Passion, killer communication, fearlessness – the gift of the gab, thinking on your feet and emotional intelligence…Are these the key attributes a PR needs?

The answer is – yes.

Be that candidate

What makes a strong candidate is the ability to expertly problem solve whatever you are challenged with and present yourself in the best possible light.

There are cliched answers which we internally roll our eyes at and then there are the jaw-dropping, heart-pounding, cognitive arousing, butterflies in your tummy kind of answer. Be the latter…always be the latter.

Be that candidate who stands out from the crowd of creatives. Don’t allow yourself to get lost in the chaos, but, rather use it to showcase yourself in a positive fashion.

Precision is key – your CV

As PR is all about reputation management, ensure that your resume is completely updated, precise, typo-free and BS void.

Most CEO and senior HR recruiters only spend seven seconds glancing through your first impression – make sure it’s an impressive one.

Your CV should be enough to whet an agencies appetite, making them want to pick up the phone and speed dial your number. It shouldn’t be difficult to read, digest or understand. These CVs get binned…in less than seven seconds.

Keep up with the industry

Ignorance is not bliss, it’s turmoil.

PRs take their current affairs know-all very seriously, and if you aren’t clued up about the sector, services, clients and latest news then it’s best to apply once you have spent considerable time researching.

It’s crystal clear for a HR to see the difference between a candidate who has done their homework and one who has not.

Heighten your credibility

Whilst predominantly established in most ways, PR is still finding its roots within the comms sphere in others.

A superb way to stand out from the crowd is to get accredited through a professional PR body.

We would also strongly suggest that you try and do as many internships as possible before applying for a full-time, permanent position.

We never take anyone on without at least one solid year of agency experience. Time and time again, this has proved to be a highly selective and successful prerequisite when hiring the right candidate.

Get realistic

Most candidates wishing to work within the sector have a problem with perception: they have seen the ultra-glitzy life of NY-based glamazon/ PR guru Samantha Jones from SATC; parties, VIP brunches, global launches, private dinners and round-the-clock networking.

Although this makes us up some of our PR work, the majority of the time – work is fast-paced, intense, hands-on, drama-driven and focused on creating detailed strategy documents for our big government and corporate clients.

PR parties most certainly happen, although they are usually conceived, created and curated by our in-house team, not simply attended as a meaningless red-carpet function.

Know what you want to do

As a communications discipline, PR is deeply multifaceted, meaning there are so many avenues one can specialise in. It is important to know where your passions lie.

Gone are the days where PR meant media relations only and vice versa, now PR encompasses any strategy or tactic which is used to positively manage reputation; from branding to social, media to digital, speaker opps to award wins, stakeholder management to influencer marketing.

Know what you are interested in and also be open minded to exciting opportunities to experience new things – There is no guarantee you will like it, but you can definitely tick it off your millennial bucket list and snap it while you try.

Don’t settle

Do not settle for unpaid, underappreciated, tea-making roles delegated by agencies promising you the world on a stick or those who are too busy/ lazy to assign you real tasks.

Be courageous and ask for purposeful work, ask to shadow senior members, ask to learn more and experience more – it’s called work experience for a reason.

The longer the internship, or placement the more you can dictate the terms for your growth. Request a growth plan from the outset – one which defines what you will learn during the time spent at the agency, how can you use this theory practically and how the company foresees their ideal candidate progressing long-term with them.

Don’t be afraid to ask questions and question when something doesn’t feel right. Defy the culture of obedience and stay true to yourself. If it’s not for you, it’s good to know early on.

Final thoughts and epiphany moments

It’s key to do your research and most definitely worth speaking with a headhunter/ recruiter about your current skills, experiences, expectations and goals before you approach an agency. This will make you appear much more in-tune with the professional world of PR.

PRs take their craft, skill and knowledge very seriously, so ensuring you know exactly why PR is for you is also highly advisable.

One question which we repeatedly ask and receive rather cringe-worthy answers in reciprocation is: what is the difference between PR and marketing?

We can’t emphasise this enough – do not get blacklisted for rookie schoolboy errors, show off your achievements like a gloriously impressive male peacock.

PR is an art as much as it is a science and at its core are some of the most commercially astute, critically intelligent and fascinatingly creative people.

There is room to grow, innovate, transform and disrupt.

Do let us know if our blog was useful to your journey!

Curzon PR is a London-based PR firm working with clients globally. If you have any questions, please feel free to contact our Business Development Team [email protected]