your guide to a successful career in pr
TRANSCRIPT
Your Guide to a Successful Career in Public Relations
What is
Public Relations?
“Public relations consists of all forms of planned
communication, outwards and inwards, between
an organisation and its publics for the purpose of
achieving specific objectives concerning mutual
understanding.” – Public Relations Management Module 1 (Oxbridge Academy)
“Public relations consists of all forms of planned
communication, outwards and inwards, between
an organisation and its publics for the purpose of
achieving specific objectives concerning mutual
understanding.” – Public Relations Management Module 1 (Oxbridge Academy)
Therefore!
PR is all about communication and relationship building.
“Everything
you do or say is public relations.
- Unknown”
Starting a Career
in PR
There are3 Important Aspects to Starting a Career in PR:
1.Education
2.Skills and Characteristics
3.Experience
There are3 Important Aspects to Starting a Career in PR:
1. EducationTo work in PR, you generally need:
1. EducationTo work in PR, you generally need:
• Matric or an equivalent qualification
• A qualification in Public Relations
1. EducationTo work in PR, you generally need:
• Matric or an equivalent qualification
• A qualification in Public Relations
However!
You can also get into the field of PR with a qualification
or training in creative writing, journalism, media, or
marketing.
You can study PR from
homevia distance learning with
Oxbridge Academy.
Click on the button below to find
out more:
View the PR Courses at Oxbridge Academy
You can study PR from
homevia distance learning with
Oxbridge Academy.
Click on the button below to find
out more:
View the PR Courses at Oxbridge Academy
2. Skills and CharacteristicsFor a successful career in PR, you need the following
skills and characteristics:
2. Skills and CharacteristicsFor a successful career in PR, you need the following
skills and characteristics:
• Communication skills
• Interpersonal skills
• Problem solving skills
• Creativity
• Flexibility and adaptability
• Time management skills
For a successful career in PR, you need the following
skills and characteristics:
• Communication skills
• Interpersonal skills
• Problem solving skills
• Creativity
• Flexibility and adaptability
• Time management skills
2. Skills and Characteristics
• Computer skills
• Research and writing skills
• Confidence
• A proactive approach
• Ability to work in a team
• Ability to work under pressure
&
3. Experience
3. ExperienceIt’s a well-known dilemma:
You need a job to gain experience, but you need experience to get a job.
3. ExperienceIt’s a well-known dilemma:
You need a job to gain experience, but you need experience to get a job.
Luckily, in the field of PR, there are numerous
options for gaining experience, even if you’re still
busy working towards your qualifications.
3. ExperienceHere are some of your options:
3. ExperienceHere are some of your options:• Join a student association that gives you the opportunity to take
responsibility for their communications/PR functions.
• Create a personal blog.
• Do voluntary work that involves PR, communications, marketing, or
writing.
• Look for internships.
• Look for junior/entry-level positions that don’t require extensive
experience.
3. ExperienceHere are some of your options:• Join a student association that gives you the opportunity to take
responsibility for their communications/PR functions.
• Create a personal blog.
• Do voluntary work that involves PR, communications, marketing, or
writing.
• Look for internships.
• Look for junior/entry-level positions that don’t require extensive
experience.
Remember!
Be willing to take the initiative. Even if this means hours of networking,
designing a unique CV, or gathering up the courage to ask your ideal employer for
a job.
The Duties of a
PR Officer
The duties of a PR
Officer vary from one
organisation to another.
The duties of a PR
Officer vary from one
organisation to another.
If you work for a PR agency, for example,
you may have a different role to play
than a PR Officer working in-house for a
specific organisation.
The duties of a PR
Officer vary from one
organisation to another.
If you work for a PR agency, for example,
you may have a different role to play
than a PR Officer working in-house for a
specific organisation.
Keep in mind!
Different industries and organisations may define the role of PR Officer differently. You
therefore need to do thorough research when making decisions about where you want
to work. As an example:
In some companies, social media will be the responsibility of the PR department,
whereas in other companies, it will be the responsibility of the marketing department.
In general, however, PR duties may include:
• Developing and implementing PR strategies.
• Responding to queries from individuals and
organisations.
• Analysing media coverage.
• Preparing and distributing press releases.
• Generating publicity by organising events such as
press conferences.
• Engaging with customers/clients on social media
platforms.
• Developing professional relationships with relevant
stakeholders.
In general, however, PR duties may include:
Career Opportunities
in PR
PR is a growing
industry,and offers you a diverse range of
career opportunities in the public,
private, and non-profit sectors.
PR is a growing
industry,and offers you a diverse range of
career opportunities in the public,
private, and non-profit sectors.“The public relations industry experienced significant growth during
the last decade”- Orinna Weaver, Radius, 2014
PR is a growing
industry,and offers you a diverse range of
career opportunities in the public,
private, and non-profit sectors.“The public relations industry experienced significant growth during
the last decade”- Orinna Weaver, Radius, 2014
For example:
You could work as an in-house PR officer for a company, or you could work in a PR
agency. You could also take on clients as a freelance PR consultant.
Job titles you could look out for include:
• Communications Officer
• Community Manager
• Media and Communications Co-ordinator
• PR Account Manager
• PR and Social Media Practitioner
• PR Consultant
• PR Officer
• PR Specialist
• Press Secretary
Job titles you could look out for include:
The PR Working Environment
Working in PR means:
• Working long and irregular hours.
Working in PR means:
• Working long and irregular hours.
Working in PR means:
Including evenings and weekends
• Working long and irregular hours.
• Working in a fast-changing and flexible field.
Working in PR means:
Including evenings and weekends
• Working long and irregular hours.
• Working in a fast-changing and flexible field.
Including evenings and weekends
You need to be adaptable to change and willing to learn
Working in PR means:
• Working long and irregular hours.
• Working in a fast-changing and flexible field.
• Working closely with different types of people.
Including evenings and weekends
You need to be adaptable to change and willing to learn
Working in PR means:
• Working long and irregular hours.
• Working in a fast-changing and flexible field.
• Working closely with different types of people.
Including evenings and weekends
You need to be comfortable communicating across cultural
barriers
You need to be adaptable to change and willing to learn
Working in PR means:
• Working long and irregular hours.
• Working in a fast-changing and flexible field.
• Working closely with different types of people.
• Working under pressure.
Including evenings and weekends
You need to be comfortable communicating across cultural
barriers
You need to be adaptable to change and willing to learn
Working in PR means:
• Working long and irregular hours.
• Working in a fast-changing and flexible field.
• Working closely with different types of people.
• Working under pressure.
Including evenings and weekends
You need to be comfortable communicating across cultural
barriers
You need to be adaptable to change and willing to learn
You must be able to stay calm and professional in stressful situations
Working in PR means:
Tips for Success
in PR
Be willing to keep learning
1
Know your audience
Be willing to keep learning
2
Know your audience
Stay up to date with new
technology
Be willing to keep learning
3
Know your audience
Stay up to date with new
technology
Be willing to keep learning
Familiarise yourself with social media platforms, CRM
systems, and image editing software such as
Photoshop.
3
Know your audience
Be willing to keep learning
Stay up to date with new
technology
Refine your writing skills
4
Know your audience
Be willing to keep learning
Stay up to date with new
technology
Refine your writing skillsDecide early
whether you would prefer to
work in an agency or in-
house
5
Know your audience
Be willing to keep learning
Stay up to date with new
technology
Refine your writing skillsDecide early
whether you would prefer to
work in an agency or in-
house
This can have a long-term impact on your
career, so do your research properly.
5
Know your audience
Be willing to keep learning
Stay up to date with new
technology
Refine your writing skills
Keep up to date with current
affairs
Decide early whether you
would prefer to work in an agency
or in-house
6
Know your audience
Be willing to keep learning
Stay up to date with new
technology
Refine your writing skills
Decide early whether you
would prefer to work in an agency
or in-house
Keep up to date with
current affairs
Build professional
networks
7
Know your audience
Be willing to keep learning
Stay up to date with new
technology
Refine your writing skills
Decide early whether you
would prefer to work in an agency
or in-house
Keep up to date with
current affairs
Build professional
networksYou can do this by joining relevant professional/industry
organisations, for example.
7
Know your audience
Be willing to keep learning
Stay up to date with new
technology
Refine your writing skills
Decide early whether you
would prefer to work in an agency
or in-house
Keep up to date with
current affairs
Make sure your personal social media profiles are flawless
Build professional
networks
8
Know your audience
Be willing to keep learning
Stay up to date with new
technology
Refine your writing skills
Decide early whether you
would prefer to work in an agency
or in-house
Keep up to date with
current affairs
Make sure your personal social media profiles are flawless
Build professional
networks
Make sure there are no spelling/grammar mistakes, and
no inappropriate comments or images. Also have proper
privacy settings in place.
8
Know your audience
Be willing to keep learning
Stay up to date with new
technology
Refine your writing skills
Decide early whether you
would prefer to work in an agency
or in-house
Keep up to date with
current affairs
Build professional
networks
9
Make sure your personal social media profiles are
flawless
Accept that you are going to make
mistakes and be willing to learn
from them.
Make sure your personal social media profiles are
flawless
Know your audience
Be willing to keep learning
Stay up to date with new
technology
Refine your writing skills
Decide early whether you
would prefer to work in an agency
or in-house
Keep up to date with
current affairs
Accept that you are going to make
mistakes and be willing to learn
from them.Build
professional networks
How you handle a mistake is often much more important
than the mistake itself.
9
Ready to Start Your PR Career?
Take the first step and study a PR Course
with Oxbridge Academy
Click here to view the list of PR Courses
Take the first step and study a PR Course
with Oxbridge Academy
Click here to view the list of PR Courses