What Giving Campus Tours Taught Me About PR

Katelyn Pelton

Have you ever looked back at a past decision and realized it unknowingly set you up for future success? In college, I led campus tours for prospective students. Many of us remember these tours—whether being in awe of the campus, overwhelmed by the idea of leaving home or cringing at our parents’ never-ending questions. These tours are often a stepping stone to making a major life decision.

As a marketing communication major, leading campus tours honed my skills, teaching me how to showcase the school in ways that appealed to different audiences. Little did I know at the time, it was the start of my career in PR. Following are three PR skills that I gained while giving these tours:

Know your Audience – Before I became a college tour guide, I experienced a memorable tour where the guide focused entirely on my younger brother, assuming he was the prospective student—not me. I didn’t want to apply there after that. As a tour guide, I made sure to identify and address the prospective student by name before starting. The same goes for pitching—always ensure you know who you’re pitching. Is the editor relevant to your product/industry? Are they still at the publication?

Keep It Timely and Catered – I had just one hour to give a full campus tour. This time limit required me to tailor tours to each student’s interests—whether focusing on the athletic center for sports enthusiasts or the chapel for those interested in religion. Similarly, your pitch should be tailored to the editor, grabbing their attention quickly. Editors are busy and need to get to the point fast, so highlight key product features that match their interests and skip the rest.

Be Personable – Giving a campus tour is half prepared scripted facts and half conversation. You're representing the school, so making a good impression on both the prospective student and their parents is key. It’s your job to lead the conversation, answer questions, and know how to circle back if you don’t know the answer. The same goes for representing a brand—present yourself professionally and communicate politely, whether by email, phone, or in person. First impressions matter, and how you handle yourself during conversation can shape perceptions long-term.

First impressions last. Whether giving a campus tour (and later discovering your intern was on one of your tours) or pitching an editor, a strong connection can lead to mutually beneficial relationships and open doors for years to come.