I don't want to live in a large PR market, but I still want to work for a good-sized firm? Is that even possible?

While larger markets offer many job opportunities, smaller markets should not be overlooked - especially considering quality-of-life issues.

While larger markets offer many job opportunities, smaller markets should not be overlooked - especially considering quality-of-life issues.

Technology has enabled firms to service clients around the globe from non-traditional locations, but not all markets offer the type of clients that may appeal to you, so researching the local climate is imperative. The key is to find a firm that offers brands you want to work with, coupled with a creative environment.

The benefits are twofold. As top PR pros start to move from large cities, clients are realizing they can get the same quality of talent outside of traditional areas and at non-traditional prices. In many cases, these smaller firms encompass not just PR, but also have in-house ad and marketing services. This is a huge benefit to clients and a big learning opportunity for new PR pros or ones who have worked solely in a straight PR firm.

PR pros' minds spur winning ideas, so it makes sense to ensure your mind is in the right place - professionally and personally - to maximize on its creativity.

Caroline Riley is VP at Garrand.

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