After four years exploring different parts of the media landscape, moving into public relations feels like coming home. At Progress Communications, where I recently started as a junior PR consultant, editorial and creative work come together beautifully with my passion for the press and media. The warm welcome and supportive, inspiring environment have only strengthened that feeling. Yet there are differences, too.
Compared with my experience in advertising and broadcasting, one thing immediately stood out: the informal way we communicate with clients and journalists. There is no “Dear Mr X”, but “Hi”, “Best wishes” and even the occasional discreet smiley during a first exchange ;-). To a PR insider, this may seem perfectly ordinary. As the new kid on the block, I find it striking and particularly pleasant.
A small sigh at most
Pitching for press attention every day is always a challenge. A new pitch can still feel a little nerve-racking. Yet at Progress, there is no reason for that. I have not had a single journalist or member of the press make a conversation unpleasant, let alone hang up. At most there is a small sigh, which quickly disappears when you enthusiastically tell your story. Journalists are happy to hear your pitch when you are motivated and enthusiastic. Of course, it helps that Progress is an established name in communications.
A light touch
The informal style at Progress Communications, and in PR generally, does not mean there is no hard work behind the scenes. Please do not misunderstand me. A light-hearted conversation with a journalist does not mean the content is lightweight. Our core business is IT and consumer electronics. We constantly juggle jargon and technical terms and switch between lifestyle and B2B media.
And while the cliché of the grey, somewhat grumpy, bespectacled tech expert undoubtedly exists, the person at the other end is often a lively, warm and, above all, helpful journalist. Both journalists and clients appreciate our way of communicating.
Over the years, Progress Communications has built a strong network of press contacts that enables us to support clients effectively with media relations. Alongside the other disciplines, I explore these relationships with great interest every day. It is a pleasure to work for a company that manages its own reputation with journalists so well.
Aurélie
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