A Q&A with Jennifer Meyer, an experienced PAN PR Professional

As a 22 year-old college graduate with a couple public relations courses under my belt, I thought I was an industry pro – confident and ready to enter the world of agency life. I quickly realized that while I knew a thing or two about PR, it was not going to be that simple. Just because I had read about PR and completed assignments, I hadn’t actually experienced what it was like to work in an agency. Sure, I could write a press release and compile a media list, but was I aware of bylines, speaking and awards, or weekly client calls and reports? Not likely. This is to no fault of my college education, as these things can only be learned by being a fly on the wall in an agency, not a classroom. The classroom teachings are definitely necessary, serving as a prerequisite to what will be gained in a workplace setting.

After interning at an agency for a few months, I gradually absorbed the PR lingo and daily activities. Now, after a full year in the field, I’ve gained more industry knowledge than I thought possible in a short period of time, but still realize there’s a lot more learning to do. A continuous process exists in PR, where all professionals can learn from each other, whether they’ve been in the field 10 months or 10 years. No matter how long you’ve been in PR though, something unique you’ve never dealt with before will eventually pop up; but with enough experiences under your belt, you will be prepared to react to a new situation with expertise and ease. To get a grasp on what can only be learned through years of experience in the field, I chatted with Jennifer Meyer, Co-Director of PAN’s technology portfolio. Here’s what she had to say.

JG: How long have you been working in PR?

JM: I have been in the PR industry for over 16 years – (on both the agency and corporate side).

JG: During this time, what are the biggest changes you have personally seen and experienced in the industry?

JM: I would say the biggest changes in the industry were initially around the evolution of print media to online media – and now the broader impact of social media. Years ago, client executives would not even consider online coverage as top tier coverage. Now, the industry is undergoing an even greater overhaul. ENGAGEMENT through blogs, Twitter, etc. is paramount and content is king.

JG: How have you and your colleagues adapted to these changes?

JM: We ensure social media is a part of everything we do. For example, when we are planning for a significant release, we make sure it is always socialized with Twitter activities, corresponding blogs, video and podcast campaigns.

In addition, we are increasingly counseling our client executives and subject matter experts to comment on industry blogs and be part of industry discussions. This helps to drive their thought leadership and engagement on behalf of the company. Some of them are more timid than others, but the more they participate, the more comfortable they get.

JG: Are there any particular “aha” moments or major experiences that taught you a crucial lesson about PR? If so, please elaborate.

JM: Not any that come to mind at the moment, but I do oversee some fairly aggressive PR programs. In this era of public relations, you need to think of all angles and approaches to doing something. Just don’t stop at a press release or pitch, think of things in the context of a broader campaign. Also, as clients increasingly embrace social media, make sure you are giving the correct counsel. In an era where people are getting less scripted and more open with their opinions, you still need to coach them on not crossing the line. One inappropriate comment can take on a life of its own. And it is PERMANENTLY out there for all to see…

JG: Did you major in PR in college / take PR classes? If so, what would you say are the biggest lessons these courses failed to teach about the world of PR – that you only learned once in the field.

JM: I majored in Business Communication (with a concentration on PR) at Bentley – nearly 20 years ago – so the changes that have occurred in the PR landscape since then are fairly monumental. But I would say the biggest thing is that you learn by DOING. Talking about case scenarios helps, but until you are in the environment itself, you can only learn so much.

The overall approach to PR has changed 100 percent. In school we would talk about appropriate content in press releases – and how we would “broadcast” messages. No longer is that the case. In fact I know that Bentley itself has changed the name of the Major to “Information Design and Corporate Communication” – addressing the integration of visual and written media.

JG: Any last words of advice for a college graduate entering into a PR career?

JM: You are likely already engaged with social media activities – so you are already a step ahead and people that have been in the PR industry for a while will look to you for advice. Be genuine in all that you do and have fun with it!