pr industry

The days of traditional public relations are over, but career opportunities and the importance of creativity and social media savvy are more important than ever before. According to 0to5.com, “the PR industry is on the rise- a reflection of the growing need for great communications and the growth of social media outlets.”

This growing need is backed by the stats: the Bureau of Labor Statistics expects employment of public relations specialists to grow by 9 percent through to 2026, far above average compared to other industries.

Indeed, a career in public relations is an exciting path in which you will be forced to hone your strategic skills, as well as an opportunity to work with a range of brands, founders, entrepreneurs, events, and venues. Prepare for lots of on the job training.

So, if you enjoy relationship building, have excellent persuasion skills, are able to be resilient and think outside the box, a career in storytelling might just be the perfect fit. Nonetheless, finding a job in PR is easier said than done; here are some top tips for finding the right role for you.

Learn the Industry – Inside and Out

Depending on your intended area of specialization, it is vital that you immerse yourself in numerous media channels. Get started by subscribing to at least several daily publications, and use Apple News to stay updated on your favorite magazines on the go. Scroll through Instagram to stay engaged with your favorite influencers and industry leaders, and listen to podcasts. These activities are key to ensuring you are highly knowledgeable and engaged, traits that are not only key to impressing future employers but also ensuring you are carving the right path for you.

Follow Your Interests

PR is a relationships game, so do your research. Look out for PR firms that specialize in an area that is of real interest to you, whether that is fashion, talent, beauty, celebrity or lifestyle. Keep an eye on the client list. If you are still in college, consider trying to secure an internship within your target firms as a means of building business relationships and connections that can propel you toward that key first job after graduation.

Master of the Email Pitch

PR is a highly personal business, and the art of successful communication and persuasion is critical. The key is to have well-thought-out strategies that are well executed. Details matter, especially when it comes to email etiquette – a major part of the industry.

Draft your emails with the client or editor in mind. If you were to receive this email, what questions would you have, and what information should be included? Anticipate others’ next steps, and stay ahead by offering everything they could possibly need in your correspondence.

Give, Give, Give

Jump at opportunities to do favors for others, and do more than they request. In time, this approach will pay it forward when you find yourself in need of a favor or support. The aim is to have a proven track record of being invaluable when you need to call in a favor for a project or a client.

Ronn Torossian is the CEO of 5WPR

Ronn Torossian

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Ronn Torossian is the Founder & Chairman of 5W Public Relations, one of the largest independently owned PR firms in the United States. Since founding 5WPR in 2003, he has led the company's growth and vision, with the agency earning accolades including being named a Top 50 Global PR Agency by PRovoke Media, a top three NYC PR agency by O'Dwyers, one of Inc. Magazine's Best Workplaces and being awarded multiple American Business Awards, including a Stevie Award for PR Agency of the Year. With over 25 years of experience crafting and executing powerful narratives, Torossian is one of America's most prolific and well-respected public relations executives. Throughout his career he has advised leading and high-growth businesses, organizations, leaders and boards across corporate, technology and consumer industries. Torossian is known as one of the country's foremost experts on crisis communications. He has lectured on crisis PR at Harvard Business School, appears regularly in the media and has authored two editions of his book, "For Immediate Release: Shape Minds, Build Brands, and Deliver Results With Game-Changing Public Relations," which is an industry best-seller. Torossian's strategic, resourceful approach has been recognized with numerous awards including being named the Stevie American Business Awards Entrepreneur of the Year, the American Business Awards PR Executive of the Year, twice over, an Ernst & Young Entrepreneur of the Year semi-finalist, a Top Crisis Communications Professional by Business Insider, Metropolitan Magazine's Most Influential New Yorker, and a recipient of Crain's New York Most Notable in Marketing & PR. Outside of 5W, Torossian serves as a business advisor to and investor in multiple early stage businesses across the media, B2B and B2C landscape. Torossian is the proud father of two daughters. He is an active member of the Young Presidents Organization (YPO) and a board member of multiple not for profit organizations.