The field of Public Relations (PR) is dynamic and multifaceted and involves managing communication between organisations or individuals and their target audiences. PR professionals work to build and maintain positive public perception, enhance brand reputation, and manage crisis situations.
Careers Portal recently spoke to Lola Lazarus, founder and managing director of Bullion PR, to discuss the world of PR and offer valuable insights on how to embark on a successful PR career.
Lazarus has 27 years of experience in the PR industry, sharing her personal journey, and highlighting how she transitioned from aspiring to study psychology to eventually thriving in PR. They emphasised the importance of determination and seizing opportunities.
What's Needed To Go Into PR? What Do I Study?
One of the key takeaways from her advice was the essential role of strong writing skills in PR. Lazarus explained that while it may be possible to enter PR without a formal qualification in the field, having a solid grasp of writing is crucial, given that PR involves crafting press releases, articles, and various types of content.
In terms of breaking into the PR industry, Lazarus suggested considering short courses offered by institutions like the Public Relations Institute of South Africa (PRISA). They also encouraged aspiring PR professionals to seek entry-level positions in PR or marketing departments to gain practical experience and build connections.
Lazarus explained the steps involved in developing a PR strategy. They emphasised the importance of aligning the communication plan with the client's business objectives, conducting research, creating tailored content, building media relationships, and handling crisis management.
The credibility of the media is very important here that you're not attempting to flog a dead horse I mean I'm sure you receive endless releases that you think there cannot believe someone needs to be very honest with their clients as to whether or not something is considered newsworthy
How Is PR Different From HR, Advertising and Marketing?
Lazarus also clarified the distinctions between PR, advertising, HR, and marketing within an organisation's structure. They highlighted that PR often intersects with marketing and advertising, and the specific roles and departments can vary from one company to another.
One of the most important things to remember when entering a PR career is to understand that your work does not always happen during traditional working hours. Lazarus explained that PR professionals must be prepared to be responsive to clients and media contacts outside of the usual 9-to-5 timeframe.
I just had it last night um from my clients… was asked to be on an interview today so they do respond it's very rare that the clients don't respond because they're paying you a lot of money and to get them the exposure so you can't think that you're going to switch your phone off at five and that's the end of your day because you won't get the results so you have got to you might be out to dinner
A career in PR offers the opportunity to work with a diverse range of clients and industries, making it a versatile and rewarding field for those who enjoy communication, storytelling, and building relationships.
