Dear Graduate/PR Hopeful

You’ve graduated with a public relations/communications/journalism/abstract liberal arts degree.  You’ve studied abroad, volunteered at the local shelter, interned at high-powered corporations (including that one entertainment PR firm) – all to achieve that so-desired breadth of knowledge and experience required to enter the world of public relations.

But yet – your work doesn’t end here.  Your first job in PR is more than learning how to develop a mean media list, write a decent pitch letter, and monitor client-related news.  Where you decide to hone your skills as an assistant or coordinator will also determine the types of clients and professionals you’ll get to meet and work for, how much hands-on practice you’ll receive, and in which areas you’ll be able to gain significant expertise.

Assuming you’ve narrowed it down to agency life (considering the less likelihood of breaking into an in-house PR job right out of school), you might ask yourself the following questions:  Multinational or boutique?  Established name or young startup?  Full-service or specialized?  As you might expect, there aren’t any right answers.  Depending on what you want, every agency offers a unique experience that you can tailor to fit your personality and career goals. 

For instance, take global Agency A, with a name that could be mistaken for any law firm or vineyard.  The credibility factor of the name is alluring – a surefire resume builder and networking hit.  The clients will also likely be large, well-known brands.  Your responsibilities however may be limited to your job title.  Client interaction could consist of Fedexing a package or arranging travel.  Media relations could be handed off to the designated “media team” whom already has established relationships with the WSJ or GMA.  Some may prefer an organized hierarchy, while others find it confining. 

On the contrary, Agency B, with forward-thinking, kitschy name is a relatively young company brewing with fresh ideas.  With only a few offices across the country, this boutique has a few specialties and is working to establish its name through inventive campaigns incorporating new distribution channels, viral and grassroots activities, and a unique branding that separates itself from its competitors.  You are certainly gaining invaluable experience, but maybe it’s too overwhelming?  There is less of a hierarchy and might feel that you’ve bitten off more than you can chew.  Agency B is not a “well-oiled machine” and you’re learning as you go, realizing that you are not just a number, but rather making a tangible impact on the company.

Now keep in mind – these are two opposite ends of the spectrum, with many agencies falling within and between.  The lesson is that research is essential.  More than just visiting a Web site, the job search should consist of talking to people within the field, attending industry conferences and meetings, and recognizing what environment is most conducive to YOU.

Ready…Set…GO, and good luck!