Public relations professionals are responsible for shaping the public image of the company they represent by releasing media or statements showing the company in a favorable light. Job candidates for the position are able to handle deadlines, manage stress, and systematically and methodically collect information.
Daily tasks for public relations jobs include:
- Preparing organizational publications for external and internal audiences
- Responding to requests for information from the media
- Planning and directing communication with media outlets to maintain positive image
- Consulting with advertising agencies to implement promotional programs
- Organizing charitable campaigns to increase consumer awareness about a company
- Preparing and delivering speeches to the media
Public Relations Job Education Requirements
The minimum requirement for most public relations jobs is a bachelor's degree, preferably in public relations, journalism, communications, business administration, or English. Many employers offer on-the-job training for their employees. Experience in the field of the company's line of business is also highly desirable.
To further a potential candidate's chances of obtaining a job in public relations, an Accreditation in Public Relations is preferred by many employers. This certification is offered by the Public Relations Society of America and, and involves a four-part process that includes:
- Completing the application process
- Preparing and sitting for a readiness review
- Studying and completing the examination
- Demonstrating a lifelong commitment to public relations excellence
Public Relations Job Market
Employment of public relations professionals is expected to increase by 12 percent over the next 10 years, which is comparable to the average growth of all other occupations. Due to the increased interest in maintaining a favorable public image, jobs continue to grow, and public relations specialist was regarded as the 13th best profession in 2013 by Economic Modeling Specialists International. Public relations professionals are also more highly desired in cities with large corporations, politicians, and celebrities, such as New York, Washington, D.C., and Los Angeles.
Public Relations Job Salary Information
The average starting salary for a public relations professional is $54, 170 annually, or $26.04 an hour. Certification as an accredited public relations professional helps increase this salary, especially as candidates gain more experience in the field. The top grossing position in public relations is the executive vice president of a public relations firm, and this employee can expect to make an average of $164, 500 a year.