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| Year | # of jobs | % of population |
|---|---|---|
| 2021 | 199 | 0.00% |
| 2020 | 194 | 0.00% |
| 2019 | 190 | 0.00% |
| 2018 | 174 | 0.00% |
| 2017 | 161 | 0.00% |
| Year | Avg. salary | Hourly rate | % Change |
|---|---|---|---|
| 2025 | $60,665 | $29.17 | +4.1% |
| 2024 | $58,290 | $28.02 | +2.1% |
| 2023 | $57,105 | $27.45 | +3.2% |
| 2022 | $55,354 | $26.61 | +3.7% |
| 2021 | $53,384 | $25.67 | +3.1% |
| Rank | State | Population | # of jobs | Employment/ 1000ppl |
|---|---|---|---|---|
| 1 | District of Columbia | 693,972 | 273 | 39% |
| 2 | Montana | 1,050,493 | 107 | 10% |
| 3 | Oregon | 4,142,776 | 319 | 8% |
| 4 | Connecticut | 3,588,184 | 297 | 8% |
| 5 | Delaware | 961,939 | 79 | 8% |
| 6 | Pennsylvania | 12,805,537 | 853 | 7% |
| 7 | Maryland | 6,052,177 | 401 | 7% |
| 8 | Rhode Island | 1,059,639 | 79 | 7% |
| 9 | Alaska | 739,795 | 54 | 7% |
| 10 | Vermont | 623,657 | 43 | 7% |
| 11 | Wyoming | 579,315 | 41 | 7% |
| 12 | New York | 19,849,399 | 1,200 | 6% |
| 13 | Georgia | 10,429,379 | 642 | 6% |
| 14 | New Jersey | 9,005,644 | 567 | 6% |
| 15 | Virginia | 8,470,020 | 501 | 6% |
| 16 | Massachusetts | 6,859,819 | 412 | 6% |
| 17 | Washington | 7,405,743 | 410 | 6% |
| 18 | Colorado | 5,607,154 | 353 | 6% |
| 19 | Maine | 1,335,907 | 80 | 6% |
| 20 | North Dakota | 755,393 | 44 | 6% |
| Rank | City | # of jobs | Employment/ 1000ppl | Avg. salary |
|---|---|---|---|---|
| 1 | Huntersville | 1 | 2% | $53,360 |
| 2 | Baltimore | 1 | 0% | $59,548 |
| 3 | Denver | 1 | 0% | $63,363 |
Elon University
University of Florida
Washington State University
Washington State University
American University
Loyola University New Orleans
Brigham Young University
University of Akron
San Jose State University
Maryville University of Saint Louis
Methodist University
University of Illinois at Urbana-Champaign
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.
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.
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.
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.
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.
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.
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.
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.
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.
University of Florida
Public Relations, Advertising, And Applied Communication
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.
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.
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.
Washington State University
Public Relations, Advertising, And Applied Communication
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.
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!
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.
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.
American University
Public Relations, Advertising, And Applied Communication
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.
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.
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.
Loyola University New Orleans
Public Relations, Advertising, And Applied Communication
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.
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.
Brigham Young University
Public Relations, Advertising, And Applied Communication
Brian Smith Ph.D.: Take a look around us…we are in an age of distrust and uncertainty. Public relations is in the best position to fill the trust gap. PR professionals serve the stakeholders and publics that are most affected by company decisions. PR is the advocate that ensures that companies fill the needs of the society while also building company legitimacy.
Brian Smith Ph.D.: PR professionals have a range of responsibilities. Their main purpose is to develop/manage relationships with an organization’s publics and stakeholders. This entails a variety of activities from managing social media, to working with the press, influencers, and other media professionals, and networking with those affected by an organization’s decisions. Someone entering the field may manage an organization’s social media accounts, pitch media professionals and influencers, and even analyze social media data. Writing still figures heavily into the day-to-day PR profession, even as AI and large language models are changing the industry.
Elizabeth Foster Ph.D.: Social media strategy and analytics will continue to boom. There is an adage 'AI won't replace your job- but the person who knows how to use it might'; young professionals would be wise to learn how to engage AI strategically and effectively. Experiential public relations is an area in high demand; students should learn data-driven storytelling as well.
Elizabeth Foster Ph.D.: Be open to new experiences that may be different from the career path you originally had in mind. Remember, your first job will not be your last! Often students are exposed to new areas they had not previously considered in which they end up thriving. Starting in an agency is an excellent way to be exposed to a range of job functions and clients.
Andrea Meluch Ph.D.: Technology is changing the way we work and interact. For PR professionals especially, it is critical to understand social media metrics and analytics. Additionally, it is important to understand and employ AI as more and more organizations incorporate AI into their processes.
Andrea Meluch Ph.D.: Make sure that you are a stand out candidate when applying for entry-level positions. To accomplish this, showcase your skills on your resume, cover letter, and through your relevant work and educational experience.
Andrea Meluch Ph.D.: Research your career field and understand the qualifications employers are looking for and make sure you have them through education and experience.
Dr. Phillip Arceneaux: On a daily basis, PR practitioners are implementing various earned media strategies to build two-way mutually beneficial relationships with consumers. PR is more about building meaningful, long-term relationships between consumers and a brand by telling meaningful stories and communicating information about the brand. Tasks can range from curating content on social media, pitching stories to journalists, event planning, updating website information, drafting newsletters and press releases, designing graphics, conducting market performance and consumer attitude analysis, and more.
Dr. Mathew Cabot APR: A PR practitioner's day-to-day responsibilities can widely vary depending on the practitioner's role, including media relations, social media management, content creation, crisis and reputation management, research and data analytics, and employee communication. Regardless of the specific role, all public relations practitioners help organizations behave and communicate in ways that build trust between the organizations they represent and the stakeholders on whom their success or failure depends. A beginning practitioner could be involved in a variety of tasks, including media monitoring, social media management, research, writing, content creation, and event planning and support.
Dr. Dustin York: As customers are becoming more and more reluctant to traditional advertising, PR is breaking through the noise. Businesses crave a good online reputation that attracts loyal customers, so PR skills are in high demand. Plus, it's a blend of writing, creativity, and tech-savviness - a hot commodity these days.
Dr. Dustin York: A PR pro's day is a juggling act of pitching stories to media, crafting content, planning events, and maybe even communicating an issue or crisis, but all their work comes down to some sort of storytelling. Newbies assist senior folks with projects, but some common tasks for entry-level pros include media listening and auditing.
Dr. Leslie Rasmussen: Public relations focuses on building relationships between organizations and audiences. Nowadays, audiences are inundated with options, and we must focus on connection, building community, and making people feel something. We get to think outside of the box and build strategy to make those connections for a variety of reasons and industries. Organizations, big and small, use PR to cut through the clutter and set themselves apart from the competition. The need spans across industries and organization size, so it's a perfect time to enter PR and find your fit.
Dr. Leslie Rasmussen: The exciting thing about working in PR is that it's never the same. You might be planning an event, writing news releases, developing social media strategies and content, managing campaigns, or working with the media, depending on the day. PR is also versatile - you can work in the auto industry, healthcare, politics, beauty, sports, entertainment... the possibilities are endless. No matter which path you take, the core skills we utilize in PR are writing, research, public speaking, organization, and creativity. How we use those skills will vary from day-to-day.
Michelle Maresh-Fuehrer Ph.D.: -Responsibly and ethically using AI as a tool for generating content ideas. -Research, especially vetting appropriate sources to combat misinformation. -Relationship management - with peer coworkers in largely hybrid work environments, and with clients/company stakeholders.
Methodist University
Public Relations, Advertising, And Applied Communication
Sara Erlichman Ph.D.: One of the top advice I see is that you document your successes with KPIs. Keep a Word file in your personal cloud documenting any and all positive feedback from colleagues and hard data that demonstrate successful results. Only you know exactly how you've impacted the company through your work, and no one is going to advocate for you as well as you can for yourself!
Sara Erlichman Ph.D.: Overall, it is important that anyone pursuing a career in PR to have a combination of investigative, planning, management, and social media experience and skills. Additionally, advance proficiency in Excel will set you apart from candidates.
Regarding the future, I think data analysis and synthesis is extremely important. Majority of metrics are assessed via third-party data, so it is important to be able to look at descriptive statistics and synthesize recommendations for clients.
University of Illinois at Urbana-Champaign
Communication And Media Studies
Marisa Peacock: Everything is public relations. The traditional approach to PR doesn't always apply. Because of the expansive and pervasive nature of how information is shared on and offline, if you're trying to educate, promote or persuade a public, that's public relations. As such, your job title might not reflect it, so when applying for jobs, focus more on the job responsibilities than the job title.
Good public relations specialists are curious. They love learning about how things work, the people who are involved, and about how the public engages - ask questions, attend events, meet the people at your company - this will all make your job easier, because you'll have a more holistic view about the brand, its products, and services.
Marisa Peacock: It's important to figure out how much it costs to keep you alive. Before job hunting, do the math. How much is rent, car, food, etc? Do you need a Starbucks coffee every morning or can you brew your own? Do you need health insurance (recent grads can stay on their parent's insurance until 26 in most cases)? Figure out that number and then add in buffer room so you can have some wiggle room or opportunities to save. That's your base salary. If you go below, you'll have to make concessions - some reasonable, some not. Use cost of living calculators to determine what salaries look like in other places. Remote and hybrid work is still available, so it's important to factor that in, especially if you're going to live in different locations than where you work.
When looking for jobs, don't underestimate your experience. Even if you haven't had PR-related internships, chances are you've demonstrated public relations skills that can translate well. If you worked in retail, for example, that's a lot of customer relations. If you worked front of house at a restaurant, you know how to engage a public. If you worked as a barista, you know how to meet deadlines, work in chaotic situations, and communicate with others.
Look for the skills that make you better at PR and then highlight those experiences on resumes, cover letters, and in interviews. These skills from different experiences may set you apart and make you eligible for more than just entry-level positions.