Behind the Scenes: A Day in the Life at a Public Relations Agency

If you are finishing up college, exploring a new industry, or are just curious about what life as a public relations specialist at an agency is like, read on! PR and communications are incredibly dynamic career paths. Each day in this career will likely be slightly different, and an urgent announcement, client request or emerging crisis can completely change what you thought a day would entail. 

For reference, I worked at an agency of around 40 people where most of my clients were in the general technology, sustainability, education, cybersecurity, and robotics industries. As a public relations specialist, I was often working on teams of 2-4 people on 5-6 client accounts. I greatly appreciated the collaborative, fast-moving, and strategic aspects of the company, and I learned a ton in my two years at the agency. Here’s a breakdown of my typical day:

Morning Tasks

Media Monitoring

My day often started with media monitoring. This involved scanning various news outlets, social media platforms, and industry blogs to stay updated on current events and trends. I looked for news relevant to my clients, checked for mentions of their brands, and monitored competitors' activities. This information was crucial for shaping our PR strategies and keeping clients informed about their media presence.

Pitching Journalists

Next, I would spend time pitching journalists. This involved identifying the right journalists or media outlets for our clients' stories and crafting personalized pitches. Effective pitching requires understanding what makes a story newsworthy and aligning it with the interests of the journalist or publication. Building and maintaining relationships with journalists is key, as it increases the likelihood of them picking up your story.

Mid-Day

Writing Pitches, Press Releases, or Long-Form Content

Mid-day often involved a lot of writing. I would work on crafting pitches and press releases tailored to our clients’ latest news or achievements. Sometimes, this meant writing long-form content such as thought leadership articles, blog posts, or white papers. Each piece needed to be engaging, informative, and aligned with the client's messaging and goals.

Updating Media Lists, Media Coverage Trackers, or Project Trackers

Keeping media lists and coverage trackers up to date was a continuous task. Media lists are databases of journalist contacts and outlets that are relevant to our clients. Coverage trackers helped us log where and when our clients were mentioned in the media. Additionally, project trackers were used to monitor the progress of ongoing campaigns and ensure that deadlines were met.

Internal Meetings and Client Meetings

Throughout the day, I attended various meetings. Internal meetings with my team were essential for aligning on strategies, sharing updates, and brainstorming ideas. Client meetings, on the other hand, were opportunities to present our progress, discuss upcoming initiatives, and gather feedback. These meetings helped maintain clear communication and strong relationships with clients.

Afternoon

Writing and Creating Reports

In the afternoon, I often focused on writing and creating reports. These reports included detailed analyses of media coverage, campaign performance, and PR metrics. The goal was to provide clients with insights into the effectiveness of our efforts and highlight the value we were bringing to their brand.

Finalizing Media Lists and Pitches for the Next Day

Preparation for the next day's tasks was crucial. I would finalize media lists and pitches, ensuring everything was ready to go for the next morning. This included tailoring pitches to specific journalists and making sure media lists were accurate and up-to-date.

Competitor Research and Audits

Lastly, I conducted competitor research and audits. This involved analyzing competitors' PR activities, media coverage, and overall brand presence. Understanding what competitors were doing helped us identify opportunities and threats, refine our strategies, and position our clients more effectively in the market.

Working in a public relations agency is a fast-paced, varied, and rewarding experience. Each day brings new challenges and opportunities to learn and grow. If you're considering a career in PR, embrace the dynamic nature of the job and the chance to make a meaningful impact on your clients' success.