This is a post by PR columnist, Alison Kenney.

David Gerzof Richard created some buzz last month when he spoke with several media outlets, including Fox, NPR and the Boston Globe, about the decreasing interest in email as a communication tool.

People gave multiple reasons for steering away from email: it’s full of spam, they favor real-time communications, younger people think it’s old-fashioned, it’s “one-to-one” in a time of “one-to-many” communication.

The discussions made me wonder what this means for PR professionals. As younger generations enter the PR workplace will they change the way we pitch and communicate? Will their preference for short, immediate communications – such as texting and tweeting – force us to accommodate those styles?

On the one hand, I can see it. We’ve witnessed the demise of pitching via fax (some readers may never have sent a pitch via fax in the first place) and one could argue that pitching via phone has become taboo. It’s become almost impossible to find a publicly listed phone number for some members of the media. Is email the next likely candidate for extinction?

When Vocus asked media for tips on pitching them , at least one writer suggested avoiding email. Freelance journalist Pam Baker responded, “My tip is to pitch me via Twitter or G+ and wait for invite to email me more. That way, pitch doesn’t get lost in email swamp.”

Freelance writer Menachem Wecker makes the point even clearer. In this Vocus article on reporter’s pet peeves about PR pitches, he says, “If someone ever tracks down a reporter who prefers phone pitches to emails, it’d be worth creating a low-budget film documenting that person’s biography. (Perhaps she or he is based in a very small town somewhere, with poor Internet access? Or in a different century?) I happen to prefer Twitter, Google+, or Facebook pitches to email ones (my social media ‘boxes’ are less clogged than my email), and I never understand why spokespeople in training are taught it’s a good idea to send an email pitch and then follow up by phone immediately thereafter.”

On the other hand, the pragmatist in me feels that while email may be becoming obsolete for personal communications, it still plays an important role in business communication. Others have also made the case for email as a business communication vehicle citing its ability to convey and document complex thoughts, lists, action items, etc.

A few email alternatives have sprung up in the business world. As the Boston Globe reports, “the new generation of networking tools from IBM, Salesforce.com Inc., Yammer, and others (like @prsaraevans’ Tracky), go way beyond basic communication. They are, in essence, virtual workplaces that combine the functionality of multiple programs, from e-mail to logistics to content production. In these closed networks, employees can share files, show work in progress, and have personal and group conversations or communications using text, pictures, or live video, without switching back and forth among multiple programs. If users still can’t do without traditional e-mail, those programs can pipe in outside services such as Gmail.” In the PR world,  PitchEngine devotees swear by the power of this next generation press release distribution tool.

What do you think? Is pitching via email about to become extinct?

Alison Kenney an independent PR practitioner with more than 15 years of PR consulting experience. She is based on Boston’s North Shore and has worked with organizations in the technology, professional services and consumer industries. She writes a bi-monthly PR column on LindsayOlson.com. You can find her at www.kprcommunications.com. Learn more about Alison Kenney.

By attending events in your area, you can meet key decision makers and contacts that may be able to help you find your next job.

Here are 10 tips to help you get more out of your in-person networking.

1. Find Groups That Target Your Industry

If you want to work in PR for entertainment, as an example, visit Meetup.com and see if there are any groups or organizations that cater to this niche. If not, aim for a public relations organization like PRSA, which might have local chapters in your city. By connecting with people in the industry you work in or plan to work in, you can find out what’s happening in the field and what companies are actively looking to hire people with your skillset.

2. Have Your Elevator Speech Ready

When you meet someone new, you don’t want to stumble over what you say when they ask about you. You want to talk about your current role, and maybe briefly mention that you’re interested in finding a career in X area/Y industry. Keep it short and leave room for people you meet to ask questions.

3. Speaking of Questions… Ask lots of them yourself. People like talking about themselves, and this is a great way to get them to open up about hiring. While it shouldn’t be your agenda to aggressively approach a new contact about hiring you, asking casual questions like “what does your company have planned for next year?” can open the door to you getting a little insight into what might turn into a job opportunity down the road.

4. Take Notes

Ask for business cards of anyone you find to be a valuable contact (just don’t be that collector who goes around the room with nothing to offer!). If you can step away from the event, make quick notes on each card so that you remember who you met and maybe something you should follow up on. This will help you keep from letting good opportunities slip through the cracks.

5. Don’t Be a Wallflower

So many people feel awkward their first time at a networking event. That should help you realize you’re not alone in wanting to nurse your ice water along the wall and blend in with the plants. But fake it until it’s easier. After all, you came to the event to make new contacts, so make yourself walk up to someone who maybe looks as nervous as you do. It gets easier.

6. Don’t Self Promote

Yes, you want a job. But chances are, no one is going to interview you on the spot for one. That’s not your purpose. Instead, aim to meet a variety of people, and follow up later to grow the relationships. You should aim to make new contacts that could, down the road, develop into an opportunity for a career move.

7. Pay Attention

Once you attend a few industry events, you’ll begin to see the same people. Remember who you meet, and make an effort to recall something you spoke about at the previous meeting. This will impress your new contacts and help them remember you.

8. Bring Business Cards

Seems straightforward enough, but many people end up forgetting their cards and waste a great opportunity to connect. But don’t machine gun spray the room with your cards; focus on making quality connections.

9. Pick a Few Events

It can be tempting to attend a different networking event each night, once you get the hang of it. But you’re better off focusing on a couple groups that you can really commit to and start building relationships in. 10. Master the Followup After the event, make sure you reach out quickly. And please, don’t just automatically subscribe your new contacts to your automated email newsletter! Send a personal follow-up reminding each person where you met and why you want to stay in contact – and then keep in touch.

Are you reading this at your desk during your lunch break? According to PR Daily’s Salary and Job Satisfaction Survey, more than 70 percent of PR pros eat lunch at their desk. Hopefully, you’re not also subject to one of these sad desk lunches!

Most of us understand that it’s important to take a break during the day – for physical and mental health, as well as to keep your mind fresh and creative. For instance, this Wall Street Journal column on sparking creativity tells us to, “build time for mind wandering into daily routines, breaking away from tasks requiring concentration to take a walk or run, look out a window or do some relaxing, routine physical task.”

And since lunchtime occurs around the middle of the work day, many of us attempt to combine feeding with rejuvenating ourselves at the same time. To start, Harvard Business Review recommends scheduling a formal break for yourself.

Once you’ve booked the time, consider these ideas for getting away from your desk at the lunch hour (at least occasionally):

Getting outside:

• Taking a walk in nature
• Watching the clouds
• Going to a farmer’s market
• Visiting a body of water
• Go for a drive
• Take the subway/bus to another neighborhood

Refocusing:

• Meditating
• Creating a silent space
• Journaling
• Practicing yoga

Shifting focus:

• Calling a friend
• Knocking personal errands or tasks off your to-do list
• Planning dinner

Switching gears:

• Listening to music
• Viewing some art
• Practicing an instrument
• Knitting
• Drawing or painting
• Reading (something that’s not work-related)
• Surfing the web
• Going online shopping
• Squeezing in exercise:
• Going for a run or walk
• Dancing
• Taking an exercise class
• Jumping on the treadmill
• Walking the dog

Can’t afford to completely turn off the work flow? Try:

• Visiting a client
• Eating out with colleagues
• Having a working lunch away from your desk or office

For whatever reason, come spring, we’re ready to get to cleaning: our closets, our desks, even our refrigerators. But have you given thought to your resume? Even if you’re not actively job hunting, giving it a good airing out and making sure it’s updated to your latest job experience is always beneficial.

How Long Has it Been?

Most of us only update our resumes when we’re looking for a job. And while generally, that’s fine, there are other reasons to consider keeping your resume updated year ‘round. For one, many employers are looking at LinkedIn as the version of your resume, and people are constantly searching the site to find professionals that fill a niche. Even if you don’t think you want a new job, if the right offer came in, you might consider it. And if you haven’t added the last three promotions you’ve received, or consequent skills you’ve gained, you can’t be considered for opportunities those would make you eligible for.

Another reason you should update your resume: nothing is certain. Life changes, business change. In either scenario, you don’t want to have to add updating your resume to the list of tasks you’ll have in finding your next job.

Read It With a Fresh Eye

If it’s been awhile since you looked at your resume, read it out loud and consider whether each section accurately portrays your current experience. Probably your past work experience can stay as-is, though you might find better verbiage for some of it. But make sure your current role is properly depicted on your resume. Have you added other skills, or taken on new responsibilities since you last updated it? What have you accomplished in this past year you are particularly proud of?

Also consider whether the resume as a whole still portrays the professional you want to be. If you’ve suddenly shown interest in a new field or role, your resume should highlight all experiences that would make you a better fit for transitioning in that direction.

Revamp Your LinkedIn Profile Too

It’s easiest to start by editing your resume, then move on to LinkedIn, as much can be copied and pasted. But also look at adding keywords that relate to the work you do, or the industry you’re in. You can change your “headline” on LinkedIn, so zero in on what type of work you want in the future.

Ask for endorsements for the skills you think are your strength, and more importantly, testimonials from people you’ve worked with. If you’ve joined any professional organizations, given any presentations, or otherwise gone over and above in your job, make sure you find a place for these accolades and events on your profile. Also consider joining professional groups on LinkedIn to network with others in your current field or profession, or one you aspire to join.

Create an annual — or even quarterly — task on your calendar to remind yourself to refresh your resume and LinkedIn, to ensure you’re always up-to-date.

Photo credit: Davidyuweb

If you want to dip your toes in the marketing world, but aren’t ready (or aren’t hireable enough)  full-time job, give freelancing a try. Apparently it’s a good time to do so.

Every quarter and year, Elance looks at which industries are hiring freelancers. Looking at last year’s data, marketing grew in leaps and bounds in specific niches:

• Digital marketing
• Social media
• Content writing
• Blog writing
• Web design
• Graphic design

Local Economies No Longer an Issue

One hypothesis on why earnings have increased so drastically (just digital marketing saw a 190% increase year-on-year) is that geography is no longer a barrier to finding good talent. So if an employer runs an office out of Church Point, Louisiana (population 4,575), he can find talent anywhere in the world. That opens up the possibility to finding better talent. What that means for you as that talent is that you aren’t limited to finding a job within commuting distance.

The report showed that Rhode Island, whose unemployment rate is 10.2% showed an 89% increase in earnings for marketing freelancers. So in addition to removing geographic barriers, the freelancing industry is helping alleviate a bit of that unemployment rate to boot!

More Marketing, More Jobs

While a few years ago, companies of every size held back on social media and blogging as part of their marketing strategy, they’re embracing them like crazy now. And that means that they need more bloggers, social media strategists and overall Internet marketing experts. But that doesn’t always mean they want to hire full-time roles. Often this work can be done part-time externally, which saves the company on benefits, salaries and overhead.

If you’re smart about it, you can piece together a decent living through freelancing. Find a few clients who need content marketing, design work or social media execution — all of which tend to be ongoing work — and you’ve got yourself a paycheck!

How to Start Freelancing in Marketing

Step 1: Search for Gigs. If you’ve got some experience in marketing, you can start looking for projects on sites like Elance, as well as Guru.com and others. Beef up your profile as much as possible: add samples of your work to your portfolio so potential clients can see what you’ve done.

These sites let you search categories for projects. Some will be one-time projects, while others may need someone long-term. Make sure you have the skills the project requires, and send a well-crafted application letter, targeting the key points you feel make you qualified. If you’ve worked on similar projects, make sure to say so, as many employers would be more comfortable with someone who has worked in their industry before.

Step 2: Get a Website and Blog. Build a simple website that also highlights your work, outlines your services, and provides contact information. It’s wise to start a blog and write about the areas you want work in. The more you demonstrate your expertise, the easier it is for potential employers to trust in your skills and hire you.

Step 3: Network. Reach out to companies in your area — especially smaller ones that might not have in-house marketing and let them know the services you offer. Also connect with marketing agencies, as often they have more work than they can handle and need extra help.

It may take a while, but you’ll find that once you get a few projects under your belt, you’ll have some experience to back you up and it will because easier to close a new project.

This is a guest post by PR Columnist, Alison Kenney.

You’d think that in our over-sharing world with accommodation for more than 31 million bloggers (Source: Blogging.org, 2012) and hundreds of millions of social media status updates (my own estimate), keeping journals would be the norm. But I’m not sure it is yet. (Given the private nature, it’s hard to tell.)

In addition to being an outlet for your observations and frustrations, journals can be very useful tools for professional development, which is why media from Harvard Business Review to Inc. to Forbes have covered work journals recently.

In the HBR blog, author Teresa Amabile asked her graduate course students to keep a journal and one student continued the practice during throughout her career:

Teresa’s former student, Sarah Kauss, recently wrote that the journal she was required to keep in the MBA course Managing for Creativity led to a daily practice that she has found invaluable as she traveled a career path from consultant to entrepreneur. (Sarah’s company, S’well, makes and sells unique insulated drinking bottles.) At first, Sarah rebelled at the idea of keeping a journal:

At the time, as a busy MBA student, this seemed uncomfortable and time-consuming. I needed to be working and networking, not taking time to write about perceptions and feelings. Or so I thought. Professor Amabile’s assignment introduced me to an entirely new type of journaling that has helped me in both my personal and professional life.

Sarah highlights the first three benefits:

Journaling about work has given me the focus to identify my strengths and the activities that bring me the greatest joy. Surprisingly, the least glamorous tasks of my professional career to date have been some of my career highlights. I have gleaned many lessons about where I can be most engaged and therefore most successful in the workplace. Journaling has also given me patience and sharpened my ability to plan. Although it can seem that I’m making only baby steps of progress — and, yes, sometimes going sideways or even backwards before moving forward — my journal is an independent arbiter (and a silent cheerleader). There will always be more progress to make, but for me it is important to know that I am moving closer to my goals. I am always encouraged to look back and know how far I have come in a year’s time, and how major obstacles seem to become minor speed bumps in hindsight. This record gives me great patience and perspective when new challenges come my way. Even now as a very busy entrepreneur, I can’t imagine not taking a few moments at the end of each day to record in my journal the progress made and my hopes and plans for the next phases of success.

If that isn’t enough of an endorsement for starting a work journal, consider some other benefits. For instance, keeping a work journal can help you:

Develop new perspective – writing about an experience at work “keeps you honest” and taking the time to describe an event in writing often allows you to uncover other perspectives.

Identify problems – a work journal can serve as a log to help you spot issues that you may be too busy to notice otherwise.

Track progress toward goals – by referring back to written goals and comparing daily progress a journal will help you track your progress

Notice patterns – are your work disappointments the same each day? Do you rejoice in the same successes? These patterns may serve to point out strengths or weaknesses you weren’t aware of.

Jot down inspiration/ good ideas – journals are good repositories for ideas – be they notes, photos, quotes, or whatever jogs your mojo.

In addition, Forbes cites these six reasons for keeping a journal: log good ideas, learn lessons, list good advice from mentors, vent (in a safe space), collect compliments and envision the future.

In the PR world, work journals could serve as note keepers on work-related activities from managing a client’s expectations to jump-starting a new campaign.

In this Business Insider article, Madeline Stilley writes about the questions she asks herself at the end of each work day:

• What events stand out in my mind from the work day and how did it affect my inner work life?
• What progress did I make today and how did it affect my inner work life?
• What nourishes and catalysts supported me and my work today? How can I sustain them tomorrow?
• What one thing can I do to make progress on my important work tomorrow?
• What setbacks did I have today, and how did they affect my inner work life? What can I learn from them?
• What toxins and inhibitors impacted me and my work today? How can I weaken or avoid them tomorrow?
• Did I affect my colleagues’ inner work lives positively today? How might I do so tomorrow?

She also recommends asking yourself “what’s going well?”

In a presentation at the Solo PR Summit, Mary Ellen Miller and Amanda Littlejohn recommended a work diary as a way to keep track of peak events. They referenced the book, “Do more great work” by Michael Bungay Stanier and suggested that a work journal serve as a place to work out the exercises in Stanier’s book to help guide you through the process via brainstorming, reflection analysis of actual observations.

It might be obvious, but logging journal entries seems like a great activity when you’re looking for work. This Jobacle.com post shares some ways that journal entries go beyond spreadsheets for tracking contacts and statuses to help provide insight during a job search.

What do you think? Should you keep a work journal?

Alison Kenney an independent PR practitioner with more than 15 years of PR consulting experience. She is based on Boston’s North Shore and has worked with organizations in the technology, professional services and consumer industries. She writes a bi-monthly PR column on LindsayOlson.com. You can find her at www.kprcommunications.com. Learn more about Alison Kenney.

If you can’t claim one of these excuses on why you shouldn’t blog professionally, there’s no reason you shouldn’t be using a blog as a fantastic tool for marketing yourself to potential employers. Here are ten ways starting and managing a blog can make you more hireable, in case you need more reasons to get started.

1. It makes you look tech savvy.

Blogs are search engine fodder, and if a potential employer searches for your name, you want a smattering of blog posts you’ve written to appear. It shows you’re being proactive in managing your online profile.

2. You prove your writing skills.

Employers are no longer asking for a folder full of your newspaper clippings; they’re looking online. And if they can easily see in one place samples of your writing, they can assess whether you’ve got the communication skills they’re looking for.

3. They don’t know how to blog.

While this isn’t true of all companies, many are still desperately seeking talent that has experience in this realm, and if you prove your mettle, you just might get the job.

4. It proves you’re paying attention to your industry.

If you’re blogging about the field you work in (or want to work in), you’re staying on top of industry trends and sharing your insight on them. Employers like that.

5. A blog shows you’re a go-getter.

If you start a professional blog that’s not part of a college assignment or part of your responsibilities at a company, you’re showing that you want to take the effort to improve yourself professionally by taking on the task of blogging on your own.

6. A blog can cover up lack of professional experience.

If you’re just entering the workforce, your blog doesn’t have to reveal that. If you consistently post great content, it can make up for a lack of real-world experience in the professional world.

7. It can help you segway into another field.

If you suddenly decide to switch fields or roles midway through your career, a blog can help ease the blow. Rather than applying for a new role in a new field with zero experience, at the very least, you can direct hiring managers to your blog to demonstrate your eagerness to immerse yourself into something new.

8. It shows you’re diverse.

Even if the job you want doesn’t require blogging as a skill, showing off your blog can demonstrate that you’re not afraid to take on new tasks. From pitching journalists to analyzing social media data, you’re ready for a challenge.

9. Blogging helps you understand bloggers and journalists.

If you’re considering PR as a career, blogging can give you new appreciation for the media. You will understand better what motivates them, as well as how to approach them with a pitch (especially if you’re a blogger who gets pitched). You’ll also be more likely to be considered “one of the gang” by bloggers if you blog in addition to working in public relations.

10. You might find a new career without looking.

Many people start blogs as a hobby or as a way to show off their writing skills to potential employers, but instead find that they really want to turn blogging into a career in and of itself. If you love writing and begin expanding your readership, you might find a way to turn blogging into a full-time job, or at the very least, a side job that brings in a little extra cash.

The key to using a blog as a branding tool is to start it long before you start looking for a job. Maintain it by regularly contributing useful content to it and sharing it through your social channels. By the time you do begin the job hunt, your blog should be established enough to impress any hiring manager.

1. Indeed.com’s Job Search
If you’re on the go and want to browse job listings, this app lets you view all the jobs you’d find on Indeed’s website, in a handy mobile format. And you’re not limited to just US jobs: you can also search jobs in Canada, UK, Ireland, India, South Africa, Hong Kong, New Zealand, Singapore and Australia, if you’re interested in working abroad. You can save jobs or email them to yourself.

Job Search is available for Android and Apple products, and is free.

2. JobMo
In addition to letting you search jobs, JobMo also lets you compare salaries and trends for the job you want in your city. You can search for a job in a geographic region, and get involved in the forum to ask questions of other job seekers.

JobMo is available for iPhones and iPads, as well as Android phones. It’s free.

3. Gigwalk
If the job hunt is taking longer than you’d like, download Gigwalk and find part-time and freelance work you can do to make money in the meantime. Join private groups to get access to even more gigs without having to apply. Projects include tasks like:

• taking photos of store displays
• testing mobile apps
• delivery services
• mystery shopping

The app is free and available for all Apple products.

4. Lunchmeet
To balance out the job hunting apps, try Lunchmeet. It uses your LinkedIn account and contacts to help you find people you can network with in your area. Set up a time slot when you’re available to meet up over coffee, and others can set up a get together. It’s a great way to meet people at companies you want to work at, as well as find mentors who are willing to give you a little free career advice.

The app is free and available for Apple products.

5. Monster Job Search
If you use Monster to hunt for a job, you can tie in your account through the mobile app.  You can get instant notifications of new jobs that fit your search parameters, and search for jobs in your geographic area. The app’s available in 19 languages, in case you speak more than one!

Monster’s app is free for Android and Apple products.

6. Interview Prep Questions
If you have an upcoming interview and are nervous about the questions you’ll be asked, this is a great app to do a trial run with. The app has some of the most commonly used interview questions, and you can flip through them flashcard-style. Give your best answer and practice what you’ll say, and you will rock that interview.

The app is free for Apple products, and $2.99 for Android phones.

7. Job Juice Social Media Search
This app leverages social media to help you build your online network with recruiters and hiring managers. It provides tips for building those relationships without overstepping your bounds, and helps you learn to beef up your online profile.

The app is $14.99, and available for iPhones, iPods, and iPads.

8. Pocket Resume
If you don’t have time to sit down at a computer and create your resume, this app will help you update your resume from your phone. It uses pre-created templates and layouts to help you design a professional-looking resume in minimum time.

The app is $2.99 for Android phones, Blackberry phones, and all Apple products.

This is a guest post by Sam Peters, a blogger who enjoys writing about career development.

The graphic design field is much broader than most think. It incorporates more than just logo design, branding and the design of advertisement and marketing materials. Graphic designers also handle things, such as the design of street signs, designing the words on the outside of airplanes, billboard design and so much more.

With the help of new technology and the internet, this field has been completely transformed. New educational programs and degrees have become available. No longer do you see a creative director or another type of graphic designer sketch anything on actual paper. They use programs, such as Cartography, CAD or computer-aided-design, multimedia software, web design programs and many others. The modern graphic designer must understand these programs and with graphic design courses in Miami, it’s possible to learn all the necessary software used within the field.

Why Choose a Graphic Design Degree?

A love of art is one of the major reasons students decide to pursue a degree in graphic design, but there’s more to it than just loving art. It’s certainly a creative job, combining art, entertainment and business, but many students see more than just the love of their job in this decision. Many graphic designers love that no two jobs or projects are the same and it’s certainly a field for those with a creative mind.

Many companies allow graphic designers to work from home part of the week, if not all of the week. They may need to go into the office for meetings, but most of the work they perform can be done from home. Companies will also hire freelance graphic designers, allowing someone in this field to not only work from home, but also work for themselves. This will help you save money on gas and provides a rewarding career you don’t even need to leave home for.

Twenty-five percent of those entering the filed are self-employed, which gives them a large amount of freedom. Imagine choosing the projects you want to work on and being your own boss. You won’t just be a graphic designer anymore, but also a media consultant ready to help others with many different tasks.

Working Towards a Graphic Design Degree

One of the most popular areas of the country for graphic design degree programs is Miami, Florida. Taking a CBT college graphic design course will not only allow you to work towards a degree, but graphic design courses in Miami also allow you to enjoy a warm climate with plenty of activities to fill your down time. In addition, Miami has some of the best programs for graphic design and many top firms looking to hire new graduates.

This field is unique in offering more than just Bachelor’s degree programs. Of course, a Bachelor’s degree is the best choice, but you can start with an Associate’s degree program or one of the many graphic design certificate or diploma programs. You will find many different specialties within the field and many students find it easy to achieve a degree or certificate in a shorter amount of time, find a job and continue with their education, while working for a design or marketing firm.

Whether you want to enter the field because you’re a creative person or you really want the freedom of working from home, it all starts with the right degree program. Take your time and make sure you choose the degree or certificate program right for you.

This is a guest post by PR Columnist, Alison Kenney.

If you’re reading this you’re probably aware of the PR ups and downs experienced recently by Marissa Mayer and Sheryl Sandberg, two very prominent businesswomen. Sandberg is step-by-stepping her way through a case study on successful book launches, while Mayer ignited backlash and was perceived as setting family/work balance issues back a generation for ending Yahoo!’s policy of allowing some workers to telecommute.

I won’t get into the mixed messages that the media is communicating over whether Mayer and Sandberg are worthy role models for modern feminists or examples of how to ‘have it all.’ What they both are is terrific examples of how to be successful at work and in your career. And their examples translate well in the PR industry.

Picture Marissa Mayer as the new head of a PR agency, one that’s suffered in recent years due to the recession and needs an injection of fresh leadership to reinvigorate its client relationships and to amp up its bottom line to satisfy the bigwigs in its holding company.

PR agencies are in the service business, which means they must be accessible and responsive to clients and their needs. Agencies that are experiencing contractions in business and greater competition are more likely to call ‘all hands on deck’ meetings and stress personal accountability to meet these business challenges. In tight markets, firms may search for ways to combine or consolidate resources or they may try to establish new service offerings and revenue streams. The process innovations they come up with are most likely going to be geared toward helping each employee reach ultimate productivity levels and drive business results. (I realize not all PR agencies are the same; independent firms and virtual agencies, among other types of PR firms, may have different guiding values and different ways to achieve their desired results.)

Mayer gets it. She can talk the talk because she’s walked the walk. She was Google’s first female engineer and the 20^th employee for the startup. During her career at Google, Mayer was an engineer, designer, product manager, and executive, and launched more than 100 well-known features and products. She was also in charge of some of Google’s acquisitions. She’s a Wal-Mart board member and angel investor. If anyone can right the ship, it’s her (we think).

Now picture Sheryl Sandberg as a senior vice president of corporate communications. She’s a great boss who brings a broad perspective to the role from her varied and impressive background of experiences. She knows what it takes to get PR a ‘seat at the table,’ too. Even better, Sandberg enjoys mentoring the next generation of internal communications directors with great advice on how to navigate the corporate career ladder.

I’ve written before about how the lines between PR and other functions in an organization can get blurred with PR increasing being measured for its ability to impact sales, customer service and other marketing functions. Sheryl’s experience as COO at Facebook is a good example of how to build inter-organizational bridges among various departments. At Facebook, Sandberg oversees sales, marketing, business development, HR, public policy and communications. She was a driver in uniting these functions to make Facebook profitable, one of her first major accomplishments at the company. Sheryl also understands the importance of transparency and authentic communications, which are essential to corporate communications and brand development.

And who better than Sheryl to shepherd PR through a period of massive change? Technology and social media are changing the PR role, complicating the way we work and measure our results. If anyone can teach us the importance of staying open-minded and encourage us to learn and adopt new methods, it’s the woman who is launching a cultural movement to get women to be better represented in corporate leadership roles.

Like the many places Mayer and Sandberg have worked in their careers, PR can be both hospitable and tough on working parents. I don’t think most working mothers are in a position to follow Mayer’s and Sandberg’s examples of balancing work and family, but both women offer lessons in how to succeed in the workplace.

Alison Kenney an independent PR practitioner with more than 15 years of PR consulting experience. She is based on Boston’s North Shore and has worked with organizations in the technology, professional services and consumer industries. She writes a bi-monthly PR column on LindsayOlson.com. You can find her at www.kprcommunications.com. Learn more about Alison Kenney.