‘Public Relations (PR) is a science, which is inextricably linked with organisational goals. Starting from the days when PR professionals had a hard time convincing organisations that PR was not an appendage to advertising but in fact critical to the health of an organisation, to a time when a large number of organisations recognise it as a key management discipline, it’s been quite a journey.

PR will always retain its significance, irrespective of the organisation’s business cycle or the prevailing economic climate. It is a necessity, not a luxury. Since the target constituents encompass diverse stakeholders — from opinion leaders to the media, business partners, industry organisations, financial analysts and so on — it is imperative to focus on all constituents that play an invaluable role in determining the reputation, and consequently, the success of the organisation.

Growth areas

Focussing on specific industry verticals, emphasising on research and training, and harnessing new technology for public relations are some of the developments taking place in this field. The PR industry is grappling with changes that come with technology. Focus on online PR is gaining prominence as well as credibility in its own right. Further, blogging has evolved as a subset of online PR. Aspirants can explore strategic counselling, research, media related skills as well as sector specific PR, like IT, pharma, financial services and so on, depending on their skill-sets and interest.

Skill-set required

The ability to be strategic, the enthusiasm to remain updated, and being able to sensitise clients to the environment in which PR practitioners operate are some of the critical attributes that an aspirant must have. Despite the recession, certain organisations and businesses are doing well. Performance is linked to deliveries. No client will be any less demanding when the economic growth is robust. Perhaps what has greater relevance is a firm’s business model. If an organisation has built its business around a certain sector, which is in a major slump, then there will be palpable issues.

What is the kind of Work?

  • Create and release publications for the press.
  • Coordinate initiatives with marketing, community and production.
  • Plan special events, conferences and parties.
  • Create podcasts, blogs and represent the company.
  • Outreach to press.


Average entry-level salaries are around Rs 40,000. Those with two-three years of experience can earn anything in between Rs 50,000 and Rs 70,000. Some firms work on lower salaries and offer performance incentives. While educational qualifications constitute a critical factor at entry level, professional experience and skill-sets play a significant role in determining one’s remuneration at senior level. Choosing the right institute is important. Also, getting picked by the right organisation for internship makes a difference because good interns are often absorbed when there are vacancies.