With a reputation for glitz, glamour and fast-paced deadlines, PR is a field that doesn’t sleep, doesn’t slow down, and is in constant flux – and that’s what we do here in our PR office: we “Flow”.
But is this glitzy life a true representation of what we do? Does this compare to the skills I learnt at varsity?
One of the most notorious public relations practitioners on television has to be the fabulously foul-mouthed Samantha Jones in Sex and the City. Jones is a PR guru, and the show portrays her career as a fabulous job that’s all about fraternising with celebrities, planning parties and drinking expensive cocktails.
Um … no!
Although I studied Communication Management for four years at Tuks, I’ve learnt far more in the four weeks that I have been at Flow Public Relations.
It only takes one crisis to learn the skills of writing a media invitation, drawing up a media statement, liaising with the media, and reassuring a client (or a boss) all at the same time while maintaining full composure under pressure. Studying to join the world of PR prepares you to an extent, but a solid grasp of the theory will never truly be enough.
Studying Communication Management, I was taught how a business runs, how to approach communication strategies and plans, the obstacles that intercultural communication can cause, and the necessity of aligning organisational strategy with organisational communication goals – yet I was never taught to write a press statement, down a chilled tequila or lobby the media.
Fresh out of varsity, I was lucky enough to land up in a bustling PR company. At Flow we defy the common perception of what PR does. We have the kind of dynamic that works in an organised pandemonium of anticipating change, ensuring PR activities and client objectives are aligned, and always managing to remain on top of the media while still producing exceptional media releases and content for our diverse client base. The environment and work ethic of our agency has already taught me a varied mix of skills I now consider vital to furthering my career in this industry.
To this end, I have compiled a list of a few pointers that I now see as crucial to being the best PR practitioner you can be:
- Public relations ≠ lifetime of lunches on the company card
- Tact is a four-letter word. There may be others you wish to use, but tact will always be your best option
- Forget TV. A life in PR will see you sitting behind a laptop, not behind a bar
- Don’t have time to see your best friend? Google is your new best friend
- You may have to have the occasional drink with colleagues or potential clients. Keep your strength up and your tolerance high
- There is no excuse for having missed something! Read your emails from the date at the top all the way down to the last line of the signature
- Writing is your strongest, most valuable asset
- Considering the point above, you may be able to write, and you may have amazing charisma, but that does not exempt you from working with numbers – everybody needs a bill and everybody needs a budget
- There is no such thing as a crazy idea. Creativity is key to keeping things fresh
- Spelling and grammar will make or break whatever point you are trying to get across
- There is no excuse to not know what is going on in the world, so keep your Twitter tweeting, your radio buzzing and your Google alerts beeping
- You may have what you consider to be an incredibly brilliant idea, but it may not always fit in with the strategy of those you are pitching to
- Read. Read everything. Read always. Heck, read this blog post again! Treat your mind as a muscle and exercise it ☺