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Lillian Dunlap

Published on

February 13, 2015


agency life, communications, PR

For those of us living in the Northeast, the month of February has gotten off to a rough start. Between Juno and Linus, most of us are left feeling more than a little chilled and bitter. Well, here’s something that may or may not help your mood: Valentine’s Day is coming!

Yes, that “holiday” of mixed emotions: it inspires some to wear pink and eat chocolate, and others to wear black and drink.

No matter where you fall on the spectrum, here in the PR biz we love a good seasonal tie-in, so I’m jumping on the opportunity. I’ve asked a few of my colleagues across the country to share some thoughts on what they love about their job, and being in PR in general.

It seems like an appropriate month to ponder what motivates us in the field and why we’re here! For those just starting their love story with PR, this will give you a feel for what agency life is all about.

Answers included a mix of media interests, creativity, new challenges and more: ”

The challenge, the thrill, the constant change – that’s what I love about PR. At any moment, you could be telling the story of an emerging technology and sharing its potential with the world, or exploring the heritage of a long-time industry leader. The one constant is that you’re constantly learning, exploring and discovering more about the world.” Leigh Ann Benicewicz, Account Manager, San Diego

“My favorite part about PR is battling the entire media process – from drafting a pitch, to securing interest, to organizing an interview, all the way to seeing an article you helped cultivate in print. No matter how often I go through the process, it’s still exciting each time!” Lana Tkachenko, Senior Account Executive, Boston

“What I like most about the PR industry is that I constantly get to think up new ideas and implement creative strategies to solve business problems and discover new opportunities. As someone who views herself as an achiever and a relentless learner, I’m happy when I can help others find solutions while simultaneously learning new disciplines in an ever-evolving industry. There’s so much variety in the PR industry and there’s never a dull moment!” Brie Henry, Account Executive, Washington DC

“Whether it’s learning about a new client, keeping tabs on the latest industry trend, or developing social media strategy, I love that working in PR challenges me to learn each and every day! Yes, it’s dynamic and a little crazy sometimes, but I wouldn’t have it any other way.” Katie Atkinson, Account Coordinator, Boston

So there you have it. There are many ways to find fulfillment and enjoyment in PR – the above are some great examples.

Personally, I like PR because I know I’m always going to be challenged, and I’m never going to be bored. Considering we spend a good chunk of our waking hours in the office, that knowledge is incredibly important – it’s what keeps me engaged and motivated.

For those looking to break into the industry, here are a few tips to take away based on the comments above:

  1. Find your calling. Are you an agency or an in-house person? Working at an agency gives you the opportunity to manage multiple clients and accounts. Working in-house gives you the chance to work exclusively with one brand. Before jumping into a role, decide which style works best for you.
  2. Do your research and get creative. As a PR pro, it is important to know who you are pitching to and what their interests are. All journalists have their own preference of communication. Some do email only, others enjoy pitches on Twitter and some appreciate the occasional phone call. Do your research and get creative with your outreach when appropriate to keep things lively for both you and the person you are trying to build a relationship with.
  3. Master the art of multi-tasking. As mentioned above, things can get a little hectic in PR. Practice multi-tasking and keep organized. Most importantly, learn from your mistakes and pay attention to the details!

Have something to add to this list? I’d love to hear your thoughts in the comment section!

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