Here’s what it takes to succeed in PR

We’re at that time of the year when graduates start worrying about jobs and careers and students are looking for summer work experience. So I’m reading lots of regurgitated advice on what it takes to succeed in PR on blogs and magazine sites.

At the risk of over-simplification, I’d suggest it comes down to just three things.

1. Aptitude: Can you do it? Writing, social media, data, interpersonal skills, presentation skills and a nose for news are all examples of the skills you should be able to demonstrate.
2. Achievements: So have you done it? You should be able to talk about your previous placements and jobs and say what you’ve learnt. If you’re light on experience, then you should at least be able to show what you’ve done for your personal brand. Major accolades can help too, even if they come from your hobbies rather than your work.
3. Attitude: Do you love doing it? Fanatical about Formula One or obsessed with shoes? This is where you can turn your interest into an asset. But please avoid burning any bridges since that dream job in fashion PR may prove elusive and other sectors may be more interesting than you think as well as more lucrative. Employers will expect you to be interested in their business, not just your hobbies.

So if you’re looking to get a foot on the PR career ladder, I suggest a skills audit, a CV or LinkedIn makeover and a workout for your motivation. Remember, it’s a test: the successful PR practitioner will be able to find a point of interest in even the dullest-looking widget.

If you can gain early experience of working in-house and in a consultancy, in marketing PR and corporate PR roles, in external and internal communication then you will be open to a world opportunities and well-placed to succeed. Even short-lived and unsuccessful roles can build your experience, self-awareness and resilience.

Students and young people may feel that the odds are against them, but employers see it differently. They’re constrained only by a lack of suitable candidates. So you can get ready to succeed by focusing on your aptitude, achievements and attitude.