Sarah Kissko Hersh

Sometimes in the heat of the moment, judgement gets clouded. Don’t forget to pause and zoom out. If the change is going to cause hardship, or create a lot of extra work or cost for comparatively little return, it’s fair to diplomatically talk through that with the client. Maybe it will work, maybe the decision is coming down from on high and it’s out of the clients’ hands, but you can at least flag the issue and go on record as having provided the counsel.

Sometimes campaigns get off schedule and it makes no difference from a media standpoint. Know when you need to scurry to get back on schedule and when it might only matter to those who were aware of the initial schedule in the first place.

You have to zoom out and get out of your bubble in order to be aware of changes in any landscape in the first place. Pay attention to small shifts, because that’s how seismic changes begin. Ask questions from people outside of your demographic about their media consumption. Stay on your toes, and don’t feel threatened by change. Evolve or perish.

It’s so important to maintain perspective in this profession. The hours and deadlines are demanding, the pressure is intense, and a lot of this job depends on outcomes that feel out of your control (whether breaking news will bump your story, whether a writer will bite on your pitch, etc) the work is exciting and fast-paced but it is not life-or-death. As the familiar saying goes “it’s PR, not the ER.” Remember to use your vacation days, to take breaks, to eat and sleep well, to not let a bad moment ruin your day, and to not lose your sense of humor or perspective. Keep spirits high and the panic low.

Figure out whether you want to start out in house (sometimes referred to as "corporate") or the agency side (where you'll work in service of clients). Like anything, there are pros and cons to each route so there's no wrong answer but some people like to start at the agency side to get exposure and access to different industries and clients (and then move in house later on if they wish).

Young people and beginners who have a good attitude, work hard, are helpful, eager to learn, and energetic really stand out. Those attributes don’t require a fancy education or prior experience and they are within your control. In addition to the hard skills you bring to the table, focus on the energy you bring to the room.