PRSSA National Conference Review: It's All About Relationships

by Kirsten Bowers

Building relationships is important in PR. I mean, it’s in our job title: public relations professional. Building relationships with both the media and with your coworkers is especially important in the entertainment industry because those relationships can lead you down the road to success in your first job in public relations.

This is what I learned when I attended the session “The World of Entertainment PR with Warner Bros. Television” at the PRSSA National Conference in Philadelphia last fall. 

The session was led by Damian Holbrook, senior writer for “TV Guide Magazine;” Tammy Golihew, senior vice president of publicity at Warner Bros. Television; and Jeff Tobler, director of publicity initiatives at Warner Bros. Television. The trio addressed the working relationship of entertainment PR professionals and journalists as well as finding your first job. 

Working with the Media

• When pitching, “be relentless, but not annoying,” Golihew said. “‘No’ is the start of your negotiation.”
• PR practitioners should make sure a pitch has a good hook and a good headline. “Don’t just pitch a name,” one panelist said. “Give a reason why the name is important.”
• Know what is on and off the record. Both Golihew and Holbrook said it’s best to not say anything that you wouldn’t want printed because sometimes there can be some confusion as to whether you’ve gone off the record.

Picking a Job and Launching Your Career

• “Pick your boss, not your job,” Golihew said. If you select a work location based on the job, you could end up hating your boss, leading you to hate your job. However, if you choose someone for whom you know you will like working, you are more likely to enjoy your job.
• Golihew said it is important to make sure you tell your boss when you do something wrong. “Never let anyone else tell your boss about something you did,” Golihew said.

Need advice? The panelists provided two more suggestions you should follow as you complete your college career:

1. Get a mentor, whether it is peer-to-peer or professional.
2. Keep in touch with the people you meet at school and at the PRSSA National Conference because these are the people you will be working with in the future.

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