blog:

I think it’s fitting that I chose a career in public relations within the pet care sector, because, like our four-legged friends, I see the many shades of gray. In the PR industry, there are numerous ways to reach a desired result. It is my responsibility to discover the best possible path for our clients.

With so many different avenues available, it is impossible to have a typical day. However, I spend a majority of my day in three categories: writing, media outreach and the kitchen sink.

Writing is never dull at Brighton. In a single week, I might churn out a press release, retool a fact sheet into a case study, build a biography portfolio for an executive leadership team, and ghostwrite a technical article for print publication. I especially enjoying taking complex subjects, such as veterinary nutrition or architectural development, and bringing those concepts to form functionally for a consumer audience.

But without media outreach, what I write wouldn’t matter. While the broadcast and print journalist pool is shrinking, new media resources, such as bloggers and tweeters, have created an exponential list of contacts for outreach. Maintaining a positive relationship with media contacts is fundamental because without them there is no coverage. When searching for editors and reporters, I use CisionPoint, a database that builds a list of target contacts by compiling information from outlets and reporters nationwide.

Big hits are rare, but they can make you feel like a million bucks. On the other hand, nothing is guaranteed. You can do all the work, make all the right moves, and still lose the space to breaking news or a timely topic. Because Brighton thinks strategically about its public relations campaigns, we are consistently able to deliver measurable results to our clients.

And then there’s the kitchen sink. Since we are effective communicators, public relations professionals are often pulled into a variety of marketing programs, from social media to issues management to new business proposals.

At any moment of the day, I can be hit with a curve ball, altering my entire schedule. Being a team player, multi-tasking and remaining organized have been the keys to my success.

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