Digitalisation changed the communications playing field. The reach of traditional media has declined, and user-generated content is taking over. This results in the powerful position of brands decreasing: it is no longer possible to buy attention, brands have to earn it. The key to success in gaining back share in this setting is good content.
There are no golden tickets in PR, landing your dream job takes hard work and creativity. If you are a soon-to-be communications graduate the best analogy for success to consider is The PR Sundae.