As a PR & Partnership specialist in one of the top franchisors in the UK, my job is well versatile and day to day there is no working list that’s the same as the other.

My Typical Day

The day starts with checking the mailbox – might sound like a regular task, yet we receive hundreds of journalists requests that we have to properly sort out, evaluate and pitch when the topic is right.

Sometimes an urgent request comes and a quick interview or a call with a journalist will take place. The key to our job is a follow-up and follow-through on time.

Being a PR also means you play an integral role in the whole marketing landscape of the company – sometimes a well-built campaign with a partner brand can achieve much more than the PPC budget. So a lot of the job is brainstorming and reaching out to such potential partners. You may need a quiet few hours to dedicate weekly to reaching out and imagining how your brand can play out in a new field that will broaden the business horizons.

Wresting with all the information channels day by day, to be a good PR means having meticulous prioritising skills, being focused, on spot with your pitches, but also knowing that you have to keep the creative juices running. It’s essential to turn off the notifications, have someone to cover for you, and brainstorm ideas that would align with the business perspectives.

I can talk on and on about soft skills and how important is to have good lighting and professional attire when you do Zoom meetings, but that’s obvious. A good PR is also well-groomed and can quickly grasp the tone of voice so he or she is always adequate. That also means being a good portion extrovert.

Pros

Being a PR specialist means that no day looks like the other. The dynamics are such that being bored only means that you aren’t proactive enough. A good PR is someone who is rewarded because of their extrovert nature, the allure they communicate with, their personality, and their creative mind. It’s a job that requires a well-rounded skillset typical for a good leader. You need to keep good connections with everyone and leave every door open.

Cons

On the other hand, it’s a mentally strenuous job – you have to be available and well-spoken, collaborative, and proactive. Sometimes you just want to do robotic tasks and have your mind free from all the information streams you are constantly bombarded with but that’s not how PRs work.

Advice to aspiring PR Specialists

I have become a PR specialist as a result of being a journalist. That said – to become a good PR means to be out there and meet people. You are a relationship manager – you have to enjoy communicating with others. If you are rather the type who likes to sit in the corner and quietly enjoy their glass of wine then this is probably not your call.

To someone who seeks to start – learn to reach out and get noticed. Ask for an internship, show your personality, give your dream company a call, be proactive.

Read magazines and create a list of well-written press, advertorials. Find top 5 companies whose messages get across and check who is their PR team. Connect them through LinkedIn – you never know when the chance will be on your side.

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