PR Pros: Julia Sherwin Of Indicate Media On The 5 Things You Need To Create A Highly Successful Career As A Public Relations Pro
An Interview With Kristen Shea
Patience: Success in PR rarely happens over night. And if it does, it may be related to a larger news story that may not be a good indicator of your future success. Slow and steady often wins the race.
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 Julia Sherwin.
Julia Sherwin is a Vice President for Indicate Media in New York City. She has successfully created and launched multiple integrated marketing and public relations campaigns, earning regular earned media placements in both trade and mainstream publications. Throughout her career, she’s forged partnerships with a variety of stakeholders, specifically as the creator of two original radio programs. As a strategic communicator and media relations professional, she drives both initiatives to help clients make data-driven decisions.
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?
While I was pursuing my Master of Journalism at Temple University I worked as a communications consultant for CIGNA Corporation. The position offered flexibility I needed at the time because I could make my own hours. Working with managers and senior executives so early in my career I quickly learned the fundamentals of creating effective public relations campaigns and the importance of crafting the right message for the right audience. This is where I began to develop and fine tune my writing skills.
Can you share the most interesting story that happened to you since you began at your company?
Nothing specifically, but within the first week of my new role, I have participated in meetings where the topics have ranged from Web3 and the Metaverse to challenges private equity firms may face in 2022. The topics are all relevant within today’s larger macro conversations about the economy, geopolitical climate, consumer price index and supply chain. It’s certainly humbling to be surrounded by some of the brightest innovators working on technologies that are literally changing the way companies do business today.
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?
Well, this is rather embarrassing, but one of the first press releases I sent out early in my career had a typo. Unfortunately, it was a typo that spell check didn’t catch. In the company’s boilerplate section, somehow the letter “t” got deleted from the word assets. Needless to say, I never relied on spell check again.
What are some of the most interesting or exciting projects you are working on now?
Right now, my team and I are working with some of the most creative tech minds.. These startups are working with Fortune 500 companies in the retail, consumer packaged goods, banking, financial services and technology sectors to provide critical analytics and big data insights. On any given day, we may be talking about cyber security, cloud computing, how an enterprise can leverage data analytics, or the wireless networks of the future.
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? Curious:
I’m an inherently curious person, which led me to several communications positions over the years. As a journalist and radio host, I nurtured those curiosities by interviewing and reporting on a variety of subjects. I genuinely enjoy learning new things, and this has been a trait that’s served me well. Affable: Along with my curious nature, I truly like meeting new people and learning their stories and perspectives. It may seem rather rudimentary but being friendly and likable has helped me meet and connect with many people organically. Methodical: Being disciplined and detail-oriented has strengthened my overall communications skillset in each of the PR roles I’ve held over the years. When working on behalf of clients, this is perhaps one of the most critical traits.
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?
As a former adjunct instructor, my students often enrolled in communications, journalism and public relations courses. I think that having the perspective of a journalist is very important because the more a PR person understands the challenges journalists face, the better PR practitioner he or she will become. However, a course of study that is often overlooked is business. Anyone pursuing the PR field should understand the basic operating principles of a business, how to read a balance sheet and how to predict growth. So, business and general marketing courses would also be highly relevant.
You are known as a master networker. Can you share some tips on great networking?
First and foremost, connect with others from a place of authenticity. Read others’ social posts, comment and engage without looking for something in return. Over time, you will grow a valuable network, and perhaps develop some lifelong friendships along the way.
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?
Well, in this business, results speak for themselves. But you have to remember to promote yourself. Share case studies and media wins on your web site, via email newsletters to current and prospective clients and via social media. Providing free educational resources is also another way to bring in qualified leads, via an e-book or other downloadable material.
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.
- Curiosity: If you’re not naturally curious about the stories you’re telling to the media, you won’t convince journalists of their relevance.
- Discipline: Being a successful PR pro means taking your time to target media professionals in a highly competitive landscape. Everyone is busy and pressed for time today. You must know who you’re pitching, the beats they cover and why they may be interested in your story idea.
- Patience: Success in PR rarely happens over night. And if it does, it may be related to a larger news story that may not be a good indicator of your future success. Slow and steady often wins the race.
- Excellent Writing Skills: This is a business where the quality of your writing will be judged, while good writing is also critical for conveying complex messaging concisely. This is a skill that may be learned at school but is usually developed over years of practice.
- Sincerity: As a PR person, if you can present yourself and be sincere as a trusted resource for a reporter, you will be remembered. Think about the long term and have the best interests of all parties in mind — your clients and the members of the media to whom you’re providing sources and information.
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. :-)
As a proponent of mental health awareness for teens, I’d love to start a movement that encourages teens to look for the best in each other and themselves. There is so much pressure on young people today, and I’d love to.
This was really meaningful! Thank you so much for your time.
