Public relations account executive : Entry requirements

Some institutions offer degree courses specific to public relations (PR) and these can be helpful in providing the skills that employers rate highly for this field. Studying a specific PR course is by no means essential for entry into job roles but can demonstrate an interest in the industry.

Employers usually require candidates to have a degree and tend to judge them on their skills and attributes. Although entry to the profession is generally open to all graduates/Diplomates, the following degree/HND subjects may improve your chances:

• communication and media studies;
• English and literary studies;
• business/management;
• marketing.

Many agencies are open to graduates with a vast range of degrees. Specialist agencies, for example, ethical healthcare, may prefer a relevant scientific degree. A postgraduate qualification may improve your chances of securing a PR position.

Relevant pre-entry work experience is useful and can include vacation work, work placements, shadowing or volunteering. Careers services often have details of placements available, but you may need to contact PR agencies directly. Details of work placements and other industry information are available through the Chartered Institute of Public Relations (CIPR) , which students can join at a reduced rate. Membership also provides opportunities to network with employers. Candidates should also consider PR experience they can gain while undertaking extracurricular activities, for example promoting a club night or writing a press release for the local media about the success of the sports team they belong to.

Candidates need to show evidence of the following:

• interpersonal skills, plus good presentation skills and confidence;
• excellent written communication skills;
• flexibility, determination, enthusiasm and the ability to cope well under pressure;
• good teamwork and negotiation skills;
• ability to think strategically along with good analytical skills;
• business awareness and a good knowledge of current affairs;
• excellent organisational skills, with the ability to work on more than one project at a time;
• creativity and imagination;
• ability to use initiative.

As PR is becoming increasingly competitive, now ranking as one of the top three most popular career choices for graduates in the UK, there are relatively few trainee account executive posts. Some of the larger, established consultancies may offer such opportunities, but this depends on the economic climate.

Read job adverts in the trade press and request vacancy details to help you get a feel for the combination of skills and industry knowledge that a PR account executive needs. Consider related jobs (e.g. journalism, marketing) for work experience, as employers often find the skills and experience gained in these roles transferable to PR. The CIPR organises a regional careers day each year for those interested in PR.

For more information, see work experience and internships and search courses and research.