It’s that time of year again. Many area public relations firms’ email inboxes are filling up with resumes from hopeful graduates, mine included.

I try to respond to every candidate seeking public relations jobs. I wish I could offer work to everyone who contacts us with relevant experience or interests in our work. Since that’s not possible, I’ve decided the best I can do for sincere candidates is to offer advice they can use to get ahead, along with insights into the Philadelphia PR job market, including some of my top competitors.

To secure a competitive entry-level Public Relations position in the city of Philadelphia, it is advisable to develop and implement a strategic preparation plan over the next three to four months that directly addresses the specific demands of the city’s unique and evolving market.

Although your job search can feel overwhelming, be encouraged that jobs in Philadelphia are growing. The surging communications industry offers numerous opportunities for recent graduates. The city’s PR scene is thriving, and with dedicated effort, you can position yourself as a top candidate for emerging roles.

Key Points for Public Relations and Communications Jobs

Philadelphia is a Growing Marcomm Career Market

Philadelphia’s marketing and communications (“marcom”) industry is experiencing a resurgence, with more job opportunities opening for entry-level talent. Career websites and job boards feature numerous public relations and communications roles in the Delaware Valley, many suitable for recent graduates, especially those who have completed meaningful college internships.

Know the Top Hiring Sectors for PR

While PR jobs are available across many industries, the most active fields for entry-level PR roles are healthcare, government/public sector, and nonprofit/community outreach. These positions usually emphasize community engagement, health education campaigns, and public affairs.

Get familiar with area PR agencies

The Greater Philadelphia area is home to a diverse range of PR firms, from large companies like Tierney Communications and The Brownstein Group to specialized, full-service boutique agencies such as Buchanan Public Relations and Sylvia Marketing & Communications. These firms work with various industries, including financial services, healthcare, education, and consumer brands.

Building Your Philadelphia PA Job Plan

A three- to four-month targeted plan will help you develop a market-specific portfolio, build a relevant professional network, and promote or acquire the skills that Philadelphia hiring managers seek. It also helps you carefully consider where to pursue your career in terms of industries, venues, and specialties rather than simply accepting any job just to have one.

Month 1: Market Immersion and Skill Gap Analysis for PR Specialists and Communications Coordinators

Your first 30 days focus on building a solid foundation. This month is dedicated to helping you move past the “recent graduate” label to be seen as a career-ready PR job candidate. Use this time to learn about the local market and employer expectations and identify where your current skills align—and where they need improvement.

To effectively target your job search, you need to determine who is hiring. Philadelphia’s PR job market is focused on several key sectors, each with unique needs and opportunities for entry-level talent. Your initial research should center on understanding where you fit as an employee.

Top Industries for Entry-Level Public Relations Specialist Positions

Healthcare and Life Sciences

Healthcare and Life Sciences is a prominent sector in Philadelphia. Almost a third of entry-level PR job listings involve health campaigns, patient outreach, or community health education. Companies and health systems are constantly managing public perception, making it a reliable source of communication roles.

Government and Public Sector

City and state agencies frequently hire for roles like Communications Coordinators and Public Affairs Assistants. These jobs include engaging day-to-day with constituents, managing media relations, and running impactful public information campaigns.

Nonprofit and Community Organizations

Philadelphia has a broad nonprofit presence. These organizations employ Development Associates and Outreach Specialists to handle donor communications, promote events, and engage with the community.

Digital and Full-Service Agencies

Many traditional PR firms and digital marketing agencies are actively seeking entry-level talent for roles like Account Coordinator and Social Media Specialist to support various client campaigns.

Mapping the Major PR and Media Relations Agencies

Beyond broad industries, you should identify the specific agencies shaping the conversation in Philadelphia. The city features a mix of large, well-established firms and specialized boutique agencies. Familiarizing yourself with these businesses is crucial for networking and tailoring your resume.

Compile a list of 15-20 agencies to follow on social media and set up news alerts for them. Begin with this list of notable Philadelphia-area firms:

Agency Category	Examples	Typical Focus
Full-Service & Large Agencies	Tierney Communications, The Brownstein Group, Allen & Gerritsen, Aloysius Butler & Clark (AB&C)	Integrated communications, serving major regional and national brands across various sectors.
Boutique & Specialized Firms	Buchanan Public Relations, Maven Communications, Sylvia Marketing & Public Relations PR, Vault Communications	Niche industries like healthcare, finance, arts & culture, education, crisis communications, and B2B.
Digital & SEO-Focused	WebiMax, SEOM Interactive, Caveni Digital Solutions, SmartSites	Online reputation management, content marketing, SEO, and social media strategy.
Advocacy & Gov. Relations	Gregory, Red Thread PR, Bellevue Communications Group, Neff	Consistently recognized for high-impact campaigns and industry leadership.

Conducting a Resume Skill Gap Analysis

An important step is to evaluate your skills against what employers in Philadelphia prioritize. Besides strong writing skills, employers seek specific technical and practical abilities that few graduates have due to limited work experience. If you’ve gained even basic experience in these areas through an internship or summer job, your resume will be more attractive to employers.

Experiences Many Philadelphia PR Managers Value

• CRM & Database Management: Experience with platforms like Salesforce, Raiser’s Edge, or DonorForce is frequently sought, especially in nonprofit and corporate roles, for managing stakeholder and donor communications.
• Digital Content Creation: Proficiency in Canva for basic graphic design, WordPress for content updates, and social media scheduling tools is now standard. Knowing Canva can save an agency thousands of dollars on outsourced graphic design services.
• Data & Analytics: A demonstrated ability to use tools like Tableau for data visualization or a basic command of Microsoft Excel for tracking metrics is a key differentiator.
• Community & Event Coordination: Experience in planning and executing community events, whether virtual or in-person, is a highly valued practical skill, especially for Philadelphia PR companies that serve nonprofits.
• AI Experience Beyond ChatGPT: Have you written a trending song on Suno.com? Do you know how to vibe code an app? Are you familiar with SEO software? Philadelphia PR agencies that focus on specific industries will be looking for resumes that highlight relevant AI experience.

Identify your top two or three weakest areas from this list. In the coming months, take focused steps to address these gaps through online courses, certifications, or volunteer projects, transforming your weaknesses into strengths on your resume and in interviews.

Month 2: Portfolio Building and External Certifications

Now that you’ve gained insight into the Philadelphia PR scene, it’s time to showcase your skills with solid evidence. A resume highlights your abilities, but a portfolio demonstrates them in action. This is your opportunity to bridge the skill gaps you identified last month and develop assets that will make you a more competitive candidate than your peers.

Building Your Digital Portfolio

Your portfolio is the most vital tool for showcasing your value. It should be a professional website or portal that displays high-quality samples of your work. This digital hub highlights your practical skills to employers and demonstrates that you understand industry demands beyond the classroom.

The goal is to showcase your writing, strategic thinking, and digital skills. Each piece should include a summary of the project goal, your role, and the skills you utilized. This context is vital for helping a hiring manager evaluate your abilities.

Strategic Portfolio Projects for the Philly Market

Your portfolio projects must be customized to showcase the skills valued by Philadelphia employers in key local industries. Concentrate on creating pieces that directly meet the needs of the healthcare, nonprofit, and government sectors.

Following are concrete project ideas to complete this month

• Project 1: The Healthcare Community Campaign
• A one-page strategic plan outlining goals, target audiences, and key messages.
• A press release announcing the program’s launch.
• A series of five social media posts with accompanying graphics created in Canva.
• An email newsletter draft for community stakeholders.
• Objective: Develop a mock integrated communications plan for a Philadelphia-based health clinic launching a new community wellness program (e.g., “Get Fit, Philly!”).
• Skills Demonstrated: Strategic planning, media writing, digital content creation, and an understanding of the local healthcare sector.
• Project 2: The Nonprofit Fundraising Event
• An event media advisory.
• An influencer outreach list of 10-15 local Philadelphia-based bloggers and social media personalities.
• A sample pitch email to one of the influencers.
• Objective: Create promotional materials for a fictional fundraising gala for a Philadelphia arts and culture nonprofit.
• Skills Demonstrated: Event promotion, media relations, and influencer marketing.
• Project 3: The Public Affairs Fact Sheet
• A visually engaging, data-driven fact sheet that clearly explains a public initiative. Use a tool like Canva or Tableau to create simple charts or infographics.
• Objective: Design a one-page fact sheet for a public information campaign run by a city agency, such as the Philadelphia Water Department or Parks & Recreation.
• Skills Demonstrated: Public affairs communication, data visualization, and graphic design

Filling the Gaps: Certifications That Matter

Certifications are a powerful way to bridge gaps in technical skills missing from entry-level resumes. For recent college graduates, certifications also give employers insight into a candidate’s motivation and dedication to ongoing professional growth.

It doesn’t take long to earn an online certification, so you still have time. Over the next few weeks, you can gain a distinct advantage even if you earn only one or two badges while finishing an online course. It might be smart to start with certifications that match the skill gaps identified in local job postings.

 High-Impact Certifications for the Philly Market

Certification	Platform	Why It’s Valuable	Estimated Time
Google Analytics for Beginners	Google Skillshop	Proves you can measure and report on campaign success, a key differentiator.	4-6 Hours
Content Marketing Certification	HubSpot Academy	Validates your knowledge of SEO, content strategy, and promotion—essential for digital agency roles.	6-7 Hours
CRM for Beginners	Salesforce Trailhead	A basic “Trailhead” badge shows familiarity with CRM platforms like Salesforce, a skill frequently requested by nonprofits and corporate employers.	2-4 Hours
Social Media Marketing	HubSpot Academy	Covers strategy, listening, and ROI, showing you can manage social media professionally.	4-5 Hours

Choose a certification to complete this month. The goal isn’t to become an expert overnight but to build a strong foundation and show employers you’re proactive about your career growth.

Month 4: Interview with Executives — Preparation and Job Application Optimization

Execution is the primary focus in the final month. You’ve immersed yourself in the Philadelphia market, built a targeted portfolio, and cultivated a network. Now it’s time to leverage those assets by enhancing your application materials and refining your interview skills to turn your hard work into job offers.

Tailoring Your Application for the Philadelphia Market

Generic resumes and cover letters are the fastest way to get overlooked. Each application you submit should be a highly tailored document that directly addresses the specific needs of a Philadelphia-based employer. This is where you connect the dots for the hiring manager, showing that you are not only qualified but also the perfect candidate for the role and organization.

Resume Optimization that goes Beyond the Bullet Points

Your resume is a marketing tool, and it should be optimized with keywords from local job listings. Philadelphia employers are seeking specific practical skills.

· Integrate Key Skills

Explicitly list proficiencies in Canva, WordPress, Salesforce, or Tableau if the

job description mentions them. Job postings for roles in Philadelphia’s

healthcare and nonprofit sectors frequently request experience with CRM and

data tools like DonorForce and Raiser’s Edge.

· Quantify Your Portfolio

Don’t just include a link to your portfolio. Add a “Projects” section to your resume that reflects the content of your portfolio. For example: “Developed a 5-part social media campaign for a mock community health initiative, creating all copy and graphics in Canva.”

· Align with Industry Titles

Use the language of the local market. If you are applying for a role in the public sector, use titles like “Communications Coordinator,” whereas agency applications might respond better to “Account Coordinator.”

The Hyper-Specific Cover Letter – Advertising Your Value

Your cover letter is your chance to tell a story that your resume can’t. It should directly respond to the job description and demonstrate your understanding of the local PR scene.

· Reference the Agency/Company

Show that you’ve done your homework. Mention a specific campaign, client, or a recent award the company received. For example, “I was particularly impressed with Buchanan PR’s recent Pepperpot Award for crisis management, an area I am passionate about.”

· Connect to Local Industries

Explicitly state why you are interested in their sector within Philadelphia. For a healthcare role, you might say, “My portfolio includes a mock public health campaign designed specifically to engage Philadelphia communities, demonstrating my commitment to this vital local industry” .

· Address the Skill Gaps

Proactively mention the certifications you earned. “Recognizing the importance of data in modern PR, I recently completed my Google Analytics certification to ensure I can effectively measure and report on campaign outcomes.”

Meeting the Supervisor for the Interview

Your goal is to transition from informational chats to formal interviews. The mock interview strategies below will prepare you to articulate your value, while your network can help you secure the interview in the first place.

Mock Interview Strategy

Practice is essential, but it must be strategic. Prepare answers that showcase your Philadelphia-specific knowledge and the work you’ve done over the past three months.

Key Questions to Rehearse

“Why are you interested in a PR career in Philadelphia?”

Weak Answer: “I like the city, and this is where all the jobs are.”

Strong Answer: “I’ve been following the resurgence of Philadelphia’s marcom sector, and I’m excited about the growth in the healthcare and nonprofit industries. My skills in community outreach and health communications, as demonstrated in my portfolio, align directly with where the market is heading.”

“Tell me about a time you developed a communications strategy.” (This leads us to an entirely new opportunity.)

Use Your Portfolio as Your Personal Assistant

“For my digital portfolio, I created a full communications plan for a fictional nonprofit gala. This involved drafting a media advisory, building a targeted list of local Philadelphia influencers, and writing a sample pitch, which you can see in my portfolio.”

“What skills would you bring to this role?”

Beyond strong writing, I’ve proactively developed digital content creation skills in Canva and a

foundational understanding of CRM through my Salesforce training, which I know is valuable for

managing stakeholder relationships.

 Activating Your Internal Network for Referrals

You’ve spent a month building connections; now is the time to leverage them. A referral can dramatically increase your chances of landing an interview.

The Strategic Request

1. Re-engage your contacts: Send brief, polite follow-up emails. Reference your previous conversations.

2. State your purpose and be direct: Let them know you are actively applying for roles.

3. Make the request easy: Identify a specific, relevant job opening at their company. Provide them with your tailored resume and a short blurb they can easily forward.

Sample Email Snippet

“Following up on our chat last month, I’m now actively applying for entry-level PR roles. I saw the Communications Coordinator position posted on your company’s career page, and it feels like a perfect fit for my experience with community outreach and digital content creation. Would you be open to passing my resume along to the hiring manager? I’ve attached it for your convenience.”

Sustaining Momentum and Continuous Growth – Internal and External Relations Matter

Securing a competitive entry-level Public Relations role in Philadelphia is the result of a deliberate, multi-month strategy focused on market-specific skill development, targeted portfolio creation, and active professional networking. This structured approach transforms a recent graduate into a candidate who can demonstrably meet the specific needs of the city’s growing communications sector.

Important Points

Philadelphia’s PR job market is seeing a comeback, with many new hiring opportunities for entry-level talent in healthcare, government, and nonprofit sectors.

Local employers focus on candidates with practical, technical skills often lacking in new graduates, such as proficiency in CRM platforms like Salesforce, data visualization tools like Tableau, and content creation software such as Canva.

A digital portfolio showcasing projects specific to Philadelphia’s main industries—like mock public health campaigns or nonprofit event materials—serves as essential proof of a candidate’s hands-on skills and industry awareness.

Building a professional network within Philadelphia’s PR community and leveraging those connections for informational interviews and referrals is critical to gaining access to opportunities and standing out in the application process.

Wrapping it Up – from Account Coordinator to Public Relations Officer

This analysis aims to assist recent graduates in strategically enhancing their chances of starting a career in Public Relations in the Philadelphia area. It is based on the author’s experiences, observations, and opinions gained over 30 years in the PR industry. However, since the PR industry is highly varied, other professionals may have different perspectives. Use what you find useful from this guide and consider alternative viewpoints.

Most of all, I wish you the best in your PR career.

Whether you start with an advantage from intern experiences or have some catching up to do, as Jeff Jubelirer advised me early in my career, “there is enough room in the sandbox for everyone. There are many public relations firms in Philadelphia and the surrounding area, as well as numerous staff communication roles in nonprofit organizations and businesses. You will find your place. Just do what needs to be done to get where you need to go, and remember to pace yourself. Whether your begin as an account coordinator, public relations officer, or PR specialist, keep your eye on the goal and take good care of yourself.