Studying for a degree and other professional qualifications requires a considerable investment in time and money. But is this investment worthwhile? According to a recent study by student-employer matchmaking site www.studentgems.com, of 1,561 UK managing directors, 61 per cent of recruiters are more likely to hire those with relevant experience rather than those with a degree or other qualifications. 

For those working in PR, however, a degree is usually seen as a minimum requirement. Richard Bailey, editor of PR student online magazine Behind the Spin and PR educator, believes that a degree, any degree, is useful for gaining entry-level positions. A specific PR degree is not a prerequisite, as “some graduate recruiters look for talent more than prior knowledge.”

This is not to say that a PR degree is not a good choice, Bailey points out: “What could be more interesting that studying public relations? It's intellectually challenging, it has practical applications and good graduates are still gaining fast-track career opportunities.“

Those who work in recruitment agree that a specialist PR degree is not necessarily an advantage, although it can be useful. Ros Kindersley, managing director of communications sector recruitment specialists JFL Search & Selection, says that the benefit of PR courses is that graduates get to work in the industry: “The greatest advantage that a PR degree gives is a well-organised work placement. Nothing prepares graduates better for the workplace than work experience.”

If a student has not got a PR degree, Kindersley believes a good academic degree is required in a subject the student feels passionate about, “whether it is English literature, ancient history, biology or mathematics”. Kindersley says such subjects help candidates to develop analytical and creative thinking, intellectual rigour and the ability to think independently – all of which are key skills for a career in PR. She adds: “Combine this with work experience, either paid or unpaid, and you will be in a strong position to apply for entry-level roles in PR. Employers in this sector look to hire people with exceptional qualities rather than middle-of-the-range ability and will favour CVs that show flair and talent, regardless of the subject of the degree.”

Emma Carey, managing director of PR recruitment specialists cloudTen, agrees that talent will out. She says that although she has noticed more candidates doing specialist PR degrees from universities such as Bournemouth in the ten years she has been recruiting for the PR industry, this is not always an advantage: “While a degree in PR is certainly recognised by the industry and can be helpful in getting a great job in a good agency or company, I have found that a large majority of my clients tend to favour candidates who have a degree from a top university (red-brick ideally) in a classic subject such as English or history. The grade is also crucial, as some agencies will favour candidates with a 2:1 or above.”

It may not be vital to have a good degree to work in PR, but it helps. And once that perfect job in PR is secured, it is important not to rest on your laurels. Professor Anne Gregory, director at the Centre for Public Relations Studies and author of Planning and Managing Public Relations Campaigns, believes that it is critically important that PROs take their ongoing development seriously, just as other professionals do. Gregory adds that training is vital for PROs, because: “it is a mark of their commitment to the highest levels of professionalism and ensures they also keep abreast of the latest theoretical underpinnings of the field – the science beneath the art.” As for which qualifications to aim for, Gregory says, “there are a number of opportunities available, such as the qualifications provided by the CIPR including Chartered Practitioner status and these sit alongside the growing range of Masters and specialist programmes offered by universities.”

Case study

Fran Pearce, strategy manager at PR agency 10 Yetis, describes which skills have helped her in her career so far:

“I have worked in public relations for four years and have been fortunate to work my way up to strategy manager at 10 Yetis without any formal PR qualifications. While I do have a degree, it is not in public relations, but I do not feel this has hindered me.

“I realised shortly after leaving university that public relations was the industry I wanted to get into and set about getting work experience. This, I believe, is invaluable to anyone trying to break into the industry and has more sway on a CV than a PR degree.

“I landed my first job at a boutique agency shortly afterwards, where I was put straight to work on accounts. What I learnt that year was far more reaching than a degree course could have prepared me for.

“I think creative thinking, good writing skills and a sound knowledge of the media around you is as much of a benefit as a PR degree and in some cases better. After all, understanding the theory behind PR is only half of the game, being able to implement a creative and engaging campaign is the crux of a successful strategy and that I believe is something that comes with experience and time on the job, not how qualified you are.”