by Jen Miller, president of Loudseed Creative Marketing

Thomas Edison once said that most people don’t see opportunity “because it comes dressed in overalls and looks like work.” For public relations professionals who see opportunity and not doom and gloom in the current economic climate, the sky is the limit.

I became a “free agent” (my favorite new politically-correct term for unemployed) in June 2008, a few months shy of the impending global financial collapse. Over the last two years, I’ve struggled to let go of my preconceived notion of professional and personal success — one that once equated to a high-paying, stable executive position — in favor of a new path, which as I write this, is still being created. I decided to combine two of my favorite loves, art and philanthropy, to make my own opportunity. Thus, Loudseed Creative Marketing was born to help artists develop marketing strategies and business opportunities.

Robert Frost once eloquently wrote “Two roads diverged in a wood, and I — / I took the one less traveled by, / And that has made all the difference.” Having traveled that road, I would like to share with you the following six lessons from the trip:

1. Utilize your network. You’ve heard it time and again, but it bears repeating. The best way to find out about career opportunities is to leverage the people you already know. This network includes not only your professional affiliations (like your chamber of commerce, college alumni association and fellow PRSA members), but also hairdressers, babysitters, former coworkers, college friends and your family. Remember, the people in your network already know you (your strengths, interests and achievements) and will be receptive to your request. These people all work and know other people. They are also your key to the “hidden job market,” which some experts say accounts for as much as 80 percent of all available jobs (that means only 20 percent of jobs are actually advertised). For example, I found my current contract position with the American Cancer Society because one of my friends used to work there and thought of me!

2. Stop applying to jobs via the Internet vortex. Unless you found the perfect job at your dream company, and no one in your social and/or professional network is connected there in any way, stop wasting your time applying to jobs online. As one recruiting professional told me, although it may seem that a large quantity of opportunities appear online, applying for them means you are competing with the greatest amount of candidates. A good friend of mine is an HR professional who stated she regularly receives 300 to 400 resumes per position. What’s more, most jobs that appear online are already in the final stages of being filled and have been posted only because companies are required by law to do so. There’s no quicker way to get down in the dumps and feeling negative than to constantly exert hours of effort and receive nothing in return. My energy is much better spent making connections and scheduling meetings via lesson No. 1 above, and yours will be too. You’ll be amazed by how much more you will: 1. Enjoy the job search and people you meet along the way; and 2. Get more output and “warm leads” out of one hour of networking versus the equivalent time applying to jobs online.

3. Become an expert in something, whether it’s beehiving, snorkeling or search engine optimization. For me, my new venture was a welcome chance to sharpen my expertise in the arts and philanthropy. My next step was to tell people about it by blogging, tweeting and Facebooking. I utilized my network and consistently sent out messages about my clients’ events, as well as recommendations and suggestions on art exhibits and news. Twitter is an excellent resource because it allows your followers to also send your messages to their audience.

4. Never stop learning. Ever. Always strive to learn something, whether it’s by getting your graduate degree, earning APR accreditation, taking a class or just reading a good business book. And remember — there’s a lot of learning you can do for free by using your library card. This step works well with No. 3 above, and the principles of each consistently work together. I just finished reading two great books on art (which came to me through my network): “Priceless” by Robert Wittman, creator of the FBI’s first art crime department, and “I Sold Andy Warhol (Too Soon)” by art consultant and Warhol collector Richard Polsky. Right now, I’m reading Picasso’s biography.

5. Volunteer. There’s no better way of doing something good for someone else, while at the same time expanding your network (and adding credentials to your résumé). There are countless organizations that do wonderful work, but the key is to choose one whose work is connected to your interests. I am a volunteer for the Philadelphia Open Studio Tour (POST), which is a citywide event involving 300 artists in October. I help the Center for Emerging Visual Artists, the organization that runs POST, by recruiting new artists and offering my expertise as a public relations professional.

6. Never appear desperate. The same mentality that applies to dating, also applies to establishing relationships with clients and looking for career opportunities. If you are confident, and show respect and poise, chances are you will be treated in kind. Just like in fundraising or sales, establishing your business and finding work is all about the numbers. Not every meeting or interview will result in a “win.” My work for the American Cancer Society helps me to keep in mind that the more contacts I make, the better my chances of finding what I want. In my job, I make hundreds of phone calls a week, but the odds are that less than a tenth of those calls will ultimately lead to a new donor. Patience is a key. If I start to feel negative, I step away from the phone and take a walk. I’m amazed at what happens when I come back with a clearer head and more positive attitude: I start getting the “yeses”!