If you are want a lucrative career in PR work, you have to be good with the people for a start. Whichever client you are working for it is your job to put them out there for the public. College classes in communication and writing having a bachelors degree in a multitude of areas will get make you look good. Unpaid work for a local band or act in your area is also a good way to go so that it will get you some knowledge of the business under your belt. A internship at an actual company may get you a job once you are done with college. Make yourself familiar with local reporters and the newspapers.