Why You Should Go Into PR – with Daniel Flynn: PR in the Real World

This episode of PR in the Real World has a different kind of guest in the hotseat. It’s the man behind the curtain, Viva’s own ‘producer Dan’. From landing work experience to launching this podcast from scratch, Dan’s story is one of experimentation and learning on the job. It’s a reminder that sometimes, the most valuable lessons don’t come from training courses or textbooks, but from just jumping in headfirst. Whether you’re early in your PR career or want to cultivate junior talent, this episode is packed with sharp insights on growth, learning, and where comms is heading next.

Say Yes, Then Figure It Out

You don’t have to enter the industry with a five-year plan. Show up, demonstrate eagerness to learn and say yes. Say yes to whatever you can get your hands on: events, projects, challenges – even if they feel alien. People early in their career can make the mistake of only taking on what they feel comfortable with – meaning they can miss important years of development. If you’re early in your career or wanting to get started in PR and comms, be curious, be willing, and don’t wait for permission to contribute.

Don’t Sleep on B2B

Budding PR apprentices might picture themselves working on glitzy consumer campaigns, with big-name brands, and in shiny city offices. There’s nothing wrong with ambition, but don’t overlook the B2B side of the industry. There are rich stories to tell in technical sectors too, and finding the human angle in something obscure can be just as rewarding as the flashiest B2C campaign. The best PR pros get a buzz from telling a story – whatever the subject. Keeping an open mind to different sectors sharpens your craft, builds versatility, and ultimately adds more strings to your bow.

Podcasting for PR

Every business with a story to tell should needs PR, and Podcasting is a burgeoning channel with unique advantages. Not only does it guarantee a long form setting to get your message across unfiltered, but it also provides an audience that’s interested in what you say. Couple this with a strong pull across different demographics and it can be a powerful asset. If podcasting hasn’t at least been considered as part of a broader PR strategy you might be missing a trick.

Skills That Matter Now

The press release isn’t dead – but it’s not enough. For anyone entering PR now, you need versatility. You need to write copy, edit videos, understand platforms, be AI literate, and work hard to reach different audiences. Those legacy skills are still vital, but the modern PR pro needs more at their disposal. This is why PR is an exciting venture for anyone starting their career – no two days are the same, and no single skillset covers everything.

Gen Z in the workplace

Gen Z is emotionally open, digitally native, and allergic to phone calls. This is not a weakness; it’s a shift. Comms strategies that ignore platforms like TikTok, YouTube Shorts or the value of influencer voices are missing a trick. Modern PR requires cultural fluency – and younger voices often bring that to the table. Don’t mistake this for dismissing experience, but Gen Z have grown up in a world saturated by comms. Don’t be surprised when they find new canny ways of getting a message across.

• Sometimes the best lessons in PR come from jumping in, not waiting for perfect preparation.
• Early-career growth comes from saying yes to opportunities – even the uncomfortable ones.
• B2B sectors are full of rich stories – don’t overlook them if you want to sharpen your skills.
• Podcasting is a powerful, underused PR channel for long-form storytelling and audience engagement.
• Modern PR demands versatility – writing alone won’t cut it anymore.