How to get a Job in PR…
💭 What is PR?
PR is short for Public Relations and refers to the strategic communication from an organisation to the public, to maintain, or cultivate public image.
What does a PR professional do?
There are two sides to PR: positive storytelling, and damage control.
PR professionals create PR strategies to develop a positive reputation for a business, through various channels. These channels include press, social media, and in-person engagements. PR professionals also help defend a client’s reputation when required to do so.
If you’re just starting out in your career, or are looking to move into a PR role, then this blog is for you. We’ll explore what skills you need, how to get into PR, and some examples of the types of roles you’ll find when applying.
PR is a competitive industry, so you’ll need to be at the top of your game. This blog will help you get started…
📝Skills needed to succeed in PR:
- Initiative – PR professionals rely on their initiative to get ahead of the game. You will need to reach out to clients, create opportunities and be willing to go the extra mile for the business you work for.
- Storytelling – As we mentioned above, PR is two-sided, and one of those sides is storytelling. You’ll be interpreting data. So, you’ll need to find captivating ways to translate your findings to both internal and external audiences.
- Analytical – You will be expected to create PR campaigns and be able to track how effective they are. So, analytical skills are key.
- Communication – At its core, PR is about communication. You will need to be good at both written and verbal communication, as you’ll be writing press releases/digital ads, and speaking directly with clients at all levels.
- Organisation – You will most likely be managing multiple PR campaigns. So, you will need to be organised and be able to demonstrate this in any interviews you have.
Now you know the top 5 skills you’ll need to succeed in a PR career. We will look at the things you can do to give you the best chance of getting a job in PR…
✅ How to get into PR:
- Apply thoughtfully – It’s easy to submit a CV and then moan when you don’t hear back. You need to put thought into your application. Tailor your CV to suit the job you’re applying for; this may mean you have 5 versions of the same CV, but this will help your CV stand out. An easy way to do this is to look at the job responsibilities and skills and incorporate these into your own CV. If this is your first job then think of school, or university, and how your transferable skills would make you an ideal candidate for the role. Take a look at our CV writing guide for more tips.
- Internships/work experience – If you are a graduate, you should be able to evidence what you have learned in relation to marketing and/or communications. Highlighting any internships or voluntary work, along with any writing experience you have (e.g. blogs, school magazines, newsletters, etc). If you haven’t got a relevant degree, then ideally you will be active on social media. Showcasing the channels you use, and the content you post (e.g. videos, blogs).
- Networking – PR is founded on strong relationships, and one of the best ways to build relationships is by networking. Connect with PR professionals, agencies, and journalists on LinkedIn. Make a point of reading and commenting on their posts. Face-to-face networking is making a come-back since the pandemic, so look for networking events near you that you can attend.
- Work on your writing skills – Excellent writing skills are crucial if you want to succeed in this industry. There are many ways you can improve your writing skills, from taking courses to writing your own blog, or just simply reading more.
- Read the news – It’s important, especially if you don’t have a PR degree/experience, that you are keeping up to date on industry news. There’s a huge variety of publications online, as well as social media accounts, and this should go without saying but read/watch the news. By developing an understanding of what makes a good news story, you’ll be more likely to hit the ground running.
💻 Examples of PR entry-level roles:
As we mentioned at the start of this blog, public relations has two sides: positive storytelling, and damage control. There is a promotional side and a protective side. On the promotional side, you are your client’s spokesperson. Convincing the media to write positive stories, and managing your client’s community. On the protective side, you’re managing your client’s reputation or crisis.
Below you will find some entry-level examples of PR roles. If you have the skills listed above, these are the positions you should be applying for…
- Social Media Specialist – The main objective of a Social Media Specialist is to track and manage the client’s image on their social channels. Interacting with the company’s following, making company announcements, using listening tools, and building relationships with influencers to promote the client’s brand. Whilst monitoring trends and developing campaigns to tap into trending subjects.
- Copywriter – A Copywriter creates meaningful messages, and valuable content to deliver to target audiences, encouraging them to act, through a variety of channels. Content is produced for magazines, websites, blogs, TV, and other media outlets.
- PR Assistant – The main duty of a PR Assistant is to assist the PR Manager. Developing promotional materials, initiating campaigns, conducting research, and overseeing content published on social media.
- Account Executive – Account Executives oversee their client’s accounts. Providing them with the best media exposure possible, identifying objectives, target audiences, conducting market research, and developing strategies and campaigns. They also act as the liaison between the client and the agency.
💡 Ready for a Career in PR?
Now you have a better idea of how to get into PR, the skills needed, and the entry level positions you should be applying for, you’re in a better position to start your PR career.
PR is a fun and rewarding industry, and we have plenty of opportunities available. If you would like to discuss any of our current positions, contact us here.