PR Pros: Aimée Eichelberger of Superior PR On The 5 Things You Need To Create A Highly Successful Career As A Public Relations Pro
…Know how to tell a good story: As I stated above, PR pros are in the business of developing and telling stories, so it is critical that you understand what components make a good one.
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 Aimée Eichelberger, founder and CEO of Superior Public Relations.
Aimée has served in senior-level positions at several top marketing agencies from San Francisco to Chicago and has dedicated her career to successfully developing and executing strategic PR programs for companies in a variety of industries. From emerging growth tech start-ups to large consumer brands, she has helped clients achieve business success, as a result of increased buzz and brand awareness. Prior to PR, Aimée worked as a television news reporter and anchor, and spent time as a producer at CBS News in New York.
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 began my professional career as a journalist and after quite a few moves and odd working hours, I decided to take my expertise in storyline development to the public relations sector, as it’s a natural next step for former news reporters.
Can you share the most interesting story that happened to you since you began at your company?
In the nearly nine years since founding Superior PR, I have amassed a lot of interesting stories. I think the one I’m most proud of, however, is a client relationship that really reinforced my approach of serving as an extension to my clients and blurring the lines between partner and team member. After collaborating with this client for nearly 4 years (including staying on amidst CEO and market changes), I was recognized as the “employee of the month.”
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’m not sure I would call this a mistake, but it was a funny experience. Early-on in my PR career, I had a challenging client that was steadfast on getting coverage in a vertical outlet that was working on a specific feature story. After weeks of attempts to connect with the editor and continued pressure from the client to get feedback, I decided to walk to the newsroom from my office and hand-deliver my pitch to the editor. While it didn’t lead to an interview, it did lead to a reply with feedback for my client; however, I don’t think the editor thought it was as charming and funny as I did. He wrote a blog about how annoyed he was — so I guess it’s also a lesson about setting client expectations.
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?
I have worked with very impressive colleagues and clients and feel that many of them possess the same traits which I believe leads to quality work and success:
- Resilience: You must be able to power through when things are tough — whether it’s a pitch that’s not resonating or an interview that is off-track or a client engagement that is complicated. It’s about sticking with it, not giving up, and pivoting when you need to get feedback and/or adjust your angle.
- Hard Work: Obviously, as it is with any career, hard work makes the difference. Being a self-starter and being motivated by results is paramount because PR is fast-paced. I focus on working hard, but also working smart to ensure my hours are being spent delivering results for our clients.
- Confidence: Trusting yourself and your advice for how to approach a story, a reporter, or a client is really a big factor in the success I’ve had in PR.
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?
As a journalism major, I am a proponent of taking that route but also feel strongly that it provides the right foundation for understanding what makes a good story and how to work with reporters. Public relations is about supporting companies and journalists by helping to broaden awareness for stories that need to be told. When you understand the perspective of the reporter, you have a better ability to craft pitches, press releases and think about how to support
You are known as a master networker. Can you share some tips on great networking?
I have always felt that the best way to network is to do good work and be a respectful partner — including keeping in touch with your clients even after the project ends. When it comes to technology-based startups, there’s a lot of movement, so it naturally breeds opportunities for working with the same people on different engagements. In addition, I take every new introduction that comes my way — even if it’s not an immediate fit, those calls can lead to a long-term relationship with introductions to other prospects down the road.
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.)
- Know how to tell a good story: As I stated above, PR pros are in the business of developing and telling stories, so it is critical that you understand what components make a good one.
- Be honest: Clients want to hear the truth and that’s what they’re paying for, so it is important to be honest about what news/stories will and won’t work. It also means being honest with yourself about the same thing. If you don’t find a story compelling, then how can a reporter?
- Be confident: When you’re a PR expert, your goal is to tap into your expertise to give a recommendation. It is essential that you’re confident when you provide your counsel and can back it up. If you deliver an idea without the self-assuredness behind it, then how can a client buy-in?
- Think about how PR aligns with business goals: While big media coverage is exciting, it’s not always about the big business press hit — it’s about the hit that makes the biggest difference to the business. For some, that may mean an article in a niche, vertical outlet. It’s important to understand where the business is headed and what their goals are so that you can tailor stories and strategies to their needs and create success.
- Analyze and adjust: A good PR strategy is not stagnant and evolves with the partnership over time. It’s important to be nimble and to constantly evaluate what’s working and what’s not so you can evolve the approach to have the most significant impact.
This was really meaningful! Thank you so much for your time.
PR Pros: Aimée Eichelberger of Superior PR 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.