siloam mission

3 Tips to Become the Ultimate PR Person

Donna-LynnWorking in the non-profit sector is my goal upon graduating from the Public Relations Marketing Management program and I was fortunate to meet with Donna-Lynn Baskin (Communications Coordinator at Siloam Mission) to learn the ins and outs of public relations.

Donna-Lynn recently moved o Winnipeg having been in the work force for almost 30 years. She graduated from Dalhousie University, Halifax in 1987 and received her teaching license. She loved to work with people, but later found that teaching was not her passion. Throughout her career, Donna-Lynn found herself moving more towards a communications role. From being an instructor, to becoming a learning designer in the early 90’s, she created web/computer based learning content. With her knowledge in education and being comfortable in front of people, she was put into PR positions.

Life as a PR Professional
Working in public relations is about “staying ahead”, says Donna-Lynn. There is a need to be proactive and ready for change. Keeping up with emails, phone calls, social media and the news is a daily requirement. Most of the time you’re listening and looking for that buzz.

Donna-Lynn also explains that we don’t work and live by the calendar, and this is true because anything can happen. Sticking to a regular work week is needed in a nonprofit organization, but working in communications you are likely to accumulate overtime hours. Clear communication between PR professionals in non-profit is needed to work out logistical time balances, to avoid overlaps, and to uphold the responsibility of their donors.

Source: http://blog.garanimals.com/

Writing is also a key component in public relations. As a PR person, you must be a writer. You need versatility because of the constant switches between writing for print and web. It’s important to be “mentally agile to make those switches while maintaing the brand’s consistency,” Donna explains, but isn’t an easy thing to do. For Donna-Kyn, writing is the highest level of creativity — her happy-time. When she’s not writing for Siloam Mission, she’s writing web based media for columns and as a ghost writer.

One project she’s especially proud of was the CEO Sleepout held last September. The event garnered a lot of attention from various media outlets, and was the most successful Winnipeg CEO Sleepouts in its three year history. Donna-Lynn had to step up and help organize the media frenzy despite being new to Winnipeg. The pressures of having to meet deadlines, juggle between people wanting an interview with Siloam Mission, and free Tim Horton’s coffee all before 10 pm was an opportunity rather than a setback for Donna-Lynn. In that 2 to 3 hour span, she met about 300 people that night.

Source: http://www.burrellesluce.com

Donna-Lynn’s PR Tips

  1. Professional networking. Building positive relationships is important in PR. She says, “no matter the industry, connect with those who are in the same profession.” These interactions keep you enthusiastic. It’s a great way to give and gain different ideas/views towards challenges.
  2. Build an online portfolio. Showcase your work. Save everything! Add blog content, and any written material including school work to your portfolio. Also, screenshot and include blog posts that you are most especially proud of. Wix and Weebly are resources to you build your online portfolio with drag-and-drop ease.
  3. Create your brand — you! You are your own product. Donna-Lynn states that “90% of communication involves no words, and happens within the first few seconds.” It’s about the visuals and first impressions, everything should flow from that. Your brand is your voice — your outlet to the public. It’s important to invest in improving your brand, but be aware of the way you live your personal life  as it affects your professional life. Whether you are on-the clock or off, you are still your brand.

Meeting with Donna-Lynn was a definite eye-opener into the field of public relations.I’ve gained so many insights into PR that my textbook could never prepare me for — and most importantly — a mentor who provided me with great tips. PR is not as glamourous as it seems, but more and more I find myself looking forward to what is to come!

Cheers!