By: Melanie Susskind
1. You’re in an exclusive relationship with your phone:
Whether you’re checking emails at any given moment of the day, answering an urgent client call, or live Tweeting an event, your phone is practically glued to your hand at all times. Being accessible 24/7 is key to excelling in the fast moving industry. Every minute counts and an unanswered email could be a missed opportunity.
2. You’ll use every skill you’ve ever learned, and usually all at the same time:
From your 5th grade grammar tests to your high school yearbook class and the hours you spent coming up with a catchy Instagram caption– PR requires you to be a Jack-of-all-trades. The key is to know a little bit about a lot of things. Have a notepad and highlighter handy- a to-do list is necessary. You must be organized enough to switch tasks at any moment because every client requires your full attention.
3. You become immune to rejection:
Get used to hearing “no.” This industry is full of rejection – and it’s not just once a week- it’s every day, probably multiple times. Not everyone will respond to your extremely thorough pitch that you spent hours slaving over. Persistence is key – if one pitch doesn’t get pick-up, try a different angle or pitch a new editor.
4. Your brain never stops thinking in PR mode:
We all know PR never sleeps. Get ready for long hours because even when you leave the office your mind is still in PR mode. Potential clients are everywhere. An everyday occurrence can spark creativity for a unique angle or an out-of-the-box package for your hotel. A producer calls you at 11 pm for a segment the next morning? You’ll be spending your night making it happen – whatever it takes. An editor asks for high-res photos for a piece running the next day? You’ll run to the nearest computer and make sure she has what she needs.
5. It’s not as glamorous as you think, but it sure is rewarding:
PR definitely has its moments – the press openings, parties and dinners are perks of the job, but there’s hard work to be done first. From finalizing a 4,000 person invite list and managing the run of show, to promoting an event and pitching the press for your client, every detail counts. For live TV, it’s about making sure the segment runs smoothly and your client is comfortable on camera. For an outdoor, city-wide event, you pray there isn’t breaking news or a thunderstorm in the forecast. PR entails doing whatever it takes behind-the-scenes to make your client shine on Good Morning America, or the cover of HOTELS Magazine.
