5 ways to get your dream intern graduate job in the era of AI

Time to read: 2 minutes

Asah Adolphe joined us for the month of July 2020 as an intern, and many of the team were involved in giving her some experience of different aspects of our work. Peter Springett, our senior editor, volunteered to guide Asah through writing and editing a blog. Below you can read the result. Maybe it will help you land the perfect intern graduate job…

Could a machine really determine whether you get the job or not? Most likely yes, but here are some tips on how to improve your chances.

Applying for your dream job is a daunting process. What makes it even more nerve-wracking is the influence that technology has on the interviewing process.

A lot of importance has been placed on artificial intelligence in particular, as many companies use it to identify the best candidates for the job.

Being interviewed by an algorithm may be the new norm. However traditional face-to-face interviews are still prominent. Whatever interview process you may be facing, just follow these simple steps. You got this!

1. Search for a job listing

First, you need to devote your time to the job-hunting process by using a variety of resources. Be proactive by handing out your CV, e-mailing companies, looking through job advertisements by using apps such as LinkedIn. Treat your job search as a full-time responsibility. Maximise your options!

When looking for job vacancies you should consider all your skills and experiences. Your achievements will determine what jobs you will apply for.

2. Modify your CV

Now that you have seen job posts that have interested you it is time to revamp your CV, if you have not started one yet then writing one is a must. Remember that this is an important document as the focal point is to sell yourself. Master the art of selling yourself by demonstrating your achievements and explaining what lessons you have learned – it would also be helpful to include what you can offer a company if they choose to hire you.

3. Practice typical interview questions

Next, browse the internet for typical interview questions to make sure you are prepared so you have concise yet detailed answers that show you are a suitable candidate. As a suggestion (to maximise confidence), you could ask a friend or family member to test you on some interview questions so they can give you some advice or feedback on your interview technique. However, if they are unavailable, practicing in front of a mirror will do.

Practice – as the saying goes – makes perfect!

4. Presentable/smart clothing

Whether you are being interviewed in person or your interview is going to be conducted by AI, appropriate clothing is essential as your aim should be to make a good first impression. Remember, first impressions count!

There is no need to break the bank and go above and beyond to buy expensive clothes, after all the most important thing is sophistication and professionalism. Even with AI interviews you could still be penalised if you are wearing inappropriate clothing, as a human will look at your interview at some point.

5. Be aware of who you are and what your story is

Have realistic expectations! Be mindful of your skills and experiences as this determines how far this will get you, although be open to new opportunities to expand your horizons. Do not be deterred by lack of experiences. Nevertheless, if your fortunate enough to get your dream job be conscious that any job has its highs and lows, there will be parts of it that you will enjoy and parts of it that you may dislike.

And finally, be mindful that employers are looking for employees who are enthusiastic so keep that passion and drive!

Flexible working: Profiling Sam Howard

Time to read: 4 minutes

Asah Adolphe joined us for the month of July 2020 as an intern. Many of the team were involved in giving her some experience of different aspects of our work. Sandra Vogel, head of tech content and flexible working journalist, volunteered to guide Asah through conducting and writing up an interview.

The process involves several skills, including:

1. Researching your subject
2. Working out interview questions that will get you the answers you need
3. Crafting an article out of what you learn

Below, you can read the result of Asah’s interview with our founder Sam Howard.

It was never about PR at the start

It has been eight years since Sam Howard started The Comms Crowd, and it has never been more successful than today. She discloses everything in this interview, from her favourite procrastination habits to her greatest career achievements. She even admits that her initial career plan was never to work in PR.

Earlier in Sam’s professional journey, she did not consider PR as her future career path. Indeed, she resented the suggestion when her boss provided it. We now know that the software CEO had the right idea. His encouragement led her to where she is today – the head of a thriving comms agency.

A new breed of communications agency

As the creator of a ‘new breed of communications agency’, Sam’s main responsibilities were ensuring the company was healthy and financially balanced with happy clients. As she emphasises, ‘good enough is never good enough.’

Her determined mindset filtered through every response she made to my questions and accentuated why the company and her professional career have been such a triumph.

The key to developing an efficient team

When asked about the key to developing an efficient team, Sam explained that each member must be articulate, maintain a technical understanding, and exhibit an interest in their role. All three contribute to smooth business sailing. After all, an enthusiastic team builds the foundation for a successful, prosperous organisation.

In any professional field, every individual is guaranteed to face hurdles and experience failure. Sam acknowledged that to fail ‘is how you learn to become better at what you do’. I could not agree more. When I queried the award-winning writer on the topic of failure, she confessed that she had failed numerous times, which is understandable when you have twenty-plus years of experience in B2B tech PR.

She recalled one unpleasant experience when she was relatively new to the industry and was approached with a role in the city that she was unprepared for. Honoured to be chosen for the job, she ignored the required skill level and was devastatingly inadequate. However, she added that headhunting is common in the industry, so it is tempting to take a role you are not yet qualified to fulfil.

Sam’s greatest achievement

As much as it hurts, failure can open the door to success. Sam’s professional experiences reinforce this, as she has accomplished much during her time in the industry. Her greatest achievement, she claimed, was her having the incentive to start the Comms Crowd. In 2012, traditional work environments made it mandatory for employees to work in offices for long hours. Even getting a 4-day week or working one day a week from home was frowned upon.

Sam decided to go against this model entirely and set up a fully virtual agency with no office and none of the overheads (so no extortionate agency rates). Sam has been able to manage a dynamic, efficient, and professional team that operates from various locations across the country.

The determination and passion that built a tech comms agency stemmed from Sam’s desire to collaborate and work with people she respected. She recognised early on that it was unfair for the PR industry to have impractical expectations of its mainly female workforce. She aimed to embrace these expectations and create a flexible, supportive environment. Sam is adamant that “your personal life, family, and pets are as important as work. Anyone who thinks differently is kidding themselves.’ Clearly, staying true to these values is what inspires her drive.

Challenges are plentiful

Sam was not reluctant to shed light on the challenges she has encountered in her career. She revealed that when working in PR, “It is vital to learn how to adapt. Every client is unique, and getting it spot-on with a client can be tricky.” However, this doesn’t deter Sam and her team from reaching their goals and ultimately impressing their clients. In her view, the most rewarding element in her role is witnessing her team blossom and how they manage to impact their clients positively.

The Chief Storytelling Officer went on to describe her typical day. I must admit it is very productive, considering she works from home, but it is a routine she has evolved over the years of running The Crowd.

She gets to pick her working hours, which begin at 1 pm and end at 7:30 pm. Sam clarified that she is in “deep concentration” during those hours. However, she starts her day at 8:30 am when most people are commuting to work. This allows her to get an early start on her domestic tasks before taking her dogs for a walk. After that, she normally gets in some exercise, such as Pilates, swimming or cycling.

A perfect yet quirky coping mechanism

Maintaining a successful work-life can be stressful, especially you’re a company executive. Nonetheless, Sam has the perfect albeit quirky coping mechanism which she describes as “very calming”.

*Drum roll*…

creating spreadsheets!

Yes! It is multicoloured spreadsheets that relax her after a demanding day at work. I guess everyone needs a stress reliever.

Before conducting this interview, I realised that Sam is ardent and committed to encouraging the next generation of talent. I asked her for any advice she could offer a young person considering a career in PR or the media industry. She responded that individuals who wished to pursue a career in Media and PR must have a ‘strong work ethic’ along with determination and an understanding that the industry is fast paced. She also stated that the person must consider their skills and mindset, as the industry “is competitive and changes like the landscape”.

In this interview, Sam shared the concise mental abilities needed to be successful in the Media and PR world. She has shown us what it takes to be a part of the industry and the positive, resilient, and tenacious attitude one must possess.

A PR degree – is it REALLY worth it?

Time to read: 2 minutes

As our junior’s three year PR degree draws to an end and the student loan looms large, she asks: Was it really worth it? 

Ultimately only time will tell (although I would
like to think YES) as I am yet to graduate and secure a job in the industry.
However, I can still look back on my time studying PR at UAL and pick out the positves and negatives.

Studying in London helps

Firstly, I do think studying in London brings such an advantage to any student, particularly a PR student. After all, your university is at the doorstep of some of the biggest PR agencies in the UK. Additionally, my university has fantastic connections with various PR professionals from different backgrounds.

Consequently, every week we received a guest lecture from somebody different. Each would provide insight into their experience in the PR industry and
advice to those wanting to take a similar path. This has been one
of the highlights of my PR degree experience. The talks have opened my eyes to the different paths, sectors, and opportunities that working in the industry has to offer.

The opportunity the university provides to be exposed to different PR professionals allows you to be proactive and make connections. If it hadn’t been for Sam being one of my guest lecturers in my second year, I wouldn’t have landed an internship at the tech PR agency Hotwire in the summer of 2017. This led to my landing my junior role for The Comms Crowd.

Is a PR degree worth it?

Honestly, I’d struggle to say yes. This is simply because I feel as though the duration of three years is far too long for the work that you do. Obviously, this differs depending on where you study. However, my course has been primarily theory-based. It has been interesting to unveil the theories and history behind PR. Although I feel it could be argued whether having this knowledge to succeed in the PR industry is necessary.

So, despite obtaining a lot from studying a PR degree, I feel three years is too long. I also believe it is not essential if you want to go into the industry. In my experience, PR internships are not too hard to come across, once you
have gained the necessary experience. If you are hard
working, passionate and approachable, securing a role in PR without a PR degree is possible.

The biggest mistake junior PRs can make

Time to read: 1 minute

I was recently interviewed for MK’s award winning PR blog. I taught Marcel at Westminster Uni where Ihe graduated with a distinction and he was also our junior for a year. In his #4PRQs series he asks a range of industry types the same four questions. The one I found most interesting was: 

What is the biggest mistake junior PR people you employ make, and how can it be fixed?

What makes a standout PR candidate?

Time to read: 1 minute

Sam Howard survives another year of crash-course interviews and passes on her observations for what makes a standout PR candidate.

In addition to tending the Comms Crowd, I have an enjoyable side hustle working as an associate lecturer, leading the Professional Employability module for Westminster Uni.

Recently, we conducted externally invigilated panel interviews with every student for a hypothetical intern or junior role, depending on their experience in PR, advertising, marketing events, etc. There were two panels, each interviewing 30 students daily. So you get a very succinct view of qualities that work in an interview

Here are the ones that worked best for me:

IMMERSED

Those who could demonstrate a calling for the industry enjoyed discussing campaigns and liked watching how stories played out in the media. These candidates demonstrated a proactive choice of careers, almost a vocation. We loved talking to these guys; they were one of us already.

ENGAGED

Those who engaged with us were open and seemed to enjoy the process. This stands you in good stead when so many candidates seem reluctant to even be in the room. Moreover, the interviewer feels more like a dentist trying desperately to extract information than a would-be employer.

TUNED IN

Finally, those who demonstrated a (quiet) resolve, an innate understanding that they had this one moment to convince us that they had the attitude, the attributes, the experience and skills to fit in a team easily and capably.

Those who were successful substantiated passion with knowledge, balanced confidence with credibility, openness with professionalism, and demonstrated a positive rationale. They did not get distracted by their nerves, let the occasion overwhelm them, nor lose their way in an effort to become our NBFs. Instead, they resolved to take the opportunity to show us the best of themselves with every answer. In short, they had FOCUS.

But if these are not key qualities for you, the great comfort is that most PR firms don’t rely on interviews alone. Applicants are allowed to match the talk with the walk, demonstrating their skills and abilities in various tests from proofreading, pitching, aptitude tests, copywriting, etc – and then it becomes a very level playing field.

Hurrah!

Tips for PR Internship Interviews

Time to read: 2 minutes

Sam Howard interviewed 40 undergrads in a day. Here are her top tips to stand out from the rest of the PR internship crowd.

Pick me! oh, please pick me!

This is what gets me: it’s not until you interview 40 potential interns back to back that you realise how important it is to make a mark and stand out for the right reasons.

Below are my top ten tips for delivering a compelling interview:

1) Dress up, not down

You’re a student; I know what students look like. Show me what you look like as a young professional, and help me imagine you in my world.

Lads, put on a suit. Girls, tie back the hair and easy on the make-up. Everybody make sure the shoes complement the look and are clean. Oh, and take your coat off!

2) Bring in a portfolio

And refer to it. Clips, references, college work, certificates etc.

3) Don’t be worried about nerves

We expect you to be nervous and can see through it. Just focus on coherent answers that stack up.

4) Be able to answer the question, ‘What do we get if we hire you?’

In three words that are true to the core of you. Even if you’re not asked, have a handle on your personal brand, what it is, and what you stand for.

5) If you are studying PR be able to talk about the industry

Including our issues, successes, where we are heading, your PR superhero, etc.

6) Don’t offer up a single adjective unless you have a story that backs it up

Don’t feel obliged to provide us with skills or qualities you are unlikely to have at this early stage of your career. You’re interviewing for a PR internship. If we’re looking for a new CEO, we would have advertised one.

7) Be comfortable with your more humble achievements

The most convincing candidates were those who talked about everyday PR duties. How tricky it was to get coverage when there was no news, create 10 tweets a day for a fish and chip shop, and get journalists to talk to you. At least that way, we know you know what you are letting yourself in for.

8) Don’t be too eager to please

‘I don’t care where I work, who I work for, what I do’ isn’t actually that compelling. Moderate your desire to learn with a view of where you’d like to end up.

9) The ability to demonstrate you can learn from mistakes is a key character strength

Be reflective. Think about things that have not gone well that were down to you, not someone else. Why was that, and what did you learn from it?

10) Have a story lined up that lets us see the passion in you, the one that lights you up!

It doesn’t have to be work-related; it should be something where we can see your natural energy and pride. Good luck, and enjoy the experience!

On PR intern work experience and where to get it

Time to read: 2 minutes

When it comes to securing intern work experience in communications, Sam Howard suggests mixing it up a little can be as valid as going all out for a pure-malt career.

the bloody mary was mine…

Employees are now trusted more than CEOs. The end user is increasingly seen as the key influencer. Media channels publish content on every type of platform.

As such, being good at just PR isn’t necessarily going to get you very far. When you look at the people behind the current brand success stories, there is increasingly more evidence to substantiate my long-held belief that being a Jack of many trades is the surest way to become a Master of your own career.

Ten tips for securing a PR internship

Time to read: 4 minutes

Sam Howard on one of her pet subjects: Internships are a contentious issue. Pay them? We are getting better at this but if the intern’s work isn’t billable, then where does the funding come from? Don’t pay them and risk being branded as a slave trader? Auction them? Surely not, but they do go for £3k a pop at a Tory Fundraiser. That can’t be right can it, jobs for the boys and all that? 

furry hats – hardly ever a good idea

Over the years, I’ve hired my fair share of interns. I like to do it. It feels good to give someone a break. They seem to enjoy it, and watching my protégés go on to bigger and better things gives me so much pleasure. Now, I work with the Taylor Bennett Foundation, coaching its interns and USC Annenberg, where I head up the post-grad London internship programme.

This batch of placements began about a month ago, and I’m happy to report that – without exception – the students are delighted with their learning experience. They’re also thriving under the guardianship and care of their sponsoring companies.

In this post, I’m steering clear of the politics and just passing on my advice for getting on that first rung of the PR ladder; I hope it’s helpful.

1) CV building

There seems to be a strong culture for CV building in the US, which I’m not sure we’ve entirely caught up with here. Most of my US group’s CVs already boasted not one but several unpaid relevant internships as well as 100s of hours of community service. This demonstrated a basic understanding of what PR is in practice and a strong work ethic. Doing something looks much better than doing nothing. Doing something for somebody else for free is even better.

2) CV cleaning

This applies to any CV, not just when you are starting out. Avoid the marketing schpeak. There is no need to ‘big up’ achievements. Explain what your actual role was, rather than align your glory to the company as a whole. We don’t expect juniors to have created global brands, but it’s a real bonus if we know you know how to put a tracker report together. Be bold, brave and honest in your CV. Us PRs do not believe the hype.

3) CV polishing

We want our interns to be able to read, write, spell, have great attention to detail and a good eye for presentation. Use your two-page CV to show you are a master of all those trades. Make it work hard for you, put in hyperlinks to your work, your references, your social media profiles.

4) Sort out your social media presence

To me, this is more important than the CV. The CV you crafted in isolation, the social media profile is a living breathing organism. Get yourself on LinkedIn, build your connections, join groups, and get some recommendations up there. As for Twitter, follow your favourite bloggers, journalists, brands and companies you want to work for. Use Twitter to pass on latest trends and tips from the professionals retweet and reply. Same goes for Facebook, but make sure your privacy settings are where you want them.

5) Sector-specific

Most of my US group not only knew that they wanted to make a career out of PR but also what sector they wanted and already had some industry grounding to underscore that. On the whole this seemed to work very well. If you are starting out, look to build your experience in pieces, want to work in fashion PR? Get a Saturday job in a high street store, organize a charity cat walk show in your college, represent a local independent store for free, don’t be despondent that you can’t get an internship at Gucci from day one, lead up to it. Therefore the flip side is if you have little or no relevant experience just yet, then you should keep your remit wide open, see each opportunity as one to learn.

6) Agency v in-house

Most of my group wanted to work agency side as they believed the faster pace would give them a more intense exposure. Again I would agree with this, although I would say the mid size and smaller agencies are often much more receptive to giving an intern a good home. Going in house seems to take longer to clear, and also you need to be sure that there is enough actual PR work for you to do, so be clear on the job description if it’s a start up or a few man crew. Be objective, a great brand name might have global recognition, but a smaller agency might give you more responsibility. Do your research, find your specialists, PRWeek can be a good place to start.

7) Timescales

Even with high calibre students and a decent address book it took some time to secure good opportunities. About half the opportunities were secured through some, albeit tenuous, link with the company. I found one internship through a friend’s wife’s bridesmaid’s then boyfriend, who didn’t even work there anymore! But actually it isn’t a case of jobs for the boys here, use social media as your slave to form connections. LinkedIn became my new best friend. While Twitter and Facebook both elicited responses in minutes when email and phone did not. Be prepared to approach at least 10 maybe 20 agencies depending on sector (and certainly not the ten biggest) before you can get to interview stage. I would also look to secure your internship a good six to eight weeks before you actually want to start. An ideal internship should be between one to three months. Anything less and I’m not sure you can learn that much, anything more should at least be paid.

8) Who to send the CV to?

Whoever it is you ’know’ is the best answer, they at least will tell you who it should really go to or better still forward it for you, make sure your accompanying mail is intelligent relevant and polite. Don’t be afraid to phone up to find out who to send it to and if it’s a smaller agency do be prepared to really pitch yourself on the phone, you never know who is on the other end.

9) Payment

I’m not getting into this one but it seems the norm is to reimburse travel and lunch expenses. Some agencies do pay a minimum wage but they seem to be in a minority.

10) Interviews

Do take ‘em seriously, if you don’t want this job there are plenty of others that do. Now, I know I sound like your mum here but bear with me, dress the part, clean your shoes, wash your hair and arrive on time. It’s absolutely fine to be nervous but try and be positive too. Bring proof of your skills, written work, clips, references. Demonstrate company, sector and issue knowledge, show you are passionate about our world, prepared to do the admin but hungry for more responsibility. Answer questions honestly and ask strong questions. Enthuse and smile, the person interviewing you may well be the one who will be mentoring you so let them know up front it’s going to be a rewarding experience.

Determined to be in PR? That’s handy

Time to read: 1 minute

Sam Howard asked a question of the UK Technology Journalists and PR Group on LinkedIn – what makes a great PR? One word answers only.

At the time I wrote this I’d had 41 answers from presumably a random selection of PRs. Having turned freelance only weeks ago I have some time on my hands so I tidied it up a bit and here’s a word cloud of how it looked…

If you add to ‘determined’ ‘resilient’ and ‘resourceful’ you’re looking at about a third of the vote. Seems we are just as well-suited to being long distance runners, a mountain climbers, swimming the channel or something else equally draining. ‘Strategic’ always a good one, gets a double name check, as does ‘personable’ and ‘creativity’, my own guilty pleasure.

Not sure about ‘magical’ myself, but I guess if you are the rest of it is easy.

But the one for me is ‘credible’. To be credible in front of your clients, your journalists, your team and your management generates trust, mutual respect and a sustainable reputation. After 16 years in this industry, my integrity, if not my ego is just about intact. Doesn’t mean I was ever the most popular girl in the room, and I was certainly an acquired taste among our clients, some of which we thought it best if I never met. But, as I used to whimper when I’d lock myself in the bathroom, “I’m not paid to be popular”.