PR prospects for the graduates of 2009

This could be a summer of discontent for recent graduates hoping to break into PR. Two recent surveys, one by the Association of Graduate Recruiters (AGR) and one by High Fliers Research, make worrying reading. The AGR Graduate Recruitment Summer Survey 2009 is based on responses of 226 AGR members, and shows that vacancies have plummeted by 24.9% in the latest recruitment round approaching levels not seen since the last recession in 1991 and far exceeding the modest dip of 5.4% predicted by the same recruiters in February. The UK Graduate Careers Survey 2009 by student and graduate market research company High Fliers, based on interviews with over 16,000 final year students, reveals that the number of 2009 graduates who have secured a definite job offer during the annual milk round has dropped by a third this year compared with last year. Both surveys also show that salaries have been hit by the recession: the AGR survey shows that starting salaries are still frozen at 2008 levels, while the High Fliers research indicates that this is the first year that expected starting salaries have not increased since the survey was first conducted in 1995.

Winners and losers

As working in PR is a popular choice, not just for PR graduates, but for those with media and arts degrees, the competition for jobs is fierce. But as acting director general from the Chartered Institute of Public Relations (CIPR) Ann Mealor points out, the good news is that it is the wise businesses who recognise that during downturns it is even more vital that they continue to communicate with their stakeholders. She adds: “Consequently, the PR industry continues to require good graduates and there will always be opportunities for career progression for those who are outstanding.”

One of the longest standing graduate schemes for PR professionals is run by public relations firm Edelman and in 2009 this will have recruited seven graduates, plus two or three interns on a 12-month placement though the Edelman Intern Academy, which was launched last week – and the firm is considering both current university students and recent graduates for the positions. Susan Eastoe, chief operating officer and deputy CEO at the firm, believes these schemes offer well-rounded training and experience for graduates. She says: “We aim to develop their professional abilities across a range of industry sectors (from health to consumer) and disciplines (from public affairs to social media) through an extensive training programme. We encourage the grads to have fun too – being part of a peer group is an important aspect of the scheme and one that provides a valuable network.” Eastoe believes it is important to keep such schemes going throughout the recession, because, “when the economy redresses, it is important that we have the talent and skills in place to deliver for our clients – and we are making that investment in young talent today.”

With more graduates keen to work for companies, for those recruiting, the problem is selecting the best. CIPR’s Mealor advises that it is important to look for a graduate who has excellent written and verbal communication skills. Someone who is self-motivated, organised and able to think creatively and strategically. She adds: “PR is a profession with its own skill set and so firms should be looking to take on a graduate with a PR degree, or someone who has undertaken PR training or a professional qualification. It is also wise to look for graduates who have completed a work placement, as they will have a better understanding of what the job involves and what will be expected of them. Pursuit of a PR qualification and work experience also demonstrate that someone has a real interest and commitment to their chosen career.”

Writing wrongs

Richard Ellis, communications manager at the Public Relations Consultants Association (PRCA) says that with the number of vacancies for graduates being down from previous years, it is important that graduates make a good first impression when completing their applications. He has these tips for graduates to help improve chances of nabbing one of the few jobs available: “First of all pay a lot of attention to how you write your covering letter and CV. Make sure there are no spelling mistakes or typos and that you are addressing it to the relevant person in the organisation. In terms of the CV, make sure it is clearly structured, without having too much text, as this does not get read. Use bullet points and headings to make it stand out.”

Ellis highlights that a key point to make in the CV is to show how much an organisation has profited from one‘s work, and to emphasise any achievements and outcomes. As he says, “measurement is a key part of PR, so it is important to show the measurable benefits of work you have done.”

Case study – one agency’s view

Graduates are a vital part of marketing specialists Golley Slater's recruitment strategy. Nathan Lane, managing director of Golley Slater PR in Birmingham, describes how the agency took part in a competition to help find the best graduates to join it this year:

“We look for the best and the brightest from all areas of academic study. The ability to quickly grasp an issue, think creatively around a solution and communicate those ideas is key to any marketing professionals’ skills set.

“One initiative we ran in 2009 to engage students, involved working in collaboration with Birmingham’s leading universities: University of Birmingham; Aston University; and Birmingham City University as well as Matthew Bolton College. Golley Slater was part of a panel of leading marketing agencies that launched a competition among PR and Design students and class of 2008 graduates, asking them to present responses to a brief in a ‘Dragon’s Den’ format.

“The overall winners plus five highly commended entrants in each of the public relations and design categories all received a vital step in obtaining full-time employment – four weeks’ paid work experience this summer with one of the six agencies represented in each panel, including ours.”

Case study – one graduate’s view

Katy Creates is PR assistant/social media advisor at Devon agency PR Dogs and describes how she found work after graduation:

“After my Creative Writing MA at Queen Mary, University of London, I could only find temp admin jobs in London – depressing but at least I was gaining office experience. My upbeat attitude and good relationship with the recruitment agent paid off because I was recommended for a role as PR assistant at London Metropolitan University. Although this role was also only temporary it gave me an invaluable insight into PR and I got the chance to get involved across a whole range of activities, as well as handling some high-profile events. I found I loved interacting with the media from the other side of the fence and I was also very attracted to the PR possibilities of social media and online networking.

“Of course as this role was temporary I was always aware that at some point I would have to move on but this was at the height of the economic crisis. There were hardly any entry-level jobs to be had. Even the university was cutting back on staff. The lease on my flat came up and I had to make a big decision. Make a huge financial commitment on a new flat with only a flimsy temp salary or do something drastic.

“I decided to start researching PR agencies in the South West, where I grew up, and was surprised by how active and vibrant their client lists seemed