While we learn a lot from our PR classes and there’s no denying the value of a good education, there are simply some things about working in PR that cannot be taught in a classroom, no matter how good a professor may be. Sometimes internships can help prepare students by filling in the gaps between higher education and the “real world” workplace. Still, students preparing for their first full time job are often left asking, “What do I need to know that my classes didn’t teach me?”
Some public relations practitioners revel in it, others dread it – pitching isn’t quite a science as much as it is an art.
It’s not always easy to know off-hand what journalists and bloggers will be looking for from sources or which topics will pique their interest, however, good public relations pros learn early in their careers that bombarding a list of 200 reporters with the same “insert-name-here” pitch is an easy way to get placed in a “Worst Pitch Ever!” article. The most effective PR people know that building solid media relationships and tailoring outreach is their best bet for landing a client the key piece of coverage they all desire, but even that is easier said than done.
Public Relations students regularly ask me what my most important piece of advice is as they begin to look ahead to finding jobs after college. I typically provide two suggestions
- do as many (paid) internships as possible and
- write as much as possible.
I expand on the latter by advising students to take every opportunity to write and rewrite because, in the long run, possessing advanced writing skills will make them better professionals.
Editor’s note: This is the 2nd in a series of guest posts from industry thought leaders predicting key trends that will impact the public relations profession in 2015. Follow the series and join the discussion by using the hashtag #PRin2015.
Training and other non-billable activities were eliminated or drastically scaled back by most firms during the seemingly endless Great Recession that allegedly has ended. As a result, a significant portion of an entire generation of public relations talent received minimal training during the critically important early stages of their careers.
Editor’s note: As we celebrate Ethics Month this September, PRSA invited members of the Board of Ethics & Professional Standards (BEPS) to provide their views and thoughts on the pressing ethical issues affecting the PR industry. Track the series and join the discussion by using the hashtag #PREthics. For a full list of Ethics Month activities visit the 2014 Ethics Month section of the PRSA site.
via: Dan Mason
Much has been said and written about the role that ethics plays in current public relations professionals’ activities on behalf of employers or clients.
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PRSAY is a forum for PRSA members and other public relations professionals to engage in a dialogue with PRSA leaders, exchange viewpoints, and share perspectives on issues of concern to the Society and the public relations industry as a whole. The views and opinions expressed here are those of the authors and do not necessarily reflect the official policies or positions of PRSA.