Industry Snapshot: Public Relations

The Pros & Cons of the Public Relations Industry

“Public Relations is the discipline which looks after reputation, with the aim of earning understanding and support and influencing opinion and behaviour. It is the planned and sustained effort to establish and maintain goodwill and mutual understanding between an organisation and its publics.” — CIPR

We’re all familiar with the delightful Samantha Jones, the outrageously outspoken publicist who shone a glamorous light on the perks of PR in New York City. Or for those who aren’t fans of ‘Sex and the City’, perhaps the role of Shauna Roberts in the hit TV show ‘Entourage’ gave you a contrasting insight into the frustrating perils of managing the image of an unpredictable budding Hollywood A-lister. Although these fictional characters may show the extreme highs and lows of being a public relations professional, this significant role in the media and communications industry can be greatly rewarding as well as greatly exhausting for those without the skills to compete.

• Variety of responsibilities including:

• planning publicity campaigns and strategies

• writing and producing press releases

• dealing with enquiries from the public and the press

• organising promotional events such as press conferences, open days and exhibitions

• Various moments when you feel your hard work doesn’t pay off as clients can be unappreciative
• Mingling with the industry’s elite, whether they be celebrities or corporate heavyweights

• High turnover rate with employees

• Young budding PR professionals have the opportunity to climb the hierarchy quickly with the right connections and skills • Everyone is replaceable. During financial hardships and recessions, PR is one of the first expenses to be cut from a company’s budget.

• Potential for high salary

• Competitive environment

 by Amelia Napier