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European Institute

Courses › Diploma in Public Relations (PRII) › Working in PR


  • Syllabus & Modules
  • Examination Structure
  • Examination Results
  • About The PRII
  • Working in PR
  • Is PR Right For You?
  • Roles & Salary Guidelines
Working in PR
As public relations is such a vital function for an organisation, you will find that PR practitioners work across a wide range of industries. In addition, there is a distinction between working in-house for a company or as part of a consultancy.

Working in-house
An in-house public relations department works exclusively for one organisation, originating and implementing a PR programme geared to its management’s requirements. If you work in-house you will need to acquire an in-depth knowledge of your company and the market it operates in.
Working in a consultancy
A consultancy provides an independent service to several clients. If you work for a consultancy, you will need to be able to juggle different accounts and learn quickly about a variety of companies and their markets.

Some organisations have both an in-house PR department/person and an external consultancy, a partnership which can provide a very effective combination of communications skills and industry knowledge.

Which sector?
When you are first starting out, you may not have a preference for which sector to work in. This often comes later on in your career as your knowledge and experience builds. Having said that, if you have a passion for a particular area, focusing your enthusiasm can be a good starting point in your job hunt. Bear in mind that certain sectors can be particularly competitive so it is worth keeping an open mind when you are looking for work experience or your first job.

Take a look at the list below for an idea of some of the different sectors PR practitioners work in:
  1. Business to business
  2. Consumer
  3. Charity / Not-for-profit
  4. CSR (Corporate Social Responsibility)
  5. Events Industry
  6. Fashion
  7. Financial
  8. Food
  9. Healthcare
  10. Music and entertainment
  11. Motor industry
  12. Pharmacutical
  13. Politcs
  14. Property
  15. Public affairs
  16. Public sector
  17. Sport
  18. Technology
  19. Travel

Internal communications Communicating with employees
Corporate PR Communicating on behalf of whole organisations i.e. not products or services
Consumer PR Communicating on behalf of brands, products or services
Media relations Communicating with journalists/researchers in broadcast, print and web-based media
Business-to-business Communicating directly with other organisations
Public affairs Communicating with opinion formers, local and national political representatives,  monitoring the political environment
Community relations Communicating with local community bodies and activists
Corporate social responsibility Helping companies to be responsive to social and community needs
Investor relationsCommunicating with financial organisations e.g. shareholders, the stock-market and analysts
Strategic communication Analysis of a situation/problem and solutions to further an organisation’s goals
Issues management Monitoring and responding to developments in the political, social, economic and technological environment
Crisis managementCommunicating clear messages in a fast changing situation, emergency or accident
Events management Organisation of complex events e.g. an AGM, conference or sales exhibition
SponsorshipReaching audiences by association with an event e.g. festivals, sporting/art/cultural event
Healthcare Communicating health-related matters/research to the public, health professionals and health-related NGOs
Digital PRUse of online platforms to monitor, communicate and engage with target audiences on-line​

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Get In Touch


Email: admin@europeaninstitute.ie 

European Institute of Public Relations 
23 Herbert Street, Dublin 2. Ireland
Tel: +353 1 490 6896
Mob: 087 0655 791

European Institute of Communications
Janseniusstraat 1
3000 Leuven, Belgium
Tel: +321 679 6505
Mob: +353 87 0655 791
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Our Courses


Specialising in PR & Communications training and education, the European Institute of Communications, the professional body for PR
and Communications practitioners in Ireland and Europe, is a dedicated professional and academic body providing recognised and approved partnership courses in Public Relations, European Public Affairs, European Studies, Social Media, Digital Marketing, Media relations and Crisis Communications programmes together with a range of courses in specialist short business courses.

​All the Institute’s courses are facilitated and designed to service the global professional communications industry.
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our global status


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The European Institute of Communications is an approved and recognised  PR & Communications academic Institute by EUPRERA 

European Institute of Communications accredited by the Global Alliance
The European Institute of Communications is an internationally recognised professional membership body and academic PR & Communications Institute by the Global Alliance PR


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