Image courtesy of ChucksBlog
Succeeding in public relations takes more than just big ideas and good interpersonal skills. To become an expert, you have to gain extensive experience creating campaigns for a multitude of clients and become familiar with all of the various types of brands out there.
PRSA said it best when they pointed out that PR leaders need to be quick, flexible, bold and adaptable to be successful.
In public relations, both nonprofit organizations and corporations tend to set similar goals. According to PR Newser nonprofits, like other organizations, are trying to raise visibility for their groups and succeed in their missions.
As important it is to create an impressive campaign, it’s the execution that really sets you apart from other professionals in this field. Potential employers want to see that you can not only plan out and organize tactics/strategies, but that you can see it all the way through and prove that the campaign was an overall success for your client.
In order to prove your client’s success, you must be able to measure the impact your campaign made. This begins with identifying objectives early on in the planning stage, identifying tangible numbers for these objectives, and providing some sort of survey/measurement tool at the end of the campaign to see if the new numbers match or succeed your goal.
This method is something our agency has recently started learning.
Although it’s still early in the semester, our agency has begun assisting the Big Buddy Program and developing a comprehensive campaign for this nonprofit organization to follow. In our first attempt to measure our goal of increasing volunteers by 20%, we originally thought distributing a survey to each volunteer at every event would be the most effective way to keep track of our success.
Our professor pointed out that simply using a sign in/out sheet would be both efficient and easy.
This brings me to my next point—don’t overthink it. Don’t confuse the term “expertise” with having to overcomplicate each task or make things harder than they need to be.
Another tip Creativity Unbound suggests is to “remember all of us are better than one of us.” Collaborate with your team and collaborate with your client. Becoming an expert in this field means allowing others to contribute ideas and suggestions, and you listen to determine which solution is most fitting.
Bottom line—there isn’t one set definition of what’s considered an expertise in this field. It’s a combination of skill sets and experience that will make a PR professional successful.
Upcoming May 2016 graduate of Louisiana State University in Baton Rouge, majoring in mass communication with a minor in business administration. Highly motivated to launch professional career relating to marketing communication or public relations in the New Orleans, LA area beginning summer/fall of 2016. Pinterest enthusiast and proud owner of a yellow labrador retriever.