| Ask a London PR whether they think crossing into | | | | because the work of corporate PRs tends to be |
| another sector of the PR industry is difficult and they | | | | more reactive, as distinct from proactive, in terms of |
| will typically say 'yes'. They know that the person doing | | | | contact with the media. Possibly the most important |
| the hiring will tend to favour candidates who already | | | | attribute in corporate PR is experience in crisis |
| have experience and relevant contacts. | | | | management and the ability to advise clients on how |
| Applicants from outside London, including those who | | | | to work with the media during difficult periods. |
| have worked overseas, will tend to have a more | | | | Another reason why crossover can be difficult for |
| optimistic view of moving between sectors, simply | | | | PRs from one field to another, according to reports |
| because they are less used to the highly specialized | | | | from candidates, is because a hirer may object to |
| London PR jobs market. Both of the above | | | | someone who hasn't worked as hard as them to gain |
| observations are true. As a general rule, it's possibly | | | | the contacts in their particular field so therefore will only |
| easier to switch sectors in PR when you work | | | | recognise those who have had comparable |
| in-house. This is because in-house PRs tend to rely | | | | experience. |
| more on external agencies for their contacts with the | | | | It remains true, however, that if a candidate shows an |
| media. | | | | intelligent understanding of, and enthusiasm for, the field |
| PR agencies tend to be the least flexible when it | | | | into which they hope to transfer, this can overcome |
| comes to taking on applicants, especially at an | | | | their lack of experience and contacts. They have a |
| Account Exec/Manager level, if the candidate does | | | | head start if the area they hope to work in is also a |
| not already have media contacts. An agency's clients | | | | hobby of theirs (e.g. doing PR for a sport if you love |
| will want the reassurance that an Account Manager | | | | the sport). Passion always shows through in interviews. |
| knows people in the media field. The Account | | | | Recruitment consultants try to advise candidates |
| Manager will be expected to introduce clients to | | | | looking for jobs in PR to get involved on a voluntary |
| journalists, and communicate directly with the press | | | | basis in their spare time if they, for example, want to |
| about the company's new products or services. This is | | | | switch to charity PR. With the PR skills they have |
| especially important in the consumer PR sector and in | | | | gained in their existing field, combined with an |
| specialist areas like ethical healthcare PR, financial PR | | | | enthusiasm for the area they wish to switch into, it's |
| and b2b technology PR. | | | | just a matter of kicking down doors and convincing |
| Agencies that specialise in corporate PR tend to be a | | | | whoever is hiring that they are the right person for the |
| little more flexible when they consider applicants. This is | | | | job. |