By Danielle Jarosz
Are you a public relations professional or someone looking to start a career in PR? Maybe you work with a PR team or want to simply learn more about what public relations is all about. Whatever the case, it’s important to keep in mind some important steps to help you navigate this complex world of communications.
When working in an agency, you will likely have multiple clients relying on you. It’s always good to remember every client is different. Know your clients and make sure you can identify their individual needs and goals as it’s the first step to any successful campaign. Once you understand the goals of the client, it’s crucial to pitch deliberately and simplify ideas. Don’t pitch stories or ideas at random— think through your goals and make sure they’re relevant. Simplify big words or ideas when writing for a public audience – not everyone knows the industry as well as you do!
When you start strategizing, research the industry of your client and stay informed on the latest news. Researching and familiarizing yourself with the industry you’re working in gives you a head start in understanding what target publications are looking for. Tip: sign up for newsletters and subscribe to posts from major publications in your industry to stay up to date on hot topics.
There are plenty of resources online to help you stay organized and plan ahead, such as Monday.com and Trello, so make sure to utilize tools available to you. It’s easy to get overwhelmed with projects if you don’t plan ahead and make sure you’re leaving time to get everything accomplished.
If you’re working as part of a team, ask questions about projects or information you don’t quite understand. It’s better to have it explained again and get the work done right the first time than try and figure it out on your own. This ties into asking for help when you need it. If you have too much on your plate, ask a teammate for assistance. Trying to rush to get through all your projects on time could lead to sloppy mistakes. Proofreading your work multiple times before sending it off to a client or publication can also help you avoid errors. Have it peer-reviewed by your team too!
As you know, the world of public relations is vast, as PR can be found in all industries. Being creative and fostering relationships can help your clients stand out against others in their market. You want to stick out with your work while making sure it still aligns with your clients’ goals and fostering good relationships with the media can help you secure placements and open dialogue for future opportunities. Continue to reach for big opportunities while making sure to manage your expectations. PR is constantly evolving with new markets emerging and clients in search of new services. You should be realistic with yourself and your clients, while continuously striving to meet goals.
While public relations is a fast-paced industry that requires navigating many of these steps, always remember to enjoy the work. Find the joy in your efforts and the challenges so that at the end of the day, you feel as though you did everything you could to ensure success.