Public relations is one of those careers that often gets misunderstood until you realize just how much impact it has. Positive headlines rarely happen by accident, but they’re typically engineered by a PR specialist whose job is to keep both executives and audiences on the same page.
What does a PR specialist do, exactly? They handle media outreach, shape public perception of the organization, and clarify issues. This role requires an individual who possesses strong communication skills, agility, and a well-defined strategy.
According to the U.S. Bureau of Labor Statistics, jobs in PR are expected to grow by 6% from 2023 to 2033. The industry is growing faster than many others out there. Both the public and private sectors really need to find better ways to communicate.
This PR career guide will help you get a clear understanding of everything you need to know. And if you’re a brand weighing whether to hire or outsource the role, understanding the skill set will help you know what good PR support should look like.
What is a PR specialist? Definition & Meaning
A PR specialist is someone who helps shape how the public sees a company, person, or organization. Think of a person who makes sure a company knows what to say, and how to say it, when the public’s paying attention. That could mean writing a quick response during a crisis or helping a brand tell a story that actually sticks.
Let’s say a company’s launching something new. The PR consultant figures out what people need to hear, lines up media coverage, and gets the message out in a way that builds excitement and trust. Or if something goes wrong, they’re the ones stepping in to manage the fallout, making sure the company owns the issue and moves forward in the right way.
Teams looking for agile storytellers and crisis-ready communicators count on PR specialists to guide messaging, protect reputation, and keep public sentiment on their side. It’s often the first step in a career as a senior PR consultant or communications lead.
What does a PR consultant do on a daily basis?
PR consultants are always considering how their client is being seen. There are days when one writes nonstop. That may be a fast media comment, a LinkedIn post, or a press release. Other days are more hands-on, such as getting a client prepared for a major interview or assisting in response to a sudden PR problem.
Media Relations
Media relations starts with strong contacts. PR consultants actively seek news stories that their client could contribute to and subsequently submit a concise pitch to the journalist responsible for the coverage - this tactic is called newsjacking. If there’s interest, they book the interview, prep the client so they feel confident, and share anything the reporter might need like bios, past coverage, or talking points.
Once the story is out, they check it carefully. Was the message accurate? Did it reflect the tone they were aiming for? If something’s off, they follow up. It is not just about being mentioned, it’s about being remembered for the right reasons.
Learn more about media relations
Pitching and Story Placement
Pitching isn’t the same as sending out a press release. A good PR consultant treats it more like matchmaking. First, they figure out which reporters are actually covering similar topics. Then, they check what those reporters have written recently and look for a natural way to connect the client’s story to something already making news.
A solid pitch has three things: a strong angle, good timing, and relevance. The subject line must be distinctive, concise, and connected to a current event. The body is even tighter, usually just two or three lines explaining what the story is, why it matters now, and why that reporter’s audience would care.
Once a pitch is out, follow-up is part of the process. Reporters might ask for quotes, extra context, or supporting details. If the story doesn’t land, the consultant adapts and tries again with a new outlet or a sharper angle.
Writing and Distributing Press Releases
Press releases are formal updates sent to the media when a company has real news to share. PR consultants write them in a clear, structured format: headline, subheadline, lead paragraph with the main takeaway, then supporting details, quotes, and a short company summary at the end.
The goal isn’t to sound promotional. It’s to give journalists the facts in a way that’s fast to process and easy to work with. Most reporters won’t copy it word for word, but they’ll use it as a foundation.
Consultants usually draft press releases in tools like Google Docs or Notion so the team can review and approve them. Once they’re ready, the release goes out through distribution services like PR Newswire or Business Wire or directly to media lists.
Learn more about writing press releases
Newsjacking
Newsjacking means jumping on a trending story and finding a smart way to include your client in it. A PR professional looks for a way their client can add something meaningful to the conversation. It might be a quick expert quote, a brief comment from the CEO, or an offer to speak on the topic.
But not every story is a good match. If the topic is sensitive or way off-brand, it is better to skip it. Chasing headlines just for attention can do more harm than good.
Speed matters, but so does judgment. Not every story is the right fit. The consultant writes a short, sharp quote, gets approval quickly, and sends it straight to reporters who are already covering the story.
Crisis Communication
Crises in PR come in many forms, when something goes wrong, such as a data leak, customer backlash, or leadership changes, it is your job to manage the message. The first step is to get the facts straight, understand what’s already public, and figure out who needs to be updated first.
Then comes the writing. The consultant works with leadership to craft clear, calm messages. That might include a statement for the press, a memo for staff, or a social media update for customers. Everything is reviewed carefully, often with legal or compliance, to make sure it’s accurate and responsible.
Take a data leak, for example. The public relations consultant could be writing a message to users, preparing a Q&A for internal teams, and drafting what the CEO should say if asked by a journalist. The aim is to stay transparent without saying too much and to control the message before it spirals.
Learn more about crisis communication
Storytelling and Brand Positioning
Not everything in public relations is about pursuing headlines. Even in cases when there is no news to report, a large portion of the work is supporting businesses in forming their identity and presenting a consistent, clear narrative. That begins with knowing the brand's values, what distinguishes it, and the target audience it seeks.
This starts with asking the right questions. What makes the brand different? What tone feels natural, technical, casual, bold, or warm? Who are they trying to reach? From there, the consultant builds a messaging guide that outlines key phrases, themes, and language the brand can use consistently across platforms.
Learn more about brand storytelling
Content Marketing
PR consultants do a lot more than just talk and pitch stories to the media. They often write or manage content that helps shape how the public sees a company. Such content includes op-eds, blog posts, founder letters, case studies, and media kits. The writing has to be sharp, clear, and sound like it came from the client, not the agency.
Tone is key. A fintech startup might want something clean and technical. A lifestyle brand might need a friendly, easygoing voice. The consultant adjusts their writing style to match, and tone-of-voice guides keep everything sharp and consistent.
Learn more about social media PR
Thought Leadership and Executive Visibility
Thought leadership is really just about helping someone become known for what they’re outstanding at. Maybe they want to be known for AI safety, clean tech, or startup culture.
A PR consultant figures that out early, then builds a content plan around it, topics they should talk about, platforms they should show up on, and ways to get their name out there without sounding like they’re trying too hard.
That might mean ghostwriting LinkedIn posts that actually sound like them, drafting op-eds, or jumping on media requests with quick expert comments. It can also include building a strong speaker profile, pitching them for events, or making sure they’re showing up in the right places. The goal is to make sure every piece of communication is effective.
Learn more about the role of thought leadership in PR
Announcing Funding Rounds
Funding announcements are high-impact moments in PR. They signal growth, attract attention from investors, and often bring in major media interest. For a PR consultant, this means crafting a detailed and accurate story, often through a well-written funding announcement press release, that positions the round as a milestone, not just a transaction.
The consultant starts by shaping the narrative. Why does this funding round matter now? What will it unlock? Then they pull together the essentials, how much was raised, who invested, and what the money will go toward. Consultants coordinate quotes from founders, lead investors, and sometimes board members.
The PR team is there to ensure media coverage is gained and valuable, growth-generating information is shared in press releases.
Learn more about our PR funding services
Skills every PR consultant should master
Writing alone won’t carry a modern PR career, but knowing how to write or communicate isn’t enough on its own. One moment they're pitching a product launch. The next, they're managing backlash from a customer issue or prepping a founder for a live interview.
PR consultants don’t need to do everything, but they do need a tight set of skills that help brands stay visible, credible, and clear in front of the public and the press.
Media Relations
Strong media relations don’t start with a pitch, they start with trust. Reporters won’t just cover a story because it sounds good on paper. They’re more likely to listen when it comes from someone they know, someone who’s sent them solid, relevant tips before.
A good PR consultant knows which journalists cover what, follows their work, and only pitches when the story actually fits. It’s the difference between being ignored and getting a callback. Over time, those relationships start to pay off.
For instance, working with a fintech startup means knowing which TechCrunch writer tracks funding. When the round closes, the consultant offers an angle that matches that reporter’s readership.
Learn more about media relations
Media Pitching
Pitching is one of the most practical skills a PR consultant needs to get right. It’s how companies land in the news, and it starts with doing your homework. That means knowing which outlets cover what, who the right reporters are, and how to shape a story that feels like a natural fit for their audience.
A strong pitch is quick, clear, and never generic. It answers the big three: What’s the story? Why now? And why should that audience care? Subject lines need to stand out, and the message itself has to get to the point fast.
Say a consultant is working with a clean energy startup. Instead of pitching the company in general terms, they might offer a quote tied to a government policy update or submit a trend story around energy transition. It feels timely and relevant, not promotional.
Learn more about media pitching
Creative Writing
PR writing has a job to do. It’s meant to be seen, shared, quoted, or published as is. This skill is all about knowing how to take complex information and turn it into something clear, punchy, and ready for the public eye.
A strong PR consultant knows how to write in a way that feels natural to the brand yet is easy for reporters and readers to understand at a glance.
It takes real skill to balance clarity with tone, especially when switching between formats, like press releases, executive quotes, media kits, or social copy. The best PR writing reads effortlessly but is built with intent.
Storytelling
Being able to tell a story that people remember is one of the best skills a PR expert can have. It's not enough to just say what a business does; it needs to seem real, important, and easy to connect with. That usually means making something hard to understand into something that normal people can understand.
An excellent PR narrative is not flashy. It links what the brand stands for, where it is headed, and why it matters right now. Even if the message must vary depending on the location or group of people, a brand can remain true to itself with the support of a consultant adept in narrative telling.
Timing and Awareness
Knowing when to talk and when not to is among the most exact talents a PR consultant can possess. Timing determines the landings of a message. Although you may have the ideal narrative, it will fall short if you share it too late or during the wrong news cycle.
Sometimes, like in response to breaking news, you will have to act quickly. Here is where timing truly counts. If your client can provide expert knowledge, you will need to present a compelling narrative within hours instead of days. Ignoring the window implies neglecting the focal point of attention.
Learn more about PR trends 2025
Crisis Management
Things don’t always go smoothly. A product might fail, someone might say the wrong thing, or bad news might spread fast online. Being calm under pressure is one of the most valuable skills in PR. They work closely with company leaders to write public statements, prepare internal briefings, manage media questions, and monitor public sentiment.
One of the most important parts of crisis management is knowing when to pause. PR consultants often act as a filter, helping companies avoid overreacting, underreacting, or saying something they can’t walk back.
Learn more about crisis management
Explore how our PR consultants shape stories that matter
How to start your career as a PR specialist
Starting a career in public relations doesn’t mean having it all figured out from day one. What really matters is understanding how to tell the right story, build good media relationships, and stay on top of what people are saying. One may go a long way with a solid combination of curiosity, practical experience, and education.
Study a Degree That Focuses on Strategic Communication
Most PR specialists begin with a degree in public relations, communications, journalism, or marketing. These programs teach how to write press releases, pitch stories, build media lists, and support a brand’s image in public.
If you're still choosing classes, go for ones that cover things like crisis communication, media law, or digital strategy. Those are the kinds of problems you’ll run into in real jobs. It also helps to start learning tools early.
Learn more about PR and communications
Get Experience Through PR Internships
An internship shows how PR actually works, not just what textbooks say. One won’t just observe, but they’ll get hands-on with real tasks like drafting press releases, tracking media coverage, building outreach lists, or helping prep for interviews and events.
Some internships are at agencies. Others are in-house at companies or nonprofits. What matters is getting real experience. If they can pitch a story, assist in managing an event, or write a piece that receives publication, they’re well on their way. That’s the stuff they’ll actually talk about in job interviews.
Learn the Tools PR Pros Use Every Day
Modern PR relies heavily on data, not just creativity. Success isn’t just measured by headlines but by understanding what performed well and why. That’s where media and analytics tools become essential.
Probably use media databases like Muck Rack or Cision to find reporters and send pitches. Then use CoverageBook or Google Analytics to see how many people saw the story, where it got picked up, and what individuals said about it.
Build a Portfolio That Shows Strategy and Results
The portfolio is proof of experience. And in PR, people don’t just want to see that they can write. They want to see how you think, how they work, and what results they’ve helped deliver.
Even if it was a small role on a bigger campaign, it still counts. Include the press release, the pitch, the social copy, or whatever part was handled, then explain the strategy behind it. What was the goal? What changed because of it? That kind of context helps the work stand out.
Focus on a Specialty Area as You Grow
Many PR professionals start as generalists but develop a specialty over time. Some focus on crisis response, others on digital PR, corporate communications, or thought leadership. Pay attention to what you enjoy and where your strengths lie.
If they’re the one who stays calm during last-minute changes and handles sensitive issues well, PR might be a good fit. If they love writing long-form content and helping founders or executives refine their voice, they might gravitate toward executive communications or brand strategy.
“The strongest PR consultants are clear thinkers and fast responders. They understand that every word shapes how people see a brand. If you're starting out, focus on listening, learning from your team, and building real relationships. Tools and tactics can be taught, but good judgment and strong instincts are what really set you apart.”
— Matias Rodsevich, CEO at PRLab
Start Building Relationships in the Industry
PR runs on relationships. That goes for clients, editors, mentors, and media contacts. The sooner they establish these connections, the more opportunities you'll have in the future. Join professional communities like PRSA or IABC, but don’t just sign up, get involved. Go to events, join the conversations, ask questions, and stay visible.
It also pays to build media relationships from the start. Follow reporters who cover space, learn what kind of stories they write, and figure out how to pitch in a way that actually helps them.
Understand Ethics and Media Law
There’s more to PR than crafting a good headline. Every message that goes out has to be legally sound and ethically solid. That means knowing the basic things like copyright, defamation, disclosure rules, and how to handle investor or paid content without crossing the line.
Take time to review ethical guidelines from groups like PRSA. These standards help make smart, legal, and fair decisions. In PR, how companies handle tough situations will shape their reputation just as much as their success.
What Degree Do You Need to Work in PR?
Most people in PR start with a degree in communications, journalism, marketing, or public relations. These programs cover the basics, like writing, media strategy, campaign planning, and public speaking. Some schools offer focused PR tracks with courses in crisis communication, digital media, and ethics.
But a PR degree isn’t the only way in. Plenty of professionals come from other backgrounds like business, psychology, political science, or English. What really counts is being able to write clearly, think ahead, and handle fast-changing situations. Companies care more about practical skills than just what’s on a diploma.
To stand out, it helps to get familiar with tools like Cision, Meltwater, or Google Analytics. Taking a short course in media law or digital strategy can also give you an edge. And when it comes to landing a job, things like internships, student projects, and freelance gigs can often matter more than your major.
Different types of PR Jobs
Working in PR requires no one set approach. Some experts work for agencies managing several clients, some are employed by one organization, while still others work as freelancers acting independently. Every road has different kinds of obligations, expectations, and chances for personal development.
In-House PR Roles
If a business has an in-house PR team, that means the team works directly for the business. They are part of the day-to-day work and help shape how people think of the company. Their duties can include things like writing press releases, talking to the media, and getting leaders ready for interviews. They know what the company stands for and wants to achieve because they work for it.
Agency
Agency life is a bit different. These teams work with multiple clients at the same time, and they often come from totally different industries. The work is fast-paced and involves a variety of tasks.
So, the team could have junior coordinators taking care of media research, account managers looking after daily communications, and senior strategists steering the overall narrative. It’s a place that really promotes working together, being flexible, and picking up new skills as they move along.
Freelance
When companies need help with a job or for a short time, they hire freelancers to do it. The task could be anything from putting out a new product to dealing with the public. Startups, small businesses, and groups often hire freelancers when they need expert PR help but don't have a full team. Companies can choose this choice, but it works best when the freelancer is ready to go right away and get things done.
Famous PR Specialists You Can Learn From
Behind every well-executed PR campaign, there’s someone who understands what makes a message resonate. Some of the most trusted voices in the industry didn’t just learn the rules, but they helped define them.
Matias Rodsevich
Matias Rodsevich runs PRLab, a PR agency based in Amsterdam. He works with tech startups and growing companies that need help getting their message across. His focus is on building real strategies that support business goals, not just chasing media mentions. Companies like IBM and Google Argentina have worked with him, along with many smaller startups across Europe and the US.
He’s also the author of The PR Paradox, a book that breaks down how PR works behind the scenes, especially useful for founders who might not have marketing backgrounds. Matias also built the PRLab Community, which is a global network of over 1,300 PR professionals and marketers. He is a PR coach and also the author of the PR book, The PR Paradox. In it he shares his industry knowledge and insights, with advice on how to succeed in PR.
Richard Edelman
Richard Edelman is the CEO of Edelman, the biggest independent PR firm in the world. He’s well known for creating the Edelman Trust Barometer. That’s a yearly report that tracks how much people trust businesses, media, governments, and nonprofits. It helps companies understand how the public feels and where they need to improve.
Richard is a strong believer in authenticity. He’s encouraged companies to drop the overly polished corporate language and speak with honesty. He’s pushed for transparency in business, helping PR shift from just shaping image to building long-term trust with stakeholders.
Harold Burson
Among the most well-known personalities in public relations history, Harold Burson co-founded Burson-Marsteller. He is sometimes called the father of modern public relations because of the enormous impact he had on the field. Particularly during crises, he guided businesses in handling difficult situations and advised them on meticulous message planning.
He had a strong desire to mentor upcoming professionals. Strong public relations, he said, depend on ethics, clear thinking, and the ability to remain cool under duress. Many of the ideas people now regard as mainstream PR policy originated in the foundation Harold built.
Al Golin
Al Golin started his PR agency, Golin, and is best known for his work with McDonald’s. One of his biggest ideas was the “trust bank.” He explained that companies need to build goodwill with the public during calm times so they have trust to fall back on when problems come up.
Al pushed companies to connect with their communities, support local causes, and be visible in a positive way. His work with McDonald’s showed how long-term public engagement could help a brand stay strong and respected.
Conclusion: Your Path to a PR Career
PR is one of those careers where no two days feel the same. It’s fast, creative, and always tied to what’s happening in the world. One day might be spent helping a company respond to a tough situation. The next could be all about launching a new product or shaping a brand’s voice in the media. If you're starting to picture yourself in a PR role, this is just the beginning. The more you understand how real campaigns come together, like learning how to create a PR strategy and tailor it to different goals. The more prepared you'll be to step into the field with confidence.
