Five top tips for PR graduates

Over the past couple of weeks, we have been welcoming graduates to PN towers to take part in our annual assessments days. I started on the graduate application scheme in 2010 and meeting the new graduates this year, it doesn’t feel like much time has passed since I was waiting to be interviewed in the Café Bar! With competition for graduate roles higher than ever, we thought it might be a nice idea to offer our top 5 tips to graduates applying for PR roles, complete with insights on how candidates can impress us and guidance on how to answer difficult questions. 1. Draw Upon Relevant Experience  The best candidates use their relevant experience to demonstrate their understanding of PR and interest in the role. These experiences could include writing for a university newspaper, working on a radio show or organising a fundraising event. A graduate role in PR is so diverse that many things could be seen as valuable experience, however, it is important for graduates to show how they can apply their skills. For example, while it is good for candidates to say that their degree has developed their writing skills, it is even better if they go further and explain how they have used these skills to develop materials for different audiences.   2. Be Connected It is increasingly important for PR professionals to be digitally aware so a good knowledge of all major social media channels is essential. I would recommend that graduates set up profiles on Facebook, Twitter and LinkedIn and explore how these sites are used by brands and prominent people in the industry. More recent sites such as Pinterest and Tumblr are great for keeping track of emerging trends. Social media is a rapidly expanding phenomenon and candidates who possess strong digital skills are likely to stand out. Social media profiles are a great way to show off your personality and interests but always be aware of the way in which you use different sites, keeping in mind that many agencies employ social media guidelines for personal and professional accounts. 3. Get Creative One of the key attractions to a career in PR is the creative nature of the role and the opportunity to work on original projects for clients. As a graduate, you should demonstrate your ability to think creatively, voice your opinions and bring stories to life. Keeping track of recent PR and advertising stories will not only demonstrate your knowledge of the industry but will provide you with helpful reference points if you are required to plan campaign activities during the interview process. If you have an idea which you think could help a brand represented by the agency, research how you could make it happen and present the idea to your interviewers. 4. Be Business Savvy In addition to showing their creativity, graduates should also demonstrate their business awareness and an understanding of how PR fits into a brand’s strategy. If you are completely new to the business world, it may be useful to read an introductory business book or speak to family or friends to introduce you to key concepts of business. In our recent round of interviews, one director presented candidates with a case study, testing their business awareness and understanding of the role of PR. This demonstrates the level of importance placed on this skill. It may worth researching the mission statement and company objectives of brands you admire during the application process, to demonstrate your understanding of how companies work.  5. Be Committed   If you are passionate about media, a strong communicator, enjoy working in a team and are confident that PR is the industry for you, it’s important not be disheartened if you don’t get the first role you apply for. In advance of applying for graduate roles, I would advise gaining as much relevant experience as possible in different areas of the industry. This will help you make connections in the industry and make a decision about which area you are most interested in. Once you have been invited for an interview, think carefully about ways you can make yourself stand out, without appearing over confident. Following our assessment days, we received a short friendly email from one of the candidates, thanking us for our time and telling us how much she enjoyed the day. This small gesture was very well received and made sure she was remembered by the team. Although you may be eager to start on a graduate scheme as soon as possible, gaining a wide range of experience and thoroughly researching the different options available to you, will allow you to make a confident and informed decision on where you would most like to begin your career.  Written by Clarissa Forbes, Porter Novelli