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 experience Gives you contacts Gains you referees Ensure your basic skills are strong Interpersonal skills Writing skills Ability to communicate clearly Top tips for b reaking 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 profile Make 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 you Clear and concise Relevant 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 NAME Personal details  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 title Clients 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, University Degree subject, grade achieved School Dates, A Level subjects and grades (e.g. History - A) Dates, GCSE (e.g. 9A*) Training/Skills/Languages Extra-curricular activities/awards/interests List key awards/interests e.g. Duke of Edinburgh Gold Award References available on request

Research The company/ agency – their clients, the campaigns they run Brainstorm Think what questions you might be asked Practice your answers (including examples that support them) Think about questions of your own Plan How you’re going to get to the meeting What you’re going to wear How to shine at interview – pre-meeting

Make the right first impression Sit up straight (even when you’re waiting in reception) Have a firm handshake Smile! Listen to the interviewers’ questions…...And answer them (no tangents please!) Ask your questions Don’t be shy or think they don’t want to hear them They 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 skills Write lots Get to know key journalists and what they like Get involved in brainstorms and contribute ideas Understand what you need to do to get promoted Make sure you have clear, achievable objectives Let your line manager know when you’re meeting them Be willing to do the admin Do this well and account-handling work will follow Managing your career progression

Despite the recession, PR is a growing sector E.g – sector grew by 10-15% (while advertising shrank) It’s a competitive market PR has always been a top career choice for graduates PRCA industry research predicts the level of graduate recruitment will stay the same in 2012 HOWEVER, agencies of all sizes are running grad schemes Persistence will pay off Know what PR is Get yourself some relevant hands on experience Make contacts and work them! State of the market for new entrants and grads

Senior Vice President – FTI Consulting Thank you Any questions? The Works Search and Selection 52 Brook Street London W1K 5DS