In Northern Ireland, the pathway to becoming a corporate PR manager often follows a familiar route: a journalist from a local newspaper pivots into public relations.

It seems logical—storytelling and communication are their bread and butter. But what happens when this transition doesn’t hold up under the pressures of modern PR?

For some, this leap into a PR manager role happens without sufficient preparation, relying on legacy skills or outdated qualifications. And while confidence might help someone get their foot in the door, within two years, many leave citing stress and burnout. Why? Because blagging your way in rarely leads to sustainable success.

Once upon a time, a journalist stepping into a PR role was a perfect fit. The ability to craft a compelling press release, foster media relationships, and spin a good story was all it took to thrive. But the landscape has shifted dramatically.

Public relations today isn’t just about media coverage or getting a statement into the paper. It’s about mastering the digital world—social media algorithms, influencer partnerships, data analytics, and content that captures attention in a split second. While storytelling is still essential, how and where those stories are told has completely transformed.

Qualifications That Time Forgot

Many PR managers in Northern Ireland rely on qualifications earned more than a decade ago—degrees in communications, media studies, or journalism. But the tools, platforms, and strategies they were taught are now largely irrelevant. The audience they’re trying to reach isn’t consuming newspapers or patiently waiting for press releases.

Instead, they’re scrolling TikTok, checking Instagram Stories, or watching short-form video content. Public relations has moved into real-time, interactive, and highly data-driven territory. A static skill set simply can’t keep up with the demands of the modern PR world.

In a tight-knit professional community like Northern Ireland, blagging your way into a corporate PR manager role can feel like a clever move. You’ve got the connections, the charm, and the journalist credentials to sell yourself. But once the job begins, cracks often show:

It’s no surprise that many who blag their way into PR roles end up leaving within two years. The mismatch between their skill set and the job’s demands leads to stress and burnout. And while they might chalk it up to a “stressful industry,” the truth is that public relations today requires a completely different approach—one they were never equipped for.

If you’re considering—or currently in—a PR role, here’s how to ensure long-term success:

Northern Ireland’s PR scene is evolving rapidly, and the old paths to success are no longer enough. The transition from journalism to PR requires more than just storytelling; it demands digital savvy, data analysis, and the ability to adapt in a constantly shifting landscape.

For those blagging their way into PR manager roles, the pressure to perform without the necessary skills often leads to a quick exit. But for those willing to invest in learning and evolving, the opportunities in modern PR are endless.

Public relations isn’t what it was 10 years ago, and those relying on outdated methods will struggle. But with the right skills and mindset, PR can be one of the most rewarding and dynamic careers in the communication world today.