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Job outlook for public relations in the United States
Public relations job growth summary. After extensive research, interviews, and analysis, Zippia's data science team found that:
The projected public relations job growth rate is 8% from 2018-2028.
About 22,300 new jobs for public relations are projected over the next decade.
Public relations salaries have increased 8% for public relations in the last 5 years.
There are over 49,296 public relations currently employed in the United States.
There are 22,721 active public relations job openings in the US.
The average public relations salary is $48,383.
Are public relations jobs in demand?
Public relations job and salary trends over time
Public relations jobs over time
Public relations job growth rate over time
| Year | # of jobs | % of population |
|---|---|---|
| 2021 | 49,296 | 0.01% |
| 2020 | 49,670 | 0.01% |
| 2019 | 49,707 | 0.01% |
| 2018 | 48,549 | 0.01% |
| 2017 | 47,472 | 0.01% |
Average public relations salary over time
Public relations salary by year
| Year | Avg. salary | Hourly rate | % Change |
|---|---|---|---|
| 2025 | $48,383 | $23.26 | +2.7% |
| 2024 | $47,104 | $22.65 | +1.9% |
| 2023 | $46,218 | $22.22 | +1.2% |
| 2022 | $45,679 | $21.96 | +2.2% |
| 2021 | $44,693 | $21.49 | +2.2% |
Public relations jobs by state
Most common states for public relations
| Rank | State | Population | # of jobs | Employment/ 1000ppl |
|---|---|---|---|---|
| 1 | District of Columbia | 693,972 | 237 | 34% |
| 2 | Oregon | 4,142,776 | 203 | 5% |
| 3 | Rhode Island | 1,059,639 | 58 | 5% |
| 4 | Virginia | 8,470,020 | 366 | 4% |
| 5 | Massachusetts | 6,859,819 | 308 | 4% |
| 6 | Utah | 3,101,833 | 113 | 4% |
| 7 | Montana | 1,050,493 | 39 | 4% |
| 8 | South Dakota | 869,666 | 31 | 4% |
| 9 | Vermont | 623,657 | 26 | 4% |
| 10 | California | 39,536,653 | 1,091 | 3% |
| 11 | New York | 19,849,399 | 544 | 3% |
| 12 | Illinois | 12,802,023 | 349 | 3% |
| 13 | North Carolina | 10,273,419 | 280 | 3% |
| 14 | New Jersey | 9,005,644 | 241 | 3% |
| 15 | Washington | 7,405,743 | 189 | 3% |
| 16 | Maryland | 6,052,177 | 182 | 3% |
| 17 | Minnesota | 5,576,606 | 181 | 3% |
| 18 | Colorado | 5,607,154 | 152 | 3% |
| 19 | Delaware | 961,939 | 31 | 3% |
| 20 | Alaska | 739,795 | 25 | 3% |
Most common cities for public relations
| Rank | City | # of jobs | Employment/ 1000ppl | Avg. salary |
|---|---|---|---|---|
| 1 | Gainesville | 1 | 1% | $40,428 |
| 2 | Washington | 3 | 0% | $66,036 |
| 3 | Jacksonville | 1 | 0% | $40,360 |
| 4 | Los Angeles | 1 | 0% | $54,374 |
| 5 | Miami | 1 | 0% | $38,464 |
| 6 | New York | 1 | 0% | $57,614 |
| 7 | Philadelphia | 1 | 0% | $49,459 |
| 8 | Santa Ana | 1 | 0% | $53,581 |
Public Relations job outlook: Expert opinions
Our panel of public relations experts
Coastal Carolina University
Grand Valley State University
Saint Mary's College
University of San Francisco
Elon University
Bowie State University
University of Florida
Wartburg College
Washington State University
Washington State University
San Francisco State University
Stonehill College
Loyola University New Orleans
Brigham Young University - Idaho
What will help Public Relations increase their earning potential?
Matthew Turner Ph.D., M.B.A.: Communication is central to pretty much every business and organization so someone with good communication skills will always be employable. The skills acquired in getting a degree in communication are transferable to many different career paths.
What general advice would you give to a Public Relations?
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 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 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 will help Public Relations 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 skills would you recommend for someone trying to advance their career?
David Painter Ph.D.: Many Communication Specialists appreciate the variety in their work as well as their ability to decide which industry they want to promote. From crafting compelling brand narratives for tourist or hospitality organizations to managing digital platforms for financial or legal organizations to strategizing communication plans for sports, fashion, or automotive companies, the possibilities are nearly infinite. Moreover, communication specialists enjoy the creativity, strategic thinking, and collaboration their role demands. However, the job can also be stressful, particularly during crises or when managing conflicting narratives. Long hours and balancing multiple projects can be challenging, but for many, the fast-paced nature and the ability to shape public perception make it worth it.
Wendy Weinhold Ph.D.
Associate Professor of JournalismCoastal Carolina University
Communication And Media Studies
What Public Relations skills would you recommend for someone trying to advance their career?
Wendy Weinhold Ph.D.: Curiosity is the most importantly thing when it comes to skill building. Your college classes have you a solid foundation, but there is always more to learn. Seek out mentors who will help you understand your strengths and weaknesses, and be open to opportunities that help you grow.
What Public Relations 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 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?
Dr. Veronica Hefner: If you're able to know your passion, and your purpose, then find something that fulfills that, even if it means taking a lower paying job at first. For example, if you're really into fitness, get your foot in the door at a company that you respect and work your way up, rather than taking a higher paying job at a place you don't really like doing a job you don't really feel driven to do. Eventually, the passion for your work will motivate you to excel and that will result in achieving financial goals down the road as you are promoted. It's also good to get a master's degree because that will increase your initial salary by exponential amounts, depending on the field. Then, even if you don't land your dream job on the first try, you will have more options for promotion because you've already got the advanced degree in your portfolio.
What will help Public Relations increase their earning potential?
Dr. Veronica Hefner: I would recommend that a new graduate shows up and does the work to the best of their ability. So much of success is determined by reliability, competency, and effort. Aim to achieve a work/life balance that helps you stay mentally and physically healthy, but realize that means that when you're at work, you need to work. The most successful people are not always the most talented or the most educated, but they are the ones who exert the most effort and ambition. However, when you go home at the end of the day, leave work behind and focus on yourself. Finally, show respect to others. If you disagree with them, or just don't like them, you still need to show respect. Respect diverse people, ideas, perspectives, and consider the experiences you have with people and ideas that are different from your own as a privilege that helps you learn and grow.
What general advice would you give to a Public Relations?
Tika Lamsal PhD: Since communication graduates approach the workplaces equipped with effective interpersonal and cross-cultural communication skills, they can vouch for aspirational positions that become both professionally competitive and individually fulfilling.
What Public Relations 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 Public Relations 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 will help Public Relations 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?
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 Public Relations skills would you recommend for someone trying to advance their career?
Dr. Penni Pier: You must be confident in the skill sets you have and negotiate for a beginning salary that is commensurate with your skills. A lot of emerging professionals shy away from negotiation (or making the right fit for that matter) because they are afraid of turning down a job. Interviews and the first series of negotiations set the tone for the relationship you will have with your employer. You also must be willing to look in geographic areas and related industries that need your skill sets to make give you the most opportunities to be choosy with your first professional position. While at your first position, it is important to make sure that your portfolio stays current, and they you are continuing to do professional development. Be proactive and learn (or enhance) any skills you find lacking. Work on client interaction and how to be a good collaborator with your colleagues. If you do these things and there is room for advancement with the organization that first hired, you this will give you a “leg up” in terms of salary potential. If there is not opportunity for advancement a first position will give you tangible work experience for your portfolio and an opportunity to practice your skills which in turn will make you more marketable if or when you decide to move on.
What will help Public Relations 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?
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 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 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?
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 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?
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 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 Public Relations 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 Public Relations skills would you recommend for someone trying to advance their career?
Maureen Boyle: My advice for students is simple. Start early. That means getting as many internships as possible while in school. That way they can get experience, make contacts and see what area of in the communications field they want to be in. The field is very broad, encompassing everything from news to public relations to advertising and much more. Someone who finds the news arena too stressful may find they are better suited to public relations, which can be stressful in its own way. The skills developed in school can be tailored to the difference aspects in the field but each person needs to figure out what area they feel they work best in.
Pallavi Kumar
What general advice would you give to a Public Relations?
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 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 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.
Jeffrey Ory
President & CEO, il Stratega Marketing & Public Relations, Adjunct ProfessorLoyola University New Orleans
Public Relations, Advertising, And Applied Communication
What will help Public Relations 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 will help Public Relations increase their earning potential?
Stephen Henderson: Google’s series of studies showed that so-called “soft skills” carry much more weight than technical skills in the workplace. Perhaps as a direct complement to the prevalence of technology in the industry, we’re predicting that interpersonal communication and conflict-resolution skills will be even more needed in the future workplace. We emphasize those skills in our program. We’ll need skilled communicators who can solve problems with other people, and we’ll need them everywhere.