PR Pros: Amanda Joy Foley Of Curate Your Soul On The 5 Things You Need To Create A Highly Successful Career As A Public Relations Pro
An Interview With Kristen Shea
PERSISTENCE — There can be a lot of challenges in this space, whether it’s selling clients on new ideas, getting them to move on projects, doggedly pursuing media coverage of a story, or addressing reputational issues. PR is not for the faint of heart or those who easily throw in the towel after the first ‘no’.
Have you seen the show Flack? Ever think of pursuing a real-life career in PR? What does it take to succeed in PR? What are the different forms of Public Relations? Do you have to have a college degree in PR? How can you create a highly lucrative career in PR? In this interview series, called “5 Things You Need To Create A Highly Successful Career As A Public Relations Pro” we are talking to successful publicists and Public Relations pros, who can share stories and insights from their experiences.
As a part of this series, I had the distinct pleasure of interviewing Amanda Joy Foley of Curate Your Soul, Intuitive Public Relations Coach.
After more than two decades in healthcare PR, Amanda Joy Foley now works with Coaches and Healers in the soul care space, empowering them to share their voice and mission with those they serve. She utilizes Intuitive PR™, an innovative new method that is highly personalized and based on each individual’s unique energetics. Amanda pulls back the curtain on PR and teaches clients to become their own publicists in a way that is achievable and manageable, providing them with the knowledge and tools to share their soul mission with the world in an aligned and authentic way. Learn more at www.curateyoursoul.com
Thank you so much for your time! I know that you are a very busy person. Can you tell us about what brought you to this specific career path?
Thank you for the opportunity to share my insights!
I have always loved to talk and write — those attributes alone can set you up for success in this field! I am also someone who naturally stays on top of what is new or interesting, and I enjoy sharing those things with people who may find the information useful. PR is a perfect outlet for that, especially when there is passion behind it.
I studied English with a double minor in communications and psychology, which I believe is a perfect combination for this field. Although my path to PR wasn’t a deliberate one, I sort of fell into it, I see now that it was inevitable and very aligned.
Can you share the most interesting story that happened to you since you began at your company?
How I ended up here is probably the most interesting part of the story. I have worked in the pharmaceutical/healthcare space for more than two decades now. After leading PR efforts for the first FDA-approved cannabis medicine — probably one of the most rewarding projects I had worked on in my career — I felt a pull inside for something new.
Although I was riding high (no pun intended :) on my recent career success, I decided to take some time for myself to regroup. This led me down a path of exploration, introspection, and deep discovery that transformed so many aspects of my life, both personally and professionally. Along the way, I encountered amazing individuals — intuitive coaches and healers — some that became friends and/or mentors and a surprising number that had once been corporate professionals like me! I was fascinated by this new world, and they were fascinated by PR, which they weren’t sure how to leverage for their own businesses. They also felt that many available marketing approaches pushed them to promote themselves in ways that felt inauthentic or unaligned.
So I responded (HD Generator here) with a new PR offering designed specifically with the soul care space in mind. There are many coaches and healers who don’t know how to put themselves out there in a way that feels good to them, so I am using my expertise to help them share their soul missions with the world using a new type of communications offering that I have branded Intuitive PR™. I work with some clients directly as a publicist, but primarily aim to teach my clients to become their own PR specialist, which is a much more sustainable and cost-effective solution for their long-term success.
Can you share a story about the funniest mistake you made when you were first starting? Can you tell us what lesson you learned from that?
I have a few funny stories, especially having worked with numerous celebrities or prominent sports figures. But a good publicist is nothing if not discreet! There may have been a time when I forgot to book the make-up artist for a TV shoot and had to personally powder a certain sports figure who shall remain nameless!
PR requires all sorts of assignments you may not expect — like dressing up as a mascot or driving a costumed super hero around in a VW Bug decorated with chicken pox spots. Those are early career experiences that I won’t soon forget!
The lesson is that you need to be willing to learn from your missteps and jump in and do what is needed, regardless of where you are in your career — even if the mistake isn’t yours! Be a team player and do what is needed for the success of the client.
What are some of the most interesting or exciting projects you are working on now?
As a Human Design Generator, this has been an exciting transition for me as I am meant to expend my energy on things that light me up. I am so passionate about the healing and soul care space and, as such, every client that I work with is interesting to me. It makes ‘work’ feel effortless and enjoyable and I am always inspired by my clients.
I support a range of individuals, from book authors to life coaches and intuitive readers, and they each have a unique set of skills and perspectives along with fascinating stories of how they came to be in this space and why. Each of their stories is very personal, but also relatable to the broader collective of clients that they are here to serve. I love storytelling and this is an important part of the PR process that I teach.
We learn and relate to others through our experiences and just like any product or service, there is something for everyone. I love helping my clients find their ‘people’.
You are a successful leader. Which three character traits do you think were most instrumental to your success? Can you please share a story or example for each?
AUTHENTICITY: Early in my career, I felt I had to do everything in the same way others did, particularly those with more experience or authority. While there is so much we can learn from those who have gone before us, there is also tremendous value in operating in a way that feels authentic — essentially learning to trust yourself and your instincts. I found that when I tried to sell ideas or execute programs in a way that wasn’t my own, the path was often more challenging than if I had trusted myself. So know yourself and your strengths and operate as such.
ACCOUNTABILITY: This is a big one! We have to take calculated risks in business and they are not always going to pan out the way we hoped. I have found that when something does not go as expected, being up front and honest about it AND offering ways to resolve or pivot the situation goes a long way towards building trust with clients and colleagues. I recognize now that these types of situations mostly occurred when I was not operating from a place of self-trust in the first place, so I’ll reiterate the point above about authenticity. But from time to time, things happen. We are humans first and foremost and taking ownership shows others that it’s okay to not be perfect all the time — although in PR we do shoot for perfection as much as possible because perception matters. ☺
SELECTIVE URGENCY: In the fast-paced world we live in, everyone wants everything yesterday. I have learned to really look at what needs to be done in the now moment. There are most certainly things in PR that are time-sensitive or urgent, that is just part of the deal. But often, things that we pressure ourselves to do ‘now’ turn out to be actions that weren’t necessary at all or could’ve been done later in the process with more clarity and ease if we had waited for the right timing.
Ok super. Thank you for all that. Let’s now shift to the main focus of our interview. For the benefit of our readers, can you help articulate what the different forms of PR are?
PR has changed so much over the last two decades. I am dating myself, but when I first started we were still getting yesterday’s newspaper clippings and making photocopies to distribute daily coverage reports! Now the speed of news is unbelievable — minute to minute.
But to answer your question, there are many types of PR: Corporate PR (often working hand in hand with Investor Relations), Product PR, Media Relations, Crisis/Issues Management, Grass-Roots, Community Relations, Public Affairs/Policy are different specialties within the PR arena. Nearly all companies also have an Internal Communications function. Social and Digital Media are of course newer disciplines that have developed and become a very prominent part of PR over the last decade.
Where should a young person considering a career in PR start their education? Should they get a degree in communications? A degree in journalism? Can you explain what you mean?
A specialized degree in Communications or Journalism is very helpful for someone that knows with certainty they want to pursue PR or a related career. Plus, most college/university programs have connections for students in terms of internships and career networking for specific disciplines, which is always a nice way to get practical experience and a jump start in your chosen industry.
With that said, there are other paths that can support a career in PR — I am an example of that with my English degree. Any subject that requires strong writing, communicating, and critical-thinking skills can be a strong foundation for success in PR. This approach may require some additional leg work such as starting on a lower rung on the ladder or being willing to spend a bit of additional time becoming familiar with some of the basics that are taught as part of a PR or communications course of study.
I have worked with PR people from many backgrounds — various liberal arts, business, scientific, etc. These individuals had naturally strong writing and project management skills that provided a strong base for their work in PR, who often were some of the best outside-the-box thinkers, having not been trained for a traditional career in communications.
You are known as a master networker Can you share some tips on great networking?
I used to see networking as a chore, but I think that was because I wasn’t working in an area that excites me the way my current work does. Today, my network is everything and I don’t just mean from a business perspective because these people are my soul family! My connections are also how most of my clients find their way to me, sometimes in the most unexpected ways.
There are many tips for networking, but I recommend learning the basics of your Human Design. Your energy type strategy and profile are tremendously important in how you present yourself and connect with the world. Following cookie-cutter networking tips that work for one person could be totally counterproductive for you. If you’re not familiar with Human Design and how it can impact your communications approach, I highly recommend looking into it. I promise you won’t be disappointed.
Lead generation is one of the most important aspects of any business. Can you share some of the strategies you use to generate good, qualified leads?
As I mention above, as a 4/6 Generator in Human Design, working in an area I am passionate about makes me a magnet for the right people and opportunities, and my network is key to bringing in new clients. For me personally, there is no better way to generate qualified leads.
Ok super. Here is the main question of our interview. Based on your opinion and experience, what are your “5 Things You Need To Create A Highly Successful Career As A Public Relations Pro” and why.
There are many skills that can benefit you in PR but in my experience the top 5 would be:
INTUITION — A wise mentor once told me that PR is an art, not a science and I have carried this with me throughout my career. Trusting yourself is so important in this fast-paced discipline. There will be many opinions and potential approaches and it’s so easy to fall into the trap of overthinking when it comes to decision making in PR. I have always found my first instinct to be correct — even when I allowed my mind to lead me in another direction initially. My gut has never led me astray!
PERSISTENCE — There can be a lot of challenges in this space, whether it’s selling clients on new ideas, getting them to move on projects, doggedly pursuing media coverage of a story, or addressing reputational issues. PR is not for the faint of heart or those who easily throw in the towel after the first ‘no’.
CREATIVITY — To stand out in PR, you need to be different, which requires a healthy dose of imagination and belief that you can create something new in a world where it seems ‘everything’ has already been done. You also have to be willing to find your own unique way of publicizing — there is more than one path to the finish line.
FLEXIBILITY — PR is fast paced and constantly changing — as is the world around us. If you’re not able to adapt and pivot, you’ll be left in the dust!
FREQUENCY — Your energy and vibration matter as much as much as your words — If you don’t believe in what you’re publicizing, neither will your audience.
Because of the role you play, you are a person of great influence. If you could inspire a movement that would bring the most amount of good to the most amount of people, what would that be? You never know what your idea can trigger. :-)
Be unapologetically YOU and trust that your authenticity will attract what is meant for you. The world hears your frequency way louder than any words you speak.
This was really meaningful! Thank you so much for your time.
Thank you so much for having me! It was a pleasure.
