Chapter 1: The Essentials of a PR Career

In the realm of public relations, the conversation often skews towards what we can achieve, rather than the constraints we may face. Recognizing the limitations inherent in your campaigns can effectively manage expectations for both clients and yourself, ultimately proving advantageous for all parties involved.

Have you ever considered a career in PR, inspired by shows like Flack? What does it truly take to excel in this field? Is a degree in public relations necessary? In this enlightening interview series titled "5 Things You Need To Create A Highly Successful Career As A Public Relations Pro," we engage with accomplished publicists and PR specialists who share their experiences and wisdom.

I had the privilege of interviewing Gregory H. Rose, the Founder and President of GHR Communications LLC, a comprehensive public relations firm situated in New York City. With over a decade of experience, Greg has enhanced the visibility of various brands through social media and e-newsletter initiatives, ensuring organizations receive the recognition they deserve and cultivating thought leadership avenues.

Thank you for taking the time to share your insights, Greg! Can you tell us what led you to this career path?

From an early age, I was fascinated by public policy and politics. After completing my master's degree at Johns Hopkins University, I realized that communication was my strongest skill, and I decided to pursue it. My journey began with working for politicians, informing constituents about legislative improvements in their lives. Over the years, I extended my efforts to non-profits and political campaigns, while also managing a few clients on the side. When the pandemic hit, I was fortunate to retain my existing clients, acquire new ones, and ultimately transition to running my own business full-time.

Can you share a memorable experience since starting your company?

It's incredible how interconnected we are, even when we don't realize it. During the pandemic, I extensively networked on LinkedIn and connected with Miosotis Muñoz, a long-time public advocate who now serves as the Deputy Commissioner at the New York City Department of Immigrant Affairs. Despite sharing numerous mutual contacts, we had never crossed paths until then. We instantly clicked and have supported each other ever since, discovering our shared love for Star Trek!

What about a humorous mistake you made early on, and what did you learn from it?

At one point, I was so engrossed in a successful client partnership that we both overlooked the fact that our original contract was only for one year. It wasn't until tax season approached that we realized we needed to sign a new agreement!

What exciting projects are you currently working on?

I’m thrilled to lead the public relations for Kids2Dentist, a startup in Southern California that is soon opening its first two offices in Visalia and Fresno. These communities greatly need these services, and it's rewarding to be part of their mission to enhance health outcomes for families.

As a successful leader, what three traits do you believe have been pivotal to your success? Can you provide examples for each?

1. Honesty: I pride myself on being straightforward. I never pitch a reporter or an idea that I know won’t resonate. While it may not always be what they want to hear, this honesty builds trust and often results in more successful outcomes.
2. Consistency: I approach my plans with careful consideration. While not every strategy works perfectly, I value everyone's time and ensure that my plans are well thought out. When things don’t go as expected, I can analyze why and adjust accordingly.
3. Media Savvy: A robust understanding of the media landscape is essential. This knowledge enables me to approach reporters confidently, whether they are familiar contacts or new acquaintances, and to tailor my pitches effectively.

Now, let's delve into the core of our interview. For our readers, could you clarify the various forms of public relations?

Public relations encompasses much more than simply securing media coverage or increasing social media followers. It's about how you convey your narrative and engage with your audience, influencing their perception of your brand through every interaction.

Where should aspiring PR professionals begin their educational journey? Should they pursue a communications or journalism degree?

To thrive in public relations, honing your writing skills is crucial. If you excel at writing, many other essential skills will follow. Additionally, if you have a specific area of interest—such as politics, health, or law—seek out firms that specialize in those fields. This focus will facilitate your future career transitions, whether moving in-house or continuing to work with external clients.

You are recognized as an exceptional networker. What tips can you share for effective networking?

Joining a networking group is essential, but it’s crucial to choose the right ones. Ensure the groups align with your interests, connect with individuals in similar fields, or include executives who might benefit from your expertise. Building meaningful relationships is key.

Lead generation is vital for any business. What strategies do you employ to generate quality leads?

Public relations is distinct from many industries due to the multitude of ways you can showcase your work. Whether through online platforms, concise one-pagers, or connecting individuals within your network, accumulating a solid track record makes it easier for others to advocate for you.

Lastly, based on your experience, what are your "5 Things You Need To Create A Highly Successful Career As A Public Relations Pro"?

1. Industry Knowledge: A fundamental understanding of the product and sector you’re working in is essential. I've often succeeded in conveying my ideas by speaking the language of my clients, which has garnered their approval for my proposals.
2. Note-Taking: Always know where your notes app is on your phone. Inspiration can strike at any moment, and capturing those ideas is crucial.
3. Justification Skills: Be prepared to back up your ideas with data. If you want an ad in a particular publication, present statistics that illustrate audience engagement or demographic insights. This demonstrates your commitment to your client's best interests.
4. Unique Positioning: You need to differentiate yourself from competitors. While public relations firms are hired for their competitive edge, it’s vital to showcase your individuality in your approach and storytelling.
5. Understanding Limitations: We often emphasize what we can achieve, neglecting our constraints. Recognizing the limitations of your campaigns helps set realistic expectations for both clients and yourself, ultimately benefiting all involved.

If you could inspire a movement that benefits the greatest number of people, what would it be?

There are emerging organizations, both private and non-profit, aiming to enhance public discourse, but I would advocate for increasing the number of news organizations. Current media coverage often lacks depth and tends to be partisan. A more informed public discourse is essential for audiences to make educated decisions about their communities, political leaders, and critical societal issues.

Thank you so much for sharing your valuable insights with us!