The power of publicity was brought home to me about 15 years ago when a national newspaper ran an article about a book I’d just published. The gist of the article was that the book was a disgrace and should be banned. I steeled myself for the hate mail, but it never arrived. There were just two letters of complaint, but they were accompanied by several hundred orders for the book! Since then, I’ve experienced similar outcomes time and time again. It’s because publicity can be so lucrative that public relations agencies are able to make substantial profits. The aim of a PR agency is to get positive publicity for its clients across as much relevant media as possible.
The great thing about PR is that there are very few barriers to entry. If you have a laptop, broadband and a phone, you already have everything you need. Clearly, you also need to learn about the business, but it’s not something that’s beyond anyone of average intelligence.
If this field interests you, it’s time to do some research. There are literally hundreds of books on the subject, so try a search in Amazon. Many agencies specialise in particular fields or markets and this would be a good place to start. Look at your own interests, experience and expertise. Could there be an opening for someone specialising in PR to companies operating in one or more of those fields?