Building, maintaining, and promoting the reputation and image of an organization or a public figure constitute the work of public relations specialists. They use their skills in sales promotion, political campaigns, and many other fields.
A large corporation employs public relations workers to present the company in a favorable light to its various audiences—its customers, employees, stockholders, and the community where the company is located. A college or university uses its public relations staff to present an image that will attract students. A government agency explains its work to the public by means of public relations specialists.
Public relations workers also have the opposite duty—to keep their employers aware of the attitudes of their various publics. For example, a public relations specialist working for a manufacturing firm located in a city neighborhood might advise the companies that nearby residents blame the company for parking and traffic problems in the area. Resulting company efforts to provide more employee parking facilities or to reschedule deliveries and shipments to off-peak traffic hours would then be well publicized to improve the relations between the company and its nearby public.
In small businesses, one person may handle all public relations functions, including writing press releases and speeches for company officials, placing information with various newspapers or radio stations, representing the employer at public functions, or arranging public appearances for the employer. On a large public relations staff, a public relations manager would be assisted by many different specialists, each handling a single phase of publicity. In some companies, public relations functions are combined with advertising or sales promotion work.
Many public relations specialists work for consulting firms that provide services for clients on a fee basis. Others work for nonprofit organizations, advertising agencies, and political candidates. Those who work for government agencies are often called public information specialists.
Places of Employment and Working Conditions
Public relations specialists are found in organizations of all kinds and in all areas of the country. Public relations consulting firms, however, are concentrated in large metropolitan areas. Over half are located in New York City, Los Angeles, Chicago, and Washington, D.C.
The usual workweek in this field is 35 to 40 hours, but attendance at meetings and community affairs can often mean overtime or evening hours. In some assignments, a public relations specialist may be on call at all times or may be required to travel for extended periods while accompanying a client such as a political candidate or other public figure.
Qualifications, Education, and Training
Self-confidence, enthusiasm, assertiveness, an outgoing personality, and imagination are necessary characteristics for success in public relations. The ability to motivate people, an understanding of human psychology, and outstanding communications skills are also necessary.
High school courses should emphasize English—especially writing skills. Any courses or extracurricular activities in public speaking or writing for school newspapers are valuable as are summer or part-time jobs for radio or television stations or newspapers.
A college degree in journalism, communications, or public relations is the usual preparation for this field. Some employers prefer a degree in a field related to the firm's business—science, engineering, or finance, for example—plus course work or experience in public relations or communications. Some firms especially seek out college graduates who have work experience in one of the news media, which is how many writers, editors, and newspaper reporters enter the public relations field.
The Public Relations Society of America accredits public relations specialists who have worked in the field for at least five years. Applicants for this professional designation must pass a comprehensive six-hour examination that includes five hours of written and one hour of oral examination.
Job applicants in this field at all levels of experience are expected to present a portfolio of public relations projects on which they have worked.
Potential and Advancement
The Bureau of Labor Statistics predicts that the demand for public relations specialists will grow by 6 percent—about average growth—between 2014 and 2024, indicating decent job opportunities. However, because this is a glamorous and popular field, competition for jobs is stiff. Furthermore, the field is subject to ups and downs in the economy. Job applicants with solid academic backgrounds plus some media experience will have the best job opportunities.
Advancement usually takes the form of handling more demanding and creative assignments or transferring to a larger company. Experienced public relations specialists often start their own consulting firms.
Income
Experienced public relations specialists earn the highest salaries in large organizations with extensive public relations programs. Overall, the median annual salary for a public relations specialist was $56,770 in 2015, according to the Bureau of Labor Statistics.
Related Jobs
Related jobs include advertising account executive, advertising manager, advertising worker, and newspaper reporter.
