Although the PR industry has been blighted by negative press coverage this year due to its widespread use of unpaid interns, the scandal does not seem to have dented the sector’s popularity in the eyes of graduates. With competition for entry-level jobs across all professions getting steadily stronger as degree-educated candidates flood the market, the creative industries such as PR and marketing, continue to hold a strong attraction for those hoping to get a foot on the career ladder. Whether that is due to a (perhaps misguided!) perception of public relations as a string of glamorous client parties, product launches and photo calls, or the fact that it utilises such a wide range of creative skills, it is clear to anyone working in graduate recruitment that PR is the sector of choice.

Earlier this year, we surveyed around 200 graduates, asking them to rate 11 professions including law, architecture, banking and PR on attributes such as creativity, job satisfaction, pay and career progression. The poll revealed that just under a third of graduates wanted to go into PR, despite the fact that the industry was ranked eighth in terms of career progression, job security and pay and ninth for ease of finding work. 

The enduring popularity can perhaps be explained by the fact that the sector was rated highly for creativity and job satisfaction. Indeed, PR is an industry that many degree courses can lead into; graduates are attracted to it because of the opportunity to work creatively across a broad range of clients, and also to learn solid business skills such as dealing with suppliers, client account management and business development.

Even so, we were surprised that PR did not do better in the survey, considering that it is currently the most popular discipline among grads looking for work in London. Many are even willing to work for free in the hope that this will lead to paid work; however, I personally, would advise them against this.