As a PR specialist, you could be employed within an organisation, or in a specialist PR Agency servicing multiple different clients. Your daily tasks could include:

1. Media Relations: Cultivating relationships with journalists, pitching stories, and securing press coverage for your organisation.
2. Client Account Management: Engaging with clients to plan and produce content that supports their desired public perception, and that can be considered newsworthy by their target media.
3. Content Creation: Writing press releases, articles, blog posts, and social media content to communicate key messages.
4. Crisis Management: Developing strategies to handle and mitigate negative publicity or crises that may arise.
5. Event Planning: Organising press conferences, product launches, and other events to promote your organisation.
6. Internal Communications: Keeping employees informed and engaged through newsletters, memos, and internal events.
7. Community Outreach: Engaging with local communities through sponsorships, partnerships, and volunteer initiatives.

PR specialists often work in fast-paced environments, juggling multiple projects and deadlines. You are likely to work closely with colleagues from various departments, either within an organisation or agency or as client contacts. You are likely to collaborate with colleagues from marketing and sales, service or product experts and senior management – including C-Suite Executives.

Flexibility and adaptability are key as priorities can shift quickly in response to current events or market trends. Confidence, market knowledge and the ability to stay on top of key trends and talking points in the industry you serve will be valuable, too.

PR offers a diverse range of specialisations to suit your interests and skills, including:

1. Corporate Communications: Working for large companies to shape their public image and reputation.
2. Agency PR: Providing PR services to multiple clients across different industries within a PR agency.
3. Government/Public Affairs: Managing communication for government agencies or advocating for public policy issues.
4. Nonprofit PR: Promoting the mission and activities of nonprofit organisations to donors, volunteers, and the public.
5. Digital PR/Social Media: Leveraging online platforms to reach and engage with target audiences effectively.

While there's no one-size-fits-all answer, some essential skills and qualifications for a career in PR include:

1. Excellent Communication Skills: Both written and verbal communication skills are crucial for conveying messages effectively.
2. Creativity: The ability to think outside the box and come up with innovative PR campaigns.
3. Relationship-Building Skills: Building and maintaining relationships with journalists, clients, and other stakeholders.
4. Strategic Thinking: Understanding the bigger picture and developing strategic PR plans aligned with organisational goals.
5. Media Savvy: Staying up-to-date with media trends and knowing how to navigate various media channels.
6. Degree in Communications, Public Relations, Marketing, or a related field: While not always mandatory, a relevant degree can provide valuable knowledge and skills for a PR career.

Membership of the Public Relations Institute of South Africa (PRISA) can also be beneficial as you build your career in PR.

In conclusion, a career in Public Relations offers an exciting opportunity to shape public perception, tell compelling stories, and make a positive impact for organisations and causes you're passionate about.