Public relations (PR) is an exciting and dynamic field that requires a combination of skills and knowledge to excel. PR professionals are responsible for managing the reputation of their clients, whether they are individuals, organizations, or brands. There are a few things that PR professionals that are new to the industry should know about to be able to grow their public relations careers.

Building a Strong Foundation

The first step to growing a career in public relations is to build a strong foundation. This includes gaining relevant education and experience in the field. People that want a public relations career should first get a degree in communications, marketing, or journalism. This way they can gain the skills and knowledge they need to succeed in PR. They can then look for internships and entry-level positions to gain practical experience in the industry.

Developing Strong Communications Skills

As a PR professional, the primary responsibility is to communicate effectively with the clients, stakeholders, and the media. That means PR professionals need to develop strong written and verbal communication skills. That way, they will be able to convey their message clearly and persuasively. This includes writing press releases, creating social media content, and crafting speeches and presentations.

Staying up to Date with Industry Trends

The PR industry is constantly evolving, so it’s essential to stay up-to-date with the latest trends and best practices. Professionals need to attend conferences, webinars, and workshops. That way, they can learn about new tools and techniques for PR professionals. They should also network with other PR professionals to stay informed about the latest industry trends.

Building Strong Relationships

One of the most important aspects of a successful public relations career is building strong relationships with clients, stakeholders, and the media. PR professionals need to cultivate relationships with journalists, editors, and bloggers to help promote their clients’ stories. They should work with the clients to build their networks and connect with other influential people in their industry.

Being Creative

In today’s media landscape, it’s essential to be creative and innovative in the public relations approaches. Professionals need to look for new ways to tell their clients’ stories and create engaging content that captures the attention of their audience. They can use social media, video, and other digital channels to reach the target audience and promote the clients’ messages.

Being Flexible and Adaptable

The PR industry is fast-paced and constantly changing. To succeed in this field, PR professionals must be flexible and adaptable. They have to be prepared to pivot their strategy quickly and adjust their tactics to meet the needs of their clients. It’s also important to be open to feedback and willing to learn from mistakes to improve the approach.


At the end of the day, the success of a PR campaign is measured by the results it generates. That means being results-oriented in every PR approach and focusing on delivering measurable outcomes for the clients. Professionals need to set clear goals and benchmarks for their campaigns. They also have to track their progress against those benchmarks and goals to demonstrate their success.

Building a Personal Brand

Finally, to grow a public relations career, it’s essential to build a personal brand. This includes developing a strong online presence and establishing oneself as a thought leader in the industry. PR professionals should share their insights and expertise through blog posts, social media, and other channels to build their credibility and reputation as a PR professional.

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Ronn Torossian is the founder and CEO of 5W Public Relations, one of the largest independently-owned PR firms in the United States. With over 20 years of experience crafting and executing powerful narratives, Torossian is one of America's most prolific and well-respected Public Relations professionals. Since founding 5WPR in 2003, he has led the company's growth, overseeing more than 175 professionals in the company's headquarters in midtown Manhattan. With clients spanning corporate, technology, consumer and crisis, in addition to digital marketing and public affairs capabilities, 5WPR is regularly recognized as an industry leader and has been named "PR Agency of the Year" by the American Business Awards on multiple occasions. Throughout his career, Torossian has worked with some of the world's most visible companies, brands and organizations. His strategic, resourceful approach has been recognized with numerous awards including being named the Stevie American Business Awards 2020 Entrepreneur of the Year, the American Business Awards PR Executive of the Year, twice over, an Ernst & Young Entrepreneur of the Year semi-finalist, Metropolitan Magazine's Most Influential New Yorker, and a 2020 Top Crisis Communications Professional by Business Insider. Torossian is known as one of the country's foremost experts on crisis communications, and is called on to counsel blue chip companies, top business executives and entrepreneurs both in the United States and worldwide. Torossian has lectured on crisis PR at Harvard Business School, appears regularly on CNN & CNBC, was named to PR Week's "40 under Forty" list, is a contributing columnist for Forbes and the New York Observer, and his book, "For Immediate Release: Shape Minds, Build Brands, and Deliver Results With Game-Changing Public Relations" is an industry best-seller. A NYC native, Torossian lives in Manhattan with his children. He is a member of Young Presidents Organization (YPO), and active in numerous charities.