By Mary Shank Rockman
I’m often asked to share the most valuable pearls of wisdom I’ve learned from owning a PR and marcom business for over two decades. While I can think of dozens of examples, I believe my most important learnings empahsize why being curious and trusting my gut top the list.
Also critical for success are the abilities to flex with the flow, understanding how to create and nurture long-term relationships. Perhaps one of the most valuable lessons I’ve learned is that change is inevitable, so advanced preparation makes the world of difference in every situation; and finally, carving out downtime to decompress from our fast-paced industry is paramount to our success as PR professionals.
1- Trust Your Gut:
Curiosity and judgement are two of the most critical life skills one can develop both personally and professionally. As my mother used to say, “Trust your gut; if something doesn’t seem right, it probably isn’t.” Don’t be afraid to ask a lot of questions and do your research to make educated assessments of questionable situations.
2- The Devil’s in the Details:
One can never be too detail-oriented or too prepared. In public relations, our work revolves around details. Proper preparation and attention to detail are not only necessary; they’re critical, especially during a crisis communications situation. If you’ve prepared and anticipated what may be possible, when it happens, you’ll have the knowledge and process designed to more easily navigate the situation for an optimal outcome.
3- Change is Inevitable:
In our world, the only thing that’s certain is change. No matter how much we hope a situation will unfold, even with hard work, not everything works out exactly as we envision. Flexibility is a very important skill for PR pros. Clients and reporters change their minds, pivot to different strategies, and revise plans and budgets often. Technologies continually evolve and require new skills. And while sometimes difficult to adapt to at first, it’s how we handle these situations that matters most. Flexibility is the key to successfully managing a shifting landscape.
4- Relationships are Everything:
This is an area that I’ve always prioritized, and when I started the firm, I didn’t realize just how grateful I’d be for the long-term relationships I covet. As a small business owner, my relationships with clients, team members, and media contacts mean the world to me. I’m proud to say that MSR’s repeat clients average collaborating with the firm four times or more. Our client, The Myers-Briggs Company, has been a client for over 17 years! MSR team members average six years with the firm, and two of our senior team members, Crisel Mills and Michael Burke, have been with the firm for nearly 18 years. As for the media, many of the contacts I’ve made throughout my career are still people I keep in touch with. Relationships should always be priorities for every PR person.
5- Vacation is Necessary:
All human beings need time to rest and recharge in order to stay healthy, and PR people are no different. With the constant flux and balancing various activities all at once, our jobs can be stressful. Scheduling time for downtime and disconnected vacations is truly the secret to remaining creative, having fresh perspective, and solving the many different challenges and opportunities our jobs present.
Each year, MSR offers Summer Fridays between May and September, where all team members benefit from a few extra hours to themselves every other Friday in addition to significant vacation time. Seeing the impact of this downtime has signaled to me just how important it is to have a breather when you need it most. I hope you take the vacation you’ve always dreamt of, completely disconnected from work, so you can experience the joy that comes from being refreshed.