The Chartered Institute of Public Relations (CIPR) has recently published new research revealing that limited access to industry professionals and work experience is deterring the next generation from choosing careers in public relations and communications.
The report – Choosing Public Relations: Factors impacting career choice for the next generation of potential PR practitioners – was authored by Caroline Spence MCIPR, Senior Lecturer in Marketing at De Montfort University, and funded by the CIPR’s Research Fund. It surveyed 118 students and recent graduates across 12 UK universities studying marketing, business, and communications-related degrees, asking about their awareness of PR as a career option, the factors shaping their career decisions, and the barriers they faced in accessing work experience, internships, and entry-level roles.
Key findings from the research include:
- 79% of respondents reported experiencing barriers to entering the PR sector
- 41% said that closer ties with industry – through paid internships, work experience, networking opportunities or guest lecturers – would have helped them secure employment more easily
- The top barriers to entry cited were lack of connections in the industry (21%), lack of practical work experience (18%), and difficulty securing paid employment (16%)
- Over one third of those who had work experience in PR chose it as a career, and just under a third of those who had access to industry professionals cited that as the deciding factor
The report concludes with actionable recommendations for educators, employers, and sector bodies to strengthen collaboration, embed PR careers content within teaching, expand access to paid work experience, and provide targeted support for under-represented groups.
This research gives a voice to students and graduates who are interested in PR but don’t yet see a realistic way in. They understand the value of communication, and they’re motivated by purpose, creativity, and impact, but they’re struggling to access the networks and experiences that convert that interest into employment. Many of the survey respondents told us that closer ties with industry – through paid internships, mentoring, guest lecturers or networking opportunities – would have made it easier to secure work. That’s a clear signal that practice and academia need to work together to open doors and make those opportunities accessible to all students, regardless of background or location.
Caroline Spence MCIPR, report author
This study highlights both the promise and the problem for our profession. We have a generation of talented, motivated students who are aware of PR and eager to contribute, but too many are being locked out by barriers that shouldn’t exist.
The solution is clear: as an industry, we must provide paid, practical routes into the profession that don’t rely on privilege or personal networks. If we want PR to reflect the diversity of the society we serve, we need to make sure every capable student can see a path into it – and that path is open, fair and well supported.
CIPR President Advita Patel Chart.PR, FCIPR
- Careers in PR working group – Led by Catherine Condie Chart.PR, FCIPR, a dedicated team of volunteers from across our Groups and Networks is collaborating to create clearer, more accessible routes into PR and communications. By sharing insight and championing inclusion, they’re building practical pathways for students and early-career professionals. Their work demonstrates the power of CIPR volunteers joining forces to make lasting change across the industry.
- Read more CIPR Research Fund reports.
