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Job outlook for public relations associates in the United States
Public relations associate job growth summary. After extensive research, interviews, and analysis, Zippia's data science team found that:
The projected public relations associate job growth rate is 8% from 2018-2028.
About 22,300 new jobs for public relations associates are projected over the next decade.
Public relations associate salaries have increased 8% for public relations associates in the last 5 years.
There are over 58,558 public relations associates currently employed in the United States.
There are 24,482 active public relations associate job openings in the US.
The average public relations associate salary is $48,953.
Are public relations associate jobs in demand?
Public relations associate job and salary trends over time
Public relations associate jobs over time
Public relations associate job growth rate over time
| Year | # of jobs | % of population |
|---|---|---|
| 2021 | 58,558 | 0.02% |
| 2020 | 58,882 | 0.02% |
| 2019 | 58,831 | 0.02% |
| 2018 | 57,233 | 0.02% |
| 2017 | 55,797 | 0.02% |
Average public relations associate salary over time
Public relations associate salary by year
| Year | Avg. salary | Hourly rate | % Change |
|---|---|---|---|
| 2025 | $48,953 | $23.54 | +2.7% |
| 2024 | $47,659 | $22.91 | +1.9% |
| 2023 | $46,763 | $22.48 | +1.2% |
| 2022 | $46,218 | $22.22 | +2.2% |
| 2021 | $45,220 | $21.74 | +2.2% |
Public relations associate jobs by state
Most common states for public relations associates
| Rank | State | Population | # of jobs | Employment/ 1000ppl |
|---|---|---|---|---|
| 1 | District of Columbia | 693,972 | 270 | 39% |
| 2 | Vermont | 623,657 | 66 | 11% |
| 3 | Delaware | 961,939 | 88 | 9% |
| 4 | Rhode Island | 1,059,639 | 80 | 8% |
| 5 | Wyoming | 579,315 | 49 | 8% |
| 6 | South Dakota | 869,666 | 65 | 7% |
| 7 | Alaska | 739,795 | 53 | 7% |
| 8 | Maine | 1,335,907 | 82 | 6% |
| 9 | Montana | 1,050,493 | 68 | 6% |
| 10 | North Dakota | 755,393 | 42 | 6% |
| 11 | Virginia | 8,470,020 | 415 | 5% |
| 12 | Massachusetts | 6,859,819 | 375 | 5% |
| 13 | Oregon | 4,142,776 | 212 | 5% |
| 14 | Utah | 3,101,833 | 156 | 5% |
| 15 | Idaho | 1,716,943 | 90 | 5% |
| 16 | New Hampshire | 1,342,795 | 67 | 5% |
| 17 | Maryland | 6,052,177 | 265 | 4% |
| 18 | Minnesota | 5,576,606 | 224 | 4% |
| 19 | Colorado | 5,607,154 | 220 | 4% |
| 20 | Connecticut | 3,588,184 | 150 | 4% |
Most common cities for public relations associates
| Rank | City | # of jobs | Employment/ 1000ppl | Avg. salary |
|---|---|---|---|---|
| 1 | Frankfort | 1 | 4% | $47,590 |
| 2 | Annapolis | 1 | 3% | $58,088 |
| 3 | Dover | 1 | 3% | $49,686 |
| 4 | Boston | 9 | 1% | $50,508 |
| 5 | Cambridge | 1 | 1% | $50,481 |
| 6 | Grand Rapids | 1 | 1% | $51,733 |
| 7 | Hartford | 1 | 1% | $59,907 |
| 8 | Lansing | 1 | 1% | $51,915 |
| 9 | Atlanta | 2 | 0% | $39,140 |
| 10 | Detroit | 2 | 0% | $52,287 |
| 11 | Washington | 2 | 0% | $59,075 |
| 12 | Baton Rouge | 1 | 0% | $39,607 |
| 13 | Cleveland | 1 | 0% | $49,866 |
| 14 | Denver | 1 | 0% | $51,435 |
| 15 | Des Moines | 1 | 0% | $42,969 |
| 16 | Indianapolis | 1 | 0% | $44,018 |
| 17 | Los Angeles | 1 | 0% | $53,848 |
| 18 | Sacramento | 1 | 0% | $59,948 |
Public Relations Associate job outlook: Expert opinions
Our panel of public relations associate experts
Coastal Carolina University
Grand Valley State University
Elon University
Denison University
Bowie State University
University of Florida
Wartburg College
Washington State University
Washington State University
San Francisco State University
California State University - Dominguez Hills
American University
Loyola University New Orleans
Temple University
What general advice would you give to a Public Relations Associate?
Laura Willis Calo Ph.D.: A couple of skills that will become all the more important in coming years are editing and critical thinking. With AI being able to produce initial drafts of content, our role as 'writer' is transitioning to that of 'editor.' In reworking AI-generated content, we need to think critically to ensure it is in line with the strategy driving our work.
What Public Relations Associate skills would you recommend for someone trying to advance their career?
Laura Willis Calo Ph.D.: Highlight your relevant experiences from internships and/or courses focused on experiential learning. Complete certifications, such as those offered through PRSA, Hubspot, and Google, that further develop your skills and demonstrate your mastery.
What will help Public Relations Associates increase their earning potential?
Laura Willis Calo Ph.D.: Stay up-to-date with the news! Being able to speak about current events will help you stand out in an interview and once you land the job. Get involved in your local PRSA chapter/district - this will help you grow your professional network and build your reputation.
What general advice would you give to a Public Relations Associate?
Kimberly Lauffer: Public relations practitioners work in many different types of organizations, so it's hard to generalize a typical day. However, some activities include clipping (physically or electronically) mentions of their organization and its employees, coordinating interviews between media outlets and experts, identifying good internal stories and writing them, collecting B-roll for video news releases, identifying good external stories and pitching them to media outlets, monitoring social media, heading off or dealing with crises, etc. At the entry level in large academic, corporate, or agency-based organizations, a PR practitioner might have a very specialized role but in small or non-profit organizations, she might be a Jill-of-all-trades. Crucial public relations skills include writing, oral communication, critical thinking, and time management.
What Public Relations Associate 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 Public Relations Associates increase their earning potential?
Kimberly Lauffer: PR is a good profession for a number of reasons. Depending on one's role, it often has a set, regular schedule. This is one reason why many journalists move into public relations after several years. Public relations can also be advocacy- or issue-focused, so when people have a strong interest in a particular topic (energy, animal welfare, health), it allows them to take an active role in promoting that issue.
What general advice would you give to a Public Relations Associate?
Dr. Joy Daggs: I think making yourself the most well-rounded candidate you can be is the best way to maximize your salary potential. Try lots of things in your undergraduate experience. What you think you want to do as a freshman may not be as appealing after you try it. Most jobs do not require only one skill, so having a variety of skills where you can plug in several places in an organization is helpful. Even if you want to go into something like event planning, you still need writing skills, design skills, interpersonal skills, etc. to do that job effectively.
Don't be afraid to negotiate your salary. There are workshops from organizations such as AAUW (American Association of University Women) to help you build those skills.
What Public Relations Associate skills would you recommend for someone trying to advance their career?
Dr. Joy Daggs: 1. Knowing how to use AI responsibly. It can be used to make work more efficient. It's important to understand how to use it appropriately at a tool.
2. Understanding social media and how to interpret data to create and change messages.
3. 'Soft skills' such as public speaking, conflict management, and relationship building are not going away. You may need to learn to adapt those skills to a digital platform, such as Zoom or Teams. I am seeing current articles from publications such as Forbes about current graduates struggling in these areas, so sharpening these skills and your writing skills will set you apart.
What will help Public Relations Associates 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 Public Relations Associate 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 general advice would you give to a Public Relations Associate?
Wendy Weinhold Ph.D.: Negotiation is so important whenever you start a job. Research will help you understand what people are making in similar jobs in your area, and you will be more likely to get a better offer if you know what to ask for based on what’s reasonable. Beyond salary, you can negotiate technology—such as laptop computers, tablets, phones—as well as other perks, such as professional development stipends. And remember: your first salary is just a start!
What Public Relations Associate 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 Public Relations Associates 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 Public Relations Associate?
Kenn Gaither Ph.D.: Adopt a growth mindset and keep learning. The skills from college are still valuable and useful, but so too is the ability to stay at the forefront of relevant trends. Public relations practitioners are strategic communicators, requiring disciplinary expertise, knowledge of cultural and technological trends and news, and a broad skill set. Continuing to invest in these areas will give a new graduate both a competitive edge and pathway for upward mobility.
What Public Relations Associate 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.
What will help Public Relations Associates increase their earning potential?
Kenn Gaither Ph.D.: Focus on your skills honed by coursework, internships or involvement in student media organizations. Although you might not have significant full-time experience yet, offer your skill set as salary negotiation lever. Also, know your worth. If you receive an offer, consult with a mentor or career advisor to discuss strategies to maximize your salary potential and know a good starting point. Finally, ask about opportunities for promotion and timelines. Sometimes it can pay off to take slightly less than anticipated if there is a clear path toward salary increases or the company has a track-record of rapidly advancing entry-level employees.
What Public Relations Associate skills would you recommend for someone trying to advance their career?
Dr. Charles St-Georges Ph.D.: With American K-12 education continuing to gut the humanities and stress the importance of a STEM-only education (which is a false either/or choice, by the way), and with each new generation of college students having fewer and fewer social skills and poorer mental health due in part to an increasingly unhealthy relationship with technology, the workforce will increasingly be looking for college graduates who have people skills: effective communicators who are emotionally intelligent, culturally aware, and adept at encountering difference and navigating human complexity. A.I. is not going to provide these skills—especially when it comes to the cross-cultural communication that this increasingly globalized world will require. A quick A.I. translation from language A to language B is not going to facilitate the kind of contextually-savvy, culturally and historically-aware communication needed to combat climate change, deal with the next pandemic, or avert a major armed conflict. Or even effectively sell products, for that matter.
What Public Relations Associate 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.
Dr. Rebecca Frazer
Assistant Professor of Public RelationsUniversity of Florida
Public Relations, Advertising, And Applied Communication
What general advice would you give to a Public Relations Associate?
Dr. Rebecca Frazer: Research the average salaries for the different types of positions you are interested in and take note of what skills are needed for higher paying positions. Students should be thinking about what skills they can build to maximize their earning potential before they even reach the job market.
What Public Relations Associate skills would you recommend for someone trying to advance their career?
Dr. Rebecca Frazer: The ability to harness new technologies without becoming distracted from key goals will drive success in the future of the field. With the explosion of artificial intelligence technologies and the proliferation of new social media platforms in recent years, some practitioners may be struggling to keep up. The most successful practitioners will work to understand new technologies and strategically harness their power, while also staying focused on the fundamental role of public relations: building strong, genuine, mutually-beneficial relationships with key publics.
What will help Public Relations Associates increase their earning potential?
Dr. Rebecca Frazer: Be eager, flexible, and willing to learn. Entry-level PR positions often involve a broad range of different tasks that may require the employee to quickly teach themselves new skills, software, and applications. Demonstrating an ability to catch on quickly and an eagerness to take on new challenges goes a long way in impressing an employer.
What general advice would you give to a Public Relations Associate?
Dr. Penni Pier: There are a few things I would tell them. Make sure you make the most of your opportunities to network and learn the things about the industry that you do not know. Be mindful that professional development is a lifelong endeavor and that the first year will be a steep learning curve as you are an emerging professional. Take the initiative to learn or practice skill sets that you haven’t quite mastered. Ask for constructive feedback and then incorporate that feedback into your work. Two very practical pieces of advice that I try to tell my students: 1. Never surprise your boss. Keep them in the loop. If you make a mistake own up to it quickly and ask for feedback regarding how to avoid the mistake in the future and 2. Do not overpromise and under deliver. It is instinctual to want to please your supervisor and not let them down, but you must understand your own capacity, under delivering is ultimately more disappointing than understanding and setting your limits at the outset.
What will help Public Relations Associates increase their earning potential?
Dr. Penni Pier: I wholeheartedly believe the same skills that have been important over the past 50. You need to be a good storyteller, a good writer, and a good researcher. Technology will change, the mediums will change, but the skills of being able to research, use your resources and tell a compelling story that touches the heart of your consumer or target audience remains constant.
Ms. Chelsea Thomas
Scholarly Assistant ProfessorWashington State University
Public Relations, Advertising, And Applied Communication
What general advice would you give to a Public Relations Associate?
Ms. Chelsea Thomas: A public relations professional's job is to act as a liaison between the public and the client, helping to communicate effectively based on the client's needs. The goal is to communicate the client's messaging in a way that is consistent and mission-driven through a variety of communication tools and tactics. Communication tactics may include press releases, media collaboration, strategic meetings and media monitoring. Ultimately, the public relations professional is responsible for executing a well-strategized public relations campaign and message in an efficient, effective and timely manner for the benefit of both the public and the client being served. Someone entering the field of public relations, such as an intern, may be responsible for client media monitoring, assisting the executive team in organizing events, press releases and media pitches, and conducting general research on industry competitors, trends and media outlets.
What Public Relations Associate skills would you recommend for someone trying to advance their career?
Ms. Chelsea Thomas: Public relations is a good fit for those who enjoy a fast-paced lifestyle with low predictability. That said, a professional in this field will spend significant time building a well-planned, strategic campaign that anticipates potential issues and capitalizes on client successes. A person in this field would do well being organized, strategic, flexible and sociable. A strong writing capacity is a positive aspect as well. Conversely, those in this profession might dislike unpredictable hours, as this industry can sometimes require significant time, attention and dedication to the client's needs.
What will help Public Relations Associates increase their earning potential?
Ms. Chelsea Thomas: Public relations is a unique and dynamic field that allows professionals to execute both strategic and tactical initiatives. This profession allows one to experience a fast-paced industry where creativity, objectivity and strategy meet. No two days are likely the same; one can be filled with socializing at planned events, another working with media to manage external relations, and another spending quality time strategizing with a client representative. With the growing need for an organization to build and maintain a positive relationship with the target audience and stakeholders, public relations is an excellent profession for those skilled in communication and customer relationship management.
What general advice would you give to a Public Relations Associate?
Dr. Nick DiFrancesco: Communication- many grads lack even basic communication skills such as presenting, writing, or conversation; the industry is going to be seeking out not just the best and brightest, individuals who are personable, can relate and have rational discussions with others. The inability to engage in conversation and debate, or network with others is a serious issue among students, and these are skills that are absolutely vital to any professional.
What will help Public Relations Associates increase their earning potential?
Dr. Nick DiFrancesco: Be reliable and willing to do different things. You don’t know where your best suited after graduation, but demonstrating that you can be counted on is not easily forgotten by most employers. Similarly, employees who decide to pigeon-hole themselves into a narrow set of tasks are rarely asked to do much beyond that, and can impede the progress in one’s career.
What general advice would you give to a Public Relations Associate?
Michelle Galey: PR is a great profession to enter now because of the growing demand for PR professionals, varied career opportunities, growth potential, competitive salary and benefits, and work-life balance and flexibility. Plus, working in PR allows you to be creative and work with so many different software tools and platforms. With the increasing reliance on digital media and online platforms, there is a growing demand for PR professionals who can effectively navigate these channels and stay up to date with current trends and technologies. We live in an era of 24/7 communication and public scrutiny, so organizations need highly skilled PR professionals to manage and mitigate potential crises effectively. Although this is a sad reality, it provides more work for PR professionals!
What Public Relations Associate skills would you recommend for someone trying to advance their career?
Michelle Galey: From my experience being a PR practitioner myself and talking to my former PR students, it’s easy to find both rewards and challenges in the PR profession. My former students tell me that they enjoy the variety, creativity, impact, and networking opportunities in the field but that can sometimes come with high pressure, stress, unpredictability, client expectations, and mundane administrative tasks. These tasks can range from data entry to maintaining media lists and contact databases. Despite the challenges, they find the field rewarding and fulfilling, knowing they have an opportunity to grow in their careers and make significant impacts within their organizations and for their clients.
What will help Public Relations Associates increase their earning potential?
Michelle Galey: A PR professional and a new hire entering the field might have different responsibilities, but they often share some common tasks as well. Both the seasoned PR professional and the new hire play important roles in the PR process. While the PR professional’s day may be centered around strategy development, media relations, and working directly with clients and upper administration, the new hire is often involved with research, press release writing, event planning, social media coordination, and administrative tasks. However, as new hires gain experience and expertise, they will take on more responsibilities and play a more significant role in their firms and organizations.
What Public Relations Associate skills would you recommend for someone trying to advance their career?
Dr. Geri Merrigan: Listening, empathy, and perspective-taking remain as important as ever, because change is the only certainty, and globalization connects us to people quite different from ourselves. That means skills for inclusive communication matter – analyzing an audience and crafting messages for diverse stakeholders. Finally, understanding the technology (especially AI) that is most consequential for your industry/sector, for Communication Studies majors, means understanding current events, reading about AI, and evaluating the credibility of what you read.
What will help Public Relations Associates increase their earning potential?
Larry Hygh Jr., Ed.D.: Be open to all opportunities even if the opportunity is not something you have planned for your career trajectory. Networking is extremely crucial in the field of communications. Network, network, network, then network some more!
Pallavi Kumar
What general advice would you give to a Public Relations Associate?
Pallavi Kumar: I can’t think of any other industry where your passion can become your profession. Because no matter what you are interested in, whether it’s the arts, science, sports, the environment, entertainment etc., there is a job in that area. And you have the ability to move into different areas of specialization because the core skills of PR translate across many areas of specialization.
What Public Relations Associate skills would you recommend for someone trying to advance their career?
Pallavi Kumar: Make a case for yourself when you get that first offer. Many PR majors enter the industry already trained both through their education and internships. Securing even a few thousand more with that entry-level position can have long- term results as you move up the ladder.
What will help Public Relations Associates increase their earning potential?
Pallavi Kumar: I think the ability to incorporate AI into your work so that you are more efficient and can deliver measurable results will be the most important skill that incoming professionals can have. The ability to be a storyteller never changes but knowing what the latest tools and trends are is also important.
Jason Mollica
Professorial LecturerAmerican University
Public Relations, Advertising, And Applied Communication
What general advice would you give to a Public Relations Associate?
Jason Mollica: While you’ve left campus behind, you are now entering a different kind of classroom in the field of public relations. Continue to be a student always in the practice of PR by asking questions and listening intently, whether you have a job upon graduating or are still on the search for one. You may be some hesitant, but the only way to learn is to look for the right guidance. It’s ok to not know “all the things.” This can be an opportunity to discover a work mentor, as well.
What Public Relations Associate skills would you recommend for someone trying to advance their career?
Jason Mollica: It’s safe to say understanding artificial intelligence is a skill that pros in the PR/strategic communication field should be learning now. According to Muck Rack’s State of AI in PR survey, more than twice as many pros were using generative AI at the end of 2023 as opposed to the beginning. This is where networking can be helpful. If you are a part of a professional organization, like the Public Relations Society of America (PRSA), or subscribe to one of the social intelligence platforms like Meltwater, look for webinars or conferences where there are opportunities to gain insight and, yes, an advantage where you may be working. While it has always been important, understanding the news media is a skill that requires consistent adaptation. What are the local media outlets and who the key reporters are for traditional and digital? As newsrooms continue to consolidate, knowing the media landscape can be a skill that pays dividends.
What will help Public Relations Associates increase their earning potential?
Jason Mollica: It starts with research. Look at the location, cost of living, and the comparable salaries to the specific position, as well as those within the company where you’ve applied. If you can get details on benefits offered, such as health coverage and paid time off, this can help your potential ask. Also consider if a position is fully remote, will the salary be adjusted to the state where you live as opposed to where they are located? Finally, don’t hesitate to stress the skills and experienced gained from internships or leadership positions you’ve held while in college. It can be a considerable advantage when it comes time for a potential employer to make a decision.
Jeffrey Ory
President & CEO, il Stratega Marketing & Public Relations, Adjunct ProfessorLoyola University New Orleans
Public Relations, Advertising, And Applied Communication
What general advice would you give to a Public Relations Associate?
Jeffrey Ory: As the public relations industry continues to evolve rapidly, professionals within the field must adapt and refine their skill sets to stay ahead. Over the next three to five years, several key areas are expected to become even more crucial for those in PR. Digital literacy is set to take center stage as digital media remains a dominant force in how information is consumed and disseminated. Skills in digital marketing, search engine optimization (SEO), and social media analytics will be indispensable. PR professionals who can navigate the digital landscape skillfully, optimizing content for various platforms and understanding the metrics behind digital campaigns, will find themselves in high demand. Alongside digital expertise, data analysis capabilities will grow in importance. With the vast amounts of data available today, the ability to interpret and effectively use this data will be crucial for designing targeted PR campaigns and evaluating their success. PR specialists who can draw actionable insights from data will be able to tailor their strategies more precisely and demonstrate tangible results to clients. In our fast-paced, always-connected world, crisis management skills will become increasingly valuable. The ability to handle crises swiftly and effectively can preserve or even enhance a client's reputation when managed correctly. PR practitioners skilled in navigating crises, from initial response to resolution, will be critical assets to any organization. Content creation is another area poised for growth. As audiences become more segmented and the mediums through which they consume content diversify, skills in video production, podcasting, and content marketing will be essential. PR professionals who can create engaging, high-quality content across a range of formats will help brands capture and retain the attention of their target demographics. Finally, adaptability to new technologies will serve as a competitive advantage. The introduction of advanced technologies, such as artificial intelligence tools for content creation and analysis, is reshaping the landscape of public relations. Professionals who are not only familiar with these technologies but also adept at leveraging them in creative and effective ways will stand out in the field.
What Public Relations Associate skills would you recommend for someone trying to advance their career?
Jeffrey Ory: As you embark on a career in public relations, one of the primary goals may be to maximize your earning potential. Here are several strategic steps you can take to ensure you're not only valued for your skills but also compensated accordingly. Firstly, consider specializing in a niche within the PR field that's in high demand. Areas like technology PR, healthcare, and crisis communications are often looking for experts. Specialists in these fields typically command higher salaries due to their unique, in-demand expertise. By positioning yourself as a specialist, you differentiate yourself from generalists and increase your value to employers who need specific skills. Furthering your education is another effective way to boost your salary potential. Pursuing advanced degrees or certifications in public relations, communications, or related fields can significantly enhance your expertise. This additional education not only enriches your knowledge and skills but also makes you more attractive to potential employers who value formal qualifications and are willing to pay a premium for well-credentialed candidates. Developing a strong portfolio is crucial. This should include examples of successful campaigns, high-profile client work, and effective crisis management. A robust portfolio demonstrates your capabilities and achievements, positioning you as a top candidate for more advanced and higher-paying roles. It's a tangible collection of your work that can speak volumes more than your resume alone. Negotiating your salary is an essential skill in any field, particularly in PR. Equip yourself with negotiation techniques and be prepared to advocate for yourself based on your experience, achievements, and the industry benchmarks. Understanding the value of your contributions and being able to articulate it effectively during salary discussions can lead to better compensation packages. Lastly, actively seek out leadership roles as you gain more experience. Whether it's leading a project or a team, leadership positions are associated with higher levels of responsibility—and consequently, higher compensation. These roles not only offer better pay but also provide greater visibility within the organization and the industry, paving the way for further career advancement.
What will help Public Relations Associates increase their earning potential?
Jeffrey Ory: Starting a career in public relations can be an exhilarating journey, filled with opportunities to shape perceptions and craft compelling narratives. As you embark on this path, there are a few foundational strategies that can enhance your success in the dynamic field of PR. First and foremost, cultivating a robust network is essential. The heart of public relations lies in forging strong connections. Engage actively with colleagues, journalists, and industry professionals. This can be achieved by attending industry events, participating in relevant organizations, and maintaining a vibrant presence on professional social media platforms like LinkedIn. These relationships will not only provide valuable insights and opportunities but also support your growth in the field. Equally important is honing your communication skills. In public relations, your ability to articulate ideas clearly and persuasively is paramount. Dedicate time to refining your writing and speaking abilities, ensuring you can deliver clear, concise, and compelling messages tailored to various audiences and media formats. This skill set is your toolkit, enabling you to convey your clients' messages effectively and resonate with your target audience. Staying informed cannot be overlooked. The landscape of public relations is constantly influenced by shifting industry trends, breaking news, and technological advancements. By keeping abreast of these changes, you can better anticipate and meet the needs of your clients and the media, thus solidifying your role as a knowledgeable and indispensable asset. Practical experience is another cornerstone of a successful PR career. Seek out internships or entry-level positions within PR agencies or in-house teams. These opportunities are invaluable for understanding the industry's dynamics from the inside out, providing a real-world context to the theories and strategies learned in academic settings. Lastly, embracing a proactive and creative mindset is crucial. Public relations thrive on innovation and initiative. Be ready to propose new ideas, tackle challenges with creative solutions, and manage crises with agility and poise. Your ability to think outside the box and act decisively in high-pressure situations will set you apart in the fast-paced world of public relations.
What general advice would you give to a Public Relations Associate?
Gregg Feistman MA: It all depends on who you ask! I don’t know anyone who has ever worked in an agency setting likes figuring out timesheets! PR people are also often the last people to get thanked and the first people to get blamed when something goes wrong. It’s not always true, and it’s not always fair, but it sometimes happens. Sometimes, the pay is not what it should be, depending on the situation. On the other hand, if you are stimulated by new things happening every day, like to write, like to sink your teeth into issues, are a news junkie, have an innate curiosity, like to be a problem-solver and most importantly, have a love of lifelong learning, this is a great field to go into. Like any field, you have to pay your dues but it can be very rewarding. Plus, it’s fun! We are the “behind the scenes” people, meaning we can literally go back-stage sometimes. You’re often right in the middle of the action. Very little happens in the modern world, in almost any field, without a PR professional’s hand in it.
What Public Relations Associate skills would you recommend for someone trying to advance their career?
Gregg Feistman MA: The PR field is extremely varied and no two days are alike. There are basic tasks such as writing news releases, pitching story ideas to journalists, writing social media posts, writing for company blogs and websites, making videos, working on special events, etc. Then there are more sophisticated tasks, such as writing speeches, analytics, dealing with crises, managing issues, internal communications, reputation management, strategic planning, etc. Often PR professionals are doing some or all of these tasks during any one day.
What will help Public Relations Associates increase their earning potential?
Gregg Feistman MA: It's an extremely hot job market, and probably will be for the next several years. There are lots of opportunities out there in all kinds of industries, from healthcare to sports, entertainment, corporate, non-profit, agencies, government, etc. I believe it’s at least partly because of the rise of social justice movements over the past few years, the changing nature of work (remote, hybrid and in-person), and the eternal hunt for good talent. I also believe the impact of emerging technology, such a generative AI, virtual reality, augmented reality, etc., is becoming more important in the communication field, and companies and agencies are actively seeking people to help them understand and apply the new technologies to help meet clients’ needs.