Public Relations Specialist

What a Public Relations Specialist Does

Public relations specialists, also known as media or communication specialist and press secretaries in governmental agencies, work to control the image, branding, and messaging of their clients or employers in the media. They often interact with journalists and reporters, as well as other public officials, to manage the public's perception of that company. Their work might often include writing press releases for newspapers or news stations, holding press conferences, writing speeches, and hosting open house events. Conflict mediation, crisis management, managing political campaigns, representing interest groups and even coordinating investor relations can also be aspects of a public relations specialist's job description. These professionals can work for a variety of organizations and companies, from public relations firms to hospitals, non-profit organizations, large corporations, government agencies, and sports teams. They should be highly focused, detail oriented, and possess excellent communication skills. Advanced writing and computer skills are also highly desirable.

How to Become a Public Relations Specialist

Working as a public relations specialist requires employees to possess at least a bachelor's degree from an accredited institution, usually in communications, public relations, journalism, marketing, or English. These majors are generally offered in a school's communications, journalism or English departments, where typically courses could include Media Law, Public Speaking, Media Writing, Organizational Behavior, Corporate Communications, Ethics, Consumer Behavior and Branding, and other similar courses. And because the field is fairly interdisciplinary, students should also take courses in finance, business, philosophy, and political science. Internships are the greatest way for students to break into the industry and gain valuable experience which can help them land a job following graduation. This field is highly competitive and students need these internships to make important industry connections. Also, joining professional organizations, like the Public Relations Society of America (PRSA) or International Association of Business Communicators (IABC), will also help students become connected and gain valuable insight into the field. PRSA also provides certification credentials to members that participate in the Examination for Accreditation in Public Relations process, which includes a review and examination.

Career Outlook for Public Relations Specialist

This profession is expected to grow much faster than the average career, according to the U.S. Bureau of Labor Statistics. However, competition for open positions is expected to be fierce, so interested employees should be prepared for a serious job hunting process. The greatest growth will be seen in international public relations, so those professionals with foreign language skills or knowledge of international affairs will be in high demand. Also, with the emergence and promulgation of social media, public relations specialists with specialized skills in this field will also be sought after. According to the Bureau, the average salary for a public relations specialist in 2008 was between $40,000 and $70,000 annually. The top 10 percent of the field earned over $95,000. This profession is generally highly concentrated in urban areas, so salary and job opportunities will vary based on one's geographic location, experience and education level, as well as employer.