How to count multiple instances in single cel

Hello,

I need to count to number of text strings within a single cell:

| Marketing;Proposals & Presentations;;| Marketing;Promotional Print;;| Public Relations;Advertising;;| Public Relations;Branding;;| Public Relations;Visual Identity;;

this is inside a single cell in a single column. It cannot be edited.

I was to count the number "Public Relations".
Using countif(A1,"*Public Relations*") only returns 1.
The data in each row of this column is different, the next row may not have any Public Relations in it...

any ideas?