A Comprehensive Guide to Working in Public Relations: Insights from a PR Expert
Public relations (PR) is an ever-evolving field, and it offers a variety of career paths and opportunities. In this article, Mattias, founder of PR Lab, shares his extensive experience in the industry, offering an in-depth look into what it’s like to work in PR. From internships to running his own PR firm, Mattias has been through it all and provides valuable insights into the diverse world of PR.
Mattias’ Journey into PR
Mattias began his career in PR as many professionals do – as an intern. His early responsibilities involved researching relevant articles, monitoring publications, and compiling reports for account executives. While the tasks seemed simple, they gave him the opportunity to become familiar with the media landscape, including understanding how publications create stories and what makes each one unique. This early exposure proved invaluable as it allowed Mattias to develop a deep knowledge of media outlets and how they work.
After his internship, Mattias moved on to become a PR account executive at a PR firm, where he managed multiple clients. His career continued to evolve as he transitioned to in-house roles at startups, becoming a PR coordinator, then a global PR manager, and eventually head of communications. After gaining experience in various roles and industries, Mattias transitioned to freelancing, and ultimately started his own PR agency. This journey has given him a wealth of experience across different PR environments, from agency work to in-house positions.
PR Responsibilities: Agency vs. In-House
Working in PR varies greatly depending on the environment. At a PR agency, professionals often manage multiple clients, which means the work is diverse. PR account executives might be tasked with everything from drafting press pitches to organizing events or working with influencers. The job is dynamic, and the focus is often on helping clients achieve visibility or thought leadership through media placements.
In contrast, working in-house for a corporation or startup means the PR professional is focused on one company, its products, and its brand. This can lead to a more repetitive role, but it offers a deeper understanding of the company’s objectives. In-house PR work can be more relaxed, with less pressure compared to agency work, where multiple clients often demand attention at once.
B2B vs. B2C PR: Understanding the Differences
One key distinction in the PR world is the difference between B2B (business-to-business) and B2C (business-to-consumer) PR. The nature of PR work differs greatly depending on whether you’re working for a company that sells to businesses or directly to consumers.
In B2C PR, the focus is on reaching as many people as possible. The goal is typically to generate visibility, build hype, and increase consumer engagement. Metrics like reach, traffic, clicks, and engagement are key indicators of success. PR campaigns often focus on attracting a broad audience, making events and media placements more general.
In contrast, B2B PR focuses on engaging a smaller, more targeted audience. For instance, if you’re working for a software company, your PR efforts will be aimed at a select group of decision-makers in specific industries. B2B PR is more about educating the audience, building thought leadership, and influencing the buyer’s journey. The work is more specialized, and PR efforts are often directed at niche publications or events.
The Differences Between Agency and In-House PR
Working in an agency and working in-house come with distinct advantages and challenges. In an agency, the work is fast-paced and diverse, as you handle multiple clients. However, this can lead to stress and high expectations from clients. Agencies often require PR professionals to manage several accounts, and collaboration within the agency team is essential.
In-house PR, on the other hand, allows for a deeper connection with the brand and its products. However, the downside can be monotony, as you will be continually working on the same company or product. While the work can be less stressful, it can feel repetitive if you prefer variety. That said, larger companies with multiple sub-brands may provide more variety and dynamic work, even within an in-house role.
A Day in the Life of a PR Professional
No matter where you work, the day-to-day responsibilities in PR often include writing press releases, pitching stories to media outlets, organizing events, and managing crisis communications. PR professionals also engage with stakeholders, such as investors and politicians, depending on the company’s needs.
The specific nature of the work will depend on the company’s goals. For example, a company focused on increasing its SEO might place a strong emphasis on securing third-party endorsements. On the other hand, a company focused on demand generation will want to create visibility to attract more potential customers.
Building a PR Firm: Mattias’ Journey
After working in PR for several years, Mattias decided to start his own firm. He focused on B2B tech companies, carving a niche for himself within the industry. Specializing in a particular sector, he was able to position himself as an expert and attract clients quickly, including former employers who hired him as a freelancer.
Building a PR agency involves a combination of hands-on work and strategic marketing. For Mattias, case studies were essential in showcasing his expertise, and his focus on SEO helped his firm get noticed by companies looking for a tech PR firm. As his client base grew, he began hiring staff, building a team that shared his vision of delivering targeted and effective PR services for B2B tech companies.
Conclusion: PR is an Exciting and Evolving Career
Working in PR offers a dynamic and diverse career path. Whether you work in an agency or in-house, B2B or B2C, there are numerous opportunities to grow and specialize in different areas of PR. The key to success in PR is understanding the company’s goals, creating a tailored strategy, and engaging with the right audience to deliver impactful results. PR is not a one-size-fits-all field, and the variety of roles ensures that there’s something for everyone, whether you prefer the fast-paced nature of an agency or the focused approach of in-house work.
