Word Up!
A Career in PR

If you fancy a career in media, and like the thought of networking and raising profiles, then maybe a career in public relations could be for you. X-Cel catches up with Jessica Huie, a press consultant for Max Clifford’s Associates. Jessica reveals the highs and lows of working at the top end of PR and describes how she landed a position at one of the most prestigious agencies in the UK

What moved you into PR and how did you land the position at Max Clifford’s Agency?

I was studying for a degree in journalism but I wanted to find out what a story was like from the other side so, I thought I’d try and get some work experience in PR. I contacted all the major PR agencies. Max Clifford was just one of those agency but one of the best so, when they offered me some work experience, I jumped at the chance! I worked there once a week whilst I was studying for my degree doing basic work placement things but when somebody was ill or away Max would ask me to fill in.

After I graduated I went onto paid work as a journalist and worked for Pride Magazine for 3 years. I also worked on BBC London Radio and Choice FM for over a year. However, in March 2004 I wanted a change and Max Clifford offered me the position and I have bee here ever since!

What did your work placement for Max Clifford’s Agency actually involve?

I covered the basics really like making coffee and answering the phones. However, I also got to go through the magazines and pick out stories and also find out what the up and coming big stories were. It was a great way for me to build confidence for the job I do now as often PR can involve cold calling journalists which can be a little intimidating at first!

What sort of person do you need to be to work in PR?

You need to have good communication skills and be able to think outside of the box. I also find my journalism background really helpful because it helped me to know what I wanted to get out of a story which of course helps me promote it in the way I want.

What are the best bits about your job?

Working for an agency with the kind kudos that Max Clifford has is great in terms of the contacts I make and also the perks. We get to go to events like the X Factor as well as many launch parties! Each year Max Clifford also gives the whole office a treat and takes us to Marbella in the summer. We also take clients there and hold a charity golf tournament which is great fun.

Max Clifford holds a certain reputation within the industry. What is he like to work for?

Max is very much like our Dad and he is extremely loyal and supportive to his staff. However, don’t be fooled.  He is no push over and expects very high standards. So, as long as you produce that he will support you all the way.

“Media tends to trade off favours and PR is right at the heart of this. Contacts are key, without these you really will struggle!”

How do you deal with the negative impact that some PR can have on people’s lives, such as the kiss and tell stories?

There are two sides to PR. One side is selling stories and the other is straight PR, which is about raising profiles. I tend to work in the latter so my conscience is clear!

However, I will say that Max Clifford is not just about “Kiss and Tell”, there is also a lot of positive work that he does. For example, we worked closely with a boy called Keaton Knight who desperately needed a Bone Marrow transplant. We were able to raise his profile and campaign to a national level. The kiss and tell stories are just a reflection of where the media is these days. Somebody will always be selling a story. However, there are lots of positive stories out there which we have been part of.

At your level is the world of media as dog-eat-dog as it is made out to be?

Absolutely - but it’s more that we are fighting for contacts. Media tends to trade off favours and PR is right at the heart of this. Contacts are key, without these you really will struggle!

”When you are doing your internship, do everything with a smile and do more than perhaps you should – make yourself indispensable if you can. You must see your Work experience like an ongoing job interview so set out to impress every day!”

So, what are the down sides to your job?

Sometimes PR can appear to be a bit of thankless task! Clients often expect miracles off us. For example, you may do a great national campaign for a client and raise their profile but maybe their sales do not increase so you perhaps don’t get the gratitude that you would expect. However, as we always say, you can lead a horse to water but you can’t make it drink and PR is simply about getting the word out there.  

The world of media is also extremely fickle. However, if you have confidence in what you do then you just have to rise above it. It is really important that you remain grounded and a little removed from the industry so that you can keep focussed on what is really important!

So, what advice would you offer any to any 16-19 year olds who were considering following in your footsteps?

The most important piece of information that I can give them is to get some strong work experience as early on as possible. This is VITAL for their future success. Your work experience should really compliment your qualifications, so make sure you do your homework. Get this whilst you are studying so you have a head start – you don’t really want to be getting work experience later as the competition is very high in this industry. This work experience is in some ways more important than any qualification, but it is important to have both.

Also, when you are doing your internship, do everything with a smile and do more than perhaps you should – make yourself indispensable if you can. You must see your Work experience like an ongoing job interview so set out to impress every day!

If you are seeking employment Join Xcel now for free, Job information please fill in the Career Information form

The College Information service is your free, Study information service, helping you find out about study opportunities at colleges and universities