A PR specialist is typically responsible for corporate communications but also represents individuals and other organizations for the communication to the public or other target audiences. Public relations specialists, communications specialists, or media specialists, serve as advocates for clients seeking to build and maintain positive relationships with the public. Clients might   include businesses, nonprofit associations, universities, hospitals, and other organizations.

Public relations often provide that communication through press releases, events or through press speeches. Often other major news channels will pick up the stories and syndicate them through appropriate media channels. Responsibilities often include managing contacts with reporters and other civic leaders, preparing press packets and displays, and generally writing and sharing favorable publicity about the company or organization. In government, public relations specialists may be called press secretaries. They keep the public informed about the activities of agencies and officials.

Public relations specialists handle organizational functions, such as media, community, consumer, industry, and governmental relations; political campaigns; interest-group representation; conflict mediation; and employee and investor relations. Public relations specialists must understand the attitudes and concerns of community, consumer, employee, and public interest groups to establish and maintain cooperative relationships between them and representatives from print and broadcast journalism.

Strong communication and writing skills are essential because public relations specialists draft press releases and contact people in the media who might print or broadcast their material.

Public relations specialists also arrange and conduct programs to maintain contact between organization representatives and the public.

People who handle publicity for an individual or who direct public relations for a small organization may deal with all aspects of the job. These public relations specialists contact people, plan and research, and prepare materials for distribution. They also may handle advertising or sales promotion work to support marketing efforts.

Occasionally, they must be at the job or on call around the clock, especially if there is an emergency or crisis. Schedules often have to be rearranged so workers can meet deadlines, deliver speeches, attend meetings and community activities, and travel.

Average Salary: $51,280

Average Hours (per week): Public relations specialists work in busy offices. The pressures of deadlines and tight work schedules can be stressful. Some public relations specialists work a standard 35 to 40 hour week, but overtime is common, and work schedules can be irregular and are frequently interrupted.

Union: No.

Certifications: A bachelor’s degree in a communications-related field combined with public relations experience is expected for a person interested in public relations work. Some entry-level public relations specialists have a college degree in communications, public relations, journalism, or marketing. Many colleges and universities offer bachelor’s and postsecondary programs leading to a degree in public relations, usually in a journalism or communications department. Internships in public relations provide students with valuable experience and training and are the best route to finding entry-level employment.

The Universal Accreditation Board accredits public relations specialists who are members of the Public Relations Society of America and who participate in the Examination for Accreditation in Public Relations process.

The International Association of Business Communicators (IABC) also has an accreditation program for professionals in the communications field, including public relations specialists. Those who meet all the requirements of the program earn the Accredited Business Communicator (ABC) designation must have at least 5 years of experience and a bachelor’s degree in a communications field and must pass written and oral examinations.

Strongest Market(s):

There is a current trend toward public relations jobs to be dispersed throughout the Nation, closer to clients.  Public relations specialists are typically concentrated in large cities, where press services and other communications facilities are readily available and where many businesses and trade associations have their headquarters. Many public relations consulting firms, for example, are in New York, Los Angeles, San Francisco, Chicago, and Washington, D.C.

These jobs are also concentrated in service-providing industries, such as advertising and related services; healthcare and social assistance; educational services; and government. Others work for communications firms, financial institutions, and government agencies.

Entry Level Salary: $38,400; the lowest 10 percent earned less than $30,140

Top Salary: $97,910

Job Growth Forecast: Employment is projected to grow much faster than average, keen competition is expected for entry-level jobs. Opportunities should be best for college graduates who combine a degree in public relations, journalism, or another communications-related field with a public relations internship or other related work experience.

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Sources: July 2009 salary survey conducted by the National Association of Colleges and Employers; Bureau of Labor Statistics, U.S. Department of Labor, Occupational Outlook Handbook, 2010-11Edition.

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