Public Relations Specialist

Public relations specialists create and maintain a favorable public image for the organization they represent. They design media releases to shape public perception of their organization and to increase awareness of its work and goals.

Interest Area: 
Persuading
Average Yearly Pay: 
$51280
Education Needed: 
Bachelor's Degree
Job Prospects: 
Competitive
Job Growth: 
24%

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Job Duties: 

Public relations specialists typically do the following:

  • Write press releases and prepare information for the media
  • Respond to information requests from the media
  • Help clients communicate effectively with the public
  • Help maintain their organization's corporate image and identity
  • Draft speeches and arrange interviews for an organization’s top executives
  • Evaluate advertising and promotion programs to determine whether they are compatible with their organization’s public relations efforts
  • Career Overview: 

    Public relations specialists create and maintain a favorable public image for the organization they represent. They design media releases to shape public perception of their organization and to increase awareness of its work and goals. 

    Duties

    Public relations specialists typically do the following:

    • Write press releases and prepare information for the media
    • Respond to information requests from the media
    • Help clients communicate effectively with the public
    • Help maintain their organization's corporate image and identity
    • Draft speeches and arrange interviews for an organization’s top executives
    • Evaluate advertising and promotion programs to determine whether they are compatible with their organization’s public relations efforts

    Public relations specialists, also called communications specialists and media specialists, handle an organization’s communication with the public, including consumers, investors, reporters, and other media specialists. In government, public relations specialists may be called press secretaries. In this setting, workers keep the public informed about the activities of government officials and agencies.

    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. For example, a press release might describe a public issue, such as health, energy, or the environment, and what an organization does with regard to that issue.

    In addition to publication through traditional media outlets, press releases are increasingly being sent through the Internet and social media.

    Public relations specialists are different from advertisers in that they get their stories covered by media instead of purchasing ad space in publications and on television.

    Work Environment: 

    Public relations specialists held about 229,100 jobs in 2012.

    The industries that employed the most public relations specialists in 2012 were as follows: 

    Religious, grantmaking, civic, professional, and similar organizations 20%
    Advertising, public relations, and related services 14
    Educational services; state, local, and private 12
    Government 9
    Health care and social assistance 8

    Public relations specialists usually work in offices, but they also deliver speeches, attend meetings and community activities, and occasionally travel.

    Work Schedules

    Most public relations specialists work full time during regular business hours. Long workdays are common, as is overtime.

    Education and Training: 

    Public relations specialists typically need a bachelor’s degree. Employers prefer candidates who have studied public relations, journalism, communications, English, or business.

    Education

    Public relations specialists typically need a bachelor’s degree in public relations, journalism, communications, English, or business. Through such programs, students produce a portfolio of work that demonstrates their ability to prospective employers.

    Training

    Entry-level workers typically begin by maintaining files of material about an organization’s activities, skimming and retaining relevant media articles, and assembling information for speeches and pamphlets. After gaining experience, public relations specialists begin to write news releases, speeches, articles for publication, or carry out public relations programs.

    Other Experience

    Internships at public relations firms or in the public relations departments of other businesses can be helpful in getting a job as a public relations specialist.

    Some employers prefer candidates that have experience communicating with others through a school newspaper or a leadership position in school or in their community.

    Important Qualities

    Interpersonal skills. Public relations specialists deal with the public and the media regularly; therefore, they must be open and friendly to maintain a favorable image for their organization.

    Organizational skills. Public relations specialists are often in charge of managing several events at the same time, requiring superior organizational skills.

    Problem-solving skills. Public relations specialists sometimes must explain how a company or client is handling sensitive issues. They must use good judgment in what they report and how they report it.

    Speaking skills. Public relations specialists regularly speak on behalf of their organization. When doing so, they must be able to clearly explain the organization’s position.

    Writing skills. Public relations specialists must be able to write well-organized and clear press releases and speeches. They must be able to grasp the key messages they want to get across and write them in a short, succinct way to get the attention of busy readers or listeners.

    Pay: 

    The median annual wage for public relations specialists was $54,170 in May 2012. The median wage is the wage at which half the workers in an occupation earned more than that amount and half earned less. The lowest 10 percent earned less than $30,760, and the top 10 percent earned more than $101,030.

    Most public relations specialists work full time during regular business hours. Long workdays are common, as is overtime.

    Job Outlook: 

    Employment of public relations specialists is projected to grow 12 percent from 2012 to 2022, about as fast as the average for all occupations.

    Organizations will continue to emphasize community outreach and customer relations as a way to maintain and enhance their reputation and visibility. Public opinion can change quickly, particularly because both good and bad news spreads rapidly through the Internet. Consequently, public relations specialists will be needed to respond to news developments and maintain their organization’s reputation.

    Increased use of social media also is expected to increase employment for public relations specialists. These media outlets will create more work for public relations specialists as they try to appeal to consumers and the general public in new ways. Public relations specialists will be needed to help their clients use these new types of social media effectively.

    Job Prospects

    Because many college graduates apply for the limited amount of public relations positions each year, candidates can expect strong competition for jobs.

    Candidates can expect particularly strong competition at advertising firms, organizations with large media exposure, and at prestigious public relations firms.

    For More Information: 

    For more information about public relations managers, including professional certification in public relations, visit

    Public Relations Society of America

    Public Relations Student Society of America

    International Association of Business Communicators

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    Source: Bureau of Labor Statistics, U.S. Department of Labor, 2014–2015 Occupational Outlook Handbook, http://www.bls.gov/ooh