Hey there,
This week’s focus is on the PR basics that every young PR professional should know! Navigating the world of PR could be daunting, especially for a newbie trying to sail across the fast-paced environment. Trust me, I’ve been there, done that, and I can testify that PR is not just about the parties and the glitz and glam (all the fun stuff you see on Emily in Paris)! PR requires some planning, juggling, and in-depth research.
PR is both an art and a science—and for young professionals diving into the industry, there are some basics you’ve got to know for sure. Today, I’m giving pointers on how you can navigate the PR world as a newbie or even as an established PR professional:
1. Understand the Power of Storytelling
First things first: PR is all about storytelling, but we’re not talking about “Once upon a time.” Every brand, product, or person has a unique story waiting to be told. What your job is, is to find the narrative thread that connects your client to their audience in a meaningful way. At its core, PR is about shaping and sharing narratives that resonate with your audience. Whether you’re pitching to a journalist, crafting a social media post, or writing a crisis statement, your ability to tell a compelling story is your golden ticket.
2. Media Relations: It’s About Relationships, Not Spam
Want to know something real? Just like you hate to see spammy messages, journalists, too, don’t love getting generic pitches blasted to 50 other people. Therefore, building genuine relationships with media professionals is key. I can’t emphasize this enough! This means doing your research, understanding their beat, and tailoring your outreach to what matters to them. In PR, your network isn’t just important – it’s everything. Those media contacts you’re building? They’re worth their weight in gold, and authentic relationships can’t be faked. Build genuine connections, be helpful without always expecting something in return, and remember – today’s junior reporter might be tomorrow’s editor-in-chief. You can start by reading their work. Then, when you pitch, reference something they’ve written. Trust me—personal touches go a long way.
3. Master the Art of Crisis Communication
You know that thing people say about if something could go wrong, it is bound to go wrong! Whether it’s a social media blunder or a full-blown scandal, knowing how to navigate a crisis is a crucial PR skill. The key? Stay calm, be transparent, and respond quickly with a plan. Always have a crisis communication plan in place. It is better to be prepared than to scramble when things hit the fan. Your ability to remain calm under pressure could become your superpower. The key is preparation – having crisis communication plans ready before you need them. It’s like keeping an umbrella handy; you hope you won’t need it, but you’ll be eternally grateful when it rains.
4. Data is Your Friend
Gone are the days when PR was all about intuition and charm. Today, data plays a massive role in understanding audiences, measuring success, and refining strategies. From website analytics to social media insights, numbers can tell you what is working (and what is not). Today’s PR professionals need to speak the language of data. ROI, engagement rates, share of voice – these metrics tell the story of your success (or areas for improvement). Don’t worry if you’re not a natural numbers person; think of it as translating your PR efforts into a language your clients’ C-suite executives understand. Being data-savvy will set you apart.
5. The Art of the Pitch
Pitching stories to journalists is like dating – you need to make a great first impression, show genuine interest, and avoid coming on too strong. Your pitch should be personalized, relevant, and newsworthy. Generic mass emails are the equivalent of using “Hey beautiful, have you eaten?” as a pickup line – don’t do it.
6. Never Stop Learning
The PR landscape changes very quickly. New social platforms emerge, media consumption habits evolve, and crisis scenarios become more complex. The moment you think you know everything is the moment you start becoming obsolete. Stay curious, keep reading, attend workshops, and learn from both successes and failures – especially the failures. This is one core basic PR tip that every young PR professional ought to know!
Remember, everyone started somewhere, and yes, even the most seasoned PR professionals once sent an email to the wrong journalist or stumbled through their first crisis. The key is to learn, adapt, and maybe keep a sense of humor about it all. After all, in PR, the best stories often come from the moments that didn’t go exactly as planned!
I hope you enjoyed reading this far. and you learned a lot about what every young PR professional should know. Join me monthly on my journey into the PR world, where I discuss challenges, tips, pointers, and wins in the PR career space. See you soon!
Warm regards,
The PR Chic
