Navigating PR: Valuable Insights for New Pros

Stepping into the world of public relations can be daunting, especially as a recent graduate. When navigating this dynamic landscape, you will for sure face uncertainties and challenges. But you will also have lots of opportunities to gain experience and grow, especially from those that walked the path before you. 

——

A young professional looking to make a positive impact in their early PR career might struggle finding their voice. Kayla McCullough, associate account executive with RUBENSTEIN, says, “As a recent graduate, you may have studied things that are newer to the industry. Don’t be afraid to share your knowledge with your team! Sometimes it takes a junior colleague to be able to think about something in a way that more experienced teammates haven’t considered.” 

Kayla, a 2021 graduate, quickly realized some common misconceptions about the PR profession when she stepped into her first role. “99% of the work goes on behind the scenes. Someone outside the industry may see a big media event and assume the event is the bulk of the job, but once you work on them yourself, you see how much research and planning goes into them! The grand finale media event is a small portion of the work.”

——

The transition from college to your first PR role is not always a straight path. Caleb Mims, account coordinator with RUBENSTEIN, says, “It took me over a year to land my first role out of college. So, I volunteered with local nonprofits doing PR-related tasks. I read award-winning case studies, and I attended free virtual seminars to stay up to date on the latest trends.” Caleb, a recent transplant to New York City from Detroit, focused on honing his capabilities during this time. “The ability to craft a strategic plan and conduct thorough research are two valuable skills I learned.”

——

“I don’t think it’s a coincidence that ‘priorities’ starts with ‘PR’,” jokes Jason Abrams, senior PR manager with Amtrak. “You must prioritize all the spinning plates in the air at once. I factor in several variables. When is the soonest deadline? Who is the project for? Is it for my boss? Is it for a member of the C-suite? Am I being asked to do something simple, like providing pictures to a reporter? Or something more time intensive, like writing messaging or a press release? But remember, as great as it is to have a system, you also must be flexible and adjust, as necessary.”

Jason’s responsibilities run the full gamut of communications. As their sole representative for corporate communications in New York, he manages all media relations initiatives, events, speeches and creative assets, including serving as a company spokesperson. “I complete these tasks while also navigating the complexities of the business, the split between proactive campaigns and reactive crisis work, and the collaboration with state and local officials and other stakeholders.” 

——

Staying current on industry trends and news directly influences your work. Amber Micala Arnold, GVP of DEIJ and corporate reputation with MikeWorldWide (MWW), consumes news across a variety of sources. “I subscribe to several newsletters for a synopsis of the latest happenings in business and industry news. I read daily media monitoring summaries, which helps me stay on top of news relevant to my clients, their industries and their competitors. Finally, I scroll through social media to get a grasp of what’s trending within culture, my community and in my areas of interest.”

In public relations, learning never stops, and Amber is a lifelong student. “I attended graduate school to pursue an advanced degree in strategic communications, which has helped me accelerate my career and equipped me with foundational skills and a solid network that I continue to tap today. Additionally, as a DE&I leader working in public relations, I am always on the lookout for learning and development solutions, trainings and peer groups.” 

——

Armed with the knowledge gleaned from fellow practitioners, as well as your own learnings and experiences, begin to carve out your path. A PR career is full of limitless possibilities and opportunities for professional and personal growth.