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- Would you like to work in PR?
Would you like to work in PR?
Rebecca Garson | Monday 06 October 2008 | 14:30
If you like to be kept busy, PR could be for you!
What is PR?
So what is PR exactly? The institute of Public Relations defines it as:
“The discipline which looks after the reputation - with the aim of earning, understanding and support, and influencing opinion and behaviour. It is the planned and sustained effort to establish and maintain goodwill and mutual understanding between an organisation and its publics.”
So, basically, if you want a job in PR you have to have excellent written and verbal communication skills.
What areas can I work in?
“There are two distinct areas of PR in which to work - in-house for an organisation, or at an agency, where you will be handling a range of clients,” says Guardian writer, Liz Ford. She adds: “It can be glamorous - organising parties, mingling with celebrities - and rewarding, but expect to work hard for initially little financial gain.”
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What can I earn?
“The annual income of PR consultancies in the UK is estimated at £300 million and the turnover of the industry is estimated at £1 billion. The number of people working in a public relations role in the UK is estimated at around 48,000.” says Alison Theaker, Senior Lecturer at University College Plymouth.
Many people think that jobs in PR pay big, but everyone has to start somewhere. If you work outside of London you can earn as little as £12,000. Within London, salaries tend to be around the £18,000 mark.
What does it entail?
A job in PR is varied. So if you like to be kept busy, PR could well be for you.
Typical tasks include:
• Media Relations – you have to have a good rapport with the media and be able to develop a list of contacts.
• Writing and editing – you will be required to write press releases, articles and features, as well as reports, newsletters and possibly speeches.
• Special Events – organising and promoting special events including, exhibitions and competitions.
• Research – in order to get all the information you need to carry out your tasks a lot of research is involved. You have to get your facts right.
What do employers look for?
Lee'ann Kaufman, managing director of PR company Iseepr in Leeds, says: “It's not a career for wallflowers. The job is all about multitasking. In an agency environment you might be working on a number of accounts, but individual clients need to feel they are your No 1 priority at all times. You will be juggling lots of different tasks in one go, while working to journalists' and clients' deadlines.” According to Kaufman you also need a bit of a thick skin and be able take constructive criticism from clients, colleagues and journalists.
Checklist
If you fancy a job in PR here are five things you will need in order to impress potential employers.
• Experience - Competition for PR jobs is fierce, so ensure you carry out work experience if you want to apply for a job in this area. Work experience shows that you know what the job is about and will also show employers that you have researched the role and are making the effort to get into the industry.
• Communication Skills - In order to fit into the world of PR, you have to have great communication skills, both written and verbal.
• Flexibility - Your role can change daily. One day you may be writing press releases, and attending a fundraiser the next. You have to have the ability to deal with a number of different tasks at one time.
• Thick Skin - In a PR role you have to be prepared to take criticism. You can’t afford to take things personally.
• Determination - PR can be tough so if you are lucky enough to get a job keep at it. If you show you’re determined, passionate and persistent, your employer will recognise the effort you are making. You know what they say, effort reaps rewards.
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