Insta vs reality: what a week in PR actually taught me

Guest author, Izabel Whitby

Last week I had the opportunity to do work experience at ABC PR based in Katoomba. Over the course of the week, I was introduced to new people in the media, public relations, and journalist community. Before this week, I had minimal understanding of what public relations consisted of. I thought it was purely focused on writing articles about anything relevant at the time or business-related and posting them on social media.

I now recognise it is much more complex; it focuses on fostering connections with clients, people within the industry of PR, and journalists alike, which will allow you to execute the best job possible.

PR requires you to be creative and organised and forces you to learn how to analyse and critically think about things in the media. To be constantly thinking of how to flip any situation into an opportunity for your client. 

Each day of the week, I would dedicate a few hours to sift through reputable media outlets such as The Financial Review, The Australian, and the Sydney Morning Herald, looking at the latest news each day.

I would then carefully break it down into subcategories of purpose and target audience. While also assessing if it is a quality PR opportunity and what angle it should be approached from. 

Monday:

Began with a breakdown of PR –101, where I learnt the basics of the job. How to run meetings with clients, the importance of networking, how to write an article, what attributes make a newsworthy story, and how to plan for media release. These basics allowed me to recognise that to sustain a career in PR, you must be constantly on the lookout for ways to advance the project, benefit your client, and be up to date with the ever-changing media scheme. 

Tuesday:

Fostering connections and networking, Amy organised meetings with a PR consultant who has expertise in running a PR agency, and two journalists. Each interview informed me of the key aspects of a day in their fields.

Providing insight into what it takes to get into the industry, challenges that can occur, and the risks worth taking. Meeting with these professionals helped me to realise that being detail-oriented, having strategic thinking, adaptability, curiosity, and passion are the key attributes to success.

Wednesday: 

Learning about the complexities of reacting to media releases. How to foster difficult conversations and make tough calls on situations that may not necessarily benefit the client.

I was taught how to run work in progress meetings (WIPS) that allow you to check in with how client businesses are running, what they need moving forward, and what is in the works right now.

I had the opportunity to be introduced to AH&CO innovations. They broke down their advanced careers and explained how their paths have changed from starting out to now. It was insightful to learn that you do not always have to have a plan, and often it will change anyway. But that doesn’t define your success; there are always options, and you do not always have to know, as long as you are willing to learn.

Thursday:

Pitching workshops. I was provided a scenario, then asked to execute a pitch of the opportunity, relevance, and the angle I would approach from to a media outlet. This exercise taught me to think creatively, to open my mind, but also test my critical thinking skills on how I would make sure I benefit my client.

I also undertook the task of constructing a special events calendar, which conveyed to me the importance of being organised from the start of the year. Knowing what is happening and when, you can prepare your pitch and angle months in advance for the best outcomes. 

Work experience at ABCPR has taught me so much about myself. I can be organised, I love to build connections, I enjoy writing, I am curious, and I want to see people succeed.

There is still so much to learn and explore about PR, but this week has provided me with great insight and truly solidified that this is my passion moving forward. The opportunities and experiences that can arise from PR are endless, and it excites me to no end.

I am so grateful for this experience; it has been nothing short of empowering. My love for PR has truly flourished this week.