PR Career FAQs

What Public Relations skills are employers looking for?

According to our Research and Insights Survey results, the most sought after skills in the PR workforce are written communication and strategic planning skills. Also important are multimedia content development, social media, verbal communication and business literacy skills. Alongside technical skills, employers are looking for staff who can think critically, work in teams, can solve problems and are adaptable.

I am interested in your Accreditation in Public Relations (APR) programme, what does it involve and what are the application requirements?

PRINZ Accreditation in PR is an internationally recognised qualification open to PRINZ members only. APR advances the professional practice of public relations and communication management by recognising those who have demonstrated broad knowledge, experience and professional, ethical judgement. Applicants are required to have at least 5 years’ experience working in the public relations industry and working at a level where you are managing people and/or projects. The programme consists of three written assignments, a two-day seminar workshop, one written exam and one oral exam. More information on APR can be found here.

What is the best way to get into the public relations industry?

If you are not already a PRINZ member we suggest you join our 1400+ strong membership. This signals your commitment to the industry, and you will be able to take advantage of our member benefits such as member only events, mentoring, and free webinar training. It’s a great idea to sign up to an upcoming event and network with your peers, you never know who you may meet.

I am after some professional development training to reinforce/ upskill my communication skills. What does PRINZ offer?

PRINZ offers half-day, one-day and two-day courses on a range of topics from internal communications, issues and crisis management, strategy and planning, to advanced digital strategy, video and visual storytelling and leadership development. You can view the upcoming courses in your region one-day and two-day courses on a range of topics from internal communications, issues and crisis management, strategy and planning, to advanced digital strategy, video and visual storytelling and leadership development. You can view the upcoming courses in your region here, or if you have a suggestion for a course please contact the office.

I have recently segued into a public relations/communications role with no relevant prior qualifications, what might be the best steps to becoming a part of the industry and what, if any, of your courses might be suitable.

See above for advice on getting into the industry. Regarding the courses, a number of our professional development courses are catered to those in the early stage of their PR career. Intro to Public Relations, PR Strategy and Planning, Writing Skills for PR and Communication, and Social Media Boot Camp, are courses that a person new to public relations would benefit from. Make sure to check the Event and Courses Calendar to see the upcoming courses near you.

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