Public Relations (PR)

A graduate role in Public Relations

What does it involve?

Whether a business is large or small, it ultimately depends on its reputation for survival and success. Customers, suppliers, employees, investors and journalists can all make a powerful impact with their opinions – good or bad, right or wrong. Their perceptions will drive their and other people’s decisions as to whether they would like to buy into your product or service. PR is all about managing that reputation by communicating and building strong relationships with all these influencers.

PR roles are varied and there is no such thing as a ‘typical day’. One week you might be organising an event to launch a new product or writing press releases to sell products to journalists, whilst another week you might be reviewing coverage to see how successful a campaign has been. To work in PR you need to have excellent communication skills as you will be talking to a range of people across lots of different mediums. Although a degree related to PR is useful, essay-based subjects such as English, History or languages are also desirable.

In a similar way to Marketing, at TalentPool we think about PR in three broad categories: 'Agency', 'Corporate' and 'SME':

  • Agency: working at a PR agency - companies which 'do' the PR for a number of other businesses. This could involve overseeing campaigns or initiatives for a product launch or for a large consumer goods business.
  • Corporate: often referred to as 'in house', this means being in a team within a larger company, where the work you do is for that employer. So, for example, this could mean running PR campaigns for a clothing business.
  • SME: an acronym for 'Small & Medium Sized' business. So here you would take on more responsibility than at a Corporate, very often being in a team of three or fewer!

At its best: A varied and challenging career, allowing you the opportunity to be creative. With the potential to work on planning glamorous events, creating striking visual brochures or developing strong relationships with key journalists and bloggers, the job will never be monotonous.

At its worst: A function with a limited budget and long hours, pushing dictated messages again and again without any scope for creativity. Working within tight business guidelines.

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