Public relations professionals give tips on how to succeed in PR
By: Rebecca Long
A few professors from the School of Journalism and Mass Communication at Texas State University gave Bobcat Promotions insight about their passion and experience within the PR field.
Adjunct Lecturer Randi Berkovsky explained how many “hats” PR professionals learn to wear every day in multiple industries, picking up many invaluable skills along the way.
“I went into PR because I loved helping businesses see results and recognition for the great things they do,” Berkovsky said. “At the end of the day, we are a service-oriented industry, and our job is to help others.”
She believes two keys to success in the industry is to pay attention to details and to strive for perfection. High standards will push you to excel and win praise and new business.
“As PR professionals, it is our job to make everything clean and easy to read for the public in hopes to help clients tell their best stories that lead to actionable results,” Berkovsky said. “A PR professional should have attention to detail, strong storytelling skills and a strong work ethic.”
For Lecturer of Practice Jennifer Scharlach, creative solutions — thinking outside the box — is what she finds so stimulating about PR.
“It is such a diverse field that you can choose lots of different directions to go in,” Scharlach said.
Whether you are a current student or a recent graduate, job candidates can do preparation to make a positive impression with prospective employers. Scharlach advised job seekers to start by preparing for the interview.
“Be knowledgeable about the company and the job that you are applying for,” she said. “Have some ideas in your back pocket of things that you might like to introduce to their company.”
Like any career, there are a specific set of skills that companies look for when searching for potential employees. A.J. Arreguin, lecturer and advertising coordinator of The University Star at Texas State, believes that two top qualities are the ability to understand the importance of research and creativity.
“Research is vital into proposing a campaign or an idea that could benefit the client,” Arreguin said. “But along with research, creativity gives a campaign pizazz.”
At the end of the interview, being confident in your responses is the best quality that one can bring to the interview. To build on that, Arreguin explains that including your personal experiences will help you stand out.
“Instead of giving hypothetical answers, a student should answer questions with real life experience they’ve had in internships or during their collegiate career,” he said. “This will help give employers assurance that you could handle the job given.”
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