A little late for New Year's Resolutions (it's 6 Feb), but the advice offered in this short article should be taken to heart for anyone wishing to start a career in PR (and for those with a few more years under belts).
Read. Both the work of a journalist or title you are pitching to, but also find time to read quality journalism. Read widely, not just those titles that reflect your own personal point of view.
Meet. Spend time with journalists and clients. PR is, after all, a relationship business.
Use social media. Contribute by all means, but spend time listening.
The author of the article below also suggests PRs adopt a pro-bono project. Chose one that is close to you heart, but also gives you the opportunity to stretch yourself.
All wise words whatever the time of year.
Study a reporter’s work before reaching out As mentioned, a good resolution isn’t a new idea, it’s one we know we should be doing. We know we should study a reporter’s work before sending that pitch, but too often we’re too busy to read every reporter’s most recent articles before crafting and submitting our own story ideas. The truth remains, however, a little time invested in actually learning how a reporter approaches her work stands a much better chance of leading to actual coverage for your client or organization. Take the time to get to know the reporter’s work. Your relationship-building will get better and so will the results.