Sunday, 2 September 2012

On PR work experience and where to get it

When it comms to forging a career in comms, mixing it up a little can be as valid as going all out for a pedigree in PR.
I can do anything me


With employees now trusted more than CEOs, the end user increasingly seen as the key influencer and media channels publishing every type of content to every type of platform, being good, even very good at just PR isn't necessarily going to get you very far. 

When you look at the people behind the current brand success stories, there is increasingly more evidence to substantiate my long held belief that being a Jack of many trades, is the surest way to become Master of your own career.

Talk to industry recruiters and the dream hires are those that that have deep dive domain expertise (hopefully that will never go out of fashion) but combined with wide ranging skills across a full range of comms channels. This means for those starting out, any work experience that gives exposure to any one of the multitude of disciplines you need to affect behavioral change - is one worth having. It matters not whether marketing or PR, social or traditional, event or content - you will gain invaluable experience and become more valuable as a result.

Not convinced? Think the straight arrow approach is still the best way to go? Following the logic that if you intern at Webber you could become its CEO by the time you're 27 and ¾? Well I guess you could, but think of it this way - if your dream job is to be head of PR for at Giorgio Armani do you actually want to intern there? Really?

Surely you’d not prefer to wobble off on your tender Bambi career legs to a few other pastures first and having journalists throw the phone down on you for being base incompetent when Giorgio isn't watching? ie somewhere, anywhere else?

My advice is to learn your skills and make your mistakes elsewhere. For example say you want to be in fashion PR: Work on a shop floor, work in customer service, set up a fashion savvy blog , throw a charity catwalk show, do PR for a local store, then go agency side work on some high street and online brands, go in house see what couture looks like from the inside and then knock on his villa door when you know the industry inside and out and back to front, know the people in it, how to create the advocates, silence the competitors and convert the detractors, how to get them talking, and most importantly - shopping. 


Then knock on Mr Armani's door then, and say, "Well I doubt if you can afford me, but if you wan to take your PR to the next level, here I am." 

No learning experience is wasted, get out there, get learning.


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