Five Learnings from My Career in Public Relations
Recently, the Common Ground Public Relations team had the pleasure of meeting with future public relations professionals from the PRSSA chapter from the University of Missouri Journalism School. We had a great discussion about how to launch a PR career. This advice included taking full advantage of the challenging J-school curriculum – especially honing writing, editing, and research skills, and then putting those skills to work with internships in corporate and agency environments.
And, as I look back over my 20+ year career…there are five more characteristics of high-performing successful people in this profession that take those essential basics to the next level.
A career in Public Relations is dynamic and ever-changing, which means it delivers plenty of surprises. Being adept at these advanced skills will set you apart, especially in the agency environment.
Every day will be different, and managing several clients means disparate tasks come your way daily. Managing your time and prioritizing workflow while keeping an eye on the larger strategy is vital.
Flexibility and Adaptability.
Thinking on your feet and being ready to come up with a solution on the fly is essential in PR. A news reporter shows up without their videographer? It happens. Be prepared to shoot high-quality video on your phone or lose the segment. A key element of the product wasn’t delivered for an expensive photo shoot? Improvise and use available resources to make it work.
Crisis Management.
When clients need crisis management assistance for the unexpected, your cool head becomes invaluable. First, having a crisis communications plan in place will help alleviate some of the stress and ensure a coordinated response. Second, managing media queries and preparing spokespeople quickly is vital. This requires consistent attention to media trends and current affairs so you can be the counselor your clients depend on when they need it the most. Third, be thorough and transparent with media relations outreach so that news outlets trust your organization as the most credible source.
Handling Criticism and Rejection.
Media relations can involve some rejection and lack of response from journalists at times. This pushes you to refine your pitch and find new relevant contacts and angles. The ability to maintain a positive attitude will help you persevere and earn the coverage clients demand.
Constant Learning.
New technologies, evolving social media platforms, and a constantly shifting media industry mean that PR professionals need to always learn and adapt. Add in the various industries that clients represent…and the ability to research, understand and share becomes what sets the best apart from the rest.
The bottom line? There is no room for complacency in public relations. Being good at the basics is important, but by adding enthusiasm, work ethic and curiosity … you can create a meaningful career worthy of your professional life’s work as a public relations professional.
If you are interested in joining our team, we’d love to hear from you. Contact us here.