12 tips for a long-lasting PR career

1. Never give up

I started out working for a London PR agency alongside Ron Shapiro (brother of 1960s’ chanteuse Helen). He wore a mammoth overcoat and constantly chuffed on cigars, but he also taught me everything I know about PR, especially the art of never giving up. One of my first jobs was gathering business cards from other firms, before knocking on their doors so I could convert them into new clients for the agency. Yes, I struggled, but that’s the way to learn. New business never drops out of the sky; you need to win it with perseverance and patience. 

 2. Consider working in a prosaic or difficult sector

If you’re starting out, find a speciality. Many young PRs want flashy jobs in tech or social media. But right now, I’m seeing lots of opportunities for PRs in the biotech/pharma/life sciences cluster in Cambridge [where AstraZeneca has recently built a £1bn research and development centre]. Not only will these PR jobs be well-paid but within a few years your PR expertise will be in demand from other sectors. 

 3. Don’t be afraid to approach big bosses

I’ve often written or contacted senior business figures. And I’ve always found the higher you go up the tree, the more chance you have of getting a reply. I recently wrote to Keir Starmer and got a signed letter back from him, plus a phone call from his PA thanking me. I’m not afraid to write to King Charles either. 

Today, contacting senior bosses is easier than ever due to social networking sites such as LinkedIn. Feel free to direct message them, but only if you have a niche and interesting angle to share (never brazenly ask for a job!). You could also flatter them by liking their posts and sharing their content. It could all result in them remembering you or considering you for a job.

 4. Sorry to say this but cold calling works
 
It’s easy for journalists to ignore the press release you sent in an email. But not a cold call. You never know where cold calls might lead either: I once landed an interview with John McEnroe after putting in an unsolicited call. Another time I rung the corporate offices of [casino mogul] Steve Wynn and ended up being transferred to his wife. It was a chat that led me to getting a foothold in working in the US: a decade-long lecturing job in Las Vegas. 

 5. Resuscitate the lost art of networking

Covid has also seen a huge slump in the number of networking events, which is sad. Meeting journalists and other PR professionals face-to-face has always been great for gossip: chatting to others could give you a titbit of info about your client (which can be used in promotional campaigns), important intelligence about reshuffles at newspapers/websites, or even a tip-off about a new job offer.  

 6. Conduct extensive research and unearth unique angles

Whether it’s pitching for new clients or brainstorming new approaches for clients, do your research as it’ll keep you massively ahead of the game. Find out any unusual details unique to your client, which could make an interesting story. I once interviewed Philip Lader (former US ambassador to the UK). Rather than speaking about politics as everybody else did, we chatted about ghosts, which led to a story being placed. Industry gossip (see above) is just as likely to reveal interesting angles as spending hours on the internet. 

 7. Remember: you’re a PR not a spin doctor

There’s a big difference between PR and ‘spin’. PR professionals have a code of conduct and ethics. Spin is distorting the truth and causes a big problem for us PR professionals because it clouds the public’s view of what we do.  

8. Sharpen your presentation skills

It’s one of the most important skills in a PR’s armoury. Yet, we don’t teach our schoolchildren how to present, as in the US. The key to good presenting is not sticking rigidly to a PowerPoint presentation but delivering little-known facts with a few of your own anecdotes thrown in. Walk around; get the audience involved. If you can, use a voice coach too: my presenting improved massively after seeing a Harley Street throat doctor. Get public speaking right and it could lead to an avalanche of new opportunities: lecturing at universities, lucrative conference work and more. Plus, you’ll always nail that client pitch too. 

9. Have a global outlook

We live in an increasingly multipolar world. If you have knowledge of other people’s countries, geopolitics and cultural sensitivities, it’ll give you a huge advantage. I’ve never visited China, but I need to know about the country when speaking with my Chinese students. 

10. Surround yourself with a diverse group of people

If you employ or only hang out with people from the same background as yourself, you’ll only end up with the same ideas and solutions aka groupthink, which is dangerous. Always nurture voices different to yours. 

11. There’s a karma to being courteous

Always return phone calls and emails. If somebody lands a new job, send them a card. If they’ve done some good work, send an email congratulating them. Today, our society is centred around short-term gain. But relationships are about longevity. If you’re courteous, you’ll find that kindness has a karmic power: your generosity and friendliness will be returned back to you.

 12. Always be curious

I’m 72-years-old and still have the same zest for life as I did in my 20s. People ask me why I don’t retire; my GP has suggested cutting down my workload. But I’m not going to sit at home and do crochet! Remaining curious (plus working hard and doing your research) is the secret to survival. 

Professor James Knight is an international businessman, public relations practitioner and academic. He was fellow of Bournemouth University Public Relations School, guest speaker at Judge Cambridge, Surrey, Bath and Reading, plus international mentor for Oxford Brookes University on hospitality. He is a fellow of CIPR and the Society of Public Relations of America.