I've traditionally done tech PR, but I find consumer PR more interesting. How can I market myself?

There are core PR principles that apply across all markets, regardless of the product or service - clear messaging, interesting story angles, persistence, and, above all, an understanding of your client's objectives.

There are core PR principles that apply across all markets, regardless of the product or service - clear messaging, interesting story angles, persistence, and, above all, an understanding of your client's objectives.

If you are currently at a firm that solely does technology PR and there is no immediate change in sight, you do need to make a decision on your future. The key is to market yourself correctly and focus on what made you successful at your current position, rather than focus on what you lack. And be sure to bring creative ideas and a clear understanding of consumer media to show your ability to work within that market.

However, before you decide to make any kind of move to another company, look at the opportunities within your current job. If there are clients that offer products or services that are consumer-facing, there are possibilities to create consumer PR campaigns.

As this may fall out of the standard PR program, the merits of such efforts may have to be proven on a project basis. However, you'll be able to market your success both internally, so that you are considered for more consumer-based accounts, and externally, if you choose to go to a more consumer-centric firm.

Caroline Riley is VP at Garrand.

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