Alumni

Sarah-Jayne Taylorson

Career Path: Digital PR Consultant, NORTH
Location: United Kingdom

I started my career in marketing after graduating. I completed a couple of internships within marketing and PR agencies before deciding that I wanted to focus on the PR route. After graduating I pursued a role as a social media and marketing coordinator for a hotel group in the Lake District where I helped support the marketing and social channels for six large hotels. I then moved back to Newcastle where I worked in house for a group of online jewellery stores. Starting as a copywriter I moved into marketing and PR where I helped to grow brand awareness, overseeing photo shoots, email marketing, content marketing and more. It was after this experience I wanted to hone my skills in digital PR which merged both traditional PR tactics with measurable digital marketing outputs. That's when I landed my job at NORTH where I first started as a digital PR executive and progressed to a Digital PR Consultant.

What are you doing now?

I'm a digital PR Consultant at Newcastle-based search agency, NORTH. In my role I'm responsible for shaping the digital PR strategy of household brands in a range of industries from food and beverage to home and interiors. In my day-to-day I will help create data-lead or creative campaigns designed to help secure links back to my clients website from high authority news sites in order to boost their visibility through online search. I also identify reactive PR opportunities for my clients, keeping an eye on the news and finding ways to put my client at the heart of what's topical.

What was it about Northumbria that made you decide to study here?

Initially I started on the journalism and English literature course and this is what really drew me to Northumbria. I knew I wanted to come to the North East as it had connections to my family and Northumbria offered a great combination of English and journalism that appealed to my interests. I wasn't sure at that time exactly what career I wanted to pursue and I felt like this combination gave me a chance to explore journalism which I planted the seed of my interest in working in PR.

What was it like studying at Northumbria?

I loved my time at Northumbria. My first year was very varied due to the nature of my combined honours course so I spent a lot of time in hands-on seminars learning practical skills in areas such as broadcast and print journalism which I still use today. I also enjoyed the broader lectures particularly on the English Literature side of things which were really nicely paired with seminars which gave us a chance to dive deeper into the texts we were covering.

What was the best thing about your course?

I completed an exchange programme in my second year which was the highlight of my undergraduate studies. Northumbria University had a partnership with Georgia State University in Atlanta over in the USA. It had always been a goal of mine to study at an American college so getting the opportunity to do this was a dream come true! Not only did I make friends for life from across the world but I got to immerse myself in a new culture and broaden my horizons when it came to the subjects I was studying. As the exchange was for English and History students we completed modules on the history and literature of the American south which was so eye opening but I had freedom to choose other modules which interested me such as film studies, broadcast journalism and more. The university were so supportive and the study abroad process was seamless. Coming back from my second year abroad gave me the inspiration for my dissertation and module choice where I focused my efforts into American literature. The level of expertise and knowledge that I returned with really put me in good stead for my final year and my interests!

How did studying at Northumbria help you achieve your career goals/ give your career an edge?

The early introduction to journalism and PR in my first year of university introduced me to a career that I'd never even considered until then. The practical skills along with critical thinking have leant themselves so well to my career now as I often have to be creative but think critically when it comes to things like strategy for clients. My year in America helped to broaden my horizons giving me confidence and I think having this on my CV helped me to stand out from other candidates. It showed that I took a broad world view from my studies, pushed myself out of my comfort zone and was willing to take risks.

Which skills/knowledge did you learn on your course that you use most now throughout your career?

I took a really strong understanding of the media landscape from my studies which has helped now as a PR consultant. In my day-to-day I'm connecting with journalists, identifying news opportunities for my clients and keeping an eye on what's happening in the world. The knowledge of spotting a good story really was cemented from my early journalism modules. From my English Literature studies I gained invaluable writing skills. Being a PR consultant means knowing how to craft a compelling, well written story, the basics of which I took from writing countless essays and analysing some of the most iconic texts.

What did you enjoy most about your time at Northumbria University?

My exchange programme and the years following it where we hosted returning students from America. I also took part in the musical theatre society which was great fun and gave me loads of opportunity to meet friends.

What advice would you give somebody who is considering studying at Northumbria?

Make the most of all opportunities that the university sends your way. If something sounds like it could be interesting to you whether its a society, sports or guest lectures. You never know where it might take you.