Breaking Into PR: Lessons From My First Months in the Industry

By Clare O’Halloran, Associate, Novitas Communications

When I graduated from the University of Denver with a marketing degree—completed in three years—I expected to feel confident about the path ahead. Instead, I felt the opposite. Marketing is broad, opening countless career paths, which is exciting, but also overwhelming. Even after enjoying my studies, I had no clear vision for what I wanted to do long term.

That uncertainty led me to someone I trust deeply: my aunt. She’s spent her career across communications—from marketing and agency operations to strategic communications—and has always been a source of wisdom. When I told her I wasn’t sure what to do next, she suggested I explore public relations. At the time, I barely knew what PR actually was.

The more I learned, the more intrigued I became. I decided to start my career at a PR firm to gain exposure to different industries, clients, and communication strategies. Before joining Novitas, I completed several internships—a digital marketing role with a consumer brand, a marketing and recruitment internship for a school, and community engagement work for a healthcare company. Each experience taught me something valuable, but there was still so much left to learn.

Three months into PR, I can confidently say: there is still a lot to learn—but that’s what makes it exciting. Here are a few lessons I’ve discovered so far.

1. PR and Marketing Are Related—But Not the Same 
One of my biggest surprises was how different PR is from marketing. Both fall under communications, but their goals and strategies differ. Marketing focuses on promoting products or services to drive sales through advertising, promotions, and customer engagement. PR focuses on reputation—shaping how a company or brand is perceived, securing media coverage, telling compelling stories, managing crises, and building trust. Instead of asking, “How do we sell more?” PR asks, “How do we build credibility and meaningful relationships?” Understanding this distinction early helped me see PR’s role in the bigger communications landscape.

2. The “Relations” in Public Relations Really Matters
If there’s one word that defines PR, it’s relationships. Strong connections with clients, coworkers, and the media are essential. Reporters and editors receive hundreds of pitches weekly—they’re far more likely to engage with someone they know and trust. That trust isn’t built overnight; it comes from respecting their time, understanding their beat, and pitching stories that genuinely fit. PR isn’t just sending emails—it’s building professional relationships. 

3. You Will Feel Like You’re Bad at Your Job (At First)
Starting in PR can feel intimidating. You’re juggling multiple clients, industries, and tools, while trying to prioritize urgent tasks and build media relationships from scratch. At first, it can feel like you’re constantly catching up—and that’s normal.

The learning curve is where growth happens. One thing that’s helped me is staying organized: tracking projects, deadlines, and priorities so I can focus on what matters most each day. Every pitch, media list, and conversation adds experience, and over time, the tasks that once felt overwhelming start to feel natural.

4. You Can’t Rely Solely on AI and Automation
Technology can support research, streamline workflows, and help us stay efficient in an increasingly digital world—and at Novitas, we absolutely embrace those tools. But successful PR still relies on human effort and genuine connection.

What differentiates strong PR isn’t just efficiency—it’s the work behind it. Media lists still require thoughtful research, and effective pitching involves understanding a reporter’s beat, crafting tailored outreach, and following up with intention. The effort put in upfront—building relationships, paying attention to detail, and showing up consistently—is what makes the difference.

PR is ultimately about people, and people respond to authenticity. While technology helps us move faster, it’s the relationships and hard work behind the scenes that drive meaningful results.

5. Give Yourself Grace While You Learn
For me, this has been the most important lesson so far: give yourself grace. PR is fast-paced and constantly evolving, and no one expects you to know everything immediately. In reality, we may never know everything—and that’s okay. Ask questions, seek guidance, and learn to prioritize. Feeling challenged is often a sign that you’re growing.

Looking back, choosing PR early in my career has been one of the best decisions I’ve made. It has pushed me to think strategically, communicate clearly, and learn something new every day. Most importantly, it has shown me how powerful storytelling and relationships are in shaping how organizations connect with the world. I may still be new to PR—but that’s exactly what makes this stage so exciting.