What Drives You? Finding and Growing Your PR Niche

“If you do what you love, you’ll never work a day in your life,” said Marc Anthony.

This quote rings true every day I step into the office. When I’m not at work, I have a love of travel that carries me all over the world. For me, frequent travel involves time at the airport, checking status updates and learning how to book smart – all activities that have helped me get to know the travel tech space. As it happens, one of our clients – and one I have the pleasure of working with at Corporate Ink – operates in this market.

As a leading B2B tech agency, we naturally work with many clients across a variety of industries. Depending on the market, the PR pro and their background, one client might be easier for certain people to grasp than others. Since marketing and public relations is our chosen line of work, it’s our job to make sure that we know all our client’s industries – and continuously expand our knowledge base. Having expertise in a specific focus area can also be extremely valuable in PR, so why not have the best of both worlds?

To first identify where your personal and professional interests intersect, try asking yourself these questions:

  • What do I enjoy about my current work that I’d like to improve?
  • Are there any skills to which I’d like to have more exposure?
  • What are my interests, and how could I apply them to my profession?
  • What kinds of content do I consume in my free time, and would I want to continue learning about these topics?

Once you’ve answered these questions, the next step is to learn how you can actively blend your passions and professional pursuits. At Corporate Ink, we encourage our pros to:

  • Hone their existing skillsets through trainings and certifications;
  • Brush up on some reading;
  • Consider client industries that they enjoy working with; and
  • Tap colleagues to hear how they identified and grew their specialty.

To put your training into practice, the final step is to apply what you’ve been working on. Let’s say one of our team members is fascinated with enterprise technology. Our suggestion: attend a networking event with network engineers. Do you have an interest in martech? You might try a demo or trial subscription with a certain marketing tool. There may be a bit of creativity involved, but the possibilities to combine your work and life interests are out there.

It’s a treat to bring my passions, such as travel, to work. For professionals developing their niche or even looking to break into the PR scene, start by examining your past experience and identify which roles and tasks are applicable. From there, following the steps above and immersing yourself in your client’s industries can really help you understand the market to which you’re trying to speak. Are you ready to put the plan into action? Identify what drives you professionally and personally, and see if you can put the two together!

Looking to develop your PR specialization? Check out our current openings on the Corporate Ink career page.