vox-popPRcareers

Decoding the hierarchies at work can be difficult if you don’t have the right tools. vox-popPRcareers asked Karen Winterhalter, a PR expert with 25 years experience, for her tips on how graduates can decode the workplace in PR.

With experience at Burson-Marsteller EMEA to name a few, Karen Winterhalter is now the managing director of Start Up PR, an agency for small business clients.

The importance of team chemistry at work:

Team chemistry is absolutely critical. Despite doing media or PR degrees most new graduates are totally out of their depth, so it is important that they develop rapport with the existing team as quickly as possible, so they have someone to turn to for help and advice. Interview decisions are often made on personality and attitude rather than skills, as we can teach you the skills. Most new graduates will be given a buddy to help them through their first couple of weeks in the job.

The work dress code trends in PR today:

A lot depends on the type of PR you are doing and the actual agency. Those specialising in Public Affairs and Corporate tend to dress more formal than a consumer agency. The days where we all went to work in suits has long passed but you still need to be smart, especially if a client is coming in. Aiming for a smart casual look pretty much hits the mark as you are giving off signals that you are in a professional yet creative position.

Responsibility graduates can have as account executives:

Again a lot depends on the individual graduate. As we are a small company, they get to experience more or less everything. There is always going to be some basic admin work on client accounts. We like to get graduates to develop their writing skills as quickly as possible and also understand about event management. After a graduate has been with us for six months we like to give them a client project for them to develop themselves so we can see if they can put what they have learnt into action.

The skills graduates need to impress MDs:

For me it is all about attitude. Lots of graduates and account executives whom I have worked with have gone on to have very successful careers. If a graduate is willing to learn then I am happy to spend my time mentoring them. I also expect them to demonstrate that they are a team player by participating in activities and also joining in brainstorms and client discussions.

Why graduates in PR should be tough:

PR is not a glamorous profession, it is exceptionally hard work and you have to be behind the scenes all the time, allowing your client to take the credit. You also have to be a tough nut to take all the rejection from the media and pitches you lose.

Photograph courtesy of Karen Winterhalter.