I never intended to have a career in public relations. I grew up steeped in classical music, with a stage dad and three musically gifted brothers, all of whom attended Juilliard. At 17, I started my first job as a violist with the Filarmónica de las Américas in Mexico City, a dream start for any young musician.
But when you turn away from what others believe is your “one true talent,” as my father called it, what’s left? It was one unexpected skill for me: I could type very fast. Determined to escape my rigid upbringing, I moved to Elmhurst, Queens, sharing an illegal sublet with two other young women. With no financial safety net, my focus was simple: make rent. Creativity became a survival tool. I roamed temporary employment offices in midtown Manhattan, showing up to take typing tests on the spot.
In the 1980s, typing tests were done on IBM Selectric typewriters, and speed on the keyboard could open doors. With a flawless 100 words-per-minute and a polished “front-office” look, you had the freedom to choose any industry. The world was your oyster—or at least, it was yours to type into.
I typed my way into the public relations department at Simon & Schuster’s Pocket Books, securing a temporary post where I was never called 'Nancy.' Instead, I was simply 'Temp.' As the ‘Temp,’ I quickly learned that my state-school college background set me apart from the Ivy League crowd who dominated the office, often with a sneer. My temporary role soon morphed into a low-paying “glamour” job at Pocket Books in publishing PR—a position with long hours and an assistant title.
At Pocket Books, I learned the craft of public relations through hands-on experience and plenty of trial by fire. At first, I wasn’t trusted to write a press release, but even as “the temp,” I soon proved myself capable. Eventually, I was assigned my own roster of authors—the ones no one else wanted to promote. These “unwanted” authors became my training ground, teaching me how to pitch with persistence and creativity. I even managed to land one of them a segment on Good Morning America, a victory that showed me the power of a well-crafted story and a timely pitch.
After Pocket Books, I held a range of roles, including senior executive positions at Ogilvy Public Relations and GCI Group. I served as an adjunct professor at New York University, where I taught a class on public relations writing. But it wasn’t until I founded my own agency, Vorticom, Inc., in 2003 that I truly learned the art and science of public relations. Necessity, as they say, is the mother of invention. Facing the high cost of living in New York City and the responsibilities of raising and educating a child, I was driven to either thrive or give up trying—and failure wasn’t an option.
If you’re considering a career in public relations—where generating positive media placements is the goal—ask yourself if you have grit. Grit is the perseverance and passion to keep pushing forward, and in PR, it’s essential. Most of the time, your pitches will be met with silence; you’ll be ghosted by editors and reporters alike. And when you do get a response, it may be a snarky rejection from even a low-circulation community newspaper. Grit is what keeps you moving past the silence, refining your approach, and pitching until you finally break through.
Next, ask yourself if you’re an avid reader who keeps up with the news, and if you have the curiosity and tenacity to dive into an industry, even if it’s obscure or “boring.” In PR, whether you’re working for a client or directly within a company, you need an intrepid spirit to navigate media outreach effectively. When tasked with promoting an arcane sector, you’ll need to immerse yourself in the field, learning its nuances and complexities. This means following industry trends, reading trade publications, and spotting connections to broader geopolitical issues. Your challenge is to uncover compelling angles, whether it’s positioning the CEO’s expertise on global markets or illustrating the company’s impact in ways that speak to a wide audience.
Lastly, ask yourself if you can write. For public relations professionals, writing is not just a skill—it’s the core of the job. Whether crafting press releases, pitching journalists, or drafting speeches and bylined articles for executives, your ability to communicate clearly, persuasively, and creatively is crucial. In PR, the written word is your primary tool for shaping perception, influencing public opinion, and telling your company’s story. Strong writing skills allow you to distill complex information into compelling narratives that resonate with media and target audiences. Every word you write builds or protect a brand’s image, making it essential to get the tone, message, and delivery just right. Simply put, your success in PR often hinges on your ability to write with precision and impact.
Crafting Influence: The Power of Bylined Articles in Media Momentum
While the news release remains a critical tool for communicating with shareholders, it rarely leads to significant editorial coverage. In contrast, the ability to craft compelling, even controversial bylined articles is an invaluable asset for public relations professionals. A bylined article is a piece of content attributed to a specific author, signaling to readers who is responsible for the message. This strategic communications tool allows company leaders to share their expertise and insights on relevant topics.
In public relations, bylined articles written by PR professionals serve to showcase industry knowledge and unique perspectives. These articles are crafted to reflect the subject’s voice and expertise and are submitted to media outlets for potential publication. The goal is to leverage the byline to establish the subject as an authority in their field, thereby enhancing their credibility. Whether working as part of an in-house communications team or as an external agency partner, PR professionals play a key role in shaping these articles to effectively position their subjects as thought leaders in their respective industries.
Bylined articles may cover industry trends, offer thought-provoking commentary, or tackle timely issues. The successful branding of a company hinges on the artful development of its editorial narrative. While press releases seldom generate editorial coverage, compelling bylined articles crafted for company leaders can move mountains in the media landscape.
An essential task for a strategic communicator is assessing the leadership's point of view. Will the CEO take a bold stance on a polarizing issue with potential geopolitical consequences? Are they willing to expand upon these viewpoints in controlled content, such as bylined articles and op-eds?
Media Momentum Moves Mountains
During my time teaching a graduate-level public relations course at New York University, I shared proprietary strategies for generating company awareness through media momentum campaigns. A media momentum campaign involves crafting op-eds and bylined articles for company leaders and capitalizing on their momentum across multiple media channels. Media outlets are eager to connect with company leaders who have distinct, market-savvy, and opinionated voices.
Running a company is a full-time job, and many executives lack the time and ability to develop their own editorial content. That’s where strategic communicators come in—identifying key themes and creating compelling articles for busy leaders.
A carefully curated bylined article written for a Vorticom energy metals client was first published as an exclusive for North American Clean Energy and later shared with Canada’s leading business television network. This resulted in a feature interview, an appearance on a nationally syndicated business radio show, and an interview on Europe's top business television network.
In another Vorticom client example, we established a column for the CEO of a NASDAQ-listed lithium company with media momentum generating interviews on CNBC, BNN Bloomberg and BBC World Television. By positioning an executive's message in national and international media outlets, company leaders are established as thought leaders.
Pro Tips for Future Publicists
- Master the Follow-Up Without Being Annoying
A single pitch rarely lands the first time. Journalists are inundated with emails, so strategic follow-ups are essential. Wait a few days before sending a concise, value-added follow-up. Reference a new angle, offer exclusive data, or suggest an expert for commentary. Avoid sending generic “just checking in” emails—every touchpoint should provide value. - Develop Media Relationships Before You Need Them
The best time to connect with journalists isn’t when you need coverage—it’s before that. Engage with reporters on social media, comment on their articles, and share their work. Show genuine interest in their beat. When the time comes to pitch, they’ll recognize your name and be more likely to respond. - Understand the News Cycle and Timing
Timing is everything. Learn to spot media trends, news hooks, and cultural moments that align with your client’s message. Pitching a sustainability story ahead of Earth Day or a retail-focused article before Black Friday increases your chances of coverage. Anticipate what journalists will need before they realize they need it. - Leverage Data and Research to Strengthen Pitches
Journalists love numbers. Back up your pitch with statistics, survey results, or proprietary research. If your client doesn’t have their own data, leverage industry reports or commission a small poll. A pitch with compelling data is more likely to grab a journalist’s attention than one relying solely on opinion. - Be Ready for Crisis Communications
Every publicist will face a crisis at some point. Whether it’s a social media backlash or a corporate scandal, preparedness is key. Always have a crisis communication plan in place—know who the spokesperson is, what the key messaging should be, and how to control the narrative swiftly. - Think Like a Journalist, Not Just a Publicist
Instead of pushing an agenda, focus on storytelling. Ask yourself: “Would I read this if I didn’t work for the client?” Strong PR professionals know how to turn company news into a compelling, relevant, and timely story that serves the journalist’s audience, not just their client’s interests. - Know When to Walk Away from a Bad Client
Not all clients are worth the effort. If a company insists on unethical tactics, refuses to listen to media counsel, or demands unrealistic results, be willing to walk away. Your professional integrity is your most valuable asset—don’t compromise it for a paycheck. - Stay Agile and Open to New Media Trends
PR isn’t just about traditional media anymore. Podcasts, influencer partnerships, LinkedIn thought leadership, and emerging platforms like Substack are redefining how brands get visibility. Stay ahead by constantly learning and adapting to new ways of storytelling. - Create Evergreen Content for Long-Term Impact
News cycles move fast, but evergreen content—such as insightful blog posts, industry reports, and how-to guides—continues to generate media interest over time. Encourage clients to develop high-quality, non-time-sensitive thought leadership pieces that journalists can reference months or even years down the road. - Measure Results Beyond Media Placements
Press coverage is great, but its true impact lies in audience engagement, lead generation, and brand credibility. Track metrics like website traffic spikes after a media mention, social media engagement, and how PR efforts contribute to business goals. PR is about influence, not just impressions.
Having designed and implemented numerous strategic media relations campaigns, it’s surprising to see the growing prevalence of pay-to-play editorials. The line between earned media and paid content is increasingly blurred, which diminishes the integrity of “earned media” secured by seasoned public relations professionals. A casual observer can often distinguish between earned media and pay-to-play when broadcast interviews lack probing questions, and the interviewer seems to praise the guest without challenge—often an indication that someone wrote a check.
While PR professionals are compensated for their time and effort on behalf of their subjects, the focus should remain on earned media. Earned media is produced by journalists who ask tough questions and provide a full story. It holds immense value, while pay-to-play content, lacking editorial integrity, amounts to little more than faux gold.
About the author: Nancy Thompson founded Vorticom, Inc., an award-winning public relations consultancy, in 2003. She is a multifaceted professional whose career spans the worlds of music, public relations, social media, and authorship. She has cultivated a reputation for excellence in media placements and high-impact social media campaigns. With over 13 years of experience managing high-budget social media advertising initiatives, she has mastered the art of connecting brands with audiences in meaningful ways. Nancy’s literary achievements include a distinguished bibliography of non-fiction works that have explored the intersections of technology, relationships, and culture. She can be reached at [email protected]