Public relations (PR)

Public relations (PR) teams are responsible for creating, promoting and maintaining a company’s profile. In retail, this could involve anything from sending out new products for journalists to test, brainstorming wacky ideas to publicise the brand name or dealing with the media during a major crisis. PR professionals work to keep the brand name in the public eye and shine a positive light on everything the company does.

A lot of time is spent liaising with media contacts, writing press releases and organising campaigns. As technology progresses there are more and more exciting mediums for potential exposure – websites, podcasts and internet blogs are increasingly being used by organisations to reach their target consumers.

You might have to speak in public at press conferences or television interviews and organise events such as tours, competitions or exhibitions. PR certainly has its glamorous side but it is equally about shielding the company from any negative finger-pointing and putting in hard work to achieve results. It is a hands-on job where graduates are given important responsibilities early on – expect to be contacting clients, writing press releases and speaking to journalists from day one. 

Types of graduate PR roles in the retail sector

Large retailers often have an in-house public relations department geared to its individual requirements, while smaller retailers might have just one PR consultant. In either case you will need to acquire an in-depth knowledge of your company and its particular retail market.

'PR is a hands-on job where graduates are given important responsibilities early on – expect to be contacting clients, writing press releases and speaking to journalists from day one.'

Alternatively, you could work for an external consultancy, specialising in retail or consumer brand accounts. Unlike an in-house department, you would provide services for a number of different retailers and work alongside PR consultants who manage accounts from a range of sectors.

Starting out in retail PR

According to the Chartered Institute of Public Relations (CIPR), PR is one of the three most popular career choices for graduates in the UK, so competition is tough. Most degree subjects are acceptable but ideally you will need some form of training in PR to get your foot in the door, either through work experience, an internship or a taught qualification.

Recruiters will be looking for evidence that you have the skills listed below so it is worth drawing on any experience you can. If you have organised an event at university, been a campus representative or written for the student paper, keep a record of anything you have done.

You are likely to start as a junior but progression in the PR industry depends greatly on your ability. If you can prove yourself you could progress rapidly.

Skills for graduate PR jobs with retail organisations

Charisma and confidence will get you a long way but you’ll also need to be creative, organised and an excellent communicator. You will have to demonstrate strong writing skills to create press releases and be extremely articulate to speak to a huge range of people.

If you don’t cope well under pressure or have little interest in the news then this is not the job for you – you must be constantly up to date with the world around you and might have to face confrontational journalists. A thick skin is a must!