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$50,000
Average Salary
Public relations specialists create and maintain a favorable public image for the organization they represent. They design media releases to shape public perception of their organization and to increase awareness of its work and goals.
DutiesPublic relations specialists typically do the following:
Public relations specialists, also called communications specialists and media specialists, handle an organization’s communication with the public, including consumers, investors, reporters, and other media specialists. In government, public relations specialists may be called press secretaries. In this setting, workers keep the public informed about the activities of government officials and agencies.
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. For example, a press release might describe a public issue, such as health, energy, or the environment, and what an organization does concerning that issue.
Press releases are increasingly being sent through the Internet and social media, in addition to publication through traditional media outlets. Public relations specialists are often in charge of monitoring and responding to social media questions and concerns.
Public relations specialists are different from advertisers in that they get their stories covered by media instead of purchasing ad space in publications and on television.
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Public relations specialists typically need a bachelor’s degree. Employers prefer candidates who have studied public relations, journalism, communications, English, or business.
EducationPublic relations specialists typically need a bachelor’s degree in public relations, journalism, communications, English, or business. Through such programs, students produce a portfolio of work that demonstrates their ability to prospective employers.
TrainingEntry-level workers typically begin by maintaining files of material about an organization’s activities, skimming and retaining relevant media articles, and assembling information for speeches and pamphlets. After gaining experience, public relations specialists begin to write news releases, speeches, articles for publication, or carry out public relations programs.
Other ExperienceInternships at public relations firms or in the public relations departments of other businesses can be helpful in getting a job as a public relations specialist.
Some employers prefer candidates that have experience communicating with others through a school newspaper or a leadership position in school or in their community.
Important QualitiesInterpersonal skills. Public relations specialists deal with the public and the media regularly; therefore, they must be open and friendly to maintain a favorable image for their organization.
Organizational skills. Public relations specialists are often in charge of managing several events at the same time, requiring superior organizational skills.
Problem-solving skills. Public relations specialists sometimes must explain how a company or client is handling sensitive issues. They must use good judgment in what they report and how they report it.
Speaking skills. Public relations specialists regularly speak on behalf of their organization. When doing so, they must be able to clearly explain the organization’s position.
Writing skills. Public relations specialists must be able to write well-organized and clear press releases and speeches. They must be able to grasp the key messages they want to get across and write them in a short, succinct way to get the attention of busy readers or listeners.
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Do you work as a Digital Media Coordinator?
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Top 10 Best States for Digital Media Coordinators
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Gender | |
Female 47.7% |
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Male 42.0% |
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Unknown 10.2% |
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Ethnicity | |
White 57.5% |
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Hispanic or Latino 18.7% |
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Black or African American 11.4% |
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Asian 8.4% |
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Unknown 4.0% |
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Foreign Languages Spoken | |
Spanish 54.9% |
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French 8.5% |
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Mandarin 7.0% |
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German 5.6% |
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Chinese 4.2% |
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Japanese 4.2% |
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Greek 2.8% |
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Hindi 2.8% |
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Russian 2.8% |
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Portuguese 1.4% |
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Vietnamese 1.4% |
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Hmong 1.4% |
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Korean 1.4% |
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Arabic 1.4% |
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Schools | |
New York University 9.1% |
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University of California - Los Angeles 7.3% |
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University of North Texas 6.1% |
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Florida State University 6.1% |
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Pennsylvania State University 5.5% |
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University of Southern California 5.5% |
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University of South Florida 4.8% |
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Michigan State University 4.8% |
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Arizona State University 4.8% |
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University of Central Florida 4.8% |
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Full Sail University 4.8% |
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University of Phoenix 4.8% |
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University of Washington 4.2% |
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Florida International University 4.2% |
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Baylor University 4.2% |
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Fashion Institute of Technology 4.2% |
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Syracuse University 3.6% |
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Ithaca College 3.6% |
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University of North Carolina at Greensboro 3.6% |
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San Francisco State University 3.6% |
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Majors | |
Communication 17.0% |
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Marketing 12.0% |
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Business 10.6% |
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Photography 8.9% |
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Graphic Design 7.5% |
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Journalism 6.7% |
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Public Relations 5.2% |
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Fine Arts 3.7% |
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Political Science 3.7% |
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Advertising 3.1% |
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Management 3.0% |
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English 3.0% |
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Psychology 2.5% |
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Digital Media 2.2% |
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Entertainment Business 2.1% |
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Business Communications 2.1% |
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Writing 1.9% |
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Liberal Arts 1.8% |
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Audiovisual Communications Technologies 1.5% |
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Agricultural Public Services 1.3% |
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Degrees | |
Bachelors 64.7% |
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Masters 13.2% |
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Other 12.2% |
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Associate 5.7% |
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Certificate 2.9% |
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Diploma 0.7% |
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Doctorate 0.4% |
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License 0.2% |
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