media update’s Jenna Cook takes a look at how finding your niche can make PR a passion instead of a job.
2018 has seen the rise of
niche industries as more and more clients and consumers are switching from generalist to specialist PR pros. To be niche, you first need to know exactly what it is. ‘Niche’, put simply, is the combination of your specific skills, interests and even personality that make you suited for a unique and particular industry.
Here are three secrets PRs can tell you about being niche:
1. You can choose a field that you have a passion for
You’ve heard the saying ‘Do what you love and you’ll never work a day in your life’, right? You might think that it sounds too good to be true, but, it’s not impossible that
every kind of industry needs a PR at some point.
You have the ability to choose an industry – any industry. So why not choose something that you’re passionate about? Pinpointing this passion will probably require you to think about what it is you enjoy.
If this is a little tricky, then ask yourself a few of these simple questions:
- What am I doing when I’m not working? You may find that you spend a lot of your time finding and trying trendy new restaurants or bars. And if keeping your eye out for the latest breakthrough in the culinary industry is your thing – why not turn it into your niche?
- When I read books or watch series, what are they usually about? After a long day in the office – as if a PR’s job is ever done – you like to decompress with your favourite show. Think about why you like it. Is it because you enjoy seeing what the actors are wearing? Then maybe fashion is the industry for you. Or perhaps you like the humour. The comedy industry needs PRs too.
- How do I want to be working? Try to visualise your perfect day at work. Where does it take you? Are you a digital nomad with a strong Wi-Fi connection working at the beach all day? Are you managing a team of people from home? Are you more productive in a corporate environment? Where does your passion take you and what industries fit within these spaces?
2. Your industry knowledge will be unparalleled
Working in a niche industry means that you will quickly be able to get a good grasp of everything that’s going on. And knowing the ins and outs of your industry has its perks. New technology emerging? You’re on top of that. New products or services? You can’t wait to try them. A new industry trend? Please, you already predicted it.
Gaining all of this niche industry knowledge and experience can position you as a PR expert in your particular trade. It’ll be difficult for people to contest your views when you know
exactly what works and what doesn’t.
3. You will have a more tight-knit relationship with the media
A major piece of your job as a PR is to communicate with the media. And to have good relations with journalists, you need to make sure that you provide relevant and quality press releases.
Working in a niche industry means that you will soon learn where you should be sending your content. Ensuring you’re keeping in contact with the correct media will lead to a greater chance of your press release being published.
*Image courtesy of Vecteezy