At Siber PR we take pride in our enlightened and free work culture! You’re now part of a fun team, so enjoy! Welcome again to the firm, Ms Daugherty!
I’m happy that your friend Mark has offered you a position in his public relations firm. I think you’ll do excellently! PR can very well be the new career you’re searching for.
You are at a natural advantage in that you have years of skills as an English teacher which are readily transferable to the PR world. Both professions are communications based. As a teacher, you face students (in PR you’ll face clients), plan how you’ll teach (in PR you’ll plan how to communicate for your clients) , address student queries (your clients will need plenty of advice and solutions from you) and solve student issues (clients do get into tough situations that impact their reputation, and we help them out.)
Most of us begin our careers in a PR agency. I began mine at Adfactors PR, before I moved to APCO Worldwide. An agency – or a consultancy – advises its clients (mostly organizations) on the way they should interact with their audiences to get the desired results. You’ll ask why can’t an organization do this on its own? The simple answer is that communications – at least for larger organizations who may have thousands or millions of customers worldwide – is a complicated process.
An organization today has to engage in meaningful conversations with multiple audiences such as employees, shareholders, customers and the community. Sometimes, organizations have their own ‘in-house’ marketing and communications teams to plan and execute such engagement. Still, it is not uncommon for them to hire a PR agency to support them.
Since Mark has suggested you start off in his firm as an account executive, I’ll briefly tell you what to expect in this role. An account executive (A.E.) is a junior member in the team, who helps his senior colleagues in their efforts to serve a client. An A.E.may be asked to handle routine tasks such as writing press releases, sharing them to the media, talking to reporters about client-related stories, developing posts for the client’s Facebook page, compiling weekly reports, etc.
I’m sure Mark has good reason to ask you to go through the role of an A.E.. It is a junior role, but also a great opportunity for you to learn the ropes! I’m sure that with your vast professional experience, you’ll advance pretty quickly to the next level, which is of the Senior Account Executive.
These are some of the PR basics, Sam. Hope it helps you to decide whether PR is for you or not. Let me know if you have questions!