PRSSA Post: 3 Tips on How to Stand Out in the World of Public Relations

I was fortunate enough to attend the PRSSA National Conference in Indianapolis, Ind., from Oct. 21 through Oct. 25. The experience that I gained from this conference is unexplainable, and I will carry what I learned with me for years to come.

It’s no surprise that public relations is a growing field. There are many aspiring public relations professionals who are seeking out jobs in every industry imaginable. So, with all of this competition, one might find oneself asking “how do I stand out?” or “how do I make myself different from everyone else?” Here are three tips on how to stand out in the world of public relations.

1. Follow the VTOM Model for Leadership. 

VTOM is an acronym that stands for Visualizer, Translator, Organizer and Motivator. Although this acronym is geared towards leaders, any public relations professional should keep this acronym in mind and use it to improve themselves both professionally and personally.

Visualizer: Professionals must have goals, objectives and a direction to go in. They must have an idea of what they want a company to look like in order to be active and help make positive changes for the organization.

Translator: Public relations leaders and professionals need to be able to listen to and understand other members of their team or coworkers in their organization.

Organizer: Exceptional communicators must be able to break down visions and ideas into organizations and groups of people to fit their goals. It is important to be able to separate ideas and visions and assign them to people whose goals fit them.

Motivator: Leaders need to understand the levers that will encourage members of an organization or workers in a company to take on and sustain tasks.

2. Understand that communicating is not the only primary function of a public relations professional.

The real skill of a public relations professional is to engage and solve real business problems. With that said, diversity and open-mindedness are key skills. Be an active reader, a good listener and have a thick skin. Having the ability to integrate and having great persuasive writing skills are also key.

3. Be authentic.

David Grossman, co-founder of The Grossman Group, said it best at his conference session: “authentic leaders get better results and have healthier lives.”

Carlee Smith is a junior communication major with a double track in public relations and digital media production at Slippery Rock University. She is involved in the university’s student-run PR firm and PRSSA Chapter, Rock PRoductions. She currently serves as the organization’s senior social media specialist and is in charge of reviewing social media posts before distribution to clients. You can connect with Carlee on LinkedIn or send her an email at cas1040@sru.edu.