PR Rising Star is an interview series from MediaHQ that talks to up-and-coming PR professionals. It looks into why they decided to follow a career in PR, their predictions for the future of the industry and their favourite book of the last year.
Beckie Jordan is an Account Executive at FOUR Agency, a creative marketing and PR agency based in Norwich, specialising in design, PR, social media and marketing.
Beckie began her career in PR in 2017 as a PR & Marketing Intern at Debut Magazine. From here, she moved to Skinnydip London as a Brand Ambassador, moving to Media Jems in 2018 as a PR Intern and later a Junior Account Executive. Beckie has also worked in PR for Candour and Kaizen and in January 2022, she joined FOUR Agency as an Account Executive.
Why did you decide to follow a career in PR?
Initially, I wasn't really sure of the career path I wanted to take but during University I had a marketing module and took a number of internships in events, content and PR. Throughout that time is when I really decided that PR was what I wanted to do.
Specifically, tell us about your route into working in the PR industry?
My route into PR wasn't plain sailing. I didn't do a marketing or communications degree, I actually studied fashion at Norwich University of the Arts. But as I previously said, I had a marketing module which I really enjoyed and I had a number of internships throughout University that were related to events, PR and content. These really increased my love for PR, as well as teaching me a variety of things.
Coming out of university, I landed my first job at a small PR agency a few months after graduation and they really helped me to expand my knowledge, improve my writing and become more creative.
What is your favourite thing about working in PR?
The creativity. I love finding unique angles in news stories and creating campaigns on topical subjects. I also love planning events for my clients.
If you could make a lasting change in the PR industry, what would it be?
Talking negatively about each other, whether that be about campaigns or agencies. The PR industry is very competitive and we all want our clients to be in the news, making the good headlines, giving quotes to top tier publications and putting on fantastic events. However, I sometimes think there can be a lot of slating of each other. That's definitely the one thing I'd change! We should all celebrate each other's successes.
Name one person who has influenced your career and tell us why.
A woman I worked with at my first agency, Hannah Cary, who is now a life-long friend. We started at the PR agency at very similar times, and Hannah really helped me develop my writing skills. As we all know, writing is extremely important in PR and due to my more creative background, it is an area I struggled with initially. Hannah really helped me, and continues to support me four years on.
Name one communications tool you couldn't live without.
Tell us about a campaign or piece of work that you’ve worked on that you are proud of.
A digital campaign I did at the second agency I worked at - 'the most fun place to be a student' for luxury student accommodation company, Study Inn. I planned the entire campaign, beginning to end; researching, briefing the design team, outreach etc. It was my first digital campaign that secured really good, relevant links, one being from The Tab. So this is definitely one I am proud of.
Finish this sentence. “The best way to connect your story to your audience is by…”
Being fun, creative and unique.
What is your favourite hobby?
Netball. I play regularly for a local team and have played since I was about 11 years old.
What is the best book that you have read in the last year?
Woman in the Water by Katerina Diamond. (It's quite dark so stay clear if you prefer light-hearted books!)
What is your binge watch recommendation?
Schitt's Creek. (I've watched it far too many times, and always enjoy it.)
Name three trends that you think will be important in the PR industry in the next five years.
In-person events. We've had two years with events not being allowed, but I don't think live events have lost their touch, and I think we will see a boom in them over the next few years. From networking events, to educational events, to launches. I think this is something a lot of people are going to want to see.
Video content. TikTok has boomed over the past few years, and only continues to get more popular. Instagram are pushing video content and reels further, and there are always new YouTubers popping up. I think video content is going to be HUGE.
Anything 'Instagrammable' - whether it's events, PR packages, or products, everybody wants to showcase when they receive or go to somewhere cool, especially influencers.
Which social media site is the most important to you and why?
Instagram, for work. Many of my social media clients are on Instagram, it's the main way we engage with the customers and audience, sharing tips via reels and stories. Tiktok, for personal use. I enjoy scrolling through TikTok in short bursts and seeing a cute 15 second video of a dog, or to see something that I find funny.
Seeing a nice video is a quick way to put a smile on your face.
Name one staple of the PR industry that you think will die out in the next five years.
Newspapers. I don't think many people from younger generations really read physical newspapers anymore. Yes, they definitely suit a certain demographic and if it reaches the correct audience, that's fab, but I think if any PR staple dies out, it will be this.
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