Switching Gears: The Mechanics of Fast Moving PR Pros

July 21, 2016

A cup of coffee and a quick check of the inbox: the first two things most PR pros do to start off the day. Take a look at yesterday’s checklist, enter early additions to that list from your morning email, and glance at your calendar to get a feel for what sort of day you’re in for. Then it’s news time.




Our infatuation with the news is a trait shared by PR folks across the land, and it’s certainly what brought me into the world of PR. We spend a good deal of time combing through coverage, looking for our own placements and proactively seeking ways to position our clients in larger trend stories. Here’s what I might search for on any given day:

  • “Cannabis” AND “Washington”
  • “Recreational marijuana” OR “Medical marijuana”
  • “Live Streaming” AND “Action Camera”
  • “RollerCoaster Tycoon World”
  • “Data Quality” OR “Data Quality Management”


The news cycle moves a million miles a minute, and that means keeping tabs on your clients’ respective industries – identifying reporters, publications, and those trend stories we talked about earlier. As PR professionals, we know these individual industries like the back of our hand – it’s required in order to do our job. Here at Barokas Communications, we purposefully spread our people across a variety of accounts to ensure we have a diverse team that can cross-pollinate expertise and media relationships. When a new opportunity comes along, there’s a wide pool of people that can step up to the plate and leverage their  past experience in that space. Nearly everyone’s search history, Google Alert list, and Tweetdeck has a similar array of diverse subjects – for us, that’s what makes this job so fun.


Fast, Focused, and Flexible

I can hear the two cons from the back row already:

  1. “I don’t want someone who can work on all these different kinds of business. I want someone who knows MY business and the space it’s in.”
  2. “How are you going to be able to focus on my company’s work if you’re moving this fast all the time?”




While we develop our team’s knowledge across a handful of different industries, that doesn’t mean we don’t have our specialties. For one reason or another, some of us have found success for client after client in specific areas. Need a sweet piece of hardware or gadget coverage? Talk to Bri. Need to get on the phone with a tier-1 gaming reporter? Michelle’s your girl. Launching a security company out of stealth? Frances can handle that. Want to talk cannabis? Laura does too. The list goes on and on. We can all flex our muscle across our different industries, but we have a sweet spot (or two) where we are the resident expert.

Successful PR professionals give 100% of what they’ve  got to 100% of their clients. The ability to move quickly across subjects and still dive deep into each space means that when a client has a fire drill, or requests a quick turnaround on a deliverable, we can flex in a way few other agencies our size can.

I think most of our office would agree that we wouldn’t want it any other way. We live for the busy lifestyle of PR – believe me, that’s the kind of agency you want in your corner.



Image Credit #1: coanews.org

Image Credit #2: entrepreneurshipsecret.com



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