Getting work experience	Work experience opportunities	How CIPR helps
Switching careers	Making applications

Making applications

CIPR members can find further careers information in PR Student in the Member Area, including a comprehensive CV guide, a sample cover letter for a PR role and hints on succeeding at interviews.

Your application to a prospective employer is generally the first contact you make. Competition for PR jobs can be tough, so to get your CV noticed it must be well-presented, accurate and interesting. Your main aim is to convince the employer that you have the skills, experience and enthusiasm to do the job. First impressions count, and if your application clearly fits these categories, you are more likely to get an interview. This section covers all aspects of making an application, including researching the job, producing a CV, writing a cover letter and dealing with application forms.

First steps…

The job ad
Only apply for a job if you think you can do it and if you find the prospect exciting. You must fulfil the job criteria whether that be specific qualifications or work experience (you should be sent a job specification with the application details – if not, then ask the company or organisation to send you one) – but remember, enthusiasm and commitment are equally important.

If all the adverts seem to be for people with at least a year’s experience – don’t give up! Apply anyway, giving full details of your relevant experience and skills. Unless the advert actually states two or three years experience you may still be in with a chance.

Read the advert carefully and plan your course of action. If you need to complete an application form then ring, write or email requesting one making sure you quote the appropriate reference number and stating where you saw the job advertised.

You will either be asked to apply in writing (sometimes enclosing a CV) or to complete an application form. Some guidance on doing so is given below.

Do some research
Before you begin putting your application together it is a good idea to carry out some basic research about the organisation or consultancy you are applying to. Contact them and ask for information about what they do - an annual report is probably the best way of getting a broad overview. Find out their website address and have a look.

By taking the time to do this you will gain an insight into the role of the organisation or consultancy, their style and what they do. This will help you in putting together your application and, looking ahead, will prove an invaluable starting point in preparing for the interview!

Your CV

There are many ways of structuring and presenting a CV and ultimately how you choose to put yours together is a personal choice. There are some essentials, however, which you should not ignore.

Keep it clear and simple. Your CV should not be more than two pages long (especially if you are just starting out), with each side printed on a different sheet. Use headings to define sections such as education and work experience, but don’t be tempted to use fancy fonts or design layouts – and steer clear of clipart! Remember that the presentation elements should focus the attention on the content, rather than overwhelm it.

Essential information. Your CV should include the following sections: Name and Contact Details, Education, Work Experience, Personal Interests (if relevant to the role), References. Information on your education and work experience should be arranged in reverse chronological order.

Content is the key. General statements about your qualities are too vague – rather than listing your skills, provide evidence to demonstrate how you have used them. Try to link your skills and experience to the specific requirements of the job.

Tell the truth! Confident language will create a good impression, but don’t go overboard – remember that you can be questioned on any part of your CV during your interview. Even if you secure the job, lies can come back to haunt you further down the line…

Make the most of your experience. If you are applying for your first job, it is likely you will have limited work experience. While you should never lie on your CV, there is nothing wrong with thinking creatively about how your previous experience at school, college or in a part time job demonstrates skills relevant to the position you are applying for.

Check for spelling mistakes – and then check again! Your CV should demonstrate flawless spelling, punctuation and grammar. Mistakes say to the prospective employer that you have no attention to detail and that you don’t care about the standard of your work – and your CV will go straight in the bin. This is true of all job applications, but if you are applying for a PR position then it is all the more important – excellent writing and editing skills are part of the role! Make sure that you get somebody else to proof read your work to ensure no errors slip through the net.

Read some more tips on producing winning CVs.

Cover letters

Always include a cover letter with your CV or application form, whether you are asked to or not. This gives you the chance to introduce yourself and make an overall case as a suitable candidate for the job. It also personalises the application, allowing you to show your enthusiasm and draw attention to the particular areas of your CV which demonstrate your relevant skills and experience. Some adverts stipulate that your letter should be hand written – if so make sure that your script is legible!

The cover letter shouldn’t be too long – one A4 page at the most, divided into three or four paragraphs. The following structure should help:

Paragraph 1
Your introduction – the vacancy you are applying for, where you saw it advertised

Paragraph 2
Details of your relevant skills and experience, explanation of why you are interested in the position

Paragraph 3
Your availability for interview

Application forms

Many organisations prefer to ask candidates to complete an application form instead of sending a CV as this ensures they get the information they want from applicants.

When you receive the application form make sure you take a copy of it. This way you can practice filling it in! Read through the application form, making sure you understand what information is wanted. Make notes as you go though it. The following tips will help:

• Follow the instructions. Only do what you are asked to do
• Write clearly in black ink as it photocopies better
• Don’t waffle when answering the questions. Show that you can organise and express your thoughts clearly
• Ask someone to check through your completed application form. If you have made a mistake, cross it out neatly and make the alteration
• Write a short covering letter to go with your application (see Cover Letters)
• Make a copy for yourself
• Send your application first class

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