Written by Senior PR Coordinator Marlena Hoffman
Navigating the PR world has been a journey of constant learning, filled with challenges, lessons and plenty of “aha” moments. While there are always obstacles to overcome, I always try to look at them as opportunities to find new ways to solve problems. Over the past few years, I’ve picked up a few valuable lessons that have shaped my work and have overall made me a better publicist.
Here are five things I’ve learned along the way:
You have to get creative
PR isn’t always black and white. At times, it requires thinking outside the box. There will be moments when your client doesn’t have any major news to share or a journalist isn’t responding to your pitch. That’s where the real creative magic happens. As publicists, it’s our job to find new angles and make stories newsworthy. For instance, I once pitched a journalist and got no response. I decided to take some extra time to dig a little deeper in their work, and they had recently covered a topic similar to our client's niche. I used that to my advantage in my follow-up and received a response that same day.
Always be on the lookout
It’s important to be on the lookout for media opportunities, even in the smallest of details. You never know when one will present itself. For example, I once spotted an opportunity at the bottom of a daily newsletter and ended up pitching one of our clients to the journalist. Staying on the lookout for minor details can often land you valuable media opps, sometimes even better than those you might have been originally pitching on your own.
Face time with the media is invaluable
In-person events and meetings are far more than just formalities. They give you a chance to connect with the media on a deeper level than an email can. When you meet in person, you can talk about so much more than just a pitch. It’s a chance to build a real relationship, and that’s priceless in PR.
Follow-ups are essential
There are two types of follow-ups: the gentle nudge for a pitch you’ve already sent, and the check-in after you’ve hosted a journalist. Both are super important. Follow-ups help keep things moving, whether it’s securing a placement, finding new opportunities for your client or making sure that the journalist had a great experience. It shows that you care and helps build those long-term relationships that make all the difference.
Be professional, but don’t forget to be human
Emails are generally categorized as more formal, but there’s a fine line between professional and sounding like a robot. It’s important to remember that being personable and adding a conversational tone (when appropriate) can go a long way. People appreciate when they feel like they’re interacting with a real person rather than just another business email, making the communication more engaging and authentic.
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