From One Industry to the Next: Why PR and Marketing Skills Work in Any Industry

Published on March 17, 2025, at 7:40 p.m.
by Katie Black.

A degree in public relations opens the door to countless career opportunities across industries. PR professionals can take on roles as creative as generating entertainment PR for The Walt Disney Company or as high-stakes and official as working in the White House. The possibilities are truly endless.

While exciting, this variety can also bring uncertainty. In a dynamic career field, determining the right industry to work in can be challenging. Is crisis communications the right path? Would managing PR for a retail fashion brand be more enticing? Or would the fast-paced environment of an agency and handling multiple clients sound like the way to go?

From government and health care to boutique luxury brands and everything in between, here is the good news: The foundational skills developed in PR, communications and marketing are generally transferable across different industries.

Strong writing, project management and problem-solving are just a few of the core transferable skills that are applicable across any industry. According to PR News, these abilities, along with critical thinking, attention to detail and relationship building hold value in a wide range of professional fields.

Professionals who have worked in different industries have found that while their daily experiences may differ from other positions, the core principles of their efforts in public relations, communications and marketing are relatively the same. The ability to produce optimal results and compelling messaging is valuable no matter the industry.

Over the course of her career, Courtney Caprara transitioned from being the public relations manager at UPMC, a hospital and healthcare enterprise, to direct channel marketing manager at Eat’n Park Hospitality Group, a food and hospitality brand based in Pittsburgh.

“For me, the biggest pivot from health care into the hospitality side of public relations was having to learn a different style of writing,” Caprara said. “At UPMC, I was focused on accuracy and formality. When I switched to writing about food, there was a bit more freedom in how you can shape those brand voices.”

Caprara also spoke about the shift in her crisis communication responsibilities between the two industries.

“Crises are the kind of thing you can read about, you can strategize for, but until you’re in the moment, actually navigating that situation and putting all of that learning into practice, you don’t truly know how it feels,” she said. “That experience carried over into my current role at Eat’n Park, where we still deal with crises, but of different kinds. Having that hands-on experience of being on the ground, responding in moments where everything feels chaotic, made me feel like I could tackle anything that comes my way.”

Although her experience at UPMC and Eat’n Park Hospitality Group were both very distinct experiences in different industries, the core public relations skills Caprara developed at UPMC built a solid foundation for her role with Eat’n Park Hospitality Group. Her growth in public relations, communications and marketing continues to excel as she takes on new challenges within the hospitality industry.

The idea of transferable skills across industries is something Jennifer Neff, marketing coordinator and communications specialist for The EADS Group, a civil engineering firm, has also experienced in her career. She noted that while strategies differ depending on the industry, the same fundamental skills apply across the board.

“How you market things in different industries is unique to each industry,” Neff said. “In engineering, you are still marketing to a client, but it is a different type of client. You use the same skills; it is just how you market to people based on which industry you are marketing to.”

Agencies present yet another dynamic landscape in the world of public relations, communications and marketing, presenting a wide range of clients and challenges. Shelby Baker, social media specialist at Tangoe and marketing strategist at The Confidant Collective, shared her preferences when it comes to the type of clients she works with.

“Yes, I definitely have a preference,” Baker said. “There are certain clients where you can have more creative freedom. Realtor clients are very stable, while retail clients are more open to trying new things because there is less at stake. I prefer clients that are more family-run than corporate-run, as they are open to new ideas.”

Every professional has unique experiences in PR, communications and marketing, based on the industries they have worked in. So how does one figure out what is right for them?

While daunting, this is an exciting opportunity for exploration. When asked for advice on choosing an industry, Neff emphasized the importance of staying curious and asking questions.

“My main suggestion would just be to ask as many questions as possible, regardless of what industry you choose,” Neff said. “Get as educated as you possibly can on the subject and figure out if it’s the right niche.”

Each position requires a set amount of specific expertise, based on the industry that position falls in. However, the overall skill set developed within these fields remains widely applicable and is something professionals can always continue to refine.

“I think the skills I have learned in my position are transferable because I feel like I am doing a little bit of everything,” Baker said.

When it comes down to it, public relations, communication and marketing roles are about identifying and communicating stories and messaging in ways that resonate with audiences, no matter what subject matter those stories cover.

“I think that’s a universal thing with PR,” Caprara said. “Your stories can come from the most unlikely places, but if you’re diligent about looking for them and strategic about how you frame them, you will find success in reaching the audience that you know would be interested in that story.”

There is no need to panic about choosing the perfect industry. As a professional in any of these fields, it is essential to trust in the foundational skills developed through public relations, communications and marketing, and embrace the journey. Be curious, ask questions and learn from others.

Most importantly, don’t be afraid to pivot and take the leap to switch industries. The transferable skills that are developed and become refined as more experience comes will provide the tools needed to thrive in any industry. A career in public relations or any related field is an invitation to a professional journey full of opportunities to innovate, grow as a professional and make an impact on any field of choice.