By Tracy Infante
Building a career in public relations requires a host of skills, the foundation of which often begins with furthering education. However, there are specific skills, in a high-pressure career, that may not necessarily be taught in a classroom.
Public Relations is a blend of technical and interpersonal skills, you’ve got to think quick, speak persuasively and be strategic. In fact, working in the hospitality industry can help ambitious PR specialists to accumulate and refine the tools they need to succeed at their career goals. Event production teaches people how to improve their communication tactics, organizational processes, leadership abilities, problem-solving skills and strategic thinking. With this “guide,” PR professionals will understand how event production can give them a head start on a fulfilling career.
Communication
Academic programs for public relations often fall within the communications sector, and event production can assist students and new graduates in developing those communication skills. PR experts are known for their ability to communicate well in all the required spaces – from writing to in-person to the ever-adapting video conferencing. Event producing requires a high-level of communication with a variety of parties, including clients, contractors, vendors and staff. Producers learn how to use precise language and tailor their communication style and cadence based on the party at hand. This knowledge translates well into public relations, a field in which even a minor slip or a missed call can have disastrous consequences.
Organization
Public relations requires a high level of organization, which professionals can get from experience in event production. PR calls for coordinating written press releases or other announcements in the proper media channels within a set time frame. Similarly, event producers must handle the production, preparation, delivery, setup and takedown of each event. They have to coordinate timing for multiple parties, often on several occasions. By employing these skills, PR professionals can improve the success of campaigns and avoid negative effects of overscheduling, late arrivals or failure to anticipate the needs of the target demographic.
Leadership
In many ways, a PR professional and an event producer are managers. They work with a variety of people, whose contributions can lead to a successful event or campaign. On top of the organizational skills that public relations needs, event producing can provide valuable leadership experience. Event producers build a repertoire of tools they can use to motivate, negotiate, and work alongside other parties to complete the required work on time and to specification. The result of learning these tools will give a PR campaign a smoother operation and a better conclusion, improving brand perception or a client’s public image.
Problem-Solving
Event producers wear a lot of hats, which demands detailed knowledge about a variety of subjects. Each event is unique, meaning that each set of issues and concerns is unique to the specific circumstances of that event. Producers may spend part of their day coordinating catering for a client’s food allergies, outlining accommodations for disabled attendees or adjusting the electrical or plumbing systems to accommodate an unusual type of event. These day-to-day tasks give PR professionals experience in problem-solving on a wide range of potential obstacles, giving them the tools needed to navigate the challenges of handling public relations for future clients.
Strategy
Just like an event requires a specific strategy that gives the client what they expect, public relations calls for strategic thinking at all points of the campaign. Event producers evaluate their clients’ needs and goals for the event and use their corporate event planning services to design a strategy to meet them. Building strategic skills requires an understanding of the importance of the finer aspects, from the initial entrance to the first word spoken to the last question asked. Event production highlights the importance of the small details, which can help PR professionals avoid careless mistakes.
In order to be successful at public relations, budding professionals must have a portfolio showcasing relevant expertise. By considering working in event production, these professionals can develop and refine their skills in strategy and leadership which in turn, will allow them to better communicate, organize and solve problems for their PR clients.
As Vice President and co-owner of Meritage Events, Tracy Infante has been in the events industry for almost 25 years with clients coming to her for her fresh perspective and bold vision. She has the innate ability to see physical and virtual spaces as creative playgrounds and lives to craft memorable moments for clients and attendees.