The main worry most students harbor about leaving school involves whether or not they can find a job right away. If there are student loans and bills to pay, then the need to find a job becomes even more urgent. However, along with finding any job, students should also focus on what to expect when entering the working world and how to do what they studied when the time comes to show their true colors.

If you’re a PR professionals just entering the workforce or a veteran in the field here are a few tips…

Secure Internships Before or Right After Leaving School

Big and boutique firms alike provide internship programs for students looking for work in PR. PR firms often make internships available even for PR-hopefuls with no PR academic history.

Use internships to gain experience to complement a resume and boost CVs. If you’re struggling to make a resume, we recommend these templates to give you some ideas on how to write one. Internships also help PR professionals decide what sector or field of PR fits them, such as, content management, events planning, social media handling, or writing speeches.

Build Networks by Building Relationships

As the name suggests, public relations is about building relationships with the right people, at the right time, in the right areas. These connections help professionals get ahead in the present but may continue providing new opportunities in the future.

Always keep in mind the intern sitting two desks away, could very well become the account manager or VP at your firm twenty years from now.

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Prepare For The Downside of Not Having a 9 to 5

While some public relations agencies operate as 9-5 businesses on paper, in practice PR experts remain on-call all day, every day. Crisis can happen at any moment, and when it does, clients need to know the people they hire to handle it start right away. Expect to lose some weekends and holidays working on campaigns, managing events, and cleaning up bad press.

Keep Your Ears to the Ground

Native Indians did this years ago listening for approaching dangers. Today, public relations specialists track incoming danger through the media.

If a business in the same industry as a client falls into crisis, the firm’s client may follow suit. Sometimes one company failing in a field paints other companies a dirty color, as well. Keeping an ear to the ground keeps PR experts aware of trends and pop culture, making them a proactive contributor to the team.

Become Comfortable with making Tough Decisions in a Split Second

Sometimes public relations experts get days and weeks, or even months of time ahead, to plan for a crisis or event. But, PR pros must prepare to make decisions on the spot too. This includes advising a client on what to say two minutes before a press conference, or deciding to pull a campaign the firm spent weeks on because of an unrelated incident making content ‘controversial’ or ‘insensitive.’

Develop the ability to use good judgment in a jiffy. And prepare yourself for the consequences when even good judgment fails to bring desired results.

Journalists are your Friends

It might not seem that way in the beginning, but having the right journalists in your corner helps build influence for clients. Simply knowing one willing to write for the firm and client is not enough. Many journalists later spin stories to continue scandals, or as excited as you need them to be about a product or service to help your client.

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Build strong relationships with great journalists and bloggers, enjoy them when it works and continue the relationships when it doesn’t.

 

Read more from Ronn Torossian:

Ronn Torossian on Forbes
Ronn Torossian on SoundCloud
Ronn Torossian on LinkedIn
Ronn Torossian’s Professional Profile on Muck Rack
Ronn Torossian on Business Insider

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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.