Careers in PR – will you help build the pathways for the next generation?

Over the last year, a cross-CIPR working group has focused on opening careers in PR to a new generation. Now it needs your help to make the profession more accessible, inclusive and inspiring than ever before.

By Catherine Condie

If you ask any of us why we work in public relations, you’ll hear stories of creativity, connection and the drive to make a difference. Yet for many young people, the path into PR is unclear and the profession itself can seem distant or even invisible.

That’s why over the past year, our cross-CIPR working group has been focused on a single goal which aims to open up careers in PR to a new generation – making the journey into our profession more accessible, inclusive and inspiring than ever before.

Why do we need to look more closely at the next generation?

Public relations in the UK is growing fast, with over 6,200 PR and communications businesses, expanding by around 6% a year since 2018. Demand for skilled professionals is rising too, with labour market projections indicating a 12.2% increase in the PR workforce by 2035.

Yet despite this growth, the industry faces a clear challenge. Around 74% of in-house teams and 60% of consultancies or agencies report skills shortages, particularly across digital communication, social media and data insight.

The CIPR Careers in PR project was born from a simple observation: the need to demystify our industry and create practical, supportive routes for younger people, career changers and returners.

Our vision is to help meet the growing demand for talent by providing a pathway that includes free, open-access CIPR resources and will enable real-world opportunities for individuals to discover, prepare for and thrive in PR.

Our approach also aims to support those from diverse or disadvantaged backgrounds, helping them recognise how their skills in persuasion, storytelling and understanding people, can translate into the workplace.

What are we doing?

1. Expanding the CIPR’s Careers in PR Hub

At the heart of our work is supporting the expansion of the CIPR Careers in PR Hub.

This online space is designed for CIPR student members and early-career professionals, and already features diverse role models, case studies and insights into the many routes into our industry. We want to give it further impact, to make it the go-to resource for those who may not yet have considered PR as a profession. We’re curating and creating content covering everything from “What is PR?” to practical guides on CV writing, interview skills and navigating the first steps in a PR career.

2. Creating a learning pack

We’re working towards a modular learning pack, designed so that young people can complete a set of core and optional modules at their own pace and in a way that fits their interests. Topics include the fundamentals of PR and communications, ethics, inclusive language, digital skills and the transformative potential of AI, and more. We are also discussing ways in which this learning can be shared with potential employers as evidence of an individual’s commitment and learning to the profession.

It’s important to recognise that this work builds on the fantastic initiatives already underway across the UK and the examples in this blog are just some of many. In Scotland for example, the CIPR Future Leaders Forum has been leading the way with resources and practical guidance for emerging professionals, much of which has inspired our own learning pack model. We know too that a number of CIPR branches are already engaged in outreach and support programmes, and we’re keen to share best practice and collaborate wherever possible to maximise our collective impact.

3. Outreach and partnerships

Our outreach plan is ambitious but practical. It is linked to our desire to give the next generation of practitioners a helping hand and our younger CIPR members hold the key. We’re encouraging CIPR branches and groups to work with schools, colleges, universities and youth organisations to build relationships and get involved. This could be by delivering workshops for new audiences, hosting Q&A sessions, attending careers fairs or ‘meet the professionals’ events. We also encourage exploring partnerships with career services and local employers to ensure our resources reach those who need them most. If each CIPR group were to engage with a minimum of 50 prospective PR professionals across a year, this would create momentum for measurable impact and change in our organisation.

One upcoming initiative for recent graduates, early career practitioners and career switchers who may be considering a career in health communications, is the CIPR Health Committee’s career café in London on 10 December 2025. This speed networking event will allow interested parties to get a taste of the profession and different career experiences through one-to-one chats with eminent senior practitioners, and to continue the conversation afterwards over refreshments.

4. Listening and evolving

This project is shaped by feedback from students, educators, employers and of course our own experiences as CIPR members. We’re running regular working group meetings, gathering insights on barriers to entry and adapting our approach as we go. The diversity of our team, which includes representatives from varied sectors across UK regions and internationally, ensures that our work reflects real needs and challenges, and meets the aspirations of our audiences.

What’s next?

We’re excited to be working closely with the CIPR management and membership teams to ensure our proposals are practical, accessible, sustainable and in line with the diverse and collaborative community pillar in the CIPR five-year strategy.

Next steps for the project including building the expanded CIPR Careers in PR Hub, rolling out the learning pack, and encouraging ways in which branches can become more involved in outreach.

How can you get involved?

We welcome input from all CIPR members, whether you’re interested in sharing your career story, or helping us shape resources for the next generation. Please get in touch with me through LinkedIn if you’d like to contribute or have ideas for collaboration.

Thank you to everyone who has been involved in the project so far, as we find new routes to meet the skills gap and ensure that public relations is a vibrant, rewarding and accessible career for all.

A colour portrait of Catherine Condie on a grey background. Catherine is a white woman with dark hair and glasses, who wears a pink patterned top.

Catherine Condie is the chair of the CIPR Careers in PR working group. A Chartered PR and CIPR Fellow, Catherine is also member of the CIPR Council, CIPR East Anglia and the CIPR Stem Group.