Study public relations abroad

Public relations (PR) describes the way that organizations work to create positive public perceptions of themselves and control their reputations. It’s a field that encompasses elements of marketing, business, and advertising.

As a PR student, you’ll learn how to communicate effectively, build strategic relationships, successfully promote brands, and manage the media. You’ll study the theoretical and practical aspects of campaign planning, consumer psychology, client management, and copywriting. You’ll graduate with the knowledge and skills necessary to kickstart your career in PR.

More and more businesses are now operating internationally, meaning PR professionals with the expertise to work across borders are in high demand. By studying abroad, you’ll see how companies use different PR practices, strategies, and campaigns to connect with different cultures and demographics. This will help you to hone your craft and develop the international outlook desired by employers.

You can study PR at various undergraduate and graduate levels, including diplomas, certificates, bachelor’s, master’s, and doctorate programs. Diploma and certificate programs typically involve one or two years of study and will introduce to the fundamentals of the field.

The most popular course of study is to complete a bachelor’s degree over three or four years. These programs are typically offered as a BA, however, some universities might classify PR degrees as a BSc if they include more analytical and mathematical components of marketing. In Europe, most bachelor’s programs will be accredited by the Chartered Institute of Public Relations.

Although most entry-level PR roles will only require a bachelor’s degree, there are options to undertake postgraduate qualifications if you’re looking to secure a management position after graduating. A master’s can be studied over one or two years, followed by a PhD which usually takes five years of study.

Teaching usually takes the form of lectures, seminars, tutorials, practical workshops, and guest presentations from industry professionals. Assessment methods on PR programs involve exams, written assignments, presentations, case studies, and portfolios of projects relating to real-life client briefs.

Although the exact content of your PR course will depend on the university and country you choose to study in, you can expect to cover the following core topics:

• Understanding public relations
• PR concepts and contexts
• PR events
• Media platforms
• The principles and practices of communication
• Consumer psychology
• Business strategy
• Managing the brand

A degree in PR will open many career opportunities for you because almost every organization needs to manage its public image. You’ll have the instinct and expertise to excel in any of the following roles:

• Public relations officer
• Publicist
• Communications officer
• Marketing executive
• Social media manager
• Press officer
• Crisis manager
• Copywriter

PR is a competitive industry and most employers prefer to recruit individuals with proven experience and a willingness to learn. As such, it’s a good idea to look for an internship at a PR agency, or in the communications department of a company. Honing your craft and networking with experts will help take your application to the next level.