Three Things I’ve Learned in My (soon-to-be) Three Years in PR
By Alyssa Ross, Media and Communications Specialist
One specific aspect of growing older that I continue to find myself fascinated by is the fact that you can think back and identify the key lessons that have defined years of your life. I know I am not the only one who thinks this way. Simply go to YouTube and search any combination of “X Number of Things I’ve Learned in my X Number of Years,” and you will find thousands upon thousands of videos of people discussing the pivotal moments and lessons that have made them who they are today. Produced by individuals from all walks of life, these videos feature the perspectives of small, niche influencers all the way to widely recognized names like supermodel Karlie Kloss. The lessons shared, both big and small, are both entertaining and thought-provoking. All in all, this concept spotlights the importance of taking the time to reflect over the obstacles you have faced and achievements you have made as you forge into the future.
This same concept can easily be applied to one’s career. As I’ve entered a new chapter, specifically as the newest employee at Bohlsen Group, I feel like it is only fitting that I take this opportunity to reflect over the key lessons that have greatly broadened my perspective in both my personal life and in my last few years working in public relations. Since I officially hit the two-year post-grad mark in May of 2021, I am going to be a little forward looking and outline the “Three Things I’ve Learned in My (soon-to-be) Three Years in PR.”
Lesson #1: Don’t be afraid to speak up and ask questions.
One obstacle that I had to overcome right away post-grad was the underlying fear that asking questions or asking for help delegitimized my intelligence and my place in the room. At 22 years old and fresh out of college in 2019, I was well aware that I was in the professional world, and it was truly intimidating. I was moving from an environment where I was surrounded by people that were all very close to my age and experience, transitioning into a world where I would be in a conference room with professionals that had 20+ years of experience. I was suddenly hyper aware of how I was communicating with others 𑁋 My writing, tone, the phrases I used and specifically when and how I asked questions.
I was able to quickly overcome this issue through my work with reporters. From asking them to clarify why they passed on a story to corresponding with them to schedule an interview, each interaction helped me to break out of my comfort zone and become much more confident in who I was and what I had to say. When you are in the position where you are emailing and calling reporters on a weekly and even daily basis, you come to realize three key things:
Your initial outreach with reporters will typically never be face-to-face. In this case, you are able to develop a rapport with reporters that have never thought of your resume or years of experience and likely never will.
From working with a fresh-faced reporter in their very first job to a writer that has 30 years of experience, you will come across and collaborate with people at all different stages of life.
Reporters are just people. It’s as simple as that. They might investigate and write groundbreaking stories, and you might see them on your local news station but at the end of the day, they are doing their job just as you are.
Lesson #2: Most things are out of your control
In PR, nothing can be quite as disheartening as a reporter dropping a story or a spokesperson pulling out of an interview last minute. Last year, myself and many others experienced this setback more times than we can count. When sharing news with the media is a major aspect of your job, you often feel like you're not doing enough when your pitch or press release is not receiving the attention it so deserves. When you do land a story, it is your responsibility and likely your top priority.
When the pandemic hit, all news outlets shifted and COVID-19 was the hot topic. Not only did it become more difficult to connect with reporters, but also any story that was in development leading into the initial shock of the pandemic was gone. In my case, I was heavily pitching clients’ participation in the spring 2020 health care conference circuit. Weeks of internal planning, dozens of pitches and days of outreach became obsolete within a matter of weeks. I became rapidly aware of just how little control we have, and while I will always be a proponent of doing your very best, the pandemic was an eye-opening experience.
Lesson #3: Your View of PR will Constantly Grow and Change
In the little over two months that I have spent at Bohlsen Group, my perspective on the field of PR has changed. Coming from an agency that was predominantly focused on health care, I was used to the large set of rules that clients are typically confined within when answering to governing bodies. I was not fully aware of just how dimensional and exciting this field can be until now. From working with clients that have uplifting missions, unique events and massive goals to promote societal changes, I feel like so much more can be achieved through our efforts and the work that we do on a daily basis. As I continue to grow within this team, I am looking forward to a new set of lessons that will be learned along the way.