::Golden (Mentor) Nuggets: Seven 'Life's Lessons' Learned in School PR
By Vic Pallos, Golden Mentor
Last spring, several veteran colleagues and I were designated as CalSPRA's first Golden Mentors. We were honored and truly humbled – certainly a career highlight. One of my dictionaries defines "mentor" particularly glowingly – wise, trusted, and other lofty words – even as "counselor to Odysseus." Yikes! During my tenure in school public relations, I never thought of myself as guru to Odysseus. I never knew the guy.

Life's experiences, however, are great teachers. I had my share during 33 years in school PR. Life's experiences on the job taught me something every day. From that perspective, I offer seven brief lessons learned along the way.

Hitch your wagon to stars – Especially when you're new on the job or in a new position or district, take time to seek out persons who are among the most respected – in your office complex, in your schools, even in the community. It's critical to learn the "local culture" before you begin to influence key decisions. What flies in Pomona may be grounded in Poway.

Visibility = value – Tied to your desk and computer is often necessary, but that's not where the action is. Being visible and practicing your skills in the schools and community increases your professional value among your constituents. Discipline yourself to get out of your office (and building) as often as you can. You'll have more fun.

Listen long, speak strong – Most PR people I know (including me) love to talk. However, it's disciplining yourself to listen that, in large measure, elevates you among your peers to respected adviser and counselor. Listening helps fill your fuel tank, so when you counsel on issues, you're speaking from a position of strength and confidence.

Be the conscience – A pending decision has another side that is being minimized or even ignored. It's tough to be the lone dissenter around a conference table of top administrators. Yet, if you've done your homework and know the facts, it's your responsibility to speak up. You won't always change the course of history, but most people will respect you for taking a position. (PR hint: although you'd like to tell them "I told you so," it's not a good idea.)

Keeping it personal – Technology helps us do our jobs more efficiently, but it's also turning our world more impersonal. Our personal interactions –on the phone and (heaven for bid) face-to-face– are what make the greatest impact in changing perceptions and influencing behavioral change. It's a lesson learned years ago from Pat Jackson, whose teachings should be a part of every CalSPRA member's library.

Rewarding your long days – Being the last to leave your building most nights reaps few rewards. Trust me. Jim Brown, one of my former superintendents, advised that working all those extra evening and weekend hours are often rewarded – with more work. So true. The more good work you do, the more you're expected to do. It'll consume your life. Learn how to (gracefully) say "no." You'll be happier with yourself.

Preparing for rain – Sooner or later, you will leave your job. If you're not retiring, what's next? (when I decided to retire, I also asked "what's next?") Someday it will rain on your career. Before that happens, build bridges with people and organizations, and foster those relationships. You may need them when your "what next?" day arrives.

Vic Pallos now serves as Manager of Special Projects (golf tournaments, galas, luncheons, workshops and other events) for the Glendale Chamber of Commerce. His CalSPRA experience is helping immensely.

::CalSPRA Mentorship Committee Message on Finding Help Through Interns
By Trent Allen, CalSPRA's Mentorship Committee Chair
Allen is CalSPRA's Mentorship Committee Chair this year and will publish monthly topics on the listserv for discussion. Since some of our members are not on our listserv, we’ll republish some of those topics in our quarterly eNewsletter.

We all know the start of the school year is a challenging time. In fact, during the past couple of months, you probably found yourself thinking, “I could use more help!” One of our big conversation topics at NSPRA last summer in Boston was how to start a quality internship program that can provide needed assistance in your office. Today’s interns are not your garden variety coffee and donut fetchers. As many higher education institutions have placed greater emphasis on hands-on learning experiences, students are becoming better prepared to hit the workplace floor running.

How do you find an intern?
Connections, connections, connections! Start by brainstorming a list of local higher-ed sources. Don’t zero in on just the largest, nearest, or most prestigious institutions. Consider community colleges, private colleges/universities, and specialty programs along with the CSUs and UCs of the world. Give special attention to institutions with programs specifically dedicated to public relations.

Make a connection with the school’s internship office as a courtesy but your real help will come by making connections directly with faculty. They see the students on a regular basis, help guide their development, and can encourage students to join your cause. Once you host a successful intern encourage him or her to recruit a replacement before leaving. Conduct full interviews asking for a resume, writing sample, and portfolio of work.

To pay or not to pay . . .
Usually your budget will dictate this decision, but if money is there, I highly encourage offering paid internships. You will get more applicants, better applicants, and have a better retention rate between semesters. Even though many students will take your internship experience for academic credit, offering a small stipend or paycheck can help offset the cost of transportation or paying for those extra units. Minimum wage is better than nothing and often enough to get interns through the door. Of course, market conditions dictate hiring so do some research and match your offer to local conditions.

What can interns do?
Well, if you ask them nicely, most interns will still bring you coffee and a bagel/donut/pastry of your choice. But to get the most out of your intern, consider rotating him or her through multiple assignments to figure out where they really excel. Last year I had one intern who was strong with research and statistics. He helped me put together our first ever employee survey. Another intern gravitated toward photography and really helped beef up our collection of program photos. Start with a solid writing and content development base and then find the add-on tasks from there. Consider offloading some of your newsletter layout tasks, interviewing, and proof-reading. Interns are also great for helping at special events and follow-up calls with local media.

Too good to be true?
Interns really are almost too good to be true, but there is one “downside.” An internship is a learning experience. You will have to take time out of your day to help interns with tasks, give instructions, and occasionally provide feedback. I look at it as my time to step into the role of teacher. Just like what goes on in our classrooms everyday, working with interns is my chance to directly educate and help someone grow and that is something I’m happy to do every day.

The San Joaquin County Office is entering the second year of its internship program. I was also fortunate enough to have interns at my previous job, some of whom are now successful public relations professionals in corporate and public settings. There are few better feelings than getting a note from one of them letting me know how something they learned while interning has helped them succeed. If you have an internship program in your office, or have questions about starting one, post details to the listserv!