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Job outlook for media relations specialists in the United States
Are media relations specialist jobs in demand?
Media relations specialist job and salary trends over time
Media relations specialist jobs over time
Media relations specialist job growth rate over time
| Year | # of jobs | % of population |
|---|---|---|
| 2021 | 2,288 | 0.00% |
| 2020 | 2,305 | 0.00% |
| 2019 | 2,307 | 0.00% |
| 2018 | 2,253 | 0.00% |
| 2017 | 2,203 | 0.00% |
Average media relations specialist salary over time
Media relations specialist salary by year
| Year | Avg. salary | Hourly rate | % Change |
|---|---|---|---|
| 2025 | $50,856 | $24.45 | +2.7% |
| 2024 | $49,512 | $23.80 | +1.9% |
| 2023 | $48,581 | $23.36 | +1.2% |
| 2022 | $48,014 | $23.08 | +2.2% |
| 2021 | $46,978 | $22.59 | +2.2% |
Media relations specialist jobs by state
Most common states for media relations specialists
| Rank | State | Population | # of jobs | Employment/ 1000ppl |
|---|---|---|---|---|
| 1 | District of Columbia | 693,972 | 304 | 44% |
| 2 | Vermont | 623,657 | 100 | 16% |
| 3 | Wyoming | 579,315 | 90 | 16% |
| 4 | Delaware | 961,939 | 141 | 15% |
| 5 | Alaska | 739,795 | 92 | 12% |
| 6 | Utah | 3,101,833 | 326 | 11% |
| 7 | Rhode Island | 1,059,639 | 121 | 11% |
| 8 | South Dakota | 869,666 | 100 | 11% |
| 9 | North Dakota | 755,393 | 85 | 11% |
| 10 | Massachusetts | 6,859,819 | 718 | 10% |
| 11 | Iowa | 3,145,711 | 301 | 10% |
| 12 | Nebraska | 1,920,076 | 196 | 10% |
| 13 | New Hampshire | 1,342,795 | 129 | 10% |
| 14 | Virginia | 8,470,020 | 791 | 9% |
| 15 | Oregon | 4,142,776 | 383 | 9% |
| 16 | Montana | 1,050,493 | 99 | 9% |
| 17 | Maryland | 6,052,177 | 506 | 8% |
| 18 | Minnesota | 5,576,606 | 432 | 8% |
| 19 | Colorado | 5,607,154 | 429 | 8% |
| 20 | Idaho | 1,716,943 | 145 | 8% |
Most common cities for media relations specialists
| Rank | City | # of jobs | Employment/ 1000ppl | Avg. salary |
|---|---|---|---|---|
| 1 | Philadelphia | 1 | 0% | $49,988 |
| 2 | San Diego | 1 | 0% | $53,559 |
| 3 | Washington | 1 | 0% | $65,400 |
Media Relations Specialist job outlook: Expert opinions
Our panel of media relations specialist experts
Coastal Carolina University
Grand Valley State University
Saint Mary's College
University of Kentucky
University of San Francisco
University of Connecticut
Elon University
Winthrop University
Texas A&M University - Corpus Christi
Bowie State University
What Media Relations Specialist skills would you recommend for someone trying to advance their career?
Matthew Turner Ph.D., M.B.A.: It would impossible to say what an average Communication Specialist does since Communication is such a diverse field. The tasks that a professional would do would depend largely on the type of specialist they are and may well depend on seasonal factors or specific events. That person could work in HR, Corporate Communication, Sales, Public Relations, Media, Advertising, or a host of other fields. As someone entering the field you may well be learning from someone else the specifics of your job. You may also be asked to jump right in and create new communication campaigns or continue old ones with little training particularly in smaller businesses.
What will help Media Relations Specialists increase their earning potential?
Matthew Turner Ph.D., M.B.A.: Communication is central to pretty much every business and organization so someone with good communication skills will always be employable. The skills acquired in getting a degree in communication are transferable to many different career paths.
What Media Relations Specialist skills would you recommend for someone trying to advance their career?
Kimberly Lauffer: Some of the drawbacks in public relations include the 24-7 nature of some roles (media relations, crisis communication, social media). It can be difficult for new practitioners to prioritize daily activities when they have multiple demands for attention. However, it can also be a rewarding career, both intrinsically and financially.
What will help Media Relations Specialists increase their earning potential?
Dr. Joy Daggs: I have quite a bit of advice:
1. Get as much experience as an undergraduate as possible. Many programs require internships, but even if they don't, seek opportunities to get experience. Take leadership roles in student organizations. Even if it's not specifically a 'public relations' entitled position, anything where you practice your skills is helpful. Even if you need to work a job in retail or service, those jobs still provide important benefits other than a paycheck. Don't discount your experiences!
2. Don't pass up opportunities to meet professionals. Many schools and departments bring their alumni on campus or do virtual events so that you can meet and chat with professionals. Even if it's not required for class, GO. You never know when a casual conversation may lead to an internship or an important professional connection.
3. Use your LinkedIn profile to your advantage. Make sure you have a professional picture that shows you in your best light. Follow organizations that you want to work for and other professional organizations related to your interests. I know of people getting interviews based off of LinkedIn interactions. Check your other social media accounts to make sure that you are not presenting yourself poorly. Most likely, organizations will Google you or look up your personal social media. There are reports of students losing opportunities because of poor social media choices.
What general advice would you give to a Media Relations Specialist?
Erica Haugtvedt Ph.D.: The skills I think that will become more prevalent and important in the next 3-5 years are critical thinking skills. By critical thinking, I mean looking at the big picture and thinking about values, ethics, and thinking ahead to implications and consequences. AI will be able to produce a lot of words, but whether those words are appropriate to the situation, purpose, and context--whether those words are the words that we need--that will be something that only a conscientious and intelligent person can bring to the situation. People who are able to do that should be leaders in any field.
What Media Relations Specialist skills would you recommend for someone trying to advance their career?
Dr. Holly Sullenger PhD: Soft skills such as communication, active listening, giving and receiving feedback, writing, and presenting well are crucial and will become more important.
What general advice would you give to a Media Relations Specialist?
Mr. Daniel Routh: More and more companies want to expand their presence on social media, and someone with good video, photography, writing, and spoken communication skills is in demand. Someone who communicates well also has potential for leadership and promotion, especially in HR and PR fields.
What Media Relations Specialist skills would you recommend for someone trying to advance their career?
Mr. Daniel Routh: Most communication specialists enjoy new challenges and projects that require some creativity, interacting with people, and getting a message out. Some communication specialist work is more project based, which can mean late nights before an event or video project deadline.
What general advice would you give to a Media Relations Specialist?
David Painter Ph.D.: Today, a Communication or Public Relations Specialist's day-to-day tasks involve creating, implementing, and managing communication strategies that effectively convey messages to engage, inform, and influence internal and external audiences. These activities may include content creation for social media accounts, websites, newsletters, and press releases; managing and overseeing corporate messaging; and coordinating with marketing teams to promote events, products, services, or causes. Additionally, communication specialists may also handle crisis communications and build relationships with journalists or media outlets to ensure positive coverage. For someone entering the field, these responsibilities require a balance of strong written and oral communication skills, project planning expertise, and relationship-building abilities.
What Media Relations Specialist skills would you recommend for someone trying to advance their career?
David Painter Ph.D.: Many Communication Specialists appreciate the variety in their work as well as their ability to decide which industry they want to promote. From crafting compelling brand narratives for tourist or hospitality organizations to managing digital platforms for financial or legal organizations to strategizing communication plans for sports, fashion, or automotive companies, the possibilities are nearly infinite. Moreover, communication specialists enjoy the creativity, strategic thinking, and collaboration their role demands. However, the job can also be stressful, particularly during crises or when managing conflicting narratives. Long hours and balancing multiple projects can be challenging, but for many, the fast-paced nature and the ability to shape public perception make it worth it.
What will help Media Relations Specialists increase their earning potential?
David Painter Ph.D.: The communication field continues to rapidly evolve with digital and technological advancements making it a dynamic profession involved in many aspects of our daily lives. Indeed, today’s consumers are the best informed and most empowered in history with online reviews, ratings, and critiques of every imaginable product, service, and experience. In this context, organizations recognize the need for skilled professionals to manage their brand image and convey messages effectively, particularly in today's digital world where public perception can shift quickly. Communication Specialists are crucial in navigating these ever-changing conditions, making it an exciting, rewarding, and in-demand career.
What Media Relations Specialist skills would you recommend for someone trying to advance their career?
Andrew Wood Ph.D.: People entering the field should become increasingly familiar with technologies related to social media, artificial intelligence, and augmented reality, while demonstrating an interest in contemporary issues such as health care, climate change, environmental justice, community engagement, and similarly high-impact issues. It's one thing to possess a degree in communication studies; it's a much more important thing to translate the field's concepts and theories to the problems (and opportunities) that are transforming our planet.
What Media Relations Specialist skills would you recommend for someone trying to advance their career?
Dr. Alice Veksler Ph.D., BCPA: Practice your interpersonal skills and think about how what you have learned in your coursework translates to your chosen field of work. Teamwork, conflict resolution, social media savvy, and professionalism can make or break a career. Being able to articulate and demonstrate mastery of these skills with concrete examples during an interview can help land the job and then embodying the skillset of an excellent communicator will lead to professional success. Networking is also key so making sure that you do internships and engage with others in your chosen field helps with securing a job. Forging connections early in one's career can pay massive dividends down the road. We say that 'you get jobs by talking to people' and this maxim is especially true for a broad field like communication studies. Finally, I always encourage a healthy work-life balance to avoid burnout and maximize productivity.
Wendy Weinhold Ph.D.
Associate Professor of JournalismCoastal Carolina University
Communication And Media Studies
What Media Relations Specialist skills would you recommend for someone trying to advance their career?
Wendy Weinhold Ph.D.: Curiosity is the most importantly thing when it comes to skill building. Your college classes have you a solid foundation, but there is always more to learn. Seek out mentors who will help you understand your strengths and weaknesses, and be open to opportunities that help you grow.
What Media Relations Specialist skills would you recommend for someone trying to advance their career?
Dr. Mikhila Wildey PhD: I think the ability to engage and connect with people will be very important in the field as we shift more and more to a culture that is driven by AI. Although AI can be a useful tool, it likely won’t ever fully replace the value of human interaction and connection. In addition, employers often comment that they want to see employees with strong work ethic, and I think this will continue to be the case in 3-5 years. Having a strong work ethic can separate the people that move forward in their careers to those who remain stagnant.
What will help Media Relations Specialists increase their earning potential?
Dr. Mikhila Wildey PhD: My general advice for a graduate beginning their career in the field is to work hard, stay open-minded, and network! Most employees won’t stay in the same position for their entire career, and so I often tell graduates to not get too hung up on the first job needing to be the 'perfect' job for them. Often, the first job will be a place where they learn how to navigate the workplace, learn about their own strengths/weaknesses, and figure out what they like and don’t like. I encourage graduates to use this information to help them make decisions about the next steps in their career. And, if they are working hard and networking with people at their job, then opportunities will often times present themselves or be more available to them as they navigate their future career path.
What general advice would you give to a Media Relations Specialist?
Dr. Veronica Hefner: If you're able to know your passion, and your purpose, then find something that fulfills that, even if it means taking a lower paying job at first. For example, if you're really into fitness, get your foot in the door at a company that you respect and work your way up, rather than taking a higher paying job at a place you don't really like doing a job you don't really feel driven to do. Eventually, the passion for your work will motivate you to excel and that will result in achieving financial goals down the road as you are promoted. It's also good to get a master's degree because that will increase your initial salary by exponential amounts, depending on the field. Then, even if you don't land your dream job on the first try, you will have more options for promotion because you've already got the advanced degree in your portfolio.
What will help Media Relations Specialists increase their earning potential?
Dr. Veronica Hefner: I would recommend that a new graduate shows up and does the work to the best of their ability. So much of success is determined by reliability, competency, and effort. Aim to achieve a work/life balance that helps you stay mentally and physically healthy, but realize that means that when you're at work, you need to work. The most successful people are not always the most talented or the most educated, but they are the ones who exert the most effort and ambition. However, when you go home at the end of the day, leave work behind and focus on yourself. Finally, show respect to others. If you disagree with them, or just don't like them, you still need to show respect. Respect diverse people, ideas, perspectives, and consider the experiences you have with people and ideas that are different from your own as a privilege that helps you learn and grow.
Ying Lu Ph.D.
Associate ProfessorUniversity of Kentucky
Hospitality Administration/Management
What general advice would you give to a Media Relations Specialist?
Ying Lu Ph.D.: Communication skills. This is a service industry and requires strong communication skills to coordinate various departments and interact with diverse customers. A strong communication make you stand out in the team and make your job easier.
What general advice would you give to a Media Relations Specialist?
Tika Lamsal PhD: Since communication graduates approach the workplaces equipped with effective interpersonal and cross-cultural communication skills, they can vouch for aspirational positions that become both professionally competitive and individually fulfilling.
What will help Media Relations Specialists increase their earning potential?
Tika Lamsal PhD: In the time when students and professionals need to cater to the increasing demands of rapidly growing globalized and digitized workplaces, cross-cultural and multilingual communication skills have become essential for a meaningful and transformative dialogue with one another.
What Media Relations Specialist skills would you recommend for someone trying to advance their career?
Tianxu Chen: I have completed the questions and attached them to this email.
What Media Relations Specialist skills would you recommend for someone trying to advance their career?
Kenn Gaither Ph.D.: Interpersonal skills will become as valuable as ever. AI will eliminate some of the more menial parts of public relations, allowing practitioners to get to face-to-face, which is still the space where opportunity, innovation and relationships-building thrive.
Bonnye Stuart
Internship Coordinator, Speech Communication Coordinator, Study Abroad Adviser, Integrated Marketing Communication InstructorWinthrop University
Public Relations, Advertising, And Applied Communication
What general advice would you give to a Media Relations Specialist?
Bonnye Stuart: First of all – have an e-portfolio of your work to show what you can do! Share that during the interview. Build trust with your employer during the interview stage that you have the skills and can-do attitude necessary to be an asset to his/her company! Be willing to go the extra mile, take on extra tasks, work long and hard on projects – all without asking if you will be paid extra for doing this!
What general advice would you give to a Media Relations Specialist?
Zack Stiegler Ph.D.: Students who have competency across multiple media technologies will become more valuable. Having a broader skill set offers flexibility to employers and is attractive in terms of efficiency.
What Media Relations Specialist skills would you recommend for someone trying to advance their career?
Zack Stiegler Ph.D.: Shooting for a big time programming gig in a major urban market might be alluring, but those jobs are highly competitive. It's better to take a longer path to dream jobs by gaining experience in smaller markets. Additionally, media jobs are not limited to traditional media organizations, and skills acquired in media and communication programs are highly applicable in various industries.
What will help Media Relations Specialists increase their earning potential?
Zack Stiegler Ph.D.: Having flexibility, willingness to learn new skills, and dedication to the organization can enhance one's value as an employee. Preserving work-life balance is also important to avoid exploitation.
Sheryl McMillan
Senior Research and Outreach Development OfficerTexas A&M University - Corpus Christi
Registered Nursing, Nursing Administration, Nursing Research And Clinical Nursing
What general advice would you give to a Media Relations Specialist?
Sheryl McMillan: We would like to please review your article prior to publication.
What Media Relations Specialist skills would you recommend for someone trying to advance their career?
Dr. Rochelle Daniel: My general advice to a graduate who transitions into that first professional job in the Communication field is similar to advice I give Communication students for navigating internship workspaces (Communications Internship Handbook: What HBCU Students Need to Know, 2022). Be intentional about learning the organizational or office culture, really listen to find out what is expected of you, be flexible and adaptable when there are changes in workflow, and don't be afraid to ask questions.