Advice for College Students or Recent Grads Seeking PR Employment
March 2002

Getting a job in PR

Workinpr.com received the following inquiry from an undergraduate communications major at William Paterson University:

I am college student and like many of my peers, have become increasingly intimidated by the competitive, and shrinking job market. Currently entry-level positions are going to candidates with several years experience. What are we supposed to do after college? Although I understand working our way up the corporate ladder, I do not want to be working the mailroom after earning a degree. Please let us know how we can stay one step ahead of the competition.

This is an excellent question, and couldn't be timelier. The current job market is fierce, given the magnitude of layoffs over the last several months. But while it may seem daunting, obtaining a job right out of college is possible, and there are things students can do to "catch up" or at least be competitive with other PR job seekers.

If you are a current student, a critical component to being considered for employment by a corporation or agency is to have some type of PR-related experience on your resume by the time you graduate college. Internships are an excellent way to achieve this. The Public Relations Society of America (PRSA) suggests that the most valuable internships are those involving assignments of one or more of the following duties:

• Writing, layout, and editing for external or internal publications, promotional material, and brochures
• News gathering
• News release and feature writing
• Research and report writing
• Preparing local media lists
• Designing audiovisual presentations
• Helping to arrange or to take part in special events
• Assisting in fundraising programs

Writing for your school newspaper or other outlets is also recommended. Or volunteering for a non-profit group to do PR-related tasks will also add much needed experience to your resume.

Another important thing to remember is that employers (agency or corporate) want new hires to be up to speed on the current market and/or industry in which they work. That is one of the advantages experienced PR professionals have over college students - they are more familiar with business operations in general, and may be more tied in to various industries.

To compete in this area, be smart about the choices you make, and remember - there is no way to "fake" practical experience in a work setting. Prior to interviewing with a company, analyze the content posted on their corporate web site, read their recent press releases or recent write-ups in publications, know who their competitors are and try to understand the industry in which they operate. How could they improve their communication? What stands out as their primary message and/or image of the company?

Spend time researching and analyzing the competition so you can bring some fresh ideas or observations to the interviewer. This is an advantage for someone new to the company and should be leveraged. Most employers expect people to be familiar with their materials - what makes candidates stand out is offering thoughts and creative ways to reach new audiences and improve their business.

To help prepare for the interview itself, you should anticipate the questions you'll be asked and practice interviewing as much as possible. Think about key points you would emphasize for each question you can imagine the interviewer asking. To practice this, consider asking a friend or teacher to "ask the hardest questions possible" so the interview setting becomes less intimidating. Participate in mock interviews; practice on your own or with other students. Solicit honest feedback and work to improve. Remember - no matter how experienced you are - preparation will generate better results.

Transitioning to PR from another field

In addition to hearing from college students about to enter the workforce, we also hear from many people who have recently graduated from college and/or have experience in an unrelated field, wondering about how they might break into the PR field. In this case, one option is to use your current industry skills and background to tailor the beginnings of a PR career. As you look at various job descriptions, try to position your current industry knowledge as a strength, and think about what skills you possess that may be easily transferred for a career in public relations.

For example, former lawyers often work in crisis communications, helping clients defend themselves in the court of public opinion. People with a science background often work for a biotech or healthcare PR firm helping clients to launch a new drug or build acceptance among physicians. Or, if you are a travel agent but graduated with a communications major, you can draw on your industry knowledge and apply to open PR positions at tourism or travel-related companies, or at your local Visitor's Bureau. Practical experience and relationships in a particular industry can be just as valuable to a company as general PR experience.

Similar to the advice we give college students - recent graduates or those looking to enter the PR field should consider volunteering for PR-related tasks at a community organization, or even within their current company (i.e. volunteer to write your company or department's internal newsletter, or if they don't have one yet, start it; ask your PR/Marketing group if you can assist on any projects). This will enable you to add specific PR experience to your resume.

Remember, in the current marketplace it is even more critical to stand out from the crowd. Stick to the basics - ensure your resume is filled with practical experience, make an impression with potential employers by showing you understand their business and can bring fresh ideas to the table, and position your current industry knowledge as a strength.