Public Relations Specialist: Career Information

Public Relations Specialist Job Description: Public relations specialists communicate with the public on behalf of companies, organizations or governments. They are also called communications or media specialists. A public relations specialist spreads his or her employer's or client's message to the public, often using the media as a conduit.

Employment Facts About Public Relations Specialists: In 2006, public relations specialists held about 243,000 jobs. Most of these jobs were in service providing industries like advertising, health care, educational services and government. Some public relations specialists worked for communications firms, financial institutions and government agencies. Job opportunities have traditionally been concentrated in larger cities, i.e., New York, Los Angeles, San Francisco, Chicago and Washington, D.C., but in recent years there have been jobs scattered throughout the country.

Educational Requirements for Public Relations Specialists: Although there are no standard educational requirements for working as a public relations specialist, employers prefer to hire job candidates who have college degrees and some experience. Many who enter this field have majored in public relations, journalism, communications, and advertising. Their experience generally comes from internships. Work in a field related to the employer's industry is also helpful.

Other Requirements for Public Relations Specialists:

Those who want to work as public relations specialists should have these attributes:

• the ability to communicate clearly
• creativity
• initiative
• good judgement
• an outgoing personality
• self confidence

Writing, problem solving, decision making and research skills are also a must for aspiring public relations specialists. The ability to work on a team is also important.

The Universal Accreditation Board and the International Association of Business Communicators have accreditation programs for public relations specialists. While not a job requirement, being accredited may make a job candidate more competitive.

Advancement of Public Relations Specialists: Entry-level public relations specialists maintain files about company or organization activities, field inquiries from the press and public, and help organize press conferences and other events. More experienced public relations specialists write press releases and speeches and coordinate public relations programs. Work in a small firm will provide a greater variety of experience than work in a large firm. As a public relations specialist gains more experience, he or she may be promoted to a supervisory position, including, in order, account executive, senior account executive, account manager, and vice president.

Job Outlook for Public Relations Specialists: Employment of public relations specialists is expected to increase faster than the average for all occupations through 2016. However, this is a competitive field where there are more candidates than there are jobs for entry-level positions. Those with bachelor's degrees in public relations, communications, journalism, and advertising will fare better.

Earnings of Public Relations Specialists: Median Annual Earnings in the Industries Employing the Largest Numbers of Public Relations Specialists (U.S., May 2006^*)

• Advertising and related services: $49,980
• Management of companies and enterprises: $52,940
• Business, professional, labor, political, and similar organizations: $51,400
• Local government: $47,550
• Colleges and universities: $43,330

Use the Salary Wizard at Salary.com to find out how much public relations specialists currently earn in your city.

A Day in a Public Relations Specialist's Life: On a typical day a public relations specialist might perform some of the following duties:

• prepare press releases and contact people in the media who might print or broadcast their material;
• arrange and conduct programs to keep up contact between organization representatives and the public;
• represent employers at community projects;
• make film, slide, or other visual presentations at meetings and school assemblies;
• plan conventions;
• prepare annual reports and write proposals for various projects;
• keep the public informed about the activities of government agencies and officials

Source: Bureau of Labor Statistics, U.S. Department of Labor, Occupational Outlook Handbook, 2008-09 Edition, Public Relations Specialists, on the Internet at http://www.bls.gov/oco/ocos086.htm (visited March 5, 2008).