Creating a Thriving Career in Public Relations: Insights from Samantha Sands
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Chapter 1: The Tenacity of Public Relations
Public relations professionals frequently juggle various projects with strict deadlines. A successful PR expert must demonstrate resilience, delivering exceptional ideas and work under pressure while crafting compelling narratives that resonate with the media and lead to published articles for clients. Cultivating this tenacity is crucial for anyone aiming to excel in the field of public relations.
Have you ever considered a career in public relations, inspired by shows like Flack? What does it take to thrive in PR? What types of public relations exist? Is a degree in PR necessary? In this interview series titled "5 Things You Need to Create a Highly Successful Career As A Public Relations Pro," we engage with accomplished publicists who share valuable experiences and insights.
In this series, I had the opportunity to converse with Samantha Sands, a public relations expert who specializes in media relations, crisis communication, and strategic writing. She adeptly tailors her approach to meet the unique needs of various organizations. Samantha has collaborated with businesses across the technology, hospitality, travel, and food and beverage sectors, helping them achieve their public relations goals. Based in sunny San Diego, California, she has built a global network of contacts within the media.
Thank you for joining us, Samantha! Can you share what motivated you to pursue a career in public relations?
Public speaking, education, and writing were always my strengths throughout my academic journey. I first learned about public relations during a conversation with a journalism professor in my freshman year of college. After discussing my interests and aspirations for hours, it became clear that PR was the right path for me. I promptly switched my major and have never looked back.
Section 1.1: Memorable Experiences in PR
What has been the most memorable experience since you began working at Fast Forward?
Fast Forward plays a significant role in organizing the renowned San Diego Bay Wine & Food Festival. As the event approached, I received numerous inquiries from journalists just days—sometimes hours—before it began. Building these relationships over months and witnessing them culminate in media coverage right before the event was both exciting and gratifying. The extensive media placements generated heightened awareness and contributed to ticket sales being fully realized days prior to the festival.
Subsection 1.1.1: Learning from Mistakes
Can you recount a humorous mistake from your early days in PR and the lesson it taught you?
During my internship, I was tasked with following up with journalists. Cold calling felt daunting, especially in our digital age. I mistakenly called a lawyer, thinking he was a journalist, after working from the wrong list. Thankfully, I realized my error after a few calls and quickly pivoted to the correct contacts. This experience taught me the importance of thoroughly reviewing all documents in public relations, including the fine print.
Section 1.2: Current Projects and Future Aspirations
What exciting projects are you currently working on?
With the resurgence of events in 2022, I’m thrilled to be involved in the 19th annual San Diego Bay Wine & Food Festival and the Gator By The Bay Festival. Additionally, I’m collaborating with Orchyd, a femtech company developing an innovative healthcare app and sustainable period care products. One of the most intriguing projects I’m working on is PitchBox Media, a unique subscription box service designed for journalists to discover trendy products and expedite their story submissions.
Chapter 2: Key Traits for Success
As a successful leader, which three character traits do you believe have been essential to your success?
The three key traits that have significantly contributed to my success are courage, persistence, and creativity.
When I began my career, I made bold efforts to secure opportunities that many deemed unattainable for newcomers. I enrolled in every relevant class, participated in clubs, and took on internships to gain a comprehensive understanding of the industry. As I neared graduation, I received multiple job offers, including one from Samsung, which surprised many. I was confident in my abilities, even with limited experience, and ultimately completed my final semester online to start my career with Samsung.
Throughout my journey, I remained persistent in all my endeavors. Building personal relationships with colleagues and journalists was vital. Even when my pitches initially went unnoticed, I kept in touch, checking in on their lives and sending holiday greetings. This commitment ensured I was often among the first publicists they contacted when opportunities arose.
Creativity has also played a pivotal role in my career. When clients lacked newsworthy updates, I had to devise innovative story angles and strategic approaches to position them as leaders in their fields. My creative thinking has consistently initiated conversations, actions, and results across all client interactions.
Section 2.1: Understanding the Forms of PR
Now, let’s delve into the various types of public relations. Can you elaborate on this for our readers?
Public relations encompasses multiple forms, often overlapping as professionals juggle various roles daily. Key types include media relations, crisis communication, investor relations, and campaign leadership.
Media relations is a critical aspect of PR, often determining a client’s success or failure. It involves extensive media research, crafting pitches, coordinating interviews, and monitoring news to secure placements for clients. While it can be chaotic during peak times, the rewards of seeing clients thrive make it worthwhile.
Crisis communication is another vital facet of PR. Many companies face crises at some point, and while these situations may not always make headlines, they require swift, strategic responses. This involves developing action plans, writing statements, and planning for recovery after the crisis subsides.
Section 2.2: Education Paths in PR
For someone considering a career in public relations, where should they begin their education? Is a degree in communications or journalism preferable?
Navigating a career in PR can be challenging, especially since the industry is ever-evolving. Aspiring PR professionals should start by listing their strengths and passions to assess how they align with the skills needed in this field. Taking introductory courses in public relations or writing can help build a solid foundation. Most colleges now offer public relations degrees, and if you’re committed to this career, pursuing a PR degree is advisable. Alternatively, a communications degree offers flexibility across various roles with similar skill sets. Identifying preferred industries—such as technology, finance, or travel—can guide job searches. Those with strong writing skills may also consider journalism for opportunities as news writers, anchors, or editors.
Chapter 3: Networking and Lead Generation
As someone renowned for your networking skills, what advice can you offer?
When I first entered the industry, networking was an area where I needed improvement. It often felt awkward and daunting. I suggest joining professional associations like PRSSA or Women in PR, where you can connect with numerous motivated peers. Years later, I still maintain connections with many of these individuals through LinkedIn and other platforms.
Finding a mentor with established PR experience can also be invaluable. A good mentor can introduce you to influential professionals and provide excellent opportunities. Many associations offer mentorship programs, but reaching out directly to a practitioner you admire can lead to fruitful relationships.
Spending 15 to 30 minutes daily on LinkedIn can enhance your networking efforts. Engaging with others' posts, even those you haven’t met, can increase visibility and foster professional relationships. This practice can lead to collaboration, networking opportunities, and even job offers.
Section 3.1: Generating Qualified Leads
Lead generation is crucial for any business. What strategies do you use to attract qualified leads?
Achieving results in public relations hinges on effective lead generation. Researching journalists’ recent work and their areas of interest is essential before pitching. Quality trumps quantity in PR, so thorough research is vital.
Services like HAROs and Qwoted provide platforms for journalists to outline their needs, allowing publicists to tailor pitches accordingly. When pitching products, it’s beneficial to ensure they are available through major retailers, as journalists often seek affiliate opportunities that reward them for sales generated through their stories.
When pitching individuals, positioning them as industry experts is key. Engaging in discussions with your client to highlight their qualifications and readiness for interviews can make a significant difference, especially since journalists frequently seek sources on tight deadlines.
Chapter 4: Essential Skills for PR Success
Based on your experience, what are the "5 Things You Need to Create a Highly Successful Career As A Public Relations Pro"?
- Writing Skills: Mastery of AP style is crucial, as writing encompasses a significant portion of our daily responsibilities, from pitches and press releases to emails and blogs.
- Public Speaking Skills: Confidence in public speaking is vital for effective engagement with journalists, clients, and executives.
- Creativity: Creativity fosters interaction with journalists and clients, encouraging dialogue and action while establishing you as an industry expert.
- Passion for Storytelling: PR professionals are expected to craft compelling narratives that effectively communicate clients’ news and updates, generating media coverage and awareness.
- Tenacity: The ability to manage multiple projects with tight deadlines while producing high-quality work is essential for success in the fast-paced world of public relations.
Closing Thoughts: Inspiring Change
As a person of influence, if you could initiate a movement for the greater good, what would it be?
I am deeply passionate about raising awareness for mental health organizations, especially in underserved communities. Initiatives like the Wounded Warrior Project support veterans in accessing essential physical and mental health care after their service. With rising suicide rates, sharing resources for individuals seeking help is critical for saving lives and promoting a hopeful, fulfilling existence.
Thank you for sharing such impactful insights, Samantha! Your experiences and advice will undoubtedly inspire many aspiring PR professionals.