Dear PR Matters,
As a new graduate, I wish to pursue a public relations career and have applied in several companies, including PR agencies.
The responses have been favorable so far, but have observed that when in the final stages, I have been asked to take a writing test. While I have written several pieces for our school paper, I must admit I am not quite that confident about the test.
Can you give me some tips on how I can prepare for this?
Sincerely,
Angelica M.
Dear Angelica,
First of all, I would like to thank you for your letter and congratulate you on your graduation. My colleagues and I are happy that you are planning to pursue public relations as a career and wish you all the luck as you take your first steps. Nothing, of course, is easy, but you will find it a very exciting and fulfilling career.
For better or for worse, writing is an essential skill for most public-relations practitioners. The words we use are our tools, tools that unlock a world of ideas and possibilities as we promote our brand. And that may spell the difference between so-so and excellent communications.
And whether we like it, a writing test is one way that companies can determine an applicant’s writing ability and potentials to get ahead.
“Writing tests are a very important part of the interview process for us,” said Dawn Miller, CEO of Miller PR, a bicoastal firm which represents digital and entertainment brands. “Typically, we ask the applicant to prepare a press release, a pitch, a bio, or company boilerplate, depending on the candidate and the skills required for the position we’re looking to fill.”
And in PR News article “Getting the Job: Five tips for Acing the Dreaded PR Writing Test,” Andrew Hindes, a seasoned PR copywriter and the president on The In-House Writer, said that “it’s not just recent college grads whose writing chops are being evaluated.”
He cites Amy Bermar, president of Corporate Ink, a Boston-based agency specializing in technology clients, who started using writing tests for every single hire at every level 15 years ago. That’s when they unhappily discovered that “someone senior enough to know how to write actually didn’t write very well at all.”
So, whether you’re just entering the job market or a seasoned pro considering a career move, Hindes shares with us five tips to help navigate the dreaded PR writing test:
• Yes, spelling counts. And so do grammar, punctuation and proofreading. “We are looking to see if a potential candidate is able to express himself or herself clearly, concisely, and without errors,” said Alan Amnan, CEO of mPRm, a Los Angeles agency specializing in media and entertainment clients.
Hindes said mPRm requires interviewees for entry-level and junior positions to bring a mock press release announcing their hiring by the agency. Senior execs may be asked to write a client release or a new business proposal.
Amnan recommends that before turning in their work, “candidates double check mistakes by printing it out on paper and reading it out aloud to themselves—and then have someone proof read it as well.”
• Know your formats. Ryan Croy, partner and director, Brands Division of Fifteen Minutes Public Relations, recommends that candidates spend time reading up on PR fundamentals and familiarizing themselves with published press releases by visiting the web sites of distribution services Businesswire and PR Newswire.
“While we do not expect entry-level employees to walk through the door fully equipped with the skills to draft flawless press releases and pitch letter, we do expect candidates to possess a strong base knowledge of press release writing and formatting,” Croy said. And the best way to know these formats is through research and practice.
• Practice writing fast. Deadlines are part of challenges PR practitioners face everywhere, anytime. That’s why some firms administer timed writing tests in their office. Croy said his agency gives candidates 20 minutes to draft a press release on the assigned subject, as this “allows them to showcase their core writing competencies and creativity within a specified time period.”
• Be prepared to go graphic. These days, both social and traditional media are about more than just words, Hindes said. It’s a visual world, and words are usually accompanied by photos or an infographic. Visuals are very important in the retail industry I represent, and in time, it is important to know how words and visuals go together.
• Strut your stuff. Yes, proper grammar and spelling are important, but they are not enough to make you stand out as an applicant, Miller said. “We look for candidates who do that extra something,” she said. “Demonstrating a lot of creativity and passion, or taking the initiative to demonstrate knowledge of our company or the industries in which we work—those are things that set candidates apart for us.”
Corporate Ink’s Bermar aso looks for candidates who take risks and offer a fresh perspective in their writing. “Our ‘written test’ is really just an outline,” she explained. “I could care less if you make up the content, as long as it’s interesting, creative and wants me to take action. I like it when people color outside the lines.”
Thank you again, Angelica. We hope these tips will help you when you take that writing test. My colleagues and I wish you the best of luck.
PR Matters is a roundtable column by members of the local chapter of the United Kingdom-based International Public Relations Association (Ipra), the premier association for senior professionals around the world. Millie Dizon, the senior vice president for Marketing and Communications of SM, is the former local chairman.
We are devoting a special column each month to answer the reader’s questions about public relations. Please send your comments and questions to askipraphil@gmail.com.
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