PR – it’s an arguably misunderstood profession in the creative industries, having long been portrayed in sitcoms as the job for extroverts and glamorous party-goers keen for media coverage. But what do we really know about the public relations industry?
Perhaps this mischaracterisation is partly to blame for the industry’s lack of diversity: 9 in 10 UK PR practitioners are white and 25% are privately educated (CIPR). We know that if you don’t see yourself represented in an industry, you’re much less likely to consider it as a career path.
However the industry is changing, and it seemed fitting to host our first Creative Access masterclass of 2025 with our fantastic employer partner Teamspirit, and spotlight the world of PR and marketing through all the unique ways in. With an engaging panel of industry pros at Teamspirit and Harvard, they helped break down the barriers and illuminated the pathways into the exciting but sometimes misunderstood industry of PR. Read on for our panellists’ top 5 tips for breaking into the PR industry…

We were joined by:
- Sandy Downs, account director and head of DEI, Teamspirit
- Alex Waring, junior strategist, Teamspirit
- Sofia Cerchiai, senior PR account executive, Teamspirit
- James Drinkall, creative services project managerTeamspirit
- Joanne Oni-Awoyinka, account executive, Harvard
- Sophie Wesley, account manager, Harvard
Top 5 tips for breaking into the PR industry:
- Emphasise your transferable skills
PR thrives on diverse experiences, so whether you’ve worked in retail, customer service, or managed creative projects like TikTok videos or a blog, you have something valuable to offer. Highlight moments where you communicated effectively, solved problems, or led a team. For example, a part-time job in customer service or managing your university’s social media can be a huge asset.
- Showcase creativity in your applications
Stand out with a CV or portfolio that reflects your personality and creativity. Think PowerPoints that tell your story or an Instagram account that highlights your design skills. Tailoring your application to the company’s work and showing genuine enthusiasm can make all the difference. Creativity shows initiative and a passion for the industry – qualities PR agencies value deeply.
- Network strategically
Networking is key! Use platforms like LinkedIn to connect with industry professionals, reach out with genuine interest, and don’t be discouraged if you don’t hear back right away. Building relationships with PR professionals and journalists can open doors to internships and job opportunities while keeping you in the loop on industry trends.
- Learn and keep learning!
Many PR professionals got their start through internships or by diving into online courses. These experiences build knowledge and demonstrate your commitment to the field. Stay curious and proactive by exploring free resources and tools to expand your expertise. Mention these in interviews to highlight your eagerness to learn and grow. Check out PRCA and CIPRfor further resources and learning!
- Adapt and stand out with AI and creativity
As AI transforms industries, focus on the human skills that make PR unique – empathy, storytelling, and connection. Use AI tools to streamline tasks but let your creativity shine in building relationships and designing campaigns that resonate on a personal level. Being tech-savvy and innovative will set you apart.
The evening was a testament to the power of creativity, resilience, and connection of our brilliant panel and community, and the night continued with networking. A huge thank you to Teamspirit for hosting us in their offices!
If you’re an employer and want to collaborate on a future career-in-focus event, we’d love to hear from you.
If you loved learning these top tips, why not take a deep dive into other Creative Access masterclasses!
Inspiring the next generation of creative talent is at the heart of Creative Access’ work. We are dedicated to empowering students with the skills and confidence they need to break into the creative industries. To bring this mission to life, we deliver creative industry insights days for students, and youth and community groups that are packed with inspiration, networking, and career opportunities. Here’s a case study of our industry insights day organised with the University of Sheffield careers team, in which we showcased the world of TV and creative careers at ITV, Manchester to 25 of their students.

Overview
We have a longstanding partnership with the University of Sheffield, designed to engage their diverse students who study everything from humanities to law. This trip was one in a series of insights days throughout 2024 that Creative Access’ outreach team planned to support Sheffield students as they prepare for graduation and beyond to:
- Learn about the creative industries: Providing students with a comprehensive understanding of the diverse roles available
- Gain confidence and optimism: Empowering students to see their potential and feel excited about their career prospects
- Network with peers and experts: Facilitating connections with industry professionals and like-minded peers

Approach
What the day involved:
University of Sheffield students travelled to ITV in Manchester for an exclusive opportunity to explore one of the UK’s leading creative hubs. The agenda was carefully curated to inspire and inform including:
- Coronation Street set tour: Students began their day with a behind-the-scenes tour of the iconic Coronation Street set, providing a unique glimpse into the world of television production
- Panel discussion with industry experts: A dynamic panel of professionals from various disciplines including business, scripting, talent management, and communications shared their career journeys, followed by a Q&A. The session opened students’ eyes to the wide array of roles available in the creative sector, as well as how to stay resilient whilst job hunting and top tips for career development.
- Employability workshop: The Creative Access outreach team delivered a bespoke session focusing on identifying personal strengths, navigating imposter syndrome, personal branding and pitching skills.

Impact
The day proved to be an overwhelming success. Feedback from the students was overwhelmingly positive:
- 100% of attendees agreed or strongly agreed that the day increased their confidence in pursuing a career in the creative industries
- 100% of attendees agreed or strongly agreed that the experience left them feeling inspired and optimistic about their future careers
The creative industry insights day highlighted the power of exposure and goal-setting in encouraging students to take meaningful steps toward their creative ambitions.
Student testimonial
“I learnt that it is possible to succeed in creative industries, especially outside of London. Rejection is part of the process and you have to persevere. Networking is crucial!”
The day offered them a fantastic variety of experiences, and helped them think about their own futures following their studies.

Are you interested in booking a creative industry insights day? Don’t hesitate to reach out to our outreach team on email.
Images taken by University of Sheffield.
Creative Access and David Tebbutt Trust honour former Faber director with new internship, reports Heloise Wood in The Bookseller.
The David Tebbutt Trust and Creative Access have announced a new internship fund in memory of the late David Tebbutt, finance director at Faber, who was killed in Kenya in 2011.
It will support smaller regional publishers who might otherwise not be able to host a trainee. The internship will be funded by the David Tebbutt Trust, which is jointly administered by Faber and the Tebbutt family.
The fund will provide 100% of the cost of an intern’s training bursary or salary based on the Real Living Wage for a six-month full-time traineeship once a year for three years. It will also cover all costs relating to the recruitment and training of successful candidates.
Creative Access and David Tebbutt Trust have set up a new publishing internship fund, in honour of the late David Tebbutt, Financial director at Faber.
South Korean survival horror show Squid Game captivated audiences worldwide on its release back in 2021, featuring a dramatic contest between regular people it felt ready to be adapted for reality TV. Fast forward to 2023 when Studio Lambert brought the idea to life with Squid Game: The Challenge, featuring the largest cast in reality TV history and a record-breaking single cash prize of $4.56 million USD (now showing on Netflix).
At the Creative Access masterclass in December 2024, we heard from experts at Studio Lambert, the very production company that had a hand in its making. The panel shared what it took to bring Squid Game: The Challenge to the screen, insights about working in unscripted TV, and nuggets of wisdom from their own career journeys so far.

Who are the panel and what do they do?
- Stephen Yemoh, executive producer: Responsible for overseeing the creative vision, from selecting games to driving casting decisions.
- Anna Wood, line producer: Managing logistics, ensuring that over 800 crew members and nearly 500 contestants were housed, fed & moved safely across the sprawling set.
- Esme Holliday, games researcher: Designing and testing games that would balance playability with visual and dramatic impact.
Stephen YemohDon’t fear hearing ‘no.’ It’s rarely personal, and often just a matter of timing.
Adapting a cultural phenomenon
Bringing the tension and drama of Squid Game to reality TV is no mean feat. Executive producer Stephen nicely summed up the production’s all-in approach when it came to staying true to the original: “Be bold. Don’t try and cheapen it; do everything you can to make it feel exactly like what people have seen in the drama.”
In practice, this meant implementing an incredible level of attention to detail across all elements of production. Games researcher Esme remembers this forensic creative process well: “We counted thousands of marbles used in one of the games to ensure consistency. “We tested cookies to make sure they were the right level of brittle and would stay that way over the day.” In terms of designing games, there was a level of direction from the drama’s visuals, but a core focus of Esme’s role was to make these into fair and entertaining games that people could actually play. On two occasions they ran games tests with 456 supporting artists!
The ‘squid’ technology (a pun on the usual ‘squibs’ designed to imitate blood) that provided a clear visual cue for when contestants were eliminated was another element that had to be iterated again and again. The nozzle designed to deliver the ink was redesigned at least thirty times before it behaved exactly as needed on set. Even choosing t-shirts that the ink would easily show through was essential in making this element look right. Stephen points out that the ‘squid technology’ was one of the many things that made the drama feel real for contestants, a key part of creating highly watchable reality TV. Unlike their actor counterparts in the drama, contestants reacted with shock to eliminations because of a sudden effect, versus post-production VFX added after in the editing suite.
Esme spoke about both intense pressure and memorable fun moments on the show, like adjudicating the Red Light, Green Light game: “I remember telling creative director Tim Harcourt and Stephen Lambert himself to be quiet when we were doing Red Light, Green Light because I was logging eliminations from the game in real time which production were then using to book people’s flights home! I said, everyone in this room please be quiet, I’m trying to concentrate! Of course, not realising our creative director and owner of the company were behind me.”
Esme HollidayI’ve done eight researcher jobs now, and every one taught me something different. Keep sending your CV out, take opportunities, and nestle into companies that help you grow.
The career paths behind the Studio Lambert staff
The masterclass underscored how varied and unconventional career paths can lead to TV. Anna Wood was candid about sharing her snakes and ladders career path prior to TV: “I’ve had six jobs before TV – from hospitality to corporate work – but every experience taught me something useful.” Starting later than many of her peers, she leveraged her transferable skills to build a successful career.
Esme echoed this adaptability, describing her early roles in production: “I’ve done eight researcher jobs now, and every one taught me something different. Keep sending your CV out, take opportunities, and nestle into companies that help you grow.” Esme grew up in a tiny village in Cumbria and always knew she wanted to work in media but didn’t always know what that meant. Now she feels like she’s done almost every role there is to do at Studio Lambert.
For executive producer Stephen, TV started with a dream of becoming a footballer as a younger teenager. After it was clear his talents on the pitch wouldn’t give him his career, he started thinking: why not work on football instead? He was at a Sky Sports live recording where someone on the production team joked to the audience that “we’ll get the work experience to do a dance for you” during an ad break, and later worked right into the production office and asked: “How do I become the dancing work experience person?” Amazingly, this became his entry point into the industry.

What makes working in unscripted TV unique?
The key is in the name – it’s unscripted! Producing unscripted TV is unique because the cast behind its drama will behave in unplanned and unexpected ways, which sometimes makes character development a moving target. Stephen spoke about the way that his team mapped out every contestant onto a board, reacting to the evolving game to focus on characters that made for the most compelling television. They would receive a call that certain characters were eliminated and then shift their editorial focus. “It’s really annoying!” Stephen admitted. “As a producer, the one thing you want is control – but this show gave you no control.” Some of the most promising contestants were knocked out almost immediately, failing to survive tasks. On the other hand, new protagonists rose up from seemingly nowhere as the show reached its closing stages. The twists and turns of the game led to genuinely gripping drama. In Stephen’s words, “sometimes the reality gods fall in your favour.”
Another unique part of a reality TV show like Squid Game: The Challenge is the inclusion of hundreds of supporting actors that are not trained and professional talent. The enormous cast are ultimately the ones responsible for creating the human drama that makes the show compelling. Anna described how the show was an immersive experience even for the contestants. From sleeping in shared dormitories to dining under the watchful eyes of masked guards in pink, players living in the Squid Game world for the duration of filming.
There were casting teams in the USA and UK to find potential participants, starting with an open call for applications before a lengthy screening process that included mental health assessments and physical evaluations; given the high-pressure environment of the show and the high cash prize, it was important to watch out for people who would be particularly vulnerable. Care extended beyond the filming, with an aftercare structure to support participants based on their needs. “We had a really big system that we put in place – with a lot of time, effort, money and people to make sure that everyone who is in the show was looked after as much as possible.”
Some top tips for anyone aspiring to work in TV:
- Leverage transferable skills: Anna’s experiences in hospitality and corporate roles honed skills like organisation, teamwork, and problem-solving, all of which proved invaluable in her TV career. She encouraged attendees to think broadly about how their experiences could apply to production.
- We’re stronger together: The panel agreed on the importance of finding like-minded people to help you in your career Esme highlighted the importance of finding mentors and supportive teams: “You’ll meet people who believe in you, and those connections can lead to future opportunities.” Stephen pointed out that most people working in TV production started as a runner and know what it means to be starting out.
- Be persistent and flexible: Esme shared her own ups and downs: “Even as an experienced researcher, I’ve had weeks off between jobs. It’s part of the industry, but if you keep pushing, opportunities will come.” She also shared how useful it has been to turn to other work like hospitality to fill in those gaps and keep herself going.
- Rejection is part of everyone’s career journey: Stephen had sage advice on the topic of rejections: “Don’t fear hearing ‘no.’ It’s rarely personal, and often just a matter of timing.”
We continued the evening with networking! Thank you so much to the Studio Lambert team for having us and sharing incredible insight into the world of TV. See you in 2025!
Where better to visit for a Creative Access masterclass about tech than global tech company Meta? There’s something so exciting about being immersed in the world of tech at the Meta building – and it’s not just the pictures and crayons they leave out for waiting visitors in reception. Meta is the parent company of Facebook, Instagram and WhatsApp, and it’s the building in which innovations in social media, artificial intelligence, virtual reality, and the metaverse happen serving billions of users worldwide.
The masterclass panelists were experts from the team at Meta, and they shared insights into their careers, industry trends, and advice for aspiring professionals.
So, whether you’re a creative looking to break into tech or a creator wanting to stand out, here’s a recap of the brilliant discussion and some brilliant tips from them to the Creative Access community!

Speakers and their roles at Meta:
- Lauren Whilby: strategic partnership manager who works with internet personalities and beauty creators. Focuses on relationship-building with talent and helping creators develop their content, and Creative Access alumni!
- Dan Moller: head of creative shop UK, working on creative strategy, partnering with global brands. Specialises in storytelling, trend forecasting, and project management.
- Djeme Mahamat: solutions architect who transitioned from quantum physics and engineering to consulting and now solves tech challenges at Meta.
- Natalie Kelly: client solutions manager, entertainment. Supports TV and streaming brands with advertising and media, and shares expertise in collaboration and adaptability.
- Mel Rodrigues: chair of panel and CEO of Creative Access, advocating for individuals from underrepresented groups in the creative industries through recruitment, training, mentoring and more.
Advice for applicants with a non-tech background
A key theme of our discussion was the journey into tech for individuals without ‘traditional technical experience’. Each panelist shared how they leveraged transferable skills and passion to navigate their career paths.
Lauren Whilby began her career ten years ago via a Creative Access internship at a digital marketing agency, managing social media for music artists like RAYE and Craig David. She leveraged her transferable experience in talent management to transfer to the tech industry and advised the audience that although the jargon in job descriptions can be intimidating, it’s crucial to focus on the key skills listed and demonstrate how that applies to you. She reassured attendees that many in her team at Meta don’t have technical backgrounds, making it clear that being adaptable and showcasing your strengths are more important!
Whilst Djeme Mahamat has more of a scientific background, he still had to adapt for his role at Meta. Djeme shared a unique transition from studying quantum physics to building cloud platforms and solving technical challenges. He noted that his problem-solving mindset and ability to collaborate with tech teams became invaluable in his current role as a solutions architect.
Natalie Kelly shared her journey from an internship at Google to managing major TV and streaming accounts at Meta. She said that people skills and learning agility were crucial for her success, stating that adaptability in a fast-changing tech landscape makes all the difference. “It feels like I have a different job every year,” she shared, reflecting on the constant development of her role in an ever-evolving industry.
Dan Moller brought a creative edge from his previous experience in visual effects and university departments. He highlighted the importance of storytelling, communication, and project management – skills that carried him into his role as a creative strategist. At Meta’s creative shop, he combines data insights with creative strategies to craft impactful campaigns for global brands.
Top Tip: Many companies, including Meta, offer free training programmes like Blueprint to help individuals gain a foothold in the industry. Experimenting with AI tools and staying curious about emerging technologies were also highlighted as ways to stay ahead.

Advice for content creators
For aspiring content creators, the panelists provided practical tips to navigate the challenges of building a distinctive personal brand.
Lauren stressed that personality is key. In crowded niches like fashion and beauty, creators need to showcase their authentic selves. The shift from polished, filter-perfect content to relatable, low-fi storytelling reflects changing audience preferences. Lauren encouraged creators to tag brands they use and not hesitate to reach out for collaborations.
Natalie echoed this sentiment, noting a “huge shift” in what audiences want. Brands need to move away from overly polished content and embrace a more authentic, accessible aesthetic. Creators who can adapt to this trend will have a better chance of standing out.
For those building a social media presence, Lauren advised starting without delay. “Film yourself often, get comfortable speaking to the camera, and learn basic editing skills,” she suggested. Consistency is vital – whether that means posting regularly or setting a content creation schedule. Importantly, she clarified that the quality of your content and confidence in storytelling matter more than follower counts.
Future-ready skills – what will matter most?
In an industry shaped by rapid technological advancements – particularly AI – the panelists emphasised four critical skills that professionals and creators should develop:
- Storytelling: Crafting compelling narratives remains a timeless skill. At Meta, data is often used to tell stories that resonate with specific audiences, from analysing trends to adapting formats like reels or stories.
- Critical thinking: Tackling challenges creatively and solving problems are essential for navigating an ever-evolving landscape.
- Communication: In large organisations like Meta, clear and effective communication ensures alignment across teams and projects.
- Curiosity: Staying informed about industry trends and being open to experimenting with new tools are vital for long-term success.
As Dan pointed out, resilience and adaptability are equally important, especially as AI reshapes industries. Learning to work with AI, such as experimenting with Meta’s tools, can provide unexpected insights and opportunities.
Representation, inclusion and remote work
The panelists celebrated how technology and platforms like Meta are breaking down barriers. Lauren spoke about working with creators from under-represented communities, including Disabled influencers, while Mel highlighted how remote work is democratising the industry to embrace talent from across the country (or world!). The rise of virtual collaboration has reduced geographical barriers, ensuring talent from regions outside major creative and tech hubs like London can still thrive.

Advice for introverts and mature applicants
The panel also answered questions from the audience about personality and experience levels:
- For introverts who don’t enjoy maintaining their own social media, Lauren reassured that a personal online presence isn’t a requirement. Instead, focus on building one-on-one connections and developing niche expertise.
- Natalie added that there are countless roles in tech for those who prefer data and measurement over client-facing tasks.
For mature applicants, Dan emphasised letting skills and experience shine, without worrying about age: “If you have a story to tell, be proud to tell it.”
Best advice from the panelists
The session closed with memorable words of wisdom from each speaker who were asked for the best advice they’ve ever received:
- Natalie: “Closed mouths don’t get fed. Take the risk – getting a no isn’t the end of the world.”
- Djeme: “Don’t ask for permission; ask for forgiveness!”
- Dan: “Done is better than perfect.”
- Lauren: “If you’re a woman, don’t wait for a job where you can do everything – go for it.”
- Mel: “Nothing is wasted. Every experience, even the unsuccessful ones, teaches you something.”
After the panel concluded, the panelists and attendees headed for the snacks and drinks to network the night away!
Interested in a role in tech or another creative industry? Check out our opportunities board.
17 spaces are available on the Thrive Career Development Programme, aimed at mid-level freelancers from under-represented backgrounds, reports Lucy Nathan at BookBrunch.
- Only 8% of publishing freelancers report having mentorship access, and 1 in 2 feel unsupported by employers
- Backed by 11 trade and academic publishers, Thrive Career Development Programme provides 17 essential training & support places for minority freelancers
- Launch supports the Publisher Association’s Work in Publishing Week to boost career growth for diverse talent
Diversity, equity and inclusion social enterprise Creative Access has secured sponsorship from across the publishing industry to support mid-level freelancers from under-represented backgrounds through sponsored places on its Thrive Career Development Programme. This initiative addresses a significant gap in professional support for freelancers, who provide essential services to the publishing sector yet often lack access to crucial career development resources like training, mentorship and networking opportunities.
Freelancers are a vital part of the publishing workforce, supporting functions like proofreading, copyediting, design, illustration and sensitivity reading. However, freelancers from minority backgrounds face a significant lack of support: Creative Access’ Freelancer Report 2023 shows that only 19% have received training and just 8% have had a mentor. This is despite 61% wanting to see training from employers and 44% stating mentorship is vital. Half of publishing freelancers (50%) feel unsupported by employers, with 58% citing basic practices such as late payment as a major issue.
Underserved publishing freelancers gain training, with 17 sponsored places from 11 leading publishers
Launching during Work in Publishing Week—a national campaign by the Publisher’s Association to inspire careers in publishing—Creative Access’ Thrive Career Development Programme for mid-level professionals has garnered unprecedented industry support, with sponsorship from trade and academic publishers,
Freelancers essential to creative economy
According to the Department for Culture, Media and Sport (DCMS), 32% of jobs in the UK’s creative and cultural industries are self-employed, compared to just 14% across the wider UK economy. Publishing freelancers, like their counterparts in film, television, and the performing arts, are essential to sustaining the UK’s vibrant creative landscape yet often face barriers to support and growth. A 2023 report by Literature Alliance Scotland showed that 93% of freelancers agree that the sector relies on freelancers, however the majority of freelancers (58%) do not feel valued by the sector. This programme aims to address these gaps and empower publishing freelancers to thrive in their careers.
Industry reactions:
Josie Dobrin OBE, executive chair & co-founder, Creative Access: “We know how vital freelancers are to the publishing industry, yet many, especially from minority backgrounds, face barriers to career growth and support. It is so gratifying to see key players across the industry come together to collectively address the challenges faced by the freelance community; to promote retention and ensure that all individuals – whatever their background – feel valued and are given the opportunity to thrive.”
Claire Thomas, director of organisational development & talent at Penguin Random House said: “Penguin Random House is thrilled to support Creative Access’s innovative new programme. Investing in the development of freelancers from under-represented communities will support the industry’s commitment to greater representation and retention, through the development and strengthening of new networks and skills.”
Kiren Shoman, executive vice president, editorial & global executive lead, DEI at Sage said: “We are thrilled to support the Freelancers Publishers Training Programme as a sponsor. At Sage, we believe in the power of diverse voices. This programme aligns with our commitment to fostering creativity and inclusivity in the publishing industry. We look forward to seeing the valuable impact that will emerge from this initiative.”
Rebecca Gray, managing director at Profile Books, said: “Creative Access is constantly driving change and coming up with ways to open up our industry, so when Josie asked us to sponsor a place on this scheme we said a very quick ‘yes please!’ Making freelancing accessible is a clever way to look at our diversity initiatives through a new lens and we are very much looking forward to meeting the people who join the programme.”
Thrive Career Development Programme details
The year-long Thrive programme will begin in March 2024 and offers 17 sponsored places for mid-level freelance talent in publishing. Participants will gain access to:
- Targeted training in key areas such as career sustainability, leadership presence, financial literacy for freelancers, and advocacy skills.
- Mentorship from senior professionals in the publishing industry, providing six months of personalised career support.
- Exclusive networking events with publishing partners, offering connections to foster long-term professional relationships and more!
This opportunity is designed for freelancers with at least six months of experience in the publishing industry, including in roles across editing, design, project coordination, and other key publishing functions. It will include both in-person and online sessions to ensure accessibility to freelancers across the UK.
Application Information
- Applications Open: 18 November 2024
- Deadline: 2 January 2025, 5:00pm
- How to Apply: Freelancers can apply via the Creative Access opportunities board, where they will complete an application form and submit an up-to-date CV, indicating any prior work with the programme’s partner publishers. Link to apply: https://opportunities.creativeaccess.org.uk/job/thrive-development-programmes-freelancers-working-publishing-31401
For more details about the Thrive Career Development Programme and the application process, visit http://opportunities.creativeaccess.org.uk/ or contact yasmin@creativeaccess.org.uk
‘Reacting to the announcement of 2024’s Class Pay Gap Day, Yasmin Hemmings, who oversees support programmes for individuals from under-represented backgrounds at social enterprise Creative Access, explains the pay gap is even more acute for ethnically diverse talent.
According to Creative Access research, almost half (48%) of ethnically diverse professionals surveyed report socio-economic bias in hiring and promotions, double that of their white counterparts (24%). A further 40% feel overlooked in their careers due to class, versus 30% of white working class professionals.
“This stark ‘class ceiling’ strongly impacts diversity in leadership. Seeing few others who share their background, working class ethnically diverse professionals face extra hurdles to advance,” says Hemmings.
“This goes beyond fairness – it’s a call for employers to adopt truly inclusive practices that address class and race, as well as disability.”
She argues the introduction of mandatory socio-economic pay gap reporting would help “dismantle” the structural barriers holding talented professionals back.
Member of the Creative Access steering group Jaber Mohamed, director of health comms and PR at MHP Group, identifies connections and money as two of the biggest barriers to entry into the creative industries.
“Lots of opportunities aren’t advertised, so you need to know the right people to get them. And the PR and comms industry is very concentrated to London, so you need to be able to afford to live here/support yourself to take advantage of those opportunities,” Mohamed notes.
“This is especially difficult if your family can’t support you/help you when you’re starting out.”’
On the new report from the Sutton Trust examining class inequality in creative careers and education, Creative Access CEO Mel Rodrigues offers comment and advice for employers intent on tackling social inequality in the creative industries, reports Mary Stone:
‘Melanie Rodrigues, CEO of Creative Access, said employers and institutions need to work together to remove obstacles “in a more joined-up way”.
She agreed the findings “sadly reflect the everyday experiences of working-class talent across the UK, who face a multitude of barriers to accessing and maintaining creative careers”.
“Addressing socio-economic barriers is a complex task, but it is business critical to nurture and progress talent from all backgrounds. There is a huge risk that the creative industries will lose what makes us great if we don’t embrace the myriad of stories and experiences that make up the society we live in – and that can only be achieved via a diverse and representative workforce,” said Rodrigues.’
Creative Access has added Dean Webster, Head of Development at Ten66 Television, to its board, reports Televisual.
In today’s digital-first world, virtual networking has become a crucial skill, especially for professionals and those aspiring in creative industries. Whether you’re seeking new job opportunities, collaborating with peers, or connecting with potential mentors, building an online network can significantly boost your career.
If the thought of virtual networking makes you nervous, don’t worry! We’re about to show you how to professionally slide into someone’s DMs, and here’s the thing: almost everyone in the creative industries does it. According to LinkedIn, almost 80% of professionals consider professional networking to be important to career success.
There are so many benefits to virtual networking; the first being that you don’t have to panic over whether you should go for a handshake or not. It also eliminates geographical barriers, providing easier access to industry leaders and inclusive spaces for diverse talent.
Are you ready to learn how to create meaningful connections online and open doors to exciting career opportunities? Let’s dive in!

Find the networking style that suits you
Today, the opportunities and ways to network online are more abundant than ever. At a recent Creative Access masterclass talent acquisition expert Sara Machado shared her approach to building community – attending webinars and workshops, mapping out key industry figures, and connecting with them strategically. After her Autism diagnosis, Sara recognised the importance of finding a networking style that works for her, especially when social interaction can be draining or you have additional things to consider.
The bottom line? You can build an authentic online community at your own pace, from the comfort of your home. So, what does virtual networking look like?
What do these things have in common?
- Meeting for a coffee
- 1:1 Zoom call
- Mentorships
- Volunteering
- Interacting on social media
- Creative networks
- Collaborating with peers on a project
- Attending online events
Answer: They’re all examples of virtual networking!
It’s really common to struggle with imposter syndrome, but networking can help combat that feeling when you make connections with likeminded peers.
How to be a confident virtual networker
It is totally normal to be very nervous about networking, but we promise that when you prepare and practise, it will become aa useful and fun part of your professional life. Here are some things you might contend with or need along the way in building your confidence to network:
- Preparation. Write a 30 second intro to yourself that you can use to start conversations, with some details about who you are, what you’ve done, what you’re interested in and why you’re reaching out. Keep it conversational, light and direct. As Radio 1 DJ Melvin Odoom said at our Radio masterclass: “Failure to prepare is preparation for failure”.
- Be informed. Before attending virtual events or meetings, research the other participants or speakers. Knowing a bit about them will help you find common ground and ask relevant questions. It can also help to be knowledgeable about current trends in your industry and will give you more confidence during conversations.
- Purpose. Why are you reaching out to this person? Knowing the answer to that question will be a great reminder when you’re feeling nervous, whether the answer is, ‘I want to know what it’s like being a social media content creator’ or ‘They work for a company I have a question about’. Remind yourself of this.
- Embrace the awkward moments. If you have an online meeting with someone and you feel a little nervous, you don’t have to hide it – most people will find it relatable. No one is expecting you to be the smoothest networker and you’ll be laughing when later down the line, you have grown a brilliant network of connections you learn from and engage with.
- Imposter syndrome. It’s really common to struggle with imposter syndrome, particularly if you’re from an under-represented background in the creative industries, BUT networking can help combat that feeling when you make connections with likeminded peers.
- Confidence: List your skills, accomplishments, and experiences and review this list before networking to remind you of the value you bring.
🔥 Remember: view networking as an opportunity to learn and grow, rather than a test of your worth. Mistakes or awkward moments are learning experiences, not proof of inadequacy.
Professional social media – have you got it? If not, get it.
It’s easy to leverage all the social media platforms to your advantage once you know how each platform can benefit your networking goals. Each platform is an opportunity to showcase your personal brand in a different way and the likes of Instagram, LinkedIn and TikTok all have unique benefits and demographics worth researching.
For example, at our recent creative showcase Creative Access alumni Tierney Witty, Editor, Seven Dials & Trapeze said: “Publishing is on Twitter, not LinkedIn. Every publishing house will have a Twitter so follow them and send them a message.” Getting involved in BookTok is also an amazing way to engage with the publishing sphere and capture the attention of publishers and peers.
If you’re interested in TV and production, join Facebook groups. Creative Access intern Lanna Cowles, ITV Sport’s trainee technical assistant recommends Facebook runner groups to make connections in the TV industry, “I was constantly refreshing them and being the first to apply, because a lot of them are first come first serve.”
Last but not least, LinkedIn is the world’s largest professional network with 722 million members in over 200 countries, and it was made for virtual networking. 1 in 4 professionals around the world have established new business partnerships by networking there, so create your profile if you haven’t already (Source: LinkedIn).
Personal branding on social media
Your social media profile on ANY platform should tell a clear story of who you are, what you care about and your aspirations. You can get this across in your personal statement or bio. What’s that you wonder?
A personal brand or elevator pitch explains what you do and why you are unique in your field. It incorporates your experience, skills, and interests so that people can easily understand who you are and what you offer.
You can also use your personal statement at the top of a CV in the profile section when promoting your successes whether at work or university, or when introducing yourself to others. You can incorporate this statement on your Instagram or TikTok by making a video or a post with the same content and pinning it to your profile.
INSPO: Here’s Creative Access alumni Isabella Silver’s Instagram profile and an example of how to utilise a platform for branding and networking.
Notice how she has a clear descriptive bio, a variety of labelled story highlights, and a combination of posts that detail her journalistic work, interests, passions and personality. These components create a strong impression of who she is a journalist and make it easy to find and get in touch with her.
PayscaleSome estimate that as much as 80% of new jobs are never listed but are instead filled internally or via networking.
Horizontal networking
Whether it’s ‘horizontal’, ‘lateral’ or ‘peer’, it all roughly means the same thing; connecting with people on a similar level to you as opposed to someone more experienced and/or senior. You can do this at any point in your career! If you’re at university and about to graduate, it might look like reading each other’s CVs and sending each other opportunities and roles.
In a few years’ time, you might be talking with those same peers but about how to negotiate a salary increase or change industry.
Having networks where you can mutually share and offer support can be especially useful for individuals from underrepresented backgrounds. It helps to have a variety of people in your network, and it’s wise to get help with any challenges or collaborate on work projects with people who you, in some way, connect with.
How to reach out online without being cringe
“I will respond better to a DM saying ‘Alright mate? How’s it going?’ than an email with loads of unnecessary words. You just need to be casual and say, ‘Here’s what I do, I would love if you could look’. Be specific about what you’re asking of them and spell names correctly!” Jahmal Williams-Thomas, Reporter & camera operator, ITV News Granada Reports.
Sliding into the DMs of a professional you admire is a craft. We asked virtual networking pro Ella Darlington, Head of comms & marketing at Creative Access for her top tips:
- Be specific about what you’re asking for – the person you’re reaching out to genuinely wants to help! However, if you’re vague about your request, it can come across as needing extensive guidance, which may feel like an open-ended commitment. Clear and focused questions make it easier for them to offer meaningful support.
- Offer a virtual meet up (or in-person if that works for you)
- Keep the communication short and sweet, it’ll help you to come across as efficient!
- LinkedIn DM or email is best for someone you haven’t met, or might have only met once
- Don’t ask for someone to just get you a job!
“I will happily meet someone if they’ve looked at my experience and they have a relevant and specific question that I can help with, such as advice on navigating promotions, managing a team or clients in a comms agency, or making the transition from journalism to PR. Or even if someone is looking for a contact in a specific area of Comms/PR/Marketing, if you say, ‘I’d love to get into sports/music/tech PR’ I’ll happily make an introduction.” – Ella Darlington.
Virtual spaces to get involved in
Whether it’s a WhatsApp group chat, online event, forum or membership network, there are so many online spaces that you can be a part of. Do some research online to find the right ones for you, as well as asking any professionals you chat to if they know any groups they recommend. Here are some we’ve rounded up to get you started:
- Sector specific; Museum as Muck, UK Black Comms Network, Women in Film & TV, Asian Communication Network, Vampr,
- General creative networks; Creative Lives in Progress, Bricks Learner Platform, CreativeMornings
Of course, Creative Access is so proud to host its own community that we welcome individuals to be a part of. We hope you’ve learnt something new about virtual networking and have fun putting it into practise!