Post on 13-Apr-2017
transcript
Inside the PR World
Public relations professional Sue Parente shared her tips and tricks on how to succeed in a public
relations career
A Public Relations Professional is…• Someone who builds a brand story for a company and
works to build a relationship between the organization and their potential customers.
A closer look at Sue Parente’s Career
• She started out as an english major and…• wanted to be a journalist, but wasn’t impressed with the
paycheck so…• she found a job with a small pr firm then…• spent 11 years as a senior director at Webber Sandwick…• and 12 years ago found Tier One and became a pr
manager.
Job Title• Sue is a managing partner of a whole service pr firm
based in Boston, called Tier One.
Job Description• Tells the stories of the companies to the media • Takes data and shares it with the media then has the
client comment on it
Organization’s Tier One represents• Clients range from technology companies to financial
services.
The reason for a Pr Manager • They help the business tell all of the different angles:• People involved • The importance of the product• The business’ purpose• The industry as a whole
What’s the Point?• It tells how the company’s culture is different and why
they stand out• It starts conversations that are relevant to the business• Tells the good things they are trying to bring to the
market/industry• Shares what the company is about and what their mission
is• Gives the consumers an insight on who they are buying
from
Favorite Part of the Job• “I enjoy sitting down with the client and really help them
learn how to talk about what they do. In a way, public relations tries to give the average american a shot at a part of the success that so many wealthy people have had.”
“I also enjoy the writing part and helping find content that makes a compelling case.”
Least Favorite Part of the Job• “When you have a great story that you really believe in
and you call a reporter and the reporter turns you down.”
The Golden Rule of PR• “Know who your client’s consumer is and figure out a way
to communicate with them.”
Qualities of a PR professional• Be organized • Be a problem solver • Be a skilled writer• Be somewhat technologically savvy • Be able to communicate with clients and the media
Advice for Internships • Try to explore video techniques- it is the future of public
relations • Be willing to take any job, even the non paying ones• Remember it is about the experience, not the paycheck
Things she wishes she knew…• “I wish…”• I had spent some time on the journalistic side of things
to gain a better understanding of the other side• I had learned how to write a business plan in college • I had interned more
The Future of PR
“your generation will have a successful time in public relations because it is more creative than the ones before.”