Starting a career in PR & Media Relations: A guide for young professionals
Are you nearing the end of your studies and fascinated by the world of PR & Media Relations? Or perhaps you are a young professional taking your first steps in this dynamic field? In either case, you are in the right place! This guide will help you understand what to expect from a career in PR and how you can best prepare yourself for success.
What does a PR & media relations specialist really do?
Imagine you are the bridge between a company and the outside world. Your job? To tell compelling stories about your customers and make sure those stories reach the right audience. One day you might find yourself writing a press release about a revolutionary brand's new product, the next day you might be arranging an exclusive interview for a client company's CEO with one of the most important national or international news outlets.
Your days will be filled with:
- Creative brainstorming for new PR campaigns;
- Writing press releases and generally all useful materials to inform the media of brand and institutional initiatives;
- Contacts with journalists, influencers and key opinion leaders;
- Customer relationship management;
- Collaboration with other professionals in the communications world such as social media managers, design, video production specialists, marketing experts, etc;
It sounds exciting, doesn't it? But how do you get there?
The path to entering PR & Media Relations: training and experience
- The right studies. There is no single "correct" course of study, but some degrees can give you an edge. Communications, Journalism, Marketing or Public Relations are good choices. But don't worry if you've studied something else: PR & Media Relations loves a diversity of backgrounds!
- Beyond graduation. Consider a master's degree in PR & Media Relations or Corporate Communications. Not only will you deepen your knowledge, you will also do valuable networking;
- Never stop learning. The world of PR & Media Relations is evolving rapidly. Online courses, webinars, workshops: take advantage of every opportunity to stay current, especially on digital PR and social media. On the website of UNA (Companies in Communication United), of which Spencer & Lewis is a part, you can find many useful publications to better understand how the world of communication is evolving in Italy;
- Experience is everything. Search for internships. Collaborate with the university newspaper, offer your skills to nonprofit organizations. Every experience counts and enriches your CV. Find a list of open positions at Spencer & Lewis here..
The skills that will make you shine in PR & Media Relations
- Communication at the top. You will need to be an ace at writing and presenting your ideas. Practice constantly!
- Creative thinking. Working in PR & Media Relations requires an aptitude for storytelling. Cultivate your creativity by reading, writing and observing the world with curious eyes;
- Organization and multitasking. You will be working on several projects at once. Good organization is essential;
- Stress resistance. Deadlines will be the order of the day. Learn to manage stress and remain calm under pressure;
- Digital skills. Familiarize yourself with tools for doing press reviews and data analysis, but also with social media and website backends. Last but not least get familiar with generative artificial intelligence software (one of the best at the moment, besides the very popular ChatGpt and Gemini, is Claude.ai. Did you know him?). Here you can find an article we wrote on cow we conceive the use of AI in our work at Spencer & Lewis..
- English language. An excellent command of English will open many doors for you, especially with international clients.
The first steps in your career in PR & Media Relations.
When you get started, you may find work as a Junior Account Executive. Don't expect to handle big accounts right away; you'll start by supporting more experienced colleagues, learning the tricks of the trade in the field.
Be humble, observe, ask questions and absorb like a sponge. With time and experience, you can grow to become an Account Executive and, later, Senior Account Executive or even Account Director.
Conclusion: is PR & Media Relations the right career for you?
If you love to communicate, are curious, creative and not afraid to work hard, a career in PR & Media Relations might be perfect for you. It's a fast-paced but incredibly rewarding world.
Remember: in this field, relationships are everything. Start building your professional network now. Attend industry events, follow PR & Media Relations professionals on social (especially LinkedIn), subscribe to industry newsletters.
The journey may seem challenging, but with passion, dedication and the right skills, you can build an exciting and successful career in PR & Media Relations. Good luck!
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