Barbara N
Insightful Communication and Public Relations Consultant, Well-Versed in Social Media
Seeking advice for PR students on developing a portfolio
I'm teaching a PR Practicum course at Georgia Southern University. Among our goals for the course is developing a portfolio to share with prospective employers. Some question sfor you: Do you prefer a PR student's portfolio to be digital or in a binder? How many samples do you hope to see? What tips would you offer a student who is showing you a portfolio in an interview (how should they show it to you)? Thanks so much for your input on any and all of these questions.
Answers (26)
Having been on both sides of this table, I offer the following suggestions:
Use a binder unless you are interviewing with a web firm. A binder (portfolio specific) is easy and ready to present. It offers a simple presentation to a busy manager.
On Samples...focus on about 3 per section. 3 writing samples (maybe a few with grade on it), 3 art samples, 3 reference letters, 3 awards, ect.
Tips...use construction paper in a variety of colors as the back drop on all pages. This creates a visual affect and looks creative. Use title pages when starting new sections. Match all fonts and colors on title pages. Be sure to include a table of contents at the front.
Sharon B
Technical/Marketing Writing: Our Words Mean Business
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May I answer this as someone who has a portfolio and has run her own freelance business for 10 years? Digital is nice but too often you run into problems with Internet access, set up, lighting, unprofessional screen savers, information showing on the screen that you don't want people to see, and so on. A binder is easy to control. You can update it and rearrange it at a moment's notice. You can pass the samples around, you can spend more time on one item and less on another, and you have no worries about something "inappropriate" showing up. Even websites can come off very well in a binder, especially if you can show before and after home pages next to each other. About the only thing that won't translate well into hard copy is animation. The students should develop a fluent 15-30 second spiel about each piece indicating why they chose to include it or what it shows about their experience/methods. But they should be sensitive to the interviewer to know when to cut the spiel short or lengthen it.
Clarification added 3 months ago:
Having looked at the other answers, I realized that I didn't answer fully: yes, some electronic copy is essential because so many employers want applications/proposals by email. In fact, I keep a series of .pdfs that for responding to a request. They are targetted (either by industry or type of work). I also send potential employers directions to websites I've written as part of the cover email. The electronic versions are all sent prior to the interview itself. During the interview, I rely on printed copies in a binder.
All of the best that I have ever seen have been both print and digital. In terms of quantity of samples, not a ton. Quite honestly, I would suggest they prioritize by "their top work" and then by category with best example first. Portfolios are nice, but are not an absolute. They've got the interview with a great resume (hopefully), now the best portfolio they can show is themselves. I would not be over excited in presenting a portfolio because these hiring mgrs. have probably seen a ton and probably some with better examples. Total package is best way to focus. Lastly, I would make sure that they leave a copy of key materials with the interviewer or at least follow up with a nice card/e-mail thanking them for the interview with a summary of conversation. If e-mail, would include link to portfolio again if review was positive in interview.
As an PR professional with eight years under her belt, I would recommend making both a binder and digital portfolio. In today's world, PR professionals are expected to be able to create content for the web in addition to print materials. Having both hard copy samples and a web based portfolio shows that you can produce both well and that you know how to maximize the mediums.
I like the digital portfolios, but a binder allows the student to pull out the entire piece that's been created. I would suggest using both and allow the digital portfolio to provide highlights and writing samples.
I usually tell students that I talk to to have a range of items that represent their skills and the needs of the industry that they want to enter into. I recommend a digital portfolio instead of a print portfolio, especially since it is so expensive to just keep making portfolios to send out.
Gerard C
The PRJobCoach
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Barbara:
In this day and age when everyone is overwhelmed with information and fat emails, my recommendation is digital as follows:
1. The key tool is to do a Power Point presentation on who you are and what value you bring to an employer. The presentation should contain a profile, the portfolio and live links to your body of work on the web.
2. Convert the PowerPoint to a PDF
3. Get an account on http://www.slideshare.com.
4. Upload the pdf onto your slide share account
5. Employ the Slideshare application on the respective Linkedin profile and include your presentation in your profile
Now you can email the Linkedin profile URL to any employer with the resume and the profile will contain the portfolio in a form that does not overwhelm the email and it is readily accessible to everyone.
I hope this is helpful.
Best regards,
Gerry
Can't remember the last time i looked at a print portfolio, but it really depends on where you want a job-- as with any communications- who is your audience? Deliver what they want. The fact that i am in the minority in preferring digital says a lot.
I agree with the person prior to me who said quantity is not necessary. no one will look at your whole portfolio, but a summary of numbers and highlights, with best examples, is great.
Brian O
Vice President of Public Affairs at Video Professor
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I prefer an innovative portfolio. Innovative can be analog or it can be digital. Or it can be both. Once again we're thinking too much in terms of format and not enough about content.
Also, don't think in terms of the numbers of samples but the quality of samples.
One of the best hires I made was when the applicant simply told me how he solved a problem. One story about one problem.
Think of it this way, you need to catch my attention in 4 seconds.
There are some tremendous ideas posted by my colleagues here, but above all show content. Show you can, or have the potential to achieve results.
I recommend having your students produce both print and electronic portfolios because they serve different purposes. The electronic portfolio can be used as a supporting document to get an interview. A hard copy portfolio can be presented during the interview to help a candidate get the job.
Links:
Roger R
Owner, Rosenbaum Media Group LLC a Digital Public Relations and Communications Consultant
This is an excellent question. I want to see online placements and a page of links emailed to me. I also want to know what was the student's exact role in gaining the coverage.
I think it's becoming more important for students to have some sort of online portfolio. If it's well executed, it could be a key contributor to getting that first job, especially in a digital role.
Farzad W
AdvanTech Media, Directing Manager
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Barbara,
I teach web development to PR students at our local University here in St. Louis. It is best for students to have their own personal websites with their portfolio on it.
With many major companies "going green", it is best to be digital. Furthermore, going digital also reduces students' costs of printing and mailing.
There are many more advantages to having an online personal portfolio:
- Students' portfolio open and accessible to the world
- Students learn web development and digital techniques/skills that are necessary in some PR companies
- More networking opportunities with online portfolios
- Easy access online for major companies than mail-ins (which are sometimes considered as junk)
I hope that this helped.
I'd prefer a portfolio to be in a binder, but the biggest issue for me is when people show me the portfolio and what is in it. If someone is coming for interview, I'd prefer to have had a couple of days to flick through it before the interview so that I can ask questions about it during the interview process (and let's be honest, when you are a busy professional, you want to conduct the smallest and most efficient number of interviews possible).
In terms of content, the biggest issue that I have when recruiting is that graduates can't write decent copy. I want to see examples of news releases and at least a passing reference to how they were picked up by the media. I want to be able to check that the candidate can write accurately, creatively and effectively, and be sure that they understand how to write a news release.
To this end, the portfolio should pretty well explain itself - a brief summary of each subject would be helpful (the aims, implementation and results).
Andrew B
Chief Operating Officer (Interim) VP of Online Marketing, Jian Software Inc.
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Barb,
Digital or in a Binder:
Call me a bit old fashion but having your work presented well in a binder is still my preferred way to review the work of any communications professional.
# of Samples:
This is PR after all so show me the numbers (especially early on in the development of a portfolio)... however I will judge the entire body of work collectively so ensure that the quality is consistent and avoid stuffing for the sake of adding volume to your book.
Display Style... show me your passion for your craft - sell it to me like any great PR person should... the mechanics of the pitch tells me a lot about the skills the person has.
Cheers,
Andrew
Michelle L
Public Relations and Communications Professional
Best Answers in: Public Relations (1), Non-profit Fundraising (1)
Call me old school, but I still like to offer my work in hard copy, while also having a digital copy available. I think it's great to be able to show folks you are interviewing with samples right then and there while you are discussing your best pitch, most creative placement and so on. On interviews, I have been asked for both. Having a digital portfolio is helpful when you have to send your work to recruiters or potential employers after phone and Skype interviews. Don't give up on traditional portfolios, but keep with the technological times as well! As for number of samples, have from a variety of outlets that showcase what the student has worked on, that is impressive, but not too many that would bore someone. Include placements, press releases, op-eds, pitch samples, anything they might be asked about in an interview.
It makes sense to have a portfolio both ways, so that the student can present it in the way the prospective employer prefers.
The reason I like a hard copy art style portfolio for students is because I like to spend the time at the interview. If I have a lot of possiblilities to narrow down, I might like to review as a screening tool. During an interview, though, it helps me to see how they do at presenting their work. It also helps them get through it and relax a little.
I'd like to see:
A couple different writing samples of different styles like:
News releases
Case studies
If they don't have these, then school samples.
Media lists, if they have learned to do this in an internship.
Other things they may have learned in interships, awards, speaking, research.
Digital or graphic work.
Pitch sample
Don't lie or give the impression that you did something you didn't.
Leo B
Independent Consultant/Adjunct Professor
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I'd rather not prescribe what the portfolio should look like. Let the format fit the work, not the other way around. Most importantly, communicate the why, not just the what. Anyone can compile clips and pretty pictures. Offer brief statements about why you did what you did, acknowledge that you were part of a team if that's the case, and be prepared to explain the strategy based on client, circumstances, and audiences. That's what will get you hired!
Barbara:
I've reviewed a number of portfolios and I also recommend my students assemble a portfolio during their internships. My preference is to see a bound portfolio so I can review it with the student and discuss the work. The documents are most accessible when slipped into a clear document holder. That way I can pull them out if necessary (for a 4-page printed piece, for example). I like to see photos, news releases, printouts of home pages, drafts and final versions of articles, planning documents for a campaign and any documentation related to their experience.
If they are coming to me for a specific position, the work should reflect what the job requires. This is similar to customizing a cover letter and resume for every position; don't bring me the generic portfolio, please.
I welcome a DVD, CD, thumb drive or URL with the portfolio if the student has other samples of the work. That would be especially necessary for video or animated work. It also allows me to take time (if I have it or think I need it) to look further into the student's work.
In concept, the portfolio has to be part of the student's total package: the cover letter, resume, telephone manners, dress, attitude, interview skills, portfolio and follow-up must give me the entire picture of the candidate-as-professional.
Thanks for asking.
Jim Streed, APR
In addition to all that was said in this fabulous response...
I'm in PR and I also teach it. I always tell students that what's most important in a portfolio, particularly if you're showing it in a personal interview, is to very briefly explain the problem/assignment and how your media or marketing materials addressed it. So, for example, if you needed to reach a particular audience/demographic, you researched and found such-and-such medium and wrote a targeted pitch letter to the contact. If you're showing a press release, you wrote it with such-and-such audience in mind. The same concept applies to other PR/marketing samples.
If you're sending samples via email, whether via pdf or doc, you should explain (as someone else previously said) why you approached it this way and what the results of your efforts were. Employers want to know that you understand the process and goals. The other thing I always harp on is that a person's cover letter is the first and most important communication/sample to a prospective employer.
Great question.
The best candidates are those who can demonstrate creativity, problem solving, have an active interest in the client industry and are inquisitive. These are core personality traits that are more valuable to an agency than just about anything else. Strong writing skills are also important (make sure they're prepared to do a writing test on the spot - a pitch, a press release, a blog post, a tweet, etc). Also, as a professor, anything you can do to help students experience actual pitching the better.
Links:
Chuck B
Communications Geek For Hire/Rent
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Get an agreement with any company you work for that you'll be able to include the material in your portfolio.
As for showing a portfolio in an interview - have it on a computer (and on a stick, in case there's already a computer and projector in the room), and do it all electronically.
If you've got stuff like 3D models, etc., have them photographed professionally - You don't want them fondled until they look nasty.
I just finished my PR program and found employers did not value portfolio samples from school as much as work-related samples. They prefer electronic because otherwise they have to mail the hard-copy portfolio back to the interviewee. The best thing to do is encourage students to volunteer while at school and use some of those samples with the school samples to build a stronger portfolio.
Susan P
Writes. Edits. Teaches adults to write better.
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Your students need to demonstrate that they can write well. In all cases, they need to write in the active voice, write tight sentences and use perfect punctuation. If they don't have those basics, they will not learn them later.
Tara S
Outreach team at Microsoft
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Hello Barbara,
My name is Tara and I work with the Microsoft Office Outreach Team. What a great assignment for your students! A great way to build and organize a portfolio is through MS PowerPoint, this way a portfolio can be shared online (via slide share on LinkedIn), in a clean digital format and can be printed in a nice binder. For more information on how to use PowerPoint you can check out the free tutorials and templates on the website: http://office.microsoft.com/en-us/powerpoint/FX100487761033.aspx.
I also encourage you and your students to join the Microsoft Office LinkedIn Discussion group http://bit.ly/Lp5CA. The purpose of this discussion group is for users to learn more about how to use products, contribute to solutions based discussions and be eligible for new software previews and unique opportunities. This is a great place to get special previews as we reveal more about the Microsoft Office 2010 Release. This is an open group and we encourage your participation on leading discussions.
Yours,
Tara Sharp
Microsoft Outreach Team
Links:
Based on my experience as Principal of a boutique firm, I would recommend both a digital and hard copy portfolio. The most important aspect of the portfolio to me -- while assessing candidates -- is the context behind the campaigns they've been involved with. I look for a few key aspects: 1) How much direction/creativity did you receive from others vs. provide yourself; 2) What were the campaign goals; 3) What tools did you create (pitch letters, press releases, case studies, etc.); 4) Show results and provide insight into how you went about securing placements. The end results are just as important as what it takes to get there. You did the work, so showcase it.
