Tough Parts of Working in the Footwear Industry as a Global Public Relations Manager
Olivia's biggest challenge as Manager, Global PR is balancing "telling the stories of the business in a very positive way that is also honest" with the journalist's responsibility to their audience, requiring a delicate negotiation to create mutually beneficial narratives. This "song and dance" highlights the inherent tension and crucial relationship-building skills needed in public relations.
Public Relations, Media Relations, Communication, Journalism, Challenges in PR
Advizer Information
Name
Job Title
Company
Undergrad
Grad Programs
Majors
Industries
Job Functions
Traits
Olivia Nelson
Manager, Global PR
Publicly-Owned Footwear Company
California Polytechnic State University, San Luis Obispo
N/A
Creative Writing, Journalism
Apparel, Beauty, Retail & Fashion
Communication and Marketing
Greek Life Member
Video Highlights
1. Balancing business needs with journalistic integrity is a core challenge in PR.
2. Building and maintaining positive relationships with journalists is crucial for success.
3. Understanding and respecting the different responsibilities and priorities of journalists and PR professionals is essential for effective communication and collaboration.
Transcript
What is your biggest challenge in your current role?
I'll be honest. Working with journalists can be a tough part of the job, and it's also the biggest part of my job. So, you find a way to make it work.
As a PR person, we have to remind ourselves that a journalist's responsibility is ultimately to their audience. Whereas our responsibility is to tell the stories of the business, and to try to tell them in a very positive, yet honest way.
I do think PR gets a bit of a bad rap for spin, and in my experience, that hasn't been the case. It's very much like striking a balance with journalists; it's a bit of a song and dance. The goal is to get them a story their readers will be interested in, while also telling a story that benefits the business's reputation.
So, oftentimes there's a push and pull there. I guess that's the "relations" part in public relations, right? You have to figure out how to work with all sorts of people, some of them occasionally difficult. Reminding myself that their responsibility is to their audience helps bring me back down to earth a little in those moments where it can feel tough.