Be dynamic, unafraid, and intentional: PR advice for the not so “aggressive”

March 20, 2017

On the very first day of my internship at Barokas Communications, I walked through the doors with a basic understanding of what it took to be successful in PR. After a few short days, I could see that my definition of success was going to quickly evolve. I heard multiple teammates say that in order to be successful in PR, you had to be “aggressive.” Although this word usually has a negative connotation, everyone spoke of it in a very positive manner. As someone who, and I’m sure this will not shock most, is not naturally a very aggressive person in its traditional sense, I’ve interpreted the word to mean three things that I believe are key to being successful in PR – dynamic, unafraid and intentional.


The world of PR, and the technologies that we represent at Barokas Communications, are constantly changing and progressing. To be successful doesn’t necessarily mean that you must be forceful in your pursuits, but rather, actively (and willingly) adapt to whatever changes are thrown your way. For example, one day you could be working on a product launch and a few days later you learn the product launch has slipped by a month. Being comfortable with change is key to finding successes in the ever-evolving world of PR.


It’s not fair to say that it’s not possible to ever be afraid because sometimes even the most successful people get scared, too. However, in PR, you must wholeheartedly embrace the opportunity – unafraid of the end result. Whether that’s taking on new projects that may be out of your comfort zone, reaching out to a reporter with a crazy pitch idea, or speaking up on a client call, you must act fearlessly in all that you do.


This one has proven to me to be the most important aspect of being successful in PR. Everything we do must be done deliberately and with purpose. From the reporters we pitch, to the potential clients we reach out to for new business, and everything in between – we must be aggressively deliberate.

A year and a half later, and now in a permanent role at Barokas Communications, my biggest piece of advice to someone starting their career in PR is this: embrace the craziness and constant progress of our industry, and be fearlessly intentional in all that you do.


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