PR: Who You Know and What You Know – Finding the balance

Whatever industry you’re in you’ll always have a little toe ahead of the competition if you have contacts.

I’ve been told on various occasions by lecturers that networking is the most important thing in PR – get to know journalists, keep in contact with other PRs – it’s good to have people as friends who can possibly help you out of a situation later in your career.

Flickr – Out.of.focus

But how does a student start making contacts in an industry when they’re barely even fledglings? 

Placements are a good place to start. I’ve already learned the benefits of keeping in touch and making friends with the people who employ you – that’s someone to say you’re a good worker or tout your skills to another employer when you’re applying for jobs.

I’d like to stress at this point that there might be a heavy leaning towards making contacts in whichever PR degree you do wherever – but there’s a lot to be said about what you know too.

Flickr – The Open University

It’s all very well and good having emails and numbers for 20 industry practitioners, but what if your skills and knowledge aren’t up to scratch? Those contacts you use as a reference can just as easily highlight your faults as much as your strengths.

PR is a people industry first and foremost, but don’t forget that it’s the knowledge behind it and the skills you need to master that will further you the most. You need to make a good impression before somebody vouches for you – and that is through being good at what you do.

An Event To Help

Throughout my degree so far the CIPR has been mentioned in 90%, if not all, of my lectures. So I’m used to hearing the names of those who head the North East division – the thought of applying for a job with these practitioners is more than a little daunting.

Then there was an event created by the CIPR in the North East with various working members of the CIPR in one room, ranging from large in-house organisations to individual freelancers. And students were given 10 minutes to speak with each – scary right?

Flickr – SalFalko

Actually, it wasn’t scary at all. Much to my relief everyone was there to help. Any questions we had about the industry or about applying for jobs and getting experience were all answered by people who really know what they’re talking about.

Not to mention, it was an excellent opportunity to make an impression.

Thanks to the event I was offered to do a guest blog post for Northumberland County Council’s head of PR, Ross Wigham. You can read it here on his blog adaywithoutoj.com. It’s my honest view of the industry and it’s nice to get my voice out to a wider audience too. And so far no one has called me crazy – so far so good!

Networking is so important to be successful in the industry, but never forget you have to make a good impression first.

For this, the ‘who you know’ vs. ‘what you know’, I’d say, has to be on a perfect balance to achieve success.

 

Advertisements

One thought on “PR: Who You Know and What You Know – Finding the balance

Leave a Reply

Fill in your details below or click an icon to log in:

WordPress.com Logo

You are commenting using your WordPress.com account. Log Out / Change )

Twitter picture

You are commenting using your Twitter account. Log Out / Change )

Facebook photo

You are commenting using your Facebook account. Log Out / Change )

Google+ photo

You are commenting using your Google+ account. Log Out / Change )

Connecting to %s