Why PR Is Not The Job For Me

I have come to a conclusion: after a 6 month internship in a French PR firm that specialises in fine foods and magazines, 2 weeks in a chic London firm that represents top-end hotels and some post-GCSE work experience with my cousin in beauty PR- I have finally decided that Public Relations is not quite right for me.

The world of PR is heavily stereotyped; lots of champagne, a variety of freebies, plenty of glamourous events in high heels and constantly having the opportunity to showcase your creativity. Although some of this may be glitzy, and PRs certainly all have a story to tell of that time they organised an event with a zed-list celebrity in a swanky venue in Paris, the other 99% of their time is spent being frustrated at ignored emails, annoyed at incorrect journalism and having to be overly friendly to an unresponsive client.

The working world demands routine, repetition and admin, but I can’t help thinking that sending hundreds of blankets emails with text book press releases to interns at crumbling magazines is a little demoralising, especially when the majority of those emails end up unread. The rise of influential bloggers has certainly changed this dynamic, there are now a lot more junk mail folders to send your press releases to, but unless your incessant emailing is paired with a creative marketing scheme or an original, and always expensive, advertising campaign, I found it difficult to feel like any impact had been made.

The feeling of seeing one of your clients featured in the press is certainly a thrill. However, even when you are successful in your promotion pursuit, the problem with PR is that it is virtually impossible to measure. The experts suggest that PR value is 3 times the value of advertising (if a half page advert in the magazine costs £1000, a half page editorial piece would therefore be ‘worth’ £3000). Yet, what I find frustrating is that to know if the writing on those pages transfers into the all-important words on the lips of consumers, well that is almost impossible. 

The intangibility of PR certainly contributes in a large way to my decision, but the fundamental turning point is that PR has deteriorated my appreciation of magazines and made me rather cynical about journalism. Journalists can copy and paste a press release straight into their article within minutes without even a full comprehension of the product. This leads to the products represented by the pushiest PRs who happen to be that old-friend-from-school or the most generous PRs (who can offer free trips to the Bahamas) having the largest word count in the press. Even the most inconsistent cynic would point out that this means that there is very little substance behind the statements. 

Even though I am highly dubious about the Public Relations-Journalist partnership, I can admit that PR has taught me a lot about business, networking and events. Although I have decided that it's not the career path for me, certainly at this stage, I won't deny that my experiences have been more than worthwhile.  

Office Antics - Year Abroad #4

My next article for Inter:Mission about the fun of an inappropriate office... 

Upon embarking on a 6 month placement in a French marketing and PR agency in Bordeaux, I was fairly confident of what to expect; lots of coffee-making, plenty of scanning and many embarrassing language-barrier moments. Officially only an intern in the ‘Community Management’ department (my job description in French … really), my expectations of tedious and trivial tasks were quite wrong.

It goes without saying that the communication issues were incredibly prevalent at the beginning of my placement, often leading to hesitant nodding in the affirmative to tasks even if I didn’t have a clue of the instructions. However, the scanning and barista tasks were few and far between. Instead, I was treated like a fully capable employee, reflected in every part of my life at the agency, except rather unfortunately, by my salary (a big thank you to the European tax payers, the Erasmus grant is a wonderful thing when your salary just about covers your rent). This means that although I only earn about 2 euros an hour, doing ‘real’ work means that I am getting to know my colleagues quite well. Perhaps too well.

An eclectic group of personalities, made up of more interns than full-time staff (no, I’m actually not joking), by the end of the first week I realised that formality was not necessary in this office. The telling moments included being added on SnapChat by more than one colleague in week 1, over-hearing someone in the creative department ask someone on the PR team if she was pregnant in front of the boss and a client (she wasn’t) and being offered something quite strong at our first work soirée. Needless to say I am always on my best behaviour, much to their disappointment and often pretend to find understanding French a little harder than it is.

Although my first few weeks were made up of memorable and fantastically inappropriate moments, my most amusing occasion in the office so far has to be the day when I stumbled across the profile of one of my colleagues on an online dating website (I know you’re wondering what I was doing on there myself, well you can read all about my online dating experiencein France in my previous article). Thinking of this as the perfect way to contribute to lunchtime conversation and get a foot on the banter ladder, I prepared to bring it up over a baguette-induced silence the following day. I perfected my speech, ensuring I had the right vocabulary to hand…their response? “Oh, of course we know all about it, our previous intern found him on there too!”

I could not have asked for a better year abroad job, and I’m not just saying that through fear that my boss will read this article. My colleagues are patient with my language gaps and encouraging of initiative and responsibility. Usefully for me they don’t speak any English (except the mandatory Friends quotes) and they are rather keen to teach me both formal and informal French. Although I do make plenty of cups of tea every day, they are mostly for me and, as of yet I have never been asked to photocopy anything.