Daisy O’Neill, TriSight Contributor
I came to USC Annenberg’s School of Communication and Journalism with limited experience in communication or journalism. In fact, my undergrad major at The University of Missouri was textile and apparel management, which had little to do with communication and a lot to do with clothes, retailers, and fabrics. I’ve learned everything I now know about PR in the past year, all thanks to the admission board at Annenberg that took a chance on a fashion student. My first year living in Los Angeles has provided me with plenty of learning experiences, from where to find the nearest green juice to how to navigate the 405 for minimal traffic. Most importantly though, I’ve learned the foundational skills needed to become an effective PR practitioner. Some have been more straightforward than others, but understanding all are equally as important to my career path and personal growth. Here are the most significant things I’ve learned throughout my PR journey.
First, you have to talk the talk. This applies to several fields, but networking is what really will get you places in the PR world. Fostering and sustaining relationships is how people transition from positions, learn about opportunities and stay relevant in the business. An adjunct professor at USC and trailblazer in the industry, Jess Weiner, says “relationships are the currency of business” and I think there is major truth to that. At both Mizzou and USC, I’ve had opportunities to meet professionals in different industries at countless networking events. Through attending several of them, I’ve actually found that I’m more successful making these personal connections in more organic ways while meeting people as I go about my day. Regardless, choose whatever method works best for you and go for it. Don’t be afraid of the awkwardness, rather, embrace it and let it help you make money moves!
It’s not all glam events and high-profile guestlists. Sometimes it is! But sometimes it’s not. What initially attracted me to the PR world was the events side of the business. As someone who was studying the fashion industry and has always been a big follower of pop culture and lifestyle trends, I always wanted to be inside the exclusive and glitzy parties and shows. However, though I’ve worked events like that in my short PR career, the majority of public relations is in the day-to-day communications and reputation management of a brand. I’ve learned that events are incredibly large and detailed tasks that take tons of planning, negotiating, and physical labor. It wasn’t until I was thrown into the mix, working actual events for brands, that I quickly realized the mental and physical exhaustion that would come with working them – whether it was for 10 or 200 people. Definitely seize any possibility to get in those events, but make sure you’re prepared for the actual hard work required to put on the program.
Spelling and grammar – it really is important. We all say we know how important spelling and grammar is, but… do we really? My first semester at USC, while taking a PR writing class, I was introduced to the level of writing and editing that is expected of communications and journalism students. There’s a whole set of special rules for those working in communication, called AP style. It took me a whole semester to learn the very basics of AP style – only scratching its surface. And no, I definitely have no shame in still referencing my textbook. At one of my internships, as a media relations intern at BLAZE PR, I was introduced to “The Dirty Towel” analogy. Picture yourself walking into a super swanky, 5-star hotel. You’re amazed by the hotel’s beauty, cleanliness, and friendly staff. You’re shown to your room, where you have an amazing view, full bar, and comfy bed – but then you head to the bathroom. A used towel is hidden in the corner. You know it was probably just overlooked by the cleaning service, but it makes you start to question the rest of the hotel. You think to yourself, “well maybe the view isn’t that great… and the sheets are probably not washed properly… and the front desk worker wasn’t really that accommodating…” After you see that small mistake, you start negatively viewing other aspects of the hotel until you maybe have convinced yourself that it’s not a good hotel. The same thing can happen when a client sees your PR work with a small spelling or grammar error – they’re expecting the absolute best and then spot that mistake and start questioning the rest of your work. Maybe you’ve lost their trust and appear careless, so they decide not to renew their contract. This may seem a bit dramatic, but it really matters, so it’s best to just take the time to learn AP style and triple check your work, always!
The future of PR is changing. Public relations, I’ve learned, is becoming more integrated into marketing. The differentiation of the two is cloudy and unclear as it is. Though this may seem like a bummer, it really gives PR practitioners an opportunity to step up their communications game and stand out. The pressure is on us to embrace teamwork with marketing experts, but also to highlight the difference in power between the work of marketing and public relations teams. The PR industry is extremely dynamic and always changing with consumer habits, so it’s important to stay creative and curious. Building on those curiosities can lead to great ideas!
In our current political and social landscape, which can be unsettling and uncomfortable, it’s so important to spend your time with something you are curious and excited about. My curiosity is the reason I’m a student at USC and writing this very blog! I decided to build on my passions for fashion, pop culture, and lifestyle trends, and explore more career opportunities with areas for personal and professional growth. Though I’m still using my time as a student to explore my niche in the PR world, the skills that I’ve learned in my first year as a grad student are crucial to my future anywhere I land. They’ve been key to my success in achieving my goals up to this point and can only continue to help me later on in my career or personal life.
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