The Right Stuff: So You Think You Want A Job in PR?

The Right Stuff: So You Think You Want A Job in PR?

February 26, 2019

A career in PR (Public Relations) is like a rollercoaster ride. It’s filled with ups and downs, moments of pure exhilaration, and, yes, even bouts of internal screaming at times. It’s not a career for the faint of heart. Nor is it a field that just anyone can master – regardless of widely held assumptions that it’s an easy job anyone can do.

PR pros possess superior skills in everything from communication to writing, to negotiating, to an undying dedication to persistence and planning. Truly great PR professionals know their niche, are excellent communicators and strategists, strong multi-taskers, and possess the ability to adapt to change on a frequent basis.

So you think you want a job in PR? Here’s what you need to know and consider.

One PR Job Does Not Fit All

It’s important to consider where your interests lie when considering a PR career. Public relations professionals work in a wide variety of verticals, and job duties encompass everything from B2B (business-to-business), B2C (business-to-consumer), internal crisis communications and more.

Regardless of the vertical, identifying and researching the areas that interest you, such as crisis comms, government, AI, fintech, robotics, fashion, etc., and working to find a PR job within those parameters will set you and your clients up for success. At the end of the day being a successful PR agent comes down to being passionate about your job and those with whom you work. PR and client relations often requires long hours and hard work, and without a passion for PR, it’s easy to get burned out.

Communication Is the Cornerstone of PR

PR professionals wear many hats and are called upon to communicate 24/7 with media professionals, clients and team members. Truly successful PR agents recognize that, regardless of the task, communication is as much about listening as it is about formulating thoughts and sharing ideas.

As a PR professional, you are your client’s voice, so it’s imperative at all times to listen so you can communicate the right ideas, at the right time and with the right message to position both yourself and your clients as thought leaders. It’s also important to remember that media and clients are under tight deadlines and time crunches, so a good tip when it comes to communication – whether in person, on the phone or over email – is to remember the three B’s: be bright, be brief and be gone!

Communicating in PR is not just about engaging with your clients or colleagues. A critical component to successful PR is strong writing skills. Regardless of your PR title or experience level, you will need to hone your writing skills. PR professionals must be masters of grammar, tone, cadence, changes in style guidelines and more.

Alongside this, PR pros are expected to write in AP style – the same format used by journalists and editors – which is updated annually. This means PR professionals need to commit to ongoing education when it comes to the art of writing. Check out different writing styles by reading articles from top industry experts and take note of their style and what sets them apart. The most successful PR pros commit to sharpening their proverbial pens and flexing their creative writing muscles.

Cultivate an Adapt or Die Mentality

Another crucial element to successful PR is the ability to adapt. The PR market is continually shifting. Positions change as trends change. It’s not uncommon for a PR professional to go from working with a consumer tech company one day to working with a cybersecurity client the next.

PR is about learning and growing and expanding to new horizons, and sometimes that means a job change or working with a new client in a new sector. Great PR professionals adapt to their surroundings and current market climates. They’re the ultimate planning machines – always on and always ready with a Plan B or even Plan C.

External considerations aside, PR professionals are called on to switch gears at any given moment. PR is a juggling act between communications, clients, time and tasks. As a PR professional you will be called on to work long hours, engage with and serve media who live and die by a 24-hour news cycle and manage client activities within tight deadlines. The ability to adapt to any given task at any given time is crucial, but even more critical is learning to stay calm under fire.

PR can be a high-stress job, but for those of us who love it, it is also rewarding and fulfilling. PR professionals are often at the forefront of new business trends and exciting new companies. We put businesses and brands on the map, and every day brings with it new challenges and opportunities to learn, adapt and grow. So if you think you’ve got the right stuff, please come join us on this crazy rollercoaster ride we call PR.