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If you a woman considering a career in public relations based solely on what you have seen in movies or television, it’s time to get real. Frequently depicted as a career that’s glamorous and breezy, the media’s representation of the PR profession has also created confusion about what the job actually entails. If you are looking into a career in the PR business, get ready to hear lots of, “So, you do event planning?” “Doesn’t that mean you just schmooze all day?” Or my personal favorite, “So, are you a ‘fixer’ like Olivia Pope in ‘Scandal?’” Many PR professionals joke that even their friends and family don’t quite understand what they do.
While the job can come with perks, such as working with innovative clients, attending entertaining events or meeting journalists you admire, it’s also a lot of hard work. Here are seven things you may not already know about what it is really like to work in the PR world.
It’s your job to thoroughly research the top journalists you want to pitch and learn everything you can about the types of stories they enjoy writing. It can also take some digging around to discover up-to-date contact information or a journalist’s preferred contact method.
Whether it’s dropping everything to respond to an email from a reporter with a deadline or keeping a constant watchful eye on your brand’s social media mentions, your work hours are not defined by the typical nine to five job.
The reporters you want to work with might receive dozens, or more likely hundreds, of pitches per day. It’s important to maintain authentic relationships with the journalists with whom you work. You want them to call on you the next time they need a source for a story. On the other hand, if you’re constantly pestering a reporter or are completely oblivious to what they actually write about, your emails will be redirected to the trash.
People often unfairly perceive PR professionals as untrustworthy due to an assumption that the job mostly entails spinning problems to avoid bad press. PR professionals must actually adhere to a strict code of ethics that includes making appropriate disclosures to promote transparency.
5 PREPARE TO BE GHOSTED – ALL THE TIME.
You will send a lot of emails that never get responses, especially when you are first trying to build relationships in a new industry vertical or introducing a new client that hasn’t been considered particularly “newsworthy” in the past. It’s your job to rework the pitch or reconsider your list to make sure you give your client the best possible chance to earn valuable coverage.
When PR careers are depicted in the entertainment world, the job usually looks pretty glamorous: we’re talking photoshoots, free swag and high status. While you hopefully get to work with brands that you’re passionate about, chances are that not every client will spark your fire. Even a great client may insist that you pitch a story you think is a dud from time to time. You’ll have to find the right angle to make it work.
7 MANY ARTICLES YOU WRITE WILL BE ATTRIBUTED TO SOMEONE ELSE.
Since a significant part of your job includes helping clients gain visibility and earn a reputation as an expert in their field, you may be tasked with writing articles to pitch to publications on their behalf. This typically involves interviewing your client to extract their expertise and then using your writing skills to put it all together in a coherent article. As a PR professional, you need to be prepared to give up a few of your bylines for the sake of the client.
