Whether you’ve just landed your dream internship or you’re thinking about a career change, welcome to the world of PR and communications! It’s fast-paced, challenging, unpredictable, but equally rewarding and exciting. And you’re not alone in wanting to pursue a career in PR – employment of PR specialists is projected to grow 6% in the next eight years, faster than the average for all occupations.
Let’s start off with acknowledging that being at the beginning of your PR career doesn’t mean that you’re stuck in the “junior” league. This is an opportunity to ask as many questions as you can, make connections, find your storytelling voice, experiment with different industries, and discover if an in-house role, agency position, or freelance PR career suits you best.
Starting any new endeavor can be scary at first, and we get it. At this stage in your PR career, building your network is crucial, and getting your foot in the door with the media might take several attempts, but your efforts will pay off in the long run. But we’re here to help you with practical advice for every step along the way.
This article explores our top tips for achieving PR success, combining unique data with decades of experience helping PR and communications professionals build strong media relationships. A role in PR is complex and requires a mix of both hard and soft skills, so let’s explore some essential ones below.
1. Develop Your PR Writing Skills
PR and communications professionals wear a lot of hats. Your role involves many responsibilities, and although you’re not a copywriter, developing your writing skills is fundamental in this industry. The press releases you create or media pitches you send out often form journalists’ first impression of you. Engaging, clear, and compelling writing helps establish your credibility and will increase your chances of earning media coverage.
We’re not going to lecture you on grammar and punctuation – those are already a given, and you’ve probably read this piece of advice many times. When writing content, always keep in mind who you’re writing for (do some research and personalize your messaging), the type of content they find inspiring, and the way they want to receive it. For example, if you’re writing for an audience of journalists, it’s important to know that they are most interested in receiving news announcement (or press releases), original research reports, and exclusives for stories. (This is according to the in the 2024 State of the Media Report, where you can find more insight into what journalists want and need from PR.)
There might not be a perfect pitch that works for every reporter out there, but no matter where you are on your PR career path, this doesn’t mean you can’t craft one that comes close. It’s all a matter of developing your writing skills and learning effective pitching tactics.
2. Start Building Your Network
You already know that networking is everything in this role. You need to build strong, meaningful relationships with both media contacts and other industry peers. While other PR and communications professionals can offer valuable advice and inspiration, media contacts are crucial for getting your brand’s story out to the world. So how do you get out there as an entry level PR specialist, introduce yourself, and start to build those connections?
- Send an introductory email. Keep it short and sweet but personalized. You can reference specific articles they wrote that relate to your work or your brand. Most importantly, make it clear why you want to connect with them and how you can be a valuable resource for them.
- Attend industry events and conferences. This is the perfect context to make valuable industry contacts, as in-person introductions can feel more authentic. Try to find natural conversational points by referencing a speaker or one of the sessions. Be honest about your intentions. Share that you are new to the industry and are looking to learn from others as much as possible. If talking to a member of the media, avoid jumping into a pitch immediately. Make this short time together about building a connection – not promoting your client or brand. Keep the networking going after the event by following up with any connections you make by email and referencing your conversation.
- Use social media. 97% of journalists are active on social media and 55% of them use it to network, so this is your cue to make the most of it. You can start engaging with relevant journalists by liking, sharing, and commenting on their posts, as well as joining in conversation in the comments.
3. Leverage Social Media
Social media has become an essential tool in modern PR and, when used to its full potential, offers opportunities to build relationships with journalists, enhance your media relations strategies, and stay ahead of industry trends. Check out some PR tips and tricks for using social media:
- Get to know journalists. Find and follow relevant journalists – that is, journalists who cover your client or organization’s industry. Pay attention to the kind of content they share and how they choose to engage with their audiences. Understanding what journalists and their audiences want will allow you to craft better pitches.
- Keep an eye on industry trends. Make time in your daily schedule to check your social feeds. Staying on top of industry trends and knowing what to cover in your pitches (maybe a hot topic that everyone talks about) will help you provide journalists with valuable and newsworthy content. In return, you will establish credibility and build a solid social media presence for yourself and your brand.
- Build your personal brand. This can take time; however, there’s no better time to start than now. How? You can establish thought leadership by sharing original insights, industry analyses, and expert opinions. (For inspiration, check out what some of the industry’s top thought leaders are doing on their social channels.) Social media is where you can shine, so demonstrate your expertise by curating valuable content.
For more ways to use social media for PR, check out our tip sheet and start enhancing the way you work.
4. Get the Hang of Data
Not everyone is a fan of numbers, but having a data-driven approach and understanding what you need to measure, why it matters, and how to do it effectively are part of those must-have hard skills for PR and comms professionals.
No one expects you to become a data analyst overnight; however, you can start small with tracking a few simple metrics such as:
- Engagement: Take into consideration likes, shares, and comments to find out which aspects of your campaign resonate with your audience.
- Sentiment: This metric helps you evaluate the tone and context of audience interactions. Your ultimate goal is positive sentiment, but neutral or negative sentiment can give you valuable insight into areas that need improvement.
- Audience insights: Use detailed demographic data (age, gender, income) to develop targeted communications strategies and ensure that your story resonated with the most relevant audience segments.
5. Research, Research, and More Research
One of the secrets of achieving PR success is research. The PR world moves fast and so must you – the learning process is ongoing, and there are always new trends to stay ahead of, new skills to acquire (take using generative AI or measuring more granular data, for example), and valuable insights to absorb.
The secret to staying up to date? Annual reports such as the Global Comms Report and the State of the Media Report are good places to start, as they provide in-depth industry data and actionable insights so you can succeed in your role.
But also check out the wealth of PR-related content and industry experts just waiting to be discovered.
- Consider subscribing to newsletters to stay up to date on the latest news affecting the industry – take a look at 15 Best Media & Journalism Newsletters Every PR Should Subscribe To.
- Tap into the collective wisdom of the PR community and discover 10 PR Experts and Influencers to Watch.
- Listen to inspiring podcasts and get industry trends, expert advice, and strategic insights – we have a list of 10 Bingeworthy PR Podcasts to Follow.
6. Learn From the Best, but Be Original
Try drawing inspiration from successful campaigns and PR strategies and find mentors from the industry who can guide you, help you navigate the challenges that come with this role, and support you in achieving your PR career goals.
While it’s important to look up to experts in the industry, we also encourage you to find your voice and be authentic when building relationships. Remember to take a creative and original approach when crafting content – 61% of journalists say they prefer original storytelling. Focus on building your storytelling skills and let both you and your brand shine through.
Final Thoughts
Your PR journey starts now, so make the most of it. Focus on honing your core skills, building meaningful relationships, and staying current with industry trends. Whatever challenges you might have to navigate along the way, remember that every PR pro started where you are today.
Find out how CisionOne can support you in your role. Let's talk.
