Public Relations as a career is increasingly becoming popular because of its transition from Traditional to Digital PR. In order to build a career in public relations, one needs to earn a relevant degree in mass communication or related field, gain hands-on experience through internships and build a portfolio. Building one’s professional network by way of attending industry events and joining professional organisations is considered as very important in PR.
Here are some skills you must nurture to build a career in public relations:
- Being updated with industry trends and developing strong writing and communication skills
- Active listening and speaking skills
- Nailing the art of negotation
- Being an expert in crises communication and crises management
- Having an eye for the latest media trends and news angles
- Developing strong relationships with journalists
- Developing thorough knowledge and skills in a specific sector such as healthcare, education, lifestyle, entertainment, etc
- Being patient and having the ability to multitask
- Meeting deadlines
- Tapping onto the latest trends
- Boosting client’s reputation
- Being good with social media and content creation
- Being able to identify the right influences for a campaign
- Lastly being humble and grounded is very important in Public Relations
Public Relations is not only about writing press releases and getting coverage in media publications, its the ability to craft effective brand messaging in alignment with whats happening in a particular sector and being the brand spokesperson. Its about relating to a brand’s vision and mission and supporting them throughout, bringing out their vision to life and developing a positive brand perception.
In India, the public relations industry is witnessing considerable growth, estimated to reach INR 4570 crore by 2030. Some of the key factors driving this growth are a transition towards strategic and digital PR, the impact of influencer and digital marketing and the growing adoption of purpose driven communication by brands. The major contributors to the industry’s revenue are FMCG, IT, Healthcare and others. South India has emerged as a PR hub witnessing strong growth in the pharma, IT, health and wellness sectors.
Some of the leading PR firms in India are Adfactors PR, Avian We, Edelman, Ketchum Sampark, Madison Public Relations, Value 360, Ogilvy, Candid by Paromita and others.
There are several public relations certification courses in India and abroad such as the Certificate in Principles of Public Relations (PRSA – USA), Accreditation in Public Relations (APR – USA), Chartered Institute of Public Relations (CIPR – UK), Public Relations Diploma by London School of Public Relations (LSPR – UK), Online Public Relations Certification from Coursera, edX, Udemy, Online Certificate in Strategic Communication & PR from MICA, Diploma in PR from IIMC Delhi, PR & Corporate Communications Course from Xaviers Institute of Communications, Post Graduate Diploma in PR from Symbiosis Centre for Distance Learning, Public Relations Course from National Institute of Public Relations (NIPR India).
These certification courses help in improving strategic thinking, strengthen professional credibility and communication as well as writing skills. They also equip professionals with modern tools and digital PR, opening networking opportunities and giving global exposure.
