Lukas Picton
Graduate, Certificate IV in Business (Marketing) and Diploma of Public Relations

Lukas' thoughts on his time at APM are below:

1. What made you choose to study at APM?
   
   The flexibility of being able to complete a tertiary qualification while still working full-time and the one-year time frame compared to most university courses which take three years.
   
   
2. What were you doing previously to studying at APM?
   
   Client Relations and Export Coordinator with Hamburg Süd (an international shipping company). Responsible for creating and maintaining client relations with Hamburg Süd’s business customers across designated trade lanes and services. This involved various sales and marketing techniques, managing key client accounts and business development.
   
   
3. What did you enjoy about the course you studied?
   
   The relaxed but professional environment, being taught by experienced industry professionals and the opportunity to gain real industry experience through the internship program.
   
   
4. What was your goal when you enrolled at APM?
   
   To gain the necessary qualifications to allow me to change my career path and enter the public relations industry.
   
   
5. What is your current job title, company name and job description?
   
   Public Relations Senior Account Executive at Text 100 – a global technology, consumer electronics and digital-lifestyle PR consultancy. Responsible for driving the implementation of strategic PR campaigns to achieve the desired results for clients as well as providing a critical day-to-day interface with the press in relation to my client’s PR campaigns.
   
   
6. Describe what your current role involves?
   
   My current role involves the creation of smart, focused PR campaigns for my clients, building relationships with key press contacts in the technology field, writing media releases, monthly reports, action documents, case studies and letters as well as running special events such as launches, news announcements and client events.
   
   
7. How did you find your current job?
   
   Direct application with the employer through the Seek website.
   
   
8. What advice do you have for other APM students hoping to break into your field?
   
   Don’t be dissuaded by initial knock-backs. The PR industry can be quite hard to break into. You will find that most of the entry level positions are not advertised and the old adage of “It’s all about who you know, not what you know” may seem to stop you from getting your foot in the door. Persistence is the key! Make sure you tailor your resume and cover letter to each job you apply for and know your strengths, skills and positive attributes for your interviews.
   
   
9. Did you find it easy or hard to get a job after you graduated?
   
   I would not say it was easy to get a job after graduation, the public relations industry is very competitive and I often found myself up against many candidates when applying for positions. It did help that I had some experience in public relations with my previous company and the APM qualifications definitely helped my applications!
   
   
10. What other career goals or aspirations do you have?
    
    Eventually after gaining more substantial experience in a consultancy environment I would like to open my own public relations consultancy.
    
    
11. What other initiatives have you taken to help your career?
    
    Apart from completing my APM qualifications I also attended regular PRIA events and networking nights, APM short courses and special seminars. I also asked to be given extra responsibilities in my previous role including media release writing, and I also took on the responsibility of managing our company’s events and client functions.