Top 5 Job Search Tips

Jobs are plummeting in the Big Apple. Here to show you how to use the tactics of honest spin to find employment, in this tough job market, is our old friend Ara Chekmayan, an expert on public relations and job acquisition and the CEO of Tactical Public Relations.

For years we've heard the term spin as applied to politics, celebrities, athletes, etc. What is spin? It is - when honestly done - merely presenting facts in the most advantageous light for the person presenting them.

Here are five keys that we've identified where using public relations tools can help a person find work in a tough economy:

1. Your appearance must be impeccable. Think of President Barack Obama. His campaign for president was a masterpiece of public relations. Think of his image. Whatever the circumstance, he was always both impeccably and appropriately dressed. He is also in great physical condition which exudes energy and ability.

When you interview for a job - especially in the current environment - assume plenty of competition and make sure that when you walk through the door your appearance says, "I am the best for this job."

You do not have to dress lavishly but for an office job, for example, a pressed navy blue suit, white shirt, well shined shoes and neat haircut are going to speak volumes about you.

2. Use positive words. The power of well chosen words cannot be underestimated. For example, let's say you go on an interview and are asked if you are proficient at using a spread sheet program on the computer. If you do not posses that skill, do not simply say "No".

Instead, you could say, "I am looking forward to learning that program." Now, and this is key, take an example out of your past employment where you learned something you did not know, were a quick study and did great work. This is what we call "Honest job skill spin". You tell the truth while showing you can learn and do the work effectively.

3. Be marketplace friendly. This is a perfect example of public relations when applied to finding work. Society is trend driven. A good public relations executive relates their client's message to what is taking place in society - think of this as putting a round peg in a round hole.

When it comes to the job market, trends appear. Right now, Mayor Bloomberg has said the city will have to slash 20,000 jobs to shore up its budget. While the city is cutting jobs, it seems that - in short order - the federal government will be increasing them.

Look for ways to relate the skills you've developed with those emerging trends. For example, it seems that under the Obama administration the federal government will be stimulating a lot of green jobs. Those are jobs in organizations looking to save energy and help the environment.

Review, all your school and work history to find what experiences you have that can be related to the "green ethic".

4. Stand Out - In A Good Way. There's an expression relating to public relations, "Whatever you say about me make sure to spell my name right." This concept is based on the idea of recognition, or standing out. This is why some celebrities - who do not have much going on in their careers - might court a bit of scandal to stay relevant.

Courting scandal to stay relevant is risky business. But standing out in a positive way is not. Build your resume by doing things that will catch the eye of a human resources person, recruiter or anyone in the position to help you gain employment.

This could mean studying a second language, learning a new computer skill, writing an article about your job area and publishing it in a community newspaper, etc. Standing out in a good way means taking initiative.

5. Do Not Lie. Spin is not equal to lying. As mentioned earlier it is merely putting the facts in the best light possible, not lying about those facts. In political public relations a common phrase is, "It's not what they did that got them in hot water, it's the cover-up."

Do not lie on your resume. Do not lie in an interview or job application. Simply learn ways to present the honest to goodness facts in the best light possible.

For example, a stay-at-home-parent who's been out of the workforce for more than a decade should not make up jobs when looking to work again. Instead, they should take inventory of the skills they developed during that time and highlight them to their best advantage.

For more on Ara Chekmayan, visit www.tacticalpublicrelations.com.

For more job search tips, visit www.wpix.com/marketplace/careers.