10 things I learnt about public relations after my first year in the industry

When I started considering university courses aged 25, PR seemed like an interesting and viable career path. I mean, who doesn’t love Absolutely Fabulous?! 

With a background in fashion, I was initially drawn to fashion public relations, but opted for a general public relations course at University of Arts London, to avoid limiting my education to a specific sector. 

And after three years of hard work and some very special memories, I graduated from with an upper-second-class honours degree. My university experience was incredibly fulfilling, providing great insights into PR and helping fuel my eagerness to enter the world of communications.

Now one year into my role at a PR agency, I've gained a clear understanding of the industry, learned valuable lessons and debunked several myths along the way. So, here are the top ten things I learnt from my first year working in PR. 

Myth 1: PR is like Sex and the City 

Growing up, I used to think that PR meant attending fancy events, drinking champagne and hanging out with celebrities. From my early learnings in the industry, I soon realised that this was completely off. There is so much more to the role, and the work can be incredibly rewarding. 

For my first main project, we had a new client join our roster of marine client partners, who wanted to launch a new product and secure coverage in the usual marine media outlets as well as luxury and lifestyle titles. The challenge presented was how we could secure this kind of coverage for a new yacht brand entering the market with no previous history. 

After devising a strategy to position our client in a way that was attractive to these luxury lifestyle titles, we secured 67 pieces of coverage and a global reach of 64.3+ million across online and print. Watching the coverage snowball honestly felt amazing and I was so pleased with the results the team has accomplished. (Top tip: Celebrate the wins and do a LinkedIn post to share the news!)

Myth 2: PR agencies are cut-throat

At university, I was told that agencies were “catty” environments where no one got along and everyone was looking out for themselves. I was lucky enough to debunk that myth when I joined my current agency, where the team went above and beyond to make sure I was settling in well. This last year at the agency has seen the relationship with my co-workers flourish, we’ve joined running clubs together, socialise outside of work and they’ve become some of my closest friends. 

Myth 3: PR is social media 

One of my previous misconceptions was that PR was about social media, influencers and running social accounts for clients. While closely related, PR and social media are distinct, with the former focusing on media relations, reputation building and management, crisis- and issues-management and building informed strategies to reach our audiences, and the latter involving content creation and campaign management. Some workplaces, like my agency, will have a separate team to handle each. 

Myth 4: PR is just issuing press releases 

Press releases can be vital to updating the media on company news or the launch of a new product or event, but PR encompasses much more than this. For example, pitching feature articles to the media, building and maintaining media lists, building relationships, researching, partnerships and events.. I could go on, but you get my point. 

TOP TIP 1: Your learning journey has only just begun

My university course provided a foundation into PR, however I soon realised after starting my new role that on the job experience is essential for mastering PR tasks and understanding the industry. Doing my daily tasks repeatedly over time was crucial in learning how to perfect them. You will be taught the most effective ways to write a pitch, devise a strategy or build meaningful relationships with journalists. The best way to get to know the industry from the inside out is by being immersed in it. 

TOP TIP 2: It’s worthwhile to invest in your career 

Joining professional organisations like the Chartered Institute of Public Relations (CIPR) and participating in continuous learning like the CPD cycle that CIPR offer can help enhance your skills and career prospects. CIPR is also extremely passionate about driving diversity in the industry and supporting LGBTQ+ members, something which is very important to me and crucial for individuals to thrive in their careers. 

After a few months of settling into my new role and gaining confidence in how everything operated, I decided to join the CIPR membership and my local volunteer committee. From engaging in online learnings through my CPD cycle, along with attending external training courses arranged by my agency, I was able to apply these newfound skills to my role. As a result, I thrived in creativity, writing, and strategy. My proactive efforts contributed to my promotion to senior PR executive within nine months of being with my agency. 

TOP TIP 3: Get stuck in and be proactive 

It's normal to feel nervous when starting a new role, but diving in and seeking help when needed will build your confidence and competence over time. When I first started, I was terrified to send emails or answer the phone. This improves over time as you begin to understand your clients and the PR process, but don’t be afraid to say, “I'm not sure, let me look into this and get back to you.” Your managers are there to help you draft copy and share guidance - don’t hesitate to ask for their assistance; they were once in your position too. Once you learn the ropes, it all becomes second nature - and it feels great!

TOP TIP 4: Mistakes are a learning experience 

Mistakes are inevitable in a new job, so instead of letting them fill you with dread, leverage the learning experience to make yourself stronger. Understand what went wrong and how to improve next time. For one of my first press release distributions, I hadn’t thoroughly checked the media list and sent it to some irrelevant media outlets. While this might not seem disastrous, you don’t want to upset a journalist! Spend time researching and always have someone else proof your work before letting it fly!

TOP TIP 5: Client/media relationships are invaluable 

One thing that has truly resonated with me in my first year is that building strong relationships with clients and media is crucial for success, as they facilitate a smoother collaboration. For instance, if you have a new editorial piece and know a journalist who might cover it, they will be far more willing to talk to you if you already have an established relationship. Once you start to make these connections and watch the relationship grow over time, it's incredibly fulfilling. 

TOP TIP 6: Certain tools and software will become your best friend

Joining my agency, I was clueless as to the varied software tools at our disposal to help us in our roles, or how sophisticated they could be. At my agency, we use a variety such as Agility, Brandwatch and GWI, which have proved essential for assisting us with tasks such as monitoring coverage, analysing audience behaviours, building media lists, and researching trends. For beginners, these platforms might seem intimidating, but they are incredibly helpful and once you become more proficient they will become your new best friend! 

Your first year as a PR practitioner will be home to many exciting experiences. You’ll meet some incredible people, acquire valuable new skills, and witness your own personal and professional growth. Reflecting on my own journey, I feel truly fortunate to have found a career I deeply enjoy, especially after struggling to decide my path in life when I was younger. If you seek a role filled with excitement, rewarding experiences, and opportunities to connect with like minded individuals, PR might just be the perfect fit for you.

One last tip: If you are curious about PR or unsure about how it works, don’t be afraid to message people in the industry like myself on Linkedin to ask some questions! Lots of agencies will offer work experience and this can be a great opportunity to get a taste of your potential new career.

Ollie Manser is senior PR account executive at The MTM Agency.

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