16 Tips for hopeful PR practitioners

I was recently interviewed by a budding PR practitioner for a college class. The conversation made me think about the pros and cons of the business, and what I wish someone had told me in the early years.

Thumbs Up

• A great variety of tasks ensures you’ll never be bored — from writing to photography to media relations.
• You get to do a lot of fun things. Top of my list? Taking courtside photos at a Boston Celtics game. I’ve also done aerial photography and handled media relations for an event that featured former Secretary of State George Mitchell as the keynote speaker.
• You learn a lot. About a lot of things.
• And get to hang with interesting people — celebrities, authors, elected officials, company leaders, and national media. One of my favorites was working at a Leon Redbone concert, and being in the Green Room after the show.
• The CEO knows your name and returns your emails.
• PR people have a seat at the table, whether in a leadership meeting or a crisis response.

Thumbs Down

• Along with the variety comes a high degree of unpredictability. Issues and projects have an interesting way of popping up at the wrong time.
• You’ll run across people who think they know your job and — often well-intentioned — tell you how to do it.
• Pressure. PR has been listed among the most stressful jobs.
• Lack of control – you can do everything correct and still not have the outcome you desire: rain washes out your outdoor event; a significant event bounces your story off the news, etc.
• 24/7 – Lots of things happen off work hours, from customer events to a middle-of-the-night crisis.
  Your mistakes are often public.

Doing the Job

• Ask questions – If something confuses you, it likely has the same effect on your audience.
• Show common sense – Be the person who says, “This doesn’t pass the straight-face test.”
• Know numbers – A good business sense helps you understand your organization and boosts your credibility.
• Be quick – The clock is often ticking, so learn to write and think quickly.
• Act with integrity – It’s the right thing to do and you’re asking for trouble if you veer off course.

Your turn, PR people. What advice would you share with a hopeful practitioner?

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