It’s what you learn after you know it all, that counts.
– John Wooden, Hall of Fame Basketball coach.

Time flies when you’re having fun! It’s been a whole year since my first day with Thornley Fallis, and what a year it’s been: Fantastic clients, great colleagues, a world of new connections and one heck of a learning curve. So, instead of offering a boring recap of my year, I’d like to offer up a few key-learning points I’ve picked up during my last 12 months as an Account Coordinator at TF:

1)     Whatever you think you know, you’re wrong. Okay, maybe not completely, but in some cases, we may think we know a lot – but don’t have the experience to back it up yet. When I began at TF, I thought I knew quite a bit. I thought it would be an easy transition. But it was harder than I thought, and as soon as I realized how much I didn’t know, that’s when I really started learn.

2) Always be open to constructive feedback. Sometimes it’s tough just starting a career. Like I said, you might think you know quite a bit already. It’s easy to get anxious about receiving what you perceive to be negative feedback. The key thing to remember is that more often than not, it actually isn’t negative – it’s meant to be constructive. Always try to look for the learning opportunities in the feedback you’re given.

3) Ask questions. The only way you’re going to really gain knowledge and experience is by asking how to do things better. If you think something is good and ask a senior colleague to look at it only to receive it bleeding all over the page, ask for an explanation why so that you can do better next time.

4) Don’t be afraid. Okay, I think this is a really difficult one for all young professionals and I know personally I’ve struggled with it too, but it’s a key learning opportunity. In public relations and especially in social media, there are times when decisions need to be made, responses need to be drafted and approvals given in a very short time frame. Look at it as an opportunity to offer your opinions, show your talent, and try your best. Right or wrong, your efforts will be noticed and you’ll learn from it one way or the other.

5) Hard work does not go unnoticed. In the agency world, we put in long hours sometimes. We juggle various clients from all different industries with varying levels of involvement. Commitment to your clients and to your colleagues is incredibly important. By instilling a sense of pride in the work that you produce and the time you put into it, others will notice and show their appreciation as well.

So there you have it, my top 5 learning points after one whole year with Thornley Fallis. Now, please don’t assume I’m saying that I’ve mastered all of these points. I’m not totally there yet, but I think recognizing the need to learn them is a step in the right direction. I whole-heartedly admit that I still have a lot to learn – and I’m looking forward to it!

In a slight shift from my posts where I have been talking about starting my career in PR, I wanted in light of recent events to talk a bit about Public Relations as an industry. Specifically, headlines such as Sunday’s Toronto Star; “Spinning in the First Week of Michael Bryant’s New Life” and today’s Globe and Mail article; “Michael Bryant’s political strategy: PR 2.0”.

Both articles discuss PR in relation to Michael Bryant’s case, and from my reading of it and as someone working in PR I was a bit put off.  To pull a few quotes from the Star article; “It helps to have friends in PR”, “Look, the headline of this story should be: ‘Navigator, changing your perceptions without you even knowing it” and “He refers, of course, to Navigator Limited, the smooth public relations firm hired by Bryant (when exactly is unclear) to massage the message”. The article then continues to a full page analysis of the inner working of the messaging surrounding this tragic incident. The Globe article takes a look at Navigator’s use of social media (Twitter, Blog and Facebook) in relation to their client.

Personally, I resent the fact that PR is often tied to “spin”, deception and manipulation. I do not feel that reflects the work that I do, or the many other professionals who are passionate about communication and social media. However I did find it very interesting that the article pulls into the spotlight a PR firm, whereas usually the agency stays in the background.

I want to make it very clear that I am not choosing sides and making statements about Michael Bryant’s guilt or innocence.  I feel this is a very tragic situation for both sides. Lives have been changed forever. But facing these serious charges and the media onslaught, I can sympathize with Michael Bryant for enlisting the services of Navigator just as I respect the work they are doing on behalf of someone who will be forever affected by this moment in time. PR does not change “the facts”.  A strong team of media savvy professionals helping in the face of any crisis can provide advice, support and direction.

What do you think of the role PR plays in image management issues when a crime or tragedy has occurred?