Public relations officer

Public relations officers manage an organisation's reputation and public image, ensuring that it communicates effectively with its target audience and maintains a positive public profile

You will build, maintain and manage the reputation of the organisation through strategic communication campaigns, media relations and stakeholder engagement.

You'll communicate key messages to defined target audiences, both externally and internally, to establish and maintain goodwill and understanding and to manage reputational risk. You'll also monitor publicity and conduct research to find out the concerns and expectations of the organisation's stakeholders.

You can work in various sectors for either a PR agency (working with a range of clients) or an organisation's in-house PR department (working solely for your employer).

Job titles vary with PR officer used more commonly for in-house roles. If working for an agency, you're more likely to be called a PR account executive.

Responsibilities

As a PR officer/account executive, you'll need to:

• work as part of an account team (in smaller organisations you may be the sole PR lead or work as an agency PR officer) where you'll plan, develop and implement PR strategies
• build strong relationships and networks with colleagues, clients and the media and answer enquiries from the media and other organisations
• monitor the media, including newspapers, magazines, journals, broadcasts, newswires, social media sites and blogs, for opportunities for clients
• research, write and distribute press releases to targeted media
• collate and analyse media coverage
• write and edit in-house magazines, case studies, speeches, articles and annual reports
• prepare and supervise the production of publicity brochures, handouts, direct mail leaflets, promotional videos, photographs, films and multimedia programmes
• devise photo opportunities and coordinate studio or location photography
• organise events (such as press conferences, exhibitions, open days and press tours), source speakers and seek out sponsorship opportunities
• maintain and update information on the organisation's website
• manage and update information and engage with users on social media sites such as X, Facebook and Instagram
• prepare regular client reports and attend client meetings
• commission market research
• undertake research for new business proposals and present them to potential new clients
• foster good community relations through events such as open days and through involvement in community initiatives
• manage the PR aspect of a potential crisis situation.

Salary

• According to the Chartered Institute of Public Relations (CIPR), the average salary for PR assistants, interns, trainees and executives is £36,940. Initial starting salaries, however, can be modest. As you progress from a trainee/assistant to executive role, your salary is likely to increase.
• Salaries rise to an average of £37,533 for PR officers. PR managers can earn on average £50,419, rising to an average of £58,547 for heads of communication.
• Salaries for senior management positions, such as director, partner, founder or managing director, are on average £91,828.

Salaries in PR vary depending on your location, the sector you work in and whether you work for an agency or in-house. For example, pay is typically higher in the private sector. The lowest average pay is for in-house roles in not-for-profit organisations and NGOs. Salaries in consultancy and agency roles are usually higher than in-house roles. Salaries are higher in London, the South East, West Midlands and North West.

Other factors affecting salary include your skills, experience, track record and qualifications.

Some organisations operate bonus schemes, while others may offer other incentives such as private health insurance or a company car. You may also be provided with a laptop and/or mobile phone.

Income data from the CIPR State of the Profession 2024 Report. Figures are intended as a guide only.

Working hours

Working hours are generally 9am to 5.30pm, but you may have to work longer hours at times, for example to meet client deadlines. Press launches, crisis management and pitches can all result in long hours.

Working in a self-employed or freelance capacity is possible, although this is more common for experienced PR professionals.

Career breaks, part-time work and hybrid working may also be possible.

What to expect

• The job is generally office-based with travel to attend networking and media events and exhibitions, as well as meetings with clients. International travel may also be necessary.
• The work can be challenging, for example when meeting deadlines, juggling various projects or working on a new business proposal, but it can also be rewarding.
• PR professionals are often expected to network and socialise with clients, the media and colleagues to build and maintain relationships.
• The PR industry has a wide geographical spread throughout the main commercial centres, with jobs available throughout the UK. However, there is a heavy concentration of opportunities in and around London.

Qualifications

There are no set qualifications for becoming a PR officer, but many entrants have a degree or an HND.

Entry into the profession is open to all graduates, but the following degree and HND subjects may be particularly helpful:

• business or management
• communication and media studies
• English and creative writing
• journalism
• language studies
• marketing
• politics and international relations
• public relations.

Public relations at undergraduate level is usually combined with other relevant subjects such as advertising, marketing, media or journalism, as well as fashion, mass communication, politics and international relations.

Although not essential, a postgraduate qualification in PR may be beneficial. Search postgraduate courses in public relations.

It's also possible to get into PR work by taking a Level 4 Public Relations and Communications Assistant apprenticeship, which combines paid work with part-time study, meaning you can train on the job.

You could join a consultancy or in-house PR department in a junior role such as PR assistant or junior account executive. It is then possible to work your way up to the role of PR officer/account executive through gaining the necessary skills, qualifications and experience.

Personal qualities, skills and experience are looked on favourably by employers for jobs at all levels.

Skills

You'll need to have:

• verbal and written communication skills to write clear and effective messages that engage target audiences
• interpersonal skills for developing relationships with colleagues, clients, journalists and other key stakeholders
• creativity, imagination and initiative to develop innovative PR campaigns
• organisation and time management skills to manage multiple projects with competing deadlines
• flexibility, determination, enthusiasm and the ability to cope in high pressure situations
• research skills to understand your target audience, the market and media landscape
• negotiation and influencing skills
• problem-solving and decision-making skills to deal with negative publicity or crises
• self-confidence, drive and a willingness to learn
• IT and social media skills to use a range of social media platforms to get your key messages across
• attention to detail to ensure consistency across communications
• business awareness and a good knowledge of current affairs
• the ability to think strategically, for planning successful PR campaigns.

Work experience

Work experience is essential for getting into the PR industry as it's a competitive area of work. Experience in PR, communications, marketing and journalism is particularly useful and will help you increase your skills and develop a network of contacts in the industry.

Some degree courses include a placement year option and there may also be options to undertake shorter placements during your course. You can also try to find summer placements, internships or freelance work with PR agencies, in-house PR teams, marketing departments or media organisations, for example.

Your university careers service may have details of available PR work placements, and some will be advertised on company websites (for larger organisations). However, you may have to approach PR agencies directly to find out about opportunities.

Volunteering is another useful way of gaining experience. You could volunteer to work in communications for a local charity, for example. This can give you exposure to planning events, contacting media outlets and writing press releases and articles. Keep a record or copy of anything you organise or write.

Other opportunities to get experience while at university include writing for student magazines, getting involved with communications and PR for university societies or working in student radio.

Student membership of the CIPR is also useful for accessing events, training, jobs and networking opportunities.

Find out more about the different kinds of work experience and internships that are available.

Employers

PR practitioners usually either work for a PR agency or in an organisation's in-house PR department:

• PR agencies/consultancies - these firms work with a range of clients to manage their media relations and PR strategies. Consultancies vary in size from large international firms with offices throughout the world to small local firms who may specialise in a specific area such as fashion, music, healthcare or finance. Larger consultancies are likely to have a wider client base, ranging from law firms to builders' merchants.
• In-house PR departments - some companies in the public, commercial or not-for-profit sectors have their own dedicated PR department/team. As an in-house PR professional, you'll have specialist knowledge of the area you’re working in and will design and implement a PR programme to meet your company’s requirements.

In some cases, in-house PR professionals may work cooperatively with PR consultancies on certain projects.

Typical sectors that employ PR professionals include:

• advertising
• arts, culture and entertainment
• charity and not-for-profit
• computing and technology
• construction
• education
• engineering
• financial and insurance services
• hotels, catering and food services
• law, accountancy and management consultancy
• local and central government
• marketing and market research.

Look for job vacancies at:

• Campaign
• PR Moment - has the latest PR industry insights.
• PR Week Jobs

Specialist recruitment agencies such as PR Futures also handle PR vacancies.

LinkedIn is also a useful resource for finding PR agencies and vacancies.

Professional development

Training varies depending on the organisation. Some larger firms have structured initial training and continuing professional development (CPD) courses or even a graduate training scheme. However, the majority of your training will be on the job working with more experienced colleagues.

You will need to keep your knowledge and skills up to date throughout your career as technology, trends and PR strategies evolve.

Many organisations encourage employees to go on short courses to gain skills in specific areas of PR such as AI, internal communications, writing and editorial, and crisis and reputation. These types of course are run by organisations such as the:

• CIPR
• PRCA
• London School of Public Relations (LSPR)

The CIPR also offers a range of longer courses that are available on a part-time and distance-learning basis. These include:

• Professional PR certificate - aimed at graduates looking for a career in PR or if you have a couple of years' PR experience at a junior level.
• Professional PR diploma - helps experienced PR professionals develop the skills and leadership qualities needed to progress to senior management.

Relevant professional courses are also provided by the PRCA and The Chartered Institute of Marketing (CIM). It's also possible to do a Masters degree in public relations.

Membership of professional bodies such as the CIPR, PRCA and CIM is useful for access to training, events and conferences, networking opportunities, the latest news and advice on how to progress your career.

Experienced PR professionals who are MCIPR or FCIPR grade members of the CIPR may be able eligible to apply for Chartered PR Practitioner status.

Career prospects

Public relations is constantly evolving due to advancements in technology, political uncertainty and changing business models, for example. CPD will play a vital part in your career development and by continually building your knowledge and enhancing your skills, you can increase your chances of progression. If you demonstrate outstanding ability and commitment, promotion can be rapid.

As a new graduate, you can expect to work as a PR assistant or junior account executive for one or two years before gaining promotion to PR officer or account executive.

Further progression to management-level posts, such as senior account executive, account manager or PR manager, is likely to take a further two to three years and depends heavily on your personal aptitude, performance and motivation. You may need to move between employers or geographical areas to broaden your experience or move into a more specialist role.

After a further two to three years at this level, you may have enough experience to seek promotion to account director, if working for an agency/consultancy, where you'll have responsibility for higher-profile clients and all the staff working on the account teams. From here you could progress to PR director and eventually perhaps be asked to sit at board level, or you may choose to set up your own agency. With in-house PR roles, you could move into positions such as head or director of PR/communications.

Consultancy can offer broad experience before specialising. It's possible to move between in-house and consultancy roles.

Self-employment is an option later in your career if you've built up a good network of contacts and wish to operate as a freelance consultant or set up your own firm.