In the PR industry, “Media begets media” is a commonly used phrase. I always believed that, but I didn’t truly understand the full impact until I experienced it myself this summer when my client went viral.

As the newest member of the Choice team, my role as social media manager implies the ever-growing importance of social media in running a successful business.

Prior to going into any industry, there are always many questions and preconceived notions before jumping into the actual work.

After nearly a decade in the communications and public relations industry, I continue to learn new things every day (and every hour, on particularly challenging days).

So many people we work with (or want to work with) are juggling five million things. I’m emailing business owners who are also juggling newborns.

I’ve been a publicist for more than two decades, and I’ve owned Choice for nearly five years (hooray for our anniversary in June!).

We live in the era of the stimulating, but sometimes daunting 24-hour news cycle. It seems that everywhere we look there is breaking news flooding the headlines.

Here at Choice, we are constantly asked about what we do. We are often asked what services we offer, who we work with, and why PR is needed.

One of the common misconceptions about PR is that we attend a lot of events for fun because of our clients or relationships, an idea which I previously discussed on the blog.

In a field like public relations, no day is ever the same. When you are dealing with clients in the entertainment and lifestyle industry, you find yourself with no shortage of emergencies, crises and calamities.