How do I get a graduate job in advertising and PR?
Advertising and public relations might seem like very different jobs, but both are involved with promoting awareness and goodwill, whether to a product, brand, service, organisation or individual.
Advertising is all around us, from giant billboards to the back of train tickets. Roles within the industry range from the creative, as a copywriter or designer, to managerial and administrative roles concerned with maintaining client accounts and planning advertising campaigns.
PR is all about managing the reputation and public perception of companies, organisations and individuals. It is closely linked with marketing and communications and aims to build and maintain goodwill in the eyes of stakeholders and the public. A PR officer might be responsible for writing and publicising press releases, company literature such as brochures or organising and running events.
Want a graduate job in advertising and public relations?
Industry entry requirements for graduates can be very different depending on the vacancy. Creative positions within advertising may specify an art or design qualification or a degree in language or communications while account management positions will often be open to graduates of any subject.
PR roles will also be accessible to those with media and communications qualification though specific PR degree courses are available, some of which are accredited by the Chartered Institute of Public Relations (CIPR). However, vacancies will often not specify a degree subject, instead requiring that you demonstrate the necessary skills in your application.
Postgraduate and professional qualifications are available in both industries and may give you an advantage in what can be a competitive industry. Work experience is really important within the sector and can be a great way to break in. Your careers service may be able to help you in finding a placement.
What’s working life like in advertising and PR?
Most of the work will be office based but you may have to travel to production suites or client meetings. Flexibility is an important factor in advertising and you may be required to work late or at weekends to meet deadlines. PR can involve a lot of travelling and you may be expected to put in extra time or even socialise with clients out of work hours. You will need to be able to think fast and make decisions.
PR and advertising roles have a reputation for being glamorous and fun, but it’s worth remembering that they are still jobs and the work needs to be done too. A lot of PR work is to do with meeting people. This might mean champagne receptions and press conferences but the hard work is actually trying to sell your ideas to people. You may find yourself at the sharp end of public or media criticism so you need to be thick skinned. Similarly, seeing your ads in the real world can bring a lot of ‘I made that’ satisfaction.
Salaries for roles in PR start at around the average rate for graduates, usually between £16,000 and £23,000. A few years' experience puts higher rates of pay within reach, with the average salary at CIPR firms being quoted as £46,200. Salaries within the advertising sector vary considerably depending on the role. Those hoping to go into a creative role may be put off by low starting salaries, often close to minimum wage, but these can rise to £100,000 or more once your work is known and recognised.
What does the application process for advertising and PR jobs involve?
The UK is well known as a hub in the advertising world, with many international agencies having offices here. However, the industry itself is relatively small, which means that competition is likely to be fierce for any positions that do arise. Sad to say, making friends in the industry is often the best way to get ahead. There is no standard application process, with vacancies being passed on by word of mouth. What is more, the advice from recruiters is to get as much experience as you can. The good news is that a body of internships, placements and shadowing will help you with both requirements.
There are several different routes into PR, not all of which follow the standard recruitment model for graduate jobs. Some larger organisations may advertise graduate programmes and run structured schemes, but most will advertise entry level positions. In both industries it is important that you perform well at interview as this is evidence of your ability to ‘sell’ yourself, much as you will be expected to do with the products, organisations or individuals you’ll be working with.