How to Start a Career in Public Relations: Best Courses in South Africa
Public Relations (PR) is a dynamic, fast-paced field that blends creativity, strategy, and communication to shape public perception and drive organizational success. In South Africa, a growing economy and evolving digital landscape make PR an exciting career choice with increasing demand. Whether you’re a newcomer or a professional looking to pivot, starting a career in PR requires the right education, skills, and connections.
Why Choose a Career in Public Relations in South Africa?
South Africa’s diverse media landscape and expanding industries—like technology, finance, and tourism—fuel the need for skilled PR professionals. Here’s why PR is a smart career move:
High Demand: Businesses and brands seek PR experts to manage reputations in a digital age.
Lucrative Opportunities: PR managers earn an average of R31,300 monthly (Payscale, 2025), with top earners exceeding R1 million annually.
Creative Impact: Craft narratives that influence public opinion and business outcomes.
Global Relevance: Skills gained are transferable worldwide, enhancing career mobility.
Starting a PR career begins with education, and South Africa offers some of the continent’s best programs to get you there.
Steps to Start a Career in Public Relations
Step 1: Understand the PR Landscape
PR involves managing communication between organizations and their audiences. Key skills include:
- Writing: Press releases, pitches, and content creation.
- Strategic Thinking: Planning campaigns and crisis management.
- Digital Savvy: Leveraging social media and analytics.
Familiarize yourself with South Africa’s media trends and key players to build a strong foundation.
Step 2: Get the Right Education
A solid academic background is essential. Most PR roles require at least a diploma or degree, with advanced qualifications boosting your prospects. South Africa’s top courses combine theory, practice, and industry exposure.
Step 3: Gain Practical Experience
Internships, freelance projects, or volunteer work with NGOs can provide hands-on experience. Networking with PR firms and attending industry events also opens doors.
Step 4: Build a Portfolio
Showcase your skills with samples like press releases, campaign plans, or social media strategies. A strong portfolio sets you apart in job applications.
Step 5: Pursue Professional Development
Stay competitive with ongoing learning through workshops, certifications, and short courses tailored to PR trends.
Best Public Relations Courses in South Africa
Here are the top PR courses in South Africa, selected for their accreditation, faculty expertise, practical focus, and career outcomes. Each offers unique strengths to kickstart your PR career.
1. University of Cape Town (UCT) – Public Relations Online Short Course
Overview: An intensive 10-week online course from UCT, Africa’s top university (QS Rankings 2025), focusing on modern PR skills.
Curriculum: Covers media relations, digital PR, crisis communication, and strategic planning.
Practical Training: Develop a PR plan with expert feedback.
Cost: Approximately R10,000 (with financing options via FeverTree).
Why It’s Top-Rated: Offers a certificate from UCT, blending flexibility with prestige for beginners and upskillers.
Best For: Newcomers seeking a fast, practical entry into PR.
2. University of Johannesburg (UJ) – BA in Public Relations and Communication
Overview: A three-year degree emphasizing PR and broader communication skills.
Curriculum: Includes media writing, stakeholder engagement, campaign management, and digital strategies.
Practical Training: Internships with Johannesburg-based PR agencies.
Cost: Around R40,000–R50,000 annually (varies by year and residency).
Why It’s Top-Rated: Strong industry ties in a media hub ensure job-readiness.
Best For: Students wanting a comprehensive degree with hands-on experience.
3. Digital School of Marketing – Online Public Relations Course
Overview: A flexible, MICT SETA-accredited online course blending traditional and digital PR.
Curriculum: Focuses on social media PR, content creation, analytics, and strategic communication.
Practical Training: Real-world projects and case studies.
Cost: Starts at R9,900 (payment plans available).
Why It’s Top-Rated: Internationally transferable with QLS UK endorsement, ideal for digital PR careers.
Best For: Professionals or beginners seeking digital-first skills.
4. Cape Peninsula University of Technology (CPUT) – Diploma in Public Relations
Overview: A three-year diploma with a practical, skills-based approach.
Curriculum: Covers PR planning, media relations, event management, and corporate communication.
Practical Training: Projects with local businesses and media outlets.
Cost: Approximately R30,000–R40,000 annually.
Why It’s Top-Rated: High employment rates due to its hands-on focus and Cape Town connections.
Best For: Those seeking a quick workforce entry with solid training.
5. University of Pretoria (UP) – BCom in Communication Management
Overview: A three-year degree with a PR specialization, offered by a leading research university.
Curriculum: Includes strategic PR, brand management, media ethics, and organizational communication.
Practical Training: Access to UP’s industry seminars and internships.
Cost: Around R45,000–R55,000 per year.
Why It’s Top-Rated: Combines business acumen with PR expertise for versatile career paths.
Best For: Students aiming for corporate PR roles.
6. Stellenbosch University – BA in Language and Culture (with PR electives)
Overview: A three-year degree with PR modules, ideal for multilingual communicators.
Curriculum: Covers communication theory, media writing, and cultural influences in PR.
Practical Training: Workshops and literary events in Stellenbosch.
Cost: Approximately R40,000–R50,000 annually.
Why It’s Top-Rated: Unique cultural focus enhances storytelling skills.
Best For: Writers and creatives entering PR storytelling.
Comparison Table of Top PR Courses
| Course | Duration | Cost | Accreditation | Standout Feature |
|---|---|---|---|---|
| UCT Online Short Course | 10 weeks | R10,000 | UCT Certificate | Fast, practical digital PR |
| UJ BA in PR & Comm | 3 years | R40,000–R50,000/yr | CHE | Industry ties in Joburg |
| DSM Online PR Course | Self-paced | R9,900+ | MICT SETA, QLS UK | Digital-first, flexible |
| CPUT Diploma in PR | 3 years | R30,000–R40,000/yr | CHE | Hands-on, workforce-ready |
| UP BCom Comm Management | 3 years | R45,000–R55,000/yr | CHE | Corporate PR focus |
| Stellenbosch BA Lang & Cult | 3 years | R40,000–R50,000/yr | CHE | Cultural storytelling |
How to Pick the Right Course
Career Goals: Want a quick start? Choose UCT or DSM. Aiming for leadership? Opt for UJ or UP.
Learning Style: Prefer online flexibility (DSM, UCT) or campus immersion (CPUT, Stellenbosch)?
Budget: Short courses (UCT, DSM) are cheaper upfront; degrees (UJ, UP) are long-term investments.
Specialization: Focus on digital PR (DSM), corporate PR (UP), or creative PR (Stellenbosch).
Career Paths and Earning Potential
With these courses, you can pursue roles like:
PR Specialist: R250,000–R600,000/year.
Media Relations Manager: R350,000–R800,000/year.
Corporate Communications Advisor: R400,000–R1,000,000/year.
Digital PR Strategist: R300,000–R700,000/year.
Experience and specialization can push earnings past R1 million annually.
Tips to Launch Your PR Career
Network Early: Join PR societies or events like those hosted by PRISA (Public Relations Institute of Southern Africa).
Start Small: Volunteer for local businesses or NGOs to build experience.
Stay Digital: Master tools like Google Analytics and Hootsuite.
Certify: Add short courses (e.g., UCT’s) to your resume for an edge.
Conclusion: Your PR Career Starts Here
Launching a public relations career in South Africa begins with the right education. The University of Cape Town’s Online Short Course stands out for its accessibility and prestige, while UJ’s BA and DSM’s Online Course offer comprehensive and digital-focused paths. Choose based on your goals, dive into practical training, and start shaping narratives that matter.
