I’ve been working in client servicing with the PR team at TEAM LEWIS since November 2023. I joined straight after my A Levels and commute from my home in Kent to the agency in London. Here are a few useful tips and reflections from my first 12 months, for anyone considering entering the communications industry.
Starting as a PR Apprentice
If you’d told me when I was just leaving school that I’d have a year of experience in PR at a global agency by the time I was 20, I’d have thought you were crazy. I was a hard-working student. I got good grades. And I had my heart set on going to university. I worked my socks off and secured interviews with Cambridge University, but that wasn’t to be. Then I received my A-level results and was suddenly off to Exeter University to study politics.
I realised, weeks before I was meant to move seven hours away from home, that university just wasn’t for me. I loved politics and knew I’d enjoy studying it, but I felt that the university route wasn’t for me and there was more to explore. It was really hard doing something different to my friends, but it was worth it when I got the offer to join TEAM LEWIS.
It was a shock to the system, doing a 9 – 5 every day, travelling to London from the quiet Kent countryside. I wasn’t used to feeling out of my depth when entering a new field of work. Having a supportive manager, colleagues and friends created an exciting and nurturing environment to learn. TEAM LEWIS has helped me figure out what I really enjoy and gave me the opportunity to learn.
Being in this company taught me that it’s incredibly important to manage your time. As a junior it can be really tempting to take on as much as possible, but this can result in feeling overwhelmed and not actually enjoying an exciting new environment. I remember my manager’s guidance telling me in one of our first meetings, ‘don’t be afraid to say no to people if you don’t have the time to give’. In a new learning environment, time is precious. You need to allow yourself time to adapt, which this apprenticeship gave me.
If you’re considering employing an apprentice, give them the time and space to grow. They’re a new mind for you to shape and teach. But it’s as much your responsibility as it is theirs to make sure they’re being uplifted in their career.
What am I doing now?
12 months on, I’m drafting articles left right and center, meeting company VPs, networking with journalists, and handling various communications tasks. I have already gained so much knowledge about a variety of industries thanks to my clients and colleagues. Learning to distribute content effectively has been a crucial part of my apprenticeship.
I’ve met ex-cabinet ministers, offered PR advice to MPs on their campaign team, and made countless connections. One of my favorite things to do is to host briefings between journalists and clients. The conversations they have are always fascinating, and it’s such a great feeling seeing commentary coverage appear and thinking ‘I was there for that. I made that happen.’
My favourite thing to do will always be content creation. Being given an idea and turning it into a smooth, fun to read piece of content will always excite me. What makes it even better is when you then see your work. When your writing appears in a publication you know clients, colleagues, and even friends read. It’s such a gratifying feeling.
If you are starting out, don’t be afraid to try a variety of things. You might find a favourite that you didn’t expect. Throw yourself into whatever opportunities crop up.
Four things to remember when doing an apprenticeship
- Time management is key: It takes time to get used to the working world. Looking after your time is crucial to make sure you manage expectations and hit deadlines.
- Don’t panic: It will take a while to get used to working life and the pace of the industry. Don’t panic. Give yourself time to learn and understand these new processes.
- Always have open ears: You’ll come across areas of comms you didn’t realise existed. Always ask questions to understand more.
- Don’t take things to heart: You won’t know it all immediately. And you can’t learn it all at once. Trying to understand the endless lingo, different tactics and new tools takes time. Remember everyone was new once.
Top three learnings from the PR Industry
- Network, network, network. Networking is a huge part of effective media relations. I’ve learnt to take advantage of online tools. Take a look through who your friends, colleagues and clients are connected to. The idea of ‘you can never have too many friends’ and ‘it’s who you know’ are incredibly true in the PR world. In-person events are making a comeback after COVID-19, so taking advantage of online tools like LinkedIn can be invaluable. It’s also really helpful to follow media channels and client company accounts to spot great networking opportunities. Building a positive reputation through effective media relations is crucial for success.Organisations like the PRCA are constantly holding networking events for young people or those new to the industry – take advantage of these!
- Get involved in content writing. It gives you a chance to unleash even more creative freedom over something you’re really passionate about. My top tip here would be that nothing writes itself: start by just blurting words out onto a screen and then build from there. You need a starting point and that can often be just a headline or the first sentence and an intro. Press releases are a key component of content writing, alongside blogs and newsletters, for effective communication.
- Get to know Journalists. Take note of what journalists like and what their personal styles are. Some journalists prefer comments, while some prefer articles. Some respond to a more first-person chatty feel, while others want a certain level of formal professionalism. Having a little black book of contacts and notes on their preferences can really make a world of difference and boost your credibility. Soon enough, everyone will be coming to you for your content.
I’m really excited to see where the PR industry takes me and the connections I make. It’s been a crazy year so far, and although it sounds a cliché, I’ve seen myself change enormously. I’m more confident in my knowledge, making connections on my own, and even offering my knowledge to people outside the industry who are interested. I’ve got a whole new set of skills that I can’t wait to progress further. Roll on 2025.
Check out some great TEAM LEWIS opportunities here if you’re interested: https://www.teamlewis.com/opportunities/
