- Public relations is one of the most popular career choices today amongst graduates
A public relations (PR) officer uses 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. Reputation arises from what you do, what you say and what others say about you. In this age of fierce competition in all sectors, it can be an organisation's greatest asset. PR aims to manage reputation in order to gain understanding and support, and influence opinion and behaviour
To be effective, an organisation needs to listen to the opinion of those with whom it deals and not solely provide information. Issuing a barrage of propaganda is not enough in today's open society. At its best, public relations not only tells an organisation's story to its publics, it also helps to shape the organisation and the way it works. The practitioner needs to find out the concerns and expectations of a company's publics and explain them to its management.
The annual income of PR consultancies in the UK is estimated at £300 million and the turnover of the industry is estimated at £1 billion. The number of people working in a public relations role in the UK is estimated at around 48,000. The rate of growth in the number of PR jobs at all levels has been higher that that of any management function over the last fifteen years
Career development opportunities within the public relations industry are excellent but competition for job is fierce. Most entrants tend to be graduates, although there are some opportunities for persistent school leavers with relevant work experience. The Chartered Institute of Public Relations (CIPR) is the main professional body for individuals within the PR industry, and publishes a list of approved courses, which provide a good foundation for a career in PR
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