20 essential PR tips from my 20 years working in public relations

I've just celebrated my 20-year anniversary in PR. I’d initially started out in another industry but after a few years wanted a change. So I chucked it in, took a 50% pay cut and started at the bottom. I was poor, and in a hurry. But thought I’d be okay if I got my head down. A blink of an eye and here we are.

And I’m very grateful for everything this industry has given me. Over the years, much has changed – and a lot has stayed the same too. I’m thankful for all the colleagues, clients and experiences I’ve had over the years, and the tips I’ve received over those past two decades – some good… some bad. So, here’s 20 bits of advice I’ve received that have stuck out:

1. PR is not the direction for you to take (this was the feedback I received after being interviewed for the in-house PR role in my first job).
    
2. Learn how to fix the photocopier – it will make you useful.
    
3. The most important people are the office manager and accountant. Don’t p*ss either of them off.
    
4. You don’t win any friends with online coverage (circa 2004).
    
5. Make sure you smooth down the surface before you cut a piece of coverage or you could leave print marks on the table (also circa 2004!).
    
6. Everyone wants to look good in front of their boss.
    
7. Phone journalists. Most people don’t want to. If you do, you have a competitive advantage.
    
8. Sum up what you want in the first line of your email. Most people don’t read beyond that.
    
9. Read, read, read.
    
10. For the most part, no one is ever thinking about you – so ask for what you want.
     
11. As you get older you will see many senior people stealing a living, thinking no one has noticed. Don’t be one of these people.
     
12. 90% of success is showing up.
     
13. Never be the star of your own story (this post is not a good example of that).
     
14. Have more desks than you need in your office so you can see them every day and want to fill them.
     
15. Remember not everyone thinks the same as you.
     
16. If everyone is looking in one direction, look the other way and see what’s there.
     
17. Doing the right thing is often inconvenient and expensive but do it anyway.
     
18. Don’t get other people to do your sh*t. Make your own tea, schedule that meeting yourself, go and lug those boxes. Do you think you’re too good for that?
     
19. You need the overall answer to be right more than you need to personally be right.
     
20. Don’t spend any time worrying about it, Brexit is never going to happen.

David Fraser is the founder and managing director of Ready10, a leading communications agency whose awards have included Small Consultancy of the Year at the PRCA National Awards and Digital Agency of the Year at the Prolific London Awards.