PR & Communications: What I've Learned in 15 Years

Fifteen years! 15 years?! But how? It feels like yesterday that I stepped into Weimer Hall at the University of Florida to take my first public relations course at the College of Journalism & Communications, full of anticipation, pride and boundless determination. As I – eager and wide-eyed – acquainted myself with all things strategic communications, Facebook was just months away from reaching UF’s campus, and pitching press still entailed making phone calls (am I dating myself yet?).

Since graduating with my Bachelor of Science in Public Relations in 2007 (!), I have had a deliriously immersive front-row seat to witnessing how communication strategies have ebbed, flowed and adapted to media’s changing tides; responded to the race-car speed of today’s news cycle(s); and shifted to more emphatically and empathetically speak to an ever-growing spectrum of audiences.

Over the past 15 years, I have had the honor to combine my passion for storytelling (a spark that was ignited long, long ago) with my formal public relations training (and a Master’s in Strategic Communications to boot – because I truly love this stuff) in a career that not even the unabashed dreamer that was 18-year-old Valeria could have imagined. My experience has included overseeing communications programs and managing media relations efforts within the travel/hospitality, lifestyle and corporate communications sectors; hosting immersive culinary experiences at the James Beard House; managing crisis communications response during the Deepwater Horizon Oil Spill (and now, during a global pandemic); freelance-writing for a couple of national publications along the way; and, most recently, launching my own communications consultancy.

Candidly, I sometimes question why I embarked on a profession that doesn’t officially sleep or get to “tune things out,” but when I take the time to retrospect, to really bask in the glow of the accomplishments, experiences and, yes, even the growing pains of the past 15 years, I can’t help but feel immense gratitude. This decade and a half has been rewarding and chockfull of invaluable learnings.

I guess I’m now at the point in my career where I can say things like “in my experience…” or “back when social media…” *insert huge groan here* But mostly, I’m at the crossroads at which I can amass what I’ve learned and pass it on (for what it’s worth) – all while staying keenly aware of all I’ve yet to experience and continue to learn.

For now, here are a few of the philosophies I’ve gathered along the way. May they continue to guide the way into my next 15 and the 15 beyond that. Personally, I can’t wait!

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Relationships are currency. I take great pride in being a trusted PR resource for clients and writers alike and treasure the relationships I have cultivated over the past 15 years. I believe we’re only as good as those with whom we surround ourselves, and those connections take time, thoughtfulness and follow-through. I engage with media on an ongoing basis, not just when a client has something to share. Being genuinely interested in them and in their content allows me to maintain a pulse on their needs and on the stories that most compel them. Likewise, I am always happy to chat business with clients who are no longer part of my portfolio. At the end of the day, I’ve found that the golden rule still applies in business. Do well onto others, and they’ll do well unto you.

Curiosity is a superpower. Having always been an inquisitive person, I admit I took my inherent curiosity for granted. It wasn’t until I started working in larger groups that it dawned on me that not everyone shares that trait: the desire to learn more and dig deeper. Incessant question-askers don’t necessarily make curious humans (neither do those who only inquire for gossip’s sake). I’m talking about genuine immersion and discovery here… Some of my fondest relationships and experiences have begun with a simple “why” or “what if?” The more I’ve listened, the more I’ve asked, the more I’ve taken the time to research and explore, the greater my proverbial cup (both professional and personal) has been filled. 

 
Aiming to be the most informed person in the room keeps me informed. It’s not possible to know everything, but clients rightfully expect that communications professionals come equipped with a general awareness of the world, of their business and of the world issues impacting (or with the potential to impact) their business. If you’ve ever worked with or reported to me, you’ve heard me say this a couple of times. Always aiming to stay up-to-date on current events and industry-specific news has made for sound business practice, timely media outreach and interesting conversation. Not to mention, it has made me a more knowledgeable and empathetic citizen of the world – and that’s something I will always stand behind.

Likewise, knowing what I don’t know keeps me honest and humble. Few things irk me more than someone pretending to know something (you’ve definitely sat in meetings with those people and you’ve definitely seen the not-knowing on their faces) rather than admitting that they don’t know and using that as an opportunity to learn – or worse yet, the discomfort when they’re asked to expand upon that very thing (eek!). Call me naïve, but I think asking questions is often more important than having the answers. Knowing all that I don’t know keeps me in check and has allowed me to focus on carving out the areas of expertise I can honestly and assuredly own.

 
Authenticity isn’t a buzzword. Sure, it’s sold to us in branding case studies and thrown at us by social media coaches promising a six-figure ROI, but please let’s stop making authenticity a strategy or a tool to which you can subscribe. You cannot be taught how to be authentic. BE YOU! It’s as easy as that. Only you can be who you are, offer what you offer and do it like you do it. Staying true to who you are – personally and professionally – is the biggest ROI you can give yourself, your business and your people.

Trends are just that. We all have a propensity to be beckoned by the latest and greatest. “We should have a Twitter account” was one of the first things I heard at my first full-time PR job in early 2008. “For what? How will we use it?” I asked (very on brand of me, may I add). That’s one of dozens of examples throughout the past 15 years of clients being distracted by the next “it” thing in communications – whether it’s a specific channel (looking at you, TikTok) or a medium (oh, Reels). When it comes to communications, one size does not fit all. That’s the philosophy I preach when providing clients with long-term, sustainable strategies that take into account their business, their story and their audience(s). For some, that may mean establishing a presence across the social sphere; for others, it may mean staying offline (for now) and focusing aggressively on targeted media outreach. Ultimately, it’s about what’s going to make the most sense for the client and the message at hand. Not unlike my personal style, I let trends inform, not dictate, what I do, and I think it looks pretty good, if I say so myself. ;)

The editing never stops. This goes for my writing, sure, but also for my areas of focus, for my approach, for my client roster and for my media list (that one, I could argue, is in a never-ending state of revision). The point is I never stop evolving what I do. In an industry that’s constantly shifting, it’s essential to do the down-and-dirty work of reflecting, revising and revisiting again.

Neither does the learning. Given the nature of this very blog post, this goes without saying. In the past 15 years, I have learned that I will never stop learning – nor do I want to! Every time I learn something new – whether it’s a term, a tool or a strategic approach – I become reenergized by the very topic I set out to learn more about back in 2007 when I set foot on UF’s gorgeous campus on that late August day. I’m so excited to learn what comes next…

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If you’re still reading, thank you! I’d love to hear your thoughts on which of these lessons resonates most with you. Fellow comms professionals, what have you learned along the way?

If you’d like to borrow any of my words, please feel free to do so but don’t forget to cite/quote accordingly (for us writers, words are our treasured creations, after all). Thank you!