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Helen Baker : Climbing the ladder case study
"I chose to study engineering initially because I wanted a degree which would leave many career options open to me, and engineering is widely regarded as a strong academic qualification."
Profile
I graduated from the University of Liverpool in 2002, with a First Class Mechanical Engineering degree - I now work as a public relations (PR) executive for a technology PR consultancy.
I chose to study engineering initially because I wanted a degree which would leave many career options open to me, and engineering is widely regarded as a strong academic qualification. I also enjoyed maths and science and it seemed to satisfy both of those interests.
While at University, I didn't give a lot of thought to what I would do when I graduated, although I had come to the conclusion that I didn't want to use my technical knowledge in a traditional engineering capacity. However, I did want to utilise my knowledge and my interest in science in a way that would also allow me to tap into my creative side in terms of writing.
Career History
When I left university, I returned to my last summer job, which allowed me to stay with family while I thought about what I wanted to do. I considered a range of options, from finance, to the Armed Forces, to patent attorney (which had very few vacancies). I used the Internet to do most of my research, and found vacancy web sites of other universities very useful.
It was on one of these web sites that I saw an advert for a graduate with an interest in technology for a global PR firm, Edelman, based in London. I applied without really understanding the role of PR within the IT and technology industry. While interviewing for the role I managed to secure work experience with two consultancies. These placements took place in vastly different environments, although both with companies of no more than 10 people. The first was a consumer agency in Gloucestershire, the second in a business-to-business (B2B) agency in London. I worked on projects ranging from the re launch of Teenage Mutant Ninja Turtles to the events facilities at Wembley Stadium.
These periods of work were invaluable in a number of ways. They were evidence of my determination to pursue a career in communications and a good testing ground for my 'sticking power'. I also began to understand public relations and its position alongside other practices such as marketing and advertising. At the bottom rung of the ladder, tasks are often repetitive and routine, requiring an attitude of 'getting on with it' whilst learning about the more interesting aspects of the industry. However, it is these tasks which are the foundations of any communications campaign and it is imperative to understand their importance.
I joined Edelman on its formal graduate training scheme along with other graduates who had been accepted via the formal application route. This route involves submitting an application form that would then be followed by a number of gruelling interviews and selection days. My vacancy had arisen because during this normal selection process, nobody suitable for the technology division had been found.
While PR is a notoriously difficult profession to enter through sheer volume of applicants per place (it is in the top three desirable graduate careers), technology and science graduates are very much in demand. As a result, the salary is often more favourable compared to similar positions in other sectors of the industry, such as fashion or entertainment PR, and there is less competition for vacancies.
The graduate training scheme began with an induction day and a concentration of training sessions interspersed within on-the-job training. These sessions varied from the basic, such as introductions to the other departments, to the essential, such as how the media works and how to write press releases. The first week also coincided with the company summer party at a famous fashion designer's flat in Bermondsey which was an excellent way to get to know your fellow graduates!
However, do not be fooled into thinking that PR is portrayed accurately in Absolutely Fabulous. It is not about parties and midday starts, although networking is encouraged and no large telecommunications conference passes without a number of large parties. As a member of the technology group in Edelman's London office, I work with clients whose businesses range from software to semiconductors to smart cards to telecommunications. As well as the technical knowledge, communication skills are valuable, as is the ability to write concisely and clearly. A good knowledge of, and preferably a passion for, technology is a must, as consultants talk to experts in their fields on a daily basis, whether it is a client or a journalist. The hours are often long but ultimately rewarding when you see the fruits of your labour, such as a piece of coverage secured for a client published in the Financial Times.
I would recommend this career to any technical graduates who want to remain in their chosen fields, but would like to be involved with driving the news agenda and communicating a subject or industry they enjoy. So, if you are driven, determined, confident and 'on the ball', perhaps PR is a career you should consider.