According to the interview in today’s Media Guardian, you need media skills. Max Clifford is still a member of the NUJ, and here’s his proud claim:
If you look back over the past two decades, I have broken more major stories than any journalist in Britain.
He’s not unsupportive of PR degrees, though you need experience too:
My small team of nine have all taken degrees, but then it requires three or four years’ experience until they become PR workers, because theory is one thing, but practice is a million miles away.