Inside the PR World

Public relations professional Sue Parente shared her tips and tricks on how to succeed in a public

relations career

A Public Relations Professional is…• Someone who builds a brand story for a company and

works to build a relationship between the organization and their potential customers.

A closer look at Sue Parente’s Career

• She started out as an english major and…• wanted to be a journalist, but wasn’t impressed with the

paycheck so…• she found a job with a small pr firm then…• spent 11 years as a senior director at Webber Sandwick…• and 12 years ago found Tier One and became a pr

manager.

Job Title• Sue is a managing partner of a whole service pr firm

based in Boston, called Tier One.

Job Description• Tells the stories of the companies to the media • Takes data and shares it with the media then has the

client comment on it

Organization’s Tier One represents• Clients range from technology companies to financial

services.

The reason for a Pr Manager • They help the business tell all of the different angles:• People involved • The importance of the product• The business’ purpose• The industry as a whole

What’s the Point?• It tells how the company’s culture is different and why

they stand out• It starts conversations that are relevant to the business• Tells the good things they are trying to bring to the

market/industry• Shares what the company is about and what their mission

is• Gives the consumers an insight on who they are buying

from

Favorite Part of the Job• “I enjoy sitting down with the client and really help them

learn how to talk about what they do. In a way, public relations tries to give the average american a shot at a part of the success that so many wealthy people have had.”

“I also enjoy the writing part and helping find content that makes a compelling case.”

Least Favorite Part of the Job• “When you have a great story that you really believe in

and you call a reporter and the reporter turns you down.”

The Golden Rule of PR• “Know who your client’s consumer is and figure out a way

to communicate with them.”

Qualities of a PR professional• Be organized • Be a problem solver • Be a skilled writer• Be somewhat technologically savvy • Be able to communicate with clients and the media

Advice for Internships • Try to explore video techniques- it is the future of public

relations • Be willing to take any job, even the non paying ones• Remember it is about the experience, not the paycheck

Things she wishes she knew…• “I wish…”• I had spent some time on the journalistic side of things

to gain a better understanding of the other side• I had learned how to write a business plan in college • I had interned more

The Future of PR

“your generation will have a successful time in public relations because it is more creative than the ones before.”