PR executive job description.

What does a PR executive do?

 

A PR executive supports the delivery of public relations activity across media outreach, press coverage, events, and brand reputation. The role helps shape how a company is perceived by the media, stakeholders, and the public.

 

PR executives assist with writing press releases, building journalist relationships, managing coverage, and monitoring brand sentiment. They work within a PR or communications team and often report to a PR manager, communications lead, or head of comms.

 

For employers, hiring a PR executive provides hands-on support across campaigns, media engagement, and content creation. For candidates, it’s a strong entry-level role offering exposure to media relations, storytelling, and brand communication.

 

 

Key responsibilities of a PR executive.

 

PR executives help implement PR plans and support communication goals across earned and owned channels. Responsibilities usually include:

• Drafting press releases, media alerts, and company statements

• Researching media contacts and maintaining press lists

• Pitching stories to journalists, editors, and media outlets

• Supporting PR campaigns and press event logistics

• Tracking media coverage and compiling clippings reports

• Helping with crisis communication preparation or response

• Coordinating internal comms, newsletters, or award entries

• Assisting with social media and content that supports PR messages

• Monitoring media trends, competitor activity, and public sentiment

• Liaising with agencies, freelancers, or clients as needed

The exact scope of the role depends on company size and the structure of the wider comms team.

 

Skills and requirements for a PR executive.

 

Hiring managers typically look for candidates with excellent communication skills, a proactive attitude, and attention to detail. Core requirements include:

• 6 to 18 months of experience in PR, communications, journalism, or media

• Strong writing and editing skills for press releases, statements, and articles

• An understanding of media landscapes and how PR fits into brand strategy

• Confidence speaking with journalists or clients by phone or email

• Experience using media databases such as Gorkana, Roxhill, or Vuelio

• Good time management and the ability to work across multiple deadlines

• Familiarity with tools like Meltwater, CoverageBook, or Cision is a bonus

• Interest in current affairs, media trends, and brand reputation

While a degree in PR, communications, or journalism can be useful, it’s not always essential. Practical experience and written communication skills are often valued more highly.

 

Average salary for a PR executive.

 

In the UK, the average salary for a PR executive typically ranges from £28,000 to £38,000, depending on experience, location, and industry.

• Entry-level PR executives or recent graduates usually start at £28,000 to £30,000

• Mid-level PR executives with around 1 to 2 years of experience often earn £32,000 to £35,000

• Senior PR executives, particularly those in London or working within fast-paced PR agencies, may earn up to £38,000 or more 

Salaries are generally higher in large agencies, public-facing industries, or corporate in-house communications teams.

Career progression for a PR executive.

 

A PR executive role is a key entry point into the communications and media industry. Most candidates use it to develop their writing, campaign, and media relations skills before progressing. A typical path includes:

 

PR assistant

 

Supports admin tasks, media list building, and monitoring. Often the first step into PR.

 

PR executive

 

Delivers day-to-day PR activity and supports campaign planning, media outreach, and brand reputation.

 

Senior PR executive

 

Takes ownership of media relationships, campaign delivery, and junior team mentoring.

 

PR manager or communications manager

 

Leads strategy, manages people or clients, and oversees earned media performance.

 

Head of communications or PR director

 

Shapes the organisation’s voice, oversees media strategy, and aligns PR with business goals.

 

Some professionals later move into public affairs, content strategy, brand communications, or crisis management roles.