Every comms pro knows the importance of having a strong PR toolkit under your belt. This can be things like platforms you use, communities you frequent, or insider tips and tricks you learned on the job.

We recently stopped over in Austin for our third leg of our Summer Tour, and got to hear from PR pros in this vibrant city about their favorite PR secret weapons, or what they have in their back pocket to help them pitch better and share more stories. 

From using social smartly to creative ways to craft relationships, you'll have to read on to hear what we learned from 12 Austin PR pros! 

Tools and Tricks of the Trade 

Marisa Patterson, senior account executive at Resplendent Agency, told us that "every PR pro knows and loves and uses them," about her PR secret weapon, which is a "well thought out, researched, [and] planned media list."

Marisa knows that this "really goes such a long way toward building a successful campaign in the long run" and she recommends not only "spending that extra time finding the perfect reporter that would be interested in your story" but also "taking the time tot research what they like [and] what they're interested in" and updating your media list accordingly.

These details help you "personalize those pitches" and that additional "context to [your] media list really sets you up for success in the long run."

Mady Lanni, digital PR strategist at Journey Further, is a social media fan for building connections. Mady "really like[s] to use Twitter to find journalists and journalists' requests on there and seeing when journalists are at new jobs." From here, she then can "use that as a personalization to reach out to them."

Mady had one more thing to add, that one of her "other favorite things is the OnePitch [Pitch Paloozas] and looking at the tips the journalists are actually giving and referencing those" when she reaches out, adding a line that she "saw them on OnePitch." This is what we're all about! 

Traits to Embody

Sometimes, your PR and comms secret weapon has nothing to do with a tool or tactic, but everything to do with the way that you carry and present yourself as a PR pro.

Rosa Ramirez, junior publicist at Fons PR, says that her favorite way to be a stellar PR pro is to "be confident and don't take no for an answer."

Her colleague at Fons PR, publicity and promotion coordinator Kennedy Sutton, echoed this, noting that she's all about "creativity and [the] ability to think outside the box."

Catherine Garza, account supervisor at Giant Noise, advises PR pros to "not be afraid of rejection or dismayed by rejection" because "you're not always gonna be able to connect with every journalist, every influencer" but for those that "you do connect with its always gonna be worth it."  

Quincy Standa, account executive at Bhava Communications, shared that "my PR secret weapon is time management to balance all of my client work and remain mentally healthy as well."

Relationships Remain the Name of the Game

Savy Varyu, senior manager, business and product communications at Labcorp, shared that her secret weapon is all about doing your homework. She recommends to "make sure you're researching the journalists you're pitching and including a detail or two from a recent story they published" when you reach out.

For Savy, this ensures that the reporter knows "you're familiar with them and are willing to do the work to make a story that's something that's of interest to their editor and their publication."

Jimena de la Mora, digital PR associate at Journey Further, is also a "do your homework" advocate when it come to pitching, sharing that when she finds "a journalist that works across multiple outlets," she takes time to "read through all their bios and get all their information," this way, she can be sure she can "get to know then on a personal level."

Cara Gustafson, communications specialist at Public Blueprint, takes to social media to support her relationship-building efforts. Cara told us that she's all about "following all journalists on twitter" so she can be aware of "when they move outlets or they change beats or they move to Austin, to the Texas media market in general."

From here, Cara's move is to "reach out within two hours of [their] post" with a tailored note and a clear "subject line [that says] intro plus welcome."

She uses this touchpoint to "introduce myself [and] say I work in public affairs" and "even if they work in something that I don't think my clients are ever gonna work with them on," Cara still takes time to let them know she'd "love to welcome [them], grab a coffee, say hi," which has been working well as, in her words, "they always reach back out." Nice one! 

Melody Pierce, senior account executive at Crosswind PR, let us know her "PR secret weapon is that you maintain your relationships." How does Melody make it happen?

Her favorite ways are "through coffee dates or dinners" and she advises that PR pros be "following up and keeping in contact with all your reporter friends, and making sure that you're making friends outside of just your work hours and when you need something."

For Melody, "to reach out and to form a connection and to make those friendships is really important." 

Giant Noise senior account executive Angela Hinson's PR secret weapon is "getting coffee with publicists and reporters and getting to know people in town."

When working at an agency that works with a lot of Austin- and Texas-based clients like Giant Noise, Angela loves "having those conversations and building those actual real person connections and relationships ahead of just having a working relationship."

Kylie Schwartz, account executive at Giant Noise, shared that "my PR secret weapon is my coworkers" and that she feels "it's really special to work at an agency where everyone is a wealth of knowledge and everyone is super willing to share a media list or connect with a journalist," which is something "super unique that [she loves] to utilize."

OnePitch Recommends: ATX Edition

Austin has our heart, and we got to enjoy so many fun things while bringing our community together. 

Here's what we recommend for your next trip to the capital of Texas. 

• Mozart's Coffee Roasters: Situated right on the water, Mozart's is a coffee, pastry, and breakfast spot with gorgeous outdoor views and a homey feel. Not to mention, you can walk down a few steps and rent a paddleboard and get right on the water!
• The Line Austin: This hotel is mere minutes from the trendy South Congress shopping district, and is the perfect place for a central Austin stay. From top notch tacos at Veracruz to delicious coffee and blue corn cookies at Albert Coffee, The Line has so much to offer right on site. Not to mention a huge infinity pool! 
• P. Terry's: Move over Whataburger, there's a new burger sheriff in town. P. Terry's is a burger spot where you can drive through or dine in for the some of the best burgers, fries, and shakes at an even better price point. Pro tip - try the chicken burger! 

Liked this blog and want to be a part of the next one? Join us on our Summer Tour! All you need re: dates, locations, and more can be found HERE. 

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