You’ll be able to pitch more appropriate stories to journalists and be better placed to understand what works for different media organisations if you stay at the cutting edge of the action.Ī good understanding of the media is also essential for job interviews. “An understanding of the media landscape, both off and online is key, as these are the people you’ll be pitching your stories and ideas to,” McCabe emphasises. “Like it or not a personal social media account can reflect badly on you professionally, so be conscious of what is associated with you online.” Immerse yourself in the media “PR is all about reputation building and in current times social media is a huge part of that,” agrees Katy Foster from the Public Relations Consultants Association’s (PRCA) PR Apprenticeship Scheme. It’s hard enough to get a job in the first place, so don’t give an employer any reason to have doubts about you.” “Make sure it presents you in a positive light. “People do check it – especially LinkedIn and Facebook,” says Rosen. “You never know where you might meet that useful contact.” Be careful on social networks “Make sure you are networking as much as possible, attending talks and events,” says Lisa McCabe, PR manager for the British Red Cross. Your online presence is important, but so is your offline activity. “Be confident in your ability, be bold with your CV and get out there and make sure people know who you are,” Holl concludes. If you want to get paid for promoting brands, the best way to prove your worth is to perfect your own brand. “There is no better PR you can do in this industry than PR for yourself,” says Sam Holl, client service director at Kindred Agency. You need to be imaginative and be able to persuade people to come with you on your journey,” he explains. “You may be writing press stories and articles, or creating content for blogs and social media. Michael Rosen, PR and communications director for FTI Consulting, describes it as “telling stories.” You’ll need to be adaptable, able to write for different audiences and aware of appropriate tones, messaging and mediums. If you want a career in communications, you need to be able to get your point across quickly and concisely.
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