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PR industry
careers guide

Fancy a career in the PR industry? We have all the knowledge and tips to help you become a PR pro.

“Using different forms of media and communication to look after a company or organisation’s reputation in order to influence public opinion and behaviour”

It’s all about your reputation. People won’t want to be friends with you if you’re notoriously mean, but will be queuing round the block if you’re known for being there for those who are having a tough time. It’s the same with big companies. If they’re known for providing quality products with a caring and ethical ethos people are more likely to use them. That’s what PR officers do. They help companies to create a positive impression.

As Bill Gates once said “if I was down to my last dollar, I would spend it on PR”, emphasising just how important PR is in today’s market. A good reputation can work wonders for a company and help them to gain exposure so they can expand further.

Unlike advertising, however, the media exposure gained through PR isn’t paid for. It relies upon third-party endorsement which gives a sense of credibility to recommendations and testimonials, and makes it more popular with potential consumers. Ever wondered why you sometimes end up reading several articles about a certain company one week? That’s all down to PR, who place a company’s products in the public eye and issue press releases to give greater coverage and inspire a buzz.

How does PR work?

By organising events, working with targeted communities, liaising with the press, creating online viral campaigns and securing sponsorship, PR officers help to make sure that the public’s opinion of an organisation is positive. An immense amount of research is involved to best understand the public’s wants and needs, and it is this information which is then used to implement new strategies to engage audiences and improve an organisation’s reputation.