Want to take your PR career to the next level? Then learn from the best.
Julie McLauchlan is Managing Director of Perceptive Communicators, the multi-award winning public relations company, which she founded in 2006.
Earlier this year Julie was named Scottish Businesswoman of the Year but when she’s not picking up honours Julie leads a team that delivers high-level communications to the construction, property, biotech and IT sectors.
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Perceptive Communicators also has an impressive track record in winning new business and when that happens the company turns to s1jobs to find new staff, with recent vacancies including an opening for a PR and Social Media Manager.
So what do you need to do to get ahead in this business? Julie spells it out.
Focus on results
You want your clients to feature in print, online and on broadcast media but sometimes quantity isn’t the answer. It’s quality that counts.
Julie says: “Anyone can secure coverage and achieve results but the outcome needs to help achieve the right thing commercially for the organisation.”
Build relationships
One-off jobs don’t cut the mustard. For long-term success you need to become a vital part of your clients’ operation.
Julie says: “We do business with people we like and trust so that’s very important.”
Unleash your creativity
Don’t just reach for the obvious and keep repeating the same formula. Make your work stand out by seeking out fresh ideas.
Julie says: “We’ve been named Scotland’s most creative PR agency and I think that’s partly because we are good at finding unusual solutions and are always trying to think of how we can make a success of something rather than giving up or going with the norm.”
Have a flair for communication
Text speak and emojis can only take you so far. Sometimes the old-fashioned rules of communication apply.
Julie says: “Develop strong written and verbal skills and pay attention to detail. This sounds obvious but grammar and spelling are very important. It’s also important to be able to generate ideas for good communication like a video, infographic or case study to tell a story.”
Be hungry for innovation
Which social media channels are getting most views? Are there new ways of getting the message out there? It’s your job to be in the know.
Julie says: “How we communicate is changing all the time, which in some ways can be a bit daunting – but it’s up to us as professional communicators to stay one step ahead. “
For all the latest Marketing & PR vacancies visit s1jobs.