Why is networking important as a PR student?

One of the first thing most PR professionals state when sharing advice for people looking to get into the field is to network, network and then network some more. It was only after attending the annual student/practitioner networking event last week that I realised just how important networking is both as a student and as a PR professional.

It may seem a bit awkward and forced at first, but getting out there and surrounding yourself with people industry is so important, but try and do it in a way that works for you! As cliché as it sounds the PR industry is sometimes all about who you know! It was through work experience that I first began to realise how fundamentally social the industry is. Alongside the fact you're always working as part of a wider team, networking is a core function of the profession, and occurs not only in the work environment, but at industry events, gatherings and nights out!

PR professionals tend to build up relationships with journalists and stakeholders over time, sometimes years, and retain these key relationships throughout their entire career. While we learn this in theory as part of our degrees, actually witnessing these interactions in real life is essential for budding PR professionals, to develop the skills to learn from key people in the industry and form your own relationships with these types of people. With this in mind I thought I'd share my top tips for networking:

The look of concentration!

1. Go to industry events!

Events present the perfect opportunity to start practicing your networking skills, meeting like-minded people and build your network. I was lucky enough that my lecturer hosts an annual networking event on campus with a range of practitioners attending from around the region for my first event (Thanks for hosting Diane!). The CIPR also host regular networking events around the country which are great. Once you sign up to an event, check the speakers on social media and see what they like talking about and what field they're in. This way, you have a topic in mind when you approach.

At these events, you will tend to be out of your comfort zone. But it's important to remember that all those professionals were students before and are only human!

2. Ask questions

These people understand how important it is for students to communicate with successful professionals like themselves, be sure to ask questions about everything you'd like to know! About their role, the industry or any interests. Listening and learning is key as part of the networking process and developing yourself.

3. Stay in touch with your peers

You never know when someone in your class could come in handy! Even in the PR blogging community it's a great way of approaching like-minded talented students. Before I even started blogging and my masters I had conversations with both Orlagh Shanks and Jessica Pardoe about starting my blog and both offered such good advice back in September that I've kept it up ever since! Be sure to look through the #PRStudent hashtag, read their blogs and connect with people - the worst they can do is say no!

4. Get connected 

Thanks to the likes of LinkedIn and Twitter, networking is so much easier now than ever before, students can now connect with practitioners and follow their careers. It's the perfect place to join the conversation and comment on some posts. There are so so many successful people out there who are always willing to talk to students and help out - you just need to approach them!


How have you found networking? Have you got any tips you remember while trying to network? Let me know below!

Beth x

Meet the PRofessionals | Taimar Kate Askew, W North

Welcome to the fourth instalment of my 'Meet the PRofessionals' series! I've been really enjoying interviewing some amazing PR professionals from around the country to share their experiences, opinions on the industry and words of wisdom - especially while I'm getting towards the end of my masters degree, so keep your eyes peeled for new additions as there's still plenty to come. This time round, my PRofessional in the spotlight is the lovely Taimar Askew from W North!

What is 'Meet the PRofessionals'? 

When I started studying PR I often found it difficult to find how other people got into the industry and have always found it interesting when speaking to professionals that everyone takes their own path, it tends to be that no two people got into the industry the same way - especially in this interview Taimar speaks about the beauty of LinkedIn in terms of getting into her role.

That's why I wanted to start this series, that I'll hopefully be posting a new addition to each week. A space where we can be inspired to learn and be successful like these people. I have asked those important questions to gain an insight into the industry of how these PRofessionals got to where they are today, and how as a PR student we can emulate their success.

Also, if you're reading this and in the PR industry please do get in touch! I'd absolutely love to hear from you and I'm sure many other students would benefit from the advice you have to share. But for now, let's get into it...

Meet the PRofessional: Taimar Askew

Taimar is currently an account executive at W North and has been at the agency since August 2017. Since graduating from the University of Sunderland Taimar has really went from strength to strength while at W North, and often gives back to the university with talks and advice for current PR students like myself, which is why I wanted to learn a bit more about her... 

1. How did you get started in PR?

I began studying the undergraduate course at Sunderland University and built up my book of key contacts over the three years from voluntary placements and networking events. Once graduated, I was lucky enough to scoop the Ede & Ravenscroft award for the best dissertation campaigns. It was actually a post on Linkedin that landed my first proper job in PR! I received a message from my current boss asking if I’d like to meet him from a coffee, and, yeah, I guess you could say it all started from there.

2. What is your current job title and what do you love about your job? 

I’m an Account Executive at W North. The thing I love most is the range of national brands that we get to work with on a daily basis. Having that London connection is also great for events and regular meetings with key consumer media.

3. What is the biggest lesson you took away from university?

As much as you hate it, you need that public speaking skill!

4. Why did you choose a career in PR? 

I was never going to go to Uni until I read into the PR course at Sunderland. I originally opted for Journalism but didn’t think my written skills were quite as up to scratch as what they should have been. PR seemed cool! There were so many areas that you could tap into and I really liked the thought of working where no day was the same.

5. What does your daily routine look like?

9am – Read the morning papers and catch up on any emails

10am – Open up Facebook Business Manager for any social clients and respond to queries that we’ve had come through overnight

11am – Usually working through a consumer sell-in to press, pitching a new product launch

1pm – Lunch!

2pm – Usually working on a report

4pm – New business pitch or client call

5pm – Send updates on the consumer sell-in to the client and final follow up with press

6pm – Finish for the day

But as I say, no day is the same!

6. Can you describe your job in three words?

Fast. Varied. Fun.

7. Who has been your biggest role model in your career so far and why?

Don’t think I can answer this yet!

8. What type of person thrives at your organisation?

Someone who is willing to put their hand up no matter the task and give it 101%.

9. What are three must-haves that are crucial for you to get the job done?

1. Time management

2. Client priorities

3. Internal communication

10. What is the most memorable or meaningful moment in your career so far?

Meeting Dec at our W Summer Festival.

11. What do you wish more people understood about the PR industry?

That we do A LOT for journalists! Sometimes even write the article’s for them…

12. What advice would you give to a PR student like myself that is looking for a foot in the door in the PR industry? 

Experience, both in-house and agency, to show that you’ve got sizable knowledge ☺

Thanks you so much for your time Taimar, it's great to see you doing so well and learning more about the impressive agency that is W North! 🌟

Switching Off

Something I think everyone is guilty of is finding the right time to switch their minds and bodies off and taking some time for themselves and loved ones. Lately the stress of uni, work and everything else has been getting a lot so there was no better time to have a long weekend at the Lake District. We stayed at High Borrans lodges and spent the day on Saturday at Lake Windermere, rented a boat and ate a lot of ice cream, and it's safe to say it was absolutely perfect and just what I needed to push on with the rest of this semester.

This weekend has really got me thinking about how taking some time away from everything can help put things into perspective, improve productivity and gives us space to think. Here's why:

Rented a boat on Lake Windermere and survived,
a shock to the system

The stunning view from our lodge

The opportunity to fully switch off

It's not often we get the opportunity to completely switch off and not think about anything. The phone signal wasn't great where our accommodation was located (literally in the middle of the lakes) and although we did have wifi access, I couldn't have been happier about how isolated the area was. After checking my screen-time last week and the longest day being 9 hours, I know I'm disappointed too, I have made a conscious effort to use my phone less and less. 

Switching off is the perfect time to relax, have a change of pace and recharge batteries, it allows us to come back to work with a clearer, happier mind, and face challenges much better. It's so important to encourage taking some time away from the desk as a means of improving productivity and overall job satisfaction.

You'll learn the difference between being busy and being productive

One thing that I've learnt recently is there's a huge difference between a busy person and a productive person. Have you ever noticed that when you ask some people how they are, their immediate answer is "busy"? Our society places such importance on being busy, almost as if not being busy deems you as unsuccessful. However, getting things done and being productive isn't just about being bust, it's about what you're busy doing. If you're unable to identify the tasks that actually matter, then you're just spinning your wheels.

Taking time off means you stop setting yourself meaningless tasks just to come off as busy. In fact, you'd probably rather spend time on your interests and appreciate the world around us. By not engaging in busy work constantly, you may able to fully focus on what really matters to achieve your goals.

It boosts creativity

Having time off is the perfect chance to fully process ideas and think creatively. Being constantly on the go 24/7 sometimes has a hit on your amount of creativity. Although while you're away you're not meant to be thinking of work, it's the perfect time to fully process your ideas. We've all had ideas that never materialised, right? Some time away it the perfect time to have that thinking process.

It gives you time for reflection

One thing we're all guilty of is not fully celebrating our own successes. I know for me it gets to the end of each year and it feels like everything was rushed by so quickly it's strange looking back on your achievements from the year. It's so important to take the time to recognise your achievements and be proud of yourself and your work.

Obviously we can't just go away for a few days a week every time we're feeling a little stressed, but there's so many ways to switch off just at home - how do you like to switch off? Let me know below!

Beth x

HOW TO | Use National Awareness Days the right way

For me, there's nothing worse than an organisation using an awareness day for using an awareness days sake. Whether this be content on the radio (it happens, soooo much), or on social media for a client, it should be used effectively! There's no need to be celebrating World Pen Day for your Mattress Client, but there are days which most brands get on board with - International Women's Day, International Day of Happiness and Bring your Dog to Work Day to name a few.

When planning social media content for yourself, your brand or a client it's important to stay relevant, interesting and informative. No matter what platform you're using it's always important to change up the content, a feed that's purely business focussed can seem too salesy and turn people away. Obviously you want to create leads to your business, but it's also important to show some variety by finding that content balance, you're also going to build brand awareness and likability by doing so.

With all this in mind, here's some ideas on how to use awareness days the right way to get the right coverage and interaction for your business or brand:

Plan, plan and plan some more

If you're planning on using a certain national awareness day, week or month in your content, it's so so important to plan ahead - as once it's happened it's gone. Often if an awareness day is linked with a charity, or another organisation, they'll send out suggested themes, socials and graphics which is good in terms of working in collaboration.

When running an awareness day campaign, planning is especially important if you want to target the print media that often work months in advance. Select the dates early that have the most synergy with your brand, as many may be related to your niche, or of interest to your audience. And don't forget to use social media analytics to help you understand what type of content your audience likes and responds well to, so you can do more of what works.

Get creative!

An awareness day is the perfect way to get creative with your PR, rather than just rolling out an unimaginative tweet using the awareness day hashtag, why not be creative and think how you can make it interesting and relevant to YOUR audience. For example, for take your dog to work day, why not try getting the entire office involved, make an infographic with photos and facts about the dogs or make a cute video to share on your socials!

Only take notice of the relevant days

As mentioned previously, there's no point in 'celebrating' an awareness day if it's completely irrelevant to yourself, a client or your brand. Although, they don't need to be directly linked, many can be used to highlight a key message or be used to have some light-hearted fun in the office - showing what you support as a business and adding some personality to your organisation.

Get yourself an awareness day calendar! (Or make one) 

I made one of these myself at work and I'm VERY proud of it, simply buy a cheap calendar from the pound shop (other stores are available), and take some time at the beginning of each month to note the time-worthy awareness days. Not only will this mean you don't miss any, you can also tailor it to each client or theme and it's helpful for everyone else in the office in terms of tailoring social media, articles and campaigns!



What do you think? Are awareness days a handy PR tool or a waste of time? For me the takeaway key point is that while awareness days are not a media story, they can provide an excellent 'hook' for one when used effectively! The more creative, the better. Let me know what you think below!

Beth x

Meet the PRofessionals | Arianne Smart, KOR Communications

Welcome to the third instalment of my 'Meet the PRofessionals' series! I've been really enjoying interviewing some amazing PR professionals from around the country to share their experience, opinions on the industry and words of wisdom - so keep your eyes peeled each week for new additions. This third time round, my PRofessional in the spotlight is Arianne Smart!

What is 'Meet the PRofessionals'? 

That's why I wanted to start this series, that I'll hopefully be posting a new addition to each week. A space where we can be inspired to learn and be successful like these people. I have asked those important questions to gain an insight into the industry of how these PRofessionals got to where they are today, and how as a PR student we can emulate their success.

Also, if you're reading this and in the PR industry please do get in touch! I'd absolutely love to hear from you and I'm sure many other students would benefit from the advice you have to share. But for now, let's get into it...

When I started studying PR I often found it difficult to find how other people got into the industry and have always found it interesting when speaking to professionals that everyone takes their own path, it tends to be that no two people got into the industry the same way.

Meet the PRofessional: Arianne Smart

Arianne is a digital PR specialist & account manager at KOR Communications and an award-winning blogger, having been awarded the title of Britain's best PR student blogger in 2016, she's now over on arianneonline.com and is one of my favourite blogs to keep up to date with social media and PR trends, I especially learnt a lot about Twitter from her recent posts! Since graduating from the University of Sunderland three years ago Arianne has went from strength to strength, which is why I wanted to learn a bit more about her...

1. How did you get started in PR? 

I studied PR with French at the University of Sunderland and fell in love with PR. After getting as much work experience as I could while at university, I was lucky enough to secure an account executive role at a PR and marketing agency in the North East after graduating, before moving back to my home county of Devon to the role I'm in now.

2. What is your current job title and what do you love about your job?

I'm an Account Manager. It's so cliché but I love that every day is different. From corporate press stories to creative campaigns, from social media management to events, there is just so much variety. I learn something new every day (there you go, another cliché), whether it's something about the industry our clients operate in or how to improve my writing, I feel like I get a little better at the job all the time. I think people would be surprised to hear how challenging PR can be, but the rewards are so worth it. The buzz you get from securing a great piece of coverage or winning a new pitch will never get old (I hope!)

3. Why did you choose a career in PR? 

At school and college, I had no idea what I wanted to do as a career so took a year out before university to work it all out. PR encompasses many of the things I enjoy, so I thought it sounded like the right career for me. Luckily, within the first few months of studying, I knew I was right!

4. What does your daily routine look like? 

I don't live far from the office, so after a quick commute, I start the day by checking my emails and then checking client social media accounts, responding to anything and sharing content for that day. From there, anything can happen - I've often got a press release or two to be working on, a blog post to research and write, perhaps some website copy to put together. We have regular meetings with clients or conference calls for those further away to establish priorities and stay up to speed with what's coming up. I like to check the newspapers over lunch - local or national - and will keep an eye on online news channels throughout the day too.

5. Can you describe your job in three words? 

Creative, strategic, challenging.

6.  Who has been your biggest role model in your career so far and why?  

That's really hard to say as there are so many people doing great things in the industry and I've learnt a lot from different people I have met throughout my (albeit quite short so far!) career. One person I have followed and admired since I started studying is Aliza Licht.  I read her book 'Leave Your Mark' whilst I was at university and, although she works in fashion PR, I found her creativity and drive to succeed really inspiring. Following her on Twitter, I get little doses of that every day. I also read a number of Professor Anne Gregory's books for university and she is an ambassador for professionalising the industry which I find inspiring. I have learnt a lot from her books.

7. What type of person thrives at your organisation? 

I don't think PR suits just one particular type of person, there's place in PR for people will all kinds of skills and all kinds of personality types and to be a good agency or comms team there needs to be a balance. 

8. What are three must-haves that are crucial for you to get the job done?

Good organisational skills - I know this is said for many jobs, but it is essential to keep yourself organised in an agency. You'll be working for a number of clients with differing deadlines, priorities and workloads, so knowing how to keep on top of that, manage your time effectively and make sure nothing slips through the net is vital.

Strong writing skills - might sound obvious but it is something you are going to be doing every day in some shape or form. Strong writing skills that you can adapt for different purposes are a must.

Curiosity - to get a good story and to make the most of opportunities, you need to be curious... and dare I say it a little bit nosey. Interviewing people and getting the story out of them can be a challenge, but being unafraid to ask questions (but of course, asking them in the right way) is so important. You need to want to know about everything and anything going on with your client, their industry and their peers.

9. What is the most memorable or meaningful moment in your career so far? 

I was awarded the CIPR Douglas Smith student award, alongside my fellow students Hannah and Lauren, in 2015 which was a pretty special moment. A lot of time, effort, research and creativity went into the campaign we submitted, so to know we were doing excellent work was really exciting. Landing my first ever piece of client coverage in print was very exciting too!  I graduated just under three years ago now, so I'm hoping there are plenty more memorable moments to come.

10. What do you wish more people understood about the PR industry? 

It's not all creative campaigns and champagne parties like Absolutely Fabulous and other such shows would lead you to believe. And we're not all spin doctors trying to hide the truth and mislead people.

11. And finally, what advice would you give to a PR student like myself that is looking for a foot in the door in the PR industry?

Get as much experience as you can - blogging, work experience, guest posts, internships - whatever you can do, do. Every job interview I've been to I've been asked for examples of my work, so generate these at any opportunity and keep track of them.

I'd also encourage students to engage with people who they aspire to be like. Follow PR people on Twitter to see what they do day to day, ask them about their role, ask them for advice. Or find out what events are going on locally that you could go along to. I've found it to be a very welcoming industry, fellow PR people have been more than happy to share advice, offer feedback or just chat about the job. But if you don't ask, you don't get!

Thanks Arianne! It's always great to see a Sunderland alumni doing so well!

Meet the PRofessionals | Fran Ratliff, O PR

Hello and welcome to the second instalment of my 'Meet the PRofessionals' series! I'm interviewing some amazing PR professionals from around the country to share their experience, opinions on the industry and words of wisdom - so keep your eyes peeled each week for new additions. The second time round, my PRofessional in the spotlight is girl boss Fran Ratliff!

What is 'Meet the PRofessionals'? 

When I started studying PR I often found it difficult to find how other people got into the industry and have always found it interesting when speaking to professionals that everyone takes their own path, it tends to be that no two people got into the industry the same way.

That's why I wanted to start this series, that I'll hopefully be posting a new addition to each week. A space where we can be inspired to learn and be successful like these people. I have asked those important questions to gain an insight into the industry of how these PRofessionals got to where they are today, and how as a PR student we can emulate their success.

Also, if you're reading this and in the PR industry please do get in touch! I'd absolutely love to hear from you and I'm sure many other students would benefit from the advice you have to share. But for now, let's get into it...

Meet the PRofessional: Fran Ratliff

OPR are a PR agency based in Newcastle that have won over 50 industry awards in the last 10 years, making them one of the most awarded agencies outside of London! (They also have the cutest office dog ever - Beau, the Black Labrador). Fran oversees the account management team at O to ensure they deliver strategic integrated campaigns for all clients, providing an excellent quality of service and ensuring that everything happens on time.

It has been great to learn how Fran got into the industry and she has shared some invaluable advice on how to get into PR. As an established public relations practitioner with plenty of experience you can tell that Fran really knows her stuff, so let's find out a little more about her...

1. How did you get started in PR? 

I studied Geography at University, but had always liked the idea of travel writing. After graduating I travelled abroad for a couple of years and did some freelance writing, but didn’t really know much about ‘PR’ or how to get into it at the time. Back in the UK I saw a job advert for a PR assistant role in an organisation I really admired, got talking to the right people (there was an extreme element of luck and being in the right place at the right time as I had no experience!) and the rest is history.

2. What is your current job title and what do you love about your job?

I’m Head of Client Services at O and have been in the role almost three years. I love that I get to do a bit of everything – look after our clients and our people whilst having a say in the decisions which are helping drive O forwards and shaping its future with the senior management team. It’s a great mix.  

3. Why did you choose a career in PR? 

It bridges content creation with people – two of my favourite things.

4. What does your daily routine look like? 

No day is ever the same but they always start with an early nursery drop off to send my two-year-old on his way, following which I usually head either straight into the office or visit one of our clients. We introduced Agile in early 2018 so the morning can be peppered with team Kanbans to see where client accounts are at, during which I’ll provide any direction or senior level support advice the guys might need to move things forwards. I line manage a number of people in the team so I’ll often have several one-to-ones with staff during the week as well as lead on any personal development sessions they might need as part of our in-house training school, the Ocademy

5. Can you describe your job in three words? 

Fast-paced, unpredictable, rewarding

6.  Who has been your biggest role model in your career so far and why?  

Without a doubt our MD and my mentor, Kari Owers – I was in the lucky position of working closely with her when I first joined O so I have definitely learnt from the best!

 7. What type of person thrives at your organisation? 

Someone who is curious and asks questions. It is a cliché but being a team player is a non-negotiable, we are all so busy there’s no room for ego here and we always have each other’s backs. Also, someone who is well networked.

Perhaps most importantly, showing you aren’t afraid to work really hard from the outset will put you in excellent stead.

8. What are three must-haves that are crucial for you to get the job done?

The ability to focus, multitask and excellent interpersonal skills.

9. What is the most memorable or meaningful moment in your career so far? 

Probably being offered the role of Head of Client Services at O – the role was created around me and my skill set, which has to be one of the biggest compliments I’ve ever received.

I also have to add the more recent moment which led me to meet Trinny Woodall. We were supporting Fenwick Newcastle with the launch of her make-up brand and she was incredible – all I had hoped for and more!

10. What do you wish more people understood about the PR industry? 

That it is absolutely vital for a business – whatever the size. The comms advisor should always have a seat at the board room table and ideally next to the key strategy makers. When implemented well, PR can achieve incredible results which impact bottom line. We are lucky to have a client base which values our contribution and they involve us in top level business discussions, ensuring we can get under the skin of their organisation and provide meaningful counsel.

11. And finally, what advice would you give to a PR student like myself that is looking for a foot in the door in the PR industry?

Work experience isn’t enough these days – do try and secure placements where you can but also think really carefully about what can set you apart from your peers and use it to your advantage – from how you present your CV through to any unique interests or passions you might have. Also, network, network, network!

Thanks you so much for your time Fran – it's been great to learn more about you and the impressive agency that is OPR!  

5 reasons why brands should start a podcast 🎙️

Podcasting is now one of the biggest audio mediums, from personality and comedy to educational and horror, there really is a podcast out there for everyone and is a platform that over the past year brands have started to get on the back of and be really successful doing so.

Pretty Little Thing's podcast is now one of my current favourites - they've really hit the nail on the head for their target listeners. Guests such as Maya Jama, Sophia & Cinzia (YouTubers) and Megan Barton-Hanson (Love Island) means it's the perfect content for PLT's target audience and it shows in the ratings shooting up the iTunes charts every time a new episode comes out. Another branded podcast that I've enjoyed is #LIPSTORIES (by Sephora), the podcast that tells real "stories from everyday lives" of "influential female founders, creators and thought leaders", all while promoting the Sephora "lipsticks for real life" arm of the campaign and within the first 3 episodes they achieved a 5 star rating on iTunes. So why are these brands using podcasts to reinforce their brands...

1. It adds some personality to your brand and builds a relationship

A 30-second TV or Instagram ad is nice, but if a company has a larger message they want to convey and add some personality, a podcast is the perfect platform to tell a story and convey that over multiple episodes. Even though a podcast is a one-sided medium, it helps in building effective relationships with the listeners. People listen to podcast because they have something in common with the speaker and the brand or topic the speaker is representing, it gives the feeling that the listeners know the person speaking on the podcast after just a few episodes.

A good relationship between a brand and it's audience is key in building trust. This encourages listeners to be associated with the brand. Which, in turn, leads to improved conversation, people are of course more likely to buy something from a friend than a stranger.

2. They're easy and cheap to create!

Creating a podcast doesn't involve a lot of steps at all, the equipment needed for them are reasonably priced and easily available. A podcast can quite literally be created and edited down on voice memos  (or an alternative) on your phone, no audio experience is necessarily required to create a podcast. Once the podcast is created, getting people to listen to it is just as easy - there's free options such as PodBean and SoundCloud or for a small fee you can make your podcast available on all the major listening apps such as iTunes and Spotify.

3. Why not video record it as well?

It's not that much more effort to set up a camera or even an iPhone camera and post your podcast to YouTube, it's all about maximising your audience and listenership and getting your brand out there.

4. Reach out to new, loyal audiences

Using podcasts can easily help you reach out to new audiences for any brand. No matter how big or small the brand may be, a podcast can help in building familiarity with a wide range of audiences. Once someone listens and likes a podcast, they send to subscribe to the series and regularly listen. As long as the series continues, the audience is likely to keep listening.

5. Podcasts are highly engaging

In this day and age we are no strangers to an information overload, with the internet being filled with an enormous amount of written content, an audio platform that attempts to engage with customers can be the perfect break from the norm - I always find with a podcast you can listen to it while doing something else and still enjoy them. This leaves enough room for the speaker to get the message across in a highly interactive, personal way which written content may not be able to provide.

In a recent survey conducted on 300,000 podcast listeners, it was found that 63% of respondents had bought what product the host had promoted. Suggesting that a podcast can be used successfully to engage the audience and influence their buying decisions positively!



Have you got any favourite podcasts? I'm always looking for new ones so let me know below!

Beth x

Meet the PRofessionals | Deb Sharratt, Deb Sharratt Communications

Welcome to the first instalment of my 'Meet the PRofessionals' series on this blog, see what I did there? I'm interviewing some amazing PR professionals from around the country to share their experience, opinions on the industry and words of wisdom - so keep your eyes peeled each week for new additions. The first time round, my PRofessional in the spotlight is Deb Sharratt.

What is 'Meet the PRofessionals'? 

When I started studying PR I often found it difficult to find how other people got into the industry and have always found it interesting when speaking to professionals that everyone takes their own path, it tends to be that no two people got into the industry the same way.

That's why I wanted to start this series, that I'll hopefully be posting a new addition to each week. A space where we can be inspired to learn and be successful like these people. I have asked those important questions to gain an insight into the industry of how these PRofessionals got to where they are today, and how as a PR student we can emulate their success.

Also, if you're reading this and in the PR industry please do get in touch! I'd absolutely love to hear from you and I'm sure many other students would benefit from the advice you have to share. But for now, let's get into it...

Meet the PRofessional: Deb Sharratt  

Deb Sharratt is founder and owner of Deb Sharratt Communications, an award-winning PR practitioner who also has her own blog and media space, My Boys Club, which is an integral part of the business. Deb is also a CIPR Council Member, PR lecturer and Vice-Chair of CIPR North East, and the 2018 winner of the 'Outstanding Independent Practitioner' category at the CIPR North East PRide Awards. With her extensive CV and years of PR knowledge I can't think of anyone better to launch this 'Meet the PRofessionals' series.

1. How did you get started in PR? 

I studied Media, Culture & Society as an undergraduate, however I then trained as a probation officer before a change in career and my first PR job was as Fundraising & PR Officer for Children North East. However as a student I'd been an elected student union officer on a platform of communicating and campaigning at the University of Birmingham, and spent lots of my spare time at University on the entertainments committee booking and promoting events, so I guess it was my destiny! I then took a professional PR qualification whilst working at Children North East.

2. What is your current job title and what do you love about your job?

I'm an independent PR Practitioner and have four different work strands. I work alone, but also with colleagues as an associate for other agencies. I teach at Newcastle University and Sunderland University and also professional CIPR qualifications for nesma; and I write a family lifestyle, travel and food blog.

What I have always loved about PR is the flexibility and unpredictability of everyday. And that through PR you can support an organisation, business or individual to achieve their objectives and contribute to their purpose, and really make a difference. I also love the many different people I get to meet, life is about relationships and PR is definitely a job where you get to develop relationships with people from diverse backgrounds.

3. Why did you choose a career in PR? 

Thirty years ago I don't think I really 'chose' a PR career. It wasn't mentioned as a career at school, it wasn't an academic subject that could be studied easily, there wasn't much written about PR as an industry outside of London, and when it was the focus was very much on media relations. I chose the role at Children North East because I liked what the charity stood for, its values and thought I could help them to achieve what they were trying to do. This approach has influenced my career ever since.

4. What does your daily routine look like? 

No two days are the same I know that. If I don't have any urgent work or an appointment or meeting before 10.30am I try and swim after taking my kids to school, but I will have already checked the news, emails and social media before and after breakfast.The rest of the day is a combination of planning, research, meetings, phone calls, admin and evaluation unless I am teaching. I take a break, if possible, when my children finish school and then I'm happy to work into the early evening or attend evening events. I set my own hours and this works for me, but you do have to be very organised and disciplined to work independently.

5. Can you describe your job in three words? 

Communication. Challenging. Creative.

6.  Who has been your biggest role model in your career so far and why? 

I think you always learn a lot from your first employer. At Children North East my boss was the CEO and was very inspirational in relation to what she had achieved but she always put people first, listened to and guided people no matter who they were.

7. What type of person thrives at your organisation? 

Me! But someone who is willing to learn, share, grow and is organised and disciplined but also willing to help others to be the same. More interested in the collective success than individual egos.

8. What are three must-haves that are crucial for you to get the job done?

A professional approach, knowledge, skills and expertise and a willingness to really listen.

9. What is the most memorable or meaningful moment in your career so far? 

Winning Independent PR Practitioner in the CIPR PRide Awards in the North East for the second time in 2018 was a very special moment. Working independently can be difficult and challenging but recognition from your industry and peers is a very welcome confidence boost. But equally so is also the moment when you step outside your comfort zone and challenge yourself. Personal development however achieved is meaningful and memorable.

10. What do you wish more people understood about the PR industry? 

That PR really can make a difference. That it is not just about writing a press release or a tweet. That it is integral to the business or organisation and has a worth and value to society as a whole.

11. And finally, what advice would you give to a PR student like myself that is looking for a foot in the door in the PR industry?

Lots!

1. Have conversations and ask questions both in person and in the virtual world.
2. Take advantage of technology and learn how to use it for good not evil.
3. Expand your networks and reach outside of your own bubble, to further your understanding and knowledge.
4. Always have a willingness to learn. Read books, watch and listen to video, podcasts to help you form your own opinions about things - don't rely on what someone else says.
5. Challenge yourself and step outside of your comfort zone. 
6. Offer your opinion when appropriate but also learn how to listen.
7. Join the CIPR - and not just join but participate - you really do get back out what you put in.
8. Know your own values and try to live up to them. 
9. Learn from mistakes but don't punish yourself.
10. And finally above all else be kind.

Thanks for your time Deb – you're one of the reasons this blog was born and you’ve shared some great advice to go forward with!