With a fifth of new graduates being out of work we can’t deny that the job market is fierce and it is more than difficult to get that first job. Many employers are expecting a University degree at 2.1 or higher so undergraduates are working hard to achieve those grades. But unfortunately that’s not enough, as the important work experience is crucial to land a job in any professional industry at the moment. However, an internship or a work placement shouldn’t just be seen as a necessary need to get a foot into your desired industry, it should be an opportunity to really find something you’re passionate about whilst learning new things and meeting useful contacts.

We’ve met up with Melanie Howe to get some good tips on how to get into the PR industry. Melanie studied French and German at the University of Bristol, working at the student radio and student newspaper as well as spending a year abroad as part of her studies. Through various work placements at model agencies, The Guardian and ITV Melanie became certain that she wanted to work in PR and set out to learn as much as possible about the industry. She got offered an internship at Slam PR and was subsequently hired as an Assistant Account Executive last year. Here she shares her top tips with us, outlining some great advice on how to get into the industry:

• Start approaching your favourite companies whilst still at school or at university. We’ve had some great interns and work experience who have still been wrapping up their A Levels – I cannot emphasise how important it is to get experience in your chosen industry as early as possible
• Do go to university if you want to. University offers you some fantastic life experience and allows you to meet some really important people to help support your personal development. Working life will wait, and employers will be grateful for your dedication and educational background
• Get in contact with local press teams by your universities, at your student unions or hometowns to demonstrate proactivity and learn about the industry in various arenas
• Tailor every CV and every covering letter you write – do not think that a generic letter will get you noticed, the graduate market is fierce and you have to be original to stand out. Whilst a brilliant covering letter might work at one agency, a cheeky chocolate bar gift might work at another
• Be present online: Facebook, Twitter, Pinterest and more are all your friends and ideal for researching potential employers and learning about their campaigns. If you can use examples of these in your first meetings you are well on the way to standing out from the crowd
• Interviews require preparation – you would be surprised the amount of people who just turn up without sufficient preparation. Look into LinkedIn, Google news searches, social media and more for information and the company and your potential new co-workers
• On your internship make yourself indispensible. If you are able to be confident enough to carve out your own role within the agency they will quickly find that they can’t do without you! It sounds cliché to say ‘think outside the box’ but the interns who really stand out are the ones who demonstrate where they can see clients being, new press office angles and ones who always volunteer to help
• Whilst an internship doesn’t always guarantee a job, it does guarantee meeting lots of new people who know even more people! Stay in touch and visit the offices when you can to keep the dialogue going between yourself and your desired agency. Even a Christmas card can work wonders!

This is why ChairtyComms, the membership body for charity communicators, yesterday began a campaign to exempt charities from copyright licensing fees. This campaign is backed by NSPCC, Cancer Research UK, British Heart Foundation and us here at Bright One.

We’re supporting this campaign because times are tight for all charities and. I know of at least one large charity press office which was having to cut back on weekend newspapers and some of the more expensive broadsheets at the same time as having to pay their NLA fees.

This makes little sense for the NLA which is owned by eight publishers of national newspapers, including News International and the Guardian Media Group. In the example above the charity’s NLA license was not huge so by cutting back on the broadsheets published by the NLA’s owners they were seeing the amount of money from this customer fall.

The NLA pricing structure for charities, which was agreed in 2003 with the NCVO, does give charities a discount and personally when I’ve dealt with the NLA they’ve been very helpful and understanding. The problem is what was mentioned above: 90% of the coverage charities monitor is of themselves, they’re not using it for commercial gain and have often played a big part in writing any piece. The current system misunderstands the way charity communicators work and treats them like their commercial (and profit-making) colleagues.

For those interested in the campaign see charitycomms.org.uk/charity_media_licensing and Vicky Browning, CharityComms Director, explains their position very well in this Guardian Voluntary Sector blog guardian.co.uk/media-licensing-charities-exempt. For anyone worried about your own licensing CharityComms has put together a great guide charitycomms.org.uk/guidelines/charity_media_licensing.

We’re very excited to announce the date for Bright One’s inaugural PR Prom that will take place on February 23rd 2012. The PR Prom is a fundraising event in support of Bright One and will be held at the fabulous London venue, Shoreditch Town Hall. There will be food, drinks, live performances by She Makes War and The Olympians, dancing, the opportunity to take classic prom-style photos, a silent auction and other surprises.

According to Ben Matthews, founder of Bright One “The PR Prom promises to be a fantastic event and will provide some much needed support to the valuable work that Bright One does. We want to see the industry come out to support their own and have fun while doing good.”

The night is looking to be a lot of fun – and there will even be a Prom King and Queen that you’ll be able to nominate and vote for on Twitter ahead of the night, like this: ‘I nominate @xxx for #prpromking’ or ‘I nominate @xxx for #prpromqueen’.

We’ve had some fantastic support in organising the PR Prom, especially from Amanda Rose, founder of Twestival and advisor to Bright One. Amanda said: “For our inaugural Bright One fundraising event we wanted to put together something special and quirky that everyone in the UK PR industry would look forward to each year. Many of the events out there are limited to those PR companies winning awards or at a price that only a few staff can attend – we hope to see lots of new faces out for PR Prom.”

The campaign to promote the event features well-known faces from the PR and communications industry, who Bright One thanks for their support; Kerry Bridge (Dell), Jon Silk (Waggener Edstrom), Kate Matlock (Ketchum Pleon), Reda Haq (Cohn and Wolfe), Jordan Stone (We Are Social) and Nik Thakkar (Exposure). Stephen Waddington, MD of Speed, has also lent his support to the event, “Bright One makes a huge difference to the reputation of charities through the work of its volunteers. PR Prom is a chance for everyone in the PR industry to contribute to Bright One’s work – and have a great night out. Have you booked your ticket yet?’

Details:

Date: February 23rd 2012

Time: 7pm till late

Venue: Shoreditch Town Hall, 380 Old Street, City of London, EC1V 9LT

Tickets: £25 – on sale at www.prprom.eventbrite.com

Follow @prprom for more info or check out the website www.prprom.org

We can’t wait and we hope to see you there!

The PR industry continues to grow and many agencies are seeing the value on running a formal grad scheme to attract the brightest and best new talent.

The ever-awesome Ben Cotton over at Social Web Thing has once again done a fantastic job of compiling a post on PR Graduate Schemes from some of the best agencies in the UK.

But with more competition than ever, you may need to differentiate yourself from the pack. Why not find out about volunteering with Bright One and you’ll be able to add that little extra to your CV that really shows you are one of the best!

And if you’re a PR agency looking to promote your grad scheme, just get in touch and we’ll add you to the list.

2012 PR Graduate Schemes

Blue Rubicon
Open
Closes: 22 January 2012

Burson-Marseller
Does not run a PR graduate scheme, but is open for internships all year round, many of which lead to permanent positions.

Chime Comms
Open: November
Closes:

Diffusion 
Open: November
Closes:

Edelman 
Open: 1 December 2011
Closes:

Fishburn Hedges
Open
Closes: The deadline for the April 2012 intake is 12 December 2011 and the deadline for the September 2012 intake is 3 February 2012.

Fleishman-Hillard
Open
Operates a six month training scheme all year round. On completion of the Graduate Scheme the candidates performance will be reviewed and, if satisfactory, graduates will be considered for a permanent position.

Four Comms 
Open
Closed: 31 January 2012

Hill & Knowlton 
Closed: 28 October 2011

Hotwire Group (encompassing Hotwire and Skywrite)
Open: November/December 2011
Closes: 30 January 2012

Ketchum Pleon: James Maxwell Programme
Open
Closes: 30 March 2012

Lexis PR
Open: November 2011
Closes: 20th February

Speed Comms
Open: 30 November 2011
Closes: 19 January 2012

What makes a good PR professional? What skills do you need? How do you go about getting that all important first job? These were some of the questions discussed in yesterday’s live Q&A arranged by Guardian Careers. The panel included Bright One’s Ben Matthews together with: Emma Radcliffe (Beattie Communications), Hew Leith (M&C Saatchi PR), Dillon Mann (Spada), Maggie Taylor (Prima PR & Marketing), Jon Cope (University for the Creative Arts), Agatha Chapman-Poole (Chapman-Poole Communications), Ellie Hernaman (Truffle PR), Vic Miller (Man Bites Dog), and Jackie Bates (Richmond Towers Communications).

Work experience and social media were popular topics, as well as the discussion regarding suitable degrees. Everyone on the panel agreed that hands-on experience gained through work placements, internships or volunteering is key. You need to be able to show that you’ve got suitable experience for the job you’re applying for and Ben mentioned that a well-presented portfolio could do the trick. And with the increasing use of social media Vic Miller argued for the importance of being able to demonstrate a sound knowledge and to take an active interest in keeping up to date with opportunities it presents for PR. However, Dillon Mann stressed that people shouldn’t get too hung up on social media since it is only one channel amongst many – it is important to know when to use it, but also when not to.

The comments were mixed in regards to University degrees but the overall opinion was that the subject doesn’t really matter. The theoretical communication knowledge you can get with a PR degree together with contacts in the industry is great but academic disciplines could give you useful specialist knowledge. Maggie Taylor gave the example of how a science degree could benefit someone wanting to go into healthcare PR. Hew Leith added to the degree discussion by saying that even if you don’t have any degree, this shouldn’t stop you – the passion for PR is what matters!

There were many more useful comments and if you’d like to read all questions and answers, you can find them here and if you’ve got any further tips or suggestions on how to make it in PR, feel free to comment below.

We’re looking for a graduate to work with Carbon Leapfrog, a new and unique business-led charity that channels free professional advice from leading service providers across a range of disciplines into UK and international carbon reduction projects.

Intern Objectives:

To help identify and extract the marketing opportunities for Carbon Leapfrog’s various projects 

Increase the awareness and reach of Carbon Leapfrog’s projects among their various stakeholders 

Provide a solid foundation of marketing support for future campaigns and activity

How?

• Work closely with the Carbon Leapfrog team to identify marketing opportunities and create campaigns around their projects 
• Maximise coverage opportunities in the press through media relations including social media, creation and distribution of press releases, feature opportunities and case studies
• Participate in the ongoing creation and implementation of marketing collateral

Skills

• Good organisational and planning skills
• Excellent written and verbal communication
• The ability to work on multiple projects at one time
• Good attention to detail and accuracy
• Strong IT skills
• Good knowledge of marketing techniques
• Self initiative

Roles and Responsibilities:

• Help to create and implement a Marketing, PR and Communications plan
• Identify appropriate media publications to target
• Drafting and distribution of press releases
• Create and update social media channels around appropriate projects
• Identify awards opportunities
• Help with the development and implementation of a new website
• Join in the sourcing of information for, and the writing of, the bi-monthly newsletter – e-mailed to the entire network
• Help in the organising of events
• Use the CRM database (currently Sales Force) as a marketing tool

How Long?

The internship lasts for 3 months, but this could be adjusted according to candidates’ needs

How Much?

Travel Expenses will be paid.

Next Steps:

If you feel that this role is for you, please send a CV and covering letter to ben@brightone.org.uk

Whilst being a PR student for the last few years I have followed Bright One’s work with interest and curiosity. I heard about Bright One in its early days and then last year I attended the Impress event organised by Bright One which allowed me to learn more about the inspiring work that is being done by the volunteers. So when I then heard that Bright One’s founder Ben needed a wing man/woman I figured it’d be a great role for me!

Together with Tom Fitzgerald, I will support Ben in running Bright One making it an even better communications agency for the third sector, and hopefully expanding it. I have during my Uni degree done PR work for and with nonprofit organisations which has been highly rewarding and I am truly excited about being able to continue working with fantastic causes through Bright One and contributing to communications within the third sector. I think the Bright One concept is terrific; it is simple and achievable, and much needed.

I applied for the role because I am keen on doing things that motivate me. And good causes as well as good PR motivate me so being part of Bright One feels very exciting. I am passionate about what I do and I’m hoping that will transpire through my work for Bright One. I am a bit of an organisation/control freak and that will hopefully be a good thing (?!) in terms of running Bright One as smoothly and efficiently as possible. I am keen to develop external as well as internal communications for Bright One with the aim of encouraging supporters and volunteers by building on an extensive community where volunteers, charities and the PR industry can share experience, tips and ideas in order to motivate each other further. There’s already some great work going on in and around Bright One so it’s vital it gets talked about in the sector as well as amongst volunteers contributing to the work.

Finally I thought I’d give you some brief facts about me… I was born and raised in Sweden and might come across as a bit of cliché when I admit I love skiing, I know most ABBA songs by heart, I support a welfare state, I am passionate about sustainability, and I have a weakness for swimming in lakes. But it’s all true. However, I’ve lived in London for the last seven years and love the city and all it’s got to offer. I’ve studied communications and PR for four years now so I am excited about embarking on a new phase, and I’m thrilled about Bright One being a part of it!

The Taylor Bennett Foundation, whose purpose is to address the need for greater diversity in the communications & PR industry, is now accepting applications for its award-winning PR training and internship programme taking place over Summer 2011.

Over the ten week paid internship, candidates will receive professional training in communications, the media and business, take part in practical assignments that improve and demonstrate their PR skills, and receive specialist careers advice as they start their job hunt.

The programme exists to encourage BAME graduates to pursue a career in PR. Past interns have visited Fremantle, Reuters, The Observer, Financial Times, Glynebourne, BP, Save The Children, Edelman and Lexis PR, so is a great opportunity to meet leading people in the PR and media industries.

Sarah Stimson, Course Director, said: “We’re on the hunt for bright, ambitious BAME graduates with an interest in the media and communications to apply for this paid scheme.  Previous participants have gone on to establish careers in PR both in agencies and in-house.  It is a unique opportunity and we are delighted that so many organisations continue to support the Foundation by hosting field trips and becoming mentors to the interns.”

For more information and to apply for the scheme, head to The Taylor Bennett Foundation’s site.

A team of Bright One volunteers began working with Centrepoint in August. The volunteers introduced the campaign to journalists and bloggers in the lead up to Christmas, and ‘More Than A Gift’ was written about in a wide variety of media, from London magazines to beauty bloggers. The team also helped coordinate a radio campaign that reached 32 million listeners and a partnership with Someone Once Told Me that showcased people touched by Centrepoint.

Overall, the campaign was a great success. Donations increased 53% up on last year and were 23% above target. Best of all, donations improved the lives of some of the most vulnerable, marginalised young people in our society, helping them to turn their lives around.

 
Founders Note
 
If Bright One’s first year was all about testing the concept of an organisation that used PR professionals and students to help charities meet their own PR and communications needs, then our second year has been about making this concrete: firming up our processes, building up our volunteer community, and embedding ourselves into the very fabric of the PR industry. We’ve helped more charities, had more volunteers working with us, and completed more successful campaigns for organisations that really need our help.

Charities such as The Pixel Project, our longest running client of nearly two years. Volunteers such as Alisha, who came all the way from Harvard University in the US to undertake an internship with us. Campaigns such as Refugee Week, which we were delighted to work on for a second consecutive year.

It truly is humbling when we look back at some of the more familiar charities we have helped over the past year: Amnesty International, Centrepoint and the Social Enterprise Coalition to name a few. That’s not to mention some of the younger but equally as exciting charities that we’ve worked with: The Choir With No Name and Seeducation have bright futures ahead of them.

We’ve also made some strong partnerships in the sector, working with fantastic organisations such as the PRCA and CharityComms to achieve our aims. PRCA director general, Francis Ingham said about the partnership: “Bright One is an initiative we’re keen to support, as not only does it help charities with their communications needs, but also helps develop the next generation of PR professionals – the future of our industry.”

Helping future professionals get their career going was the focus at Impress London, an event for the next generation of PR professionals, which Bright One ran in November 2010. It truly was a fantastic event (or so the feedback from attendees went). Thanks go to Edelman and Unicorn Jobs for making the event possible.

On a personal note, I was delighted to be awarded the Young PR Professional of the Year 2010, a large part due to what we have achieved with Bright One so far over the past two years. I truly appreciate each and every single person who has contributed to Bright One’s success and thank you all for your efforts . This award is for all of us who believe in Bright One’s aim: to give charitable organisations access to valuable and affordable communications resources.

So what’s coming up in year 3? Well, there’s lots in store so stick around and I’m sure you’ll find out.

Ben Matthews
Founder

2010 Clients

• Amnesty International
• Centrepoint
• LearnAsOne
• WYSE International
• Grassroot Soccer
• The Pixel Project
• Computer Aid International
• Refugee Week
• Lasa
• Social Enterprise Coalition
• Bold Creative
• Pants To Poverty
• Choir With No Name
• Sreepur Village Cards
• Seeducation

2010 Volunteers

As we frequently remind ourselves, Bright One would not exist without its volunteers, and we are grateful for the dedication of the 90 volunteers who gave up their time to support us in 2010:

Zubair Ahmed, Luke Alexander, Sarah Allison, Zoe Amar, Tom Antoniw, Helen Beckett, Jeremy Bennett, Tim Bond, Melanie Bradley, Paul Brandenburg, Deborah Burrage, Sally Chambers, Selena Chan, Ross Chater, Tracey Chatters, Hayley Chow, Cecilia Clarke, Kate Clarkson, Abigail Colley, Alvaro Colon, Emma Conway, Hannah Cornford, Jaz Cummins, Agnes Daloisi, Andrea Davids, Sophie De Alberquerque, Jasdeep Deol, Gemma Dudley, Chris Elliott, Sarah Espiner, Lindsay Freeman, Anna Funnell, Katy Galasinski, Jenna Gifford, Joe Hall, Emma Hanson, Katie Harris, Rick Hawkins, Becky Heath, Oscar Holland, Tanya Holloway, Dan Howe, Keri Hudson, Elaina Ifill, Linda Jim, Nicola Jones, Olivia Jones, Alexander Judd, Agnes Jumar, Gerry Kiernan, Sophie Lam, Annette Leach, Anna Magee, Luica Mak, Luke Malcher, Emily Mathewson, Ben Matthews, Cassandra Miners, Sarah Moffat, Devi Mohan, Helen Munro, Isabel Napier, Jennifer Nevill, Eva Novillo, Ada Nworgu, Alison Paul, Jon Penny, Ines Quina, Alisha Ramos, Katy Robinson, Amanda Rose, Ghislain Rubio De Teran, Corinne Scotland, Tania Smith, Rachel Steed, Emily Swanson, Vicky Taylor, Katy Thompson, Laura Vergani, Faizel Vohra, Tazeem Weljie, Louise Wheble, Becky Whitehead, Stuart Wragg, Helen Wurae, Lucy Yeatman, Gem Young.