Received yet another application today from a graduate desparate to break into PR so I thought I'd paste some tips for PR job seekers. But first let me make it clear, I've no vacancies at the moment!

1) Do a PR degree
First of all I'll always look more favourably on someone who has done a PR degree. That's because I run a small company and can't afford to employ anyone who can't hit the ground running. That said I do believe in giving people a break and an opportunity to learn. A bigger PR company can cope with someone from a non-specialist degree, but should still in my opinion ensure that you do a professional or post-grad PR qualification. There is no place in today's PR profession for the unqualified.

2) Get a life
I'm much more interested in what you've done, rather than what class of degree you've got. Anyone can get a first if they are prepared to give up their life in pursuit of that goal. I'd prefer to see someone with a decent social life, who had got involved in lots of campaigns and causes at university, rather than spending all their time studying. Of course there are some talented individuals who can do both. That's OK as well!

3) Passion goes a long way
If you've done a PR degree then you've got to convince me that you are passionate about PR. Just showing me a portfolio of practical assignments that the university has helped you to get isn't enough. I want to see how you've used your skills and talents to further causes that you believe in. You've got to have done some sort of voluntary work that showcases your skills and talents. It doesn't matter too much what it was - it could be party politics, single issue campaigning, charities or community groups. You've got to show that you are a giving person that wants to put something back into society. Corporate social responsibility starts with the individual.

4) Perfection isn't too much to ask
Your application has got to be perfect. It's not too hard to make sure that you check the spelling and grammar of your covering letter and CV. It's hard to proof read your own work, so team up with a friend. And if you are sending an attachment, you will send a PDF and not a Word file. If you don't know how to do this, then shame on you because it's easy, it's free and a good PR person has the initiative to work things out for themself.

5) Big Brother, no thanks
If you turn up for an interview at 9:00 in the morning you'll know exactly what's in that morning's papers. Not just celebrity gossip or sport (that might work at a purely consumer PR shop but nowhere else). You'll be aware, very aware, of current affairs. You'll know who the director general of the CBI is, you'll be able to name at least half of Tony Blair's cabinet, you'll be able to debate both sides of a topical issue of the day. You won't just have read the national papers but you'll also have read whatever the main regional paper is (e.g. Yorkshire Post, The Journal, Western Mail etc).

6) You'll know my name
How hard is it to browse the internet or make a phone call and know who you are writing to? You'll also know something about my company and demonstrate that it's not just a mail merged letter you are sending. You're never going to not bother researching a journalist or media that you are targeting are you? Are you? Getting a job is no different, do your due diligence.

And now that I've written this guide, you will have read it before writing or emailing me. My various websites are very easy to Google and this article has pretty obvious keywords to search on the site for.

RECRUITMENT, JOB, VACANCY, WORK PLACEMENT, ADOPTION, EXPERIENCE, CAREER, APPLICATION, QUALIFICATION, PROFESSION