Grainne McGarvey| Pulse PR Director

I’ve been teaching a course at Ulster University for final-year PR students, where I share insights on the industry and exploring how professionals manage and shape the reputations of companies, brands, and individuals. As digital media continues to grow, the demand for skilled PR professionals is higher than ever. If you’re a student looking to break into this field, or thinking about moving into the industry, here is some practical advice to get you started.

Understand What PR Entails

Before working in any field, it’s essential to understand what the work involves. In PR, you’ll be responsible for crafting stories, communicating brand messages, and managing public perception. PR professionals work on tasks like writing press releases, coordinating media coverage, planning events, and managing social media. Researching PR industry standards, job roles, and specialisations, such as corporate PR, social media management, or crisis communication, will help you decide if it’s a good fit.

Build Foundational Skills

PR requires a unique set of skills. Here are some core skills to focus on:

  • Writing and Communication: Strong writing skills are fundamental in PR, where clear messaging and persuasive writing can make a big difference. Take classes in journalism, creative writing, or business communication to build this skill.
  • Research: Good PR relies on knowing your audience, your client’s industry, and the media landscape. Practice research by staying current on industry news and following trends.
  • Public Speaking: PR often involves public speaking, media relations, and pitching ideas. Look for public speaking or debate clubs to practice.
  • Social Media: Social media platforms are powerful tools in PR. Get familiar with social media strategy, engagement tactics, and analytics.
  • Media Knowledge: Immerse yourself in local media. Understand the various outputs, know your market and be aware of journalists in the sector you are interested in.

Choose Relevant Coursework

Many universities offer PR courses, but if yours doesn’t have a dedicated PR programme, look for classes in:

  • Journalism or Media Studies: These courses help you understand the media’s role, a crucial part of PR.
  • Marketing and Communications: Marketing courses often cover branding, audience analysis, and storytelling—key skills in PR.
  • Business Management or Ethics: These help you understand corporate structure and the ethical considerations in PR, especially in crisis management.

Gain Practical Experience through Internships

Internships are one of the most direct paths into the PR world. Many companies and agencies offer internship programs specifically for students, providing hands-on experience. To make the most out of a PR internship:

  • Network and Learn: Connect with professionals in the agency or department. Observe how they handle media relations, create content, and interact with clients.
  • Be Open to Various Tasks: Interns in PR often perform a wide range of tasks, from writing press releases to coordinating events. Embrace each task as a learning opportunity.
  • Look for PR Internships Across Sectors: PR jobs exist in every industry, from fashion to tech to non-profits. Exploring multiple sectors during your internship period can give you a broad view of the PR landscape.

Create a Portfolio

A portfolio can showcase your skills and experience, which is especially helpful when applying for jobs. Your portfolio could include:

  • Writing Samples: Include press releases, blog posts, articles, and other content you’ve created, whether for school, internships, or personal projects.
  • Social Media Campaigns: If you’ve managed a social media account or campaign, highlight these efforts, detailing the engagement rates, follower growth, and campaign success.
  • Projects or Case Studies: Document PR strategies you’ve developed, including the problem, approach, and results. A case study format can show employers how you tackle PR challenges.

Build Your Personal Brand

Show your familiarity with PR by managing your own online presence strategically. Employers often look at candidates’ social media profiles, so a well-curated LinkedIn, X, or personal blog can help you stand out. Here are some tips:

  • Share Industry News and Trends: Show your awareness by sharing relevant news articles and your thoughts on current PR trends.
  • Engage with PR Professionals Online: Follow and engage with PR agencies, industry leaders, and professional associations on LinkedIn and Twitter.
  • Start a Blog or Website: Writing blog posts about PR topics or industry insights shows your passion and understanding.

Network in the Industry

Networking can make a significant difference in your job search. Start with simple steps:

  • Attend Industry Events: Many PR organisations hold events, panels, and webinars open to students. These provide chances to meet professionals and learn about the industry’s latest developments.
  • Use LinkedIn for Outreach: Don’t hesitate to reach out to PR professionals on LinkedIn. Ask for informational interviews to gain insights and career advice. Many people are happy to help students starting their careers.

Learn How to Pitch Yourself

Being able to confidently introduce yourself and discuss your skills is a core component of working in PR. Practice delivering a clear, concise pitch about your experience, interests, and goals. When networking or in interviews, this pitch can make a memorable impression and show that you have the communication skills essential to PR.

Stay Updated on Industry Trends

The PR industry is constantly evolving, especially with digital technology transforming the field. To keep up, make a habit of reading PR-related publications and blogs, such as PR Daily or PRWeek. You could also follow thought leaders in PR on LinkedIn and X to get real-time insights on industry trends.

Consider Freelance Work

If internships are hard to come by, try freelancing or volunteering. Offer your services to local non-profits, small businesses, or school clubs. Handling PR for these organisations can provide excellent experience, build your portfolio, and give you practical insights.

Keep Learning Beyond Graduation

PR is a dynamic field where new tools, platforms, and strategies constantly emerge. Continued education, such as taking online courses on media relations, SEO, or digital marketing, can help you stay ahead in the industry. 

Final Thoughts

Entering the PR industry as a student requires dedication, networking, and continuous skill development. By gaining hands-on experience, building a strong portfolio, and cultivating your personal brand, you’ll set yourself apart in this competitive field. Starting early and being proactive will not only help you secure a PR role but also prepare you for a rewarding and dynamic career. Good luck!