Breaking Into PR & Comms in 2025: What Graduates Need to Know Now

The PR & Communications industry has always moved fast but for today’s graduates, the landscape feels like it’s accelerating at double speed. With AI reshaping content, digital channels dominating where conversations happen, and the industry itself going through major structural changes, the journey into PR can feel exciting… but also a little daunting. 

At Juice, we believe in opening the door wider. That means giving graduates a clear view of what the sector looks like right now and how to build the skills, confidence, and experience to thrive in it. 

What’s happening in PR & Comms right now? 

1. Barriers to Entry Are Real but Not Impossible to Overcome 

Recent insights from the CIPR reveal what many graduates already know: breaking into PR can feel tough. 

• 21% struggle due to a lack of personal connections 

• 16% find it difficult to secure paid entry-level work 

• 18% say a lack of practical experience holds them back 

For those who do make it into the industry, hands-on experience is almost always the defining factor. It’s no longer just about having a degree, employers want proof you can do the work, not just talk about it. 

2. AI, Analytics & Data Are Reshaping the Job 

PR is no longer purely about instinct and creative flair. AI now plays a major role in: 

• Monitoring sentiment 

• Testing messaging before launch 

• Analysing audience behaviour 

• Reporting on campaign performance 

Hiring managers increasingly look for graduates who are comfortable using data tools to demonstrate results and make informed decisions. If you can combine human storytelling with data-driven clarity, you’re already ahead. 

3. Digital PR Has Become the Heart of the Industry 

Digital skills aren’t a bonus anymore, they’re the foundation. Modern PR teams expect graduates to understand: 

• How SEO and PR work together 

• Social media strategy and community management 

• Creating multi-media content 

• Integrating traditional PR with online visibility 

Brands no longer exist only in newspapers or press releases — their reputation is shaped across TikTok, search results, social commentary, and influencer culture. 

4. Crisis & Reputation Management Are Growing Priorities 

With social and political awareness at an all-time high, brands know a reputational issue can unfold within hours. PR teams need people who can: 

• Communicate calmly under pressure 

• Understand misinformation cycles 

• Help brands safeguard trust 

• Plan ahead for reputational risks 

This is one of the most valued and fastest-growing areas of PR. 

5. Purpose & Authenticity Still Sit at the Core 

Even in a tech-heavy world, the heart of PR hasn’t changed: it’s about telling meaningful stories. Employers want graduates who can help brands: 

• Communicate their values clearly 

• Speak authentically 

• Build trust 

• Show commitment to sustainability and social impact 

Purpose-led communication is no longer a trend, it’s a must. 

6. Industry Restructuring Is Shaping New Opportunities 

Large-scale mergers and agency shake-ups (like Omnicom and IPG) have led to job cuts and shifts in the talent market. But there’s also rapid growth in specialist agencies focusing on areas like: 

• Crisis comms 

• Digital PR 

• ESG & sustainability 

• Tech and fintech 

• Purpose-driven campaigns 

  
  

For graduates, this means more paths in, especially if you develop niche skills. 

So… what should graduates focus on? 

Here’s how to stand out in one of the most competitive areas of marketing. 

1. Gain Experience Proactively 

Experience is the biggest differentiator for entry-level candidates. Look for: 

• Internships 

• Volunteer communications roles 

• Short-term placements 

• Speculative email outreach 

• Opportunities through job boards or specialist recruiters 

  
  

Even a few weeks of hands-on practice can transform your confidence and your CV. 

2. Build the Right Skillset 

Focus on developing: 

• Strong writing is still the #1 skill in PR 

• Clear communication, both written and spoken 

• Digital PR & SEO awareness 

• Social media management 

• Analytics and reporting 

• Ethical and effective use of AI tools 

These skills signal that you’re ready for modern PR, not the PR of five years ago. 

3. Grow Your Network (Even If You Don’t Have One Yet) 

Networking is still one of the biggest barriers. Which means building your community early matters. Try: 

• Attending PR events (many are free or virtual) 

• Joining CIPR groups or student memberships 

• Connecting with PR professionals on LinkedIn 

• Asking for informational interviews 

  
  

The industry is far more open than it looks, you just need a way to step in. 

4. Stay Plugged In 

The best PR professionals have strong commercial awareness. Stay informed through: 

• PRWeek 

• PRovoke Media 

• Industry newsletters 

• Social trend reports 

  
  

Understanding why something matters is just as important as understanding what happened. 

5. Be Flexible, Curious & Resilient 

PR is fast-paced, reactive, and constantly evolving. Employers value graduates who show: 

• Self-motivation 

• Calm under pressure 

• Adaptability 

• Willingness to learn new tools quickly 

• A genuine passion for communications 

  
  

If you bring energy and resilience, the sector opens up much faster. 

 The Juice Take: There’s Space for You Here 

The PR & Comms world needs new voices, especially graduates who understand digital culture, who care about purpose, and who can use emerging tools responsibly. 

Yes, the barriers are real. But so is the demand for fresh talent. 

At Juice, we’ve seen apprentices and graduates break through these challenges by combining practical experience with industry-ready training. If you’re passionate about storytelling, curious about the world, and excited by the pace of modern communications, the PR industry isn’t just a career, it’s a place to grow, create, and make real impact.