1) Be willing to volunteer and/or work for low or no pay to gain experience to get your foot in the door. I began volunteering for the Allen Iverson Celebrity Summer Classic back in hometown of Hampton Roads (Virginia) in 2000. I did that for two summers while working a regular job. Although I majored in Professional Communications at Old Dominion University, nothing prepared me for real life work experience until I began that project.

 

2) Network, Network, Network: While volunteering for A.I's event, I made sure to meet and speak to everyone that was there. It was a great experience because I met Magic Johnson, Kevin Garnett, Alonzo Mourning, and Aaron Brooks. I remember getting Aaron Brooks (then Quarterback for the New Orleans Saints) a plate of food because he didn't want to go in the VIP room. I went in, made a plate, took it to him and continued working. He watched me work that weekend and later we had a meeting. He became my first paid client! Even now, I work the room like nobody's business. You never know who you are speaking to or who they know. My motto, "a closed mouth don't get fed." Be willing to put in the work and be in the places and events that cater to your desired profession.

 

3) Know and Learn Your Craft: Everyone wants to be a "publicist" but many do not even know what a publicist does. It's more than walking your client down the red carpet. It requires knowing and staying on top of the latest PR tips and tools, software and knowing how to "pitch" your clients to the media. You have to know how to write a press release, a recap, and a media advisory. You have to know and form relationships with the respective media (radio, print, television, bloggers). In my industry, I have to know each team market media. For example, I have clients on the Falcons, Browns, Cardinals and Vikings; therefore, I have to know the beat writers as well as local, regional and national media outlets.

 

4) Know that You're Providing A Service: I keep this in mind everyday. What we do is provide a service to our clients that helps to show them in a positive light and at times perform damage control. I'm conscious that my clients have their plates full with so many people and things pulling at them, so I don't take that for granted.

5) Don't Burn Bridges: The first thing you will learn real fast is that the business (sports and entertainment) is very small. How you treat or interact with others will proceed and follow you. The lesson I've learned is that all you have in this business is your name so work hard to keep it clean. I have found that most athletes don't really care about a resume. They will text or call their friend or teammate and ask about you. If their boy gives their approval or positive word, then you're good to go. And unfortunately vice versa.

 

6) Stay in Your Lane: The greatest advice that I've been given and I live by is "stay in your lane." I have been working with Mr. Samuel McNabb (Washington Redskins' Quarterback, Donovan McNabb's father), who founded The National Football Players Fathers' Association. He told me this almost 9 years ago and it still stays with me. Know what you're good at and what areas you're weak in. It's respected and admirable to know your limitations. Otherwise, if you carry yourself like you know everything and can do all things, then your client will be expecting that.

 

7) Weather the Storms: You will encounter many highs and lows, but you must stay true  to yourself and your craft. Always keep in mind that this is a business and while there are great times, there will also be lean times. I have clients that get cut or released from teams, but I still have to encourage and support them in their valley experiences. I can't be there when times are great and not be there when times are bad.

 

8) Be On Top and Ahead of the Story: Whatever industry you plan to work in, you have to stay on top of media opportunities for your clients. If something happens in sports that affects or provides an opportunity for my client to get coverage, I'm on it. I'm on speed dial for the producers with ESPN. I'll watch the games and as soon as a client does something great, someone usually calls me during the game to say if the team wins we want your client to call in for an interview. I remember one time I rolled over in the bed (I sleep with ESPN on the tube) and one of my clients was being mentioned on an early morning ESPN show. I text the reporter and asked if they wanted to interview my client and after the commercial break, he was on-air!

 

9) I Don't Have the Luxury of Being Emotional: There are times when my clients yell or raise their voice and I can't take it personal. We say we have to say, then move on. No time to let grass grow under your feet.

 

10) Love What You Do: I love PR and I'm living my dream job. I have a quote that is hung up in my room from O Magazine (Oprah Winfrey) that reminds me why I do what I do: "If you can get paid for doing what you love, every paycheck is a bonus." (March 2008)

 

 Photo Credit: Derek Blanks

 

Company: LPS Consulting PR

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Website: www.Lpsconsultingpr.com

Location: Atlanta