How to Pursue a Career as a Public Relations Specialist

Reading Time: ~4 Mins | Written By: Claire Ye

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Are you someone who can spin a story from the most mundane details? Do you naturally find the magic in everyday moments and know how to shine a spotlight on what makes a person, product, or idea stand out? If so, a career in public relations (PR) might be your calling.

But before diving in, it’s important to understand what PR actually is and what it isn’t.

What is Public Relations?

Public relations is more than just press releases and media interviews. At its core, PR is the strategic management of a brand’s reputation and communication with the public. PR professionals shape narratives, manage perceptions, and build relationships between an organization and its audiences; whether that’s the media, consumers, investors, or the general public.

Think of PR as the bridge between a brand and its community. While marketers may drive sales, PR practitioners build trust, and that trust is the foundation of long-term success.

Types of Public Relations

PR is a broad discipline with several specialized areas. Each plays a unique role in shaping the way an organization is perceived. Understanding the distinctions can help you find your niche:

• Thought Leadership / Op-Ed: Writing opinion pieces or securing speaking opportunities that position leaders as experts in their field.

• Influencer Relations: Collaborating with influencers who align with your brand’s values and voice to amplify messages.

• Crisis Communications: Responding swiftly and strategically during reputational threats such as product recalls, scandals, or public backlash.

• Community Engagement: Building relationships at the grassroots level: connecting with local communities, organizing events, or supporting causes to foster goodwill.

Depending on your workplace, you may wear several of these hats. In smaller organizations, a single PR specialist might oversee all communications, while in larger firms, specialists may focus on one area and report to a communications director.

How to Get Started

1. Education

Most PR roles require at least a bachelor’s degree in Communications, Public Relations, Journalism, or a related field. Some universities offer dedicated PR streams or electives, which can provide helpful theoretical foundations.

However, PR is not something you truly master in a lecture hall. It’s a craft honed in real-world situations—on deadline, under pressure, and often in high-stakes environments.

2. Gain Real World Experience

One of the best ways to break into PR is through internships. Agencies and in-house teams alike look for candidates with experience—not just knowledge. Internships provide hands-on training, help you build a portfolio, and allow you to learn directly from seasoned professionals.

Pro tip: Start networking and applying for internships before you graduate. The earlier you gain experience, the better positioned you'll be when applying for full-time roles.

3. Networking

Building a career in PR is as much about who you know as what you know and there are plenty of ways to make connections. Using professional platforms like LinkedIn or X/Twitter to connect with PR professionals is a great way to start. Don’t be afraid to ask for a 20-minute virtual coffee chat, most people are happy to share their stories and advice, especially if you approach them with genuine curiosity.

Attending events and conferences is another effective way to build meaningful industry connections. Think about it, you’re surrounded by professionals who share your career goals, passions, and interests. Whether it’s a panel discussion, a networking mixer or a breakout session, these gatherings offer invaluable opportunities to learn from experts, exchange ideas, and open doors to potential collaborations or job opportunities. Just showing up and being curious can lead to conversations that shape your career path.

4. Stay Current

PR is an ever-evolving field. New platforms, technologies, and trends are constantly reshaping how organizations communicate. To stay ahead, continuous learning is essential.

• Attend Workshops & Conferences: These events not only deepen your knowledge, but also connect you with others in the industry.

• Follow Industry News: Keep up with PR trends, successful campaigns, and evolving media landscapes.

• Take Courses: Programs like Jelly Academy’s Digital Marketing Bootcamp, or CPRS Certifications, cover PR alongside other essential digital marketing skills. Whether you’re new to the industry or looking to upskill, bootcamps like this offer practical, up-to-date insights.

Those who thrive in public relations are usually proactive, creative, and adaptable. If you’re curious about PR, don’t wait. Start reaching out to professionals, explore internships, and build your skills today!

Every brand, organization, and public figure needs someone to help tell their story. Maybe that someone could be you.