As hot as PR may be right now (check out the growing gap between communicators and journalists), young professionals still face considerable challenges in navigating their way around the industry.
Last week we spoke to Courtney Lukitsch, principal and founder at Gotham Public Relations, to learn more about how she evaluates junior-level candidates. This week she shared more insights on what applicants need to know and the ways in which the industry will change in coming years.
PR is a rapidly changing business. What is your advice to those just coming on to the scene?
Do your research upfront. If you walk in cold and unprepared to an interview, a PR pro will smell it on you and disqualify you almost immediately.
It’s a confidence and intelligence game. Plus, at most firms, a candidate will be interviewed by different members no less than three times. This is true even at the junior level given team dynamics, but it’s even more crucial when interviewing for mid-level and higher jobs.