Public Relations Specialist
A Public Relations Specialist is a communication professional focused on cultivating and maintaining a positive public image for clients, which can range from businesses and nonprofit organizations to universities and celebrities. Their primary responsibilities include managing media relations, crafting press releases, organizing events, and conducting press conferences, all aimed at achieving strategic communication goals. With a median annual salary of approximately $66,750 and a job outlook that is faster than average, this career requires a bachelor's degree, typically in communications or a related field.
Public relations specialists are skilled in writing, public opinion assessment, and relationship building, enabling them to effectively convey messages that align with clients' goals. They often work in dynamic environments, balancing multiple clients and high-pressure situations while utilizing various technologies, including social media and virtual communication tools. Flexibility in this profession allows for self-employment opportunities, though many professionals start in entry-level positions to gain experience. Overall, the role demands strong interpersonal skills and the ability to adapt to various contexts, making it an appealing option for those interested in mass communications and public engagement.
Public Relations Specialist
Snapshot
Career Cluster(s): Business, Management & Administration, Marketing, Sales & Service
Interests: Mass communications, media relations, public opinion, crisis management, marketing, writing
Earnings (Median Yearly): $66,750 per year $32.09per hour
Employment & Outlook: 6% (Faster than average)
Entry-Level Education Bachelor's degree
Related Work Experience None
On-the-job Training None
Overview
Sphere of Work. Public relations (PR) specialists are communication professionals who handle various functions to support clients in building and maintaining a positive public image, seeking positive media exposure, and forging solid relationships with the public. Almost any organization or individual can be a client, such as businesses, industries, nonprofit organizations, universities, hospitals, government, or celebrities. PR specialists are responsible for media and community relations, consumer and industry relations, investor and employee relations, interest-group representation, political campaigns, fundraising, and conflict mediation.
As part of these functions, public relations specialists focus on maintaining contact with print and broadcast media, arranging media interviews, setting up speaker engagements, hosting events, writing speeches and press releases, and planning and conducting press conferences. PR specialists communicate strategic and critical messages. The client must approve these messages, be clear and understandable to the audience or market, and align with short- and long-term client goals.
Occupation Interest. The public relations field attracts those who enjoy working with people from all industries and environments—who can easily communicate on many levels. Writing is an essential skill for public relations specialists, as is the ability to gauge public opinion, empathize with particular market segments, and assess the public perception of a given message.
A Day in the Life—Duties and Responsibilities. Like all communications experts, public relations specialists are consistently on alert for new and creative ways to achieve client goals and to protect, preserve, or enhance the client’s image. In a typical day, public relations specialists will write and distribute news releases, prepare copy for annual reports, take and manage calls from journalists, plan press conferences or events, line up media interviews, provide executives with media training and debriefing after discussions, and attend strategy meetings with clients and public relations managers. Within a corporation, “clients” may be divisions or areas inside the company, with the public relations specialist preparing and disseminating various types of information for different departments under one key message.
Public relations specialists often face pressure from eager clients and work frequently with outside reporters, producers, bloggers, and other social media specialists. To avoid the label of a “spin doctor”—a pejorative term often assigned to PR professionals in corporate or government communications—successful PR specialists do well to earn the trust of those in the media by maintaining a professional demeanor and a strict code of ethics. Successful PR specialists communicate a client’s message by truthfully delivering it to the public, providing positive exposure for the client and helpful information to the customer.
Public relations specialists are employed in nearly every industry in some form or fashion, which makes this a flexible career option. Additionally, because of technological advances and through email, videoconferencing, and online social media, public relations specialists can work from almost any location. Self-employment is common among PR specialists; however, most entry-level candidates still need the experience required to branch out independently.
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Work Environment
Immediate Physical Environment. Busy office settings predominate. In an agency environment, public relations specialists cater to the demands of more than one client and can expect a dynamic atmosphere with many phone calls and tight deadlines. In-office work includes writing and assisting in client and agency strategy sessions. Public relations specialists can also work within a company’s more extensive communication department, often as part of a marketing role. The ability to work as a team, providing a comprehensive communication strategy, is essential.
While most public relations specialists usually work in an office setting, it is not necessarily where they spend all their time. They are often on the road with clients, meeting with journalists, hosting press conferences or events, and helping executives receive media training. Public relations specialists can be seen at trade shows and conventions, auditoriums, and broadcast or print offices, working with executives from all levels and industries.
Human Environment. Public relations specialists must have strong interpersonal skills because they are dealing with a wide variety of environments. They work with fast-paced news reporters and bloggers, broadcast producers, freelance writers, engineers, corporate executives, other business specialists, legal counsel, and the public. This can sometimes produce high stress levels and require multitasking and delegating. Public relations specialists often work in crisis management and must maintain calm while thinking and acting quickly.
Technological Environment. Public relations specialists use a wide range of technology to achieve client goals. This technology includes smartphones, email, virtual meeting platforms, text messaging, tweeting, blogging, and monitoring social media accounts and online news organizations.
Education, Training, and Advancement
High School/Secondary. Public relations specialists should have a college degree with some experience, such as an internship. High school students can best prepare to be public relations specialists through Advanced Placement (AP) English courses that include and encourage nonfiction or news editorial writing, creative writing, reading comprehension, public speaking, critical thinking, and decision-making. Extracurricular activities, such as the school newspaper, can also help high school students gain admission to the universities they want to attend.
Postsecondary. A bachelor’s degree is highly recommended for success as a public relations specialist. Many universities offer communications programs, often specializing in journalism, that include subspecialties within public relations majors.
Many colleges and universities offer a degree in public relations. Typical coursework includes core classes in English and writing, with specialty coursework in public relations, journalism, news and speech writing, media relations, communications, planning and analysis, crisis management, and public relations ethics.
Universities often provide internship opportunities, aiming for the internship to become an official entry-level job offer. College students are encouraged to use existing career centers, question professors with well-thought-out ideas, secure mentors, and seek input about studies and the jobs they can lead to.
Advanced degrees, such as a master’s or PhD, are unnecessary for public relations specialists; after earning a bachelor’s degree, most professionals move through the job ranks through on-the-job experience and a successful portfolio. An advanced degree may benefit some experienced public relations professionals seeking to move into specific managerial roles. Likewise, voluntary accreditation through a professional association, such as the Public Relations Society of America, may be advantageous for advancement. Those organizations also typically offer ongoing career development training opportunities such as conferences, online courses, and seminars. Continuing education is also a typical requirement for maintaining or renewing certifications.
Related Occupations
− Advertising Director
− Advertising Agent
− Copywriter
− Electronic Commerce Specialist
− General Manager and Top Executive
Bibliography
"Occupational Employment and Wages, May 2023 27-3031 Public Relations Specialists." US Bureau of Labor Statistics Occupational Employment and Wage Statistics, 3 Apr. 2024, www.bls.gov/oes/current/oes273031.htm. Accessed 26 Aug. 2024.
"Public Relations and Fundraising Managers." Occupational Outlook Handbook. Bureau of Labor Statistics, US Department of Labor, 17 Apr. 2024, www.bls.gov/ooh/management/public-relations-managers.htm. Accessed 26 Aug. 2024.
"Public Relations Specialists." Occupational Outlook Handbook. Bureau of Labor Statistics, US Department of Labor, 17 Apr. 2024, www.bls.gov/ooh/media-and-communication/public-relations-specialists.htm. Accessed 26 Aug. 2024.