Public Relations

Job Summary:
Public relations specialists help build a positive public image for organizations. They design ways to educate the public about a client's products, accomplishments, or goals. They learn who the customers are, and what image they have of the company and its products.

PR specialists put together a plan for the best way to promote their client. They may work with an advertising firm to arrange a promotional campaign on radio, television, or through the press. PR specialists work closely with advertising firms to ensure the advertisement meets a company's goals. They work with support staff to produce the materials. PR specialists decide how much advertising space to buy, and how long the ad will run to make the biggest impact on the public.

PR specialists build relationships with the community by creating events where the public can meet the company or individual. They may organize fund-raising events, speaking engagements, or trade shows. They usually attend the events to make sure everything goes as planned. Prior to an event, PR specialists may counsel staff about how to answer the public's questions about tough issues. Public relations specialists may also represent the company at government, social, or business gatherings. They may write speeches for their employers to give at events, or they may make the presentation themselves.

Public relations specialists spend much of their time writing. They may prepare and write internal and external newsletters. They also may write and edit annual reports to inform shareholders about the health of the company. Public relations specialists may develop press kits.

Qualification:
A bachelor's degree in public relations, journalism, or communications is good preparation for this occupation. Other majors can qualify you as well. The ability to write well is most important requirement, so take classes that teach writing.

Salary Range:
Nationally, the median wage for public relations specialists is $3,420 per month ($19.72 per hour). Half of all public relations specialists earn between $2,570 and $4,610 per month ($14.83 and $26.58 per hour).

Pay varies with the worker's education, job duties, and the industry of the employer.

Prospects:
In public relations firms, recent graduates may be hired as research assistants or account assistants. With experience, assistants may be promoted to account executive. From there they may become account supervisor, vice president, and then senior vice president. The career path of a public relations specialist at a corporation is similar, but the position names may be different. Some experienced PR specialists start their own consulting firms.