7 tips for starting a career in PR

Learn how to stand out among the 74,300 PR professionals in the UK by developing your skills, building your brand, and networking with industry experts 

Public relations (PR) is the strategic communication between an organisation and the public to build and maintain a positive reputation. PR professionals build relationships with journalists, influencers, and other stakeholders to promote positive coverage. In times of crisis, PR helps organisations manage negative publicity and restore their reputation. 

1. Build your online presence

Social media platforms like Instagram and LinkedIn offer invaluable opportunities for PR professionals to showcase their expertise, connect with potential employers, and demonstrate their passion for the industry.  

By actively engaging on these platforms, you can share insightful articles, industry analysis, and case studies to highlight your knowledge and thought leadership. Creating original content such as infographics or videos allows you to showcase your creativity and communication skills. 

Discover how to improve your LinkedIn profile. 

Building a strong personal brand that reflects your personality and interests is essential. It establishes you as a thought leader and a valuable asset to the PR industry. Consider creating a professional website, starting a blog or building a social media channel to further showcase your skills and experience. This comprehensive online presence can significantly enhance your professional image and attract potential employers. 

Read our guidance on building a personal brand. 

2. Gain a PR qualification

While an undergraduate qualification can be advantageous for a PR career, it's not always mandatory. However, a degree, particularly in public relations, communications, or a related field, can provide direct entry into the industry, offering the skills and knowledge necessary for success. 

If you have a degree in another discipline or wish to deepen your PR knowledge, a Masters degree in PR can enhance your expertise and career opportunities. 

Some examples of courses include: 

• MA Media and Public Relations , Newcastle University - aimed at PR professionals or students with previous PR experience, this one year course focuses on gaining knowledge of media law and public relations regulations in a transnational context. 
• MA Media and Public Relations MA, University of Leicester - this 24-month course teaches you how to analyse successful campaigns and conduct effective research and planning. It emphasises the practical application of communication and media relations. 
• MA Public PR, University of the Arts London - this 15-month programme is designed for both PR professionals and graduates with strong communication skills and degrees in other subjects. 

To discover what Masters are available, search postgraduate public relations courses. 

3. Get PR work experience

Getting experience and building a portfolio are key to starting a PR career. To build a portfolio, collect samples of your work, such as press releases, social media posts, blog articles, and event planning materials.  

If you're starting your PR career: 

• volunteering at a non-profit organisation will help you to gain hands-on experience, apply theoretical knowledge, and develop practical skills while building a valuable professional network. 
• interning at a PR agency will help you benefit from structured learning and exposure to real-world projects, while contributing to a cause you care about and gaining experience in a specific industry. 
• freelance to develop work for your portfolio and create contacts with industry professionals. 

Learn more about gaining media work experience. 

4. Upskill in PR

In today's digital age, it's crucial to be proficient in social media platforms to engage audiences and build brand awareness.  

Additionally, knowledge of digital marketing techniques like SEO, content marketing, and email marketing can complement your PR skills and help you reach a wider audience. 

Consider upskilling in these areas by enrolling on courses from providers such as: 

• Google Digital Garage 
• HubSpot Academy 
• LinkedIn Learning 
• Semrush Academy 

To succeed in PR, you must be able to communicate verbally and in writing. This means being able to craft clear and engaging messages that resonate with your target audience, regardless of whether they are reading or listening. 

There are several ways to develop your communication skills: 

• Read widely and often, paying attention to the writing style of journalists, PR professionals, and other communicators you admire. 
• Practice speaking in front of an audience, by giving presentations at work or volunteering to speak at events. 
• Write different types of content, such as press releases, social media posts, and emails. Ask others to review your writing and give you feedback 

For more details on formal training to upskill in PR, see marketing courses. 

5. Stay up-to-date with current trends

In the fast-paced world of PR, staying updated on the latest trends and technologies is crucial for success. Building and maintaining strong relationships with journalists, influencers, and other key stakeholders requires understanding their needs. Keeping up with industry trends helps tailor communication to resonate with your audience.  

To keep on top of trends: 

• Stay informed - Read industry publications and blogs on the latest news, trends, and best practices. This will help you anticipate future developments and identify emerging opportunities. 
• Network and learn - Attend industry events and conferences to learn from experts, see new technologies in action, and build relationships with other professionals. 
• Upskill - Take online courses and workshops to develop new skills and learn how to use new technologies effectively. This will help you stay competitive and adapt to the changing landscape. 
• Connect with leaders - Follow industry leaders and influencers on social media to stay connected to the latest news and trends. 

6. Network with industry professionals

Networking is a vital tool for public relations professionals. Networking events offer opportunities to meet and connect with other PR professionals, journalists, influencers, and key industry players. These connections can be invaluable for future collaborations, referrals, and knowledge sharing.  

Building rapport with journalists and editors can increase the likelihood of your clients' stories being covered in the media. 

For more detailed tips, discover how to network online. 

Mentorship from experienced PR professionals can provide invaluable guidance and open doors to connections as you advance your career. Organisations offering mentorship in PR include: 

• Bloom 
• Chartered Institute of Public Relations 
• Taylor Bennett Foundation 
• Women in PR 

7. Tailor your CV and cover letter to the industry

PR is a competitive industry. To increase your chances of landing a PR position, it's essential to tailor your application to the specific role you're applying for. Highlight the skills and experience that are most relevant to the job description.  

It’s important to quantify your accomplishments to demonstrate your impact. Instead of simply listing job duties, provide concrete examples of your successes in securing media placements, developing and executing PR campaigns, and managing client relationships.  

For instance, instead of stating 'managed social media accounts' quantify your achievements by mentioning 'increased social media engagement by 20% within six months' or 'secured 15 media placements in top-tier publications.'

Discover how to write a CV or read our tips on crafting a winning cover letter. 

Find out more

• Discover what you can do with a public relations degree. 
• Read our overview of the UK's marketing, advertising and PR sector.