How can you best prepare for a career change to in-house PR?

1 Assess your strengths and gaps

Before you apply for any in-house PR position, you need to evaluate your current skills and identify your areas of improvement. In-house PR requires a blend of strategic thinking, creative execution, media relations, crisis management, internal communication and stakeholder engagement. You also need to have a solid understanding of your industry, your organization's goals and values, and your target audiences. To assess your strengths and gaps, you can use online tools such as the PRCA Competency Framework, ask for feedback from your peers and mentors, or review your past projects and achievements.

2 Research the market and the employer

Another important step to prepare for a career change to in-house PR is to research the market and the employer you are interested in. You need to know the trends, challenges and opportunities in your industry, as well as the reputation, vision and culture of your potential employer. You can use sources such as industry publications, social media, company websites, annual reports and press releases to gather relevant information. You can also network with current or former employees, clients or partners of the organization to get an insider's perspective.

3 Update your resume and portfolio

Once you have assessed your skills and researched the market and the employer, you need to update your resume and portfolio to showcase your value and fit for the in-house PR role. Your resume should highlight your achievements, results and impact in your previous PR positions, using quantifiable metrics and specific examples. Your portfolio should demonstrate your creativity, versatility and quality of your work, using samples of your campaigns, media coverage, press releases, social media posts and other PR materials. You should also tailor your resume and portfolio to the specific requirements and expectations of the in-house PR role you are applying for.

4 Prepare for the interview

The final step to prepare for a career change to in-house PR is to prepare for the interview. The interview is your opportunity to impress the hiring manager with your skills, personality and enthusiasm for the role. You should anticipate the common questions and scenarios that you might face in the interview, such as your motivation, your experience, your strengths and weaknesses, your goals and your fit for the organization. You should also prepare some questions to ask the interviewer, such as their expectations, their challenges, their culture and their feedback. You should also practice your answers, dress professionally, arrive on time and follow up with a thank you note.

5 Here’s what else to consider

This is a space to share examples, stories, or insights that don’t fit into any of the previous sections. What else would you like to add?