Tim Walsh

Branagh PR

By way of background, I ran a press office and then a comms directorate for a professional body over a 10-year period. In that time, I recruited a number of press officers, internal comms coordinators and content officers. These are the experiences I’m using to inform the answers below.

What qualities do you look for in candidates for entry level PR Roles?

The job application process is a far from perfect guide to how a candidate would perform in post, but it does offer some clues. For an entry level PR role, you are keen to recruit someone with a great attitude to learning. PR is an exacting discipline so an employer wants to see an open mind and an eagerness to learn. An application, then, that demonstrates a commitment to professional development will have an edge. This might include plenty of work experience or student / affiliate membership of a professional body, such as CIPR. Someone who really cares about doing well at work is self-motivated and committed to self-improvement. If you demonstrate this when you network and when you apply for jobs, you make a good impression on prospective employers. A growth mindset is perhaps the most important quality I look for in a new recruit. 

How important is prior experience?

It isn’t everything, but experience is valuable.  Experience on a student magazine, for example, can help you make it onto a post-graduate course. A work placement at an agency or in an in-house team can be the foot in the door you need to get your first job. There is stiff competition for roles in the media and public relations, and relevant experience on an application can you give you an advantage. In role, you will quickly gain experience. You will no doubt make mistakes and at times feel out of your depth, and this is natural. The important thing is that you see both the ups and the downs as opportunities to learn and grow. 

Is it necessary to have a degree in PR?

No.  Qualifications and training give a good grounding but there is no substitute for doing the job. If you lack the work experience, it’s about demonstrating that you have the skills to fulfil the requirements of the role. Organisations have their own job specifications and PR roles can vary widely in scope. If you can show an aptitude for many of the key skills the employer is looking for, paying close attention to the job spec in the job ad, then you give yourself a good chance. The debate continues about the impact AI will have on skills requirements, but traditional competencies, such as writing skills and a knowledge of the media industry, remain in demand. 

What tips can you give to help candidates stand out?

I once recruited someone for an internal comms role in part because I noticed how organised their notes were at interview. You look for ability and the relevant skills for the role, but more importantly you are looking for someone with a positive attitude who will be a good fit for your team. How you present yourself in interview, then, is also important alongside the evidence you provide of skills and experience. 

What are your thoughts on consultancy versus in house for a first role?

An in-house role may give you the opportunity to work alongside other practitioners, and it provides an insight into the workings of an organisation. PR needs to be strategic to help an organisation or business achieve its objectives. Working in-house will give you a good understanding of how you can work with other members of an organisation to add value and influence progress. A first role in an agency alongside more seasoned practitioners will give you a chance to learn from others. PR consultancy as a first role is a tough ask because you are trying to win the confidence of a client on your own, without that experience or track record. My advice would be to seek a first role that supports your professional development.