One of the most important things students in journalism and public relations can leave university with, besides their diplomas, is a strong portfolio.

That was the message of a workshop held Wednesday night in Ernie Pyle Hall during the monthly meeting of the Public Relations Student Society of America.

Over 30 students attended the workshop to hear two public relations professionals, freelance PR consultant Julie Herrick Williams (B.A. '80) and Rob Norris of Cummins, Inc., talk about their work and what employers look for in a job candidate's portfolio.

Norris and Williams each offered unique advice about building and presenting a portfolio that will make a candidate stand out in a competitive job market.

Students should be building their portfolios now, Norris said, and they should be practicing the skills they will utilize in their future careers.

"Write everyday," he said. "The more you do it, the better you get, like everything else in life."

Norris encouraged creativity in one's work but added that creativity should serve a clear goal.

Both Norris and Williams said employers want to see how a given piece, a press release for example, led to a measurable outcome for the client. Williams suggested asking former clients for reviews of one's work and including those in the portfolio.

"That's very effective," she said.

Williams, a freelancer who uses a portfolio often when soliciting new clients, brought her own to the meeting to show students. A black leather case, it held examples of her work mounted on black cardboard inside clear plastic sheaths. She discouraged flashy portfolio cases that might convey a lack of professionalism.


"Your portfolio is your ad about yourself," she said.

The final piece of advice both Williams and Norris offered was to send a hand-written thank you card to potential employers or clients after an interview.

Jim Bright, Ralph Winslow Visiting Professor at the School of Journalism, attended the PRSSA meeting to get some fresh ideas for his classes. He said the idea of sending a thank you card was a good one, one that could tip the balance in one's favor in the hiring process.

"It just shows that a little thing can make a big difference," he said.

Students said the workshop had been a helpful reminder that of the importance of building their portfolios while in school.

"There's a lot to building portfolios, and I've got a lot to do," said junior Mandy Peterson.

PRSSA's monthly meetings include workshops on career building. The group's next meeting is Feb. 21 and will feature a workshop on interviews. Go to the PRSSA Web site for more information.