PR Pros: Amy George of By George Communications On The 5 Things You Need To Create A Highly…

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PR Pros: Amy George of By George Communications On The 5 Things You Need To Create A Highly Successful Career As A Public Relations Pro

Love writing. Writing is a constant in PR. Press releases, sure, but also scripts, marketing materials, web copy, talking points, blog articles and more. You might ghost write op-eds for your client. You have to write clear, actionable communications plans. And you’ll have to write proposals to just get new business. Writing is a huge part of what you do.

Have you seen the show Flack? Ever think of pursuing a real-life career in PR? What does it take to succeed in PR? What are the different forms of Public Relations? Do you have to have a college degree in PR? How can you create a highly lucrative career in PR? In this interview series, called “5 Things You Need To Create A Highly Successful Career As A Public Relations Pro” we are talking to successful publicists and Public Relations pros, who can share stories and insights from their experiences.

As a part of this series, I had the distinct pleasure of interviewing Amy George of By George Communications based in Charlotte, North Carolina.

Amy George is an accomplished writer, reporter, public relations professional, LinkedIn makeover artist and the founder of By George Communications. Put simply, she helps people, companies and organizations build credibility and grow their careers or businesses through storytelling and PR. Her clients have appeared in top media outlets, including The Associated Press, CNN.com, The New York Times, Real Simple, USA Today, The Washington Post, Woman’s Day Online, Yahoo Lifestyle and more.

Thank you so much for your time! I know that you are a very busy person. Can you tell us a story about what brought you to this specific career path?

I’ve been a storyteller my entire life. It started in kindergarten. We had a typewriter in our classroom, and kids would take turns banging on it. But I never felt like I got enough time with the typewriter, so I asked Santa for one for Christmas — and I got it!

In high school, I was on the debate team — researching and writing and trying to win people over with my arguments. I wrote for the teen page of my hometown paper. I went to journalism camp and debate camp. I truly was a nerd.

I majored in journalism in college and then worked in newsrooms across the country, including The Associated Press (AP) in New York and The Charlotte Observer. When I left journalism, I knew I still wanted to be a storyteller. And I wanted to learn about businesses and organizations and tell their stories. That’s what led me into PR.

I first went into corporate communications for a global book publisher and distributor, then did the same at a global financial services institution. Several years later, I formed my own company, By George Communications. Having told the stories of many entrepreneurs — from a woman who found a better way to sell your used car to a husband and wife who built a thriving and international translation business — I discovered I also wanted to be an entrepreneur in addition to storyteller and PR pro.

Can you share the most interesting story that happened to you since you began at your company?

While I’ve always been a storyteller, I had never been someone who owns or runs a business. Sure, I covered business news. I interviewed a lot of C-suite executives, including a chairman and CEO of the New York Stock Exchange. I covered the stock market. I met entrepreneurs and wrote about how they got their start. All very cool. But figuring out how to start and run a company? That’s interesting all by itself. All of the sudden I had to learn how to create a business around telling people’s stories to help them achieve their own business and professional goals. There was a lot to learn!

Can you share a story about the funniest mistake you made when you were first starting? Can you tell us what lesson you learned from that?

When I went out on my own, I really missed having a corporate IT department. I ended up Googling silly things, like how to add a LinkedIn icon to my email signature. I knew how to do a lot of the big-picture stuff, but the day-to-day small stuff — especially the tech stuff — took more time in the beginning. I felt like I lived in Google.

I underestimated how much time all that could take. Now, I have an assistant who sets up my online scheduling calendar and handles other administrative tasks. And I have an IT guy who responds as soon as I call, text or email.

What are some of the most interesting or exciting projects you are working on now?

Like everyone in the field right now, I’m helping a lot of organizations during the pandemic. One is a major hospital system, where — as you might expect — there are many COVID-related stories. Another client — a major dance company — celebrated a milestone anniversary and a return to live performances, with all the challenges that come with that.

This is an incredible time to help companies and organizations provide essential information for their consumers, employees … everyone. It’s also a great time to highlight people. Stories can’t be told without people — the doctor who starts her day with meditation, the dancer who juggles her art with being a new mom. I get so excited to help share people’s stories.

You are a successful leader. What three character traits do you think were most instrumental to your success? Can you please share a story or example for each?

  1. Know your audience and know how to read the room. That includes knowing how to conduct yourself in meetings to knowing what tone to use with different audiences and personalities. For instance, even though the messaging might be the same, the tone you’d use with a company’s shareholders is different from what you’d use with an internal team. And the call to action is critical. I never had to think about that as a journalist, but I think about it all the time as a marketer.
  2. Be curious. If you’ve been a journalist, this is easy. Ask questions. Don’t be afraid to ask tough questions that your client might have a hard time answering. But also don’t neglect the simple questions. “Tell me about yourself. What’s your story?” Curiosity can lead to so many opportunities for yourself and your client. I doubt there’s any good PR pro who isn’t curious.
  3. Be an advocate — for PR in general and for your client. This goes back to my debate days. The first case you often must make with your client is why PR matters. There are a lot of big things at stake. Reputation is everything. Sometimes, you have to explain that PR isn’t a “nice to have” but a “must have.” PR is protecting your company’s reputation. You may have to recommend something your client might not like but is in their best interest — so you find a way to make that case to them. And if they don’t take your advice, you can’t take that personally.

OK, super. Thank you for all that. Let’s now shift to the main focus of our interview. For the benefit of our readers, can you help articulate what the different forms of PR are?

PR means a lot of things, but I think of it in two major ways: internal communications and external communications, which is largely media relations.

A good communications program starts with giving information to employees before the public. All PR starts with your internal stakeholders, who are your best brand ambassadors. You don’t want your team to learn the latest about your organization on the Internet. People tend to see PR as just the external part — the media part — of what we do, but it has to start internally.

Media relations is much more than maintaining good relationships with journalists, although that is critical. When you talk to reporters, you’re not just talking to one person. They’re the conduit to a much broader audience.

Where should a young person considering a career in PR start their education? Should they get a degree in communications? A degree in journalism? Can you explain what you mean?

You don’t have to have a degree in PR. Some journalism schools include PR as part of their curriculum, but I never took a PR class in college. Many PR people I know also didn’t take a PR class, but they — like me — came up through newsrooms or marketing departments. But if you’re interested in a career in PR, take journalism classes in college. Take writing courses because good writing can really set you apart as a PR pro.

Once you start your PR career, connect with your local chapter of the Public Relations Society of America (PRSA) and maybe pursue an accreditation in public relations. I did that when I started my firm. Anyone can hang their shingle in PR, but as a business person, I wanted to show I was committed to standards and best practices and that I cared enough to get that accreditation. You should always be learning.

You are known as a master networker. Can you share some tips on great networking?

Networking intimidated me when I started my business. I knew it was important, but I wondered if I’d have time for it. Now I know you have to make time for it.

There are many ways to find networking circles. I belong to several different networking organizations. I’ve always been a member of PRSA, which is an industry organization, but I’m also in a networking group of women business owners.

Feel free to change it up. You don’t have to be in the same organizations forever. Sometimes it’s good to get to know a new group. But make sure you make time for it and bring that same curiosity for others to your networking efforts. If you really want to get to know other people versus “sell my service,” that’s much more enjoyable.

Lastly, it’s not just belonging to and being active in a group. It’s also looking at your contacts in your phone or at LinkedIn connections every now and then and asking: Who haven’t I had coffee with, in person or by Zoom?

Lead generation is one of the most important aspects of any business. Can you share some of the strategies you use to generate good, qualified leads?

During a networking group meeting, you often have the chance to give a 30-second message. Be ready, be succinct and be specific. If you specialize in healthcare PR, say so. If you’d like to work with not just a law firm but a personal injury law firm, be clear about that. Being specific helps people understand what you do, who you work with and how they can help connect you.

Your message probably won’t remain static. For instance, my general message is this: By George Communications helps people and organizations raise visibility and credibility through storytelling and PR. But sometimes, I’ll say I’d like to work with someone who needs to elevate their presence on LinkedIn, populate their website with sparkling copy or create a comprehensive communications plan.

OK, super. Here is the main question of our interview. Based on your opinion and experience, what are your “5 Things You Need To Create A Highly Successful Career As A Public Relations Pro” and why?

  1. Be curious. Curiosity is non-negotiable. And don’t just ask questions. Listen to the answers.
  2. Love writing. Writing is a constant in PR. Press releases, sure, but also scripts, marketing materials, web copy, talking points, blog articles and more. You might ghost write op-eds for your client. You have to write clear, actionable communications plans. And you’ll have to write proposals to just get new business. Writing is a huge part of what you do.
  3. Appreciate the strategy of PR. You have to believe PR deserves a seat at the leadership table along with other business functions. And believe it’s not an option but a necessity. You have to advocate for that because at the end of the day, it doesn’t matter how many widgets your company sells. If your reputation tanks, that’s it. PR isn’t just reacting to market forces, trends, or anything else. It has to be planned and proactive.
  4. Have a network of PR pros to give you second opinions. Sometimes PR happens fast, and you’re forced to react in a hurry. That’s when it helps to know how to respond. Plus, being a solo practitioner can get lonely. You need your network of trusted allies for the occasional gut check.
  5. Be a champion for others. True PR pros often remain in the background and let their clients be the stars. You may need to check your ego. If you’re not going to be quoted in the media, then you have to know how to take on your client’s voice.

Because of the role you play, you are a person of great influence. If you could start a movement that would bring the most amount of good to the most amount of people, what would that be? You never know what your idea can trigger. 🙂

Two words: Be ready. Maybe it’s because I have a couple of teenage daughters with their adult lives ahead of them, but I’d want them — and all young people — to be better prepared for the ins-and-outs of life that await.

Kids learn a lot in school, but we can do better when it comes to the realities of adulthood. Building a credit history. Understanding a lease agreement. Following a budget. I would start a movement to teach those skills at a younger age. I’d love for these classes to be taught by community leaders and held at public libraries, because libraries are so important for broad access to educational resources. I know this firsthand: My first job at age 14 was at my local library.

And just maybe these kids — because kids are full of ideas — can teach adults a few things, too. Hey, I could use help when it comes to the latest digital big thing. There’s always so much for all of us to learn.

This was really meaningful! Thank you so much for your time.


PR Pros: Amy George of By George Communications On The 5 Things You Need To Create A Highly… was originally published in Authority Magazine on Medium, where people are continuing the conversation by highlighting and responding to this story.