You can talk the talk when looking to land your first job in public relations. But can you walk the walk?
Well, to ensure you start a new role with a confident swagger and less of a tippy-toed totter, it’s worth knowing there are some aspects of PR that don’t always get mentioned in the job description.
So, whether you’re a first-time account executive or communications officer, we’ve done the groundwork for you by compiling some PR pearls of wisdom to help you hit the ground running.
Do a bit of digging
A few internet checks before you start phoning journalists can save a lot of time and effort. For example, not having a clue about geography can mean a red face when you realise your ad campaign is miles wide of the mark when it comes to a publication’s circulation area.
And if you find out when deadlines are it avoids having to deal with harassed journalists who are tight for time. They’ll be more inclined to listen to your pitch if they don’t have an editor screaming in their ear for copy.
It’s not always your fault
Even when you’ve pitched a fab story and supplied the content your piece may not appear. This is out of your control. Sometimes a story is delayed, at other times it’s killed stone dead and you won’t always know why.
Don’t waste too much time dwelling on it as it’s just the way the news business works.
Do, however, use any failures as a way of finding new inspiration. If a pitch fails, be resourceful and look at other ways to get your message across.
Clients need education too
Sometimes clients don’t really know what PR or marketing is. You know it’s not a one-size-fits-all business but outsiders don’t always understand this. They might think they want PR when actually they need SEO or media buying.
This means educating clients as to all the different possibilities of the PR machine.
Partnerships pay off
Don’t be precious about your abilities as sometimes collaboration with other marketing specialists is the best way to work.
If video or web content are not your areas of expertise, it makes sense to use those who excel here rather than doing a second-rate job yourself. Teamwork can bring rewards for everyone.
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