What it Really Takes to Rise Through the Ranks in Tech PR

Breaking into tech PR is one thing, but rising through the ranks is another. A question I get asked fairly often is “how did you become an account director so quickly?”

While I’ve been in the director seat for more than half of my career, I hadn’t given much thought to how I got here. Until recently.

The PR industry is full of hungry, young professionals eager to accelerate their own careers. As someone who’s taken the fast track, here is some advice for those looking to move up quickly.

Think Like a Leader Early
Don’t wait until you have the title to start acting like a director. There are a lot of ways to demonstrate your leadership ability before you make it official. Speak up on client calls. Take initiative on developing strategy. Understand your clients well enough to anticipate their needs and spot opportunities before they do. Directors are supposed to be the guiding light leading everyone towards success. Getting into that mindset early will only help you prepare for the real thing.

Prioritize People Over Tasks
The best PR pros build trust with clients, media and teammates. Cultivating authentic relationships is a critical part of the job. It is called public relations, after all. I am a people pleaser by nature but being successful in this field depends on how well you help everyone reach their goals. So master the art of putting people first. Secure results that drive real value for your clients’ businesses. Pitch media something that will actually help them with their articles. Show up to team meetings with a can-do attitude and a willingness to get your hands dirty. Be the one others rely on, not just for results, but for sound judgment and genuine support.

Solve Your Own Problems First
From the time I was an AC, my goal has been to make everyone else’s job easier. Before escalating a challenge or asking for help, take a moment to think through possible solutions. Can you troubleshoot it without getting someone else involved? Can you propose two options and ask for input instead of starting with a blank slate? Showing that you’ve made the effort to figure it out signals leadership, initiative and strategic thinking. In a fast-paced environment like a PR agency, being the person who comes with answers instills the confidence and earns the responsibility needed to make it to the next level.

Make Yourself Invaluable
I hate terms like “scrappy” and “self-starter” but those characteristics really do set people apart in this industry. If you want to climb quickly, you have to make yourself stand out. Don’t just check the box. Go beyond your immediate responsibilities. Do things that help the entire team succeed, even if it falls outside of your job description. Bring fresh ideas to the table and hustle hard to get results. Being recognized as the person who “just gets it done” is a sure-fire way to fast-track your growth.

Be a Team Player
We all know someone who thinks they’re better than everyone else, someone who would tear anyone down to get ahead—and nobody likes that person. Any director will tell you that their job isn’t just about individual performance, it’s about how well they lead and lift up others. Being a director means knowing when to step up and when to step back, supporting your colleagues and creating space for others to succeed. Directors are not solely trusted for their strategic counsel, but also for their ability to build strong, collaborative teams that consistently deliver.

Keep Sharpening Your Strategy Muscles
In a world where AI can write a media pitch or make recommendations for a creative campaign, it can be tempting to take the easy way out. But tactical execution is table stakes in tech PR. To get to the director level, you need to flex your strategic muscles. Rather than running with an AI-generated idea, let your critical thinking and creativity shine. Ask questions that contradict the original concept. Understand the “why” behind every initiative. Approach things with a “blue sky” perspective. One of the fastest ways to grow in your career is to understand the bigger picture and execute on it.

At the end of the day, there are no shortcuts to experience, but there is a shortcut to being seen as ready. Show up as a problem-solver, a communicator, a strategist and, most importantly, a team player and you’ll be surprised how fast you climb up the PR career ladder.