The best PR people are those who can take an ordinary situation or story and put the best spin on it to help their client. Negative or positive publicity can be used by the PR industry to create the effect it wants, and those looking to work in the industry must have good communication skills, good writing skills and a certain amount of creativity.
Companies generally employ agencies to deal with their publicity, because they don’t have staff with those skills in house. But equally, the job could be one of the public relations executive in a corporate communications department with a good salary and benefits
Getting the right story out to the press is what companies want, so working in PR means nurturing media contacts and building relationships. This is a job which is more about personality, being good with people and using the best ways of representing a client or the company, be it through media or even charity events.
The rewards for the good PR executive are high with commission-based income on top of a basic pay structure. People working in this field can earn anyting from £20,000 to £70,000 a year, depending on the client.

Public Relations (PR) area is required in any company to maintain mutual understanding and goodwill between an organisation and its people, including suppliers, shareholders, customers, and staff members. People working in this area are public relations officers that can work in PR consultancies or in-house PR. Their duties are related to corporate identity, media relations, programme planning, special events, production, corporate identity, among others.

Public Relations officers usually perform many of the following tasks:
• Organising news conferences.
• Creating reports.
• Maintaining organisation’s identity.
• Developing good working contacts.
• Writing press releases.

• Having high attention to details
• Having good interpersonal abilities.
• Being creative.
• Being able to work under pressure.
• Being able to work with a team.
• Having analytic skills.
• Being proactive.
• Having IT skills.
• Being able to understand client´s needs.
• Having good written and spoken communication abilities.

Public Relations job placements require candidates with a degree in the same area, but there are other subjects that are welcome for this sector such as English, journalism, media studies, communications, and marketing. There are some people working in this area without academic qualification, but they have relevant work experience from other positions in the same organisation.

Minimum requirements for courses of this sector are GCSE’s/S grades (A-C/1-3) and A levels. There are other accepted qualifications such as an International Baccalaureate, BTEC/SQA, and the Scottish Group Award.