PR tips + insights with Shaina Rantung

Shaina Rantung is an assistant account executive at Q Strategies, a full-service public relations and marketing firm in Chattanooga.

She started her hands-on training at the firm as a summer intern during her senior year of college. After graduating Southern Adventist University with a Bachelor’s degree in public relations and a minor in marketing, she joined the team full-time in January 2018. She supports the team through industry research, copy writing, social media, blogging and developing projects for multiple clients.

Many of us in college, especially those of us seeking post-collegiate jobs or internships, are curious about the routines in entry-level PR positions and how they play out. This week, Shaina and I chatted a bit about PR, and she left us some of her insights as a recent graduate who’s passionate about her field.

1) What are three tips of advice you’d offer to someone starting out in the PR field?

• Know how to write.

• Know how to be professional.

• Know how to build sincere relationships.

2) What do you feel are your strengths and how have you optimized them to perform well in your field?

The only one that matters is my genuine love for the public relations profession. This is a people-centric industry. To work and thrive in this field, your passion must shine through. Your audiences must see that you are openly trying to build bridges and not just because it is your job. 

3) In what direction do you see the public relations industry heading? 

The public relations industry is integrating more and more into the business world. Corporations, big and small, are not just aware of the PR field; they are valuing it more. Smart businesspeople see how relationship building affects their bottom line for the better, especially with Millennials and Gen Zs. 

4) Tell me about a PR campaign you’ve enjoyed spearheading or playing a part in. 

Confidentiality agreements. I will say ribbon-cutting or product launch events are always exciting to coordinate. 

5) What sources of media do you follow regularly and why? 

I tune-in all local news sources and follow their journalists on social media. In addition to the fact I enjoy learning more about my community, we serve our local clients better the more we know about the community.

6) What personality characteristics are most important to be successful in public relations?

Anyone can be successful in PR, but the characteristics I see the industry seeks more are confidence, honesty, anticipative/resourcefulness, creativity and organization. There is the stereotype that public relations professionals must be extroverted, but that is not the case always. There is a variety of jobs within the PR industry, and it is only a matter of finding the right roles.

7) How have you worked with journalists so far in your job? 

I work with journalists all the time depending on our clients' needs. Whether I am sending them a press release or media advisory for our clients' event or responding to their requests for an interview with said clients, I do enjoy working with my peers in the news industry. 

8) How would you balance advocacy and objectivity in PR?

This is something all public relations professionals have to decide for themselves. Personally, I adhere to the Public Relations Society of America's Code of Ethics and my own personal one as guidelines when balancing advocacy and objectivity. Keep in mind that not all organizations, PR or otherwise, work with advocacy.

9) What’s your favorite part about your job?

The constant education and relationship-building. In a for-profit industry, clients expect—rightly so—that their PR representatives understand their companies from the inside out. As a result, I am always learning about how different industries and organizations run and their impact on the community. Networking with them and fellow corporate Americans make my job extra fun.