PUBLIC relations in the media is often more about protection than promotion, says Max Clifford, the PR guru. “When dealing with celebrities, a good deal of your success is measured by what doesn’t get into the papers. Publicity is only a part of PR,” he says.
This is something that aspiring public relations officers should keep in mind. Knowing both the PR industry and the media inside out is crucial to landing yourself a decent job. “You have to be aware and interested. Read the papers and magazines, watch the television. It helps to have some sort of awareness and intuition about the media. You’ve got to be able to move fast, know how to use your contacts, and take advantage of situations that might have disappeared by the next day.”
Clifford encourages turning all sorts of events to your advantage: “If there’s a local Wimpy bar opening, go and offer to do their PR for a fee. Ask local causes and charities if they want help, use contacts and people you know. You’ve got to get out there and take the initiative. The opportunities are there.”
Get yourself a qualification but make sure you also get the practical experience you need. Courses are “wonderful” for teaching theory, but there is no substitute for the practical side, something that Clifford believes could be promoted more by universities.
One of the leading PR bodies, the Institute of Public Relations, approves and sets the standard for PR qualifications. “Having a qualification is very important,” says Jessica Molloy, PR and marketing manager for the IPR. But she echoes Clifford’s view of the importance of work experience and understanding of the industry. “PR isn’t all Ab Fab,” she says. “You have to be realistic in your expectations and be prepared to start at the bottom. It’s stressful and you don’t always see the fruits of your labour.”
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But the perks are worth it, she says: the buzz of seeing a story about your organisation in the paper that you helped to get there; the fast pace; the variety; the lack of routine; and the many people you get to meet.
Clifford agrees: “Personally, I have found working in PR financially and spiritually rewarding. It can be a means of achieving good and changing lives. I’ve been able to travel and had adventures. I would recommend it to anyone.”
www.ipr.org.uk