How Do You Get Into Public Relations? A Realistic Guide to Launching Your PR Career

Launching a successful career in public relations (PR) is achievable through multiple pathways, including formal education, apprenticeships, and vocational qualifications. The key is to combine your foundational knowledge with practical experience, a robust professional network, and a demonstrable set of skills in both traditional and digital media relations.

What is the Core Goal of a Public Relations Professional? At its heart, public relations is the strategic management of communication between an organization and its publics. The primary goal is to build and maintain a positive reputation and a strong relationship with key stakeholders, which can include customers, employees, investors, and the media. Unlike advertising, which involves paid promotion, PR focuses on earned media—securing positive coverage through relationships and compelling storytelling. Success in this field requires excellent communication skills, creativity, and the ability to work in a fast-paced environment.

What are the Common Educational Routes into a PR Career? There is no single mandatory path, but three main routes provide a structured foundation.

1. University Degree: Many PR professionals start with a bachelor's or master's degree in Public Relations, Communications, Journalism, or Marketing. These programs provide theoretical knowledge, critical thinking skills, and often include valuable internship opportunities. Entry requirements typically include A-Levels or their equivalent.
2. Apprenticeships: A Level 4 Higher Apprenticeship in Public Relations allows you to earn while you learn, gaining hands-on experience and a qualification simultaneously. This route is ideal for those who prefer practical learning and want to build a network from day one.
3. Professional Qualifications: For those changing careers or already in a related field (like marketing), organizations like the Chartered Institute of Public Relations (CIPR) offer certificates. Earning a Foundation Certificate or Professional PR Certificate can significantly enhance your resume's credibility without requiring a full university commitment.

How Can You Gain Practical Experience to Stand Out? In a competitive job market, qualifications alone are often not enough. Gaining real-world experience is crucial for building your CV and demonstrating your capabilities to potential employers.

• Volunteer Your Skills: Offer your PR services to local charities, non-profits, or small businesses you are passionate about. This provides tangible experience for your portfolio and helps you identify which area of PR you enjoy most.
• Start a Blog or Portfolio: Develop your writing skills by creating a blog focused on an industry trend you're passionate about. This serves as a public showcase of your ability to craft messages and understand digital platforms.
• Network Strategically: Attend industry events, both online and in-person. Follow and engage with PR influencers and agencies on professional networks like LinkedIn. Building relationships can lead to mentorship opportunities and insider knowledge about job openings.

What Essential Skills Do Employers Look for in PR Candidates? Based on our assessment experience, employers seek a blend of traditional and modern skills. The ability to write flawlessly for different audiences—from a press release to a social media post—is non-negotiable. Furthermore, digital competency is now a baseline requirement. This includes:

• SEO (Search Engine Optimization): Understanding how to optimize online content so it ranks well in search engines is vital for digital PR campaigns.
• Social Media Savvy: Knowing how to leverage different platforms to build a brand's presence and engage with communities.
• Data Analytics: The ability to measure and report on the impact of PR activities is increasingly important.

Alongside these, core attributes like creativity, resilience, and strong stakeholder management are highly valued.

To build a successful career in public relations, focus on these actionable steps: gain practical experience through volunteering or internships, continuously develop both your writing and digital skills, actively build your professional network, and thoroughly research the different specializations within PR—such as media relations, crisis communications, or social media—to find your best fit.