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Real PR is less about press releases and more about people. Relationships drive everything in this industry. School didn’t teach me how to read a room, pivot in real time, or gracefully chase someone for a quote at 4 p.m. on a Friday. That stuff is the real lesson.
Wow spot on! That was my biggest challenge going from school to agency too; writing for people and not for a company
I think it's important to learn how to approach people with the idea of mutual benefit in mind. Relationships are super important, but mutually beneficial opportunities are how you build those relationships. It's not about getting your clients in the paper, it's about bringing a compelling story to an eager journalist. That kind of thing.
Yes!! I saw a LinkedIn post about this recently too. A reporter praising a publicist for bringing them a story idea that had nothing to do with their clients. But helped land a story down the line. And a good reminder that we need to be telling compelling stories, not just pitching. Thank you!
I find it’s so important to emphasize the“why” for the work interns are doing. We talk a lot in school about the work, then in agency life it’s really easy to become consumed with the busy work.
And as an intern you think it’s mindless work “creating coverage grids, building media lists etc” but it’s the most important thing we do. Understanding “you aren’t just making coverage grids” but rather “you are tracking our progress and the metrics that are important, and seeing how different reporters and outlets covers a client.”
Doing that adds meaning, and sets them up to be killer PR folk.
Such a good reminder!! Especially being out of college now for a few years, I feel like I know the why so well. But they don’t. Will definitely reiterate that with them :)
When I've managed interns I always try to impress upon them the value of good writing. We've had interns who may have been attending college, but they were just awful writers. It's weird, they've written a lot since childhood, but it's all text messages or disjointed emails. So it's almost like they've learned all the wrong lessons.
Ooh yes! Especially in the age of AI. Thank you!
Learn your clients business keep up with their industry especially their competitors, create Google alerts on the latest news. Read the PR Marketing and Advertising trades. Share ideas good ideas come from different titles.
Love this!! Thank you!! A good reminder to compile a list of newsletters/trades for them too
Understanding media relations is about relationship building with the media. They are short-staffed, so putting themselves in their shoes when building pitches, story angles. They want angles that their viewers/readers will be interested in (think timely, data-driven, trend-based).
Yes! Such a good callout!
I have to agree with Owner 1 as that is solid advice. I really didn't understand the importance of building good relationships with media personnel and its so important. In general networking and relationship building is crucial and I wish someone would have reinforced that for me.
I couldn’t agree more! I wish I had spent more time networking early in my career, so will absolutely reiterate that
Get IN the client's business. Really take some extra time to understand their business, their industry, and their competitors. It helps you provide better counsel and be a better agency as a result.