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Become A Marketing & Public Relations Associate

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Working As A Marketing & Public Relations Associate

  • Getting Information
  • Communicating with Persons Outside Organization
  • Communicating with Supervisors, Peers, or Subordinates
  • Interacting With Computers
  • Thinking Creatively
  • Mostly Sitting

  • Stressful

  • $34,000

    Average Salary

What Does A Marketing & Public Relations Associate Do

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. 

Duties

Public relations specialists typically do the following:

  • Write press releases and prepare information for the media
  • Respond to information requests from the media
  • Help clients communicate effectively with the public
  • Help maintain their organization's corporate image and identity
  • Draft speeches and arrange interviews for an organization’s top executives
  • Evaluate advertising and promotion programs to determine whether they are compatible with their organization’s public relations efforts
  • Evaluate public opinion of clients through social media

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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How To Become A Marketing & Public Relations Associate

Public relations specialists typically need a bachelor’s degree. Employers prefer candidates who have studied public relations, journalism, communications, English, or business.

Education

Public 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.

Training

Entry-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 Experience

Internships 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 Qualities

Interpersonal 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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Average Length of Employment
Public Relations 2.4 years
Top Careers Before Marketing & Public Relations Associate
Internship 16.6%
Volunteer 3.4%
Top Careers After Marketing & Public Relations Associate
Internship 7.6%
Consultant 3.8%

Do you work as a Marketing & Public Relations Associate?

Marketing & Public Relations Associate Demographics

Gender

Female

58.7%

Male

23.8%

Unknown

17.4%
Ethnicity

White

57.6%

Hispanic or Latino

16.5%

Asian

12.3%

Black or African American

9.9%

Unknown

3.7%
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Foreign Languages Spoken

Spanish

48.9%

French

13.3%

Mandarin

8.9%

Italian

8.9%

Chinese

6.7%

Greek

4.4%

Indonesian

2.2%

Armenian

2.2%

Tagalog

2.2%

Korean

2.2%
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Marketing & Public Relations Associate Education

Schools

University of Miami

7.2%

University of California - Irvine

7.2%

University of Texas at Austin

7.2%

Syracuse University

5.8%

University of California - Davis

5.8%

New York University

5.8%

Ohio University -

4.3%

Temple University

4.3%

Boston University

4.3%

University of California - Santa Barbara

4.3%

Indiana University Bloomington

4.3%

Georgia State University

4.3%

Towson University

4.3%

Emerson College

4.3%

University of Phoenix

4.3%

University of Southern California

4.3%

San Diego State University

4.3%

University of Iowa

4.3%

University of Mississippi

4.3%

University of North Carolina at Chapel Hill

4.3%
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Majors

Communication

17.5%

Business

16.3%

Marketing

11.2%

Public Relations

10.0%

Management

5.2%

English

5.2%

Journalism

4.8%

Psychology

3.6%

Business Communications

3.6%

Specialized Sales And Merchandising

3.2%

Economics

3.2%

Fine Arts

2.8%

Liberal Arts

2.4%

Journalism And Mass Communications

2.0%

Entertainment Business

1.6%

Writing

1.6%

Photography

1.6%

Computer Networking

1.6%

Education

1.6%

Public Health

1.2%
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Degrees

Bachelors

62.5%

Masters

21.7%

Other

9.4%

Associate

2.6%

Certificate

2.1%

Doctorate

1.8%
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Top Skills for A Marketing & Public Relations Associate

  1. Company Website
  2. Edit Content
  3. Facebook
You can check out examples of real life uses of top skills on resumes here:
  • Leveraged Facebook & LinkedIn to create awareness, drive consumer traffic to the company website.
  • Managed corporate social media campaign using Facebook, Twitter, WordPress, YouTube and LinkedIn-- growing followers by 60%.
  • Contribute articles to company magazine and organize community outreach and special events to increase positive member experience and brand marketing.
  • Created, managed, and promoted a Twitter account that grew about 12,500 followers in 4 months.
  • Align internal messaging with all outward facing digital marketing materials including web, email, and social media.

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