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Job outlook for public relations and communications directors in the United States
Public relations and communications director job growth summary. After extensive research, interviews, and analysis, Zippia's data science team found that:
The projected public relations and communications director job growth rate is 8% from 2018-2028.
About 6,300 new jobs for public relations and communications directors are projected over the next decade.
Public relations and communications director salaries have increased 14% for public relations and communications directors in the last 5 years.
There are over 20,139 public relations and communications directors currently employed in the United States.
There are 39,568 active public relations and communications director job openings in the US.
The average public relations and communications director salary is $123,145.
Are public relations and communications director jobs in demand?
Public relations and communications director job and salary trends over time
Public relations and communications director jobs over time
Public relations and communications director job growth rate over time
| Year | # of jobs | % of population |
|---|---|---|
| 2021 | 20,139 | 0.01% |
| 2020 | 19,659 | 0.01% |
| 2019 | 19,186 | 0.01% |
| 2018 | 17,557 | 0.01% |
| 2017 | 16,282 | 0.00% |
Average public relations and communications director salary over time
Public relations and communications director salary by year
| Year | Avg. salary | Hourly rate | % Change |
|---|---|---|---|
| 2025 | $123,145 | $59.20 | +4.1% |
| 2024 | $118,325 | $56.89 | +2.1% |
| 2023 | $115,919 | $55.73 | +3.2% |
| 2022 | $112,365 | $54.02 | +3.7% |
| 2021 | $108,366 | $52.10 | +3.1% |
Public relations and communications director jobs by state
Most common states for public relations and communications directors
| Rank | State | Population | # of jobs | Employment/ 1000ppl |
|---|---|---|---|---|
| 1 | District of Columbia | 693,972 | 440 | 63% |
| 2 | South Dakota | 869,666 | 241 | 28% |
| 3 | West Virginia | 1,815,857 | 327 | 18% |
| 4 | South Carolina | 5,024,369 | 875 | 17% |
| 5 | Alabama | 4,874,747 | 671 | 14% |
| 6 | Louisiana | 4,684,333 | 645 | 14% |
| 7 | Oklahoma | 3,930,864 | 544 | 14% |
| 8 | Delaware | 961,939 | 136 | 14% |
| 9 | Vermont | 623,657 | 80 | 13% |
| 10 | Massachusetts | 6,859,819 | 759 | 11% |
| 11 | Wyoming | 579,315 | 63 | 11% |
| 12 | Rhode Island | 1,059,639 | 103 | 10% |
| 13 | Alaska | 739,795 | 71 | 10% |
| 14 | Virginia | 8,470,020 | 793 | 9% |
| 15 | Maine | 1,335,907 | 114 | 9% |
| 16 | Montana | 1,050,493 | 97 | 9% |
| 17 | North Dakota | 755,393 | 66 | 9% |
| 18 | Maryland | 6,052,177 | 510 | 8% |
| 19 | Oregon | 4,142,776 | 327 | 8% |
| 20 | Utah | 3,101,833 | 261 | 8% |
Most common cities for public relations and communications directors
| Rank | City | # of jobs | Employment/ 1000ppl | Avg. salary |
|---|---|---|---|---|
| 1 | Duluth | 1 | 3% | $132,032 |
| 2 | Santa Monica | 2 | 2% | $167,445 |
| 3 | Burbank | 1 | 1% | $168,186 |
| 4 | New York | 3 | 0% | $124,106 |
| 5 | Arlington | 1 | 0% | $117,154 |
| 6 | Riverside | 1 | 0% | $166,172 |
| 7 | Sacramento | 1 | 0% | $173,667 |
| 8 | Washington | 1 | 0% | $141,789 |
Public Relations And Communications Director job outlook: Expert opinions
Our panel of public relations and communications director experts
Northwestern University
University of Colorado at Colorado Springs
Saint John's University
University of Missouri-St. Louis
Luther College
Morehouse College
Indiana University Northwest
University of the Incarnate Word
Randolph-Macon College
University of Wisconsin-Madison
University of South Florida
Drake University
University of Connecticut
University of New Haven
Mississippi College
Neumann University
Dixie State University
University of Michigan-Flint
Bellarmine University
Albright College
Clarke Caywood
Professor (founder group of IMC and PR in Medill) Joint Doctorate in Business and Journalism - Univ. Wis. MadisonNorthwestern University
Integrated Marketing Communications in Medill School of Journalism, Media and IMC
What experience really stands out on Public Relations And Communications Director resumes?
Clarke Caywood: For recent college grads, writing and speaking experience to work with associates and clients. Strong grades in areas of value to an employer.
What Public Relations And Communications Director skills would you recommend for someone trying to advance their career?
Clarke Caywood: Rapid and changing from competitors who offer advanced textual intelligence systems to track brands, employees, competitors, public figures, customers, and more.
What technology do you think will become more important and prevalent for Public Relations And Communications Directors in the next 3-5 years?
Clarke Caywood: A useful advantage would be to study or read about crisis management as a continuing policy and practice strategy and tactics.
Sherry Morreale Ph.D.
ProfessorUniversity of Colorado at Colorado Springs
Department of Communication
What hard/technical skills are most important for Public Relations And Communications Directors?
Sherry Morreale Ph.D.: A very recent analysis of 82 million job postings uncovered a critical demand by employers for what often is referred to as durable skills (America Succeeds, 2021). By contrast to hard skills, durable skills, sometimes referred to as soft skills, comprise important professional capabilities (Leadership, Critical Thinking, Communication, etc.) and personal qualities (Creativity, Mindfulness, Fortitude, etc.) that last throughout a person's entire career. In this analysis, two key findings are:
-In the job postings, the top five durable skills were requested nearly four (3.8) times more than the top five hard skills.
-Also, Communication and Leadership were in the highest demand, requested by 50+% of postings. These two durable (soft) skills sets include the following specific knowledge and skills.
A third durable skill or competency identified in the job postings, closely related to Leadership and Communication, is Collaboration. The Collaboration knowledge and skills connected to Communication and Leadership are interpersonal communications, coordinating, teamwork, team-oriented, team leadership, collaboration, team building, cooperation, and virtual teams.
Nancy DiTunnariello Ph.D.
Assistant ProfessorSaint John's University
Mass Communication
What soft skills should all Public Relations And Communications Directors possess?
Nancy DiTunnariello Ph.D.: Be personable! During the interview process, individuals are so focused on being "professional" that they forget to show potential employers who they really are. YOU are what sets you apart from other applicants. Also, employers want to see if your personality is a good fit with the company culture and the colleagues/clients you would be working with. Plus, would you want to work for an organization where you have to pretend and assume a false persona all day?
Vicki Sauter Ph.D.
Professor of Information Systems and TechnologyUniversity of Missouri-St. Louis
Information Systems Department
What are the biggest trends we'll see in the Public Relations And Communications Director job market given the pandemic?
Vicki Sauter Ph.D.: The most important trend is that we are all going to have problems going back to work. We are accustomed to the flexibility, the clothing trends, etc. If that is true, employers need to look for self-starters and self-motivators who can be productive home workers.
In terms of disciplines, I think the new hot jobs will be in supply chains and cybersecurity. We have certainly seen the impact of breaks in the supply chains and breaks into our computing files. We will all need to think along these lines: "How can we be sure our computers are safe when many people are not very good at keeping passwords and other security mechanisms? Is your system secure?"
What soft skills should all Public Relations And Communications Directors possess?
Vicki Sauter Ph.D.: The major soft skill needed by all graduates is communication, and net etiquette (netiquette), especially by younger workers. These workers are on the computer or the phone at all times. They don't distinguish between professional communication and personal communication. That combined with most communication happening in text, in Zoom, etc. They need to understand that you cannot rely upon emoticons and abbreviations to get your points across to the boss or the customer.
Associated with this is a need for comfort with computers, software, and fast changes in both.
How have salaries changed over time for Public Relations And Communications Directors?
Vicki Sauter Ph.D.: Students in IST and cybersecurity are increasing. Supply is low, and demand is high.
Sarah Wilder Ph.D.
Associate ProfessorLuther College
Communication Studies Department
Will there be an enduring impact of the coronavirus pandemic on Public Relations And Communications Directors?
Sarah Wilder Ph.D.: I don't see how there won't be some sort of enduring impact. If you're asking about the individuals or the career field or all of the above, I suspect the impact of the pandemic will be far-reaching. This has been a life-altering experience on many levels. That being said, I believe humanity continues to show its resilience and that as we navigate the changes, sometimes traumas, of this experience, we also learn and grow from it. Individuals now have a better sense of themselves, their needs, and their goals having had to navigate a pandemic. Further, graduates have been forced to become more adaptable in every way and this will likely carry over into various careers. That these individuals know how to shift quickly between modes of communication may be an expectation and a benefit for them that they can. These graduates can interact face-to-face but have also learned how to interact via mediated channels of communication. Being able to do this, and do it competently, changes the expanse of the workforce. So, from personal to professional facets of their lives, I suspect there will be some lasting impact.
What certifications/licenses/courses can have the biggest impact for Public Relations And Communications Directors?
Sarah Wilder Ph.D.: That's an interesting question for a degree like Communication Studies that doesn't have a designated career like other fields. Some positions of our recent graduates include anchor, producer, occupational therapist, director of career development, attorney at law, librarian, graduate student, social worker, marketing manager, and director of training, to name a few. So really what certifications or licenses are helpful will be position/career specific. As far as courses, I recommend a breadth of courses that prepare individuals to interact and communicate competently as well as think critically. This could mean taking an interpersonal communication course to better understand the nuances of truly empathic, competent communication with others, particularly in a diverse workforce, to taking a course on argumentation to better understand how to effectively present ideas and critically interact with a larger society's positions on complicated ideologies.
What will help Public Relations And Communications Directors increase their earning potential?
Sarah Wilder Ph.D.: Honestly, it's probably the Communication Studies degree itself. Research indicates as much as 70% plus of long-term success in a career is tied to soft skills and that's where graduates of Communication Studies excel. Individuals with this degree are critical thinkers, adaptable, have strong people skills, and obviously, are excellent communicators. Hard skills are necessary. A person has to be able to do the "job" at hand. That being said, if you and another employee can both perform the basic job duties, but you are also adaptable, able to interact with coworkers, train others, make clients feel comfortable and confident etc., you are going to be the one that is promoted, offered new career opportunities, brought into important decision-making positions, and so on. I just had a conversation with an optometrist and she said almost none of her technicians have science or medical backgrounds. She's ready to train the hard skills of the equipment and exam procedures, but she needs to hire people who are excellent communicators, intelligent, and work well with others. The benefits of being able to communicate effectively are never-ending.
Will there be an enduring impact of the coronavirus pandemic on Public Relations And Communications Directors?
Matthew Lange Ph.D.: During the COVID-19 pandemic international trade was able to continue but tourism, study abroad, and in-person business negotiation all but ceased due to quarantine and lockdown restrictions. When our lives shifted online, certain sectors of the economy were crippled, while others continued remotely with adjustments.
As the pandemic subsides, we will face a different work environment now that many employers and employees have grown accustomed to online working/learning. While most German educators will return to face-to-face instruction, schools and universities now have a greater infrastructure for online education and potentially greater acceptance by learners and teachers.
For those in professional tracts who augment their careers with German language skills (think business students with a second major in German), renewed freedom of movement will allow employees to work in and travel to German-speaking countries once again thus opening up greater employment opportunities. At the same time, new possibilities have emerged due to the shift to remote work.
In addition to the COVID pandemic, graduates of 2021 and beyond will also find a stronger Germany within the European Union due to Brexit. After kicking the proverbial can down the road for years, a hard negotiation deadline forced the British hand at the end of 2020. As a result of the Brexit, the UK has lost its representation in the European Parliament, and we have already seen international corporations moving their operations from London to other cities such as Amsterdam, Dublin (presumably to keep English as the local language), Frankfurt, and Paris. Frankfurt is particularly attractive to the financial sector, because the European Central Bank is there.
What certifications/licenses/courses can have the biggest impact for Public Relations And Communications Directors?
Matthew Lange Ph.D.: Specific credentials are often a prerequisite to a particular career path. In the field of education, primary- and secondary-school teachers need licensure in their state of employment to teach in public schools, and those requirements are covered in the undergraduate education program. If one moves to another state, however, the new state's Department of Education (or Public Instruction) has to grant new licensure in its state. In contrast, professors and instructors at the post-secondary level require no teaching credentials. Instead, the college or university stipulates a PhD, MA or even simply BA.
The vast majority of German majors/minors learn the language and culture to apply that knowledge to their primary field of study, most often in business or the sciences, to expand their work, study, and research options. Some opportunities have minimum language proficiency expectations, however. Instead of taking applicants self-evaluations of language proficiency (the term "fluent" means different things to different people), employers can rely on standardized tests such as the Oral Proficiency Interview (OPI) or Writing Proficiency Test (WPT), which were developed by the American Council on the Teaching of Foreign Languages (ACTFL). German language programs aim to produce graduates with proficiency at the intermediate-high or advanced-low on the ACTFL scale, which ranges from novice-low to distinguished, since that is simultaneously the expected minimum set by the respective state Department of Education for teaching licensure. One can also look beyond the US border to various tests at the Goethe Institut, which evaluate the four modalities of listening, reading, speaking, and writing. These tests evaluate according to the Common European Reference Framework (CERF) that ranges from A1 to C2. German universities require B1 on the CERF scale to enroll directly in university.
Most important for a well-rounded education, of course, is a study abroad experience. By being "a stranger in a strange land" one develops negotiation techniques and problem-solving skills when dealing with linguistically- and culturally-ambiguous situations. Studies have shown that study and work abroad increases creativity and flexibility, which are crucial for personal and professional growth.
What will help Public Relations And Communications Directors increase their earning potential?
Matthew Lange Ph.D.: Several articles over the past few years have noted the salary bump for employees with second-language skills. A 2014 report in The Economist entitled "What is a language worth?" indicated, for example, that German proficiency can add a 3.8% bump to your earnings, as calculated by MIT economist Albert Saiz. This increase can come directly from employers who pay a premium for language skills, or the employee can benefit from a larger pool of opportunities that are simply inaccessible to monolingual speakers.
But while many graduates increasingly like to consider return-on-investment (ROI) of a course of study or set of skills, let us not forget that quality of life is important as well, even if it is difficult to quantify. Learning another language and its culture exposes one to another value system that might prefer, for example, more vacation time over increased salary.
Dorothy Ige Campbell
Professor of Communication Emeritus, Founder & Former ChairIndiana University Northwest
Department of Communication
What are the biggest trends we'll see in the Public Relations And Communications Director job market given the pandemic?
Dorothy Ige Campbell: The emphases on graphic design and emerging media are in demand more than ever in an increasingly virtual world. New workers who have some Public Relations and persuasive communication backgrounds will have an edge. Those who work or go to school in diverse environments and have cross-cultural training during this time of civil rights demands are also suited for the new era. Jobs in Communication have decreased a bit (see below).
What certifications/licenses/courses can have the biggest impact for Public Relations And Communications Directors?
Dorothy Ige Campbell: A bachelor's degree in Communication is considered ideal for non-academic jobs. For undergraduate degrees, a Communication degree paired with a Minor (such as Business) can be ideal, and that has not changed. Those who wish to teach Communication in secondary schools often complete a four-year degree with a major in Education which stresses teaching methods and childhood development, with an emphasis in Communication. Courses in Drama and English also help secondary teacher preparation in Communication.
For graduate education and academic faculty positions in higher education, a Masters in Communication or a related field for part-time teaching for Junior College teaching of Communication courses is usually required. A Ph. D. is usually required for tenure-track, full-time faculty positions in Communication. Courses in statistical research, theory, then specialty Communication courses (such as Health, Religious or Strategic Communication, and so on) are usually required. At all levels, there is an increased emphasis on diversity in the curriculum.
How have salaries changed over time for Public Relations And Communications Directors?
Dorothy Ige Campbell: In general, changes in salaries vary widely by the type of institution (large Research-1 versus a smaller Teaching Campus); rank (part-time versus tenure-track positions, etc). In general, social science fields like Communication salaries tend to fall midway between higher paying science-related fields and lower paying humanities fields. The Chronicle of Higher Education at jobs.chronicle.com as well as the College and University Professional Association (CUPA) at www.cupahr.org and the National Communication Association www.natcom.org are the best sources for specific information on salaries in the various fields. While the newest data is yet being formulated, because of uncertainties about Covid and enrollment drops at some smaller campuses, we expect the demand for new positions to fall slightly, and with less negotiating for higher salaries. Per the NCA website "Communication positions increased by 130 percent from 2009 to 2018-19, before decreasing by 26 percent in 2019-20. . . the weakest year for employment in Communication since 2011." In addition to generalist positions, "Specialists in Strategic Communication/Public Relations/Advertising remained the most sought after." This was followed by "Journalism . . . and Mass Communication/Media Studies/Film Studies." These positions were followed by "Digital/New/Emerging Media, Health, Communication Technology and Intercultural/International/Global Communication."
What are the biggest trends we'll see in the Public Relations And Communications Director job market given the pandemic?
Taylor Collins Ph.D.: The pandemic has largely accelerated and amplified many labor market trends that were already
underway. We're seeing markets consolidating, more remote work settings, and more automated
processes. Moving forward, there are likely to be fewer small business job openings while corporate
positions should significantly grow. Graduates should also expect that they will no longer be competing
solely with other local graduates for entry-level jobs. Labor market competition is going to continue to
become more national, or even international.
The pandemic also seems to have accelerated the rate of AI investment, with research by Stanford's
2021 AI Index Report finding that total global investment in artificial intelligence increased by 40% in
2020. This doesn't necessarily mean that jobs for business economics students will disappear however,
as strong job growth over the next decade is projected in many fields hiring our graduates. But it does
mean that much of the work may look different. Employers will be looking for more than just plug and
run data junkies. Workers who can support the power of automation are likely to find stable job
prospects, and that requires competence in creative problem solving, the capacity to critically analyze
and interpret data outputs, and a social skillset that will facilitate large scale collaboration and
teamwork.
What soft skills should all Public Relations And Communications Directors possess?
Taylor Collins Ph.D.: One thing I've heard from several managers recently is a frustration with the lengths they've had to take
to maintain engagement from their employees in this new work-from-home reality. Many workers who
were reliably plugging away when in the office quickly lost their drive without a direct supervisor looking
over their shoulder, and this change has been one of the biggest challenges of efficient remote work.
Moving forward, I expect firms to correct for this frustration by placing a premium on self-starters.
Individuals who can be reliably counted on to complete their tasks, even when they are not kept under
the direct watchful eye of a manager, will be particularly valued. To meet this demand, students need to
use their college experience as an opportunity to build and craft a sense of self-motivation.
M. Thomas Inge Ph.D.
Blackwell Professor of HumanitiesRandolph-Macon College
Film Studies Program
What are the biggest trends we'll see in the Public Relations And Communications Director job market given the pandemic?
M. Thomas Inge Ph.D.: When I graduated from Randolph-Macon College in 1959, I was one of 600 students. I wanted to be a writer and literary critic, but the closest thing we had were majors in the liberal arts. Majors in English and Spanish opened my world view, but today more than 1200 view for places in the sciences and technology. Randolph-Macon has become a mega-college and conveyor of the latest information and research like no other in the United States. Books and language work side by side in laboratories and with computers to provide the best education possible.
"What can you do with a degree in the novel or medieval studies?" Just about anything if you attend a school that takes a full perspective on life.
Will there be an enduring impact of the coronavirus pandemic on Public Relations And Communications Directors?
Dr. Derek Johnson Ph.D.: Departments like ours are aware of the added challenges created by the pandemic and we've been taking steps to help our students find opportunities while also helping employers to overcome the challenges of continuing to provide needed experience. Given the uncertainty around in-person work, we've been trying to generate online internships that allow students to connect with employers in safer ways. At the same time as we address the current crisis, we are also working to address long-standing barriers to access that have limited work opportunities based on social status, geography, the ability to support one's self, and more. Virtual internships can help with that, but there's more work to do to make sure everyone has equal opportunity to succeed and to manage the crises we face.
Will there be an enduring impact of the coronavirus pandemic on Public Relations And Communications Directors?
Jody McBrien: The Covid pandemic reaches far beyond the issue of a global health issue. Limitations in social and economic life required to limit the reach of the virus have had major effects on both immediate and long-term job opportunities. For instance, many businesses that might have employed graduates have had to close their doors. As a result, there may be fewer opportunities, especially dependent on degrees that graduates have earned. For instance, the arts have been hard hit, as have restaurants and tourism. It remains to be seen how these important elements in society will recover.
What's a day at work look like for a Public Relations And Communications Director?
Jody McBrien: If we look at a Spring 2021 graduate's work life, I have to say it remains highly unclear what the daily life will entail. Just last spring, we were all hopeful that we would move out of the pandemic later in 2020. But here we are, nearly a year after the beginning of this pandemic, and we are now fearing variants of the virus when we had hoped that a vaccine might allow us to move back to a more "normal" way of life by spring 2021. So it's just hard to say. I think that graduates need to be prepared for distanced jobs and technological savvy for the near future.
What technical skills for a Public Relations And Communications Director stand out to employers?
Jody McBrien: Certainly, the technological skills needed in the present include expertise with managing work expectations through virtual platforms such as Microsoft Teams and Zoom. Given that new employees may need to work from home for several more months, self-motivation will be an important asset. Finally, given that distance work has now been a major form of employment for nearly a year, businesses will be needing to re-evaluate how work is done. There has certainly been a shift in how work is done, and many employees will have found that they may be even more productive from home. Employers will need to reconsider the importance of business sites and locations of their employees. They will need to be flexible in their thinking to consider arrangements in which their employees will be most productive.
Will there be an enduring impact of the coronavirus pandemic on Public Relations And Communications Directors?
Alanah Mitchell Ph.D.: Information Systems (IS) is often identified as the highest paying major in a business school. While the impact of a global pandemic has certainly had an impact on students (both academically and professionally), IS majors continue to have a number of job opportunities during this time. IS majors understand both business and technology and are prepared to identify ways technology can be used to solve organizational problems. This background is particularly important as so many organizations are continuing their work through the use of technology both during and post-pandemic.
What are the biggest trends we'll see in the Public Relations And Communications Director job market given the pandemic?
Mohamad Alkadry Ph.D.: Just like 9/11 resulted in substantial investment in homeland security jobs, I believe that the pandemic will likely result in a substantial investment in our public health infrastructure. More than ever before, Americans understand the importance of public servants at all levels. Americans, who have historically undermined the importance of the public serctor, were all looking to public officials more than ever before. The pandemic also highlighted the importance of professional non-elected officials' expertise to our survival. There was a clear respect for the evidence-based scientific knowledge and recommendations of professional public servants like Dr. Anthony Fauci. We are also likely to see an investment in e-government programs that would allow citizens and employees to interact virtually. I believe the pandemic undermines the trend toward service industry and we will likely see a very slow return of service and travel-related positions especially if the virus mutates and the pandemic lingers over a few years.
Will there be an enduring impact of the coronavirus pandemic on Public Relations And Communications Directors?
Matt Caporale: Honestly, it is entirely possible. In looking back at the last great economic impact event, the 2009 crash and recession, students who graduated during the recession experienced a lasting impact. The most significant impacts are that economic recessions cause starting salaries to contract, which in turn makes it take longer for graduates to earn back the difference. Add in that jobs disappear causing graduates to take positions either out of their field (impacting their career paths and choices) or below their talent/education/experience levels. So anytime there is an economic disruption, there will be impacts at all experience levels. New graduates in particular can have their earning power impacted, and that impact can take a decade or more to work out.
That said, it is harder to prognosticate a pandemic induced economic disruption as this was not a structural issue with the nature of the economy that caused a crash; it was largely a forced shutdown of the economy. It is possible the economy will snap back faster once the virus is under control, potentially limiting the length of the impact. At the same time the nature of work may change with more remote options and the acceleration of automation that will certainly affect new college graduates.
It will be interesting to see.
What type of skills will young Public Relations And Communications Directors need?
Matt Caporale: What type of skills will young graduates need when they enter the workforce in the coming years?
On the technical/hard skill side, young graduates are going to need to become more adept at remote and virtual work environments, including coding, programming, visual presentation, and data analytics/visualization. These skills were becoming more necessary prior to the pandemic and will only accelerate due to the changes in the nature of work and work environments the pandemic will cause. Big data, machine learning, and artificial intelligence will only grow more important as well. Related skill sets such as data analysis, policy development, global supply chain management, social media content creation and management, design thinking, and the ability to build consensus among disparate groups.
More importantly it will be the soft skills and competencies that will truly determine the success of new graduates in coming years. As the world continues to become more interconnected, with automation coming in most industries, and manufacturing continuing to decline, the most sought-after skills will be those of global leadership, teamwork, critical thinking, design thinking, cultural awareness and understanding, and flexibility/adaptability. The post-pandemic global economy is going to need change leaders who can work with people of different backgrounds and perspectives, who can communicate to varied audiences, develop plans and policy, and change at a moment's notice. These soft skills will be the strongest currency for new graduates to develop and grow to succeed in their chosen careers.
What experience really stands out on Public Relations And Communications Director resumes?
Matt Caporale: In a nutshell, hands on and applied experiences stand out the most. What employers truly seek is not just what you know and what you did, but how you did it, where you did it, to what outcome, and what do you offer now because of those experiences. This isn't new, but employers are increasingly looking for details and level of specificity to a student's college experience - buzzwords won't suffice any more. The experiences that stand out are ones students can actively quantify and showcase success, hard skills, and soft skills.
These types of experiences include traditional experiences such as internships, research projects, study abroad, and campus leadership. But they more often now include diverse perspectives, interdisciplinary experiences, and roles in which students make a focused impact on the organization in which they served. Employers seek well rounded candidates with hard and soft skills; so, the experiences that stand out will need to be diversified, skill focused, and impactful.
For students in international relations, these experiences will include traditional internships and study abroad, but also Model UN, policy research and development, multi-cultural experiences (local and international), and data-based projects.
What are the biggest trends we'll see in the Public Relations And Communications Director job market given the pandemic?
Dr. Phyllis Seawright: Based on what our grads this year are doing, it appears that the market needs people with technical and writing skills. Social media is only as good as the writers and thinkers who create it. Our graduates are building web pages and social media platforms, PR and marketing plans. A graduate trained in media and people skills can find a job in this changing marketplace.
Dr. Alfred Mueller Ph.D.
Dean, School of Arts and Sciences, Professor of Communication ad Digital mediaNeumann University
School of Arts and Sciences
Will there be an enduring impact of the coronavirus pandemic on Public Relations And Communications Directors?
Dr. Alfred Mueller Ph.D.: The pandemic is the single greatest disruption of American life we could ever have imagined. I predict that more workplaces will allow for telecommuting from home, businesses will retain some of the services they set up to address the pandemic, and health will be our primary focus for the next decade as the long-term effects of COVID are realized. As someone who sees opportunity in obstacles, I want to think that a graduate with an entrepreneurial approach will be able to take advantage of many of these cultural shifts. The Biden Administration will likely address student debt, but there are still many financial issues surrounding housing that have to be sorted out. So the next five years will be much more addled than anything we have seen in recent memory, but the end of the decade should see a return to prosperity.
Dr. James Stein
Assistant Professor and Director of Interpersonal Communication CurriculumDixie State University
Communication Studies Department
What Public Relations And Communications Director skills would you recommend for someone trying to advance their career?
Dr. James Stein: Well, first, if you have the means/finances to take a full year off, I commend you. My advice would be to immerse yourself in the use of technology and social media. Every company is always looking for good PR and a good "vibe." So, if you're taking a gap year, I would recommend using that time not to figure out what you want to do, but rather to hone the thing(s) that you're already good at and make them work for you.
Jeyoung (Jenny) Oh Ph.D.
Assistant Professor of CommunicationUniversity of Michigan-Flint
Department of Communication Studies
What general advice would you give to a Public Relations And Communications Director?
Jeyoung (Jenny) Oh Ph.D.: If you work from home, it could be hard to separate your work time from your personal time. Make sure to take some time off to take care of yourself. It is important not only for your work performance but also for your well-being. Also, remember that there are many people who are there to support you, so do not hesitate to ask for help and ask questions. Be proactive and reach out to your colleagues. Set a virtual coffee time with your colleagues or manager to get to know them. If possible, join as many virtual workshops provided to you as you can. Those will help you understand the culture of your organization, and it will also be a great way to get to know your colleagues.
What Public Relations And Communications Director skills would you recommend for someone trying to advance their career?
Jeyoung (Jenny) Oh Ph.D.: Anyone with internet access can learn many different skills. Many resources are free. The skills you should learn highly depend on the specific field you'd like to work in. For example, if you are interested in market research, then I recommend you take a statistics or data analytics course on online course sites, such as Coursera or Udemy. If you are interested in graphic design, a photography or Illustrator course will be helpful. It is also important to stay updated in your field by following various online sources. For instance, if you are interested in advertising, keep up with publications such as Ad Age, and if you want to work in public relations, I recommend that you keep an eye on the websites of the Public Relations Society of America and the Institute for Public Relations for the latest news.
Graduates can also enhance their skill sets and put them into practice by engaging in different experiences, such as volunteering with organizations in their field. With the ongoing pandemic, many organizations are seeking virtual help from volunteers. For example, if you volunteer in a social media marketing project for a nonprofit organization, you get to create a social media campaign to increase awareness of the initiatives of the organization. This experience can hone your skills in creating and managing online content. To search for these kinds of opportunities, you can use sites such as VolunteerMatch or AllForGood. It would be a great chance for you to apply what you have learned in class to make society better in this novel pandemic. You can also engage in a remote internship for a similar experience.
Will there be an enduring impact of the coronavirus pandemic on Public Relations And Communications Directors?
Stacie Shain: I am a very optimistic person, and I believe the enduring impact will be positive. The graduates from 2020 and 2021 have learned to be flexible, agile, resilient, and persistent. They have overcome obstacles that no one predicted, challenging them to complete not only a lot of the coursework from their final semester(s) online but also to grapple with the personal challenges that the pandemic caused.
Finishing college is not easy in a traditional setting in a "normal" academic year. But add in a change in delivery systems, quarantines that took away social and academic support systems, and psychological and financial hardships created by the loss of socialization and jobs (many students work in service jobs such as restaurants, coffee shops, bars, and retail stores, many of which were shuttered during the spring and summer), and you have an unprecedented college experience. Because these students graduated under such conditions, they are well-prepared for whatever happens along their career paths. They've already shown they can navigate through change, adapt to and overcome obstacles, adjust in adverse conditions, and still complete tasks and accomplish goals.
What type of skills will young Public Relations And Communications Directors need?
Stacie Shain: I think graduates will need the very skills they have already learned: agility, flexibility, resiliency. Many in the workforce when the pandemic hit were expected to work from home and figure out how to keep doing their jobs and be productive. In some states, large segments of the population are still working from home and will continue to do so for some time. For those graduates getting their first jobs, they may be working from home as they start their careers. They will need to bring to the job the same skills they learned in their last semester (or semesters) in college. I believe business and industry will expect workers to be agile, flexible and resilient while also being productive and accountable.
Beyond that, for graduates with communication degrees, they will still need to be able to write and speak effectively, be able to shoot and edit video, and be proficient in social media. Students will need to have multimedia skills and not be a specialist or "one-trick pony." To be prepared to work in a communication job, the graduates must be well-rounded. They should be able to use Mac and PC systems, a myriad of software programs (from Office to the Adobe Suite) and all major social media platforms. Further, students must be able to understand when to use particular systems or social media platforms; for example, when is Facebook the best platform to use, and how is it best used?
Further, graduates must have soft skills, such as being able to think critically, solve problems, work as part of a team and make decisions. They need good interpersonal skills and intercultural awareness because they are likely to work with people across the country and around the world, especially now that all businesses and industries have learned they can function virtually.
What experience really stands out on Public Relations And Communications Director resumes?
Stacie Shain: To me, real-world experience always sets one graduate apart from others. There is also plenty of research that supports this.** Any experience a student can gain doing real projects for real organizations is a bonus because it shows students can translate what they have learned in a classroom to a project for a business or nonprofit. It shows students can do the work when there is more than a course grade on the line and when many people will see their work and not only a professor or classmates.
In our program, all majors must complete at least one internship, and we encourage our students to complete more than one so they get different experiences. This not only builds their resumes and hones their skills but also allows them to learn what they like - or don't like - doing. Some students have been set on working in a particular field only to change their minds after an internship and decide they want to do something else.
Our marketing communication minors are required to take a practicum in which they work for a student-run agency doing work for area nonprofits. They are responsible for the client meetings, production, deadlines and client satisfaction. The projects range from graphic design to writing to social media planning to website design to video production. All of their work will be used by the organizations, so having these projects in their portfolios and on their resume showcases exactly what they can do. The students earn credit and get to show the work in their portfolios, and the nonprofits do not pay for the projects. It's a true win-win situation. Students may complete more than one semester in the practicum, and that gives them a wide range of work samples in their portfolio. I've known several students who had jobs before graduation, and they all said their work for clients helped them get the job because they already had professional experience.
Internships and working for a student-run agency will help students build those soft skills, too. They must collaborate, they must learn to work in a team setting, they must solve problems as they arise, and they must think critically about the projects and how they will complete them. Research shows that students with hard skills will get interviews, but students with soft skills will get the job and keep it ** because businesses value soft skills and not every applicant has them.
What skills stand out on Public Relations And Communications Director resumes?
Heidi Mau Ph.D.: Skills particular to industry needs and unique experiences that help a candidate stand out continue to be important to highlight, but what is often forgotten is the emphasis on strong communication skills needed for all professions - written, verbal, visual, and digital communication skills. These are skills that continue to translate across all industries.
Proven skills in advocating and supporting diversity, equity, and inclusion are similarly important across all industries. Being able to speak concretely about actions that positively impact these areas is of particular interest and stand out on a resume.
Skills that highlight the ability to think critically, problem solve, be productive without supervision, and also to collaborate and work with teams - these are skills that continue to be important across all positions. Solid skills in interpersonal and applied communications can greatly enhance these abilities, which are important both within the field and across industries.
What are the biggest trends we'll see in the Public Relations And Communications Director job market given the pandemic?
Heidi Mau Ph.D.: An increased ability to work digitally is an immediate trend in the job market - to be nimble communicators via digital tools and online interactions with colleagues and clients. This trend was already happening before the pandemic but has now accelerated as an important part of an overall skill set.
There seems to be an increase in positions calling for digital communications and content management for small businesses as they seek to move parts of their businesses online and to increase their digital communications with clients and community during a time in which local, face-to-face communication is more difficult.
Are there any particularly good places in the United States for Public Relations And Communications Directors to find work opportunities?
Heidi Mau Ph.D.: Communication as a field is uniquely malleable - it has its own industries and can also be a component within other industries. Because of this, there is work that can be found in unexpected sectors and locations. It is a field that is constantly evolving, which is exciting. There are opportunities to move into more established positions, into evolving positions that are finding their foothold, and into potential new positions we are unable to even predict yet.