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Helping you find a career as a Publicist

Publicists build and administer the reputation of a public figure, brand, company or product. By using marketing strategies, your aim as a publicist will be to influence public opinion regarding your clients in a positive way. Furthermore, you will seek to increase and maintain public interest in your clients.


What does a Publicist do?
Your main duties will consist of:
  • Answering enquiries about your clients from individuals, journalists, and organisations

  • Researching general public attitudes towards your client

  • Analysing stories about your clients/products in the media

  • Designing, developing and delivering PR campaigns

  • Writing and editing press releases

  • Organising interviews

  • Coordinating photo opportunities and meetings with the public

  • Organising events. E.g. press conferences, receptions, exhibitions

  • Managing sponsorship opportunity

  • Building and maintaining relationships with individuals and journalists
What skills and interests should an Publicist have?
  • Excellent writing and communication skills

  • Great organisational skills

  • Excellent interpersonal skills, e.g. an ability to build relationships with journalists and clients

  • A creative mind

  • Positive and ambitious

  • Ability to work under pressure and meet deadlines

  • A passion to uphold a client’s reputation

  • Great analytical skills

  • Ability to multitask
What hours does a Publicist typically do?
A typical publicist will work 9-5; however, you can expect to work different hours when you are striving to meet a deadline. Additionally, depending on your client, you may be required to work evenings and weekends.
What environment is a Publicist based in?
This is an office-based job, but you will be required to travel to events that you have organised.
How much does a Publicist travel?
Most travel will be between different PR events that you have organised.
How much does a Publicist get paid?
For a junior position, a publicist can get between £16,000 to £29,000 a year and a senior publicist can earn up to £55,000 a year. Salary is usually higher in the private sector.

A head of PR can expect to earn £100,000 a year.

Freelance publicists can ask for £100-£300 per day depending on experience.
Perks & benefits
You'll have the chance to work with high-profile figures and your travel will often be covered.
What qualifications does a Publicist need?
There is no official qualification necessary for this role, although it is highly advisable to have a degree (or a qualification equivalent to a degree).
Useful subjects to study at school & university
The kind of degrees that are favourable include:
  • Journalism

  • English

  • Media Studies

  • Marketing

  • Business

  • Public Relations
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