According to the Bureau of Labor Statistics (BLS), the median salary in 2015 for a public relations specialist was $56,770. Most PR specialist positions only require a bachelor degree in public relations, journalism, communication, business, or media studies. There are a variety of different certifications you can obtain through the Public Relations Society of America (PRSA). They offer seminars and web based training.
A great way to get experience is through internships. This looks great on resumes and can get your foot in the door after graduation. Possible internships could be in public/media relations, general business administration, social media management, or journalism. They all require skills that a good PR professional should have. By doing internships, you can add qualifications or skills onto your resume that potential employers are looking for. You can prove that you acquired those skills through your internship.
The PRSA defines Public relations as “a strategic communication process that build mutually beneficial relationships between organizations and their publics.” A PR specialist has many different job responsibilities that will vary depending on the company they work for. They typically wear many hats. Most will be in charge of writing press releases and/or newsletters, organizing events, create marketing material, work with the media, launch marketing campaigns, promote products, research trends, coordinate conferences, and manage information.
According to BLS, a PR specialist can expect to work long hours and overtime due to all the responsibilities they have. Some skills that are seen as desirable in this field according to the PRSA are communication (oral and written), creative design, crisis management, social media, and research.
Communication is one of the most important skills a PR professional should have because they have to make connections within the community, write, and present information effectively. So, they must be effective at oral communication and writing. It’s important to be able to work well with co-workers and those outside of the organization. They are seen as great communicators.
Creativity is another important skill. Many companies want an employee in this type of work that has an eye for design and can work with multiple soft wares. Most job listings will say under their preferred skill: experience with software, such as Photoshop or InDesign.
Social media skills are becoming more and more desirable since they are a great way at reaching larger audiences. Many companies are on multiple platforms, such as, twitter and Facebook. A PR specialist may need to manage social media pages in order to maintain the company’s image, bring awareness to the community, and for marketing purposes.
Crisis Management is a key skill that PR professionals should learn. When companies face a scandal or negative press, it is the responsibility of the PR professional to handle it. This requires them to communicate with media outlets in order to make sure they have the facts and try to bring positivity to whatever situation is occurring. It is a way to protect the image of the organization which is even more important during a crisis. They may even consider counseling members of the organization on how to get through interviews with the media and what they should be doing.
If all of that sounds like something that could be a good fit for you, you may be wondering what the job outlook is like for this career. As stated earlier, the median salary that was reported in 2015 was $56, 770. The bottom 10% of PR specialist made approximately $31,190. That is closer to what you may expect when first starting out.
According to BLS, the projected job growth is 6% from 2014 to 2024. This is average job growth. There will likely be strong competition for jobs at advertising and PR firms, especially in areas with little employment opportunity in the field.
Public relations specialists have a wide range of duties that include communicating, writing, maintaining a company’s reputation, and building relationships. Would you consider a career that offers such a variety?
