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| Year | # of jobs | % of population |
|---|---|---|
| 2021 | 367 | 0.00% |
| 2020 | 370 | 0.00% |
| 2019 | 371 | 0.00% |
| 2018 | 362 | 0.00% |
| 2017 | 354 | 0.00% |
| Year | Avg. salary | Hourly rate | % Change |
|---|---|---|---|
| 2025 | $51,756 | $24.88 | +2.7% |
| 2024 | $50,388 | $24.22 | +1.9% |
| 2023 | $49,440 | $23.77 | +1.2% |
| 2022 | $48,864 | $23.49 | +2.2% |
| 2021 | $47,809 | $22.99 | +2.2% |
| Rank | State | Population | # of jobs | Employment/ 1000ppl |
|---|---|---|---|---|
| 1 | District of Columbia | 693,972 | 256 | 37% |
| 2 | Massachusetts | 6,859,819 | 1,534 | 22% |
| 3 | Delaware | 961,939 | 216 | 22% |
| 4 | Vermont | 623,657 | 137 | 22% |
| 5 | Virginia | 8,470,020 | 1,629 | 19% |
| 6 | Colorado | 5,607,154 | 1,071 | 19% |
| 7 | North Dakota | 755,393 | 141 | 19% |
| 8 | Wyoming | 579,315 | 108 | 19% |
| 9 | Utah | 3,101,833 | 563 | 18% |
| 10 | Montana | 1,050,493 | 181 | 17% |
| 11 | Rhode Island | 1,059,639 | 180 | 17% |
| 12 | Illinois | 12,802,023 | 2,012 | 16% |
| 13 | Washington | 7,405,743 | 1,203 | 16% |
| 14 | Arizona | 7,016,270 | 1,102 | 16% |
| 15 | Minnesota | 5,576,606 | 904 | 16% |
| 16 | Iowa | 3,145,711 | 511 | 16% |
| 17 | Nebraska | 1,920,076 | 309 | 16% |
| 18 | Alaska | 739,795 | 115 | 16% |
| 19 | Connecticut | 3,588,184 | 539 | 15% |
| 20 | New Hampshire | 1,342,795 | 202 | 15% |
| Rank | City | # of jobs | Employment/ 1000ppl | Avg. salary |
|---|---|---|---|---|
| 1 | Lafayette | 1 | 1% | $48,815 |
| 2 | Atlanta | 1 | 0% | $45,185 |
| 3 | Jersey City | 1 | 0% | $79,051 |
University of Cincinnati
Albion College
San Jose State University
Maryville University of Saint Louis
Methodist University
Husson University
University of Akron
Columbus State University
University of Illinois at Urbana-Champaign
Indiana University Kokomo
University of Montevallo
University of San Francisco
University of Scranton
Elon University
Suzanne Boys PhD., APR: I encourage students to create a portfolio of work samples, including writing, research, and creative pieces. They can use this portfolio to show skills, potential, and the value they will add to a company. I also encourage students to pursue continued education and practical certifications after graduation (e.g., Google and LinkedIn offer free and low cost certifications). Adding those certifications to a resume can show skills, relevance, and work ethic. Joining professional associations (e.g., Public Relations Society of America, American Marketing Association, Together Digital) is also key. Many of those associations offer mentorship, professional development, and networking opportunities. Finally, it is important to put yourself forward for opportunities. Employees who take on projects and are unafraid of challenges create leverage for themselves in salary negotiations.
Suzanne Boys PhD., APR: My advice to graduating Communication students is to think outside of the box about ways to build experience. For example, post graduate internships are a great way to gain experience. Another non-traditional post graduate option is to volunteer for local non-profit organizations. Students can use these volunteer experiences to continue building their portfolios and networks, even while they job search. I also advise recent graduates not to pressure themselves to find 'the job.' Their first couple of jobs after graduating will allow them to grow their skills and networks. They can finesse their job search after they have finessed their skills and started to built a career network.
Dr. Phillip Arceneaux: It can be a hectic job with responsibilities continually expanding. Some enjoy the challenges and the opportunity to develop new skills, while others may find the pace overwhelming. The variety of industries open to PR professionals allows them to work in sectors they are passionate about, making their work fulfilling.
Dr. Phillip Arceneaux: Every company needs to tell its story, making PR essential. New technologies like digital media and AI offer innovative ways to engage. PR professionals play a crucial role in assessing risks, managing crises, and repairing reputations. The diversity of sectors where PR can be applied makes the profession fulfilling and meaningful.
Dr. Phillip Arceneaux: On a daily basis, PR practitioners are implementing various earned media strategies to build two-way mutually beneficial relationships with consumers. PR is more about building meaningful, long-term relationships between consumers and a brand by telling meaningful stories and communicating information about the brand. Tasks can range from curating content on social media, pitching stories to journalists, event planning, updating website information, drafting newsletters and press releases, designing graphics, conducting market performance and consumer attitude analysis, and more.
Megan Hill: The best way to maximize your salary potential when starting your career is to have built-in experience through internships and/or other practical experience to illustrate the value you're able to bring to an employer on day one.
Megan Hill: Don't rest on your laurels; this field is highly demanding and undergoing constant change, so be prepared to engage in life-long learning - from your own experiences, peers, mentors, professional organizations, etc. - and don't lose sight of what's at the heart of public relations work - building relationships with people.
Dr. Mathew Cabot APR: PR offers the satisfaction of seeing tangible results from one's efforts, whether it's securing positive media coverage, managing a successful campaign, or effectively navigating a crisis. PR professionals appreciate the opportunity to make a meaningful impact on their organization's reputation and success. Conversely, PR often involves long hours and tight deadlines, particularly when coordinating events, responding to media inquiries, or managing crisis situations. Practitioners may find it difficult to maintain a healthy work-life balance amidst the demands of the job.
Dr. Mathew Cabot APR: Public relations offers a dynamic, fulfilling, and rewarding career path for individuals who are passionate about communication, storytelling, relationship-building, and making a positive impact in today's interconnected world.
Dr. Mathew Cabot APR: A PR practitioner's day-to-day responsibilities can widely vary depending on the practitioner's role, including media relations, social media management, content creation, crisis and reputation management, research and data analytics, and employee communication. Regardless of the specific role, all public relations practitioners help organizations behave and communicate in ways that build trust between the organizations they represent and the stakeholders on whom their success or failure depends. A beginning practitioner could be involved in a variety of tasks, including media monitoring, social media management, research, writing, content creation, and event planning and support.
Dr. Dustin York: As customers are becoming more and more reluctant to traditional advertising, PR is breaking through the noise. Businesses crave a good online reputation that attracts loyal customers, so PR skills are in high demand. Plus, it's a blend of writing, creativity, and tech-savviness - a hot commodity these days.
Dr. Dustin York: A PR pro's day is a juggling act of pitching stories to media, crafting content, planning events, and maybe even communicating an issue or crisis, but all their work comes down to some sort of storytelling. Newbies assist senior folks with projects, but some common tasks for entry-level pros include media listening and auditing.
Dr. Leslie Rasmussen: PR is not monotonous; it's generally fast-paced and can be very fun and exciting. There's a lot of creativity that goes into PR, and for the right person, it can very rewarding. Others may not enjoy the fast-paced, ever-changing landscape
Dr. Leslie Rasmussen: Public relations focuses on building relationships between organizations and audiences. Nowadays, audiences are inundated with options, and we must focus on connection, building community, and making people feel something. We get to think outside of the box and build strategy to make those connections for a variety of reasons and industries. Organizations, big and small, use PR to cut through the clutter and set themselves apart from the competition. The need spans across industries and organization size, so it's a perfect time to enter PR and find your fit.
Dr. Leslie Rasmussen: The exciting thing about working in PR is that it's never the same. You might be planning an event, writing news releases, developing social media strategies and content, managing campaigns, or working with the media, depending on the day. PR is also versatile - you can work in the auto industry, healthcare, politics, beauty, sports, entertainment... the possibilities are endless. No matter which path you take, the core skills we utilize in PR are writing, research, public speaking, organization, and creativity. How we use those skills will vary from day-to-day.
Michelle Maresh-Fuehrer Ph.D.: -Responsibly and ethically using AI as a tool for generating content ideas. -Research, especially vetting appropriate sources to combat misinformation. -Relationship management - with peer coworkers in largely hybrid work environments, and with clients/company stakeholders.
Michelle Maresh-Fuehrer Ph.D.: It is never too early to start thinking about your 5- and 10-year plan. Browse job advertisements for those mid-career positions and look at the qualifications and experience needed to obtain them. Find ways to gain that experience during your entry-level work. That may mean asking your supervisor if you can shadow them or volunteering to participate in a project to gain experience with a specific skill set. It could also mean doing pro bono or low-cost work for a non-profit or other community organization on the side to build your portfolio.
Dr. MinJi Kim: Public Relations (PR) is an integral part of our daily lives. The moment we wake up and check our phones, we encounter messages from various sources in the form of texts, photos, sounds, and videos. Consumers are continuously immersed in PR, targeted for attention and managed both knowingly and unknowingly. This necessitates that marketers and PR professionals consistently work to enhance the public's awareness of their clients and nurture relationships continuously. As a result, PR professionals are dedicated to a continuous cycle of monitoring, listening, and responding to customer feedback across diverse media channels, not only during specific seasonal events but also throughout everyday interactions. PR professional's daily responsibilities cover various tasks, such as investigating trends in society, conducting environmental scanning to collect data on the industry and competition, and utilizing social media for monitoring and listening to meet and anticipate consumer demands. Through the process, PR pros manage public queries, craft news stories to keep the public informed about the client's brand, pitch organizational news stories to journalists and reporters, and send out market research reports to stakeholders and investors. At times, duties may also include examining changes in policies and regulations that may affect the business, ensuring proactive preparation for upcoming challenges and opportunities.
Dr. MinJi Kim: In recent years, we've transitioned into an era that might be called the age of self-PR, where not only corporations but also individuals focus on promoting their own brand value, making themselves known, and building relationships. The journey started with accessible media serving as a bridge, connecting individuals and offering a platform for the continuous distribution, exchange, and recreation of information. Although the realms of PR have long been viewed as attractive careers for strategically boosting a noticeable presence of brands and building loyal relationships, the significance of PR has escalated to unprecedented levels in today's era, characterized by the full exploitation of media potential at all times.
Dr. MinJi Kim: The essence of PR is managing the relationship between clients and their audiences, which can make it challenging to satisfy both groups simultaneously. Particularly during a crisis, it becomes difficult to protect the organization's reputation while timely addressing and mitigating the audience's complaints. Additionally, many PR professionals face concerns about the societal stereotype that views PR and marketing primarily as profit-driven endeavors. Nevertheless, pursuing a career in public relations (PR) is perfect for those eager to understand people's thoughts and leverage influence by staying updated with the latest industry news. It offers a unique chance to shape public opinion and establish trends in a dynamic society. Crafting universally accessible content and representing clients to engage with the public poses a distinctive challenge. The responsibility and impact of a PR representative with their specific role and skills showcase the power of this profession.
Methodist University
Public Relations, Advertising, And Applied Communication
Sara Erlichman Ph.D.: One of the top advice I see is that you document your successes with KPIs. Keep a Word file in your personal cloud documenting any and all positive feedback from colleagues and hard data that demonstrate successful results. Only you know exactly how you've impacted the company through your work, and no one is going to advocate for you as well as you can for yourself!
Sara Erlichman Ph.D.: Overall, it is important that anyone pursuing a career in PR to have a combination of investigative, planning, management, and social media experience and skills. Additionally, advance proficiency in Excel will set you apart from candidates.
Regarding the future, I think data analysis and synthesis is extremely important. Majority of metrics are assessed via third-party data, so it is important to be able to look at descriptive statistics and synthesize recommendations for clients.
Husson University
Public Relations, Advertising, And Applied Communication
Ms. Nancy Roberts APR, MBA: If you enjoy doing something different every day and communicating with people in a variety of ways then a career in public relations may be for you. A Communications Specialist handles various tasks on a day-to-day basis, including crafting news releases, managing social media accounts, pitching stories to media outlets, organizing events, and maintaining positive relationships with the stakeholders of the company.
Ms. Nancy Roberts APR, MBA: People appreciate the creativity and variety in tasks that come with being a Communications Specialist. They enjoy the opportunity to shape public perception and tell compelling stories. However, the fast-paced nature of the job and the pressure to always be on top of trends and crises can be challenging for some.
Ms. Nancy Roberts APR, MBA: Communications Specialist is a good profession to enter now because effective communication is crucial in today's fast-paced digital world. With the rise of social media and online platforms, businesses and organizations need skilled professionals to navigate and manage their public image effectively.
McKenna Vietmeier: When it comes to Public Relations, there are some fundamental skills that we will see persist: writing and strategic thinking. Excellent writing skills and the ability to strategize/problem solve continue to be the most requested qualifications we get from employers and many of our recent grads point to our PR Writing and PR Strategic Campaigns courses as the ones that best prepared them for their careers. However, in the next 3-5 years, PR students will also need to diversify their skillsets. Many employers now expect their PR person to be a one-stop shop for expertise in social media, graphic design, media relations, multimedia, SEO, marketing, and more. It will become increasingly important for students to think outside of the parameters of standard curriculum and seek out coursework that will help them become the well-rounded, adaptable professional that employers are looking for.
Dr. Tiffany McBride: Over the next 3-5 years, communications will have changed rapidly, and staying abreast of what is happening and how it can impact the industry is essential. Jobs in communications are expected to increase. Not only is employment in communications being valued differently but growth in this field is also anticipated. A recent USC Annenberg Study projects that spending on PR and communications would increase by 11% over the next five years. Given the fast-changing landscape, focusing on online crisis communication and strategic digital communication capabilities will be essential. In addition to those skills, graduates must keep up with PR and mass communications developments and technologies. A working knowledge of data analysis and digital media management skills is also helpful. Digital abilities are essential in modern communications and PR. Learning data analytics, social media management, and platform content development can determine employment in the desired field. Lastly, although not a technical skill set, an essential soft skill is flexibility, learning new technology when offered, and seeking knowledge. Crisis communication and strategic planning are crucial as firms adapt to fast change.
Dr. Tiffany McBride: As a new communications graduate, students must establish versatility, showcase the schooling and skills they have learned, and leverage any internships or industry-related employment, business, and community relations experience. Communications, specifically public relations and strategic communication, require strong written and vocal communication abilities; highlighting what you have accomplished both inside and outside the classroom will make you stand out from other applicants. It is also a good rule of thumb to keep up with industry trends and standards by networking with industry-related professionals and researching and studying the industry. One piece of advice I give my public relations students and any student taking my courses is to start early by creating an online portfolio of your communication projects and using professional networking sites, such as LinkedIn. Creating a professional or more industry-focused social media presence tells employers and those in the industry that you have researched what it takes to get into the field and are serious about your profession. Also, if the portfolio is comprehensive and created well, it offers a more holistic approach to what you, as a graduate, know how to do, not just what you learned from a textbook but real-life application. Although they may not be your dream job coming out of college, get internships or entry-level jobs to gain experience and network to open doors and gain insights for the future.
University of Illinois at Urbana-Champaign
Communication And Media Studies
Marisa Peacock: Curiosity, multi-tasking, boundary setting, and the ability to write well will never fall out of favor!
PR requires a lot of on-going work, most of it behind the scenes. Knowing how to stay organized in chaos will help. Also, knowing how you need to handle stressful situations will help prevent burnout. When things get to be too much - figuring out what helps (going for a walk outside, putting down your devices for a few hours, working out, having coffee with a friend) will benefit your mental health in the long run. Emerging technologies will also be a factor, so be curious, adapt and find ways to evolve your brand/company's presence online.
Marisa Peacock: Everything is public relations. The traditional approach to PR doesn't always apply. Because of the expansive and pervasive nature of how information is shared on and offline, if you're trying to educate, promote or persuade a public, that's public relations. As such, your job title might not reflect it, so when applying for jobs, focus more on the job responsibilities than the job title.
Good public relations specialists are curious. They love learning about how things work, the people who are involved, and about how the public engages - ask questions, attend events, meet the people at your company - this will all make your job easier, because you'll have a more holistic view about the brand, its products, and services.
Marisa Peacock: It's important to figure out how much it costs to keep you alive. Before job hunting, do the math. How much is rent, car, food, etc? Do you need a Starbucks coffee every morning or can you brew your own? Do you need health insurance (recent grads can stay on their parent's insurance until 26 in most cases)? Figure out that number and then add in buffer room so you can have some wiggle room or opportunities to save. That's your base salary. If you go below, you'll have to make concessions - some reasonable, some not. Use cost of living calculators to determine what salaries look like in other places. Remote and hybrid work is still available, so it's important to factor that in, especially if you're going to live in different locations than where you work.
When looking for jobs, don't underestimate your experience. Even if you haven't had PR-related internships, chances are you've demonstrated public relations skills that can translate well. If you worked in retail, for example, that's a lot of customer relations. If you worked front of house at a restaurant, you know how to engage a public. If you worked as a barista, you know how to meet deadlines, work in chaotic situations, and communicate with others.
Look for the skills that make you better at PR and then highlight those experiences on resumes, cover letters, and in interviews. These skills from different experiences may set you apart and make you eligible for more than just entry-level positions.
Dr. Erin Doss: Networking is a huge way to jumpstart a career in most fields, including communication. Reaching out to individuals in a company you want to work for and developing a relationship with them can provide access to jobs a new graduate would never have otherwise. A contact within an organization can also help a job applicant navigate salary negotiations and provide information on reasonable salary expectations.
University of Montevallo
English Language And Literature
Dr. Emma Atwood: Now more than ever, in a fast-paced media landscape, we need people who understand how effective arguments work; who understand how persuasion, logic, and emotion affect audiences; and who can think critically about complex issues and see these issues from multiple perspectives. Training in English, Philosophy, and Communication helps prepare future leaders to pursue truth as they enter this landscape and transform it for the better.
Ron Culp: Writing and business acumen are the top two sought after skills of Chief Communications Officers today and will remain so over the next decade. Rising fast on the "wish lists" of PR hiring managers are experience with artificial intelligence, social media and internal communications. Even though Millennials and GenZ are assumed to be comfortable with social media, many of them are text-focused and not personally engaged in platforms that matter to business, mainly LinkedIn, X and Instagram-and increasingly TikTok.
Ron Culp: Be patient. There is little to no negotiating room for internships and entry-level positions. Most firms have set starting salaries, so seeking a salary beyond your initial offer will not be well received unless you've already had several relevant internships and real-world experience. You have a bit more leverage if you have another job offer. Don't stress yourself out by feeling you have to seek a higher initial salary. Don't get off on the wrong foot over a few dollars. Get into the job, work hard, prove yourself and the money will come. You have a long career window to achieve your goals.
Kevin Faigle: That's tough to answer. But one, try to see what other similar positions are being paid. There are plenty of websites where you can find salary ranges for positions and that may give a good basis for a starting point. Also, be sure to track everything you are good at and build that resume up. Sometimes a HR department will have a salary range in the job posting, and don't be afraid to ask for the higher amount or even negotiate. 100% of the questions you don't ask, the answer is no. If you are confident in your ability and confident in your background, then show that and push for a higher salary level.
Kevin Faigle: First and foremost, they need to be very adaptive and personable. They need to be able to build a relationship with the media, and outside sources. When you build trust with the media, you'll have a good relationship with them and it will be a win-win situation. Also, you need to become social media savvy. A lot of media relations positions are also responsible for social media accounts. Start paying attention to trends and find the best way to push your organization forward. I am also a big fan of people being good writers. We are in a day and age where writing is a lost art. But if you can be a good writer/communicator, you'll be ahead of most.
University of San Francisco
Public Relations, Advertising, And Applied Communication
Dr. Zifei Chen: With the rapid development of technology such as generative AI, it will become even more important to understand how to use technology and tools effectively and *ethically* in today's public relations practice. It is also important to cultivate the soft skills of mindfulness, emotional intelligence, and empathic listening to navigate the ever increasingly fragmented media landscape, information overload, and polarized views.
Dr. Zifei Chen: A public relation job requires strong writing skills, interpersonal skills, and analytical thinking. In today's media landscape, one needs to understand how PESO (paid, earned, shared, and owned) channels are integrated in public relations practices. My advice for graduates beginning their career in public relations is to keep an open mind and be willing to collaborate across different functions, as the practices today are increasingly integrated. I would also advise them to find their community. Be proactive in joining in-person and virtual events hosted by professional organizations such as PRSA and IABC, and do not be afraid to go to networking events. You never know what the next conversation will lead you to!
University of Scranton
Public Relations, Advertising, And Applied Communication
Stacy Smulowitz Ph.D.: Public Relations has always been a good profession to enter. Most organizations have at least one person responsible for communication so there are a lot of opportunities in every community for a public relations-trained professional. There are jobs available. Most starting salaries are mid $50's and senior salaries are mid to upper $100's. This is a respected position in organizations with many senior positions reporting directly to the CEO & President.
Elon University
Public Relations, Advertising, And Applied Communication
Lee Bush: Be positive, curious, resourceful, adaptable, and passionate about the work. Mastering soft skills is critical to an entry-level PR professional's success. Skills like problem-solving, being able to work well with a diversity of people, creative and innovative thinking, and the ability to adapt quickly to changing circumstances will set you up for success in your career. Along with this is the need to find your balance. The PR field is a fast-paced and often stressful environment. You can easily burn out in a short amount of time. Develop strategies early on for maintaining your balance and preserving your mental health and well-being. Lastly, stay engaged with what's going on in the world. A large part of a PR professional's job is getting your client's stories told. To do so, you need stay up to date with what's going on in the world, what people are talking about, and the latest news and cultural trends to make your client's story part of the conversation.
Lee Bush: First and foremost is having cultural competence. As audiences become more diverse and support brands and organizations that align with their values, understanding and practicing diversity, equity, and inclusion in your day-to-day work is essential. Second is adapting to the use of artificial intelligence tools and doing so in an accurate and ethical manner. The PR profession is increasingly using AI tools to generate ideas, develop content, optimize media outreach, tailor content to specific audiences, and for data analytics and campaign monitoring. As these tools are rapidly evolving, PR professionals will need to stay on top of the latest technologies to be competitive in the industry.