Chapter 1: The Importance of Effective Communication

Strong communication and writing skills are essential for success in public relations. Both internally and externally, effective communication forms the cornerstone of robust relationships with clients, colleagues, and the media. As PR professionals, we must engage frequently and concisely with various stakeholders to keep everyone informed. Writing proficiency is equally critical; everything from pitches to strategies relies on it. Mastering diverse writing styles can significantly elevate your PR career.

Have you watched the show Flack? Have you ever contemplated a career in public relations? What skills are essential for thriving in this field? In our interview series, “5 Things You Need To Create A Highly Successful Career As A Public Relations Pro,” we delve into the experiences of seasoned publicists who share their insights and journeys.

As part of this series, I had the pleasure of interviewing Greta Snell, a public relations expert with over a decade of experience. Currently serving as the Vice President of Strategic Initiatives at Dittoe Public Relations, a national agency in Indianapolis, Greta oversees strategic PR campaigns across various industries, from restaurants to healthcare.

Thank you for taking the time to speak with us, Greta! Can you share what inspired you to pursue this career?

I have always been passionate about writing and storytelling. From a young age, I created newsletters about family events to send to my distant grandparents. My grandfather, who was an editor, inspired my love for storytelling. I eventually enrolled in a journalism class in high school and pursued a degree in the field. While in college, I found my passion for PR, where I could combine strategic thinking with storytelling. After several internships and networking opportunities, I secured a position at my current agency, where I am now a vice president.

Can you share a memorable experience from your time at Dittoe Public Relations?

Reflecting on my 12 years in the industry, I've had countless fascinating experiences—from managing red carpet events to collaborating with high-profile individuals. The ever-evolving nature of agency PR means that I am constantly learning, which is one of the aspects I cherish most about my role. Each client and media interaction presents a unique learning opportunity.

What’s one of the funniest mistakes you made when starting out, and what did you learn from it?

We pride ourselves on crafting personalized pitches, but the fast-paced nature of PR can lead to mistakes. While I can't recall a specific incident, I’ve certainly felt the dread of sending a pitch with a typo or the wrong name. These experiences taught me the importance of efficiency paired with attention to detail. It's crucial to be quick but also accurate.

What exciting projects are you currently working on?

One of the most rewarding aspects of agency PR is the variety in my daily tasks. My role allows me to engage in diverse projects, from local TV segments to national interviews. I could be writing a blog post one moment and pivoting to a technical article the next. It's easy to assume that the most thrilling projects come from high-profile clients, but often, the most valuable experiences come from unexpected places.

As a successful leader, which three traits have been most crucial to your achievements?

Servant leadership is fundamental to our agency. We prioritize empathy, awareness, and foresight over positional power. This approach helps us build strong connections with clients and colleagues. Additionally, my practice of yoga informs my leadership style, promoting mindfulness and intentionality in my work. This focus enables me and my teams to remain grounded and aligned with our objectives.

Let’s now focus on different forms of PR. Can you clarify some misconceptions?

A prevalent misconception is that public relations is merely marketing. While they can complement each other, they are distinct disciplines. My expertise lies in media relations and earned media, which are vital for a comprehensive PR strategy. Other forms of PR include content creation, thought leadership campaigns, and community relations.

For young individuals aspiring to enter the PR field, what educational pathways do you recommend?

Degrees in journalism or English are common starting points, as writing is a critical skill in PR. Strong writing enables quick advancement in the field, whether it's pitch writing or technical documentation. However, gaining experience is just as important. If you possess soft skills like communication and a strong work ethic, you can learn the tactical aspects over time. Even after more than a decade in the industry, I continue to learn and grow.

You are recognized as a master networker. Can you share some networking tips?

Confidence is key when engaging with others. Approach conversations with the mindset that you belong and have valuable contributions. Even as someone who straddles the line between introversion and extroversion, I believe in the power of making connections. Self-assuredness can significantly enhance your networking success.

Lead generation is critical for any business. What strategies do you employ to attract qualified leads?

Delivering results-driven work is the best way to generate leads. Much of our business stems from referrals based on positive experiences with our team. Even cold leads are often won through proven results with previous clients. Additionally, being aware of your worth and confidently communicating it can lead to substantial business growth.

Finally, based on your experience, what are your “5 Things You Need To Create A Highly Successful Career As A Public Relations Pro”?

While narrowing it down to five is challenging, here are my top picks:

1. Guts, Tenacity, and Confidence: The fast-paced nature of PR requires assertiveness and the willingness to take risks.
2. Strong Communication and Writing Skills: These are foundational for building solid relationships across the board.
3. A Sense of Urgency: Responding promptly to communications is essential in this field.
4. Strategic and Critical Thinking: The ability to problem-solve and adapt is crucial for success.
5. Solution-Oriented Mindset: Always present solutions alongside any challenges.

If you could inspire a movement for the greater good, what would it be?

As an avid yoga practitioner and instructor, I believe in the transformative power of meditation. If I could inspire a global movement of daily meditation and mindful movement, I am confident it would lead to positive changes in the world. Just ten minutes of intentional practice can foster better decision-making, perspectives, and leadership.

Thank you for sharing your insights, Greta! This has been incredibly enlightening.