PR is reputation management. It’s marketing and promotions. It’s brand-building. It’s about knowing what moves to make, when to make them, and how to present a message. Public relations, fortunately, has low barriers of entry. Anyone can start in PR. This is what makes the competition so high. If you’re serious about it, here is your best chance.
Here is a guide on how to get into public relations:
1. Media Expert
Becoming a media expert is one of the best ways on how to get into public relations. Read the news. Look at current affairs. Know what TV, films, and music are popular. Learn a little about sports, if you haven’t already. The more knowledge you have about media, the more you have to use as reference for your own work.
2. Better Your Writing Skills
PR is all about communications. Learn how to write in a way where you state a point concisely and creatively. A PR writer knows how to write to different audiences, shift tones and language, and adapt their message to different mediums.
3. Better Your Social Media Skills
Social media is a massive source of digital marketing and PR. Learn how to use every platform, from Facebook, Twitter, and more established social sites through to new trends like TikTok and niche social media. The better you know how to use these platforms, the quicker you can plug in campaigns, messaging, and marketing materials.
4. Connect with Media Players
The media landscape is vast. You need connections. Meet the people you may one day be pitching stories to. Connect with journalists and media players, even if it’s just a follow and quick exchange on social media.
By organically cultivating these relationships without asking for anything, it’s a great starting point for when you do need something from them.
5. Business Cards Aren’t Old-Fashioned
Business cards have extraordinary value. When you meet an entrepreneur or business owner, providing them with a business card connects you to them. They may not remember your name post-conversation but if they keep it, they have your business card if they ever need public relations help.
6. Experience is Better Than Education
Some people spend years in post-secondary for public relations. What matters more than qualifications is experience. Get it wherever you can. If you’re just getting into PR, taking an internship or anything you can get your hands on that involves you in a campaign gets your foot in the door.
7. Attend Local Networking Events
Someone looking to work in public relations should be networking regularly. Attend industry conferences and local business events. Introduce yourself to business owners. Take an interest in their business and let them know you exist. Most won’t be interested in the moment but at the same time, some may know of someone who’s looking.
Alternatively, once they have your information, you could get a call six months down the road for PR help.
8. Specialize in A PR Category
PR agencies has so many unique specialties and disciplines. Tailor your approach to the client or employer. Find out about their work and tailor the skills, qualifications, and education you speak of to them. A client or employer wants to know what you bring to the table and, more than that, how your strengths, areas of expertise, and skills can help them.
9. Build Out Your Social Media
Promote yourself. If you want to get paid for doing PR, do your own and build your brand. This does two things. It lets people know you exist. Secondly, it shows you’ve already built a brand. Website, social media, etc. Your online presence is so, so important in crafting a reputation in public relations.
10. Get Rid of Posts That Reflect Poorly
Social media is a running account of events, thoughts, and emotions. Go through your accounts. Remove posts and items that reflect badly on you. Clients or employers will likely check social media for more details on you. You don’t want them pulling up break-up messages, images of yourself in compromising positions, or anything that you wouldn’t want associated with you in PR.
11. Show Your Creativity
Anyone can say, “I am creative.” Show it. PR is all about creativity and storytelling. No matter everything else, you need to have significant skill in both places. Think about how you present creativity to a possible employer or client. Craft mock campaigns, if you like. Think of a different way to present yourself on social media while still being ‘you’.
12. Craft A Bold CV
Though online is a CV to itself, in case you’re ever offline or if an organization asks for a resume, ensure you have something prepared. Craft a bold, colorful CV complete with your picture, details, and examples of what you’ve done. PR resumes and CVs are different. You must get noticed.
13. Be Relentless
You’re going to encounter a lot of rejection in public relations and a lot of negativity. Move on from it. Don’t sit with it. Be relentless in getting clients, getting messaging out, and in building the conversation you want around yourself and your employer/client. Use the law of averages. Eventually, you will get a ‘yes’ and you will find a way forward. Just keep going.
