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Portfolio Panache: Putting Your Best Foot Forward

by Yvonne Buchanan

If you’re a public relations professional, chances are, you’ll be asked at some point to show your portfolio of work, either to a prospective employer or a potential client.

What your portfolio contains may well make the difference between getting the job and not.

Following are some tips for making certain your portfolio puts your best foot forward:

The Portfolio

Buy quality.

The portfolio itself should be the best you can afford. It should open easily (no sticky zippers), and the pages should be easy to turn. Your documents should be affixed to the pages with removable adhesive, and protected from smudging with velum or clear overlay pages.

The Contents

Include your best work.

If you’re not proud of a product, don’t include it in your portfolio. In this case, more is not more. A few excellent items beats one or two excellent items and a handful of “yuck” any day.

Include a smorgasbord of your work.

Chances are, the client or employer you meet with today will have different needs than the one you met with last week and the one you’ll meet tomorrow. It’s often hard for a potential client to translate your skills writing a dynamite press release into running an effective PR campaign. You know you can do both, but unless your portfolio says you can, your client or employer may not believe you.

Include bold designs.

So you didn’t work on the design for that newsletter; you just wrote it. Be upfront about what you did and did not do, but don’t be shy about including it. Graphical images capture attention, and are infinitely better than page after page of “gray matter.”

Document the un-documentables.

Let’s say you planned a special event for a client. It was a fundraising auction for a nonprofit organization and generated $150,000 for their charity. How do you put that in a portfolio? Include an invitation from the event or some other graphical item, and a brief synopsis of your participation in the event and its success.

The Presentation

No matter how great your portfolio is, if you are unprepared (and thus nervous), you may lose the job. Practice going through your portfolio, turning the pages, looking your interviewer (use a mirror or a friend) in the eye, and telling your story. Make certain you have something germane and interesting to say about each document in your portfolio. You don’t need to mention each document; just those that show your skills in the best light and that pertain to your current interviewer’s needs. If you need to leave behind your portfolio for review, have a brief, neatly typed card with each document in your portfolio documenting what your role was and what the results were.

With the right portfolio, the right contents, and the right presentation, you’ll have a combination that wins the job every time.

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Yvonne Buchanan may be contacted at http://www.learnpr.com yvonne@thepracademy.com. Click here to view more of their articles. Yvonne Buchanan is an instructor at The PR Academy (www.learnpr.com), a professional development institution that provides public relations instruction and career strategies, and a co-founder of Real-World PR (www.realworldpr.com), a public relations information provider.

 

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