Public Relations Links - Graduate Advice

Careers Advice

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Getting in to the PR industry is far from easy. Although the industry is growing, so is the popularity of the work amongst college and university graduates. In a recent survey nearly a quarter of graduates said that PR was an attractive career path. And because PR firms tend to be relatively small companies, or small arms of larger organisations, you can't just be a makeweight employee.

PR has something of a 'Old Boys network' reputation. A recent survey showed that over 60% of graduates were put off a PR career "because (their) impression is that the jobs go to those who know somebody in the business, or those who can fund unpaid work experience." Sadly, this is to some extent true - contacts will get you a long way in the PR field.

However, do not give up hope. There are many opportunities to break in to the field, but as with most professions, the first step on to the ladder is always the toughest. Be prepared to try, try and try again.

...First things first - get out and find work

To give yourself the upper hand as a graduate, relevant work experience is the key. Most applicants for PR jobs are likely to demonstrate good academic capabilities - perhaps even a PR-specific degree, an impressive range of skills and commitment to the field. The most effective way to distinguish yourself from the pack is to point to concrete evidence of your enthusiasm. If nothing is obviously available for you in the industry now, look for other opportunities in closely-related fields, like public affairs or journalism. Both of these fields can give you a sense of the type of work done in communication service industries.

Graduate Schemes

The minimum requirements expected of most graduates are a good 2:1 degree and strong writing and communication ability. A PR-specific degree (and there are plenty out there) can also help you on your way, but not having one is no barrier to success. Without a solid academic background, getting an interview for most schemes will be very difficult. However, genuine working experience in the PR world can count for a huge amount and go someway to making up for a weaker academic record.

Some of the larger firms run graduate schemes during autumn/winter (Hotwire and Chime, along with others). Keeping an eye out for these on the company websites is an important first step. These usually involve a couple of interviews, a number of tests and perhaps an assessment day. Applications flood in for these schemes though, so an impressive CV is essential.

Internships

For those who do not succeed through a scheme, or perhaps are not 100% sure on whether the industry is definitely the career for them, an internship presents an attractive short-term way in. Often poorly paid or not at all, internships carry an economic cost but are an invaluable source of experience. They tend to last between one and three months. At worst, you will earn good CV points, at best, your performance may earn you a full-time job offer on completion of the internship contract. Some companies advertise internship opportunities on their web sites (Weber Shandwick, Burson-Marsteller).

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