After 15 months of on-the-job training with FSC, I‘m happy to announce I have completed my PRCA Apprenticeship with flying colours, writes Will Dann.
Since my apprenticeship ended in December, I’ve had the chance to reflect on the many skills I’ve acquired throughout the process and, most importantly, the insight I’ve gained from my colleagues.
Here are just some of the key skills I’ve learnt throughout my apprenticeship programme:
In PR today, you need to be able to write engaging copy for a variety of different platforms for clients, whether that’s a guest article in a magazine, a blog post or a press release. I’ve learnt that it’s vital your attention to detail is spot on, which not only comes in handy when writing, but also when reviewing other’s copy.
A career in PR presents you with countless opportunities to be creative. Not only do you get to showcase this through writing, but also in coming up with new and exciting ways to promote client businesses and brands. PR constantly calls for fresh ideas and lateral thinking, so having a creative streak is a crucial skill when wanting a successful career.
Communication is key. By discovering more on certain techniques and practice, like knowing and understanding the different ways in which you can communicate, I’ve learnt how to be more confident and articulate – and also a good listener. In many situations, it’s not just listening to feedback but also reading between the lines and knowing the wider context.
PR practitioners work with many types of clients across a wide variety of sectors. To serve each client well, you must be able to get up to speed on the client’s brand and wider industry very quickly. I also learnt the importance of keeping up-to-speed with current affairs and learning about new sectors.
I feel that my apprenticeship has definitely laid a solid foundation for a successful career in the PR industry. It’s been challenging, and at times I’ve been stretched to the limits, but the experience gained has been invaluable and something I would recommend.