Five PR Lessons Learned from Samantha Elder, Communications Specialist / PR Entrepreneur


Samantha Elder is a Dayton native who started PR in PUMPS, LLC, a mobile PR + events group, in 2016, with clients in Dayton, Cincinnati, and Columbus, Ohio. In March of 2017, Samantha began working as a Communications Specialist for the Consumer Experience Resolutions team for CareSource; allowing Samantha to make an impact in healthcare, a field she is very passionate about.

Here are Five PR Lessons that Samantha has learned so far in her career:

  1. PR should always be measurable – Just because this industry is known for housing well spoken, creative people doesn’t mean we shouldn’t be using metrics to guide our strategies, campaigns, and general goals.  Every industry is different and those in PR must analyze metrics to determine which path each individual client should take in their marketing efforts.  There is no one-size-fits-all strategic PR guide so taking the time to research your client’s competitors can be a good place to start, especially when you are working with a start-up business.
  1. Take the time to get to know your client – Knowing your client on a deeper level allows you to better understand their expectations, goals, and hopes for their business.  Additionally, this creates a great working dynamic on both ends of the spectrum because you will most likely be in constant communication and will need to feel comfortable with one another.  With this being said, I encourage everyone to still keep professional relationships just that - professional. 
  1. Make sure you are not communicating misinformation, and then check again – You never want your client’s credibility and reputation to come under fire, so you need to make sure every word printed is 110% accurate. If you and your client are both unsure about information, facts, etc. for a press release or publication, leave it out or investigate further until you are absolutely positive the information is correct.  Even after you are positive the information is correct, confirm one last time! 
  1. Create a story – Never underestimate the power of creating a “story” for your client.  Customers find it not only enduring but also motivating, especially when the person or company achieves great success.  The story connects the customer to the client…it’s basically the PR law to attraction!
  1. Textbooks only help to an extent – Learning through reading is great, however, the experience gained through actually doing is, in my opinion, far greater.  School can teach you how to analyze data and where to put a semicolon but it cannot teach you how to use your personality and wit to your advantage.  Of course, go get your degree(s), but don’t forget to intern, offer your services to local organizations for free (yes, I know…nobody wants to hear this), and learn through personal success and failure.

What PR lesson have you learned throughout your career? Leave them in the comments below.

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