Significant Points

• Although 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.
• Strong communication skills are essential.

Nature of the Work

An organization's reputation, profitability, and its continued existence can depend on the degree to which its targeted public supports its goals and policies. Public relations specialists-also referred to as communications specialists and media specialists, among other titles-serve as advocates for clients seeking to build and maintain positive relationships with the public. Their clients include businesses, nonprofit associations, universities, hospitals, and other organizations, and build and maintain positive relationships with the public. As managers recognize the link between good public relations and the success of their organizations, they increasingly rely on public relations specialists for advice on the strategy and policy of their communications.

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.

Public relations specialists draft press releases and contact people in the media who might print or broadcast their material. Many radio or television special reports, newspaper stories, and magazine articles start at the desks of public relations specialists. Sometimes, the subject of a press release is an organization and its policies toward employees or its role in the community. For example, a press release might describe a public issue, such as health, energy, or the environment, and what an organization does to advance that issue.

Public relations specialists also arrange and conduct programs to maintain contact between organization representatives and the public. For example, public relations specialists set up speaking engagements and prepare speeches for officials. These media specialists represent employers at community projects; make film, slide, and other visual presentations for meetings and school assemblies; and plan conventions.

In government, public relations specialists may be called press secretaries. They keep the public informed about the activities of agencies and officials. For example, public affairs specialists in the U.S. Department of State alert the public of travel advisories and of U.S. positions on foreign issues. A press secretary for a member of Congress informs constituents of the representative's accomplishments.

In large organizations, the key public relations executive, who often is a vice president, may develop overall plans and policies with other executives. In addition, public relations departments employ public relations specialists to write, research, prepare materials, maintain contacts, and respond to inquiries.

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.

Work environment. 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. 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.

Training, Other Qualifications, and Advancement

A bachelor's degree in a communications-related field combined with public relations experience is excellent preparation for a person interested in public relations work.

Education and training. Many entry-level public relations specialists have a college degree in public relations, journalism, marketing, or communications. Some firms seek college graduates who have worked in electronic or print journalism. Other employers seek applicants with demonstrated communication skills and training or experience in a field related to the firm's business-information technology, healthcare, science, engineering, sales, or finance, for example.

Many colleges and universities offer bachelor's and postsecondary programs leading to a degree in public relations, usually in a journalism or communications department. In addition, many other colleges offer courses in this field. Courses in advertising, business administration, finance, political science, psychology, sociology, and creative writing also are helpful. Specialties may be offered in public relations for business, government, and nonprofit organizations.

Internships in public relations provide students with valuable experience and training and are the best route to finding entry-level employment. Membership in local chapters of the Public Relations Student Society of America (affiliated with the Public Relations Society of America) or in student chapters of the International Association of Business Communicators provides an opportunity for students to exchange views with public relations specialists and to make professional contacts that may help them to find a full-time job after graduation.

Some organizations, particularly those with large public relations staffs, have formal training programs for new employees. In smaller organizations, new employees work under the guidance of experienced staff members. Entry-level workers often maintain files of material about company activities, skim newspapers and magazines for appropriate articles to clip, and assemble information for speeches and pamphlets. New workers also may answer calls from the press and the public, prepare invitation lists and details for press conferences, or escort visitors and clients. After gaining experience, they write news releases, speeches, and articles for publication or plan and carry out public relations programs. Public relations specialists in smaller firms usually get well-rounded experience, whereas those in larger firms become more specialized.

Other qualifications. In addition to the ability to communicate thoughts clearly and simply, public relations specialists must show creativity, initiative, and good judgment. Decision-making, problem-solving, and research skills also are important. People who choose public relations as a career should have an outgoing personality, self-confidence, an understanding of human psychology, and an enthusiasm for motivating people. They should be assertive but able to participate as part of a team and be open to new ideas.

Certification and advancement. 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. This process includes both a readiness review and an examination, which are designed for candidates who have at least 5 years of full-time work or teaching experience in public relations and who have earned a bachelor's degree in a communications-related field. The readiness review includes a written submission by each candidate, a portfolio review, and dialogue between the candidate and a three-member panel. Candidates who successfully advance through readiness review and pass the computer-based examination earn the Accredited in Public Relations (APR) designation.

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. Candidates must have at least 5 years of experience and a bachelor's degree in a communications field and must pass written and oral examinations. They also must submit a portfolio of work samples that demonstrate involvement in a range of communications projects and a thorough understanding of communications planning.

Employers may consider professional recognition through accreditation as a sign of competence in this field, and such designations could be especially helpful in a competitive job market.

Public relations specialists who show that they can handle more demanding assignments are more likely to be promoted to supervisory jobs than those who are unable to do so. In public relations firms, an entry-level worker might be hired as a junior account executive and be promoted over the course of a career to account executive, senior account executive, account manager, and, eventually, vice president. Specialists in corporate public relations follow a similar career path, although the job titles may differ.

Some experienced public relations specialists start their own consulting firms.

Job Outlook

Employment is projected to grow much faster than average; however, keen competition is expected for entry-level jobs.

Employment change. Employment of public relations specialists is expected to grow 24 percent from 2008 to 2018, much faster than the average for all occupations. The need for good public relations in an increasingly competitive and global business environment should spur demand for these workers, especially those with specialized knowledge or international experience. Employees who possess additional language capabilities also are in great demand.

The recent emergence of social media in the public relations is expected to increase job growth as well. Many public relations firms are expanding their use of these tools, and specialists with skills in them will be needed.

Employment in public relations firms is expected to grow as firms hire contractors to provide public relations services, rather than support more full-time staff when additional work is needed.

Among detailed industries, the largest job growth will continue to be in advertising and related services.

Job prospects. Keen competition likely will continue for entry-level public relations jobs, as the number of qualified applicants is expected to exceed the number of job openings. Many people are attracted to this profession because of the high-profile nature of the work. Opportunities should be best for college graduates who combine a degree in journalism, public relations, or another communications-related field with a public relations internship or other related work experience. Applicants who do not have the appropriate educational background or work experience will face the toughest obstacles.

Additional job opportunities should result from the need to replace public relations specialists who retire or leave the occupation for other reasons.