Now, two months in and I can already tell you – what is written in your texts books doesn’t always work out and there are many hidden challenges involved in the practical side of working a consumer PR agency.

Having come to Red with a few internships behind me I was not in complete shock at having to pick up the phone and cold call journalists on my second day pitching story ideas that I had only just been briefed on.

I’m sure I was one of the lucky ones – others who have gone before unfortunately may not have been quite as prepared.

Which brings me to the point… just what are they teaching us at uni? Having practical experience seems to have been my saving grace in the big bad ‘Real World’, which I should have been prepared for apparently.

According to answers.com Public Relations is defined as ‘the art or science of establishing and promoting a favourable relationship with the public’ or ‘the degree of success obtained in achieving a favourable relationship with the public’.

Now, at uni they teach you things like how to write a press release and how to create a media strategy, but they seem to skim over the important theme of ‘achieving a favourable relationship’ whether it be with the public, journalists or even new colleagues.

A few tips I have picked up in my first few weeks that are useful for any aspiring PR agency newbie:

• Be willing to do whatever you are told and assist other staff members. Even though you may be feeling flat out – the seniors and managers are probably much more pressed for time so lend a helping hand.
• Don’t expect to be able to buy a new BMW with your first pay check. You have to start somewhere and you have to work your way to the top.
• Be prepared to live and dream work – having been a footloose and fancy free uni student for so long it may be a shock to the system, but it’ll be worth it when you see early results.