Six Ways to Build Leadership in Modern Public Relations
May 1 marks Decision Day for high schoolers, but college graduates face a higher-stakes shift. KPIs and client deliverables quickly replace lectures and finals.
This spring, communications graduates enter an industry reshaped by AI, ethics and digital strategy. Success requires mastering office culture and “unspoken rules.” Like interns, these new hires navigate their roles with nerves and ambition. I recently asked experienced Public Relations pros for advice on starting this professional journey.
1. Finding your niche in PR
According to Sophia Kianni, co-founder of Phia, successfully transitioning into a new role requires adopting critical mindset shifts. Her insights serve as a valuable guide for young professionals seeking to make an immediate and high-impact impression.
Sophia Kianni points out “The goal should be understanding what are the skill sets, what are the non-negotiable attributes required to reach the highest echelons of this field. Within that field picking a specific area to be proficient.”
Kianni added that critical thinking remains essential when using AI tools: “Above all else, people need to apply critical thinking skills that inform how they prompt large language models.
2. Applying critical thinking to AI tools
Matt Panichas, executive vice president of corporate & special situations at HUNTER PR, outlined a strategy for transitioning from the classroom to the front lines of the industry. Critical thinking remains essential in the age of AI.
“Above all else, people need to apply critical thinking skills that will inform how they prompt LLMs. If you’re putting in garbage prompts and garbage thinking, that’s exactly what you’ll get back. Don’t let critical thinking atrophy because of the notion that AI can do the thinking for you. That approach won’t succeed in today’s environment. The professionals who will thrive are the ones who can push deeper, assess a situation, identify what actually matters to stakeholders and build a strategic narrative around it. That’s not a skill you can automate.”
PR success is a two-way street: pros bring skills, and agencies provide growth. Not all agencies foster success, new hires must master narrative intelligence while ensuring their environment supports their goals.
3. Choosing the right agency fit
As Tiffany Rolfe, Chair & Global Chief Creative Officer, R/GA emphasizes, “Young adults should explore agencies. Find the agency that fits you vs fitting into an agency.”
Professionals succeed when they align with company culture rather than forcing themselves to adapt. Matt Panichas builds on this by showing how agency philosophy drives development.
“If an agency talks about AI like it’s a replacement for critical thinking rather than a tool that amplifies it, that tells you everything you need to know about how they’ll invest in your development. The best shops will teach you why before they teach you how — and that makes all the difference.”
More than mere advice, these insights offer a blueprint for modern communicators. By mastering narrative intelligence and vetting their workplaces, emerging professionals don’t just enter the workforce—they lead it.
4. Managing crisis in the golden hour
In elite communications, the “Golden Hour” , the first 60 minutes of a crisis, determines whether a brand recovers or collapses. Navigating this window requires precision and speed. Julia Parisi Wendelken, Director of Global Marketing at Tiffany & Co., shares insights on leading effectively when the stakes are highest.
“Common sense is really powerful in these situations. Thinking about yourself as a consumer and what you would want to see from the brand you are representing is probably the best way to navigate out of a crisis.”
Beyond managing crisis response, relationships are built before conflict ever arises and why trust becomes the foundation for resilience. This sets the stage for the final discussion.
5. Building stronger professional networks
In PR, a professional’s network defines their reputation. These relationships don’t just support a career, they ensure its survival. To understand how to move beyond the transaction and build lasting, meaningful professional bonds, Margot Edelman, General Manager for the New York office; Co-Lead of the U.S. Tech Sector, at Edelman, discussed the role of friendship in a high-pressure field.
Margot Edelman, highlights the importance of networking, saying, “Going to conferences, attending meetups are great ways to build relationships. Organizing and hosting events is an easy way to bring people together and have something to offer instead of asking people to spend time with you. It also is a key way to bring clients to these discussions, to keep them on the flow of information and you are seen as a connector. Organizing events such as showcases and luncheons is an effective way to add value by inviting guest speakers to engage and contribute to the conversation. If you can provide that, for people who you want to know more about, it will build a relationship.”
PR thrives on long-term relationships and consistency. Credibility comes from showing up and providing value well beyond simple transactional exchanges.
6. Leading through information noise
Modern communications demands leadership, not just survival. While AI rewrites the rules, judgment and empathy remain the industry’s core. To succeed, specialists must lead conversations rather than just manage noise.
For graduates, branding equals reliability, “on time” is late in PR, arriving prepared is fundamental. Your presence—from mastering strategies to punctuality—defines your professional brand.
Katherine Orellana is an NYU graduate student and member of the PRSA New Jersey and New York chapters, specializing in crisis management communication. She is a driven professional who completed an undergraduate degree in three years. Focusing on navigating complex brand narratives and strategic reputation defense within the ever-evolving media landscape.
