No PR Experience? No Problem: How to Break into the World of Public Relations
Have you been thinking about switching your career to public relations lately? Are you wondering what steps you should take to get your foot in the door, and need some advice? I felt the same way before I got into PR, and can assure you that there are various resources out there that can help you change fields.
We tend to feel pressure to finalize our entire career plan by the time we graduate from college, but studies show that only 27 percent of college grads stick to a job that is related to their degree. I, for instance, majored in journalism and art but took an internship after college in a completely different field, fashion public relations, and fell in love with the industry. PR had never crossed my mind before, but with the scarcity of jobs last year, plus the overall competitiveness of journalism, I decided to apply to any job or internship that sounded interesting.
I never expected to hear back from the employer that I have now, what with my lack of PR experience and education. However, there were a few things, according to my boss, that made me stand out: social media and writing experience, following up after applying, and the way I presented myself during the interview. This made me realize that even with a lack of industry knowledge, it is still possible to break into the public relations field. You just need the right resources, a positive mindset and determination.
So, how can you maximize your current experience to find opportunities in PR? And what resources are available to you?
Build Your Personal Brand
Not every employer cares only about big-company experiences, they may also be interested in your efforts to showcase your skills and work online. This is what you would call your “personal brand:” an identity you present to a target audience that summarizes what makes you unique and what strengths you have acquired over time. It’s not just about your professional experiences though, it is also your personality, style, goals and passions that you should include in the brand you develop.
How do I create my brand?
Website:
This is the first step! Your website should be visually appealing and should include all of your published work, blogs, photography, accomplishments, resume, social media, education, short bio and whatever else you feel is important. Let your audience know why you are here, what you do and what you aspire to do. Always ask yourself, “what am I doing that sets me apart from other personal brands?” and apply it to your website. Make sure you create a visually appealing site with visuals and colors that represent you.
Blogging:
Using your platform to show off your writing, search engine optimization, and audience-engagement skills is a great way to display what you are capable of. Try also blogging about the communications world to show that you know your way around the communications industry.
Social Media:
All those social apps on your phone are an essential part of modern PR. Media, influencers, bloggers and brands have all created a strong social presence, making social frequently used in the communications world. If you can conquer all things social media in a business-centric manner, then you will be one step closer to getting your foot in the door!
Reminder
Be mindful of what you post on social media. The content you share can impact how employers and clients view you and your work. Consider making separate profiles that display your professional brand and making your personal accounts private. This way you can still share whatever you want with your close friends and don’t have to worry about accidentally posting something inappropriate.
Network Like a Pro
It is incredibly important that you make connections with professionals if you want to find PR opportunities and build your contact list. New people don’t just bring new friendships, they also bring new opportunities.
Where do I find connections?
LinkedIn
“Connect” with as many publicists as you can on this platform. This is how you will get your personal brand out in front of potential employers. You can even message someone and ask to pick their brain on the industry. Who knows, they might eventually become a mentor!
Friends of friends
Ask a friend if they know anyone that works in the communications field. Start with asking those professionals for advice on how to get into the industry - and if they are nice enough they might just offer you an opportunity that will kickstart your career!
Family members
Check with your relatives, including your distant ones, on whether they have any public relations experience or know anyone who does that would be willing to speak with you.
PR affiliations/organizations
Membership organizations for publicists are great for people looking to network within the industry. They tend to have in-person events and gatherings, so make sure to bring your A-game to put your PR potential on display.
Reminder
Make sure that every new connection is getting something in return. All relationships, no matter what type, will never survive if they are one-sided. Always stay grateful, and make the new relationship mutually beneficial.
Optimize Your Resume
So you don’t have any PR experience? Don’t worry, it is still possible to impress employers present yourself as an asset to the company. What you need to do is look over all your work experiences and milk any relatable skills for all they are worth, then add them to your resume. This industry is all about creating the right identity for your brand based on what your target audience wants, formulating the right identity for your resume based on what the hiring manager wants is not any different. Create an identity that says “I am a public relations expert!”
What skills can I leverage?
Social media
Writing or blogging
Customer service
SEO
Communication
Negotiating
Graphic design
Photography
Proficiency in Shopify (or other website builders)
Creative problem solving
Event planning
Proficiency in creative platforms
Mailchimp, Canva, Adobe Suite, etc.
Reminder
There are many other skills that you could use - do some research on what publicists’ duties entail for some more ideas! Also, remember to keep in mind that when you’re applying to a more niche company, like a fashion public relations firm, you can use relatable past experiences, like working at a clothing store, to help make your resume even stronger.
Play the Teacher Role
Before you find a mentor, you might have to dedicate yourself to researching what exactly being a publicist entails. This is not one of the easiest ways to get into the industry, but it will be worth it in the end when you are networking with people in PR.
What resources can I use?
PR professionals:
Luckily, there are publicists and content managers out there that offer relatively cheap ebooks and tutorials on their websites. These professionals hope to make it a little easier for brands or individuals to learn the ins and outs of all things marketing, public relations and communications.
PR blogs:
A lot of public relations firms and organizations actually write their own blogs about the industry and tips on how to succeed. They will not go as in-depth as the ebooks and tutorials that you can pay for, but if you want to get a gist of what PR entails, this is a great start.
Syllabus books:
It is also possible to find a list of books that college students need for their public relations classes. Study these on your own and you will be getting an in-depth and more structured look at the industry!
Practice software/platforms:
Reminder
Stay on top of things! This method can get very tedious and requires determination. Set daily or weekly goals when teaching yourself about a whole new industry.