When I look back on my nearly two decade journey in the world of PR, I can’t help but reflect on the lessons I’ve learned and the wisdom I wish I’d had at the start. Like many entrepreneurs, I dove into my business with passion and drive, but there were crucial insights that I’ve gained over time, which would have made the road a little smoother and the progress a bit faster. For those starting out or looking to grow, here’s what I wish I knew when I launched my career.
I’ve always been passionate about branding and positioning, but early in my career, I underestimated just how critical it was for me to define MY brand identity from the start. Your brand is not just your logo or website—it’s your story, your values, and the unique way you present yourself to the world. Consistency in messaging is key. If you’re not clear about who you are and what makes you different, your audience won’t be either.
When I founded the Women’s Mafia social club in New York, it was with a clear vision of empowering women through fashion, culture, and networking. That strong sense of identity is what led to its success and its rebranding to the Visionary Mafia today. Knowing your brand and sticking to it pays off in long-term credibility.
Early in my career, I had the misconception from other PR professionals that PR was something reserved for big companies with hefty budgets. I quickly learned that PR is a powerful tool for any business, no matter the size. The media isn’t just for billion-dollar brands; it’s for anyone who has a compelling story to tell.
Small business owners often think they can’t afford PR, but what they don’t realize is that they can’t afford to not have it. PR can be the difference between staying stagnant and scaling up. If you’re plateauing or feel a competitor closing in, PR can give you the visibility and credibility to stand out. And the third-party endorsement from major publications can turn interest into the sales needed to keep the lights on.
One of the most valuable lessons I’ve learned is that relationships are the foundation of long-term success in PR. Whether it’s building connections with journalists, clients, or colleagues, your network is everything. When I started out, I thought success was all about hard work, skill and strategy, and while that’s true, relationships play an equally important role.
Having media contacts in outlets like Vogue, Elle, and The New York Times didn’t come overnight. It came from years of building trust, providing value, and maintaining strong connections. I wish I had prioritized relationship-building from day one.
PR is as much an art as it is a science, and creativity can’t be forced into rigid boxes. I often tell my clients to think outside the box, and I apply this philosophy to my own work. Whether I’m crafting pitches for major outlets or leading a brainstorming session with clients, I tap into my background in theater and improv to come up with fresh, engaging ideas. Sometimes this looks like a creative visualization, other times it looks like word association while hula hooping!
The creative side of PR is what keeps it exciting for me. It’s not just about “selling” something to the media, but about crafting stories that resonate with people. I wish I had trusted my creative instincts more when I started out. Over time, I learned that being playful, brainstorming freely, and experimenting with new ideas can yield amazing results.
One thing I often stress to clients is the importance of preparation. Great PR doesn’t happen by chance—it requires thoughtful planning and groundwork. Before you pitch the media or partner with a PR firm, you need to be ready.
I advise business owners to start by preparing themselves: apply for industry awards, collect customer success stories, conduct surveys that highlight your product’s impact, and invest in high-quality photos. Have all these elements in place before you start pitching yourself. If I had done more of this early on, it would have saved me time and helped me build momentum faster.
One of the biggest mental hurdles I faced early in my career was imposter syndrome. I doubted my expertise, even as I worked with high-profile clients and media outlets. What I wish I knew then is that you are more of an expert than you think.
If you’ve been doing something long enough to know its ins and outs, you have valuable insights to offer. The key is not just having expertise, but also recognizing it. Today, I encourage my clients to lean into their expertise and wisdom that they have gained throughout their career and own it. Even if they changed careers, their professional wisdom remains valuable. Position yourself as a thought leader, write a book or e-book, share your knowledge. This not only strengthens your brand but also opens doors for media opportunities.
PR is not just about quick wins – though those are important too. It’s about consistently showing up and building your reputation over time. I often remind clients that while I will always make sure to secure them great coverage, landing some top tier press on their wish list can take months of pitching and following up. Journalists are bombarded with stories, and timing is everything. The good news? Once you’re on their radar, it can lead to long-term success.
Some of my biggest media wins for clients have come after months (and sometimes even years) of pitching. One memorable example was a client whose story was featured in Time magazine’s “50 Genius Companies” list, right next to SpaceX. The process wasn’t quick, I pitched the story nearly a year before it happened, but it was worth it.
If there’s anything my 18 years in PR has taught me, it’s that you have to be adaptable. The media landscape is constantly evolving, and what worked five years ago may not work today. As trends and technologies change, so must your approach. I’ve learned to stay flexible, constantly reinventing strategies for clients, whether it’s leaning into digital PR, influencer partnerships, or new media platforms.
Sometimes, what you plan for isn’t what works best in the end. That’s okay—stay nimble and embrace change when needed.
Starting out in PR, or any business, can feel overwhelming. But if I could give my younger self any advice, it would be this: trust your instincts, invest in your brand, nurture relationships, and be prepared for the long haul. Every step in the journey is a learning experience, and with each challenge comes the opportunity to grow.
Looking back, I wouldn’t trade my journey for anything. Every mistake, every win, and every lesson along the way has shaped me into the business owner and PR strategist I am today. If you’re just starting your career or building your business, remember—you’re more prepared than you think.
-By Marcy Clark, Founder of Marcy Clark PR & Events
