When I say I am a PR consultant, people sometimes imagine that I simply act as a go-between for clients and the media. There is much more to the role. After almost a year at Progress Communications, I identified seven qualities that help a PR professional do the job well.
1. Understand that PR extends beyond media relations
Media relations is an important part of PR, but it is not the whole profession. The work can also include crisis communication, spokesperson preparation, positioning, internal change, social media and influencer campaigns.
At Progress Communications, an integrated approach brings these areas of expertise together. A consultant needs to understand how the different elements contribute, even when another specialist takes the lead on a particular task.
2. Step back and look at the wider objective
Every action should connect with the client’s strategy. Does the company want more leads, greater visibility or a clearer position relative to competitors? Would a particular media partnership help? Is a press event the right format, or would individual briefings be more useful?
These are everyday questions for a consultant. Looking beyond the immediate task helps keep the work focused on the result the client needs.
3. Turn ideas into action
Strategic thinking needs to be followed by practical action. PR opportunities can move quickly, so consultants need to organise a response without creating unnecessary work for journalists.
At the same time, good judgement includes being realistic about timing. Know what information, materials or approvals are needed from the client to deliver the work properly. Moving quickly and setting achievable expectations need to go together.
4. Anticipate the client’s questions
Understand what clients are working on and what is coming next. Their marketing calendar often provides useful context for PR planning.
Keeping that wider activity in view makes it easier to anticipate questions, suggest relevant opportunities and prepare in time. It also demonstrates that the consultant understands the client’s world, which helps build trust.
5. Delegate clearly
PR work often depends on a team with complementary skills. The person leading an account needs to distribute tasks clearly so that everyone knows what they are responsible for.
Good delegation is not simply passing work to somebody else. It includes providing context, agreeing priorities and making sure the pieces fit together. Clear responsibilities save time for both the team and the client.
6. Stay organised
When should a pitch be followed up? Which journalist covers a particular technology subject? What is on a publication’s editorial calendar?
A consultant needs a way to keep track of those details. A good memory helps, but organised task lists, calendars and shared information are more dependable than relying on memory alone. Reserve time to coordinate with the team as well as to complete individual tasks.
7. Understand how journalists work
Experience helps a PR professional learn how different journalists prefer to be approached. Relevant, personal contact and a clear point are generally more useful than a generic message.
Pay attention to the publication, the journalist’s interests and the reason the story would matter to their audience. Respect their time and adapt the approach to the person rather than assuming one style suits everyone.
These qualities work together: strategy gives the work direction, organisation helps deliver it and relationships make collaboration possible. For a related perspective, read what makes a good PR consultant.
Interested in developing your experience in PR? Contact our teams in Amsterdam or Antwerp to discuss possible opportunities.
Julie
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