How College Students Can Gain Experience in Public Relations 

In the evolving world of public relations, gaining hands-on experience in public relations is crucial for college students. It’s no longer enough to rely solely on classroom learning; today’s PR landscape demands practical skills that help graduates stand out to potential employers.  

A study of 1,000 public relations job ads shows that while traditional skills like written communication and organization remain crucial, there’s growing demand for soft skills such as leadership, teamwork and problem-solving. Notably, only 16% of postings mentioned industry-specific tools, suggesting educational programs should prioritize versatile, foundational skills over specialized ones. 

For public relations students, finding opportunities to develop these in-demand skills can be daunting, especially in a constantly changing media environment.

The Growing Need for Hands-On Experience in Public Relations

As industries increasingly rely on strategic communication to shape their brands and manage public perception, public relations students need to be prepared for the fast pace of the professional world.  

According to the U.S. Bureau of Labor Statistics, employment of public relations specialists is projected to grow 6% from 2023 to 2033, faster than the average 4% growth for all other occupations.  

With this growing demand comes heightened competition, building a solid portfolio of practical skills helps college students gain experience in public relations. 

While classroom learning provides a foundation, practical experience is what sets successful PR professionals apart. Real-world projects, internships and networking are essential components of a student’s development, helping them transition from academic settings to thriving careers. 

How to Engage in Experiential Learning in College 

Many students face a common challenge: how to translate what they learn in the classroom into real-world applications. Research shows that active learning methods, which engage students in hands-on experiences, result in significantly higher learning achievements compared to traditional lecture-based approaches.  

This supports the idea that while classroom learning—through theories, case studies and lectures—provides a foundation, without hands-on practice, it can be difficult for students to fully grasp the demands of the PR industry. 

This is where experiential learning comes in. Through internships, workshops and student organizations, college students gain experience in public relations through applying their skills to real clients and projects. This leads to a deeper understanding of what it takes to succeed in PR. 

For students who want to gain real-world experience, there are several ways to bridge the gap between the classroom and the professional world: 

• Internships: Internships connect academic learning with real-world experience. Public relations students can work with clients, develop strategies and see their impact. Whether at a PR agency or nonprofit, internships provide hands-on experience and build foundations for future success.  

• Student Organizations: Joining a student organization like Public Relations Student Society of America (PRSSA) offers students the opportunity to work on projects, participate in case study competitions and network with professionals. These organizations often have partnerships with industry leaders, giving students direct access to mentorship and job opportunities. 

• Networking: Building a professional network is one of the most important steps a student can take to secure a career in PR. Attending conferences, participating in workshops and engaging with professionals on platforms like LinkedIn can open doors to internships and jobs. Networking also helps college students gain experience in public relations, while offering insights into the industry and the chance to learn from seasoned professionals. 

• Hands-On Projects: Many universities offer experiential learning opportunities that allow students to work on projects for real clients. Whether through case study competitions, like PRSSA’s Bateman Case Study Challenge, or community-based projects, students can apply what they’ve learned in class to solve real-world problems. 

The Scripps PRSSA chapter at Ohio University participates annually in the Bateman Competition, which assigns a new client each year for chapters to run month-long campaigns. Most recently, the chapter’s Bateman team, Echoes of Inclusion, worked with Culturs magazine. The team engaged the Ohio University community by partnering with local businesses to host trivia nights, raffles for gift cards, and a collaborative art mural. 

Experiential learning in college not only helps students build a strong portfolio, but it also allows them to develop the soft skills necessary to succeed in PR. Time management, communication, problem-solving and adaptability are all crucial traits that can be honed through hands-on projects. 

Scripps PRSSA: Driving Student Success 

For public relations students at Ohio University, joining the Scripps PRSSA chapter is a transformative opportunity. As a frequently awarded student organization on campus, Scripps PRSSA offers its members access to a professional network, hands-on experience and leadership development. 

Through its extensive network of alumni and industry professionals, the chapter offers valuable opportunities for mentorship, networking and internships. Public relations students can also attend national and international PRSA (Public Relations Society of America) conferences, such as the PRSA International Conference, where they can meet and learn from seasoned professionals, explore career options, and stay up to date with industry trends. 

In addition to networking, Scripps PRSSA provides students with real-world project opportunities. The Bateman Case Study Competition, for example, allows students to work in teams to create and execute public relations campaigns for real clients, giving them hands-on experience in campaign planning, media relations and strategy development.  

Other committee-led projects within the organization mimic the structure of a PR agency, allowing students to gain skills in areas like social media management, content creation and event coordination.  

Leadership roles within Scripps PRSSA also help students build essential management and organizational skills. Serving as a committee chair or executive board member allows students to develop project management abilities, oversee teams and execute campaigns. In addition, Scripps PRSSA places a strong emphasis on professional development.  

Members are encouraged to attend workshops on resume building, LinkedIn optimization and interview preparation, helping them stand out in the competitive PR job market. Through a combination of networking, hands-on projects, leadership opportunities and professional development, Scripps PRSSA equips students with the skills and confidence needed to transition from college to a successful career in public relations.  

For Ohio University students, joining Scripps PRSSA is more than just participating in an organization—it’s a critical step toward building a successful and rewarding career in the public relations industry. 

Take Control of Your PR Career  

For public relations students looking to gain real-world experience, the key is to take advantage of every opportunity available. From one college freshman’s perspective, gaining early experience through PRSSA can set the foundation for future success. Whether through internships, student organizations like Scripps PRSSA, or experiential learning in college, students can build the skills and connections they need to succeed in the competitive PR landscape. 

Now is the time to get involved. Join Scripps PRSSA, seek out internships, and start building your portfolio. The more hands-on experience you gain, the better prepared you’ll be to launch a successful career in public relations.