Public relations is a huge industry and more and more young people see it as a rewarding career. Here, Amanda Sandland-Taylor, founder and director of Norwich agency Newsmakers PR, offers advice on what the job involves.

What is public relations?

Public relations is all about managing reputations – the result of what you do, what you say and what others say about you.

In today's competitive market, reputation can be a company's biggest asset – the thing that makes you stand out from the crowd and gives you a competitive edge. Effective PR can help manage reputations by communicating and building good relationships with the media, public, organisations and stakeholders. It's about 'making it happen'.

Is it a good profession to get into?

PR is not a 9-5 job, it's important to remember that. It can be immensely rewarding. Despite the popular image sometimes generated by the media, public relations is not all glamour and long lunches with clients.

The work can be hard and the hours long – but that's not to say there are no perks! It can be challenging and work may involve working across design, marketing and sponsorships, but success in this field can result in a huge degree of job satisfaction.

What does the work involve?

Dealing with clients and managing their reputation by making sure that their media exposure is favourable. Or, when it's not favourable, sorting it!

In a consultancy, PR work can involve dealing with a 'bouquet' of clients – managing your time in order to deal with several clients at once; or working as a member of a team, perhaps majoring on one large client account.

Time is also very much of the essence in public relations. The job may make big demands on evenings and weekends in order to meet deadlines, attend events, photo shoots or networking events.

What skills are needed?

Great people skills and the ability to communicate are key skills for would-be public relations executives.

It is vital to be comfortable in speaking to a wide range of people – either presenting to clients, meeting journalists or talking to people who are important to your organisation or your client. It's also important to be aware at all times of what is going on around you – listening to news and keeping up with current trends and issues.

Employers will also look for the ability to deal with people, an upbeat personality and, perhaps above all, patience!

What qualities would potential employers look for?

They will want to establish that you, the potential public relations executive, has an interest in what is going on in the world. You cannot begin to understand the needs of clients if you are not on top of current business trends and developments.

You will also need good writing skills, the ability to work fast and to tight deadlines, a well-ordered mind and the ability to manage your time effectively.

What are the pluses and minuses?

The pluses are it's incredibly varied, exhilarating and fun. You work with clients and the media and meet lots of people, as well as having the potential to command a good salary.

Negatives? The hours can be long – which could impact on your social life, or it could make it. However, if that is a negative for you, then public relations is probably not the job for you. PR is very much about having a positive attitude.

Are there opportunities for career progression and training?

Career development opportunities within the public relations industry are excellent, depending on the individual. But competition for jobs is fierce as PR ranks as one of the top three most popular career choices for graduates in the UK.

There is no standard promotion pattern for the industry, but a talented and industrious graduate might expect to work for a year as a PR assistant or junior account executive. Then they would spend two or three years as an account executive moving on to senior account executive or account manager. The next level is associate or account director, then director.