‘The value of the PR industry’s skillset is often underrated’

Job title and company: Chartered communications consultant, Jule Wilson Communication

Location: The north-east

Time in PR: 16 years following a career in journalism

What does your current role involve? 
I work both strategically and operationally to support organisations of all shapes and sizes to build and manage their reputation, which is varied! From one day to the next I could be augmenting an agency team to develop a pitch, crafting, editing or repurposing compelling copy for websites, white papers, traditional, digital and social media, or working on campaigns, collateral or competitor analysis for my retained clients: charities, cultural organisations and small businesses.

What do you love most about working in public relations? 
No day is the same and the skillset, which can be as vast or as specialist as you like, is transferable across any role or aspect of business. I’m a generalist, with enough experience to turn my hand to almost any task within the marketing and PR remit, so I can add value quickly with minimal briefing, and I always feel able to constructively contribute to whatever project I’m involved in, no matter how narrow the scope may seem.

What's been the highlight of your career so far? 
I’ve been working with some of my existing clients since I became an independent practitioner more than seven years ago, and that has meant a lot. There are a lot of agencies and freelancers out there, so the fact they chose, and continue to choose me has been amazing. We work together as partners and in some cases, that work has been recognised with awards in our respective fields; it’s the strength of my client relationships that enables us to achieve so much together.

How long have you been a member and what made you join? 
I joined in early 2011 when I started my CIPR professional diploma in public relations, a qualification I pushed for organisational sponsorship to do after making the move from maternity cover into a permanent in-house PR role after transitioning from journalism into PR. It gave me a grounding that has since proved to be a springboard for my ongoing development as a chartered practitioner.

How does the CIPR support your career? 
I got involved with the CIPR initially through my local group in the north-east when I was developing my early PR career through the diploma, and it was invaluable in terms of building my network, my confidence, and my wider industry knowledge. Following this, I spent several years volunteering on the regional committee, which continues to host useful events, and I still consume a lot of CIPR content that supports my day-to-day practice as well as my continuous professional development (CPD).

Best piece of career advice you’ve been given? 
Value yourself; the PR industry and the value of its skillset is much misunderstood and often underrated, so it’s important that practitioners, supported by the CIPR, charge fees that are reflective of our worth, and push for greater recognition by those outside the industry, so we can attract and maintain talent into the future, and better the working environment for us all.

Find out more about joining the CIPR

Take the next step in your PR career and become a member. The CIPR is a supportive and inclusive community where everyone has the opportunity to connect, thrive and grow. Join the CIPR today.