Case studies: Corporate communications assistant, VisitScotland: James

James graduated with a BA in English and Film Studies from Northumbria University in Newcastle in 2007. He went on to complete a Postgraduate Certificate in Public Relations at Queen Margaret University, Edinburgh, before joining VisitScotland as a corporate communications assistant in 2010.

I was always interested in the tourist industry because my father had worked in the transport and tourist industries in the West of Scotland for years. Through him, I gained experience of working with tourists in the summer holidays at the ferry terminal in Oban, Argyll. The travel and tourism industry can change from hour to hour, so it can be quite a pressured environment. It can be very rewarding however, when you see the product you are promoting, bring real enjoyment to those who have put their holiday in your hands.

Following the conclusion of my studies in 2008, I found it extremely difficult to get a job as the recession had hit hard, so I took a job working on reception at a luxury boutique hotel in Newcastle. It was great fun, but the long hours and working conditions were sometimes tough, so after about 18 months and with more experience, I was ready to make another stab at getting into PR and communications. It was at this point that I finally landed the job at VisitScotland. I think the best advice when job hunting is to keep knocking on the door and eventually someone will hear you. It may be demoralising sometimes, but try and keep things in perspective. Your luck will change eventually. Go in to interviews with an open mind and a bit of preparation beforehand, because it will help.

University taught me workload and time management, and good analytical and writing skills and these have stood me in good stead. My Certificate in Public Relations was very relevant and the work placement was perhaps the most valuable experience as it gave me a real taste of what a 'real' career might be like. In my experience, a generic undergraduate degree will only take you so far and gaining specialist understanding or experience is definitely an advantage.

In the Corporate Communications Team, our job is to promote Scotland to the world as a 'must-see' destination. We work directly with the press, putting together press releases, dealing with press enquiries and working on campaigns to encourage holidaymakers to Scotland. I help maintain the corporate website and corporate magazines. VisitScotland is a big organisation and I also write for the intranet and internal magazine to keep everyone up to date with key events.

I communicate daily with people around Scotland, which gives me tremendous satisfaction. I really enjoy working in the Scottish tourist industry and I’m happy where I am for the time being. I’d like to continue making those all important contacts along the way, but I’m looking to get a decent footing first before I make any grand moves.