“What are you going to be when you grow up?” A question that has undoubtedly puzzled the minds of all children and indeed some adults. Initially, my career drawing board held a predictable prospect, I was going to be a singer, like Hannah Montana specifically. Reach for the stars they say!

I highly doubt you will find a 10-year-old with a career aspiration in Public Relations (PR), but then again, with the widespread access to social media and internet these days, who knows?

Discovering Public Relations

During my time at school, I recall becoming increasingly concerned that I did not have a career path set in stone. “What do you want to do?” “Where do you see yourself in the future?” “What are your interests?” – all normal questions to ask an adolescent, but when you are that 16-year-old, with no clear answers and little career guidance, it is very daunting.

I am a planner. I thrive on organisation and my lack of career preparation helped shape a very anxious teen. Determined to discover my destined career aspirations, I scoured the internet, listing my qualities, interests and aptitudes, completed an abundance of ‘What career suits you?’ questionnaires and participated in countless career workshop sessions.

Public Relations.

Through online self-evaluation, I discovered that my skills and interests paired me with the world of PR, something brand new to me, yet so very familiar.

Communication and PR – A Match Made in Heaven

With my newfound blossoming interest in mind, I chose to pursue Business Studies at A Level. I was immediately engrossed in the PR element of the subject, however, one element of Business Studies I was not so keen on was the equations and mathematical modules. My dislike for solving equations assisted me in resolving another matter, Business Studies was not the degree for me. This revelation narrowed my subject search, leading me to a course that seemed to roll all my interests into one: Communication Management and Public Relations. I firmly believe that studying Communication alongside PR will be tremendously advantageous throughout my career. Communication is key in the PR industry and being able to put my academic learnings into practice will be invaluable.

Personally, I believe I am an effective communicator and recognise I possess the capability and skills to successfully develop professional relationships with others and promote myself in a confident, friendly and formal manner. Throughout my professional career, I have been granted the opportunity to implement in practice the theoretical learnings I have obtained at university.

During my time on placement at the Irish News, I was privileged to play a predominant role in organising successful PR campaigns, briefing clients/customers and organising large-scale public events. This experience will benefit my future career in PR considerably. According to Petrison and Wang (1993), open-minded organisations are moving away from mass marketing and are placing a heightened importance on building relationships with their customers and potential clients. In this way, organisations reach potential consumers/clients on a more personal, focused level.

PR is an extremely wide-ranging industry. The ever-changing environment provides new challenges, hasty deadlines and fresh experiences each day. I am fortunate that I thrive under pressure, I endeavour to maintain a high level of organisation at all times, while multi-tasking and making effective decisions.

Building a Professional Portfolio

A career in PR provides an abundance of networking opportunities through cross-organisation events and campaigns. These experiences play a pivotal role in the development of one’s professional reputation. A particularly unique and advantageous element of a career in PR is the ability to develop your own professional portfolio. Through sharing my career highpoints on professional social networking sites, I have been able to enhance my position as a PR professional. Sharing content on LinkedIn and creating informative blog posts on the Ulster PR Student Blog have allowed me to connect with significant figures, putting my name out there, no matter how small it may currently be.

Throughout my placement, I was afforded the opportunity to work with many prestigious entrepreneurs throughout Ireland, directly witnessing how fulfilling a career in PR can potentially be. This was a highly motivational experience for me, enhancing my enthusiasm and reinforcing my ambition to strive for success in my final year at Ulster University, strengthening my vision to ultimately achieve employment in this exhilarating field.

Event Management

An area of PR that I particularly enjoy is event management. During my time at the Irish News, I had the pleasure of organising multiple large-scale events, working with countless professional organisations. Successful management of these events involved meticulous planning, working as part of a team as well as independently, in a fast-paced, pressurised environment. The exciting anticipation of devising a project to capture the interest of a target audience, followed by the satisfaction experienced when the project is received, strengthens my belief that PR is the appropriate career path for me, spurring on my passion for the next venture.

Post COVID-19 Public Relations

Due to the impact of COVID-19, the professional world has changed dramatically, with remote work escalating, organisations closing, and public events being cancelled. Luckily, the PR industry is adaptable to change, making it extremely valuable at present as we plan to rectify the damage that COVID-19 has left behind. The ability to adapt to change in a rapidly evolving industry increases the appeal to follow my career aspirations. PR will be a considerable asset to organisations, applying crisis management, assisting in recuperation and supporting the adaption to online implementation, all of which excites me.

As the world familiarises itself with the ‘new normal’, social media relations have become extremely important. Although negative connotations have been associated with social media, I believe having grown up in the new digital era, I am able to identify and harness the positive aspects of social media to enhance my effectiveness in my chosen career path in the PR industry. Indeed, I have a fundamental and comprehensive understanding of the influence a successful social media campaign can provide. Moreover, through professional experience I have developed the skills to implement an effective PR campaign for an organisation with a view to increasing their exposure and making a positive impact on their reputation. 

Social media is saturated with communication. In order to maintain a competitive edge, organisations must create an original, stand-out social campaign, to avoid getting left behind. Through my experience to date, I now see this is where I can excel.

As a consumer, I place huge importance on an organisation’s social media presence when purchasing a product or service. I have always maintained a passion for creativity, and I commend organisations on the originality of their online presence. Therefore, I believe this is an area that I would thrive in, allowing me to showcase my knowledge and opinions, in order to produce an engaging campaign that will influence consumers.

Job Prospects

Finally, job prospects are uncertain at present, with many industries having a lack of job opportunities due to the collapsing economy and impact of COVID-19. Nonetheless, social media is an area of PR that I believe will thrive post-pandemic due to the continuing social consciousness of society. Fortunately, social media is the area of PR that particularly interests me and is the route I intend to pursue as a graduate.

Irrespective of the extent of potential demand in the future, I am certain that my degree and acquired knowledge and expertise will aid me in finding suitable employment locally, nationally or in the international field. I am confident however that the increasing popularity and consistent evolution in the industry will undoubtedly create a variety of future job opportunities. This combination of my degree and my professional experience should enhance my post-university PR career prospects, although the future will be a particularly challenging time for graduates.

Ellen Turbett is a final year BSc Communication Management and Public Relations student at Ulster University. She can be found on Instagram and LinkedIn.

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