Public Relations is like Plate Spinning
Public Relations is an exciting and interesting profession to practice, where every day is different with no time ever to get bored. The external news agenda changes virtually by the hour, so with a client portfolio across multiple industry sectors, we must be constantly up-to-date. Add to this the running of several concurrent campaigns across numerous platforms and channels, it is not surprising that PR is often compared to spinning plates.
Whilst good time management is a key skill for a PR practitioner, the nature of the work means there are days when a super urgent task needs to be completed before other very urgent tasks. However, with sound preparation and practice, the successful plate spinning of PR becomes second nature.
Plan and adapt quickly
Being prepared with a PR plan in the first instance is a must. Only by creating detailed schedules is it possible to consistently deliver all that is needed for clients. With an ongoing plan in place, it is then easier to respond to immediate opportunities or unexpected events. In reality, most PR work involves short notice and deadlines. The news agenda waits for no one, so for clients to be part of it, being responsive and agile is essential.
Always be informed
To succeed in PR, the love of learning is essential, particularly on the agency side. Each new client means there is new knowledge that needs to be absorbed and a new industry to immerse yourself into. Over and above that, PR practitioners need to constantly be on top of current affairs that influence and impact the external news agenda. In an increasingly digital world, PR has become responsible for building thought leadership around brands and individuals. We need to know when to offer a client’s expertise on a certain subject matter and that means we need to be well informed at all times.
Check and double-check
Another plate spinning challenge in PR is the approval process where sign-off is obtained from the client, including, if necessary, their compliance or legal department. There can be no compromise made in upholding rigorous standards and procedures, despite the often tight timelines we need to work to. Every piece of content needs to be produced to a high standard before being sent to the client for review and final approval. Always consider that the consequences of getting it wrong with something that goes out into the public domain could have serious ramifications on the client and their business, particularly in regulated industries.
Clear thinking and agility are really important qualities for anyone wishing to succeed in Public Relations. Every client will have their own style of working and communicating that we need to adapt to, so having good interpersonal skills alongside emotional intelligence is a major advantage for PR practitioners.
If you are interested to learn of Enlightened PR’s ability to spin plates on your behalf, creating winning PR campaigns, visit ‘What we Do’.
