LAF Blog - Latest Comments in The How (Not) Guide to PR

Re: The How (Not) Guide to PR

Sasha H. Muradali — Wed, 15 Jul 2009 21:31:32 -0000

haha, I love this post!
Excellent Lauren. I have nothing to add. Love the conversation ppl started and your post cracked me up!
I love #3 especially :)

Re: The How (Not) Guide to PR

Lauren Vargas — Tue, 14 Jul 2009 13:56:56 -0000

Hmmm...I am not a people person, so does that make me a good pr pro? Ha! I hated it when my peers and schools thought that should be their top qualification for landing a job.

I think it is important young (and more seasoned) pr pros know the difference between a line and staff job and how much of their daily work should be divided between the two responsibility categories.

Re: The How (Not) Guide to PR

writeontarget — Tue, 14 Jul 2009 13:52:31 -0000

Good day, All:
I have this sinking suspicion that I out-age everyone else who has commented thus far. Not that years matter, in and of themselves, but they do give some perspective that wannabe's in any field simply do not have. Truth is, success in any field of endeavor requires the centeredness, tenacity, connectivity with others, and gruntwork
you all have espoused. Parenting, medicine, teaching, law, PR, writing, and nearly any profession I can think of require these traits for one to rise to truly the top. Only those nursed on a consistent diet of t.v. and other fantasies believe otherwise. A skill everyone generally masters, roughly around age eight or so, is the ability to differentiate between fact and fiction. I highly endorse it!

I look forward to any of this discussion's participants visiting my blog as well, http://writeontarget.wordpr..., especially the current post, R U 2 BZ?

May you all meet with meaningful success in all your worthy aspirations...and it's not just about the green...

Re: The How (Not) Guide to PR

evanstrange — Tue, 14 Jul 2009 12:27:46 -0000

Goop= Great, awesome, fantastic, or a mispelling of good

Re: The How (Not) Guide to PR

evanstrange — Tue, 14 Jul 2009 12:27:14 -0000

Goop points Lauren.

It's ironic/ a shame how many PR students- and even pros- say they don't like to write/research.

If that's the case, it's probably time for a career change.

Re: The How (Not) Guide to PR

Lauren Fernandez — Tue, 14 Jul 2009 12:10:36 -0000

Abby - good point. I also think, though, that one needs to know when to back down in case the client is stubborn on a point. Learn how to present it in a way that shows a compromise - and know that you aren't always right.

Re: The How (Not) Guide to PR

Abby Carr — Tue, 14 Jul 2009 12:03:31 -0000

In addition to the insights about strategy, I would add that a lot of "people pleasers" go into PR. But the best pros are those who have the backbone to tell their client and/or employer when s/he is headed in the wrong direction. Along with a willingness to be transparent and direct.

Re: The How (Not) Guide to PR

Lauren Fernandez — Tue, 14 Jul 2009 11:24:43 -0000

Jen - I like this. Most of the time you are in the background, and frankly, the client will get most of the credit for what you do in the public eye. We used to have to take feature writing in the PR sequence - but they eventually yanked it because it wasn't helping. It made our writing more "fluffy" than was needed.

Re: The How (Not) Guide to PR

Jennifer Wilbur — Tue, 14 Jul 2009 11:22:53 -0000

"I want to be in the spotlight!" - The star is your client, not you. Be prepared to be behind the scenes much of the time. Your words will often be spoken by others. Your hard work at researching and writing will often be credited to others. If you're not okay with that, you might want to switch your major to drama or feature writing.

Re: The How (Not) Guide to PR

Davina K. Brewer — Tue, 14 Jul 2009 11:04:35 -0000

Good list, and realizing that PR is so much more than just publicity is key. I'd add to the How (Not) Guide to PR: Ignore the Business side.

Like Kami, I think that new PR pros need to learn to think strategically. And as you've suggested that means planning and research, but it also means having an understanding of business. PR as relates to corp. communications, as it connects with design, as that factors into overall brand and pricing strategy, sales and marketing and so on.

Just because you're a "writer" don't think you'll get out of having to know spreadsheets, statistics, and measurement. PR does not operate in a vacuum, it's part of the business world and you'll need the business skills too.

Re: The How (Not) Guide to PR

Lauren Fernandez — Tue, 14 Jul 2009 10:59:11 -0000

Adrienne - You're right. I think this is a big reason why everyone is encouraged to take on internships to gain real world experience. I know it was extremely beneficial in my career.

Re: The How (Not) Guide to PR

Kami Huyse — Tue, 14 Jul 2009 10:28:27 -0000

What a great discussion. It does my heart good to see so many young professionals that "get it." One thing I would add is think strategically. Great PR campaigns don't just happen. There is a tendancy, because the job is so busy and crisis-oriented, to proceed without a plan and rely on instincts. Don't do it. Always take evn an hour or two to think it through. Do some research, give some thought to what you want to accomplish and how you will measure success. Then come up with a tactical plan and implement it.

Re: The How (Not) Guide to PR

adriennebailey — Tue, 14 Jul 2009 10:25:48 -0000

Great post, Lauren. It's sad, but we often don't learn these lessons in the classroom. I know I didn't until I began my first internship. Sure you might be outgoing and get along great with people, but that doesn't mean you are cut out for PR. It isn't for everyone! Most important you have to engage people and generate interest while representing not only your clients, but your personal brand.

Re: The How (Not) Guide to PR

Rich Pulvino — Tue, 14 Jul 2009 10:06:24 -0000

Hi Lauren,

After just finishing up my studies in PR, I agree with what has been said so far, and would like to add that if you are working an internship, one of the tasks on the to-do list must be assertiveness in requesting greater responsibilities.

A great manager and supervisor will arrange tasks that are educational and provide effective experience, but if you ask for extended responsibilities, it will show how much you care about your work and how determined you are to become as involved as possible around the office.

Even if the internship doesn't turn into a job, at least you were able to take part in more projects and strengthen your skills, and that's the most important point behind any internship.

Best,

Rich
@rpulvino

Re: The How (Not) Guide to PR

Chet Gassett — Tue, 14 Jul 2009 10:04:51 -0000

Another great post Lauren! If you were to add another point to this I'll suggest, "The ability to work concisely under pressure". Last semester I worked with a professor to create a student run PR firm, where I acted as Firm Principal.
If nothing else this role was a real eye opener into the PR world. We took on two real clients in the semester, and for one we created a 70 page communications plan in a little under 2 weeks.
This was pressure like I'd never felt before! No matter how many times we wanted to break and just stop, we had to just keep on going to finish the job.
The pressure can be awful, but at the end of the winning pitch, life is good!

Re: The How (Not) Guide to PR

Sheema — Tue, 14 Jul 2009 09:48:38 -0000

Fantastic post. When I decided on wanting to pursue a career in PR, the last thing I even thought about was organizing events. But thanks to Samantha Jones & that MTV show PoweR Girls, most preconceived notions about PR are all about the glam & the glitz. I'm sure there are times when things will be "glam", but like you said, good writing, researching, and understanding how to cultivate relationships are essential. I also agree with a comment above in that PR may differ depending on the type of you are practicing.

Re: The How (Not) Guide to PR

Lauren Fernandez — Tue, 14 Jul 2009 09:47:00 -0000

J - You're right, no room for ego in PR. Campaigns can be a team effort, and ultimately, you are ALL serving clients that give you a paycheck. You need to work together and do whatever it takes to accomplish a goal or the strategy you set forth.

Re: The How (Not) Guide to PR

jasonpkeith — Tue, 14 Jul 2009 09:45:22 -0000

If we're talking about tools that PR pros do NOT need (especially when starting out), then I would throw in a massive ego as one. I can't tell you how many times when I was at an agency I got looks of disgust when asking team members to do things like clip books and photocopies. Right out of college, and many of them acted like doing anything like that was "beneath them." If you're going to make it in PR, you'd best be willing (and able) to do even the most "low level" task, because you never know when it might be you at the office at 9 p.m. and you have to get something out to a client, etc. I've seen VP's making photocopies and putting together clip books, and when you see that, you can't help but jump into the fray and do what you can to get the job done. There's no room for ego when it comes to quality work.

Also, once people notice that you have an ego and aren't willing to do things for the team (and ultimately the client) to succeed, then your chances of moving up the ladder get slimmer. Ditch the ego, roll up your sleeves, and show that you're willing to do anything/everything to get the job done and help the team succeed.

Re: The How (Not) Guide to PR

Lauren Fernandez — Tue, 14 Jul 2009 09:44:25 -0000

Meg - I love your comment. In entry level, it's especially true. Not every idea will mesh with your own viewpoints, but if it can be successful, adapt well and you will go far. Also, great point about sticking up for what you believe in, especially if it doesn't work.

Thanks for commenting. :)

Re: The How (Not) Guide to PR

Meg Roberts — Tue, 14 Jul 2009 09:42:50 -0000

I would add being flexible and open-minded, but also confident. There are many times when a client or company leadership will want to take a PR campaign in a direction that doesn't match your own ideas, and if you think it's still a sound idea that will be successful, you have to be flexible so you can adapt your ideas to what the client wants.

Conversely, if people want to use tactics you don't think will work well to accomplish their goals, you have to be confident enough to speak up and provide feedback. You should be able to explain why it might not work, and ideas that you think WILL work. Never come to the table empty handed when you're shooting down someone else's ideas!

Re: The How (Not) Guide to PR

narciso17 — Tue, 14 Jul 2009 09:31:47 -0000

This may be a pet peeve of mine, but it drives me crazy anytime someone says that they can 'spin' a story and/or us use 'smoke and mirros' with the truth. In PR, we are here to help promote the TRUTH and CREATIVITY in our cleints' stories.

The more we can promote value, the better off we, as an industry, will be!

GREAT CONVO STARTER, Lauren!

Re: The How (Not) Guide to PR

UnderstndnMrktg — Tue, 14 Jul 2009 09:13:30 -0000

Great post, Lauren. Also, if you want to go far in (especially on the agency/freelance side), learn how to develop business relationships in a way that will earn someone's business, not just "win" it. In today's economy, it is unbelievably tough to encourage someone to give you their hard-earned money and entrust you with the development of their image. You'd better know how to go above and beyond the call of duty to let them know you can actually make a difference. The days of business falling into your lap are pretty much over.

Re: The How (Not) Guide to PR

Libby Krah — Tue, 14 Jul 2009 09:10:31 -0000

So true! I love your use of "like" in the first point and the accompanying image - I'm pretty sure a lot of my friends and former classmates still idealize Samantha Jones as the consummate PR professional. (Don't get me wrong - she certainly planned several successful publicity campaigns, but the show never delved into the full scope of the job. And how hard is it really to promote hunky Smith? But I digress...)

I'll echo the additions above - it's not a 9 to 5 job. Well said, gentleman.

Another point I'd like to expand on is research and change. You have to not only know your audience and be willing to use new tools and practices. You also need a continuing desire to learn - and I think that's an inherent trait.

@libbykrah

Re: The How (Not) Guide to PR

Richie Escovedo — Tue, 14 Jul 2009 09:07:53 -0000

I agree with Stuart on essentially needing the ability for adaptation and change. PR people have to understand and prepare for sudden changes whether it's media-related, something screwy at an event, crisis response, or industry-specific changes that have an impact on day-to-day operations. Our ability to counsel and explain hinges on our research and information-gathering prowess. Great post Lauren.

@vedo

Re: The How (Not) Guide to PR

Lauren Fernandez — Tue, 14 Jul 2009 09:02:07 -0000

Hey Rebecca - no problem! Feel free to e-mail me if you would like to chat about anything PR related. I graduated two years ago, but I found that in my experience, brands and workplaces have different personalities and you have to find the ones that fit.

Thanks for reading! - Lauren