How to get public relation jobs?
PR isn’t what it was in 2019. The field’s changed—somebody’s always recording, screenshots live forever, and one bad tweet can tank a company’s stock price before lunch. But here’s the thing: that means organizations need PR professionals more than ever.
What you’re actually getting into
Public relations jobs aren’t just about writing press releases anymore (though you’ll still do that). As of November 2025, the Bureau of Labor Statistics projects 6% growth through 2032. Not explosive, but steady. The median pay sits around $66,750 annually, but that number’s misleading—entry-level positions in smaller markets might start at $38,000, while senior PR directors in New York or San Francisco can pull $150,000+.
Your day? Could involve anything. Monday you’re drafting talking points for a CEO’s interview. Tuesday you’re putting out fires because someone in accounting said something unfortunate on LinkedIn. Wednesday you’re pitching a story to a journalist who hasn’t responded to your last three emails. It’s not glamorous, exactly, but it’s rarely boring.
Skills that matter (and the ones nobody talks about)
Everyone will tell you about “excellent communication skills” and “attention to detail.” Sure. But let me tell you what actually matters:
Crisis management under pressure – When a reporter calls at 4:47 PM on Friday asking for comment on something that could become a story, you’ve got maybe 90 minutes to figure out what happened, get approval on a statement, and respond before they run with “Company declined to comment.” Can you handle that?
Understanding metrics that aren’t vanity numbers – Followers don’t matter. Engagement rate matters, but only if it leads somewhere. Share of voice in your industry matters. Sentiment analysis matters. The ability to tell your boss “our social media looks great but it’s not actually moving the needle on brand perception” matters most.
Writing for different audiences simultaneously – The statement that works for The Wall Street Journal won’t work for TechCrunch. What your CEO wants to say isn’t always what you should say. You need to translate between executive-speak, journalist-speak, and regular-human-speak constantly.
The actual pathway (without the BS)
Entry-level reality check: Most people don’t start as “Public Relations Specialist.” You start as a coordinator, assistant, or associate. You’re going to write a lot of media lists. You’ll send pitch emails that get ignored. You’ll update press kits. You’ll monitor media coverage. This lasts 1-2 years typically.
Getting that first job:
The internship route still works, but it’s not the only way. I’ve seen people break in through:
- Starting in related fields (marketing coordinator, content writer, social media manager) then pivoting
- Working in-house communications for nonprofits or small companies where they’re desperate for help
- Freelancing for small businesses that need PR but can’t afford agencies
- Building a portfolio by doing crisis communication simulations or creating sample campaigns for real companies (unpaid, but proves you can do the work)
Education matters, but differently than you think: A communications degree helps. A journalism degree helps more in some ways—you understand how reporters think. But I’ve worked with excellent PR people who studied political science, English, even engineering. What matters is whether you can write clearly, think strategically, and stay calm when things go sideways.
Certifications: The APR (Accredited in Public Relations) credential from PRSA matters in some circles, not at all in others. It requires 5+ years experience and passing an exam. Worth it? Maybe after you’ve got a few years under your belt and you’re job hunting in markets where it’s valued.
Where the jobs actually are
Not where you think. Yes, agencies exist—Weber Shandwick, Edelman, FleischmanHillard. But competition’s fierce and turnover’s high because the hours can be brutal.
Consider:
- Corporate communications departments: Every Fortune 500 company has one. So do many smaller public companies. More stability, better hours usually, but can be slower-moving.
- Tech companies: Even B2B software companies need PR people. Especially now with AI stuff everywhere—companies need help explaining what they do.
- Healthcare organizations: Hospitals, pharmaceutical companies, biotech firms. Specialized, but there’s real demand.
- Government and public sector: Federal agencies, state departments, municipalities. The pay’s lower but the benefits often compensate.
- Nonprofits: Mission-driven work, smaller budgets, you’ll wear many hats. Good for building diverse skills fast.
The portfolio problem
You need one, but building it when you have no experience is weird. Here’s what actually works:
Create 3-4 sample campaigns for real situations. Pick a company that recently had a PR issue (there’s always something in the news). Write out how you would’ve handled it—media statement, social media response plan, internal communication strategy. Be specific. Include timelines. Show you understand stakeholders.
Or take a company doing something interesting but not getting coverage. Develop a pitch strategy. Draft the actual pitch emails you’d send to specific reporters (research real journalists who cover that beat). Create supporting materials.
Make it look professional. PDF format. Clean design. No typos (seriously, one typo kills your credibility in this field).
Networking without being annoying
Join PRSA or your local PR professional organization. Go to one event. Just one. Talk to three people. Don’t ask for jobs. Ask what they’re working on. Ask what challenges they’re facing. Ask what skills are most valuable right now.
LinkedIn works if you’re not spammy about it. Follow PR professionals, engage with their posts (meaningfully—not just “Great post!”), share relevant articles with your own take. When you reach out, have a specific question or point of connection.
Informational interviews are still valuable. Most PR people will give you 20 minutes if you’re respectful of their time. Come with specific questions. Don’t ask them to review your resume (yet). Ask about their career path, what they wish they’d known starting out, what skills they’re hiring for now.
The application strategy that actually works
Don’t just apply to posted jobs. Research companies you want to work for. Find their PR/communications teams on LinkedIn. See who’s there, what they’re working on. When a job opens up, you already know something about them.
Customize everything. The cover letter that mentions their recent campaign and explains specifically how your skills would help with similar projects gets read. The generic one doesn’t.
Follow up persistently but professionally. One week after applying, send a brief email. Two weeks later, try LinkedIn if you can find the hiring manager. Three weeks, make one phone call. Then move on.
What they don’t tell you in PR school
The job involves a lot of saying no. No, we can’t issue that statement. No, that’s not a good angle for media. No, posting that on social media is a terrible idea. You need to be comfortable being the voice of caution.
You’ll work with people who think PR is magic and get frustrated when you can’t get them on the Today Show immediately. Managing expectations is half the job.
Some weeks you’ll work 45 hours. Some weeks you’ll work 65. It’s unpredictable. If you need strict 9-to-5, this might not be your field.
Making yourself hireable right now
Start a blog or newsletter analyzing PR and communications. Not career advice—actual analysis. “How Company X handled their recent crisis” or “Why this product launch’s PR strategy worked/didn’t work.” Shows you can think critically.
Get familiar with tools: Cision, Meltwater, Muck Rack, Hootsuite, Sprout Social. Many have free trials. Play around. Being able to say “I’ve used Cision for media monitoring” in an interview helps.
Read PR and marketing news. Adweek, PRWeek, Ragan. Know what’s happening in the industry. Reference it in interviews.
The remote work situation
More PR jobs went remote during 2020-2022. Now it’s pulling back. Agencies especially want people in-office. In-house corporate roles are more flexible. Something to factor into your job search.
Actually getting hired
When you interview, have specific examples ready. “Tell me about a time you managed a difficult situation” needs a real story with details, not general abilities you claim to have.
Ask smart questions. “What does success look like for this role in the first 90 days?” “What’s the biggest PR challenge facing the organization right now?” “How does the PR team interface with leadership?”
Send thank-you notes. Actual, specific ones that reference something from your conversation. Do it within 24 hours.
The realistic timeline
From starting your job search to getting hired: 3-6 months typically. Could be faster if you’re flexible on location and role. Could be longer if you’re targeting specific companies or senior positions.
From entry-level to mid-level (specialist/manager): 3-5 years usually. From mid-level to senior (director): another 5-7 years. To VP or Chief Communications Officer: 15+ years total typically, often with some agency and in-house experience mixed.
Final bit
PR’s not for everyone. If you hate the idea of your work being invisible when it goes well (because that’s often the goal—no news is good news), or if you need creative work that’s entirely your own vision, this might frustrate you.
But if you like problem-solving, working with different types of people, and the weird satisfaction of seeing a strategy play out exactly like you planned? It’s a solid career. The jobs exist, they pay reasonably, and the skills transfer well if you want to pivot later.
Just understand: getting that first job is the hardest part. Once you’re in and have 2-3 years experience, moving around gets easier. Stick with it through the initial grind.
Job market data current as of November 2025. Check Bureau of Labor Statistics and PRSA for updated figures.