Before embarking on an MA in PR in October, I was a complete stranger to this field, other than what I had read on the net, in the papers, seen on the TV etc. It was hard to know what to expect really, would what I had been learning on my course match up to how public relations is really practiced? Well I was pleased to learn that, yes, it was.
So Many times during my work placement I was able to link things that were being practiced back to what I had learnt on my course, like the importance of social media how to use it effectively for each brand, knowing your target audience and refining key messages for different audiences. PR writing, and just how important it is. I was given a few opportunities to write press releases, and copy for brochures or the website. This is probably the area that I would like to improve on most, and I know that I will get better over time, I just need to practice at any opportunity I can. I did find it a struggle if I’m honest, as this is one of my weaker areas and I wasn’t very confident, you also need to know the agency’s style, as each different agency will have their own individual style. It is massively important to know who will be reading the copy you produce too, is it for on-trade, off-trade, intellectuals? I have learnt the importance of tailoring your writing to the specific needs of your target audience.
I would say one of my most valuable learning curves during my work experience was how to manage my time effectively, which is essential in the PR industry. The four weeks that I was there my schedule was always jam-packed, and I was working to very tight deadlines, I quickly learnt that in the world of PR while it is essential to have a schedule, it is almost impossible to stick to it. Tasks run over, things take longer than expected and there are almost certainly tasks that pop up that will take priority over others that you have scheduled in.
I think before my work placement, I thought that time management was one of my strengths, but it soon became clear that this wasn’t the case. I would get stressed and panic when my schedule got out of control and didn’t really know how to cope. By the end of the four weeks, I had done a complete u-turn, I have learmt how to prioritise, to keep calm, not get stressed and set realistic and achievable goals.
This improved skill I now have in time management is already helping me in my day to day life, and especially in my Uni life, and is just one of many new skills I can add to my PR tool-kit. The work I carried out during my work placement was invaluable, and I look forward to the future, to my knowledge and skills in PR developing even more.
