Public Relations Officer
What is the work like?
As a public relations (PR) officer, you would be responsible for promoting good relations between your employer and its customers, investors and the wider public. Your main aim would be to build and maintain the organisation’s image and reputation.
You could work in a company's in-house public relations department, or you might be an account executive in a PR consultancy that looks after the PR for a number of clients. In either case, your work may include:
- planning PR campaigns and strategy
- monitoring public and media perception of the client or employer
- writing and editing leaflets, brochures, press releases, speeches, newsletters and websites
- arranging events like press launches, news conferences, exhibitions, open days and sponsorship
- developing good working relationships with the media
- arranging for advertising or promotional films to be produced
- public speaking at presentations, conferences or radio and TV interviews
- representing the company or client at events.
Public relations is sometimes known as corporate communications, public affairs or media relations, so you may be known by a range of other job titles.
What qualifications and experience will employers look for?
You do not need particular qualifications to become a PR officer. However, public relations is a very competitive industry and many employers will expect you to be qualified to degree level.
You may have an advantage with a degree or postgraduate qualification in public relations. Other useful subjects include:
- journalism
- advertising or marketing and communications
- business or management
- psychology
- English
- politics.
See the Chartered Institute of Public Relations (CIPR) website for a list of approved degrees and postgraduate courses in PR.
If you would like a career in PR but have not previously studied it, you may find it helpful to take the Chartered Institute of Public Relations (CIPR) Advanced Certificate in Public Relations before you look for your first job in PR.
You will improve your chances of employment by doing work experience (often unpaid) in PR departments and consultancies. You can also get relevant experience through activities like voluntary PR or fundraising work with charities, or involvement with student newspapers and societies.
See the CIPR and Public Relations Consultants Association websites for advice on finding work experience, and for some advertised placements and graduate training schemes.
You may be able to join a PR firm as an administrator, publicity assistant or information officer, and work your way up to PR officer as you gain experience. You could also go into a second career in PR if you have previous experience in journalism, advertising, marketing, fundraising or sales.
What further training and development can I do?
You will usually develop your skills on the job, possibly through a structured graduate training scheme if you work for one of the larger consultancies or employers.
It can be an advantage to join the Chartered Institute of Public Relations and work towards their professional qualifications:- CIPR Advanced Certificate in Public Relations – suitable for anyone with up to two years’ experience in a junior PR role
- CIPR Diploma in Public Relations – a more advanced course, for anyone with a PR or business-related postgraduate qualification plus at least a year’s PR experience, or a degree in any subject plus at least two years’ PR experience.
See the CIPR website for more details about their qualifications, membership and further training.
You could also choose to study for the Communication Advertising and Marketing Education Foundation (CAM) Diploma in Marketing Communications (see the CAM website for details).
Where can I go for more information?
Moor HallCookham
Maidenhead
Berkshire
SL6 9QH
Tel: 01628 427120
London
SW1Y 4JR
Tel: 020 7766 3333
Willow Place
London
SW1P 1JH
Tel: 020 7233 6026
If you would like to discuss your career options with a learning adviser at learndirect Careers Advice, call 0800 100 900 or use our online enquiry form.
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What salary and other benefits can I expect?
- Starting salaries can be around £16,000 to £20,000 a year.
- With experience this can rise to between £20,000 and £40,000.
- Account directors and heads of corporate affairs can earn up to £80,000 to £100,000 a year.
Figures are intended as a guideline only.
What are the hours and working conditions?
Your standard working hours would be between 9am and 6pm, Monday to Friday. You may also need to work unsocial hours to attend PR events, meet deadlines or handle a crisis.
You would be mainly office-based, and also spend some of your time meeting clients and attending events.
What skills and knowledge will I need?
- excellent writing skills, for expressing a message clearly and persuasively
- confident communication and presentation skills
- creativity and initiative
- good organisational, planning and time-management skills
- the ability to work well as part of a team and with all kinds of client
- flexibility and multi-tasking ability
- the ability to work under pressure and to tight deadlines
- resilience, to cope with rejection or criticism of your ideas
- accuracy and attention to detail
- an interest in the media.
What opportunities are there?
You could work for a PR agency/consultancy, or in-house in large companies, charities of the public sector. PR is a growing industry but competition for jobs is strong.
Jobs may be advertised in the local, national and industry press, and specialist recruitment agencies. However, not all jobs are advertised, so you could also approach agencies directly, or find work through making contacts in the industry.
As an in-house PR officer, you could be promoted to PR manager or head of communications. In agencies, you could progress to senior account executive and account manager. You could also choose to become freelance, or move into advertising, marketing or journalism.
You may find the following links useful for job vacancies and further reading:
CIPR PR Jobshop
PR Week
Brand Republic
Press Gazette
Profile Extra
Media Guardian
We do not accept responsibility for the content of external sites.
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