1. Time management
Journos think they are excellent time managers because they work towards deadlines. Although deadlines certainly exist in PR – such as an event or product launch – working with a client is usually an ongoing process extending over weeks, months and sometimes even years!
Furthermore, because you’re working with several different clients at the same time, you will have to learn to juggle.
And no matter how strategic you are, your neatly shaped plan may go pear-shaped when something unexpected happens, whether it’s good (you’ll be typing that media release with a Cheshire cat grin) or bad (cue crisis communication and a Grumpy Cat frown).
My advice: Write a to-do list for every week and one for every day to make sure you meet all of your clients’ needs. But be prepared to drop things at a drop of a hat, because a good PR is both proactive and reactive.
2. Know it ALL
As a journo, you’re usually specialised in one field, for instance finance, entertainment or sports. As a PR, you have to be an expert in several fields because your clients – and the worlds they operate within – are different. And you need to know everything about each of your clients; what their industries look like, who their competitors are, who their target markets are and how to reach them.
You also need to consume as much media as possible so you know what is being said and where, which will help you know how and when to best broadcast your client’s message.
In other words, you have to be a know-it-all! It’s time consuming, but as a bonus, your expertise will make you a popular dinner party guest. Your conversational skills on any topic will (hopefully) make up for you repeatedly checking your emails on your smart phone!
My advice: There are no shortcuts, you need to do your homework! Knowing each of your clients and keeping yourself constantly across the news flow will help you think on your feet.
3. Excel
If only I meant “excel” as in be amazing. But I mean as in Microsoft Excel. As a journo I barely opened, let alone typed, in Excel. As a PR, you will have to learn to use this spreadsheet application because important parts of your job include managing budgets, and reporting and measuring the results of your work (yes, you will have to do some calculations too!)
My advice: Breathe. Be patient. Don’t smash the wireless mouse. It will get easier along the track. I can’t promise it will be more fun, though.
I don’t regret changing lanes, because not only am I doing so many fabulous new things, I still get to work on stories and write – which are my biggest passions. In other words, the ‘dark side’ is pretty bright and sunny from where I’m looking!
