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Public Relations Specialist

Public relations specialists tell the story of organisations, companies or people to the public and media. They write press releases, speak to journalists and manage how their clients are seen in the news.

Public Relations Specialist

35

Communications and Media

AI IMPACT
AI EXPOSURE TODAY35
20-YEAR SCENARIO
NOT A FORECAST60%
THE DOOR · ENTRY DIFFICULTY TODAYB
STARTING PAY£28,000 - £35,000
RELATIONAL MOATPeople want a real person for this. That preference is the protection.

THE DOOR: ENTRY DIFFICULTY TODAY, graded A (easy) to E (extremely hard). A Careermash rule-of-thumb index built from our AI exposure index and the job's moat class. It is not a forecast and not a count of job openings.

AI EXPOSURE TODAY is a Careermash index from 0 to 100 of how exposed this job's everyday tasks are to AI today. We estimate it by matching published research on how people use AI to this job, usually by keyword or subject area, and we lower it where the work is protected (for example by physical, personal or legal requirements). It is not a direct measurement of how much people in this job use AI.

This job holds up well against AI
AI exposure today is modest on our index (35), and people want a real person for this. That preference is the protection. That is about as safe as careers get right now, though it is still worth learning to use the tools well.

The role

As a public relations specialist, you control the messages that go out about the people and organisations you work for. When a charity wins a big grant, a business launches a new product, or a council does something important, you make sure journalists know about it and tell the story in a good way. You write press releases that journalists might use, build relationships with reporters, and pitch story ideas to them.

Your day involves reading the news and social media to track what people are saying about your client, writing clear and interesting announcements, and answering journalists' questions honestly and quickly. If something goes wrong and your client gets bad publicity, you help them respond calmly and fairly. You also plan events and look after your client's reputation day-to-day. You need to be a good writer, understand how media works, and be able to stay calm when things go wrong.

Daily responsibilities

  • Craft and distribute press releases to media outlets, ensuring timely and accurate information dissemination.
  • Develop and maintain relationships with journalists, influencers, and key stakeholders to secure media coverage.
  • Monitor media coverage and public sentiment, analyzing trends to inform PR strategies.
  • Organize and coordinate events, press conferences, and promotional activities to enhance brand visibility.
  • Create compelling content for various platforms, including social media, blogs, and newsletters, to engage target audiences.
  • Manage crisis communications, preparing statements and strategies to mitigate negative publicity.
  • Collaborate with marketing teams to align PR efforts with broader business objectives and campaigns.

Does a degree help here?

A UK degree in Mass Communications or a related field equips candidates with a robust understanding of media landscapes, communication theories, and practical skills that are highly valued by employers. UK universities often provide industry connections and opportunities for hands-on experience, giving graduates a competitive edge in the job market.