I was recently approached by an old college peer of mine to answer some questions for one of her PR classes at my alma mater, Indiana University (GO IU!). The questions she asked were thought-provoking and ones that I often mulled over myself when I was in college (oh the good old days). As a fairly new PR pro trying to hack it in the business, I wanted to share my responses with those who are on the brink of graduation and might be looking for some answers and clarity about the industry.
So let’s dive right in…
1. What competencies are needed for a successful career in public relations?
First and foremost, you need to be a great writer. I honestly don’t think there is a more valuable skill to have in PR than being an above average writer – be able to write well, often and fast. Organization is another quality that I believe all employers look for. Especially at the agency level where you’re constantly juggling multiple different clients at a time and usually have to quickly jump from one account to the next throughout the day. Thinking strategically and knowing how to properly conduct research are also key competencies. Lastly, I think being a people person and a good communicator is vital – that is, of course, if you ever wanted to be trusted to be put in front of a client.
2. What criteria do you use to assess the abilities of a potential employee in public relations?
A potential PR employee must be well-rounded with a broad understanding of all aspects of communications. The world of PR is ever-changing and employers are constantly demanding new skills from their employees. Therefore, you must be flexible and able to adapt and grow with the needs of your clients. Also, potential employees should be passionate and curious with a strong desire to learn. You must be bold and creative, quick on your feet, and have a genuine interest in people and building relationships.
3. What PR competencies and skills do you typically miss when you encounter recent college graduates?
Generally speaking, I think the skills that college graduates usually lack are in the areas of strategic thinking and research. It’s honestly the foundation of everything we do and two skills that often get overlooked in college. You use these skills to solve problems, write communications plans, to develop successful campaigns and to monitor and measure those campaigns. Strategic as well as creative thinking is an absolute must when you’re trying to maximize your resources and implement the best possible campaigns and plans for your clients.
I also think media relations gets wildly overlooked in college. I believe it’s a huge part of PR and needs to be built into every college curriculum for majors including journalism, public relations, strategic communications, etc.
4. What should a college students focus on in their PR studies?
Focus on the above. And then focus on your weaknesses. There’s nothing better than a well-rounded graduate who is capable in all areas. Hirons is a full-service agency, meaning we offer services in all areas including public relations, advertising, marketing, media relations, media planning and buying, design and production. I didn’t solely focus on PR in college (although is was my specialty), I also took classes in graphic design, advertising, research, intensive writing and marketing. These additional skills not only helped me build a comprehensive and versatile portfolio but they also set me apart from other candidates gunning for the same position.
5. What should college students know about public relations before they graduate?
I know you’ve heard it a thousand times before, but you’ll never fully understand it until you step into your first PR job out of the college – this is a fast-paced industry we work in. There is no such thing as a “slow day” or “down time,” or at least rarely. For me, this is the kind of environment I thrive in and that’s why I chose to begin my career at an independent agency. I love having my hands on multiple different projects and being able to work with and learn from our media, creative and production teams in the agency. It’s a busy, hectic, stressful, crazy job – but it’s also extremely rewarding and SO much fun.
6. Do you have any other advice for PR students?
Start small and finish big.
What I mean by that is choosing to work at an independent agency like Hirons verses a larger global firm in a bigger city was the best decision I could’ve made for myself. Not everyone will agree with me on this, but there is true value in starting out in a more intimate setting where you’re able to really learn the ins and the outs of the industry, where you’re trusted with more responsibility and really able to show people what you can do. Downside to working at an independent agency that has a lot of big clients? Long hours, late nights and early mornings. I’ve worked from 7am to 9pm before prepping for a big press conference that was expected to last a total of 20 minutes. Were the long hours worth it in the end? Absolutely. The skills I’m acquiring at Hirons right now is arming me for my future.
Expect the unexpected. Cliché, I know, but it also could not be more true. There is never a “normal” day at the office, which is one of the reasons why I love my job. I don’t thrive in a routine-kind-of environment – I love chaos and I love solving problems. If you’re looking for a job where you can walk through the door each day and know exactly what’s going to happen, PR is not for you. Have I received 11pm emails from clients who needed a press release by 6am the next day? Yes. One thing I didn’t realize when I came into this industry was that we are on the clock 24/7. We don’t live in an 8am-5pm world. Be prepared for that.
Love what you do. If you don’t love your work, there’s no way for you to ever fully reach your potential. Since starting at Hirons 8 months ago, I cannot tell you how far I’ve come as a young professional. I feel more confident, more experienced and more able then I ever have before and more sure that I’ve chosen the right career path.