When looking for your first PR job, this industry might seem at once unimaginably exciting and yet impossibly opaque. Some surprising questions might pop up during your first job search.
As someone in the early stages of their PR career, I have some insight into the industry that might be helpful to those trying to break into PR. Here are some questions you should ask yourself when searching for your first job.
- What interests you? What could you be interested in?
Believe it or not, nearly every field or industry uses some form of public relations. Your interests can help guide your PR career trajectory. For example, say you studied public relations in college but have always been interested in science. Many PR professionals have targeted careers in science, technology or engineering.
As an early professional, it is the perfect time to try different fields while gaining foundational knowledge about PR. Many skills are transferable across PR roles. Don’t panic, however, if you find yourself in a field you are not interested in. Learning what you don’t like is just important as learning what you do.
- Would you prefer in-house or agency PR?
This is a big question. The differences between in-house and agency PR include working environment and job responsibilities. In-house PR means working for one company on its PR deliverables. Your focus will be that client, allowing a deeply integrated understanding of the brand. While you’ll still be performing media relations, this is typically at a smaller level compared to an agency. In-house PR may also include internal communications, such as sharing company news and updates with employees.
When working for an agency or firm, you may work with a solitary client or on different client accounts. If you are working with multiple clients, it can be challenging to manage your workload and deliverables, but you will gain valuable experience by working for an array of industries and PR tasks.
No client is the same. PR professionals working at an agency must be adaptable and willing to become an expert in multiple client disciplines and industries. Agency lifestyle is exciting because there are always new tasks and things to learn. While in-house and agency work differs, there are overlapping aspects unique to each job role.
- Do you want B2B or B2C clients?
PR work is often divided into two categories: business-to-business PR (B2B) and business-to-consumer PR (B2C). B2B entails conducting PR work on behalf of businesses targeted toward other businesses. This requires pitching to specific business and trade publications and executing thought leadership tactics. B2B roles typically consist of longer-form, business-style writing.
B2C work is targeted toward consumers. This requires working with product-focused or advertorial publications. In today’s ever-evolving communication landscape, B2C can be more focused on advertorials, social media or influencers.
- What kind of work do you like doing?
When reading job descriptions, think about the types of work you enjoy doing. What was exciting in your college classes that you would like to continue in your career?
No PR job is the same. Take the time to find jobs that fit the kind of work that you enjoy. Don’t just jump at the first opportunity if it sounds like something you aren’t interested in. For example, if you dreaded writing assignments in college, maybe avoid positions with writing-heavy descriptions.
When you interview, be sure to ask what the job role entails to get a good feel for the work you will be doing. PR roles have different focuses that can include writing, media relations, social media, event planning and crisis management. Keep in mind which best suits you.
- What kind of company environment are you looking for?
The environment of a company is one of the most important considerations when looking for a career. Be realistic about what you want in a company culture and a work environment. Questions to consider include:
- Do you prefer an in-person or remote environment?
- What relationships do you hope to have with your team members?
- Would you value having a mentor?
These questions open deeper conversations within yourself about the culture of the PR career that you seek. Assess each company by its job description and discuss in your interviews the culture and other aspects important to you.
When choosing something as important as your career, don’t be afraid to have an honest conversation with yourself. If you’re clear about what you are looking for, knowing what you want in your first PR role will become much easier.