Member Meeting Recap with Kelly Wakefield

In March, we had the pleasure of inviting Kelly Wakefield, Account Director at WildRock PR & Marketing, to one of our bi-weekly meetings. Throughout the hour, Wakefield spoke about the differences between agency and in-house public relations work. 

When working for an agency, PR professionals can expect a fast-paced, deadline-driven environment, where no two days are the same. In a fast-paced climate, being able to multitask is essential. In agencies, professionals are expected to manage time efficiently by keeping track of multiple projects they oversee. Working in an agency setting, there are aspects of the role where it is team-oriented, and multiple channels are working together to collectively show what everyone can do as a team. Helping each other is essential so the team does not fail. Working for an agency, there are various skills that young and experienced professionals can learn, such as creativity, innovation, collaborative communication, and project management, just to name a few!

On the other hand, working in-house, professionals should have in-depth knowledge about the organization, its functions, and how PR functions in the organization. PR professionals are an essential part of the team in making decisions. Being an essential part of the team means that professionals are often the first line of defense in crises, often taking on the role of crisis communicator. A crisis may seem scary, but there are many things to love about working in-house. Since professionals play an essential role in the organization, that means there are opportunities to build deeper connections to the organization, focus more on projects and gain diverse experience. An important thing to know about working in-house is that interdepartmental collaboration is key.

No matter if you are just starting or an experienced professional in the industry, Kelly Wakefield left our members with some tips. Strong writing and communication skills are important; through this, it is important to be essential and consistent. When creating deliverables for your client, customize and personalize said deliverables; it is important that you are delivering your client's wants and needs, so they don’t turn you away. It is essential to build connections and network constantly; relationships are the name of the game. The more networking you do, the more opportunities land in your inbox. For students, remember to develop and continue to build your portfolio. Make sure your portfolio is updated and consistent with the experience you gain.