By: Jett Choquette
Public Relations can be challenging to describe to people unfamiliar with the career and even more challenging to understand as you begin to study it. Of course, in class your professor will give you a nice, neat definition of PR. However, the definition does not mention that PR can be used in any sector—private, public, nonprofit; all industries from astrophysics to music; and encompasses any number of titles, positions, and expectations. Here are six things to keep in mind as you learn about the field.
1. PR is a way of thinking and a skill set, not a narrowly defined career.
It’s best to understand PR as a skill set that evolves and is adaptable.
The PR professional is someone who helps people, groups, and organizations communicate (share information) strategically. This means not only thinking about the day-to-day interactions a person, group, or organization has but also how all those interactions relate to the overall image of that person, group, or organization.
The key to strategy is thinking long-term about how a person, group, or organization can expand the number of people who know about it and consider it credible, but also how its image can be consistent across all platforms from Twitter to websites and from interviews on national television to individual conversations.
2. Public Relations can lead a professional down an infinite number of interesting career paths, but what is common among all paths is creativity.
As a PR professional you can fight to create positive behavioral change (such as reducing the number of people who drink and drive) or you can spread a brand across continents (such as the stories of Walt Disney). But, despite the diversity of PR there is one thing that ties it all together: creativity.
Creativity is at the root of what PR professionals do because it is key to developing effective communication strategies. Know your audience and your client, but don’t think inside the box and don’t be afraid to take old things and turn them on end.
3. Social media is great, but face-to-face, interpersonal relationships are your greatest strength.
To succeed you need to build relationships with people in and outside your field.
Knowing people’s names and calling them when you need something from them is not enough. Facebook friendships are not enough. You put time into improving your writing or your video editing; you must devote time to growing relationships. Your network is only as strong as your personal bonds. And you as a professional are only as strong as your network.
4. Public Relations is an ever-changing field, but with each new thing the past is not forgotten.
Social media has gotten all the attention recently, but it is not the “be all end all.” Like all other media it is a tool, a tool that is made stronger when coupled with other tools.
Write your own blog and tweet. Post upcoming events on Facebook. Pitch your story to bloggers. But, don’t forget the radio, print, and TV. If you want to be the best, you must know all means of getting your message out and navigate all of them with competence and diligence.
5. PR is only local
Are you interested in International Public Relations? Forget about it. I don’t mean desert your dream, but you must remember that all PR is local.
If you are interested in international communication learn about the world and learn more than one language because that knowledge will help you. But, when it comes to communicating across national borders remember two things. First, local partners are your greatest strength. They know the culture and the practices of their country. Second, no two regions are the same. Make it personal and make it local if you want to succeed.
6. Passion is key.
Sure, when talking about the day-to-day of the PR professional most people talk about impressions, behavioral change, and the bottom line. However, your success will be greater if you are passionate about what you do.
Why?
First, PR demands long hours that reflect the 24-7 news cycle. If you have a Tuesday deadline and it’s five o’clock on a Monday, you can’t leave until the work is done. Also, if you are working for a client that has an event on the weekend you are not excused.
Second, you have to choose what kind of PR you enter wisely. There are many paths in PR so don’t choose one that is wrong for you—it will stifle your creativity and make the experience a chore. That’s one great thing about a career in PR, you can find something you’re passionate about and pursue it.
Third, you will be a better communicator if you are passionate about the topic. We all know what it is like to talk to people who love something…it is exciting and overwhelming. Be passionate and foster passion. The results will speak for themselves.