Added: July 5, 2015
By: Beki Winchel
Working with brand managers and clients on PR and marketing campaigns can be gratifying, but it’s hard work.
Communications requires a wide skill set. Within the same day, a professional might be asked to pitch a reporter, write a story, edit a social media calendar, respond to a crisis and prepare a company executive for an interview.
Communications offers many exciting opportunities for people who like building and fostering relationships with consumers, company reps and other audiences, but those tasks can seem daunting to newbies.
Here are five tips to help PR and marketing students enter the communications field:
1. Gain as much experience as you can.
It’s never too early to start internships. Many PR and marketing firms want job candidates to have experience on their resumes.
Unless you already know which company or industry you’d like to work in, internships are a great way to test your options, helping you decide which types of positions you thrive in—and what positions you loathe.
Many university programs give students the opportunity to work with real clients as well, which provides valuable learning experiences.
No matter the opportunity, save work such as press releases, graphics and other campaign materials to show off in your portfolio. This will help future employers see what you’re capable of.
2. Hone your writing skills.
Many brands are putting press releases to pasture, but communicators must still write well.
Hubspot reported an average American’s attention span is eight seconds, and the job of PR and marketing pros—especially those who work on social media—is to capture reader attention in that short time.
It’s not an easy task, but well-written content (especially when paired with a visual) stands a greater chance of being read than something long and laced with jargon.
Writing well can also help you build relationships with reporters, who look for short, relevant pitches, and it can get you more shares across social media as the profession moves into brand journalism and storytelling.
3. Clean up your social media profiles.
According to a 2014 infographic, 94 percent of recruiters said they used social media to find and reach out to candidates, and 44 percent said they hired through social media.
This trend continues to grow as more companies use social media platforms such as Facebook, Twitter and LinkedIn to research candidates before an interview even takes place.
PR and marketing pros can ensure social media profiles represent them by selecting clear headshots for profile photos, placing resumes and portfolios online (LinkedIn enables users to add both to their profiles) and deleting any inappropriate social media posts.
“The Internet isn’t written in pencil, Mark. It’s written in ink,” Mark Zuckerberg’s fictional girlfriend Erica says in “The Social Network.”
Remember that what you put on social media is online permanently, even if you delete an offending post. Don’t share something you wouldn’t be comfortable publishing on the front page of a newspaper.
4. Network, network, network.
There are essential skills PR and marketing pros should have, but landing your dream job can still come down to whom, rather than what, you know.
Get involved with local, national and international associations such as PRSA, and attend conferences along with other networking events to meet people face to face.
Take part in Twitter chats and social media groups to network with other professional communicators online. You can also follow industry leaders through Twitter and LinkedIn, which can give you insights into how they’ve made it to their positions.
Whether you network at an event in person or over the Internet, make sure to craft an elevator speech or pitch that includes who you are and what you’re looking for.
5. Keep learning.
Gaining knowledge doesn’t stop once you’ve graduated. PR and marketing pros must keep up with trends and continually hone skills to adapt to a changing media landscape.