Finding a career in public relations takes 7 concrete steps: research the field, build core skills, build a network, assemble a portfolio, earn a degree or PRSA certification, land an internship, then apply to entry-level roles. The U.S. Bureau of Labor Statistics counted 315,900 public relations specialists employed nationally in 2024, with about 27,600 openings projected each year.
Step 1: Research the public relations field
Before pursuing a PR career, research the industry's current trends and structure. Reading trade publications, attending PRSA or industry conferences, and following working PR practitioners on LinkedIn surfaces the specific tools, tactics, and specialties active in the field right now, rather than a generic impression of what PR involves.
Step 2: Build the core skills PR employers actually screen for
PR hiring screens for strong written and verbal communication, working knowledge of major social platforms, and basic data analytics literacy. Coursework in public relations, communications, marketing, or business builds this foundation, and student organizations, internships, and volunteer work turn that coursework into demonstrable experience.
Step 3: Build a network inside the industry
Networking surfaces job openings before they are posted publicly and gives a candidate direct feedback on their career path from working PR specialists. Joining an industry association, attending PR events, and reaching out to practitioners on LinkedIn are the three highest-leverage channels; see how to use LinkedIn to grow a career for specific tactics.
Step 4: Build a resume and portfolio that hold up under scrutiny
A PR resume and portfolio are the first impression a hiring manager forms of a candidate. The resume should lead with relevant skills, experience, and measurable accomplishments. The portfolio should include writing samples, social campaigns, and media pitches that show the candidate has already done the work an employer is hiring for.
Step 5: Decide between a PR degree and PRSA certification
A degree in public relations or a related field is not always required, but it teaches industry fundamentals, provides internship access, and starts building a professional network in one program. An alternative is certification through the Public Relations Society of America (PRSA). See what a PR degree can lead to for the specific roles each path opens.
| Step | Action | Output |
|---|---|---|
| 1. Research | Trade publications, conferences, LinkedIn | Current view of the field |
| 2. Build skills | Coursework, internships, volunteering | Communication and analytics foundation |
| 3. Network | Associations, events, LinkedIn outreach | Unlisted job leads, mentorship |
| 4. Portfolio | Writing samples, campaigns, pitches | Proof of applied work |
| 5. Credential | PR degree or PRSA certification | Fundamentals plus internship access |
| 6. Internship | Agency or in-house PR department | Mentorship, network, portfolio material |
| 7. Apply | PR assistant, account coordinator roles | First paid PR role |
Step 6: Land an internship at a PR agency or in-house team
Interning at a PR agency or an in-house communications department builds a portfolio and a network simultaneously, and frequently converts into a full-time offer after graduation. Job boards, agency career pages, and a school's career center are the three most reliable sources for open internships.
Step 7: Apply to entry-level PR roles
Entry-level PR titles include PR assistant, account coordinator, and social media coordinator, each of which provides direct exposure to senior practitioners. Public relations hiring is competitive, so persistence matters as much as qualifications; candidates should keep applying and building skills between offers rather than treating one rejection as a verdict on the field.
CONCLUSION
The path into public relations runs through research, skill-building, networking, a strong portfolio, and an internship, in roughly that order, before a first entry-level offer arrives. See current openings on the 5W careers page, or the full breakdown of jobs in public relations. 5W runs AI Search (GEO) programs for brands across consumer, B2B, financial services, healthcare, and technology, building the machine-readable footprint that gets brands cited, not just ranked. Learn more at https://www.5wpr.com/practice/geo-optimization.cfm.
