Public relations officer Job Information | National Careers Service

The work

You could work in a company's in-house public relations department, or you might be an account executive at a consultancy that looks after PR for a number of clients. Whoever you work for, your job could include:

• planning PR campaigns and strategies
• monitoring the public and media's perception of your 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 public affairs or media relations, so you may have other job titles.

Hours

You would normally work standard office hours, Monday to Friday. However, you may often also work some unsocial hours to go to PR events, meet deadlines or handle a crisis.

You would mainly be based at an office, but you would spend some of your time going out to meet clients and attend events.

Income

Starting salaries can be around £16,000 to £20,000 a year. With experience this can rise to between £20,000 and £40,000 a year.

Account directors and heads of corporate affairs can earn £80,000 to £100,000 a year.

Figures are intended as a guideline only.

Entry requirements

Public relations is a very competitive industry and many employers will expect you to be qualified to degree level, although this is not always essential.

It may help you if you have a degree or a postgraduate qualification in public relations, or in another relevant subject such as:

• journalism
• advertising
• marketing and communications
• business or management
• psychology
• English
• politics.

See the Chartered Institute of Public Relations (CIPR) website for details of approved degrees and postgraduate courses in PR.

• Chartered Institute of Public Relations – Recognised Courses

Another option is to join a PR firm as an administrator, publicity assistant or information officer, then with experience, work your way up to PR officer. You could also go into a PR as a second career if you have previous relevant experience in areas such as journalism, advertising, marketing or fundraising.

If you haven't done any studies in PR, you may find it helpful to take a qualification such as one of the following before looking for work:

• CIPR Foundation Award in Public Relations
• CIPR Advanced Certificate in Public Relations
• CAM Diploma in Marketing Communications.

You will improve your chances of employment by gaining work experience (often unpaid) in PR departments and consultancies. You can also get relevant experience through voluntary PR or fundraising work with charities, or by getting involved 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.

• Chartered Institute of Public Relations (CIPR)
• Public Relations Consultants Association

Training and development

You will usually develop your skills on the job. If you work for one of the larger consultancies or employers, this may be through a structured graduate training scheme.

It could help you to join the Chartered Institute of Public Relations (CIPR) and work towards their professional qualifications:

• CIPR Advanced Certificate in Public Relations – suitable for anyone in their first few years in PR in an entry-level role
• CIPR Diploma in Public Relations – a more advanced course for experienced PR professionals.

You can study for the CIPR Advanced Certificate and Diploma online or as a part-time college course. See the CIPR website for more details about their qualifications and entry requirements, membership and further training.

• Chartered Institute of Public Relations (CIPR)

You could also take the Foundation Course or Advanced Certificate and Diploma qualifications from the Public Relations Consultants Association (PRCA). See their website for more information.

• Public Relations Consultants Association

You can improve your skills, knowledge and networking opportunities throughout your career by taking part in further short courses and training events run by professional bodies such as the CIPR, PRCA and Chartered Institute of Marketing.

Skills and knowledge

To become a public relations officer, you will need to have:

• excellent writing skills
• 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 clients
• flexibility and the ability to multi-task
• the ability to work under pressure and to tight deadlines
• resilience, to cope if your ideas are turned down or criticised
• accuracy and attention to detail
• an interest in the media.

More information

Public Relations Consultants Association
Willow House
Willow Place
London
SW1P 1JH
Tel: 020 7233 6026
www.prca.org.uk

Communication Advertising and Marketing Education Foundation Limited (CAM)
Tel: 01628 427120
www.camfoundation.com

Chartered Institute of Public Relations (CIPR)
32 St James’s Square
London
SW1Y 4JR
Tel: 020 7766 3333
www.cipr.co.uk

Chartered Institute of Marketing (CIM)
Moor Hall
Cookham
Maidenhead
Berkshire
SL6 9QH
Tel: 01628 427120
www.cim.co.uk

Creative Skillset
Focus Point
21 Caledonian Road
London
N1 9GB
www.creativeskillset.org

Creative Skillset Careers
Tel: 08080 300 900 (England and Northern Ireland)
Tel: 0845 850 2502(Scotland)
Tel: 08000 121 815 (Wales) www.creativeskillset.org/careers

Opportunities

You could work for a PR agency/consultancy, or in-house for large companies, charities or the public sector. Competition for jobs is strong.

Jobs may be advertised in the local, national and industry press, and by 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 websites useful for vacancies and further reading (links open in new window):

• CIPR PR Jobshop
• PR Week
• Brand Republic
• PRCA Jobs
• simplymarketingjobs
• Media Guardian

Job profiles are based on the latest information supplied to us by industry bodies, such as Sector Skills Councils. Please be aware that with the introduction of the Qualifications and Credit Framework there has been, and will continue to be, changes to vocational qualifications. For more information, please check with industry bodies directly.

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