PR Pros: Arden McLaughlin of Definita Publicity & Marketing On The 5 Things You Need To Create A Highly Successful Career As A Public Relations Pro
Share your client’s story before your share your own. I’ve been told that I’m the type of Publicist who would give up the cover of a magazine if it meant my client got said cover. To me, that’s the ultimate compliment. I believe, as PR Practitioners, it’s our job to show off our clients. I have had some press coverage of myself over the years, but I try to create a ratio for myself. For every 1 clip I get for me, I need to get my clients’. Whether it’s coaching them to get their own or actually pitching the story for them, I want the people I get to represent to have their story told first.
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 Arden McLaughlin.
Arden McLaughlin is the owner of Definita: Publicity & Marketing. She created Definita because she saw how so many people with whom she came in contact had difficulty defining who they were. She saw what made them stand out in the marketplace, but they could not. Through her natural gift of storytelling, she could see the components that made businesses and people stand out and truly meet the goals they wanted to meet. Arden lives in Charlotte, has two cats named Bruce and Clyde, thinks her niece Hallie hung the moon, has a mom, dad, sister-in-law, brother, and fully believes her future husband got lost trying to find her but maybe he’ll ask for directions one day, and gets to work with the best people in the entire world. She’s sassy and spunky with a heart-of-gold.
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 went to the University of North Carolina at Chapel Hill for one reason — it’s top tier Journalism School. I’ve had one God-given talent all of my life and that’s my ability to craft stories. After being the editor of my high school newspaper, spending every morning watching Joan London and Charlie Gibson, and in general being told I had the face for TV, I decided that broadcast journalism was my path.
Some things happened in my path to broadcast fame, and I decided it was not the path for me. I chose to focus on advertising within the school and minored in Creative Writing through the UNC English department. Upon graduating I had ZERO idea of what I wanted to do with my life — I mean… who can do ONE thing for the rest of their life?
I took a lot of informational interviews and really had this knack for PR. It felt like the best of all of my worlds — crafting media stories, mixed with zingy campaigns, and lots of relationship building.
Here I am… two decades post my time in Chapel Hill and I get to do this for a living.
Can you share the most interesting story that happened to you since you began at your company?
The MOST interesting? Well, it depends on what you call interesting! Like every good PR person, the most interesting stories — those juicy ones that we all keep in a vault — have to stay in a vault. It’s my job to protect and enhance. And that includes my own self!
Throughout my career I’ve gotten to do some really cool projects. I met Pastor Billy Graham. I met Jack Nicklaus. I’ve sat court side at NBA basketball games, and I’ve gotten people elected to office. I was on television for 15 years as a book influencer. I’ve been on covers of magazines and newspapers. I was even on a billboard! I’ve gotten clients more press than they could ever handle. I’ve opened major hotels and restaurants, gotten stray animals adopted, and helped hundreds of people open their businesses with effective PR.
But what I’ve found most interesting is that for people like me — I’m 43 now — PR hasn’t changed that much. I’ve been in and around this world since I graduated in 2000. People still want their story told. Media still want a good story. Relationships still matter. And this business is not for the faint of heart.
Throughout my time with my company, I have learned my story. I’m a person who spent a lot of time trying to be heard and finally gave up on forcing my agenda on people. Instead, I started listening. Really listening. I allow people to show me who they are as well as where they want to be. Their story — their real, marketable story — is in the moments where I let go of my agenda and let theirs float into being.
I call it the Definita magic. Defining You is something I can do because I let you be you.
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?
Oh, gosh, I was so naïve. I’d put together a proposal for anyone. I mean, everything from a child who wanted to be a model to an author whose book was 4 years old to a birthday party for an 8-year-old. I had zero idea who I was or what I was doing. I was simply saying “yes” and charging like $25 an hour.
Yes, $25 an hour.
What I learned was that I had to focus. I could not do everything because then I was doing nothing. No one knew who I was anymore because I’d let everyone else define me.
And this is the hardest lesson anyone has to learn when it comes to branding. You cannot be everything to everyone. You will lose business, but you will gain the right business. Yes, you’ll learn to live on beans and rice. You’ll give up manicures and some nights out with friends. But you’ll be okay. I promise.
What are some of the most interesting or exciting projects you are working on now?
My favorite project is my PR-In-A-Box. It’s an all-encompassing starter kit for anyone who needs the basics for public relations and marketing without the high-ticket price of a PR agency. The entire kit — which includes a 21-module course, a how-to-create-your-own-PR workbook, news release templates, a media list, plus social media and partnership deck templates, cost $750. Total! I even throw in two coaching hours to ensure the person gets one-on-one time.
It’s ridiculously underpriced for the value that it offers which is why I love it so much. People who are starting out in business need a few things to fall into place for them so they can be successful. I think investing in a PR tool kit that will change the game for how you position yourself should be one of those lucky breaks.
I’m also loving coaching right now. I miss people. Every time I think this darn pandemic is behind us, something else happens. Plus, as I write this it’s winter and cold. It’s harder to be outside and active in the cold. So, I’m coaching people a ton to solidify their message as they grow in business.
I do have a few more projects in the works but they are not set just yet. Maybe by the time your people find me on Instagram (@definita.publicity) they will be announced!
You are a successful leader. Which three character traits do you think were most instrumental to your success? Can you please share a story or example for each?
- Faith. My faith is Christian based. If I didn’t have a relationship with Jesus and the ability to cry when stuff goes wrong (like losing almost every client during the Pandemic) or to sit in pure fear when I have a huge ask out for a major media story (we all know how things can change on a dime) then I’m not sure I would have made it. Truthfully, business is hard but having faith has sustained me in ways I didn’t know I needed.
- Graceful Spunk. This doesn’t happen much, but once or twice I’ve sent out a news release with a misspelled word. I know, that doesn’t seem like a big deal, but it is! It looks soooooo unprofessional. Instead of wallowing or ignoring it, I decided to send out a follow up email playing on the fact that I did, in fact, make a major error and not only did I know I goofed, I spoofed my goof. I got two stories out of that spoof on the goof.
- Showing Up. The best people with whom I’ve gotten to work are the ones who threw out a line without much detail as to what they were throwing me to (or into for that matter). I caught it without knowing what all I was to do, if it made sense for me, and if I’d get a bit of business out of it. Yet, I knew these people did well in business themselves. I watched them and knew they had something. I figured if I kept showing up, kept being supportive, kept being my best me, that eventually we’d get to work together. And we have. People don’t show up enough unless they absolutely know they will get something out of it. I see it all the time with my people I coach. The ones who go to a Chamber meeting or a luncheon, always walk away with at least one connection that results in a big contract. Always. The ones who will not go to a function without a guaranteed sale often never get past a few months of being in business of themselves before they give up and go back to a 9-to-5 type job.
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?
Of course. Here are the definitions I use when I teach and, in my PR,-In-A-Box tool kit:
The public is who sees you, buys (or does not buy) from you, and decides to love or hate you. The public is tough. But you’re tougher and with this easy-to-use e-book, you’re going to be equipped to woo and charm your public with authenticity and business savvy. But, first, let’s get our terms straight.
Public Relations*
PR can be used to protect, enhance or build reputations through the media, social media, or self-produced communications. A good PR practitioner will analyze the organization, find the positive messages and translate those messages into positive stories.
Media Relations*
Media Relations is a component of PR. Media relations refers to the relationship that a company or organization develops with journalists, while public relations extends that relationship beyond the media to the general public. It is possible for communication between the media and the organization to be initiated by either side.
PR Practitioner*
A public relations practitioner creates a relationship and an image for a company. This means utilizing a variety of media sources (such as magazines, newspapers, websites, and speeches) to reach the public.
A lot of people think PR and Media Relations are the same thing. As you can see media relations is part of PR, but not the only part. A lot of people also think Influencers are PR Practitioners. They are not. Influencers, as with all social media, are part of PR. When you look for someone to teach, coach, or lead you in PR, look for someone who has experience in reputation management, media training, and communication strategy building.
*Definitions derived from Forbes.com, Study.com, PRSA, and decades of experience.
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?
If possible, get a degree in journalism and add English writing courses when you can. You need to understand how the media works — all media — and journalism schools are teaching these courses. In my experience, communication courses are more about simply communicating without the strategies and tactics behind what you are communicating.
It’s the strategies and tactics that build a campaign. And you have to know how media plays into everything to reach your overall PR goals.
I also could be totally wrong, and your school could have an awesome communication program that teaches the why’s and how’s behind what you communicate. I think the most important thing is to ask your advisors what professors they recommend because profs can get you a long way when you are first entering the working world. They will make connections you’d never think to make.
You are known as a master networker. Can you share some tips on great networking?
My #1 tip: Don’t drink too much. If possible, don’t drink at all. People say the dumbest things when drinking and networking should be business first and foremost.
Also, make a plan for how many people you want to meet. Start with someone easy and non-threatening to warm up. Introduce yourself and ask his or her name. Ask how their day was. Ask what they want to get out of the event. Share your goals. Basically, be a whole person interested in another whole person. As I’ve said earlier, this is a relationship business, and most businesses are based on relationships.
Sidebar: There seems to be an almost constant mindset on “the bag” or “millionaire x 10” and we’ve taken out the people factor in how we conduct ourselves. We turn everything into a transaction. Though gaining business is a top priority for all of us (I cannot flirt my way into paying my bills!) I believe adding back in our personalities offers a huge benefit. It also makes networking easier.
Back to it: Once you’ve met your goal of how many people you want to meet, follow up with each one of them. This could include following them on social media, emailing for a coffee or lunch chat, or asking for a formal meeting to talk about how you could work with them.
Even my most quiet clients can conquer their networking fear when they have a plan.
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?
Referrals are your best lead generator and that means you have to do excellent work for the person in front of you right now.
And, when money is tight and you know you need more than the client load in front of you to make this thing work, doing good work for the person in front of you right now can easily take a back seat to getting more clients if you let it.
Do. Not. Let. It.
The PR world is small and built on a lot of — I heard you were the right person for this job — kind of talk. We all have our niche. Mine is teaching start-up businesses how to get their own PR and taking over the PR work for small businesses ready to scale. I do a lot of media planning, media outreach, and community partnership development. I do not manage social media accounts or manage events. I’ll support with messaging and media but I’m not the one doing the actual work on these types of accounts.
Focus is key to getting the right leads and serving your clients, so they give you the right referrals.
I also think having a freebie helps especially if you have funnels set up for your products. Doing live teachings and masterclasses are always helpful. Finding places to speak and teach are great as well.
But, really, the most impactful and reliable way I’ve built a good roster of work is being good at the work I’m already doing.
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. (Please share a story or example for each.)
- Invest in coaching. When I first started in my journey, I had no real idea what I was doing. I thought Samantha Jones and Carrie Bradshaw were the industry leaders in PR and Media. So, I did and wore what they did professionally. I’m sure you can see why spending all of my money on designer clothes and attending the hottest parties wasn’t the ideal plan for career growth. Once someone finally told me what the real-world PR entailed, I started finding the right coaches for my goals. Coaches come in all prices so find someone who fits your budget as well as your direction in your career.
- Watch/read your local news. I know this sounds cliché or outdated to some of you (depending on your age), but I’m amazed at how little time PR practitioners spend on traditional media trends. There are so many more forms of media these days, but I still believe in the power of local news. For every national news story, there are hundreds of thousands of local news stories. Local people are most likely to buy from you and your clients. Connecting with local news has been a trademark of my career and it’s helped define me from other Publicists.
- Be a good person no matter what. Okay, so this is a tough one and deeply personal to me. The higher we rise the more eyes are on us. We know that. But what I’ve learned is the older I get; the more people want to watch me fail. In my 20s and early 30s when I got a ton of press — for myself and my clients — people really cheered for me. They wanted to invest in my growth and see my soar. Or so I thought. Something happens when we turn 40. We’re no longer cute whippersnappers to be molded. We’re the real deal; a force. And stuff gets real. I have been attacked more in the last 3 years of my career than I ever was in first two decades of it. Lies upon lies have been spread — ones I could easily refute, or remember, I’m the holder of a lot of secrets. I could unleash what I know. But that’s not who I am or how I want to conduct my business. I made the decision a long time ago to run a positive business that shared incredible stories to help make people money. That’s it. I do not fight or justify my existence. The PR people I see who I want to emulate are good people no matter what.
- Constantly learn. Trends change so fast. Media changes so fast. Everything moves so fast and it’s our job as practitioners to stay on top of every trend to counsel our clients. I coach a lot of nurses who are getting into healthcare entrepreneurship. It’s my job to follow what’s happening in all of healthcare at it pertains to nurses so I can guide them in messaging.
- Share your client’s story before your share your own. I’ve been told that I’m the type of Publicist who would give up the cover of a magazine if it meant my client got said cover. To me, that’s the ultimate compliment. I believe, as PR Practitioners, it’s our job to show off our clients. I have had some press coverage of myself over the years, but I try to create a ratio for myself. For every 1 clip I get for me, I need to get my clients’ 5. Whether it’s coaching them to get their own or actually pitching the story for them, I want the people I get to represent to have their story told first.
Because of the role you play, you are a person of great influence. If you could inspire 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. 🙂
I hope this doesn’t sound too basic but mine is Be Kind. It’s that simple and that complex. Kindness is really difficult when we’re around people who do not subscribe to the same philosophy. We do not have to be friends with everyone — that block button exists for a reason! — but if we can operate in a graceful kindness, I think we’d all be a little better for it.
This was really meaningful! Thank you so much for your time.
PR Pros: Arden McLaughlin of Definita Publicity & Marketing On The 5 Things You Need To Create A… was originally published in Authority Magazine on Medium, where people are continuing the conversation by highlighting and responding to this story.