Creating a Thriving Public Relations Career: Insights and Tips
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Chapter 1 Understanding Public Relations
Public affairs and lobbying represent a lesser-known aspect of public relations. This field focuses on guiding organizations in their efforts to influence political decisions regarding various legislative matters. The primary aim is to safeguard the organization's interests, mitigate potential adverse impacts from new laws, or advocate for new legislation that benefits corporate stakeholders.
Have you ever contemplated a career in public relations after watching shows like Flack? What skills are essential for success in PR? Is a college degree necessary? In this interview series titled "Five Essentials for a Successful PR Career," we engage with successful publicists who share valuable experiences and insights.
In this segment, I had the pleasure of interviewing Steve Turner, co-owner and principal of Solomon Turner PR in St. Louis. Acknowledged by Small Business Monthly as one of the top PR firms for over a decade, Steve brings more than 30 years of expertise in public relations and marketing. He specializes in media relations and has collaborated with high-profile clients, ranging from large corporations to small businesses across the country.
Thank you for your time, Steve! Can you share what led you to pursue a career in public relations?
I began my journey in journalism, initially focusing on sports and news broadcasting. Alongside my on-air roles, I gained experience in advertising sales, copywriting, and commercial production. As I explored opportunities in broadcasting, I realized the competition for prestigious positions was fierce.
A colleague introduced me to advertising, which piqued my interest in offering clients innovative ideas applicable across various media. This experience ultimately inspired me to start my own PR firm, which I later merged with another agency, and I've never looked back.
Section 1.1 A Memorable Experience
Can you recount a particularly interesting experience from your career?
One memorable incident occurred quite unexpectedly. While listening to motivational tapes by Brian Tracy, I was preparing a client for an interview at a radio station. Coincidentally, a gentleman arrived with a collection of Brian Tracy cassette albums. After introducing myself, I discovered that Brian was coming to St. Louis for a seminar. As a fan, I offered to promote the event in exchange for tickets, leading to a successful partnership that ultimately expanded our services to other prominent speakers like Anthony Robbins.
Subsection 1.1.1 Lessons Learned from Mistakes
What was one of the funniest mistakes you made early on, and what did you learn?
Though it wasn't amusing at the time, I once booked a radio interview for a client who was terrified of the studio setup. The interview was a disaster, and it taught me the importance of ensuring clients receive adequate media training before appearing in front of a microphone.
Section 1.2 Current Projects
What exciting projects are you currently involved in?
We are fortunate to work with diverse clients, including Cohen Architectural Woodworking, a rapidly growing firm in St. James, MO. They've recently gained recognition from Forbes and Woodshop News, and we’re excited to strengthen our partnership as they continue to expand.
Chapter 2 Key Traits for Success in PR
Video Description: In this video, Dominic Miller discusses the iconic riff he wrote that has resonated through the ages.
What character traits do you believe contributed most to your success?
- Networking Skills: Building relationships is fundamental in PR. Engaging with others to support their goals while sharing your own can lead to significant opportunities. Networking events have often resulted in referrals and strong connections with reporters.
- Writing Proficiency: The ability to craft compelling narratives distinguishes effective PR professionals. Business owners often need assistance in conveying their messages. My writing skills have helped clients gain exposure in various media outlets.
- Persistence: A background in sales has equipped me to handle rejection and persist in pursuing media opportunities. Often, it takes multiple attempts to gain a reporter's attention.
- Adaptability: The PR landscape has evolved significantly with digital media. Remaining flexible and embracing new technologies is crucial for success.
- Leadership Abilities: Transitioning from managing oneself to leading a team is vital for career growth. Understanding how to motivate and trust your team can lead to increased responsibilities and success.
Video Description: In this inspiring talk, the speaker shares their journey of achieving success over a prolonged period, emphasizing resilience and determination.
What advice would you give to someone considering a PR career?
I recommend pursuing a degree in journalism to develop strong writing skills, which are essential in PR. Additionally, consider a master's degree in business or communications to gain insight into the industry's operational side.
To excel at networking, attend various business events and focus on helping others achieve their goals. Building meaningful relationships can lead to valuable opportunities.
Finally, leveraging online platforms to showcase your work can help position your firm effectively and attract prospective clients.