10
Steps to a Job as a Public Relations Consultant: /PublicRelations.asp
If you've always
been fascinated with the 'real story' behind how
corporations, government agencies, institutions
and media inform and persuade the public, a career
in public relations can put you behind the scenes,
making the decisions that influence the masses.
This exciting, high-paying job lets you use your
creativity and communication skills on a variety
of interesting and important projects.
Public relations
consultants focus on building relationships with
all the 'publics' of an organization. They are
effective communicators who are adept at problem
solving, able to see multiple points-of-view,
and are calm even in the most hectic situations.
A career in public
relations can be glamorous, as you often work
with interesting and influential people such as
celebrities or politicians. As an added benefit,
according to the Council of Public Relations Firms
freelance public relations can earn up to £85,000
or more per year. Finally, there is a huge sense
of personal satisfaction in planning a public
relations project, implementing that plan, and
seeing the results.
If you think you
have what it takes to influence, inform and persuade,
follow these ten steps to a rewarding career in
this new and dynamic field.
1. Learn about
the job: One of the reasons this career
is so interesting is that it includes many different
activities and roles under the umbrella term "public
relations," including publicity, promotion,
advertising, lobbying, fund-raising, and media
relations. Many PR consultants specialize in one
of these areas, so use the Internet and other
resources to explore these areas of expertise
to find out where your strengths and interests
lie.
2. Develop your
skills: Most PR consultants have a broad
range of knowledge and skills, many of which can
be self-taught. Writing is the most basic function
of a public relations professional — you need
to be clear and persuasive in your written communication.
Desirable employees are computer-savvy, polished
individuals who are comfortable speaking with
groups of two or 200. You also will want to demonstrate
that you are empathetic, appreciate diversity
and work well under stress.
3. Education and
alternatives: A college degree is highly
desirable in the field of public relations. A
degree in public relations, journalism, marketing
and communications is especially attractive to
employers. Even if you have a degree in an entirely
different area, volunteering for PR projects or
taking a few weekend or night courses will give
you a competitive edge. Without a college degree,
some individuals have become successful by opening
their own agencies or freelancing.
4. Get some experience:
Experience, a good mentor, and lots of practice
can turn a highly motivated individual into an
effective consultant. The best plan of attack
is to start building your experience base while
you're still in school, and get an internship
before or shortly after graduation. Volunteering
to do public relations for civic groups or the
like also offers valuable experience. You may
want to try your hand at freelance writing, or
see if your current employer has any PR projects
you can take on. If you can swing it, working
with trained PR professionals is a great way to
learn and make contacts in the industry.
5. Your portfolio:
In addition to a cover letter, resume, and references,
you will need to have a portfolio available for
review. It will include your published press releases,
articles you have written, communication plans
you developed, brochures you designed, information
about special events you coordinated, and any
awards you have received for your work. A nice
looking multi-ring binder should keep all these
contained for employers to glance through.
6. Job hunting:
Your potential employers include corporations,
non-profits, government, education, and PR agencies.
You should check newspaper classifieds, trade
publications, and online job boards, and attend
job fairs and trade shows. You can even "cold
call" potential employers — send a cover
letter and resume, then follow up with a phone
call in a few days to set up a meeting.
7. Ace the interview:
You'll want to dress in business attire for this
one, and prepare yourself by researching the company
thoroughly. Try to come across as self-confident
and focus on how your skills meet their needs.
Use the research you've done to ask intelligent,
timely questions about the company. Really showcase
your social know-how by following up with a letter
thanking the interviewers for their time, and
reminding them that you are eager to start.
8. Launching your
own agency: When you have the skills and
experience to meet clients' needs fully, self-employment
is a logical next step. Develop a business plan
to help you plan and execute the start-up, including
consideration of financial and legal matters,
market research, and the impression you want to
convey to your clients. There are many print and
online resources that contain invaluable advice
on these and other topics for would-be entrepreneurs.
9. Finding clients:
You'll want to start by identifying who in your
area uses public relations consultants, and why.
Look at corporations, non-profit groups, the public
sector, trade associations, politics, and even
individuals who are in the public eye. Networking
remains the best way to meet and retain clients
for your business — have plenty of business cards
available and be prepared to briefly but accurately
describe what you do.
10. Self-promotion:
You will also need to actively promote yourself
in order to keep your business inundated with
new clients. A media kit containing a personalized
cover letter, biography, samples of your work
and references is an effective promotional tool
that can be sent out to prospective clients. By
publishing articles, putting up a personal web
page, and taking on speaking engagements, you
will further establish yourself as the public
relations consultant people choose when they want
the job done right.
10 Steps to a Job as a Public Relations Consultant: /PublicRelations.asp
|
