Public relations is a thriving industry with a constant flow of new professionals ready to begin their careers in the business every year. The transition from school to the professional work force can be a confusing, nerve-wracking time for those anxious to get their start. Even the most promising young professionals rarely get it right the first time. For this reason, a student’s biggest resource for preparing for the future is often found in looking to those who’ve gone before them…former graduates, athletes and interns. Here, we wanted to offer up a few gems of knowledge that we wish we knew then, from five women who have been there. We, too, have juggled deadlines, classes, teachers, work schedules, internships, relationships, sports and much more. We get it. Here are 10 things we wish we knew then to help you “get it” faster.
Image courtesy of Peter Pauper Press ©
From Vice President, Amy Burke Friedman:
1. Good work ethic will get you everywhere. Your colleagues and superiors will appreciate it and more importantly, your clients and vendors will too.
2. Know the media market you’re working with. Read the papers and magazines, listen to the radio stations, and watch the local news. How can a client count on you to secure media coverage if you don’t know the media outlets you’re pitching to?
3. You can never be too thorough or detail-oriented. Send those reminders and follow-up emails to clients and media, get all the details there are to get on an upcoming interview (time, place, how long, topic, do you need photos, etc.) and check in to find out how it went afterwards (sending a link to or copy of the article or story!).
4. If someone asks you to get a quote for a vendor — get three! Think about the next steps and take initiative. PR is all about the details.
From Senior Account Manager, Jamie Watt:
5. Experience is so important. Get as much internship experience under your belt as possible, even if it is unpaid. It is never too early to start, and the value of the opportunity far outweighs a paycheck.
6. You have to pay your dues. Getting into the PR business is tough. You start off as the low man on the totem pole. Learn from doing the small stuff: writing press materials, completing follow-up calls, etc. Those small experiences will be the foundation of your big career and provide you with the knowledge to learn and grow in the industry.
From Account Manager, Marianne Ortiz:
7. Don’t get pigeonholed into one “type” of PR before trying everything out. My first five years working in the business, I only worked with high-tech companies, which limited me when I wanted to grow and expand. Try working at a few different agencies and learn what you like to do and what types of clients you like to work with before making a career decision.
8. Attend as many networking, media and educational events as you can. The world of PR is rapidly changing and it’s important to make connections with everyone you meet and try to take in everything that they have to say. Always bring business cards wherever you go and keep a book of other people’s business cards for future reference.
From Account Executive, Bridget Forney:
9. Take reading the newspaper seriously. I didn’t start reading the (whole) newspaper every single day until my senior year of college. Additionally, there are so many other resources about PR, social media and young professionals – from blogs, to newsletters, to Twitter feeds and Facebook Pages – that provide great reading material for upcoming PR pros. All of those resources can help you stay up-to-date on trends and topics in the industry.
10. Use your resources. It’s okay to ask questions, but if you can find the answer on your own, that shows independence and resourcefulness. Always try to expend at least three of your own resources before going to your boss with a question. The first is usually Google, the second can be the company server or client files and the third is phone a friend or ask an officemate.
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