Do you have a good answer for ‘What do you do?’

It can be a particularly difficult question for a PR professional to answer. This PR pro came up with three easy points to help.

Not long ago, someone asked me, “What do you do all day?”

At the time, I wasn’t quite sure how to answer. I fumbled over a few explanations (“I manage the company website,” “I post to Facebook,” “I write press releases”) hoping that was good enough.

Side note: I don’t work for a public relations company, managing multiple clients and accounts. I handle all of the PR, marketing, business development, and communications duties for one company.

After I answered the question, I immediately regretted it. Wow, I thought, my job sounds lame and incredibly boring. Yes, I do those things (and way more), but that’s not exactly what I do. So I came up with three easy-to-understand descriptors that make my job sound as valuable as it really is:

Educate. Content marketing plays a large role in educating. Consumers are always looking for answers, wondering where they can find a solution to their problem. Posting weekly to the blog about various topics doesn’t just increase search engine optimization, but customers are learning about our industry and our company. If a customer or an employee has a question, I’m here to help answer that question, whether it’s through e-mail, a letter, face-to-face, a blog post, or another avenue.

  • Blog post with do-it-yourself steps to install dimming lights
  • Assist in scheduling continuing education classes
  • Create the orientation presentation for new employees

Inform. I help both internal and external customers understand our company and brand. Employees and consumers should identify with the business they’re working for and with. Through various communications tools, I’m able to clearly define our voice and brand. I enlighten employees on our culture, goals, commitment to quality work and safety, and our dedication to them. I advise customers on our brand, available services, values, and our duty to provide them with what they’re looking for.

  • Copy edit website with information about the company and the services we offer
  • Manage a customer e-mail list and send regular broadcasts
  • Write and publish a newsletter for customers and employees containing company news, project information, and notes from the CEO

Promote. It’s my job to spread the word about the business and encourage others to join in on that promotion. It’s not just about educating or informing customers about who we are and what we do, but also fostering relationships, encouraging two-way conversations, and boosting sales.

  • Create press releases and other marketing materials
  • Posting on various social media platforms about recent blog posts and upcoming promotions
  • Attend trade shows, coordinate advertisements, organize sponsorships, etc.

A version of this article originally appeared on Laura Dignan’s blog.

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Topics: PR

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