A beginner’s guide to PR

I majored in public relations because the PSAT told me I’d be good at it. I had no idea what that was beyond my knowledge of Samantha Jones and VH1 reality TV.

This didn’t seem too bad - besides, my original career choices seemed impractical:
1) Dr. Astronaut Michelle Kwan - Actually impossible career choice.
2) Dentist - I barely passed chemistry and I was part of a small contingent of renegade students at my high school for the gifted relegated to regular biology, where we colored.
3) The next Rachel Maddow - I actually seriously wanted to do this until my sophomore year in college, then… the Elliot Spitzer scandal. And then - no.

And so I pursued, because I loved to write and math and science didn’t seem to inspire the same kind of tumble-late-at-night passion that I had for a good story. I devoured everything from newspapers to magazines to thick paperback books; watched Meet The Press and Hardball religiously with my father.

So I studied and info session-ed and group project-ed and wrote, wrote, wrote. I raised my hand, wore a lot of pencil skirts, grabbed coffee, wrote fake Yelp reviews, walked dogs, pored over nametags to make sure they were right. And I landed out of school with a coveted spot in the most respected agency in a sector of the business that was quickly growing: technology. Though my experience had all been consumer and entertainment, I threw myself into this strange world of APIs, where all the kings were boys that could code wonders. I loved being their translator to the world, and it’s a role I plan on having for quite awhile.

So what works in starting to navigate this strange world?

R.A.C.E #

My very first PR class opened with this acronym: Research, Analysis, Communication/Counsel, Execution/Evaluation. Those are the basic steps to any PR campaign, and any sort of professional services. Simple, powerful steps lay the foundation for what you need to do next, always.

Be deliberate #

Call it mindfulness, meditation, slow living; they’re all the same thing. Do everything deliberately and with purpose. Working, showering, eating breakfast like this won’t solve everything but you’ll at least stop stumbling. I can’t tell you how many of my peers just “power through” because “they’re here already.” Journal, read, stare at the sunset and look within. You know what you want to do and what you’re doing, you just have to communicate that to yourself and others. The best pitches and recommendations come from your own creative problem solving.

Oh - and believe in the goals you set. So many of my peers set goals that they just mindlessly check off. This is the ultimate cop-out.

Question everything #

One of the things I’ve found lacking in this profession is that not enough people question the status quo; across all levels and across all organizations. I know we’re supposed to be people pleasers and client servicers; but those I see who’ve succeeded have always challenged others in a nice way.

Being perfect is impossible; being human is better #

There are only so many hours you can spend on a Powerpoint presentation before your eyes fall out. Have a real conversation, maybe over some food. I promise the meeting will be more productive. Besides, if you can’t communicate it easily verbally, you need to go back to R.A.C.E.

Also - this goes to the relationships you start to build with media, clients and coworkers. It’s OK to admit you’re a human being - one that has interests that don’t involve work. Some of my best media relationships have been forged because of a shared passion of basketball or cupcake recipes.

Consume #

Read. Tweet. Watch. All things that you’ll possibly interact/refer to, and perhaps outside of that. Variety in your media is like variety in your vegetables; if you eat too much spinach, you’ll turn green. This happened to me once with mangoes, and I turned yellow. (I’m OK now; but the need for balance is forever etched in my mind).

And remember - if you mess up, congratulations. Everyone does it. Remember that today is just one day.

Clare Sayas is a strategic communicator, chronic baker and frequent tweeter at @claresayas.