If I could go back in time, these are the 7 things I wish I knew about PR & Communications.

(It would have saved me a lot of wasted time and effort.)

1. It’s Not About You. It’s About the Story

The media don't care about your brand. They want to know if your story resonates with their audiences. I learnt to frame my pitch for audience impact instead of sounding like a trendy smart-ass.

2. Press Releases matter less than Relationships

When I started in PR, I thought it was all about catchy headlines and perfect press releases. I couldn’t have been more wrong. Real PR isn’t about spin but strategy, relationships, and trust.

3. Speed trumps Perfection

If you are trying to stay relevant and remain ahead of the news cycle, speed is your best foot forward. There's simply no room for perfectionism if you're trying to meet a deadline.

4. Be Smarter Than Your Client. Know Their Audience Better

If you understand what resonates with your client's niche market, you can create a message that lands and make your client look smart.

5. Decide What Matters And Measure It

Media mentions give you an instant dopamine rush, but the real game changers are the outcomes - reputation shifts, audience trust, conversions, and behaviour change.

6. Crisis Isn’t a Matter of “If” — It’s “When”

Before things blow up, have a plan in place with a prepped spokesperson. Stay woke!

7. Authenticity Beats Hype Every Time

Transparency builds long-term influence. Today's audiences are more savvy and have more tools at their disposal to verify information.