Also, be sure to check out #PRStudChat, a Twitter chat inspired by this blog series that takes place tomorrow, August 19 at noon EST. For more information, check out the LinkedIn Group.
David Teicher is a Social Media and Digital Strategist. You can connect with him on Twitter at @Aerocles or at his blog, Legends of Aerocles.
1. How did you end up in PR?
That is a very interesting question. I started college as a premed student and over the course of my first 3 years, I bounced around from, medicine to psychology, to law, to philosophy. All the while I had been taking writing classes, expository, creative, professional…etc. because I enjoyed writing. It wasn’t until my senior year that I considered applying my penchant for composition, vocationally. At that point, it was a matter of identifying a discipline in which I would be free to write and express my creativity, while becoming active in the ‘business world’ – as opposed to struggling through journalism in a flailing media industry. I landed an 8-month internship at an NYC PR Firm and the rest is history.
2. What are some of your past job titles? (Feel free to include any non-PR-related titles as well, if they helped you get where you are today).
I worked as an EMT for a few years, volunteering on my local ambulance corp. I worked in a cardiologist’s office too, as a medical assistant, concluding my medical career. I’ve been a camp counselor (like the rest of the world), and in college I worked as a research assistant and student teacher.
3. What do you consider to be the top three absolutely essential abilities a PR pro must have?
Confidence is number one for me. Regardless of who you’re talking to, reporter, client, boss, or anyone else, you must exude confidence, feigned, authentic, or otherwise. We are traffickers of information, and that information is only as credible as you can convey. If you don’t speak with confidence in a clear and articulate manner, no one will buy what you’re peddling.
Passion. In this regard, I mean passion for advancement and furthering your own career through an ongoing reeducation and continuous efforts to improve your understanding of our discipline. As the media landscape is in the throes of upheaval and new paradigms are constantly being tested and replaced, the PR industry is very much affected. Only those who are passionate about what they do will take to time to read up on the latest and greatest tools, norms, accepted practices, and case studies. This is a daily requirement. The nebulous industry we’re in is evolving at an astounding pace; if you don’t keep up and make adaptation a priority, you’ll find yourself on the fast track to obsolescence.
Writing. As obvious as this may sound to some, I’ve seen some pretty terrible pitches and press releases floating around out there. And writing isn’t limited to these two common forms. Writing copy for client websites or blogs has become an increasingly significant requirement in Public Relations. In fact, I’d go so far as to suggest that every Publicist and Media Relations Practitioner should have a blog, or at the very least, write for leisure on a semi-regular basis. The only way to develop your writing abilities is consistent practice, just like everything else. It doesn’t matter if no one reads your blog; the authorship is the essential element. We are counterparts to journalists and reporters and as such, our writing skills must be on par with theirs.
4. What are some "unexpected" skills you've used in your job?
Social media savvy, first and foremost. This was an arena I found myself in completely by default – most likely due to my age and familiarity with the territory, even if it was only through personal use, and not professional utilization. I, like so many others, became the de facto social media expert and realizing the opportunity this presented, I was quick to embrace this role. I pushed it on clients and coworkers, alike. I’ve found this realm to fantastically interesting and an essential element to any modern PR campaign.
Diplomacy. Whether you’re mediating between coworkers, trying to explain a situation to your higher-ups, or handling a delicate client situation, patience and politics are key traits I didn’t know I’d need in this field and practicing restraint and diplomacy may very well save your job or help you land a big client one day.
5. How big of a role does personality play in PR job success? Are there any personality traits that are important to have (creativity, extroversion)?
Arguably, personality plays as big of a role in PR job success as any individual skill set or talent, if not bigger. Creativity, extroversion, confidence, maintaining composure under pressure, balancing aggressive tactics with an understanding and non-confrontational disposition – these are all personality aspects that come in handy every single day, dealing with coworkers, bosses, clients, bloggers, and reporters.
There are two things here I’d mention. One, effectively employing whatever your natural passion and interests may be. Two, ‘creativity as a necessity’ is an understatement. Forget thinking outside the box, in PR – and especially within social media – THERE IS NO BOX. There are no set rules. Learn from the successes and failures of others. Devise strategies, tactics, and innovative approaches to campaigns that reflect your personal flavor. This doesn’t come quick and easy, but consistent reinvention and applying your unique perspective on things can really set you apart.
6. Fill in the blank: PR probably isn't the right field for you if you hate _____.
Talking.
7. What academic course did you despise taking? What was your favorite?
Philosophy of Paradoxes was by far and wide my favorite. My least favorite – any and every math class – precalc, calc, stats…etc.
8. What percentage of your job takes place in a traditional office setting?
75%. But that’s changing rapidly and is very dependant on personal style. Can you efficiently work from home? Can you effectively converse with clients via email and phone or are you better face-to-face. In this field, individual preferences play a bigger role than in other industries, so figure out what works best for you. For me, I’m finding that I’m on a steady course of moving things to casual, non-office settings, but that’s what works for me and may not be true for everyone.
9. How much of your job involves teamwork/working with others?
1000%. The best ideas go nowhere if you can’t work well with others. To this day, I’m so grateful that I got to work with such amazing people. From my first day on the job, they took me under their collective wing and showed me the ropes, offered constructive feedback (whether I asked for it or not), and really helped shape me and guide me to where I am today. If it weren’t for this bond and teamwork, so many good ideas would have failed on execution, so much would slip through the cracks, and it would have made it very difficult to get up and go into work every day.
10. What is the best part about your job?
The boxlessness I described earlier. If you can make something work; if you can prove to a client or your boss that a certain strategy has a good chance of success or delivering results, it doesn’t matter how crazy it is or if it’s never been done before. I love that challenge to constantly innovate and think big.
11. Any other comments?
I think that about does it! Go Twitter!
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