How to Start a Career in Public Relations (PR)

A career in public relations (PR) is perfect for those who enjoy storytelling, building relationships, and managing how the world sees a brand. Public relations specialists focus on creating a positive image for their clients or organizations, whether by crafting compelling press releases, managing media relations, or responding to crises with strategic communication.

Breaking into PR might seem challenging, but with the right steps—like developing key skills, gaining hands-on experience, and networking—you can set yourself up for success in this rewarding and impactful field.

In this guide, we’ll explore what it takes to start a career in PR, from understanding the role of a PR specialist to the steps to launch your career. Let’s get started.

What Does a Public Relations Specialist Do?

A public relations specialist’s primary focus is managing how an organization communicates with its audience. This involves building trust, influencing public perception, and creating strategies to strengthen a brand’s reputation.

Some key responsibilities include:

• Writing press releases: Crafting compelling announcements about new initiatives, events, or updates.
• Managing media relations: Building strong relationships with journalists and securing earned media coverage.
• Handling crisis communication: Strategizing responses to negative publicity or unexpected challenges.
• Planning campaigns: Developing creative strategies to generate buzz and build public trust.
• Organizing events: Coordinating press conferences, product launches, or community events that align with brand goals.

For example, a PR specialist might coordinate with reporters to cover a product launch, ensuring the messaging is on point and the brand gets positive exposure. Or, during a crisis, they might draft a statement to address public concerns and help rebuild trust.

It’s a fast-paced, dynamic role, but it’s also incredibly rewarding for those who enjoy connecting with people and shaping the way stories are told.

Key Differences Between PR and Marketing

While PR and marketing professionals often collaborate, their roles serve distinct purposes. Here's what sets them apart:

Marketing creates direct connections with customers to drive sales through paid channels like advertising, sponsored content, and promotional campaigns. PR builds credibility through earned media coverage, community engagement, and relationship building with stakeholders.

Consider a product launch: Marketing teams create advertising campaigns and promotional offers to attract buyers. PR teams pitch the product's story to journalists, arrange media demonstrations, and build buzz through industry influencers. No money changes hands for coverage—it's earned through newsworthy angles and strong media relationships.

Success looks different for each field. Marketing tracks metrics like sales numbers, conversion rates, and campaign ROI. PR measures media coverage quality, stakeholder relationships, crisis management effectiveness, and long-term reputation improvements.

The most successful organizations integrate both functions. A PR campaign highlighting a company's sustainable practices can build trust and credibility, which marketing teams can then reference in their promotional materials. This creates a stronger overall impact than either function could achieve alone.

By combining PR’s trust-building strategies with marketing’s sales-oriented tactics, organizations can create a more cohesive message and stronger results.

Working in PR: In-House vs. Agency

When choosing a career in PR, you’ll often find yourself deciding between working in-house or joining a PR agency. Both paths offer unique experiences, and the right fit depends on your goals and work style.

In-House PR

When you work in-house, you’re part of one organization, handling all their public relations needs. This means you’ll focus deeply on their brand, industry, and culture, becoming the go-to person for communication strategies.

Your day-to-day might include:

• Managing media relationships and handling press inquiries.
• Writing internal communications to keep employees informed.
• Collaborating with other departments, like marketing or HR, to align messaging.
• Developing long-term PR strategies that align with the company’s goals.
• Handling crisis situations to protect the brand’s reputation.

The biggest perk? You’ll gain a deep understanding of one organization and its industry. You’ll also build close relationships with your colleagues and play a key role in shaping the company’s image. That said, because in-house teams are often smaller, you might find yourself wearing multiple hats.

Agency PR

PR agencies, on the other hand, represent multiple clients, often from different industries. This variety keeps the work dynamic, offering opportunities to learn about new sectors and sharpen your skills quickly. One day, you might be promoting a tech startup, and the next, managing a nonprofit’s community campaign.

Typical responsibilities might include:

• Managing multiple client accounts, each with different needs.
• Pitching stories to media outlets across various industries.
• Brainstorming and executing creative campaigns tailored to different audiences.
• Regularly meeting with clients to understand their goals and expectations.
• Analyzing campaign results to show clients the impact of your work.

Agency life is fast-paced and challenging, as you’ll handle tight deadlines and balance competing priorities. However, it’s ideal for those who enjoy variety, thrive under pressure, and want to expand their professional network.

Which Path is Right for You?

Many PR professionals begin at agencies to gain broad experience before moving in-house. Others start in-house and stay there, becoming industry experts. Both paths can lead to successful careers - the choice often depends on your work style and career goals.

How to Build a Career in PR

Starting a career in public relations is a mix of preparation, persistence, and hands-on experience. While there’s no one-size-fits-all approach, certain steps can help set you up for success.

Education and Qualifications

There are no specific degree requirements for getting started in PR, but studying public relations, journalism, marketing, or communications can give you a head start. These degrees often provide essential skills like writing, media strategy, and audience engagement, while internships during your studies offer valuable industry experience.

If your degree isn’t PR-related, that’s not a barrier. Many successful PR professionals come from fields like business, psychology, or liberal arts. Employers care more about your skills and experience than your academic background. Taking certifications or short courses in areas like social media management, crisis communication, or media relations can help you stand out. These show your commitment to learning and building expertise, even if you didn’t study PR formally.

Gaining Practical Experience

For students, an internship is a practical way to gain industry experience and start building your professional portfolio. Internships allow you to see how campaigns are developed, interact with PR professionals, and strengthen the skills you’ll need for future roles.

If you’ve already completed an internship or graduated, stepping into an entry-level PR job is the next logical step. These roles offer the chance to refine your skills while adding real-world projects to your resume. Another great way to learn the ropes is through job shadowing. Spending time with experienced PR professionals provides valuable insight into the role’s daily demands and helps you build connections that could lead to future job referrals.

Networking and Personal Branding

Networking is an essential part of building a PR career. Joining industry associations, attending events, and participating in webinars or workshops can connect you with professionals who might offer guidance—or even your next opportunity. Platforms like LinkedIn are also valuable for showcasing your skills, engaging with industry leaders, and staying updated on PR trends.

Don’t forget the importance of personal branding. Having a blog, portfolio website, or even an active presence on social media can highlight your expertise and passion for the industry. Sharing your perspective on PR topics or posting successful campaign results can help you stand out in a competitive field.

Essential Skills for a Public Relations Specialist

Public relations specialists need a mix of technical abilities and interpersonal skills to succeed. While the day-to-day responsibilities can vary, these core skills are essential for handling the demands of the job:

Writing and Communication

Strong writing forms the foundation of PR work. Your words need to resonate with specific audiences while aligning with the brand’s tone, be it crafting a press release or drafting a social media update.

Examples of writing tasks include:

• Simplifying complex information into press releases that are easy to understand.
• Drafting attention-grabbing pitches tailored to journalists.
• Writing internal communications that keep employees informed and motivated.

For instance, when a company expands into a new market, PR teams often localize their materials. Highlighting how products or services connect to the culture and values of the region helps build a meaningful connection with local media and audiences.

Media Relations

PR specialists work closely with journalists, and building strong relationships is essential. This involves understanding reporters’ interests, tailoring pitches to match their beats, and delivering information promptly.

How to strengthen media relations:

• Research reporters' previous articles to personalize your pitches
• Provide media kits with high-quality assets and clear information
• Respond promptly to media inquiries with accurate information
• Follow up appropriately without overwhelming journalists

Digital Skills

PR now operates heavily in digital spaces, making technical skills a must. Monitoring social media, analyzing campaign performance, and creating multimedia content are all part of the job.

For example, during a product recall, PR teams often use social media listening tools to monitor conversations. This helps them address customer concerns quickly and fine-tune their messaging in real-time.

Analytical Thinking

Data helps PR specialists refine their strategies. By reviewing coverage metrics, campaign outcomes, and audience feedback, they can improve their results over time.

Examples of analytical tasks include:

• Tracking media coverage to assess tone and quality.
• Identifying patterns in successful campaigns to replicate success
• Measuring the effectiveness of a crisis response

A team that discovers customer-impact stories consistently perform well can incorporate more data-driven narratives into their pitches, increasing media interest and placements.

Creativity

Creativity is what makes PR campaigns memorable. Fresh ideas and innovative approaches help brands stand out and connect with their audience.

Imagine a small bakery trying to gain attention in its community. A fun, unexpected idea—like hosting a “selfie with your donut” contest—could get people talking and bring in new customers. Creative thinking adds energy and uniqueness to PR work.

Adaptability

Things rarely go according to plan in PR. A campaign might need adjustments, or a client may face unexpected challenges that require quick responses.

Adaptability means staying calm, thinking critically, and finding solutions under pressure. For example, if a product launch receives unexpected backlash, a PR specialist might step in to address concerns, refine messaging, and help rebuild trust. The ability to adjust strategies ensures forward momentum, even in tough situations.

Each of these skills helps PR specialists build trust, create compelling stories, and deliver results for their clients or organizations. By continuously developing these abilities, PR professionals can navigate the demands of their roles with confidence and creativity.

Wrapping It Up

Breaking into public relations is a journey that combines learning, practice, and building connections. Whether you’re honing your writing skills, developing strong media relationships, or managing campaigns, every step you take helps you grow into a skilled PR professional.

Remember, there’s no single path to success in PR. Some start with internships or entry-level roles, while others take advantage of certifications or hands-on experience in related fields. What matters most is your ability to adapt, communicate effectively, and create impactful stories that resonate with your audience.

If you’re ready to dive deeper into essential PR skills, check out these resources:

• Reputation Management: Learn how to build and protect the reputation of your clients or organization—one of the most important aspects of public relations.
• Media Relations: Discover how to build strong relationships with journalists and craft pitches that get attention, a must-have skill for any PR specialist.

These guides will give you practical insights to strengthen your expertise as you navigate your path into public relations.