Chapter 1: Essential Skills for Public Relations Success

In the realm of public relations, one of the most vital attributes is an innate curiosity. Top PR professionals possess a strong desire to ask questions passionately. When faced with various client needs and goals, it's essential to delve deep into the heart of each campaign to uncover what the client genuinely aims to achieve and which media outlets resonate with them. For those who are not naturally inquisitive, this continuous search for information can become overwhelming.

Have you ever considered a career in public relations or watched a show like "Flack"? What does it take to excel in this field? Is a college degree in PR necessary? In this enlightening interview series titled "5 Essentials for a Flourishing Career in Public Relations," we connect with seasoned publicists who share their valuable experiences and insights.

Recently, I had the privilege of speaking with Frank Tortorici, a distinguished figure in the public relations landscape since 1984.

Frank Tortorici has been an influential player in the fields of public relations and media relations for decades. His expertise spans business-to-business and financial PR, along with experience in technology, crisis management, and pharmaceutical communications. Tortorici has worked with renowned agencies such as Edelman and has also contributed to non-profit organizations. Notably, he served as the public relations director for The Conference Board, a global business networking organization, for nearly two decades.

With an extensive network of media contacts, Tortorici has successfully executed national and international campaigns across various sectors, including business, healthcare, and consumer markets. He has also played a significant role in developing and managing social media strategies for numerous clients. His portfolio includes prominent names like Peppers & Rogers Group, TeleTech, and Ernst & Young, among others.

Additionally, Tortorici contributed as an editor for Sonicnet.com, a music website once owned by MTV Networks. He graduated cum laude from New York University, where he is also a proud member of Phi Beta Kappa.

Thank you for taking the time to share your insights, Frank. Could you recount what led you to pursue this career path?

I have always been a strong writer and wanted to channel that talent into a fulfilling career. Initially, I explored journalism, enjoying the process of crafting stories for newspapers, but the pay in that field was quite low. Public relations appeared to offer a more lucrative alternative.

Can you share a memorable experience from your time at your company?

In PR, one often has to quickly adapt to various industries. When I joined Marketing Maven, we were fortunate to be hired by a global company specializing in virtual reality products. I had to rapidly familiarize myself with the basics of VR and impress the client with my knowledge during their visit for a convention in LA.

What about a humorous mistake from your early days?

Early in my career, I was tasked with compiling a list of New Jersey publications for a client. I felt confident about my list but was quickly corrected when my supervisor pointed out that my first entry, the Jersey Journal, was actually the official journal for Jersey cows—not the Northern New Jersey newspaper!

What exciting projects are you currently involved in?

Currently, I am working with a major cleaning and disinfection firm to communicate the importance of their workforce in promoting public health during the ongoing pandemic. Additionally, I represent a cybersecurity expert who provides insights on the persistent threat of cyberattacks, including those involving government entities and large corporations. It's both challenging and exhilarating to secure media placements for him in national print and broadcast outlets.

As a successful leader, what three character traits do you believe have been instrumental to your success? Could you provide examples?

1. Flexibility: The ability to adapt is crucial in PR. I may find myself deeply engaged in the complexities of Bitcoin one moment and then need to pivot to discuss digital marketing strategies the next.
2. Tenacity: Perseverance is key in media relations, as many story ideas get rejected. I've learned to maintain a positive outlook, trusting that a recent conversation with a reporter about a client’s expertise could lead to a feature story.
3. Communication Skills: Clear and constructive communication is essential. Successful PR professionals constantly generate new campaign ideas and must convey them effectively to colleagues and the media while providing constructive feedback on others’ concepts.

Now, let’s focus on the main topic of our conversation. For our readers, could you clarify the different forms of PR?

Public relations encompasses various disciplines, including media relations, reputation management, crisis communications, and written communication management for clients. It is essential to execute these tasks with exceptional writing skills, clarity, and a commitment to honesty and integrity.

For those considering a career in PR, what educational path would you recommend?

I believe that a well-rounded liberal arts education from a reputable college, with a degree in either journalism or communications, is the best foundation for a future in PR. Given the necessity of working across diverse industries, a varied educational background is advantageous. Personally, I obtained a journalism degree from NYU with a focus on public relations.

You’re recognized for your networking prowess. Can you share effective networking strategies?

Networking is vital in public relations. When starting out, it's crucial to connect with as many industry professionals as possible through panel discussions, trade shows, and events. Maintaining a robust LinkedIn presence and treating everyone you meet with respect will naturally expand your network.

Lead generation is critical in any business. What strategies do you employ to generate quality leads?

I’ve found that staying connected with my professional network, whether digitally or via phone, is the most effective way to generate leads. Discussing non-proprietary aspects of clients' campaigns showcases your expertise and can lead to fruitful opportunities.

Lastly, based on your experience, what are your "5 Essentials for a Thriving Career in Public Relations" and why? Please include examples.

1. Inquisitiveness: Top PR professionals are naturally curious, ensuring they understand client needs and objectives.
2. Multitasking: Especially in agency settings, the ability to juggle multiple clients and projects efficiently is crucial.
3. News Awareness: Staying informed about current events across various media platforms allows PR professionals to leverage news for client campaigns.
4. Empowering Others: A successful PR career is about spotlighting others' accomplishments, not just personal achievements.
5. Persuasion Skills: The ability to convincingly present the value of products and services is essential for success in the field.

If you had the opportunity to inspire a movement that would benefit many, what would it be?

I would advocate for kindness in all interactions, both personal and professional. When kindness is prioritized, interactions become smoother, and the interests of everyone involved are more likely to be met.

This has been incredibly insightful! Thank you for your time, Frank.

Chapter 2: Insights from Frank Tortorici on PR Careers