Smita Khanna, Chief Operating Officer, Newton PR
There are many different types of PR jobs available, and jobs vary based on the type of organization and the industry one works in. Predominantly public relations jobs come either in a Marketing Communications department or in a PR agency handing the Client’s PR mandates.
The opportunities in the Public Relations field is varied and some of the most common PR jobs include corporate communications, public affairs, investor relations, CSR or third sector PR, agency PR, celebrity management, crisis communications and influencer marketing.
Corporate Communications:
Corporate communications is normally termed as a department that is managed by a marketing department of an organization. The job role involves managing an organization’s reputation with stakeholders, including employees, investors, and the media. Some of the key deliverables of this department involves ideation and identification of media opportunities that reflects the company’s management as Thought Leaders’ to showcase industry leadership’ and build a certain desired reputation for the organization.
Corporate communications additionally involves Public affairs. In this specialization, laisoning and working with government agencies, policymakers, think tanks and industry stakeholders to shape public policy and regulations is the core deliverable. Investor relations as another specialty involve managing the relationship between an organization and its investors, by effectively communicating valuable information and financial results with private and public investors.
Third sector PR:
Based on interest in the third sector and those that have an inclination to make social change, Non-profit PR is an opportunity. The job role involves promoting non-profit organizations and their causes to the public and donor community. The individual’s activities often include building strong communication channels between the organization and its beneficiaries, build fund raising campaigns, create social attention, work on lobbying techniques and eventually tell a compelling story.
Agency PR:
Agency PR involves working for a PR agency, where one has an opportunity to work in different specializations and the work in such agencies involves industry exposure across industry verticals. From business development, to client servicing and media relations to content writing; the gamut of opportunities in a PR agency is vast.
Besides clients, PR agencies also manage Celebrity PR that involves the celebrity’s appearances, endorsements, and community alignment exercises to build stature. Another important specialization of some of the top PR agencies in India delves in the domain of Crisis communications. This crisis management PR involves managing an organization’s response to a crisis and minimizing the damage to their reputation.
Influencer Marketing & Management:
The highest growth category in the PR industry, which has a cross over with social media, has been the Influencer Marketing segment. In the year 2022, the influencer marketing industry was touted at INR 12 Billion with a CAGR of 25% over the next 5 years. This category is currently trending and companies have specialized PR personnel and agencies that manage influencers for their brand and for brand associations.
Building a Successful PR Career:
Like any career, you have to broaden your horizons to build a successful career in PR and some of the key ingredients are the willingness to learn, showcase dedication, and not being hesitant to take on new initiatives, even if it makes one uncomfortable.
Here are some steps one can take to build a successful career in PR:
- Get a degree: Most PR professionals have a degree in communications, journalism, or a related field. A degree can provide you with the foundational knowledge and skills you need to succeed in the industry.
- Gain Experience: Internships and entry-level positions are a great way to gain experience in this field. Look for opportunities to work for non-profits, PR agencies, or other organizations.
- Build your Network: Networking is essential in PR industry. Attend industry events, join professional organizations, and connect with other professionals in the field.
- Keep Learning: The PR industry is constantly changing, so it’s essential to stay up-to-date with the latest trends and technologies. Attend conferences, take courses, and read industry publications to stay informed.
A career in PR is not for the faint-hearted. I guess at times one needs to develop a thick skin to survive some of the nuances this industry presents. But it definitely is enriching and rewarding. The high one can get after a successful launch of a new brand with the support of the media fraternity; the possibility to be part of a life-changing policy by the government impacting a larger set of community or a simple achievement like your first article getting published in a category A media will definitely make you thank your stars for joining this industry.
Also Read:Careers after class 12: Journalism