The skills required for entry-level public relations: An analysis of skills required in 1,000 PR job ads

•When it comes to PR job postings, the basic skills seem to matter most (e.g., communication skills, organizational skills).•PR graduates looking for entry-level positions need to be able to write well across a variety of platforms.•Soft skills are frequently requested in entry-level PR jobs postings.•Only 16% of PR job postings asked for industry-specific tools so this shouldn’t be a huge focus in the PR classroom.•Different PR job titles request different skills. Preparing professionals to work in any industry means linking educational competencies and career requirements. With its own career-defining skills, the field of public relations is no different. Knowing the demands of the industry creates an opportunity to supply the most relevant education that gets early professionals hired. By analyzing 1000 job postings, this study unearths the most frequently requested entry-level public relations job skills by employers. While the study reaffirms the relevance of traditional skills like written communication, it also highlights advancing skills in digital and social media. It further demonstrates a clear call for soft skills like organizational skills, leadership abilities and ability to work in teams.