Working in Public Relations | All About PR

Summary

In this video, Kate shares her journey from working in public relations (PR) to transitioning into management consulting. She breaks down what PR is, explaining its key differences from advertising and its evolving role in the age of social media and influencers. Drawing from her own experiences in various PR roles, she discusses the tasks, challenges, and rewards of the profession. Kate offers insightful advice for anyone considering a career in PR and shares why she ultimately pursued a master's degree in management to shift to consulting. This video provides valuable insights into the PR industry and career transitions.

Takeaways

• 😀 PR is the practice of managing the spread of information between an individual or organization and the public, unlike advertising, which is paid media.
• 😀 The core difference between PR and advertising is that PR is 'earned media' based on relationships, while advertising involves paying for media placements.
• 😀 PR professionals build relationships with journalists and media outlets to get content featured organically, without paying for it.
• 😀 Kate's career in PR started with an internship at a fashion PR agency, where she gained experience writing press releases and creating media lists.
• 😀 A key responsibility in PR is creating media lists, which involve researching journalists and ensuring their contact information is accurate and up-to-date.
• 😀 PR professionals often handle media outreach, event planning, vendor relationships, and market research, especially in larger agencies or in-house roles.
• 😀 PR is a diverse field that spans multiple industries, such as fashion, video games, and mobile gaming, offering opportunities to work in a variety of sectors.
• 😀 Working in-house gives PR professionals more freedom but often comes with fewer resources compared to working at a PR agency, which is typically more structured.
• 😀 One challenge in PR is promoting a product that may not be ideal. Publicists must spin the narrative as best as possible, but they cannot change the product itself.
• 😀 Kate transitioned to management consulting because she wanted more control over the strategy of products and services before they were finalized, which PR roles didn’t offer.
• 😀 If you're considering a career in PR, it's essential to enjoy writing, communicating, and networking with people. The field also requires comfort with cold emailing and calling journalists.
• 😀 The PR industry is evolving with the rise of social media and influencer marketing, meaning new opportunities for PR professionals to work with influencers alongside traditional media.

Q & A

What is the main difference between PR and advertising?

The main difference between PR and advertising is that PR focuses on earned media, where placements are gained through relationships with journalists or content creators, while advertising is paid media, where you pay for exposure through ads in various media channels.

What are press releases, and what role do they play in PR?

Press releases are announcements sent to journalists to provide information about a product, event, or newsworthy development. They are essential in PR as they help communicate key messages to the media, allowing journalists to craft articles based on the release or reach out for further details.

Why are media lists important in PR?

Media lists are important because they ensure that PR professionals target the right journalists or bloggers who cover relevant topics. Keeping these lists up-to-date and accurate ensures that media outreach is effective and that journalists receive information pertinent to their work.

What are the benefits and drawbacks of working in-house versus at a PR agency?

Working in-house offers more freedom and autonomy in decision-making but may have fewer resources and less structure compared to a PR agency. At an agency, you benefit from a well-established structure and more resources, but the work is more client-focused, and you may have less control over the overall strategy.

What did Kate enjoy most about her experience in PR?

Kate enjoyed the writing and communication aspects of PR, as well as the opportunity to meet new people, attend trade shows, and see products before they were released. She also found it exciting to work across various industries, such as fashion and video games.

What were some challenges Kate faced in PR?

Some challenges included the need for 'schmoozing' with journalists to maintain good relationships and promote client products. Additionally, Kate found it frustrating to have to promote a product that wasn't great, as there was only so much a publicist could do to spin the story.

What led Kate to transition from PR to management consulting?

Kate's desire for more influence in the strategic development of products or services led her to explore management consulting. She wanted to be more involved in the problem-solving process and have a greater impact on the direction of projects before they were finalized.

What should someone consider if they are thinking about going into PR?

If you're considering a career in PR, think about whether you enjoy writing and communicating with new people. Consider whether you're comfortable with cold calling or emailing journalists, and whether you're interested in specific industries like fashion, technology, or entertainment.

How is PR changing with the rise of social media and influencers?

PR is evolving as social media and influencers become a bigger part of the media landscape. While traditional PR still exists, many PR professionals now focus on managing influencer relationships and leveraging social media platforms to promote products and brands.

What role does project management play in PR, based on Kate's experience?

In Kate's experience, project management in PR involves overseeing and coordinating the execution of PR campaigns, ensuring tasks are completed on time and within budget. It also includes analyzing results, such as media coverage, and making adjustments to improve future campaigns.