Jon Cope, course leader of the BA (Hons) degree in public relations at University College Falmouth
Jon says:
On in-house versus agency PR: The most recent research shows starting salaries in-house are, on average, a little higher than in agencies. However, in my experience, promotions and raises happen more quickly – and are more linked to work performance – in agencies.
How important is a PR qualification? One of the great things about doing a degree in PR is it allows and encourages students to undertake work placements in a variety of different environments so that upon graduation, they have a clearer idea of the sector and type of PR they are most comfortable in.
Richard Ellis, communications manager, PRCA
Richard says:
On in-house versus agency PR: In-house is often perceived as a soft option; shorter hours, good pay etc. I don't think this is true. In-house your priorities are often clearer. You will also see projects through from start to finish. Agency side has lots of variety you might be working on three or four different accounts at one time, and will generally get a broader range of exposure. There is often also more chance of rapid career advancement in agencies. However, it can be demanding. Clients are paying for a service and expect delivery. Agency side you are also surrounded by other examples of PR - meaning you get great learning opportunities.
Going from journalism to PR: Competition for PR roles is intense at the moment, however a background in journalism is a great start. If you understand what makes a good article or new story, you will be well placed to develop angles on stories yourself and to understand how to respond to stories that involve your organisation. Getting some experience in an agency or in-house team will help you identify and fill any possible gaps as well as helping you find out if you're likely to enjoy the job.
Samantha Cunnington, senior media manager, The Outside Organisation
Samantha says:
On in-house versus agency PR: Salaries do tend to start slightly higher in-house, but the experience an agency offers particularly at the start of your PR career is invaluable. From an entertainment PR perspective working in a good reputable agency will provide excellent PR training, give you the opportunity to work on numerous accounts, gain wider experience overall and promotions do tend to come around quicker as you are promoted on your experience and performance across your clients and not based on whether a position becomes available. With an in-house position you will be working directly for that company and solely working to their PR aims and objectives. Whereas in an agency, you have numerous clients, each with their own individual requirements and objectives so your work is more varied and you develop as a more holistic PR.
Helen McCusker, head of publicity at Booked PR
Helen says:
Journalism to PR: My first break came when I wrote to local companies offering them the skills I did have and in a nutshell, creating a job role for myself. It paid off, when a small publishing house decided it was time they expanded their team and hired me as their publicity manager. I hadn't replied to a job advert, but instead shown them how employing me would benefit their business. I'm now working freelance and this might be something you'd like to consider - mailing out to companies and explaining to them exactly what you have to offer. As a trained journalist, your skills are very valuable and certainly transferable to the PR industry.
What makes a good PR? Many PRs still cling to old media; newspapers, magazines, TV, radio. But the media landscape is changing and the best PRs are up on the latest new media formats and actively court those journalists whose blogs and podcasts are serious and well-created.
The best PRs know their clients inside out and will be able to answer journalist queries quickly and accurately. And any answers they don't have will be retrieved quickly. They'll be up to date with current affairs and know the structure of the country's media: TV/radio/press/online. A good PR will also have a strong network of media connections and will know how best to match their ideas and their client with the right journalists. And these press lists are always kept up to date.
Graeme says:
Journalism to PR: One thing I've personally noticed from a consumer PR agency background, is that the journalist turned PR practitioner struggles with general business aspects, having no experience of this in the past. This could be grasping budgets, client management and forecasting which are all really important factors. My advice would be rubbish these stereotypes even before your individual credentials are evaluated by future employers.
Finding work: PRing yourself is the most important thing. In my opinion, standard CVs just don't cut it any more. PRs aren't just looking for experience and qualifications, but an impeccable personality behind them and this needs to come out at stage one. Highlight which companies you wish to work for and target them with your own mini campaign but do something different/creative to make you stand out from everyone else.
Kasey Glazebrook publicist for The Corner Shop PR
Kasey says:
Journalism to PR: Having made the jump from journalism to PR a few years ago, I also think it comes down to persistence, personality and personal PR. I bought a copy of the Guardian's latest Media Directory to research outlets and companies and poured over the media sections of jobs websites and papers. I came up with a list of targets (both positions that were advertised and companies I wanted to work for). I researched every single company I applied to thoroughly (as journalists that's what we do after all) and tailored my application to suit.
I was called back for an interview for every single job I applied for. I attribute that to my laboured over cover letters and selection criteria, along with sharp precise writing and CV (again journalists are writers - demonstrate you're a good one). At the end of the day PR is all about communication - so invest time and effort in communicating how great you are.
