How I became a PR strategist

Jenna Farmer, 39, from Warwickshire, is a PR strategist teaching business owners how to get in the media. She runs her own PR company Jenna Farmer PR where she offers one-to-one support.

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I took a different route into PR than many people. It all started back in 2013 when I started a blog about my journey with Crohn’s disease. That blog allowed me to start working as a journalist full time as I began writing for other publications.
After telling my own stories for so long, I had so many people ask me if I could help them get in the media too and tell their own stories, which is how I eventually started working in PR.
Now I support lots of business owners with getting in the media. Being a journalist first gave me a big advantage, as I feel I have a good understanding of what makes a media-worthy story.

What is PR and what are the common misconceptions?

PR is simply getting media coverage, whether that’s magazines, newspapers, TV or podcasts.
The biggest misconception is the belief you need to spend a fortune to get into the press. There’s nothing stopping anybody from connecting with editors and journalists online and reaching out – that’s how I began!
Another one is people thinking they don’t have a story. Everyone has a story! It’s just thinking about the different stories you have to tell.

What challenges have you had to overcome?

In the beginning, there were lots of established PR agencies who have been around forever and have much bigger teams. They also had much bigger budgets; they could allocate staff to promote their agency or cold pitch clients – I just didn’t have time!
I focused strongly on social media instead. I set up my own free Facebook group, and my podcast, PR in your Pocket, which set me apart.
I am different to agencies in that my clients work with me very closely. I’ll be WhatsApping them most days to check in and run urgent PR opportunities past them. Everyone who works with me has connected with me online and knows me, so they want the personal approach.
I had to pivot my business when my autistic son was struggling at school and I temporarily home-schooled him. I couldn’t work with clients one-to-one as much, so I started a PR membership. 

What’s the best advice you’ve been given?

Never try to be the cheapest in business. There will always be someone cheaper than you. Think about what else sets you apart.

What advice would you give to someone who wants to work in PR?

Go for it! I absolutely love working in PR. I’ve taken a different route and there’s really no one way to go into PR.
You don’t have to work for an agency if it’s not for you, there’s some amazing freelance PRs out there.

Where do you see yourself in five years?

Still doing this but on a bigger scale! I recently moved to a limited company rather than a freelancer, so I’d love to grow a small team of people who are just as passionate about getting people in the media; meaning I can help as many people as possible get into the press.

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