An organization's reputation, profitability, and its continued existence can depend on the degree to which its targeted public supports its goals and policies. Public relations specialists—also referred to as communications specialists and media specialists, among other titles—serve as advocates for clients seeking to build and maintain positive relationships with the public.
Related job titles are: Public Relations Director, Public Relations Manager (PR Manager), Communications Director, Community Relations Director, Director of Public Relations, Public Affairs Director, Business Development Director, Public Affairs Specialist, Public Relations Specialist (PR Specialist), Public Information Officer, Communications Director, Communications Specialist, Public Information Specialist, Public Relations Coordinator, or Corporate Communications Specialist.
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Important Public Relations Specialist Degree Information -Top of Page-
- Although employment is projected to grow much faster than average, keen competition is expected for entry-level jobs.
- Opportunities should be best for college graduates who combine a degree in public relations, journalism, or another communications-related field with a public relations internship or other related work experience.
- Strong communication skills are essential.
How much does a Public Relations Specialist make in Salary? || Public Relations Specialist Pay -Top of Page-
Median annual wages for salaried public relations specialists were $51,280 in May 2008. The middle 50 percent earned a salary of between $38,400 and $71,670; the lowest 10 percent earned a salary of less than $30,140, and the top 10 percent earned a salary of more than $97,910.
What is a Public Relations Specialist? || What does a Public Relations Specialist do? || Job Descriptions -Top of Page-
Public relations specialists handle organizational functions, such as media, community, consumer, industry, and governmental relations; political campaigns; interest-group representation; conflict mediation; and employee and investor relations. Public relations specialists must understand the attitudes and concerns of community, consumer, employee, and public interest groups to establish and maintain cooperative relationships between them and representatives from print and broadcast journalism.
Public relations specialists draft press releases and contact people in the media who might print or broadcast their material. Many radio or television special reports, newspaper stories, and magazine articles start at the desks of public relations specialists. Sometimes, the subject of a press release is an organization and its policies toward employees or its role in the community. For example, a press release might describe a public issue, such as health, energy, or the environment, and what an organization does to advance that issue.
People who handle publicity for an individual or who direct public relations for a small organization may deal with all aspects of the job. These public relations specialists contact people, plan and research, and prepare materials for distribution. They also may handle advertising or sales promotion work to support marketing efforts.
Working Conditions for Public Relations Specialists -Top of Page-
Some public relations specialists work a standard 35- to 40-hour week, but overtime is common, and work schedules can be irregular and are frequently interrupted. Occasionally, they must be at the job or on call around the clock, especially if there is an emergency or crisis. Schedules often have to be rearranged so workers can meet deadlines, deliver speeches, attend meetings and community activities, and travel.
How to become a Public Relations Specialist || Public Relations Specialist Classes and Degree Programs -Top of Page-
Many entry-level public relations specialists have a college degree in public relations, journalism, marketing, or communications. Some firms seek college graduates who have worked in electronic or print journalism. Other employers seek applicants with demonstrated communication skills and training or experience in a field related to the firm's business—information technology, healthcare, science, engineering, sales, or finance, for example.
Many colleges and universities offer bachelor's and postsecondary programs leading to a degree in public relations, usually in a journalism or communications department. In addition, many other colleges offer classes in this field. Classes in advertising, business administration, finance, political science, psychology, sociology, and creative writing also are helpful. Specialties may be offered in public relations for business, government, and nonprofit organizations.
In addition to the ability to communicate thoughts clearly and simply, public relations specialists must show creativity, initiative, and good judgment. Decision-making, problem-solving, and research skills also are important. People who choose public relations as a career should have an outgoing personality, self-confidence, an understanding of human psychology, and an enthusiasm for motivating people. They should be assertive but able to participate as part of a team and be open to new ideas.
Where are the Public Relations Specialist Jobs? -Top of Page-
Public relations specialists held about 275,200 jobs in 2008. They are concentrated in service-providing industries, such as advertising and related services; healthcare and social assistance; educational services; and government. Others work for communications firms, financial institutions, and government agencies.
Public relations specialists are concentrated in large cities, where press services and other communications facilities are readily available and where many businesses and trade associations have their headquarters.
Public Relations Specialist Job Opportunities and Outlook -Top of Page-
Employment of public relations specialists is expected to grow 24 percent from 2008 to 2018, much faster than the average for all occupations. The need for good public relations in an increasingly competitive and global business environment should spur demand for these workers, especially those with specialized knowledge or international experience. Employees who possess additional language capabilities also are in great demand. Opportunities should be best for college graduates who combine a degree in journalism, public relations, or another communications-related field with a public relations internship or other related work experience.