appreciative of what we have and understand that nothing is for certain.

> Create/secure additional revenue streams. Plan ahead; start that consultancy, if that’s something you’d like to pursue. Even if you’re not generating $5 million a month (who is these days), you’re making “missteps” without your business being your sole source of money. Word to the wise, don’t go into entrepreneurship half-heartedly; but think about how proud you’ll be if you look back on ’09 and say, that’s the year I started my business and I’m now celebrating Year 5. For me, Millynneum just passed the 11 year mark; I’m quite proud of that achievement along with my “encore” career as a teacher!

> Consider a career/life coach: This individual could help you see what your talents are and help set your career compass. Don’t think of this as “not worth it,” or “I don’t need to create another bill.” In today’s COMPETITIVE marketplace, you have to understand that times are tight and you have to be tough in your approach. Often, you have to spend money to make money. While I may not like to cut checks to my accountant, it’s the best money every spent to obtain PROFESSIONAL business advice that keeps me on sound financial footing with my business and the IRS. Similarly, isn’t your career worth the investment of specialized expertise? You decide.

> Think about your SPECIFIC dream job and what it will take for you to earn that position. Everyone needs a roadmap. If you understand where you’d like to go, then it becomes easier to perhaps take other jobs that could lead you to that ultimate position. Back in my day, folks stayed with employers for ages. Now, people make bold career moves every few years. Both ways are cool. If a job is working in your behalf, stick with it; if you need to spread your wings, then devise a flight plan and prepare for take off! However, understand there may be rough winds and bumpy turbulence along the way. It’s all part of the wonderful ride of life and there’s nothing like that fast ascent (or quick drop) to keep you motivated. Enjoy those moments when the ride is smooth—because that certainly doesn’t happen every day.

> Find a mentor. There’s no clear path in this profession, but it always helps to bounce ideas off another media professional. While the route may be circuitous, there are many ways to end up where you want to be. Mentors help you navigate and serve as valuable personal consultants.

> Take classes. In media and communications or something whereby you may eventually be able to turn a hobby into a paid profession.

> Attend professional events. The young woman who initiated this blog post is a NBPRS member, which is fantastic. Also consider memberships in Women in Communications (www.nywici.org), Public Relations Society of America (www.prsa.org), local publicity, journalism/content development, digital/new media associations as well as the chamber of commerce.

> Continue to network. In addition to industry groups, network with family, friends, alumni, armed services, civic and community and faith-based organizations. You simply just never know when or how a contact may reach you.

> Volunteer. Advocacy and awareness for social causes is the name of the game, even in these austere times. Corporate social responsibility (CSR) now includes corporate watchdogs, citizen journalists and bloggers who staunchly recommend or decry corporations whose hearts are in the right place. Also understand many corporate and business execs volunteer and serve on the boards of many leading nonprofits. You never know who you might meet as you give back to society. And, remember your volunteer expertise could lead to a full-time gig.

> Join a professional chapter of BPRSNY or another communications org. If a chapter doesn’t exist, lobby to start one. Nothing shows your leadership, seriousness, dedication and commitment more than taking the reigns and working toward success while helping others in the field. This expands your long-term visibility in the marketing communications marketplace.

> Follow through on the “digiwork” (aka digital documentation; old school - paperwork). A colleague recently landed a G-gig (government job) after patiently staying in touch with contacts online and via phone calls for about a year. Most folks aren’t that tenacious. It’s all about follow up and follow through!

> What sets you apart in today’s tight hiring environment? You have to understand there will be dozens of people in line for the same opportunity. And, realize with the soaring unemployment rate, there will be people with 5, 10, 20 more years experience who bring skills and experience to the table. That doesn’t mean the golden opportunity won’t be yours, but it does mean that you have to head others off at the pass by being at the TOP of several “employment lists” simultaneously.

> Remain vital and visible. There are many success stories out there regarding professionals who start blogs or ezines to showcase their talent and build a following. In today’s multifaceted media environment, individuals can play in the big leagues. A few years ago, Google and Politico.com didn’t exist. People took a chance, worked long hours (and still do), received funding and succeeded. Everyone may not end up as big as these news dynamic news and info orgs, but there is room in the new media market space for EVERYONE to make their unique mark. The trick is to start, follow through and be in it for the long haul.

> Stay current and keep your skills fresh. Learn Flash or InDesign if you don’t have these skills under your belt already. Understand Google Analytics and the latest media tracking and metrics. Always work to sharpen your skills. There’s no point where you stop learning; the media landscape is too exciting and is experiencing too many changes. That said, there’s always room for fresh talent—only you can bring your unique skills to the table.

> Keep a positive attitude. Always focus on “what can be” (the mantra of NYC’s crt/tanaka agency) and continue to improve upon your strengths.

> Stay focused and keep working.

Alas, I’ve been working for nearly 30 years and it really doesn’t get any easier. However, you can definitely work smarter—and it gets BETTER each day, each year. The trick is to be in it for the long haul.

This profession calls for perseverance, stamina, sound judgment, and often long days. There are many times when family members and colleagues are off in the world of leisure and I’m glued to my computer screen. I have made a conscious choice not to be laissez faire with my career--and it’s paid off.

Yeah, worklife balance is cool, but my advice is don’t believe the hype. You can keep jumping from ship to ship or think you'e the answer to every manager's dreams. But, understand the market is now glutted with fresh talent, there are sharks in the water and less lifeboats (jobs) circling.

In sum, there are no shortcuts. However, there’s a sea of opportunity if you swim shrewdly and stay ahead of the current.

In this economy, I appreciate the fact I have a gig that I love and am exploring MULTIPLE revenue streams as I continue to plan for the next 20 years and my ultimate retirement, possibly in South Africa. You must always have a plan, dream big, think, work and network for the long term.

Be proactive, see what needs doing and then be the one to get the job done! Good luck to all, and keep me posted as you proceed to achieve your dreams.

For our New York based tri-state readers, BPRSNY (www.bprsny.org) will host a Career Transitions event Thursday, Jan. 27, 6-8 PM, Burson-Marsteller, 230 Park Avenue South @ 19th Street, Manhattan. Industry pros will share thoughts to help you develop your personal survival package.