Andrew Whiteside is Manager of Digital PR at PRCo in London. PRCo is an international public and media relations agency with offices in New York, Paris, Moscow, Munich, Milan, Dubai and Hong Kong which specialises in the promotion of luxury travel, property and lifestyle. Here he talks about how undertaking the Diploma helped him secure the role.
What is your current role?
In addition to managing PRCo's digital channels, I work closely with all of the teams at PRCo to devise and implement integrated digital PR strategy and campaigns for our clients.
My work generally includes face-to-face client consultation, training PRCo staff and clients on digital platforms, staying ahead of the latest travel trends, undertaking research for future campaigns and assisting with pitches for new business. A big part of my working day involves writing and content creation for digital channels - that is where my past experience as a journalist is invaluable.
Why did you undertake the CIPR Diploma?
I had never studied anything at Masters level and I really wanted to challenge myself. I was embarking on a career change at the time and I wanted to approach PR from a more strategic direction. I felt that the three units that constituted the Diploma course would really allow me to develop practical skills that could be transferred to the workplace.
How did you manage your time to complete the Diploma?
It's all about discipline! There is a lot of reading to get through and you really don't get the best out of the lectures without taking the time to read and absorb a little every day. I tried to do at least an hour each night after work and at least a few hours each day at the weekend.
The actual exams are quite intense – there is a lot of work to produce in a relatively short time so it's all about dedicating a few hours every day and most of your weekends. It was certainly hard work and you have to make sacrifices. I recommend being as organised as possible and starting each test as soon as the questions are set! Time is certainly not on your side!
How did completing the Diploma benefit you professionally?
I graduated with a distinction and my dissertation was published by the CIPR, who really helped in demonstrating that I had acquired valuable skills and could work to a high standard. It certainly helped me secure my role at PRCo as my dissertation was an examination of the role PR can play in ethical business practice for the luxury hotel industry.
I was also able to show that I took my career and the profession seriously. The MCIPR letters after your name help with credibility and it certainly shows that you take your professional development seriously.
Would you recommend the Diploma to colleagues?
Absolutely! My partner is doing the Diploma right now. Anyone who has worked in PR for a while but is looking to move up to the next level will really benefit from it. I found the planning and management unit really helped me develop my strategic skills and develop good working practices, whilst my dissertation was a good excuse to indulge my passion for the hotel industry with all the key skills I had acquired during the course.
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