Name: Georgia Cantrill
Age: 20
Organisation & Description: Altecnic Ltd is the leading supplier and manufacturing of hydronic solutions for both commercial and domestic markets. As part of the Caleffi Group, our Italy based manufacturing partner and parent company, our products satisfy the needs of a wide range of industry sectors such as trade merchants, original equipment manufacturers, engineers and specifiers.
Date you started the PR Apprenticeship: September 2020
What were you doing before your apprenticeship?
Prior to my apprenticeship I was in sixth form completing my A-levels in English Literature, History, and Sociology.
What attracted you to the PR Apprenticeship?
During my time at sixth form, I completed work experience in PR and Communications at the NEC Group. I had the most amazing week and knew that I wanted to do PR from then on! I was set on finding a PR apprenticeship, rather than going to university to study as I knew I wanted to continuing experiencing the world of PR and did not want to be confined by simply studying the subject.
When I came across the PRCA PR Apprenticeship, I was amazed! Every element of the apprenticeship was perfect- the role was only 20 minutes from my house, and I had all the qualifications needed to apply! It was like the stars had aligned!
What was the highlight of your PR Apprenticeship?
There have been so many highlights, from running campaigns, to organising exhibition stands. However, the biggest highlight was attending the Construction Marketing Awards with my team in London, after I had written the entries that were shortlisted! It was the most magical night and was the first time that we were able to celebrate as a team after covid, and the first time Altecnic had ever been shortlisted for any awards at the event! I felt so proud, and it made all the hard work that worth it.
What do you feel your apprenticeship helped you achieve?
Throughout my apprenticeship I have grown so much as an individual, with my confidence skyrocketing! I have been able to learn how to begin and nurture relationships with a range of different people and have also developed my overall communications skills in the process. By doing this, I have achieved personal objectives, as well as professional objectives, whilst also helping my organisation grow!
What was the biggest challenge that you overcame?
At the beginning of my apprenticeship, I struggled with many things and made many mistakes, especially as this was my first corporate role. I struggled with confidence, feeling like I was an imposter in my role due to how young and inexperienced I was. As a result of this I really held back my ideas at the beginning and sought out consistent approval and praise from my manager. Overcoming this issue, experiencing imposter syndrome, was, and continues to be, the biggest challenge. However, through my work with the PRCA, my mentor, and my employer, and by growing my experience and knowledge, I have been able to overcome this challenge. Although this challenge often presents itself now, I am more confident than ever in my own ability! Having the ability to build both experience and knowledge through the apprenticeship scheme has definitely made the biggest difference to overcoming this challenge.
Top 3 skills a PR Apprentice needs:
- Commitment
- Creativity
- Initiative
I love PR because… it has the power to transform a brand seconds.
What are your next steps?
I am hoping to further my understanding of PR and PR strategy through completing a qualification like the PRCA Diploma in Integrated Communications Management. Over the next year, however, I would like to grow my experience, spend some time focussing on my role, and fill any ‘skills gaps’ I may have!
CAMPAIGN SPOTLIGHT
Describe a campaign you were involved in and the activities you performed to bring it about…
In September last year I ran a campaign called the ‘Altecnic Grand Tour’, this was a hybrid event that took place on our social media as well as in-person. Our Technical Manager, a plumbing and heating influencer, and some of our salespeople took to the road in the ‘Altecnic Tour Bus’ to visit customers and provide technical training, as well as a range of fun competitions!
The organisation of the tour was left to me, with support from my team when I needed it. This consisted of:
- Finding a tour bus & having it branded
- Organising customer venues to visit
- Creating artwork for customer posters, social posts, and the tour logo!
- Sourcing giveaway prizes
- Developing interactive games, which had clear CTAs and provided us with valuable data
- Drafting and distributing the press release
- Monitoring social media
- Visiting the tour to take content
- & much more!
The tour was really successful, with Altecnic being asked to run it again by customers! It was a great way for me to learn on the job, putting some of my theory into work!