The world of public relations is a fast and exciting one. It’s a career for those who love to come up with imaginative promotional campaigns. You’ll spend your day speaking to the media and showcasing new products. You’ll write engaging press releases and find new ways to garner attention for your clients. It’s a creative world and it’s a chance to work with ideas and concepts. It’s a fulfilling business, and not without its perks. Work with the right clients and you’ll get access to fashion events, movie premiers, and music festivals.
Despite all that, it’s a tricky business to break into. Unfortunately, entrance salaries aren’t sky-high either. However, it’s very rewarding to get involved, and the opportunities to grow and earn serious money are plentiful. We spoke to some high-flying PR execs about what they look for in new recruits. What skills do you need to work and succeed in public relations? It’s a career that is shrouded in a little mystery, particularly for young graduates. Today, we’ll break it down and show you what’s involved.
- A Degree
Most PR agencies will expect to see a degree. There are very few specific courses in PR, but employers will look for other, related qualifications. For example, a degree from McColl School of Business will set you up nicely. A business degree is a fantastic way to understand the way business and media operate together. Similarly, a qualification in English, media or journalism is a good way to start.
- Confidence
In a public relations role, you are responsible for drawing media attention to your client. That means making public announcements and hosting events. It involves speaking to journalists and reporters every day and convincing them to cover your client. You’ll be expected to hit the phones hard and approach new people every day. It’s not a job that requires a timid approach. It’s about getting your voice heard and finding new ways to draw attention to your client. Find your inner confidence and you’ll succeed in PR.
- Multitasking
Most PR executives we spoke to explain that the job involves a degree of multitasking. It requires you to balance a variety of client accounts, each with their own tailored plans and ideas. You’ll be expected to jump between the accounts every day. The ability to juggle multiple clients and tailor campaigns to their specific requests is a big part of the job. If the thought of that is making your brain ache, PR might not be the best route! You’ll certainly need to manage your to-do lists with military precision.
- Networking Skills
The best PR execs are the ones with the largest phone book. And not only that, they have the real connections to make things happen. Good public relations people can call up an editor and secure a feature in the newspaper. They can email the television news desk and have their client’s story on TV the same day. You need to get out there and build your contact list. Again, this requires a level of confidence and people skills. In the early days, you’ll be expected to approach new people and make quick connections. You’ll forge relationships and understand when to approach the right people.
- Writing Skills
Every public relations company is looking for strong writing and communication skills. Remember, you’re responsible for writing press releases. These releases are often printed word-for-word in national newspapers and outlets. Your writing must be tight and accurate. A job in PR also requires extensive communication. You need to be able to convey your point quickly across email, phone, and face-to-face.
- Patience and Ability to Handle Pressure
A career in PR involves a lot of pressure. Trust us, you’ll be asked to re-write the press release six times. You’ll be asked to tweak the creative ideas and make compromises. You’ll receive negative feedback on a daily basis from clients, the media and your own team. It’s your job to grow a thick skin and take these constructive criticisms on board. Don’t worry, there are showers of praise when you get it right too! Finally, there will be pressure from the client on deadlines and performance. They expect their product to launch with a bang. It’s your responsibility to make that happen.
- Experience
The tricky part is that you’ll need some experience. Almost all PR roles require some previous work. It’s a complicated job and can only really be learned on the job. With that in mind, you may have to do some low-paid internships and work experience placements first.
If you’ve made your way to the end of this article and you’re still excited, congratulations! You’re perfect for the job.
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