The Biggest Challenges in Your PR Career

Eight months down the line of my apprenticeship, and I have completed my Level 4 Diploma in PR set by the PRCA. I am well underway at
progressing in the industry, but there are going to be many challenges I still need to face in my PR career.

  1. Public Relations is ranked as 1 of the top 10 most stressful careers in the world today. High levels of stress tend to wear down specialists, which will have any impact on any firms workforce. If companies want to keep hardworking individuals, then they need their employees to be focused and unstressed.
  2. You can’t create a reputation out of nothing. You may feel hopeless and that your work isn’t being recognised. However this negativity can be turned into a positive by getting to know your media outlets, communicating effectively with clients and building your personal brand.
  3. Distributing press releases is a great way of publicity, releases are sent to journalists who may use it if they think it’s a newsworthy story. To do this it’s important to find the angle that avoids a story sounding like advertising material.
  4. Studying and achieving a qualification is a great advantage, but you want to be in the right company to do this. As an apprentice you don’t want to be photocopying or making tea all day. At Changeworks I am learning the full package of a PR pro. I find working for a smaller organisation I am taught many skills such as, building relationships with the media, and being involved in more in depth client work. You get to show off your skills and have an input in the daily work.

I am working hard to overcome these challenges every day, are you too? It is important to establish what your expectations are and overcome the fears. Just remember the PR skills and knowledge you need to use every day.

  • Good verbal and written communication skills
  • An ability to multi task and manage your time effectively
  • A good level of organisation and planning
  • An interest in all forms of media
  • Motivate and influence others
  • Developing ‘news sense’ for effective press releases
  • Developing relationships with people in the media


Jordan Dalziel

1 thought on “The Biggest Challenges in Your PR Career”

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