London Technology Public Relations agency | Social Media Strategy | B2B PR | Chameleon PR

It’s not a good time to be looking for jobs in PR agencies. It’s rough out there.  As we pass by the announcement of an annual cornucopia of A grade A level passes – and the ensuing arguments about whether students are getting smarter or the exams are getting easier – it’s been followed by constant reference in the media to graduate unemployment.

But the hard facts are that graduate unemployment is nothing new.  It’s cyclical.  Thousands before have graduated into stagnant job markets and still found employment.  Even now there are jobs available; we are expanding and have filled four posts in the last couple of months. Yet the cry from employers that there is not enough skills and talent available is still heard regularly.

So assuming you are a graduate that’s got their heart set on a career in a PR agency, or lucky enough to be in a job already, what are the things you can do to enhance your chances of regular and better pay cheques?

For most graduates entering PR the first job is with an agency, so you need to consider what sort of PR you want to do – there is still demand for those who specialise in technology or medical disciplines whilst those wanting to work in the celebrity or financial sector are finding things more difficult.

If you live in the regions, to increase your chances you’ll need to be prepared to move to London as – with the demise of massive public sector spending on communications – most regional agencies will be contracting if not disappearing altogether.

When you are applying for any job whether it’s work experience, internship or a salaried post consider why a firm should hire you and don’t be backward in coming forward.  No one likes a show-off but you’ll need to make yourself stand out from the crowd. Don’t take your cues from X Factor, but do ‘Auto-Tune’ your skills and experience to demonstrate you can add value to the company you want to join.

Make sure it’s you that’s applying too; having you parents applying on your behalf says all the wrong things about your level of maturity and personal motivation.

Should you get an interview, act like you want the job. In fact look like you have already got it. That means finding out as much as you can about the company and the people that are interviewing you, the clients the firm works with and so on. The web makes this easier than ever, so this is now a basic requirement not a brownie point. Think about the questions you may be asked and prepare your answers. And remember there is no pre-defined starting salary – the market dictates what you can and will be paid.  Your priority is to get experience.

Before meeting a potential employer spend some time on your appearance – invest in a haircut, get a decent suit, clean and repair your shoes or buy a new pair. Go easy on the jewellery and makeup.  Make an effort. Be tidy. If you look like you’ve just got out of bed it says you can’t be bothered, so why should the person that’s interviewing care about you?

If you are already in a job much of the above applies but the key issue for this employer, at a minimum, understanding and articulating what your clients do, why they matter and being able to explain the competitive and regulatory environment in which they operate.  It would seem like PR 101 and the reasons clients hire agencies but you’d be surprised how many candidates, even at a senior level, are unable to do this.

For those of you still studying the outlook will be tough for a few years yet, so get your heads down and come out with a 2.1 or better and consider a Master’s degree – if you are numerate graduate, get a literate Masters; if you are good at telling stories learn to count.

Failing that, get a job, any job, and succeed in it so that your potential employers know you are a grafter who is mercifully free of the Generation Y belief that the world rotates around you.  Learn a new language or polish up what you have, PR is increasingly a global game. Understand the digital world extends further than your page on Facebook and be careful what you post online – your potential employer will be looking and, like tattoos, what might have seemed like a good idea at the time may not look so good later.  You don’t have to do all the work yourself, find a good recruitment consultant who’ll understand your strengths and work hard on your behalf.

If this all sounds a bit grim there is some good news.  PR and communications whether – online or offline – will be a career that will challenge you afresh every day of your working life and constantly test your stamina, creativity, management capabilities and many other skills.

If you really want it you can go very far very quickly; that’s something worth fighting for.

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