Public relations specialists handle such functions as media, community, consumer, and governmental relations; political campaigns; interest-group representation; conflict mediation; or employee and investor relations. Public relations is not only "telling the organization's story," however. Understanding the attitudes and concerns of consumers, employees, and various other groups also is a vital part of the job. To improve communications, public relations specialists establish and maintain cooperative relationships with representatives of community, consumer, employee, and public interest groups and those in print and broadcast journalism.
Public relations specialists put together information that keeps the general public, interest groups, and stockholders aware of an organization's policies, activities, and accomplishments. Their work keeps management aware of public attitudes and concerns of the many groups and organizations with which it must deal.
Public relations specialists prepare 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 is an organization and its policies towards its employees or its role in the community. Often the subject is a public issue, such as health, nutrition, energy, or the environment.
Public relations specialists also arrange and conduct programs for contact between organization representatives and the public. For example, they set up speaking engagements and often prepare the speeches for company officials. These specialists represent employers at community projects; make film, slide, or other visual presentations at meetings and school assemblies; and plan conventions. In addition, they are responsible for preparing annual reports and writing proposals for various projects.
In government, public relations specialists-who may be called press secretaries, information officers, public affairs specialists, or communications specialists-keep the public informed about the activities of government agencies and officials. For example, public affairs specialists in the Department of Energy keep the public informed about the proposed lease of offshore land for oil exploration. A press secretary for a member of Congress keeps constituents aware of their elected representative's accomplishments.
In large organizations, the key public relations executive, who is often a vice president, may develop overall plans and policies with other executives. In addition, public relations departments employ public relations specialists to write, do research, prepare materials, maintain contacts, and respond to inquiries.
People who handle publicity for an individual or who direct public relations for a small organization may deal with all aspects of the job. They contact people, plan and do research, and prepare material for distribution. They may also handle advertising or sales promotion work to support marketing.
Working Conditions
Some public relations specialists work a standard 35- to 40-hour week, but unpaid overtime is common. In addition, schedules often have to be rearranged to meet deadlines, deliver speeches, attend meetings and community activities, and travel out of town. Occasionally they have to be at the job or on call around the clock, especially if there is an emergency or crisis.
Training, Other Qualifications, and Advancement
Although there are no defined standards for entry into public relations career, a college degree combined with put relations experience, usually gained through an internship, is considered excellent preparation for public relations work. The ability to write and speak well is essential. Many beginners have college major in public relations, journalism, advertising, or communications. Some firms seek college graduates who have worked in electronic or print journalism. Other employers seek applicants with demonstrated communications skills and training or experience in a field related to the firm's business-science, engineering, sales, or finance, for example.
Creativity, initiative, good judgment, and the ability to express thoughts clearly and simply, are essential. Decision making, problem solving, and research skills are also important.
People who choose public relations as a career need an ongoing personality, self-confidence, an understanding of hum; psychology, and an enthusiasm for motivating people. They should be competitive, yet flexible and able to function as part of a team.
Some organizations-particularly those with large publications staffs-have formal training programs for new employees.. In smaller organizations, new employees work under the guidance of experienced staff members. Beginners often maintain files material about company activities, scan newspapers and magazines for appropriate articles to clip, and assemble information ? speeches and pamphlets. After gaining experience, they write releases, speeches, and articles for publication, or design and carry out public relations programs. Public relations specialists in smaller firms generally get all-around experience, whereas >se in larger firms tend to be more specialized.
Promotion to supervisory jobs may come as public relations specialists show they can handle more demanding assignments. In public relations firms, a beginner may be promoted as a research assistant or account assistant and be promoted account executive, account supervisor, vice president, and eventually senior vice president. A similar career path is followed in corporate public relations, although the titles may differ. Some experienced public relations specialists start their own consulting firms.
Related Occupations
Public relations specialists create favorable attitudes among various organizations, special interest groups, and the public through effective communication. Other workers with similar jobs include fund-raisers, lobbyists, promotion managers, advertising managers, and police officers involved in community relations.
