What’s My Job? I Help Tell Stories That Matter


“So, what do you do for work?” A simple question that sometimes has a simple answer. For my friends who are teachers or accountants it’s a relatively easy explanation. Since starting my PR career, however, I’ve realized that a lot of people don’t really know what exactly the job entails.

Often times when people talk about PR, it’s what I’d consider reactionary. A person or organization having to save face in a time of crisis or put a positive “spin” on a messy situation. More often, though, public relations is about telling real stories. It’s about using real people, real voices, and real experiences to deliver messages that are meaningful and relatable.

All of that being said, the question still stands: What do I actually spend all day doing?

1.)   Building relationships: I spend a good chunk of every day on the phone or exchanging emails with doctors, clients and editors. Whether it’s connecting with clients’ current physician partners, or working them to engage new key opinion leaders, speaking with these industry experts is key. Talking to editors about the types of stories they like to see helps us match stories and publications. Building solid relationships with clients also allows us to truly become part of their team while aligning our efforts with their own internal efforts such as marketing and advertising.

2.)   Staying connected: Staying informed through social and digital media is a huge part of keeping connected. Monitoring various platforms is a great way to learn about new technologies and developments in healthcare, so social media monitoring is also on my daily to-do list. Being news savvy and aware of what’s trending is such an important part of maintaining connections with our clients and their industries.

3.)   Getting creative: Part of why I love PR so much is that it gives me the opportunity to tap into my creativity that doesn’t require traditional “artistic” talent (because trust me, I can’t paint, draw, etc. to save my life!). Taking clients’ and doctors’ stories and experiences and turning them into print-worthy article ideas is one of the most challenging and rewarding parts of my job. Being creative and nimble also provides a big opportunity to over-deliver to our clients with results that exceed expectations.

4.)    Pitching pitching pitching: Even the best, most engaging article concept is pretty useless if it’s not picked up and shared with the world. Targeted, thoughtful pitching of story angles to specific editors is crucial and a huge part of what we do.

5.)   Making it happen: Once an article is accepted, there’s still lots of work to be done to get it across the finish line. Coordinating, organizing, and ensuring deadlines are met may not be the most glamorous parts of my day, but they are huge pieces of the puzzle and an area where the Pascale team thrives.

There you have it. Working in PR is exciting, unpredictable, and sometimes misunderstood—but at the end of the day, it’s all about delivering the messages that matter.

Erin LaFavor