Navigating the competitive world of PR today requires a lot more than theoretical knowledge. With advancements in AI and changes to our communication channels, it is important for future PR practitioners to have our fingers on the pulse and stand out.
I had the privilege of attending a guest talk with Kosta Petrov, an internationally renowned entrepreneur and PR expert with a career spanning over a decade. Kosta is also an author and the founder of P World, a creative agency with operations in over 40 countries.
The session, moderated by our Communication Skills course leader, Rudiger Thielmann and fellow MAPRS student, Surya Jothi, found Kosta speaking intently about his career and what it’s like working as a PR expert in the digital age.
These are five tips Kosta offered us that stood out to me as an upcoming PR practitioner:
Strive for authenticity
Authenticity is a recurring word in PR these days with most consumers relying on authenticity when deciding which brands to support.
While Kosta reiterated the importance of authenticity in brand storytelling and communications, he also highlighted the need for PR practitioners to build genuine and honest personalities to cement our credibility in the industry and build client trust.
Just like consumers demand authenticity from brands, brands themselves demand a certain level of originality from PR practitioners.
The foundation of real networking should be honesty, not just strategy
PR practitioners are constantly networking as the job demands a relentless dedication to building great relationships.
Although strategy plays an important role in networking, Kosta, whose network includes Colleen Harris, former Press Secretary to the former Prince of Wales (now HM King Charles III) and META Global Head of Communications, David Ginsberg, spoke about the need to network with a focus on building genuine relationships.
He further explained that his biggest contacts are people who he connected with beyond work, allowing for long term relationships and better work opportunities.
You’re never too big to sell yourself
As PR practitioners, we are our first clients. In today’s digital age, standing out from the crowd is important, and if we don’t sell ourselves, well, there’s a high chance we might be overlooked for roles and opportunities we’re qualified for.
Brands are interested in knowing what PR practitioners can offer, and no one will know our value unless we highlight and communicate it ourselves.
Adaptation is key and be prepared to learn on the job
With almost two decades in the events and PR world, Kosta has seen it all, from the financial crisis of 2008 to the global oil price crash of 2016. Kosta credited his longevity in the industry to his ability to adapt. He cited his decision to explore North American and Canadian markets after his primary clientele in the Middle East was affected by the oil price crash of 2016.
As PR practitioners, we must embrace change and use it to our advantage. The key is to remain open to learning and maintain flexibility.
Communicate facts and feelings
Although fact-checking is synonymous with journalism, PR practitioners must also imbibe the trait of communicating facts we can confidently stand behind. But in communicating facts, Kosta noted that we must also ensure that we connect to the humanity of our audience. PR practitioners should make sure that transparency is felt through action and not just words.
This remarkable guest session provided insight into the industry I’ll be stepping into soon, and how to best prepare for it. While there’s so much uncertainty these days, events like this remind me that success in PR isn’t unattainable, it just requires the right tools.