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How to ace Britain's PR talent war as an international student
Building your PR brand as an international student at a UK university can be tough. But by engaging with thought leaders and hosting events, you too can pave the way for a successful PR career.
I came to the UK from Delhi in January 2023 to study for a master’s in public relations and strategic communication at Leeds Beckett University. And as I shivered in the Yorkshire chill (anything below 10 degrees was certainly a new experience for me), I wondered whether I’d made the right decision.
Travelling to a new place is exciting and terrifying, and crossing halfway across the world for the first time only doubled those emotions. With a year’s experience of PR under my belt, as an intern at various firms in India, pitching stories and securing media coverage in areas ranging from defence tech to student consulting and healthcare, I wondered if these overseas experiences would help me secure a job and how I could convince the recruiters I was worthy enough.
I soon realised that UK recruiters value personal projects that showcase PR skills, alongside conventional workplace experience, and I started by reaching out to thought leaders with a shared topic of interest for thoughtful conversations.
Meanwhile, at university I hosted guest speaker events, which expanded my networking opportunities, allowed me to engage, and enabled me to share my experiences on social media. I also began attending CIPR events, meeting inspiring PR professionals. Posting these experiences online not only increased my visibility but also provided valuable industry insights and occasionally led to connections with potential recruiters.
However, securing an expert’s interest was not a walk in the park. Navigating the UK’s job market, especially as an international student, can be challenging. But it’s also a great opportunity. By devising the right strategies, you too can stand out in the competitive world of PR. Here are some tactics I’ve learned on staying ahead.
1. Stand out with case study insights
A common feature across UK PR firms’ websites is a dedicated section titled ‘Our case studies,’ ‘Work,’ or something similar. These sections provide valuable insights into each firm’s approach, and their style of handling specific situations. Reviewing them can help you understand the language and strategies each firm values. Interviewers will often question you about your approach to different scenarios, your favourite campaign, or how you would create a good PR campaign. Using similar language, tone and similar cultural cues from these case studies in your responses can subtly convey that your values align with the firm’s core principles.
On their websites, every firm will mention the type of clients you will be working with. Select a client for your fictional case and create a PowerPoint presentation outlining your personal PR strategies for them. Focus on the types of media stories, interviews, and articles that would help secure earned media coverage for the client. Keep the slide count low, as recruiters appreciate brevity.
2. Ace your personalised applications
While the ‘easy apply’ feature on LinkedIn can be convenient, it often isn’t enough to capture the attention of recruiters. To truly stand out, consider crafting a personalised email that highlights your previous experiences and achievements. Think of your cover letter as a brochure that provides relevant insights and demonstrates how you can be an asset to the PR firm.
Craft a personal email
Write a concise email introducing yourself and expressing your interest in the position. Highlight key achievements and relevant experience that align with the firm’s needs. Pro tip: sometimes email sent via personal email hits the spam folder, so use the university’s email. This will ensure the email reaches their inbox.
Use tools to find recruiter emails
Since many students operate on a limited budget, consider using Google Chrome extensions such as Clearbit and Hunter.io. These tools can help you find the professional email addresses of recruiters – and they offer free credits to get you started.
Include essential documents
In your email, attach your cover letter, portfolio (which should showcase your writing style and any sample presentations), and CV.
Provide proof of work
If you have published articles or relevant projects, include links or screenshots to provide evidence of your capabilities. This could include articles you’ve written that were published by media outlets along with their domain authority score, enhancing your credibility.
3. Strategic networking
It’s a myth that you need to attend every networking event to make valuable connections. Instead, focus on events featuring speakers who align with your interests. For example, if you’re interested in venture capital, beauty, or apparel, attending an event with speakers from a PR firm that primarily works with clean energy startups may not be beneficial.
Keep your budget in mind
As a student, your financial resources are likely limited, so prioritise events that provide the most relevance and value to your career goals. By strategically selecting events and preparing in advance, you can make the most of networking opportunities without overstretching your budget.
Prepare for engagement
Review the event brochure to familiarise yourself with the topics that will be discussed. Take time to research a few stories related to these topics and prepare questions that can serve as conversation starters when you meet your favourite speakers.
Make the right connections
It’s essential to be clear about the industry you want to focus on. For instance, if you’re interested in the automotive industry, look for relevant expos and conferences.
Attending the right events not only provides valuable insights into industry trends but also gives you the chance to connect with influential individuals and expand your network. Reaching out via LinkedIn is a good approach, but a good old face-to-face interaction with a genuine intent of sharing and gaining ideas is unbeatable.
Sometimes it could even help you land a job at a firm you wanted to work at. Also: never be afraid to ask questions. It can lead to valuable insights and connections that could greatly benefit your career.
4. Launch your own PR campaign at university
While you’re at university, consider your fellow students as your audience, and seize the opportunity to connect with PR professionals who are eager to share their insights.
Identify a PR thought leader
Find a CEO or senior individual from a PR firm who is actively discussing pertinent topics within the UK PR industry. Utilise platforms like LinkedIn to locate these professionals.
Reach out
Contact them using your student email address, inviting them to your university for an interview. Clearly outline the topics you wish to discuss, ensuring they sound intriguing and relevant and ask if they would be willing for an interview/fire-side chat.
Create an interactive session
During the event, focus on their personal journey in PR along with the relevant topics you’ve planned to discuss, culminating with highlighting the challenges they faced. Encourage a Q&A, allowing the audience to ask questions and make the session as interactive as possible.
Highlight mutual benefits
Emphasise what they’d gain with this interview. Create a win-win situation that makes their involvement worthwhile.
Conduct the event
Once they agree to participate, organise the event at your university, inviting your peers to attend. To generate interest, ask a professor to send an official email to all students, enhancing the credibility of the event.
Time it right
Schedule the event at the earliest so that you could tap into students’ early enthusiasm and maximise attendance.
4. Incorporate academic assignments
Almost every PR course includes a digital publishing or article writing component. Request your professor to consider using this event/interview as a topic for students’ article writing assignments, giving everyone a chance to apply what they learn.
Lastly, ask your professor to encourage their students to share their experience on social media and tag you online. Such an initiative creates a win-win situation for everyone. Students gain an intriguing topic to write about, and get to share their experiences on social media, boosting their online presence and serving as a stepping stone for building their brand. While for PR professional, it’s a corporate social responsibility.
5. Create your own thought leadership article
Staying informed in today’s fast-paced world means tapping into reliable and timely resources. To keep up with industry trends and new narratives, leverage newsletters such as Muck Rack Daily, Axios, and Sifted for quick, relevant updates; podcasts such as Columbia Journalism Review, and Masters of Scale, which offer deeper dives into current issues; industry publications like PR Week, Campaign, PRovoke Media, and The Drum’s PR section for focused insights; and books such as The Little Black Book of PR by internationally renowned PR expert Kosta Petrov.
Craft your own thought leadership article, use the above resources to uncover different angles on news stories. The likes of X, Substack, and LinkedIn allow you to share unique insights and perspectives. A strong thought leadership piece should be unbiased, fact-based, and rich with your own interesting take on the issue, ultimately bringing fresh value to readers.
Final tip
Read up on the new laws impacting international students or network with an immigration consultant who could guide you for the same. This boosts your chances of figuring out ways to convince recruiters for a job.
To summarise, these recommendations serve as a toolkit to help you confidently and purposefully navigate the UK PR market. By combining strategic networking, personalised applications, proactive learning and creating your own thought leadership article, you not only develop useful skills but also establish a distinct professional brand that will appeal to recruiters and industry readers alike. I hope these strategies help you feel more prepared and confident in your journey to enter the UK PR market.
Surya Jothi is a CIPR member with experience in working for clients in sectors including consumer technology, venture capital, travel, healthcare and educational institutions.