Raking in PR Knowledge this Fall

The fall tends to bring PR newbies to our door - new entry-level staff so eager to learn.  I sat down with a new agency employee last week and she requested advice on how to make a difference during her first month. I was happy to oblige!  Here are the top areas I covered:

1. Ask why - a lot.  When you're given a new project ask why this project is important and how it fits into your company's (or your client's) communications strategy.  Knowing the why will help give you a sense of purpose as you complete the task and give you more insight into how to do it right.
2. Learn your company's/your client's messaging.  It is likely this company may be new to you.  Can you succintly share what the company does?  Go ahead - practice with your unsuspecting roomate or your parents.  If they 'get' it - score!  If not, pratice again and again until you can say it confidently and quickly.  I really feel for my family (and thank them tremendously) for listening to me over the years as I tried to distill complex subjects into everyday language.
3. Read the news everyday and start to look for connections.  When you understand your company's messaging - then today's news becomes a springboard for timely PR ideas for your client.  Share these ideas with your manager and ask for feedback, so that the connections you draw and the pitch angles you write eventually become stronger and stronger.

As this employee is just three weeks into her role, I capped my advice at three points.  I'd be curious what you would add as she continues to grow.

What advice do you give to start?  Weigh in, in the comments section below.

Catherine Allen, Board Member
Publicity Club of New England
@catherineallen