14 Lessons from 14 Years as a PR Consultant

After fourteen rewarding years, I'm transitioning from my public relations and marketing consultancy to pursue my first passion in higher education. In the spirit of continued learning, I have a few lessons, many hard learned, that give you a look at what it meant for me to be a successful PR consultant in the early part of the twenty-first century.

1. Relationships are Paramount:?PR is built upon relationships — with clients, media, influencers, and stakeholders. Building and maintaining these relationships is essential for success. Don’t underestimate the power of a congratulatory note, a share or retweet on social media, a quick coffee, or a brief call to catch up.?

But don’t be annoying. Pleasant check-ins when they make sense are great, but when it comes to the news media, trying to jam a square-peg story into a round news hole is unwise and can eventually cost you a friendly relationship.

2.?Listening is as Important as Speaking:?The ability?to truly listen?and understand clients’ needs, feedback from media, or public sentiment is crucial. Communication is not a one-way street.

Don’t listen for your chance to speak. Instead, listen to learn and gain perspective.

3.?Transparency is Non-negotiable:?Always?be transparent?with your clients about what you can and cannot achieve. Overpromising and underdelivering can harm your reputation. Look, I know when you’re just starting out or on the heels of a pandemic you may be willing to take on all comers — but this approach can be counterproductive.

Confession: over the years, I took a couple of gigs I probably had no business accepting. It resulted in mediocre results that left the client cold and made me look terrible. Stretch yourself, yes, but keep your perspective.

That leads me to…

4.?Adaptability is Key:?The media and PR consulting landscape is constantly evolving. You need to keep up with these changes and adapt your strategies accordingly. Staying stuck in old methods can result in missed opportunities.

That’s why I have always been an early adopter — of social media,?podcasting, and trendspotting. Doing so has made me money because other PR pros had not staked a claim in those territories.

And many still haven’t!

5.?You’re Only as Good as Your Last Success:?The world of PR moves fast. Yesterday’s win might be forgotten tomorrow. Strive for consistent results and continual improvement.

And do not take your clients for granted. They can be here with a twelve-month commitment one day, bankrupt and gone the next.

6.?Know Your Audience:?Understanding your audience — their interests, concerns, and behaviors — is fundamental to creating effective PR campaigns.?Tailored messaging resonates more powerfully. If you don’t, you’re just taking shots in the dark.?

You may hit something eventually, but you don’t deserve to.

7.?Not Everything is a Crisis:?Some things may?seem like a crisis?in the heat of the moment but aren’t. Learn to differentiate between a true crisis and a temporary issue. Handle each accordingly.

One of the hardest things I occasionally had to tell my crisis clients to do was to wait. To do nothing—yet— and ride out the news cycle and see what develops. That can make the client feel helpless, but it is often a good tactic.

8.?Reputation Takes Years to Build, Seconds to Destroy:?Every interaction, every campaign, and every public statement is an opportunity to build or damage your client’s reputation. Be mindful of this responsibility.

One off-the-cuff remark can take you off message and wreck everything. I’m not saying be a robot — but?make sure your mental guardrails are set before you make any statements.

9.?Everyone Has a Story:?Every brand, every individual, has a unique story to tell. Uncovering and articulating these stories can lead to compelling PR campaigns.

The corollary to this is a hard truth:?not every story is newsworthy.?And sheesh, not every story is interesting. All stories deserve a hearing before you pass—but be sure to be candid with your client. Pitching a dud can hurt them and you with reporters.

10.?The Devil is in the Details:?It’s crucial to pay attention to every aspect of your PR plans — from the accuracy of a press release to the timing of a campaign launch. Small errors can have significant consequences.

I have no problems when a client finds a misplaced hyphen in a blog post draft—that’s part of the partnership—but I always made sure I did not send anything out unless I triple-checked the facts, grammar, and tone. (See Lyft.)

11.?Creativity Can’t Be Overlooked:?Creative ideas can cut through the noise and capture attention. Invest time in brainstorming innovative approaches.

Always remember, though: your creative approach?may be ill-advised and destroy everything you and your client have worked years to build.?Be careful!

12.?Data is Your Friend:?Just ask Captain Picard. Data can provide valuable insights, guide strategy, measure success, and justify PR efforts to clients.?Don’t shy away from the numbers.?

Yeah, yeah, I know PR measurement is half art, half science, but avail yourself of everything you can to make your case and sharpen your strategy.

13. Don’t Jump at Ghosts: If you’re a private consultant like I was, you are going to get ghosted by what seem to be sure-thing prospects. Not going to lie—that kind of stuff pissed me off, and it still does.

But here’s the thing—usually it’s not about you. No, really. I asked my friend, Tom Mulligan, managing director of Sandler by Coffman, a nationally recognized sales training expert.

"Getting ghosted? So are millions of others,” he said. “Ultimately, no means not now. An explicit ‘no’ today may very well turn into a ‘yes’ down the line when circumstances change. It's a lesson in the art of resilience and the importance of maintaining an open channel for future possibilities.”

No truer words have ever been spoken!

…And yeah, some people are just plain jerks. But don’t dwell on it. It will eat you up. Move on!

14.?Never Stop Learning:?The PR field is constantly evolving, and the best PR consultants are those who continue to learn, grow, and develop their skills. I was quoted in my friend and colleague Marc Whitt ’s book on PR,?When in Doubt, Make Applesauce!: Core Habits of the Masterful Public Relations Professional:

“I often tell people my liberal arts education is the perfect “cocktail party” degree because it necessitated learning a little about a lot. My young mind feasted on classes about history, political science, music, debate, science, psychology, writing, communication, and more at university. That experience set me up to be a lifelong learner, desirous of understanding how things work, how the world is connected, and why things happen in our society.

In addition, it helped me develop an ability to mentally turn on a dime — a tremendous asset. From amiably chatting at a party with a medical doctor about her research to getting pulled into a discussion about the effects of social media on society, having something to offer helps you navigate well socially. That 'party trick' serves me well professionally to this day. In your public relations career, it will help you, too.”

Click here to get the book?and read the rest of my comments — along with pearls of wisdom from dozens of other PR veterans — most way smarter than me.

The Lessons Continue

After?14 years as a PR consultant, I can confirm that it’s a field that requires quick thinking, resilience, creativity, and above all, a genuine passion for helping clients navigate the world of public perception.

I am wide-eyed with excitement to return to higher education, but must admit, I will miss parts of the old life of being a (mostly) one-man band. I surely won't miss the cashflow concerns, the occasional unreliable subcontractor, clients on their bad days, and the sheer exhaustion of making things happen.

Then again, these lessons learned are my constant companions, reminding me that success and satisfaction lie within the learning, the achieving, and the work.