Top 5 Things to Have in Your PR Portfolio
Top 5 Things to Have in Your PR Portfolio
There is no doubt that today's job market has become increasingly volatile and competitive. With AI automation playing a growing role in the hiring process and an ever-growing influx of applications, standing out feels harder than ever.
Despite resumes and cover letters being required for nearly every job application, a portfolio offers a unique opportunity. While LLMs can easily read and evaluate resumes and cover letters, a portfolio gives you something unique: an opportunity to show a real human your work. It’s a space to show your skills, personality, and the real work you've put into your professional development.
So, what exactly should you include? Here are five things that can help take your PR portfolio to the next level.
The Three Ps of PR
I would be remiss to talk about a portfolio without mentioning the essentials: the three Ps: PR plans, press releases, and pitches.
PR Plans or Campaigns
A strong PR plan or campaign shows that you understand the full scope of an integrated PR strategy, from planning to execution. Whether it's a real client campaign from Unleashed or an internship or even a plan you’ve developed in class, having a PR plan on your portfolio shows employers that you can take goals and translate them into action.
For this deliverable, think about the research behind the PR. Dive deep into SWOT analyses, the PESO model, audience personas, and KPIs and tie your campaign to the results it produced and the impact it had on the client. Demonstrating you understand these essentials of public relations is a great way to show employers that you are ready for work.
Press Releases
For most PR people, public relations has practically become synonymous with the press release. While our profession works more and more with social media, emerging platforms, and even event planning, press release writing remains an important skill for any aspiring PR practitioner, especially those interested in agency work.
A well-written press release shows a future employer your ability to think like a journalist and determine newsworthiness. It also goes a long way to show professional, concise, and clear writing. Whether you are announcing a new product, promoting an event, or sharing a company milestone, a strong press release shows you ability to communicate newsworthy information clearly and professionally.
Pitches
Similar to the press release, the pitch is also essential to public relations. Even if you write the world’s best press release, you need to find someone who will be willing to share that information. A pitch can make the difference between a press release sitting unopened in an inbox, or becoming a published story.
Pitching is not just helpful for traditional media relations, it now extends into influencer DM'ing, donor outreach, and even partnership attraction. Including a pitch in your portfolio demonstrates your ability to write a tight email, identify relevant contacts, and build relationships, all skills at the heart of public relations.
While I believe the three Ps are fundamental to any strong PR portfolio, here are two more things to consider adding to yours:
Social Media Work
Social media has become an increasingly important part of public relations. At Unleashed PR, we’ve seen how social media can lead to valuable opportunities for clients. Whether it's connecting with clients or journalists, social media has become integral to overall business operations by raising awareness and making introductions.
Knowing how to plan a content calendar, design posts, write captions, and track performance has become important for the modern PR practitioners toolkit.
A Well-Designed Website
You’ve made it! A hiring manager has finally clicked on your portfolio. The last thing you want is for them to struggle to find your work.
While resumes and cover letters generally follow the same format, a portfolio is one of the few places where you have complete creative control over how you present yourself. That's a blessing and a curse.
Creativity should not come at the expense of the core function of your portfolio. A cluttered layout, confusing navigation or hard-to-read text can detract from your work. If you're just starting out, platforms like Canva and Wix offer beginner-friendly templates that make creating a portfolio much easier.
Although you should keep user experience in mind, the format shouldn't be boring. If you show how you can brand yourself visually you are also showing what you can do for a company. Your portfolio is your portfolio and its design and layout shows your skills.
My biggest tip? Organize. Whether you group your work by client, role, or delivery type, make it easy for someone to find exactly what they want.
At the end of your day, what matters most in a portfolio is showing what you can bring to a new company. And remember, your portfolio is never really finished. As you gain new roles, and take on new projects, your portfolio should also grow.
You’ve put the work into building your skills. Make sure you put just as much thought into showing them off.
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