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PR-and-Purebarre2

by Rachael Taylor, Junior Account Executive

Sticking with a workout routine was never listed under my core competencies. The dumbbells I purchased on a Target run are collecting dust under my bed, and I may have used my millennial pink yoga mat once. Emphasis on may. But when I launched into a PR career, I realized that I needed to incorporate some structured physical activity into my weekday routine. So, I joined Pure Barre, a chain of exercise studios offering workouts focused on ballet-like movements.

I discovered that after a hectic workday, busting out pliés, planks, and push-ups to a soundtrack of loud, upbeat music is a great way to unwind. In fact (I swear this isn’t a commercial!), I’ve stuck to it: I recently received an email with the subject line “Congrats on your one-year Pure Barre Anniversary!” During my ride home that day, I couldn’t help but reflect on the lessons I’ve learned over the past year about both PR and Pure Barre. I realized there are many similarities:

Small and Achievable Goals Yield Early Visible Success
While it would be nice, attending two Pure Barre classes will not yield visible abs and Michelle Obama arms. Likewise, a company that has never partnered with a PR firm is not likely to receive placements in their dream publications within the first month. By encouraging clients to start with less mainstream outlets, PR professionals help these companies eventually secure well-known media features.

Attention to Detail Can Make or Break You
The smallest typo in a client pitch or release can put a damper on the client-agency relationship. Each deliverable presented to the client must be impeccably easy to read, concise, and error free: the client’s trust that you’re creating high quality work on their behalf can’t be broken. Pure Barre, as with any exercise program, also demands attention to detail to drive results. You can crunch and squat all day long, but if you’re not doing them with the right technique, you won’t see your desired results – and may even injure yourself.

Always be Open to Learn New Things
Pure Barre is always launching new classes that keep the barre routines fresh. While the basic classes introduce barre workouts and refine barre skills, others bring in cardio and resistance training or focus on a specific area of the body. Instructors encourage regular clients to occasionally take a Pure Barre Foundations class to brush up on the core movements. The same goes for PR. PR is constantly evolving, and PR professionals need to continue learning and exploring the field to stay fresh and relevant. Gone are the days of churning out press releases and hopeful pitches – Big Idea thinking is in, and it’s a must! This means attending industry events, taking a continuing education course or pursuing a master’s degree, or working with a mentor. It’s all about continuing to enhance and refine what you bring to the table.

Small Steps Lead to a Better Reality
This is about persistence and resilience: we don’t attend exercise classes to occupy our time, but to become more fit. As PR professionals, we can become so immersed in the daily routine of media list building and byline writing that we forget the whole reason why we are doing it. Yes, we want to write articles and achieve media coverage, but our overall goal is to help our clients get as much positive attention as possible.

What I’ve realized is that their similarities may be what I like best about both PR and Pure Barre – and maybe that’s why I’ve been driven to each. I enjoy their challenges, their incremental but tangible results, how I am always pushed to be my best, and there are always new aspects to learn and refine.