Experts Weigh In On Current Job Market Trends
October 9, 2021
Given the change of course that has happened in the world, we wanted to provide expert opinions on what aspiring graduates can do to start off their careers in an uncertain economic climate. We wanted to know what skills will be more important, where the economy is doing relatively well, and if there will be any lasting effects on the job market.
Companies are looking for candidates that can handle the new responsibilities of the job market. Recent graduates actually have an advantage because they are comfortable using newer technologies and have been communicating virtually their whole lives. They can take what they've learned and apply it immediately.
We spoke to professors and experts from several universities and companies to get their opinions on where the job market for recent graduates is heading, as well as how young graduates entering the industry can be adequately prepared. Here are their thoughts.
Our Panel of Experts
Snackbox
Pace University
Southern Methodist University
University of San Francisco
Sacred Heart University
Columbia College Chicago
Temple University
Temple University
University of Mary Hardin-Baylor
University of West Georgia
Missouri Western State University
Arizona State University, Walter Cronkite School of Journalism and Mass Communication
Bryant University
Marymount University
Sonoma State University
Central Michigan University
What skills stand out on Public Relations Specialist resumes?
Jenna Oltersdorf: Anyone can claim skills on a resume, and while being able to use specific tools can be important, but experience (even if it's outside of the public relations industry) is what we're looking at when we screen resumes. Has the candidate had deep experience in retail or hospitality (that's huge for client service)? What kinds of internships has the candidate had? What have they been exposed to?
Previous experience in relevant industries demonstrates their ability to think on their feet and work with different personality types and a general work ethic. While these things may seem expected, many college students do not have this type of history - at least according to their resumes.
We can always train people to utilize various programs and platforms, but demonstrating their grasp on important soft skills makes entry-level PR candidates really stand out.
What soft skills should all Public Relations Specialists possess?
Jenna Oltersdorf: Soft skills are critical in public relations, and communication skills are most important to us. Not only is a good communicator but also being an adaptable communicator in that you'll be able to adjust your style to your coworkers' and clients' preferences. For example, adapting your communication style based on whether you're working alongside an introvert versus an extrovert or visual versus auditory processors.
Time management is also a make-or-break for PR folks. Our industry is a very fast-paced environment no matter what path you take, and the ability to squash the feeling of being overwhelmed and truly prioritize your work in a top soft skill.
Additionally, flexibility is crucial. Most days will not go the way you plan when you start your morning; clients have fire drills, you get pulled into meetings, someone is unexpectedly tied up, and you have to take on their hot project. Those that are most successful can jump into whatever the day serves with a positive attitude. These people become the go-to for senior team members and clients and can really jump ahead of peers in their careers.
Finally, being detail-oriented is probably the most essential quality we want in our team members. Especially on the agency side, ensuring that even the small details, like formatting of reports or documents or impeccable spelling and grammar, give clients or other stakeholders the confidence that you've left no stone unturned when planning and executing a communications campaign.
A misconception of a critical soft skill is the idea that you must be outgoing and extroverted. Sure, this makes it easier to strike up conversations with reporters or clients, but some of my best colleagues are quieter. You can be thoughtful in your work and an excellent listener, picking up on nuanced comments or perhaps identify unsaid opinions of clients or media. Introverts and extroverts can be equally successful in this career path.
What hard/technical skills are most important for Public Relations Specialists?
Jenna Oltersdorf: Having experience with media research software, such as Cision or Meltwater, is a top hard skill to bring to your entry-level position. If you're truly just getting started in the industry and you haven't had the opportunity to spend time with these platforms, be sure to know what the top options are and what each one does. Schools sometimes can grant access, so using them for class projects or a mock campaign is another way to expose yourself to tools before your first public relations internship.
Writing skills are also fundamental. It's expected that you're an excellent writer before you even start your career. At a bare minimum, no typos, perfect grammar, and a firm grasp of AP style are necessary to succeed.
The biggest challenge most young public relations professionals encounter with writing is cutting the fluff. In our jobs, we are tasked with being concise but intriguing, so work on keeping things direct (for example, cut the sentences or words that aren't adding to your points; don't waste time with long intros).
What skills will help Public Relations Specialists earn the most?
Jenna Oltersdorf: Anyone can learn hard skills in our industry, and most have to when switching jobs as different companies often use different tools, but perfecting the key soft skills will get you recognized by supervisors, promoted, and raised. As mentioned, being detail-oriented and flexible are pillars to success.
Showing your bosses you're willing to go the extra mile or jump into any hot request to help will ensure you're the junior team member they request on their team. This grants additional visibility with leadership teams and is more likely to put you on a fast track.
I do caution younger public relations professionals: you can go the extra mile, but don't burn yourself out too young. This happens all the time in PR. The industry is FAST. The work can be tough, and it can require long hours. Keep sight of your priorities in life outside of the office and ensure you're staying fulfilled, healthy and happy. Doing so allows you to keep putting in good work and getting promotions for years to come.
Jennifer Lee Magas
Vice President of Magas Media Consultants, LLC and a Clinical Associate Professor of Public RelationsPace University
Department of Media, Communications, and Visual Arts
What skills stand out on Public Relations Specialist resumes?
Jennifer Lee Magas: When hiring a PR Specialist, companies are looking for a candidate with a number of different skills, including strong verbal and written communication skills, good listening and problem-solving skills, and the ability to think quickly and creatively under pressure. Furthermore, candidates should take the initiative. PR Specialists are rarely given direction to do something but rather take action on their own and plan ahead. Employers are also looking for someone who is media-savvy and culturally literate, possessing a range of knowledge of what is going on in the world.
What soft skills should all Public Relations Specialists possess?
Jennifer Lee Magas: -Cultural literacy
-Flexibility and adaptability
-Good time management
-Fresh perspective - people with multiple problem-solving skills
-Ability to work well on teams
-Ability to communicate verbally with people inside and outside an organization
-Having keen attention to detail
-Being able to think strategically
What hard/technical skills are most important for Public Relations Specialists?
Jennifer Lee Magas: -Good writing
-Intelligence
-The ability to recognize a good story when you see one
-Media savvy - knowing different kinds of media and how they function, deadlines, formats
-Contacts - who do you know in the news business
-Good business sense - how to make money, capitalize on an idea
-Broad communications experience
-Specialized experience - watch these emerging trends: more jobs in corporate communications, crisis management, health care, consumer goods, financial services, technology, cannabis PR, collaborating with influencers
What skills will help Public Relations Specialists earn the most?
Jennifer Lee Magas: All of the above - but being able to showcase "grace under pressure" and handling rejection repeatedly is going to make you stand out from other PR pros. You must have thick skin to work in the public relations field - it is not for everyone. Every day a client will send you a "Show Me the Money!" email, and you will be challenged to work harder and longer than you ever thought possible. Clients, editors, journalists, and your target audience will sometimes ignore you, will tell you no, but you must be tenacious, and you must represent your client and their needs with integrity. There is no "I give up" in Public Relations. And after all the rejections, nothing beats the overwhelming joy when you succeed in sharing your client's message, or placing your client in their most desired media outlet, or solving their crisis!
Kim Commerato
Professor of Practice, Corporate Communication & Public AffairsSouthern Methodist University
What skills stand out on Public Relations Specialist resumes?
Kim Commerato: As opposed to skills standing out, a strong portfolio is what will help a candidate rise to the top. A portfolio that demonstrates not only tactical or writing and creative work but those that demonstrate strategic thinking and planning, and importantly a firm understanding of media relations (traditional and social). Within our practicum course Boulevard Consulting, students work with start-ups to research, plan and execute an integrated communication campaign. I hear from alumni students that prospective employers are quite impressed with this level of work when presented in a job interview.
What soft skills should all Public Relations Specialists possess?
Kim Commerato: Public relations professionals must possess curiosity, tenacity, diplomacy, and the ability to work well in teams. This profession is dynamic, and while skills are relevant, technology shifts at a breakneck pace. Thus, an ability to adapt and continually learn is essential to success.
What hard/technical skills are most important for Public Relations Specialists?
Kim Commerato: Writing, storytelling, and research skills are by far critical. Also, when referring to research, I mean applied research. The ability to ask the right questions, and find the answers, to develop the right strategy for the client organization.
What skills will help Public Relations Specialists earn the most?
Kim Commerato: Leadership and business acumen will help you rise to the C-suite and earn the most. Public relations is fundamentally bottom-line driven. It is essential that future practitioners can read and interpret financial statements and measure the impact of public relations on an organizations' bottom line.
What skills stand out on Public Relations Specialist resumes?
Larry Kamer: In the early part of a PR career, practitioners begin to master technical and tactical skills. Real growth comes from putting these into action, where independent, critical thinking comes into play. I'm interested in how a candidate solves a significant problem, either individually or as part of a team, through the use of critical thinking and analysis.
What soft skills should all Public Relations Specialists possess?
Larry Kamer: Flexibility, the ability to keep things in perspective, and a decent sense of humor.
What hard/technical skills are most important for Public Relations Specialists?
Larry Kamer: Writing: the ability to express a strong point of view, using the written word, in a clear and well-reasoned manner.
What skills will help Public Relations Specialists earn the most?
Larry Kamer: Really, truly learning all aspects of the business. Successful communicators have a keen understanding of their company or institution and see themselves as business people first, PR people second. PR helps solve a lot of problems in a very cost-effective way, it helps build trust and reputations, but PR people are most effective when they're seen as masters of the business who happen to have the strongest communications skills in the room.
Michael Twerago
Director of Operations, Data & RecruitmentSacred Heart University
Center for Career & Professional Development
What skills stand out on Public Relations Specialist resumes?
Michael Twerago: To me, I always believe that hard skills and technology skills take precedence over soft skills. Many employers would assume that a student has good time management skills, is a good team player, is a strong communicator, etc. The certain software's/systems that a student has experience utilizing take precedence, in my opinion.
What soft skills should all Public Relations Specialists possess?
Michael Twerago: I tend to have students leave soft skills off a resume, but specifically with public relations, anything within communications, relationship building, or dealing with people would be a desired soft skill. I also think skills such as writing and research are more desired than some of the other soft skills that I typically see students include.
What hard/technical skills are most important for Public Relations Specialists?
Michael Twerago: I believe that every student entering the workforce should be proficient in Microsoft Suite, such as Word, PowerPoint & Excel. Additionally, most marketing/public relation roles I see are looking for proficiency with social media, so that is another one I recommend students including. Other than that, any software/system they have experience with should be included. This can be any of (but not limited to) the following: Adobe InDesign/Illustrator, Photoshop, Tableau, etc.
What skills will help Public Relations Specialists earn the most?
Michael Twerago: This is a tougher one to answer because I think this varies by job or company, but typically we see those students who go into video production or audio production making more than their peers. At the end of the day, you may not be making the most money initially, but if you are at a company where growth opportunities exist, with the ability to move vertically, I think that is where I see the most potential to earn more in an earlier stage of a career.
What skills stand out on Public Relations Specialist resumes?
Anne Marie Mitchell: Your resume and cover letter are your first chance to tell your story. Hiring managers are busy. Can they scan a visually appealing, typo-free resume and quickly come away with whether you have what I like to call the "big four" skills: clear and succinct writing, a focus on quantitative/qualitative results, problem-solving experience, and a passion for continuous learning.
What soft skills should all Public Relations Specialists possess?
Anne Marie Mitchell: First and foremost, the ability to tell a story. Does your cover letter convey who you are and the major milestones of your life and career in logical, chronological order? Each and every bullet point in the experience section of the resume should tell specific stories of what you contributed to the business/cause, the results of your efforts (quantitative and qualitative results are key!), and the growth you enjoyed (were you promoted? given increasing responsibilities?). Every point should be considered a stand-alone story, conveying a message you intentionally want to convey about yourself.
Second, find ways to demonstrate you understand the value of networking. One way is to have a section on professional affiliations (like PRSA or PCC), pre-professional affiliations if just starting out your career (PRSSA or PRSA YPN), or reference networking events or conferences you've attended.
Third, since you are constantly swinging across various industries throughout your career, being interested in many topics, issues and industries are key. Can you show you are open to change and have a wide array of interests and passions? Also, if you have causes or issues you are passionate about, make sure you share them on the resume and/or in the interview. Take any chance to show who you are as a person and what makes you tick. Authenticity is key.
Lastly, as PR is a creative field and you need an open mind to solve your client's most pressing problems, you'll want to demonstrate that you value iteration as a core principle ("Yes, and..." in improv terms). You can show this either by the extracurricular section of your resume, through examples in your experience section, or even in the interview itself.
What hard/technical skills are most important for Public Relations Specialists?
Anne Marie Mitchell: Demonstrate you have experience with the tools that professionals regularly use, such as media list building/research (e.g., Cision or Just Reach Out), data analytics (e.g., Google Analytics, Hootsuite), and strategy/messaging (e.g., media pitching, message maps, strategic planning/creative briefs). You also will want a portfolio with real work for real clients (e.g., client presentations, press releases/media alerts, media plans/media lists for real clients, social media content, event management, influencer marketing, etc.). The tools evolve, so LinkedIn certifications are an easy way to supplement your experience.
What skills will help Public Relations Specialists earn the most?
Anne Marie Mitchell: The skill of continuously demonstrating your value to your managers and holding them accountable for regular performance reviews tied to salary increases. That's key.
Second, to that is the skill of taking new opportunities that come your way. That's one thing that has not changed in our industry. Many employers are reticent to provide big salary increases year to year, so many professionals will continue to actively interview to seek a salary boost from a new employer, especially now as the job market is spectacular, especially in the PR profession.
What are the biggest trends we'll see in the Public Relations Specialist job market given the pandemic?
Gregg Feistman: I think the market will begin opening up again come Fall and winter and into next year (I'm already seeing some early signs of this). Given the pandemic, combined with ongoing social justice movements such as BLM, there's a critical need and a pent-up demand for organizations to communicate and communicate better to all their stakeholders. And as always, there's a constant need for good entry-level professionals, especially those who can write well and think strategically.
What soft skills should all Public Relations Specialists possess?
Gregg Feistman: Strategic thinking is a big one - not just knowing how to do a task, but why and what are you trying to accomplish. Business acumen is another, as is Analytics. We're bombarded with a torrent of data. A real skill is how to do data mining to pull out those nuggets that reveal an audience's perceptions and mindset. And then creating communication strategies and messages that will resonate with the people we're trying to reach and influence. And of being able to present well and articulate your thoughts. And if you spot a potential issue, opportunity or problem, just don't point it out; suggest a solution or course of action. And keeping up with our field in general and how technology - from analytics to artificial intelligence to fake videos, AR and VR are impacting the business environment as a whole.
How have salaries changed over time for Public Relations Specialists?
Gregg Feistman: I do think they're getting better, especially for those graduates who possess the knowledge and skills employers are most hungry for. For the reasons I mentioned earlier, this is a great opportunity for skills strategic communicators to make a real difference and affect positive change for their organizations and clients. The ones who do it well will be highly valued in the years ahead.
What are the biggest trends we'll see in the Public Relations Specialist job market given the pandemic?
David Brown: The biggest trends that I see in the job market relate to the resiliency of the candidates in being able to adapt to the changing environment that has been prompted by the pandemic. It has become so critical to have adaptable and transferable skills as companies and organizations have had to change their business models to thrive, not just survive the dynamic arenas in which they are seeking to succeed.
What technical skills for a Public Relations Specialist stand out to employers?
David Brown: Despite the changing environments that have come to define this pandemic-influenced market, the ability to write and convey concepts remains a foundational skill. Also, having a knowledge and affinity for issues related to diversity, equity and inclusion will be key as our nation (and the broader global arena) grapples with issues related to race and privilege.
What's a good job out of college for Public Relations Specialists?
David Brown: Industry research has shown that more candidates are looking for meaningful positions that fulfill them beyond just their technical skills. They are also looking for companies that have a social conscience and mission that resonates with making a difference in the world. Candidates want to be involved in helping a company make a profit while making a difference. One without the other is less satisfying.
What are the biggest trends we'll see in the Public Relations Specialist job market given the pandemic?
Avery Green: -Remote education and work are here to stay. Having to work remotely means students/interns/new hires should make a conscious effort to be self-starters and practice time management in order to stay on-task and increase productivity. Being motivated is an inherent trait. While I can't necessarily teach my students to be motivated and ambitious, I can strongly encourage and model these behaviors both in and out of the classroom.
-Overcommunication is key. When new hires aren't working in the same physical location as their supervisor, it's even more vital for them to embrace newer communication technologies like Slack, GroupMe and/or Zoom, in addition to the the more established means of workplace communication including email. Millennials seem to overlook the importance of email. With up to five generations currently in the workspace, it's a newer employee's responsibility to meet their co-workers where they are, be it by email or messaging apps, or both.
What certifications/licenses/courses can have the biggest impact for Public Relations Specialists?
Avery Green: -Certifications: The use of industry certifications in classrooms has become increasingly common. According to a 2017 Lumina Foundation Study, Connecting Credentials, the top three benefits to embedding industry and professional certifications in higher education are:
"1) students can complete both academic credential and industry/professional-recognized certification, 2) helps keep college/ university curriculum up-to-date with industry standards, and 3) employers get students trained to their specifications or their various tools."
-Students are able to share their certifications on their resume, via their LinkedIn account, etc. I've implemented the following industry-vetted certifications and modules in my public relations classes.
1.Google Analytics for Beginners
2.Hootsuite Platform Certification
3.Muck Rack Academy - Fundamentals of Social Media & Media Relations
4.HubSpot - Content Marketing
5.Arthur Page Center - Ethics in PR Modules
-Professional Development: New graduates in the public relations field have to be committed to life-long learning as the industry is constantly changing. I recommend public relations practitioners work on acquiring the prestigious Accreditation in Public Relations (APR) designation.
1.According to the Public Relations Society of America (PRSA), PRSA:Asserts professional competence.
2.Communicates professional expertise, plus personal and professional dedication and values.
3.Reflects progressive public relations industry practices and high standards.
What's a good job out of college for Public Relations Specialists?
Avery Green: The ideal first job out of college should provide opportunities for recent graduates to apply the skills they've acquired in their major classes. In addition, the company/nonprofit must also have a proven record of doing good. Based on their particular circumstances, newly minted grads can be somewhat selective about accepting that first job right out of college. I recently came across the Post College Journey, which is a 20-something lifestyle blog focused on career building that offered six tips about the benefits of picky.
A company's demonstrated history of corporate social responsibility (CSR) is key for this new crop of graduates. Social accountability is top of mind. For me personally, the Kendra Scott brand immediately comes to mind. This homegrown Austin, Texas, company has excelled in its philanthropy efforts. Kendra Scott is an avid supporter of health/wellness, education/entrepreneurship, and empowerment. The company's outreach efforts are exquisitely highlighted on their website under the We Give Back tab.
Ultimately new graduates want to be part of a workspace that offers something positive and affirming, it's not necessarily all about the paycheck.
Will there be an enduring impact of the coronavirus pandemic on Public Relations Specialists?
Taylor Bryant: Absolutely. Graduates will be entering unique work environments where they are likely doing more remote work and missing out on the opportunity to interact with new colleagues. As a result, this impacts networking and mentorship that often happens in the workplace for young employees. Another enduring impact is that these new professionals will be missing the opportunity to engage in organic creativity and innovation that often occurs in the office and is difficult to recreate on a platform like Zoom. The good news is that change is a friend of success, so in several years young professionals will have adapted in many ways that other generations have not.
What type of skills will young Public Relations Specialists need?
Taylor Bryant: Recent graduates should focus on outcomes, specifically how they can help companies or organizations achieve the same or better results during a crisis. This requires being detailed-oriented, flexible, and innovative. Graduates have an advantage because they are new, so adjusting to different situations is something these graduates are already capable of doing. Being flexible means being willing to take on tasks that will challenge you in your field. This will also be a plus when preparing to apply for promotions or new positions.
What experience really stands out on Public Relations Specialist resumes?
Taylor Bryant: Data is king! I always tell my students that it's necessary to quantify your outcomes in a role and share how this increases the company's overall revenue or success. Your resume shouldn't just show that you managed a project, but it should share how and what your managing of that project changed for or contributed to the company's overall goal. In addition to analytical skills, basic soft skills and communication skills are still important to most day-to-day operations. Your professionalism and communications skills are an extended branch of a company's brand.
Jennifer Jackson Ph.D.
Assistant ProfessorMissouri Western State University
Department of Communication
What are the biggest trends we'll see in the Public Relations Specialist job market given the pandemic?
Jennifer Jackson Ph.D.: The biggest trend is what we are already seeing with the ability to work remotely. Interviews and everyday work will be done more online for the time being. In addition to that, the market is shifting to more work with video and podcasting. Those in the PR market need to expand their skills for the virtual world and be ready for those shifts in technology.
What skills stand out on Public Relations Specialist resumes?
Jennifer Jackson Ph.D.: Skills that stand out are all applied skills. These include work with video, photography, podcasting, layout and website design, and the coordinating computer programs (including coding, editing, etc.). The more skills your experience can show you have, in that applied fashion, the more they will stand out. This means not just listing a set of skills, but discussing the application of those skills in the previous experience listed on a resume.
Are there any particularly good places in the United States for Public Relations Specialists to find work opportunities?
Jennifer Jackson Ph.D.: A lot of students are finding work nationwide because of the online format we are in during the pandemic. The big cities are always going to rank the highest on websites for where the jobs are-Washington D.C., NYC, Atlanta-but there are hidden gems in smaller markets if a person puts in the efforts to look for them. One of those gems, with the pandemic bringing up the need to support small, locally owned businesses, is work to help build those smaller businesses' online branding presence-both website and social media management-to help them grow and sustain their business while there are various forms of shutdowns due to the pandemic. This opens the door for any location the student could be interested in, if they are willing to put in the work to find these opportunities.
Rebecca Smouse
Program CoordinatorArizona State University, Walter Cronkite School of Journalism and Mass Communication
Career Services Department
What are the biggest trends we'll see in the Public Relations Specialist job market given the pandemic?
Rebecca Smouse: The pandemic has certainly caused a huge shift in the job market, but also created some different opportunities. Remote/virtual will continue to be a big part of the job force going into the new year. For those entering the journalism and communications industry, it's important to have an updated digital presence. Is your online portfolio, LinkedIn profile and broadcast reel current and relevant? Recruiters are constantly scouring the web for potential future employees. Be sure to put your best (digital) foot forward.
What Public Relations Specialist skills would you recommend for someone trying to advance their career?
Rebecca Smouse: Developing skills in digital media is a great option for graduates who are taking a gap year. Familiarize yourself with skills like understanding how SEO works, social media strategizing, audience research and digital planning and producing. These skills are valuable and incredibly marketable. Every industry can benefit from having a digital audience expert, especially companies working in a journalism, communication or marketing environment. These skills can be developed by taking digital audiences coursework, a program we offer here at the Walter Cronkite School of Journalism and Mass Communication at Arizona State University at the Master's level and as a certificate. Beginner-level courses are also available on LinkedIn through their learning platform.
What general advice would you give to a Public Relations Specialist?
Rebecca Smouse: Don't get discouraged. Applying for jobs can feel scary, frustrating and overwhelming at times. Lean on your network of contacts. Connect on LinkedIn with current and former managers, colleagues, college professors or recruiters you might have crossed paths with. Join your local alumni network. All of the professional relationship cultivation and building could lead to that next opportunity.
What are the biggest trends we'll see in the Public Relations Specialist job market given the pandemic?
Kevin Pearce Ph.D.: I don't think things will be the same after the pandemic. I recently saw a meme on social media stating, "One thing we learned from the pandemic is that you could have been doing your job from home this whole time!" If people continue to work at home, that will have ramifications throughout the market. The job market is likely to take a while to recover. That being said, Communication students are at somewhat of an advantage.
Some of the most popular communication specializations - social media, computer-mediated communication, broadcasting, corporate communication, marketing - will be relatively resilient to the effects of Covid-19. These positions will still be needed, with some of them such as computer-mediated communication even rising in importance because of Covid-19. If it is one thing we know, the pandemic has changed the way we communicate, and Communication majors are in a position to lead the way to a post-pandemic existence.
What skills stand out on Public Relations Specialist resumes?
Kevin Pearce Ph.D.: Your resume should show your technical knowledge based on your field. For example, if you are applying for a job in public relations, you have to make sure that public relations is represented on your resume. However, there will be hundreds of people with the technical skill to do the job. It is what you have in addition to this that can help you stand out. Being a Communication professor, I might be a bit biased about this. But almost everyone will tell you that you should demonstrate that you have good general communication skills.
Most employers see "communication" as a necessity, even if they do not fully understand what it means. If possible, do not just say you have good communication skills - make it more concrete and show it through other things you write. Employers do not want to see, "I'm a people person," without any proof. Computer skills are also a necessity. It is going to be assumed that you have basic computer skills. If you have any specialized skills, make sure you let that be known. You should also talk about any leadership positions you have held and try to show that you are good at collaborating with others.
Are there any particularly good places in the United States for Public Relations Specialists to find work opportunities?
Kevin Pearce Ph.D.: There is such a wide range of jobs in communication, it is somewhat difficult to answer this question. In general, communication jobs are more prevalent in larger cities. All large businesses have people on staff that focus on communication. Large cities are also the major media centers in the United States. However, jobs in Communication can really be found anywhere.
What are the biggest trends we'll see in the Public Relations Specialist job market given the pandemic?
Megan McFarlane Ph.D.: My guess is that this coming year will be a continuation of much of what we've seen during this year in terms of virtual meetings and teleworking. I think it will continue to be common for many people to get hired via virtual interviews and work for months before ever meeting their coworkers in person. Given this reality, paying attention to one's online interview etiquette (posture, location of the camera, background, lighting, etc.) will be very important. I also think that many companies are going to realize that working virtually can work well in some instances, and so there will continue to be job opportunities for people in locations far from where they live.
What skills stand out on Public Relations Specialist resumes?
Megan McFarlane Ph.D.: I think many of the same skills will stand out - for example, oral and written communication, teamwork/collaboration, and critical thinking/problem solving. What is important is to not just list these skills, though, but to provide specific examples, effectively showing these skills in action. Many of these so-called soft skills can be strengthened and give applicants an edge if they also possess some of the more "hard skills" (technical training or skills required for a specific job).
In the case of the pandemic, especially for Communication majors, the ability to effectively manage an online/virtual meeting will be important. Knowing how to set up a meeting, manage participants (muting, etc.), screen share effective presentations (both in terms of visual and audio) will be even more important. This semester, I often told students in my classes that their presentations were preparing them well for the post-COVID world where virtual presentations will be more common, whether for interviews, work, or for conventions. This means it is important for job seekers to understand and implement what makes an effective presentation, such as minimal colors, easy-to-read fonts, and conversational tone.
Will there be an enduring impact of the coronavirus pandemic on Public Relations Specialists?
Gina Baleria: I think the full impacts of this moment in time remain to be seen. But certainly, experiences shape all of us, and the pandemic has reverberated in all aspects of our lives. For college students and recent graduates, this means how they are getting their education (in-person to largely remote); how they engage with classmates and professors; the ways they manage and deal with their mental and physical health; and the number of jobs available to them upon graduation (because of the economic downturn and job cuts - which could rebound once we come to manage the COVIID-19 virus).
What type of skills will young Public Relations Specialists need?
Gina Baleria: Graduates entering the workforce in the coming years will need to be flexible, nimble, technologically savvy, and self-directed. Working remotely is not new, but it is now the way of working for many people, and aspects of that are expected to endure, even once the pandemic subsides. This means having the discipline to get work done on their own, as well as the ability to cultivate connections in remote contexts. Graduates should also hone their digital and social media skills, and perhaps even digital content creation and delivery skills.
What experience really stands out on Public Relations Specialist resumes?
Gina Baleria: With regard to positions focused on communications, marketing, PR, journalism, and related fields, the experiences that stand out on resumes include writing skills of all types, including for various social media platforms, news releases, white papers, and inverted pyramid stories. Headline and promotional writing are also likely to be prized. In addition, basic video and audio production skills are likely to be considered valuable, as well as skills in audience cultivation and messaging strategies. Finally, graduates may benefit from an understanding of basic graphic design, data visualization, and website creation, as well as basic coding.
What type of skills will young Public Relations Specialists need?
John Hartman: The ability to gather information through multiple methods and distill it, verify it, write about it, and communicate about it through various media and means.
Are there any particularly good places in the United States for Public Relations Specialists to find work opportunities?
John Hartman: Generally, faster-growing regions have more opportunities for journalists, so west and south would be best. Some north and east cities are growing, such as Columbus and Indianapolis, and would be attractive. The ability to telecommute opens up new opportunities as well.
How do you envision technology impacting Public Relations Specialists in the next 5 years?
John Hartman: Mastering technology is critical, and the young are the savviest among us, so keeping on top may not be difficult.
