As a journalism major right after the Watergate scandal and the Pulitzer Prize-winning investigative reporting by Woodward & Bernstein at the Washington Post, everyone wanted to become an investigative reporter. Competition was fierce.

I worked hard as a stringer and on the student-run college newspaper. Still, my college professors warned me that excellent writing and award-winning reporting skills alone weren’t going to land me the job I craved.

For that, I had to cultivate a network of professional editors and writers who knew me and validated my work. I was compelled to attend events sponsored by the professional chapter of the Society for Professional Journalists and monthly meetings of the Orange County Press Club.

To a relatively shy, inexperienced 18-year-old, it was a monumental task to meet new people, befriend them, and master this thing called ‘networking.’

Since then, I’ve worked as a reporter, copy editor, city editor and managing editor for several newspapers and magazines and in public relations as a consultant for a full-service agency and a university.

Along the way, the networking skills I first learned in college have yielded an expansive network of colleagues and friends. Cementing my network required additional service, so I was elected president of the Orange County chapter of the Public Relations Society of America and joined CASE, the professional association for university communicators.

It may sound easy, but building a good network takes time and effort. I choked down many a rubber-chicken dinner and sipped many cocktails at mixers while standing on throbbing feet at the end of the day, when all I wanted to do was relax at home, reading bedtime stories to my three kids.

But, it was all worthwhile. Colleagues have opened doors for me in every place I’ve worked. Rarely a week goes by that I’m not networking – including having lunch with a colleague, attending a networking event, or sending a job listing to someone who’s looking for work. 

Networking has made it possible for me to establish and grow my communications consulting business after I was forced into retirement in 2014. All it took was a single Facebook post advertising my availability to generate more than 75 responses from supportive contacts.

Networking is what I do. Once I learned it, I’ve never stopped. Today, as president of the local chapter of the International Association of Business Communicators, I have a new and expanding network of communications professionals. Now, networking comes naturally. Blessed with nationwide connections, I still network in some fashion every day.

There are countless how-to articles and books that offer many useful tips when you’re learning to network. My advice?
1. Join a local industry-related business group and attend meetings faithfully.
2. Speak to other attendees and get to know people.
3. Practice smiling and being friendly.
4. Know your elevator speech.
5. Pay attention when other people talk about what they do. Remember their names.
6. When you leave an event, remember who you spoke to. File the information somewhere. There will be a future opportunity to connect again.

I’m very thankful to the profs and pros who recommended networking to a green newbie – my decades-old network has served me well. And should you heed my advice and experience, I know that you too will reap rewards from your networking efforts.

I’ve spent a lot of time trying to be more productive and efficient. Along the way I’ve found that countless seminars, conference talks and book chapters list many ways to increase productivity – some offer similar advice while others contradict each other.

When I learn about an especially successful business leader, I study their habits to learn the secrets of their single-mindedness. I read every article on efficiency that I run across. And I’ve put many ideas into practice during decades as a journalist and public relations consultant.

I think it’s important that we evaluate which of these ideas work for us in our particular circumstances. A lot depends on whether or not we’re organized, detail-oriented or survive best in a chaotic environment under severe deadlines. All of us have unique work habits that can’t be expected to fit into any expert’s mold.

I’ve created my own list of ways to be more productive. Taken together, one or more items here may help you discover new ways to conquer distractions, work simpler, check items off of your to-do list, and save some time.

1. Less noise and fewer distractions. Even though I came of age in a noisy, smoky newsroom, I appreciate the value of silence when I’m trying to comprehend something complex. Now that I work in the middle of my home it can be challenging to carve out some quiet time, but each of my family members understand that my business is a priority, so they usually cooperate. Then, there’s the dog…

2. To-do lists: to do or not to do? Many people love to make lists and some of them have elevated list-making to an art. I find that it makes sense to write all my projects and deadlines by client in Basecamp. For a small monthly fee I can have 10 clients or projects open, and each of them can have multiple to-do items, discussions and deadlines. I find that by calling up my Basecamp calendar I know immediately what my most pressing projects are for that day.

3. Be punctual. When you arrive late to see a client or are tardy to a meeting, you give the impression that you are too busy to care about anyone else’s priorities. I used to be chronically late. But when I realized the impression I was making, I consciously determined to leave early for every appointment. Naturally, I also make sure I have reading material available in case I’m a little too prompt.

4. Avoid multitasking. The argument over juggling multiple assignments rages on. And while it’s true that most of us balance several projects at once, it’s also a fact that we must set and keep priorities to keep our sanity. This is where the Basecamp calendar or to-do list can come in handy – we can estimate the time we must devote to each project and try to ensure we can treat each one as a priority. It doesn’t always work, but that’s the plan.

5. Flexible workplace and work hours. Nothing distracts from one’s work more than the nagging feeling we get when we know we can’t be in two places at once, and that a loved one needs us right away. I’ve treasured my time as an independent consultant largely because it’s allowed me to be useful to my aging mother.

6. Time sheets. Time sheets can teach a very valuable lesson. Time is money. Track all your activities one day and see where you waste time and when you are most efficient. See if you are putting in the long work hours you think you are, and tally up what your time is really worth.

7. Increased communication. There’s a vast difference between receiving an assignment in a quick email and having a strategic discussion with your client about the audience, tone and purpose of your next project.

8. Positive atmosphere. Do you work better while you listen to music? Can you cope with many different background noises, or will the neighbors’ barking dog distract you? Knowing the conditions that are most conducive to productivity allows you to set the right tone when you tackle a project.

9. Eat a frog. This is an old expression but it still rings true today. For many of us, starting each new day by tackling the least-liked project on our to-do list frees us up for a creative, productive environment full of much more pleasant tasks.

10. Stay off social media. Easier said than done. While our LinkedIn postings are waiting to be tracked and our Twitter feed is silent, real work can engage our minds for maximum efficiency. Yes, social media provides us with important marketing tools – but it has its place.

I hope that this list prompts you to think hard about the ways in which you can be most effective. Many of these ideas were standard practice in bygone days, but they still provide a framework for productive work. And now, let’s get to work!

Like many others, I try to count my blessings every day. “Try” is the operative word there. It’s easy to go days, and sometimes weeks, without consciously appreciating the many people who have made and continue to make my life happier and richer, more interesting and rewarding, and, well, worth living.

So, it is with a grateful heart that I take these moments before Thanksgiving Day to lift up those who have made me who I am and those who fill my days with joy.

In the beginning
I wouldn’t have had the irreplaceable experience of being a journalist without the professors who saw me through the first steps of my career. At Cal State Fullerton, the late Carolyn Johnson and past dean Rick Pullen took the time to encourage me to excel in journalism. At that time, working in newsrooms was entering a man’s world. It was daunting. I am grateful for their guidance and encouragement.

During college and afterward, a host of journalists helped me polish my skills with several doses of real-life experience.

The late Nick Harder and the late Al Hewitt, my editors at the Fullerton News Tribune, gave me a place to start as a stringer. My editors during two internships for the Los Angeles Times’ Orange County edition built up my confidence as a writer. Janell Shearer, my internship supervisor at the now-defunct Orange County Illustrated magazine, introduced me to the medium that has been a big part of my career. Editor Marilyn Leary convinced me that being a member of the Orange County Register team that launched the Community Edition papers was a prestigious position. I learned graphics and copyediting under the patient supervision of Dave Campbell and Helayne Perry. Colleagues everywhere I went saw me through rough rides, often becoming my friends.

I am grateful to all.

Thanks, but no thanks
The former mayor of Brea, Wayne Wedin, who asked me to craft a local cable news show that later launched the careers of Phil Blower, Fox San Diego anchor, and Vikki Vargas, OC Bureau Chief for NBC, gave me the chance to discover that TV is not my area of expertise. Thank you!

On to the next
Special thanks to Grif Amies, who took a chance and helped me develop my career in public relations. Also to Janell Shearer once more, because she recommended me to Chapman University President Jim Doti to be the college’s first full-time PR director. And extra special kudos to Paula Selleck who hired me at my alma mater CSUF and launched with me the Titan magazine, which went on to garner local, regional and national awards. It couldn’t have happened without the design, web and writing teams at Fullerton and Paula’s patient encouragement.

Although it was a harrowing event at the time, I also should thank my former bosses at CSUF, who laid me off after nearly 15 years. The ax from Fullerton provided me with the astounding opportunity to strike out on my own.

Now and into the future
I am grateful for my clients, who provide me with new challenges every day. I am also indebted to my colleagues in IABC OC and PRSA OC who hold me to exacting standards and offer me the opportunity to give back to the profession I love.

My deep appreciation goes out to my family, who believed in me from the very first and who always have my back; to my mother, who is always proud of me; to my network of friends from grade school through my alma mater, Marywood High School, my work places and my college years – who always love me no matter what.

Thanks.

Once upon a time, when I was a young woman starting a career in public relations, my boss told me that the only thing we had to sell was time.

That is, time for media pitches. Time for research. Time for interviews. Time for reports. And, most important of all, time for writing.

It turns out that his statement was only half-true.

As PR professionals, we sell both our time and our integrity. One is not effective without the other. If you spend too much time on an account, the client will balk at your billable hours. Likewise, if you lose your integrity in pursuit of the Next Big Hit or sell out to unscrupulous supervisors, you have lost it forever.

I’m a past president of the Orange County Chapter of the Public Relations Society of America. One of the things that drew me to become a member was its Code of Ethics and strong commitment to the truth.

While PRSA argues, I think rightfully, for the public relations professional’s place in the board room with other high-level executives like attorneys and CFOs, its every argument is backed up by a strong code that bonds us together. We first and foremost adhere to the code in everything we do; anything else we add to the mix is gravy.

Why are we so committed to guarding our integrity?

As PRSA Fellow Kirk Hazlett writes in PRSay in September 2017, “Because the public relations field, like many other professions, is still regarded with skepticism by some based on the all-too-public shenanigans of a few of our community who refer to themselves as ‘public relations professionals’ but whose credentials are, at best, spotty. And their actions are taken to represent the way in which we all operate.”

True enough. Anyone with the audacity to hang up a shingle can call herself a public relations professional. My other reason for joining PRSA was so I could test for and receive accreditation in public relations, a title that determines one’s knowledge, ethics and commitment.

As Hazlett points out, “the tools used by public relations professionals in the conduct of their services to clients or employers are increasing exponentially. For those of us who have been around long enough to remember the advent of that remarkable time-saving gizmo called a ‘facsimile machine,’ today’s options can be mind-boggling. We think we’ve got a handle on the do’s and don’ts of the various platforms; then along comes a new means of communicating and, with it, a whole new menu of potential ethical mishaps.”

Using PRSA’s vast database of best practices, members can be assured they know the right way to use social media. But that is just one example of the ways the organization ensures we operate with the best information in the most ethical ways possible.

“Ethical thought and action isn’t an on-again/off-again ‘nice to know’ aspect of a public relations professional’s existence,” Hazlett notes. “It is an all-encompassing, never-ending responsibility that serves as a sign to others of the realities of our field.”

Indeed, Hazlett sums up, “Ethics should occupy a key position in everyone’s repertoire of knowledge, skills and abilities. It should be top-of-mind in our day-to-day activities. Regardless of where we are or what we are doing, ethical practice and behavior should always be at the forefront.”

If I leave you with nothing else after you finish this blog, remember that PR is more than news releases and crisis planning. Time matters. But so too do the ethics you incorporate into your every PR practice.

If you are like most people, you dreaded writing class when grammar, spelling and punctuation were discussed.
Ho-hum.

Truthfully grammar can sometimes elude me, so I have a backup person who acts as my grammar expert. I also installed the free service, Grammarly, which points out grammatical, spelling and punctuation errors as I write. It can be annoying because it interrupts the flow of ideas, but I’ve relearned some things I had forgotten from my early school training.

Agreement is Easy to Reach
Writing coach Ken O’Quinn, writing in Public Relations Tactics in February 2017, says the mechanics of writing needn’t be overwhelming, if writers avoid common mistakes such as:
Subjects must agree in number with their verbs. O’Quinn notes that this can be tricky.
Our company’s powerful blend of industry knowledge, range of products and experienced service professionals combine to help your clients stay protected.
The subject is “blend” and the verb is “combine,” but it should be “combines.” People make this mistake, O’Quinn says, because:

• If you put more than five or six words between the subject and verb, then it creates too much distance and you lose sight of which word the verb needs to agree with. The noun “professionals” resonates in our brains because it is nearby, so we write the verb that agrees with it.
• Plural verbs don’t have an “s.” We add “s” to nouns to make them plural, but it’s the reverse with verbs. Add an “s” to make them singular and drop the “s” to make them plural.

Dangling modifiers
O’Quinn says dangling modifiers usually surface at the start of a sentence with an opening clause or phrase containing a verb form, like:
Using the United Way as a case study, basic principles and strategies will be explored.
To encourage customers to accept the change, rules will be revised.

The verb form in the opening element of both sentences above refers to someone doing something, so the person or thing doing that action needs to appear quickly after the comma. Otherwise, O’Quinn explains, the modifier dangles, or hangs there, because it doesn’t logically connect to anything in the sentence.

In the first sentence, the principles were not using the United Way as a case study. Whoever is doing the exploring needs to appear after the comma. Similarly, in the second sentence, the rules did not do the encouraging. Insert whoever is doing the revising.

On a Parallel Course
One thing that stuck with me from early writing class was parallelism. If a sentence lacks parallel structure, the reader can stumble. The principle of parallelism says that when you have a series of elements (two or more), present in the same form, that is, the same part of speech, they must balance equally.

“Parallelism is not important to please your old English teacher,” O’Quinn admonishes. “As readers of English, we like consistency, so when elements are similar, we can see how they are related.
The recruiters want professionals who are creative, attentive to detail and demonstrate initiative.

Three words describe the professionals: “Creative” and “attentive” are adjectives; “demonstrate” is a verb. You could say “creative, attentive to detail and motivated.” You also could recast the wording to say, “who are creative and attentive to detail and who demonstrate initiative,” so the two “who” clauses are aligned.

Proper Pronouns
It is acceptable to use “they” as a gender-neutral pronoun to avoid referring to men or women. In the 1900s, O’Quinn notes, language scholars condemned the practice, but Chaucer did it in 1395, and it has been common ever since, because writers often don’t know whether the people referred to are all male or female. This usage has new life today because writers value gender neutrality in their text.

But – and this is one of my pet peeves – don’t use “they” to refer to an institution, such as a company. Rather than say, “I would like to work at that company. They value their employees,” change it to “it values employees.”
Consider what function the pronoun has in the sentence. It can only be a subject and an object, and its role will determine the correct form.

In “please keep this between you and me,” the pronoun is the object of the preposition “between,” so it must appear in the objective form (me, him, her, them).

Wrapping it Up
I find that if I try to learn just a few rules at a time, grammar is a little easier to master. I like to give myself a little treat when I master several important ways to make my writing clearer. Perhaps I’ll go find “The Canterbury Tales” and curl up with a cup of tea.

I can’t remember a moment as terrifying and humiliating as when I was laid off from my job. It happened three years ago on the Friday of Memorial Day weekend. My positive performance reviews were ignored. Awards I’d received from professional organizations and peers were forgotten.

Stripped of my email privileges, I was escorted to my car in the parking lot. As I sat, shocked and weeping in the driver’s seat, I kept asking myself over and over, why didn’t I see this coming?

You are not alone
Many senior professionals receive the pink slip every day. As one’s golden years just begin, cheaper and younger pros are eager and available. We seniors seem set in our antiquated ways while new projects demand sharp social media and varied digital platform skills that can intimidate us.

Statistics say that more than 100 million men and women over 50 are unemployed in the United States at this moment. Seeking a position at any age, no matter the reason, is a challenge. When you’re 55 years old, getting back into job-hunting mode is depressing and downright scary.

Update your image
Your invaluable years of experience in communications – attracting and nurturing clients, launching successful public relations campaigns, developing a network of colleagues, writing award-winning annual reports – offer prospective employers sophisticated, sought-after skills. Still, it’s important to look critically at the image you portray.

In “50 Plus! Critical Career Decisions for the Rest of Your Life,” author Robert L. Dilenschneider gives 50-plus job seekers important guidance about being successful in the marketplace.

Dilenschneider points out that you might be subconsciously sending the wrong message by wearing clothing that is out of fashion or sporting a dated hairstyle. Don’t be afraid to consult a personal shopper or to ask friends to help you modernize. Invest in the best clothing you can afford, the author advises, and purchase a new briefcase.

When you present a professional, modern appearance you give the interviewer the impression that you can be counted on to perform well.

Your personal PR campaign
First, think of yourself as a client. Determine your key selling points, define your personal message and determine how to promote your distinct brand.

As Dilenschneider says, successful public relations campaigns deliver succinct messages. You too must refrain from relying on clichés and focus instead on your unique strengths, bolstered by vivid examples.

Use real-life problems and show how you tackled them. Explain how you streamlined a clunky delivery system or generated positive press for a challenging event. Talk about your ideas. Describe how you work well with other team members. Offer insightful analysis of what went right and what you would do differently in a recent scenario.

Avoid dwelling on the ‘good old days.’ Don’t complain about ‘young people today.’ Simplify your pitch to three or four key messages; write them down and memorize them until they sound natural. Refine and practice your short, direct elevator speech.

Establish yourself as an expert by mentioning your profession honors. Share brief testimonials from clients and coworkers. Offer letters of recommendation from impressed clients and colleagues who’ve worked side by side with you on significant projects.

Your network, your safety net
You never know who will be your next boss. It pays off to be friendly with everyone – your past and present clients, colleagues, associates – even your interns. Don’t be shy about telling everyone you know about your job hunt. Ask for assistance and request advice.

In PR, we often go back to a reporter several times with updated information or a comment on something they’ve written. These frequent calls help keep us and our clients top-of-mind as key sources. If you think that way about yourself, you’ll recognize many opportunities to ‘sell’ yourself to professional contacts.

This is not the time to be shy. Spend money wisely, of course, but tap into your resources for lunch and coffee dates with colleagues. During the meal, pick their brain about the job market, the skills they consider vital, and their opinions about the local business climate.

Be considerate and write personal thank-you notes to the people spend time talking with you. Keep in touch with everyone you meet. Offer them your new business card and send them articles you know they’ll be interested in. Nothing is more personal than a little hand-written note that says, ‘I saw this and thought of you.’

Take time to breathe
When I lost my job, it took me several weeks to calm down and see things rationally. Yet I came to realize that despite my personal trauma the world did not come to an end. I became thrilled with the possibility of a new phase of life.

Taking time to breathe deeply, I slowed down to consider what I really wanted from my work. A new path opened for me to capitalize on my creative energy and use my skills in innovative ways.

Rather than seeking another full-time position, I decided to put my 30-plus years of writing, editing and public relations expertise to work as head of my own company. Thanks to decades of concentrated networking in the journalism and communications fields, I’m the happiest I’ve ever been. I love working alone but I treasure being part of a creative team. I use my communications skills to create projects of true value. I wake up every day excited about my life.

Summing up
A number of 50-plus professionals are cashing in on their status as senior professionals in unique ways; some have changed careers entirely, others have sought corporate work instead of agency gigs, and a few are well-paid consultants.

It may surprise you that sophisticated advice from seasoned professionals is valued highly by savvy prospects and smart clients. The happy realization that you can earn a good living – even one that commands higher fees than your former salary – is the most best motivator of all.

Indeed, the qualities your last boss considered drawbacks – your many years of experience in various environments, the sage advice you can offer based on hard knocks, and your diverse and growing network of professional associates – is pure gold in the marketplace.

Eager employers and clever clients will realize your true value provided you can clearly express your ideas and convey your integrity. Losing your former job is an end, yes – but it also can be the beginning of a keen new outlook and even a more fulfilling life.