Navigating the World of Working in Public Relations: Insights from Panel of Industry Experts at NYU

New York University hosted a panel discussion for current students on the intricacies of working in public relations. The event, moderated by John O’Dwyer, Publisher of O’Dwyer’s Inside News of PR, featured a lineup of speakers: Adeena Fried, Executive Vice President at Evolve MKD, Erin Kaplan, VP Communications at Condé Nast, and Ashley Barton, Senior Vice President & Group Director, Lifestyle & Multicultural at 5WPR. The panelists shared their experiences and provided valuable insights into various facets of the PR industry.

The Distinction Between Different Types of PR

One of the primary topics discussed was the difference between working in PR at a firm, in-house, and for a media group. Erin Kaplan highlighted that at her media group working strictly with publications, she manages multiple brands across both print and digital platforms. This can involve a diverse range of responsibilities, from editorial oversight to brand partnerships.

In contrast, Adeena Fried and Ashley Barton emphasized that PR agencies working across multiple clients typically offer a broad spectrum of services, sometimes across various industries. This depth of experience allows agencies to cater to a wide array of clients, from health-focused boutique firms to larger, multifaceted agencies. This diversity can provide PR professionals with rich and varied career experience.

The Impact of Social Media on PR

The panelists also discussed the profound impact of social media on the PR industry. It was pointed out that social media has shifted the power dynamic from publicists to individuals, particularly celebrities, who can now directly communicate with their audiences. This shift means that a statement made on social media can sometimes carry more weight than an exclusive story given to a magazine.

In this digital-first era, PR professionals must adapt by integrating paid programs and digital marketing into their strategies to drive sales and amplify traditional PR efforts. As Barton advised, telling clients that a multifaceted approach is crucial in today’s landscape is essential for success.

The Role of AI in Press Releases

When it comes to the evolving role of technology, the panelists discussed how artificial intelligence (AI) is influencing the creation of written materials, including press releases. It was agreed upon that while AI can be a valuable tool for efficiency and scalability, Erin Kaplan pointed out it cannot replace the nuanced touch of a human, especially in tasks requiring creativity and personal insight, such as testing a food recipe for the culinary publications she works alongside of.

AI should be viewed as a resource rather than a replacement. Knowing how to leverage AI effectively can enhance PR efforts, but human expertise remains indispensable.

A Day in the Life of a PR Professional

Lastly, the panelists shared what a typical day in the life of a PR professional looks like. PR is described as an “always on” job, requiring passion and a genuine interest in the work. Ashley Barton illustrated the dynamic nature of the profession, where a day can range from her team being spread across the country, with some in Atlanta for a project while others are out in California, and tasks can include pitching stories to media, and pitching ideas to new business partner opportunities. Because of this, panelists agreed it would be a great idea to enter the industry open to any opportunities that come their way and work to find what they are passionate about. Internships are a great way to start figuring this out early on.

The discussion left NYU students with a comprehensive understanding of the PR industry’s current landscape and practical advice for navigating their future careers.