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 & Chairman of 5W Public Relations, one of the largest independently owned PR firms in the United States. Since founding 5WPR in 2003, he has led the company's growth and vision, with the agency earning accolades including being named a Top 50 Global PR Agency by PRovoke Media, a top three NYC PR agency by O'Dwyers, one of Inc. Magazine's Best Workplaces and being awarded multiple American Business Awards, including a Stevie Award for PR Agency of the Year. With over 25 years of experience crafting and executing powerful narratives, Torossian is one of America's most prolific and well-respected public relations executives. Throughout his career he has advised leading and high-growth businesses, organizations, leaders and boards across corporate, technology and consumer industries. Torossian is known as one of the country's foremost experts on crisis communications. He has lectured on crisis PR at Harvard Business School, appears regularly in the media and has authored two editions of his book, "For Immediate Release: Shape Minds, Build Brands, and Deliver Results With Game-Changing Public Relations," which is an industry best-seller. Torossian's strategic, resourceful approach has been recognized with numerous awards including being named the Stevie American Business Awards Entrepreneur of the Year, the American Business Awards PR Executive of the Year, twice over, an Ernst & Young Entrepreneur of the Year semi-finalist, a Top Crisis Communications Professional by Business Insider, Metropolitan Magazine's Most Influential New Yorker, and a recipient of Crain's New York Most Notable in Marketing & PR. Outside of 5W, Torossian serves as a business advisor to and investor in multiple early stage businesses across the media, B2B and B2C landscape. Torossian is the proud father of two daughters. He is an active member of the Young Presidents Organization (YPO) and a board member of multiple not for profit organizations.