What I Learned After 30 Days at an Agency
As a student in public relations, there is this constant debate on whether to practice at an agency or in-house. It is almost impossible to determine how a typical day in each would be different without first-hand experience. The following are a few of the lessons I’ve learned after spending the last 30 days working at a public relations agency to help you better determine which style of public relations is right for you.
Multiple Clients, Multiple Voices
Being assigned multiple clients at an agency is expected. However, I underestimated the range of clientele I would be working with. One day I’m working on a press release for a consumer brand and the next I am pulling a coverage report for an automotive client. I have learned while working on these varied projects that you have to be nimble when switching from brand to brand, especially when writing is involved. Each industry has its own language and each brand has its own brand voice. While some agencies focus on primarily B2B or hospitality so their employees get a sense of the industry jargon, I guarantee not one of their clients has the same brand voice. The key is to compartmentalize and research. I like to refresh my brain by reading through a client’s website before writing a piece for them. That way, you at least know what they expect you to know. The way I see it, you can’t be expected to be an expert on everything, but you can be expected to write like one.
Writing, Writing, Writing
Press releases, blogs, pitches, website content, emails - the writing never stops. If you’re like me, you occasionally lack confidence in your ability to write. The last 30 days at an agency has increased my confidence dramatically through constant feedback and an extensive editing process. I’ve learned that the best way to improve is to keep writing. Be conscious of your past mistakes and learn from them. Never submit a first draft. Do the best you can do, then make it better. Be the one to catch any grammatical errors or formatting issues before passing it along in the editing process. Don’t be afraid to ask for clarification, but always start by doing your research. If your question can be answered by a quick google search, don’t ask. And finally, hyperlink hyperlink hyperlink.
Work/Life Balance
If I wasn’t an intern I’d be taking my work home with me. That is the main difference I have noticed between agency professionals and in-house practitioners. In a corporate setting, one generally starts work at nine and goes home at five, answering a few emails at most between going home and showing up the next day. Agency professionals are in constant communication. When they go home at five, the emails don’t stop. Client calls can happen whenever, wherever. On the bright side, this means the job is usually done just as efficiently in a remote setting. Those looking to escape a desk or cubicle and work from home would probably prefer agency life.
I always thought that I’d want to focus my attention on building one brand, but after spending the last thirty days being tossed amongst clients spanning multiple industries, I am grateful to have started my career in an agency setting. I hope you now have the tools you need to decide which style best fits you.
About Teagan:
Teagan Epley is a senior at Grand Valley State University studying advertising and public relations, with a minor in business. She is our VP of Member Services for GVSU PRSSA and an Account Associate for Grand Valley’s student-run PR firm, GrandPR. Her aspirations as a public relations professional include deepening her skills in media relations, social media and design. In her free time, Teagan enjoys watching movies or exploring Grand Rapids.