PR Pros: Indya Wright of Artiste House On The 5 Things You Need To Create A Highly Successful Career As A Public Relations Pro
You need to be excellent at research. The best PR Pros are always abreast of what’s trending in the news and how their clients can add to those conversations.
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 publicity 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 Indya “Icy” Wright, Founder and CEO of Artiste House based in Washington DC.
Indya is an award-winning media professional from Washington DC. Brand strategist and curator of good vibes. Indya believes in cultural advocacy through creative exploits. Her mission is to help preserve DC urban culture through media & work with creatives to give them the support, tools & skills necessary to live their dream full time.
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 became a business owner after quitting my job with no backup plan and zero in savings. I just knew there had to be more to life than working a job you don’t enjoy. I had no idea what I was going to do next, but I knew I was talented and having creative friends reminded me that talent can be monetized. I took a leap of faith and quit. I had no choice but to figure things out.
Can you share the most interesting story that happened to you since you began at your company?
I’ve won some really exciting awards. Titan Arts Award and DC Mayor’s Arts Award. These mean a lot to me since my firm is not a traditional public relations firm. Artiste House is a full-service creative agency so those wins for design and media arts are very important.
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?
I didn’t have a clear plan on anything. My marketing and communication in the beginning was all over the place. I had a website, but wasn’t even sure of my services or prices. I learned that research and planning is key to most things in life, and that includes entrepreneurship.
What are some of the most interesting or exciting projects you are working on now?
My agency is spearheading the public relations and media logistics for the 95th birthday fundraising concert for Harry Belafonte and his non-profit Sankofa.org on March 1, 2022 at Town Hall Theater in NYC. This means so much because they are raising funds for a virtual reality and arts program for returning citizens.
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?
Transparency — You must be transparent about what can offer your clients and what you can’t. Being honest and setting realistic expectations builds trust.
Compassion — You have to authentically care about your clients goals and empathize with their individual pain points. It’s hard to serve anyone that you can’t relate to on a personal level.
Creativity — You have to be courageous in pushing boundaries and thinking outside the box.
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?
Essentially public relations is the management of public opinion through strategic communications. This includes several ways that PR professionals utilize. Media relations involves communicating specific messaging to the press. Crisis communications involves protecting brand reputation and minimizing the effects of a potential scandal.
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?
I believe higher education is definitely beneficial. However, I can say from my years experience that some of the best publicists don’t have a degree or credentials. There’s different ways to start in this field, but I think the best teacher is experience. Ask someone to mentor you. Volunteer at events. Getting your hands dirty teaches you the fastest.
You are known as a master networker. Can you share some tips on great networking?
Reach out to provide value and be of use. Lightening people’s load makes you a benefit to them. Only reaching out to ask for favors makes you a burden.
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?
I’ve been fortunate enough to have happy clients that always refer me to others. Word of mouth is very powerful. I also believe in making your own brand your main client. Publicists and PR agencies that are often in the press remain seen as experts in our industry. I also believe in taking on specific specialized projects at a discounted rate in order to show powerful case studies and the success of those projects continues positive positioning in the public eye.
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.)
- You need to be excellent at research. The best PR Pros are always abreast of what’s trending in the news and how their clients can add to those conversations
- You need to be a people person. Public relations requires being able to build relationships. It’s not the industry for introverts.
- You need to be determined. There will be times where responses are slow and opportunities are sparse, but you have to keep going and you never give up
- You have to be your main client. The most successful PR Pros keep themselves in the media and position themselves as the experts. Hint hint
- You have to consider multiple story angles to land placements for your clients. It’s not always the obvious pitch that reaps the most rewards
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 would love to inspire people to pay attention to new brands and small businesses. By pouring support into underserved communities we create a more level and equitable community
This was really meaningful! Thank you so much for your time.
PR Pros: Indya Wright of Artiste House On The 5 Things You Need To Create A Highly Successful… was originally published in Authority Magazine on Medium, where people are continuing the conversation by highlighting and responding to this story.