How to Get Into Public Relations: 7 Essential PR Skills

Public relations professionals disseminate public information on behalf of a client. Public relations specialists work on behalf of corporations, nonprofits, government agencies, and personal brands. They conduct outreach, issue press releases, and help shape public opinion.

Some companies have in-house public affairs teams whose full-time job is managing media relations and PR campaigns. Others hire outside PR firms aligned with trade organizations like the Public Relations Society of America (PRSA). These PR professionals offer specialized skill sets geared toward strategic communication.

Many PR firms and individual PR professionals have areas of specialty within the larger world of public relations.

1. 1. Media relations: Public relations managers who specialize in media coverage often send press releases to newsrooms with the goal of getting coverage in newspapers, magazines, and television programming. Well-crafted news releases can lead to free marketing for a new product or increased awareness for a small business.
2. 2. Digital media specialists: Some public relations professionals focus on digital content marketing. They often build relationships with online influencers to promote their clients' brands or causes to a target audience. Digital marketing professionals often monitor trending subjects and help clients develop multimedia campaigns to tap into those trends.
3. 3. Government relations: Government relations professionals craft PR campaigns aimed at influencing politicians and regulatory agencies. PR strategies in this arena include press conferences and special events highlighting businesses and nonprofit organizations that may be seeking government funding or regulatory approval.
4. 4. Corporate communications: Some public relations managers work exclusively with private corporations, as opposed to governments or nonprofits. Their goal is often to influence the general public and cultivate a positive image for the corporation.
5. 5. Crisis communications: This specialized form of public relations helps companies with crisis management. For example, an energy company might face a crisis due to an oil spill, or a nonprofit might face a public image crisis if its donations are mismanaged. Crisis communications specialists work on mitigating these problems and preserving an organization’s reputation in the aftermath.
6. 6. Internal communications: Some public relations work is done within organizations. Internal communications specialists focus on communicating company-wide updates with internal employees and stakeholders. These communications can involve new policies, rules enforcement, notice of mergers, and notice of layoffs.
7. 7. Community relations: Some public relations practitioners focus on public perception within local communities. They help craft messaging that resonates with local stakeholders such as neighborhood associations, trade unions, religious leaders, and small business owners.
8. 8. Financial public relations: Often based in financial hubs like New York, these PR practitioners specialize in the realm of banking, markets, and corporate finance. Their intricate knowledge of finance lets them articulate messages that general PR professionals might not be able to.

Today's PR managers seek specific skills in their job applicants.

1. 1. Initiative: PR professionals are constantly reaching out on behalf of their clients. The most successful in the field are willing to continually reach out, take initiative, and nudge their way through doors to create messaging opportunities for their clients.
2. 2. Communication skills: At its core, the PR industry is all about communication, and for most PR pros, that starts with written communication. The PR industry needs good writers to help draft press releases, digital ads, and print marketing campaigns. Other PR professionals need to be equally good at oral communication to network and build meaningful relationships.
3. 3. Analytical skills: Public relations professionals are expected to create PR campaigns and have a plan for tracking their effectiveness. Assume your PR job will call on you to use digital tools and surveys to see if your message is resonating with your target audience.
4. 4. Storytelling skills: PR professionals need to be able to interpret data and translate their findings in a way that’s captivating to internal and external audiences. Having a solid grasp of storytelling techniques can also help you craft better pitches and narratives that draw attention to your client’s brand or product.
5. 5. Relationship skills: Strong client relationships are the bedrock of successful PR careers. To maintain a strong client relationship, aim to be a consistent communicator and active listener. The client needs to know you understand their needs and can clearly articulate the logic behind your PR campaigns. Polished presentations, detailed reports, and casual weekly check-ins can all help build trust between you and your clients.
6. 6. Digital savvy: The modern public relations industry increasingly depends on digital communication. Whether or not you plan on making digital media your specialty, hone your knowledge of email marketing software, social media trends, search engine optimization (SEO), and basic video production techniques.
7. 7. Organization: Corporations, nonprofits, government agencies, and individuals depend on their public affairs teams to manage multiple PR campaigns at once. By showing that you are highly organized in your own personal affairs, you can inspire confidence from the PR firm or client employing you.

Whether a public relations position is your dream job or a new career path you’re interested in exploring, follow these tips to navigate your job search.

1. 1. Apply widely. The PR field is competitive. Improve your odds of securing an interview by casting a wider net. In addition to applying to your dream job, consider other PR firms and positions that align with your prior work experience even if they don’t sound like a perfect match at first. You might be surprised by opportunities not explicitly mentioned in the job description.
2. 2. Complete each application thoughtfully. Tailor each cover letter you submit so that it is geared toward the particular firm's needs and mission statement. Include specific references to the company or job description to prove that you haven’t just copied and pasted from a cover letter template.
3. 3. Consider applying for internships. If you're still in school, look into interning in an entry-level position to jumpstart your future career. Many PR agencies promote from within, so starting on the ground floor can be a wise long-term move.
4. 4. Network with a range of acquaintances. Let people in your personal networks know that you are seeking work in public relations. If you have friends or acquaintances in the field, take them to coffee and ask for their advice. You can also reach out to professionals and ask if they’d be willing to participate in an informational interview. Come prepared with thoughtful questions to make the most of their time and yours.
5. 5. Pursue additional education if necessary. Some PR firms require at least a bachelor's degree from their applicants, while other PR manager positions require a master's degree. Your major matters less; while some public relations professionals majored in communications, others hold degrees in the arts, humanities, or hard sciences. Supplementing your education with elective PR certificate programs can help you build confidence and hone your skills.

Get the MasterClass Annual Membership for exclusive access to video lessons taught by business luminaries, including Sara Blakely, Chris Voss, Robin Roberts, Bob Iger, Howard Schultz, Anna Wintour, and more.