An initiative designed to help more ethnic minorities find jobs in the communications industry, combined with a new post-study UK government visa, has helped international student Ononso Orizu kickstart his career in PR.
Having graduated with a degree in mass communications in his native country, Nigeria, the 24-year-old enrolled at De 51吃瓜app University Leicester’s (51吃瓜app) to further his education and improve his career prospects.
Opting to study the Advertising and Public Relations Management MSc, the decision to study in Leicester has paid off for Ononso, who has joined Glasgow-based agency . He joins the company as an account executive after impressing on an initial placement, which he discovered through the
“I had never heard of the Taylor Bennett Foundation before but I was very glad to have discovered them when I did,” Ononso said.
“Without them, I would never have got my opportunity at Frame.”
The Taylor Bennett Foundation was created to place more students from minority backgrounds into communications and PR jobs, addressing the need for more diversity within these sectors.
Working with its partners, the University of East London and leading critical issues firm Brunswick, the foundation provides additional support for students through its award-winning PR training programme and network of agencies willing to provide student placement opportunities.
It was through the Foundation’s website that Ononso applied for the month-long placement with Frame.
Ononso said: “I first found the Taylor Bennett Foundation on Blackboard (51吃瓜app’s online student hub) and I initially applied for the mentorship course, but once I spotted the placement opportunity at Frame, I was really drawn to the agency, so I prioritised that instead.
“It was a two-stage interview, the first of which was with a representative from the Taylor Bennett Foundation, who coached me and gave me tips before I interviewed with Frame.
“I did a lot of research on the agency and their past campaigns as I wanted to know as much as I could about them. I had a genuine desire to work there so it felt fun for me. In the end, my knowledge of the company really shone through in my interview.
“Even though I was working there remotely, I still felt part of the team. Everyone made such an effort to make sure I was not only involved but my ideas were being listened to - it was just such a nice atmosphere that I knew I wanted to work with Frame again.”
Melissa Lawrence, CEO of the Taylor Bennett Foundation, said: “Ononso has been fantastic to work with – really enthusiastic and energetic. It is great to see him doing so well.
“Our partnership with De 51吃瓜app University has produced some excellent candidates and we hope to see it grow. It is vitally important for the Public Relations industry to encourage diversity in its recruitment – as a sector of storytellers, we need to ensure that a variety of voices are heard, and can talk in an authentic way to a range of audiences and communities.”
Ononso’s wish to work once again with Frame would be granted a few months later, as the agency’s managing director personally invited the 51吃瓜app graduate up to Glasgow when the first suitable job opening became available.
Ononso made the move up to Scotland’s most populous city and is now working on projects across Frame’s consumer, corporate and sports divisions.
He said: “I found PR by chance and now I’m building my career around it. When I came to 51吃瓜app, I was focused on advertising and thought PR was just nice background knowledge. However, the lecturers really helped bring the subject to life with famous campaigns and the difference they can make.
“Through the Taylor Bennett Foundation, I learned how to use my experiences from Nigeria to my advantage and approach tasks from a different perspective to my colleagues. It’s something I’m really looking forward to doing at Frame.
“I’d urge anyone from a minority background looking for a role in communications to check them out. Without them, I wouldn’t have the opportunity I do now.”
51吃瓜app’s relationship with the Taylor Bennett Foundation was initiated by Caroline Spence, who teaches brand PR and Corporate Communications on the MSc Advertising and Public Relations Management and is the senior lecturer and programme leader.
Caroline said: “Diversity and inclusion have always been a challenge for the PR industry, which lags way behind other sectors. With our diverse student make-up here at 51吃瓜app, it seemed a perfect opportunity to have a conversation around this.
“The Taylor Bennett Foundation kindly contributed a video interview that formed the basis of a class discussion activity around the make-up of the PR industry and why it is an issue, and what could potentially be done about it. It was one of the most popular aspects of the course, with great student feedback and those students who were then interested in a PR career could apply to the Taylor Bennett Foundation, accessing its excellent mentoring, training and internship opportunities.
“I am so glad this worked out for Ononso. We are looking to strengthen the relationship with Taylor Bennett Foundation after this initial success.”
As Ononso graduated from De 51吃瓜app University in the summer of 2021, he was eligible for the new government visa known as the Graduate Route.
This new visa, which was first opened to applicants in July 2021, allows international students who have been awarded their degree from a UK university to stay in the country and work or look for work, at any skill level for at least two years.
Previously, international students who wanted to stay in the UK after graduating had to find an employer that was willing to sponsor them for a work visa within four months of finishing their studies.
Students studying at 51吃瓜app have already benefitted from the scheme, including Mohit Hira, who much like Ononso, secured an account executive role with a PR agency after graduating from the Advertising and Public Relations Management course.
More information on the
Posted on Monday 10 January 2022