How to Build a Successful Career in the PR Industry – My 10 Tips!
As a creative, dynamic, and exciting field, the PR industry remains one of the most attractive career choices today. After 18 years of experience in communications, working with both local and international clients, as well as conducting numerous workshops and training sessions for young professionals exploring PR as a career path, I’ve compiled a list of the most important tips to help you achieve success—and, more importantly, inspire you to truly love the work you do!
Education
There’s a growing trend of downplaying the importance of formal education, with many claiming it’s outdated. However, I firmly believe that a college degree still provides a deep understanding of various fields, critical thinking skills, and competencies that are not easily replaced by alternative training. Moreover, if you plan to pursue a career in public relations, having a degree is often a basic requirement for landing a job at an agency or company.
While the specific field of study might not matter much, completing your degree is crucial. There are, of course, exceptions—successful PR professionals without formal education—but such cases are rare. If you have the opportunity, invest in your education to build a solid foundation for your career.
Continuous Learning
Formal education opens doors and provides stability, but don’t rely solely on it. Broaden your horizons by engaging in activities beyond academics. College is just one part of your education—the real challenges and learning come from experiences outside the classroom. Read extensively, attend workshops, take online courses, and explore new skills.
In doing so, you’ll likely discover areas that excite you or uncover hidden talents. Over time, by continuously improving, you can become an expert in a specific niche, combining passion with professional success. A diverse skill set and deep expertise will make you stand out and establish your reputation.
Practical Experience
Before committing fully to PR, gain hands-on experience through internships at agencies or in-house PR departments. Many agencies and companies advertise internships, but if not, take the initiative to reach out directly—via email or LinkedIn—to inquire about opportunities. You might even inspire them to create a position just for you.
Internships are invaluable for determining whether PR is the right fit for you. They often serve as pathways to permanent employment. If you excel during your internship, even if no positions are immediately available, employers are likely to remember you when hiring in the future.
Networking and Engagement
To succeed in PR, you must stay curious, be proactive, and network extensively. This is a communication-driven industry, so interacting with people—clients, public figures, journalists, and others—is a core aspect of the job. If you’re not naturally extroverted, don’t worry—networking and interpersonal skills can be developed through practice.
Media Awareness
Keeping up with media trends—traditional (TV, radio, newspapers) and digital (websites, blogs, podcasts, social media)—is essential. You’ll often advise clients on everything from event DJs to media conference venues, caterers, or brand ambassadors. Scrolling through social media isn’t frowned upon in PR agencies; it’s part of the job!
Staying Informed
PR professionals must be well-informed about current events—political, socio-economic, cultural, and even sports-related. While you don’t need to be an expert in every area, you can’t afford to be out of the loop. Regularly consume a variety of information sources to maintain a well-rounded perspective.
English Proficiency
Strong English skills—both written and spoken—are a must in PR. While many people "get by" in English, professional fluency is crucial for working with international clients and sounding polished. Proficiency also opens doors to global opportunities and makes navigating online resources easier. Investing in language courses or private tutoring is always worthwhile.
Assertive Communication
PR can be stressful, with tight deadlines and diverse demands. Maintaining a positive attitude and practicing assertive communication can significantly reduce stress and improve collaboration. Assertive communication involves expressing your thoughts, feelings, and needs confidently while respecting others, striking a balance that fosters better relationships and conflict resolution.
Managing Your Digital Footprint
As a PR professional, you’ll often manage clients' reputations, so maintaining a professional online presence is critical. Everything you post online becomes part of your digital footprint. Avoid impulsively sharing opinions unless absolutely necessary—less is often more when it comes to social media.
A Positive Outlook
Approach your career with optimism and a smile. Since we spend a significant portion of our lives working, creating a positive and cooperative environment benefits everyone. A cheerful, approachable demeanor makes you someone people want to work with. Negativity and unnecessary bossiness? That’s so passé!
For Marketing mreža website text written by: Jasna Džudželija, Senior PR Account Manager & Project Manager, smartpoint adria