# Essential Steps to Build a Successful Career in Public Relations
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Chapter 1: The Foundation of PR
In the world of public relations, prioritizing your client’s narrative over your own is paramount. Arden McLaughlin, founder of Definita Publicity & Marketing, emphasizes this principle, stating that she would willingly forfeit personal accolades to ensure her clients shine. For her, this dedication is the highest form of praise. As PR professionals, it is our duty to elevate our clients' stories. Over the years, while she has received some media attention, she maintains a personal ratio: for every piece of press she secures for herself, she aims to obtain five for her clients. Whether it's coaching them on gaining their own exposure or pitching their stories, her focus remains on amplifying their voices.
Have you ever wondered about the realities of a career in PR? What skills are essential for success? Is a formal education in public relations necessary? In this interview series titled "5 Things You Need To Create A Highly Successful Career As A Public Relations Pro," we engage with seasoned publicists who share their valuable insights.
In this edition, we’re privileged to hear from Arden McLaughlin, who established Definita after recognizing a common struggle among individuals to articulate their unique identities in the marketplace. With her innate talent for storytelling, she has assisted countless people and businesses in expressing their distinctiveness effectively. Residing in Charlotte, Arden enjoys the companionship of her two cats, Bruce and Clyde, and is deeply connected to her family.
Section 1.1: The Journey to PR
When asked about her journey into public relations, Arden reflects on her time at the University of North Carolina at Chapel Hill, known for its prestigious journalism program. With a lifelong passion for storytelling, she initially pursued a path in broadcast journalism, inspired by figures like Joan Lunden and Charlie Gibson. However, as her career progressed, she shifted her focus toward advertising and creative writing. After graduation, she explored various options and discovered her knack for public relations—a blend of crafting compelling narratives, innovative campaigns, and building strong relationships.
Subsection 1.1.1: Memorable Experiences
Throughout her extensive career, Arden has encountered numerous unforgettable moments. While she must keep many of her most intriguing stories confidential, she has had the privilege of meeting notable figures such as Pastor Billy Graham and Jack Nicklaus. Her experiences also include working as a television book influencer and helping countless clients gain significant media coverage.
Despite the evolution of the industry over the past two decades, Arden acknowledges that the core of public relations remains unchanged. People still seek to share their narratives, and media outlets are in constant pursuit of compelling stories. This field demands resilience and dedication, and through her journey, Arden has learned the importance of truly listening to her clients to uncover their authentic stories.
Section 1.2: Learning from Mistakes
Reflecting on her early days, Arden recalls a humorous blunder where she accepted any client that came her way, regardless of fit. Charging a mere $25 an hour, she quickly realized the importance of focus. This experience taught her that branding is about knowing oneself and maintaining clarity about who you are in the industry.
Chapter 2: Innovative Projects and Leadership
Arden's current favorite initiative is her PR-In-A-Box, a comprehensive starter kit designed to assist individuals with the essentials of public relations without the steep costs associated with traditional agencies. This kit, priced at $750, provides valuable resources, including a 21-module course, templates, and coaching sessions—making it an exceptional investment for budding entrepreneurs.
In addition to this project, Arden enjoys coaching others, particularly during challenging times like the ongoing pandemic. She finds fulfillment in helping clients solidify their messages as they navigate their business journeys.
As a successful leader, Arden identifies three key traits that have contributed to her achievements: faith, graceful spunk, and the habit of showing up. Her faith has been a source of strength during tough moments, while her ability to embrace her mistakes with humor has helped her maintain professionalism. Furthermore, her commitment to consistently showing up and supporting others has led to valuable connections and collaborations.
Section 2.1: Understanding PR and Its Varieties
For those considering a career in public relations, Arden provides clarity on its various forms. Public relations involves managing reputations through media and communications, while media relations focuses specifically on the relationship between organizations and journalists. It’s crucial to understand these distinctions as they are integral to effective PR strategies.
When contemplating education in PR, Arden recommends pursuing a degree in journalism along with writing courses. This foundation equips individuals with a comprehensive understanding of media dynamics, which is essential for crafting successful PR campaigns.
Section 2.2: Networking and Lead Generation
Arden’s top networking tip is to remain sober—both literally and figuratively. Authentic connections are built on genuine interactions, and maintaining professionalism is crucial. Setting networking goals and following up with contacts can significantly enhance one’s business prospects.
To generate high-quality leads, Arden stresses the importance of delivering exceptional work to existing clients. Referrals are the most effective way to grow your business, and focusing on the needs of current clients will naturally lead to further opportunities.
Finally, when asked about the essential elements for a successful PR career, Arden emphasizes the importance of investing in coaching, keeping abreast of local news, embodying kindness, continually learning, and prioritizing client narratives over personal accolades. Her dedication to uplifting her clients’ stories is the hallmark of her successful career.
In closing, Arden shares her vision for a movement centered around kindness. She believes that fostering a culture of kindness can positively impact our interactions and create a more supportive community.
Thank you for joining us for this enlightening conversation with Arden McLaughlin!