Name: Samantha Pape
Age: 27
Organisation & Description: Liz Lean PR is a non-sector specific PR agency that combines real-time data with human insight to build, enhance and protect reputations, from start-ups to household brands.
Date you started the PR Apprenticeship: 27th April 2021
What were you doing before your apprenticeship? I had been working as cabin crew for British Airways for 2.5 years, and prior to that I had nearly 10 years’ experience in customer service.
What attracted you to the PR Apprenticeship? After being furloughed from my career as cabin crew during the pandemic, I had an "epiphany" where I realised that as much as I loved the lifestyle and travel perks, I wasn't truly fulfilled in my job. I had started to look at online marketing courses and even a master’s degree, and as if by magic, I stumbled across the PR Apprenticeship at LLPR. I knew almost instantly that PR could offer me a varied and challenging career that I would love.
What was the highlight of your PR Apprenticeship? The biggest highlight for me has been finding a company that truly cares for its team and is determined to help each person grow and progress in their career. I have learned so many different skills, techniques and life lessons from every colleague and they have all been paramount in my ability to complete the apprenticeship.
What do you feel your apprenticeship helped you achieve? It has taught me how to stay calm in high pressure situations, and to not second guess myself, which is something that had always been a weakness of mine. It has also helped me achieve an early promotion at the agency to Senior Account Executive, which I was incredibly proud and flattered to receive prior to starting my End Point Assessment.
What was the biggest challenge that you overcame? The biggest challenge I experience was self-doubt! As a mature apprentice, I put a huge amount of unnecessary pressure on myself to do well. However, I learned throughout the apprenticeship that stepping into further education after so many years away, is a huge achievement and something to be proud of, regardless of the result. Once I let that pressure go slightly, I relaxed and enjoyed the experience which ultimately helped me to achieve a distinction.
Top 3 skills a PR Apprentice needs:
- Creativity – think outside of the box!
- Good communication – be articulate and confident with colleagues and clients.
- Teamwork – support your colleagues and make yourself an extension of the client’s team.
I love PR because… with every challenge there is an opportunity! Every campaign teaches you something new about the industry and yourself. All the tactics and strategies that we implement to build a client’s reputation are also completely transferrable to your own life.
What are your next steps? I’m so excited about the next chapter in my career. As mentioned, I have been promoted to Senior Account Executive at the agency, and within the next 12 months I hope to be on course for a junior account manager position.
CAMPAIGN SPOTLIGHT
Describe a campaign you were involved in and the activities you performed to bring it about…
I thoroughly enjoyed working with my colleagues on a campaign to improve public perception for one of our long-standing retained clients, a grant-giving charity.
As the Senior Account Executive my role throughout the project was to support with traditional PR and social media management, as well as building my relationship with local media. Since joining the agency, social media management has been one of my key responsibilities across several clients, and I was able to use my previous experience from those accounts as well as the skills I learned from the apprenticeship to improve the client’s social media strategy.
The campaign gave me the opportunity to really think creatively to find new ways to engage a wider audience and we had great results which I am extremely proud of.