Storytelling – undeniably the buzzword of 2014 in communications and marketing continues to garner the attention of many professionals and businesses. It’s kind of become a more trendy word for content creation, don’t you think?

With the significant shifts happening in the media space where news finds us rather than us looking for it, storytelling is moving to a whole new level with social and mobile dictating the creation and dissemination of news, and so the journalistic craft as well.

This is one of the major findings of a recent study by Edelman, News Whip and Muck Rack addressing social news consumption. Indeed, the research focused on the US, but reading through the results I believe there are some important points to bear in mind outside the US. Why? Because they could be sources of competitive advantage for early adopters around Europe (I think we all know (but not always admit) that most European countries move a little bit slower than the US when it comes to the adoption of technological advancements). 

You’re studying PR. You’re in your final year. You’ve read a lot about why work in PR. You’ve already made the decision that PR is the right career for you. Great! But now you’re a little lost. You want to get into the industry, but what’s next? How do you get a PR job after graduation?

No worries. At the end of this post you’ll find a list of the 2015 PR graduate schemes in the UK currently open for applications.

These PR graduate roles are run by some of the best PR agencies not only in the UK, but in the world, so competition is tough. You need to be prepared for that. But if you’re driven enough, nothing is impossible.

There’s one thing you need to bear in mind though – the deadlines are quickly approaching. For most of the positions you need to submit your application by the end of January (which is two weeks away). Don’t worry though. It’s absolutely doable. You just need to be motivated.

After the PR interviews with Richard Bailey and Pippa Hanson, it's time for the third interview in my blog series"Why Work PR?".

Today, Jessica Hodkinson shares her PR experiences and advice with us.

I 'met' Jess a few months ago on Twitter and we've been following each other since then. She regularly blogs about online PR and I encourage you to subscribe to her blog and follow her on Twitter for tons of useful information.  

Why Work in Public Relations: Interview with Jessica Hodkinson

1. As a short introduction, can you tell us a little bit about you and what you do?

I am a PR and Social Media Consultant blogging at www.onlineprpixie.com 

2. How exactly did you get into PR and what work experiences have you gathered so far?

After graduating back in 2009, I started the painful job hunt and faced a lot of mind boggling situations and rejection; I struggled to remain motivated before I found the right role. I saw an opportunity with a digital agency in the north of England and I decided to apply for it. I became an online PR consultant and learnt some essential skills that definitely set me up for the future. I also started my own blog!

PR is becoming a very competitive industry. The chase for talent is tremendous.

Being successful at university guarantees you a good degree, which is the first thing you need to be considered for a PR job.

Bear in mind that many PR agencies have started looking for talent with diverse backgrounds, so not necessarily people with PR degrees, but from more specialist areas such as finance or even healthcare.

For example, I didn’t study PR. I hold a degree in International Business, but I still pursued a career in PR – and I got it. It wasn’t easy, but I laid the ground while at university. That’s where success starts.

Based on my experiences, I would like to pass on my advice to you how to excel as a PR student and help you set the basis for a successful career in public relations.

Today, we continue with the second interview of my blog series, asking PR practitioners "Why do you want to work in PR?" and inviting them to share their experiences and advice around the profession. (If you missed the first interview with Richard Bailey, you can read it here.)

This time I got in touch with my first PR mentor – Pippa Hanson. I met Pippa when I was doing my first PR internship. She taught me so much when I was just getting into PR – from how to craft the perfect press release to how to pitch it to a reporter and secure coverage. 

Pippa has had an interesting career so far and I hope you enjoy reading more about it in this PR interview. 

Why Work in Public Relations: Interview with Pippa Hanson

1. As a short introduction, can you tell us a little bit about you and what you do?

I’m a PR consultant with in-house and agency experience, working with clients including Specsavers, English Heritage and the British Equestrian Federation.