How to Start a Career in PR & Corporate Communication - Beginner’s Career Guide

In a world today that is marked by interconnectivity, every action and decision of large organizations and corporations is always in the limelight and subject to scrutiny. Hence, it is clear that organizational functioning today is shaped not only by the industrial practices but also by their perception in the general public. This development has given rise to the careers of public relations and corporate communication, both of which are concerned with shaping and managing public perception of large enterprises. PR and corporate communication are careers that have existed in India for decades but are ever-evolving with the changing landscape of communication and societal perceptions. 

The role of a PR and corporate communication specialist is quite vast and diverse, and in this blog, we shall take a glimpse into this career, as well as what career path you need to follow to venture into the field. 

Why Go for PR & Corporate Communication?

The dynamic nature of the field, paired with the lucrative pay and the ability to network with powerful stakeholders, gives this career an edge that many professionals seek. Enlisted below are a few of the top reasons to consider venturing into PR and corporate communication. 

• Cross-Industrial Job Scope: In recent years, the focus on public relations has increased across industries, and organizations from healthcare, FMCG firms, e-commerce platforms, to government bodies are investing in hiring trained PR professionals for public declarations.   

• Booming Scope with Digitization Ventures: With digitization bringing every organization and firm a click away on the internet, the scope for PR roles has widened for virtual narratives, influencer tie-ups, reputation management etc. 

• Blend of Creative & Strategic Skills: This domain can be of interest to people with analytical and creative skills, as it calls for expertise in both areas. 

• Mine ground for Networking & Relationship-Building: Domains like public relations and corporate communication allow you to build a strong network by providing opportunities for interacting with media, influencers, corporate houses and industry leaders. 

• Diversity of Career Pathways: PR and Corporate Communications constitute a broad domain of careers, as one can decide to venture into freelancing options, corporate houses as appointed PR persons, PR agencies, government domains etc.   

Explore the Role: Responsibilities of a PR Specialist

The role of a corporate communication and PR specialist is quite diverse, and includes aspects such as managing a company’s image and public perception through scripts, press releases, thought pieces etc., handling key stakeholder interactions to build trust, creating a strategy around building brand perception and so on. At a more detailed level, some of the day-to-day responsibilities of a PR specialist are enlisted below. 

Skill Set for PR & Corporate Communication

Soft skills, alongside a strong host of functional expertise in media management, are important for an aspirant if they wish to become a PR specialist. In this field, strong social and behavioural skills alongside creativity and strategic thinking are highly valuable. If you are also someone who aspires to venture into PR and corporate communication, then the core functional and soft skills you need to harness are mentioned here. 

1. Functional Skills to Succeed as a PR Specialist 

Functional skills needed in this domain range from writing skills, social media management, media monitoring through analytical tools, data visualisation, and presentation skills, and so on. In essence, a professional must be adept at crafting impactful pieces to manage public perception of a brand or enterprise, along with effectively monitoring public perception by using various technologies and networking strategies. Some of the critical functional skill areas for this field are mentioned below. 

Key Skills	Specifications
Media Monitoring & Analytics	Skilled in using various tracking and analytical tools to track media coverage, audience sentiments, and perception, as well as outcomes of PR ventures.
Media Writing & Editing	Skilled in developing impactful, clear and persuasive passages and articles to engage the audience and stakeholders.
Digital & Social Media Management	Managing a brand’s social media and digital presence through various platforms, coverages, influencer partnerships etc.
Content Creation Tools	Skilfully utilising design and content creation tools to develop impactful content in audio, visual, written, and video formats.
Presentation & Storytelling	Being clear, persuasive, and credible in one’s storytelling and narrative crafting so as to gain credibility.

2. Soft Skills to Succeed as a PR Specialist

Soft skills are the backbone of a role in public relations and corporate communication. Ranging from strong communication skills to creativity, from strategic aptitude to effective relationship-building, PR specialists require soft skills to help them perform their role effectively. Elaborated below are details about some of the crucial soft skills/ behavioural skills needed to become a PR specialist. 

Key Skills	Specifications
Communication Skills	Strong grasp of verbal and written communication and oral forms to create clear, persuasive and confident messages
Empathy	Being attuned to the expressed and unsaid emotions, perspectives and perceptions of major stakeholders like leaders, media, audience etc.
Strategic Thinking	Cultivating messages and shaping narratives aligned to overall organizational goals and long-term brand reputation.
Relationship-building	Cultivating a sense of trust and credibility with stakeholders, media, colleagues, leaders etc.
Creativity	Being able to craft engaging narratives to engage the audience and capture public attention.

Career Analysis: Scope of PR & Corporate Communication

Doing a thorough career analysis of any role is essential before venturing into it. As an aspirant, it is important to understand not only the nature of the role but also its scope in terms of compensation, roles available, and growth in the future. In this section, we deep-dive into a career analysis of public relations and corporate communication. 

1. Career Opportunities in PR & Corporate Communication

There are a few key subdomains within public relations that can be of interest to a PR aspirant. These include options like media relations management, crisis communication specialist, brand manager, social media manager, marketing communications, content manager, and so on. The major lucrative job roles available in the PR and corporate communication domain are listed below, along with their current approximate compensation. 

Career Option	Average Salary (Per Annum)
PR Executive	INR 5.53 LPA
PR Manager	INR 6 LPA
Media Relations Manager	INR 10 LPA
Crisis Communication Manager	INR 13 LPA
Digital & Social Media Manager	INR 4 LPA
Government Relations Officer	INR 5.5 LPA
Brand Manager	INR 9.77 LPA
Marketing Communications Specialist	INR 5 LPA
Content Manager	INR 6.1 LPA
Corporate Social Responsibility (CSR) Communications Officer	INR 10 LPA

All large enterprises usually hire their own in-house PR specialists. As a result, one can explore top companies cross-industrially for roles in this domain. Additionally, there are a number of top PR houses and agencies that support clients on a third-party basis and can be attractive options for professionals in this domain.  A few of these recruiters are illustrated below. 

2. Career Growth Trajectory of PR & Corporate Communication

While initial pay packages for roles in this domain are decent and moderate, with time, the scope for earning grows in these roles. The overall growth trajectory for roles in PR and corporate communication has been graphically represented below. 

Please note: The representation below is based on current compensation figures in India and is liable to change with time. 

Career Navigator: How to Become a PR Specialist? 

To become a PR specialist, a combination of the right skills and the right qualifications is important. From a qualification standpoint, organizations and PR firms usually require a candidate to have at least a relevant UG degree (such as in media studies, PR, journalism, business administration etc.). Post qualification, one can explore internship or full-time opportunities in PR or even decide to upskill further through PG degrees or diplomas in public relations. The overall career pathway for venturing into this field is elaborated upon below. 

Some of the highly recognised degrees in the field of PR and Corporate Communication include BJMC, B.A. (Advertising & Public Relations), PG Diploma in Public Relations, etc. A number of courses in this subject are available in the distance (ODL) and fully online (OL) modes in addition to offline regular courses. These courses, along with their approximate tuition fee,s are mentioned below. 

PR & Corporate Communication Courses	Approximate Course Fee
B.A Hons (Advertising & Public Relations)	INR 9,50,000
B.A. (Journalism & Mass Communications)	INR 5,00,000
PG Diploma in Public Relations	INR 1,32,000
M.A. (Public Relations & Advertising)	INR 2,50,000
PG Diploma in Advertising & Public Relations	INR 1,23,000
Online BBA in Advertisement & Marketing	INR 1,50,000
Online B.A. (JMC)	INR 2,00,000
Online MBA in Digital Marketing	INR 2,00,000
Online MBA in Strategic Marketing	INR 3,00,000
Online M.A. (JMC)	INR 2,00,000
Online DBA in Public Relations	INR 5,00,000

There are a number of eminent institutions in India that offer courses such as UG and PG degrees and diplomas in fields like mass communication, PR, corporate communication, advertising etc. Mentioned below are a few of these higher educational institutions. 

Conclusion 

Public relations and corporate communication is a field suitable for people with a knack for strategic image management, strong communication and relationship-building skills and creativity to carve stories and narratives. It is a lucrative career domain in mass communication and media studies, and is open to students and aspirants from all backgrounds, making it an accessible and rewarding career option.