Entry-Level Public Relations at an Integrated Marketing Agency

When you’re completing your public relations education, you frequently ask professionals and mentors, “What is a typical day in PR like?” Frequently, you get the same answer, “There is no typical day!”

The reason? Because it’s very true! As public relations professionals, we have a wide range of skills, which allow us to be extremely helpful to an organization on many levels.

As a public relations coordinator at the integrated marketing agency thunder::tech, my days are filled with a variety of tasks and can change daily based on the needs of our clients and the agency. An integrated marketing agency is different than a traditional public relations agency. We have a variety of services in-house including public relations, social media, graphic design, advertising, search engine optimization, Web design and development and video. With these services, we can execute a truly impactful marketing campaign from start to finish all under one roof.

My daily responsibilities include:

Media relations. My day normally involves some type of media relations from drafting media kits and press releases to preparing clients with talking points and media training to pitching stories and interacting with journalists and bloggers.

Content writing. Strong writing is essential to a marketing or public relations campaign. Our public relations team creates e-mail marketing messages, website content, blog posts or print pieces. I also assist with video content and scripts.

Social media. Social media are a key component to any sound public relations strategy. Beyond updating Twitter, YouTube or Facebook, my daily duties include advising clients on strategic use of the networks and drafting social media plans.

Creative promotions. In a world flooded with advertising messages and content, it’s important to think fresh. I take time to brainstorm new ideas for our clients daily and provide creative ideas for promotions and new marketing tactics.

The kitchen sink. As I mentioned, the tasks we focus on at an integrated marketing agency can change overnight. In addition to the duties above, my days can also include surveys and market research, presentation and speaking engagement coordination, new business pitches and media monitoring.

As an entry-level public relations pro, mastering the above skills is essential to becoming an agency all star. Here are a few ways you can continue to improve:

  • – A good public relations pro can communicate messages in a concise and effective manner. Use each e-mail, voicemail and presentation to practice and improve your message delivery.
  • – Social media strategy is beyond telling your audience where you’ll be having dinner tonight. Think of each tweet and post strategically. Treat your social media messages with as much care as you would give to a press release or bylined article.
  • – Keep learning! Our industry is changing at a phenomenal pace — do your part by following industry blogs, reading PRSA publications and attending educational events. As an agency practitioner, it is important that you are extremely aware of new technologies and current events.

Christina Karas is a public relations coordinator at thunder::tech, an integrated marketing agency. As the public relations coordinator, she works with clients to develop communication strategies including brand identity, media relations and social media.

Karas is an active member of PRSA and the New Professionals Section. She also is a member of the Cleveland PRSA Chapter’s Young PRo’s committee.



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