Now the big question, how to get in the door – easy, just call up and ask for an informational interview. PR people love to talk about themselves (well, at least 98 percent of them do), so give them a soapbox. Contacting the HR department is an easy first step. If that doesn’t work, showcase your “research” skill and track down someone working on an account you find interesting and contact them directly. Don’t make it seem like you’re stalking them, but that you’re interested in the work that they’re doing on a particular piece of business. How to do this – simple, reference a recent press release they put out on the client, discuss a related event that you recently heard about, or let them know that you’d like to talk about ways to enhance the visibility of that client to a new or existing target audience. Everyone loves top hear about new ideas. Don’t try and sell yourself in the process, instead, engage in professional dialog – that will leave a lasting impression as no one wants to sit in and listen to a personal sales pitch.

It can also be quite effective to go to professional networking events, like for PRSA, in the geographic area where you want to work. You can meet people with a lot of connections and you’ll likely be the only student or recent grad there, which will make you stand out in a positive way. If you move somewhere before getting a job, you can get involved on one of the committees of the local PRSA or IABC Chapter.

In my opinion, you should go for that ideal job even if you don’t think you’re qualified because you never know. Take the risk, if you don’t jump you’ll never know if you can fly.

If the ideal job doesn’t work out, maybe it will in the future. Take the back-up job but make sure that you choose a back-up that you can be happy in. I know I can’t deal with a job that I dread going to everyday, even if it may lead to better things down the road. This may not get me ahead in my career but I have to put my happiness first.