The PR industry is moving and changing fast—though many traditional values still apply—and it’s hard for even PR veterans to keep up. The Internet, social media, and mobile devices have contributed to the rapid changes, but it’s not simply technology that makes it a tough job. There are also more competitors, as well as savvy clients who demand more for less.
All of us like to think we’re the best at what we do, but beware. As a PR professional, you’re never finished learning, growing, and listening. I have learned more in the last two years of my career than I did in the first 10.
So, if you think you are cut out for this business, here’s what you need to do:
Be tough: You can’t win for your clients if you don’t know how to advocate and fight the good fight. If you don’t know what that means, you will find out quickly.
Dedicate yourself to learning: Those who go the extra mile to learn on their own will make it further. Firms are working with limited resources and don’t have time to spoon-feed newbies. If you learned how to do a research paper in college, apply those techniques on the job.