How to become a public relation specialist

Public relations specialists organize press conferences, press trips or events such as an "open house" or a company's anniversary.

PR is the abbreviation of "Public Relation". Public relations specialists assist public relations agencies or public relations department of a company. They participate in the planning and implementation of communication projects.

Public relations specialists organize press conferences, press trips or events such as an " open house" or a company's anniversary. For all projects, it is a question of monitoring the budget and keeping costs within the planned framework. 

What and why?

  • In order for a company's communication to take place in a strategic way, the public relations specialist plans, develops and implements a convincing communication strategy. 
  • In order for the company to appear in its best light, the public relations specialist writes and edits editorial articles for customer and staff newspaper, press releases, text for digital and social media, brochures, images and information leaflets. 
  • In order for the suppliers of printed products to respect costs, deadlines and quality, the public relations specialist regularly checks all these aspects.
  • In order for the press texts to reach the population, the public relations specialist maintains good contacts with the world of the press and maintains dialogue with internal and external specialists in the fields of production as well as with the relevant dialogue groups such as customers, media, collaborators, etc.

How to develop a public relations strategy?

1.Do your research

    Any PR strategy should start with research (any strategy for that matter). There are different monitoring tools that make it possible to research different brands, competition, industry, etc. This is a good start.

    As you implement you new PR strategy, use your monitoring tools to better design the micro and macro media environments around your idea.

    From a macro perspective, monitoring tools will help you better understand the competition, your market, your customers and how your brand is perceived. From a micro perspective, you'll likely be researching the press and social media to take the temperature around products or services similar to the ones you want to pitch. 

    In short, you need to accumulate as much information as possible on the media environment of the service/product in question before contacting a journalist.

    2. Clearly define your goals

    Every PR strategy requires a defined objective. Answer the questions below to see more clearly:

    • Who is your key customers?
    • What message do you want to send to this client?
    • What do you hope to accomplish?

    Once the answers are found, you will be able to clearly develop your objective in one sentence, on which you can establish your PR plan. In short, if you know what you're talking about and what you hope to accomplish, the next steps will be much easier. 

    3. Sharpen your message

    At this point, you have already conducted your research to better understand your customers, your competitors, the environment of your market and have defined specific objectives. 

    Based on your research and goals, start writing a pitch that fits your business and appeals to targeted journalists and your clients. 

    There is often a imbalance between the objectives of PR professionals and those of journalists. The journalist wants to satisfy readers and publish content that people will read and share. conversely, the PR pro's goal is to get good media coverage that will showcase their brand.


    Helping product based businesses master the PR process so they can get featured in the press to reach new audiences and grow their business.

    All photography, thanks to Louise Young Photography