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You may feel like you’re out of your depth learning about a client’s field, but that’s no reason to lose yourself or your own faith in what you bring to the table. Below are some handy, hardwon points on getting on the same page with a client in an unfamiliar field:

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It’s become a cliché at this point: People don’t buy products — they buy stories.

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Simply put: You can only make the most of a breakthrough opportunity if you’re as ready as possible when it arrives. 

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While New Englanders had celebrated for years, and the holiday was declared to boost morale throughout the Revolutionary War, it didn't catch on nationally until much later — and how it did is a fantastic lesson in PR.

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The case for gathering in person whenever possible.

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Even if you aren’t hiring a PR practice to help you manage your online presence (or your “brand”), projecting a more fully formed idea of who you are, what you think, and what interests you and why can help you stand out from the crowd.