Katharine
Job title
PR Manager
Company and location
London Tourist Board, London
Industry sector
Tourism
Background
Degree in French and Spanish, Leeds University
Worked in public relations for the arts
Describe your job
I work as a public relations (PR) manager for the London Tourist Board and Convention Bureau. My job is to promote London as a tourist and conference destination. One aspect of this is to react to media enquiries, commenting particularly on those issues which affect the capital. For example, Prince Philip was recently reported as saying that tourists should not be allowed into London!
How do languages come into play?
Relations with international media are just as important as links with the British press – I work closely with the British Tourist Authority's offices overseas. I get to use my languages especially in discussions with journalists from France and Spain.
What projects does the job involve?
One part of the job is to work on themed campaigns. One recent example was to promote London's vast array of shopping opportunities by producing a guide and taking groups of journalists to some of London's trendy shopping areas. Journalists come to us looking for a flash of inspiration, a new angle for a piece. You need to know what's new and quirky and different.
What skills and experience do you need to get on?
People come into this job from a range of backgrounds - one of my colleagues used to be a travel writer, another worked for a tour operator. You need an understanding of tourism gained preferably within the industry or in a related area like hospitality. Whatever your background, you need to have strong time and task management skills to be able to juggle a busy workload. You also need a good knowledge of the city you are promoting and the ability to deal effectively with press and member organisations.
Any tips?
Think about the other skills you have also developed while learning languages. There is a lot of common ground between these skills and those needed in public relations. You have to think carefully about what you are saying, and convey messages accurately to people. Use of the correct tone and register is important, as are the sort of copy writing skills you might also develop in translating.
Try also to pick up everyday business jargon – you could do this at university or elsewhere – this is vital for email correspondence.
Katharine has since been promoted to Head of PR at Visit London.
Source: AGCAS