Public Relations Specialists

Career summary

Public relations (PR) specialists educate the public about a client's products, accomplishments, or goals. They study what an organization is all about. They ask questions about the product and how it compares with the competition. They may research public opinion. They learn who the customers are, and what image they have of the company and its products.

PR specialists put together a plan for the best way to meet their client's goals. They create events where the public can meet the company or individual. They may organize fundraising events, speaking engagements, or trade shows. They may arrange a promotional campaign on radio, television, the Internet, or through the press. They may decide how much advertising space to buy, and how long each ad will run.

PR specialists may counsel staff to answer the public's questions. They may also represent the company at government, social, or business gatherings. They may write speeches for their employers to give at events, or they may make the presentation themselves.

Public relations specialists prepare and write internal and external newsletters. They write and edit annual reports to inform shareholders about the health of the company. They develop press kits. These may include articles, photographs, or tapes that give the press facts about an upcoming event or an important issue.

PR specialists may create and manage blogs about their clients. They may track what is written about clients on the Internet and in the press.

Public relations workers in the government keep the public informed about the activities of government agencies and officials. They are called:

• Press secretaries
• Information officers
• Public affairs specialists
• Communications specialists

Related careers

This career is part of the Marketing cluster of careers.

Related careers include:

• Advertising Salespeople
• Agents and Business Managers
• Editors
• Fundraisers
• Market Research Analysts
• Marketing Managers
• News Reporters
• Public Relations and Fundraising Managers
• Real Estate Agents
• Sales Representatives

Military careers

• Broadcast Journalists and Newswriters
• Public Information Officers

Job duties

Task list

The following list of tasks is specific to public relations specialists.

• Prepare and edit newsletters or annual reports to send to employees, the public, or stockholders.
• Establish and maintain relationships with the public. Respond to requests for information.
• Prepare and distribute press kits to the media. May include press releases, photographs, or tape recordings.
• Design ways to inform the public about clients' products, goals, or long-term plans.
• Confer with graphic artists and support staff to coordinate production of ads and promotions.
• Arrange events for the public to meet clients or organizations.
• Study organizations or individuals. Learn their objectives and needs to be able to promote them.
• Consult with advertising agencies or staff to arrange promotional campaigns.
• Provide advice to clients about business decisions.
• Counsel clients about effective ways to communicate with the public.
• Buy advertising space and time to promote goods such as green products or new technology.
• Represent clients, such as businesses or groups working for social justice, at events.
• Research the public's opinion before introducing new products.
• Work with the public in response to ecological accidents or conflicts.

Common work activities

Public relations specialists perform the following tasks. These tasks are common to many careers.

• Get information needed to do the job
• Communicate with people outside the organization
• Communicate with supervisors, peers, or subordinates
• Use computers
• Think creatively
• Establish and maintain relationships
• Develop goals and strategies
• Update and use job-related knowledge
• Organize, plan, and prioritize work
• Make decisions and solve problems
• Explain the meaning of information to others
• Perform for or work with the public
• Provide advice and consultation to others
• Identify objects, actions, and events
• Convince others to buy goods or change their minds or actions
• Develop and build teams
• Resolve conflicts and negotiate with others
• Schedule work and activities
• Process information
• Coordinate the work and activities of others
• Guide, direct, and motivate others
• Document and record information
• Analyze data or information
• Coach others
• Monitor events, materials, and surroundings
• Judge the value of objects, services, or people
• Teach others
• Monitor and control resources
• Perform administrative tasks

Work requirements

Working conditions

In a typical work setting, public relations specialists:

Interpersonal relationships

• Have a high level of social contact. They spend much of their day talking to clients and coworkers.
• Communicate with coworkers and clients daily by telephone, e-mail, or in person.
• Write letters and memos on a daily basis.
• Work in a group or as part of a team.
• Are responsible for the work done by the workers they supervise.
• Are often placed in conflict situations in which clients may be rude or angry.

Physical work conditions

• Work indoors most of the time. May occasionally attend outdoor events.
• Work somewhat close to other people. They may share office space with coworkers.

Work performance

• Must be exact in their work. Errors could cause clients to stop using their services.
• Make decisions on a daily basis that strongly impact clients. They rarely consult supervisors before making decisions.
• Rarely consult supervisors before setting tasks and goals for the day.
• Must meet strict deadlines on a daily basis.
• Work in a moderately competitive environment.

Hours/travel

• Generally have a set schedule.
• May work overtime to meet deadlines. Most work over 40 hours a week.
• May be on-call in case there is a crisis.
• May travel to attend meetings, community activities, and conferences.

Physical demands

Public relations specialists frequently:

• Sit for long periods of time.

It is important for public relations specialists to be able to:

• Speak clearly so listeners can understand.
• Understand the speech of another person.
• See details of objects that are less than a few feet away.

It is not as important, but still necessary, for public relations specialists to be able to:

• See details of objects that are more than a few feet away.
• Use fingers to grasp, move, or assemble very small objects.
• Focus on one source of sound and ignore others.
• See differences between colors, shades, and brightness.
• Hear sounds and recognize the difference between them.

Skills and abilities

Public relations specialists need to:

Communicate

• Understand spoken information.
• Speak clearly so listeners can understand.
• Listen to others and ask questions.
• Write clearly so other people can understand.
• Understand written information.
• Read and understand work-related materials.

Reason and problem solve

• Analyze ideas and use logic to determine their strengths and weaknesses.
• Notice when something is wrong or is likely to go wrong.
• Use reasoning to discover answers to problems.
• Combine several pieces of information and draw conclusions.
• Think of original, unusual, or creative ways to solve problems.
• Recognize the nature of a problem.
• Think of new ideas about a topic.
• Judge the costs and benefits of a possible action.
• Understand new information or materials by studying and working with them.
• Follow guidelines to arrange objects or actions in a certain order.
• Concentrate and not be distracted while performing a task.
• Identify what must be changed to reach goals.
• Recognize when important changes happen or are likely to happen in a system.
• Develop rules that group items in various ways.

Manage oneself, people, time, and things

• Manage the time of self and others.
• Check how well one is learning or doing something.

Work with people

• Be aware of others' reactions and understand the possible causes.
• Change behavior in relation to others' actions.
• Persuade others to approach things differently.
• Solve problems by bringing others together to discuss differences.
• Look for ways to help people.
• Teach others how to do something.

Education and training

Educational programs

The programs of study listed below will help you prepare for the occupation or career cluster you are exploring.

Programs of study directly related to this occupation

• Public Relations

Other programs of study to consider

• Communication and Speech Studies
• Family and Consumer Sciences, General
• Journalism
• Marketing
• Mass Communication Studies

Training

To work as a public relations specialist, you typically need to:

• have a high school diploma or equivalent; and
• have a bachelor's degree.

Education after high school

A bachelor's degree in public relations, journalism, or communications is good preparation for this occupation. Other majors can qualify you as well. The ability to write well is the most important requirement, so take classes that teach writing.

Work experience

Writing for publishing, radio, television, or the Internet can be good preparation.

On-the-job training

Many large firms provide several months of training to new employees. At smaller firms you work as an assistant to experienced workers. You do research, clip articles, and gather information for speeches and press releases.

You should consider participating in an internship while you are in college. An internship is usually part of a four-year degree program. It offers you a chance to apply what you learned in the classroom to a work situation. It also allows you to build skills and make contacts with people in the field.

Military training

Some branches of the military train people to be public information officers. You need a bachelor's degree to enter this military occupation. Training lasts eight weeks. Additional training occurs on the job.

Helpful high school courses

In high school, take classes that prepare you for college. A college preparatory curriculum may be different from your state's graduation requirements.

You should also consider taking some advanced courses in high school. This includes Advanced Placement (AP) and International Baccalaureate (IB) courses if they are available in your school. If you do well in these courses, you may receive college credit for them. Advanced courses can also strengthen your college application.

Helpful electives to take in high school that prepare you for this career include:

• Computer Applications
• Creative Writing
• Journalism
• Principles of Advertising
• Public Speaking
• Technical Writing

The courses listed above are meant to help you create your high school plan. If you have not already done so, talk to a school counselor or parent about the courses you are considering taking.

You should also check with a teacher or counselor to see if work-based learning opportunities are available in your school and community. These might include field trips, job shadowing, internships, and actual work experience. The goal of these activities is to help you connect your school experiences with real-life work.

Join some groups, try some hobbies, or volunteer with an organization that interests you. By participating in activities you can have fun, make new friends, and learn about yourself. Maybe one of them will help direct you to a future career. Here are examples of activities and groups that may be available in your high school or community.

Things to know

Most employers require specialists to have at least a bachelor's degree. Many employers prefer applicants who majored in public relations, advertising, or communications. Some firms seek graduates who have worked in journalism. Other employers hire people who have strong communication skills and experience in that company's business. For example, a company that sells chemicals may prefer to hire someone who has a background in chemistry. Some employers prefer up to six years of related work experience.

Employers prefer applicants who have experience or have completed an internship. They look for applicants who are creative and able to express thoughts clearly and simply. Skills in decision-making, problem-solving, and research are also important.

When applying for a job, applicants should bring a portfolio. This is a collection of their published articles, television or radio programs, or slide presentations.

Tips

Show leadership potential in school clubs and organizations. Get experience through community volunteer work. Develop expertise in a specific public relations area or in an area in which you have natural talents, such as art or a foreign language. Newspaper experience or a background in other journalism-related fields, such as television or radio news writing, is helpful. Familiarity with electronic telecommunications and video equipment is very useful. Create a network by joining professional associations and attending seminars. Be well-read in a variety of subjects such as politics, economic and cultural trends.

Costs to workers

Some workers may have to purchase business attire. Workers may wish to join a professional association, which may have annual dues.

Job listings

Listed below are links to job categories from the National Labor Exchange that relate to this career. Once you get a list of jobs, you can view information about individual jobs and find out how to apply. If your job search finds too many openings, or if you wish to search for jobs outside of Washington, you will need to refine your search.

• Public Relations Specialists 

To get a listing of current jobs from the WorkSource system, go to the WorkSource website .

Wages

Pay varies with the worker's education, job duties, and the industry of the employer.

Most employers provide full-time public relations specialists with benefits. Benefits may include health insurance, paid vacation, sick leave, and a retirement plan. Specialists may receive bonuses for their own, or the company's, success.

Employment and outlook

Washington outlook

The table below provides information about the number of workers in this career in various regions. It also provides information about the expected growth rate and future job openings.

National employment

Public relations workers usually work in large cities. These are where press services and other communications facilities are readily available. Many businesses and trade associations also have their headquarters in big cities. The largest consulting firms are based in New York, Los Angeles, Chicago, and Washington, DC.

Major employers:

• Non-profit organizations
• Business and professional associations
• Colleges and universities

National outlook

Demand for this occupation will grow about as fast as average. Online media requires quick response from public relations specialists. More specialists will also be needed to help companies manage their social media sites as they look for new ways to reach customers. Companies will become more involved in community outreach in order to enhance their reputation. This will create demand for public relations specialists.

Competition for jobs will be very strong.

Other resources

American Journalism Review 

Careers in Space: A Universe of Options 

Institute for Public Relations 
PO Box 118400
2096 Weimer Hall
Gainesville, FL 32611-8400
352.392.0280

International Association of Business Communicators 
649 Mission Street
Fifth Floor
San Francisco, CA 94105
800.776.4222
415.544.4700

National Communication Association 
1765 N Street, NW
Washington, DC 20036

Public Relations Society of America 
120 Wall Street, 21st Fl.
New York, NY 10005-4024
212.460.1400

Public Relations Student Society of America 
120 Wall Street, 21st Fl.
New York, NY 10005-4024
212.460.1474

References

Career cluster

• Marketing

Career path

• Enterprising (Business Communications)

O*Net  occupation

• Public Relations Specialists (27-3031.00) 

O*Net job zone 

• Job Zone 4 - Considerable preparation needed. A minimum of two to four years of work-related skill, knowledge, or experience is needed for these occupations.

DOT occupations

• Lobbyist (165.017-010) 
• Public-relations Representative (165.167-014) 
• Sales-service Promoter (165.167-010) 

Strong Interest Inventory

• Public Relations Director

Holland occupational cluster

• Enterprising/Artistic/Social

COPSystem

• Business Professional