Senior

Starting out in PR

• Top tips for breaking into PR• Social media and your job search• How to shine at interviews• Managing your career progression• State of the market for new entrants and grads

I’m going to cover:

Develop your base knowledge through research Know what PR is (vs advertising, sales promotion…)Understanding the different types – consumer, corporate, financial…Know the key sources of information: CIPR, PRCA, PR Week...

Get work experience if you can Provides hands on experienceGives you contactsGains you referees

Ensure your basic skills are strongInterpersonal skillsWriting skillsAbility to communicate clearly

Top tips for breaking into PR

Social media understanding is a must for PR professionals, HOWEVER: Think about how public your personal life is Is your social media profile the one you’d like your future employer to see? If not, adjust your settings accordingly

Don’t think it’s too early for a professional profile Consider a LinkedIn profileMake sure it matches your CV

Assume recruitment managers will look at your social media profile – I will!

Social media and your job search

Make sure your CV sells youClear and conciseRelevant to the job (lots of examples)Include achievements and results*Visit our blogs page for a chronological CV template

Increase your chances of getting an interview

NAMEPersonal details•Email•Mobile•Address•Linked In/ Twitter/ Blog

Summary (not essential but can be useful if you are changing career or sector)Keep this short and interesting and write in the first person. Summarise your experience, your skill set and what you are looking for in a new role but be careful not to use clichés e.g. ‘self motivated, capable of taking initiative’

Work experience: Dates (e.g. May 2010-present), Company name, Job titleClients include: … (obviously only include if you work in an agency)

Key responsibilities: (include topics such as media relations; writing; client relationships; line management responsibilities etc)•Forged strong relationships with target media resulting in regular, high quality national and broadcast coverage•Effectively managed high profile crisis situations (e.g.) securing senior comment and minimising negative publicity.

Key achievements:•List a couple of achievements/highlights you are particularly proud of – this could be coverage gained, a crisis or event well managed etc but give specific examples and results.REPEAT FOR OTHER JOBS - but only include those which are directly relevant (i.e. PR experience)Education: Dates, UniversityDegree subject, grade achievedSchoolDates, A Level subjects and grades (e.g. History - A)Dates, GCSE (e.g. 9A*)Training/Skills/LanguagesExtra-curricular activities/awards/interests•List key awards/interests e.g. Duke of Edinburgh Gold AwardReferences available on request

ResearchThe company/ agency – their clients, the campaigns they run

BrainstormThink what questions you might be askedPractice your answers (including examples that support them)Think about questions of your own

PlanHow you’re going to get to the meetingWhat you’re going to wear

How to shine at interview – pre-meeting

Make the right first impressionSit up straight (even when you’re waiting in reception)Have a firm handshakeSmile!

Listen to the interviewers’ questions… ...And answer them (no tangents please!)

Ask your questionsDon’t be shy or think they don’t want to hear themThey demonstrate that you’re thoughtful and want the job

How to shine at interview – at the meeting

Seize every chance to develop and practise your skillsWrite lotsGet to know key journalists and what they likeGet involved in brainstorms and contribute ideas

Understand what you need to do to get promotedMake sure you have clear, achievable objectivesLet your line manager know when you’re meeting them

Be willing to do the adminDo this well and account-handling work will follow

Managing your career progression

Despite the recession, PR is a growing sectorE.g. 2010 – sector grew by 10-15% (while advertising shrank)

It’s a competitive market PR has always been a top career choice for graduatesPRCA industry research predicts the level of graduate recruitment will stay the same in 2012HOWEVER, agencies of all sizes are running grad schemes

Persistence will pay offKnow what PR isGet yourself some relevant hands on experienceMake contacts and work them!

State of the market for new entrants and grads

Senior Vice President – FTI ConsultingThank you

Any questions?

The Works Search and Selection 52 Brook StreetLondon W1K 5DSwww.the-works.co.uk