Three Signs You’re a PR Pro

Public Relations is ever changing – and as it becomes more integrated with marketing and advertising, we are starting to see many new facets of PR professionals. So what constitutes as a PR professional? We’ve discussed the definition, but what about types of people? Types of personalities? We will never all be the same, but we might have some of the same traits.

1. ‘Dude I can’t put down my BlackBerry/iPhone/snazzy smartphone‘: Admit it. You check it incessantly. You have to be on all the time. You’re checking social media channels, Google Alerts and national media coverage. If something negative hits, you need to be ready. If a client pings you at 2 a.m., you might be expected to answer. It might vary depending on your industry, but clients come first. In associations, members come first.

2. ‘Proud, Honored and Words Like it Make Us Cringe’: It’s hard to look at those words in a press release and not take out the red pen and cross it out. Innovative and Synergy are starting to become over-used words as well. As PR professionals, we don’t want to have the same type of press release as another, especially a competitor. It’s hard to believe something is ‘incredible’ if everyone else is shouting the same thing. Make your client unique.

3. ‘Grammar Pet Peeves’: Mine is ‘your’ v. ‘you’re.’ Yours might be ‘loose’ v. lose. Many of us are writers at heart, and a large portion of our job revolves around it. I’ve noticed many have quirks and like things done a certain way – and grammar is always one of them.

So what would you add? What are your signs of a PR professional?

Dig what you read? Share with others:

Pembygrl

You are a PR professional when there isn't a one-word handle for what you are: I'm a ... a... well, I'm in public relations and community management. I'm a ... a...? Anyone help?
Juliajtew

"I'm a communication consultant?"
"OK... but what do you do???"
"I fix stuff."
debbie10864

Every time you watch tv, listen to the radio or read a magazine/newspaper you listen for the product/client placement and you know which agency has that client, or even who worked on pitching the idea!
best_sex_toys

#1 is so true lol.
Beth Andrus

I love this! Now I know what to look for when I change my PR person after the New Year.
David Reich

1. I am a media junkie. I still pick up the local newspaper wherever I travel, but now I can also watch and listen to other local media online.

2. I look forward to going to work every day -- even after 35 years in the p.r. business. It's still interesting, fun and challenging.

3. Grammar pet peeves: Use of the words "over" and "under" when you really mean "more than" or "less than." I agree about use of hackneyed superlatives, yet I still see many poorly written releases coming out of p.r. agencies -- especially those in the beauty p.r. area. And releases should always be dated.
MikeDriehorst

Sorry, a bit late here (found my way here via the BadPitch blog: http://twitter.com/badpitch/st...).

I'd add that you know that "PR" is more than just getting media coverage for employer/clients, and you use the term "media relations" often to describe the process of getting that coverage.
-Mike
Ben L

Misuse of apostrophes, and the fact that it doesn't even seem to matter. Drive me mad!
stephena

I'm constantly annoyed by the use of "anxious" when what was meant is "eager." Unless we're talking about anxiety, eagerness is the correct word to convey anticipation. Or simply "anticipate" would suffice. I see and hear this not only in our profession but in the greater media world. Big pet peeve (shudder.)
tjpip

I would add that you might be a PR Pro if you have a stong sense of ethics and employ a high ethical standard in completing your work every day.

@tjpip
laurenfernandez

I like this one - although I'm not sure if it's an ethical issue to get your work completed every day. If you mean meet deadlines, yes. But PR is so on the go that even if you set out to complete something, another project even more important can come up at the spur of the moment. Ethics are all how a person sees it - and PR pros should have a strong sense of them, especially when it comes to clients.
Jim Marks

Its vs. it's.... Okay. You caught me.
laurenfernandez

Hey, we all have our grammar pet peeves. At my current organization, anyone who works in the marketing communications dept. gets asked what their grammar annoyance is during the interview. If you can't think of one, you probably aren't a fit for the office or the field.
Jocelynne

Do other PR professionals really hate the misuse of apostrophes like I do? There seems to be an epidemic!
laurenfernandez

I think every PR pro has their own quirk - and a grammar issue that they struggle with. Mine is typing 'that' when referring to a person at times, instead of who. I've had to practice and double check just to make sure I get it right.
Jamie Favreau

I struggle with using "that" too much. I am really young into my career so I could use some editing and a great mentor.
staceygetz

You know you're a PR pro if:

1. You loathe the word "spin"
2. You hate when people equate public relations to "publicity"
3. You've had to tell someone why something is not news
4. You know the difference between a goal and an objective and understand the importance of research and measurement
5. You know that listening to your audiences is more important than talking at them
Kimi

I'd add that PR pro's are willing to change or learn something new.
laurenfernandez

Stacey, I like these! Having done an internship in the publicity field, I can definitely agree that it is not the same. They both work just as hard, but a very different approach.

Great points all around.
jacqueriley

How about resisting the urge to run up to every TV camera I see, even when I'm just attending an event for fun?
laurenfernandez

I've never had that urge, as I'm extremely camera shy. :) But, I do like to make connections with media people, even if I'm at an event just for fun.
Alexis

So true... I'm the same way
Jodi Echakowitz

Another sure sign is constantly coaching or pushing back on executives who find it difficult to distinguish between an item of news value vs. marketing hype.

Also, allotting time each day to read and research articles written by key media to ensure our next pitch to them is relevant and timely.
laurenfernandez

A large part of our job is to educate - which is why we are in this field. Sometimes it's like hitting your head against a wall, though, isn't it? I think that's why measurement will always be important - you can show tangible results.
DM

The worst grammar sin is 'should of' instead of should have. You would not believe how many times I see that in this day and age.
laurenfernandez

I think that a lot of language used has the 'slang' effect, and it becomes generally accepted. Kind of sad, really.
Halhazy

This is a great post by Lauren, and I agree wholeheartedly with most of the replies. But I can't let Tara's 'over vs. more than' go by without referring her to http://www.wsu.edu/~brians/err.... Maybe this is an American thing; being British I have no reservations about using 'over' before a numeral.
laurenfernandez

I think you are right on target. It's an AP Style preference - the only people I have ever observed using it are American PR folks.
Valentin Boinitsky

I'd say that the sign of a PR pro for me is realising that there's more to life than PR, and learning how to switch off the 'PR mode of seeing the world' now and then, just to savour life au naturel (with family and friends and all those that value the real us more than the professional us). Being always available and ready to react doesn't automatically mean wearing your PR hat 24/7. Or is that a sign of a PR guru? :)
laurenfernandez

Thanks for stopping by, Valentin! I think your point is something that many in the PR world have a hard time doing. Sometimes, though - you just have to put everything down and enjoy life. Great point!
marydemingbarber

Great points being made here Laura and others. I, too, am bothered by the changes in grammar today and really enjoy finding errors on television news.

Another key item to a public relations professional is counselor. One who's always thinking/asking -- what are you trying to achieve and how will you measure success? I will confess to even asking my kids (teens) this about their school assignments which is then their cue to suggest I need to take a break from work. However, I think it's a critical step for a professional to ask these and other strategic questions of ourselves and others. There are days I wish I wasn't so obsessed with the question but it's what makes me good at what I do.

Back to asking questions and continuing with my, hopefully, successful day.
laurenfernandez

Mary - I definitely agree with you on being a counselor. I've found that it also goes into my personal life. Questioning ourselves and others is the curious nature of a true PR pro.
Karthik

The grammar thingy is bang on - I guess being in PR means you've gotto be a perfectionist in language :-) Another sign is always, almost always, looking at the byline for all print and online articles and making a mental note to connect later, if relevant. Sometimes the byline is the 2nd thing I look at after the headline!
Laura Fernandex

Thanks for the comment, Karthik!

GREAT point about the byline. It really helps fine-tune media lists, build your connections, and know the paper. I know reporters appreciate the research that goes into making sure our pitches hit the right folks.
Nicole VanScoten

I'm just grammar-crazed overall haha...

If someone else at the office writes something and asks me to review, I go crazy with the red pen...not because their writing is bad, but because I'm such a perfectionist when it comes to grammar in writing that's public or client-facing. I guess it's just the PR pro in me ;)
Laura Fernandex

Me too N!

I think perfectionists are all too common in the PR world - and it also comes about with gifted children. The things we put out are seen by the public, and need to be error free. Sure, there might be a slip-up, but admitting the mistake is key.
Michele Moore

For me, being a PR professional means that I'm always thinking about the "right way" to say something, even in my personal life. I can't count how many times someone has called me out for "PR speak" in a day-to-day conversation. I think it's inherent for a PR professional to analyze each thought and weigh the pros/cons.
Laura Fernandex

I use PR speak all the time in day to day life - many of my friends call it my 'dinner party' personality. I think it all comes down to the fact that our job isn't just work - it's a career and something we truly value.
Libby Krah

I like this post, Lauren, and agree with all the comments I've read!

I'll echo @vedo's point about media skepticism, as well as Sheema's about always being the first to know breaking news.

I think another thing PR pros have is a knack for realizing the importance of maintaining connections and expressing gratitude to the people who help us every day - whether it's with a hand-written thank-you note or a shout-out on Twitter.
Laura Fernandex

I love handwritten thank you notes - I try to send them out as much as possible. With technology all the rage these days, it shows you took the time and effort to thank someone for something they did.
Kristen

As a grammar and spelling nerd I couldn't agree more with #3!

I also would add that a PR Pro can take rocks and make lemonade - meaning that you can find the juice in the most boring story - and secure coverage for it!

I really liked this post! It got me thinking WAY earlier than normal today - good start to a Monday! Thanks Lauren!
JillP

Definitely agree here about spicing up a boring story. I took a story about the local fire department getting a better fire protection rating and added the angle that this could result in lower homeowners' insurance premiums for residents. The media really picked up on that!
Laura Fernandex

No problem, Kristen. I like the rocks to lemonade - many times, clients ask us to pitch something that might not seem news-worthy, but it is our job to find that angle, that bite and something to chew on.
Richie Escovedo

Another sign you are a PR pro is that you critique the news instead of always taking it at face-value. You know there is usually more to a story than what is presented, especially if it's bad news. Interesting discussion as always, Lauren.

@vedo
Laura Fernandex

I find that I do that a lot - I look at it from a very different angle than I did before entering the professional field. Maybe learning the inner workings, and dealing with media on a daily basis has changed the tune.

Great point Richie!
Jason Sprenger

You're a PR pro when you've had to be a mascot, for a photo shoot, an event or whatever. Or, should I say, you haven't really arrived as a PR pro until you've had to wear a mascot costume.

@JasonSprenger
Laura Fernandex

Dang. You got to be a mascot? I wanted to be the Pink Panther when we did the movie promo for it during my internship. The ad guy did it though. It looked fun!
Ivette

I agree with Sheema. I think we are never complacent about learning. We constantly want to grow as professionals, try new ideas out and learn from other pros. A true PR professional is never satisfied with the status quo, you always want to stay ahead of the game -- even creating some of the new rules.
Laura Fernandex

I like it! New rules are meant to be created, because it's how the field evolves. What are some of your favorite new rules?
Sheema

Going along with point #1, I'd say PR pros have an insatiable thirst for knowledge, within their industry as well as broader current events. They're always "in the know."
Laura Fernandex

Sheema - Could be the exact reason we are so connected all the time. I know it drives me crazy if I'm not in control of a situation or know what's going on.
Melissa

How about having a hard time watching the news or reading the paper without recognizing which agency placed what story.
Laura Fernandex

Oh, I like that one! When I worked on the agency side, I used to play the guessing game, since I knew which agencies had who. I used to spice it up and guess which AE pitched it - you can always tell someone's voice if you know them pretty well. (ie. what facts came out, etc.)
Sydney Owen

I agree with Tara's points above, especially about the client opportunities. Since I work primarily on the digital aspects of our campaigns, everyone I talk to online is a potential business relationship.

I think too if you're always networking and always referring your friends to people, then you're a PR pro. I have a friend who owns a market research firm, a couple graphic designers and a whole lot of recent grads who are eager to learn. I'm always recommending them when people need something specific that I know they could and would love to handle.
Laura Fernandex

S- You brought an interesting point into the mix. How even though job titles might not encompass PR, so daily things that are done utilize the tools that have been ingrained in us from Day 1. I have heard many be frustrated that 'anyone can be classified' as a PR pro - so how do we combat that?
Tara

#3: i would add it's vs. its, their/there/they're and my BIGGEST is over vs. more than, which most people- even PR pros - get wrong, expect my team bc i teach them from the get go.

#4: always (unconsciously) looking for client opportunities: whenever i am - the movies, the grocery store, riding the subway - i'm always on the lookout for opportunities where my clients could have an organic voice. at this point in my career it's rather innate.
Laura Fernandex

The over v. more than drives me nuts too - but I only see it in AP style. I'v found that I'm quick to use AP style (ie. Web site, e-mail, etc) when I type things to non-PR folks, and they always try to correct me. 'Aren't you the one with the journalism degree?!'