When I ventured on the PR path in 2006, I had no idea where it would take me. I knew communication, I knew marketing. But PR?
Mind you, after all this time, my parents still don’t know what it is I do. Something about writing and talking to the media. (I’m not kidding) Well, that flag sure does not cover the load.
I’ve come to love PR, and the international technical B2B markets where I have been able to practice my trade in particular. Technical professions produce gems of fine technique, advanced science and sometimes trivia of sheer genius. Throughout the years, quite some renowned brands have entrusted me with communicating their message to their audience, preferably via the media. It sounds simple enough, but it turns out it isn’t. And as I look back upon this new venture in my life, I realise how much the communication business has changed.
When I started out, print was all the rage. The rise of the online paralel universe quickly shook things up as internet speed accelerated. (I still remember a former contact assuring everyone this online thing would merely be a fleeting faits divers – hm.) Onwards and upwards nonetheless as online and print struggled to find an equilibrium. Digital emerged and social came in guns ablazing. And here we are at a cross-media intersection, with print, online, digital and social all looking for a place on the communication spectrum. Sharing the cookie(s), one community content piece at a time.
Every PR person has it personal preference when it comes to choosing the channels and platforms. I don’t – you choose the platform in function of the content message. Make it work however it should be working.
In presentations, you mostly see B2C references when it comes to big brands communicating wonderfully with their communities. That’s not right, there are many B2B companies who are also doing wonderful things with sometimes limited resources. But more can be done, let’s get real.
Or get reel on board. Because that is how I intend to keep it, whether it’s developing a reel to roll out your story, or reeling in new business for you (or me).
Versatility, diplomacy, patience and some gut feeling – my key traits. I know these trusted counsellors have helped me realise some wonderful projects.
What I tell my parents it is that I do?
I PR things.
Does this enlighten them? Sadly, no.
Is it an exact science? No, it’s a work of (he)art.
The experience comes at a cost, the love you get for free.
P.S. This blog was written on the flight back from Milan, Italy, upon my return from the renowned ITMA 2015 textile show. Torn between the pit and the pendulum, I found myself. I hope it will reel you in too. Get in touch when you’re ready to PR things too.