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A career in PR

Interview by Zannah Ingraham, Editor, Graduate Prospects.

We talked to Nina Croad, PR and Marketing Officer from the Chartered Institute of Public Relations (CIPR) to find out more about graduate careers in PR.

What career opportunities are available for graduates in public relations?
There are a number of different fields that PR graduates can go into. Every industry needs comms support so there’s a whole array of sectors to work in. There are also many different areas within public relations itself across the whole spectrum from media relations to internal communications or crisis management.

People tend to enter the sector at PR exec level, the more junior level where you cut your teeth and get to grips with the core skills that you will need in order to progress to become an efficient and effective PR practitioner.

What skills and experience are needed to be successful in PR?
Good communication and written skills are essential. Flexibility is also key, because it is a very exciting industry but it can also be quite high pressured. The ability to juggle different priorities and meet deadlines is also important as is an awareness of what’s going on in the news and a passion for finding out new information.

If you haven’t studied a PR qualification at postgraduate or degree level then you would be wise to do a professional qualification or some sort of training in PR. As one of the top three career choices it is more and more competitive to get a foot in the door. The CIPR itself runs an advanced certificate which provides the core skills required for those who are looking to move into PR. It’s also important to combine this educational background with work experience so you know what to expect and are sure that this is the career for you.

What are the most important issues facing the sector at present that graduates should be aware of?
It is a growing industry and one which is very healthy at the moment so the prospects look good. We carried out some research towards the end of 2005 that showed that the PR industry has a turnover of £6.5 billion, contributes £3.4 billion to national economic activity and £1.1 billion to corporate profits. It also highlighted that the sector has grown considerably and is set to grow over the next five years.

For anybody going into the industry today it’s important to be aware of social media, the new media channels and tools out there at your disposal. It is no longer just a matter of dealing with traditional media and traditional channels like writing a press release and sending it out to a newspaper. There is a whole array of new communication tools and channels like blogs, wikis and podcasts that allow PR professionals to target their prime stakeholders. Having an awareness of these new technologies is particularly important at this time.

What sort of support and information can the Chartered Institute of Public Relations offer graduates when they begin their careers in PR?
There are a range of benefits available to graduates who become members of the CIPR including discounts on training, access to local and national events, free subscriptions to PRWeek and a free copy of the member magazine Profile.

Our website is also an extensive information resource. The public areas of the website contain general careers information and by becoming a member you will have access to a whole microsite dedicated to PR students and graduates. Membership also gives you access to the skills guides in the member area of our website, which cover anything from writing a press release to crisis management.

This interview was first published in Graduate Prospects, www.prospects.ac.uk.

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