Step 4: The Complex Career Path of PR

Know your Career Choices

I want to take this time to go back to something I said in my first blog. My first blog talked about choosing a career, but what I did not know at the time was that often in PR you have to choose a career that is specialized and specific. This brings me to the moment on my first day of class in my PR program. Our teacher had us introduce ourselves, our background and what area of PR we wanted to go into. I had to pause on the third part. What did he mean by area of PR that I wanted to go into?

Obviously before choosing my career I did some research and I was well aware that there were different areas such as government relations, investor relations, internal relations, and every other kind of communication you can think of and that doesn’t include technology, events, social media. It really seems never ending. But this is a good thing; it is essentially why I want to work in PR. I want to try all these things; I want to dabble in a bit of everything, use different skills and face different challenges every day. That was why when we were asked to choose a path from among these I was confused and maybe even disappointed, it was like rolling a horrible hand and having to take 3 steps back in a crazy career board game that you just can't win.

Love this quote from Harry Potter

It is like being on Let’s Make a Deal and being told that you have to choose from 3 doors with different prizes behind each, some are nice, but one is the best. Choose a door, any door. But how do I know which one I will like, what if I don’t choose the best one? This was the fear that I had when I learned I had to choose a career yet again.

After speaking with people who work in PR, learning from my program, talking to my classmates and visiting some agencies, I have discovered that maybe it was OK for me to be confused, but not disappointed. Here is my reasoning. First, it would be virtually impossible for someone to be good at all the things that PR professionals can do. Rarely do they hire someone to do everything, unless they have limited resources like some not-for-profits, in which case you may be a jack of all trades. But in PR agencies, where I hope to someday work, each individual usually has a niche or a specialty. This specialty is essential because it makes you an expert, employable, needed. You will become the go-to consultant for that area.

This discovery really opened my eyes, and has me thinking about what it is that I can excel at. But I am still on the fence about it. Is it still not possible for me to dabble in a bit of everything? I think the answer is yes. A lot of the times, there is room for growth and a lot of horizontal movement in agencies. That is you may move from one service to another, so that maybe after a year of working in government relations there is a need for someone in corporation communications and you decide to give it a try. Also, again as I have said so many times PR is dynamic. This means that even if you work within your speciality you will be able to draw on the different tools of PR.

The reason why I put this as a step in my career process is because realizing all the opportunities and potential things that can confuse you or amaze you in your career is something that helps you progress along your journey. If I hadn’t been asked that question on the first day of class in my PR program, someone else would have eventually asked the same question. At least now I am aware and I can start figuring which direction I want to go in and I can approach that question head-on. So please bear with me as I continue as an inexperienced student in trying to work my compass and find my direction in PR.

P.S.Even though I am a little confused I still love PR.

Step 3: Build Research Skills for PR

Become a Part-time Researcher

Now that Halloween has passed, I can get back to blogging about PR and of course Step 3 in the ongoing story of my venture into PR.

Enrolling in a PR course or program is a good step forward because it gives you a formal education of the different aspects of PR. I can safely say that after 2 months in my program at Mohawk I have already learned so much. I feel legitimately prepared to start a career in PR and I still have 6 more months to go! So I can only imagine how much more prepared I will be by the time April comes.

But one thing that I have discovered is that you have to self-educate in an informal way to learn about the PR industry. Naturally, such a dynamic career will have a dynamic industry and you cannot learn it all in a classroom. An excellent addition to formal learning is utilizing the ever reliable Internet. Did you say Google? That is exactly what I mean. I have spent countless hours with Google researching the PR industry. It’s a task without an end, because you have to keep up with the ever-evolving nature of PR. I feel like most researchers, I have an insatiable thirst for discovering everything that is the latest and greatest in my field.

The first reason why I feel this is a necessary step in my career building is because it reflects the PR profession. This past Wednesday, my PR class visited some agencies in Toronto where we learned that even as PR students we need to stay informed about current news and events, best PR practices, the uses of social media and the list goes on. So it seems fitting that my endless research is important and helpful to beginning my career in PR. 

Fiddling about with Photoshop...big distraction.

Another reason why I think research is essential is because it clears up any misconceptions about the profession and creates realistic expectations. I feel like I am finally able to explain to people why PR is not advertising or marketing.

Finally, the best reason for continuing my research is that it is rewarding. Awareness and knowledge are assets that have value (can you tell I am a business grad?) and they are useful. The research process has in itself improved my research skills, organizational skills and my own motivation to continue learning; some unexpected outcomes in a quest for knowledge. So don’t forget that it is a learning process which helps you grow.

It has been a little overwhelming deciding what to research first or even where, but I guess I started with Twitter. It wasn’t until I started following more and more PR related handles that I discovered how important Twitter is as a source of information. Also, it will naturally lead you to other sources.

The next place I looked was at professional associations like the CPRS (which I am a member of) and the IABC (which I will join in second semester). The best part is that students get a discount on the membership, a real incentive! I am excited to network and have access to job postings, mentorship and volunteer opportunities. So far, I have become active in the CPRS on their Board of Directors and in the Mentorship program; both of which have given me access to resources about the PR industry. 

The hardest part has been researching and evaluating an uncountable number of PR agencies (my ideal work environment), in addition to looking at industries that require PR like entertainment, fashion, lifestyle, food, government and so on. This has really helped prepare me for my future (daunting) job hunt.

Phew. That is a lot to cram into one post. But that is because this is an important step and one that is ongoing. The best way to keep up with it is to make it a part of your daily routine. I would suggest using your free time to research instead of playing pointless online games. You will be rewarded.

P.S. No one said getting your dream job was easy, but I still love PR!

Step 2: Sharpen Your Pencils & Choose Postgraduate Studies

After choosing a career, and entering your final year of university, you may come across some other tough decisions. In the fall of my fourth year of undergrad, when I finally knew what I wanted to do with my life, I started sharing my thoughts with others who were interested to know more about the next step in my life. Something every upcoming or recent grad can tell you about.

I think people expected me to just enter the job market and they were more than willing to give me advice on how to do so. Little did they know that in the back of my mind I was completely unsure about that dive head first approach. I remember feeling anxious and sometimes so nervous I would get nauseous and overwhelmed when people even brought the future up, despite that, few people knew this. I had to ponder why I would have these negative feelings, and I realized it was because I wasn’t ready for the next step. The thought of working full-time was unappealing, and I wanted to continue being a student.

Maybe at first it was for silly reasons. I didn’t want to let go of the student life. During this semester I developed “graduation glasses” (think How I Met Your Mother) and I started feeling sentimental about everything Western (UWO) and London, I even started getting teary-eyed at the thought of not having to walk in the pouring rain across campus or having to take the LTC as my method of transportation. These unpleasant instances became treasures to me that I didn’t want to let go of. I was not ready to let go.

That all changed after my first two days of classes in second semester when something inside me imploded and I realized, “I am over it!” I grew frustrated with my classes and motivation dwindled. I was ready to get this year done and over with so I could move on to the next step in my life. Thankfully at this point I had already made the decision to apply to postgraduate PR programs at the end of my first semester, another important decision for me!

I applied to PR programs at Western, McMaster and Mohawk. I remember the mixed reactions I got when I told people I was going to continue my education. Even to this day some people tell me I have too much education. “What? Is that even possible?” The answer is no; in my opinion you can never be over-educated, but that is another topic in itself. So my parents’ reaction was sort of agreeable, they figured in this day and age it was inevitable to continue education after education, after education.

After much deliberation in February 2012, I decided I would go to Mohawk College for my PR program. It came down to the idea of gaining employable skills; and everyone knows that colleges are known for teaching skills more than theory. I was ready to move away from theory and the huge and pricey textbooks that lead to endless nights of readings and memorization.

I think people were confused by my decision and a lot of the responses I got were that I was “going backwards”. In my mind, with education you can never go backwards as long as you are using the education for a purpose and future goal. Not to mention post-graduate programs often build on the knowledge you gained in your university degree. After months I finally managed to convince my mom of this, and I became excited to start this chapter in my life. Back to Hamilton for a year, and back to school. Sometimes, when you are not ready to tackle the world, school is there to pick you up off the ground and give your life new direction.

Mohawk has a PR blog as well, where you can check out what me and my classmates are blogging about regards to the program.

P.S. I am a nerd, so I love school and I love PR.

 

The Art of Creativity - Cupcakes!

Today's theme is creativity and its many forms. Creativity is the it factor when it comes to PR. PR firms are always seeking out creative individuals, and to be honest showing your creativity is a difficult thing to do in a resume. Where do you draw the line between professional and creative? That is why recently I updated my entire resume and cover letter template, and made myself a letterhead. It seemed the best way to remain professional while showing some creative flare.

Another way I like to be creative is in my interests and hobbies, which is definitely something I like to share about myself during interviews and when meeting people. I love art! I love to draw, paint, do calligraphy, origami, and make stuff, whether its jewellery, out of wood, DIY projects for decor or sewing on my sewing machine. I also love cooking and baking. These are all ways for me to let out my creativity.

Just recently my friend and fellow baker (and Western alumnus) had a baking session that was super creative, and fun to say the least. We baked cupcakes, which is a favourite past-time of ours. We made some awesome cupcakes (not to make you hungry but they were vanilla confetti, with strawberry whipped cream filling and chocolate buttercream all made with wholesome ingredients and much love as homemade goodies usually are). And well in honour of our creativity and the Halloween season we decorated them as spiders!

Here they are!

I had so much fun that I just had to share this on this blog. This really is only one way that I like to be creative, and if these awesome cupcakes don't impress future employers of mine then I don't know what will.



 

P.S. I love cupcakes as much as I love PR.