I have been part of the PR business for the past 28 years. As an ICF trained career and life coach and the author of three books, I've carved out a unique niche in the industry as I know teach female business owners to get into the press and train PR agency and inhouse teams to be great at their jobs and I love it.
What Does My Job Involve?
In PR, no two days are ever the same. My mornings always start with coffee and checking my emails, whether I’m at a local coffee shop, the gym, or my office. From there, my day is shaped by client needs and the news agenda. PR is incredibly fluid; despite having plans and strategies in place, a breaking story or a new trend can instantly change my focus. This unpredictability means setting boundaries and processes is crucial to avoid burnout—something I wish I had learned earlier in my career.
The Joys of PR
What I love most about my work is its variety. I thrive on the mix of teaching, coaching, writing, and networking. The pace of PR can be addictive; each success drives me to seek the next. Writing is another passion of mine, and whether it’s crafting a client press release, an award entry, expert comments, my books, or blog content, it keeps my work exciting and diverse.
Challenges in the PR World
One of the biggest challenges in PR is the lack of guarantees—unlike advertising, we can’t ensure coverage. Despite meticulous efforts, from endless emails to making sure products land in the right hands, until coverage appears in print or goes live, there’s no certainty. Setting client expectations is vital, as unforeseen events can shift priorities, but the relationships we build and the trust we establish with the media are invaluable in the long run.
Career Highlights
Reflecting on my career, several moments stand out. From organizing PR parties for Cartoon Network across Europe and guest lecturing at Leeds Uni to winning awards and publishing three books, it’s been an incredible journey. Being named one of the 45 Women in PR by Women in PR this year was particularly gratifying. While there’s a perception that PR is a young person’s game, I believe experience and wisdom are equally important, and I’m passionate about mentoring the next generation of PR stars.
Overcoming Personal Challenges
Balancing a career while raising a child with a complex medical condition was undoubtedly my biggest challenge. Those years were tough, filled with hospital appointments and operations, and required me to put my career on hold. However, this experience taught me resilience and perspective, allowing me to handle the pressures of PR with greater ease.
Tips for Female Business Owners to Get Into the Press
For female business owners looking to get their stories into the press, here are some key tips:
Understand Your Story: Know what makes your business unique and newsworthy. This could be your personal journey, your product’s unique selling point, or your impact on the community.
Build Relationships with Journalists: Research journalists who cover your industry and start building relationships. Follow them on social media, comment on their articles, and understand their interests.
Create a Compelling Press Kit: Have a professional press kit ready with your bio, high-quality images, press releases, and any previous media coverage.
Leverage Social Media: Use social media to share your story and engage with your audience. Tag relevant journalists and publications to get their attention.
Be Consistent and Persistent: PR is not a one-time effort. Be consistent in your outreach and persistent in following up. Building a media presence takes time and effort.
To learn more about me and my work, visit natalietrice.co.uk and a quick Google search of my name will provide plenty of information and insights.
Natalie
