Getting on the career ladder has never been more difficult … or important. With rising unemployment and a competitive marketplace, the prospects for those leaving education has never been more difficult. And even for those who’ve already managed to start climbing the career ladder, how do you keep going in the right direction?

I offer a 12-point plan for those starting out, and for anyone who is stuck in a rut!

1) Be master of your own destiny

Think about why you want to work in PR and research it thoroughly. Work out what you want, where you want to go and set about approaching those who might help you get there. In the words of Nelson Mandela: “I am the master of my fate: I am the captain of my soul.” Get some work experience under your belt. And be grateful if you get a few quid for it.

2) Make approaches

Be bold and approach an agency MD or company comms director with a compelling reason to secure their help. Tell a good (short) story. Be innovative, not bland. And always, always use spell-check!

3) Look the part

Work experience or an internship secured, check the dress-code in advance. Always dress up on day one with the option of dressing down as the week progresses. Ties may not be de rigueur, but a suit may still be appropriate or ripped jeans in agency. Dress to impress, not to regress!

4) Volunteer!

Don’t sit back…underpin your ambition with words and actions. Do the job and more. Go that extra mile. Remember, even in those quietest moments you’re potentially being assessed. You’re in the equivalent of an actor’s casting. So, yes, make the tea!

5) Think modern, think digital

There’s no easier way for young people to demonstrate their value in a modern communications forum than by giving new digital insights. Your way of communicating with friends could well be a client’s communication solution. This may be a strength and career selling point for you.

6) Speak up in a brainstorm

You may find a sceptical audience, but we all have good ideas. Your stage time is limited, so use it wisely. Startlingly obvious logic can often elude even the best, busiest, hard-working team.

7) Get noticed for the right reasons

A great workplace will embrace a range of skills and personalities, but never underestimate the quiet assassin! Shrinking violets will never be noticed, so you need to be recognised. But those who fail to engage brain before their voicebox, will lose an audience. The business will always welcome great help and relevant ideas.

8) Sell yourself to the right people

What are your USPs? Understand how the office works, what you’re being asked to do, and ensure you convey your strengths to those that matter. This might not be the MD, but someone who’ll have the MD’s ear and be your advocate moving forward.

9) Back up your words with deeds

Chat all you like (or are allowed) but it’s your work that will really do your talking. Be professional and punctual in all you deliver. Meet deadlines. Stay late to get things done if you need to, demonstrating that you’re willing to go that extra mile.

10) Never say no

Demonstrate a can-do attitude. Nothing’s beneath you. Soak up everything and think how you can learn from others.

11) Leave school behind

Forget your schooling, qualifications and projected grades. Exam results are good for the CV and will get you through the door, but then it’s up to you to demonstrate ability, personality, work ethic, team working capability and that you can be trusted.

12) Remember it’s 80 per cent effort, 20 per cent talent

In an employers’ market, we still find a wealth of supply, but a dearth of quality talent. All too often we find those with 80 per cent talent are willing to give only 20 per cent effort. Good businesses don’t want the frustration of dealing with those who possess so much but give so little.