Think you’re interested in working in agency PR? Here are a few questions you might want to ask yourself first:

Why would I want to work for a public relations agency?

Unlike in-house public relations professionals, those who work for PR agencies get to work with a variety of clients on a daily basis. You can easily become an expert in a variety of niches by working with different organizations. Some agencies even specialize in a specific niche, focusing their efforts on a certain type of client in a particular field or industry.

What’s a typical day like in agency PR?

No two days are alike when it comes to public relations, particularly if you’re juggling several accounts. Depending on the agency and type of clients, a typical day might consist of any combination of the following:

• Participating in client meetings
• Creating content such as press releases, blog posts and media pitches
• Recording press mentions
• Speaking with members of the media
• Arranging interviews between journalists and clients
• Researching to develop content, media lists or other documents
• Sharing content via social media channels
• Monitoring local and national media
• Brainstorming new strategies and tactics
• Organizing events and press conferences

What types of skills or attributes should I have if I want to work in agency PR?

In order to work with different types of clients in a fast-paced environment, you should be a quick learner. You also need to have superior communication skills – both written and verbal – in order to successfully get your client’s message across. Deadlines are often tight in public relations, so you should be able to work well under pressure. Obviously, based on the variety of tasks, you should also be good at multitasking as well.

What challenges should I expect?

Working with different clients can be challenging. Some clients trust your ideas, while others are more reluctant to let go of control of their organization’s messages. Similarly, some clients micromanage their PR efforts, while others let you run with your ideas. It can also be stressful and challenging to meet tight deadlines.

What skills should I learn that might not be taught in the classroom?

• Social media: PR pros are now expected to be proficient in the different social media platforms such as Facebook, Twitter and LinkedIn, among others. You should know how to use each platform and have a solid online presence on the platforms you participate in.
• Content marketing: Blogging, e-newsletters, webinars, podcasts, whitepapers—these are all strategies that you might need to leverage on behalf of a client. You should understand what each is and have a basic understanding of the benefits of different content options.  
• Writing for the Web: Blog posts, social releases and social media releases all have a different writing style than “traditional” content. Writing for the Web is much more to the point, and includes hyperlinks, images, video and other content along with it. Oh, and don’t forget about search engine optimization!

How can I break into a specific agency?

Intern at the organization. Internships are one of the top ways to land an entry-level job at a particular company. According to a recent survey by the National Association of Colleges and Employers (NACE), employers reported 39.1 percent of their entry-level hires came from their own internship programs. Not only does landing an intern position help you get a foot in the door, but it also helps you gain experience, skills and networking connections for the future.

Follow key employees on social media. Connect with folks who work at the company online. Engage in conversations and inquire about the organization. Express your interest in learning more about their role at the company. Once you’ve built a mutually beneficial relationship, you can set up an in-person meeting, informational interview or job shadow.

Network with your peers, colleagues and professors. Build your network before you start out your job search. You never know who your connections know—and how those connections could help you land a job in the future.

Heather R. Huhman is a career expert, experienced hiring manager and founder & president of Come Recommended, a content marketing and digital PR consultancy for organizations with products that target job seekers and/or employers. She is also the author of Lies, Damned Lies & Internships: The Truth About Getting from Classroom to Cubicle (2011), #ENTRYLEVELtweet: Taking Your Career from Classroom to Cubicle (2010), and writes career and recruiting advice for numerous outlets.