How do you highlight relevant experience when switching to public relations?

Question

Transitioning to a career in public relations requires a strategic showcase of your experience. We've gathered insights from CEOs and founders, among other experts, on how to make your background work for you in PR. From connecting past experiences to PR goals to highlighting networking and adaptability, explore these nine expert strategies to pivot your career effectively.

Michael Lazar · Answer

Switching to public relations? Here's the thing: it's not just about showcasing your past experience; it's about connecting the dots between what you've done and what you want to do.
First, reframe your past. Don't just list job titles. Dig deeper. Did you manage social media for a club? That's content creation and community engagement. Did you organize events for your department? That's project management and media relations. Every experience, even those outside of traditional PR, can be spun to highlight transferable skills.
Next, tell your story. What sparked your passion for PR? What skills have you honed that make you a perfect fit for the role? Share anecdotes that demonstrate your ability to communicate effectively, build relationships, and navigate tricky situations.
And don't forget to showcase your value. Don't just list responsibilities; quantify your achievements. Did you increase website traffic? Secure media coverage? Back up your claims with real-world examples of your impact.
If you're lacking formal PR experience, get creative. Volunteer for nonprofits, write press releases for local businesses, or start a blog about industry trends. Build your portfolio and show that you're not just talking the talk; you're walking the walk.
Remember, switching careers is all about demonstrating your passion, skills, and potential. With the right approach, you can successfully transition into the exciting world of public relations.

Mark McShane · Answer

Networking is integral to PR, as is creating and maintaining relationships. Give some examples of networking you've done with industry contacts, team members, or clients.
You might have built strong relationships with suppliers or other stakeholders in a past role that necessitated strong communication and negotiation skills. Show where you effectively built teams or spearheaded projects that required buy-in. Illustrate how you were leveraging influencers.
Emphasize your talent for developing and maintaining lasting relationships, which is integral to the art of stakeholder management and boosting an organization's public image. Demonstrate how you can increase a client's visibility and credibility in the world of public relations.

Agata Szczepanek · Answer

Be strategic and ensure that your presentation is good PR in itself. Stick to real-life examples, demonstrating how your past roles have equipped you with the necessary tools and skills to transition to public relations.
Let me illustrate it better with a few examples. Suppose your previous career was as a customer service representative. In that case, you can emphasize the outstanding communication skills you developed while managing customer inquiries and resolving complaints clearly and empathetically. 
Another example: experience in sales may be invaluable when it comes to building and maintaining relationships, which abilities are crucial in PR. Also, brand manager work often involves strategic thinking and planning, which are directly linked to successful PR campaigns. And the list goes on.
Use all you have up your sleeve and do it wisely.

Matias Rodsevich · Answer

If you've handled crisis situations in your previous roles, emphasize this experience. Effective crisis management is crucial in PR. Discuss specific instances where you successfully navigated a crisis, detailing the strategies you used and the outcomes achieved.
For example, describe how you managed communication during a product recall, coordinated with media, and implemented damage-control measures that maintained a company’s reputation. Highlighting these experiences demonstrates your ability to handle high-pressure situations and protect the public image of the organization.

Faizan Khan · Answer

Put your attention on your transferable skills in content writing, narrative, media awareness, project management, and website traffic if you want to go into a public relations position. Emphasize your proficiency with SEO, your ability to reach target audiences through a variety of media platforms, and your ability to create brief, clear messages that connect with your audience. Quantify your impact by highlighting the effectiveness of your writing in achieving communication goals. 
Research the PR field, identify specific skills they value, and frame your experience using those keywords in your resume and cover letter. By strategically presenting your transferable skills and impactful content creation experience, you can convince potential employers of your suitability for a PR role.

Aqsa Tabassam · Answer

Make sure to highlight your transferable skills while making the switch to public relations. Emphasize your prior responsibilities' communication, project management, and strategic planning experience. Give particular instances of your successful campaign execution or stakeholder relationship management. Ensure that your CV highlights these pertinent skills and explains how they relate to public relations duties. Make a strong argument for your suitability in the new sector by tying your prior accomplishments to the requirements of public relations.

Michael Hurwitz · Answer

Whichever industry you come from, emphasize experiences that demonstrate strong communication skills, such as managing social media platforms or writing engaging content, even if they are not directly related to PR. For instance, if you've handled customer communications in a previous role, you can showcase how you effectively conveyed messages and managed public perception, which are crucial in PR roles. 
This also goes for informal work—leverage volunteer work or personal projects that showcase your PR skills. If you've organized events, managed media relations, or developed PR campaigns outside of formal employment, these experiences can be highlighted to demonstrate your passion and capability in PR. By emphasizing tangible outcomes and demonstrating your ability to craft compelling narratives and manage public perception, you can effectively position yourself as a strong candidate despite a non-traditional background in public relations.

Kate Geldart · Answer

Because both PR and journalism require specific skills, moving from a background in journalism to PR, as I did, provides unique benefits.
I learned how to do extensive research, write effectively, and meet deadlines in journalism, which are all skills that are very useful in public relations. It's important to emphasize your capacity to write gripping stories that engage and educate people. You can demonstrate how a business can connect with its target audience and successfully develop its brand by using your storytelling abilities.
Journalism can teach you how to communicate complex information in a way that's understandable. This ability to condense information is essential in PR, where you must be able to create statements that appeal to a range of stakeholders. Also, I have insight into the kinds of stories that the media is interested in covering due to my previous experience working with media outlets. This knowledge is useful in PR when pitching ideas and overseeing press relations.
Building and maintaining relationships is essential to both journalism and public relations. My experience forming connections with the public, media, and clients while working in journalism has helped me understand how to manage relationships in PR.
Handling multiple stories and projects as a journalist is similar to managing PR campaigns. Outlining your experience in overseeing projects from inception to publication can demonstrate your capability to handle PR campaigns effectively.

Adam Klein · Answer

When trying to switch to public relations, make sure to emphasize networking skills and the informational interviews you conduct regularly. In PR, where the landscape is always evolving, the ability to build connections is crucial. Your experience in networking with other professionals is something you should always highlight, even if your previous roles weren't strictly in PR. This shows that you understand the importance of relationships in this field. This is useful in any job, but especially in PR and communications, where teamwork and adaptability are paramount.
Additionally, during informational interviews, you can take the opportunity to learn from experienced PR professionals about the opportunities available and how best to prepare for them. This not only enriches your understanding but also demonstrates your commitment to entering the field. 
I also recommend getting very familiar with the current Associated Press Stylebook—it's basically the bible for professional writing in communications.

How Do You Highlight Experience When Switching to PR?

Table of Contents

How Do You Highlight Experience When Switching to PR?

Connect Past Experience to PR Goals

Showcase Relationship-Building Prowess

Present Real-Life PR-Relevant Examples

Highlight Crisis Management Expertise

Emphasize Transferable Content Skills

Leverage Skills for PR Suitability

Demonstrate Communication and Narrative Skills

Utilize Journalism Skills in PR

Highlight Networking and Adaptability

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