The document provides advice for breaking into the PR field, including developing knowledge of the industry, gaining work experience, strengthening basic skills, using social media properly, shining at interviews through research and preparation, and managing career progression by continuously developing skills and achieving clear objectives. It also notes that while the PR sector grew in recent years, it remains competitive for new graduates to enter, requiring persistence through gaining relevant experience and networking.

1. Starting out in PR
Senior

2. I’m going to cover:
• 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

3. Top tips for breaking into PR
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

4. Social media and your job search
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!

5. NAME
Increase your chances of getting an Personal details
•Email
•Mobile
interview
•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
Make sure your CV sells you 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’
Clear and concise Work experience:
Dates (e.g. May 2010-present), Company name, Job title
Relevant to the job (lots of examples) Clients include: … (obviously only include if you work in an agency)
Key responsibilities: (include topics such as media relations;
Include achievements and results writing; client relationships; line management responsibilities
etc)
•Forged strong relationships with target media resulting in regular,
*Visit our blogs page for a chronological CV template 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

6. How to shine at interview – pre-meeting
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

7. How to shine at interview – at the 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

8. Managing your career progression
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

9. State of the market for new entrants and grads
Despite the recession, PR is a growing sector
E.g. 2010 – 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!

10. Thank you
Senior Vice President – FTI Consulting
Any questions?
The Works Search and Selection
52 Brook Street
London W1K 5DS
www.the-works.co.uk