The Liminal View

Georgie James explores why PR feels human and future-proof, tackling anxieties, AI fears, flexibility, transferable skills, and urging agencies to invest in juniors’ growth.

The PR industry “Hits different”

You did everything right. You put in the work, got the grades, completed the internship. And now you’re staring at job postings that feel designed to mock you: “entry-level role, 2 years office experience essential.” The paradox could send you spiralling into a pit of despair.

There are hundreds of people out there who are just as qualified, if not more so, and just as desperate as you to prove themselves. And, in the back of your mind, you worry:

What if I get stuck doing a job I don’t love for the rest of my life?

What if AI can do my job before I can?

What if by the time I’ve got all the experience and all the skills, it’s all for nought?

Choosing a career path feels impossibly high-stakes. Make the wrong choice and you’re not just changing jobs, you’re potentially erasing years of your life.

In the midst of this landscape, the PR industry stands out. Not because it’s perfect, but because it offers something rare: a career that feels both secure and human.

So, why PR?

Yes, AI can write a press release, but it can’t build a connection with the journalist you’ll be pitching it to. And yes, it can brainstorm talking points, but it can’t read your clients’ needs and emotions.

PR requires genuine human judgment that the robots simply don’t possess. In this sense, PR is perhaps one of the most future-proof industries that exist.

My experience so far of working in the PR industry is that it is professional without the suffocating hierarchy and rigid dress codes. Walk into most PR agencies and you’ll find spaces that feel creative, open and collaborative. You’ll find a place where your personality actually matters, where ideas come from juniors and seniors alike.

PR skills translate across sectors. Your experience in financial PR? You can take those skills to fashion, healthcare, beauty or tech – any industry, you name it. This way, you’re not locked into one industry or forced to restart your career if your interests change.

Work-life balance in PR isn’t perfect; it gets intense during campaigns and crises, but it’s pretty flexible most of the time. During my internship, I worked two days out of the week from home. What matters is the quality of your contribution, not where someone sits while making it happen.

For someone early in their career, it’s refreshing to be in a place that trusts you to manage your own time while still being there when things get demanding.
It feels like the kind of place where I can build something meaningful for the long haul, not just surviving on americanos and self-deprecating humour until the next job.
There is something deeply meaningful in doing work that has a purpose and impact. With PR, you’re shaping how stories get told, how organizations communicate during their most vulnerable moments and how the public understands certain issues.

PR is, at its heart, about human connection.

But the industry needs to do a few things if it actually wants to attract more people from my generation.

What needs to change

Interns and juniors are people too and everyone needs to start somewhere. No one would get anywhere in life unless given the chance to show their value and develop their knowledge.

Companies should invest in internship programs and graduate schemes that actually teach something: a genuine insight at what working in PR truly involves.

It’s time for things to change between seniors and juniors. Learn to trust them. Give them real responsibility. Let them pitch a story or build something they can put in their portfolio.

If we want a future for this industry, we need to invest in the people who will shape it. That means creating opportunities where juniors don’t just observe, they contribute and grow into the leaders of tomorrow.

Metamorphosis
(Noun)

a change of the form or nature of a thing or person into a completely different one or a striking alteration in appearance, character, or circumstances.

As 2025 is soon coming to an end, now is as good a time as any to think about your metamorphosis.

Whether you are a fresh graduate pondering which industry to step into or an esteemed senior looking for a change within the company – a new year is a time for transformation.

PR already stands out because of its human-first nature but it could evolve into something even greater with the right choices. The only question is: will you evolve in this moment or watch as it passes by?