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On The PR Insider newsletter this week we had the chance to talk to Sarah-Jayne Taylorson, Digital PR Consultant at NORTH. With extensive experience working across the digital PR landscape, Sarah-Jayne understands the challenges graduates face when entering their first PR role. In this blog post, she shares her expert advice on how agencies can bridge the gap between what graduates learn in university and the skills they need to succeed in the workplace.
What we’ll talk about in this blog post:
Why agencies need to go beyond basic onboarding for PR graduates
The importance of identifying and addressing skills gaps early
How giving graduates autonomy boosts confidence and motivation
Why it’s essential for agencies to stay connected with universities
The need for structured mentorship programs to support long-term growth
The value of cross-department and cross-agency mentorship for broader development
As someone who has been working in Digital PR for several years, I’ve seen firsthand the challenges new graduates face when transitioning from university into their first PR role. Bridging the gap between theory and practice can feel overwhelming, but with the right support from agencies and brands, graduates can thrive in their new careers.
In this post, I’ll be sharing some actionable steps on how we, as agencies and brands, can better support PR graduates, help them build confidence, and set them on the path to long-term success.
Step 1: Go Beyond Basic Onboarding
To truly help graduates bridge the gap between their academic knowledge and what’s required in a PR role, it’s important to go beyond standard onboarding processes. Sure, training them in the fundamentals like creating a press release, putting together media lists, and doing outreach is necessary - but that’s only the starting point.
We also need to focus on nurturing behaviours like curiosity, creative thinking, and critical thinking. These are the qualities that really make someone a fantastic PR. That’s why I always suggest involving graduates in strategy and ideation sessions from day one. This helps them connect theory with practice and shows them that their ideas are just as valuable as someone in a senior role.
💡Involve graduates in brainstorming and strategic discussions early on. This helps them understand the real-world application of PR concepts and allows them to contribute fresh perspectives.
Step 2: Identify and Address Skills Gaps Early
Each graduate enters the workplace with a unique set of strengths and weaknesses, so it’s important to identify where the skills gaps are early on. For some, it might be writing; for others, it could be pitching to the media. By addressing these gaps through targeted training, we can ensure that graduates feel confident in their abilities and are set up for success.
💡Create tailored development plans for each graduate, outlining areas for improvement and regular check-ins to track progress.
Step 3: Give Graduates Ownership and Autonomy
One of the most important things we can do to build graduates’ confidence is to give them autonomy over their work. After they’ve completed their basic training, let them take responsibility for tasks and projects. By owning their work, they not only build confidence but also start to feel a sense of pride in the outcomes. This sense of ownership drives motivation, and graduates thrive when they’re given the space to learn from their experiences.
💡Assign smaller projects where graduates can take the lead, allowing them to see their contributions make a tangible impact.
Step 4: Engage with Universities to Stay Current
As agencies, it’s essential to stay connected with universities. Graduates are coming out of these institutions with theoretical knowledge, but sometimes, the curriculum can be a little behind the curve - especially when it comes to digital PR. That’s why agencies should engage with local schools and universities through guest lectures, workshops, and career events. This way, we can gain insight into what students are learning, and where the gaps are, and we can offer additional training in areas that will better prepare them for the industry.
💡 Offer to give guest lectures or run workshops at local universities to provide students with real-world insights into the PR industry.
Step 5: Establish a Structured Mentorship Program
Mentorship plays a massive role in a graduate’s development, and it’s something that shouldn’t be left to chance. Setting up a structured mentorship program is key to ensuring graduates get the guidance they need. From the outset, it’s important to define how often the graduate will meet with their mentor, establish areas they want to focus on, and set measurable goals to track their progress.
A well-organised mentorship program helps graduates understand their career trajectory and provides insights into their day-to-day responsibilities. By giving them regular feedback and a clear sense of direction, you set them up for long-term success.
💡Create a mentorship plan that includes regular check-ins, clear areas of focus, and measurable goals. This structure ensures accountability and provides a solid foundation for growth.
Step 6: Consider Cross-Department and Cross-Agency Mentorship
One of the most exciting things about PR is how it connects with so many other areas of expertise. While traditional mentorship within the PR department is valuable, offering cross-department or even cross-agency mentorship can greatly enhance a graduate’s experience. Exposure to other disciplines like SEO, content marketing, or even technical areas can help graduates develop a broader skill set, making them more versatile PR professionals.
Cross-agency mentorship also offers the opportunity for graduates to learn different processes and work styles, helping them grow faster and become more adaptable in a variety of work environments.
💡 Look for cross-departmental or cross-agency mentorship opportunities. This gives graduates a more diverse perspective and helps them build skills that go beyond PR alone.
Supporting PR graduates isn’t just about teaching them the basics and hoping they’ll figure the rest out. It’s about creating an environment where they can grow, learn, and feel confident in their abilities. By following these steps, we can help graduates bridge the gap between university and the PR world, ensuring they have the tools to succeed.
At the end of the day, the success of a graduate is also the success of the agency. By investing in their growth and nurturing their creativity, we can build stronger, more innovative PR teams.
Make sure to go follow Sarah-Jayne on LinkedIn for more insights!
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