The PR (Public Relations) industry is a highly diversified sector that offers significant career potential to individuals with a broad spectrum of talent. Such professionals dedicate themselves to helping business entities build strong business relationships, write and manage images, and juggle with persistent media pitching for coverage analysis.
Inclusively, PR is about handling reputation among the masses. That being said, whether you are actively supporting and advocating brands in building their public profile or developing strategies to alleviate unsolicited publicity, the life of a PR professional is never the same.
To help you gain a better insight into how these folks balance their day-to-day existence, today, we have Austin Rotter with us. Austin is a public relations, branding, and media strategist who helps innovators and disruptors raise their media profile and brand recognition via innovative, strategic, and results-driven initiatives.
Hey, Austin. Thank you for taking out time from your busy schedule. We appreciate your presence today and are excited to unfold the topic to our readership. To get the ball rolling, please describe what public relations is and how PR practitioners contribute to the field.
Austin Rotter: In the most accessible words, PR is about nurturing, inspiring, engaging, and preserving a strong business relationship. The key stakeholders involved in the process include journalists, investors, the general public, and the corporate sector, all of whose efforts contribute to the overall perception of a specific person or organization.
PR professionals ensure smooth communications by strengthening a brand and increasing its value over time. Making sure the image of the client (who can be a human or a brand) stays in a positive light is part of the work of a PR strategist.
Excellent! You were very thorough with the definition, Austin. Since you are also a PR professional and media strategist, what does your typical day look like?
Austin Rotter: In a quick snapshot, my typical day as a PR expert involves getting in touch with media professionals who can help enhance the public image of my clients. Then there are day-to-day social affairs with the people related to my field as well as several client interactions.
As a PR strategist, I have to find ways to highlight the positive aspects of my clients’ businesses and identify loopholes to clear their image. Apart from that, I am always on the lookout for new opportunities to further my skills. I am continuously evolving to become a better version of myself, positively impacting the lives of people around me.
Especially when I am not working and relaxing, you will find me with my family. I cherish every moment of my life. Even though this line of work is draining and never confines you to a 9-5 desk, I feel that self-care is essential no matter what!
What must the timetable be? What young and upcoming PR professionals can learn from you?
Austin Rotter: First and foremost, maintain a close eye on the news. Begin the day by reading the information, staying up-to-date with breaking stories, and looking up hot topics worldwide. It will help in finding opportunities to position clients in the news agenda.
Communication is one of the most vital keys to survival in the field! Have a discussion time with your teammates to enhance your knowledge. Then start working in prime media outreach hours where you can pitch media with your clients’ unique views and political perspectives. If there isn’t any news, use your creative instincts to position yourself as their voice on hot topics. Make every effort to provide coverage for them.
Be your own master and create content — something that puts your client in a more positive light. Associate them with positive, uplifting energy and spread the word through press releases, blog posts, or tweets. In all this hassle, don’t forget to remain in contact with your client. Either arrange a face-to-face meeting or communicate through email. Catch up with them to stay in focus on their updates.
That’s really focused! But don’t you think it’s pretty hectic and demanding work?
Austin Rotter: Working in Public Relations isn’t always a bed of roses! It’s a demanding profession where you must keep up with the client and continuously build their public image. In the face of adversity, it is the job of PR personnel to manage the negative coverage and capitalize on it to turn it in their favor.
It’s all a mind game, and you need to be skillful to do it. Sometimes balancing the demands of the client can get overwhelming. It’s a challenging job! But if you are a risk averter, then PR work isn’t for you.
What do you want the newbies to take away from your experience?
Austin Rotter: The world of Public Relations has various industrial and organizational settings. Hence, PR professionals must utilize a variety of marketing and communication skills, offering critical insights, and develop differentiated positioning to keep up with the ever-changing world of business. Be proactive towards reputation or crisis management and learn to serve as a spokesperson on behalf of your client.
Thank you once again for your time, Austin. Your PR management expertise will help newbies make their way into the industry and take on challenges with a sense of optimism.