How do we avoid recruitment mistakes?

Agony uncle and University of Westminster's visiting professor of PR Trevor Morris gives it to you straight

Trevor Morris: PRWeek's agony uncle
Trevor Morris: PRWeek's agony uncle

We get plenty of applicants for PR jobs. Most have very good university degrees. Unfortunately once we take them on they sometimes fail to live up to the promise, especially in terms of their writing skills. How can we avoid recruitment mistakes?

Give them a writing test. Ask them to turn 150 words of information into a news story. You’ll soon know if: a) they can identify a story; b) they can write tight, engaging, literate copy and c) they can work under pressure.

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