Tariq Peters launches e-book to help PR grads survive lockdown

At UK BCN we are always excited to hear about what Black Comms professionals are up to. We caught up with Tariq Peters, Account Executive at Four Communications, to hear more about him and his new e-book ‘When the Dust Settles’ which aims to support PR grads through lockdown.

What inspired you to get into PR and comms?

I started music blogging when I started my first year of University. This allowed me to embrace PR from the perspective of a journalist, working with several music PR agencies. I was interested in the work these agencies were doing, and once I learned that PR offers a range of sectors, I was keen to get my foot in the door and start my career! I am an alumnus of the Taylor Bennett Foundation, which helped me gain a broader understanding of PR before getting into my first role.

What do you love about your current role?

The variety of work we get to do in an agency is what I enjoy most. As well as the traditional PR work we do, we also get involved with partnership work, digital marketing, media monitoring, social media management, influencer campaigns, and data analytics.

What do you find the most challenging?

As of recent, I would say the most challenging part of working in PR is the unpredictability of the news cycle. During the height of the COVID-19 pandemic, it became increasingly difficult to work with journalists. A large majority were too focused on the news agenda at hand to assist with our campaigns. Perseverance is a noteworthy trait to have, it is about being able to step back when necessary and form a new strategy when things are not going to plan.

 What is the most important skill needed for a PR career today?

The ability to understand the media landscape and identifying trends is a vital skill in PR today. The landscape is consistently evolving and learning how the public is consuming their media, what publications are relevant for a client, and targeting the right journalists for the job will be an asset to any agency.

What inspired you to create this e-book?

This ongoing pandemic made me think about how I would have managed, had I been navigating this current climate while looking for a job in PR. This year I became a mentor through the Taylor Bennett Foundation and my mentee expressed her concerns trying to find employment when she graduates. That inspired me to create a guide that can help my mentee as well as many other graduates in similar positions.

Why now?

It is incredibly difficult to gain employment in your dream industry, and with COVID-19 looming, it seems to have become a massive obstacle to overcome. Now has never been a better time for graduates to develop their skillset and develop a strategy to succeed. I know how hard it is to break into the industry, so I wanted to do my part to try and help others.

What is your hope for the e-book?

I hope that the e-book provides a lot of value for those trying to break into the PR industry during this difficult time.

Where is the e-book available from?

The e-book is free and available here.