Paul Nezandonyi - Public Sector PR

Having first become aware of the PR industry while on the receiving end of publicist phone calls when editing his student newspaper, it was only when he took on a part time job with Lewisham Homes as their sole press officer that Paul Nezandonyi realised there was a lot more to the communications profession than many realise.

After completing his MA he became full-time at the social housing company, and has since expanded his role so to oversee events, stakeholder engagement, digital and internal communications as well as media relations.

We spoke to Paul about his career so far and his opinions on the communications industry.

By Sarah Stimson

How did you first get into PR?

To be honest, I didn’t really know anything about the PR industry until I went to university and started writing for my student magazine. I went on to become the editor and this involved working with PR agencies that were trying to sell-in stories. But even then I thought PR was just about pushing products and celebrity. Eventually I learned that the industry is much wider, and I became interested in how organisations manage their reputations.

So presumably that means your degree wasn’t in PR?

No, my first degree is in English Literature and I have an MA in Medieval Studies. Though two years ago I did do a diploma in PR. I think this has been useful because it has increased my knowledge and confidence, especially when talking strategy with senior managers. It helps you sound like you know what you’re talking about! A PR qualification gives you the theoretical knowledge to back up your practical activities.

How did you get your current job?

During the second year of my MA I worked part time here as a Press Officer. I was a one-person team responsible for media relations, but was able to develop and expand the role to include other areas of PR. When I graduated, the position became full time and I took on the role of Communications Officer. Since then I have worked my way up and I have been a Communications Manager for almost three years.

Tell us a bit about Lewisham Homes

Lewisham Homes manages council housing in Lewisham. It is a non-profit making company managing 14,000 social housing tenancies and 5,000 leasehold properties within the borough. Some of our key functions include collecting rent, dealing with antisocial behavior, and maintaining and repairing properties.

Lewisham is a culturally diverse London borough, and this presents a number of challenges for PR and communications. English is not the first language of several of our residents – many are vulnerable and literacy levels are amongst the lowest in London.

What does your current job involve?

My team manages the full spectrum of PR, including press and media relations, events, stakeholder engagement, web, social media and internal communications. We lead on a wide range of PR projects and work with teams to support overall business objectives.

Give us an idea of a typical day at work?

Every day is different – that’s why it’s fun! My time is divided between standing back, planning PR activity and anticipating issues, and being hands-on, dealing with press enquiries and working on proactive media opportunities.

In any given week my team might be organising an event, organising political briefings or working on producing our regular staff newsletter. Each member of the team supports a specific area of the organisation and leads on PR activity that supports the organisation’s strategic objectives.

Do you think there is a lack of ethnic diversity in PR, and how should the industry tackle it?

Yes, there is – you just have to attend PR networking events or open up industry magazines to see it. The UK population and cultural landscape has changed massively over the past ten years, however, a number of surveys and studies show that despite these rapid changes, the UK PR industry has not adapted. The traditional one-size-fits-all approach to communication urgently needs rethinking.

Having a culturally diverse workforce makes business sense. It maximises creativity and innovation, and it helps increase our understanding of our customers and target audiences. One of the ways we can begin to tackle the issue is to begin talking about it and raising the subject. I am on the board of an organisation called Ignite that was set up to tackle the issues and find ways to address the lack of diversity.

Organisations need to look at their recruitment practices and begin to break down barriers faced by diverse practitioners. We need to promote the industry more widely to ensure that we are able to attract a greater range of entrants in to PR.

What advice would you have for anyone considering a career in PR?

It is a wide and varied industry, so be focussed and be clear about what area you want to work in and what skills you need. Start getting work experience as early as possible. If you are at university don’t wait until you graduate before looking for internships. Start during your first year.

There is a lot of competition for internships and work experience, so don’t forget the other opportunities available whilst studying. Look for chances to get involved in student media, clubs and societies.

Also, charities are crying out for people to support them and gain valuable work experience. As well as the large national and international not-for-profits, local charities need people to volunteer and provide PR, publicity and fundraising support.

Networking is also key, both on and offline. Online you can make contacts though Twitter and LinkedIn and keep up to speed with trends and the latest news, views and opinions. By attending networking events, you open yourself up to more opportunities and make a wide range of contacts.

What’s the best thing about your job?

What I enjoy most is being able to make a tangible difference. When we plan PR projects, we always try to ensure we include measurable objectives so that we can demonstrate the impact of an activity. I love seeing the link between organisational objectives, PR, and the behaviour/actions of a target audience. Many of the projects my team is involved with relate to effecting behaviour change and it’s great to see PR help improve lives.

What’s the worst thing about your job?

I honestly can’t think of anything! All the challenges – such as the current economic and political climate, the tight deadlines, and dealing with crises – are the things I most enjoy, because they bring variety!

What’s been the highlight of your career so far?

My personal highlight was being promoted to Communications Manager, and being given the chance to shape my own team and develop the PR function of my organisation. A recent highlight for my team was winning the CIPR Local Public Service Award for Publications Excellence.

Tell us something interesting about yourself that we couldn’t find on the internet.

I have a twin sister. And no, we’re not identical!