14 Lessons from 14 Years as a PR Consultant

Alex Greenwood
6 min readFeb 22, 2024
©2024 Alex Greenwood. All rights reserved. This image was created with the assistance of AI technology.

After fourteen rewarding years, I’m transitioning from my public relations and marketing consultancy to pursue my first passion in higher education. In the spirit of continued learning, I have a few lessons, many hard learned, that give you a look at what it meant for me to be a successful PR consultant in the early part of the twenty-first century.

1. Relationships are Paramount: PR is built upon relationships — with clients, media, influencers, and stakeholders. Building and maintaining these relationships is essential for success. Don’t underestimate the power of a congratulatory note, a share or retweet on social media, a quick coffee, or a brief call to catch up.

But don’t be annoying. Pleasant check-ins when they make sense are great, but when it comes to the news media, trying to jam a square-peg story into a round news hole is unwise and can eventually cost you a friendly relationship.

2. Listening is as Important as Speaking: The ability to truly listen and understand clients’ needs, feedback from media, or public sentiment is crucial. Communication is not a one-way street.

Don’t listen for your chance to speak. Instead, listen to learn and gain perspective.

3. Transparency is Non-negotiable: Always be transparent with your clients about what you can and…

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Alex Greenwood

PR Consultant, Speaker, Podcast Producer/Host, Editor, and Award-Winning Writer of the John Pilate Mystery Series. Accomplished belly laugher.