“I’m living my life on hold!” says Anjani Salonen, a recent graduate from Liberty University with a bachelor’s degree in communication studies and two solid internships under her belt. “My fiancé is in the same situation: He graduated with an advertising degree, works at a restaurant on the weekends and lives with his parents. We joke that his high school friends who went to work after school now have higher-paying jobs and have bought houses. It’s not really funny — it’s frustrating.”
Another young media professional “on hold,” Haley Veturis, graduated recently from San Diego State University. “No matter how many applications I send in to various media outlets, the outcome is the same — nothing,” she says. “What’s it going to take to stand out? I’ve built up accounts with various social networking sites and have even started writing a news blog. Is there any hope for a young professional in the media industry?”
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A slow economy and massive layoffs in the media industry mean that competition is tough for young media professionals hoping to break in or move up. Many of these young people are finding themselves in a “holding pattern.” What should they be doing to break in or stand out? How can they make productive use of situations in which they find themselves on hold?
The bad news is that it is tough out there. The good news is that, despite tough times, some young media professionals are surviving — even thriving.
Best practices in standing out and moving up
Melissa Gullickson is an account executive with MassMedia Corporate Communications, a marketing communications firm in Henderson, Nev. Gullickson says that she is surviving in one of the hardest-hit metro areas in the country: Las Vegas. Her job search began at the end of 2007, and she moved up to an account executive position in mid-2008. Now she helps interview candidates, so she has seen “both sides,” she says. It’s important, says Gullickson, to know exactly what position you’re looking for and exactly what you can bring to the company.
Sarah Daniels, executive editor of JQ International Magazine, a trade publication for the International Jewelry Quorom, agrees. “The unifying feature about the freelancers I hire is that they usually approach me and, off the bat, tell me very specifically: what they can handle (‘available to write profiles, sort through press release or proofread Web content’); exactly when they’re available (‘can conduct international phone interviews after business hours’); how fast they can turn things around (‘am able to meet any deadline date beyond Feb. 19’).”
And, she adds, “If I don’t get back to them right away, the really good ones simply wait a week or two and email me again. Just because I don’t respond doesn’t mean I’m not interested — I’m just busy!”
“Just do something!” is the rallying cry among media professionals who aren’t quite ready to “just give up.” Esther Steinfeld, 25, works in PR and marketing and advises those looking for work in the media industry to “make whatever job they’re doing into a media job.” Instead of waiting for agency jobs to open up, take jobs working in a non-corporate retail store or somewhere you’ll have a little bit of creative freedom.
Whether you’re in sales, grooming dogs or sweeping floors, offer to write press releases, send emails and contact the media regarding the business. You can even try some event marketing. Your boss will probably be grateful for it, and you’ll get some valuable experience in the PR world, which you can put on your resume when things start to pick up again.
| “When I finally have a budget to hire again, I’ll be hiring one of my loyal freelancers. The more I use their services, the more I find that I need them.” |
“I’ve learned that the best way to learn PR is to do PR, so do it in any way you can during these difficult times,” says Steinfeld.
Kelly Watson, 25, also took a “just do it” approach: Three years ago she landed what she thought was her dream job as the features editor of a local arts and entertainment magazine. After a year of being on a part-time schedule with no promotion, she says, “I realized they were never going to have the money to hire me full-time.” So, she quit to start her own copywriting company.
“I started with zero clients, zero money and zero experience, and ended up making enough to purchase my own home by the end of that first year,” she says. Today, with the declining economy, she admits that things are a bit slow, but she’s not slowing down. “I’m using the downtime to work on a book proposal,” she says. “Just the process of researching the proposal and creating promotional materials has gotten me more work and helped me make more connections in the marketing and writing field.”
Those who find themselves on hold need to reach out and make themselves available, says Daniels. “The people getting the most work from me right now are the jack-of-all-trades, do-anything kind of folks.”
“When I finally have a budget to hire again, I won’t be posting a help wanted ad,” she says. “I’ll be hiring one of my loyal freelancers — the more I use their services, the more I find that I need them.”
How to come out on top
Roberta Matuson is a job search mentor and president of Human Resource Solutions, an HR staffing and recruiting firm, in Northampton, Mass. “This is a great time for media professionals to continue to strengthen their skills,” she says.
“Check your ego at the door and be willing to do whatever tasks are assigned to you,” she advises. “Volunteer to take on those jobs that others are shying away from. These two tactics will position you well as someone who will do whatever it takes to move the team forward.” These are traits, she says, that executives look for when deciding who will get to stay and who will have to go during tough times.
| “This is the age of the Internet star — all you need is a computer, creativity, initiative and one idea.” |
Lauren Milligan is a career advancement coach, and one of her specialties is helping people create work and opportunities during difficult times. “The best thing that media professionals can do right now is to utilize Web sites, video blogs, YouTube — all technology that is available to them. Conduct ‘man on the street’ interviews or a daily talk show that covers news stories and post these online. Find inspiring stories, funny stories, sad stories… anything that will capture the attention of an audience. I would encourage them to find that unique niche that someone isn’t doing right now and make it their own. This is the age of the Internet star — all you need is a computer, creativity, initiative and one idea.”
That’s exactly what Laryssa Wirstiuk is doing. She’s 23 and has one semester to go before completing her MFA in creative writing. She’ll be in the job market soon and says: “I have no idea how I’m going to find a job.” But, she’s not sitting back waiting either. She’s been putting all of her energies into Too Shy to Stop, an online arts and culture magazine that she founded last year. “My writers and I don’t make any money from this magazine, but it’s great experience for everyone! I manage about 15 young writers who aspire to find media jobs once they graduate. They’re mainly college students studying journalism, communications and writing.
“If I can’t get the media job I want right away, at least I’m still working on the skills I need to advance eventually,” Wirstiuk says.
Laine Cunningham is a publishing industry consultant and owner of her own writing business, Writer’s Resource. Cunningham says: “This business has historically been a tough one. The people who succeed have always been those who don’t give up.” Cunningham offers advice to young professionals in the current climate: One great way to stand out is to apply for awards. Awards are tracked by different media outlets and can generate interest and job offers. Create your own opportunities. Find an Internet-based outlet that is a good target for a weekly column. Internet outlets are hungry for content, and nailing a gig — even if unpaid — can increase exposure and prove that you’re capable and professional. Know your expertise. Stay focused on what you can truly do well.
Christopher Brown, managing editor of AMW.com, the Web site for America’s Most Wanted, says: “The media business may be slow and lots of our compatriots are being downsized, but for media pros, this is an opportunity to shine. By producing great content, continuing to do good work and staying positive in a very challenging time, you’ll set yourself up for success when the economy rebounds.”
Lin Grensing-Pophal is a freelance business journalist and independent marketing communication consultant.
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