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Securing a job in PR and marketing

Public relations (PR) and marketing are exciting and dynamic fields that offer a wide range of opportunities for those interested in building relationships, crafting compelling messages and promoting brands, products, or services. If you are considering a job in PR and marketing, this article will provide you with valuable insights and practical tips on how to get started, whether you are a recent graduate or looking to switch careers. 

What does a job in PR entail? 

PR professionals are responsible for managing the communication and reputation of a company, organisation, or individual. They work to shape and maintain a positive image by creating and implementing strategic communication plans, managing media relations, organising events, and handling crisis situations.  

They work across various industries, including corporate, non-profit, government, healthcare, technology, entertainment, and sports. 

PR professionals are skilled communicators who excel at storytelling, writing, and relationship building. They work closely with clients, journalists, and other stakeholders to create and convey messages that align with the organisation’s goals and values. They may also collaborate with marketing, advertising, and social media teams to develop integrated communication campaigns. 

How to start a career in PR

Starting a career in PR can be competitive, but with the right strategies and preparation, you can increase your chances of success. Here are some key steps to help you get started: 

Build your knowledge and skills

To excel in PR, it’s important to have a solid understanding of communication principles, media landscape, and industry trends. You can gain knowledge through formal education, such as a bachelor’s degree in PR, communications, journalism, or a related field. Additionally, you can enhance your skills by taking relevant courses, attending workshops, and obtaining certifications. Develop strong writing, research, and interpersonal skills, as these are critical for success in PR. 

Gain practical experience

Practical experience is crucial in PR, as it allows you to apply your knowledge and skills in real-world settings. Look for internships, entry-level positions, or volunteer opportunities with PR agencies, non-profit organisations, or in-house PR departments to gain hands-on experience.

Network and build relationships

Networking is an essential part of PR and marketing. Attend industry events, join professional associations, and connect with PR practitioners through social media to expand your network. Build genuine relationships with professionals in the field, as they may provide valuable advice, mentorship, or even job opportunities. Don’t be afraid to reach out and ask for informal interviews or job shadowing opportunities to gain insights into the industry and make meaningful connections. 

Develop a portfolio

A portfolio is a visual representation of your work and skills, and it can be a powerful tool to showcase your capabilities to potential employers. Create a professional portfolio that includes writing samples, campaign plans, media placements, or any other relevant work you have done. Make sure your portfolio is well-organised, visually appealing, and highlights your best work. 

Research and apply for jobs

Stay updated with the latest job openings in the PR and marketing field through job boards, industry websites, or professional associations. Research the companies or agencies you are interested in and tailor your application to their needs. Highlight your relevant skills, experience, and achievements in your resume and cover letter. Be proactive in your job search and follow up on your applications to demonstrate your interest and motivation. 

Why choose PR as a career?

PR offers numerous benefits and opportunities for those who are passionate about communication, storytelling, and relationship building. Here are some reasons why you may consider PR as a rewarding career choice: 

Exciting and dynamic

PR is a fast-paced field that offers new challenges and opportunities every day. From crafting compelling messages to organising events and managing media relations – PR professionals are constantly engaged in creative and strategic communication efforts. No two days are the same in PR, making it an exciting and dynamic field for those who thrive on variety and diversity in their work. 

Impactful work

PR plays a crucial role in shaping and maintaining the reputation of organiszations and individuals. By effectively managing communication and building relationships, PR professionals can influence public perception, create positive change, and drive results for their clients or employers. This makes PR a meaningful and impactful field for those who are passionate about making a difference through communication. 

Diverse industries

PR is not limited to a specific industry, but rather spans across various sectors, including corporate, non-profit, government, healthcare, technology, entertainment, sports, and more. This provides PR professionals with the opportunity to work in diverse industries and gain expertise in different areas. Whether you are interested in fashion, politics, or healthcare, PR offers the flexibility to work in a field that aligns with your interests and passions. 

Continuous learning

PR is a field that requires constant learning and adaptation to stay relevant in a rapidly changing media landscape. From keeping up with emerging trends in social media and digital marketing to understanding the ever-evolving media landscape, PR professionals are constantly learning and upgrading their skills. This makes PR a dynamic field for those who enjoy continuous learning and personal development. 

Career growth opportunities

PR offers ample opportunities for career growth and advancement. As you gain experience, build relationships, and demonstrate your skills, you can progress to higher-level roles such as account manager, director of communications, or vice president of PR. Additionally, PR professionals can also transition into related fields such as marketing, advertising, or corporate communications, further expanding their career options. 

What is a PR job description? 

The job description of a PR professional may vary depending on the industry, organisation, or specific role. However, some common responsibilities of PR professionals may include: 

Developing and implementing strategic communication plans

PR professionals are responsible for creating comprehensive communication plans that align with the organisation’s goals and objectives. This includes identifying key messages, target audiences, and communication channels, as well as developing strategies and tactics to effectively communicate with stakeholders. 

Managing media relations

PR professionals work to establish and maintain positive relationships with media outlets, journalists, and influencers. This includes pitching stories, coordinating interviews, preparing press releases, and managing media inquiries. PR professionals also monitor media coverage and provide media analysis and reports to clients or employers. 

Creating compelling content

Content creation is a fundamental aspect of PR, and PR professionals are responsible for developing engaging and persuasive content, including press releases, speeches, articles, social media posts, and more. This requires strong writing, editing, and storytelling skills to effectively communicate messages and engage audiences. 

Implementing events and campaigns

PR professionals may be responsible for planning, coordinating, and executing events, such as press conferences, product launches, or fundraising campaigns. This includes managing logistics, coordinating with vendors and stakeholders, and ensuring that events are executed smoothly and effectively. 

Crisis management

PR professionals are often called upon to manage crises or reputational issues that may arise for their clients or organisations. This includes developing crisis communication plans, providing timely and accurate information to stakeholders, and managing the organisation’s reputation during challenging situations. 

In-house PR vs agency PR

PR professionals can work in two main settings: in-house PR departments or PR agencies. Each setting has its own advantages and challenges, and the choice depends on individual preferences and career goals. 

In-house PR

In-house PR professionals work as part of an organisation’s internal communication team. They are responsible for managing the brands reputation, communication strategies, and media relations from within the organisation.  

Deep understanding of the organisation

In-house PR professionals have a deep understanding of the brands goals, values, culture, and operations, which allows them to develop communication strategies that align with the organisation’s overall objectives.  

Close collaboration with internal stakeholders

In-house PR professionals work closely with internal stakeholders, including senior leadership, marketing, legal, and other departments, to ensure consistent and effective communication across all channels. This provides opportunities for building strong relationships and collaborating closely with different teams.

Opportunity for development

In-house PR professionals often can specialise in a particular industry or sector, as they work exclusively for one brand. This allows them to develop in-depth expertise in a specific field, which can be beneficial for career growth and advancement. 

Long-term relationship building

In-house PR professionals can build long-term relationships with media outlets, journalists, and influencers, as they represent the same organisation over an extended period. This can lead to better media relations and increased visibility for the organisation. 

However, there are also some challenges of working in-house PR, such as limited exposure to diverse industries and clients, potential for limited resources and budgets, and the need to navigate internal politics and dynamics. 

PR agency

PR agencies work with multiple clients across various industries, providing communication services and strategies. Some advantages of working in a PR agency include: 

Exposure to diverse industries and clients

PR agencies provide PR professionals with the opportunity to gain exposure to different sectors and clients. This can broaden their experience and expertise, and allow them to work on diverse and exciting projects. 

Access to resources and expertise

PR agencies often have access to a wide range of resources, including media databases, industry research, and expertise in different areas of PR.  

Fast-paced and dynamic environment

PR agencies are known for their fast-paced and dynamic work environment, which can provide individuals with opportunities to work on challenging projects, hone their skills, and develop their ability to handle multiple clients and tasks simultaneously. 

Networking opportunities

Agencies provide ample networking opportunities, as PR professionals interact with clients, media professionals, and other stakeholders on a regular basis. This can lead to valuable connections and potential career opportunities in the future. 

However, working in a PR agency also has its challenges, such as high-pressure environments, tight deadlines, and the potential for work-life balance issues. 

A career in PR and marketing can be exciting, challenging, and rewarding. Whether you choose to work in-house or at a PR agency, gaining relevant education, practical experience, building a strong network, and staying updated with industry trends can help you kickstart your career in PR. With a strong foundation and commitment to continuous learning and growth, you can thrive in the field of PR and marketing. 

Remember to tailor your job search strategies based on your career goals, interests, and skills. Research potential employers, network with industry professionals, and showcase your skills and experience through a well-crafted portfolio. Be prepared to demonstrate your passion for PR and marketing during interviews and highlight how your skills and experience align with the job requirements.  

Finally, be persistent and patient. Landing a job in PR and marketing may require time and effort, but with determination, perseverance, and a proactive approach, you can increase your chances of success. Keep refining your skills, staying updated with industry trends, and actively seeking out opportunities to gain practical experience. If you would like to discuss your PR requirements with our team or for more advice on how to launch your PR career, get in touch by sending us an email to 


Matthew Fraser - Modo25
Matthew Fraser
Matthew Fraser - Modo25
Matthew Fraser
PR & Outreach Manager

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