Written by Chicago-based Finesse team member Elizabeth Wood

Looking back on the past year with Finesse Group, it’s amazing how the team has grown both personally and professionally. When I first joined this dynamic, international and remote PR agency, I had no idea how transformative the journey would be. 

From the daily grind of securing media coverage to creating content for clients across various industries and coordinating client launch events, every experience has been a lesson in perseverance, collaboration and innovation.

In this blog, I share the key lessons I’ve learned about PR during my time at Finesse Group. These insights are valuable for those in the industry and anyone interested in how remote teams can operate successfully across international borders.

The Power of Teamwork in PR

Public relations is often seen as a glamorous field, filled with high-profile events and media coverage. However, behind every successful PR campaign lies a foundation of strong teamwork. The collaborative nature of PR is one of its most crucial aspects. Over the past year at Finesse, I have come to appreciate how integral this teamwork is to our success.

Nevertheless, working with a remote team presents its own set of challenges. Yet, despite being spread across different time zones and locations, the Finesse team has mastered the art of seamless collaboration using some key strategies, including:

• Communication tools like Slack and Zoom to guarantee open communication. 
• Project management software such as Asana to keep us coordinated and aware of everybody’s responsibilities. 
• Regular virtual meetings to ensure everyone is on the same page and that ideas and feedback flow freely.

One of the most vivid examples of the power of remote teamwork was our preparation for the launch event of Daylight Computer Co. – a tech company in San Francisco. This project required meticulous planning and flawless execution. The client had high expectations, and we were ready to deliver. Every detail was a team endeavour, from coordinating with the client and managing media relations to organising the launch event and handling logistics.

In the weeks leading up to the launch, our remote team worked tirelessly around the clock. The level of coordination was extraordinary. Team members in different time zones took advantage of the “follow-the-sun” approach, ensuring that work continued in the different timezones that Finesse operates. Getting the day started, colleagues in Europe and UK would drive event preparations before then handing the baton to the American team as the day progressed.

Each team member had a specific role in preparing 600+ invitations and follow-ups, and everyone executed their part flawlessly. The event was a resounding success, garnering significant media coverage and positive feedback from the client. It was a testament to what we can achieve when we work together, leveraging each other’s strengths and supporting one another.

This experience – documented in full in this case study – taught me that in PR, no one can succeed alone. The strength of our team lies in our ability to collaborate, communicate when we need help, and trust each other. Whether working remotely or side by side, our collective effort drives our success. This lesson has been one of the most valuable takeaways from my time at Finesse so far, and it continues to shape my approach to every project we undertake.

The Importance of Supportive Leadership

Now that I’ve described how Finesse Group’s teamwork is essential to individual success, it’s important to recognise that a solid team stems from a supportive leader. 

Finesse Group’s CEO Jo Caruana leads a team across the US, the UK and Europe, in addition to managing clients in these locations as well. 

When Jo made Finesse Group global in 2020, she wasn’t exactly sure how the business would evolve. However, she was determined to find the best way to lead her international team efficiently and logically.

How has Jo’s leadership impacted my experience and the team’s overall success?

• Encouraging Skills Development: From day one, Jo has prompted me to explore my passions and try new skills. As someone just beginning a career in public relations, it was difficult to know which roles I would excel in right off the bat. Rather than trying to fit me into a box, Jo introduced me to all the services Finesse offers so I could develop a plethora of skills and figure out where I thrive.
• Managing Work-Related Stress: Jo has taught me how to manage work-related stress. As she says, “This is PR, not the ER!” That’s not to say that what we do is unimportant or without urgency – in fact, the team has had its fair share of late nights and early mornings to ensure we exceed client expectations! Rather, it means that our tasks should be manageable. If we feel they are causing us abnormal anxiety, it is our responsibility to take a deep breath and seek help.
• Building Confidence Through Trust: Without Finesse Group’s welcoming energy and clear communication, I definitely would not have grown my skills as much as I did this past year. While most PR companies would have their new hires doing minimal tasks, I was soon entrusted with similar duties to my superior team members. Jo and the rest of the team’s confidence in me truly made all the difference in the first year of my career.
• Promoting Open Communication: Finesse Group’s communication channels are always open, fostering an environment where team members feel comfortable sharing ideas and feedback. This openness has been crucial for maintaining a cohesive and effective remote team.
• Encouraging a Sense of Belonging: Jo fosters a positive sense of belonging for each and every team member, regardless of where they are in the world. This inclusive approach welcomes new perspectives, ensuring fresh ideas are heard!

Jo’s leadership has been instrumental in shaping my growth and the overall success of our team at Finesse Group. Her strategies have empowered me and cultivated a supportive and dynamic work environment where everyone can thrive.

PR in the Real World vs Studying PR

When I first joined the PR sector while finishing university, I believed I had a good grasp of what the job would entail. While my academic background provided a solid foundation, nothing could have truly prepared me for the practical realities of working in an international PR agency like Finesse Group. 

Transitioning from theory to practice, here are some key insights that have shaped my understanding of PR at Finesse Group:

1. Flexibility and Eagerness to Learn

One of the most critical lessons I absorbed at university was the importance of flexibility and a willingness to learn. These traits proved invaluable when transitioning from academic studies to real-world PR. Each team operates differently, and companies have their unique ways of handling projects. Bringing an adaptable mindset allowed me to fit in with Jo’s leadership style and be prepared for the fast-paced nature of PR work.

2. Applying Academic Knowledge to Real-World Scenarios

While academic theories provided a framework, the practical application truly deepened my understanding of PR. For instance, my degree emphasised the significance of strategic communication, but it was at Finesse Group that I saw this in action. During the product launch in San Francisco for our tech client Daylight Computer Co., I witnessed how the combination of strategic planning, message tailoring and targeted outreach led to a successful event. The real-world application of these principles allowed me to see firsthand the importance of strategy in achieving tangible results.

3. Understanding the Effort Behind Every Story

The immense effort and teamwork required to land a single story has been eye-opening. One year ago, I never would have imagined the dedication, strategy and persistence involved in securing media coverage. From researching the right outlets and journalists to tailoring pitches and following up diligently, every step requires meticulous attention to detail and hands-on, coordinated effort. 

These lessons will undoubtedly guide me as I continue my career in PR. The supportive leadership at Finesse Group and the collaborative spirit of my colleagues have provided me with firm footing. I am excited about what the future holds and confident that these experiences have prepared me to tackle any challenge that comes my way.

Tips for Clients: How to Work Effectively with a PR Company

After experiencing a year working for a successful PR agency with clients across the globe, I’ve noticed a few things that make client-PR relationships thrive. Follow this advice to build a productive partnership with a PR agency like Finesse Group:

1. Clearly Define Your Goals: Before engaging with a PR company, have a clear understanding of your goals and what you hope to achieve. This helps us tailor our strategies to meet your specific needs and expectations. Of course, your PR team will be happy to help you hone in on your business dreams, but it’s great to have a foundation to build upon.
2. Maintain Open Communication: Effective communication is crucial. Be transparent about your objectives, provide timely feedback, and keep the agency informed of any changes within your organisation that might impact the PR strategy.
3. Trust Yourself and Your Team: You hired a PR agency for a reason! Trust your decision to invest in PR for your business – these days, it is a necessity for every brand and is proven to pay off.  Have confidence in your PR team’s ability to guide the strategy based on their industry knowledge and experience.
4. Be Patient and Persistent: PR is not an overnight process. Building media relationships, crafting compelling stories, and achieving coverage takes time. Be patient and stay persistent in your efforts, as consistent and strategic PR work will yield amazing results over time.
5. Engage Actively: Your involvement is essential to the success of the PR campaign. We’re here to serve you, but we need to make sure we have all the necessary information to complete our jobs to the best of our ability. Participate in planning sessions, provide necessary information promptly, and be available for interviews or media engagements as needed.