Take pleasure in the process, we're told. I should know. I'm doing that right now...
But in the rapid fire world of social media, it's not uncommon to find someone with limited experience and bucketloads of gusto changing their "blogger" title to "social media expert," or as I recently found out "PR" to stay relevant and hireable.
Note to those unfamiliar with the communications industry: PR is the industry otherwise known as Public Relations, but it is NOT a title...moving on....I too worked in the PR industry for many years. My title changed from Intern, to Communications Coordinator, to Account Executive, to Senior Account Executive, and I finally wrapped-up my PR career with a title of Senior Strategist or Group President (AKA - owner of my own boutique agency).
When I started working in the PR industry, most Public Relations professionals had a journalism degree while others majored in English. Some, like me, had a Marketing degree or had made an Advertising detour.
PR degrees were few and far at the time. The industry was vibrant with the diverse experiences of young professionals working behind the scenes to make their clients shine; especially in Los Angeles.
Maybe I could have gotten a PR job with just a Merchandise Marketing degree, but I was told that the best way to learn after attaining my degree from FIDM, was to intern. So I did. For two years while working full time.
I knew I was ready to look for a real job in the in PR industry when my internship offered me a job. So I did what you did to find a job in the 90's: I paid someone to write my resume and then I leafed through the classifieds section of my local newspaper.
I found a few job listings at the time that looked promising; and a couple of months into my search I received a few calls. None remotely interested in my inexperience; so, I had all but given-up and instead accepted the assistant manager position at Gap Kids.
Less than 90 days into my job at the Gap, I received that fateful call from the man that was to become my mentor and friend.
That call turned into an impromptu phone interview then an invitation to interview, in person, with three other people and himself a week later.
A month later, more or less, I was given my first PR title as the Communications Coordinator for the American Lung Association of LA County. Then I gave my notice at Gap Kids, and received their invitation to come back at any time if "PR didn't work out for me."
For more than a year, my mentor held my hand as he showed me the PR ropes at a much deeper level than any internship could have. My skills as an intern were refined, and my experience at my first paid PR job paved the way for a 20 year career in PR/Communications industry. So much so, that other than one time in twenty years did I have to actively look for a job on my own. I was recruited for every. single. position. I have had in the PR industry.
My PR career has given me the opportunity to work with many people, both at an agency level and journalists. But most importantly, I have taken courses, classes, the time to network and research, to help refine the craft that has led me to work with some of the most important brands in the country, some, in the world.
Twenty years in the making, and I still don't feel that I know it all - but I have always been confident enough to know that my creativity and resourcefulness has led to the communications success of many brands that have worked with me. So much so, that clients from the 90s are still in touch with me. As is, of course my mentor, and my many former colleagues that are now friends.
So as you can imagine, I take pride in showing the next generation the steps and tools to get to my level, and ideally beyond, what I was able to accomplish in 20 years. I'm proud to see my former interns are now working at international agencies and leading brands. Mentoring is something that my own mentor encouraged me to do throughout my career.
The PR industry is not easy; and today, more than ever, it has evolved beyond my wildest dreams.
It's harder to crack, rather, it's harder to do it right than before....because there is very little time to work things through before you hit send....and everyone, and I mean everyone, wants to be the person that hits send.Before, I didn't think it was as important to attain a communications degree. As a matter of fact, one of my former colleagues didn't have a college degree and learned EVERYTHING on the job. But times have changed. You can learn some things on the job, but there is a lot to be said and respected from someone that had their work evaluated by their peers and professors in an academic setting.
So when you have someone, anyone, throwing "PR" as a title because they can write something they Googled or went through a mini Emma course, it's not only a disservice to themselves, their clients, but also an industry that is fighting to keep its place, and respect, under the marketing umbrella in this rapid changing landscape.
PR is more than writing, more than a network, and definitely more than managing events.Yes, anyone can enter the PR industry - I'm proof of that. But it takes more than gusto to do it well.
Changing your title on your business card to "PR" is embarrassing, it's wrong and it's a sham. Telling your clients that yes, you can write a release or manage an event instead of bringing in a PR specialist to manage that portion of your project is completely unprofessional and tacky.
My fellow bloggers: all of you who have suddenly seen the dollar signs of the PR industry, don't join this industry simply because of the dollars you think it pays - join the industry because you are ready to leave your own visibility, and work behind the scenes and make your clients the top priority. Because that's the level of commitment that is required to work in this industry.
Our job, as a PR professional, is to work behind the scenes and to create, and manage, a communications strategy that will build and strengthen our clients reputation.
It's not about us.
Until you know this, you really UNDERSTAND this, you are not ready to even consult with anyone, let alone bring in any clients that are seriously invested in growing their presence - the right way.
Ana Lydia
