I don't know about you, but I am always up for a good secret, especially one that will help my PR career!
I started my adventure to learn the secrets of becoming a PR pro a year ago, and I don't think I could be in a better place today. I have just completed my third month with Lovell Communications, having learned more about the public relations and communications world in that short span than I ever would have thought possible.
"Team Lovell" is a remarkable group of people. Each individual exudes class, sophistication and skill. To say I am surrounded by "wordsmiths" is an understatement. I have asked a few of these inspiring people to tell me their secret to being a PR pro; now it's time for me to spill the beans.
Paula Lovell, Founder and Chief Executive Officer
Assume nothing. Check under every rock and get the facts before you do anything. Then double check your work.
Rosemary Plorin, President
Ask "What's in it for them?" Be empathetic. How a company's stakeholders value a product/service/announcement is much more important than how the company values it. This is especially true in healthcare marketing. Do patients care how much a hospital spent on a new piece of equipment or how many accrediting organizations endorse it? Probably not. They do care about how it's going to make them or a loved one feel or how it's going to impact their hospital stay. For each distinct audience, a sharp PR executive has to ask themselves, "What's in it for them?"
Dana Coleman, Vice President
Make it work. Things don't always go as you - or the client - originally planned. So figure out what will work, revise your recommendations or game plan and continue towards the goal. You have to be able to think fast and consider alternate strategies sometimes. If plan A didn't work, what will work? It's your job to figure that out.
Robin Embry, Vice President
Be an expert juggler. Agency life requires you to manage many clients who have many different issues/projects. When I'm able to keep all the balls in the air, and when my clients receive the customer service they deserve, that's a great day.
Amanda Anderson, Senior Account Supervisor
Get stuff done. While I hardly consider myself a PR pro, I would say my secret to being a successful PR professional is having a GSD attitude. GSD stands for "Get Stuff Done." I approach every project or initiative with this kind of attitude, knowing I will do whatever I can to accomplish our mutual goals - whether that is local media coverage, brand redevelopment and recognition, successful event production or crisis communication strategy development.
Erin George, Senior Account Supervisor
Be able to think like a reporter. When it comes to media relations work, I draw on my reporter background to anticipate what kinds of stories or angles will interest a reporter, the types of questions they might ask and what pitfalls to avoid - like taking too long to respond to a request or over-pitching. Thinking like a reporter comes in handy in other ways, like when interviewing clients to gather information for website or brochure copy, or making sure you get all the facts before responding to a crisis.
Katelyn Fish, Account Executive
Build and maintain relationships. Build good relationships with reporters and maintain those relationships over time, even if you don't work with them frequently. This pays off in the future.
Ask me again in a few months. Every adventure requires a first step and I am taking mine with a book full of juicy secrets.
What's your secret?
Ã¢€‹Leslie Raney is an Assistant Account Executive at Lovell Communications. You can view more of Leslie’s blogs here. Connect with Leslie at firstname.lastname@example.org, or @lesliedr.
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