In the Middle of the Storm

“At the end of the day PR is the same no matter what. No matter business that you actually are into. Every organization needs it, whether they think they do or not”.

Completely understanding who is a PR specialist and what are they doing during the work hours might take a while. Lots of questions light up in head and you don`t even know where to start. That`s why I took the situation in my hands and found out. You too can put the pieces in order, and get a taste of the PR, by simply reading the article.

Looking for a guest

I posted on social media, reaching out to PR specialists who would like to take part in an interview. To my delight, Miss Charlette J Smith reached out herself! The first email led to our first conversation, which made me very excited for the interview.

It's my pleasure to introduce Miss Charlette J Smith - an inspiring woman with over 15 years of experience in public relations, marketing communications and development. She has left a remarkable influence on all non-profit organizations she has worked with. Reinforcing her skills with education in healthcare, aging and children; she arranges training sessions for students and professionals alike.

While researching Charlette further, I came across various recommendations filled with admiration and respect from every professional that had met her.

Getting right into it!

Firstly, I was curious if she ever felt like she was changing the world, as it is one of my motivations to do communications. “Yes! Yes, absolutely. Because that`s what communications and PR is”. Right from the beginning, I was so engaged and inspired. Each phrase got stuck in the head and felt like pure true knowledge.?

And then, she goes on: “Public relations is storytelling. It is letting people know what an organization is, who they are, and what they can offer. In this field that we`re in, it`s wonderful because we do get to make that difference. We get to change somebody`s lives by saying: “Hey, this company that I`m working for can help you””.

There was no limit to my curiosity anymore. I wanted to hear more.

-???????Tell me about your journey. When did you first consider communications as a field you could tie your life with?

-???????Originally, I was going to be a detective. And then in high school for certain classes I had to take an actual principles of marketing class. And we had to come up with a product, and pitch that product, and do the whole thing. And that was it for me. I was like “Hmmm… Yeah. This is me”. I could literally make someone listen, and make someone say “Wow, I think I want that product!” So, for me it was early.

Right away I felt like it`s no longer an interview. It`s a captivating conversation and I recognize myself in Charlette`s words. The feeling that PR was my calling grew stronger by each second.

Dealing with weight of responsibility

I decided to go in the opposite direction and asked her about any doubts or fears she had before entering the PR field. Her answer was short: "You're always the go-to person."

She explained that people will rely on you to write the press release and handle crisis communication. You may feel like you have more responsibility in shaping business communication than even a director of the company. Sometimes, you might doubt yourself with thoughts such as "Can I really do this?" or "Will what I wrote actually work?"

-???????But then I realize that I`ve prepared myself. I`ve done this. Let`s just go do it!

“You want to be as prepared as you possibly can”

As they say, you've got to see the glass half full and half empty. It's important to prepare for all the possibilities so that you can be in control of communication direction. Once you feel confident in your ability to handle the situation, fears go away.

What am I going to do every day?

I began to wonder… How does working in PR influence your life? I bet you`ve asked yourself: “How will my life change if I become a public relations specialist?” That`s my question exactly!

-???????One thing you'll find out about public relations is that a lot of people don't know what it is. They`re not really sure what you do. But, in a sense, you have your hand in everything. You have your hand in stuff like the media, what the new product is, and what the new program is, from the conception right through.

Charlette is sure. Even if you try to find a company where one person is responsible for graphic design, and one – for press releases, you will not be able to find one. They simply don't exist anymore. Many times, you do both of those things as PR. You are working with vendors, different team members, the media, the boss, your team. And at the end of the day, sometimes, you are stuffing the envelopes for the event as well. Basically, in PR you have your hands on everything that is going on in the business, everything that is coming up.

?“No day is going to be the same. It`s like you`re in the center of the storm”

Let's visualize the situation: you`re having a press conference. And all of a sudden, one of the people who was going to show up, calls and says that they`re running late or can't make it at all. You`re going to be the one, whom they ask: “What do we do?”

Different aspects of PR

Public Relations is about constantly evolving and changing.

-???????There are so many different aspects, like media, crisis communications, just the general “We`re doing a new launch of a program, and we need you to get the word out there. To create “the buzz”. Sometimes, it's something as simple as “We`re doing a rebranding. What are your thoughts regarding it” or coming up with a tagline.

“I encourage people to learn every aspect of the field. But also, to learn every single aspect of the business. Wherever you go to work, make sure you understand all of it.”

One, it`ll make your job a lot easier.

Two, it`ll make you a valuable resource to a company.

-???????Now social media has put a whole new level on PR. Now, people are reacting and they`re doing it fast. They`re not stepping in to ask you for some details, they don’t call you. It’s instant messaging in real-time.

I started to wonder which additional activities, or hobbies might be helpful in the future for a PR specialist. It turned out, taking any kind of art class is really helpful. What you learn there is how people see things, relate to them, and how, for example, history shapes the present and the future. You get a concept of what is viewer looking at and seeking. You can study what is their reaction to any type of art- it can be a concert, a museum, etc.

As Charlette went on, the psychology part is important too. That’s where you can start asking the right questions and doing the right analysis. “I want to do a focus group. How can I shape what they’re thinking? How can I watch the way they are reacting to things?”

“You`re going to be the one who is shaping the direction and the reaction from consumers.”

-???????For me, having that love of art and reading as a hobby was a step towards noticing early such things as “I would`ve never read that book, but I liked the cover, so I read it. ?

A PR specialist

After hearing about all these responsibilities and tasks, a few questions popped up. Do I have what a PR specialist needs to have to successfully overcome all the challenges coming along the way? You thought it – I asked it.

-???????You definitely have to be someone who is not afraid of hearing NO. You got to be able to find those backdoors and allies that can help you. Because especially when you`re dealing with the media, lots of times you must pitch to them a story, and they might not want to cover that. You`ve got to find allies within the media, even if it`s someone in circulation or a genitor. Be able to be convincing.

“Do not let a NO stop you.”

Schmoozing in the industry ?

Schmoozing is a talk with someone in a lively and friendly way, typically to impress or manipulate them*

Making connections and forming a network is a significant step toward success in a PR career. In order to find the backdoors and allies, you`re going to have to know people and be out there. Before the interview, I viewed schmoozing as a manipulation and putting on the mask in order to get what you want. But I was completely wrong, and Charlette helped me view the thing from the right angle.

-???????You have to leave the fear behind and go talk to people. And eventually, you`ll find that it`s easier than you think! Most of the time, schmoozing goes easy because when you talk to people, most of them think to themselves “Oh, this person is talking to me!” And that`s when the elevator pitch comes into play.

An elevator pitch is a brief, persuasive speech that you use to spark interest in what your organization does. You can also use it to create interest in a project, idea or product – or in yourself. A good elevator pitch should last no longer than a short elevator ride of 20 to 30 seconds, hence the name. It should be interesting, memorable, and succinct. It also needs to explain what makes you – or your organization, product, or idea – unique (Mind Tools Content Team, 2022)

You can go up and say: “Hey, I saw your numbers were down last week for your program, and I just wanted to let you know that my company offers great invention that we have, and it could really help you!” That is what schmoozing is all about- being friendly and talking with people, with the media.

The media are being held in so many different directions. If they know that a company is going to give them information, they`ll start to go to that company. They`ll start to go in one direction.

-???????With media I always make sure I find out who is the new person, welcome them to the area, and suggest sharing information they might be interested in about the company I work for. I keep inviting them to places, inviting them to sit down. Asking them if they know somebody I need and asking for help is networking. The biggest schmooze I do is I always say “thank you”. Many times, I do a hand-written thank you, but I am always doing it whether it`s an email or a physical one. If the media has done something huge, I even drop off donuts or some chocolate. That forms a good impression and helps build and maintain favorable relationships that are helpful in the future.

Conclusion

In short, public relations is an evolving, constantly changing field that requires attention to detail, critical thinking, and authenticity. As a public relations specialist, you hold a huge responsibility and have to think and act fast.

It can be challenging, and every day is different. But if you can think out of the box, keep an open mind, and heart, and prepare for everything that could go wrong – you`ll do great.

Believe in your own strength and don’t e afraid to talk to people, to take a NO. This will ensure your success.

What did you find the most useful? Let me know! I am open for feedback adn discussions.

Thank you for your time, I was glad to share the knowledge of such a great communications specialist, Charlette J Smith.