By Kathryn The adage, “everything I need to know, I learned in kindergarten,” is true. During that early school experience, teachers and parents continue to reinforce the messages, “If at first you don't succeed, try, try again,” and, “Don't give up! You can do it.” There's a reason why these sayings are so often repeated. Persistence is the key to success, both in our personal and professional lives. In my 10-plus years in PR, hard work and persistence have been so important in making things happen for clients. Whether it is constant contact with reporters, clients' customers or industry analysts, you have to be persistent to achieve specific PR objectives. It is this underlying theme that needs to be drummed into the incoming professionals fresh out of college. Persistence in PR not only provides results for your clients, but helps you build relationships with reporters. But persistence can also backfire if you finally catch a reporter on the phone just when he is having a bad day. In that case, the response might be grumpy and uninterested by keep trying because it could just be an act too. If you are passionate about your clients and believe they can help, then it's your duty to keep trying. As I learned in kindergarten, when making friends for the first time, there is a fine line between persistence and annoyance, but I can't stop trying just because someone said, “Go away” in the midst of a bad day. With determination and creativity, you can break through these barriers and unlock the value for everyone.
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