Schools For Me» Public Relations

Public Relations Specialists

admin — Tue, 01 Jun 2010 21:41:55 +0000

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.

Job: Labor Relations Manager

admin — Tue, 01 Jun 2010 21:39:24 +0000

A labor relations manager and specialist not only provides services for handling employee benefits questions or recruiting, interviewing, and hiring new staff in accordance with policies established by top management, but today’s human resources workers also consult with top executives regarding strategic planning. The job has moved from staff work to leading the company in suggesting and changing policies.

In an effort to enhance productivity, reduce job turnover, and help companies increase performance, these workers also help their companies effectively use employee skills, provide training and development opportunities to improve those skills, and increase employees’ satisfaction with their jobs and working conditions. Dealing with people is an important part of the job.

Average Salary: $64,930 to $86,500

Average Hours (per week): 40

Union: No.

Certifications: College graduates and those who have earned certification will have the best job opportunities. There are also professional associations that specialize in human resources classes. A combination of courses in business administration, social and or behavioral sciences is recommended. Some labor relations jobs require graduate study in industrial or labor relations. A strong background in industrial relations and law is highly desirable for contract negotiators, arbitrators and mediators.

Training Period: Entry-level workers often enter on-the-job training programs in which they learn how to classify jobs, interview applicants, or administer employee benefits; they then are assigned to specific areas in the human resources department.

Strongest Market(s):

Human resources, training, and labor relations managers and specialists held about 904,900 jobs in 2008, and they are employed in virtually every industry. In addition there are12,900 managers and specialists who are self-employed.

Entry Level Salary: $49,350

Top Salary: $113,480 to $147,050

Job Growth Forecast: Employment is expected to grow faster than average for all human resources, training, and labor relations managers and specialists. Overall employment is projected to grow by 22 percent between 2008 and 2018, much faster than the average for all occupations.

Public Relations Manager

admin — Tue, 01 Jun 2010 21:36:52 +0000

It is the responsibility of the public relations department to manage communications with the media, consumers, investors, employees and the public, and they are often a spokespeople for the company. A PR manager writes press releases and spends their time responding to information requests from journalist or pitch stories to the media. PR Managers engage in promoting or creating good will for their clients — groups, individuals or organizations.

Typically a public relations manager coordinates their companies’ public relations activities. In small firms the owner or chief executive officer might assume all of the public relations responsibilities, but in large firms, an executive vice president directs overall advertising, marketing, promotions, sales, and public relations policies. Anyone interested in becoming a public relations manager should be highly motivated, creative, resistant to stress, flexible, and decisive. The ability to write and communicate well is very important. They must then select favorable publicity materials and release the information through various communications media including wire services or social media networks.

Average Salary: $83,711 to $89,430

Average Hours (per week): 50 hrs per week average but with substantial travel and long hours – often including evenings and weekends.

Union: No.

Certifications: This job requires a college graduate degree and also related experience, Certification is particularly important in a competitive job market. The number of managers who seek certification is expected to grow, and there are numerous management certification programs today based on education and job performance. The Public Relations Society of America offers a certification program for public relations practitioners based on years of experience and performance on an examination.

Training Period: Most employers prefer college graduates with experience in related occupations.

Strongest Market(s): About 48 percent of public relations managers in 2008 were employed in service-providing industries — professional, scientific, and technical services; public and private educational services; finance and insurance; government and healthcare. Others work for communications firms and financial institutions.

Today there is also a trend towards public relations jobs being dispersed throughout the United States, but traditionally PR jobs have been concentrated in large metro areas like New York, Los Angeles, San Francisco, Chicago, and Washington, D.C.

Entry Level Salary: $43,325 to $71,808. Many managers earn bonuses equal to 10 percent or more of their salaries.

Top Salary: $98,430

Job Growth Forecast: Employment is projected to grow on an average basis, although competition is tough. Public relations employment for managers is expected to increase by 13 percent through 2018, spurred by competition for a growing number of foreign and domestic goods and services that will be competing.

Public Relations Director

admin — Tue, 01 Jun 2010 21:35:08 +0000

A public relations (PR) director develops, implements and tracks their company’s overall strategic public relations programs. This can include media relations, internal communications, community relations, and investor relations. Programs may often include media relations, community relations, internal communications and investor relations.

A PR director must be quick thinker with strong communication skills, both written and oral, and they should be a team leader who is confident and able to inspire co-workers and clients alike.

Education/Experience Requirements: A Bachelors degree with at least 7 years of field experience.

Average Salary: $104,837

Average Hours (per week): 50 plus hours per week with substantial travel.

Union: No.

Training Period:

Strongest Market(s):

About 48 percent of public relations managers in 2008 were employed in service-providing industries — professional, scientific, and technical services; public and private educational services; finance and insurance; government and healthcare. Others work for communications firms and financial institutions.

Entry Level Salary: $92,668

Average Salary: Average salary is $104,837.

Top Salary: $125,235 to $206,694.

Job Growth Forecast: Competition is tough, but employment is projected to grow on an average basis and increase by 13 percent through 2018, spurred by competition for a growing number of foreign and domestic goods and services that will be competing.

SVP/Vice President, Corporate Communications

admin — Tue, 01 Jun 2010 21:32:48 +0000

The senior vice president of corporate communications leads an agency’s corporate practice group, which is the team that develops PR and communication programs for leading corporate brands. They must have a demonstrated track record of developing and executing successful PR campaigns.

This leadership role includes new business proposal development and presentations, and research for new business leads. The senior vice president develops and executes successful PR campaigns, maintains a relationship with senior- level client contacts, manages media relations strategies, and pitching processes, often dealing with media responses. There is also research involved in this position, and maintaining and growing business prospects. Expect the scope of work to expand given different projects, and there will often be convergence assignments.

The person in this position manages and delegates the responsibilities of daily workflow for the firms accounts while driving consistent media results, while at the same time supervising work responsibilities of the staff.

Average Salary: $164,000

Average Hours (per week): 50 plus hours per week with substantial travel at times. Plus, a senior VP must work well under pressure and thrive on meeting deadlines and goals.

Union: No

Certifications: B.S/B.A or masters degree in public relations or a related field; at least eight to 10 years of PR experience. The Public Relations Society of America offers a certification program for public relations practitioners based on years of experience and performance on an examination.

Training Period: It can take as many as ten years or more to become a senior level PR practitioner.

Strongest Market(s): The best service-providing industries include communications firms and financial institutions; professional, scientific, and technical services; public and private educational services; finance and insurance; government and healthcare.

There is also a trend today for public relations jobs to be dispersed throughout the United States, but traditionally PR jobs have been concentrated in large metro areas like New York, Los Angeles, San Francisco, Chicago, and Washington, D.C.

Top Salary: $200,000 plus.

Entry Level Salary: $20,000 to $40,000.

Job Growth Forecast: Overall employment of communications and public relations is expected to increase by 13 percent through 2018.