You have just graduated with a degree of Bachelor of Vocational in Marketing & Sales. You have learned the necessary skills to interpret markets, consumer behavior, sales strategy, and communication tools. Most probably, you must be thinking about where you go from here. A career that you never thought about but which is very much a part of your training could be that of a Public Relations (PR) Specialist.
A career in public relations gives you the opportunity to apply your marketing skills while, at the same time, honing your communication, strategy, and relationship-building skills. In this essay, we'll discuss why public relations might be the perfect fit for you after your vocational degree in marketing and sales.
1. What Does a Public Relations Specialist Do?
As a Public Relations Specialist, the goal of your job is the management of the public image of any company, organization, or person. This encompasses broad duties beyond the realm of any traditional marketing and sales.
You will write big stories about your employer or client, help with managing public appearances and make sure they are portrayed in the media positively and accuratly. There is the issue of writting press releases, speeches, postings on social media – all of that for building a general good opinion at all times around the brand.
1.1. Crisis management
Crises do happen. It might be something scandalous related to PR, a product recall, or some other legal issue. As a PR specialist, you would be tasked with the job of damage control. Your vocational education in marketing helps again because you will know how to stage the negative events in such a way that the hurt to the image is not too extensive.
1.2. Media Relations
You'll be in constant interactions with the media, and you will maintain relations with journalists, bloggers, and influencers. You will pitch stories, interview, and watch what your company or client needs to stay relevant and, in the press, positively.
2. How does Marketing and Sales translate into PR
Maybe you are asking, "What's the linkage between my marketing and sales training and PR?" The truth is that most of what you have learned in your vocational training will stand you in excellent stead as you go on to succeed in PR.
2.1. Audience Segmentation
You learned in marketing how to target different segments of consumers. This is invaluable in PR because you will need to customize your messages for different audiences-from the general public to investors or specific market niches.
2.2. Persuasive Communication
Selling anything-from widgets to intangibles- is all about persuasive communication, and the same holds true for PR. You will have to "sell" a story to the public and to the press. Be it marketing a new line of product or protecting a brand under siege, your sales experience will make you persuasive and engaging in every exchange.
2.3. Data-Driven Decision Making
In marketing, you bank on data analytics to understand consumer behavior and campaign performance. The same applies in PR where you will utilize data regarding media coverage to evaluate public sentiment and make necessary corrections. Your ability to do so will give you an edge in creating effective PR campaigns.
3. What Skills Will a Public Relations Specialist Need?
While a great marketing and sales background provides a great starting point, entering public relations may also require bringing a few skills to the table.
3.1. Exceptional Writing
Much of your time as a Public Relations specialist will be spent writing. Be it press releases, content for social media or speeches, you will need to be a good writer. The dialect, style, and clarity by which you say something can swing what the public thinks.
Not every day in PR is a sea of glass. You have to move very quickly and strategically when something goes wrong in order not to cause irreversible damage to your client's reputation. It requires having a cool head, quick thinking, and the ability to compose soothingly reassuring messages under pressure.
3.2. Relationship Building
It is quite justifiable to say that your chances of winning in PR are highly dependent on the relationships you make, be it with the press, clients, or internal stakeholders. It will take much work to be approachable, dependable, and proactive about maintaining those relationships if you are to be successful over the long term.
3.3. Public Speaking
You may represent your company or client during press conferences, interviews, or various public events. Strong public speaking skills are a must to create clear messages that you can deliver with confidence.
4. Why Public Relations is a Boom Practice and Rewarding Profession
Public relations have undoubtedly changed much over the last ten years-mostly due to digital and social media. The professional has dramatically shifted from being the behind-the-scenes strategist to become one of the most front-page public figures entrusted to mould brand narratives and corporate reputations.
4.1 Growth in Digital PR
Today, digital platforms form the core of any media landscape. A publicist, as part of an influencer campaign, will also be battling social media crises and working together with the experts in digital marketing to find the very best fit for online reputation management. Accordingly, experiences in marketing and sales will automatically enter the sphere of activities.
4.2. Career and Opportunities Diversity
Today, close to every sector needs PR professionals. If you would like to work for a multinational firm, an NGO, or even the government, there are plenty of opportunities for work in the public relations sector. Alternatively, you can become an independent PR consultant and advertise your services to clients from different sectors.
4.3. Competitive and Fulfilling Career
It is one of the few professions where you can make an impact on the perception of a brand for millions of people. When a campaign is successful, the results will be tangible, and you'll know that it has directly participated in shaping public opinion.
5. How Do I Get into Public Relations?
If you find the career in PR appealing, take the following steps practically:
5.1. Internship and Volunteer Situation
Many organizations offer internships or volunteer situations in their PR departments. Getting hands on experience will help you build your resume, but also allow you to see if this is the right career path for you.
5.2. Network
Build a good network in the PR industry. Attend PR events, LinkedIn connects with PR professionals, and monitor trends. Networking will open doors and a window into the profession.
5.3. Continuing Education
You may also wish to consider additional certifications or even short public relations or communications courses. These will serve to fill in some of the knowledge gaps and make you an extremely more attractive candidate for the PR jobs.
Conclusion
Your Bachelor of Vocational degree in Marketing & Sales has afforded you a vast set of skills which may easily be applied within a public relations career. Being a PR Specialist will help you apply your marketing knowledge in crafting compelling narratives, managing crises, and building up a rich relationship with the media and the public. PR is an exciting and rewarding career considering its dynamic nature and growth possibilities, and it's absolutely worth exploring as your professional journey advances.