Sandra Cain...
[Issues & Crisis Management, Level 3]

What areas of communication have you worked in?
Public Relations – notably media relations, internal comms, event organisation

What are the most important skills needed to work in these industries?
Excellent writing skills, ability to empathise and create good relations, good networking skills, good managerial skills and problem solving skills

What personal qualities do you think employers look for?
Good interpersonal skills, good presentation skills

What would impress you most on a C.V.?
Obvious knowledge of 2-way symmetrical PR and the importance of research and feedback

What part of work in the industry did you most enjoy, and why?
Media relations and event management – more fun! Opportunity to use writing skill

What is the most important practical skill we should remember from the unit you taught us?
Good writing skills AND skill of interpersonal relating

What is the most important source of information you use on a regular bases? i.e. website, book, database?
BRAD (media directory) and CIPR’s website