By: Jill Goldsberry
The NYABJ recently hosted the PR Panel, a workshop conversation with incredible communications professionals at various levels in their careers about the industry, why they chose their side of media, and everything in between, showing show spectators how to navigate the industry and get the most out of your communications career.
The industry professionals ranged from agency owner, senior level, to new career account executives with several years under their belt. Each professional was able to offer valuable insights about the realities of the business from entrepreneurship to agency life.
Moderated by Tracey Wood Mendelsohn President of the Black PR Society of New York. Mendelsohn Tracey was able to keep pace of the conversation with a goal of sharing what success looks like at each level.
“My objective with the discussion was to leverage the different perspectives of the PR participants who each inhabit a different level and job function to show how a PR career can ebb, flow, grow and change and how the elements of professional and personal development are ongoing.”
For Whit PR founder Dreena Whitfield, she founded her own business after working at an agency but found some pitfalls that eventually led to success but not before some hard learned lesson on securing clients “I left my agency ,I had a vision, and a dream. I just launched my agency, and I can't see myself doing anything else," she said.
The group began getting into the weeds on the value of using a press release as it seems to be less important than previous times in the media.
For communications professionals who focus on media relations that are new to the field, knowing to utilize tools such as a press release is often utilized. However, knowing when to share them and with whom is key.
For Dow Jones publicist Jaden Jules, the press release is a tool conceptualized for an announcement or a launch with important facts to be shared to the media, however he advises recognize that journalists appreciate a condensed form of information. “People don't have a lot of time,” he said.
Whitfield stressed the importance of building and maintaining those relationships with targets and have well researched media because the relationship built today will benefit you and your clients in the future.
For Ariel Smith ,a senior associate strategist of communications at AVOQ, a great media list and building groups have been helpful for getting to know her media contacts preferences and building client stories with them.
The pros were also discussed integrating AI into their skill set.
According to the latest PR study from MuckRack, AI is the #1 Tool media we need to incorporate in the toolbox and it is certainly the tool of the moment.
All three panelists are utilizing AI in various ways from help for research, pitching and even as an assistant for mass mailings.
Another avenue being using to stay in community to network with peers and media is joining professional organizations like NYABJ, Czars on Facebook, and PR Manifesto. These groups are resources that keep you informed and build relationships with other professionals for support, strategy, and new opportunities.
But for those looking to get in the industry weather it's as strategist, creative content professional or media relations professional, Smith highly suggests looking for paid fellowships and internships since they are available and seek out opportunities meet people in the field. Whitfield and Jules honed in on the importance of mentorships for guidance.
To hear the full wealth of information shared by these experts, check out the video on NYABJ’s YouTube channel here.
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