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Update: An insight into being Reflection PR’s first Apprentice

in PR Careers

It’s been almost three months since my last blog and as it’s nearing the end of National Apprenticeship Week I thought I would post an update about my experience as Reflection PR’s first apprentice.

From scaling the cliffs of creating and submitting press trip invitations, to crafting more press releases and awards planning, the jump into 2018 has been both busy and exciting. My apprenticeship continues to nurture and educate me.

Working in a relatively small team has allowed me to dip my toes into unchartered waters. I have been involved in almost all aspects of PR activity and although quite daunting it has really helped me further understand the complex but galvanizing world of Public Relations.

The first thing I would say is… we do work very hard. As I said in my last post before I started working here at Reflection PR, my knowledge of the industry was limited. I suppose I looked at PR agencies as a client would: if you want coverage in the media, to build a good and strong reputation for your business, sell a new product or launch an event, simply hire a PR agency then sit back, relax and wait for the magic to happen.

If you’re reading this as someone who has no experience of working in PR – I promise, it is not as simple as it may seem and that ‘magic’ only happens with a lot of effort.

And if you’re reading this as somebody who works or has worked in PR – I feel ya.

One element of my work that I thoroughly enjoy is research. And I’d go as far as saying, from the outside looking in, this is probably the most overlooked aspect of a PR campaign. For example, every morning at 9am I carry out a news review. This entails scanning the internet in search of news stories that are relevant to our clients and their industries. Why? Because stories always have the potential to be ‘piggybacked’.

For those who are unaware, piggybacking essentially means to use the context of one news story to promote another.

Every press release I send to media starts with research. Before sending to a particular title I will explore their recent features, who wrote them and the angles I can use to pitch them. One thing I have learnt during my time here is it is vital to be prepared. Knowing the style of the title or the writer you are pitching to goes a long way in establishing a relationship with a successful end result with good coverage.

To cap this post off, I will reiterate the hard work and effort that my team and I carry out in order to produce the results that both our clients and ourselves are after. It is certainly not as simple as I imagined but undoubtedly even more enjoyable and rewarding than I anticipated.