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Industry Insight with Christine Arthur

Posted 8th March 2010

Welcome to the Industry Insights section of B-Hive. Today Christine Arthur from McCann Erickson - Public Relations is explaining what drew her towards a career in PR and Marketing.

What is the typical career path in this job?

The most typical career path in this job is to work your way through the ranks starting at the bottom and working your way up. Obviously most people aspire to reach the top of their profession and in PR this means reaching Account Director / Senior Consultant status. However I feel that titles becomes less significant the more senior you become as responsibility begins to take precedence. As an Account Director you’ll be challenged – advising bigger clients and working on important briefs which allow you a sense of fulfilment and job satisfaction. At this level your role becomes more about thinking and managing a team rather than doing. 

However the great thing about this business is its diversity, the marketing sector is so broad that essentially if you work hard enough you could open doors to areas and opportunities that you didn’t anticipate. The business and media landscape are constantly changing at such a fast rate which makes it incredibly difficult to map a typical career path for our industry. 

What drew you towards a career in PR and Marketing?

I studied English at University with an eye to a career in the media and upon graduating I explored the possibilities of journalism and advertising but soon realised that PR suited me best. Working in PR and Marketing is such a wide and varied profession that I never get tired of it and it allows me to indulge my passion for writing.

PR is a wide and varied career.  If you’re creative, there’s always a need for ideas that will ensure brands stand out in ever more competitive markets; if it’s strategy that you enjoy doing, we have to act as consultants and our job involves a great deal of thinking and planning.  Most important of all, if you enjoy delivering campaigns, there’s plenty of scope for that too.  There is a huge range of ‘tools’ in the PR ‘armoury’ so if variety is what you are after you can get stuck into anything and everything from writing technical features to press briefings, organising events to corporate social responsibility…and everything in between!

Have you had to adapt your campaigns during the recession? If so in what ways did you re-evaluate your marketing activity?

Obviously the recession altered everyone’s strategies but our key philosophies didn’t change. We believe in working smarter not necessarily harder.  We are results-driven and this dictates everything that we do. If anything, the recession highlighted the importance of KPIs (Key Performance Indicators) and managing expectations so that we can delight our clients.

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