Overview
Public Relations (PR) is a critical function that shapes an organisation’s reputation, brand image, and market perception. PR professionals manage media relations, crisis communication, corporate messaging, and stakeholder engagement to enhance public awareness and trust. A PR graduate career is an exciting and dynamic choice, offering a blend of strategic planning, media relations, content creation, and event management.
The PR industry in the UK is one of the most established globally, with major agencies and in-house teams playing a pivotal role in corporate communication. Over the years, PR has evolved from being a support function to a key strategic business area, sitting alongside marketing and advertising at the boardroom level.
PR professionals work in two primary environments:
- In-house PR teams, managing internal and external communications for a single company.
- PR agencies, providing consultancy and strategy execution for multiple clients across various industries.
The fast-paced and competitive nature of PR demands strong communication skills, creativity, and the ability to manage tight deadlines. The growing importance of social media, digital content, and search engine optimisation (SEO) has also transformed PR into a more analytical and data-driven discipline.
Average PR Graduate Salary
PR Graduate Career Path
PR careers typically begin at an entry-level role such as a PR Assistant or Account Executive. The progression in PR agencies is relatively fast, and professionals can move into senior roles within five to eight years.
Common PR Career Paths
PR Assistant / Account Executive → Account Manager → Account Director
- Writing press releases, managing media outreach, and handling client communication.
- Overseeing PR campaigns, event planning, and media relations.
- Progressing to managing multiple accounts and leading strategic PR initiatives.
Corporate Communications
- Managing internal and external corporate messaging.
- Shaping company reputation and crisis management strategies.
- Supporting investor relations and employee communications.
Crisis Communications & Reputation Management
- Handling damage control and brand protection during PR crises.
- Creating strategies for rebuilding trust and restoring a company’s reputation.
Consumer & Brand PR
- Driving product launches and promotional campaigns.
- Managing media coverage, sponsorships, and brand awareness initiatives.
Financial & Investor Relations PR
- Communicating financial performance, mergers, and acquisitions.
- Working closely with stakeholders, analysts, and investors.
Public Affairs & Government Relations
- Managing lobbying efforts and policy advocacy.
- Building relationships with politicians, regulators, and public bodies.
Digital & Social Media PR
- Creating and managing social media campaigns and influencer partnerships.
- Optimising content for SEO and digital engagement.
Event & Experiential PR
- Planning and executing corporate events, sponsorships, and public engagements.
- Managing publicity and media coverage for events.
Training & Professional Development
- Graduate training schemes at leading PR firms provide structured career progression.
- The Chartered Institute of Public Relations (CIPR) and Public Relations Consultants Association (PRCA) offer certifications to enhance industry credibility.
- PR professionals benefit from international exposure, with opportunities to work on global campaigns.
Qualifications and Skills Needed
What proportion of candidates as a percent we place into PR graduate careers and the typical qualities graduate employers look for.
GRB Placements for PR by Degree
Typical Candidate Attributes
PR is open to graduates from a variety of academic backgrounds, but certain degrees provide a competitive edge.
Relevant Degrees for PR Careers
- Public Relations, Communications, or Media Studies – Directly related to PR roles.
- Marketing, Business, or Journalism – Strong foundation in branding, media, and corporate strategy.
- English, History, or Politics – Enhances writing, analytical, and persuasion skills.
- Psychology or Sociology – Useful for consumer behaviour and crisis management strategies.
Key Skills Required in PR
- Excellent communication skills – Strong writing and verbal presentation abilities.
- Creativity & storytelling – Ability to craft compelling narratives and media angles.
- Networking & relationship building – Essential for media outreach and client management.
- Analytical thinking – Assessing campaign impact, media trends, and audience engagement.
- Crisis management skills – Quick thinking and adaptability in high-pressure situations.
- Digital & social media expertise – Understanding of SEO, social platforms, and influencer marketing.
- Project management & organisation – Ability to handle multiple campaigns simultaneously.
Application & Recruitment Process
PR agencies and in-house teams recruit graduates through structured graduate schemes, internships, and direct entry roles.
Typical Recruitment Stages
- Online Application & CV Submission
- Tailor applications to demonstrate writing skills, creativity, and commercial awareness.
- Aptitude & Writing Tests
- Agencies may assess press release writing, media response, and crisis communication skills.
- Phone/Video Interview
- Covering PR knowledge, industry trends, and communication abilities.
- Assessment Centre
- Group exercises, presentations, and case studies on PR strategy and crisis handling.
- Final Interview
- Usually with senior PR managers or agency directors to assess cultural fit.
How to Stand Out in PR Applications
- Gain PR work experience – Internships at PR agencies, media companies, or marketing firms provide a strong advantage.
- Build an online presence – A blog, LinkedIn profile, or digital portfolio showcasing PR knowledge can set you apart.
- Stay updated on industry trends – Awareness of current affairs, media landscapes, and PR case studies is essential.
- Develop writing skills – Strong copywriting and content creation are critical for success.
- Network & engage with professionals – Attending PR industry events, CIPR/PRCA webinars, and LinkedIn networking can help secure opportunities.
Is a PR Career Right for You?
A career in PR is fast-paced, challenging, and rewarding. It’s best suited for individuals who:
- Thrive in a dynamic and social work environment.
- Have strong writing, communication, and storytelling abilities.
- Can handle pressure and manage crises effectively.
- Enjoy networking and building relationships with clients and the media.
- Are adaptable and creative in problem-solving.
With the increasing demand for strategic communication, brand reputation management, and digital engagement, PR offers exciting opportunities for ambitious graduates looking to make a strong impact in the business world.
Sources for Further Information
The Charted Institute of Marketing www.getin2marketing.com
Institute for Public Relations www.instituteforpr.org
Institute of Promotional Marketing www.theipm.org.uk
Public Relations Consultants Association www.prca.org.uk