Courtney Blackman is one of the preeminent women in fashion in the UK. The MD of boutique agency Forward PR and the co-founder of the Fashion Business Club, Courtney has been featured in Drapers and Vogue.com.

Forward PR has secured coverage for their clients in press such as InStyle Spain, British Vogue and The Financial Times’ How to spend it supplement, to name a few.

1) What was your inspiration behind starting Forward PR?

I started Forward PR in 2004 after working as the in-house PR and marketing director for a British designer who relocated to Tokyo. Honestly, I’m not sure if there was a lot of inspiration behind it. I absolutely love doing PR and it was more like oh, the label I’m working with is moving abroad and I’m staying in the UK. I’ll just launch my own agency! I initially worked with jewellery and accessory designers, which occurred organically, but in the last few years, Forward PR has taken on a variety of clients ranging from fashion designers, jewellery designers, luxury lingerie designers, a model agency and a handbag label, to big events including the Ford Models Supermodel of the World UK Search and the Fashion Summit.

2) Forward PR works with lots of designers. Can you give us an insight on how designers are like when it comes to promoting their work?

When signing a new client, I have to feel a connection to the brand and the designer behind it, and the client has to bring something to the table in terms of quality, uniqueness and marketability. They have to understand the commitment that PR requires from both them and us. A lot of times brands want to engage in a PR campaign, but they’re just not ready. Some designers are really quite media savvy and understand the power of both traditional and online media, which is great!

Maintaining a profile and market presence is so important in riding out fluctuations and coming out on top. I think if designers can understand what an important role their profile plays in consumer awareness and therefore sales, they’ll do well.

3) As a co-founder of the Fashion Business Club, how important do you think is the business of fashion, and what part can PR professionals play in it?

Looking in on the industry, the glamorous side is often the only side portrayed, almost like looking at a photograph and not realising all the time and effort that went into creating it, but the truth is that business is the backbone and without the support of the business arm, the creative arm couldn’t function. Creatives need a team around them that can manage supply chains, cash flow, marketing, sales, everything that makes a business work. Building strong relationships, engaging in ethical practices and communicating with consumers are all important elements of the fashion world.

This is where PR professionals come in: they have both the skills and expertise to act as liaisons between fashion brands and their end consumers via the media and unique partnerships, which is fundamental to success. Maintaining positive relationships with other industry professionals is a good way to stay relevant. Idea-sharing and professional collaborations are products of such relationships, and this is what keeps the industry innovative, growing and continuously moving forward.

4) For fashion obsessed graduates, films and TV shows like The City have made fashion PR look like an exciting industry to be in. Do you value work experience for entry level graduates?

Work experience for graduates prior to entering the field is really important. I fully believe that a day in the field can prove more fruitful than an entire semester of lectures. Learning about the industry and actually working in the industry are two very different things. A graduate with previous experience is more likely to be able to add value to a company and complete tasks confidently. However, a graduate with no work experience can be more easily shaped by a company and may be more willing to learn from his or her own mistakes. Also, students with previous experience may have developed bad working habits or been taught improper ways to handle situations, so breaking these behaviours may be necessary.

5) What tips would you give to anyone wanting to start a boutique agency as you have?

Anyone starting a boutique agency must have a deep understanding of press/public relations and be passionate about brands and promoting them. They also must understand the basics of business if they are to make a success of running a business! And of course, connections. A boutique agency will have to work that little bit harder than a larger, more established agency, so having good, solid contact is of critical importance.

6) Is it vital for graduates to work for someone else first or can they start cold?

Understanding the business from the inside out would make starting a boutique agency a bit easier, but if someone feels confident that they can start cold and have the business skills to underpin a new agency, why not give it a go?

7) How important is social media in your daily work?

Social media is an extremely important part of our daily work at Forward PR. We are active users of Twitter, Facebook, Foursquare; We use the platforms for promotion, engaging with people, discussing events, anything and everything. I personally find Twitter more functional as a PR tool, due to its flexibility. I think technology and especially social media is brilliant for growing a business, in that information can be shared quickly and inexpensively. It just takes time and intelligent communication.

You can follow Forward PR and Courtney on Twitter on @ForwardPR and @courtnyblackman.

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Image courtesy of Courtney Blackman.

Chris Norton is managing director of Dead Dinosaur and an award-winning specialist word-of-mouth marketing, social media and public relations consultant based in Harrogate. He has more than eleven years’ experience in the public relations industry having worked both in-house and in a number of consultancies. He is listed in the UK’s top 15 PR bloggers and his blog posts on social media have appeared marketing titles such as PR Week, Social Media Today and Revolution. He writes on numerous blogs across a wide range of topics and most recently he is the creator of a new Twitter management application called Tweasier.com.

1) What do you think of Twitter’s promoted tweets?

This is an interesting question and I actually ran a poll with my Twitter followers on the very subject when they were first announced and then I covered the story on the Tweasier blog here I think promoted Tweets are a necessity for Twitter as it needs to find some kind of business model and it is using this as its first step into this arena. They have actually been rather well received from both the users and advertisers, so I think we have to give credit to Twitter for getting this one right.

2) How can PRs improve their usage of Twitter?

Public Relations is changing and has been for quite a while now. The traditional media relations which worked 10 years ago now struggles to get a client’s message across. The real key to effective communication these days is integration. I tell every PR that they should be using Twitter as a news generator and as a resource for questions. Twitter is like a human search engine and I often see journalists asking for help with stories. If a PR executive doesn’t use Twitter because they think it’s a waste of time frankly they are a dinosaur which is where the name of my business came from Dead Dinosaur. However, I think even the most traditional agencies are seeing the shift to online communications, you only have to look at the falling circulation figures of every major or regional newspaper. Where are people now getting this news? The answer of course is Twitter, BBC News, blogs and forums.

3) Will there come a point when Twitter will peak for PRs?

It is all down to how you use Twitter in my opinion. If you use it wisely and don’t let it become a time waster then you could find it beneficial to your business. Whether there is a point when it will peak is an interesting question. Some say it has already peaked and yet when I presented on Twitter this morning at a business event. I asked the delegates how many of you have won a piece of business of the back of a tweet. Almost half of those that used Twitter said they had, so I think the peak is some way off yet.

4) What was your vision behind creating Tweasier?

I created Tweasier because I wanted to offer Twitter fans something really powerful which was packed with the best features. The truth is there are a lot of twitter tools out there but you really have to look for the good ones. Over the years I have used pretty much every Twitter tool and I felt I had a good feel for what was the best and so I added the best features to my application and in doing so I am offering all of the finest features in one pretty package. It has been a challenge to create such a big Twitter application that is presented beautifully but we are hoping to launch the product in beta within the next two weeks. So if you want to have a play with it feel free to add your email address to our homepage.

5) What would you suggest to some young PRs who may not be convinced by the return on investment of Twitter?

If you don’t think Twitter is worth the investment I think you have been using incorrectly and should look at how others use it to either grow their business or get their messages out.

6) Will foursquare be the new Twitter for PRs?

I love Foursquare but it’s more of a partner to Twitter than a rival. I think of social media as a television, this is just another channel on which to share your latest news and views.

7) Can you give a few examples of companies/brands/people who are using Twitter effectively?

There are so many that use Twitter effectively such as Dell, Liverpool FC, Starbucks, Coca Cola, Jet Blue and my client Hallmark Cards (UK).

Thanks to Chris Norton for being interviewed.

You can follow Chris on Twitter on @chris_norton or @tweasier and on LinkedIn.

Dan Howe, 25, from Toronto, Canada is an account executive at Speed Communications in London. Speed works with top clients like Symantec.

1) Can you explain what methods you used to find your job as account exective at Speed?

I’ve been at Speed for a few months now. I found out about the job on Twitter. Approaching potential employers through social media is a great way to demonstrate your digital savvy right off the bat. Also, by connecting with employees, it gives you insight into the work culture before you even step through the door, giving you a headstart on the interview process.

2) How useful have you found LinkedIn when it comes to networking?

I use LinkedIn to follow up and connect with people I have met at events and functions. It is a handy tool to keep contacts organised, but it isn’t a substitute for real-life networking. It is becoming more useful now that they have incorporated Twitter posts into the Network Activity stream. You can network by participating in groups and discussions, but the most I get out of LinkedIn on a typical day is by using it as a directory.

3) Sites like TechCrunch routinely give some tech PRs online dressing downs over their conduct. What are the key things graduates interested in technology should know when pitching to technology publications?

I think TechCrunch is an extreme case. Most tech journalists are quite friendly, especially in the B2B space, and at Speed we’re routinely meeting them for drinks or lunch. Even still, it is important to know about the publication and journalist before pitching. Despite all the negative blogs out there bashing PR, I think most journalists appreciate relevant and timely pitches. Graduates interested in working in technology PR should spend time reading as much as they can. They should get know what makes a good story, and who covers what subjects at each publication and then pitch with care.

4) What tips would you give students and graduates for impressing on work experience?

Students and grads should focus on work experience as being an extension of the classroom. At work experience, they should do as many new things as they can, ask questions and try to learn as much as possible. Not only will it make it a valuable experience for them, but it show potential employers that they are eager to learn, grow and do.

5) All media websites are going iPad crazy these days. Do you think tablet devices like the iPad will benefit PR or is it just hype and more hype?

I don’t necessarily think the iPad is just hype, but I also don’t think it will have any revolutionary benefit specific for PR either. Apps like Dropbox, Huddle or Tweetdeck for iPad could be useful tools, but, apart from how quick it is, the iPad won’t be delivering any benefit you couldn’t have gotten by using a netbook PC and smartphone. The one benefit we might see is if widespread adoption of tablet devices happens and if it changes the way people consume media, then niche publications would be at people’s fingertips, hopefully increasing the readership of those publications and perhaps creating more opportunities for PR.

6) What do you think will be the impact of foursquare on PR?

The rise in popularity of location-based social networking will open up a new world of opportunities for marketers, but I am not sure about any impact on PR. Right now a few brands and individual businesses, like bars and cafes, are making use of Foursquare for promotions. Once Facebook launches location-based features, the audience for these kinds of promotions will increase and there will be an explosion of creative new uses. It will be interesting to see if anyone finds any real uses for PR.

7) Finally, what has been your career highlight so far?

I have been in the UK for almost a year. Leaving my job behind and buying a one-way ticket across the Atlantic was pretty frightening. It took me six weeks after I arrived, but I managed to find myself a job at a PR agency in London, despite how few jobs there were at the time. I recently moved on from that agency, but being hired there and successfully transferring and applying my skills and PR knowledge to a complete different market with different media is my career highlight so far.

Thanks to Dan Howe for being interviewed.

You can follow Dan on Twitter @DanHowe and check out his blog at Speed Communications.

Lee Smith FCIPR co-founded the Gatehouse Group, an internal communications agency based in London. Gatehouse has worked with some of the biggest names in business including HSBC, Lloyds TSB and Harrods. Lee was awarded a fellowship by the Chartered Institute of Public Relations, the industry body for PR in the UK.

1) How did you break into internal communications?

So far I’ve spent half my life (nearly 20 years!) in the communication business, though not all of it focused on employees. I left school after A levels, in the middle of the last recession, and spent my early years working for a number of Midlands-based PR consultancies. I landed my first in-house role after a few years and then spent nearly ten years handling PR and corporate communications for a number of financial services businesses. I ended up being responsible for communication and reputation management for one of the UK’s largest building societies, which then became part of the Halifax/Bank of Scotland empire. This is where I got my taste for internal communications, working through the intricacies of communicating an complex acquisition to a few thousand employees. My next big role was working for the global accountancy firm Ernst & Young. It was focused exclusively on the internal audience. I haven’t looked back since then, having set up our employee communication consultancy Gatehouse back in 2006. These days my focus is almost 100% internal, though I am still very passionate about the integrated nature of communication and reputation management.

2) What are the key trends in your opinion in internal communications in the UK?

The last 12 months have represented something of a period of retrenchment for internal comms. After a decade or so of growth, 2009 saw us take a collective deep breath and scrutinise the efficiency and effectiveness of what we are doing. More often than not this has been forced upon us by business leaders who remain sceptical about the value we can add. An enlightened few have be brave enough to look into the mirror and assess their own functions. Although there has been considerable fall out across the profession, the result is arguably a leaner, fitter profession, and one that’s a little more focused on delivering value to the organisation. That’s been one trend. Beyond that we’ve seen renewed interest in employee engagement thanks, in part, to the Government-backed Engaging for Success study. That has got business leaders talking about the topics close to our hearts again, communication, change, culture, climate, commitment and the like, which has to be good news.

3) What do you think about investor relations, is it fair to say that it is an offshoot of internal communications?

No, though I do believe that stakeholder communication of all kinds should be properly coordinated and, ideally, approach in a joined-up, integrated way. Although internal comms is maturing there is still little consistency in terms of where it sits within organisations, sometimes HR, sometimes marketing, sometimes stand-alone. I guess what matters is not so much where it sits, but that it is focused on delivering value to the business and supporting and enabling its strategy. That’s ultimately why the function exists.

4) Is Twitter important for internal communications professionals, or is the social network just a fad?

Social media is hugely important. It’s more evolution than revolution and in truth it’s only just beginning to trickle through into the workplace, but it is most definitely a trend that is here to stay. I think we’ll see a lot of consolidation over the coming years and the multitude of tools we rely on today, from Twitter and Facebook to LinkedIn become much more integrated.

I’m a big fan of Twitter, but it’s no magic bullet. There are serious risks associated with embracing social media of any sort and it’s important for organisations to have in place a clear policy and strategy before diving in. Get it right, however, and there’s no doubt social media can enhance communication with stakeholders inside and outside the organisation.

From an internal perspective these tools are great ways to spark conversations inside organisations, and that’s the lifeblood of great internal communication. We’ve talked for decades about two way communication, but the reality for many is monologue not dialogue, communicating in one direction from the top team down to the troops. Thankfully the business world is now moving beyond command and control and, in line with that, is beginning to think about employee communication and engagement in a more sophisticated way. Embracing social media is part of that.

5) If a graduate wants to land an internal comms internship, who are the people in an IC team to pitch their CVs to?

The typical targets would be heads of, directors of and, perhaps, the IC managers of smaller organisations and possibly the directors of friendly consultancies! The important thing is to demonstrate a basic understanding of the discipline and why it exists.

6) What is the difference between IC and corporate communications or are they a hybrid?

Personally I view IC as being focused 100% on employees, whereas I see corporate comms as a broader discipline covering a range of stakeholders, investors, community, media, etc. That said, I believe the boundaries between internal and external communications are blurring fast. Social media is providing consumers with direct access to what has previously stayed within the walled garden of the organisation. At the same time it’s beginning to turn employees into powerful corporate spokespeople, as people place greater emphasis on the views and opinions of ‘people like me’.

7) Do you think more companies realise the value of internal communications or is it an uphill struggle to promote IC to clients?

One of our biggest battles as a maturing profession is to demonstrate our value. Far too many senior executives still see internal communications as something ‘soft and fluffy’, the people you go to when you want some nice words and pictures in the company newsletter. We’ve spent a lot of time talking about research and evaluation but we’ve collectively failed to deliver it, we haven’t invested sufficiently and we’ve remain obsessed with outputs rather than concentrating on outcomes. The truth is that IC is measurable and that the business case for it is rock solid, but we let ourselves down by measuring the wrong things in the wrong way. The recent renewed interest in employee engagement is good news for internal communicators as it’s helping get the softer side of organisational life, the people and the culture on the leadership agenda. Good communicators are clear about how they help ‘unlock’ engagement and, in doing so, enhance business performance.

Thanks to Lee Smith for being interviewed.

• Check out Lee’s blog here.
• You can keep up to date with the Gatehouse Group on their website.
• You can follow Lee on Twitter here.

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When Crosby Noricks could not find information on fashion PR in 2006, she created PRCouture.com, an award-winning resource about fashion PR. In this interview, Crosby lets us know how she built her online powerhouse.

1) When you started PR Couture, did you have any idea that it would be so popular and even get you an award as blogger of the year?

Absolutely not. I knew I wanted to create a space online to talk about fashion PR, because when I was writing my Master’s thesis it was really hard to find any research – academic or anecdotal about the profession. I knew that there was nothing like what I wanted to create out there already but certainly at the start I had no real long-term goals or sense of how long I would stick with it. I went through a period of questioning if I was the right person to do this – but I also had this tiny voice saying, “well, why NOT you?” and that was the one I tried to listen to.

2) How important is PR to fashion brands?

Many fashion brands often turn to PR because 1) they don’t have large budgets to sustain advertising campaigns and 2) there is more perceived credibility when say, a dress shows up in the Editor’s picks section of Lucky Magazine, rather than in a full page ad that so many people just skip through to get to the real content of the magazine. Fashion is all about the story and how a particular piece fits in to a larger trend, even certain societal and cultural movements, PR is key to telling that story effectively and over time.

3) How has social media transformed fashion brands in your opinion?

Social media requires fashion brands to be accessible to their customers at an unprecedented level. I think it’s also helped designers and all the people working behind the scenes connect more authentically with customers. Social media marketing, community building, blogger outreach – these are new channels where fashion brands can build a base of influencers, solve customer service questions, and leverage the creativity and brand passion of their fans for new content and greater brand affinity.

4) If you want to work in fashion PR, what are the most important cities to live in within the US to get your career going?

Obviously New York or LA, but I think there are also opportunities in places like Chicago, Philadelphia, Houston, Atlanta, Portland, Seattle.

5) So many aspiring PRs would love to be at Chanel or YSL as a PR, but don’t have the contacts. What tips can you give for networking in fashion?

Leverage social media tools to build your own personal brand and engage with people who work in fashion PR or who work at companies you are interested in. Participate in weekly chats with other pro’s to learn about the issues and contribute your ideas. Starting a blog is a great way to build a writing portfolio and showcase your personal point of view. Attend local fashion networking events, volunteer at fashion events – and if there aren’t any where you are, start your own!

6) What would you say to critics who think that fashion PR is not a serious sector in PR?

Research that I compiled in my thesis demonstrated that fashion PR is every bit as strategic as corporate PR. We develop strategic plans, measure results, provide media training, contribute our thinking across multiple departments etc. Fashion is by nature, visual – so yes, media relations and media placement is a core focus of the outreach – but this isn’t the whole job, and I would argue that cultivating and maintaining relationships with fashion editors who are facing extremely tough times and continually coming up with new and innovative way to pitch and promote is an extremely difficult and tenuous job.

7) What has been the garland or crowning moment of your career thus far?

I suppose being sponsored by Microsoft Windows Phone to attend Mercedes Benz Fashion Week in September, 2009 was a wonderful experience, but being recognized among my peers in my town as Blogger of the Year possibly takes the cake.

To find Crosby online, you can follow her on Twitter with @pr_couture or on LinkedIn. If you are serious about a career in fashion PR, don’t forget to read the content on PR Couture.com.

1) Can you tell vox-popPRcareers about your background?

I grew up in Surrey and studied fashion design at university in Bristol. When I finished uni five years ago, I tried out a few different jobs such as buyers Clerk at Harrods and assisting at London fashion week to try and decide which area I wanted to work in. I didn’t have any aspiration to be in PR initially and really had very little idea of what it was.

2) How did you become the press officer for Kenneth Green Associates?

I started temping at Kenneth Green Associates, in the sales department, whilst I was looking for the next fashion job and luckily I was offered the role of PR Coordinator as maternity cover, which I went on to do full time. I then started to look after the PR management of some of the smaller brands as the team had a massive workload and after two years hard graft at the company I was promoted to Press Officer to work on some fantastic brands such as Paul Smith Parfums and La Prairie skincare. I really love working in beauty and I am a perfume, skincare and cosmetics obsessive now.

3) What has been the highlight of your career so far? If you don’t have one, can you tell us about a moment where you felt really proud of your work as PR?

Personally the overall achievement is to get where I am after only three years in the industry as I don’t have a PR degree and I’m really proof that learning on the job is the most valuable education you can have in PR. Whilst most of my colleagues do have PR degrees I really don’t think that it’s essential if you’re prepared to put in the hard work and you’ve got common sense and a sociable nature. The highlights that stand out on a daily basis are buidling strong relationships and achieving coverage for my brands. It’s always very exciting to have a great piece of editorial, particularly in top target publications such as Vogue or Harpers Bazaar (they’re the real ‘woohoo’ moments!), and think ‘I did that!’.

4) Can you describe a typical day at KGA in your role?

On a Monday we check the weekend papers for coverage and check all other magazines daily. We have a cuttings agency but it’s always good to keep in touch with the style of a magazine and see opportunities where you might be able to place a product or establish a contact. When I’m in the office I will always be on the phone and e-mail to journalists helping with product information to fit a feature they’re working on or responding to picture, price and stockist requests as quickly as possible. When out of the office I meet with journalists for coffee, or a quick ‘desk side’ to show them all of the new products from our whole portfolio of sixteen brands to maximise the time I have with a journalist. Finally I also work on planning launch events for new products which includes finding an appropriate venue, sending save-the-dates and invites, organising experts to speak, catering, travel, flowers and much more! There are also more technical details of the job such as reporting results both internally and to the client companies and drawing up strategies, timelines and budgets. Obviously that’s not all in one day but there might be elements of all those things in a week.

5) Does KGA accept work placement interns and if so, what qualities do you look for in your interns?

Traditionally we haven’t had interns as we have a coordinator for the team that does all of the daily tasks so there’s little for an intern to do and we wouldn’t want to just allocate coffee making and filing as that isn’t a fair learning experience! We have had one work experience placement for just a week and she was enthusiastic, very keen to assist with any task, had great common sense and wasn’t intimidated by the fast paced and sometimes stressful environment.

6) Does your job involve long hours and if so, how do you achieve a good work/life balance?

Sometimes long hours are inevitable when a long report has to be completed or it’s the week before a big launch event or press trip. It is essential to be prepared, even if that just involves learning press release details the night before you meet a journalist. When you are dealing with prestigious product launches and demanding press you can’t leave anything to chance so I would much rather put in longer hours when necessary than feel under prepared. The perks of the job more than make up for the demands. Most of the time I am out of the office by six and achieve a pretty good balance!

7) What kind of things can recent graduates do to become better networkers?

Don’t be afraid to ask! Be persistent! These are things that I didn’t realise could pay off until I was on the receiving end rather than the one doing the asking. Even if someone says no they might remember you for a future opportunity. I’d also say that if you can’t beat them join them so if you can’t get your dream job straight away (and who does?!) find another way in such as starting a blog about trying to get into PR or the area that you’re interested in, for example fashion or beauty. If you’re waiting around hoping for someone to give you a job or internship you might as well use your time on something constructive that can illustrate your skills and how serious you are about your chosen career. New media in particular is something that PR professionals are really paying attention to at last, so just developing skills in that area alone could be invaluable and helps you to network at the same time.

[Image credit: Ellen Swingler]

Thanks to Ellen for being interviewed. You can follow Kenneth Green Associate’s work here.

Having cut her teeth at Clinique and Hill & Knowlton, Nichole Sweetsur is the director of Sweet PR, a boutique firm for beauty brands. Below she answers questions on her career and how what trends graduates should look for in PR.

1) Why did you start Sweet PR after working for big companies like Clinique?
I have always wanted to work for myself and I enjoy the variety of working with different brands and helping them grown and develop. You get much more involved in every aspect of a brand’s business when you are working for smaller companies and that makes the job more interesting and rewarding.
 
2) News media such as the Economist and PR Week are reporting that the PR industry will weather the economic slowdown well as companies need to manage their reputations. What do you think about this and do you think it applies to the consumer side of PR like health and beauty?

I think the issue is less about sector but more about how the smaller brands will survive. Large brands, whatever the sector will always have more of a cash flow cushion and should continue with PR activity to ensure they maximize their position through the recession and beyond. Smaller brands may not have the luxury and inevitably they will have to make cuts â€" and that is where smaller agencies will suffer.
 
3) You have such a rich background in beauty PR. This is a sector that many graduates would love to break into but don’t know how. Is it really about who you know or does experience override contacts in securing jobs?

A good PR marries excellent contacts with the right experience so it’s a case of trying to get both â€" hard when you are starting out. It’s important to evidence your supposed passion â€" so if you claim to be interested in the sector you need to be sure to know a little about hair or skincare for example. Employers will always look at work experience, so trying to get into agencies for a few weeks in the summer break does help and in my mind a PR degree is now essential.
 
4)  What made you want to work in beauty PR when you first entered the industry?
I started in fashion but just had a natural interest in beauty which drew me more into that sector, I found it more interesting due to the technology and ingredients side of our business.
 
5)  Analysts have said that since the recession, women are shopping for cheaper ‘pick me up’ products such as lipstick and eyeliner. Do you think beauty companies will be changing how they approach their PR to consumers in light of the economic situation?

Shoppers are becoming more savvy about their spend, and I believe that trial is becoming a more valuable tool. Websites that offer ‘try before you buy’ like Latestinbeauty will become more important in the PR mix.
 
6) Ambition and talent are two different things but linked in terms of a young person’s career. Looking at music and film, there are many successful people who have got to where they are because of ambition over talent according to some. Do you think it matters more to be ambitious in a career in PR or to have talented PR skills?
 
Ambition is nothing if not backed up by skill, knowledge and attention to detail.
  
7) Many people think social media like Twitter will continue to expand. What do you think are the trends in PR that graduates should look out for in 2010?
 
Social media will continue to gain momentum and bloggers are going to become more important as online noise gets louder but it’s how that is married to ‘traditional’ or ‘off line’ media that will ensure client’s see the sales results that at the end of the day pay the agency bill.

You can follow Nichole and her agency Sweet PR on the following Twitter address: @sweetpr.

To follow Kate & the whole team at Liberty on Twitter, please check out @LibertyLondon and @Liberty_Chloe. You can view Liberty’s online store here.

[Image credits: Kate Brindley]

1)Do you think graduates have it harder this year to land a job in PR?

I do not think it is any harder this year than any other. The PR industry has always
been a highly competitive one and takes a great deal of resilience and determination
to break through.

2. What kind of qualities would you look for in a candidate for work?

Passion, determination and creativity.

3. What key growth areas do you think graduates should look at in PR?

I would say it’s worth getting experience of every possible aspect of PR rather than
just one sector. Looking at the trends today, the future belongs to those who can
work across all disciplines of PR.

4. Why is ethnic marketing & PR important?

I strongly believe that ethnic PR is here to stay and hopefully, when the 2011
census is completed, governments and businesses will have a clearer picture of the
diversity that now exists in Britain and how important it is to know and understand
different cultural nuances.

5. How does it feel to have one of your own employee’s listed in PR Week’s
‘rising stars’ features?

I am very happy and indeed proud of Miss Sarpong’s achievement.

6. What is your future vision for Rich Visions?

To devise new plans, including a blueprint for a new, wider marketing agency;
generating business across the UK, Europe and the US which is focused on equality
and diversity.

7. Do you think the PR industry in the UK could do more to encourage more
applications for ethnic minorities?

Absolutely-by encouraging the engagement of specialist agencies like Rich Visions
which has the expertise to fill the gap between mainstream agencies and diverse
communities since there still seems to be fears and misunderstanding in the
mainstream world about ethnic PR.

For more on Rich Vision’s awardwinning work, check out their website here.