• About us
  • Contact us
  • Search

You are not logged in:

Careers

Breadcrumbs

Public relations officer

Between 2006 and 2009, 0.2% of working doctoral graduates or 30 employed doctoral graduates, are known to have been working as public relations officers six months after graduation. This is a popular profession that is usually taken up by entrants at degree level; a significant minority of new entrants have postgraduate qualifications.

Job description

This role is part of the ‘other common doctoral occupations' employment cluster.

Public relations (PR) is about managing reputation. This career field aims to gain understanding and support for clients as well as to influence opinion and behaviour.

PR officers use all forms of media and communication to build, maintain and manage the reputation of organisations ranging from public bodies or services to businesses and voluntary organisations. They communicate key messages, often using third party endorsements, to defined target audiences in order to establish and maintain goodwill and understanding between an organisation and its public.

PR officers monitor publicity and conduct research to find out the concerns and expectations of an organisation's stakeholders. They then report and explain the findings to its management.

Typical work activities

A public relations (PR) officer often works in-house and can be found in both the private and public sectors: from the utility and media sectors to voluntary and not-for-profit organisations. Some PR officers may be based in consultancies.

The role is very varied and will depend on the organisation and sector. Tasks typically involve:

  • Planning, developing and implementing PR strategies
  • Liaising with colleagues and key spokespeople
  • Liaising with and answering enquiries from media, individuals and other organisations, often via telephone and email
  • Researching, writing and distributing press releases to targeted media;
  • Collating and analysing media coverage
  • Writing and editing in-house magazines, case studies, speeches, articles and annual reports
  • Preparing and supervising the production of publicity brochures, handouts, direct mail leaflets, promotional videos, photographs, films and multimedia programmes
  • Devising and coordinating photo opportunities
  • Organising events including press conferences, exhibitions, open days and press tours
  • Sourcing and managing speaking and sponsorship opportunities
  • Fostering community relations through events such as open days and through involvement in community initiatives
  • Managing the PR aspect of a potential crisis situation

Entry requirements

These subjects may be particularly helpful :

  • Business/management
  • Communication and media studies
  • English and literary studies
  • Marketing

Candidates need to show evidence of the following:

  • Excellent communication, interpersonal and writing skills
  • Drive, competence, flexibility and a willingness to learn
  • Excellent organisational and time management skills with the ability to multi-task
  • Ability to cope with pressure
  • Creativity, imagination and the ability to use initiative
  • Good teamwork, analytical and problem-solving skills
  • Business awareness and a good knowledge of current affairs

Joining a consultancy or in-house PR department in a junior role, such as a PR assistant, may be a good starting point. Since many PR departments and consultancies are small and not rigidly structured, there are likely to be many opportunities for junior staff who demonstrate the right mix of ability and commitment to develop their career from this level. Entry as a secretary or administrator has also been known to lead to professional opportunities.

The Chartered Institute of Public Relations (CIPR) is currently piloting a new qualification - the Introductory Award in Public Relations. This is for those considering PR as a career option.

Salary

  • A typical starting salary for a public relations (PR) officer can range from £16,000 to £25,000 (salary data collected October 2008).
  • With a few years' experience, salaries can increase to £30,000 plus (salary data collected October 2008).
  • Senior management positions, such as PR director/head of corporate affairs can range from £40,000 to £100,000 (salary data collected October 2008).

Sector and disciplinary information

Sector information

Doctoral graduates in this occupation were known to be working in the following sectors:

Disciplinary background

The most common disciplinary backgrounds for doctoral graduates (2006-2009) entering public relations were:

But doctoral graduates from the following subjects were  also known to be working as PR officers six months after graduation between 2006 and 2009:

Career stories

Public affairs officer, British Library

"After about a year I decided to move into public affairs, which is a common step for MPs' researchers. Public affairs deals with the relationship between organisations and national politics. Public affairs officers spend their time organising meetings, lobbying MPs and writing letters."

Other related career profiles:

Useful links