Name: Gaby White 

Company: Carrington Communications

How long have you been with the company: Three months

Job Role: Senior Account Executive

Where did you find the job advertisement to apply for the role?

I was contacted by Rob, Carrington’s founder, over LinkedIn while I was out and about one weekend! I already knew a bit about Carrington so was happy to meet him and find out more about the business, the role and the clients.

When I was offered the job, I knew right away that it was the right move for me.

Why did you want to work for the company?

Carrington is still a young company so I saw lots of potential for both the business and myself as an ambitious professional. My PR career started in Lincoln back in 2016 so the fact that Carrington worked with a wide range of local businesses was also appealing. Having worked in international PR for a time, I was keen to get back to working locally again.

I also really liked that the company was fresh and has a flair for no-nonsense PR - integrity is key in this sector!

What interested you about the industry?

I’m passionate about writing and wanted to work in an industry that gives me the opportunity to write, meet new people and explore creative ideas on a daily basis. I had considered becoming a journalist for a while but working in PR is so diverse (you can be writing features, developing social media campaigns, trying your hand at video or photography and so much more!) that I couldn’t not jump right in!

Can you describe a typical day for you?

No day is the same in PR. I find that I have three core layers to my work - one layer of on-going work that is maybe a few weeks or months in the making; everyday tasks that tick over and then a layer of high priority in-the-minute tasks such as sending a comment out from your client on a highly topical subject that will be gone from the press by the afternoon.

I’m emailing or calling clients and journalists every day to pitch stories, discuss current projects and most likely chase them for something! You can find yourself writing a lengthy feature based on an interview and research you’ve conducted on a really niche subject one minute, and writing a snappy social media post the next. 

Planning content and campaigns ahead of time and keeping up with current affairs and topical subjects are also key. It keeps you in tune with journalists and opens up new opportunities to share with clients.

What qualities do you bring to the role?

My writing ability is probably my strongest skill. It’s important to be able to wear lots of ‘hats’ in PR and take the right tone of voice in your writing to match each client or subject, as well as being flexible enough to move from subject to subject easily. 

I’m also approachable and friendly so I tend to get on with most people, something that is crucial when building relationships with clients and journalists. 

What is difficult about your role?

The sound of silence from journalists after you’ve sent what you thought was an attention-grabbing pitch can be a bit disheartening. You need to be able to balance the right level of persistence with appreciating that journalists aren’t just news-churning machines - they’re people with a job to do too.

A level of resilience and motivation to persevere is important too, because when you don’t hear anything back you need to be able to find another opportunity or way to get your story out there. Otherwise you’ll be explaining why a story hasn’t been successful to a client!

Just as PR is exciting and dynamic, it’s also demanding and unpredictable. A client could email you at 4pm on Friday asking for a press release to be prepared for Monday morning, or a journalist could get in touch with a last minute opportunity with a tight deadline. But that’s what keeps things interesting and you’ll definitely never be bored.

What is the best thing about working at the company?

We’re building a reputation for delivering no-nonsense PR which is a great foundation for Carrington to grow. Each member of the team brings their strengths to the table so we’re regularly winning new clients, new coverage and growing our brand.

Growing with a startup like Carrington is exciting and we have lots to look forward to in the future - in an industry like PR, it’s great to be part of a team that’s always on the up!

Why would you recommend working in the industry?

If you’re creative, love to write and get a kick out of seeing results then PR is the industry for you. It’s a busy environment but it’s a fun one. Although it’s definitely not all glitz and glam like it’s often portrayed, it’s a rewarding industry to work in. There are also so many paths you can explore because every role is so multi-faceted - you could work in-house for a retail giant, charity or healthcare provider or at a niche agency doing digital PR for specialist clients or particular sectors, the possibilities are endless! There is always plenty of opportunity for growth too, and people tend to rise through the ranks quickly. 

PR is a great way to turn your creativity into a career and when you’re in a relaxed, friendly team like here at Carrington, it makes the work feel dynamic rather than stressful!