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Public relations officer: Julie-Anne

This Case Study belongs to Public relations officer.

As I did a journalism degree, I had media experience, a developed news sense, good writing techniques, interviewing techniques and the ability to construct news stories

However, I chose to go into public relations (PR) as a friend of mine did PR work in NHS communications. She suggested I look for a similar role. I did some research and realised that this would be a great career choice for me - interesting and exciting while allowing me to develop my writing skills. I applied to be a part-time assistant in a communications/press office and was lucky enough to get the job. I found I enjoyed being on the other side of the media industry!

As an assistant, I was responsible for general administrative duties such as answering the phone, photocopying and typing minutes. I also helped with proof reading and wrote some copy for newsletters. My boss was great - helping me to develop the various skills required for working in a busy press office.

I found my journalism degree extremely relevant to a PR career, as it helped to provide me with the grounding to work with the media. Through my degree, I was able to identify what the media look for and what makes a news story.

I now work as PR officer for The New Children’s Hospital Appeal charity. My role involves media relations, such as contacting and liaising with the media, managing press at events and reading relevant newspapers and publications to keep abreast of what’s happening in media.

Writing is a key part of my job, as I write press releases, comments, quotes, speeches and scripts. I am responsible for planning and writing newsletters, including e-newsletters, as well as writing and producing a film about my employer. Additionally, I write and contribute to promotional materials, liaise with designers, proofread and update the website.

I am also involved in developing the charity’s PR plans. I organise photo-shoots; approach celebrities or their agents to ask them to get involved with the charity; and speak with third party fundraisers to talk about trying to get their story in the media.

No two days are the same, which I love! I also really enjoy meeting with the families and patients who use the hospitals. At the end of the day, my job is for a worthwhile cause, and I get a lot of job satisfaction that ‘I am making a difference’ for the better.

However, I do sometimes get frustrated when I am phoning round all the newspapers to see if they are going to use my story - but this is a vital and important part of the job. News desks can receive hundreds and thousands of emails a day.

In an idealistic world, I’d eventually like to set up as a consultant offering services for free to charities, as I know budgets can be small - but I haven’t won the lottery yet to be able to do this! I think one day I would like to be head of a PR department within the charity or public sector, but right now, I am content where I am.

For anyone thinking of a career in PR, I would encourage them to volunteer to work in an agency or press office to learn what goes on and get a grasp for how things work. Don’t be afraid to contribute ideas - sometimes the simplest ideas work best. It is also important to build and maintain contacts with journalists and organisations.

Also read, read, read, watch and listen. By reading the different publications - both in hard copy and online - and by listening to radio shows and watching TV, you will get an idea of what stories the different media outlets are looking for. Understanding the media and their audience will really benefit you.

Case Study sourced by Kirsty Hutchison of University of Manchester, 07 November 2008.