As another woefully disappointing UK summer comes to an end, recent PR, media and marketing grads may find themselves fresh home from festivals and gap years, uncertain of the next steps. Alternatively, those who decided to skip the summer frivolities and dive right into their career, may soon be facing their first day at work.

Whether you’re curious about PR or are soon to start in a new role, there are six fundamentals early careers and graduates should know:

Curate a media list 

PR relies heavily on quality journalist contacts for pitching, which is also referred to as a media list. Ensuring these journalists are relevant to your story is crucial for successful coverage. Tools like Kantar, PA Mediapoint, and Gorkana are used in PR agencies and help to find journalists’ contact details. It's important to verify their accuracy, as they may not always be up-to-date. Before adding a journalist to any media list, it's wise to double-check their current position and contact details using X or Google.

When creating media lists from scratch, start by listing titles you want to pitch to and be sure to include national, lifestyle, regional, and industry-specific publications. Then, research which journalists cover topics similar to your story for each publication. Use resources like Resource Source (most agencies will have this set up) or #journorequest on X to see what stories journalists are currently working on. Additionally, pitch to journalists who have covered your clients’ stories in the past.

Craft a good bit of PR

Crafting press releases is another major part of the job, that requires a certain level of skill to get right. Press releases should always have a clear angle and hook; their primary function is to present facts, data, and information. One common mistake is treating press releases like blog posts—overly verbose, descriptive, and lengthy. A typical press release begins with an introduction, followed by the main story containing all pertinent data, research, and tips. It concludes with a quote, a call-to-action with a link to a client site or blog post, and notes to editors at the bottom with all your client’s information.

One piece of advice for new PR professionals is not to be disheartened by any feedback on your press releases. Perfecting the angle and tone of voice for a client’s release takes time. Listen to any feedback and learn from it, utilising it the next time you write a release.

Get your outreach mojo

The goal of digital PR is to achieve links and coverage for clients, primarily through outreach, also known as pitching. Crafting effective outreach emails is therefore crucial for campaign success.

When reaching out to a journalist, always address them by name to avoid generic emails. Start with a polite greeting, asking how they are. Explain why they should cover your story; you need a journalist to know why this story should be covered now. A good way of doing this is by linking your outreach email to the news agenda. Provide everything needed for publication, including images, and ensure everything is up-to-date and properly referenced. Don't forget to ask for feedback on your story, and leave your full contact details for further questions. It’s generally best to outreach a story before 10am and follow ups should be done two or three days after the initial outreach on the same email chain.

Don't be afraid to re-angle the story

Not every pitch will get covered, even if you're confident it will. Don't hesitate to suggest changes to your outreach strategy, such as focusing on new data or completely reangling the piece. When a story isn't working, the best approach is always to recommend changes rather than giving up on it.

Build and maintain journo connections

As a new PR professional, you may not yet have the established connections with journalists that come with years in the industry. However, it's crucial to start building those relationships early on. Research relevant journalists that cover your client's area and engage with them on social media platforms like X. Reach out to them to inquire about their current and future story plans, offering assistance where you can. By doing so, you'll become familiar to them, increasing the likelihood they'll approach you directly for expert commentary or assistance with future articles.

Be proactive and reactive 

Being proactive and reactive is crucial for success in PR. Stay updated with the news agenda and social media to know what's happening. Responding to news events with expert comments or client stories, known as newsjacking, is a significant aspect of PR. Look out for opportunities or journalist requests to share with your team.