PR – it’s an arguably misunderstood profession in the creative industries, having long been portrayed in sitcoms as the job for extroverts and glamorous party-goers keen for media coverage. But what do we really know about the public relations industry?
Perhaps this mischaracterisation is partly to blame for the industry’s lack of diversity: 9 in 10 UK PR practitioners are white and 25% are privately educated (CIPR). We know that if you don’t see yourself represented in an industry, you’re much less likely to consider it as a career path.
However the industry is changing, and it seemed fitting to host our first Creative Access masterclass of 2025 with our fantastic employer partner Teamspirit, and spotlight the world of PR and marketing through all the unique ways in. With an engaging panel of industry pros at Teamspirit and Harvard, they helped break down the barriers and illuminated the pathways into the exciting but sometimes misunderstood industry of PR. Read on for our panellists’ top 5 tips for breaking into the PR industry…

We were joined by:
- Sandy Downs, account director and head of DEI, Teamspirit
- Alex Waring, junior strategist, Teamspirit
- Sofia Cerchiai, senior PR account executive, Teamspirit
- James Drinkall, creative services project managerTeamspirit
- Joanne Oni-Awoyinka, account executive, Harvard
- Sophie Wesley, account manager, Harvard
Top 5 tips for breaking into the PR industry:
- Emphasise your transferable skills
PR thrives on diverse experiences, so whether you’ve worked in retail, customer service, or managed creative projects like TikTok videos or a blog, you have something valuable to offer. Highlight moments where you communicated effectively, solved problems, or led a team. For example, a part-time job in customer service or managing your university’s social media can be a huge asset.
- Showcase creativity in your applications
Stand out with a CV or portfolio that reflects your personality and creativity. Think PowerPoints that tell your story or an Instagram account that highlights your design skills. Tailoring your application to the company’s work and showing genuine enthusiasm can make all the difference. Creativity shows initiative and a passion for the industry – qualities PR agencies value deeply.
- Network strategically
Networking is key! Use platforms like LinkedIn to connect with industry professionals, reach out with genuine interest, and don’t be discouraged if you don’t hear back right away. Building relationships with PR professionals and journalists can open doors to internships and job opportunities while keeping you in the loop on industry trends.
- Learn and keep learning!
Many PR professionals got their start through internships or by diving into online courses. These experiences build knowledge and demonstrate your commitment to the field. Stay curious and proactive by exploring free resources and tools to expand your expertise. Mention these in interviews to highlight your eagerness to learn and grow. Check out PRCA and CIPRfor further resources and learning!
- Adapt and stand out with AI and creativity
As AI transforms industries, focus on the human skills that make PR unique – empathy, storytelling, and connection. Use AI tools to streamline tasks but let your creativity shine in building relationships and designing campaigns that resonate on a personal level. Being tech-savvy and innovative will set you apart.
The evening was a testament to the power of creativity, resilience, and connection of our brilliant panel and community, and the night continued with networking. A huge thank you to Teamspirit for hosting us in their offices!
If you’re an employer and want to collaborate on a future career-in-focus event, we’d love to hear from you.
If you loved learning these top tips, why not take a deep dive into other Creative Access masterclasses!