When I chose to dedicate my studies, and ultimately my career to Public Relations, I had no idea what I was signing up for. And there are many days when I still feel like I am only scratching the surface of what I know about this industry. Yet, there are other days when I see the ‘magic’ of well-planned and well-timed Public Relations strategies deliver exceptional results that no other method could achieve. Those days are what keep me addicted, eh let’s say committed, to the strange, beautiful, sometimes heart-breaking and mind-bending, but immensely rewarding calling that I, and so many others, have pursued as our life’s work.
There are quite a few truths I wish I knew sooner about the world of Public Relations, and there are far more I have yet to learn. Would knowing these sooner have changed my desire and decision to make this my career? Thinking back to my younger self, I believe it would have propelled that much faster and harder into the industry. I love a challenge! But knowing these truths a little sooner could have greatly helped in managing expectations – both my own and others. Keep scrolling to learn what I wish I knew sooner about Public Relations. My hope is that this helps to educate others about what Public Relations is and is not so we can all embrace this profession for the intricate and delicate mix of art + science that it is.
#1 – You must constantly educate yourself and others.
There are some days when I’m not sure if anyone shares the same definition and expectations of Public Relations. What my professors taught, what I have learned first-hand, what my clients expect, and what my family assumes I do for a living are all drastically different. And, day to day, the answer can be drastically different. Public Relations is the most fluid, hard-to-define industry I’ve ever encountered. The key is to always be educating ourselves and others – not towards one, single definition of PR, but toward the realistic, attainable, and meaningful outcomes our work aims to achieve for those we serve.
#2 – Be choosey.
What is deemed as “newsworthy” is completely subjective. And even more subjective is the way in which a newsworthy story is told. It’s important to be choosey about the clients you take on and the stories and missions you align with. Public Relations professionals are specialists, and we will each have a unique approach to strategies and techniques. We write in different voices and have differing opinions. Much like choosing a doctor to treat your ailment, it’s smart to talk with a few, qualified individuals to get different opinions and to see what perspective aligns with your own. And for us PR practitioners, we must also be choosey with what projects we take on. We cannot be everything to everyone. Determine where you are most effective and narrow your focus on serving these types of clients exceptionally well.
#3 – When you want to quit, rest.
Burnout in the Public Relations industry is real and rampant. Perfection and a 100% success rate is the standard of excellence. Everyone has high expectations, at least until they are the ones trying to land the news story and coordinate all the work that goes on behind the scenes. And the biggest blow is when it feels like more focus is placed on what went wrong, than all the amazing things that worked really well. For all of these reasons, you have to set boundaries. Be intentional about resting your mind and stepping away from work with small breaks throughout the day. Really protect your evenings and weekends when possible, and have confidence that the world will continue spinning without you for a few days or more. And in the moments when you feel like it’s all just too much, don’t quit – rest. Give yourself true rest, distance yourself from projects that are taking more than they are giving, and refocus on what fuels your soul.
#4 – No is a complete sentence.
The first half of my PR career was spent trying to give everyone the answers and outcomes they wanted, even if I disagreed with the approach. I remember a client who wanted to pivot their messaging to something horribly cheesy and even borderline inappropriate. My gut knew that it was the wrong approach, but I let them take that journey. It was a painful failure and my reputation was attached to it. I’ve since learned that people genuinely want my expertise and opinion. Novel, I know! And advising a client that “No, this is not the right approach.” or “No, that’s not a newsworthy story.” saves us all a lot of time, energy, and disappointment in the long-run. It also saves my reputation. No is a complete sentence. I don’t have to beat around the bush. Simply stating that my experience and gut advise we do not do that is all the reasoning I need to offer. And the good clients get it!
#5 – People will always undervalue successful outcomes.
Here’s the problem when you’re good at your craft. By making something look easy, people will assume it is. So when you magically turn a mediocre story into a stellar pitch that’s picked up by multiple outlets, clients will think you can pull this rabbit out of your hat all the time. Or worse yet, they’ll think they can find someone else to do it cheaper. Often it merely takes trying to do so a time or two before people realize it’s not easy at all. In fact, media relations and earned media coverage are one of the hardest business relationships to forge and maintain. Moreover, I see clients with an advertising budget 10x the size of their PR budget, yet they want the moon and stars from PR without questioning if their advertising is producing the same results. I’ve accepted that it will be my life’s work to educate people about the differences between paid and earned media, and to advocate for the value of PR done well.
#6 – Managing opinions is a full-time job.
For someone who never liked team projects in school, I’ve sure found myself a career full of them! Every project I work on for a client is a team project, often with many different voices and opinions involved. And we’re not always aligned on the end goal. Much of my job is spent on the project management side, and more specifically, managing opinions. The opinions of business owners, employees, stakeholders, media outlets, and the general public must all be considered and accounted for within a single strategy. What one group considers a great idea or outcome might be seen as an utter disaster by another group. What one deems as “great PR” the other considers a “crisis.” Often I am in the middle as a mediator, interpreter, and professional problem-solver. At the end of the day, PR is basically harness the power of opinion.
#7 – Clear is kind.
Just like “no is a complete sentence” another one of my favorite phrases is “clear is kind.” This means clear and honest communication will always deliver better results than beating around the bush. Is there a disconnect on a project? Is someone not carrying their load? Has the strategy fallen off the rails? Is the relationship no longer working? Clear is kind. Address hard issues early and often before they snowball into a passive-aggressive avalanche that you can’t crawl out from under. This gives you time to address an issue as soon as it arises, giving you the best chance of putting the train back on the tracks. Waiting only amplifies the issue and the hurt that’s likely to surround it.
#8 – Nothing is guaranteed.
If a “PR professional” tells you that they can guarantee you placement in a certain publication or any other outcome…run! It’s not possible. It’s not real. And it’s likely to be a scam. You want to find someone who sets real and honest expectations. I have plenty of media relationships, but I still will never tell a client I can guarantee them placement in a certain publication. It all comes down to the story, the news cycle, and a myriad of other variables that no one can control. I would much rather set low expectations and over-deliver on results, than have the opposite be true.
#9 – Imposter syndrome is real.
No matter how many successful outcomes we produce as PR professionals, we will always face the hesitation that somehow we didn’t do enough, or we just got “lucky.” I have to often stop negative thoughts that tell me I don’t know what I’m doing, I’m not good at my job, or I’m somehow just a big phony that will soon be discovered. Awful, I know. I’ve dug into some great content on imposter syndrome and believe that this comes from when we underestimate ourselves, but others see and believe that we are capable and talented. It’s a good thing in a way! It means none of that negative self-talk is true. We just need to catch up to what other people already see and know to be true. We’re great at what we do and we are adding value to the world!
#10 – Absence makes the heart grow fonder.
Taking a step back…from a project, from a client, from the industry as a whole, can be the best thing you’ll ever do to level-up your career. I’ve found the old adage of “absence makes the heart grow fonder” to be especially true about Public Relations. Sometimes I just need a mental break from writing and media to gain a fresh perspective. Other times I need a break from a client (and they need one from me) to repair a strained relationship. And when I/we allow space and time to do its job, the results are always a stronger, clearer relationship that benefits everyone involved
#11 – For the brave and the bold, the reward is great.
Public Relations is not the faint of heart! For anyone who chooses the PR field as their profession, you have to check your ego at the door. I had a wise professor once tell me, “If you want a byline, major in journalism,” meaning PR professionals are really the “man behind the curtain” in the Wizard of Oz. Our words and ideas appear all over the world, but you may never know our name. And we need to be okay with that! You also have to be okay being told no, having your ideas criticized, and being outright ignored. I’m still learning to not take this personally. Public Relations requires brave, bold actions – and a dose of delusion – in order to be successful. But what gets me through is when I deliver an incredible outcome for a client that they couldn’t have achieved otherwise!
What number struck a chord with you? Is there another thought you’d like to add to this list? Join me in the comments!
The Comm Entrepreneur 