Jeremy Bustin

Adaptability is crucial in PR, a fast-moving and challenging function. Early in my career, I aimed to familiarize myself with all types of communications. Initially hired to support events, I expressed my desire to engage in writing and storytelling, which led me to explore areas like speechwriting—a favorite early on. My wild curiosity for learning has paid off in my role at Microsoft, where a growth mindset is integral to our culture. Learning keeps me on my toes and challenges me to keep growing, readying me for that next role. PR is not for those who like routine; we often pivot to respond to media inquiries or shift priorities to meet new goals. It is a cornerstone of PR and will help you thrive in a dynamic environment.

Networking is essential in PR, where relationship-building is one of the most valuable skills. We often think of networking in terms of building a great network of reporters to achieve media coverage goals. However, I've found that nurturing internal networks is just as crucial. Building strong relationships with your marketing, engineering, and other internal stakeholders is key to uncovering great stories and staying ahead of news roadmaps. In a large company like mine, it's also vital to build connections within your function. Last year, I leveraged my relationship with another PR team to secure a spokesperson for an announcement, quickly earning their trust thanks to our established connection.

No two days in PR are the same, keeping the job fresh and exciting but also challenging. We need to turn on a dime if priorities shift, issues arise, or reporters reach out for comments. Prioritize Tasks: Regularly review and rank tasks based on urgency and impact. This helps ensure you're always focused on what matters most, even when new challenges arise. Build Buffer Time: Schedule buffer time into your day to handle unexpected tasks or emergencies. This ensures you can address reactive situations without derailing your entire schedule. Stay Informed: Keep up with industry news and trends to anticipate potential issues and be better prepared to pivot when needed. Knowledge is key to quick and effective decision-making.

It's crucial to understand the importance of creating boundaries and personal space, which often means learning to say "no." It's essential to always be assessing the news value and determine if it's worth the investment. PR can be demanding and stressful, especially with reactive and crisis communications. Maintaining composure is vital, but having an outlet to escape stress is equally important. For me, my PR role can be very analytical and strategic, while my side business allows for creative expression. Explore passion projects or find a hobby you love. I also find working out, cycling and meditating keeps me clear and energized, and often unwind after stressful weeks through dinners and wine with friends or sporting events or theatre.

When I was looking to transition into PR from an 11-year sales career, I found writing clearly was essential. I blogged, wrote reviews, and volunteered for non-profits to develop my portfolio. Opportunities in communications can be scarce, so I created a regional sales newsletter and sought PR mentorship to learn about the function. In my first role, I actively asked for opportunities to learn about advertising copy, employee storytelling, social media, speechwriting, media relations and crisis communications. Networking was crucial and continues to be key nearly 15 years into my PR career. Continuing education provided a strong foundation. These strategies helped me transition successfully and can work for you too.

Simplify your pricing. I did significant market research regarding pricing and browsing habits when I was in Virginia. What I found through my own web traffic patterns was that having too many packages confused the average consumer to the point where they simply left the website. I've since simplified my pricing to a session price + a price per image. It puts the final cost completely in the hands of the consumer and feels more transparent.