Most people don’t start quoting Napoleon when giving career advice. Ah well…
by Ben Raza
I’ve found myself having the same conversation with a lot of my former journalism colleagues recently. Media jobs are being cut, and they want to follow me into the world of communications.
I’m no careers expert, but I have had a career that’s gleefully segued between journalism and comms more than most people’s. If you’re looking to follow that path too, here’s my top four tips:
1. It is personal – so make that work for you
If you apply for jobs, you’re guaranteed to get rejections. Whether it’s an unsuccessful interview, a rejection letter, or you simply get ghosted, that’s going to hurt. It’s going to feel personal.
But the good news is that… maybe it is personal? Depending on what studies you read, up to 54% of workers land jobs through personal or professional relationships. If you’re applying cold, to a place where you don’t know anyone else, those odds might not be in your favour.
As a journalist, you can work that. You’ll already know people in multiple organisations’ comms teams, your network will reach to countless organisations, and at the very least you’ll know different patches and subjects.
2. It’s a numbers game
You’d think that the more jobs you apply for, the better your chance of getting a job. That’s only partly true.
The CareerPlug 2025 report scanned found that just 3% of job applications led to an interview. That’s 33 applications for just one interview. And 27% of interviews led to someone getting a job; run the numbers and that’s around 123 applications before you can secure a job.
A tempting solution is to just apply for as many jobs as possible. You’re actually far better off applying for the jobs you’re a good fit for, and with a CV that’s tailored for the job. A smaller number of targeted job applications is better than simply applying everywhere. That brings us nicely to…
3. What do you want to do all day, and where do you want to be all day?
I’ve worked in a wide range of PR roles, and I can promise you this: You’re not only more likely to get interviews in industries and areas where you already have an interest, but you’ll interview far more convincingly too.
And maybe most importantly of all, you’ll actually enjoy the job once you’ve started if you already care about the topic, the industry or the area.
Comms and PR vary enormously, depending on which organisation you’re with, and what industry you’re in. Use the knowledge you’ve got already got – and the contacts too - to pare it down.
As it’s a numbers game, be signed up to job alerts for the organisations you’re interested in so that you can apply early. And if there are particular job roles you’d like, have a CV for that role which you can tailor for that specific vacancy.
4. Take inspiration from Napoleon
It might take a while to get that first job (albeit hopefully it won’t take so long you’ll have time to invade Russia).
Instead, remember the famous quote by Emperor Napoleon:
"I know he's a good general, but is he lucky?"
And the best way to be lucky is to apply early. Data on LinkedIn shows that applications are only seriously reviewed in the first 44(!) hours after a job is posted. A separate study by StartWire showed by applying within the first 96 hours after a posting goes live multiplies your interview chances by eight.
Leave it too late, and your resume is buried in the pile.
So: Make your own luck by being early with your applications.
Journalism is great fun and enormously rewarding, if you’re at the right place with the right people. Luckily, the same applies to comms too.
Ben Raza is manager for communications and engagement at Bedford Borough Council.
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