The reality of breaking into PR in 2025: recent graduate Luka Sasai shares her experience

What does it take for a graduate to launch a career in corporate communications today? We keep reading about the competition being fiercer than ever to break into the industry and that graduates face a job search that’s exhausting. We spoke to Luka Sasai, a recent English Language and Linguistic Science graduate, about her journey into PR - from decoding tone and framing at university to gaining hands-on experience in financial service communications. Her story offers a candid look at the realities of breaking into the industry, and the skills, mindset, and resilience it takes to get noticed.

1. What drew you to corporate comms after studying Linguistics at university?

My degree in English Language and Linguistic Science was where my fascination began with the power of language to shape narratives, influence perception, and build trust – principles that lie at the core of corporate communications. Through modules such as multimodality, bilingualism, and discourse analysis I explored how meaning is constructed not only through words, but also through sound, structure, and visual cues. I became particularly interested in the subtleties of tone and framing, and how these can shape interpretation – insights that now guide my approach to every writing venture.

2. How have you educated yourself not only in PR and corporate communications but also in how to break into the industry?

To deepen my understanding of PR and communications, I continue to actively seek out opportunities to learn and network. I subscribe to PR Week and regularly listen to industry-related podcasts, which help me stay informed about emerging trends. Above all, having spoken to professionals in corporate communications and PR, I have come to understand the importance of networking and connecting with industry contacts who can introduce me to further opportunities.

3. Tell us about how you’re going about applying for comms jobs. Are you focusing on entry-level roles or casting a wider net?

My job search has focused primarily on entry-level PR and communications roles and graduate schemes, as I believe in building a strong foundation through hands-on experience. I have targeted positions such as Account Executive, Communications Assistant, and PR Intern across both agency and in-house teams, with a particular interest in corporate, financial, and B2B communications. While I am still unsure what my long-term goal in PR looks like, I am currently focused on developing my skills within a team that values collaboration, creativity, and thoughtful storytelling.

4. How many roles have you applied for, and what types of companies or industries have you targeted?

Having recently returned from an extended period of travelling, I have found the graduate job market to be particularly challenging with strong competition, and few responses even to well-suited applications. I initially focused my search on leading agencies as well as communications roles within government and professional services. However, given how competitive the market has become, I have begun to broaden my approach, applying more widely to gain experience and establish a foothold in the industry.

5. What are the key skills and qualifications that job applications tend to ask for?

I have found that entry-level roles in corporate communications and PR typically seek candidates with a degree in Communications, PR, Marketing, English, or a related field, complemented by relevant internships or work experience. Most job applications claim to value strong written and verbal communication, creativity, and the ability to craft messages to diverse audiences. Equally important are interpersonal and networking skills, digital literacy, research capabilities, and the organisation to manage multiple projects and deadlines.

6. What feedback, if any, have you received after rejections?

Unfortunately, I have received no feedback from the applications I have submitted, making it difficult to gauge exactly how to refine my approach. As a result, the process has been one of trial and error – learning through persistence and reflection rather than direct guidance.

7. You’ve recently done work experience in corporate comms with Vested, an integrated marketing and communications consultancy focused on the financial services. Do share your learnings and highlights from your time with the team.

Recognising that I needed to strengthen my practical experience, I secured a two-week placement with Vested, which allowed me to gain valuable insight into agency life and the fast-paced nature of client work.

At Vested, I was immersed in the fast-moving world of corporate and financial PR. I supported the team by researching media opportunities, monitoring coverage for major financial services clients, and observing editorial meetings. I created targeted media lists, drafted press releases, and helped develop story angles for thought leadership content. One highlight was conducting in-depth competitor analysis within the pensions sector to support a new business pitch – an experience that showed me how data and insight underpin creative PR strategies. I also observed how account teams balance proactive media outreach with careful reputation management, ensuring that every client message aligns with broader business objectives. I watched a panel discussion hosted by Financial Narrative, based on the FT's Bridging the Trust Gap report. The biggest takeaway was just how much trust impacts the bottom line; it is a critical driver of business value. An interesting finding that stuck with me was the importance of media-channel selection. The presentation taught me that where you publish your message is fundamental to your credibility, proving that dependable information is the new high-value currency in the B2B world.

8. What did your two weeks of work experience teach you about the reality of corporate communications versus your expectations?

Overall, this placement reshaped my understanding of what corporate communications involves. Beforehand, I had seen PR largely as media-facing; in practice, it is far broader – encompassing strategy, stakeholder management, and the ability to respond quickly to external developments. I realised how critical teamwork, adaptability, and commercial awareness are to success in this field. The experience confirmed that PR is not just about words, but about relationships, timing, and trust.

9. With the variety of work experience you’ve had so far, what do you feel has helped you develop the necessary skills for PR?

Alongside my time at Vested, my tutoring and administrative roles have developed complementary skills essential for PR. Running my own tutoring business improved my client management, organisation, and communication, while teaching students from diverse backgrounds taught me to tailor messages with empathy and precision. Administrative work further strengthened my attention to detail, time management, and professionalism through experience with CRM systems, event coordination, and client correspondence. Together, these experiences have built a strong foundation of analytical, creative, and organisational skills. I bring an independent and proactive mindset, and my time at Vested confirmed that I would love to work in a collaborative, fast-paced environment.

10. What’s next for you?

Looking ahead, my goal is to continue growing within the communications industry – ideally within a leading agency where I can contribute to high-impact campaigns while learning from experienced colleagues. I am especially drawn to corporate and financial communications because of the intellectual challenge they present: translating complex information into narratives that inspire trust and engagement.

Every role I have undertaken so far has strengthened my belief that communications is where my skills and passions align. It is a field that values both words and understanding; creativity and precision; analysis and empathy. Those intersections are where I work best, and where I hope to continue building my career.

Thanks, Luka!

If you’re looking for a smart graduate to join your team, then please feel free to get in touch directly with Luka:

https://www.linkedin.com/in/luka-sasai

For a free download of our full Annual Salary Guide 2025, click here.

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