Public Relations (PR) is exciting and always changing. It requires creativity, planning, and the ability to handle challenges. Over 15 years in PR, I have learned many lessons that could have made my journey easier. Here are some of the insights I wish I knew when I started. These lessons can help anyone interested in PR.
Lesson 1: Storytelling Is Powerful
During my six years as a journalist with Reuters, The Standard, and The New Humanitarian, I learned how powerful stories can be. Later in PR, I saw how stories could bring real change. For example, when I worked at Amref Health Africa, I led a media campaign across Kenya, Uganda, Tanzania, Malawi, and Zambia to lobby policymakers to recognize and compensate Community Health Workers (CHWs) as part of the formal health workforce. Through impactful storytelling, we raised awareness and built widespread support, ultimately, leading to their recognition.
Takeaway: Stories can move people. Facts alone are not enough. Use stories to connect with people and support your brand’s goals.
Lesson 2: A Good Plan Makes Creativity Better
At first, I focused on being creative—designing strategies, writing catchy phrases, and planning fun events. But I learned that creativity alone is not enough. At Kenya Medical Training College (KMTC), I led a campaign to improve the College’s image. We increased the number of applicants by 40% in three years. This success came from having a clear plan with goals.
Takeaway: Creativity works best with a plan. Use data and set clear goals to guide your creative ideas.
Lesson 3: Be Ready to Adapt
PR is constantly evolving, with new tools and trends emerging rapidly. Throughout my career, I have had to adapt by mastering platforms like Canva for design, WordPress for website management, and Salesforce Marketing Cloud for digital marketing. These tools have been essential in creating engaging visuals, managing content, and executing effective digital communication strategies.
Takeaway: Be open to change. Keep learning new tools and trends to stay ahead.
Lesson 4: Understanding Others Builds Strong Teams
In PR, you work with people from different backgrounds. As a leader, I learned the importance of listening and understanding my team. At Amref, I worked with teams across five countries. In addition, I worked with journalists across five countries. By understanding people’s strengths and challenges and mastering communication skills across diverse cultures, I developed strong empathetic leadership. This approach was instrumental in driving the success of our projects.
Takeaway: Listening to your team and audience makes your work better. Empathy leads to better results.
Lesson 5: Use Data to Improve
At Hezron Insights, data-driven strategies enable us to refine messaging and content for greater impact. For example, while my initial focus was on public relations, audience feedback, and data analysis led me to expand our content to include leadership and workplace resilience.
Takeaway: Use data to understand what works. Then, adjust your strategy to do better.
Lesson 6: Build Strong Relationships
PR is about making connections. My exposure to journalism helped me build strong media relationships. Co-founding the Africa Media Network on Health taught me how powerful professional networks are. Strong relationships can make or break a campaign.
Takeaway: Build real relationships. Your network is one of your greatest tools.
Lesson 7: Advocacy Can Make a Difference
PR is about more than just promoting brands. During my time leading health advocacy campaigns at Amref Health Africa, I witnessed firsthand how strategic communication can mobilize support and influence policy. Whether advocating for recognition and remuneration of CHWs or addressing community health challenges, purposeful storytelling and advocacy created real impact.
Takeaway:
Prioritize people over promotion. Using advocacy and compelling stories can inspire action and create lasting, positive change.
Lesson 8: Keep Learning & Building Your Brand
PR changes fast. To stay relevant, I had to keep learning. I became skilled at using tools like Customer Relationship Management (CRM) systems, Hootsuite, Buffer, Slack, and WordPress. These tools helped me explain ideas in simple ways. Building a personal brand online has become increasingly important. As a result, I focused on growing my presence on LinkedIn, where I now have a following of around 40,000 and have generated over 8 million impressions in the past year.
Takeaway: Always learn new skills. The more you know, the more valuable you are.
Lesson 9: Handle Crises with Care
A crisis is inevitable in PR, and how you respond defines your brand. I experienced this firsthand when our brand faced intense social media attacks. Acting swiftly with clear, honest, and transparent communication was key to regaining trust. Addressing issues head-on and providing timely updates helped restore confidence in our services and reinforced our credibility.
Takeaway:
Always be prepared. A well-thought-out crisis communication plan, built on transparency and prompt action, can safeguard your brand and strengthen public trust.
Lesson 10: The Impact of Developing Guides and Training Programs
Throughout my career, I discovered the value of creating structured guides and training programs to bridge knowledge gaps in the industry. A notable example was contributing to developing the Health Communication and Journalism course at Amref International University. This program was designed to equip journalists and communicators with the skills to effectively report on health issues, translating complex medical information into relatable stories for the public. Similarly, developing practical guides, like those helping journalists transition into PR or report research findings, has proven vital in empowering professionals to adapt and thrive in dynamic fields.
Takeaway: Creating targeted guides and training programs builds industry capacity and positions you as a thought leader. Focus on sharing your expertise to empower others, strengthen your field, and drive meaningful impact.
Final thoughts
Looking back, I have grown and learned a lot. From writing news to leading campaigns, I have seen how storytelling, planning, and understanding people create success. For anyone starting, remember that PR is about passion and careful planning. Stay curious, build relationships, and aim to make a difference.
In 2025, I am excited to keep sharing these lessons.
Thank you for your sharing.
I wanted to thank you for this great read!! I definitely enjoying every little bit of it I have you bookmarked to check out new stuff you post…