PR Tips from Leading Industry Expert, Jane Stout of Cookerly Public Relations

Jane Stout, Senior Vice President at Cookerly Public Relatons

One of the greatest ways to learn and grow as up-and-coming public relations professionals is to find industry leaders who model the types of career paths that you wish to have in the future. Jane Stout, executive vice president at Cookerly Public Relations, is a prime example of a top PR professional to follow.

Jane has more than 20 years of experience in business, teaching and communications. She is a big picture person and uses that perspective to develop strategic, results-driven programs for her clients. Jane is involved in several professional organizations including the Public Relations Society of America and Business Executives for National Security. In addition, she serves on the board of directors for the Georgia Chamber and the Small Business Advisory Council.

I recently had a chance to chat with Jane about her experiences in the PR field. Below are some of her insights and tips that every public relations professional can use, from those who are just starting out in the field to those with several years of experience under their belts.

The Importance of Good Writing in Public Relations

Writing is the number one priority in the public relations industry. Professionals need to understand how to write and express themselves, as well as have a strong grasp of the content and subject matter. “Strength in overall ability to write is, in general, going downhill,” Jane said. “The style of writing needs to be crisp and compelling. I can’t stress how important this is.”

Understand the Connection Between the Business World and PR

“If you don’t understand the business of your clients, then you can’t be a good communicator,” Jane said. PR professionals need to know what to promote. Otherwise, they are operating in a vacuum. For example, Jane’s business background has allowed her to bring strategic thinking to the table during client meetings by understanding business drivers and barriers.

Top Three Tips For Up-and-coming PR Professionals

1. “Read The Wall Street Journal every day,” Jane said. “It gives you a bigger perspective of what’s going on in the business and financial worlds. You also have the opportunity to soak up good writing skills.”
2. Keep in touch with the craft of writing. Just like you have to practice the piano to be able to play the instrument, you also have to practice often to be able to write well.
3. Read PR communications–from PRSA’s Tactics and The Strategist to content on Mashable. There is no better way to keep current in the field than to check in and keep a foot in the social media world. “Go through one of the lists of top PR blogs and pick one to read each week,” Jane said. Also, PR professionals should look at what other leading firms are doing, both nationally and internationally.

And, of course, it is always a good idea to get on-the-job training in leading public relations firms and departments. For information about career opportunities at Cookerly Public Relations, visit the website.

Jane is an excellent example of where your career could head in the future. What other industry leaders provide a good example for young PR professionals to follow?