Krystal Jones is an analyst and public relations specialist for Quest Software; a high-tech company which sells software to other businesses. She is from Ohio, and is currently located in Columbus, Ohio. I found Krystal on PRopenmic, a social networking site for students, faculty and practitioners who are pursuing or are within the profession of public relations. Krystal took time out of her hectic schedule and allowed me to spend about 25 minutes interviewing her over the phone this week.
Krystal attended Heidelberg University in Tiffin, Ohio and graduated in 2005 with her undergrad in Psychology and Communications studies. She was unsure of what exactly she wanted to pursue next and decided to go on to get her masters. Many people within the communications department had encouraged her to pursue public relations, so Krystal decided to further her studies in public relations. In 2006 Krystal graduated from the Syracuse University with her masters degree in public relations.
As an analyst and public relations specialist, Krystal said that she handles an array of different assignments. On the public relations side of things, Krystal did everything from writing press releases to contacting media outlets and preparing their spokesperson for interviews. She also works with customers and tries to get their success stories about the company into the media. Another aspect of her job that she shared with me was that she helps delegate work to public relations firms.
Although public relations is a part of her job, Krystal shared that 60% of her job is analyst relations. In addition to the public relations work and Analyst relations work that she does at Quest Software, Krystal also is a key component to the social media within the organization itself. She helps manages the Twitter account and makes sure key news is posted to the YouTube and Facebook accounts. Through these different social media outlets, Krystal helps connect experts to different customers and clients that ask questions through twitter and other accounts. She also helps create brochures and does marketing for the organization.
As most public relations professional will tell you, Krystal says that no week is typical. Krystal said that a majority of her time throughout the day is spent on email. When it comes to press releases, she usually only spends one day writing them, every two weeks. She spends the majority of her time emailing with experts, product people, and emailing back and forth with her boss. Her communication is primarily all emails internally within the company.
Krystal says she spends a lot of her time in meetings trying to plan public relations strategies. Her job does not require her to implement public relations and media, but she instead sends that to the media. She spends more time pitching plans for product releases.
A large project that Krystal worked on recently was a huge success. The goal of Quest Software was to become a leader in a huge report done over several companies in the IT market. As the analyst relations specialist, Krystal worked with product managers and marketers to provide regular product updates to the analyst writing the report. As a result of all of her hard work, Quest Software became one of the top leaders in the report – a huge win for the company.
Krystal then created Web site copy for a landing page to promote the company’s position in the report . She also wrote a script for the CEO for a video talking about the leadership in the organization. In addition to that, Krystal sent out press releases as well as e-cards to customers and perspective customers.
Towards the end of the interview Krystal shared what makes a candidate stand out when a company is hiring for an entry-level PR position. She mentioned that the most important thing is that they can speak well and whether they are familiar with the latest PR trends, like twitter. Another thing that PR professionals look for is whether the applicant has done any internships or projects that are impressive, in addition to education. Another thing that she mentioned as a decision maker is whether there are any typos in their resume’.
It was a wonderful experience talking to Krystal and learning more about the profession of public relations. I am beginning to understand how broad public relations is, and the importance of knowing the direction that I want to go.