Who says you can’t make an impressive impression in media relations straight after graduation? Jordan Goularte hit the ground running after earning his bachelors in communication from Cal State Fullerton in 2020. He’s been with the Reno-based Abbi Agency for close to year now; there he creates pitch and places content, researches the right journalists to pitch, and drafts thought leadership/op-ed articles.

As part of our ongoing Qwoted 100 series, Goularte discusses the role artificial intelligence will play in PR’s future, along with how staying well-read gives him a competitive advantage.

Qwoted: What do you see as the future of PR—technologically, strategically, or in any category you’re passionate about?

Jordan Goularte: I see artificial intelligence becoming a core part of a PR pro’s workday in the coming years. A large swath of practitioners worry that Natural Language Processing AIs such as OpenAI’s ChatGPT will threaten the future of PR. I, however, believe that there’s no possible way for this technology to take over what a PR professional can do. Instead of being worried about the implications of this technology, PR practitioners should test its capabilities now and see how to best introduce it into their workflows. Being on the cutting edge is exactly how we’ll bring about the best results for our clients.

Qwoted: What do you think you do that other PRs could learn from?

Goularte: I do my best to be as resourceful as possible throughout my day. Taking in as much information as you can is also a crucial skill for a PR pro’s success. Reading industry magazines such as PRWeek and PR Daily, attending virtual webinars, and learning from my peers help; what helps above all is being curious and desiring to learn.

Qwoted: What’s your toughest challenge with reporters?

Goularte: Journalists are as busy as they’ve ever been. And with recent hardships affecting publications, it’s been extremely difficult to schedule meetings with them to discuss what types of content they’re looking for.

Qwoted: How do you approach breaking through the noise floor to get effective coverage?

Goularte: Always conduct extensive research on the media landscape to see what experts are saying about trends. Then you have to work quickly with your clients and encourage them to find a unique point of view from the rest of the zeitgeist. And if your client has customers experienced in media relations, I encourage you to use that as a resource and additional source when pitching to the media. Having a provider and a customer together is what journalists want most because it tells a more complete story.

Qwoted: How does PR in 2023 square with the future of journalism?

Goularte: Due to newsroom downsizings and the closing of publications, I feel like there will be less journalists to pitch, resulting in more pitch congestion. Because of this, I feel like there will be an increase in pay-to-play and advertorial opportunities.

Qwoted: What advice would you give to those seeking to find an effective PR person?

Goularte: Don’t overlook freshly graduated students with less experience. Most college programs are very thorough, and these students are excited to learn and grow. Writing and research form the bedrock of effective public relations and students are eager to put the skills they’ve cultivated in school to the test.

Qwoted: What is your golden rule of PR?

Goularte: Always do your research!

Qwoted: Anything else to add?

Goularte: Don’t be afraid to bring outrageous ideas to your clients and be able to back up why your idea is worth their time and consideration. You’ll never gain any ground playing it safe. Also celebrate every win, big or small, and make sure journalists you work with feel appreciated.

You can connect with Jordan Goularte of The Abbi Agency via email at [email protected] or connect with him on LinkedIn.

Lou Carlozo is Qwoted’s Editor in Chief and the Editor/Publisher of Talking Biz News. Email [email protected] or connect on LinkedIn.