Features: Getting into PR

Sourced by Editor, Luke Berté, Graduate Prospects, February 2013

Public relations (PR) officers are responsible for connecting businesses to customers and each other, while managing reputation and raising brand awareness

PR employers generally expect to recruit candidates with at least an undergraduate degree, but people enter the profession with degrees in a range of subjects. Sometimes a specialist degree can be helpful, for example if you are interested in going into a public affairs role then a politics degree is useful.

If you are going into a consultancy that specialises in life sciences then biology and related degrees may be advantageous.

Some universities offer Masters degrees in public relations and related areas such as journalism and communications. Studying a more vocationally oriented second degree like this, can differentiate you in a crowded job market.

Justin Shaw graduated from the University of Leeds with a degree in public media and English. He is the managing director of Communications Management, having joined the company in 1994 from the University of Hertfordshire where he was press and PR officer for four years

 

'After a few years in journalism I realised that there was a bigger opportunity to create the buried stories that exist within organisations and was interested in universities and their potential to showcase all the great work that they do.

'That’s when I joined the PR team at the University of Hertfordshire and found that ‘creating the news’ was a thrilling new avenue to my career. Universities are great sources of PR, as they have so many relationships to forge and are naturally attractive news sources.

'Public relations people have to be multi-talented. Great communications skills (written and spoken) are essential, plus the ability to build relationships with people at all levels of seniority and win their trust. At the same time people in PR need to be organised, manage time effectively, multi-task, thrive under pressure and be open and flexible to change,' says Justin.    

The PR job market

Justin agrees that the job market is competitive with PR now being a popular career choice for graduates. Getting that first foothold on the career ladder can be challenging.

'Don't lose heart as persistence and resilience will pay off and these are qualities that will stand you in good stead in your career. One of the best ways to stand out from the crowd is to gain work experience.

'If you are thinking of a career in PR, early planning can be effective in the long run. Make sure you build some relevant work experience into your CV while you are studying for your degree. Lots of employers are happy to help students gain an insight into the profession through work experience (which may be unpaid) and internships (one month or more) which should be paid.

'Be proactive and contact in-house departments and consultancies by sending a persuasive email or letter, or follow potential employers on Twitter and engage with them,' he suggests.

Salaries in PR

Once you manage to secure your first paid position in PR, you can expect a good starting wage with potential earnings increasing steadily with experience and seniority.

'Entry level roles will depend on which part of the country you work in, whether you go into an in-house role or consultancy, and which sector you work in. As a broad guide, a starting salary is around £18,000. With a couple of years’ experience you can expect to progress to a salary in the early £20,000's. At managerial level you might expect to be on a scale from £30,000,' says Justin.

PR is a growing and dynamic industry that rewards talent and offers progression to the right candidates. A passion for communication will stand you in good stead for an entry level job, as will wanting to help organisations reach their business aims.