PR isn’t the easiest of gigs to learn, especially if you started in the pandemic without an office and senior mentors to show you the ropes. Here are three tips to get you on the right path.

Make thoughtful connections with the media.

PR is a game of connections, and the best part is, anyone can play. Be proactive and start making connections with reporters. To begin, you can connect with them on social media or attend events. If they write something you like, post it on LinkedIn. Make sure you’re connecting with reporters as people — not as potential sources of coverage.

The next step is to familiarize yourself with the beats and interests of each reporter. Curate stories that align with their passions and areas of expertise. Lastly, be considerate in your communications. Don’t “pray and spray” — only send stories that they could actually use. A lot of PR people tend to act like hammers — pounding on something until it finds a home, any home. But take the time to make the adjustments needed for a story to fit in the outlet you’re pitching. Don’t be a hammer. Be a screwdriver.

Over-communicate — and communicate face-to-face as much as possible.

PR isn't a one-person show—it's all about collaboration. In the new reality of remote work, you may be forming most relationships over a video meeting. For agencies, video is even more crucial. Humans get 55% of our information from body language. If we’re going to create together, we have to capture those nuances. Try to get as much face-to-face time as possible. If your company and clients don’t naturally meet together in person, find ways to make it happen.

Communication plays a pivotal role at the team level. We have to stick together, tap into each other's strengths, and set realistic goals to avoid burnout. At Sweat + Co, we analyzed our work styles and motivators so that everyone understands what skills each teammate brings to the table.

Don’t get discouraged. Continue to advocate the value of PR.

It’s fair to say there is a bit of a stigma against the PR profession — mostly because PR people are often annoying. So…don’t be annoying (see above)! More than that, though, we have to advocate for the value of what we do. Earned media is inherently more of a gamble than paid media — but when it lands, it has far more value in terms of awareness and reputation.

If you can bring your PR perspective to the table, right at the campaign and creative level, it can have a direct impact on the campaign's success. There are times when brands and agencies will shut out the PR function because it’s seen as more of a nuisance than a powerful tool. Let’s change their minds.