The older I get, the more I care about the young folks’ career development.  This may stem from having teenage children; I worry about their preparation for Life, Careers, Happiness.  Thus I happily offer college students and new graduates some hard-won (and so-called) wisdom, whenever they ask.

Here’s what a lot of today’s college graduates don’t understand: I am not alone.  I am not the only company executive/business owner who’s eager to lend a hand, an ear, or an opinion.  Yet, it’s pretty rare for a college graduate considering a PR career to reach out to me for some counsel, or just to grab a coffee.

Yes, sure, it might be intimidating for a twenty-something kid to ask a stranger for a favor – especially a stranger who could help (or hurt) their budding career.  But, as Gary Vaynerchuck suggested via my last post – “It’s 2008.  There’s just no reason to not do something you love.” 

How can you know whether you’ll enjoy a career, until you’ve asked some folks who have been there, done that?

Of course, there are some ground rules.  Most senior execs (myself included) are quite busy.  Not all will respond or appreciate the outreach.  The biggest danger is the volume of one-off requests.  Meeting with one, two, even ten would-be careerists would be easy to do over the course of several months – but getting 100 or more such requests would kill the execs’ enthusiasm. 

So, if you’re looking for an Informational Interview, here are some suggestions:

Use LinkedIn.  Hook yourself into the networks that are hooked into the networks of the executives you want to meet.  For example, I am more inclined to meet with the “friend of a friend” than someone I don’t know at all.  Not a requirement, but a good suggestion.  Use LinkedIn (or your professor) to get a known 3^rd party to vouch for you.

Bundle.  Think about it from the executive’s perspective: “You want to meet me?  Cool.  Do you know 3 or more fellow students who might want to tag along for the same reasons?  Better.  By meeting a handful of folks, I’ll multiply my do-gooder feelings for the day.”  (Having said that, the student organizer of this event does score more points than the other attendees, because the organizer has shown initiative.)

Recognize time constraints.  Ask the senior exec for 15 minutes of coffee time, versus 1–hour of grilling.  Keep it loose.  If 15 minutes turn into 30 or more minutes, it’s all good.

Do your homework.  Your questions (both in your initial outreach and follow-on meeting) should be specific to the individual – which implies you know something about their career, industry, and company.  Remember that everyone wears an invisible sign ‘round their necks that read, “Make me feel important.”

Proof it before you send your request. No busy exec wants to meet with a freshly-minted graduate who can’t write or take the time to at least proofread their request. Typos and grammatical errors are death.  And p.s., dress “business casual.”

Come to listen, not to show.  You can bring your portfolio, but only pull it out if asked.  Your incisive questions will say more about you than your college writing assignments.

Follow-up effectively.  A thank-you note is a must, just like Mom told you after every birthday party.  But there are two types of thank-you notes.  There are the simplistic “thanks for your time and great advice!” note, and then there’s the note that your newfound advisor is eager to pass along to H.R. and other hiring managers. 

The latter note includes genuinely insightful conclusions drawn from the meeting; some unobtrusively-placed links to your work online that show off your savvy; and, polite questions re: any potential next steps, if it seems there might be a fit in their company, or if the senior exec hinted that they might be willing to pass you on to an industry contact.

Think of this as the beginning of a “lightweight” relationship.  Watch that senior execs’ career from afar and note the big changes.  Follow-up periodically (2X per year) with a gracious note, update or question. 

The hardest part: knowing your place.  Just because the senior exec met with you, doesn’t automatically make them your new rabbi.  They have no further obligation, and won’t appreciate being pestered after the meeting.  As much as you appreciated their time constraints in your original outreach, you should be doubly patient in follow-up.

Eagerness.  Initiative.  Motivation.  These are the traits you’ll most often hear successful executives ask for in prospective hires.  Asking for (and getting) that Informational Interview shows initiative, and showcases your passion.  Why wouldn’t you want to start off your career that way?

UPDATE: For current PR pros, this overall approach is equally relevant for building relationships with the media.  But, you knew that.

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