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, President and CEO of New York-based 5W Public Relations. He has overseen the company's rapid growth and expansion to the Inc. 500 list, as well as provided counsel to hundreds of companies, including members of the Fortune 500, Inc. 500 and Forbes 400. His work spans global interests, corporate entities, high-profile individuals, regional business entities, government agencies and academic institutions - both on routine public relations matters and extremely sensitive issues. One of the foremost public relations experts in the U.S., Torossian is known for his aggressive, results-focused orientation, as well as his close working relationships with members of the media, influencers, decision makers, politicians and celebrities. At 5W Public Relations, Torossian's client experience has included programs for Coca-Cola, Microsoft, Anheuser-Busch, Barnes & Noble, Cantor Fitzgerald, IHOP, McDonald's, Evian, EDS, VeriSign, XM Radio, Seagram's, The Loews Regency, Bad Boy Worldwide Entertainment, Marriott Hotels, Vail Resorts, Pamela Anderson, Snoop Dogg, the Government of Israel, and others. Referred to by The New York Post as a "publicity guru," by Fox News as a "high-powered PR CEO," by Tyra Banks as a "crisis management guru," and by CNN as "a leading PR expert," Torossian is regularly featured in and quoted by the media, including by CNN, Fox News Channel, MSNBC, NBC, The New York Times, and others. CBS National News said "Ronn Torossian knows spin," and a New York Times feature story on Torossian referred to him as "The consummate hard-driving, scrappy NY publicist." Earlier in his career, Torossian was a Vice President/Group Director for one of The InterPublic Group's (IPG) largest PR agencies, where he was responsible for significant client growth and successful client programs, including work for Clinique, Fox News Channel, DHL, Hard Rock Café and others. A resident of Manhattan’s Upper West Side, Torossian was named to the Advertising Age "40 Under 40" list, PR Week's "40 Under 40" List, is a regular lecturer at universities and conferences, a member of Young Presidents Organization (YPO) and a board member of numerous non-profit organizations.

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