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Public relations/marketing assistant job growth summary. After extensive research, interviews, and analysis, Zippia's data science team found that:
The projected public relations/marketing assistant job growth rate is 8% from 2018-2028.
About 22,300 new jobs for public relations/marketing assistants are projected over the next decade.
Public relations/marketing assistant salaries have increased 8% for public relations/marketing assistants in the last 5 years.
There are over 291,343 public relations/marketing assistants currently employed in the United States.
There are 93,466 active public relations/marketing assistant job openings in the US.
The average public relations/marketing assistant salary is $36,516.
| Year | # of jobs | % of population |
|---|---|---|
| 2021 | 291,343 | 0.09% |
| 2020 | 279,439 | 0.08% |
| 2019 | 275,728 | 0.08% |
| 2018 | 261,043 | 0.08% |
| 2017 | 245,946 | 0.07% |
| Year | Avg. salary | Hourly rate | % Change |
|---|---|---|---|
| 2025 | $36,516 | $17.56 | +2.7% |
| 2024 | $35,551 | $17.09 | +1.9% |
| 2023 | $34,883 | $16.77 | +1.2% |
| 2022 | $34,476 | $16.57 | +2.2% |
| 2021 | $33,732 | $16.22 | +2.2% |
| Rank | State | Population | # of jobs | Employment/ 1000ppl |
|---|---|---|---|---|
| 1 | District of Columbia | 693,972 | 292 | 42% |
| 2 | Vermont | 623,657 | 255 | 41% |
| 3 | Rhode Island | 1,059,639 | 313 | 30% |
| 4 | Wyoming | 579,315 | 166 | 29% |
| 5 | Utah | 3,101,833 | 740 | 24% |
| 6 | Montana | 1,050,493 | 255 | 24% |
| 7 | New Hampshire | 1,342,795 | 307 | 23% |
| 8 | South Dakota | 869,666 | 196 | 23% |
| 9 | Alaska | 739,795 | 160 | 22% |
| 10 | Maine | 1,335,907 | 280 | 21% |
| 11 | Delaware | 961,939 | 204 | 21% |
| 12 | North Dakota | 755,393 | 161 | 21% |
| 13 | Washington | 7,405,743 | 1,319 | 18% |
| 14 | Connecticut | 3,588,184 | 610 | 17% |
| 15 | Nebraska | 1,920,076 | 319 | 17% |
| 16 | Minnesota | 5,576,606 | 919 | 16% |
| 17 | Colorado | 5,607,154 | 913 | 16% |
| 18 | New Jersey | 9,005,644 | 1,315 | 15% |
| 19 | Virginia | 8,470,020 | 1,302 | 15% |
| 20 | Maryland | 6,052,177 | 858 | 14% |
| Rank | City | # of jobs | Employment/ 1000ppl | Avg. salary |
|---|---|---|---|---|
| 1 | Burbank | 1 | 1% | $45,054 |
University of Florida
Washington State University
Washington State University
Loyola University New Orleans
Temple University
Brigham Young University
University of Cincinnati
San Jose State University
Maryville University of Saint Louis
Methodist University
Husson University
University of Illinois at Urbana-Champaign
University of Montevallo
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 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.
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.
Washington State University
Public Relations, Advertising, And Applied Communication
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.
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.
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.
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!
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.
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.
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.
Loyola University New Orleans
Public Relations, Advertising, And Applied Communication
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.
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.
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.
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.
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.
Suzanne Boys PhD., APR: Writing is a perennial skill. Today's Communication graduates will need to learn how to ethically and strategically merge writing skills with the use of generative AI. Hiring managers are also likely to presume that recent Communication graduates are savvy on all social/digital platforms. However, digital/social platforms evolve constantly and professional skills are distinct from personal and recreational skills in this area. For that reason, I recommend new graduates develop social/digital content creation, strategy building, and analytics skills, and that they work to keep these skills current. Reading and responding to emergent and often contested cultural mores is another skill that is important for new graduates. Communication professionals are often at the forefront of cultural engagement, so this is a key skill.
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.
Dr. MinJi Kim: Public Relations (PR) is an integral part of our daily lives. The moment we wake up and check our phones, we encounter messages from various sources in the form of texts, photos, sounds, and videos. Consumers are continuously immersed in PR, targeted for attention and managed both knowingly and unknowingly. This necessitates that marketers and PR professionals consistently work to enhance the public's awareness of their clients and nurture relationships continuously. As a result, PR professionals are dedicated to a continuous cycle of monitoring, listening, and responding to customer feedback across diverse media channels, not only during specific seasonal events but also throughout everyday interactions. PR professional's daily responsibilities cover various tasks, such as investigating trends in society, conducting environmental scanning to collect data on the industry and competition, and utilizing social media for monitoring and listening to meet and anticipate consumer demands. Through the process, PR pros manage public queries, craft news stories to keep the public informed about the client's brand, pitch organizational news stories to journalists and reporters, and send out market research reports to stakeholders and investors. At times, duties may also include examining changes in policies and regulations that may affect the business, ensuring proactive preparation for upcoming challenges and opportunities.
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.
Husson University
Public Relations, Advertising, And Applied Communication
Ms. Nancy Roberts APR, MBA: If you enjoy doing something different every day and communicating with people in a variety of ways then a career in public relations may be for you. A Communications Specialist handles various tasks on a day-to-day basis, including crafting news releases, managing social media accounts, pitching stories to media outlets, organizing events, and maintaining positive relationships with the stakeholders of the company.
University of Illinois at Urbana-Champaign
Communication And Media Studies
Marisa Peacock: Curiosity, multi-tasking, boundary setting, and the ability to write well will never fall out of favor!
PR requires a lot of on-going work, most of it behind the scenes. Knowing how to stay organized in chaos will help. Also, knowing how you need to handle stressful situations will help prevent burnout. When things get to be too much - figuring out what helps (going for a walk outside, putting down your devices for a few hours, working out, having coffee with a friend) will benefit your mental health in the long run. Emerging technologies will also be a factor, so be curious, adapt and find ways to evolve your brand/company's presence online.
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.
University of Montevallo
English Language And Literature
Dr. Emma Atwood: Now more than ever, in a fast-paced media landscape, we need people who understand how effective arguments work; who understand how persuasion, logic, and emotion affect audiences; and who can think critically about complex issues and see these issues from multiple perspectives. Training in English, Philosophy, and Communication helps prepare future leaders to pursue truth as they enter this landscape and transform it for the better.
Kevin Faigle: I would say a graduate needs to be able to adapt to a changing landscape of the business. Probably by your senior year students need to get more involved with internships to prepare themselves for their post-collegiate career. Most businesses have a public relations/media relations position and need to do what they can to get their foot in the door and bolster their resume.
Kevin Faigle: That's tough to answer. But one, try to see what other similar positions are being paid. There are plenty of websites where you can find salary ranges for positions and that may give a good basis for a starting point. Also, be sure to track everything you are good at and build that resume up. Sometimes a HR department will have a salary range in the job posting, and don't be afraid to ask for the higher amount or even negotiate. 100% of the questions you don't ask, the answer is no. If you are confident in your ability and confident in your background, then show that and push for a higher salary level.