By Sally Maier-Yip, a JLM Graduate in 2004
Having worked in the PR industry in Hong Kong, Singapore and London over the past decade and having recently built my own London-based PR consultancy – 11K Consulting Ltd – I am often asked to give my tips on how to start a PR career or move to the next level in the competitive, ever-changing PR world.
So I thought it might be useful for me to share my tips on building a successful PR career here:
1. Passion for people
Arguably, to enter the PR world, I dare say that a PR degree is not a must. But what you must have is passion for people. PR is a people business. PR professionals need to deal with lots of different people with different agendas and it is our most basic job to be able to communicate with different people, organisations and stakeholders effectively. So you need to love people if you want to succeed in the PR world.
2. Passion for writing
If you are an excellent writer, it does help to speed up your PR career. PR professionals, at the very junior level to the CEO level, must be able to write clearly, effectively and authentically. Words spark movements. Words sell products. Words build brands. Despite the fact that we are living in a digital era, being able to write a good press release, a powerful speech and an engaging newsletter is still critical to any effective communications programme. So do invest time in improving your writing skills and reading good books (either for business or general interest).
3. Passion for multi-tasking
PR is probably one of the most multi-tasking jobs, especially if you work in an agency where you often serve three to as many as 10 clients at the same time. Being super organised is a must. You need to be able to prioritise tasks and meet tens of deadlines within a week. You need to know how to be responsive to clients’ requests and yet know how not to respond without careful thinking, as it often leads to unnecessary mistakes. You need to know how to multi task as well as to be able to give full attention on one task at a time. Your work shows.
4. Passion for business
Whether you are working in-house or working on the agency side, you are communicating on behalf of a company. So you need to be passionate about your client’s business. You need to know what’s going on in your client’s business world from the inside out. Putting your feet into your client’s shoes helps you better comprehend the challenges your client is facing and hence it helps you find the right solutions for them.
5. Passion for change
PR is a constantly evolving industry especially with the rise of digital media over the past decade. Yes, we still need to plan. Yes, companies still need a strategy. But with digital media, every customer now has power to voice his or her opinions at any time, anywhere. This means crisis can literally happen at any time, without any warning. Being flexible and adaptable to the new communications environment is key to the success of a company as well as your very own PR career.
6. Passion for networking
PR is a people business. Getting to know the right people is hugely beneficial to your career – whether you are looking to move to another company, setting up a new business or simply venturing out your PR career. Despite the daily ‘must do’ jobs, don’t forget to spend time to meet new people, to go out to trade and business events, to expand your network. The world is a global village. You never know when you might need help from someone you met at a networking event 10 years ago.
7. Passion for self-development
After having worked in the PR industry for 10 years, I still feel that there is so much I can learn from my work. I can always be a better writer, a better strategist, a better advisor, and a better public speaker. There is always room for improvement. To build a successful PR career, you need to be willing and be happy to keep learning and being better at what you do everyday.
8. Passion for building trust
Finally, I would say the most important ingredient of building a successful PR career is trust. Trust helps you set apart from all other PR professionals or agencies if you are a PR business owner. Oxford Dictionary defines trust as “firm belief in the reliability, truth, or ability of someone or something”. Trust is the cornerstone of every relationship with clients, partners and suppliers. Even if someone has all the skills to do an amazing job, but if he or she is not trustworthy, his or her success won’t be sustainable. Simply put, without trust, a relationship dies. Actually this applies to almost every aspect of life.
I hope you found these tips useful in some way and do have full confidence in the future of PR!
• Website: www.11kconsulting.com
• Facebook: https://www.facebook.com/11kconsultingltd
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