This article is by LSE MSc student Emma McKay, and covers a recent talk by Bieneosa Ebite (pictured right), Senior PR Manager at British Gas.

Bieneosa discussed her career in PR and offered insight into how the industry is changing in the digital age, as part of Polis’ Media and Communication in Action series.


The public relations industry, like many industries imbued within the media and technology worlds, has changed significantly in recent years. An industry that used to measure success based on ad value and impression counts has shifted to a digital-first approach that privileges the importance of engagement. Additionally, announcements once made via a traditional press release are now being communicated through integrated communications strategies, and creative, innovative content has become “king” (in Bieneosa’s words). A recent talk by Bieneosa Ebite covered these major industry changes, and offered insightful advice for students who are considering a career in the industry.

Here are Bieneosa’s top tips:

1. Invest in your development

The PR industry is constantly changing, and because of this it is important to keep on top of all the latest trends, to stay abreast of the most up-to-date industry research, and to proactively learn new ways of doing things. Continue to invest in your professional development, and remember that learning is a lifelong process.

2. Build a diverse network

Networking is an important skill in every industry, but especially so in PR. As you start and continue your career journey, take the time to build a diverse network of connections, not just with people who are similar to you, but with people from different sectors, different backgrounds and all walks of life.

3. You are a brand

Your reputation will always precede you, so it is important to consider how you want to present your personal brand in the professional world. Building a personal blog or website is a great way to do this! (You can check out Bieneosa’s as an example here). It allows you to showcase your expertise and to showcase topics that are of interest to you.

4. Get to know your organisation

In order to effectively communicate a brand, it is incredibly important to understand all aspects of how the company/brand functions. Bieneosa calls these the “nitty gritty” bits. This understanding will be an invaluable asset when you are having conversations with journalists.

5. Understand commercial objectives

Combining business acumen with strategic communication capabilities is a killer combination. Don’t shy away from numbers, and make time to learn the business side of the company/brand you are communicating. PR, similar to marketing and advertising, has to support the broader strategic business objectives of the organisation.

6. Eyes and ears

PR professionals must be proactive. Beyond planning for events, program or product launches it is important to look at the horizon and be aware of what is coming, or what could be coming. Constantly consider the threats, strengths and opportunities that have the potential to impact your work.

7. There’s more to life than work

PR is a fast-paced, dynamic and demanding industry, so it can be easy to forget that balance is important! It’s not always possible, but try to remember there is life beyond work, and it is as important to invest in your personal time as it is in your professional time.


To hear more from Bieneosa, you can follow her on Twitter here: @bieneosa.  

Bieneosa also has a podcast, PR Bants, that explores current affairs through a PR lens. You can give it a listen here!

This article by LSE MSc student Emma McKay.

For more information about the Polis Media and Communications in Action talks, please visit our website. #PolisMCA