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1. Be willing to mix-up your ‘starting lineup’. Whether one of the biggies or one of the boutiques, every agency has the “pitch team.” These are usually the best overall PR pros in the agency — trust them among most verticals, represent the firm, and don’t um a prospect to sleep.
2. Teamwork is Dreamwork. A great PR team needs people at every level — strategists, worker bees, Web heads, client-facing folk, and the media relations gurus. Without people contributing at every level, the team fails.
3. Trust the bullpen. It has happened countless times in PR agencies. The people in the room think they have all the answers, sitting in the corner, usually behind closed doors. They don’t want to hear new ideas, thoughts, or perceptions because their the bigwigs and you belong to the peons. Only one thing: They don’t know everything.
4. Swing for what matters. In PR life, award-winning campaigns are thinly separated from crap, ham-handed ones. And that difference is usually made with one decision that creates that separation. When the guys in the box (back to World Series, not the PR cube farm) see the right pitch, they likely rupture a disc to crank one out of the yard.
5. Hate the player; don’t hate the game. PR is a great industry, and you can have a place in it. Keep your head down, your mind open, and your rewards will come in. As for them, let other people make signs about them. You make a difference.
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