This interview with Gerald Chan of the IPR in The Times addresses some standard questions from public relations job seekers. In particular, his advice on the skills and experience expected at junior level matches my aspirations for our first year students, who are now preparing their portfolios of practical work examples. The italics are mine:
At junior level, essential skills are the ability to write well, precisely and concisely, and the ability to analyse news. Business skills such as basic accounting and financial awareness are useful. You will need to be able to manage and plan events, to liaise with the media and brief designers and photographers. Presentation skills are also important.