So how do you obtain a full-time position in PR today? Certainly, the age-old adage: “It’s not what you know, but who you know” still stands. But there’s much more to it than simply networking to land the job of your dreams. A bit more homework goes a long way too.

Getting a foot in the door

The first thing to recognize when seeking your first full-time job is the importance of internships.  Internships can open doors that interviews for full-time positions cannot. Despite the dearth of companies hiring for permanent staff at the moment, most still have internships available and, hopefully, paid ones at that!

My time at Aspectus PR began as an internship and subsequently flourished into a full-time position.

Experience shows that internships not only provide the perfect opportunity to get a feel for the industry in which you want to work, but come with a real possibility of a permanent position. You will then have had both the experience of working in your chosen field and the opportunity to get to know your fellow team members and office culture.

The other great thing about searching for an internship or full-time position is that job sites typically allow you to search for either. If you’re a soon-to-be graduate, start with your school’s career services centre. Most offer CV boot camps and interview workshops and should also have a job site for your use. A few of the best commercial sites to search for jobs or internships however, are Reed, jobsite.co.uk and Monster.

Getting your CV in shape

Once you’ve found a vacancy that’s right for you, it’s time to get your CV in shape.  Relevant and appropriate contact information is a must, as are accurate grammar and spelling: ensure the email address listed is one you check frequently (and sounds professional – not hotpants@hotmail.com for example).

Proof the entire document and then proof it again. Ideally, you should then have someone else you trust to give it a final onceover.

It is also important to tailor your experience such that your key attributes best meet the skills-set sought by your potential employer. Although job specs vary, management experience and team-work are always valued, so be sure to highlight how you have demonstrated these.

When applying for a PR position, you will also need to showcase any experience in communications – and writing in particular. Be sure to include any past internships or previous positions you’ve held. And keep it to one page, unless you are extremely experienced in your field or have held a number of relevant positions previous.

Be prepared

Once you’ve secured your interview, the next step is to prepare for it. Begin with reading relevant publications. PR Week and Marketing Week are excellent sources for those looking to break into marketing, advertising and PR. In addition, read the papers and magazines closest to the industry sector you are targeting. Some of the news sites we read daily are The Wall Street Journal, the Financial Times and Bloomberg Businessweek. It is also critical to take time to conduct some research on the company to which you are applying.

Once all the written work and research has been completed, CVs sent and interviews secured, networking is the final task – specifically social networking. Similar to your CV, your social networking profiles will tell any potential employer a lot about you. It is therefore advisable to Google yourself, because your employer almost certainly will.

Also, don’t forget to check the privacy settings on your Facebook and Twitter pages to ensure that your information available for public consumption is just that! Lastly, keep your LinkedIn profile current. Employers scour LinkedIn for new hires and frequently advertise open positions on their company pages, as well as checking regularly on Twitter and Facebook for potential candidates.

Stay visible

'Stay visible' says Joe Richards

Finally, just as it’s important for brands to remain top-of-mind, it’s equally important for job seekers to remain visible to potential employers and those who might be able to help connect you with the right people: stay connected with former employers and lecturers while maintaining conversations with others who might be helpful.

The great news about learning to network properly and presenting yourself in the best way possible, both in person and on paper, is that it will set you up for success wherever you go.

You’ll be able to interact well with your coworkers, clients and business prospects and, if you change companies down the road, you’ll be ready to market yourself again.

Here at Aspectus, we are always looking for talented interns and professionals, so please don’t be shy and reach out to us at: internships@aspectuspr.com or info@aspectuspr.com

Gabriela Balcerzak

While face-to-face meetings are thought to be the best way of networking, not everyone is willing to leave their comfort zone and take full advantage of the possibilities.

Many students and young professionals do not realise that relevant contacts can lead to many opportunities and help make them successful.

And besides, human beings can not normally function without interpersonal interactions. Families, friends, friends of friends and business relationships are part of everyday life. We cannot run away from them.

With no connections, young PR professionals are stuck in the middle of nowhere. Contacts with the right people can help them succeed in the industry.

But to find these people, students need to investigate, grab chances offered by universities and interact with those who want and are part of the public relations and media environments.

Universities or local companies often organise PR events and meetings with companies’ representatives which are equally beneficial. Companies can spot talent and promote themselves while visitors use the chance to make their presence felt. Very often, meetings not only allow students to network with industry people, participate in competitions but also to learn about their experience, mistakes and disappointments.

Shona Hendry, an account director from the Big Partnership, one of Scotland’s most successful PR agencies, says that attendance as a student at, for example, events run by the Grampian PR Group, is remembered by employers. Ms. Hendry believes that it looks promising when young practitioners go to industry events that are not especially designed for students.

Public relations is about… relationships

Lack of relationships with people within the business often leaves postgraduates alienated and lacking in confidence in the public relations world. For many of them it is like being sent to a desert island and asked to run a campaign for a client whose expectations are always high. And of course the campaign could not be successful if there is no interaction with media and other publics.

In addition, being well known in the environment increases prospects of finding a dream job much quicker as employers like providing work for individuals whose presence is long-lasting.

Students and young PR enthusiasts who are thinking of applying for a PR job in a successful agency should be aware that their potential bosses will look at their experience and consider whether they can or cannot bring new ideas to their team. If they can provide a full book of contacts, it is a bonus for them.

“Potential employers will be impressed to see students making contacts and attending industry events before they are in the job market”, says Shona Hendry.

“If you make a contact, note their details down and remember something about them – use this information when you subsequently approach them for a job or in your line of work.”

‘Difficult and uncomfortable’

However, many students and young practitioners find networking with industry people extremely difficult and uncomfortable. Meanwhile, it can be very valuable and a key to successful career in Public Relations.

“It would be easier for me to use Facebook and Twitter to network with employers, but when it comes to being face to face with them I would find it hard”, says Matthew Buchan, 21, a former Media with Public Relations student.

But amongst these students, there are those who do not have any problems with talking openly with potential employers. But do they always do it right? Some of them often go to meetings just to show that they are there. They shake hands, smile and cheer their mentors in everything they say. Then they disappear like stones in the water, giving up the opportunities that they have just been offered.

Relationship rules

As Lisa Rattray, a PR lecturer and former PR adviser for Texaco says, there are some clear rules of networking.

“Don’t hassle people, don’t be rude, and take advantage of every opportunity – even if it’s just making tea. Be keen, be helpful, and be grateful – always write a thank you note”.

The first approach is very important and beginners should not show that they expect something in return. Showing an interest in and respect for the contact is essential. We do not want them to think that the only reason that we are there is because we want a job or their approval.

Another important but often forgotten issue is awareness of personal space. Keeping at least four feet away from the contact will make them feel less intimidated. Furthermore, preparation is key. Make sure that you know information about people you meet and the company that they work for so that it does not seem all you are interested in is making a contact.

“If you are going to an event, it’s a good idea to try to get a delegate list beforehand and identify who would be useful for you to make contact with, then make sure that you seek them out at the event – do some research on the company beforehand so you have something relevant to speak to them or ask them about”, advises Ms Hendry.

The account director of The Big Partnership also adds that one of the don’ts would be being too overtly sales-oriented, pursuing the same agenda every time you speak to someone, talking more about yourself and your products than the other person, not allowing them to speak and not listening to their responses.

Punctuality can affect your image as a professional, too. Being late can negatively impact the first impression. Moreover, expressing appreciation by showing gratitude for their time and effort is an advantage. However, being over nice can be seen as a minus. A thank-you card or message is more than enough.  And finally, finding a reason to get in touch with the person again will help to maintain the contact.

However, is networking just an occasion to find a good professional and contacting influential people? Often professionals pay money to be members of an elite club just to meet successful people like themselves. For that reason, making contacts is also about being likable in the industry amongst people who share the same passion and interest in life. It is not a race for glory but a chance to make friends and achieving professional fulfilment.

The creative networking site has organised an evening where budding creative individuals, both in and out of the industry can mingle on Monday 10^th May at The Orange Studio, and sample some examples of the creative work that takes place in Birmingham.

Not only will there be a complementary drink on arrival and nibbles to munch on, but more importantly it is Media Talent Banks second venture of offline events to help network students, graduates and professionals who are part of the ever-growing creative sector in the countries second biggest city.

The progress of MTB has come from a group of four final year Media and Communication students from Birmingham City University.  As part of their final year project, they have taken on MTB to improve the usage and success after a decline in members.  The students specialise in Public Relations and Web Design and have set up a PR and Web company called Trinket Creative, Media Talent Bank being the main client to take on.

The site is such a valuable tool for both students and potential employers to find creative groups or individuals whether it is for help on a project, a work placement opportunity or even a job offer. The aim of the project is to bring together online and offline promotion in order to generate more interest for the website resulting in an increase of interest and interaction between creatives and professionals.

The main objectives are to increase the members of the site, re-launch the website and improve the reputation, as over recent months members seem to have lost interest and are not utilising the site to its full potential.

One of the main aims is to incorporate both the online and offline forms of promotion. In March, Media Talent Bank held its first workshop event for students.  The topic was on social media and how it is used in the creative sector in Birmingham.  There were various guest speakers, none other than Pete Ashton, a social media whizz came to speak about his experience of using it to promote himself and how successful it has been.

This workshop was the first of many which will have different themes and will be open to members of the site to attend and to help them with their success in the creative industry.

Media Talent Bank is a creative network giving the opportunity for people, whether they are students, graduates or employers from the creative sector to upload a profile along with their CV and example of their work so that professionals can access it.  The aim is to network creative individuals in Birmingham and open opportunities for them from a week’s work experience to a full-time job.

The website includes a blog which Trinket Creative is updating regularly with upcoming events or points of interest for all you creative beans out there. There are pages for job adverts, work placement opportunities, updates of recent work from the members, the ability to search for profiles in a specific specialism from Web design through to Film, and much more.

In celebration of the talented members on the website and display what the site can do, the networking evening will be a great chance to see what the creative sector is capable and the talent that is out there.  Members of the site will be showcasing their work to potential employers and other people in the creative industry.  To keep up to date with Media Talent Bank news and further information about upcoming events, please follow Media Talent Bank @mediatalentbank and Trinket Creative @trinketcreative.

If you would like to join us on Monday 10^th May 2010 between 6.30pm-9.30pm to share the creative works from the Midlands, please email trinketcreative@googlemail.com to book your place.

Visit www.mediatalentbank.co.uk to find out further information from the blog.

As I approach the end of my time at university I can’t help but think do I need more than just a degree? At work we mix with many colleagues within the industry but how well are we doing and to what effect? These are the questions I set about trying to answer.

New media, new messages

As the role and techniques of public relations evolve so too do the methods we choose to use.  The London bombings threw the media world into the unknown – the area of citizen journalism where social media comes into its own. Here was a new medium for organisations to communicate directly with the consumers who buy their products, and for individuals to communicate with each other too.

Social networking is defined as: “the grouping of individuals into specific groups, like small rural communities or a neighborhood subdivision.  Although social networking is possible in person, especially in schools or in the workplace, it is most popular online.  This is because unlike most high schools, colleges, or workplaces, the internet is filled with millions of individuals who are looking to meet other internet users to develop friendships and business relationships, too.” (whatissocialnetworking.com)

Face to face networking is not to be undervalued by any means but it’s not the only way. Other avenues need to be considered too as we move with the changes of the industry.

Social success stories

There have been several noted success stories through networking online, notably Huddersfield  PR graduate Matthew Watson who was offered a job at Speed Communications by Stephen Waddington following his tweet about looking for work.

Then there’s recent PR graduate and blogger Ben Cotton.

“My most successful story of online networking came thanks to my blog. I promote PR Chatter via Facebook and this led to someone who I used to go to school with (who now works for a well-know PR consultancy) forwarding my blog to her boss. I was in turn offered a trial with the offer of a job at the end, if I impressed. I was told that I would not have to undertake the usual press release writing and other test as I had demonstrated many of the required skills in my blog. For me this really hammered home the power and potential of online networking and continues to provide me with the motivation to update my online presence.”

Kent State University in the US integrates blogging into its PR degree as a module, forcing students to blog to help them develop social media skills and build up a network prior to graduating into the real world.

“Blogging helps students land jobs,” comments Bill Sledzic, associate professor at the School of Journalism and Mass Communication within Kent State University. “The blog enhances a digital portfolio by showcasing online skills and understanding. It’s especially helpful with employers who are late adopters of 2.0 communication.”

While working as a CIPR rep I was able to network frequently at our hosted guest lecturers building up a good base of key contacts within varying areas of the industry. Face to face contact not only allowed me to put across my professional capabilities but also enabled them to view my personality too – expressed more easily in person than through text.

Amanda Fox, another placement year student, sums up the benefit of face to face networking: “When you are networking face-to-face, such as at events, you meet a wide range of individuals who will notice you for the person you are – not by your qualifications or CV. Therefore be yourself, show confidence and you never know what may come out of it.”

Rules of engagement

The key to networking face to face and/or online is to recognise that both methods are different and require different rules of engagement.

In a social environment you are often on the fringes of a conversation and it is ok to interject, where you see fit, with your point of view. Online it is slightly different; a relationship first needs to be built up over time whether this is through dialogue on twitter or simply by commenting on their blog – do not go straight to befriending a stranger on Facebook.

Each networking site serves a different purpose. Twitter is good for simply sharing thoughts whereas LinkedIn is better for building professional relationships. Jeroen Panjer highlights LinkedIn’s main benefit: “It’s not about the people you know, but the people they know.” Ensure you use each for the correct purpose and to suit your needs.

Careless talk costs jobs

We all need to remember that social networking takes place in the public domain. You may have heard of Kimberley Swann who was sacked for her status updates on Facebook commenting that her new job was ‘boring’. Although there are certain things you may be able to keep private by using the privacy settings available, whatever you put up in writing and will potentially be recorded in an internet archive forever.

Should you consider networking online you need to remember that it is time consuming but in turn can reap the rewards – consider it an investment and in turn it might turn into a passion (like it has for me). To see what presence you have on the web already, search for your name + PR (here’s my result). The more online social networks you are involved in, the better the search results you will have.

Let’s face it, networking is vital for a PR student or graduate full stop whether this be face to face or through social networking. A combination of both is recommended – you need a personality as well as being able to demonstrate good writing abilities to a larger audience.

When asked which was better, Samuel Brookes, O2 sandwich year placement and Leeds Metropolitan student, says: “Both! Use online to branch far and wide with so many people but you have to do it face to face to get the benefits of more personal relationships!”

Whether you are collecting business cards at an event or tweeting away online, always remain yourself and above all enjoy it. Who knows what it might lead to – but if you’re not networking, there’s always a danger you might end up not working.