Book Sneak Peek: Getting Started in Public Relations
I value the feedback I’m getting from readers of my book, Smart Talk: Public Relations Essentials All Pros Should Know. If you know me, I want to share everything I can about a topic. Sometimes all at once! In that spirit, some of the fan favorites from each chapter will be shared in this Sneak Peek blog series. Read on for a gem from each chapter.
In Chapter 1, “What PR Really Is,” I share tips and advice on getting started in public relations. Why? Because colleges may teach how the field works, but they can’t always teach how to work in the field! The hardest part can be getting started – getting that first break. Read this excerpt with tips on landing your first shot below. For more important details, order your own copy on Amazon or purchase an autographed copy here.
1. Be Flexible to Move Forward
Everyone has to start somewhere. Sometimes new grads have to take a job – any job – so they can move closer to what they want to be doing. Or an established reporter or marketing professional may need to make a lateral job move or even take a pay cut to get into their first PR role. My first job after college graduation was as a grant writer at a tiny, now-closed nonprofit museum. It allowed me to learn some communication skills and pay my loans while I kept looking for my first PR opportunity. I freelanced for a PR agency on top of my museum job to gain some PR experience. Soon, I was offered a full-time role at the agency, and I’ve been working in PR ever since. Consider the skills that you could learn, work experience that could transfer, and connections you could make if you have to take a job outside of PR.
2. Build Your Personal Brand
Everything you do or don’t do communicates something. What you post online, how you dress, how you speak, how you write, how you manage your nonverbals, and even how you eat matters. One of my job interviews was conducted over lunch so that they could see how I would represent the organization at meals! (I ordered a small cup of soup and barely touched it. Luckily, I had read that you’re not really there to eat at meal interviews.) These are some of the ways others perceive your brand or you as a professional. Build your personal brand intentionally early on, and be prepared to manage it your entire career.
3. Develop Two-Way Relationships
Network with other professionals with the purpose of building relationships. You’ll reap endless rewards by simply being helpful to others. Be a team player at work, a resource for industry colleagues, and a source for journalists. They’ll remember you…in a good way! It’s not really who you know; it’s how they know you that counts.
4. Keep Up with Technology and Trends
Technology has changed how we do PR work and how we measure its impact. If you don’t keep up with technology and PR trends, you can’t be an effective professional. School will never be out in this career. I’ve found that with the goal of being a lifelong learner, I can curate the education I need to be successful.
5. Do More than is Required
Problem-solve, overdeliver, and always do your best whenever you have a chance to work in a PR capacity. That’s doubly true if you’re trying to get your first shot in the field. Make sure your best is actually good by asking for feedback. If you’re interning, get out of your cube and ask how you can help. Young professionals have an unfair stereotype of lacking soft skills such as conversing with others. Stand out to get a reference or a lead at the next job up for grabs. If you’re working as a reporter or in another field, join the local PRSA chapter in your area to start networking and making contacts with PR pros. Or, join the board or a committee to get hands-on PR practice. Attend their events or other PR industry events to get professional PR education, make new PR pals and learn about upcoming job openings.
6. Get Creative to Get Experience
How can you get PR experience if you have already graduated or are already working full time? Volunteer at a nonprofit or with a PR committee to start practicing PR in a low-risk situation. Or, try freelancing as a side hustle to your current job to start building a PR portfolio (as long as there’s not a conflict of interest). Organizations, agencies, and independent PR pros are always looking for outside contract help. If you’re no longer a college student but are open to learning, ask about being an apprentice. My firm has helped several college graduates gain experience under this model. Be creative in how you get experience, and then be creative in solving problems as a PR pro.
7. Make the Most of Every Opportunity
When you have a shot, take it! Put all of your energy into learning everything you can and impressing anyone you can. Show appreciation for others’ knowledge, time, and referrals. People will want to help you if they know you welcome their assistance. Shoring up your PR knowledge and experience gaps as early in your career as possible will help you feel more competent in a field where excellence is required. PR is much more complex, multi-disciplined, and stressful than most people know. How we perform work and what we’re responsible for constantly change.
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For more guidance, other PR pro’s opinions, important real-world key terms and hard-learned lessons, get your copy of Smart Talk: Public Relations Essentials All Pros Should Know. Audiobook coming by Summer 2023!