Working in a PR agency often grabs the headlines, but there are far more public relations positions working in the in-house environment, conceivably a far more satisfying milieu in which to work – read the views of a very experienced in-house PR leader, who shares his views on what it takes to carve out a successful career in public relations.

A joint-managing director of leading Australia’s technology and business PR consultancy shares his views on what it takes to carve out a successful career in public relations: experience and literacy in social media, passion and an ability to take it on the chin – they all help build the ‘personal brand’.

Two leading public relations recruiters talk in a rare and exclusive interview about the principles and approaches that underpin their methodologies, as well as what they believe makes for excellent practitioners and facilitates high-achieving careers in PR.

When answering the question, ‘why ex-journalists should not be ‘parachuted’ into the head of the organisational public relations function’, most responses were mainly defensive and could not tear themselves away from an obsession with media relations.

Reasons why public relations such a professionally and personally rewarding business discipline to work in: it demands leadership and change management skills; it is full of nice people; the wide range of people we interact with; its collaborative dimension and getting to work in teams; getting to use social media.

The culture of public relations is not only based on a gratifying and inspirational aesthetic, it contributes in a positive way to society and provides a working milieu that is inspiring to be part of. Here are five reasons why: it helps society; it is creative and fun; it is innovative and educational; there are plenty of tactical tools to play with; it pays well.

Leadership is an inherent characteristic of public relations when it is practiced to its optimum level. This is analogous with two-way symmetrical communication. Here are ten elements of what makes for effective leadership in business/public relations.

If you are in the marketing/public relations industry and not on LinkedIn, then you are not taking your career seriously.