My Quora friend Iva Anušić, a writer at the media monitoring company Mediatoolkit, invited me to participate in a blog post she recently published called "What is Digital PR (and why you should become good at it ASAP)."
It's chock full of tips that are especially useful for folks just starting out. Iva specifically asked me for my advice on becoming a great PR manager. My response:
The key to being a great PR manager in 2020 is to think more broadly than media relations.
With one-quarter of newspapers in the United States closing down in the past 15 years alone, you can’t count on reaching all your goals through media coverage.
You have to become knowledgeable in leveraging online review sites, your branded Google presence and other trust signals to demonstrate authority in your space.