PUBLIC RELATIONS SPECIALISTS

Nature of the Work

An organization's reputation, profitability, and even its continued existence can depend on the degree to which its goals and policies are supported by its targeted publics.  Public relations specialists serve as advocates for businesses, governments, universities, hospitals, schools, and other organizations, and strive to build and maintain positive relationships with the public.  As managers recognize the growing importance of good public relations to the success of their organizations, they increasingly rely on public relations specialists for advice on strategy and policy.

Public relations specialists handle such functions as media, community, consumer, and governmental relations; political campaigns; interest-group representation; conflict mediation; or employee and investor relations. 

Training, Other Qualifications, and Advancement

Although there are no defined standards for entry into a public relations career, a college education combined with public relations experience, usually gained through an internship, is considered excellent preparation for public relations work.  The ability to write and speak well is essential.  Many beginners have a college major in public relations, journalism, advertising, or communications.  Some firms seek college graduates who have worked in electronic or print journalism.  Other employers seek applicants with demonstrated communications skills and training or experience in a field related to the firm's business science, engineering, sales, or finance, for example.  In 1992, well over 200 colleges and about 100 graduate schools offered degree programs or special curricula in public relations, usually in a journalism or communications department. 

Job Outlook

Employment of public relations specialists is expected to increase about as fast as the average for all occupations through the year 2005.  Keen competition for public relations jobs will likely continue among recent college graduates with a degree in communications journalism, public relations, advertising, or a related field as the number of applicants is expected to exceed the number of job openings.  People without the appropriate educational background or work experience will face the toughest obstacles in finding a public relations job.

Earnings

Median annual earnings for salaried public relations specialists who usually worked full time were about $32,000 in 1992.  The middle 50 percent earned between $24,000 and $51,000 annually; the lowest 10 percent earned less than $17,000; and the top 10 percent earned more than $62,000.  A College Placement Council salary survey indicated new college graduates entering the public relations field were offered average starting salaries of about $21,000 in 1993.

Additional information can be obtained by contacting the following organizations:

Public Relations Society of America, Inc., 33 Irving Place, New York, NY 10003-2376.

PR Reporter, P.O.  Box 600, Exeter, NH 03833.

The American Society for Health Care Marketing and Public Relations,American Hospital Association, 840 North Lake Shore Dr., Chicago, IL 60611.


