Closing Remarks

Speaker:
Julia Hood, Editor in chief, PR Week

What do people in the PR industry need to know?

• This profession has changed
  • In the past 10 years, it has change
  • Pressure is greater, need to counsel is greater
  • Need for understanding business is greater
• Measurement
  • In order to sustain credibility, you need accountability
  • In taking accountability, one needs to find what is relevant
• Mentoring
  • Advocate mentoring, for adversity
  • Diversity of ideas and opinions
  • Living/working with mentoring
• Media Relations
  • Used to be a tactical function…can’t continue this way
  • The journalist is your messenger, need to work with them
  • Challenge the PR person…don’t go the ‘cookie-cutter’ route
  • Challenge the journalists
  • What are the media brands? How does it affect PR?
• Partnering
  • Inherent ideal between vendor and client needs to be a team ideal
  • Partnering needs to be made to work
• Understanding Technology
  • Understand ‘tools of the trade’
  • Know how things happen…how they work
• Don’t harp on possibilities
  • Be selective
  • Don’t always expect the worst to happen…could lose credibility
• Know your whole organization
  • Learn about company
  • Learn other aspects of company business, know who is doing what
• Be active
  • Demand things from your organization
  • Don’t be passive, hard work pays off
  • Make sure employer gives you what you need to do your job correctly
  • Challenge them to serve you better
• Understand language of business, talk like a person
  • Speak in a way people will understand
  • You are not the CEO, CFO…they are restrained in how they can speak
• Be good to your trades
  • They are trying to tell your stories
• Be confident in what you do, take pride in job…it plays a vital role in business

“We don’t ask permission, we just do it.”

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