Abstract:

Successful public relations (PR) practice relies heavily on competent and motivated professionals equipped with the right skills, expertise, and the ability to anticipate market trends. A comprehensive analysis of career paths and development expectations in PR should take into account both theoretical knowledge and practical experience. This article examines the factors that influence career changes among PR professionals in Poland during 2021 and 2022. The conclusions are drawn from a comparative analysis of two original studies, conducted using auditory surveys and CAWI techniques. The first study, conducted in 2021, involved 214 PR specialists, while the second, in 2022, surveyed 315 professionals. The findings shed light on key aspects such as job satisfaction, the willingness to recommend a PR career, the likelihood of choosing PR again as a profession, considerations around career changes, and motivations for entering the field. These insights serve as a foundation for further research, particularly in the context of career planning and industry evolution.