Public relations officer

As a public relations (PR) officer, you will build, maintain and manage the reputation of the organisation through strategic communication campaigns, media relations and stakeholder engagement.

You will communicate key messages to defined target audiences, both externally and internally, to establish and maintain goodwill and understanding and to manage reputational risk. You'll also monitor publicity and conduct research to find out the concerns and expectations of the organisation's stakeholders.

Your PR officer job is generally office-based with travel to attend networking and media events, and you can work in various sectors, either for a PR agency (working with a range of clients) or an organisation's in-house PR department (working solely for your employer).

Job titles vary with PR officer used more commonly for in-house roles. If working for an agency, you're more likely to be called a PR account executive.

What does a public relations officer do?

As a PR officer/account executive, you'll need to:

• work as part of an account team (in smaller organisations you may be the sole PR lead or work as an agency PR officer), where you'll plan, develop and implement PR strategies
• build strong relationships and networks with colleagues, clients and the media and answer enquiries from the media and other organisations
• collate and analyse media coverage, monitoring the media, including newspapers, magazines, broadcasts, newswires, social media sites and blogs, for opportunities and risks for your clients
• research, write and distribute press releases to targeted media
• write and edit in-house magazines, case studies, speeches, articles and annual reports
• prepare and supervise the production of publicity brochures, handouts, direct mail leaflets, promotional videos, photographs, films and multimedia programmes
• devise and coordinate photo opportunities
• organise events (such as press conferences, exhibitions, open days and press tours), source speakers and seek out sponsorship opportunities
• maintain and update information on the organisation's website
• manage and update the organisation's social media sites, such as X, Facebook and Instagram, engaging with social media users
• undertake research for new business proposals and present them to potential new clients
• foster good community relations through events such as open days and through involvement in community initiatives
• manage the PR aspect of a potential crisis situation.

Public relations officer salaries

• According to the Chartered Institute of Public Relations (CIPR) State of the Profession 2024 Report, the average salary for PR assistants, interns, trainees and executives is £36,940. Initial starting salaries, however, can be modest, averaging around £25,500. As you progress from a trainee/assistant to executive role, your salary is likely to increase.
• PR officer salaries typically range between £31,000 and 37,500, while a PR manager can expect to earn £44,500 to £52,500.
• Salaries for senior management positions, such as director, partner, founder or managing director can exceed £90,000.

Salaries in PR vary depending on your location, the sector you work in and whether you work for an agency or in-house. For example, pay is typically higher in the private sector. The lowest average pay is for in-house roles in not-for-profit organisations and NGOs. Salaries in consultancy and agency roles are usually higher than in-house roles, and there are significant regional differences. Other factors affecting salary include your skills, experience, track record and qualifications.

Some organisations operate bonus schemes, while others may offer other incentives such as private health insurance or a company car. You may also be provided with a laptop and/or mobile phone.

Income data from the CIPR State of the Profession 2024 Report. Figures are intended as a guide only.

Typical hours in public relations

Working hours are generally 9am to 5.30pm, but you may have to work longer hours at times, for example to meet client deadlines. Press launches, crisis management and pitches can all result in long hours.

Working in a self-employed or freelance capacity is possible, although this is more common for experienced PR professionals.

Career breaks, part-time work and hybrid working may also be possible.

How do you become a public relations officer?

There are no set qualifications for becoming a PR officer, but many entrants have a degree or an HND.

Entry into the profession is open to all graduates, but the following degree and HND subjects may be particularly helpful:

• business or management
• communication and media studies
• English and creative writing
• journalism
• language studies
• marketing
• politics and international relations
• public relations.

Public relations at undergraduate level is usually combined with other relevant subjects such as advertising, marketing, media or journalism, as well as fashion, mass communication, politics and international relations.

Although not essential, a postgraduate qualification in PR may be beneficial. Search postgraduate courses in public relations.

It's also possible to get into PR work by taking a Level 4 Public Relations and Communications Assistant apprenticeship, which combines paid work with part-time study, enabling you to train on the job.

You could join a consultancy or in-house PR department in a junior role such as PR assistant or junior account executive. It is then possible to work your way up to the role of PR officer/account executive through gaining the necessary skills, qualifications and experience.

Personal qualities, skills and experience are looked on favourably by employers for jobs at all levels.

What skills does a public relations officer need?

You'll need to have:

• verbal and written communication skills to write clear and effective messages that engage target audiences
• interpersonal, negotiation and influencing skills, and the self-confidence to develop relationships with colleagues, clients, journalists and other key stakeholders
• creativity, imagination and initiative to develop innovative PR campaigns
• organisation and time management skills to manage multiple projects with competing deadlines
• flexibility, determination, enthusiasm and the ability to cope in high pressure situations
• research skills to understand your target audience, the market and media landscape, and current affairs
• IT and social media skills to use a range of social media platforms to get your key messages across.

Public relations work experience

Work experience is essential for getting into the PR industry as it's a competitive area of work. Experience in PR, communications, marketing and journalism is particularly useful and will help you enhance your skills and develop a network of contacts in the industry.

Some degree courses include a placement year option and there may also be options to undertake shorter placements during your course. You can also try to find summer placements, internships or freelance work with PR agencies, in-house PR teams, marketing departments or media organisations, for example.

Your university careers service may have details of available PR work placements, and some will be advertised on company websites (for larger organisations). However, you may have to approach PR agencies directly to find out about opportunities.

Volunteering, for example in communications for a local charity, is another useful way of gaining experience. This can give you exposure to planning events, contacting media outlets and writing press releases and articles. Keep a record or copy of anything you organise or write.

Other opportunities to gain relevant experience while at university include writing for student publications or digital platforms, managing social media for student societies, creating digital content for university campaigns, or getting involved with student radio.

Student membership of the CIPR is also useful for accessing events, training, jobs and networking opportunities.

Find out more about the different kinds of work experience and internships that are available.

Who employs public relations officers?

PR practitioners usually either work for a PR agency or in an organisation's in-house PR department:

• PR agencies/consultancies - these firms work with a range of clients to manage their media relations and PR strategies. Consultancies vary in size from large international firms with offices throughout the world to small local firms who may specialise in a specific area such as fashion, music or healthcare. Larger consultancies are likely to have a wider client base, ranging from law firms to builders' merchants.
• In-house PR departments - some companies in the public, commercial or not-for-profit sectors have their own dedicated PR department/team. As an in-house PR professional, you'll have specialist knowledge of the area you're working in and will design and implement a PR programme to meet your company's requirements.

In some cases, in-house PR professionals may work cooperatively with PR consultancies on certain projects.

Typical sectors that employ PR professionals include:

• advertising
• arts, culture and entertainment
• charity and not-for-profit
• computing and technology
• construction
• education
• engineering
• financial and insurance services
• hotels, catering and food services
• law, accountancy and management consultancy
• local and central government
• marketing and market research.

Look for job vacancies at:

• Campaign
• PRCA
• PR Moment - with the latest PR industry insights.

Specialist recruitment agencies such as PR Futures also handle PR vacancies.

LinkedIn is also a useful resource for finding PR agencies and vacancies.

Career prospects and professional development in public relations

Public relations is constantly evolving due to advancements in technology, political uncertainty and changing business models. Continuing professional development (CPD) will play a vital part in your career development and by continually building your knowledge and enhancing your skills, you can increase your chances of progression. If you demonstrate outstanding ability and commitment, promotion can be rapid.

The CIPR offers a range of courses on a part-time and distance-learning basis. These include the Professional PR certificate and the professional PR diploma. Relevant professional courses are also provided by the PRCA and The Chartered Institute of Marketing (CIM). It's also possible to do a Masters degree in public relations.

Membership of professional bodies such as the CIPR, PRCA and CIM is useful for training, event and conference access, networking opportunities and the latest PR news and advice.

As a new graduate, you can expect to work as a PR assistant or junior account executive for one or two years before gaining promotion to PR officer or account executive. Training opportunities vary. Some larger firms have structured initial training, CPD courses or graduate training schemes, but most of your training will be on the job.

Many organisations encourage employees to go on short courses to gain skills in specific areas of PR such as AI, internal communications, writing and editorial, and crisis and reputation. These types of course are run by organisations such as the:

• CIPR
• London School of Public Relations (LSPR)
• PRCA.

Further progression to management-level posts, such as senior account executive, account manager or PR manager, is likely to take a further two to three years and depends heavily on your personal aptitude, performance and motivation.

With enough experience at this level, you may seek promotion to account director, if working for an agency/consultancy, where you'll have responsibility for higher-profile clients and all account team staff. From here, you could progress to PR director, or you may choose to set up your own agency. With in-house PR roles, you could move into positions such as head or director of PR/communications.

Experienced PR professionals who are MCIPR or FCIPR grade members of the CIPR may be able eligible to apply for Chartered PR Practitioner status. Consultancy can offer broad experience before specialising. It's possible to move between in-house and consultancy roles. Self-employment is an option later in your career if you've built up a good network of contacts and wish to operate as a freelance consultant or set up your own firm.