PR Pros: Amanda Virgillito Of REED On The 5 Things You Need To Create A Highly Successful Career As A Public Relations Pro

An Interview With Michelle Tennant Nicholson

Be adept at brand voice

The client you represent has a distinct identity, and it’s a communications professional’s responsibility to learn and practice it seamlessly. Whether you’re an in-house communications team member or a contracted PR professional, be an extension of the brand in all communications.

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 Virgillito.

As an industry leader and entrepreneur, Amanda Virgillito has more than two decades of proven expertise through her long-lasting client relationships, storytelling abilities and unmatched ability to pivot through market changes. After launching Squeaky Wheel Public Relations in 2014 and embracing the opportunity to work with some of Nashville’s premiere hospitality organizations on top-notch public relations, marketing strategy, event planning and community outreach, she and her longtime clients merged with REED in 2022. Her dedication to excellence led to her recognition as an honoree for PR News’ 2024 Top Women in PR Awards in the Business Entrepreneurs category.

Thank you so much for your time! I know that you are a very busy person. Can you tell us a story about what brought you to this specific career path?

Thank you for connecting with me! My college major was journalism, and I found a career in public relations by failing to become a reporter. I felt called to tell meaningful stories, was passionate about writing, paid attention to details and enjoyed connecting with sources. The issue? I didn’t want to let go once the story was filed.

Many moments throughout those four years made it clear I wasn’t best suited for a career as a reporter. Still, two significant conversations come to mind when considering my path to public relations.

First, a professor told me that I didn’t have the ability to be unbiased, and this was evident throughout my writing. He handed me a paper marked up with red ink and said he didn’t see success for me in journalism. He was right. I found myself becoming connected to the people, places and topics, and honestly, I didn’t want to stop that.

Second, an advisor encouraged me to lean into those connections and find a constructive way to apply my talents to them. She asked me if I had ever considered public relations, and it’s a little embarrassing to admit, but at age 20, I didn’t know anything about the field. Upon realizing that there was a career that allowed me to connect with clients, tell their stories and contribute to journalism in a different way, I never looked back.

Can you share the most interesting story that happened to you since you began at your company?

The first client I earned when I became the sole proprietor of Squeaky Wheel PR in 2014 was also a client that REED bid on. This unknowingly set a trajectory for me to one day work with REED’s founder, Lauren Reed Williams. We established mutual respect and became industry friends, having conversations and referring work to each other occasionally over the better part of a decade. When I merged and became part of REED’s team, my longtime clients came with me, including that first brand we competed for! It’s an honor to expand the services and scope for that client with such an excellent team.

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’d love to share what could’ve been a mistake but was actually a fruitful lesson. In my first role in PR, I spent seven seasons supporting communications for performing arts, including national Broadway tours. During an annual Broadway conference in New York, I attended a reception immediately after seeing the Broadway production of The Little Mermaid. It was breathtaking! I was speaking to a Disney press rep, relaying my review of the show. At one point, I said, “The songs from the original movie were so fantastic that I thought the new songs written for the musical would never blend into the show.” Her eyes widened, but I kept talking, “I was thrilled that the new songs were just as wonderful, and I loved everything about the show.” She audibly exhaled, then said, “I’d like to introduce you to the man who wrote them.” Alan Menken was in earshot the entire time!

The lesson is that you never know who might be listening, so choose your words wisely. Even more, if you have something nice to say, say it loudly! Compliments mean most when they are unexpected.

What are some of the most interesting or exciting projects you are working on now?

I’m working with a local hospitality group that is expanding the footprint of a neighborhood concept from four to seven locations this year while simultaneously celebrating the 80th anniversary of another treasured Nashville establishment. The restaurateur is a native of Nashville and profoundly values this city’s rich history and the growth trajectory. It’s exciting to work with their team in a time of unprecedented growth while also fiercely protecting and lovingly preserving the integrity of a historic dive bar. There are infinite stories to tell from experiences in the four walls of both concepts, and it’s exciting to unearth them all.

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?

First, it’s imperative to be resilient. In a PR career, rejection is guaranteed. Whether bidding on new client work or pitching a journalist, we can’t win them all. It can be easy to misplace our value when our assumed success lies in decisions others make. However, as strategists, we can take the rejections and reshape our efforts into better ideas.

Second, being an observant learner is perhaps the most significant skill for PR success. The media landscape changes constantly, and timing is everything. All PR professionals can tell stories about perfect pitches that went unread or declined for simple reasons. By learning about the calendars, policies and topics of media outlets and journalists’ personal and professional interests, pitches become placements.

Finally, be kind. I also suggest being bold and tenacious, but kindness is often remembered and appreciated. Everyone we interact with in a professional setting is a human, first and foremost, with a host of complications running in the background. I’ve never once regretted choosing to be kind to someone.

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?

Public relations equates to earning media coverage through strategic storytelling. Publicists hold a unique role as connectors, and it’s easy to forget we’re there when we’re doing our jobs well. Our clients engage us to become experts on their goods or services, where we find interesting, relevant and essential stories. Their ultimate goal is to get those stories in front of their current and prospective customers. When that is done in a controlled manner, it falls in the category of marketing. Public relations requires an added level of highly specialized communication skills because we work with journalists to turn those stories into something equally credible and engaging.

Strategic public relations efforts are primarily proactive and deliberate, focusing on clients and identifying relevant ways to gain coverage. Publicists take on high-level planning and outline story angles and media outreach based on the client’s needs and editorial calendars. To supplement, there’s a bit of reactive PR in place. This is where professionals hop on real-time media trends to insert their clients into topics that may be unexpectedly timely. Within strategic public relations, we work on time-sensitive events, activations and projects and ongoing brand awareness.

Crisis communications are another type of public relations. Often, this service occurs in response to an unexpected situation for a client, and a public relations team is engaged to help manage public-facing messaging. Sometimes, a client will work with a PR team to build a crisis communications plan as an advance precaution, which is preferred. This puts everyone in a solid place should an unfortunate media event occur.

Many clients enlist the help of PR professionals for internal communications. How a brand communicates within its internal team is a critical piece of storytelling. Our team often helps clients with this work through internal brand messaging, talking points, media training and communications such as newsletters and blog posts.

Finally, social media is a valuable part of public relations. We work extensively with influencers and social media brands to help client messaging move as quickly as timelines do.

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?

This is not an endorsement of my path, but I did not take a single public relations class. I recommend a communications degree; from there, the nuances depend on the person and their path. If possible, I highly suggest taking both PR and journalism courses. Getting to know the perspective of the professionals I would pitch is still immensely helpful to my career today. I was advised to select two minors: one functional and one fun. My English minor helped my writing focus, and my dance minor filled a passion point for me. It also ultimately led to my first PR position, publicizing seven seasons of dance, theater and Broadway at a performing arts center.

Most importantly, use your higher education time to diversify your experiences. Public relations work at an agency vastly differs from being an in-house communications specialist. If able, find some experience through internships or volunteering. It will help build a career path that blends your skillset and working style.

You are known as a master networker. Can you share some tips on great networking?

I recommend quality over quantity, hands down. Forge lasting connections and focus on keeping those helpful and healthy. If you need support or advice, ask for it, but ensure you have a specific, measurable request in mind. Otherwise, you’re just venting. It’s also important to give what you get. It’s never too early in a career to provide help to others.

When reviewing networking and volunteer opportunities, keep an open mind and come from a place of ‘yes’ — but don’t overextend yourself. That was an early lesson I learned. I wanted to do everything that sounded rewarding, fun or helpful. It’s impossible.

Finally, when you meet people, follow up and follow through.

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?

While there are many proven strategies for generating leads, I’d love to discuss the two areas that have worked best for me.

When I was a sole proprietor, 100% of my client work over a decade came from direct referrals. I spent time fostering solid relationships with clients, media contacts and colleagues, keeping my business top of mind when potential clients asked around for recommendations. A crucial part of that strategy is consistency. I focused exclusively on locally-owned restaurants and F&B brands and stayed committed to being involved in that space.

Now that I’m part of REED, I have expanded that mentality to other industries. The other piece that works well is remembering to prioritize the agency itself. We consider REED a full-time client and have an assigned account team, strategy and deliverables. We consider social media, blog posts, email marketing, awards and earned media to be some of the best lead-generating mouthpieces in our control.

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.

1. Consume media

Every single day, make sure to listen, watch and read the media you pitch. It’s not enough to scan headlines or editorial calendars. The media outlet has its own strategy for content, and becoming familiar with it will lead to stronger pitches and more placements.

2. Know who you’re pitching

The journalists you work with have preferences for receiving information, planning deadlines, interviewing and writing. Learn them and adapt your pitches to meet their individual needs. This results in ongoing relationships and proves that you’re a reliable source. By doing this, sometimes journalists come to me when seeking sources because they know I’ll deliver a fitting option.

3. Be adept at brand voice

The client you represent has a distinct identity, and it’s a communications professional’s responsibility to learn and practice it seamlessly. Whether you’re an in-house communications team member or a contracted PR professional, be an extension of the brand in all communications.

4. Be quick to pivot

Often, a rejected story angle isn’t a bad idea. It may simply need additional sources, more detail or different timing. Strategy and planning are the most crucial parts of a successful PR campaign, but they don’t come without real-time decisions. Be ready to shake up a plan and follow a new storyline that may develop.

5. If you aren’t interested, it’s not interesting

When pitching a story, it will be evident if you are not excited about what you’re selling. Not every client or brand is blatantly exciting, but finding stories that build sincere interest is necessary. Dig deep and become invested in your clients.

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. :-)

I have a great passion for telling the stories of small business owners. There are inspired people building great things, and often, they hold every single job at once. There’s not ample time to allocate to their own marketing or community outreach efforts, and there’s often no budget. If I could inspire a movement, there would be funding from more established corporations to support marketing and PR efforts for small businesses. Identifying stories, uplifting passion projects and weaving businesses into their communities is something I’d like to do in every town possible.

This was really meaningful! Thank you so much for your time.

About the Interviewer: Inspired by the father of PR, Edward Bernays (who was also Sigmund Freud’s nephew), Michelle Tennant Nicholson researches marketing, mental injury, and what it takes for optimal human development. An award-winning writer and publicist, she’s seen PR transition from typewriters to Twitter. Michelle co-founded WasabiPublicity.com