No matter what field you’re in, finding your specific niche can be very challenging; as a desired niche may be apparent to some, it may not be so apparent to others. For example, someone may know they want to be a chef, but don’t know what kind of food they want to cook. People offer a simple solution and say, “Just cook what you cook best.”
Seems easy, but it’s not always quite that simple. Just because you’re good at something, doesn’t mean it’s what you enjoy doing, what you can make a career around and what you are passionate about.
The public relations field specifically offers you many different areas of focus and each one is very different. If you work in lifestyle PR, you are working with restaurants, retail stores, coffee shops, etc. If you work in travel or luxury PR, you are working with travel companies, venues, high-end brands, hotels, etc. If you work in fashion PR, you are primarily working with designers and clothing retailers. If you work in non-profit PR, you are working with non-profit organizations to ensure their voices and missions are heard. Either way, wherever you stand, or plan to stand in the industry, these are all very different.
Deciding which industry of PR you will get into can be challenging. Some love the idea of the cutesy, girly side of PR, that allows cute social media posts, girly office accessories, restaurant opening events, etc.! At the same time, some want to do PR for a cause they feel passionate about, and are inspired to spread the message of.
So, my best advice to you if you are trying to figure out which industry you are going to go into, is to get a taste of what you think you are interested in. Reach out to local PR agencies, seek internships, ask for informational interviews, and make sure you're getting a taste of what each industry is like. At the same time, when doing this, try to remember that you are an intern, or are working at an entry-level position, and this may not be the true taste of the industry. Give yourself time to understand the sector, give everything you have to understand how it operates, and from there, assess how much you truly want to be in that field of PR.
At the end of the day, PR is PR and you need to know and understand your clients and those you work with in order to be successful. Try different industries out and if you truly feel like you’re pitching the media or writing a press release for a client, just because you have to, you’re in the wrong industry. Choose a field in PR that you have a connection with and be your clients' biggest advocate!
P.S. As an oriental proverb states, “Choose a job you love, and you will never have to work a day in your life."