Recently, I was contacted by a communications student at California State University who wanted some insight from a PR professional about how I started in public relations and what it’s like to work in this field. Feeling it’s important to provide the next generation with this kind of insight as others once did for me, I was happy to take the time to respond to her questions. I hope that by sharing my responses here it helps other communications students get a slightly better sense of what public relations entails based on my personal experiences. And, who knows? Maybe others will find it somewhat interesting as well! OK, taking this way, way back to ancient history.

How did you get started in PR?

I was an obsessively huge rock music fan as a child growing up in New York, and I wanted to work in a field that would get me closer to the music I loved. Since I was very young, I loved to write and then became an avid reader about the bands I was a fan of. I spent my entire allowance on buying music magazines and biographies of the bands I listened to. PR; therefore, seemed like a logical fit.

When I was 16, I accepted an internship opportunity at a boutique music PR firm. I’d spend all my spare time and summers working pretty much without compensation for the woman who launched the agency out of her apartment. I also wrote press releases for local bands in the city and would get stories for them in local, independent publications and “fanzines” as they were once called.

Lastly, I launched a music publication for my high school. I recruited students to review CDs (yes, I am that old) and concerts. Somehow, I discovered I could get free concert tickets and CDs from record labels by writing about recording artists. This is what actually led me to interning at the small PR agency. I met the firm’s founder when asking for tickets to see a band she represented. I met her backstage, and she told me she was seeking an intern. That’s actually how it all began when I was underage in a big NYC night club.

What are unexpected skills PR professionals need today?

Now, more than ever PR professionals, need to be gifted storytellers. We also need to have a solid understanding of other aspects of marketing like SEO, influencer marketing, and social media and how they relate to PR. The media landscape continues to shrink, so we often have to play the role of reporter by providing media outlets a pre-packaged story that they can air or publish. This entails providing video, interviews and soundbites, photos, and a written recap that is ready to go.

It’s important to recognize that PR is more then traditional media relations. It’s also creating meaningful partnerships in the community, social media management, content creation, and brand activations.

We understand that while AI can’t replace us, there are certain applications of it that help us be more efficient in our work.

What’s the PR world like?

I recently read the ratio of PR professionals to journalists is the highest ever at 6:1. This sounds daunting for those looking to get into both professions for different reasons, but the need for PR is pretty prolific these days. Brands have to develop more creative ways to stand out and authentically connect with their audiences.

The gig economy has also impacted the PR world. I see an increasing number of freelancers and small agencies as opposed to the larger, slick, more polished shops that were more prevalent in the past. This certainly creates greater opportunity and choices for people entering the PR industry.

What are some things you wish you knew when you were starting out in public relations?

I started out in a cutthroat industry working for unreasonably demanding executives. That really dented my self-confidence for a while. If I had known that was the nature of the music business, I may have chosen a different industry that I would have stuck with that could have accelerated my career. Instead, I threw in the towel and went to the French Alps to be a ski bum!

PR is also more than going to parties, openings and getting free SWAG. There is a lot of strategy involved. And some businesses have high and unrealistic expectations for earned media placements. I didn’t know that it took more than a phone call or email to get a story placed. It’s not all glamourous!

How do you stay inspired in the field and find ways to think outside the box?

Redhead Marketing & PR is a public relations and marketing agency that works with a wide range of industries, which helps fuel creativity in that we aren’t continually regurgitating the same strategies and ideas. I also belong to a national network of PR professionals (PR Consultants Group) that offers professional development opportunities and serves as a vehicle for exchanging ideas with others in the field. It’s important to stay connected to others in the business while also staying on the cutting-edge of a field that is constantly evolving.

Lastly, my clients are a tremendous source of inspiration. Some of them are doing incredible work and making a positive impact in their communities. I love being a part of that by amplifying their efforts. And I get inspired every time I see them make the news. This may sound cheesy, but…Securing media coverage is like a drug; I have the insatiable need to keep landing clients more press, so I can continue to experience that high and rewarding feeling every time.