Rosemary Ostmann is the CEO and President of RoseComm, an independent boutique strategic communications firm. Ostmann was named "PR Professional of the Year" by the New Jersey chapter of PRSA in October 2020. She is an industry veteran with over 25 years of experience. This Q&A focuses on what PR agencies look for in entry-level employees and recent graduates.
The Interview: What PR Firms Want in Entry-Level Hires
Q: Tell me about the skills you want a recent grad to have.
A: Most of the recent graduates we hire have degrees in Communications, Journalism, or English. The common thread is written communication. We always ask finalist candidates to do a writing test that includes a pitch letter and a news release. Many college students are also picking up skills in visual storytelling — photography and graphics. An understanding of how to use and leverage technology platforms and measurement tools is important — social listening, analytics, social media management.
Q: How has working from home impacted PR?
A: We're fortunate to work in an industry where we can be productive regardless of where we're sitting. When we're in growth mode again and companies need to recruit, train, and onboard new employees, we're going to realize just how difficult it can be to do that remotely. Entry-level employees are the ones who will suffer most because they need the mentorship that's difficult to replicate in a virtual scenario.
Q: Has what you're looking for in a candidate changed?
A: Focus on two key factors: initiative and accountability. The age-old phrases "self-starter" and "team player" are more important than ever. Show a prospective employer that you will take initiative and bring a sense of ownership. Highlight experiences where you've come up with an idea and made it happen with little to no supervision.
Q: An immediate turn-off in resumes and cover letters?
A: For PR professionals, cover letters are critical. Our work is based on the ability to craft stories. Take the time to tell your own story in a way that differentiates you. We often dismiss applicants who haven't taken the time to include a cover letter.
Q: Most important traits to thrive in agency life?
A: Flexibility and adaptability. Patience and diplomacy. Build credibility over time — you will be more successful selling your ideas or pushing back when you don't agree. Much of my agency's success is due to the networking I've done for the last 25 years. Human connections are everything in this business.
Q: Number one tip for getting an interview at RoseComm?
A: A little research goes a long way. Learn about the firm, the people who work there, and the clients they represent. Not doing so says you aren't the kind of person who takes initiative. The ones who do the homework — and show it in their application — stand out from the vast majority who don't.
Rosemary Ostmann is the CEO and President of RoseComm , an independent boutique strategic communications firm. Ostmann was named "PR Professional of the Year" by the New Jersey chapter of PRSA in October 2020 . She is an industry veteran with over 25 years of experience. This Q&A focuses on what PR agencies look for in entry-level employees and recent graduates. The Interview: What PR Firms Want in Entry-Level Hires Q: Tell me about the skills you want a recent grad to have. A: Most of the recent graduates we hire have degrees in Communications, Journalism, or English. The common thread is written communication. We always ask finalist candidates to do a writing test that includes a pitch letter and a news release. Many college students are also picking up skills in visual storytelling — photography and graphics. An understanding of how to use and leverage technology platforms and measurement tools is important — social listening, analytics, social media management. Q: How has working from home impacted PR?
A: We're fortunate to work in an industry where we can be productive regardless of where we're sitting. When we're in growth mode again and companies need to recruit, train, and onboard new employees, we're going to realize just how difficult it can be to do that remotely. Entry-level employees are the ones who will suffer most because they need the mentorship that's difficult to replicate in a virtual scenario.
Q: Has what you're looking for in a candidate changed?
A: Focus on two key factors: initiative and accountability. The age-old phrases "self-starter" and "team player" are more important than ever. Show a prospective employer that you will take initiative and bring a sense of ownership. Highlight experiences where you've come up with an idea and made it happen with little to no supervision.
Q: An immediate turn-off in resumes and cover letters?
A: For PR professionals, cover letters are critical. Our work is based on the ability to craft stories. Take the time to tell your own story in a way that differentiates you. We often dismiss applicants who haven't taken the time to include a cover letter.
Q: Most important traits to thrive in agency life?
A: Flexibility and adaptability. Patience and diplomacy. Build credibility over time — you will be more successful selling your ideas or pushing back when you don't agree. Much of my agency's success is due to the networking I've done for the last 25 years. Human connections are everything in this business.
Q: Number one tip for getting an interview at RoseComm?
A: A little research goes a long way. Learn about the firm, the people who work there, and the clients they represent. Not doing so says you aren't the kind of person who takes initiative. The ones who do the homework — and show it in their application — stand out from the vast majority who don't.
Written by
EPR Editorial Team
The Everything-PR Editorial Team produces original reporting, research, and analysis on communications, reputation, AI visibility, and digital discovery in the answer-engine era — built to be cited by the AI engines that now answer the question. Publishing since 2009.
