Here's how you can craft a compelling response to "Why do you want to work in public relations.

For working in public relations, one of the most valuable skills to have is the ability to figure out a brand's hook. Often the hook is not what the company thinks it will be. So, your response should revolve around how you can put yourself in the company's shoes, really immerse yourself in their day-to-day and come up with a hook, a story that isn't only true to the brand but also will be of value to the journalists you will be reaching out to.

- PR merges storytelling with strategy, a dynamic blend I thrive in. - I'm driven by crafting narratives that forge genuine connections. - The field's ever-changing nature excites me, blending creativity with analytics. - I aim to leverage communication skills to shape public perception positively. - Working in PR aligns with my passion for building relationships and driving meaningful change.

For me, my answer was always that I had an intense interest and fascination in media and how it works: how journalists get stories; how media make money; how they lose money; how the industry has adapted over the past few years. And I think when I communicated that, people really felt interested / compelled in what I was saying. Ultimately, if you can captivate and tell a story in your answer, that always helps.

There are numerous types of public relations careers available, with opportunities in a wide range of industries. This makes it an excellent field for those who are interested in a range of topics. If you are seeking for a job that is creative, difficult, fulfilling, and diverse, then public relations is a perfect alternative.

People's reasons for working in PR will vary but mine are based around the very real opportunity to make a difference. Working with organisations to build and improve their brand or image may seem 'fluffy' metric around which to base your career but, when this work increases the engagement of employees and starts to benefits consumers, it becomes more tangible. Working, in particular, with charities and B Corp companies allows those benefits to be far-reaching as it becomes more about the brand's positive impact on people and planet than just the brand itself. There are countless other organisations that are also doing good in the world and supporting them in their mission should, in my opinion, be a key driver for anyone in the PR sector.

PRs are storytellers but the platforms where these stories are told and the means of telling them are increasingly varied. Press releases, blogs, website copy, social media posts, thought-leadership articles, crisis comms statements, etc, all vary in their tone and delivery, so an adaptability to these different assets is important. From there, good writing comes with experience, so practise; imagine you're a journalist (it's good to put yourself in their shoes) and craft a story around an interesting topic. The key questions to then ask are, who is the intended audience of that story and would it interest them too? If you can find the story, find the best way to tell it, and find the best person to tell it to, you're off to a good start.

It may sound obvious, but to work in the media, you should really KNOW the media! So, this passion extends to PRs knowing who writes about relevant subjects, the publications that cover their clients' sectors, the regular feature slots, executive profiling opportunities, etc. One of the questions I’d ask a young interviewee is, ‘What media do you read on a regular basis?’ If you can answer that question and show how your knowledge is relevant in interviews, you'll stand out. A good spread across newspapers, magazines and online (even podcasts nowadays, and to some extent social) is always helpful, so, whether it’s GQ, Forbes, the business section of the Times, Networking+, AI Magazine, Employee Benefits, whatever, get reading!

The world of PR is changing and we need to change with it. Gone are the days (for those that remember them) of getting out a ruler to measure the size of a newspaper article for 'PR value' metrics. Instead, we must adapt our strategies to address a move towards the digital metrics, on which companies are able to build their own future vision. Content that is optimised for SEO, tailored for audiences and conveying an authentic message should be at the heart of our work. And most important, we should be championing the businesses that are having a positive impact on people and planet, with comms that support ethical organisations and practices. ESG comms is an increasingly important skill that few are yet to master.

I highly recommend that you speak to as many people in the public relations field as you can if you’re interested in PR as a career. There are a lot of misconceptions about PR and hearing the real experiences of others will help surface those so you can develop a real understanding of what PR is all about. For example, PR is not glamorous, it’s a lot of details. It’s not about parties and celebrities. It’s about messaging, media and managing the opinions of your target audience. It’s also a very diverse field that spans a wide range of industries. From health care to mining as well as fashion and entertainment (which I find is what many young people associate with it today.) Overall it’s rewarding, interesting and fun.