Public Relations Specialist Job Description - Salary, Education and Career Guide for Becoming a Public Relations Specialist

For outgoing, motivated individuals, becoming a public relations specialist can be the perfect career choice. It is a competitive field, but one with many employment opportunities. Opportunities range from working with non-profits and government agencies to businesses of all sizes. The pace of public relations is often hectic and deadline-oriented, but the job is also rewarding for those who enjoy personal interaction, writen and oral communication, and a spot in the public eye.

Many titles exist for public relations professionals, including media or communications specialist. In government positions, a press secretary is the equivalent of a public relations specialist. The job description of a public relations specialist varies widely, ranging from garnering media attention to a certain business or product, to building community interest in a non-profit project or fundraiser. Successful public relations specialists are enthusiastic and have exceptional communication skills. Additionally, the ability to write in a compelling and persuasive tone is critical. Public relations professionals write press releases, which are often the first word that goes out to the media or the public about a product. The success of this initial message is a crucial part of this job.

 

Public relations specialist jobs combine two major responsibilities. The first is promoting to a targeted or general audience. The second is understanding how that audience will perceive the promotion. Concepts being promoted can range from a company's image to a non-profit's mission within a community. In larger corporations, public relations jobs are more specialized. For instance, a specialist may deal only with coordinating advertising agency activity. In smaller businesses, specialists may take on larger roles, including print and media budgeting. Other tasks include:

Jobs in public relations can be very demanding. Challenges include long hours with frequent weekend commitments. When major setbacks arise within a company, it is up to the public relations team to create a positive message that the public will support. A public relations job also entails internal teamwork. This can include building morale and coaching other employees for interviews and presentations.

Salaries for public relations specialist positions range widely. Pay varies based on region as well as the size and budget of the employer. On the lower end, individuals just entering the field can expect to make about $30,000. Those with several years of experience will see salaries ranging between $40,000 and $60,000. On the upper end, the scale can go well past $100,000. Generally, boutique advertising, marketing and public relations firms pay very well. Non-profits typically remain on the lower end of the salary scale.

Not all public relations specialist jobs require a college degree, but a liberal arts education will likely help with communications and critical-thinking skills. Training should include internships, along with the development of a strong contact list. Employers will often value internship experience in the PR field. Many universities and colleges offer a degree program in public relations. However, candidates also come from other degree backgrounds, including communications and journalism. Potential employers will often consider candidates from any field if applicants show a proven ability to be effective communicators. They will also likely appreciate experience speaking publicly.

If you are considering becoming a public relations specialist, community involvement during high school and college will put you at an advantage. Holding an internship will also help you decide whether the public relations field is right for you. An internship will help you gain great insight into the many aspects of public relations. Any related prior work experience is an important part of a public relations portfolio. Writing and publishing your work in any capacity will also likely be attractive to employers.

 

Opportunities for internships lie in many arenas, including:

There are many opportunities for moving up the ladder at public relations specialist jobs. Public relations management is often the next step. Individuals can potentially advance into executive level positions at larger organizations or businesses. Some choose to become self-employed and manage multiple clients. Accreditation by the Public Relations Society of America is another advantage in advancing a career. This certification requires at least five years experience in the field and a passing grade on a qualifying exam. The International Association of Business Communicators also offers accreditation.