Mentor on Demand

We know how busy it is to be a new professional and not have the time to develop a mentor relationship through the New Pros Mentor Program, so we bring you our third installment of “Mentor on Demand!”

Our mentor match program is still available, but we hope you enjoy this opportunity for a quick Q&A that will be brought to you on behalf of the New Professionals Group.

This month’s “Mentor on Demand” is Shellyn S. Shoenthal, a public relations specialist with Jewish Family & Children’s Service in Pittsburgh, PA. Over the last three years Shellyn has provided public relations council and implemented public relations and marketing tactics to help increase cohesion among Jewish Family & Children’s Service staff and increase awareness and perception of the agency among current and potential clients, board members, community leaders and current and potential donors. Some of her efforts include media training staff, implementing public relations policy and procedures, media relations, branding and strategic marketing and public relations planning for all agency departments and supporting organizations. New Professionals Group (NPG): What made you decide to begin a career in public relations? Shellyn Shoenthal (SS): Although public relations was not my first career choice, it was definitely the right one for me to end up in. As the PR specialist at Jewish Family & Children's Service, I get the opportunity every day to strategically plan, communicate and market services that change individual lives and create regional impact.

NPG: What do you think are the top three skills a new PR pro needs to learn to be successful? SS: I don't know that I would narrow it to three specific skills. I would suggest becoming a sponge for information. No matter what industry you are doing PR for, PR professionals need to have their finger on the pulse of the industry they work in (or of their clients), current events and the most effective and latest communication tools and techniques that are being used.

NPG: Besides PRSA, which organizations, workshops, conferences, seminars do you recommend joining and attending to gain professional development and network?
SS: Regional young professional groups or non-profit volunteer opportunities such as becoming a member of a committee planning a fundraising event or campaign. Anything that will help keep you and your work visible to your peers, potential hiring managers and industry leaders.

NPG: What are the must haves and must knows for a new PR pro (anything from skill sets, technology, to knowledge)?
SS: Confidence and leadership. You need to feel confident and show leadership in every fiber of your work. You are an ambassador for your company, client or agency, so you need to be confident in what you are communicating, thus helping you to gain the trust of your audiences.

NPG: Would starting in a large agency setting versus a small firm would have any impact on my future for corporate communications? Is one more favorable than the other...is or is experience just important?
SS: I suggest showing leadership by taking on PR tasks while in school. Join PRSSA, write for the newspaper, volunteer in a communications role, plan events. Just be creative in finding ways to garner experience and employers will recognize that. I started out working in PR agencies and feel that it gave me the foundation and experience to be able lead the public relations and marketing efforts in my current non-profit position.

NPG: How long should a new pro stay at their first job?
SS: There is no black and white answer. The first years in PR can feel like an amusement ride, but because much of PR is done on a project-by-project basis, it is good to stay somewhere where you can see the lifecycle of a campaign, event or project of any kind.

About Shellyn Shoenthal: Before joining the non-profit industry, Shellyn worked for two Pittsburgh-based public relations and marketing communications agencies (Brabender Cox/Adams Marketing Group and Jack Horner Communications) where she managed accounts for clients such as Microsoft, GNC and Development Dimensions International.Shellyn is currently Renaissance Award Chair for PRSA (Public Relations Society of America) Pittsburgh, a public affairs volunteer for the American Red Cross Southwestern PA Chapter and provides public relations and fundraising counsel for the Leetsdale Fire Department among various other nonprofit endeavors.

Shellyn has a B.A. in Communications from Robert Morris University.

For more information about the PRSA New Pros Affinity Mentor Program or to submit a question for the next Mentor on Demand installment, please contact Katie Thomas, chair, at katie.crabtree@gmail.com.